Jim's Marketing Blog

Marketing ideas to help you grow your business

Category: Copywriting (page 1 of 26)

3 Ways to attract more sales leads or client enquiries

three 3 3

If you want to attract more sales leads or client enquiries, today’s post is for you. It shows the 3 main reasons why sales leads dry up AND more importantly, gives you some ideas on how to put things right.

Let’s go!

How to open the floodgates

When sales, client enquiries and business leads slow down, there’s always a reason. This is good news. Once you identify the cause and put things right, the sales and enquiries come flooding in.

Since starting my marketing business in 1995, I have seen the same 3 causes of this problem repeated over and over again. Here they are, along with some ideas on how to open the floodgates!

1. The marketing message you’re using isn’t good enough

In which case, you need to create a more motivating message. You need to start by making sure your service is as valuable as possible, then communicate that value to your marketplace with crystal clarity.

I want to help you avoid a common mistake here. Spend some time reviewing the guarantees, promises and range of services offered by your competitors.

Why? Because without knowing what you are competing against, you don’t know how compelling your guarantees, promises and range of services are to a prospective client.

It’s possible that competitors have copied your U.S.P. or that something that was rare or unique when you first offered it, is now commonplace. You need to know, so you can adjust and stand out from the crowd again.

It’s also possible that competitors have “upped their game” and you need to improve your service accordingly, to regain a competitive advantage.

In addition, check that your website, blog and social networks have not become tired or outdated. The way your message is presented has a huge impact on the way people feel about what you say.

Plus, if your website isn’t mobile friendly, that alone will almost certainly be losing you enquiries. Here’s why this matters to your business.

2. The message is fine, but you’re not reaching enough new prospective clients with it

In which case, you need to find a more effective way to reach out to them. The best advice I can give you when it comes to reaching your prospective clients is this: Be where their attention is.

What do they read? Where do they go? Who do they listen to? What do they watch? Whose tribe are they members of? Find out and then look for opportunities to reach out and connect with them.

For instance, I built the initial readership of Jim’s Marketing Blog from a newsletter I’d started back in 1998. However, after switching to blogging, I got my NEW readers from outreach on Twitter. I discovered that Twitter had a massive community of small business owners… the exact market for my services.

I connected with small business owners on Twitter, then placed useful information on my blog, which I regularly shared on Twitter. It worked. By being where their attention was [Twitter], I was able to build a large blog readership, which has generated regular client enquiries ever since.

IMPORTANT: You also need to make sure you’re getting your message out there frequently enough.

For example, if you publish blog posts or newsletters, make sure you’re publishing them regularly. If you want to get more leads from your blog, start publishing useful posts at least a couple of times a week. If you use newsletters to reach prospective clients, publish something useful every 10 to 14 days.

Don’t expect an infrequently updated blog or occasional newsletter to be a daily driver of fresh sales, leads or client enquiries.

Tip: Here’s how Andy Warhol used this approach.

3. Your clients, former clients and contacts are not sending you enough referrals

In which case, you need to find out why. The answer is almost always connected to the customer experience you provide. Allow me to explain.

A remarkable customer experience gives people a story worth sharing. It gets them talking about you. It has never been easier for people to recommend you and their reach has never been bigger. There are currently well over a billion people on Facebook, with hundreds of millions more on Twitter and Linkedin etc. These people are actively looking for remarkable stories to share with their networks.

Our job as business owners, is to make sure that we’re doing something worth sharing. They already have the sharing tools — what they need from us is the story!

Here’s the thing

Any small business owner who works on improving in those 3 key areas, is making an excellent investment in their business. So please, don’t just find these ideas interesting… use them.

4 Powerful words that attract clients like a magnet

4 four

I have an idea to share with you today, which is one of the most powerful I have covered on Jim’s Marketing Blog. If you want to attract more clients, I’m sure you’ll find it extremely useful.

Allow me to explain.

When I speak with a new client or prospective client, I have a 4 word phrase that always captures their attention.

It’s simply this: “Bring me your problems”.

Bring me your problems

The moment a small business owner hears those words, I can almost feel the stress leave their body. Many have wrestled with their business development problems for years. Now, they have help from a renowned business development expert.

They’re no longer guessing. They’re no longer alone. I’m there to solve their marketing and business development problems.

Your business can do the same

If you’re a service provider, you are a professional problem solver. This is true regardless of the kind of services you offer. With that in mind, I have a question for you.

Do you clearly ask your clients [and prospective clients] to bring you their problems?

