Category Archives: Copywriting for Small Business Owners

As a small business owner, writing is not necessarily your first (or your best) skill. Reading these posts on copywriting for small business owners can help. One of the most important lessons is the best ways to spark your readers’ interest. You’ll find out how to write great headlines, and why actual writing isn’t always necessary. Since the headline is the first thing people notice, it’s important to use one that’s compelling.

You’ll also discover whether it’s better to sell using emotions or logic. In addition, these posts will teach you how to use emotional triggers and fascinations to write more persuasive copy.

Plus, you’ll learn techniques for structuring your sales letter or landing page to make sure you get attention, grow desire, and ask for the sale.

And, you’ll find out the deadly copywriting mistakes that are nearly guaranteed to make you lose a sale. Don’t make them!

Try This Timeless Copywriting Technique

Posted on October 15, 2009 by Jodi Kaplan

It’s easy to get distracted by the latest bright and shiny technology. We gawp at Buzzfeed, get entranced by SnapChat, and twitter away hours on social media. But sometimes, the best way to advertise isn’t the latest idea, but one of the oldest. Personalization has been used in direct marketing since the last century, but it still works (both online and off).

A true marketing personalization story

An advertiser with an unprofitable campaign was desperate. The ads for his business books were attractive, but the books weren’t selling. A colleague suggested adding the buyer’s name in gilt lettering on each book. The ads went out again (virtually unchanged, except for a note about adding the name). They sold hundreds of thousands of books.

Another company offered small memo books to customers and prospects as gifts. The results were poor until they used the same personalization idea. They sent letters saying “a book with your name is waiting for you.” All the prospect had to do was to fill out and mail a simple form. Nearly everyone who received the letter returned the form.

When everyone knows your name

These examples are from Scientific Advertising (published in 1920, you can download it from the link), but the personalization copywriting technique it used is still effective.

Amazon greets me by name when I login. Online grocer FreshDirect does the same thing (and just had me fill out a brief survey asking what kinds of foods I enjoy most).

Address your letter or email directly to the person receiving it. Treat your customers and prospects like people (instead of account numbers). They’ll love you for it. They might even put YOUR name in lights.

If you can’t wait, click this link for instant gratification.

Thanks to Deb Ng for pointing out the site.

5 Top Secrets of Ninja Copywriters

Posted on September 18, 2009 by Jodi Kaplan

Many small businesses don’t know what they are, but successful copywriters have been using these copywriting secrets and tricks for years.

If you learn them and use them, you’ll be light-years ahead of your competitors. You don’t even have to get ninja training (unless you want to).

1. Promise something

It’s got to be something people want (and want badly) or a solution to a problem that’s got them tearing their hair out. Promise you can fix it (then explain how).

2. Make the customer the star

Don’t fill your blog or your ads with your 10 years of experience or the high-tech equipment you use. Instead, tell people what they will get.

If you create TV ads or Web video, skip the technical details of the shooting and editing process. Instead, focus on how even small businesses can use video on local TV or YouTube to make a big splash. Then highlight how well your other customers have done using your service. Put the focus on what they accomplished (with your help, of course), rather than everything you did.

3. Appeal to their emotions

The classic appeals are “fear” and “greed.” People are afraid of making the wrong choices. In fact, they’re more afraid of losing something than they are motivated by gaining. Nobody wants to look bad to the boss, or lose their jobs. Greed works with fear, as people are afraid of losing what they have, and want more.

Emotions don’t have to be negative. You can also make a social connection and build trust. Be helpful. Offer free information. Reply to comments on your blog.

4. Be logical

Show the results that your clients get. Highlight the time or money they saved (be specific). Include testimonials from satisfied customers. Having someone else blow your horn is far more effective (and believable) than doing it yourself.

5. Use a P.S.

It’s one of the top places people look (after the headlines). Use it in marketing letters to repeat an important benefit or emphasize a deadline.

Photo: striatic

Seven Easy Ways to Write Great Headlines That Convert

Link

There are times when the perfect headline jumps out of your brain and types itself out on the page.

Other times, it’s like slogging through molasses (no progress, and your brain feels like it’s bogged down in something sticky).

What do you do when inspiration fails to strike? A recent post on Copyblogger got me thinking about ways to write great headlines that convert (sometimes without even really writing at all). Wouldn’t it be great to have tips on how to write great headlines? Stuff that you could just rework a bit and still get great results?

Here are some ways to easily write great headlines, without doing a lot of work.

1) Let Google do the work for you

Try searching for your topic on Google. See what ads or sponsored links pop up. This can be a great source of ideas. Plus, they’re already search-engine friendly. Check the number of results to see how popular the topic/wording is. Or, type something into the address bar (the one on the very top, where the URL is). See what the suggestions are.

2) Swipe ideas from banner ads

Someone else has paid for those banner ads to come up on relevant sites. See what headlines they’re using, and adapt them.

3) Look at magazine covers

This works especially well with women’s magazines. They’ve been using attention-grabbing headlines for years. Copyblogger particularly recommends Cosmopolitan, and I agree. You don’t even have to leave your desk; you can check out the latest covers at magazines.com. Plus, if you’re a guy, nobody has to see you picking up Cosmo!

Don’t use the headlines directly, but modify them to fit. For instance, here’s a sample headline from a magazine: “Five Words That Get the Truth Out of Men.” That won’t work as is, but you can change it to “Five Words That Get Clients to Pay Overdue Bills.”

4) Use a formula

There are formulas for this. Direct marketers have been using them for years (because they work).

a) Set up a contradiction

“Earn Money While You Sleep”

b) Promise information
“How to Avoid the Biggest Mistake You Can Make When Buying a Camera”

c) Answer questions or objections

“10 Things You Should Know Before You Hire a Web Developer”

5) Look at newsletters you get from other people

I just got one titled: “Write a Profitable E-book in One Hour”

(This makes a promise, offers success, and sets up a seeming contradiction).

