Here’s another testimonial from one of my clients. This time it’s Barb Cowen of The Quilting Connection who contracted me to help her with her blog.
Mine is a small business in a hobby industry, nevertheless, the sort of image I present to the public online is important to me.
I struggle at times to stay on top of the administrative duties and recently my blog had fallen behind. Munaiba Khan, came to my rescue!
Munaiba’s ability to turn a few short and jumbled notes into an attractive, smooth-flowing, and interesting read has been very helpful. I found her quick grasp of the topic most helpful and I am very impressed by her ability to adapt her writing style accordingly.
Munaiba was patient when dealing with some complicated software and proved to me her thorough grasp of copywriting.
Munaiba is a true professional, I have enjoyed working with her and I have no hesitation in recommending ‘The Copywriter Online’ to anyone needing assistance of this kind.
Good value for money.
Barb Cowan The Quilt Connection – Brisbane Australia
A couple of times recently I’ve been on the verge of buying something. Actually ready to hand over cash or credit card when the seller has said or done something to change my mind at the last minute. I was wondering how often this happens? Probably more times than we, as business owners, realise.
How to recognise the signs of “buy out”
There has been a lot of talk about getting “buy in” but it seems to me that we are often more concerned with this than recognising the tell-tale signs of what I’ll call “buy out”. So what are the signs? I think there are two main categories of signs. There are the ones that you must recognise in yourself that are going to prompt the action in the buyer and then there are the ones in the buyer that are telling you they’re about to change their minds.
Our actions that put off buyers
- talking too much after the buyer has offered to buy (what used car dealers used to call “buying the car back”)
- not knowing the product well enough, being unsure of what exactly it can and can’t do
- vacillation – whether in possible appointment times, availability of product or delivery dates
- using the wrong tone of voice or turn of phrase ( usually related to stating something from our point of view rather than being customer centred)
Signs the buyer is cooling off
- no longer making eye contact
- use of phrases like – “perhaps I’ll think about it”; “don’t bother now, just let me know when you can get it”; “I want to discuss it with my spouse”
- you are doing all the talking, the questions have stopped.
There are many more and perhaps you have some you’d like to share. Feel free to comment.
What to do about it?
- know your product inside out
- listen to the customer
- be aware of the non-verbal cues customers give you
- be customer-centred
- if you can’t avoid some vacillation then preface it with a phrase that shows you understand their position e.g. “I realise this isn’t ideal and you need to know when we can deliver so you can organise your day but I’ll find out as soon as I can and let you know at the earliest opportunity.”
Most of all we need to be aware that it is possible to snatch defeat from the jaws of victory. Be aware that we can successfully sell our product or services and then scuttle the deal by failing to notice the signs in our actions or those of our customers.
Bring your website “alive” with a blog
Blogs are great for keeping your site up-to-date and as a tool for regularly communicating with your target audience. They don’t have to be lengthy, even a couple of paragraphs once a week is sufficient to maintain the relationship with your customers and potential customers.
What is a blog anyway? OK, I know by now most people know but just in case you don’t…
A blog is an online journal. It’s what you’re reading now. The name derived from web log. Blogs make your website interactive and interesting instead of just a series of electronic brochures. You get to hear what your customers like and dislike. You get to respond and you get sales leads. Technorati – a site devoted to publishing the latest blog contents as they hit cyber space – currently tracks 112.8 million blogs! So you can see that if you’re not blogging then you’re conceding the ground to your competitors.
The pros and cons of blogs
As with anything there are pros and cons to incorporating a blog onto your site. Here is a list to help you evaluate their usefulness to your business:
- they make your site more interesting
- they allow you to interact with your customers
- they let you react to things quickly
- they have an immediacy that a static site doesn’t have
- they provide you with sales leads
- they let you see into the minds of your customers allowing to you develop products and services that they really want
The Copywriter Online can blog for you
Most business people are time poor and a blog comes a long way down their priority list. We like to make life easy for our customers and that’s why we offer a blogging service. We can write – and research too, if required – your blog for you. Call us today for a quote on your blog and bring your website up-to-date.
The content of your website is more important than the way it looks!
Don’t get me wrong! It is important that your website looks professional and attracts your target audience. However, it’s even more important that your message is clear, interesting and persuasive. The New Year is a great time to take a look at your site and see if it’s really performing the way you would like it to.