It’s hard to overstate how powerful those 4 words are and how attractive they are. Why? Because it’s what everyone wants to hear. No one wants to struggle with a problem, so asking them to bring you their problem is providing exactly what they want AND what they need.

Think about that for a moment. Next, figure out how to incorporate that message into your marketing.

Bloggers: How to be an overnight success

blog letters

My wife’s blog has become an overnight success. Here’s how she did it.

Sharon started her blog around 12 weeks ago. Her first post was read by over 2000 people. Thousands of people now read her work every week. Not bad, especially as it’s her first ever attempt at blogging. It’s worth mentioning that Sharon hasn’t paid for advertising, hasn’t done any kind of SEO or asked anyone [including me] to share her posts or link to them.

So, what’s the secret of her success?

Before my wife published her first post, she had already built an audience for her blog. She is the admin of a history group on Facebook. Sharon spent time connecting with like-minded people, answering their questions and sharing ideas.

By the time she published her first blog post, there was a community of people who were interested. They already knew who she was and that she’s an expert in her field.

Compare that to what most business owners do, when they start blogging.

  • They write a post.
  • They share their post on their main social networks.
  • However, because they haven’t built a community of people around their work, very few people take notice.
  • They decide to publish some more posts and hope things will improve.
  • Fast forward 3 months… they still have very few readers.
  • So, they try some tricks they find on blogging websites. [They don’t understand that this is the perfect way to ensure your blog remains invisible.]
  • Eventually, they assume that blogging is a waste of time.

Here’s the thing: If you want to build a successful blog, you need to build a community.

You need to find a way, like Sharon did, to connect with your target audience. It takes time. It takes effort. But that’s why she already has thousands of readers. It’s why her 12 week old blog has a bigger daily readership than the massive majority of established, small business blogs. BTW: It’s the same approach I used to build Jim’s Marketing Blog, though I used Twitter rather than Facebook.

Great blog posts alone are not enough

Writing great blog posts is just part of building a successful blog. Without investing the time required to build a reader community, a blog will remain largely invisible.

Important: You build a community by connecting with people in your target group. Join in the conversations. Answer questions. Communicate. Notice something there? None of those are achievable through automation software. Broadcasting quotes and spraying links via your social networks is easy, but very ineffective when it comes to building human connections.

How long does it take to do it correctly?

Some of my clients have achieved measurable success within 3 months. Others have taken a whole year. Is it worth it? Well, over 80,000 people will get notified when I publish this post today.

What would it be worth to you and your business, if you were able to reach a growing targeted audience of thousands of potential customers every week… without paying for advertising? Think about that for a moment.

If you decide its worth the investment, find out how to do it correctly and get moving!

Social Business: Before you publish, press pause!

online reputation

I want you to think about the following for a moment:

  • The last tweet you sent.
  • The last blog post you published.
  • The last marketing email you sent.
  • The last Facebook status update you posted.

First impressions count

Each of those actions could easily be someone’s first exposure to you or your business. If so, it will help form their first impression of you. First impressions count… even if they are inaccurate. First impressions count, even if you are having a bad day.

First impressions count, because if you screw it up, you don’t usually get a second chance!

Hit pause… and think

It pays to pause for a few moments before you publish anything. Think about the impression you are creating. Never underestimate the impact of an angry tweet, a needy Linkedin request or a spammy Facebook update, etc. Once it’s published, it’s out there. It’s in play. It’s carrying your name. It’s carrying your reputation.

Today, prospective clients habitually research us via search engines and our social networking accounts, before contacting us. Thankfully, we have total freedom over what we choose to say and the way we choose to act online.

Which is just as well… as our online actions leave a trail that is discoverable in minutes, by everyone who checks us out.

How to avoid an expensive copywriting mistake

writing

After reading Tuesday’s post, Amanda emailed me with a great question.

Here’s an excerpt:

[…] “I often see you recommending the use of professional copy writers.  This can cost a few hundred dollars and maybe more. I guess my question is when is it worth investing in a pro rather than write your own stuff?”

3 Situations where you should hire a copywriting expert

The best answer to that question I know, came from something I heard at a marketing meeting a few years ago. It makes the point extremely well. Here are 3 situations where it pays to get expert copywriting.

  1. If you are going to invest $20,000 on an advertisement, it’s worth investing a few hundred on expert copywriting.
  2. If you’re going to invest $2,000 on a new website, it’s worth investing a few hundred on expert copywriting.
  3. If you’re investing $50 on an adwords campaign, it’s also worth investing a few hundred on expert copywriting. If the ad copy works, it will repay you… every time you run the ad.

