Lauren Jefferson - FocusCopy®

Lessons We Learned In Our Second Year In Business

FocusCopy Turns 2 Years Old

Entrepreneurship / By Lauren Jefferson / August 16, 2021 August 16, 2021

FocusCopy turned 2 years old over the weekend (August 15, 2021)!

I am immensely proud of what my team has accomplished, how our clients have grown their businesses, and that we’re still growing..

How We Got Here

When I think back to when we first started, it was a completely different story.

At the time, I was 24 years old, stubborn to a fault, and relentless to make this company work. Businesses needed better copy. And I was the woman to do it! Back then, I was doing all the marketing, writing, documentation, sales, networking, operations, bookkeeping, and working out every little detail that would arise… But it didn’t matter at that point. I loved starting my own business!

Of course, the pandemic struck only 6 months later.

Thankfully, resilience and fresh eyes pushed through.

Remarkably, we grew and hit our 1 year anniversary.

Starting year 2 was a different beast.

When we began our second year, the team included my co-founder Stuart Broderick, a part-time copywriter, and myself. But within a couple short months, we added 2 full-time copywriters to the team. We started working with 30-year-old, multigenerational companies. The most incredible people were coming out of the woodwork and trusting us with their copy. It was an exhilarating ride!

In the first 6 months of 2021, we quadrupled our revenue.

And while this is a nice story to tell, I now know why one of my favorite mentors often said:

“Let me teach you why you should never be an entrepreneur.”

6 Lessons We Learned In Our Second Year In Business

If year 1 was exhilarating, year 2 is exhausting. However, we expect year 3 to be electrifying.

1. Entrepreneurship Is Exhausting.

As I write this blog, I feel this in my bones.

Entrepreneurship is exhausting.

There’s no sugar-coating it… It’s not for the faint of heart at all.

Don’t misinterpret that though…

Entrepreneurship is absolutely worth it because it has provided so much purpose in my life.

So if you’re choosing to go down this path, anticipate the exhaustion and create space in your schedule so that you are not overwhelming yourself. Breaks are critical to the success of an entrepreneur. You need more of them than you think!

To give you an example, towards the beginning of year 2, I was working 7 days a week.

It actually wasn’t until November 2020 (15 months into business) that I took my first weekend off. My husband and I actually ended up submitting and getting an offer accepted on our first home that very same weekend.

My next break was in May 2021 where I took 2 business days and the weekend off. But guess what? The company didn’t crash and burn to the ground. Clients still got their deliverables and were more than satisfied with them.

Breaks provide so much clarity and much needed rest.

Preaching to the choir here… You need time to not think about your business.

One of the counselors that we write for recommends taking a 1-2 day “vacation” each month. It doesn’t have to be grand or extravagant. But it has to be time well spent away from the business and unplugged from the world. This is one the most important lessons I’m taking with me into year 3.

2. Surround Yourself With Supporters.

This lesson still applies from last year. As an entrepreneur, you need to surround yourself with other entrepreneurs and people who want to see you succeed. Never before have I had so many people reach out to me… When I didn’t show up in July because we were so deep in client work… When I kept quieter than usual in virtual networking meetings… When they just had a feeling…

2021 has been rough for just about every person I’ve talked with this year. There have been multiple deaths, numerous hospitalizations, burnout beyond anything I’ve ever seen before, and of course, exhaustion – both emotionally, and physically. As a natural empath, my heart has been burdened. While it’s an honor to be that safe place people turn to for support, it’s been especially taxing lately.

I’ve had to rely on my support system as I rely on the air in my lungs.

So, more than ever, find people (whether they are entrepreneurs or not) that text and call you with messages of encouragement…

“God’s been placing you on my heart for some reason so I just wanted to say you’re in my prayers and I’m rooting for you sista!”

“Hey friend! Wanted to check in and see if everything is okay! You’ve seemed kinda quiet lately.”

“It’s okay to not to grow month over month. Sometimes, you need to stay the same as the previous month to catch your breath”.

“I read this book and I think you’d find this really helpful with your growth.”

Find people that will lift you up when you need it, laugh with you about your mishaps, hold you when all you want to do is cry, and remind you that you, too, are human and have limits.

You need support, friend.

Emotional, physical, and spiritual support.

3. If It Feels Off, Don’t Do It.

This. Trust your instinct! This goes with hiring, networking, clients, sales… Everything!

It doesn’t have to make sense from an outside perspective, but it has to feel good.

One thing we ask ourselves before engaging with anyone is “would we actually want to grab a cup of coffee and hang out with them?”

So to my clients that are reading this… I absolutely want to hang out with you! I want to learn from you, hear your story, cheer you on, and be a shoulder when you need it.

We use that question listed above because in our business, we see all angles of the business. It is not uncommon for clients or partners to find emotional support in our meetings because we believe in building meaningful relationships and creating a safe place for them.

Can you imagine if we didn’t like who we were meeting with? Our response would feel awkward and inauthentic.

So lead with your gut in front. It won’t steer you wrong!

4. Document, Document, Document.

This has become a huge part of our business this year. Documentation is HUGE in downloading the expert’s brain and replicating steps. This step is how you really scale a business.

Plus a business is typically worth more if there is documentation compared to a company without any documentation.

Start by looking at the most obvious tasks and goals in your business. For us, that included producing website copy and blog copy. Document each step. What do you need to do before you start working on that assignment? How do you complete the task? What happens after the task is completed?

5. Trust Your Team & Let Go Of Control.

If you followed lesson #3 and lesson #4, then you have no excuse but to trust your team. You’ve done 90% of the hard work. Now, you have to sit back and see them flourish.

This was a fun lesson for me to learn. It wasn’t until one of my team members told me, “Lauren, I can take this off your plate” that I remembered I hired them for a reason. They are more than capable. They are the people I trust to make it happen.

Systems, processes, and quality checks make it so much easier to loosen your grip on the day to day operation. That also makes it so much easier to replicate your successes over and over again.

6. Hire a Business Coach.

This was one of the riskiest but worthwhile decisions I’ve made so far. Truth was, I couldn’t rely on my memory of what my mentor told me before he died in 2017. I felt lonely. I wasn’t holding myself accountable. And my business was growing faster than I could keep up with it.

So we set goals and I had my marching orders.

And goals were not only met, but exceeded.

If you need recommendations for business coaches, reach out to me. I’ve networked and worked with dozens and dozens of business coaches across the US. Here are some of my favorite people:

Andrew Buchan, ActionCOACH Houston Inner Loop
Angela Britt, Entre Results
Trisha Stetzel, ResultsXtreme Business Solutions

Year 3, Here We Come!

In my mentor’s words, let me show you why you shouldn’t be an entrepreneur so that you see the true value in entrepreneurship. It’s the most difficult job in the world, but it’s also the most rewarding job. At the end of year 2, FocusCopy is now supporting 5 families and has written for over 50 brands across the US and Canada.

With our third year in front of us, I’m looking forward to the challenges ahead, helping even more businesses grow, and connecting with others who are on the same crazy path of entrepreneurship.

