Movies have trailers so I want to offer one to my readers. I’ll be starting a group for content creation in 2012 and want to take a test run on
Tuesday December 27th at 2 PM Eastern / 11 AM Pacific. It’s like a group coaching program: limited participants, working with each person on every call. I will be delivering just
a little information but mostly we focus on *your* topic areas.

For the test run, I want to hold a group coaching call to create content for your sales letter. In the full course we’d spend a whole
month – 3 calls – doing this. You’ll just get a taste for the low price of $37. Spaces are limited so I can work with each person.

If you are just getting started with a Report or program, you will find this time valuable, as I recommend writing your sales letter first.
You are asked to send ahead either a detailed summary of what you want to sell OR the URL to a page online OR a Word version of your draft.
Send them ahead of time so we can jump right in.

If you are interested, please send me an email: CopywritingWithCathy (at) gmail.com

What you will get:
Steps to begin creating your page
Guidelines for headlines and bullets
A critique on the call (which will be recorded)

If you are interested in a Thursday class instead (or in addition) send me a note and if there’s enough interest I will add one.

So many of my clients and workshop participants say, “I hear what you say about creating online content. But who’s got the time?”

As a copywriter, I write a LOT. I can’t afford to get writers block and I need a steady stream of ideas. Therefore I’ve put together this 5-step system.

Step 1: Write a comment to a LinkedIn group or post to a forum. Choose your topic and style to become the basis for future content.

Step 2: Create a feature for your opt-in list. They deserve to get your ideas first! Add a hook to make your feature timely and/or especially relevant to your target market.

Step 3: Expand your feature into a blog post. If you’re really busy, you can post your original thought with just a few tweaks.

Want to blog your way to a book? With just a few strategies, you can create a system so you write your book without giving away your book before you are ready.

Step 4: Your blog post can be repurposed as an article.

Step 5: Your article can be repurposed in at least 5 ways to create giveaways, Reports and programs that you sell.

Learn more on today’s FREE teleseminar (we will be recording if you prefer to listen later): http://budurl.com/chatdec6

Recently I presented a webinar on 5 basic steps of copywriting. You can listen to the audio portion here.

One question from the audience was, “What’s the difference between content writing and copywriting?”

I have to admit I was stopped cold for a moment. As a copywriter, I write almost everything my clients need to create a successful online presence: websites, sales letters, video scripts, FB bios, even the “10 questions” set for being a teleseminar guest. Was I copywriting or just creating content?

Well, I said, I believe every time you create content for an audience you are copywriting. When your prospect sees what you write, after all, you are trying to make a sale. You aren’t writing just to educate, inform or inspire (although it’s nice if you accomplish those goals). And if you do want to educate your readers, you’re hoping they’ll be motivated to work with you in future, inspired by the quality of your content.

Therefore, everything you write is copy: ebooks, class learning guides, blog posts. social marketing posts … everything!

Copyblogger’s blog (which usually has gems that deserve attention) seems to be agreeing with me. They came right out and said:
CONTENT WITHOUT COPYWRITING IS A WASTE OF GOOD CONTENT.

Read the full post here.

I say – yes!

Of course, they go on to say:

COPYWRITING WITHOUT CONTENT IS A WASTE OF GOOD COPY.

Also true: readers want to get value from your message, not just a hard sell. Who likes to read ad copy? Just people who write ad copy.

If you’d like to talk about creating content under the influence of copywriting, let’s talk!
Start with the Laser Marketing Makeover.

Just what is an online presence, anyway? Is it just a website?

If you’re a busy professional, your online presence becomes a way of extending your marketing power without investing additional hours. You market more productively without reducing your billable hours or your personal life.

I used to encourage readers to think of the effect they created when they walk into a room at a networking event. Your movement style, walk, clothes, hair and general aura all create a professional presence.

But now I think your online presence goes deeper.  Let’s think of your presence as having  dimensions.

Depth - This is the element of presence that’s like walking into a room. It’s sharp, immediate, focused and subjective as well as objective. You create this depth by the look and feel of your materials: your header graphic, type face, colors and (if you add one) logo.

