If you’ve been paying attention over the years, then you know that all of your marketing materials must include an offer.

But not any old offer – you need an irresistible offer!

A kick-ass offer that will get readers to get off their duffs and call you for an appointment, or buy your widget, or whatever you want them to do.

Why? Because the strength of your offer will often determine if your campaign or promotion will make money or be a complete failure.

What I’m saying is… include great offers in everything your prospects see from you.

• Brochures
• Space ads
• Letters
• Postcards
• Web copy and content

Actually… everything related to marketing!
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So… how do you create an offer that’s irresistible?

In theory, it’s easy. Just like the scene from the GodFather…

Simply “make them an offer they can’t refuse”.

An offer that’s so good, they’d have to be a complete idiot to let it pass by.

Here are a couple of ideas to get you thinking…

But first… you need to know your target market, what they want, and what will get them excited.

You could offer a discount off normal price…

50% off… or 2 for 1…  Restaurants use this one a lot. There are a couple of downsides to this however.  First, you may be attracting the people looking only for deals, which may not necessarily be who you’re looking for.

Second, offering discounts often diminishes the value of your product or service, and some people may think your discount is too good to be true. So use this one wisely.

You can add extra value to your product or service…

Personally, this is the one that my clients get the best results with.

Add some bonuses or incentives that people will want and value. For example, a shop that sells digital cameras could offer a camera at $150 full price, but also include a carry case, a memory card, and a book about taking the perfect digital photo for a limited time only.

The retail value of these items could be $100, but the store’s cost is only $30. To the customer, it’s like getting $100 worth of stuff for free.

So instead of discounting the camera, they add a ton of value and get full price. And the customer thinks they got a great deal – which they did.

Now there are lots of ways to add perceived value, only limited by your imagination.

So keep thinking for your business… what can add value to your customers?

Who says your web copy can’t be fun and professional, too?

Yawn…. so sleepy… uh oh… snoring… zzzzzzzzzzzz…..

Oh no… your web copy has bored this reader to tears…

And that’s usually bad… very bad…

But I’m sure it’s not your website. Your website looks and sounds very professional.

And that might be okay for you, but what about your reader?

Is it okay for them? Or do they fall asleep – or worse – leave your site completely because the copy is so dry, they quickly get bored?

So here’s my web marketing newsflash of the week:

Real people with real feelings and real personalities don’t want to read dry, boring, stuffy copy.

For example… Here’s a website that uses personality in their web copy better than many. Check it out at www.theskinnytowel.com.

In addition to finding a solution to their problems, they’re more likely to keep reading if your copy has some personality and reasons to respond?

Think about it… you have a personality (just like your reader), so why not show some of it in your copy.

Engage their emotions. People react to personality.

You see, even the executive managers and purchasing agents have lives and feelings. Your sales copy has to appeal to those feelings so they will read and react to your offers.

If it doesn’t, well… in the trash it will go!

I can hear you saying now… “In my business, it has to sound dry and professional”.

I don’t believe it for a second, no matter what profession you’re in. There’s absolutely no reason your website can’t look and sound professional, and still let your personality shine through. It’s a balance.

Though it may not be easy for you, it can be done… and it will almost always be more effective…

Think… “hire a copywriter”…

It’s a fact that e-mail marketing and follow-up is a powerful and effective tool to generate leads and sales…

Seriously… There are no postage and printing costs to worry about, so the total cost of sending a promotional e-mail is next to nothing. You just need a list of names and e-mail addresses, plus some kick-ass e-mail copy.

So why aren’t more businesses getting results?

It’s like this… no matter how many e-mails you send out, the first thing that must happen, and one of the keys to a successful e-mail campaign is getting the recipient to open the darned e-mail.

The percentage of readers who open your e-mail is called the open rate, and the percentage can be pretty dang low.

Okay, so how do we boost the open rates?

The best way to increase the open rates of your e-mails is to use a powerful subject line – one that makes them want to open it and see what’s inside.

But unfortunately, that’s where many e-mailers stumble.

You see, most e-mail subject lines are boring, uninformative, or full of words that shoot it right on down to the junk or spam folder, where you’ll probably never even see it. (In reality, sometimes good subject lines go there, too)

And guess what? If your email isn’t seen, it sure as heck will never be read.

