Sales Copy and Marketing Advice That Sells

Today is Part 2 of the 15 Profitable Marketing Power Tips you should use in every marketing or advertising technique you use to promote your business.

Let’s say you came up with a blockbuster headline that really got people’s attention.

But what do you do next to compel readers to continue reading your ad or sales copy?

Profitable Marketing Power Tip #2:

In simple terms – you have to give them a reason to.

You see, most people are squeezed for time and being pulled 20 directions at the same time. So your copy must quickly resonate with them in the first sentence, or their gone.

And if their gone – they’re sure not going to buy.

Fortunately, there are many ways to interest your reader enough that they keep reading.

Just make sure you follow up on any promises or questions you make in the headline that got their attention in the first place.

One way is to incorporate a story that hits a nerve with your readers to demonstrate an understanding of their own feelings, problems, and desires, and how you will help them.

Using people’s natural curiosity is another common technique used to keep them reading.

And there are many other ways, but always remember the marketer’s motto: WIIFM!

(What’s in it for me)

Because as soon as you’re not talking about your reader, you’ve lost em.

And losing ‘em – well…it doesn’t help you at all now, does it?

So whatever you write – keep their attention, and they’ll keep reading. Then you have the chance to make a sale.

Let me know your thoughts on this…

To your marketing success!

Merrill Clark
Website and Marketing Copywriter

If your small NH business is going to survive, you need to market and advertise using cost-effective techniques that get results.

So starting with today’s post, I’m going to give you the first of 15 Profitable Marketing Power Tips you should use in every marketing or advertising technique you use to promote your business.

Profitable Marketing Power Tip #1:

Use attention-getting headlines in every single piece of sales or marketing copy you write – No ifs, ands, or buts!!

The primary purpose of a headline is to immediately grab your reader by the eyeballs and compel them to read further.

And I’m talking using headlines on your web pages, emails, space ads, handouts, follow-up letters, and even your business card.

You do that by conveying a powerful benefit, addressing a problem that your product or service can solve, or by arousing the reader’s curiosity.

There are many “formulas” that have worked successully to create powerful headlines, and I’ll just toss out a couple of ideas you can use…

• • Start your headline with “How to…” (most people love to learn)
• • Ask a thought provoking question – (it engages your reader and gets them to nod their heads)
• • Make a bold promise or offer – (most people love deals, and if you make a promise, make sure it doesn’t come across as too good to be true)

But whatever you write, and wherever it will be written, make sure all of your marketing and sales copy  includes a headline that will get the rest of your material read.

And if you do just that one thing – chances are, it will be more effective than most of your competitor’s copy. 

Let me know your thoughts on this…

To your marketing success!

Merrill Clark
Website and Marketing Copywriter

NH small business owners love to discover secrets of writing better sales copy, so let me give you one.

Every time my buddy asks (or tells) his 5 year-old son to do something, he always responds with a question – “Why?”

And if you have young kids, you know where I’m coming from.

What I didn’t realize until recently though, is how important the question “why?” is with regards to writing ad or sales copy.

Why, you ask? (no pun intended)

It’s quite simple really…

Because if your copy can answer that question, it will have a much better chance of getting your readers to respond.

Answering it will overcome the possible objections and obstacles they have, but only if you answer it to their satisfaction.

Plus it provides a “reason why” – just make sure it’s believable.

Basically, if you can write copy that the reader looks at, and they don’t have to ask “why?”, then you’ve done your job.

Let me know your thoughts on this…

And visit www.webcontentNH.com for help with Website design, writing SEO copy, e-mail marketing, or other online marketing strategies.

To your marketing success!

Merrill Clark
Website and Marketing Copywriter

By the end of March, I’m hoping local small business owners in New Hampshire, and everywhere else will have a valuable new online marketing resource available.

My upcoming book titled: “How Your Local Small Business Can Get More Customers On The Internet” aims to fill the void between books that provide general marketing techniques for local businesses and ones that give online marketing tips for Internet Marketers.

It will be priced at only $24.95, so any business owner or sales professional will be able to afford it, and it includes 27 chapters chock-full of practical online marketing advice that any business owner can easily take advantage of. And it’s all right here in one book.

