Writing Your Elevator Pitch
Posted on | March 4, 2010 | 4 Comments
The concept of the elevator pitch is simple enough. Communicate what you do in a very concise and powerful message in twenty seconds — roughly the time you’d have if you managed to corral a decision-maker into an elevator.
The basic philosophy applies very well to written content as well. Less is more. Get to the point in the first line because if you don’t grab your audience’s attention instantly, they’re clicking on to the next website.
I heard a number of excellent elevator pitches this morning while attending a High Output Business Networking session at Buzz Coffee in downtown Vancouver early this morning. But the best one was delivered by Craig, the founder of Under the Piano, as he introduced himself to the group of business owners and professionals. Going from memory, I believe it went like this:
Hello, I’m Craig and my company is Under the Piano. I provide a unique form of relaxation… I play a grand piano and my customers lie under it while the music is playing for about 45 minutes. They feel the vibrations of the music go through their bodies as they listen to a unique composition that I’ve created just for them. It’s very relaxing. Most of my clients lately are couples and as you know, the spring wedding season is coming up soon, so if you or friends would like to experience something very unique, I recommend that you call me at Under the Piano to schedule a session.
Just as Craig finished, a colleague stood up and delivered a fantastic testimonial for his service, emphasizing that it was an unforgettable, romantic and positive experience. I could tell from the reaction of the other attendees that Craig was going to get a lot of direct and referral business from this one event.
It wasn’t just Craig’s fine delivery or the testimonial that made the attendees lap up his presentation. The words themselves were important. They could translate with very little adaptation onto a web page.
You’ve got a concise description of what Under the Piano does: “I play a grand piano and my customers lie under it while the music is playing for about 45 minutes.”
The value proposition: “They feel the vibrations of the music go through their bodies as they listen to a unique composition that I’ve created just for them. It’s very relaxing.”
A definition of the target market: “Most of my clients lately are couples and as you know, the spring wedding season is coming up soon…”
The call to action: “If you or friends would like to experience something very unique, I recommend that you call me at Under the Piano to schedule a session.”
Brilliant. My hat’s off to Craig.
Craig had to leave before I got a chance to meet him, but I did get to talk with many excellent entrepreneurs who offer a wide range of services. Hat tip to the following local business owners and experts:
* Bonnie Sainsbury, Duet Media. Bonnie brings creativity, new imaginative concepts and the most effective best practices in the social media world right to your door.
* Des Dougan, Dougan Consulting Group Inc. An affordable solution for planning, supporting and implementing information technology to meet your business needs.
* Jamie Graham, Vertical Grain Design. Vancouver-based web design and programming.
* Jen DeTracey, Lift Strategies. Assisting organizations in becoming more distinctive and more profitable through strategic marketing.
* Julien Fontbonne, Virtually Canadian. Providing guaranteed search engine results or your money back.
* Kerry Plowman, WestCoast Internet Marketing. Build your future with lead generation strategies.
* Lara Hildebrandt, Quadrus. Lara works with individuals and businesses to build the financial security plan that best fits their needs.
* Michael Koro, Financial Design Group. Insurance and investment planning.
Business Networking Done Right?
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Tags: elevator pitch copywriter > Vancouver business copywriter > Vancouver copywriting tips > Vancouver website content copywriter > Vancouver website content developer
Creating and Managing Website Content
Posted on | February 12, 2010 | No Comments
Creating a website from scratch can be a daunting project. For many entrepreneurs who started their businesses only recently, writing the content can be tricky (which is why I still remain gainfully employed as a copywriter by my happy clients). Whether you do it yourself or out-task, there are few things that beat the optimism and energy you feel after getting at least the version 1.0 of your website launched.
I contacted my friend, Kathryn Haley the owner of the recently-launched Vancouver-based business Home for Her to ask her about her experiences in setting up and maintaining the content for her online presence. Kathy’s business serves independent women homeowners by providing guidance and creating confidence in all areas related to owning a home. Because of the nature of her specialized business, she needs to communicate very clearly what she has to offer her target market.