Many businesses spend thousands of dollars on fancy looking sites that don’t sell well. Why? Because the content is poor. It doesn’t engage with the website visitor. It doesn’t interest them, it doesn’t tell them what they want to know and it doesn’t encourage them to stay.
Amateur vs Professional
No company would pay thousands of dollars for a double page spread in a glossy magazine and then let an amateur come up with the concept, the copy and the design. So why do they do that very same thing with their websites? Writing copy for the web is an art and a science. I have done a lot of research into what works and what doesn’t and I can help you to make the most of your investment in your site.
Your website is a promotional tool
A website is a promotional tool. It shouldn’t just be a “presence”. Most businesses invest large sums of money in their sites and they don’t see a return on that investment. Let me help you to communicate with your customers by writing web content that is clear, easy-to-read and relevant.
Don’t throw thousands of dollars of web investment away for the want of a few hundred dollars worth of professionally written content.
Know when and where to spend your business dollars
There are places where you can save money by doing things yourself and there are others where you need to call in the professionals. Make sure you know which is which. If dollars are tight but you know that you need professional copywriting then do some of the legwork yourself to reduce your costs. If the copywriter has to do a lot of research then the job is obviously going to be more expensive than if you give them a full, properly written brief. (If you don’t know how to brief a copywriter click here for details.)
Happy New Year! Make it prosperous with a website that really works!
Communication is important in all business cycles but it’s even more important in a recession-type environment.
You need to inspire confidence
In a downturn people get nervous. They listen to the doom and gloom spouted by the so-called experts who never saw it coming but who now claim to know everything. Negative energy is contagious just as positive energy is. The more people talk of recession, the more they get nervous, the more they tighten their purse strings, the less business is done, the more people point to a slow down as evidence and so the cycle feeds on itself.
You can make a difference
As I said in my last post, business sentiment is what you think! So are you going to be part of the problem or part of the solution? To be part of the solution you need to communicate the positive aspects of your business to your customers in ways that will help them see how that will be a positive for their businesses.
Newsletters, e-Newsletters, positive advertising messages, upbeat web content and blogs
These are all ways you can start to turn around the negativity in the business community. And no, I don’t have my head in the sand. I know there is a problem with US and UK banks but there are many other ways to do business when cash is short and as long as you keep proper records for tax purposes and declare such transactions properly you’re unlikely to have problems – ask your accountant. There are even organisations that will help you do this e.g. Bartercard (and no they didn’t pay me to say that. I have no affiliation with them at all although I did use them and they were a client when I had a business in Tasmania years ago.)
Not sure what to say, how to frame these thoughts into your communications?
That’s where I come in. I know that’s a shameless plug but hey, it’s my blog and I do really believe I can help you bring the positive to the fore in your business communications. You know where I am. Have a good week.
In my preceding post – “Blogs – why you need one” – I said I’d address how to make sure you have adequate content for your blog. So here are my tips.
Tips for managing your blog content
You need to make sure that you add posts frequently or regularly (at least once per week). Here are some ideas:
- Before you even start a blog, write down at least 30 topics you can write about – preferably perennial subjects that won’t date.
- Once every month replace the number of topics you have used plus two more.
- If topical material presents itself grab it and run with it.
- Write decent length articles and then split them into two or three blog posts.
- Check out other blogs in your area of interest and participate in any debates they have started – giving due credit of course.
Many businesses I know are resisting having a blog on their site. And I can understand why. It’s a lot of work. But just focusing on the negative aspects of blogging can blind you to the undeniable benefits.
OK! So what are the benfits of blogging?
I like to keep my blog posts short but useful, so instead of waxing lyrical about the benefits in a short essay, I’ll give you a list.
- they get syndicated bringing much needed exposure
- they can increase site traffic
- they allow you to promote your business economically
- they allow your customers to interact with you
- they help people get to know you
- they add a freshness and vibrancy to your website
- if you don’t have one and your competitors do then you’ll be left behind
But isn’t is too hard?
Certainly it takes time to write blog posts but they don’t have to be the size of War and Peace! It’s really all a question of planning and I’ll tackle this in my next post. For now all I’m advising is, don’t dismiss blogs out of hand. Think seriously about adding one to your site.