I recently had the privilege to join my friend, Bryan Zevotek, on his podcast “Kick Some Class.” We talk about how my individualized education experiences enabled me to move into new industries.
A key reason I have been able to shift careers (copywriting, higher education, sales, music, ministry) is because of the education I received.
Read MoreSquarespace has money to spend. They paid for a massive celebrity cameo, beautiful visual branding, and Super Bowl airtime. But unlike other commercials, this doesn’t rely on the celebrity’s charisma or irrelevant silly humor. Their core audience is business owners so they spent the airtime telling an entrepreneurial tale. This ad could have starred a no-name, looked less perfect, and still have worked.
Read MoreThe macho audience wasn’t going to respond to tears- they needed a challenge. They rounded up famous athletes from the state and hit their target with the Don't Mess with Texas campaign. This is now so universal it’s used by politicians and athletes alike.
Read MoreClients can smell when you’re full of crap. A lack of authenticity might work in the short term but you’ll ultimately fail. Without being able to back up your claims, you will struggle to find sustainable success.
Additionally, some brands find success for 5-10 years and business begins to taper off. Instead of learning to adapt to the ever-changing marketplace, they get stuck in their old ways.
The way to do both is to identify the core value of your brand or business.
Read MoreWhat are you reflecting on from 2021?
What do you want for 2022?
Shake fear by turning your dream into a plan. A major part of that plan has to involve determining the verbal identity of your brand:
What is your business?
What does your brand sound like?
What do you want the world to know about your product, service, or business?
On a sales page or a sales process, you want to be easy to work with. Businesses that are difficult to work with do not last.
Read MoreIt’s time to make sure your customers don’t leave the sales page without acting. Studies show that customers who don’t act or buy while on the page, won’t in the future. You need to get them to act by making the offer absolutely irresistible.
Read MoreIn sales and marketing, there needs to be a clear Call-To-Action or CTA. This is often the hardest part of an in-person sale or writing a sales page. But let me clear: THIS IS THE MOST IMPORTANT PART OF YOUR SALES PAGE!
Read MoreOne reason your offer doesn’t stand out is you’re not being specific enough for someone to feel it. The offer needs to resonate emotionally as the solution to the specific problem your client is facing.
Read MoreEvery solution is the answer to a problem. This sounds elementary but it’s the most overlooked part of sales copy. You know why you’re offering your service but your customer may not.
If you have a product or service to sell, you need a consistent brand message (or “copy”). Consistency allows your potential clients to understand the value you bring to the table. Haphazard communication doesn’t work, which is a large reason businesses fail.
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