Somehow I lived this long without gambling (unless you count the occasional football pool). Never placed a bet on a slot machine.
While I’m here in Las Vegas attending Shine, I spent some time with Jeanette Cates, an established and highly successful Internet marketer.
One of my Seattle friends insisted, “You’ve got to place at least one bet!” and Jeanette agreed to show me the ropes. [Read more…] about Marketing Lessons from a Las Vegas Casino
After working through my own makeover (and making some mistakes of my own!) I identified 5 mistakes most business owners make during a website make-up or make-over.
Mistake #1: Starting too late.
Most of us (including me) wait way too long to realize it’s time for a change. I’ve been there too. You may recognize the warning signs like the ones I had:
— No longer excited about sharing my logo and website with the world.
— Clients said, “That website just isn’t you.”
— Doing a lot more than copywriting, yet all my materials said, “copywriting.”
Why do we wait so long? Usually we have excellent reasons. For one thing, we’re busy. (I certainly was.)
We have an investment in the past. Economists refer to “sunk costs” when they talk about investments we’ve made that won’t do much to help in the future. For instance, suppose you have invested heavily in the typewriter industry when the world changes and your products are replaced by computers.
You could say, “But I’ve put so much effort into learning about typewriters!” Or you could look forward to a brighter future and say, ‘OK, time to move on.”
It’s very hard to recognize sunk costs. Additionally, on the Internet, you may be widely known for your old, tired online presence. (I certainly was.)
We aren’t sure where to start. Do we call a web designer? A copywriter? Hire a coach? Here’s an article that presents the views of 17 experts – including designers and marketing coaches. They all say, “Start with the copy or you could break the website.”
But the hardest part of all is…deciding how you’ll replace your current brand. What will your new online presence look like?
Surprisingly that’s a pretty straightforward problem for a copywriter to solve. Once we get your story, we can draft your website quickly ..and usually get it right the first time.
Awhile back I worked with a client who was feeling frustrated. She was getting lost in themes and platforms, let alone headlines and copy. At a friend’s urging she booked a consultation with me, openly nervous about how much we could do. Just a few weeks later she was happily reviewing a draft, presented on a WordPress theme…feeling deeply relieved and happily optimistic about her new future.
If you’d like to get started, check out my consultation program here. So far clients have been surprised at how quickly we get to the heart of the matter … and they get to enjoy a new website and use their time more enjoyably (and more profitably).
You may have heard this story before. World-class violinist Joshua Bell normally plays to sellout audiences who pay $100 for a single ticket. He agreed to participate in an experiment arranged by the Washington Post. He set up shop as a subway busker, playing a difficult Bach piece on his multi-million dollar violin. Full story here.
The Post had been concerned about crowd control, but in fact nobody noticed. To the riders hurrying by, he was just another struggling musician, looking for handouts.
So what’s the difference between Bell’s performance at the Symphony Hall and in the subway?
In a word: Marketing.
As I think about it, Bell’s impromptu performance has many similarities with an online presence.
(1) People hurry past and, if they don’t expect great things, they don’t see them.
Consumer psychologists refer to anticipation as an influence on perception. That’s why television ads showcase the product: when you see an item on a crowded shelf, you immediately recognize the package and the product. You were introduced via television, whether you were searching or not.
Similarly, your articles and book reviews establish anticipation before visitors come to your website or blog. You create expectations.
(2) Perception occurs in a context.
I began learning about classical music well into adulthood. I knew Juilliard was a top music conservatory, but if someone graduated from Curtis, I didn’t have a context to say, “Wow…that is truly impressive.”
Imagine if Joshua Bell had a sign: “This music comes from the same program you would have heard at the Center for the Performing Arts last week.”
You can find analogies in all fields: a WNBA player who went to UConn or a finance specialist who went to a premiere tax program.
On the Internet, you have an opportunity to give your reader a context to understand the significance of your background. You can go beyond education to show how your experience qualifies you to deliver a service today.
(3) You can’t be subtle.
This lesson was the hardest for me to learn. Like many people on the Internet, I used to work in an environment where my qualifications were obvious. If I weren’t qualified, I wouldn’t be there. If I didn’t perform well, I’d be gone.
But on the Internet, we’re all a little like Joshua Bell in the subway. Few people will recognize great music or great musicians without a label.
Bell’s take for a Friday morning 43-minute session was a grand $32.17…nothing like what he commands for a similar stint with a major orchestra. It’s a vivid outcome to an experiment demonstrating the value of context.
Learn how to stand out and create your own context in my 21-Point Extreme Copy Makeover – a free download you can claim here. There’s a whole section on how to differentiate yourself from the crowd and become the go-to person in your field.