Here’s an inexpensive resource that will show you the secrets to killer e-mail marketing systems, e-mail copy, and online marketing.

Here are some different tips anyone can use to create a subject line that will get your e-mails opened more often:

• Inform them of something valuable or important
• Use intrigue
• Personalize it by using the recipient’s name
• Include your “brand”
• Ask a provocative question
• Introduce a special offer

Your subject line has the same purpose as a headline – you need to get your reader’s attention and interest so they will open your email.

And then you need to test, test, test. Then you will know what headlines work the best in any given situation.

How does your e-mail marketing stand up? Let me know.

And if you need help setting up your e-mail marketing system, or writing emails that get results, contact me

If you need help with website design, writing SEO optimized web copy, email marketing, or other online marketing strategies, I can help!

To your marketing success!

Merrill Clark

Website and Marketing Copywriter

Join my discussion by leaving a comment below…

Can Google decipher your web copy?

Today… you’re gonna get a short and sweet – but extremely valuable – website lesson…

First… you must understand that when you do a Google search, they try to display results they think are most relevant.

So let’s look at a real example of a printing company’s web copy to show you what I mean.

“The evolution of integrated digital printing as a service industry to the public domain has never existed on this level. Although the technology has been available for some time, machines like the DReAM machine have only been used for in-house production printing…”

First… when Google looks at the page, they can’t tell what the company does (what does integrated digital printing really mean, and who is going to search for that specific phrase?)

Most people don’t care about or read meaningless, corporate style, vague language (except for the person who wrote it).

Second… I’m guessing their visitors won’t understand what this company does, either. (if they show up at all on the search results)

So… what does this company really do?

They print brochures, and postcards, and direct mail for small and large businesses.

What will most people likely search for?

Brochure printers, business cards printing, etc.

My point is this:

Make sure your web copy isn’t a bunch of garbeldy gook, corporate style, fluffy, nonsensible words that sound impressive, but tell the reader absolutely nothing about what you do and how you can help them.

Write clear, concise, and descriptive words that include the language your target readers will be looking for.

Only then will you get a chance to get that new client. Nobody wants to be confused, ever!

If you need help converting your product or service, no matter how technical it is, into simple language that a 5^th grader can understand, give me a call today.

How does your web copy measure up?

Let me know, just send me your comments below.

If you need help with website design, writing SEO optimized web copy, email marketing, or other online marketing strategies, I can help!

To your marketing success!

Merrill Clark

Website and Marketing Copywriter

Join my discussion by leaving a comment below…

5 ways to get more clients from your home page

Start off 2012 positively, with a bang, by checking out this quick tip that will help you avoid this common copywriting mistake.

First… What’s the first thing that crossed your mind when you read this blog headline?

Most likely, you’re gonna think one of these two things…

“Oh yeah – you’re full of crap buddy – just watch me!”

You see it as a challenge, and you just love a good challenge.

Or… you think…

“Yeah… you’re right… I suck at writing copy that gets customers and prospects to respond”

Negative copy is bad

It’s such a negative statement, telling you what you can’t do. I don’t know about you, but I get tired and depressed with “negative” all the time.

Sure… it may have got your attention in the headline. But what if you saw negative statements like that in a letter (doesn’t even have to be a sales letter)?

Would it turn you off? Maybe enough to stop reading? Certainly enough to not take the action the letter writer wanted you to take?

Now you might be thinking… “Ok Mr. smart guy copywriter… what’s another way to write the same headline – in a positive way that would increase the odds someone would continue to read and take action?”

Here’s the original:

You cannot write good
marketing copy for your business

Let me think for a second … Ok… how about?

You, too, can write great sales copy…
Even if you’ve never written a letter in your life!

Do you see the difference?

Original – You can’t (negative, turn-off) vs. the new and improved (positive) – You, too can…

You see, just like speaking, there are usually several different ways to say the same thing. As the saying goes (which is true)…

“It’s not necessarily what you say – but how you say it.”

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And positive words are generally more effective at getting a response from the reader than negative words.

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It all goes back to who your reader is, the point you want them to get, and the action you want them to take.

So… go back through your copy, and rewrite any sentences or statements that sound negative, and put a positive twist on it.

