Copywriting tips for online marketing success
I discovered Copyblogger today. Wow. If you’re interested in copywriting for online marketing, this blog by Brian Clark is a fabulous resource. Be sure to read The Best of Copyblogger in 2007.
Thanks goes to Andrew Daum of Riffs and Rants on Life, Liberty and the Pursuit of Happiness for pointing out Copyblogger. Andrew’s blog is another great find this morning. Too good to keep to myself!
The top three elements of an effective proposal
I discovered Dr. Tom Sant and the Sant Corporation several years ago when I was heavily involved in proposal writing. Dr. Sant is a leader and innovator in the proposal writing field and the author of Persuasive Business Proposals. 
I highly recommend this book, as well as Sant’s amazing proposal generation software (ProposalMaster) that helps you create persuasive proposals. Working with Microsoft Word, the software guides you through a series of screens where you select relevant content to easily build your document.
Do you know the most important elements of an effective proposal? See if you can pick the top three from the following list:
- Accuracy of the content
- Addressing the customer’s needs and objectives
- Addressing the requirements of the RFP
- Case studies / success stories
- Clarity of the writing
- Completeness
- Compliance
- Conciseness
- Cost justification / ROI / Life cycle cost analysis
- Facilities section
- Graphics
- Management plan
- Pricing
- Prior experience
- Project plan
- References
- Resumes
- Technical innovation
- Technical plan
- Vendor’s history / capabilities / experience
According to Sant, the three that seem to matter the most are:
- Addressing the customer’s needs
- Addressing the requirements of the RFP
- Cost justification / ROI /Life cycle cost analysis
“People want to know that they’re getting what they need, that you’re going to deliver it in a way that conforms to their expectations and technical requirements and that will offer good business value. The other stuff? Background support. Substantiation. Sometimes a reason to eliminate a vendor. But ultimately not as important.” (from What Matters the Most in Winning, Sant’s Messages That Matter blog).
Learn more about the Sant Corporation
Be sure to sign up for their free e-newsletter. It always contains practical advice you can use immediately to write winning proposals.
Know the difference between marketing and sales
Do you know the difference between marketing and sales? If not, read on. Knowing it (and acting on it) may mean the difference between success and failure. This tip comes from coach and success strategist Philip Humbert.
Many people have pointed out the distinction between marketing (making people aware of you and your business) and sales (closing the deal). It’s always critical to know which is which, and to use skills appropriate for the situation.
Recently, I’ve seen business people using far too many marketing strategies and impatiently wondering why they weren’t creating instant results. I recently consulted with one local business that has tried 9 different marketing strategies in the past year, “but none of them worked.” No wonder they and their potential customers are confused!
My coaching was that all of the strategies seemed viable, and any of them might work well IF they picked one and used it consistently over time. The owner’s problem is that (1) he doesn’t want to choose because he fears he’ll choose the wrong one, and (2) he’s eager for his marketing to produce rapid sales, which is a mistake.
Marketing is primarily intended to create brand recognition and give you the opportunity to make sales in the future. Sales is the art of helping a qualified prospect (who is already interested) to buy right now. They are different processes and they require different skills.
Be clear about your marketing strategy. Pick one or two strategies that come naturally for you, and that you enjoy. Use it over time — months, years, even decades! — to give yourself the opportunity to make sales down the road.
Then, know and use appropriate SALES techniques when the time comes. When a qualified prospect inquires about your goods or services, know how to close the deal, but don’t expect that every MARKETING conversation will lead to immediate sales. Knowing the difference is a key to long-term financial success.
Copyright 2007, All rights reserved. Philip Humbert.
Contact him at www.philiphumbert.com or Coach@philiphumbert.com. Sign up for his free TIPS e-newsletter.
Put a Google map on your site or blog
Now you can add Google maps to your Web site or blog in just three easy steps! No need for fancy programming. Just copy and paste a snippet of HTML.
Here is a map of our business address:
Latest project: New directory for Anthem, Arizona restaurants and eateries
Introducing AnthemAZRestaurants.com — a new directory featuring restaurants and others places to eat, drink, snack and dine in Anthem, Arizona.
All eateries get a free basic listing. An Enhanced Listing subscription, which includes an optional Menu page and Specials page that subscribers can update anytime, can be purchased for 6-month and 12-month contracts — for about the same price as running a classified ad in a newspaper. This is a sizzlin’ deal!
The Web site uses a Content Management System (CMS) from Interspire, a wonderful company Down Under. If you’re looking for a full-featured, easy-to-use CMS, check out ArticleLive.
Let us know what you think of the new directory!