Here’s what she wrote when she had put the finishing touches on the website:
This site is finally ready to go live and I am filled with excitement, exhaustion and hope.
I am excited because this process has taken me far out of my comfort zone and I have discovered I thrive on that feeling. I must…I seem to put myself there a lot these days.
I am exhausted because setting up websites is not my strength, and it has taken a lot of tweaking, screaming and several bottles of wine. It is a work in progress so please give any feedback or comments to help improve your experience.
There you have it. Putting the website together in the first place is not an easy thing. Frankly, this early step in developing a business can be so intimidating that some people realize that perhaps they weren’t ready to become entrepreneurs after all and quit the project entirely. (That’s awfully sad, but if you can’t do it yourself and you don’t have the budget or willingness to out-task the web copywriting, there aren’t a lot of alternatives — unless you’ve got one of those businesses that can thrive just fine without the web. Selling crack, for instance…). But those who do launch often find themselves re-energized and full of purpose as soon as their business goes “live”.
How do you maintain the website content? Well, you’ve got a few options. First, write the stuff yourself. Again, if you haven’t got the time or talent, the next option is to hire a copywriter, such as… me.
A third option which I often make use of myself to supplement my own efforts and maximize content freshness, is to cross-post content with strategic partners. Of course, it also helps build links which help gather Google juice to turn a lonely website into a well-trafficked, SEO-friendly site.
Whichever method you choose has benefits but can also pose challenges, as Kathryn notes:
The written content for the site comes from myself and from guest writers. I have posted a couple of articles that I have written myself. The content comes from conversations I have with design clients or friends and simply thinking about some of the biggest problems I have had to deal with over the 13+ years of being in the renovation industry.
Once I determine a topic and actually start writing it usually only takes about 1 hour to finish it. My challenge is getting into the head space to write… I find myself second guessing whether readers will think the posts are silly.
What kind of content seems to work best for Kathryn? It’s important to mix it up:
I believe it is the variation of writing styles, topics and experts that provides the best experience for the reader. It creates a ’something for everyone’ site that has mass appeal. The variation of topics also allows me to use SEO on a wide range of keywords, maximizing exposure to Google and other search engines.
The site also benefits from the cross promotion that each writer brings.
Are you having difficulty launching your website? Or are you finding it difficult to ensure the content on your website is fresh and Google-friendly? If you would like a free consultation about your website content strategy or need a copywriter to get your articles written, go ahead and contact me
If you have other tips about creating and managing website content or just want to reply to this post, please leave a comment!
Is This Content Still “Fresh”?
Tags: creating managing website content > keep website content fresh > seo friendly website content > Vancouver copywriting business > website copywriting services
Copywriting Tip 4. Press Releases Boost SEO
Posted on | February 7, 2010 | No Comments
Press releases are an often overlooked element of an organization’s overall marketing and SEO strategies. The messaging should be consistent with other collateral you’re putting out, adapted for “press release” style. And when it comes time to distribute them, use all of the messaging capabilities at your disposal, not just a media contacts list.
Put it on your website, your Facebook fan page and any other external platforms you use. Make sure you’ve got links back to your site to a custom page so you can track your hits a bit easier.
I use OpenPR.com to distribute my press releases. It’s quick, easy to use and if it is approved, it can quickly go to the top of the Google News page for your topic. Just remember to use appropriate tags!
Of course, before you distribute your press release, you (or your trusted copywriter) will have to write the piece. Watch the video below for some reminders about basic press release writing rules.
Press Release Writing Tips
Writing Isn’t for Everyone
Posted on | January 24, 2010 | No Comments
Why is it a good idea to get a copywriting specialist? I like this quote from Gene Fowler that puts it succinctly:
“Writing is easy: All you do is sit staring at a blank sheet of paper until drops of blood form on your forehead.”
Tags: copywriting tip > writing is easy > writing quote
Marketing Isn’t Good or Evil. It’s Just about Communicating
Posted on | December 29, 2009 | No Comments
Vancouver-based Market Navigators’ Liz Gaige talks about what marketing is really all about:
Marketing in it’s purest form is not about selling, it is simply a form of communication and as such is a neutral concept that can be used for good or for evil.
