Finding Your Perfect Price Point

price pointOne of the first things you’ll need to do when you create a product or service is determine the appropriate price point for it. There are a lot of thoughts about pricing and none of them are right or wrong. How you price is up to you, but think about using a method that considers value and not just how much it will cost you. This is one of the best ways to come up with the perfect price point.

Tips for Selecting the Perfect Price Point

Know Your Audience – You have to know everything you can about your audience, including how much money they have to spend on extra items in their budget each month. When you understand your audience, you’ll not only know what type of products they need, but also how much they’re going to be willing to pay for them.

Identify Your Direct Costs – You must always cover your costs in any pricing method, because if you don’t you’ll lose money. So a great place to start is figuring out the direct cost of your product. But, if your product is digital, it’s going to be somewhat relative. For example, it might cost you 500 dollars to have the product created but you’ll not have individual per item costs to consider in your pricing.

Identify Your Indirect Costs – Sometimes there are costs such as marketing, advertising and other indirect costs that you should consider adding. For example, if you’re teaching a course that you had to get a Master’s Degree to understand, then you can add in something for your education.

Identify Your Competitors’ Prices – Take a look at your best competition’s prices. It’s more than likely that this price is something you should consider being around, because if your competitor is successful, it’s a price point that’s working. However, you never want to get into a situation where you’re competing on price. Instead, you want to compete on value.

Consider the Market – The market plays a huge role in pricing for pretty much every product. If you have a digital product, this is especially great for you because you don’t have incremental costs like you do with a physical product.

Understand the Value of Your Offering – Outside of direct and indirect costs there is also value. The value of your item is something that is perceived by your audience. For example, if you have an offering that will help anyone who follows it boost their income to six figures from zero, what is the value of that?

Ensure It’s Worth Your While – If the price you come up with feels too low, then raise it. You want the work that you do to be pleasurable for you, too. If you under-price your offerings, you’re going to end up resentful instead of happy.

Test Different Prices – When you come up with a price point, try testing different prices. You can do this by having different sales pages, or you can do it by offering different levels of service on one page with the various pricing levels.

When you come up with your perfect price point, you’ll be able to work less and make more money. The reason is that your buyers will be focused on the value of your offering, and you don’t have to concern yourself with selling high volumes…if the price is right.

Is Your Post/Tweet/Pin Interesting Enough? How to Get More Shares

get more sharesIf you’re putting out information that no one is reading or sharing, then what’s the point? To get more shares, you have to be intentional. If each post, tweet, pin, video, and share that you work on doesn’t produce at least ten likes, then it’s possible that what you’re putting out is not valuable and has no real purpose. To change that, start looking at content marketing differently by only putting out valuable information that has a point and a reason for being.

6 Easy Ways to Get More Shares

Benefits over Features

This applies to the content you create as well as the products you make and how you sell them. Ensure that by just looking at the title or headline, anyone who sees it will know exactly what they are going to learn in the content you’ve shared with them.

Stick to the Tried and True

You may want to be creative but sometimes that doesn’t work to actually get more shares. People love lists, how-to’s, and that type of thing – whether it’s an article, a blog post, or a video. You may think that it’s boring and old but these are the things that get watched, read, and shared more than anything else.

Back Up Your Opinions

Everyone can have an opinion, but there is only one set of facts to back it up. Use facts to back up anything you say that’s your opinion, and you’ll soon become a very well respected go-to person for advice on your topic. Plus, people are more likely to share factual information than mere rants without backup.

Create for Your Audience

It’s easy to get tied up in worrying about search engines but the truth is, algorithms change constantly. It’s simply too hard to keep up. But, it’s not hard to keep up if you are creating content that is valuable for your audience. Put your audience above any other factor when creating content for them, and you will get more shares.

Make It Simple

People are naturally lazy. If you can pique this desire to be lazy in your headlines and in your solutions, by making everything easy and telling them it’s easy, you’ll be more likely to get other people to share and like your content. Think about the cooking videos that condense down the work it takes to make something to less than one minute. People share them like crazy. They may never make that recipe, because, of course, it’s harder than it looks. But they love believing it’s that simple.