And as a savvy business owner, you really can’t afford not to pick up a copy of this book!

Plus, you’ll even understand it because it’s written in simple-to-grasp language, not for the technical crowd.

I’m working on a website for it as we speak…and will keep you posted on the progress.

To give you an idea of what kind of marketing ideas you’ll discover in this book, here are the first 8 chapter titles –

CHAPTER 1 Does your business really need a website?

CHAPTER 2 And your website’s primary purpose is

CHAPTER 3 Knowing your ideal online prospect

CHAPTER 4 If your site quickly answers these 4 important questions… they’ll stick around

CHAPTER 5 The importance of a website’s usability, design, and layout

CHAPTER 6 Why powerful web page headlines are vital to your success

CHAPTER 7 Web copy that sells

CHAPTER 8 Why you need a great offer and a powerful call-to-action

Okay…I promise to keep you up to date as the availability gets closer…

If you’re a small business professional or owner who wants to find out how to market your local business using the power and reach of the Internet,  make sure you get your own copy from the first print run before they run out.

To guarantee your personal copy, email me today so I can add you to my pre-order list.

And visit www.webcontentNH.com for help with Website design, writing SEO copy, e-mail marketing, or other online marketing strategies.

To your marketing success!

Merrill Clark
Website and Marketing Copywriter

Do you handle inquiries from prospects promptly and professionally?

If you do – give yourself a big pat on the back.

Unfortunately though, I think you’re in the minority.

For example, just this past week, I contacted 4 companies to get more information about their services. One via their “Contact Us” page on their website, one directly with email, and the other two by leaving voice mails.

After waiting 7 days, let’s just say the results of their follow up were less than impressive… Out of the 4, one of them responded to me within 1 day (perfectly acceptable), another got back to me 4 days later…and the other 2 – I never heard from them at all. Jeesh!

Prompt follow-up to business inquiries is not only common sense, it’s absolutely crucial if you want to get new clients. And if my experience was any indicator, I guess many companies don’t want any new customers.

Not to mention the money being flushed down the toilet while generating new leads, and then not even following up.

So if you want to impress the heck out of a prospect who wants more information about your products or services, make sure you return their call or their email right away.

Chances are good that you may be the only one or the first one who responds, and you may get yourself a new client because you took the time to respond in a timely manner.

Let me know your thoughts on this…

And visit www.webcontentNH.com for help with Website design, writing SEO copy, e-mail marketing, or other online marketing strategies.

To your marketing success!

Merrill Clark
Website and Marketing Copywriter

If you’re using direct mail – letters in particular – there’s a trick you can use to increase the number of people who open the envelope.

It’s often called “lumpy’ mail. And it’s just what it says…lumpy.

I’m sure you’ve seen it before… Letters with pennies or nickels inside, or maybe free pens or envelope openers. Anything that makes it stand out from the rest of your mail.

Why does it work?

The biggest reason is because people are intrigued by mail that’s not flat, and generally can’t wait to tear it open to find out what’s inside. The curiosity factor just eats ‘em up until they open it.

There’s been numerous tests with the exact mail promotion, one with and one without the “lumpy” add-on, and usually the response rates from the lumpy mail win.

For example, if you are a financial planner could attach small a golf tee to a promotional letter titled “Finally…How to Retire And Play Golf Every Day Of The Week”.

People underestimate the power of human curiosity, but it does work.

At the very least, it’s worth a test. Just make sure the “lumpy” piece is relevant to your message, and send some out.

Granted, the expense will be a bit higher, but the response you get, assuming your message and target audience is good, should more than pay for the added cost.

What do you think? Have you ever tried this?

And visit www.webcontentNH.com for help with Website design, writing SEO copy, e-mail marketing, or other online marketing strategies.

To your marketing success!

Merrill Clark
Website and Marketing Copywriter

No matter what you do to spread your sales message to prospects and clients, they usually won’t need your product or service at that very moment.

Because of that (and other reasons), it’s important for you to maintain “top of mind” awareness of your prospects and clients.