I’ve had newsletter subscribers tell me that even though they are not in business or marketing, they read my newsletters cover to cover and always find something that helps them. From the librarian who wants kids to know about the many fun, educational programs they can become involved in, to the kindergarten teacher who needs parents on board with her classroom policies, they find ideas on improving communication and getting better buy-in whatever their valuable, beneficial message.
Have you used a “marketing” tool or idea in a non-marketing context? I’d love to know about your experience. Leave a comment.
Tags: marketing communications > Marketing strategy > vancouver communications consulting company > vancouver marketing company
Another Sign You Really Need Professional Writing Help
Posted on | December 29, 2009 | No Comments
While scanning Craigslist today, I came across this amusing exchange. First, a half-deleted listing:
RE;RE: SEEKING TALENTED WRITTERS WHO NEED WORK. I RUN A WRITTERS
And below, someone wrote:
Perhaps that person is in fact seeking writters and not writers.
Sometimes, life makes you smile.
Tags: copywriting company vancouver > professional writing services
What Can Social Media Do For Your Business?
Posted on | December 22, 2009 | No Comments
The strategic value of social media to organizations is fairly well understood today. As with more traditional marketing tools, the value is in the ability to reach and persuade an audience to buy your goods, support your cause, or just help you get famous. But what are the specific tactical advantages of using various social media platforms? I’ll provide a brief summary here of some of the most popular tools and their content.
Blogs
The blog is often the essential tool of any social media campaign. You can use it to provide authoritative information, announce new things happening with your organization and link to things you’re doing elsewhere on the web. The blog is where you provide the authentic “voice” — or voices — of your organization.
As the most-frequently updated part of a website with fresh content, a blog is typically easier to find on Google than static web pages. It also is ready-made for facilitating discussion with your audience through a comments section, allowing your organization to obtain instant feedback from your fans, provide extra information and (as sometimes necessary) issue timely clarifications and corrections. There are many other benefits, but for now, suffice to say that the blog is the work-horse of many social media campaigns.
Free instant messaging in 140 characters or less to your closest friends, whether you number them on one hand or in the hundreds of thousands. The PR benefits are obvious. One extremely important thing to remember about using Twitter for your organization is that you are often using it to connect with influencers who will spread your message to other channels.
Experienced Twitter users for organizations will often use their profiles as link-back machines to automatically promote content on their own websites, especially their blog content. In that case, think of the website as home-base, with your Twitter account inviting people back to your site to see what’s going on.
Facebook Fan Pages
Facebook Fan Pages are often set up as bulletin boards merely syndicating content from the main website. Actually, there can be value in this if updated regularly, since Google likes Facebook. If your website is having trouble competing in its niche to get on page one of searches, your fan page may be easier to find. That said, a more ambitious use of these platforms is to host contests, allow fans to post content that you might not want on the main site, or offer something special to your customers or supporters.
As with Twitter, a Facebook Fan Page will typically represent another spoke linking back to your hub, the main website.
YouTube Videos
YouTube is the most famous video-sharing site in North America. There are competitors, but if the point is for your video to reach as many eyeballs as possible, it makes sense to at least post one version of your video on YouTube. Use it to create educational clips, show interviews and demonstrate whatever it is your organization does. The medium is great for announcements, tutorials, advertisements — whatever you want to do.
Keep in mind that text is still king on the Internet, even when you’re working with video. With good descriptions and tags, more people will actually see your video.
Which Social Media Tools Should I Use for My Business?
As usual, I would remind my readers that social media is not the be-all and end-all of marketing tools. Direct-mail marketing, sign-boards, brochures and other “traditional” marketing tools also have their place.
First, figure out your target demographic. Next, focus on what it is you’re selling (whether that’s widgets, services or a charitable cause). Define your campaign. After that, you can start looking at the tools in your toolbox.
