Testimonials: Let your clients praise you in their own words

Whether you're a well-known company that's been around for years or a "new guy/gal on the block," establishing credibility for your business is vital. This is what I tell my clients and workshop participants. First, every potential customer wants to know the benefits of doing business with you (i.e. "what's in it for me?"). Then, once their interest has been piqued and they're seriously considering your product or service, they want to know that your company is a viable business, one they … [Read more...]

Please tell me what to do: Remember your call-to-action

My phone rings and the person on the other end is asking me if I'd review their Web site. He/she says something like, "I paid a lot of money to have a Web site created & I loved the design. However, time has gone by and I haven't had any inquiries . . . responses . . . sales." As a copywriter, I go to the site and am surprised by what I see or I should say, what I don't see. One major aspect that is missing is the CALL TO ACTION. And, I don't mean on one page. I mean a call to action on all … [Read more...]

Headline Copywriting Tips From Three Seasoned Copywriters

The first copywriting client I ever had was Eugene Schwartz. Little did I know in 1988, when I was referred to him by my colleague (another veteran copywriter), Milt Pierce, that I was being introduced to a man who was a legend among his peers. And, a man who would become a mentor. At that time, Gene gave me a copy of his book Breakthrough Advertising. Another thing I was unaware of was that this book was (and still is) considered one of the most important (and most sought-after) books ever … [Read more...]

Three Reasons Why Apologizing to Your Customers Fails

Thanks to guest blogger, Elaine Fogel. We’ve heard it before and we’ll hear it again. “I’m sorry, I apologize.” Most customer service training programs emphasize using these empathetic statements when appropriate. Always apologize to customers when they complain. Oh, and sound like you actually mean it. In fact, practice making empathetic facial expressions in the mirror as you say it. Baloney! Saying sorry doesn’t cut it anymore. It’s just not enough. It’s a hollow rote response … [Read more...]

4 Ways to Get Great Results from Your Freelance Copywriter

Perhaps you're a solopreneur or a small business owner getting ready to launch a marketing campaign. Or maybe, you're an ad agency or design firm with an overflow of work you can't handle without extra assistance. You don't have the creative talent in-house so you know you'll have to call upon an independent writer and/or designer to assist you. However, last time you did that you were not prepared. There were vital questions that the copywriter asked you and you didn't know the answers. … [Read more...]