Use Emotions

If you can pull at people’s emotions – whether it’s the fear of loss or the feeling of empowerment, you can get them to act faster, and, chances are, you’ll get more shares. In this case, it helps to know your audience very well so that you can develop content that speaks to their emotions in a way that resonates and stirs the desire to act.

If you can combine these tips, you’ll create posts that are a lot more likable and sharable. Just remember that you need to put your audience first, appeal to their emotions, and make them curious enough to keep looking. Then you can inspire them to take action.

Marketing with Social Media – How Social Media Can Turn Into Leads

marketing with social mediaSocial media has become one of the most popular tools for marketing today. Marketing with social media can be difficult if you don’t know the right strategies.  Social media is great for building a community and getting to know people. But, it isn’t as easy as using social media for personal use.  In order to make it useful for business you have to move people from prospects to leads by getting them onto your email list, getting them to buy a product, or getting them to use a service to also get them on a list. It’s easier than you think.  Here are a few easy tips you can use to leverage social media to turn your prospects into leads.

Tips for Marketing with Social Media

Identify Where Social Media Fits in with Your Marketing Funnel – Sometimes people join your social media due to having visited your website. They may have liked what you said, but didn’t yet want to sign up for an email list. Sometimes they find your social media in other ways, without ever having visited your website. When marketing with social media, look at your marketing funnel and your product funnel to see where social media fits in, and act accordingly.  It will vastly improve your conversion rates.

Make It Easy for Prospects to Convert – You can have multiple ways for your social media followers to join your email lists. For example, you can have a sign-up page on Facebook as well as on your website. It’s actually good to have those two separate lists, depending on where they sign up.

Give Away Something Valuable – It always helps to have a lead magnet that is valuable to them and solves at least one problem they have quickly. You don’t want it to be a long, drawn-out process that they have to go through for weeks for the lead magnet to work well. It should be a quick solution to a problem that keeps them up at night, but is easy to solve.  They have to want your solution enough to be willing to sign up to your mailing list in exchange for receiving it.

Build Relationships with Your Followers – Take the time to actually interact with your social media followers so that they want to know more about you. Social media marketing doesn’t just mean pushing stuff out there without also listening.  Answer their questions, help them, and be a resource to them. The more you can show that side of your personality, prove your expertise,  and engage with the followers, the more likely they are to want to sign up for your offerings.

Create a Special Email Campaign for Social Media Prospects – Remember that you don’t want to send the same email marketing campaign to everyone. You should have a different one based on where they sign up, which freebie they download, and other ways of segmenting your audience. Each leads to the same thing, but is done differently based on where the audience member is in your marketing and product funnel.

Test, Measure and Adjust – Always set goals that are specific so that you have a way to measure your results. If you’re not meeting your goals, figure out where you can adjust something to make it work just a little bit better. That’s what’s awesome about marketing with social media; it’s adjustable on the fly.

Host a Contest – Ensure that you follow the rules of the social network in order to host a contest, using the right third party or native service to do the contest correctly. A contest can help get email sign-ups fast.  Think of something that’s valuable to your audience as a reward or prize, and kick it off!

Run an Ad Campaign – This is especially great for Facebook because you can target your ad so closely, even down to marketing only to your own groups if you want to. Running ads is a sure-fire way to get people to move from prospects to leads fast.

Most social media followers are just learning about you and want to see how you do things. They’re going to observe for a while, get to know you, and then eventually jump on board. For the best results, use different some of these tips to get them on your email list and then market to them specifically using the tips found here.  Your results will amaze you.

Want to know more about how to market using social media effectively without taking a course or spending a lot of time and money on a marketing consultant or team for your business?  Join me at TheMarketingKit.com and receive usefule, efficient video lessons immediately followed with coordinating downloads you can actually use right away.  Better yet, each month I will focus on a different HOT MARKETING TOPIC to center my lessons and materials around.  As we kick off this membership, August 1, our first monthly topic will be…you guessed it! SOCIAL MEDIA MARKETING – what REALLY counts.  Click the link below to check out this affordable and efficient way to stay on top of your marketing needs.