What Critical Components Your Comprehensive Business Homepage Needs

Copywriting / By Lauren Jefferson / July 6, 2021 February 20, 2023

You’ve got a ton of ideas, the keyboard is ready to go, and you’re (finally) in the mood to start writing a comprehensive business homepage. There’s just one problem…

Where do you begin?

You’re not really a professional copywriter, graphic designer, or web developer. And you’re not sure what’s supposed to be on a homepage. But do you truly need to have any of those skills to write a comprehensive business homepage?

No! As long as you include a few key elements, you can easily write one that boosts your business.

It can feel overwhelming looking at a blank page – not knowing where to start. It’s normal to feel this way, and you’re not alone. However, we also realize it’s exciting and leaves you tingly with emotions when you think about your own business.

Consider how far you’ve come, where you’re going, and how much you’ve grown. And then remember that you’re an amazing business owner, and you can do anything. Read on as we walk you through some of the essential elements of a successful homepage.

Have more questions? Download our How To Answer The 6 Most Important Questions On Your Home Page Guide here.

9 Best Practices To Write A Comprehensive Business Homepage That Generates Revenue

If you’re completely stuck trying to find a solid layout for your website’s homepage, here are a few elements you should definitely include.

Spend The Most Time Creating Strong Headlines

We read all the time. It may not feel like it, but skimming articles, looking at ads, and even taking a quick peek at a gossip column counts as reading. But something a lot of us have in common is that we don’t typically read down to the final detail.

Okay, so we do. But we’re copywriters!

However, the average person scans rather than spends a ton of time reading.

This being said, you’re going to need some strong headlines to pull your target audience in. Simultaneously, you’ll need to keep them engaged with the who, what, where, when, and why through headlines alone.

Make them catchy, short, clear, and keep them to the point.

Take a look at PandaDoc’s headlines – there’s a clear benefit (time savings) there. Your headline does not have to be complicated. Avoid overthinking it!

To access Pandadoc, use our affiliate link here.

Don’t Forget About Your Headline’s Sidekick: Subheads

Similar to a headline, subheadings should be descriptive enough to pull your audience in while remaining concise. A good way to think about subheadings is by looking at them as a reliable sidekick to your headlines. You want them to go with your headings and give additional support to someone who may just be skimming your page.

Subheadings are a great way to elaborate on your main subject. For example, if you have an impressive number of years of experience or a fantastic total sales amount, then consider putting it here.

Use A Primary Call To Action (CTA)

Having CTAs throughout your web pages is crucial. It’s especially important for your home page. CTAs are what prompt someone to stop reading and start buying.

What does a CTA look like? They look something like this:

Ready To Get Started? Register Now
Don’t Wait. Contact Us Today!
Call Now. We’re Available 24/7.
Shop Now

Pretty simple, right? Yet about 70% of small business B2B websites don’t have a CTA.

Have A Secondary Call To Action

If your business offers more than one opportunity for customers to connect, you may also want to include the secondary call to action. By doing so, they may not buy or contact you directly about your services, but they will at least engage in other ways.

A secondary CTA could look like this:

Subscribe To Our Newsletter
Sign Up For Texts & Get 15% Off
Visit Our YouTube Channel
Read Our Blog

While none of these actions require your audience to purchase anything, they all get them one step closer to doing so.

Tip: When you use a secondary call to action, ask the designer to make it a ghost button or a different color / outline. In the example below, you can see that ClickUp’s primary goal is to drive people to start a trial versus create a free account. The filled in button is primary. The ghost button is secondary.

To access ClickUp, use our affiliate link here.

Explain How Your Product Or Service Works

What is it that you do? Now, ask why your audience should care.

If you truly have something to offer your target audience, it should be easy for them to get started. If it’s not, break it down into pieces on your homepage that the average reader can understand.

Offer a step one through four, create a layout from start to finish, or guide them through the purchasing process with a visual asset like a photo or video. The reality is, if it doesn’t look easy, your audience is likely to turn elsewhere for what they need.

Identify Who You Serve

Have you asked yourself who your target audience is? Define it. Clarify who purchases your products or services and think about them in other aspects of their lives.

If you already know your audience, ensure you’re using the voice that matches your branding. Straying away from this can hurt you rather than help you. Then, talk to your audience in a way that helps them relate to you. Ask questions and give solutions surrounding your business.

It’s all part of a formula that really works! Get more insight by downloading How To Answer The 6 Most Important Questions On Your Home Page Guide.

Showcase Your Credibility

You can compose a comprehensive business homepage by fleshing out the answer to, “Why your business?”

A few ways you can put this section together is by pointing out your:

Number of years in the business
Deals closed
Revenue to date
Rating on Google (or Yelp, Indeed, Facebook, etc.)

And finally, tell your story in a hard-hitting but genuine way. Maybe you want to help people be better versions of themselves. Perhaps you’d like to help get it all done for someone else. Or maybe you want to provide an amazing product you’ve spent years perfecting your craft on.

Whatever it is, answer the question, “Why your business?”

Incorporate Photos And Videos

If you’ve got them, flaunt them. Visual assets are a game-changer and can be an incredible way to show off your business.

According to a study by Brain Rules, information presented without images is only retained about 10% of the time. When that same info is passed along with an image, 65% of the information is retained three days after the fact.

For videos, 70% of YouTube viewers turn to the popular platform for help or how-to videos, answering questions about their hobbies, jobs, or studies.

Bonus tip: Boost the download speed and make sure all photos and videos load quickly.

Don’t Forget About Your Navigation On Your Comprehensive Business Homepage

Another critical component of your homepage includes your navigation – better known as where to go when visiting your website. Without a navigation bar or banner, your website may come off as confusing, hard to follow, or worse…unusable. This could lead to users clicking out and visiting your competitor’s site for what they need instead.

It may take a little extra work, but believe us when we say having navigation on your homepage is essential.

Offer A Final Call To Action

At this point, you’ve answered the who, what, when, where, and why of your business model. You’ve sat down and typed out your story, reminisced on your experience, and reflected on your customer base. Now, it’s time to pull them in for one final hurrah (so to speak).

End with a question, short description, and a CTA that prompts them to choose you and your services.

An example of this would be, “Are you tired of feeling misled and lied to by the xyz industry? Give us a call today and see how we can save you time, money, and the headache of having to do it yourself. Call Now.”

There Is A Write Way To Create A Comprehensive Business Homepage

Your days are packed as a business owner. We completely understand, which is why we offer a number of copywriting services and resources for all types of businesses.

Don’t have the time? We do.

Don’t have the know-how? We’ve got you covered.

The truth is, if your homepage isn’t well-written, you’re likely losing conversions. Don’t waste another minute of potential revenue, and download our free How To Answer The 6 Most Important Questions On Your Home Page Guide.

When Was The Last Time You Updated Your Home Page?

Answer these 6 questions and spruce up your home page in 15 minutes (or less).