Have a positively GREAT 2012! 

If you need help with website design, writing SEO optimized web copy, email marketing, or other online marketing strategies, I can help!

To your marketing success!

Merrill Clark

Website and Marketing Copywriter

Join my discussion by leaving a comment below…

5 ways to get more clients from your home page

Many businesses make this very common website copy mistake

And if not fixed, it’s virtually guaranteed to cost you sales and profits – for two very different reasons.

But the good part… is it’s easy to fix!

First reason…

If you own a New Hampshire business and have a website, I bet you’ve wondered if there was a fast and easy way to make sure your website comes up higher when someone does a local search for your service or product.

For example, someone going to Google, and searching for a plumber hooksett nh or portsmouth nh small business lawyer.

Unfortunately, there’s no magic pill for improving your search ranking, but there is one simple thing you can (and should) do that can help you improve your rankings over time.

And it’s so basic, you may slap yourself in the head and say…

“Why didn’t I think of that?”

Simply make sure your company name and address is displayed somewhere on every page of your website. This includes your city and state. Use text and don’t embed them in a graphic or picture. When I write any web copy for my clients, I include it at the end of every page.

Always remember … The search engines read words – just like we do.

The second reason this is as important as the first…

People are very busy, not to mention lazy… and if they found your website, but can’t quickly ans easily find how to contact you, they’ll simply go to the next website. They don’t have  the time or patience to navigate all over your website just to find your phone number or e-mail address.

Where is your contact information? (Leave your reply in the white box below)

If you need help with website design, writing SEO optimized web copy, email marketing, or other online marketing strategies, I can help!

To your marketing success!

Merrill Clark

Website and Marketing Copywriter

Join my discussion by leaving a comment below…

5 ways to get more clients from your home page

5 ways to get more clients from your website’s home page

If you want to attract more qualified visitors to your small business website, and want to convert more of those readers to clients, then your home page needs these 5 things.

(If you don’t have a business website… shame on you, but that’s another topic)

Go ahead and look at yours… see how it measures up.

1. There must be an eyeball grabbing headline that immediately tells the reader they’re in the right place.
2. The copy needs to be compelling and conversational, so people will want to read more. Don’t be afraid to show your personality (without going overboard, of course.) Make the words fun and easy to read.
3. Make sure your copy talks about the reader, not about you. (we call it “reader focused”. What’s in it for them? How can you solve their problem?
4. Optimize your home page for your SEO (search engine optimization) using your primary keywords in the headlines, the copy, and the links to other pages. Just make sure not to stuff a bunch of them in the copy for the sake of using them.
5. Show the benefits your reader will get from your product or service — don’t just rattle off product features and specs.

If your home page doesn’t get the results you’d like, usually because it’s missing one of these 5 components, I can help, so get in touch with me for more information.

What do you think? (Leave your reply in the white box below)

If you need help with website design, writing SEO optimized web copy, email marketing, or other online marketing strategies, I can help!

To your marketing success!

Merrill Clark

Website and Marketing Copywriter

Join my discussion by leaving a comment below…

5 ways to get more clients from your home page

Do you effectively use the power of great testimonials?

It’s been said that a good customer testimonial about your service is 20 times more powerful than anything you could say about yourself.

Why? Because it changes your business claims to verified facts, and actual customer’s comments carry a heck of a lot more weight about you than what you could possible say.

Wow! What a great concept… simply let your prospective customers do all your selling for you.

Sounds like a win-win to me.

So… why don’t more businesses take advantage of them?

After all, you really can’t overuse them, and they can give you a huge competitive edge over other companies that don’t use testimonials.

Think of testimonials as a sales message…and like all messages, they must match your market.

Of course, this means some testimonials won’t even get read, and others do virtually all of the convincing/selling for you.
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Here are some tips for great testimonials:
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• Every business can and should use customer testimonials in any situation they can
• Make sure they’re detailed and relevant to your message and market
• Use testimonials from a range of customer types and situations
• Use them to overcome different objections your prospective customers may have
• Include them on every piece of marketing collateral or sales copy you can. The more, the merrier. (I even include them in proposals or quotes)
• People will believe them before they believe you, adding even more credibility to your business

So start using them today! What are you waiting for?

