Category Archives for Freelance b2b copywriter

The five-second rule {for marketing, not food}

man looking at watch
Wildly successful marketing expert and ClickFunnels founder Russell Brunson asked a million  dollar question in a recent podcast — How do you get your target market to FOCUS on your message for even five seconds?

It’s a CRAZY noisy world.

We’re constantly bombarded with marketing. Instagram. Facebook. Twitter. YouTube.

If you’re a professional service provider dead-set on doing your best for your clients, it doesn’t seem fair that the biggest, loudest, flashiest voices get the “worm”.  (You know, “the early bird gets the worm”).

Maybe you only have five seconds or less to capture your target audience online. 

Or maybe not. Maybe that climb to the top will take T.I.M.E!

climb to the zip line

My take? Perhaps great marketing for quality service providers is a combination of the five-second rule AND the story of the tortoise and the hare.

If you’ve never heard this Aesop’s fable, here’s my five second version: It’s the ultimate practical joke in the Animal Kingdom. Everyone knows the outcome, right?

The race is set between the flashy, fast-talking, handsome Hare and a slow-moving, heavy Tortoise. BANG! They’re off.

Hare prances, dances for his audience, and zips off at lightning speed, leaving Tortoise to eat his dust.  Once he’s far enough ahead, he decides to take a short snooze.

Tortoise crawls along lifting one cumbersome, heavy leg at a time. He never stops moving slowly but surely.

Along the way, he passes the sleeping Hare but does not pause until he crosses the finish line!

The Animal Kingdom gasps then raucously applauds, waking up Hare.

“Slow and steady wins the race.”

Ever heard that line before? I’ve repeated this hundreds of times as an educator, encouraging my students to persist, to keep climbing, to take one small step at a time.

Content marketing needs both elements — pizazz and persistence.

Here are three ideas for pizazz:
  1. Real photos and stories of real people in your business.  Give some inside glimpses of your business. Tell your story in your bio, and add personal touches of who you are outside of the office. People want to do business with real people, not just a long list of accolades.
  2. Client success stories. You can hire a writer to interview and highlight your happy clients in your email newsletter or company blog. Stories are huge credibility builders. If you are a B2B company, a fresh, full-fledged case study may be just what the doctor ordered.
  3. Go LIVE. Whether it’s Facebook or LinkedIn, give it a try. Just chat with your potential clients. Always provide a bit of helpful information. If you’re a lawyer, share how to avoid getting that into that hot mess in your area of law. If you’re a doctor or dentist, perhaps it would be sharing the most common ways people sabotage their health or their teeth.
How about three ideas for persistence marketing?

Why do I call it “persistence marketing”? Most content marketing is effective as a steady drip. You have to show up regularly to build confidence and trust. We’ve seen more than one shop in town end up closing due to irregular hours.

  1. Start or revive your online newsletter or blog. Treat it like a brief bi-weekly chat with your current or potential clients. Always be helpful and friendly. Don’t be long-winded and boring. Unless you’re speaking to a very technical market, save the long posts and in-depth explanations for a rare occasion. Make sure your content is shareable! Happy clients will spread the word for you.
  2. Post on Facebook and LinkedIn regularly. Here’s where you and your freelance content writer can strategize. You can repurpose blog or email content. Share local events.  Make connections to news events that tie in to your services. This is also shareable content.
  3. If you mail monthly bills, include a brief, friendly bit of helpful news in the mailing. Perhaps include a helpful checklist or an informative brochure.  Again, a content writer/marketer will know your target market and help you strategize for success.
  4. Automate some of your marketing using The Attraction Marketing Formula. Instead of driving clients away with TOO much noise, woo them with small bits of digital marketing. For FREE information, click this link.

How will you add pizazz and persistence to your content marketing plans today?

I offer a free 30 minute content strategy session for new clients only where I look at your business online and discuss ways to improve your copy or content marketing. Julia, at your service! Call 443-362-8789.

3 Reasons LinkedIn is VITAL to Professional Service Providers

LinkedIn3 Reasons LinkedIn is vital to professional service providers


Are you ignoring LinkedIn? Originally it was more of a job-seeking forum. Not anymore!

Today it is as much a global networking system of professionals as a place to post your resume.

Maybe you already have a well-established clientele. But what business doesn’t need to grow? LinkedIn can become a powerful networking and growth tool. Here’s why.

 1. LinkedIn has 467 million users as of 2016!

While Facebook is still a bigger pond with 800 million plus users, LinkedIn is very much a mega pool to fish from for helpful business connections.  With a clearly defined professional profile, your ideal clients can also locate you. Since Microsoft acquired LinkedIn in 2016, it’s also bound to continue growing as a professional networking pool.

2. In contrast to Facebook, though, LinkedIn is a very positive network of professionals.

Generally they don’t post about their personal feelings or what they ate for lunch! If you join LinkedIn groups, you can learn about the latest business best practices. Or, you can share your business expertise on topics.

Let’s talk about Facebook for a minute. I avoided it for years, personally, because I saw all the online drama that people choose to post. Reading the comments sections of many news articles, and even personal posts will make your stomach turn.

Yuck! It can also easily become a major source of personal information gathering for friends or foes. Basically, unless you are super careful with your settings and the groups you participate in (which can change overnight from private to public), it’s a massive “people-stalking network.”

That being said, I’m not advocating ignoring Facebook advertising.

I just think a business will need to exercise greater caution to keep their noses clean on Facebook. Once I had to disable my comments on my business page because some troll decided to have fun on my page.

It’s certainly a platform for “people drama”. By the same token, I’ve done a great deal of profitable learning and connecting in Facebook business groups and forums. I’ve gotten more likes and shares on this platform thus far.

3. LinkedIn is practically a second website for your business!

You can post relevant business articles. If you are a creative, you can post samples of your work in slideshare.

