Repurpose your content effectively, easily and regularly.

Why re-invent the wheel? If you’ve already created content for your business – or had it created by a copywriter – you’re sitting on a goldmine of potential.

Repurposing your content for other purposes is not only allowed; it’s recommended! By repurposing the content that you already have, you can quickly and easily create a larger content footprint – which can lead to better search engine rankings and a bigger influence in your industry and beyond. You’ll also be able to reach new audiences with multiple channels, and increase your audience’s familiarity with your company.

Here’s how to repurpose content effectively:

Take a popular topic – Look over your website and blog’s performance and figure out which topics worked best for your audience. You can also focus on a topic that you feel is really interesting but didn’t get the love and attention it deserved.

Try a new content form – Blog posts can become videos, ebooks can become presentations and audio recordings can become blog posts. Other way to repurpose content include turning a series of blog posts into an ebook, turning a popular presentation into a video or posting your most popular posts as a resource center on your website. When you republish, make sure to slightly modify the content to adapt it to the medium and make it unique.

Rinse and repeat – Once you’ve repurposed once, do it again and again. If you have a really popular topic, it deserves to be published in as many formats as possible. Don’t limit yourself! You can even create new pieces of content with the goal of repurposing them to make it easier for you to use this strategy in the future.

I’m happy to talk more about repurposing your content. Contact me for a no-obligation consultation and be sure to access your free copywriting e-series.

Help, We Need A Copywriter!

Sometimes, helping your client gain success with their online marketing means that you will need to provide services beyond your core offerings.

Nowhere is this truer than with web copywriting. SEO consultants, graphic designers, web designers and ad agencies that often realize they need to refer their clients to a web copywriter – or partner with one – in order to get the best results.

Sound familiar? Here’s how to get started finding the copywriter who can help your clients:

1. Understand what a web copywriter can do.

Web copywriting isn’t an excuse to shove in as many keywords as possible or to take what your client provides and “polish it up.” A great web copywriter will be able to take your client’s services or products and show them off through writing in a way that will be appealing, convincing and effective. They will also be able to mix in keywords – in a natural way – that will attract search engines.

2. Have someone in your back pocket before the need arises.

Like any category of service provider, there are great web copywriters and not-so-great copywriters. Rather than risk your client project (and your reputation) on some who is untested, you should have a good copywriter in place long before you need him or her. Read their samples, ask questions, get any written agreements taken care of and get to know the person so that you’re not making a rush decision during crunch time.

3. Consider pulling in a web copywriter as a partner.

 If you’re going to be working with a web copywriter regularly, why not partner with this person or their company to provide the complete package under your banner? You don’t have to make them as a full partner in your business, but once you find a web copywriter you like working with, consider adding their services to your offerings so that you can present a stronger offering to potential clients.

What’s the takeaway here? It’s important to remember that copy is one of the most important parts of marketing, and writing copy is not something that can be done as an afterthought or while multitasking. Unfortunately, while there may be many copywriters out there, there aren’t as many great ones worthy of your clients’ work and your projects.

The right web copywriter can be a great asset to your business. Use these tips to find and keep the right ones so you can help clients together…and so that everyone wins!

To talk more about how to find and work with the right copywriter, feel free to email me or call me toll-free at 888.820.6769. 

Three Copy Mistakes I Know You Are Making

Your website can act as a 24/7 salesperson for your business – but only if your copy is working correctly.

Unfortunately and for all sorts of reasons, there are far too many websites out there that simply aren’t doing their jobs as well as possible. More often than not, the culprit can be found in the words (copy) they have used (or not used).

Let’s look at these three and make sure you aren’t making any of them:

Mistake #1 – Forgetting about your audience.
While it’s important to prove that you’re a legitimate company that can be trusted, you can’t forget about your audience. Your website visitors don’t necessarily want to know about your accolades. They are focused on solving a specific problem or set of problems. They want to know how you can help them so drop the “we” and “us” and focus on the “you.”