6 Essential Elements In A Blog You Need To Include Today

Copywriting / By Lauren Jefferson / June 22, 2021 February 19, 2024

Anyone can write a blog.

But not everyone can write with all of the essential elements in a blog.

It does seem as though anyone can place a block of text online and call it blogging. And we love reading blogs of all kinds as they can come in handy.

Recipes, how-tos… you name it! But there are some pretty critical elements a blog needs for it to offer any true benefits to your website. That’s right. There’s personal blog writing and then there’s blog writing to improve your business.

Don’t get us wrong! Blog writing for businesses by no means has to be defined as boring. A blog should still have flair and personality. But it should also take the time to hit all of the right notes and provide quality content to the reader.

In addition to connecting with your audience, you can get some pretty incredible boosts through Google and other popular search engines as well. Continue reading for more information on the 6 essential elements in a blog.

Include These 6 Essential Elements In A Blog

It’s possible to put together a captivating blog with your voice, even if you aren’t a professional copywriter or content writer. Here are 6 ways you can create all of the essential elements in a blog that flows with ease while including the information you want, all in one place.

Want more blogs like this one? Become a FocusCopy Insider and subscribe!

1. Attention-Grabbing Headline

Make it snappy. Seriously, there’s no need to over (or under) explain yourself. If your headline says everything it needs to in only a few words, don’t feel pressured to make it longer. On the other hand, you don’t want it to be too short and unable to stand out among a variety of other blog topics.

List-Making

When making lists, it’s always nice to keep it to the few most important points and say it all within the header. For example, when looking at “Different Ways To Bake A Cake” versus “5 Ways To Bake The Perfect Birthday Cake”, which one would you rather read?

The point is, you could very well have all of the essential elements in a blog. But if the title doesn’t grab the attention of the reader, they’ll never know because they won’t read it at all.

How-Tos

It’s okay to spell out headlines with words like “How To” if that’s what your blog is about. In fact, if someone is looking up “how to change my oil”, they may be more inclined to click the one that says, “How To Change Your Oil In 7 Easy Steps”.

A headline that includes its intention is way more helpful than one that is too vague or unclear such as, “Changing The Oil Of A Car”. There is no excitement or defined direction of where this type of blog will go.

Technical Writing

When you’re writing more technical pieces, this is where you’ll want to be a bit more information-heavy. These types of headlines should be straight to the point and descriptive. This means your headline should be descriptive enough for it to grab the attention of someone within the industry who’s also familiar with the material.

2. Captivating Introduction

Pull your audience in. Tell a short story, hit them with a fun (or shocking) fact, and make them want to learn more. You can do yourself and your readers a lot of good by starting with a lighthearted anecdote before diving into the details.

A solid introduction should be under 300 words, long enough to fill out the beginning but short enough to prevent any rambling. And of course, end with a call to action (CTA) in case your reader makes a quick decision based on your brilliant writing.

3. Balance of H2, H3, and H4 Headers

What would you rather read… one block of text of over 1,000 words? OR 1,000 words broken up into helpful tidbits along the way?

Even with all of the other essential elements in a blog, long blocks of text are unsightly and boring. In addition, they can be confusing for someone who is trying to read quickly and stay on track. Break them up with smaller headlines and, on occasion, bullets to make it flow better.

These types of headers combined with keywords can also give your SEO ranking the push it needs to reach your reader’s top search pages when they’re looking for expert advice.

4. Featuring Image (With Alt Text)

Also known as alt tags or alt descriptions, images with alt text help increase your SEO ranking. It also helps those who are visually impaired know what an image is without being able to fully see it. Alt text on your images can also assist readers if your image glitches or appears broken. There won’t simply be an empty space there; text will let readers know something is there.

5. Featured Keyword or Keyphrase

Having a keyword or keyphrase within your blog is critical to its relevance and ranking. If you use a keyword or phrase correctly, you can increase your views and bump up your website’s ranking.

But be careful! For example, if you own an auto shop and write a blog on the most common causes of a check engine light, the phrase “check engine light” may be your go-to keyword phrase. But if you use it too much and too often, your blog can be flagged for “keyword stuffing”. However, there’s an easy fix. Go ahead and use the key phrase 5-6 times (based on a 1,000-1,500 word blog). Then, use phrases such as “check engine signal”, “check engine alert”, or “check engine warning” to add some variety and get the SEO police off your back.

6. Links

Similar to using keywords and phrases, adding links throughout your blog can advance your website’s ranking. However, links also give your readers more resources and information as they read along. This is especially great if you’re using your blog to inform your audience and sell them on something you know can help.

Links can also be a great way to cite sources, take your audience straight to your list of services, and assist them in exploring outside of your blog.

7. Actionable Call To Action

Sprinkle in a few CTAs throughout your blog that apply to your topic or offer a service related to its subject.

For instance, you may be writing a blog about blog writing for businesses (wink wink). Take the time to save your audience from doing their own deep-dive and present them with comprehensive copywriting services tailored to their needs within the same line or paragraph.

This is a sleek and simple way to guide your audience where you want them to go without shoving a loud ad in their face as they read.

Crunched For Time With No Room For Writing?

Call the one-stop-shop copywriting team. Because we completely understand when you’re pressed for time but need your marketing and other writing assets on par with your business. Elements such as website writing, blogs, email marketing, and so many other assets shouldn’t go neglected. We’ll take the time you don’t have to come up with creative solutions for your writing needs.

Interested in learning more? Contact us today and we’ll find a way to work together.

Focus Your Copy On Conversation & Conversion

Let’s Grab A Virtual Coffee With Us To Discover How To Boost Your Words

How To Build A Business With A Book

Entrepreneurship / By Lauren Jefferson / June 9, 2021 February 19, 2024

When you’re questioning how to build a business with a book, first thing’s first. Try not to think of your book as another deliverable you need to rush through to reach the end product.

Because it’s so much more than a deliverable. It’s a tool. And it’s a pretty powerful one, too.

I get it… You could spend a ton of time and money getting your book written, published, printed, and wonder if it’s all going to be worth it. But what you should know is that it absolutely will be worth it if you keep in mind that it’s one of the most impactful tools you’ll have on hand.

By writing a book for your field, you can use it in every single avenue of your business. From inspiring others and giving advice to increasing sales and enforcing client relationships, read on to find out more or watch this in depth video with author of 20+ books and founder of Plug & Play Publishing.

How To Build A Business With A Book

According to Weston Lyon, building a business (especially a service-based business) can start with a book. And there are several reasons and strategies how to get there.

Become & Be An Authority Figure

You have a wealth of knowledge and countless amounts of experiences in what you do. Writing a book can set you up as an authority figure within your industry. Clients want to hear about what they’re searching for from the experts who know best. They’re much more likely to trust whatever is said when it comes from you – a business owner and entrepreneur.

The best part about writing a book and using it for your business is when it covers a topic you’re passionate about, the sky’s the limit. And your clients can sense that as well. You’ll keep them engaged, and they’re more likely to turn to you in the future when they’re searching for reliable and professional information.