If you’re an independent professional or service business owner, you face 3 major challenges.
First, your best prospects may not be looking for you on the search engines: Yahoo, Google and MSN.
Second, your prospects may not realize what you do. Many people think massage is just a feel-good luxury for rich people who have everything. In fact, massage has documented benefits for physical and mental bealth.
Third, you can’t afford to sound sales-y. You have to be totally professional.
One way to deal with these challenges is to review books on the online bookstores, such as Amazon. When you write a book review, you get to
— reach prospects who are searching for solutions but may not be searching for you. Many people think of reading a self-help book rather than hiring a coach or buying a virtual information product. They’re ready to spend.
— share your expertise and opinions. You can’t do this in an article. In a book review, you get to say things like, “Although the author advocates intensive testing for career change, my experience as a coach and consultant suggest…. and the research shows…”
— reach prospects who are ready to buy. Visitors to Amazon and other online bookstores realize they do not get anything free. They shop with one hand on their credit cards and the other on the mouse. When they see your review and click over, they will be in “buy” mode.
When I focused on attracting clients for consulting and coaching on career change, I found book reviews brought me more clients than any other marketing tool. So I created a product that you can access immediately. Buy by February 16 and get access to a 2-session workshop. Learn more at http://www.BoostBusinessWithBookReviews.com
Becoming a copywriter can be a lucrative and satisfying career:
You make a pretty darn good income and live life on your own terms (when you start your career off on the right foot).
You can’t be replaced by an “I’ll write anything” desperate discounter (because you deliver results and cheap copywriters don’t).
You hold the keys to the most essential skill for making money on the Internet (every successful online marketer has studied copywriting, keeps a top copywriter on speed dial or both).
But many talented, energetic people give up on the idea because they think, “It’s beyond me. I just don’t have what it takes.”
Here are the most common myths:
Myth #1: You need to be super-creative to be a copywriter.
Reality: Many copywriters will tell you they rely on research and time-tested formulas.
Your ability to capture what an audience cares about is more important than anything else.
Myth #2: If you’re a good writer you’ll be a good copywriter.
Most copywriters have some facility with words. Certainly, you’ll have a head start if you’re an outstanding wordsmith.
But many copywriters begin with no writing experience at all. Few were English majors in college.
Copywriting is completely different from writing a novel, a poem or even a how-to book. It’s not a special form of technical writing.
Some copywriters claim that journalism helps you become a copywriter. You learn to write simply and clearly and you learn to ask questions.
But it’s not a good idea to go back to school to study journalism. Just get started on a copywriting career.
Myth #3: You need to spend thousands of dollars (or pounds) on a copywriting course.
Most copywriters I’ve met have never taken those widely advertised high-end courses. They’ve read a lot of books about copywriting and taken a course or two online, usually for a few hundred dollars or less.
The Become A Copywriter program includes a free course on copywriting basics, with links to others that will be useful.
Once you realize that you really want to be a copywriter, you may decide to join a mentorship program or take a course from a high-powered copywriter, by application only. Those courses aren’t cheap and it’s a good idea to wait till you’ve got some traction.
But some successful copywriters have never hired a mentor or taken a course. They just read a lot and studied the work of successful copywriters in their fields.
Myth #4: There are only 3 choices – freelance, work for a company or work for an ad agency.
Working for a private company can be a good way to enter the field. You learn how to make the most mundane products seem appealing to your audience (and to some audiences, ball bearings, and gear wheels are fascinating). Ideally, you’ll be able to start freelancing on the side to get some diversity in your portfolio.
Ad agencies tend to be competitive. You’ll deal with a lot of egos but you get great experience. You learn how to analyze ads and measure conversion rates.
To get a job in an agency, you’ll need to get in front of a creative director and show what you can do. Blogging and social media can be a good way to break in.
Of course, if you live in a small town or don’t fit the mold, you won’t be able to find good jobs in those areas. But you don’t have to live hand-to-mouth or chase jobs online. You can set up a business with copywriting as your core skill. You can build relationships that generate ongoing income.
Myth #5: You must have clients to get clients.
When you get started, you can feel frustrated because prospects want to see your portfolio and get references.
Some copywriters offer to work free or deeply discounted. I don’t recommend ever working for free unless your “client” is your favorite nonprofit and they’re really broke. The samples and references you produce for bargain-hunters may not appeal to high-end prospects.
Another way is to become your own best client. Create landing pages for your own products and for affiliate products. You’ll be able to establish that you know how to create high-converting copy…and you can demonstrate your skills.
