by Snappy Sentences on July 26, 2010
Testimonials are great. Nice words from a happy customer can go a long way to help persuade a new customer to do business with you.
But some testimonials are better than others. Here are some tips when choosing which testimonials you’ll use:
Get testimonials from the type of customer you like working with
Like attracts like – and potential customers want to see if you have experience dealing with other people like them. So if you like working for big corporates, put their testimonials first. If you want to work with more business coaches, then get some of their words up front.
Use your testimonials to address doubts or concerns
It seems like a lot of work.
It’s a long way for me to travel.
I’m not sure if I can afford it.
A good sales process has momentum. You don’t want little snippets of negativity slowing it down. You don’t want the customer to pause (with any doubts) or hold back because you don’t answer their concerns.
Use your testimonials to address the potential stumbling blocks of doing business with you.
I thought it was going to be really expensive, but I made my money back in new business in no time.
You have a to start somewhere
Not everyone feels comfortable writing testimonials. Even if the project has been a total success and everyone is happy, you may still find it hard to get something in writing. That’s fine, use what you have with the aim to replace them with better ones as they come along. In my opinion some good words are better than none at all.
Are you comfortable writing testimonials? Leave a comment below or go to my portfolio page to see some of my copywriting testimonials. I am in the process of updating them, but as I said above – some good words are better than none at all.
by Snappy Sentences on June 30, 2010
Working with a copywriter for the first time can be daunting. Writing is very personal, and having an external person write about your business (your baby) takes a lot of trust and communication.
And to be honest, the actual writing is only one component of a much larger relationship. Get these other components right and the words will come much easier.
Completing the brief
I’ve talked about the importance of a good client brief as a key component of a successful copywriting project. Keep in mind that you know your business best, and it may take a lot of questions and discussion for me to get my head around what you do, what makes your business so special, and who your customers are. If you don’t know the answers to some of the questions – be truthful. We can work through it together.
Allowing enough time
A rushed job is never good. As soon as you know you have a project, make contact so I can add it to my schedule. The more time I have to prepare and write, the better the outcome for everyone. It doesn’t mean that I’ll necessarily take longer to write your content, it just means I can spread it out and have enough time to refine it.
Providing feedback
I like happy clients. I want you to be happy with the work I do. I want you to let me know what works and what doesn’t work. I want you to tell me why. It’s all about communication. Don’t be afraid to say what you think – I want the best outcome for the project just as much as you do.
Paying the invoice
My invoices are due within 14 days of the date of issue. If you know that your accounting department doesn’t work that quickly, please let me know before I start so I can plan accordingly. It may mean that I ask for a deposit up front, or issue more frequent invoices along the way.
What are your experiences? Please share them below.
If you are ready to take the plunge and work with a copywriter for the first time, contact me to arrange a quote.
by Snappy Sentences on June 23, 2010
Tickets have gone on sale for the next Networx event The art of persuasion – communicate and influence featuring Marissa Tree and myself.
If you are Brisbane on 28 July 2010, consider coming along to listen to us speak about how you can develop and refine your communication tools so that people sit up and take notice.
We are going to give lots of practical examples (it won’t all be theory), so you’ll walk away with tips and strategies that you’ll be able to apply easily within your business.
See you there!
Cheers
by Snappy Sentences on May 20, 2010
I am speaking at a Networx event in July with the wonderful Marissa Tree on the topic of Persuasion. The idea is we are going to go through different methods that you can use to persuade people to get them to do what you want.
I was sharing this with a friend, who looked at me, rolled her eyes and said
“You mean you are going to tell them how to trick people.”
I was actually quite shocked.
Then by chance I saw an advertisement on TV for an upcoming current affairs show that was going to “expose the tricks that supermarkets use to get you to buy more groceries”.
It all sounds so negative.
Sure, there are unscrupulous people out there who deceive and lie about their products or services, and as a result consumers feel ripped off.
But I firmly believe that if you have a great product or service that is relevant and useful for your audience – then what’s wrong with ensuring you do you best to sell it? It doesn’t even have to be something for sale. You may want people to register for community consultation, download a whitepaper, sign up for a newsletter. Whatever your call to action is.
Sometimes understanding just a little about the psychology of persuasion will make a huge difference to your conversions.
What are your thoughts?
If you are in Brisbane on 28 July 2010, keep an eye out on the Networx site for ticket details.
by Snappy Sentences on May 12, 2010
(Short and sweet post tonight.)
Although you may associate the term ‘angle’ with media releases or news articles, it’s also an important concept to keep in mind when writing other forms of communication.
By choosing an angle and sticking to it, it’s easier to focus on what your key message is.
To see if you have stayed true to your angle check your headline, opening paragraph, any quotes you’ve used, and your call to action. Do they all follow your angle? Yes? Well done.