You know you need to be in regular contact with your prospects. Whether it’s sending out a regular email newsletter or posting a blog, video, or podcast, we all need to be using some kind of keep-in-touch strategy.
The question is, what do you say and how do you say it in a way that people actually respond to without coming across as a pushy salesperson?
It’s not the easiest thing to do,
I will give you the key ingredients that I use when I create my weekly authority videos on the blog.
Each video does 3 things.
Those are the 3 things we want: attention, engagement, and action.
Nobody wants to consume your content.
Imagine yourself walking down the aisle of a drugstore as they stock the shelves with a brand new product – the “Wake-Up-Thin” pill.
The bottle reads, “Take two of these and wake up gorgeous in the morning. Guaranteed!”
They’d be sold out by the end of the day, right? That’s because everyone wants a magic pill.
What makes magic pills so appealing?
Do they take a long time to have an effect?
We’re all familiar with the term B2B. For your copywriting, though, I want you to forget it. