Copy Writing With Cathy

Copywriting With Cathy Goodwin

by CathyG on July 23, 2010

Are you a business owner or service professional who’s starved for time … and you know you need a superstar online presence? You may wonder why you need a copywriter, especially when you already have a web designer, marketing coach, branding coach, and maybe a professional planner.

“Copywriting” is just another word for “Problem Solver.”

Even if you’ve been working with a marketing coach or branding coach, you will find that your marketing moves into high gear when you start to work with a copywriter. We don’t do theory, woo-woo or “whenever.” We get directly to the heart of the matter. In fact, some of my best clients are marketing coaches or branding coaches: they understand they need copywriting to make the rubber hit the road.

Often I work with business owners who have been struggling with a specific problem for weeks or months. For instance, they may be stuck on describing just what they do. They may know they need a website (or website makeover) but aren’t sure where to start. They may be looking for a creative way to define a niche.

My Laser Makeover sessions usually get these problems solved – once and for all – in an hour or less. (Yes, I am always surprised too!)

Once that’s out of the way, what do you do next?

Sometimes your next move will be to hire me to finish your website, sales letter or special project. Or sometimes you just return to your marketing coach with a big sigh of relief. You will both be thrilled to get this obstacle out of the way and move on to your next business project.

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Copywriting strategies: How to Monetize A Brilliant Idea

by CathyG on February 21, 2012 · 0 comments

Some time ago I got a brilliant idea for a workshop. When I ran it by the coach who was then my mentor, she agreed. I got lots of congratulations from my colleagues, too.

So I did exactly what I now tell my clients *not* to do. I invested considerable time in developing the content. I scheduled the time and announced a preview call.

Then I took what I now realize was my breakthrough action: writing the copy to promote the project.

Suddenly I was in trouble. Creativity wasn’t enough. Copy requires an explicit statement of features and benefits, as well as a compelling hook to invite readers to sign up. That’s how a brilliant idea gets monetized. The path goes from idea to copy to revenue.

Now I advise my clients to begin every project with a sales letter, whether you are creating a small info product, your signature system or a high-end coaching program.

Why does this process work?

– You get to trouble-shoot your own ideas. You anticipate objections and you design your program around them – *before* you begin your marketing campaign. You have much greater likelihood of success when you go through these steps sooner rather than later.

– You realize quickly if your idea has “legs.” That is, can you identify solid features and benefits to promote your project or program?

Often as you write your sales letter, or work with your copywriter to create one, you discover benefits you didn’t realize you had. You usually find that you get stronger, beefier benefits with just a few tweaks to your plan.

– You benefit from understanding the details.

A few years ago, I got a call from a new business owner who had a very good idea for a group coaching program. He had invested in a special logo for the program as well as a consultant who set up the logistics: when to hold the preview calls, when to make the announcement, and when to schedule the first sessions.

When we began to write the copy, he realized he had omitted one important step. He hadn’t considered the content of the program. How would participants benefit each week? What would be the takeaways?

Drafting a sales letter is just one of the strategies you can use to create your own business breakthrough. We will talk more about this topic on Thursday … and you will discover a whole variety of breakthrough strategies with the teleseminar series starting next week. You will learn how some award-winning “rising stars” found their own unique breakthroughs (and the steps you need to create your own).

Learn more here: http://budurl.com/breakthrupreview

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Copywriting Tip from Lorrie Morgan-Ferrero: “Can You Win Her Back If You Made Her Mad?”

by CathyG on February 20, 2012 · 0 comments

Women are extremely loyal with girlfriends as well as brands. They talk to their girlfriends about their brands (as if the brands were people). They share the good experiences along with the bad.

So if you’ve made her mad, the best thing you can do to get her loyalty is great customer service. Customer service is often the first place businesses ignore because of the pressure to keep up in so many other areas. But it’s never been more important than now.

If your business has lost a female customer, here are some strategies to getting her back in the fold:

Offer a discount to give your business another try.

Write a letter of apology and let her know you want her business back. Make it a real apology, not one of those, “I’m sorry you were upset …” missives that will backfire.

Make her feel cared about and special – the key to regaining trust.

Obviously these same techniques make sense when it comes to getting male customers back under your wing as well. That’s what is so wonderful about embracing these strategies that reach women. Both genders benefit from a new and effective approach!

By the way, if you’re looking to reach the female market, you have to speak HER LANGUAGE.

