Dear Clients, Please stop asking me to write copy that describes how passionate you are about your business. Your customers don’t care about “your passion”. They only care what YOU can do for THEM. Thanks in advance. Me x P.S. While you’re at it, please don’t ask me to include Read more…
Despite me wittering on for years about ‘people buy people’ and ‘use your own photo in your marketing if you are what you are selling’, my own business cards used to be more corporate than personal. That’s all changed. At last night’s networking event, I passed around a choice of Read more…
My sister had a ‘for sale’ board outside her house for 18 months. During that time, a number of removal firms put their promotional material through her door. One of them stood out above the rest because of the quality of useful information they provided. Good targeting and a worthwhile Read more…
There is a free sales letter template on my website. It’s not new, but it gives what I think is still good advice. There is, however, something it doesn’t mention, and that’s about the content. The letter should not just be about what you do, and what’s in it for Read more…
Have a strong story to tell Research the publication or media outlet to match their style Make it relevant to their readers or don’t send it at all Keep it simple, just three or four paragraphs of three or four sentences each, with a logical flow and no jargon Present Read more…
When working out what keywords to include in your web copy, use the words that your customers will search. Plain English rules! For example, the Government soon realised people don’t search ‘road excise duty’, they search ‘tax disc’ ‘car tax’ or ‘road tax’. Put yourself in your customers’ shoes. People Read more…
People search the Internet for two main things: entertainment and information. And if you’re selling online, you want to be found. But how? One useful resource is Wordtracker. Simply type in a keyword or phrase relating to your business and click the Search button. You will see related questions and Read more…
You don’t have to get all your keywords into the home page repeatedly. You can optimise the home page for one (or two) keywords/phrases, and optimise other pages for other keywords. Keywords can be in headings, sub-headings, picture captions and links as well as in body copy. Part of the Read more…
You have probably heard about Twitter, Facebook, LinkedIn and Ecademy. But can business-owners really use them to make money? Yes. Especially when your online activity links to a blog, a newsletter and a website that add value. People buy people Just like face-to-face networking, online networking is about building relationships. Read more…
I saw one at a hotel entrance the other day that reads: ‘Smoking is not allowed in this building. If you observe someone smoking, complaints may be made to the management.’ So what’s wrong with that? Well, what it actually says, is that if someone sees you watching someone smoking, Read more…