Jim's Marketing Blog

Marketing ideas to help you grow your business

Category: Copywriting (page 1 of 26)

Bloggers: Are you 1 question away from 10000 daily readers?

In this post, I’m going to share what is easily the single best piece of blogging advice I know.

Here it is: Drum roll please…

If you would like more great people to read your blog, start off by asking yourself the following question:

“If I already had 10,000 prospective clients reading my blog each day, how much time and money would I be prepared to invest in developing it and delivering useful content?”

When I ask people that question, they often say things like:

  • Wow… with 10,000 readers each day, I’d invest as much time as I possibly could.
  • The  blog would be worth a fortune, so I’d invest in a professional design. With all those readers, I wouldn’t want to look cheap.
  • I’d publish posts most days and really work hard to make the content as useful as possible.

Cause and effect

After listening to their answers, I sometimes take a look at their blogs and usually find that they have not invested much time, money or energy into them. They want a highly valuable blog, but they won’t make the commitment required, until after their blog is a success.

That approach is a little like a restaurant owner saying she refuses to serve great food, until after her restaurant if full every night!

My mentor used to say that it would be crazy to walk up to an empty fireplace and expect heat. We know we need to do the work of building the fire and lighting it, before we can enjoy the warmth.

We don’t need to be geniuses to build a successful blog, but we do need to be wise enough to understand that our results will be guided by our actions.

A leap of faith

The people that already have thousands of daily readers, did the work and made the investments before our blogs became popular. We paid the price for success in advance.

That takes a huge leap of faith, but unless you show faith in your blog, you can’t expect others to.

P.S. Still not convinced? Here are 25 Reasons to write a business blog.

4 Inspiring reasons to write regularly

There are many compelling business reasons to write regularly. For example, blogging can be massively valuable as a marketing tool. The same is true of newsletter writing.

Here are 4 less obvious benefits to writing regularly, which seldom get mentioned. In many ways, these are just as valuable.

  1. Writing makes you a better observer. As a result, you notice more of the world around you. You experience more from life.
  2. Writing helps you think with greater clarity. The process of getting ideas out of your head and onto the page, is a wonderful antidote for foggy thinking.
  3. Writing is a powerful development tool. To write effectively on any subject, you need to know about that subject. Even better, to write about a subject regularly, you need to constantly learn more.
  4. Writing is an act of contribution. When you share your ideas or stories with others, you invest in them. You also connect with them. How might that help your business? Think about that for a moment.

PS: Here are 25 reasons to write a business blog.

How to build a massively valuable client list

If only your prospective clients knew how great your service was, they’d hire you. Right?

Well, I’m going to show you how to totally overcome that marketing challenge!

How your competitors ruin your marketing promises

Almost every small business owner claims to offer an amazing service. Especially the really terrible providers!

So, as you are one of the few who genuinely produces work, which is meaningfully different, your marketplace needs to know. They need to know that you are the real deal. That it’s not just words or empty promises.

How?

It works like this:

  • Put your work out there, where people can see it. Use either a blog or newsletter to showcase what makes you meaningfully different from your competitors.
  • Show us, without holding back, exactly how your work is meaningfully different. In other words, don’t just make claims about how great your services are — show us. Remember, your average competitors all claim to be great.
  • Make your blog posts, articles or newsletters visible and make them easy to share. If you are doing great work, people will want to tell their friends. Make this as easy as possible, with a small number of reliable sharing options.

Why bother doing all this? Because as I am about to explain, it is extremely effective.

Something about me you never knew!

For the past year, I have successfully provided a service, which I have never (even once) marketed to anyone.

What is it?

I write articles and marketing material. My fee is £1000 for an article or marketing piece (around $1600 USD at today’s exchange rate). There is currently an 8 week waiting list for the service. All that, without marketing the service even once.

Instead, people have come to me.

Why? Because they read my articles and blog posts, see the value and want their magazine, website, blog or whatever, to be just as valuable.