Those are the obvious components of depth. Your words also become your signature. Think of people you follow on the Internet. If you had to describe their conversational style, you probably could.

“Girl next door.”

“Edgy.”

“Sarcastic.”

“Light-hearted.”

“Always serious and businesslike.”

Breadth - This dimension refers to the distribution of your online presence. Do people say, “You’re out there in a big way?” Are you everywhere, within the realm of your target market? Do a lot of people know about you?

I recognized my own breadth when I went to a conference where I knew almost no one. Several people came up, saw my name tag and said, “Cat Chats! I’ve been there.” Love when that happens.

Height - This dimension refers to your status or stature. Does your online presence signal credibility? Are you seen as strong, powerful and competent?

I just heard from someone who heard me speak on a teleseminar a few months ago. She remembered me and she wrote, “I was impressed. I will want to work with you soon.”  That’s my dream version of height.

If you like this topic, check out my free Report: 3 Essential Steps To Create Your Fabulous Online Presence.

Schedule a Laser Marketing Makeover to transform your own online presence – fast!

Service business owners often express a legitimate concern about website development: how much information do you have to share so prospects get to know you – and at what point are you giving away too much?

As a first step in addressing this challenge, I will introduce a cliche from journalism. Every story needs to answer the Big 5 questions: Who, What, When, Where and Why. I’m not sure journalists still think this way. But when you analyze your own website marketing content, you may find this system helpful as you assess the effectiveness of your copywriting. I’ll illustrate with an example.

Let’s say you are a fitness trainer. You work with clients who want to get in shape to lose weight and enjoy more energy.

WHO: You introduce yourself to answer the question, “Who will help me reach my fitness goals? Is this person (or team of people) qualified? Why should I trust them?”

WHAT: It’s not about specific actions you take to get results. It’s more like, “What do I have to do?”

Your home page includes some “what” info, especially in the bullet points. The “what” focuses on features. For the fitness program, you might say, “You learn techniques to move your body differently. You get systems to choose high-energy “fuel foods” that increase your energy (and you don’t have to give up coffee and chocolate).”

This information also belongs in your info products, with considerably more detail.

You have to use the “What” info carefully. Readers will get frustrated if you offer a giveaway or a series of blog posts where you promise how” info but offer “what.” Website visitors can be scared away with too much detail

WHEN: How often? What times of day? What season? These are the questions related to your service. For instance, an exercise pro might say, “as little as 60 minutes a week.” (I’ve seen ads for those programs but I must admit I’m skeptical!) Do you provide service evenings and weekends?

This info typically belongs on the service page. Most clients realize you won’t be available 24/7 but I occasionally requests for appointments at 9:30 PM on Friday.

WHERE: How will the service take place? Virtually? If live, your place or theirs? If your offering is unusual, you might consider highlighting the “where” info on your home page. If clients want to have this info before proceeding, make sure it’s on your home page.

For instance, many people have strong preferences about services like fitness and massage. You want the provider to come to your home … or you absolutely don’t! Trust me – a person with multiple pets (who yowl loudly when you lock them up) will not get a peaceful massage at home.

WHY: “Why do I need this service? Why are you the best?” These questions absolutely have to be answered on the home page, with supplemental information on your About page and perhaps Services page.

The “why” information also belongs in the first part of nearly every info product and teleseminar you provide. It’s critical to remind those who download or purchase your info products -but you can’t go on too long. Otherwise your reader gets annoyed.

Of course, neither your site nor any specific page will be organized along the 5W lines. But an understanding of the type of content you are writing will help you create a stronger marketing message.

HOW: This understanding is especially critical when you get into the “HOW” dimension. When you write content for your website, you are often advised, “Tell readers WHAT to do, but not HOW to do it.”

The truth is, you may have to reveal some “how to” info to keep your readers interested and to demonstrate your own credibility. No recommendation can be universal. But generally I recommend including information about how to do something.