Mistake # 2 – Using industry jargon.
You know more than your potential customers. That’s why you’re the expert. But if you want your web copy to appeal to them, you have to speak in their language and not in yours. Using industry jargon terms that go over your audience’s head isn’t going to win you any brownie points. If you absolutely have to use an industry term, be sure to define it so everyone is on the same page.

Mistake #3 – Assuming that there aren’t any spelling or grammatical errors.
Go over your website copy with a fine-tooth comb. Even after you publish it, you may find an error here or there that can send your hard earned traffic clicking away. Be sure to have a fresh set of eyes look it over so you can be sure you don’t have editorial egg on your face. By the way, I know this is one mistake we can all relate to…myself included!

If you are considering hiring a professional to audit or proofread your existing online copy, feel free to email or call me, toll-free, at 888.820.6769.

Before you work with a copywriter, consider these key questions.

Finding quality copywriters is no easy task. As with hiring any employee or contractor, be sure to get the facts first — from your prospective writer, as well as from the folks on your own end.

Consider these questions, and you’re sure to find a talented, hard-working and dependable writer with whom you can build a productive relationship.

• What exactly am I/are we looking for?
• What is our budget? Is it realistic in relation to our needs?
• How do we prefer to pay — by the hour, by the project, or on regular retainers?
• What payment schedule works best for us? For this writer?
• What kind of timelines and deadlines will we create for this writer? What is their turnaround time?
• Has this writer written in this medium? Has he or she covered our industry or client’s business before?
• Can this writer switch easily from web to print to video to audio to social media?
• How do we best communicate? How does this writer best communicate?
• Are in-person meetings a requirement or necessity?
• Does this writer have the bandwidth on his or her end for our workload?
• What does the writer’s price include? Revisions? Research? Social media interaction around the copy?

Interested in learning more about how the right words can make good things happen for your business or organization? Contact Allison for a no-obligation consultation and be sure to access your free copywriting e-series.

Marketing errors and miscommunication can be costly.

Bad writing is more than ugly; it’s costly and bad for business.

Most executives and company brass don’t stop to think about the many ways in which bad writing can be costly. Rewriting, re-printing or re-posting, and proofreading all require time, manpower and….money. Here are just a few examples of word power gone awry:

• Unclear instructional manuals create work interruptions, lengthy on-hold calls to Help Desks and costly delays in completing projects.
• Executives being paid the “big bucks” may be reading and re-reading (and re-reading again) poor writing, thus losing their corporations countless money due to lack of clarity. In other words, this is not the best and most cost-effective use of a C-level person’s time!
• Poor copywriting in annual reports can alienate, lose and/or confuse stockholders. (May even be illegal as well!)
• Poorly written text can create a disconnect with customers; replacing customers can be extraordinarily costly, and horrible for morale.
• And, by the way, mistakes in numbers can mean the wrong phone number, a bad address or, worse, messed-up financials.
• Unclear, unprofessional and/or confusing web copy can create a poor overall impression of a company, affecting search engine rankings and help the competition.

In business communications, employees from all parts of a company need to create tighter, error-free copy. The business world doesn’t have time for unnecessarily bloated writing, and while typos may be amusing from the outside, they are anything but from the inside.

Interested in learning more about how the right words can make good things happen for your business or organization? Contact Allison for a no-obligation consultation and be sure to access your free copywriting e-series.

Hype in your marketing does not work.

What’s wrong with a lot of hype and “fantastic” claims about a product? Plenty.

Your potential buyers, customers and clients aren’t stupid, so it’s best not to talk to them as if they were. Don’t make a claim you can’t authenticate with documentation or an objective test. This is fairly simple – it means don’t lie. It doesn’t work, plus it really isn’t legal And, have I mentioned…it doesn’t work?