Learn more …
Become A Copywriter is a comprehensive multi-media course, covering every aspect of becoming a copywriter.
You’ll discover how to enhance your skills, whether you’re at the basic level or you’re seeking to advance your career.
The course includes a 5-module video copywriting course, a detailed roadmap that takes you step-by-step to a copywriting career, interviews with successful copywriters, and a lot more.
Most courses on Becoming A Copywriter cost anywhere from $297 to $2997.
This course is available at a fraction of those prices … at least for now.
To learn more, visit http://mycopy.info/beacw
Why waste time? If you’ve been thinking about embarking on a career as a copywriter, you can begin today.
About the Author:
Cathy Goodwin has worked with hundreds of business owners over the past decade. She specializes in working with solo-preneurs and independent professionals who want to get more clients online without becoming techies or copywriters … and without straining their stress levels or bank accounts.
Cathy holds an MBA from Wharton and a Ph.D. from University of California, Berkeley, in business. Her career and business consulting activities are based on her 20+ years as a writer, marketing professor and marketer. She is the author of Making the Big Move (New Harbinger 1999), a trade book on dealing with the stresses of relocation, now available online. She has written hundreds of blog posts and articles which appear online.
Cathy lives in Center City Philadelphia with 2 cats and a dog, all rescues.
Learn more at her website: http://CathyGoodwin.com
You’ve spent the day revising your sales letter. It’s still not coming together and now you’ve got a day’s worth of catching up.
Or you’ve been postponing your website makeover for months. It’s costing you money and clients…but you don’t know where to start and frankly, you’ve got other things to do.
Or you’ve gotten behind in content creation. Your blog looks a little bare and that white paper might never get finished.
But will a copywriter really deliver value? After all, she’s just putting words on paper.
Here are 3 surprising ways your copywriter will deliver value … and maybe transform your business beyond what you expected.
(1) You’re not paying $2000 for a website. You’re buying a powerful lead generator and client magnet. Your site gets up fast so you stop leaving money on the table. Best of all, you’ll save many hours dealing with tire-kickers and freebie-seekers.
(2) You’re not hiring a wordsmith. You’re hiring a collaborator to co-create your profits.
Starting before you create your program, she helps you identify deal-making benefits your prospects demand and avoid deal-breaking mistakes…and save WEEKS of hair-tearing effort.
(3) You’re not buying words and pages. You’re establishing yourself as an authority with a professional, polished online presence.
Mostly, you’re buying FREEDOM. No more spending 30 hours writing a sales letter when your $200/hour clients need you. No more late-night nail-biters to meet a deadline.
If this sounds like a better way to grow your business … I’d love to help you make it happen.
Here’s how we can work together:
“Why isn’t this copy delivering results – and how can I turn things around?” Get solutions so you (or your copywriter) can take purposeful action.
“I’ve got a big project and I need it done NOW and done RIGHT.” A sales letter to convert prospects to buyers? A website makeover to attract the clients you deserve and desire? A landing page to generate qualified leads for the pipeline? A white paper to demonstrate your authority? A confident answer to the WHAT’S YOUR STORY question?”
You’re closer than you think! The 90-minute power hour is the first step to getting what you need, when you need it. It’s the first step to done-for-you copywriting or a results-oriented copy coaching call when you want to DIY.
http://mycopy.info/storyconsult
Send a message to http://cathygoodwin.com/contact
OR leave a message at 215-650-7275 (that number is for messages only).
ABOUT ME
Cathy Goodwin is a copywriter and content strategist. Her superpower is turning
complex potentially boring ideas into fascinating content that your audience will
actually want to read. Many of her clients specialize in financial services,
personal finance, tech, real estate, and business coaching.
In her earlier life, Cathy earned an MBA from the Wharton School and made a
sincere effort to enter corporate life. Realizing she was far too maverick, she
earned a Ph.D. at UC Berkeley and spent 20 years teaching in business schools
all over North America.
Her first online website focused on midlife career
strategy. She learned copywriting to promote the site and now works exclusively
with online marketing.
Cathy has lived all over North America, including Alaska and Canada. She’s
moved so much she’s even published a book on relocation. Now she lives in
Philadelphia with two cats. Her non-work interests include ceramic sculpture,
standup comedy and fitness. She’s a big fan of the WNBA – especially the
Seattle Storm – and tries to ignore the Eagles.
Click here to purchase the Kindle version of Cathy’s book, Grow Your Business
One Story At A Time: How Strategic Storytelling Helps You Stand Out and
Succeed in a Crowded Marketplace.
