Sales Copy and Marketing Advice That Sells

Today is Part 11 of the 15 Profitable Marketing Power Tips you should use in every marketing or advertising technique you use to promote your business.

Today’s topic is… The surefire way to destroy your marketing strategy and your business.

Quick story from a client–

We were talking about the recent Stratham Fair, a small community fair that’s held every year, and usually draws people from all over.

At the fair, there were a number of vendor booths promoting local businesses and their services to the public.

Most of them had sheets you could fill out to get more information about them.

So that’s great marketing, isn’t it? Companies building up a list of interested prospects, right?

Well… my client signed up and gave his personal contact information to six different companies he was interested in.

And after four weeks, guess how many of them followed up with him or sent out information to him?

If you guessed three or four – you’d be wrong.

Okay…how about one or two?

You’d still be wrong.

The correct answer about how many companies followed up… a BIG FAT ZERO. Zero out of six did NOT follow up. Absolutely stupid decisions by those companies.

I wish I knew who they were, cuz they sure as heck need some marketing help.

Think about it. Why go to they trouble and expense of paying for a booth, manning it, and collecting prospect information, (from people who are telling you they are interested) if they’re not even going to follow up?

Jeesh… They might as well just throw their money in the toilet.

If you know me, you know lack of follow-up is a pet peeve, and it really ticks me off.

Profitable Marketing Power Tip #11:

When somebody is interested enough in your products or services to willingly give you their sacred contact information – for goodness sake  – FOLLOW UP with them.

If you don’t, you’re just killing your marketing machine, and putting the brakes on any momentum you have going.

Not to mention, when you are waiting for someone to contact you or send you information, and you never hear from them, doesn’t it really piss you off?

It does me.

Do you agree?

To check out the previous tips you may have missed, the links are below:

Part 1 marketing & advertising power tips for NH small business owners

Part 2 marketing & advertising power tips for NH small business owners

Part 3 marketing & advertising power tips for NH small business owners

Part 4 marketing & advertising power tips for NH small business owners

Part 5 marketing & advertising power tips for NH small business owners

Part 6 marketing & advertising power tips for NH small business owners

Part 7 marketing & advertising power tips for NH small business owners

Part 8 marketing & advertising power tips for NH small business owners

Part 9 marketing & advertising power tips for NH small business owners

Part 10 marketing & advertising power tips for NH small business owners

.

To your marketing success!

Merrill Clark
Website and Marketing Copywriter

Since the recent death of my son, I’ve come to the overwhelming realization that marketing and business is not the most important thing in the world.

Your life and family is the most important thing in your world! (at least, it should be)

It’s been 5 weeks now, and my mind and heart is still riding an emotional roller coaster, with just about every emotion known to mankind.

And with all those powerful emotions running around inside, it hit me like a ton of bricks…

I’ve come to realize the things in life that are really important, and the things that don’t mean a damn thing in the overall scheme of things.

And you know what? Over the last 5 weeks – marketing, which is my business, hasn’t even existed in my world.

It’s amazing the things I’ve come to realize that just don’t matter at all.

Taking care of my wife and the rest of my family and friends have taken complete priority, and will continue to do so.

Now that doesn’t mean I won’t work my business hard. Of course I have to… the bills still have to be payed.

It just means that I’ll work hard and pay more attention at taking care of love and life itself while I’m still around.

Business will happen.

Unfortunately, it took my son’s suicide for me to learn this valuable lesson.

What does all this have to do with marketing and business and generating leads?

Probably nothing at all.

But I feel a lot better sharing this so maybe you won’t be writing a similar story in your lifetime.

And in case you’re wondering… You’ll start getting new marketing and business tips in this blog soon. As soon as my brain says…

Let’s GO!

Thanks for listening, your cards, prayers, and your support…

.

To your marketing success!

Merrill Clark
Website and Marketing Copywriter

Today is Part 8 of the 15 Profitable Marketing Power Tips you should use in every marketing or advertising technique you use to promote your business.

It’s more about making it easier for your prospects to actually read your copy than anything else.

Have you ever seen a letter, a brochure, or a website that has so much copy that runs together in one long paragraph?

I’ve seen some where the paragraphs are so long, they are virtually impossible to read.

And even if you could read it, why would you want to go through the extra effort to?

People like EASY, and reading a super long block of copy is HARD.

Profitable Marketing Power Tip #8:

Break up your sales copy into short paragraphs of no more than 3-5 lines each.

Then every 2-3 paragraphs, add a compelling subhead so the people scanning it will know what you’re copy is talking about.

Why?

Because long, uninterrupted blocks of copy are hard to read …visually and emotionally. And who wants to read something when it’s difficult to do it?

Short paragraphs are much easier to read and comprehend. Plus, people who scan instead of reading every word will get the gist of the copy, and you’ll have a better chance of picking up a new lead or client.

Think about it… Isn’t it hard enough to get prospects to read your sales copy when it’s easy to read? Don’t give them a reason to not read it, just because you made it hard to read.

Make it as easy as possible to read and scan, too!