Check out Weston’s free Authors Confess guide to avoid any mistakes in becoming an authority.

Stand Out From The Competition

Let’s put it this way… If potential customers are faced with a company who performs similar services but sees you’ve published a book about it, who are they more likely to choose?

We know who we’d pick!

Chances are, there are a variety of other businesses just like yours. But how many of them have a helpful book, or even a simple guide, giving their audience the information they commonly have questions about?

Hear us out… Because you don’t need to be able to cover complex material or be the next Elon Musk to put a book together. Your credibility lies within your ability to run your business – knowing the ins and outs of what you do.

For example, if you’re a fitness guru and want to bust some common myths you’re tired of hearing when it comes to health and wellness, write your own book about it! You’ll automatically shine among the rest of the competition.

Market, Market, Market

Picture it… You’ve finally published the book you’ve been dreaming about for so long. Now, what do you do with it? Make it part of your marketing strategy and see a return on your investment. One of the biggest mistakes you can make is not using your book as a part of your business model.

Take advantage of your hard work and build a business with a book by using it at:

Trade Shows
Speaking Opportunities
Other Marketing Or Networking Events

Don’t forget to use it throughout your social media by offering tidbits and tips to keep your audience hooked and wanting to learn more. Incorporating your book into marketing your services can help you generate leads and convert more people into higher-paying clients.

Let your book sit around unappreciated, and you may find yourself feeling stuck. A book with quality substance should last you for years to come. Don’t be afraid to use it for that long! Get everything you can out of your efforts.

Trust In Your Legacy

If you can connect with others who share a love for your work, believe that you’re contributing to something bigger and trust yourself. It takes a lot of courage to put yourself out there and create something that could live on for years to come.

Your book doesn’t have to stop at someone’s coffee table. Consider this: if your clients and readers take your word to heart, there’s always a chance they’ll tell someone else about you. This means your book can change hands when the time is right – inspiring others to read what you’ve written and continue the pattern.

Once you’ve done the hard work, it’s okay to be proud of it, too.

Gain Testimonials & Strengthen Client Relationships

Once you know people have read your book, get their feedback. If you were able to help someone out, then ask them to send you a testimonial. And use it on your website, social media, and wherever else your book shows up.

What’s really important here is that you truly listen to what they have to say about it. Taking in positive and constructive criticism can help strengthen your relationship with your clients and ensure they feel heard. It’s true. Not everything you hear will be easy to take in, but it can help you and your clients in the future to know what they think.

Retain Clients & Share Your Expertise

Already have a solid client base? Offer your book as an add-on to the services they already pay for and watch them be amazed. They’ll wonder how you have time for it all, which is great. Keep them wondering how you build a business with a book, and maybe they’ll go to you to see how it’s done. Allow them to take part in the conversation with your expertise leading the way.

Having a book to showcase your years of involvement in your business can help clients see how:

Dedicated you are to your craft, no matter what it is
Willing you are to share your knowledge with others
Motivated you are to keep your legacy moving
Committed you are to your clients by providing quality information they can use

An Interview With Book-Writing Genius Weston Lyon

Okay, you have a laundry list of benefits you can count on and the know-how to build a business with a book. Are you interested in learning more? I met (virtually) with the founder of Plug & Play Publishing to discuss how to build a business with a book in depth.

We know you can’t wait. Click here to watch Wondering Whether Writing A Book Is Your Next Step?, and download his free Authors Confess guide here.

What You Need In Your Copy Toolkit To Write Effective Copy

Systems / By Lauren Jefferson / June 7, 2021 June 9, 2021

If there is a process, an automation, or an easier way of doing something, then people will do it. Why? Because people naturally do not want to do more work than is required.

Makes sense.

Copywriting isn’t an easy task – even for us professionals.

It requires creativity, effort, strategy, and time.

That’s why many companies either hire a copywriting team like FocusCopy or avoid writing any copy at all. If it’s the latter, then they are usually so consumed in their business because they need to speak every word of copy. That also usually indicates that they are not able to grow their business beyond a certain point.

Thankfully, there are a couple of tools that speed up the process (even by a couple of minutes). Before we get into the copywriting tools we use, what’s the copywriting process without any aids?

What The Copywriting Process Is Like Without Tools

Without copywriting aids, this is what a general copywriting process looks like:

At least 1-2 hours of meetings per deliverable to capture knowledge and brand voice
High potential for writer’s block because staring at a blank page is the worst thing you can do for copywriting
At least 30 minutes of research for copy deliverable
Multiple rounds of revisions from the approver (whether that’s you or someone else)

Depending on what you’re writing and how quick you are at reviewing, the review alone can take 1-2 hours (if you stay focused).

However, once you implement a process that works and use the tools that you know can help, you’re on the right path to great copy.

It may sound more complicated than it really is.

And you may be asking, “where do I even find those tools?”

The good news is that we’ve (pretty much) tried them all over the years, and we have our favorites right here.

Tools You Need In Your Copy Toolkit To Write Effective Copy

As professional copywriters, we want to share what we have in our copy toolkit to write effective copy.

Hemingway App

This is not your basic Microsoft Word spell check. The Hemingway App does so much more and makes it easy for you to follow along while writing and editing your work.

If you’ve ever struggled to read through and fix items in your own writing, know that you aren’t alone. In fact, we have our own internal process to ensure we’re viewing each piece with fresh eyes before hitting “Send.”

The Hemingway App helps by going through your writing and highlighting issues such as:

Grammar
Spelling
Punctuation
Complex sentence structure
Passive voice and more

You can get the Hemingway Online Editor for free OR buy the Hemingway App for a one-time purchase of $19.99.

Yoast SEO

Writing tools are great. But there’s more to creating good content than spell check apps. Yoast SEO is a search engine optimization plugin that works with WordPress. With an estimated 64 million websites using WordPress, chances are Yoast SEO could benefit you, too.

Using Yoast SEO helps your website show up to the audience base you really want. And it can get more viewers from Bing and Google than you would have otherwise. Also, it can help increase engagement with your audience and get more visitors from social media platforms.

There are a ton of free courses available for you to learn SEO and so much more. Yoast SEO offers a free and paid version of its services for businesses and websites of all sizes.

WordHippo

Have you ever had a hard time coming up with a word or phrase for something you know is at the tip of your tongue? Maybe you didn’t have your morning cup of joe like you usually do. You might have even skipped out on your routine yoga session and now your whole day is thrown off.

These scenarios make WordHippo the perfect pal to have when your brain is feeling a little on the foggy side. The best part about it? You can work off fragments of a thought, plug it in, and see what comes up. Usually, it knows where your thought process is heading and can fill in the gaps when you’re not so sure.

WordHippo is one of the best online applications to help you find the right word or phrase you’re searching for. But it’s also good for creative writing and has other useful tools, including:

A thesaurus
Translations
Rhymes
Definitions
Antonyms
Synonyms
And more!

Discover more and greater words here.

Google Docs

A tried and true classic, Google Docs comes with its own toolkit for spelling and grammar checks. It highlights and catches basic mistakes you might make as you write. This can help you clean up your writing, make it more clear, and easier to follow.