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Knowing Who You Are – How to Be Authentic in Your Business

be authenticIt’s easy to tell what is important to someone, because their actions reflect who they really are. In fact, your life is a reflection of your actions. It’s important that you be authentic about who you are and that you authentically care about who those on your team are a well. What’s even more powerful is that what you put out into the world, you also get back. If you are negative, you’ll get negativity. If you are an optimist, you’ll get back optimism. People really do reflect back to you your own outlook most of the time. The same thing can be said for your people. Give them respect if you want respect; give them your time if you want time from them, show that you care if you want them to care, and so forth. Look at any truly successful healthy business – those businesses clearly understand that concept, and it shows.

Here are a few ways to be authentic in your business:

Always Pass the Credit – When you have success, it’s easy to want to take all the credit. But the truth is, you should pass that credit on to your team. The more you do that, the more they’ll want to give of themselves because they feel as if the successes are shared, appreciated, and celebrated. Success feels good, but always remember – so does getting credit for it.

Always Take the Blame – Sometimes things do go wrong. But, a real leader will take the blame. After all, it was your vision that wasn’t explained enough and that allowed the failure to occur. But, you can learn from it. Let your team know that you take the blame, why, and how you’ll proceed in the future. If you prove to them that you are all on the same team and that you are NOT a threat, you will get their best work.

Know Real Talent When You See It – When you bring on team members, bring on people who have a talent for something special, and then let them go. Don’t tie them up by having them do something not in their wheel house. Use your team members for what they love to do and are good at doing.  Using their gifts and talents will benefit everyone.

Be the Reflection You Want to See – In order to truly be authentic, it’s important that when you look in the mirror, you ask yourself, “What do I see?” Do you see a giving, kind, smart, hard-working person? Most of the time, your team will follow you and your example. Be the example you want to see, whether that’s how you talk to people, how you dress, how you handle stress, or how you do your work.

Know Who You Are – A real leader knows who they are deep down and doesn’t try to hide it. They are authentically themselves and want others to be authentically themselves too. Knowing what you’re good at is easy, but you need to also be the type of person who isn’t afraid to admit what you’re not good at as well, and use team member who are good at your weaknesses to create a strong team.

Know Your Team – Take the time to get to know each member of your team so that you know when there is a problem. Being able to build a relationship with each team member is essential to being able to work together. Know what makes them tick, what bothers them, and their favorite way to receive praise. These are important things to know to be truly authentic in your relationships with your team.

Listen to and Act on Feedback – Allow and encourage your team to give you constructive feedback. You want them to feel free to tell you things, even those things you may not want to hear.  As long as it’s meant for good, that’s all that matters to be constructive. To show that you’re listening, you should also act on the feedback – either by stating you heard them and will consider it, or by actually doing something.

To be successful in business, it’s important to be authentic enough to first know who you are as a person and as a leader, but it’s worth nothing unless you also take the time to get to know those on your team in the same way.  If you follow these tips, you will have a successful, healthy business, filled with team members who value you for it, and it will show in their work ethic and what they are willing to do for the good of the team.

Creative Ways to Get Public Speaking Gigs

public speakingIf you have a desire to be a public speaker, and you have a talk that you can give about a popular topic about which you have useful knowledge, then all you really need to do now is find the public speaking gigs that you want. There are many ways to do it, including paying to be listed on speaker’s lists, reaching out to trade associations, and much more. The best thing to do is just get out there and do it But where do you start?

Here are a few creative ways to get public speaking gigs fast:

Clubs and Associations – Not only should you approach clubs, organizations, and associations that you have joined to offer your speaking skills, but you should also reach out to different organizations by sending them a packet about your offerings, including your fees and how to contact you.  Remember to include any testimonials or video clips from successful public speaking engagements you have already done.

Universities and Colleges – You don’t have to be part of the alumni association to speak at colleges and universities. Contact the right department heads with your information about the talks you can give and the audience you’d like to speak t, and it may still be a great fit. Again, always include your fees and how to reach you.

