Archive

Posts Tagged ‘marketing’

Kickstart Your Social Media for $497. Money-Back Guaranteed.

June 9th, 2016 No comments

Nobody looks at the Yellow Pages anymore.

If you want your business to thrive, you’ve got to maintain a strong presence on FaceBook, Twitter, Instagram and other social media sites.

For $497 I’ll build you a personal content management system that gets your business into all the major social media, where everyone can see it. If you don’t like the work I do for you, for the next 30 days I’ll promptly refund every penny you paid, no questions asked.

So what exactly do you get?

  • A 30-minute brainstorming session to uncover the hidden potential in your business. We’ll find the qualities that will make you stand out and attract the best clients and customers
  • Fresh, original content posted on WordPress, FaceBook, YouTube, Instagram, and Twitter. This new content comes straight out of our brainstorming. It’s tailored to sell your services and products, but it is also material your market will actually want to watch, read, and see. We can easily fit it with the online marketing you’ve already done, or I can set everything up for you if you’re starting from scratch.
  • A flagship Youtube video. Google owns Youtube, and those search engines love Youtube videos. We’ll make a video that promotes your core message, embed it on your website, post it on your Facebook page and promote it through Twitter and Instagram. You could potentially reach thousands of viewers.
  • A Facebook Page that really works. There are two common mistakes that prevent your FaceBook page from turning heads and attracting real clients who want to do business with you. If you don’t already have a Facebook page for your business, we’ll set it up right the first time. If you’ve already got one, we’ll level up your Facebook mojo with new posts and videos that increase “likes,” and leave visitors eager to come back and learn more from you
  • A personalized, easy to follow marketing plan with templates and ideas so you can continue to produce new content in the future.

If you’re unhappy with this service for any reason, for 30 days after we finish I’ll refund your money, all 49,700 pennies of it, no questions asked.

How do we start?

If you’re interested, call or text me or fill out the contact form below. We’ll set up a 30-minute session by phone or Skype, where I’ll ask you 14 questions.

Usually that’s enough to know whether we can work together. There may be a few follow-up questions but usually after the first conversation I’ll have 2-5 key points that will be the basis for most of your social media.

Over the next few days I’ll write up your core content, which tells your story and puts your business in the best possible light. Once you’ve approved this basic content, I’ll have everything I need. My team and I will get to work on your video, and soon your story will light up all the major social media platforms.social_media-marketing-deal-expires-August

All you need to do to get started is text 213-453-1327 or fill out the contact form below:

Share

“Cheap Tactics” to test your marketing

January 9th, 2012 No comments

I found a new technique based on an old marketing trick I read about a few years back in Response magazine.

The magazine article suggested testing a few different marketing messages with radio ads. Each ad should have a toll-free number, a website, or some other way that people could resonse. The response for each ad needs to be different, so you can compare the response from each of your radio spots.

Once you’ve found a clear winner, you can use it to unroll a more comprehensive (and expensive) marketing campaign.

The take-away from all of this is to test your copy and your marketing ideas with cheap media. This keeps your expenses down. Then you can raise the stakes once you have marketing copy that has already been proven.

But even a simple radio ad will cost your company thousands of dollars. So here’s an even easier way to test your copy, your offer, and possibly generate some leads in the process.

Start with a sales letter. This is the canon of all marketing, and I’ve mentioned it before. If you don’t have the resources to print and mail a sales letter, you can adapt the copy into a web page and draw traffic through AdWords, classified ads, cold calling, or many other tactics.

The reason I start with this model is because it’s the most inexpensive way to present and test a “hook” that will get the attention of your best prospects, address the pain that they’re feeling, provide a solution and break down your offering into a solution to their problem.

When you’ve tested a few different sales letters, you’ll have a clear picture of the best offer, the best hook, the most profitable markets for a project and a viable strategy for bringing it all together.

Testing a sales letter is the best way to tweak and test your message. Copy is the foundation of every effort. So once you’ve got it right, then you can re-apply it–with amplified results.

Share

How to get money from anybody

August 12th, 2010 No comments

Is marketing irrelevant?

I just had a bizarre experience which convinced me that if your clients feel they’re getting real value, you’ll get their business. It doesn’t matter how incompetent, rude, or irrational you are.

It started with a mysteriously threatening letter I received from the City of Los Angeles. After some entertaining verbiage about “Protecting the interests of the city” the letter informed me that I was  delinquent on a city tax.

When several phone calls failed to resolve the problem, I gathered up a sheaf of requested documents and went to City Hall to take care of the situation in person.

Protecting the Interests of the City, Part I

Once I found the right room,  The woman behind the desk told me to take a number, even though there wasn’t anyone else waiting. She took a few minutes to make a call on her cell phone, and then called out three or for numbers ahead of mine. When my number came up, I approached the desk and was informed, “I can’t serve you until you place your number in the receptacle.”

I jumped through a few more hoops and then finally got to explain my situation. The woman behind the desk  asked what kind of business I was in.

“I’m a copywriter.”