Now my awesome copywriting mentor, Lorrie Morgan-Ferrero of Red Hot Copy, is hosting a FREE copywriting training event to help us all master 3 of her favorite copywriting tactics relating to women customers (and men too). Register now before she decides to take it down! You don’t want to miss this one.

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Social Media Marketing: OK, you set up your blog: now what?

by CathyG on February 19, 2012 · 0 comments

You’ve set up your blog and maybe some social media accounts … now what do you do?

What I’m hearing is that blogs and social marketing represent commitments. You have to do them well (or you might as well not do them at all). Examples of what NOT to do include

– combining business and personal updates: There are personal updates … and then there are tidbits about yourself that you reveal to your business colleagues. They’re different.

– being inconsistent: You need to blog at least once a week; I recommend 2-5 times to get maximum impact. You need to check in with social media several times a week. Some people post every day.

– maintaining relationships: When you start posting to Facebook, Twitter and LinkedIn, you will start to get replies if you’re doing a good job. You need to respond to requests for connection and sometimes to posts.

When you’re in business, you have to think of everything you do as an investment in time. Your Return on Investment will be low when you enter the world of blogging and social marketing half-heartedly. If these sources are not right for you, just skip them and do something else!

(1) Start slowly. Begin with a blog post here and there to see if you like doing it. Some marketers recommend starting a blog to see how much you relate to the topic; if you find yourself “forgetting” to post, maybe you need to find a new topic or a new way of marketing.

(2) Develop bonds with others by posting updates about new events related to your industry. For instance, if you are an employment lawyer, you could comment on articles about unions and layoffs. A life coach can discuss news stories about career change, aging or spirituality. Post your opinions: you’ll get more interest (and maybe replies).

Tip: Get creative! I wrote about the basketball phenom Jeremy Lin for my career blog. My spin involved 2 viewpoints: overlooking hidden talent and getting discovered if you are the talent.

(3) Include photos in your blog posts and, selectively, on social media. Much as I hate to admit it, one photo of a cute cat will generate more interest than 100 posts on serious, informative, helpful topics.

Think about how you want to present your personal side. Some marketing coaches consistently blog about cooking and food. Some focus on fitness and health. I like to write about sports (especially the WNBA when it’s in season).

Finally, you can’t be overly aggressive in promoting your products and services. However, I do think you can gently remind readers that you offer services, especially free giveaways. This strategy works especially well on Twitter. When I’ve announced a free teleseminar, I often get several responses. Facebook tends to be a little more personal.

In general, I think of social media as a backyard barbecue where you mostly have people who know each other, but then some other folks drop in too. They’re renewing acquaintances and taking time to get to know each other. And you can’t be too personal or too dramatic; people are there to have a good time!

Want to learn more? Check out my home study course: http://www.SocialMarketingPower.com

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Online Marketing Lessons From My Refrigerator (Don’t Laugh)

by CathyG on February 18, 2012 · 0 comments

Here’s my Saturday refrigerator story. My new apartment has a bottom-freezer refrigerator. Recently ice began to accumulate. LOTS of ice. Soon the drawer became stuck and I couldn’t get into the freezer at all.

Naturally I turned to the Internet for guidance. “Must be a faulty thermostat,” I figured, “if I even knew where it was.”

If you’ve been following me awhile, you probably know I’m not especially mechanical. But please try to keep a straight face for the rest of this email.

OK, I called a repair service from Angie’s List. The tech came out right away, bearing a huge tool kit.

But what he brought first was a question I hadn’t thought to ask. “Where the [exclamation] was all this ice coming from?”

Right. You need water to make ice.

He suspected a leak. However, after just a few minutes, he pointed to the culprit. My ice trays were dripping.

Yes, there is an ice maker, but I never use it. And my favorite beverage is iced coffee.

Problem solved. The tech showed me all the nuances of my refrigerator. He also explained a few intimidating buttons on my new stove. He even gave me a discount.

So … how does this story relate to my business as an online copywriter and marketing consultant?

Well, a lot of times I do just what the tech does. I come in and ask a question that reframes the problem into something simple and easy to fix. I’ll also provide insight into related business challenges, all in one Espresso Consultation Call.

It’s not that I’m especially smart, wise or gifted. Like the tech, I’ve had specialized training. And I bet he’s seen hundreds of refrigerators, just as I’ve advised on hundreds of websites.

Sometimes just one question can lead to a huge breakthrough. You get a new idea, action item or experience that transforms the way you think about your business.

We’re going to discuss this topic on Thursday, February 23, at 10 AM Pacific /1 PM Eastern/NY. We’ll talk about creating breakthroughs that lead to more clients and increased revenue, often after a long period of frustration and struggle.

