Top 5 Things To Consider When Writing Copy About Your Brand

Leicester Market customers

JESHOOTS / Pixabay


Hook them in.
The best written copy in the world is worthless without readers! Lure your potential customers with a memorable and compelling headline. Think of your headline as a shop window; a well dressed
shop window catches the eye, arouses curiosity and brings customers into the shop. Your headline should do the same. It should encapsulate what is in the copy that follows and compel your customers to want to learn more about your product and service.
Know who your target market is.

And talk to them. Exactly who are you trying to sell this to? Yes in a perfect world “everyone” might be a suitable answer, but in reality, who is most likely to spend their hard-earned on your product? Is it women? Young, middle-aged or old women? Middle-aged women with kids? Middle-aged women with small kids? Middle-aged women with small kids with health issues? You get the idea. Once you’ve figured out exactly who you’re speaking to, speak to them in their own language. For example using high-tech terminology won’t sell software to computer illiterates. And using street
slang is likely to sail straight over blue-rinsed heads. Sell the benefits rather than the features Remember who you’re writing for. The customer. Not you. At all times, point put how the features of your product or service will benefit your customers. For example, the vehicle you are writing about might feature ‘four wheel drive’. Now, point out the benefits of that feature – safer motoring on slippery surfaces or the ability to go places that other vehicles can’t. In other words, sell the sizzle, not the steak!
What is unique about what you’re selling?
If you’ve done your branding homework, you’ll already have a unique selling point, a brilliant tagline all about it and a succinct and desirable positioning statement. If you haven’t had much experience with branding, the very first step is to discover your unique selling point, also known as a point of difference. Chances are there are several products out there that are similar to yours. So why should a customer spend their money with you? Is your product bigger, smaller, better, brighter, louder, tastier, greener than the others? And if so, how so? In your website copy (or ad
copy) explain exactly what makes your product stand out from the rest and convince the customer that they need that benefit most. Ideally, you’ll then sum it all up in fewer than seven, memorable words – then you have a tagline too!
Check your spelling and grammar
This sounds basic and boring, but it’s so very important. Poor spelling and grammar is distracting at best, taking the potential customer’s focus away from what you’re selling. It also makes you, the seller, seem untrustworthy and unprofessional. Once you’ve written your copy, do a spell and grammar check. Ask a friend or colleague to read over it. Better still ask several friends or colleagues to read over it. If you’re not terribly confident of your language skills it’s worth paying a professional for their services just to leave an optimum impression on potential customers and increase your chance of a sale.

About the Author: Susan Long is a Marketing and Branding Consultant, see her next project at Rent To Buy

Why Niecy Nash’s Web Series Can Mean Cash to YOU

Web series are finally making money!
With the Yahoo and NBC Universal coming together we now have a platform to make money with
the web series. I say we- not sure how the general public can get in on it, however, the entertainment industry now has more options. It is driven by commercials just like TV was. However, NCB Universal has not problem getting commercials, they can simply offer more
options to current advertisers and even better commercials. The commercial I watched was about ice cream ( at 7:56 am) and featured a we

ll known YOUNG actress and a director known for his FILMS. They are calling them mini films. Not only will you have a new genre of director (Hi, I directed the most popular mini-film/commercial ever!) and more work for a name brand.

I also applaud Niecy Nash for reinventing herself and moving with the times. She is a smart lady! She went from Reno 911 (comedy) to Clean House (Reality TV- Hoarders- Lite) to
this web series. Yahoo is the number one web directory (check Alexa yourself) and so the distribution is huge. I think this is the official move into big dollars for web series, especially if you can connect to someone who can push traffic. This is what I expected from Google TV and even Apple TV however, I do not think it is happening just yet.
First to Market is … well first!

Products are sponsoring web tv series to get more exposure.
Hint: YOUR product should consider sponsoring Web Series:

Why? Read the article again

and watch the video

How Service Professionals Can Market Themselves Effectively Through Storytelling

December 22, 2009 by  
Filed under Featured Articles, Wright Ideas

How Service Professionals Can Market Themselves Effectively Through Storytelling

By Cathy Goodwin Platinum Quality Author

Online business owners increasingly realize the power of storytelling for website content, blogs and even teleseminars. Storytelling for business has become a hot topic.

Independent professionals increasingly use stories to promote their services. They realize that readers relate to narratives rather than straightforward essay type content because

– stories create suspense, compelling readers’ attention

– when readers pay attention and hang on for the “what next,” they’re not multitasking

– readers and listeners remember stories far longer than they remember abstract ideas.

Stories are particularly helpful for professional services such as coaching, where marketers face challenges simply explaining what the service offers. Clients often have no idea what to expect and don’t realize the value of hiring coaches, massage therapists, healers, or even certain types of psychotherapists and lawyers.

So lots of people are jumping on the story bandwagon. But that’s not enough: you need to understand how to tell your story most effectively to motivate readers to consider hiring you. For example, here is one story told my a professional (all details disguised):

“When Jane called me, her home office was a disaster. She was spending lots of time filing papers but she couldn’t find anything. After we talked, she realized that filing papers was not a good use of her time. Or maybe if she really had to file, she needed a way to make that filing become a revenue-generating opportunity.”

What’s wrong with this story?

This story is what I call a client success story. It’s got some of the ingredients, but is missing a few key pieces. How about this:

“When Jane called me, her business was stalled. As we reviewed Jane’s schedule, we realized her day disappeared around 9 AM when she took up the task she dreaded most: filing.

“I talked to Jane about her goals for the business. We discovered that Jane was overwhelmed by paper, including some papers she didn’t need to create, let alone store. I showed Jane my unique 5-step system for handling paper.

“Jane told me she felt like she gained two hours each day. We identified other tasks she could be doing that would lead more directly to revenue generation. After six months, Jane reported, her sales increased and she had three new clients.”

Business storytelling calls for an understanding of business as well as the storytelling process. Get instant access to information about using stories for your own business, with detailed examples. Download an audio file and learning guide at Story Telling For Profits. From Cathy Goodwin, Ph.D., the Website Makeover Coach

Next Page »