In short, you have a platform, a way to build credibilty, and a huge networking tool!

Seriously, the Alexa ratings for LinkedIn lists it as the 10th most popular website in the US. http://www.alexa.com/siteinfo/linkedin.com.  

Globally, LinkedIn rates 22nd as of the writing of this article.  Either way, these statistics mean that it’s a massive search engine that can be used to showcase your successful products or services. It’s also a publicly traded company. #LNKD

Better than a comment section, your business profile can receive professional recommendations from those you have served well. Unlike Yelp, you have some control over what is posted there, too.  A real name and face on these recommendations adds to your business credibility. This builds the “know, like, and trust” factor which is every marketer’s goal.

Professional practices and networking, huge pool of potential clients, and a way to be taken seriously in your market — have I convinced you yet? Let’s get your LinkedIn growing.

Be sure to put your best foot forward with a professional headshot, client-facing profile, and professional connections.

Too busy to write your own profile? Let’s chat! Call and leave a message for me at 443-362-8789. Let’s connect and help each other grow.  https://www.linkedin.com/in/juliadaniels/

 

 

What B2B marketing shares with Eddie the Eagle

eddie-the-eagle-screening-header

When you need marketing inspiration, watching a great movie is just the ticket. #RayEdwards

Who doesn’t love a great underdog story? Spoiler alert! In case you haven’t yet watched Eddie the Eagle — you may want to pause here and go watch the movie first. There’s some inspiration for all ages here.

So what I did find for marketers? Let’s jump off a cliff together with some Eddie pointers.

  • Eddie set a firm goal. He wanted to be an Olympian. Clearly-defined goals remind me of the acronym FOCUS: Follow One Course Until Success. 

  • When Eddie narrowly missed qualifying for downhill skiing, he pivoted his focus. Successful businesses will find themselves pivoting their marketing strategies. 

  • Eddie found an untapped niche. Britain in the 1980’s had no one competing in ski-jumping.  Focus on an unmet need and dominate your market.

  • Eddie was refused funding by the British Ski Federation. He resourcefully found a way to fund his dreams with an old camper van, used equipment, and whatever he could cobble together to make things work until success! Resourcefulness is key to success.

  • Inertia did not hold Eddie back! I cringed as I watched him take the 40m jump with NO proper training. Bruised and battered, he was not beaten. But he did get a mentor. Sometimes the most valuable lessons are learned by jumping in with both feet and getting out of the comfort zone. 

  • His celebrated his personal success. Never mind that he came in last. He did his personal best. Everyone around was attracted to his joy! Celebrate the business stepping stones! Positive client? Highlight that.

  • Eddie called a press conference. He knew how to leverage his moment of success. Seize the opportunities. No regrets, right?

Which marketing cliff should you attempt  today?

 

Why the sunflower logo?

I know, really! It isn’t your ordinary business theme, is it?

Sunflowers rank high with me.

Sunflowers, to me, equal uncommon, high-value success.

From one lone packet of seeds planted in 2007, I have had an ongoing crop of sunflowers. Every. Single. Year.

They grew and thrived in sandy soil many other plants could not endure. Optimistic persistence!

The year my husband’s beloved grandmother died, my sunflowers generously supplied a full, lush bouquet for her.

Their shining faces reminded us of the beautiful gift of life.

Sunflowers create warmth and connections with others. I cannot tell you how many blooms I have given away.

Sunflowers naturally dominate their whole landscape with great generosity and beauty.

Little creatures are fed.

Toxins are cleaned up.

From the Farmer’s Almanac (farmersalmanac.com, June 11th, 2012), Sherie Blumenthal states:

“The sunflower is one of many plants that are now known to aid in “phytoremediation,” a process that employs various types of plants to remove, transfer, stabilize, and/or destroy contaminants in the our soil, water and air. Compared to other cleanup methods, such as soil excavation or pumping polluted groundwater, phytoremediation has become a clean, cost-effective and environmentally-friendly way to reclaim and reuse land that has been tainted by poisonous chemicals and heavy metals.”

Business can be a highly toxic environment. Stress induced by a high-pressure atmosphere. Negativity. Poor economic performance. Chaos caused by disorganization. Terrible customer service.

Sunflowers always give back.

Copywriter, sunflowers — what’s the point here?

Benefit-focused copywriting!

  • Serve up success to others with your powerful communications — web copy that grabs your readers’ attention.
  • Shine the light on how you can help your client with the best possible words. Clearly state the value you offer.
  • Warm up and brighten your business atmosphere by creating personal connections. Regular email communications with your current clients build long-term relationships. I still read emails from companies that have served me well in the past!
  • Grow some love for your company by cleaning up communication toxins. Don’t leave your clients unsupported. If you tantalize but don’t deliver the promise…Well, that’s some business poison.
  • Give them clear-cut, reliable information about your product or service.
  • Share your success stories — true stories of real people and specific ways you solved their problems. Someone is certain to need your business solution.

Communicate clearly. Grow. Give. Succeed.

Sunflowers = Success

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Attention Professional Service Providers, Solo Professionals,  and Marketing Directors!

Can your potential clients see what you have to offer in three seconds or less?

If not, you need a copy makeover!

Words with focus and clarity will grab your reader’s attention and keep them on your website. Great graphics help but powerful words win the day.

Maybe you just have ONE too many projects on your desk right now.

You need a copywriter who is timely and dependable — something my clients love about me!

Need to grow those client connections?

A weekly or monthly email communication builds relationships.

Whether you need original emails or would like to write the first draft yourself, I will be happy to help with the writing process.

Speaking of building relationships with your clients

If your clients are over the moon about your products or services, let me ghostwrite their testimonials, success stories, and case studies. Happy client stories do the selling for you!