You can sign up here : there is no charge to listen to the event or the recording.

On that call, you will also get a sneak preview of my next teleseminar series, starting March 1: “Breakthrough to Big,” featuring 7 rising stars who will share their surprising stories of breaking past the barriers to success.

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Does your website marketing deserve a valentine?

by CathyG on February 14, 2012 · 0 comments

Here in Philadelphia, Valentine’s Day has taken over the city. Just about every restaurant offers a Valentine’s Day 3-course champagne dinner menu (including one where the normal lunch special is $10).

So … does your website deserve a valentine today? I’d vote yes if …

(1) Your website eagerly embraces the matchmaker role, so you build bridges to people who are potential clients, colleagues and jv partners, but discourage tire-kickers and lookie-loos.

These days, many solo-preneurs and independent professionals claim their biggest challenge is finding more time to get everything done. Ideally, your website communicates who you are, who you want to add to your business circle, and who would be happier elsewhere (so you save them time as well).

(2) Your website doesn’t mind sharing your attention with the new games in town.

Sometimes a client says, “My website isn’t bringing me traffic.” That’s like asking one employee to handle phone calls, program your computer and mop the floors. Occasionally it happens, but usually everybody works better when they do the job for which they were hired.

Your website’s job is to serve as the foundation of your online presence. You probably will attract traffic from a well-planned website, but you will do even better when you add a blog, some social media and maybe even a Squidoo lens.

(3) Your website communicates authenticity. You aren’t asked to take on a new persona so you can sell more.

Your website presents your message – and you – clearly and honestly, so you build long-term relationships with prospects. When they finally meet you, they feel they know you.

Finally, your website should adapt to change easily.

These days you might have a short window of opportunity and you need to act fast. When you have to call for tech support to change a date or make an announcement, your website doesn’t deserve the virtual equivalent of champagne or chocolate.

We’ll talk about this on tomorrow’s call: http://budurl.com/wpcall2012

OK … what’s your score? Is your website valentine-worthy?

Actually you should give yourself a valentine because you’re the person who made it happen. Drink a toast to your business future.

And if your website comes up a little short (maybe you’d rather invoke Halloween than Valentine’s Day), we can move quickly to turn things around. This challenge calls for a shot of espresso instead of champagne: http://budurl.com/espressocall

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Insider Secrets of Creating A Website Without Pain

by CathyG on February 13, 2012 · 0 comments

Most clients begin a call with, “Am I ready to start creating a website?”

That’s the question I get from newbies as well as veterans.

The insider secret is: You may never feel ready. That’s the secret of almost anything in business and almost anything meaningful in life. I’m not a parent, but parents often resonate when I quote the saying, “If everybody waited till they were completely ready to have kids, none of us would ever be born.” (The same principle applies to dogs, in my experience. I never felt ready to adopt a dog, even when my first dog was thriving in my home.)

“Don’t I need to have a logo first? What about my colors? Photos?”

Answer: “No. No. and maybe.”

You don’t need a logo for a long time. I know some successful marketers who don’t have a logo at all. Some have a different logo for each product or service they offer. And they’re doing just fine, thank you very much.

In contrast, I know several people who fussed over design and color but who are barely scraping by.

Colors are easy to change. I don’t recommend investing in a high-powered, expensive header when you get started. Just put up your name, a description of what you are doing and (if possible) a photo

Oh yes… you probably do need a photo. But you don’t have to spend a fortune on studio portraits to start. Get someone to take a photo with a camera phone and get a low-end designer to fix it in photoshop. (I include this service with my copywriting services.) If your headshot doesn’t work, get some action shots and downplay your photo.

You can even use an old photo from the days when you worked for a company. College yearbook photo? Why not? One of the original marketing legends used a 30-year-old photo on his million-dollar website. Nobody called him on it.

“Don’t I need a web designer?”

Maybe. But a competent designer will tell you to write the copy and create the content first. That way the design will support your message and your website will be more powerful.

So… what do I need?

You’ll need some idea of your target market. You’ll need to answer the question, “How am I different from my competitors? What makes me the best choice?”

Your copywriter will probably ask you to share info about yourself and your ideal clients. Do you have some success stories? Do you know why you wanted to start the business? What drives your passion?

Go back to the 80/20 Rule.

Your website will use less than 20% of your information. Most of the background won’t be relevant to your goal of getting more clients and more business with your website.