6) Keep a “swipe” file

Tear out ads from magazines, save direct marketing letters, print out ads you see online, and scribble down headlines from TV or a blog. Keep them all in a big folder (virtual or actual) and pull them out when you need inspiration. Keep a small notebook with you to jot them down.

7) Don’t try

Sometimes trying too hard or thinking too much can freeze your brain. Step away from the computer or the paper and go do something else. Send an email to a client, take a walk, get coffee. I often find I get great ideas walking down the street.

Oh, and if you think the headline in the paper is far-fetched, a few days ago I saw a cat chasing a dog the size of a Labrador. This is a tough town.

Photo:plenty of ants

Get Record-Setting Results in a Recession

Posted on May 20, 2009 by Jodi Kaplan

The Greater Westchester Region of Hadassah (an organization that funds medical research to find cures for cancer, MS, and other diseases) had a problem. The economy was tanking and their annual gala was coming up. They count on that money to fund programs, events, and research throughout the year.

They were concerned about the down economy, so they came up with recession proof marketing strategies that worked in spite of the down economy.

Change the focus of your writing

Every year, the organization sent out two sets of letters to promote their gala event. One went out to members, volunteers, and previous donors. The other went to local businesses, asking them to buy ads in the journal program that accompanies the event or pay for event sponsorships.

Normally, these letters are written by volunteer staff. This year, they decided to have the letters written by a professional copywriter (yours truly).

The original donor letter thanked people for their generosity (good), but then went straight to what the organization wanted to get and to do (rather than what the donor would get).

The second letter (to potential advertisers) talked about the organization’s long experience, its expertise, and its fundraising goals.

All good things, but not likely to make a connection with someone reading it. The letter also assumed that people knew about Hadassah, had positive feelings about the organization, and were predisposed to place an ad in the program.

I rewrote the letters to focus less on the organization and the work they do, and more on making a connection between the reader and the organization.

Tell a story

The new donor letter started with a story: “Picture a teenager, suddenly confined to a wheelchair because of a genetic disease that caused her to shake and twitch uncontrollably.” It then goes on to describe how the doctors at Hadassah helped her — she was walking two weeks later.

Original Gala Donor Letter

New Gala Donor Letter

The letter soliciting ads for the event program was changed to a flier (since it was really a handout, rather than a letter) with the headline: Miracles Performed Daily: Support Hadassah’s research to cure Multiple Sclerosis and Parkinson’s. It goes on to describe why people should give (the teenager story), where the gift goes, and how to contribute.

Original Gala Ad Solicitation Letter

New Gala Ad Solicitation Letter

Free marketing: engage your audience: and their friends

Hadassah recognized the need to broaden its donor base and decided to honor people who’d made significant contributions (in time and effort) to the broader community in addition to those who already supported the organization. The honorees were delighted, and invited their friends and business associates. It was a free marketing strategy that brought more people and more donors to the event.

Make it fun!

There was a silent auction including: a spot in the pit at a Daytona race; a private plane ride, with lunch, roundtrip to Nantucket from New York; and a brunch basket with bagels, cream cheese, and home made gravlax. Plus, “gambling” (proceeds to the charity), and a mystery balloon pop. Buy a balloon for $50, and get a prize worth up to $100.

I promised not to share the details of how much money they raised, but it was the most successful event the region has ever run.

Photo: gaeten lee

Use These Tips for Postcard Marketing Success

Posted on May 13, 2009 by Jodi Kaplan

Marketing with postcards isn’t flashy, but it does work (and unlike email there’s no spam filter).

In fact, Marketing Sherpa reported (5/7/09) that one IT company used postcards to increase Web site visits 125%, boosted average time on site by 106%, and raised monthly email newsletter signups by 117%.

Here are some tips for successful postcard marketing that you can use in your own campaigns.

A great headline and an appealing image

You only have a few seconds, so focus on a clear benefit and use a memorable image.

In this case, the picture on the front showed a man clutching a fistful of money, with the headline, “Get a Grip On Your IT Expenses.”

Be specific

The postcard offered several benefits (fixed costs, purchasing “chunks” of IT service time, and on-call support. It would be even better with testimonials or numbers showing exactly how much customers save by using managed IT services: “Now, you can cut your IT costs by up to 37%.”

Connect with your audience

Use emotional triggers that encourage curiosity, a sense of security, or urgency. People want to save money, gain respect, and avoid discomfort. Paint a clear picture of what they will gain by using your product. Make their eyes open wider, pulse race, and mouth water.

Make a clear offer

Now, that you’ve got their attention, make an offer. Keep it something simple and low cost. This is a postcard, so there’s not enough space to sell a complicated or expensive service.

The IT company offered a free evaluation of their prospects’ computer systems to see whether a managed (fixed-fee) solution would reduce costs. Give them a good reason to contact you.

Balance commitment and appeal

An offer that’s very appealing (free flat screen TV) will get a lot of responses, but the people who do so may be more interested in the TV than your product.

On the other hand, an offer with low appeal (free ads sent to your cell phone while you shop) or filling out long forms will reduce the number of people that reply.

Use a call to action

Don’t forget to ask for the response! If you don’t ask for the call or the sign up you won’t get it. Use large or bold type and offer several ways to respond. Include a phone number, an email address, and a Web address and (send your landing page to school).

Track your responses

Use a unique code, telephone number, or URL on each mailing. If you track your responses, you’ll know which lists (or offers, if you have more than one) are generating the most leads.