Others needed to see sales results from their marketing. They figured out that if they hire me to write the main conversion page of their website, it could be the difference between them motivating potential clients to hire them — or being ignored.

Why would any savvy business owner risk losing out on a fortune, by using ineffective, amateur copywriting? Exactly!

Show them who you are and what you do

The marketing promises and claims you make are largely ignored by your prospective clients. They have seen them too many times before.

If you want to earn the trust of your prospective clients, (which is essential if you want them to hire you), you need to demonstrate what makes you better than your competition.

No one hires me wondering if I can deliver. They already know me and my work.

Now show YOUR prospective clients what YOU are capable of.

How to get people to respond to your marketing, in just 2 steps!

Are you tired of prospective clients or customers, who don’t get back to you when they say they will? If you are, then the following short post is just for you.

The biggest lie in business

When that person said they didn’t have the time to meet you, return your call or consider your offer… they were lying.

They had the time! They had time to do all the urgent or important things. They also had time to do the things that interested them or captured their attention. What they lacked wasn’t time.

What they really lacked was the motivation to do whatever you requested. It wasn’t important enough to them. It wasn’t a priority. So, it didn’t get done.

2 Steps to get people to take action

To get your prospective clients and customers to take action, you need to do the following:

  1. Make your offer as attractive as possible. Look at what you’re asking people to do and make it more captivating. More interesting. More motivating. More curious.
  2. Give them a deadline. Deadlines focus the mind. This is why so many kids do their assignment the night before it’s due.

Nothing inspires people to take action more than a highly compelling offer with a deadline. Get those 2 steps right and you’ll find the marketplace will always have time for you.

How to get more done in less time AND improve your thinking!

How to

Many people ask me how I manage to run a busy marketing business and still produce so much creative content every day.

So, here’s my secret!

My secret

I figured out a long time ago that there is never enough time to do everything.

However, I also discovered that you can always find time to do the important stuff, so long as you decide to stop reacting to the unimportant stuff.

Please allow me to explain.

Reacting or acting?

  • You can start the day by checking your email inbox and reacting to what you find. Alternatively, you can start your day by listing what’s most important and getting started on that – then opening your email.
  • You can react every time your phone alerts you to a text message. Alternatively, you can finish what needs finishing and then read any messages you’ve received.
  • You can react every time you see a social networking notification. Alternatively, you can wait until you’ve stopped for a coffee etc, then use that time to check your notifications.

Never miss the important and urgent

Tell your family, friends and clients that if they need to contact you for something that is both important and urgent, to call you. Then, if your phone goes and you can see it’s one of them calling, you know it needs answering. Otherwise, unless you are a fire-fighter, plumber, midwife etc, people will not expect you to respond instantly.

This gives you the freedom to regain control over your time, your focus and your output… without worrying that you have missed something that’s both important and urgent.

Regaining your time and your focus

One of the reasons small business owners find it such a challenge to get important things done, is that the distractions they react to, cause them to lose focus. This is especially the case, when they need to do something creative.

Here’s the thing: It’s extremely hard to focus on something that requires your creativity, when you allow yourself to be distracted and your focus to be scattered.

For example, if you want to write a newsletter article first thing tomorrow morning, but you decide to read your emails first, instead of focusing on your article, you will find your focus scattered between the article and all the questions and demands from your inbox.

By writing the article and then dealing with your emails, you can focus 100% on the article. You end up with a better article and then get to invest all your focus, on dealing with your emails.

Getting through the day or from the day?

Most small business owners are happy to just get through the day. However, the most successful business owners take a different approach. They get from the day. They start their day with a list of important objectives and then determine to master their time and their focus, so the important things are always taken care of, with their full attention, in reasonable time.

We all have 24 hours available to us each day. It’s what we do with our time, which makes all the difference.

The secret behind Jim’s Marketing Blog

Jims marketing blog

It’s been a great year for Jim’s Marketing Blog. The site is now ranked the number 1 marketing blog in the UK by Cision. In the USA, Search Engine Journal, picked their top UK marketing blogs and said:

“There may be another blog in the UK that could top Jim Connolly’s impressive resume – but we weren’t able to find one!”

