If you are a professional trainer, speaker or coach, you need to stand out in an increasingly crowded marketplace. It’s not enough to choose a lane or to add more credentials. The benefits are all lost unless your writing stands out.
Here’s how to write outstanding copy.
1. Use words that are alive and that evoke a visual image.
Personally, I’m in love with words. Here are some magnetic words that I am particularly fond of: brilliant, mother lode, flight plan, hidden asset, simple, step-by-step process, promise, solid, golden, opportunity, super, foundation, platform, hands-on, intensive, high achievers, essential, formula, etc. How can you mix and match these words to create your marketing material?
Here are some words that I’m really tired of: success, performance, attitude, institution, individual, incorporate, unique, effective, recommendation, unfortunate, regrettably, sadly, edifice, etc. Can you feel the difference in your energy after reading the first list and now this one? Your writing goal is to make your prospect feel rather than think. The first impulse to buy is through feeling rather than through logic which kicks in later.
2. Make every word carry its own weight, get your message across in as few words as possible. Don’t use too many shiny words, they will fight with each other for prominence.
As difficult as editing can be, I find it almost always strengthens my writing to say things as concisely as possible. I often see writing that’s over-stated, overly earnest and it just ends up being boring and confusing. You may be giving your prospect just too much to remember.
3. Have a memorable banner which sums up your message in a catchy phrase
You’re more memorable once you have an unforgettable banner that signifies exactly what you stand for. Alexandria Brown did this brilliantly by calling herself ‘The Ezine Queen’. Now that she’s well known, it wasn’t difficult for her to change that branding. So rather than an elevator ‘speech’, think of an elevator ‘pitch’.
4. Make a big promise to the buyer (as long as it’s credible).
No one wants a tiny promise any more. It might have worked years ago but not today. In order to stand out you need to make a big promise, one that you yourself would readily respond to. Otherwise, your message will get washed out with the tide. If you’re not excited about it, it will be hard for you to sell.
5. Be crystal clear about what you have to offer
Get really clear about what you have to offer, how you’re offering it (via seminars, speeches, webinars, etc.) and what action you want the prospect to take before you sign off on the copy writing. If you’re not clear, your message won’t be either.
6. Speak directly to your prospect in a conversational tone
People have defenses (lots!) against a sales pitch. They’re not defended against a friend. Be a friend who understands the difficulties they’re dealing with and who knows the route out.
7. Have a strong call to action.
Usually the best call to action with higher ticket items is a sign up for a free webinar or article or a request for more information.
8. Finally, test your material.
If you don’t get the response you expected, try a different headline and measure your response rate. Continually review and update your material.
Copy is King! Take full advantage of powerful sales copy to take your business to another level.
Cathleen Fillmore is owns Speakers Gold bureau and is a marketing consultant to speakers. She is a member of Meeting Professionals International and is the founder and past president of the Atlantic Canada branch of the Canadian Association for Professional Speakers. She’s also a well known journalist and has written more than 300 articles for North American trade magazines. She can be reached at www.speakersgold.com or by calling 416-532-9886.