Professional Copywriting – Outsource it and Save Mental Energy

Specialists dominate our economy, whether online or in the “real world”. There’s a reason for this and it’s pretty simple: we recognize that no one can be an expert at everything. For example, baseball pitchers can’t hit; quarterbacks can’t catch; public speaking coaches aren’t dieticians. And, more important for us today – none of them are or excel at professional copywriting.

Now, when it comes to types of copywriting, there are several areas where professionals will specialize. Some copywriters focus on website copy. Others spend their time creating landing pages and sales pages (and some of those go further, specializing in products over services, and vice versa). Some writers are great at creating emails and newsletters for you and some are great at writing blog posts for you.

Finally, there are the ghostwriters. These are specialists who can write “in your voice” and can speak to your audience in ways you simply can’t. They are excellent collaborators who can literally write a book for you. They can also generate high-value opt-in content on a variety of subjects you can give away to build your email subscriber list.

Stop Wasting Mental Energy on Onerous Tasks

Did you know there is an increased cost to doing tasks that you struggle with, or simply hate to do? Besides the time wasted and the focus diverted from areas where you excel, there is a huge price to pay in mental energy!

Entrepreneurs and small business owners are often proud of their ability to multi-task, taking on any challenge that affects their business at any time and dealing with it effectively. But there’s a real cost to working this way, in both emotional and mental energy that is physically draining.

Why? Because, as explained in an article at PsychologyToday.com, “Apparently, the human brain is not designed to be able to do two or more things at once.” This is especially true if the tasks are difficult or dreaded.

Further, “Multitasking involves two distinct stages: one is goal shifting and the other is rule activation. Goal shifting consists of deciding to focus on another task than the one you are currently [working] on. Rule activation consists of turning off the ‘rules’ for one task and turning on the ‘rules’ for another.”

What does all of this have to do with outsourcing copywriting for your business?

If you find writing particularly difficult and taxing, you're wasting mental energy that could better be used to – oh, maybe get more clients – or devote more time and energy to the ones you have.

Why Outsourcing Copywriting Makes Sense

Spending so much time and energy on a task that you find especially burdensome doesn't make sense. We’ve supported some great clients who simply stretch themselves too thin and wind up exhausted, physically, mentally, and emotionally. Too many of them get that way because they hate writing copy, emails, and lead magnets instead of focusing on acquiring and servicing clients.

It makes sense to stop wasting your valuable time and outsource that work to others who can do it faster and more effectively. And we can help!

Do you still have questions? We can help with that too. As a business consultant to the trade, Ted is familiar with and can introduce you to a professional copywriter or two who can help. Simply… Contact TD Fall today.

Getting People to Buy Once They’re Ready

Once you get the answer to the  question “Why do people buy?”, you still have to ask yourself, “How do I get people to buy from me once they’re ready?” To get that done, you must help your target audience learn about the products or services you have to offer in a way they can relate to as the answer to the age-old question, “What’s in it for me?”

In other words, regardless of the features (or the number of them), what they care about more than anything else is what they will gain from doing business with you; the benefits your products or services offer them. These are the only things your marketing message should be about.

Saying this is one thing but how it works in the real world takes some explaining.

Real-World Sales Tips

• Sales Example #1: Auto sales is a great real-world example because the product can be loaded (even overloaded) with features, yet most consumers will take those things for granted. The technology of the engines, transmissions, and electronics used in modern vehicles has become so reliable that buyers rarely ask about them these days.

What contemporary car buyers tend to care about most are comfort and price. They usually want every luxury item available while paying the basic price. Of course, wanting both of these things makes little sense so the question becomes, how can the sale be made when the potential buyer wants all the extras but is only willing to pay the minimum price?

The answer to that one is impossibly simple yet seemingly impossible. Building value in the features the customer wants is the only way to defeat this type of thinking because value overcomes objections about price. In fact, it’s the only thing that will. And that is the key to making a sale – when the value is greater than the price, the sale is made.

• Sales Example #2: Personal and business coaching have become incredibly popular in the age of internet marketing and virtual services. From life coaching to nutrition coaching; from personal training to health and wellness coaching; and from career coaching to business start-up coaching as well as many others, the number of online coaching services has grown exponentially over the past couple of decades.

The best online coaches can offer services packed with features yet, if the benefits of these features are not clearly defined, few prospects will be willing to buy. Again, if the value of the benefits exceeds the price, your prospect becomes a buyer.

Creating a Marketing Message

Back in the day, when pretty much all selling was done face-to-face, the message was far easier to convey (at least in theory). It was easier to build trust when looking someone directly in the eye, just as it was easier to show one’s expertise. By contrast, and with something like 2 billion websites worldwide, today’s virtual world is impersonal and detached.

This is easy to forget for those of us who work virtually on a daily basis, so it’s important to remember that such an environment requires extremely personal messaging if you hope to build trust and value. And, if you want to get people to buy, that message must be heavily benefits-based.

How can you put the ideas in these two sales examples to use for your benefit, as an interior designer or furnishings dealer?

If you're searching for help with answering that question for yourself, Ted remains available with real-world experience as a business consultant to the trade. To find out more… Contact TD Fall today.

Being an Expert Can Be Dangerous to Your Messaging

While it’s not particularly flattering to admit, we all tend to seek approval from others. Being an expert in a particular niche, that sort of confirmation will most commonly come from others in your field. OK, so?

It should come as no surprise then that those with similar interests find comfort and support by associating with each other. Educators tend to associate with educators; online coaches tend to hang together; website designers and marketers are often most comfortable with others of a like mind. Whole industries can become exclusive and the subjects of discussion among experts climb to higher and higher levels.

In fact, this is the very reason industry-related associations exist.

The danger with such insular relationships is two-fold: first, that our view of the world can become dangerously narrow, and second, that we may forget who butters our bread – those with less knowledge.

Why Messaging is So Critical to Online Marketing Success

Receiving support from other experts is rewarding but, what happens when you're thrown together with a group of laypeople – or just one, a potential client?

Both clients and prospects will commonly voice a desire but, because they lack the base of knowledge to make it happen, they search for an expert. In the “information age,” they’ll jump online to search for solutions but will surely need more.

That is where you come in. And, that is where your experience, your respect for them, and their efforts to learn, will enable you to deliver a message that will resonate with them – and help you close more clients.

While you obviously can’t “know too much” about your area of expertise, you must always be mindful that most of your clients and prospects will know far less. It’s your job to help them learn what they need to make an informed buying decision.

When you're able to use being an expert to help them, the fact that you're the one who did so should take care of the rest. (That is, closing the sale.)

Need Help with Your Messaging?

If you need help transitioning from being an expert designer to being someone who can clearly articulate your marketing message, Ted may be able to help as an expert in business consulting to the trade. To find out more… Contact TD Fall today.