A blank, inquisitive, uncomprehending stare.

“I write marketing copy that businesses use on their websites to get more customers,” I explained, with all the confidence and enthusiasm I could muster.

“And people pay you money for that?”

“Isn’t that why I’m here?”

She scowled, sighed, rolled her eyes and  shook her head.

“Well, Mr. Bear,” she finally said, “It looks like we were unable to determine how much money you made, so the computer picked a random number and that’s the income you’re being taxed on.”

I took out my state and federal tax returns, printed records from QuickBooks, and showed her the correct figures. But when one item was still missing, she angrily shoved the folder back at me and demanded, “How could you NOT bring that?”

Don’t blame me, I’m the creative one…

Protecting the Interests of the City, Part II

In the end, I got everything sorted out. The City of Los Angeles has given me permission to continue to do business here, with the Mayor’s blessing.  But there’s a useful marketing lesson here as well, and it isn’t the obvious one about good customer service

The truth is, the city of L.A. offers tremendous value to me, so I’ll happily pay whatever I’m reasonably determined to owe them.

Maybe we need bureaucracy. Surely I do. Let me explain.

The city supports a large industry of attorneys, CPAs, IT professionals and others to help people and businesses deal with situations like mine. These organizations hire numerous bicycle messengers, whose high-energy caffeine addictions support the coffee shops where I often ply my trade on a laptop. Better still, these organizations need copywriters, so they keep me in the green and allow me to pay taxes to the city. What comes around goes around.

Not to mention the woman of my dreams works for the City of L.A., makes less than half of what she’s worth, and manages to support several of her family members and a whole menagerie of cute, furry animals.

In fact, just the Los Angeles Public Library by itself has done more for me than 4 years of college. That’s worth giving a few bucks to the city.

What I’m saying is without any advertising, horrible PR and abysmal customer service the City of LA still retains me as a loyal customer because her numerous and elusive products and services are immensely valuable. I get my money’s worth. Value trumps marketing.

So here’s the bottom line. Be good at what you do. If your clients really feel you’re delivering great value, doing far more for you than the dollars they pay you, they’ll stay with you and protect your interest. Then use your copywriters and marketers to make the outrageous, irresistible promises that you know you can deliver.

Share
Categories: marketing Tags: , ,

What every copywriter doesn’t want you to know

August 2nd, 2010 No comments

Don’t tell anyone I revealed this. I’ll get enemies left and right. But here’s the reason I always talk about missing 20% of your best opportunities. Because even the best copy only accounts for 20% of your results. There are two other factors that are twice as important: Your list, and an offer.

But before you even get started writing copy, or especially before hiring someone else to write copy for you, get clear on the two things that may account for up to 80% of your marketing success: The right offer to the right people.

Be the demanding client for a moment, and let’s see how this works.

The backpacker principle

Suppose you’ve earned some free time, and you want to do something special. You’ve always wanted to go backpacking in the remote parts of Hawaii. You want to climb volcanoes and watch them erupt at night. Hey, you’re even going to sleep in a lava tube if you get the chance.

Four hundred travel agents are competing for your business. But they’re not all on a level playing field. After some initial research, you start getting emails from 100 travel agents that are based in Hawaii, and specialize in travel there.

Which one will you choose? Out of 100 possible agents, fifty of them advertise on outdoor adventure websites. You now have 50 agencies that specialize in outdoor Hawaiian adventures. They know where to find the most comfortable lava tube beds. They can get your camping gear safely on and off the plane, and bring you to the best trailhead.

Ten of these companies are offering special discounts or premiums for the month you want to travel. Guess what? Out of 400 competitors, these 10 are the only ones in the running, based on choosing the right list and the right offer.

Who will be the winner? Assuming the 10 finalists offer comparable value, then and only then will the copywriting make a difference.

What the research says

A lot of market research over the last 30 years has produced the same conclusion. Getting the client is 40% list-building, 40% the offer, and only 20% the copy. A good copywriter will help you write a good offer, and could therefore contribute 60% to your success. But finding the right list is critical. Don’t waste your time selling lava tubes to clients who want a 5 star hotel.

Does copywriting still matter?

These are tough times. There are still plenty of people spending money, but everyone is more careful about where and how they spend it. Focusing on a narrow list is critical. (You can have multiple lists, but you need to market to each one separately.) Constructing a worthwhile offer is vital.

But then, in the end, when you’ve done all your hard work and research and you’ve made the right offer to the right market, all of your efforts can go to waste. Because when you’ve fought your way into that last handful of carefully-selected candidates, you’re competing with businesses that did all of their homework too. You’re up against the toughest and smartest competitors, and they’re going to fight you with everything they’ve got.

This is when you need a copywriter at your back.

Share

Barking cats and marketing string theory

June 27th, 2009 1 comment

This is red, the neighborhood cat.copywriter cat Last week he showed up on my porch with a huge infected gash across his face. The veterinarian drained the wound and sewed him up, and now I need to keep him inside while he heals.