Let me know your thoughts on this…

To check out the previous tips you may have missed, the links are below:

Part 1 marketing & advertising power tips for NH small business owners

Part 2 marketing & advertising power tips for NH small business owners

Part 3 marketing & advertising power tips for NH small business owners

Part 4 marketing & advertising power tips for NH small business owners

Part 5 marketing & advertising power tips for NH small business owners

Part 6 marketing & advertising power tips for NH small business owners

Part 7 marketing & advertising power tips for NH small business owners

To your marketing success!

Merrill Clark
Website and Marketing Copywriter

Today is Part 7 of the 15 Profitable Marketing Power Tips you should use in every marketing or advertising technique you use to promote your business.

Do you tell your prospects and customers the biggest reason they should buy from you instead of your competition?

If you’re like most business owners, this “special” benefit isn’t conveyed to your prospects at all. In fact, many businesses don’t even know what their “special” benefit is.

This benefit is often called a USP, or your Unique Selling Proposition.

It’s the biggest reason someone would choose to do business with you over another business.

For example: Dominos Pizza’s USP is… Fresh, hot pizza, delivered in 30 minutes or less.

You notice it doesn’t say “best tasting pizza”, but hot pizza delivered fast. Speed is how they differentiate themselves.

If your marketing message doesn’t quickly and concisely explain why you’re different than your competition, then your marketing message becomes lost.

Profitable Marketing Power Tip #7:

Spend some time figuring out your USP – what makes you different than everybody else. Then make sure your marketing message tells the world what it is.

I’m not saying it will be easy, but it will certainly be time well spent.

One thing’s for sure: Having a USP and putting it into words can give you a giant leg up on your competition, because you’ll have something special to offer your clients that your competitors can’t.

Stand out from the crowd for goodness sake…and tell the whole world why!

Let me know your thoughts on this…

To check out the previous tips you may have missed, the links are below:

Part 1 marketing & advertising power tips for NH small business owners

Part 2 marketing & advertising power tips for NH small business owners

Part 3 marketing & advertising power tips for NH small business owners

Part 4 marketing & advertising power tips for NH small business owners

Part 5 marketing & advertising power tips for NH small business owners

Part 6 marketing & advertising power tips for NH small business owners

To your marketing success!

Merrill Clark
Website and Marketing Copywriter

Today is Part 6 of the 15 Profitable Marketing Power Tips you should use in every marketing or advertising technique you use to promote your business.

Would you like to get better response from your sales copy and marketing materials?

Of course you would.

Many business professionals think that “selling” your products and services in you marketing copy is the best way.

But does that technique consistently work?

Not usually. That’s because most people don’t like to get sold.

Fortunately, there is a better way…

Profitable Marketing Power Tip #6:

Educate your prospects instead of selling them.

Most people would rather get good information about their problem instead of being sold.

So instead of doing what everyone else does, create a special report or brochure that gives away some valuable information (not your deepest secrets, of course), and let your prospects come to their own conclusion that you are the best solution to their problem.

Make sure your information is so valuable, they wouldn’t think of looking anywhere else.

Let me know your thoughts on this…

To check out the previous tips you may have missed, the links are below:

Part 1 marketing & advertising power tips for NH small business owners

Part 2 marketing & advertising power tips for NH small business owners

Part 3 marketing & advertising power tips for NH small business owners

Part 4 marketing & advertising power tips for NH small business owners

Part 5 marketing & advertising power tips for NH small business owners

To your marketing success!

Merrill Clark
Website and Marketing Copywriter

Today is Part 4 of the 15 Profitable Marketing Power Tips you should use in every marketing or advertising technique you use to promote your business.

I’m sure you’ve heard the phrase – “The proof’s in the pudding”.

But how does that phrase relate exactly to marketing?

Let’s talk about why proof is so important.

Simply put, it’s because before most people will buy, they want and need to believe your sales copy or ad is telling the truth about any claims you make about your product or service.

Because people are more skeptical than ever before, you need to prove it to them.

• • One way is to using honest and believable testimonials from real people to prove your claims to potential clients.
• • Another way is to incorporate statistics in your copy or ads from sources that can be independently verified.
• • Or maybe results from actual studies or lab tests regarding your product or even one that’s relevant.
• • Using quotes or comments from respected and trusted authorities work well, too.

Why? Because they all add the “proof” factor people look for. Proof that eliminates the fear, doubt, and uncertainty your prospects have before they click the order link.

Profitable Marketing Power Tip #4:

Add proof to every single piece of your sales and marketing copy. I’m talking ads, brochures, sales letters, postcards, web copy, emails, and even business cards.

Heck – sometimes I even include a proof element in my proposals. What better place to have a potential client read about a happy and positive experience that helps prove your case when you’re proposing a similar project or product?

Let me know your thoughts on this…

To check out the previous tips you may have missed, the links are below:

Part 1 marketing & advertising power tips for NH small business owners

Part 2 marketing & advertising power tips for NH small business owners

Part 3 marketing & advertising power tips for NH small business owners

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