In addition, gone are the days of emailing warped or incorrect docs back and forth. You can also bid adieu to crashed servers and lost files. Google docs is a fantastic way to draft and share your docs as needed without all of the confusion. And since it lives in the cloud, it auto saves your work as you go. Features like link sharing, viewing edit history, and comments ensure your team is working in sync every step of the way.

Brand Voice Guide

When you know you need to get going on your website copy but don’t know where to start, we have just the thing.

Consider creating a Brand Voice Guide that defines the exact voice, tone, and messaging your business needs. Here’s the truth… If you have no idea how your business should sound or who it needs to speak to, you’ll never have quality copy that gets customers to your front door.

A Brand Voice Guide (which you can create yourself) is the key to producing future copy that gets others excited about what you do and why you do it.

And hey! If you don’t have the time or don’t feel comfortable writing your own Brand Voice Guide, we get it! As a business owner or manager, you have a million other things going on and you simply don’t have anything else to give to your company’s writing. Call in the experts with the creative know-how, and we’ll get one started for you.

Other Tools

We know we didn’t list all of the tools out there to help sharpen up your copywriting skills. These are the ones we find most helpful, but we’re aware that everyone has their own style and flair for writing. Feel free to comment below ones that we should consider or others who are writing should consider.

Have a writing to-do list you need taken care of? Contact us for more information about writing for your business.

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Copywriting Formulas For Your Services Page

5 Different Copywriting Formulas To Convert Prospects On Your Services Page

Copywriting / By Lauren Jefferson / May 3, 2021 June 1, 2021

Writing is a funny thing.

Put the right letters and words together… You get a sentence. Plus, there are endless combinations of letters and words you can use to help find exactly what it is you want to say.

But what happens when you feel like your business’ writing could use a little help?

Put yourself in your customers’ place, and evaluate how your business’ website looks to an outsider.

Imagine they hit your services page only to be left confused about what it is you do, how you can help, and why they should care. At this point in the buying process, they’ve left (bounced) from your page and are currently browsing your competitor.

Yikes!

Here’s something you should understand right away… Your copywriting could be perfectly fine – meaning your spelling is all good, grammar checks out, and it flows well. But if you aren’t seeing any conversions, it could need a little bit more oomph.

And there’s nothing wrong with that!

There’s always room for improvement, right?

While all marketing gurus out there have their own spin on what copywriting formulas work best, most of them boil down to a few key basics.

So, do you feel like your copywriting could use an extra boost?

Read on to find out the most effective and efficient copywriting formulas you can use to get it on the right track.

Copywriting Formulas To Use To Help Your Prospects Get Your Message (And Convert Into Customers)

It certainly helps to be a marketing expert when it comes to copywriting. But that doesn’t mean you can’t do it! Here are 5 different copywriting formulas to use for your services page.

1. The Four C’s

Let’s start with four C’s of copywriting, which looks as follows:

Clear. Say what you need to in a simple way that reads well. This means you should use different formatting methods to make it easier to read through your content.
Concise. Make it meaningful and snappy. You may have a lot to say about your services, but the average reader is a master scanner and will only read about 20% of the text on your page.
Compelling – Keep things interesting by showing off your business’ personality and relate to your readers.
Credible. Stay true to your brand and rely on honest messaging for your customer base. Otherwise, you lose credibility and increase your chances of ruining your reputation.

2. The Four U’s

Let’s break down the four U’s of copywriting:

Useful. Be helpful and make sure you have something to offer your reader.
Urgent. Give your reader a little push to make a decision fairly quickly. This works great for sale or booking-related copy.
Unique. Present yourself in a way that both makes sense and grabs your reader’s attention. What is it that’s so special about what you have to offer?
Ultra-specific. It helps to get right to the point and lay it all out there. Be specific on one big idea. Avoid being vague. No one likes to take a guess when it comes to trusting someone else with their time or money.

3. Bridge After Bridge (The Dream Team)

This is a popular yet simple formula you can use to draw your customers in by using lighthearted copywriting.

You start by presenting your prospect with their dream… You know, the way they envision themselves at their peak. Then offer how you can help.

If you run a counseling business, you may offer up their dream that looks like all of their problems are solved.

For example, “You’ve moved on from the depression you felt after your divorce. Your children are happy, and you feel like you’re finally able to breathe again. You’re starting over, but you no longer feel so alone. We can help get you there through counseling that works for you and your family.”

Here, we’ve presented the dream for someone who may be having a tough time with a divorce. Then we offered a solution that could compel them to immediately make a choice and get help.

Remember, the dream plus the solution is simple but effective.

4. AIDA

Here, we’ll take a look at AIDA and what it means.

Attention. Get your reader’s attention with captivating copywriting that gets right to the core of it.
Interest. Hold your reader’s attention with information or data that discourages them from making a quick escape from your page.
Desire. Allow your service or product to speak for itself by laying out its benefits.
Action. Ask (respectfully) for your customer to take an action such as “Call Now” or “Schedule A Consultation”.

5. PARIS

The term PARIS is a newer formula from creative copywriter, Ashlyn Writes, that adds a slight twist to some classic concepts.

P. Identify your reader’s problem and keep asking, “So what?” until you get to the core of their wants and needs.
A. Go ahead and agitate the problem and make sure your services speak only to the reader’s specific needs. If you have all of your services on one long page, you’re doing it wrong. Break them up to make each service more tailored to your customer and easier to digest.
R. Remember their ultimate dream? Remind them what they want and drill in their overall objective.
I. Try to relate back to your initial point or argument and keep them interested with new information or a fact (a shocking statistic will work just fine).
S. Here’s where you offer a solution – better known as your business. Pitch your services and be transparent about pricing and what you have to provide.

Turn Your Copy Into An Asset By Practicing Different Copywriting Formulas For Your Services Page

Investing in your copy sounds like an extra step that you aren’t sure you should take. But poor writing costs businesses “close to $400 billion every year.”

So isn’t it about time to take your website’s copywriting seriously?

We hear you. Writing for your own business may not be something you have the time for. You may not have the resources or know-how to go about quickly and successfully implementing different copywriting formulas to use for your services page.Here’s where we can help establish your goals, write your copy for you, and increase your revenue over time. Contact us today to get started.

When Was The Last Time You Updated Your Home Page?

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Transform Features Into Customer Benefits In 3 Simple Steps

Copywriting / By Lauren Jefferson / April 19, 2021 June 1, 2021

What is it about your business that offers value to your buyers or investors?

Are the customer benefits of your business special compared to competitors?

Chances are, you already know the answer to these questions. But you may not be getting the message across on all platforms in the best way possible. One of the best methods you can use is asking yourself these questions, then asking, “so what?”

Then ask, “so what?” again.

Read on and look at how you can transform features into benefits in 3 simple steps.

Using The “So What” Effect To Transform Features Into Benefits

It may be clear to you why your business helps others. But, is it transparent for customers? Are the benefits readily apparent to someone who is seeing or hearing about your company for the first time?