He’s a fiercely independent outdoor cat, and I’m afraid he’s already bored with my silly words and amateur YouTube videos. So I gave him a toy on the end of the sting. He ignored the toy, but almost instantly fell in love with the string.

Your clients may do this from time to time, so it’s important to understand what your “string” really is.

One of the books that made my shortlist for best marketing books of 2008 was Waiting for Your Cat to Bark. There’s nothing really new or earth-shaking in the book, but they presented an important concept in a creative way: Your prospect is a cat, but you might be treating her like a dog.

In other words, if the way you’re selling and presenting doesn’t fit the needs and personality of your client, then buying is actually against their nature. It’s like expecting a cat to bark. Or selling them the toy when what they really want is the string it’s tied to.

Your job is to find the string in your business, and dangle it in front of the right cats. I had a weird experience with this last month.

Towards the end of May, I started making offers to a fresh list of prospects in a new industry. When I wrote about sales and marketing, very few of them seemed interested. But as soon as I describe copywriting in connection with social media, and suggested things like rewriting their case studies and press releases as blog posts, they were all ears.

I had assumed the social media aspect was a given, something that would automatically go with any writing I did for them. But really, this was the string that got the cat’s attention.

So how do you find the string? I stumbled on it by accident, but there are questions you should be asking yourself.

First, what are all the benefits of doing business with you? You should have an exhaustive list, and even get a little bit creative. Then look at that list and find the benefits you haven’t really stressed in your marketing. Test these out, and if your clients pounce, you know you’ve found your string.

Red is supposed to get his stitches out in a week. I’ll let you know if he starts barking.

Share

How a simple copy test will amplify your Return On Investment

May 26th, 2009 No comments

It doesn’t get any easier than this. If you know you can spend $100 and get $1,000 back, you’ll make that trade with every $100 bill you can lay your hands on.

Welcome to the world of direct marketing. If you have a list of a thousand prospects who are likely to need your service, and you send out a postcard to each one, you’ll know exactly who responded and who didn’t. That’s the kindergarten level.

The split-test is how you ramp up your results. Let’s say you have that same list, and you split it in half. The first 500 get your basic postcard, the next 500 get the same card with a different headline. If one card brings in 12 sales and the other brings in 50, it’s a pretty good guess that the headline that brought in 50 sales is better for selling to that group.

Now here’s where you add the habanera to your chili. Put your winning headline on all your postcards the next time around, and this time split-test some other aspect of the card–the offer you make, the color, the photo, and so on.

After you’ve done these split tests a few times, 2 things should be happening:

1. You’re making more profit on every marketing campaign, so you have more money to invest in the next one.
2. You’re getting a detailed picture of what works with your prospects, and the results of every marketing campaign become more predictable.

When you’ve reached this stage, it’s like you know how to exchange $100 bills for $1,000 bills. You can know, with reasonable certainty, that if you spend x dollars on a marketing campaign, you’ll get y dollars in sales.

Once you’ve done this, you can risk bigger bucks on more expensive media that will reach higher audiences. Instead of trading you $100 bill for $1,000, you can swap out the $1,000 bills and make millions.

Some of the most successful marketers are doing just that. In fact, Response Magazine did a story a while back on how some big-name advertisers usually run radio spots before they spring for a TV ad.

The basic tip: Use cheap media to test your content. Use your proven highest-selling content for the expensive ads.

Share
Categories: marketing Tags: ,

Marketing With Class

December 3rd, 2007 No comments

Click Here to subscribe to the Bold Words newsletter

People pay for quality. They’ll pay more for your products and services if you can build extra perceived value. I say “perceived” because you really don’t have to make a lot of big changes to become a high-end company.

Think of how much more you’ll pay for the same food in a restaurant that uses cloth napkins instead of paper. Or a hotel room with internet access and a tray of gourmet chocolates on the dresser.

“Quality” can have many meanings. Consider the differences between Mazda, Toyota, and Ferrari. You can choose how to position your company. Small changes in the way you do business can allow big increases in your perceived quality—and your income.

For example, I know a real estate agent who gives her clients helpful books on managing their personal finances. A dentist in Santa Monica promises business people that they’ll never have to wait. I get higher fees by offering lots of free advice and suggestions, both before and after I write the copy.

The change you make doesn’t have to involve your core business. Think of the baby grand piano in Nordstroms. Nobody goes to Nordstroms to listen or play the piano, but it add a touch of class.

As a result they sell their shirts for twice as much as the Gap across the street.

You can pick almost anything good you want your business to stand for, and find easy ways to promote it.

A few common examples:
• Honesty and reliability
• A product that lasts a long time
• Helpfulness and guidance
• Speed and/or convenience
• Luxury

Keep up the outstanding work you already do, add something to create a perception of quality, and you’ll jump over your competitors, even if they’ve been in business twice as long as you.

To get ahead in business, you have to stand out from the competition. You have to do something different. You have to be bold.

Subscribe to the Bold Words newsletter, and you’ll get tips and content you won’t find posted on this blog.

Share
Categories: marketing Tags: ,