Know your limitations. There are plenty of “hypers” out there, selling a “miracle” pill, weight-loss machine, slicer/dicer, you name it. But just take the time to look closely at the next 20 or so ads, articles and web pages you see and you’ll very likely realize that most companies play it safe, and more often than not, they are “keeping it real.”

Real sells. The smart and successful organizations want your business and your repeat business – and they want you to tell your friends to do business with them as well. Repeat and referral customers form a company’s foundation, while first-time and one-time customers are often acquired at a loss.

Fuzzy just won’t do. Don’t make a claim and surround it with vague qualifiers. It’s far preferable to concentrate your efforts on claims that are honest and objective – ones that can be tested and proven to be true or false. What will “fuzzy”  get you? Prospective buyers who are turned off, confusion all around and, to boot, a possible lawsuit. Who needs any of that?!

Interested in learning more about how the right words can make good things happen for your business or organization? Contact Allison for a no-obligation consultation and be sure to access your free copywriting e-series.

What do ghostwriters charge?

Ghostwriting rates…they’re all over the place. But should they be? The answer is a firm: It all depends.

Ghostwriting rates vary – wildly – because the writing itself requires a wide variety of skills. It includes not just writing talent, but also the ability to communicate and work together and to just about adopt the persona and voice of your client, whether your client is an individual or a corporation. This collaborative process will usually start with a series of interviews between writer and client.

• Will the ghostwriter be paid in installments? If so, be clear about these payment milestones.
• How will communication take place? Phone? Skype? In-person?
• Other ghostwriting rate variables concern the medium: Is the writer creating a book, an article, a website, a newsletter, advertorial, blog or whatever?
• When checking on ghostwriting rates, think too about frequency. Ghostwriting an article or website might be a one-time thing. Writing a blog might be a one-time only event, but really shouldn’t be, since blogs should be updated regularly – sometimes even daily. So frequency will absolutely affect ghostwriting rates.
• Of course, writing a book is another thing altogether. Ghostwriting rates for books will be all over the place. Writing a book can take a few months or even a few years. Sometimes the ghostwriting rate can include added assistance – like helping find an agent or publisher, so again there will be a wide variance in the ghostwriting rate charged. Any added services should be spelled out in your contract with the writer.

The project should not be commenced until all parties are clear on the goals, timeline and other key expectations. And, remember: when the project is completed, all rights to the work then belong exclusively to the client, not to the ghostwriter, unless otherwise specified.

Interested in learning more about how the right words can make good things happen for your business or organization? Contact Allison for a no-obligation consultation and be sure to access your free copywriting e-series.

Tips for writing a great tagline.

They’re everywhere! We’re literally inundated with them day and night. No matter where we are, we can’t escape them. Yes, we’re talking about the ubiquitous, omnipresent TAGLINE!

What is a tagline? A tagline is a variant of a branding slogan typically used in marketing materials and advertising. More importantly than a formal definition, however, how do you – as a business owner, agency head, marketing professional, salesperson or anyone, for that matter – create the perfect tagline for your company or client?

First, know your target audience: Understand various benefits your target audience is looking for and rank them in order of importance to begin developing your tagline.

Define your target response: What outcome do you want to create … what do you want your audience to think or say?

Brainstorm… brainstorm… brainstorm:

• Write a list of words or phrases that communicate your idea and that also tie to your logo or a visual you’re using.
• Look up the words in a dictionary and write down different uses of the word and cross-references to other words.
• Use that list to generate new ideas.
• Cut the list to your top few favorites.
• Then “play” with the words by using tools like rhyming or alliteration.

Simplify… Simplify… Simplify…: Simplicity adds power. People tend to remember the simplest slogans. Communicate your message quickly, using active verbs.

And, Rewrite… Rewrite… Rewrite…:Once you complete your initial drafts, set them aside. Come back later and review them. You’ll probably want to make changes. Keep the process going. When you’ve got it, you’ll know it!