Next, get in the minds of your customers and figure out why they should care about you. Ask yourself, “so what?” when it comes to what your business has to offer. You can get in the minds of your customers and figure out why they should care. It may sound harsh, but when it comes to people spending their money, they want to know that whatever they’re purchasing will solve a problem they already have.

Now that we’ve broken down the ‘so what effect,’ we can move onto the 3 things you can do to turn your business’ features into customer benefits.

1. Define Your Features And Omit Any Complications

When outlining your company’s features, it’s helpful to put yourself in your customers’ shoes. For example, instead of listing out everything you feel makes you unique, consider whether it may confuse your audience.

You want to avoid making your customers feel overwhelmed and confused at what you have to say. Define only the features that make your business stand out.

Next, strip away anything that makes your message too cluttered. Clear up mixed messages by doing the following:

Cap Off Common Features

Can a common feature be a benefit?

Let’s go over features versus benefits for a quick second. A feature is something your business or product has or can offer. A benefit is the resulting feeling or outcome a customer experiences when they use your service.

Now let’s place features and benefits into the perspective of a potential customer. If your business has something widely offered and can be found anywhere else, there is no use in listing these typical features. They won’t stand out or convince your customer to make a purchase.

Gain Attention With Distinct Branding And An Incredible Offer

Here’s your chance to rise above your competitors. Once you’ve defined what makes your business special and stripped away standard features, you have a moment to truly shine. With a unique brand voice and a more distinct message, you can count on customers remembering who you are and why they should choose you over the competition.

Delete Information That’s Too Detailed Or Complex

When looking at your company’s copy, your audience should easily understand what you have to offer without too many of the extras. Keep it simple. List features that benefit your consumers and not just you as a company. If it can’t offer value to your customers somehow, it probably shouldn’t show up at all.

2. Find Out Why It Matters (And What Makes It So Special)

Here’s where you need to break it down for customers with a straightforward explanation why your business is the better option.

It is essential to understand that you don’t need to bash or put down other businesses to come out on top. Spread the word about your business by showing off the positives in a way that keeps you on the high road.

You can use customer testimonials to show off what you do best. Create marketing campaigns and videos that reflect your personality in a fun and informative way. You can also strategize email marketing or other outlets to answer some frequently asked questions (FAQ) and set the focus on your business as a solution.

Remember when we talked about asking yourself, “so what?”

Here’s your chance to use the answers you came up with and decide whether or not it adds value to your customer’s life. Does it solve their problem? If not, it may be time to rethink and adjust until you find an answer that works.

3. Redefine Your Message To Highlight Your Customer Benefits

Now, you’ve defined your features and figured out why they matter to your customer. From here, you have everything you need to construct copy built around transforming these same features into benefits.

It helps to have an experienced group of copywriters to research, plan, and write the content you need in your voice and tone. A good copywriter will begin with an audit on your assets and pinpoint what could use some sprucing up. They will equally make a note of content that works well and infuse it into new copy.

Your copy will quickly take on a clear and more refined meaning with a few revisions and edits.

Finally, you can pose a question to your audience that ties up your refreshed messaging in a neat package. Think along the lines of…

Could You Use Snore-Free Nights?
Does Your Credit Card Offer Cash Back?

An intriguing question will cause your audience to think of an issue they want to solve or consider an easier solution to a problem they didn’t realize they had.

Once you’ve got your customer base hooked, you will be more successful at reeling them in and closing the sale.

Compelling Copy Leads To Conversions

Here’s the truth… Your business could offer the top choice on the market in whatever industry you’re in. However, weak or vague writing across your website, print assets, email marketing efforts, and so on destroy your credibility and force customers to go elsewhere – resulting in diminished sales.

Make sure your message is well written, professional, and executed consistently. Use a copywriting team that knows about creating copy that converts potential customers into a loyal following.

Does your business need a bit of a marketing boost through concise copywriting? Contact us today to have a chat about what your business needs to define your brand messaging.

When Was The Last Time You Updated Your Home Page?

Answer these 6 questions and spruce up your home page in 15 minutes (or less).

How to Focus Your Marketing Message For Meaningful Client Partnerships

Copywriting / By Lauren Jefferson / April 5, 2021 June 1, 2021

As experts in the marketing industry, we’re reflecting on a few older marketing messages and sales techniques that have faded away over the years.

For instance, cold-calling and door-knocking are not only used less today, but they are known for being a little too… in your face.

Sales styles aren’t the only thing that has seen a transformation.

After years of pitching to potential clients in a way that can be pushy and overbearing, businesses everywhere have stopped to think, “is this what my clients want?”

Spoiler alert: No!

Our point here? Stop focusing on your offer. Aim more toward the transformation clients see when using your product or service. Whether you use in-person sales tactics or conduct your business online, the way you speak should have notes of empathy and understanding.

Are you still stuck in your old sales ways, but looking for ways to shake it up?

Read on and find out why you should focus your marketing message for meaningful client partnerships using what is commonly called the “before and after grid” effect.

Build A Relationship Based On Trust

Now, let’s make something crystal clear. Forcing a client to buy something by making them feel uncomfortable or pressured rarely works out long-term. And while you may have made the sale, it probably didn’t leave any positive lasting impression on your client or convince them that their friends need to use you.

The key to creating lasting client relationships involves trust – cue the salesmen jokes about being dishonest. But seriously, it doesn’t have to be this way if you start your interactions with just a pinch of understanding.

Here are a couple of tips to start building a relationship based on trust:

Keep the focus on the client and ask about their life
Show your authentic self and don’t be afraid to show off your quirks
Give value without expectation of anything in return

The Problem With The Old-School Approach

We’ll go ahead and set the scene with a made-up scenario. Keep in mind: this hypothetical situation can apply to in-person and online interactions.

Say someone is looking for a blender because they’d like to start living a healthier lifestyle and make more smoothies. They’re looking for something simple, easy to clean, and light enough to move from counter to cabinet.

You may begin your marketing message pitch with the highest-quality (and most expensive) blender you have in stock. But it’s probably best that you don’t immediately get into its milkshake and ice cream blending features. Why? Because that’s not what the customer is looking for.

It also won’t help to describe the thirteen mix settings if your potential customer is genuinely only interested in one or two. Instead of purchasing the expensive blender, they might be put off by your marketing message because they don’t feel like they’re being heard or understood.

After feeling the heat to make a purchase, they are likely to book it and buy their blender somewhere else.

How to Focus Your Marketing Message For Meaningful Client Partnerships

Let’s imagine we’re facing the same scenario. However, we’ll approach our potential client with a fresh perspective and new marketing message this time.

Now, you take the time to ask them what they are looking for and why they need it. While your prospective customer speaks (or fills out an online form), you’ll use those amazing active listening skills of yours to come up with a solution that meets their needs and isn’t misleading.

While you’re selling your blender, use this opportunity to repeat their problem back to them in a few ways.