What do you think? (Leave your reply below)

If you need help with website design, writing SEO optimized web copy, email marketing, or other online marketing strategies, I can help!

To your marketing success!

Merrill Clark

Website and Marketing Copywriter

Join my discussion by leaving a comment below…

Have you run a space ad or mailed a postcard that didn’t get the results you hoped for?

Well if you did, you’re not alone. But the good news is you could improve response by just making a simple tweak.

Even if your headline catches the reader’s attention, the message makes sense to them and gets them excited, and your call to action tells them exactly what to do…

If there’s no irresistible offer, or worse, no offer at all, then they ain’t gonna respond.

I’m talking about an offer that’s so good – your reader would have to be absolutely crazy to pass up.

Make a 2 for 1 offer, or add exceptional value by giving them a complimentary service or product with purchase. Another proven technique is to use scarcity, such as making a time or quantity limit to encourage response.

Example: “Only 5 available at this ridiculously low price”, or “This special offer only good till midnight August 3^rd“, or “There’s only 10 of these in stock, so call now to reserve yours”

It’s weird, because I’ll see bad and so so ads come across my desk, but I also see some good ones, too. But the good ones usually fall short, where it counts most -no offer or poor offer.

Remember, the offer is one of the most important and heavily tested component of any sales copy.

Fortunately, this fix can be simple:

(And it works on any marketing copy. Postcards, coupons, newspaper and magazine ads, online ads, web copy, email, and direct mail)

Either make your existing offer more appealing to readers, or if you don’t have an offer at all, come up with one that will make them run, not walk to their phones to order.

 What do you think? (Leave your reply below)

If you need help with website design, writing SEO optimized web copy, email marketing, or other online marketing strategies, I can help!

To your marketing success!

Merrill Clark

Website and Marketing Copywriter

Join my discussion by leaving a comment below…

Does your website Home Page copy steal potential customers from your biggest competitors?

No? … Why not?

So… You do a Google search, click on one of the results, and when it shows up on your screen… you’re blown away by the excitement you feel when you see “WELCOME TO MY WEBSITE”.

Yeah… right…

Sorry… a little sarcasm. But I do have a point.

Your website’s home page is arguably the most important page on your site, because it’s usually the one most readers will see first.

That means it will probably be your only chance to make a great impression on a potential customer, and persuade them to contact you.

So does the word “Welcome” really tell you anything useful about the company, or compel you to keep reading? Nope… didn’t think so.

Home page’s critical to online success

That being said, the home page copy has several critical jobs to do, and it must do them quickly or your prospect simply moves on to your competitor’s site.

So here’s a short and easy test you can perform on your own home page to see if it’s up to snuff or not…

FYI*** Sometimes it’s tough to be objective, so you may want to have a friend look at your site and do the test for you.

1. Does your page have a headline that gets your attention by including the words you used in your search?
2. Does the headline give you any reason to read the first sentence?
3. Can you tell within 3 or 4 seconds if your products and services can solve the reader’s problem? (i.e. why they are there)
4. Does your copy show the immediate customer benefits in a way they can understand?
5. Is the copy clear and concise?
6. Does your copy include several variations of your keyword phrases, and still sound “natural” to the reader?
7. Do you show testimonials or other proof elements?
8. Does your home page establish trust while starting to build a relationship with the reader?
9. Do you have a powerful call-to-action that tells them what the next step is? (call, e-mail, stop by)
10. The list goes on, but these are some of the key elements in writing a great and persuasive home page that attracts new customers, and persuades them to start a business relationship with your company.

Phew… This portion of the test is done now. In a nutshell, the more “yes” answers you have, the better your copy is. Any “no” answers… and you need to work on it to make it better.

Home Page copy is king. It’s the glue that holds your whole website together, and it has a lot of responsibility.

And it can make the difference between a website that just sits there, and one that generates new prospects and clients for your business.

If you don’t have the time or expertise to write great copy for your home page, just e-mail me or call me at 603-686-5140 and I can take care of it for you.

What are your thoughts?

If you need help with website design, writing SEO optimized web copy, email marketing, or other online marketing strategies, I can help!

To your marketing success!

Merrill Clark

Website and Marketing Copywriter

Join my discussion by leaving a comment below…