Be A Social Media Punk
Tags: Facebook consultant > social media company Vancouver > social media consultant Vancouver > social media for business > social media marketing expert > Twitter consultant
Writing Tips from Fake AP Stylebook
Posted on | December 20, 2009 | No Comments
The Elements of Style by William Strunk was an essential style guide for me in my early writing days. I think I have a new favorite resource for writing tips.
I was twigged on to the Twitter personality known as @FakeAPStylebook by my friend, Raincoaster. It’s funny as hell. Some of my favorite recent tips:
Metaphors may not be used by Journalists unless they are at least Level 5 and have taken the “Imagery” skill.
Avoid reader confusion about whether Africa is a country or a continent by never writing about it.
The word “totally” is redundant except when describing how rad something is.
Avoid describing military drones as “unmanned,” as evidence suggests that tiny pilots actually fly them.
Sandwich – Not to be confused with a sand witch or “Sand Which?”, Egypt’s most popular sand identification game show.
Tags: elements of style > fake AP stylebook > writing style guide > writing tips
Olympic Brand Ambush Marketing Lululemon Case Study
Posted on | December 16, 2009 | No Comments
This is absolutely brilliant. Well done, Lululemon.
Lululemon launched a clothing line this week called its “Cool Sporting Event That Takes Place in British Columbia Between 2009 and 2011 Edition.”
The hooded sweatshirts, toques and T-shirts come in colours representing Canada, the U.S., Germany and Sweden, which are expected to send the most international visitors to the Games.
And shame on you, VANOC. Spoil-sports.
Lululemon is apparently claiming this isn’t Olympic brand ambush marketing. But I can’t think of a better example of the genre. Definitely an example to emulate.
As I linked to before, here’s an excellent article about what Vancouver businesses (or businesses around the world, for that matter) can bank on this type of marketing:
Olympic Brand Ambush Marketing is…(A) a Mortal Sin (B) Good Business Sense (C) None of the Above
For more information on this, go to the Olympic Brand Ambush Marketing experts. Tell Maurice I said hello.
Tags: Olympic Brand Ambush Marketing > vancouver 2010 olympics > Vancouver communications company > Vancouver marketing
Was My Email Newsletter Too Spammy?
Posted on | December 16, 2009 | 7 Comments
As fans of this blog will note, I sent out an email newsletter a few days back. This newsletter went out to approximately 650 recipients. Was it spam?
Possibly. But I don’t think so.
Shortly after my arrival at the Vancouver Blogger Meetup at Ceilis Pub on Tuesday evening, I encountered a perplexed Pete Quily (AKA ADD Coach). I should note for the record that Pete and I have great respect for one another. We share similar interests in current events, politics, business and social media. We’ve known each other for years. I think he’s smart as hell, and he’s earned a very loyal following both in the social media realm and among his very satisfied clientele for his Adult ADD Coach consulting business.
I shall paraphrase Pete’s complaint: “Dude, you spammed me! You of all people — a guy who understands social media and how it’s supposed to be used responsibly — you spammed me. I never asked to receive your email newsletter. I’m a little disappointed.”
I have to say, I felt bad. I tried to rationalize my action. I tried to explain it in a way that might mitigate the damage done. I think it just made me look weak. In the end, all I could do was apologize and promise that it wouldn’t happen again (Pete has been taken off my email newsletter list as of 10 minutes ago– though if he requests it, I’d be honored to add him back in).
That said, am I really guilty as charged? Let’s look at the definition of spam:
Unsolicited e-mail, often of a commercial nature, sent indiscriminately to multiple mailing lists, individuals, or newsgroups; junk e-mail.
Well, no one asked me to send them a WRITEIMAGE newsletter. So, according to this definition, my newsletter was at least somewhat spammy or spam-like.
Still, no one asks me to send 99 per cent of the emails I send. If spam was simply any unsolicited email, I’d be offending people every time I sent out a message asking a friend out for coffee, touched base with a client or put out a holiday greeting. So let’s look at the other conditions.
“Of a commercial nature”?
Yup. I’m thankful that I’ve already received some offers of referrals as a result of my newsletter and at least one response that looks like it may shortly lead to some new business. Heck, that’s a big part of the reason I sent out my newsletter in the first place. I want more clients and I’m not bashful about it. But does this mean I’m treading in dangerous spam-filled waters?