Search Engine Journal

Now I’d like to share what I believe to be a key factor, which has given me a massive advantage over other blogs.

My secret sauce!

The single most common feedback I get about Jim’s Marketing Blog, is from readers who appreciate the brevity of my work. They value me using as few words as possible when I share ideas. It means they can read every word, rather than skim read.

However, although readers love short, information-rich posts and articles, they are very rare. I believe this has given me a huge advantage over the years.

Here are the 3 main reasons why so many blog posts are way too long.

1. Lots of bloggers write for SEO first

Google’s extremely limited algorithm isn’t smart enough to work with short blog posts. So, if you’re all about getting traffic rather than engaging readers, you need between 500 and 2000 words in your posts. This number depends on which SEO expert you listen to. It also depends on what Google is rewarding currently. A key challenge of writing for Google is that they change things all the time. What works today could hurt you tomorrow.

I’ve already written about the danger of writing primarily for search engines. I recommend you read this: Stop writing for Google. Really. Stop it!

SEO is a valuable part of building a blog or website, especially in the early days when few people are sharing your work. But get the balance right. Write for people first. Otherwise, search engine traffic will arrive on your site, find a wordy, keyword-stuffed piece of crap and leave again!

2. It takes more skill to write with brevity

It takes longer to condense an idea into fewer words. It’s a skill you need to develop. I learned it back in the mid 1980’s, studying the legendary David Ogilvy.

Ogilvy famously said: “Don’t say it in 10 words if you can say it in 5.”

In broad terms, it’s twice as easy to write a 1000 word post on a topic, as it is to write a 500 word post. When you have fewer words to work with, there’s no room for waffle. No space for fluff. This means you end up with information rich content, which is far more valuable to the reader.

It’s important to remember that your readers are busy people. They’ve never had so many things calling for their attention. They want the key information and quickly. If you can provide them with what they need, without the waffle words, they will come back for more… and more.

3. It takes courage

It takes more courage to write short articles and posts than it does to write long ones.

Why?

Because with shorter content, you can’t possibly cover every angle. You can’t make every point. You can’t answer every question that every reader may have. As a result, you leave yourself open to criticism like “what you totally failed to mention is…”.

Having written thousands of blog posts and articles, I’ve found that no matter how many words you use, some people just won’t get it. If you try and write for those people, you will end up writing child-like junk. Don’t even try! Write instead for your target readership.

I hope you found this useful. More importantly, I hope you borrow some of the ideas for your own blog or website.

Stop using buzzwords in your marketing. Really. Stop it.

There is no shortage of buzzwords or people who feel the need to use them.

Intersection.

Ruckus.

Disrupt.

Paradigm.

… these buzzwords and many others, are used by people in an effort to appear informed, fashionable or relevant. Interestingly, buzzwords do neither of these. In fact, they have the exact opposite effect when people read them or hear them.

Here’s how buzzwords work against you:

  • They make informed people cringe. Not a great idea, if you want your peers to take you seriously.
  • They confuse the uninformed. A bad choice, if you want people to understand your message.

In either case, buzzwords work against you. When it comes to marketing, write your copy in a way that your ideal client will find easy to understand.

Always aim for clarity.

Why?

Because clarity sells!

PS: Here’s how to develop effective, clear, compelling marketing.

Be irresistible to prospective clients in just 3 steps

irresistible, attract clients

If you want clients and prospective clients to think of you as the go-to person, for whatever service you provide, I believe you’ll find this post really useful.

It’s based around 3 steps you can take, which will change the way people think and feel about you, so you become their irresistible choice.

What is a go-to person?

Firstly, I’d like to confirm what I am referring to when I use the term, go-to person. I’m talking specifically about those valued people in business, who we immediately think of when we have a need, related to their area of expertise.

When someone thinks of you as their go-to person for a particular need, they go direct to you.

  • They don’t ask a friend for a recommendation.
  • They don’t poll their friends on Facebook.
  • They don’t take their need to a search engine.
  • YOU get the call!