For instance, a fitness professional might offer a free giveaway like, “How to do a sit-up without hurting your back.” This type of giveaway would accomplish several purposes. First, prospective clients could try out the method to see if it worked. Alternatively, some clients would be turned away because they want a program that doesn’t include sit-ups or crunches. That’s fine: they’re not a fit for this program.

Would you like to learn how to set up your home page so you create content that motivates readers to keep reading so they get interested in working with you? Check out my mini-workshop starting next week: http://budurl.com/homepagerun

One of the biggest complaints I hear about working on the Internet is, “I have SO many emails with offers to help me run my business.”

A variation is, “If I listened to every call and read every Report, I wouldn’t have time to do anything else.”

Another question is, “What do I choose first?”

You will also be invited to workshops, Reports and calls that warn you, “Don’t take advantage of Bright Shiny Object syndrome.”

So how can we deal with all these invitations?

I’m reminded of working with two different real estate agents – one awful and one really good. I gave the “bad” agent a list of properties I’d found and we drove all over town. We wasted a whole afternoon and my head ached at the end of the day.

The “good” agent took my the list of properties I’d found on Craigslist. He asked me where I spent most of my time and what kind of lifestyle I wanted. On that basis, he screened out 99% of the properties I’d found.

“This one’s out in the middle of nowhere,” he said. “You’d hate it.”

We spent less than an hour and I had a neat list of choices that I could research further.

On the Internet, you have to be your own agent.

Sometimes it’s easier to get perspective when you work with a coach or consultant, so you get clarity on what’s important to you. Sometimes you really know … if you’re just willing to be honest.

For instance, “Alice” realizes she hates live networking. She needs to buy manuals and take workshops so she can create an online-only business. She might have to revise her business model. If she signs up for a program that requires her to attend live events, she’s doomed.

“Ben” likes working with live clients. He really hates the time he spends creating products. He needs to screen out offers for programs to create content and use keywords to sell.

Alice and Ben are simplistic examples and often it’s hard to recognize what’s important. Regardless, it’s best not to wait till you are absolutely sure. I’ve seen clients recognize what their business model needs to look like as we wrote the copy for a specific product or program.

And if you know you need a website to promote your service business, my next workshop starts next week: http://www.CopywritingWithCathy.com/homepagecourse.html

You can create your home page – the page most clients want to develop first. We talked about this topic and introduced the workshop on last week’s call: http://budurl.com/chatoct6

Copywriting for a service business requires creating a compelling website marketing presence. You have a presence when you walk into a room. Now your website has to create a presence when visitors stop by.

One way to create a website marketing presence involves creating your Free Report and promoting it on every page -especially your Home Page.  This step is your gateway to list-building. Therefore your report’s title represents a critical element of copywriting: you need to communicate that you offer a genuine difference.

I don’t recommend reports like,   “101 things a coach [accountant, consultant, speech coach, office organizer or virtual assistant] can do for you.”

These report just aren’t interesting.  Who wants to wade through a list of 101 items?

If you’re an accountant, your visitor won’t be astounded to discover you’ll prepare her taxes. If you’re a virtual assistant, she’ll expect you to help with mailing lists and phone calls.

Often these lists are prepared by a central service. You find the same giveaway on a dozen or more websites.  Your visitor’s eyes start to glaze over. She decides maybe she should forget the whole thing.

How can you prevent the bleary-eyed visitor blues?

(1) Create a problem-solving Call for Action – before you design the rest of your web site. “How-to” titles work best because you demonstrate that you understand the problem and showcase your unique approach.

• A Virtual Assistant: “How to delegate the 10 most critical tasks that keep your business alive and profitable.”
• A speech coach: “Five techniques that tell your audience you’re a professional speaker”
• An office organizer: “It’s 9 AM – do you know where your Top Priority is?”

(2) Make it easier for prospects to figure out why you’re different from the competition on the other 43 websites your prospect just visited.

A hairstylist: “Curly hair is my specialty (and we’re never late with appointments).”