Business Networking Groups – This is especially useful if your topic happens to be related to a particular type of business – marketing, motivation, or any other topics of interest across different business audiences. Send your speaker’s information to each group that you think may want to hear your talk. Send a sample of your work, and all the contact information as well.

Your Current Clients – You never know if your current clients need speakers for their businesses or organizations if you don’t ask. There may be opportunities right under your nose if you haven’t offered. Send out an information packet to each of your clients so that they know what you offer.

Other Speakers You Know – If you know other speakers, ask them how they find speaking gigs and if they think you’d fit in anywhere they’ve given speeches. There often can be opportunities for co-speaking gigs, and you could team up. If they know who to contact or will make introductions, that would also help you to get your foot in the door.

Online Opportunities – Believe it or not, today you can actually get speaking gigs right from the comfort of your own home (or wherever you use your computer) thanks to the advent of online technology like Google Hangouts Live, YouTube Live, Facebook Live and Blab.me – not to mention all the webinar technologies that exist like GoToWebinar and Adobe Connect.

Industry Magazines – Subscribe to as many industry magazines as you can, because they will often list events that are happening with calls for speakers to apply. They’ll provide full directions for what to send when you apply to speak. Many events pay well, while some just give you free accommodations and other perks.  Either way, the exposure to speaking gigs can lead to more exposure and, therefore, more jobs!

Google It – Do a Google Search for “speakers needed” or “call for speakers” within your industry. This is a great way to find public speaking events for which you can apply. Be sure to set up a Google Alert if you get a good search result so that you’ll stay ahead of the events.

Big Businesses – Large businesses, corporations, and organizations often need speakers for various types of events including motivational, training, and other types of events. Make sure you send your information to the right departments to get the best results.

Your Website – Create a speaker’s portion of your website, including a media kit and a one-page flyer that says what you speak about, your background, and how to reach you. It won’t hurt to also include a video of the talks you’ve given so far as well as testimonials from people who have attended your speaking events. If you don’t have that, include an introductory video so that people can see your style.  If you have a unique accent or idiosyncrasy or catch phrase, capitalize on it. People will get to know you for it and choose to listen to you because it’s more fun than someone without something unique about the way they speak.

 

If public speaking is your passion and your gift, using these tips can help you land more gigs doing what you love to do.  The great part about that is that the more exposure you have through the gigs you accumulate, the more referrals and future gigs you can generate!

Are you STRONG ENOUGH? Tips for Creating a Strong Password

strong passwordPasswords can be a real problem, not just for website users, but also for website owners. You have to trust that your users will create strong passwords and not share them with others, and you have to ensure that the security you create is safe as well. Also, don’t let old accounts hang around if you aren’t using them. If you have online bank accounts, social media accounts, shopping accounts and any accounts that you don’t use that have passwords, a hacker might decide to use it without you even noticing! When it comes to password safety, the best thing to do is teach everyone to create a password that is strong from the start.

7 Tips for Creating a Strong Password

1. Write Them Down – First, whenever you create a password you should write it down and store it someplace secure. Keeping a password notebook that you put in your locked file cabinet is a good way to go. You’re going to keep it like a diary so that any person who accesses it can flip to the back page and find your most recent changes. Don’t tell the world that you have this notebook; put it in your will for your family or business partner.

2. Create a Password Standard – You can create a password standard for yourself that makes it hard for people to guess but easier for you to remember. It should be random but make sense to you only. Use this standard for every password you create.

3. Use Two-Step Verification – On websites that have it, always choose two-step verification because this is your biggest deterrent to would-be hackers. It’s kind of like how robbers don’t like to go into a locked car or house. Keep your passwords locked up and your accounts hard to get into, and they’ll leave you alone.

4. Close Out Unused Accounts – If you have online bank accounts, social media accounts, shopping accounts and any accounts that you never use that have passwords, consider canceling them. If you’re not using them, a hacker might decide to, and you may not even notice.