Clearly, the commercial value of being the go-to person for your marketplace is huge. Not only will you retain your existing clients for longer, you will also attract more inquiries from prospective clients.

To earn this valuable position, we need to focus on 3 core areas.

1. Demonstrate that you know your subject

A newsletter or blog is a great way to achieve this. By sharing useful ideas and information, people come to think of you as a valuable resource.

This is why it’s so important to avoid the common mistake, of only offering diluted information to your readers. If you hold back the good stuff, the really useful ideas, you will cause your readers to assume that shallow information is all you know!

Give away as much value, freely, as possible. Now, at this point some of you will be concerned, that if you give lots of valuable information away for free, people won’t bother hiring you. That is actually the exact opposite of how it works.

Here’s what really happens, when you offer extremely useful information for free in your newsletter or blog posts:

  • Some people will use your free ideas, with no intention of hiring you. As they were never going to hire you anyway, you lose nothing.
  • Some people will use your free ideas and get part of the way, then realise they need your expert help. These people will call you. Had you not given so much free information away, you’d never have positioned yourself as their go-to person.
  • Some people will see the value of what you do, then figure out very fast that it’s far better to hire you to do it for them.

It works. People in that 2nd and 3rd group make up almost all of my non-referred clients!

2. Demonstrate that you are approachable

If we want people to get in touch with us, we need to be as approachable as possible to them. This means taking every opportunity to demonstrate that we are friendly and professional.

Unbelievably, many business owners are cranky or confrontational, even when they are sharing their thoughts online, for the world to see. This is, of course, their prerogative. However, there is a price to pay for being cranky or confrontational. It makes us far less approachable. If we want people to feel comfortable approaching us, we need to be approachable. We need to show humility. We need to remove any barriers.

3. Demonstrate your reliability

Again, publishing a newsletter or blog posts is a great way to demonstrate your reliability. Of course, this is only the case if you have reliably published content over a reasonable period of time. If you write a newsletter or blog and the last thing you published was several months ago, it works directly against you. Instead of demonstrating your reliability and stick-ability, you do the opposite.

If you have been in business for a long time, let people know. When a prospective client reads my about page, they can see that I set this marketing business up in 1995 and that I have worked in marketing all my adult life. That, along with almost 6 years worth of publishing ideas via Jim’s Marketing Blog, offers those thinking of hiring me a huge confidence boost. You should do the same for your prospective clients and customers too.

IMPORTANT: Drawing a line

It’s important at this point, to make a very clear distinction between positioning yourself as the go-to person and positioning yourself as the freebie person.

Yes, it’s a privilege to be regarded by our family and friends as a person they know they can rely on for whatever they need. However, in business, we need to draw a line between what we are prepared to do for free and what we will offer as a paid service. Otherwise, we are likely to become a magnet for freebie hunters. Freebie hunters are people who abuse the nature of others, with selfish demands for free goods and services.

For example, I occasionally get emails from people, asking me to do unpaid work for them. These range from things that would take me a few hours, to tasks that would take me a week.

It’s worth mentioning that many of my clients started off as readers, yet none, not one, of my clients came to me after asking for freebies.

How to get the balance right: The one-to-many approach

There best way to offer free information, which is scalable and sustainable, is to adopt the same approach I use here. I call it the one-to-many approach.

Here’s how I do it: All the free work I do for people is offered via Jim’s Marketing Blog and the email version of the blog. I call it the one-to-many approach, because I create one piece of work and it benefits many people.

Offering one-to-one work for free, simply does not scale. It makes no sense for me to give an hour of my time to 1 selfish person, when I can use that same hour to write something, which will benefit thousands of people.

Finally

For some business owners and consultants, there is a huge mindset change required, to adopt the idea of freely sharing, valuable content. However, for those who embrace the idea, the rewards are huge. It’s the primary marketing model I have used for years and is the most powerful form of marketing I have ever seen. I can’t recommend it highly enough to you.

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