In a nutshell, the time to invest in expert copywriting, is whenever you want your written marketing to work.

How to get your marketing noticed

marketing 101

Today’s post is all about how to attract more sales or enquiries.

Their are 2 types of marketing that get noticed:

  1. Marketing that is hand crafted or personal. An example of hand crafted marketing, would be a letter sent to you, which has your name and address handwritten on the envelope and a message tailored to your exact requirements, signed with a handwritten signature.
  2. Marketing that is highly polished and professional. An example of polished marketing would be a website or blog, which is expertly designed and where the content was produced by a copywriting professional. The quality builds trust and the content motivates people to take action.

Almost all small business marketing is outside of those 2 categories. It’s neither personal or spectacular. It’s neither memorable or impressive. It’s neither thoughtful or motivating.

Different approaches lead to different results

The successful minority of business owners invest in expertly produced, motivating and highly personalized marketing. It’s no coincidence their results are so impressive. Cause and effect.

Conversely, the typical small business will go broke within a few years or struggle on for years, working long hours and making little real progress. That’s because a casual approach to marketing causes casualties. Cause and effect.

No business owner sets out to struggle or make little meaningful progress. It is, however, a choice they have made, albeit an unconscious one.

At some point, the struggling business owner decided to relegate marketing to an low-level task. They did this unaware that everything their business does is marketing. As a result, they are dabbling with the development of their business. This produces predictably poor results.

How to turn things around

If your business is not growing the way you want it to, it’s time to take heed. Because whatever you believe about the quality of your marketing, it’s clearly not working.

The great news here is that by adopting the same attitude to marketing as the most successful business owners, the law of cause and effect comes into play. You can have the business and financial security you have always wanted, so long as you do the right things, correctly.

Read this, it will help: Everything your business does is marketing.

I have a confession to make

marketing 101

Okay… it’s confession time.

Whenever I read a marketing message, where the words you are get shortened to your, instead of you’re, it changes how I feel about the message and the person who wrote it. It makes me wonder what other basic errors that person makes. So, I no longer treat the message with as much importance or interest.

I know I’m wrong to do this. It could just be a one-off mistake that slipped past them.

Here’s why I’m sharing this with you

I’m not the only one who feels like this, when they see that kind of basic error in a marketing message. It’s a natural response.

When someone claims to be a business professional, yet they make sloppy mistakes or allow errors to be published without correcting them, we doubt their message.

It works like this: By claiming one thing with a marketing message [professionalism], yet demonstrating something different with our actions [rookie errors], we create a fractured message. Fractured messages lead to confusion and doubt.

Once a prospective client doubts you, the chances of them doing business with you plummet.

It turns out that when it comes to marketing messages, the little things can often have a huge impact.

What everybody needs to know about marketing advice

If you’re currently following marketing advice, yet your business isn’t achieving the results you need, this post is just for you.

The problem with general marketing advice

I’m fortunate to work every day with clients worldwide. Over the past 20 years, I’ve worked with clients in over 40 countries. This has given me a wonderful insight into the differences, when it comes to successfully marketing in various parts of the world.

What I have found, is that some very popular marketing publications and marketing blogs are either unaware of the differences or they choose to ignore them. Instead, they tend to offer general advice, which is provided as THE WAY to do something, when it’s often totally unsuitable for many of their readers.

One very often repeated piece of bad advice is, “the best time to publish your newsletter, blog post or social media updates”. There is no general, one-size-fits all answer to this.

Here’s the thing: Different countries have different working cultures. For example, my American clients usually start work earlier than my European clients, however, my European clients often work later. So, if your business is in Europe and you’re reading a marketing blog for American businesses [or vice versa], any information on the best time to publish something is incorrect.

Equally, even within the same countries, different industries work different hours. For example, designers, developers and those in the hospitality industry, often work later than other industries. So, using generic advice on the “best time to publish”, even if it’s from a locally-based marketing expert, is a waste of your time and is likely to make no meaningful difference.

There’s more

I see equally inaccurate information shared on content marketing blogs. No distinction is made between the kind of copy required to sell expensive, professional services — and the kind of copy needed to build an affiliate website or sell low priced items. A very different approach is required for each of these. As a result, I get emails from professionals with terrible blogs, newsletters and websites, who want to know why their readership isn’t growing and why they get few if any enquiries.

[Note: To find out what happened to one of my readers when she took that kind of advice, read this.]

Those examples of non-specific, general advice are sadly typical of what I see many hard-working small business owners waste time and money on. So, before you use general marketing advice, make sure it’s applicable to your business. If it isn’t, that free advice could lose you a fortune.

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