5. Use Letters, Numbers and Symbols – The more random letters, numbers and symbols you can use, the better for security. Some systems don’t let you, but use everything you’re allowed to make the password the most random possible.

6. Make Longer Passwords – If a system lets you use 20-figure passwords, do it. The longer your passwords are, the harder it will be for hackers to guess or break into the account. It will take them much longer to guess 20 figures than it will seven.

7. Use Password Generators – These are really great for choosing truly horrible-looking and hard to figure out passwords. They’ll be truly random so that you can then use that as a password for the system. If you do this, be sure to copy and paste it someplace to save.

8. Ensure It’s Really Random – You want all passwords to be truly random without any identifying information within. No birthdays, anniversaries, locations, or anything like that, even though it makes them harder to remember. A strong password can’t be inked to any of your information. Also, do not use the same passwords for different accounts that you open.

9. Change Passwords Often – You should try to change all your passwords about every three to four months. You don’t need to do them all on the same day, but try to make it a habit to change them as often as you can in order to avoid problems.

Passwords hold the key to your personal information. If you follow this advice, you’ll likely not experience breaches as often as other people who do not use strong passwords. But remember – any service you use is still open to other types of breaches via the company, so make sure to choose where you create accounts and what information you share wisely.

The New and Improved Rules for SEO

rules for seoA lot of people think that SEO is just a trick, or a bunch of shifty tactics to take to get people to come to your website. While it is true that some of the methods you read about seem somewhat unethical, the fact is that if you follow the rules for SEO without trying to mislead anyone, you’ll find that they are sound business practices that help you build brand awareness, get more traffic, and make more sales in an honest and effective manner.

Follow the Rules for SEO With These Tips in Mind…

Consumers Are Smarter Today – Most people who are shopping online are clued in on the tricks of the trade now. They understand sales pages, and know what clickbait is, and they don’t like most of them. You want to acknowledge that fact with everything you do. Respect their time and don’t trick your audience.

Mobile Optimization Is an Imperative – Today websites need to work seamlessly on any device, so mobile optimization is very important. Your audience needs to be able to read, learn, interact, and purchase through their mobile devices without missing a beat.

SEO Is a Long-Term Strategy – Working on the SEO structure of your websites and blogs will take time. It should not be considered an overnight success measure. When you think about rules for SEO, it should be considered a long-term strategy that will work over time to affect traffic on your site, not a quick fix.

Content Needs to Provide Value – If you know your audience and understand the message that you want to send to them, you’ll be able to create amazing content that provides a lot of value to your them. The information should be trustworthy, expertly written, without grammatically errors, and interesting to read.  Content they can actually use will keep your brand in front of them.

Keyword Density Is Old News – Keywords should be in the title tags, content, H1 tags, URLs, alt text on images, and within the image name. But when thinking about the latest rules for SEO, keep in mind that keywords in content should be included in a natural way without any concern about “density.”

Satisfy the Needs of Your Users – This goes back to creating content for the different personas within your target audience. You have to put yourself in their shoes and know what they would find valuable and useful.

You Must Earn Links – Links tell search engines how authoritative your website is, what topic your website should be ranked for, how trustworthy your website is, and how valuable the content you create is. If people are linking to and sharing your content, engaging with the content, and visiting your website, you’ll earn links. In other words, skip the article directories, blog networks, comment spamming, and link trading. They don’t work.

Social Is a Must – The reason you need to use social media is to build community and relationships so that you can distribute your content and information to people who desire it, need it, and want it. You can simply help people out, and then reap the rewards.

When you are aware  of and embrace the new rules of SEO, you’ll be more successful with your SEO strategy – whether it’s on-page or off-page SEO. Remember that it’s a long-term process that will pay off many times over if you trust the process and follow the latest rules of SEO.

Guide to SEO Success

 

seo success

The key to search engine optimization success (SEO success) is really about strategic planning, content strategy, and creating an experience that will resonate with your audience. SEO is not just one thing; it’s an overall strategy that will help you build your brand and market your products and services through using content. It’s also about marketing that content, as well as using other methods to build traffic.