Finally … a few quick DOs and DON’Ts to keep in mind when creating a winning tagline:

• DO collect other company’s taglines and analyze what works and what doesn’t work.
• DO start by developing a list of what’s unique to what you do and your way of doing it.
• DON’T use hip or esoteric taglines. (You want lots of people to understand it … not just a few.)
• DON’T make your tagline too general.
• DO your own mini-market research. Ask strangers (and acquaintances) if they understand your business after seeing and hearing your tagline.
• DO use your specific target audience in your tagline, if possible.
• DO keep it short, five to seven words max is a good guideline.
• DO turn the phrase around. If you can’t say it without skipping a step, then rephrase it.

Interested in learning more about how the right words can make good things happen for your business or organization? Contact Allison for a no-obligation consultation and be sure to access your free copywriting e-series.

Words are powerful, make sure your business uses the right ones.

It’s been said time and again that “the difference between the right word and the almost right word is the difference between lightning and the lightning bug.”

We may know this to be true, but how does it relate to the world of marketing? Whether you are writing a blog post, a brochure or a script for your next corporate video, be sure to remember these guidelines:

Stay simple
. If you were telling your friend or neighbor what you’re doing or selling, would you try to confuse and impress or would you go straight to the meat of the matter? Those of us who want to use the power of words to our advantage know that beating our readers over the head with confusing, long, multi-syllabic words will get us nowhere. (OK, maybe to a Scrabble tournament, but that’s about it.) Yes, do use forceful, targeted and descriptive action words to explain what you do, for whom, how and to whose benefit, but say it so the rest of us actually understand it the first time.

Tell it like it is. When it comes to telling it like it is, it’s always best to, well, tell it like it is: Be truthful. Be realistic. Never be afraid to toot your horn in a way that illustrates the direct benefit of your efforts to those on the receiving end. Say it once but say it right that one time.

Don’t make them guess. Sometimes, you might assume that your ideal client or customer “gets” what you are saying without you actually saying it. This kind of assumption can mean the difference between a sale and…total confusion. No one has the time or energy to work at understanding your message, so say it clearly and fully the first time around.

Interested in learning more about how the right words can make good things happen for your business or organization? Contact Allison for a no-obligation consultation and be sure to access your free copywriting e-series.

Copywriting is about using words to make money, make more sales, make sense and make things happen.

So, what exactly is copywriting?

Put simply, copywriting is a key part of any marketing, advertising, public relations, informational or educational efforts carried out to boost sales, attract customers or showcase a company’s – or person’s – capabilities.

Copywriting is about words — the words that businesses, organizations, firms and others use to sell, whether it is on a computer screen, a piece of paper, a package, a billboard, in an audio or video script or just about anywhere, for that matter.

Copywriters come in all shapes and sizes: web copy writers, SEO copywriters (or copy writers) advertising copywriters, advertising copywriters, technical copy writers, direct marketing copywriters and direct mail copy writers, to name a few.

When it comes to copywriting, here are some key tips to remember:

• Content is central, and words are powerful. The words, message and copy are what sell your product or service, not the “bells and whistles” so many people rely on.
• Most people simply scan websites. Clever headlines with stimulating text will grab your readers’ interest. Focused, clear and concise copy will keep them there. So….
• Stick to a “web-friendly” format. Highlight keywords using typeface and color variations (but do not over-do it!). Use meaningful sub-heads – not overly clever ones. Also, use bulleted lists.
• Less is more. Don’t confront readers with long continuous blocks (Yawn!) of text. Nobody has time for that!
• Refresh and renew. Don’t let your web (or other) content get stale! Refine and add to your site or blog on a regular basis to keep it fresh, dynamic and relevant.

A good copywriter and the right message can mean the difference for you between yes and no, sale or not. Interestingly, the financial investment you put into a copywriter actually represents money you save and earn down the road.

Interested in learning more about how the right words can make good things happen for your business or organization? Contact Allison for a no-obligation consultation and be sure to access your free copywriting e-series.