A virtual assistant: “I can program the Internet’s top shopping cart system to save you 5 hours each month.”

A speech coach: “Five clients I coached last year are now listed with speaker bureaus.”

(3) Identify benefits your prospect may not have anticipated.

For instance, prospective clients may not realize that some office organizers can help them choose furniture to make their lives easier. Others employ feng shui principles.

Bottom Line: Visitors who see a big grab-bag list of offers will tune out if they recognize the first few. “Ho hum. I know that.”

Instead, find ways to showcase yourself and your expertise –professionally.  You’ll be taking the first steps to creating a powerful online presence.

To learn more about copywriting for a compelling online marketing presence, check out my website marketing workshop starting October 20:

http://www.CopywritingWithCathy.com/homepageworkshop.html

We tend to think of copywriting as part of the hot, glamorous world of getting more clients…and it is! Sales letters are challenging to write. The more they’re fun to read, the more you can be sure a copywriter was tearing her hair out, losing sleep and tweaking a phrase for the ninetieth time.

But there’s another part of marketing that’s just as critical: creating a message for client retention. This type of marketing includes deciding what you promise to deliver, setting up a guarantee and following up with clients who misunderstood your message.

A marketer I’ll call “Ralph” openly says, “Come up with a way to define your business so you’re the largest – even if you’re the only game in town.” In other words, that’s like the old joke, “You’re my favorite brother…okay, you’re my only brother.”

There’s really nothing wrong with what Ralph says. It may be a little deceptive because you think you’re dealing with a large, established company. Ralph describes his services carefully, honors his guarantee and will happily offer a refund to an unsatisfied customer.

So what’s the problem?

What concerns me is that Ralph’s followers hear only part of Ralph’s message. They hear, “It’s okay to exaggerate a little.” And they can’t fine-tune the difference.

For instance, let’s look at “Joe.” Joe is a real person with a real business but I am disguising the details. Joe helps clients get invited to be guests on teleseminars and radio programs. (That’s not the actual service – but the principle is the same.) He claims on his site, “I have good contacts with all the top shows and I will write personalized introductions to 50 hosts on top shows.”

Now, that’s a good value – if he really does this. Many hosts (including me) are extremely fussy about our guests. So if I know Joe, I’ll pay attention to this recommendations. It’s entirely possible for someone to compile a list of hosts and guests and do the match-ups.

But Joe doesn’t do this (although someone else could). He ha a list of programs that actively seek guests. They’re not necessarily programs with good audiences or good hosts; they just need to fill slots.

And Joe doesn’t send out 50 personalized greetings. He sends 25 emails, using addresses from their websites like “showhost (at) …” Not exactly personal!  For the others, he asks his assistant to complete a form.

Joe probably thinks he’s just engaging in a little puffery, like Ralph. Unlike Ralph, he’s exaggerating what he delivers – not just the basis for crediblity. Unlike Ralph, he’s fabricating, not just spinning. And unlike Ralph, he doesn’t honor guarantees. It’s a matter of time before he faces some legal troubles.

But I wonder how many business owners fall somewhere between Ralph and Joe. It’s the ultimate slippery slope. Once you say, “Well, I’m creating my own truth,” as Ralph claims, you have to be very careful. Ralph knows how to do it. Joe doesn’t.

A copywriter can help because you have to consider the words you use. You have to consider the impact of your promises and (all too often) unintended meanings. I’ve met many honest, well-intentioneod business people who didn’t realize they were promising something that they couldn’t deliver; in fact, nobody could.

Because I feel strongly about keeping customers satisfied, I’ve written a Report that’s currently offered at a special price of just $17: Create A Lifetime Stream Of Income With Heart, Soul And Chocolates On The Pillow.

Check it out at http://www.CopywritingWithCathy.com/custsvc.html

As a copywriter, I work a great deal with clients who want to get more clients. “Client attraction” has become a popular – even critical – focus of marketing. If you’re a coach, consultant or healer, you probably say “More clients” when someone asks, “What is your most important marketing goal?”