Then…when they do need you, they’ll think of calling you first.

So what can you do to stay on their minds?

The best way is to just keep in regular contact with everyone on your mailing lists. I recommend at least one “touch” per month.

What to send…

• Relevant articles you wrote
• Newspaper articles
• Thank you notes
• Personal notes
• Newsletters
• Invite them to a seminar or special event
• Quick email about a special offer (but don’t do this one each time)

Try it – it’s easy and an affordable way to stay on your prospect’s and customer’s mind.

What do you think?

And visit www.webcontentNH.com for help with Website design, writing SEO copy, e-mail marketing, or other online marketing strategies.

To your marketing success!

Merrill Clark
Website and Marketing Copywriter

Most New Hampshire small business owners and sales professional are constantly looking for low-cost and effective marketing techniques for their businesses.

Of course, there are lots of effective ways to promote yourself.

Marketing techniques such as websites, email, social media, direct mail, branding, and networking.

Some are relatively inexpensive and some…well, let’s just say they can be pretty pricey.

But there’s one technique being used that I’m recommending to certain clients that won’t drain your bank account – as a matter of fact, sometimes it won’t cost you a cent – and can work like a charm to generate new prospects that are highly qualified and interested in what you have to offer.

I’m talking about holding free seminars.

It works like this:

You rent a small conference room for 5-8 prospects and start inviting by placing small ads or by networking.

In Portsmouth, for example, I can rent a small room from IOS at Pease Tradeport for about $20/hr.

The key is to offer a topic your prospects are interested in and that will get them thinking about how you can solve their problems.

All you have to do is create an outline explaining the problem they face, then talk about it and how you can solve it for 60-90 minutes.

At the end, make an offer to the attendees they can’t refuse, such as a free consultation or more information, and use that to promote your expertise without being “salesy”.

As a matter of fact, depending on the topic, you might even charge them a small fee to attend.

The bottom line is to use these seminars to attract qualified prospects to you, and show them how you can help them solve their specific problems.

It sure beats the heck out of cold calling potential prospects, don’t you agree?

What do you think?

And visit www.webcontentNH.com for help with Website design, writing SEO copy, e-mail marketing, or other online marketing strategies.

To your marketing success!

Merrill Clark
Website and Marketing Copywriter

I’m sure you’ve seen websites and ads that include inflated or unsubstantiated claims about their products, services, and companies.

For example:

“We’re the leading parts distributor in Southern New Hampshire”  or “Rockingham County’s #1 Auto Dealer”

They’re just empty fluff words written to fill up space…

And because you see them so often, you may even be immune to them.

It seems like every business inflates their claims of being the best – but should they?

I don’t think so. Who cares or believes claims that just aren’t true. Heck – they don’t even sound real.

What you, as a business professional, need in your marketing materials is tp provide proof that differentiates you from your competition’s claims. In other words, actual, valid proof about the claims you make.

4 ways to make your advertising claims more credible

     • Third party endorsements
     • Valid statistics
     • Success stories
     • Before & after comparisons

Start using these in your sales copy today and deliver the proof your prospects want to see.

Let me know your comments!

And visit www.webcontentNH.com for help with Website design, writing SEO copy, e-mail marketing, or other online marketing strategies.

To your marketing success!

Merrill Clark
Website and Marketing Copywriter

If you’re a New Hampshire business or sales professional, you may be making a fatal mistake while delivering your sales message to prospects.

You see, when you delivering a sales message that sounds like sales pitch – or if you sound or act like a salesperson — your message is doomed.

Think about it…do you know anyone who wants to listen to a sales pitch?

Deliver a compelling message

Fortunately, you can easily fix this. All you have to do is change your message so you’re delivering an educational message instead of a salesy one.

Just educate your prospect about his problems and the solutions you can provide.

 Offering free, relevant information that helps your prospect’s ability to solve their problem or how to get more help goes a long ways in establishing trust and credibility.

Let me know your comments!

And visit www.webcontentNH.com for help with Website design, writing SEO copy, e-mail marketing, or other online marketing strategies.

To your marketing success!

Merrill Clark
Website and Marketing Copywriter