Here’s a quick guide to achieving SEO Success:

Know Your Audience – In order to create information that your audience wants to see and learn, you need to know who they are. Try creating audience personas to cover all the different segments of your audience – from your cold prospects, to your warm leads, to people who have already purchased from you.

Create Valuable Content – When it comes to SEO success, content really is king. Today, content marketing is the main SEO opportunity that works well to build your brand, get more traffic, and make more sales. The content should be valuable to your audience and not simply written for search engines.

Earn Links – If you have links from other authorities’ websites to yours, it moves your website up in the search engine results. But, you can’t have just any links to your website. They must be earned links via social media, guest blog posts, videos, and other means. Do not pay to get links; this doesn’t work and can actually get your site blacked out from SERPS.

Structure Your Website Correctly – For SEO to really work, it’s not enough just to have excellent content. You also need your website to have a linking structure and design that loads quickly and works across all devices. In order to experience true seo success, you want keywords in the URLs, keywords in the anchor text, and in titles of every page and every piece of content you publish.

Keep Abreast of Google SEO Guidelines – Things change quickly in SEO, with every update that Google and other search engines make. Sign up to receive Google updates on their webmaster guidelines. The information you can learn from Google will work for every search engine.

On-Page SEO – On-page SEO includes title tags, images, keywords, content, and internal links. Understanding how to use each of these is important because it will make a difference behind the scenes to get more traffic to your website.

Off-Page SEO – This refers to earning external links via content marketing, social media, guest blogging, and more. The point is you need to earn the links in an organic manner. As mentioned, do not pay for links or pay to play guest blogging. Earn the links through the natural things that you do to engage with others online.

Promote Your Content – One of the things that people miss out on when it comes to SEO is that they create tons of content, but then forget to market it. You may market your products and services, but you also need to market your content for best results.

Using these SEO tips will increase your chances for SEO success if you do them all regularly and patiently. SEO is not an overnight solution to traffic generation. If you want something that’s overnight you’ll need to run paid ads. However, SEO can not only help you get traffic, it can also make the traffic stick around due to the fact that your website is easier to navigate and has the right information.

How to Optimize Your Visuals

optimize your visualsUsing images in your blog posts, articles, and advertising is an important aspect of grabbing your audience’s attention and explaining your story with fewer words. Images can speak volumes over text alone, and if done correctly, they can even be optimized for SEO. You have only seconds to get their attention, so a great image can capture your audience AND get get your article found. Here’s how to optimize your visuals.

Tips to Optimize Your Visuals

Choose the Right Image – No matter how much coding you use or how much optimizing you do, if you don’t choose the right image that makes your point then you’re wasting your time. Choose an image that communicates your end message.  Also be careful that the image you choose is legal.  Be cautious of free sites, as those don’t always provide legal images .

Scale Images – How fast your website loads makes a huge difference in whether or not you keep your audience on your site. An image that is too large can cause serious problems with loading your website. Ensure that you’ve scaled for mobile devices and made everything mobile friendly. Load the images in the size you want them viewed, and not larger.

Reduce File Size of Image – Images that will only be viewed online do not have to be as large as images that you’ll use for printing, so you can reduce the file size substantially while not destroying the quality of how it appears. Test which percentage works best for your needs yet still looks good. You can use a tool like PunyPNG to compress your images if necessary.

Name of Image Carefully – When you name your image, give it a file name that uses a keyword that you want to use in the article and describes the image. This will give you another aspect for search engines to index that has keywords.

Alt and Title Text of Image – Always fill in this information with the right keywords. You can repeat the keywords you used in the name of the image, but give a real description. When some who cannot actually see the image hovers over it, the description appears, which means that people who cannot see but have assistive devices will actually hear the description from their readers, while people who can see the actual image will see the words float over the image.  When you optimize your visuals, sometimes what is unseen is as important as what is seen.

Add Open Graph – This is used for social media platforms such as Facebook and Pinterest; it goes in the image tag and allows you to add a link to the image in the coding so that people will be sharing the original image that leads back to your website on social media. Without this, your images may not show up properly in Facebook or other social media. To learn more about Open Graph Protocol, click here.