Now…here’s the surprise. Getting clients is the hot, sexy part of marketing. Without clients you’d be broke and frustrated. You wouldn’t be able to define yourself by your calling.  That’s why so many consultants promise to teach you the ingredients of getting more clients.

You need these client attraction tools. You need to know how to create a niche, find your clients and sell to them.

But what happens after you land your client? How do you keep your clients happy? How do you stop them from leaving you for the competition or (worse) complaining that you didn’t live up to their expectations?

In my experience, these topics are cold, compared to the hot topics of client attraction. When I say the words “customer service,” my audience takes off (sometimes literally). Their eyes glaze over.

But here’s the funny part. Clients get REALLY emotional AFTER they buy from you. They talk about “my wonderful coach.” They look forward to your calls.

The reverse is also true. When clients get mad, they get even more emotional. It doesn’t happen often for two reasons.

First, experienced marketers know how to defuse an angry client. You need to deal with any hint of trouble before it explodes because by then it’s usually too late.

Second, clients are reluctant to complain. Typically they know you and like you. They may be afraid they’ll get a bad reputation. However, this attitude seems to be changing as resources become scarce. And even if your client keeps quiet, you don’t know how many referrals she hasn’t made because she doesn’t want others to have the same bad experience.

At the same time, many business owners are now getting savvier about marketing than about delivering service. Recently I talked to a business owner who honestly couldn’t understand why I had a problem because he wasn’t delivering the service he promised on his own website. He didn’t deny the discrepancy. He just thought he was being a good marketer. I suggested he talk to his mentors (and maybe his lawyer) before someone (possibly me) filed a complaint with his friendly Attorney General.  In case you haven’t noticed, I hate scams – and when when you admit you’re delivering less than half of what you promised, you deserve the “s” word.

So I have two suggestions for you.

First, check out this hilarious video on YouTube. A musician made this video after United Airlines destroyed his expensive guitar. Since then, this musician has found a new career as a speaker on customer service and his music  career has taken off. The video is brilliantly made with all kinds of special effects. Click here to watch.

Second, I’ve written a Report you can download for just $17. I’ll be adding some audio and bonuses and raising the price, but I think it’s a good value. Just go here and let me know what you think.

When business owners talk to me about creating profitable websites, the conversation often stalls when we get ready to discuss one of the most critical pages: the About Page.

This page is absolutely critical because

… You’ve probably heard of the “know, like and trust” factors. Your About page does most of the heavy lifting to make this happen. You introduce yourself to prospects so they discover your credentials, and you also have to come across as likeable, trustworthy and credible.

… Your clients know they are working with a person – not buying a product. So they’ll often turn to this page before making a decision to talk to you, even for a get-acquainted call.

… Clients often are afraid of hiring someone who will be incompetent and/or difficult to work with. You need to establish that you’re qualified as well as easy to get along with.

… You often connect with clients by sharing some “safe” personal information. For example:

If you’ve attended University of Florida, be sure to say that you’re a ‘Gator.” You’ll be surprised how many people will be Gators, know someone who’s a Gator, or just recognize the name.

Of course, you don’t have to be a sports fan. A lot of people will be thrilled to find someone who listens to classical music, reads murder mysteries, or loves horseback riding.

Even with all these reasons, many business owners tell me they DREAD sitting down to write about themselves.

The truth is …

… you are helping your clients when you brag about yourself. Your clients want to brag about you! When my book first came out (a long time ago) one of my clients said, “I was so proud to see your book in the bookstore! I turned to my friend and said, ‘That’s my coach!’”

… your clients make more informed decisions when they know more about you. They may decide that you are not the best resource they had hoped to work with. That’s fine: you have now saved yourself a lot of grief.

… you are more likely to attract targeted clients who resonate with your working style when you have a strong About page. Clients will be drawn to you as a kindred spirit.

If you’d like to learn more about how to get past the blocks of writing about yourself and start writing your own compelling About page, come join my workshop (okay to join if you’ve missed a call) : Click here to learn more.