Then, you can simultaneously contrast with resulting solutions when they buy your blender. Give them a few options and communicate that they are the ones in control.

Not only will your customer feel heard, but they’ll also feel they can trust you without the sense of being pushed to make a decision right away.

Engage Your Potential Customer

Aside from your sales copy and the way you speak, you want to do as much as you can to engage your customers. A few other ways you can connect with your client base includes:

Offer Honest And Excellent Customer Service

Clients remember an exceptional experience as much as they can recall a bad one. And with 9 out of every 10 shoppers referring to online customer reviews before they buy, that’s a huge deal! Don’t hold back and go the extra mile for your clients.

That’s exactly why we post reviews on our website here.

Absorb And Value Feedback

Your public relations and marketing team can define your brand and get your messaging right where you need it to be. In some cases, they may even be able to monitor your reviews. But clients will only see your business differently if you consider their feedback (especially if it’s negative) and recognize areas where you can improve.

Be Human

Finally, connect with your customers on a human level. Remember our blog covering H2H marketing? It’s right here if you need a refresher. Clients who you’ve made a real connection with are more likely to remember you later on and recommend you to others.

Each of these sales tactics will keep your customer base close enough to reel them in, make a purchase, and turn to you for their future needs.

Create A Unique Selling Proposition To Refine Your Marketing Message

On top of the different ways you can engage with your clients, you should also figure out how to get your unique selling proposition across. This is also known as a USP.

If you aren’t familiar with this term, there’s no need to worry. A USP represents what makes your business special. You know what sets you apart from the rest and why your product or service is unmatched. But you need to be able to use that information!

There are several ways you can refine what your USP should be. For example, you can target:

How your product is made
Special certifications or accolades you have in your industry
Whether your product is biodegradable, environmentally friendly, organic, or natural

Using any one of these differentiators should point out a stark difference between you and your competitors.

A few examples of USP copy are:

30 Days With Better Sleep Or Your Money Back
Keeps Water Ice Cold For 48 Hours
Softer Sheets With Every Single Wash
The Only FDA-Approved Artificial Sweetener Out There

The goal of the final round-up of ideas is to create copy that solves the problem quickly, point out why you’re different, and make it snappy.

Have A Winning Brand Voice Guide

There’s a lot that goes behind your messaging in hopes of establishing meaningful relationships with prospects.

But you can come out on top when you have the tools you need to remain consistent and strong in your messaging.

We use our time to create Brand Voice Guides that lays out your client’s problems and how you can solve them. By doing this before we start on any major projects, we understand exactly who you are and what you offer.

Each one comes with a before and after grid. Here, we meticulously define what your customers go through before, during, and after they’ve gone through the purchasing process. It shows us the issue they have and how your business can solve it.Interested in your own Brand Voice Guide but don’t have the time to write one yourself? Contact us today so we can get started on building your brand the best way we know how.

Ready To Start Focusing Your Marketing Message For Meaningful Client Partnerships?

If you want to say good-bye to outdated sales tactics and focus on high-converting copy, let’s have a conversation.

When Was The Last Time You Updated Your Home Page?

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10 Questions Your Company Website Should Answer To Convert

Copywriting / By Lauren Jefferson / March 16, 2021 June 1, 2021

Do you feel your company website is written well enough to hold someone’s attention for longer than 5.59 seconds?

That’s how long it takes for most people to look at a website’s written content.

It’s not that long, is it?

But the good news is that it is possible to make your website copy short, clear, and attention-grabbing enough as long as you address these 10 questions your company website should answer.

What Are The 10 Questions Your Company Website Should Answer?

After visiting your company’s website, every single customer should know the answers to the following with ease of navigation throughout your site.

1. Who Are You?

Now, something you should understand straight right away is that Who You Are is different from your About Us.

Confused?

Don’t be!

This just means that you don’t need to explain the entire story behind your business right away on your home page.

But you should let people know who you are on the home page.

This section should explain who you are clearly and concisely.

For example, “We’re Moon Co., and we sell the softest eco-friendly 100% bamboo bedding to households everywhere.”

Now, this is a made-up company, but you get the point.

It’s short, immediately tells you what their product or service is, and states who the company is.

Your description doesn’t have to follow the example above exactly, but it helps to have a solid idea of who you are and what you can offer.

2. What Is Your Value?

Here is your chance to stop and think about what makes you special and what it is that you have to offer the world. Maybe you provide comprehensive dental services to patients in your area. But what else?

Perhaps you’ve studied newer treatments and specialize in traditional and modern braces for teens. Maybe you even take a wide range of insurance providers or are one of the only offices to operate during evening or weekend hours to better assist your patients.

There are a few things that could add value to your business. You just want to make sure you include it in your company website copy and on your home page so that it’s easy for visitors to locate.

3. How Will You Solve Your Customer’s Problem?

This is your chance to ask your audience questions on your home page about something you offer that they might not be getting already.

We can use our imaginary dental office and ask, “Does your dental office set their schedule around you? Are you tired of being left in the dark about treatment costs and fees (even though you have insurance)? Don’t you wish you could see your dentist after 5 pm or on the weekends? Now, you can…”

You’ve not only addressed someone’s possible concerns, but you’ve also brought up solutions to problems they might not have known they had. Questions like these can set you apart from the competition and put you on top.

4. What Do Others Have To Say About You?

We live in a time where testimonials and online reviews hold a ton of weight. According to a 2020 Local Consumer Review Survey conducted by Bright Local, “82% of consumers read reviews for local businesses.”

Testimonials and reviews make up your “online reputation”. Your online reputation depends not only on what others have to say about you but also on how you respond to negative reviews. Clients are more likely to change their negative review to a positive one or delete their negative review altogether if you handle it with kindness and professionalism.

Make sure your testimonials and reviews (especially positive ones) are shown on your company website in a prominent location.

5. Can Your Customer Contact You Easily?

Contact information for your business should be at the bottom or top of every website page. This way, no matter what area of your website your customers are looking at, they know where you are and how to reach you immediately.

Leave the guesswork up to the customer… They may just bounce from your page and look elsewhere for what they need.

6. How Much Does Your Product / Service Cost?

Whether you offer one product, several, a single service, or packages, your company website is a place you should be transparent about regarding how much you charge.

Now, there are always exceptions to this rule. But if a customer has to search for too long or jump through hoops to find out the answer for themselves, they may just turn to a competitor.

For example, you’ll notice we don’t have prices on our site for copywriting and content writing services. That’s because it’s impossible for us to give an accurate price for any given deliverable when we don’t know what the client wants. Our call to action is to book a discovery call with us… So we can learn what you need and provide a price!

If that’s you, say it.

That sets the client’s expectations.

7. Is There A Place On Your Company Website Where Can Someone Can Purchase Or Get Started?

Call to action (CTA) buttons should be throughout your website and definitely on your home page.

These are the buttons that say things like “Shop Now” or “Schedule A Consultation”. They are essential and should be easy to use by anyone. Again, make it simple, and don’t leave your audience confused.