Visitors won’t be studying your site with a fine-tooth comb. They won’t be analyzing every word on every page; they’ll skim for key points and email you if they need more detail.

Your copywriter (or business coach who knows copywriting) will get enough information for the website in 60-90 minutes. She may need to do some extra research, especially if you’ve been in business awhile or you’re not sure what the target market wants.

Your copywriter may advise that you aren’t ready for a certain type of program or offering. I once worked with a client who had been encouraged to start a high-end coaching program. Her business coach had created a timeline with elaborate logistics for announcements, launch dates and press releases. When we started to write the copy, we hit a wall. My client had a timeline in place, but she didn’t have a clear idea of what she was offering or what the benefits would be. We were able to help her maximize the value of her time and money.

Ready to start? Begin with an Espresso Consultation to assess what you need.

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Christina Hills To Share Web Development With WordPress Secrets In Power Interview

by CathyG on February 12, 2012 · 0 comments

Creating a web presence has gotten a lot easier in the last few years. These days there’s rarely a need for small business owners and solo-preneurs to pay thousands of dollars for web development and website design. The WordPress platform lets you put up everything from sales letters to membership sites to traditional-looking professional marketing websites.

On Wednesday, February 15, I’ll be hosting an interview with Christina Hills. Christina teaches the Website Creation Workshop each year and she’s starting a new course very soon. I took the Workshop myself a few years ago and use what I learned almost every day.

http://budurl.com/wpcall2012

One of the best benefits of this course is Christina’s generous “alumni sign-up” program, which means you get to take the course over and over again, as often as you like, with no extra charge. That means you pick up whatever you missed the first time around *and* you get an update on the latest developments in WordPress and around the Internet.

Additionally, because I support the course, I offer a special bonus for everyone who signs up through my link. I’ll talk about it on the call (or you can reply to this email for an earlier sneak peek).

If you’ve listened to my interviews in the past, you probably know I have a way to get people to talk about things that don’t come up on other calls. Even if you’ve heard interviews with Christina, you’ll get something new and surprising on this call.

http://budurl.com/wpcall2012

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Enjoying the copywriting espressos? Get the whole pot …

by CathyG on February 11, 2012 · 0 comments

my new Espresso Consultations are becoming popular. One small shot of espresso adds a big energy boost to your day, and just one consultation can be transformational to your marketing.

The Espresso consultation includes a week of email. Clients have been saying the email is so valuable, why not offer more? So … you now get to choose not just one espresso, but the whole coffee pot!

Get 3 months of e-coaching – high-value, easy to use. Clients tell me they like it because they get fast, customized answers without being tied to the telephone. It’s especially well-suited to reviewing your marketing materials as you develop them (and building in accountability as we go).

Combine with an espresso session and you’ll get a significant boost to your online marketing.
http://budurl.com/ecallswithcathy

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Will the REAL WordPress Blog Please Stand Up?

by CathyG on February 7, 2012 · 0 comments

When I see a WordPress.com blog, I must admit I shudder. That’s almost as horrifying as using blogger.com (which I did for all too many years).

WordPress.com seems easy because you don’t have to deal with hosting. But you’ll find all too many flaws:

– no plug-ins or widgets
– limited themes
– not getting taken seriously by the blogging world (who knows the difference)
– risk of losing your blog if the WordPress people want to cut you off at the knees
…and more.

I recommend using wordpress.org with Hostgator as the host. I’ve been using this combo for years and it’s served me well.

Many people think blogs are complicated to set up and maintain. I thought so too. I spent way too money letting other people do the work. I was furious when I realized that they were charging me for a full hour to do something that I could do myself in a few seconds.

When I signed up for Christina Hills’s Website Creation Worshop, it seemed like a huge investment of time and money. But it’s paid for itself many times over because I rarely hire anyone to help with my websites or blogs. I run several blogs and put up a blog in seconds … and have found all kinds of creative ways that WordPress can do things that normally call for expensive, hard-to-use software.

Christina does pay commission for referrals (like almost everyone else, including me). I’m paying it forward: when you sign up through my link you will get a FREE ticket to the Website Express:
http://www.CopywritingWithCathy.com/website-express.html

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Online Marketing: Does Your Website Need An Umbrella?

When I lived in Seattle, I once was on a bus when a visitor from someplace like Chicago asked, “How come I’m the only person on this bus carrying an umbrella?” “Because you don’t live here,” the rest of us chorused. It’s true: Seattle-ites usually skip umbrellas, preferring to dash through the light rain and [...]

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