10 rules of copywriting

10 rules of copywriting

By Ben Temple2 Comments
Here is a definition for you: 'Copy' = the words that marketing people write. Copy is used in advertisements, websites, newsletters, leaflets and direct mailshots (as well as many other places). 1. For each copywriting exercise, decide what your objectives are. 2. Think about the market segments you are addressing and their needs. Do you have a deep understanding of their situation and what they want? 3. Write in the language of benefits. Focus on what your service / product delivers - not just what it does ('features'). 4. Use a structured approach to your writing, such as AIDCA. 5. Use short words, short sentences and short paragraphs. Writing short sentences is the quickest way to improve your copywriting. 6. Learn how to use the English language fluently. (Or, to put it another way, you must grapple with the finer points of punctuation and grammar. If this doesn't appeal to you - find someone who can edit your copy). 7. Write the copy first and then write the headline. The headline is critical. After all, if the reader doesn't connect with the headline, they won't...
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10 rules of internet marketing

By Ben TempleNo Comments
Rule 1 - Decide what your objectives are. Keep focused on them Rule 2 - Ask your prospects and customers what they would like to see within your website or your permission based e-newsletter Rule 3 - Test Test Test. This is the way to discover what people really think Rule 4 - As a mass communication medium, the internet is unique because it is interactive. How interactive is your internet marketing? Rule 5 - Create e-relationships (with customers and business partners). How can you help each other to prosper? Rule 6 - Choose your promotional techniques - to promote your website / e-newsletter Rule 7 - Integrate your internet marketing with your promotional mix Rule 8 - Keep everything simple. Don't use technology for the sake of it Rule 9 - Content is everything. Have useful, helpful content Rule 10 - Don't expect instant success. Persistence is what counts ...
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Are you LinkedIn yet?

Are you LinkedIn yet?

By Ben Temple2 Comments
LinkedIn is a great way of connecting with dormant customers, past colleagues, old friends, influencers and potential clients. It should automatically appear in your web browser, when you wake your computer up in the morning. (You can achieve this, by using 'tabbed browsing'). When you make an interesting new contact in, say, Facebook, check to see if they belong to LinkedIn. Joining groups is a great way of building your network. An example of a large LinkedIn group is LION ( LI Open Networkers), run by John L. Evans, which has over 19,000+ members. Once you've joined a group, you will be able to connect with any of its members, without knowing their email addresses. This will help you to find useful contacts. Testimonials and recommendations: the best way to get these is to give them! From a marketing perspective - this is part of 'social proof' (i.e. other people saying how good you are).  This is much more believeable that you saying...
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Twitter Tips

By Ben TempleNo Comments
How to attract more clients, via Twitter By following these 10 steps, you will build a Following on Twitter and attract more visitors to your website. This is all part of 21st century client attraction. 1.   Who do you want to connect with? What are they interested in? What are they searching for? 2.   Find your Voice. If you are using Twitter as part of your client attraction strategy, think about your 'Twitter Positioning'. In other words, what do you stand for and how do you want to be seen by other Tweeters? This will lead to your Twitter voice'.  For example: informative, helpful, relaxed and humourous. 3.   Be a Giver. People will follow you if you have something to give them. For example, helpful, useful and interesting tips and ideas. 4.   People first, business second. Twitter is first and foremost a social network, so be sociable! 5.   Reveal something about yourself. You are a unique and interesting human being. We want to know more about you, as a person. 6.   Be Helpful. Recommend other...
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An introduction to Twitter

An introduction to Twitter

By Ben TempleNo Comments
If you haven't already done so, register your name and your company name within Twitter. What is Twitter? It is a 'micro blogging' website. The idea is to answer the question 'What are you doing' in 140 characters or less. Messages can be sent via mobile texting, instant message or the web. Notice that the messages are not delivered by email. They appear online / on your phone etc. Once you have registered, people can choose to 'Follow' you, which simply means that they will receive your messages. How does this help my marketing, then? * It is another way of 'getting the word out' about your enterprise. * Followers can get to know you and what you do. * You can alert your Followers about new articles, blog postings, events etc. * As networkers know, relationships lead to paying customers. Your Twitter profile allows you to put a line or two of information about yourself. For example, 'Small business marketing specialist'. You can let people know whereabouts in the world you...
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Segmentation is a key element of your marketing strategy

Segmentation is a key element of your marketing strategy

By Ben Temple1 Comment
A market segment = a group of people with shared needs. By segmenting your market, you will find it easier to communicate. You can create propositions, key messages, offers etc for each market segment. As your messages are in line with the market segment, you will get more response and make more sales. Here are two examples of market segments: * Independent professionals, working in the Thames Valley, looking for more clients (B2B marketing) * Fashion conscious 18 - 24 year old ABC1 women living in Chelsea (Consumer marketing) Ideally, you should use a CRM (Customer Relationship Management System) to manage your customer database and segments. For further information, here is a Wikipedia article....
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Don’t miss a sales lead because you still use an answering machine!

By Ben TempleNo Comments
You put a great deal of time, effort and money into your marketing activities. When a prospective customer wants to talk to you - what happens when they call? Will they hear an answering machine or voicemail message? Research shows that if this is the case, the majority of people will simply put the phone down. A key objective of marketing of marketing is to generate sales enquiries; it is highly important therefore, that a human being being answers your phone, regardless of where you are and what you are doing! Our office uses the Verbatim answering service - which we have been using for many years. This means that if we can't answer the phone, one of the friendly Verbatim team answers the call. A text message or email is automatically sent to us with all of the relevant details, so we can get back to the caller. At the end of the day a caller checklist is sent, so we can make sure...
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