“Sent indiscriminately”. Here’s where I think I may get off on a technicality.
Here’s the thing. I sent my newsletter out to about 550 people. Did I discriminate in regard to who received the message? Absolutely.
My original list of email recipients numbered about 1,200. These included friends, relatives, business colleagues, clients and a fair number of people whose connection to me remains a mystery to this day.
If I had sent out my newsletter to that entire list, there’s no doubt it would have been spam. Even with my “Unsubscribe” instructions at the bottom of the email, I would have been a card-carrying member of the Spammerati.
But I didn’t send it out to the entire list. I decided that there were a few different types of recipients who might really appreciate my newsletter. These were, in no particular order:
* Prospective clients who might read my tips and understand what I could be doing for them.
* Current clients who might read my copywriting tips to get a better understanding of what I do for them.
* Business colleagues and others who want to learn how to improve their writing skills, web content and business collateral. If they eventually decide they don’t want to do this themselves and want to out-task, I’m around. If not, at least I’ll get some karmic value from giving back to the world in my own way.
* Colleagues, friends and family members who might want to see what I was up to professionally and might actually have a referral or two for me. Even here in Canada, human beings have tribal and nepotistic leanings. Like most people in business, I hoped to take full advantage of that.
Keeping in mind my target audience, I decided to eliminate the following groups from my email contact list:
* People who I don’t actually know. It’s amazing how many people in your email contacts list will match this description after building it up for over 10 years. Shamefully, this includes some people who are connected to me on my various social networking platforms (although I suspect virtually anyone with a Twitter account with over 150 followers will be able to relate).
* People who don’t like me or think I’m an idiot. Incredible though it may seem, there are such people out there. Not a huge number, mind you; but enough that I don’t need to be giving them a reason to prank-call me or break my legs.
* Colleagues, friends or family members who don’t give a rat’s ass what’s going on with me professionally. Hey, fair enough. I can relate. I don’t need to know how my second cousin Anton’s real estate career in Arizona is going, either.
* Anyone connected with Satan, Hitler or that freckle-faced kid who used to beat me up at recess.
I spent several hours going down my email list address by address to cull out the emails I didn’t want and I was left with about 550 people. That was still a fairly large list, but I thought I’d done a pretty admirable job of cutting out those who probably wouldn’t want to read anything I was sending out.
Despite my best efforts, within several minutes of sending out my newsletter, I had my first “Unsubscribe” request. It’s been a few days and to date, I’ve got exactly nine of them (including Pete’s, though he didn’t send me his request by email).
Out of 550 people, I’d say that’s not bad. The vast majority of my list either liked what they read or at least didn’t hate it enough to request to stop receiving my stuff.
And according to my website traffic, several hundred recipients were interested enough to click on the links I provided in the email. Quite a few of those clicked on my services pages, my case studies and other parts of my website. And as I mentioned before, I’ve gotten several real business opportunities out of it. So, it seems as though the newsletter worked largely as intended.
I think I was quite discriminating about who received my email newsletter. I don’t think I spammed anyone, at least not according to a fairly strict definition of spam.
I certainly was proven incorrect in my belief about who wanted to read my newsletter by the nine recipients who chose to “Unsubscribe”. And I’m upset that my good friend Pete is a bit annoyed at me right now (even though I’m sure that he’ll forgive me for my transgression). I hope that he accepts my apology and understands my intentions were honorable.
But again, these mistakes were not intentional. Assuming I don’t get a whole whack of “Unsubscribe” requests over the next few days, I think I can say my email list was as accurate as I could make it. I’m not a spammer.
What do you think? Did I do the right thing? Am I innocent as a result of a technicality? Or am I going to that plane of Hell reserved for email spammers and people who like to fart in crowded elevators? Leave a comment and let me know.
“I’d like the eggs, bacon, spam and sausage without the spam!”
Tags: email marketing > email newsletter > newsletter copywriting vancouver > writing business newsletters
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