Watermark Your Image – People are going to share your images and they may even try to use them illegally. If you Watermark your images, no matter what they do to them, you’ll be able to know and others will know that it was your image and came from your website. Even if everything else is stripped out of it, a watermark will let people know it came from your site.

Location of Image – Where you put your images is just as important as which images you decide to use. The image is supposed to advance the story you’re telling your readers, so you want to put it where it makes the most impact for your message. That may be somewhere in the middle of the blog post or article, or it may be at the intro of the article. You’ll need to make that determination as you publish.

Add Captions to Your Image – Putting captions on your image is another way to get more text, thus more keywords for the search engines to locate on your site. But, it can also serve as another way for your reader to identify the image and understand its meaning in terms of the overall story.

Using images in your blogs and on your website is important to help tell the story you want to convey to your readers. They help expand the readers’ minds, get your message across with fewer words, and help evoke a feeling that you want them to feel. But, equally importantly, if you optimize your visuals, they can also be useful when it comes to proper SEO in order for you to get FOUND!

8 Effective Steps to Writing Compelling Copy

compelling copyCopy refers to words used on web pages, ads, promotional materials, etc. to sell your product or service and convinces prospective customers to take action. In many ways, it’s like hiring one salesman to reach all of your customers.  Compelling copy convinces your audience to take the action that you want them to take using techniques that help lead the audience gently toward conversions. Copy writing is a skill that can be learned. It just takes practice, patience, and testing to get it right.  Using the following tips will get you there faster.

Essential Steps for Writing Compelling Copy

Step #1:  Start Simple – Your first pass through whatever you’re writing should be simple. Just get the information down without any embellishments. Write down what you want to impart to your audience. Tell them what you have for them, what it’s going to do for them, who you are, and what they need to do next.

Step #2:  Define Who You Are – Now, go back to the section in the copy that talks about who you are; usually you want to get this over with very quickly because you want to focus more on the audience than on yourself. But, your audience is going to want you to answer the question, “Who the heck are you to recommend this to me?” Giving your background, telling your why, and explaining how you came up with the idea is important to help you relate to your audience.

Step #3:  Add in a Story – You’ve told your story; now you want to tell their story by providing case studies, examples, and more to tie it all together. If you don’t yet have specific case studies of someone succeeding using your product, you can be more creative by finding more general examples of people who succeeded without giving up, then relate that idea to your product. When you do have some specific stories to share, add them in later.  A compelling copy inspires others to take action based on success stories.

Step #4:  Add Facts, Figures, and Stats – Now go in and fill in some facts to back up every bit of your assertions you’ve made in the copy so far. Your audience will enjoy reading some stats and facts because it’ll make it easier for them to believe the things that you say your product will accomplish. When your audience sees details with numbers, it will help them visualize the solution much better.

Step #5 Make It Personal – Now you want to go back into the copy and add in language to make everything a lot more personal. Break grammar rules and use personal pronouns like “you,” “our,” and “we.” Avoid using the word “I” other than when you are telling your own particular story. You want to draw the people into the story thinking of themselves and visualizing how your solution will help them.

Step #6 Bring the Dream – Now go back through the copy and add in some dream words and imagery to really let your audience feel the emotions you want them to feel with your choice of words. For example, “close your eyes and imagine yourself” or “Six months from now you’ll either be 50 pounds lighter or not – it’s up to you.”

Step #7 Get Endorsements – If there is a mover and shaker that your audience values and admires, and you can get them to endorse your product, that’s a great thing to accomplish and will help your audience make a choice. You can also get endorsements from people who are just like those in your audience by offering advanced copies of your product to them.

Step #8 Make It Beautiful – After you’ve perfected everything, go back in and make it look beautiful. Add the right fonts, the right colors, and the right images. Check it for errors, layout, and test it on many different devices as well as browser choices to make sure the imagery is appealing no matter where it is viewed.

Writing compelling copy is an important skill to master if you want to create high-converting sales pages, advertisements, and information that leads your audience to make the choices you want them to make.