Here are a couple of examples where you can include CTAs:

8. Can Your Customer Find Out More About You?

The section of your page that talks about you or your company should tell a story. Whether you have a long-standing history with your industry, a heartfelt beginning, or an inspiring anecdote, this is your chance to tell it to the world.

People love connecting with people, and people are more likely to buy something from you if they feel a genuine connection. Take the time to paint a picture of you or your business on this page, and you are more likely to see results.

9. Who Do You Serve?

Don’t be afraid to call out your customer. But let them know they are not alone or that you have the solution.

You can do this with a lighthearted joke:

“Is your snoring the reason your partner needs more coffee in the morning? If you are a heavy snorer with trouble breathing at night…”

You can also be more empathetic and ask:

“Is your snoring ruining your quality of sleep? If you are a heavy snorer, have trouble breathing at night, are overweight, or oversleep…”

These are some ways to call out your customers and make them feel seen, understood, and heard. Our goal when writing copy is for our readers to feel vulnerable. We need to communicate their needs and pain points effectively.

Another benefit of calling out who you serve is to qualify clients before they engage with your company. For example, if you say you want to work with mom-preneurs, then any other person who is not an mom-preneurs will move on their merry way.

That’s good!

10. Will Your Customer’s Information And Payment Be Secure On Your Company Website?

Customers want to know that their credit or debit card information, name, email, and anything else will be secure in your hands. By assuring your customers that their payment and data are protected, you build on your relationship and further establish trust.

This may sound simple but can make a big difference to your business and its value, especially if you operate as an eCommerce website.

Are You Ready To Start Writing?

If you’re ready to start writing, there’s no better time than today.

But maybe copywriting is not your calling…

It’s ours, so don’t even sweat it!

We hope this information helped you think more about what kind of copy you’re presenting to your audience. The best part is, these questions aren’t tricky or difficult. They’re questions you already know the answers to.

It may take a little magic to put them into words that flow and capture the attention of your current or potential customers. Need some help? Contact us today for your copywriting or content writing needs.

When Was The Last Time You Updated Your Home Page?

Answer these 6 questions and spruce up your home page in 15 minutes (or less).

Prioritizing Your Laundry List of Marketing To-Dos

Marketing / By Lauren Jefferson / March 9, 2021 June 1, 2021

As an entrepreneur, many things are pulling your attention – growing your team, serving your clients, keeping your books in order, and so on.

But what about your marketing?

You’re told to write a blog, send an email newsletter, create SEO content, post on social media, create video content, learn all the algorithms, paid advertising, speaking engagements, and the list doesn’t stop there.

But through the noise, do you feel like marketing experts think about you and your capacity (brainwidth) as a small business owner?

Here are some things you can do to start prioritizing marketing tasks.

Get Organized And Start Prioritizing Marketing Tasks

A great place to start is by making your dream list. Come on, let’s brainstorm together!

Ask yourself, what is your all-the-bells-and-whistles checklist? You know, the whole laundry list of marketing ideas you’ve ever wanted to implement. If you’re stuck or need some suggestions, you can:

Review your website copy. Does it still fit you and your company’s vision? Find a copywriter who can spice it up.
Are you getting any traffic? Use a writer who knows SEO to help.
Do you have social media followers? Work on a social media strategy that can boost sales for your business.

Now look at your list and ask, what is your more sensible barebones checklist?

This checklist is what you need to begin and get going on building your marketing strategy.

Whether you’re running the show or you have a team of helpful employees, there are some small things you can do to be productive and get organized.

ClickUp is an online task management tool that you can use to plugin projects you need to get done, set deadlines, assign tasks to staff, and so much more. Because it’s such a user-friendly system, prioritizing your laundry list of marketing to-dos is that much easier.

A Breakdown Of Marketing Strategies

Let’s talk about several marketing strategies you may have seen over time. Let’s determine if it’s something that you want to focus on and use for your business.

Blogging

If you don’t have an SEO strategy or you don’t have a lot of website traffic, blogging could be a useful channel. With blogs, you can kick up your ranking through SEO best-practices. Doing so gives your prime audience helpful information and a sneak peek into your industry.

Lead Magnets

Your traffic rate is reasonable, but you don’t have a substantial email list of current and potential customers interested in your services. Lead magnets can get you into your customers’ minds to find out what their pain points are and what’s important to them in a solution.

Call-To-Action

It’s okay to put your customers on the spot. Ask them for their email or create other ways to encourage them to take an action on your page. Use phrases like:

Subscribe
Sign Up
Learn More
View Pricing
Order Now

Landing Page

A useful landing page is an engaging and easy-to-read snapshot of your business and its services. It helps to lead a viewer to click and take them to the next step. Whether the page leads them to a phone number, email address, or order form – you want your customer to take action here.

Cheat Sheet Or Guide

Post a simple cheat sheet or guide informing others of your business model or the way you produce a product. This is a quick way to get them to understand more of what you do. Again, you want them to take action and reach out to you.

Video Or Audio

Think of a video or audio bite as a more modern version of a cheat sheet. Not only can you show off a bit of your personality here, but you’re also giving your audience a way to interact. By doing so, they are more likely to make an action on your page and seek your services.

Quiz

There’s nothing like a fun quiz to get an audience engaged and interested in signing up for future emails (check out this fantastic example here). Quizzes are an interactive way to get your audience to question themselves and realize they may need your help. Whether you want to lead them to make a purchase or sign up for your emails to reveal their answers, you really can’t go wrong with a winning quiz.

Email Marketing

Some lively and informative email marketing can help you turn your traffic into leads and eventually into buyers. A good email marketing strategy keeps subscribers in-the-know and consistently aware of your brand.

Social Media

It’s okay to start small with social media. You don’t want to overwhelm yourself with the idea of posting on all outlets every day. It’s better to create a stable community of advocates and promoters for your business little by little.

Paid Advertising

Paid ads can kickstart awareness of your business. This can help grow your following, traffic, regular subscribers, etc. It pays to invest in yourself.

What Are Your Marketing Priorities?

Keep in mind that you can do it without feeling like you need to do it all.

For this upcoming quarter, make a list of 3 things you’re going to do well. It could even be cross-sections of a topic (i.e. send one newsletter a week instead of full email marketing campaigns). Then determine whether it genuinely looks doable to you.

If you know the direction you would like to go in, but you’re struggling with writer’s block, take a look at our blog 11 Tips on How To Overcome Your Writer’s Block.

Check Us Out & Check Off Your Marketing To-Do List

We’ve listed some insights into what you should really focus on between all of the agencies, consultants, and experts so you don’t skip the important stuff. Make reasonable requests for yourself. Can you put out one email a month? One blog a month? What about one social media post a week?

As a small business owner, it’s important to be true to yourself, your capabilities, and your budget.

Need some help with your prioritizing marketing tasks or creating content? Give us a shout, and we’ll get you where you want to be – operating in a timeframe that works for you.

When Was The Last Time You Updated Your Home Page?

Answer these 6 questions and spruce up your home page in 15 minutes (or less).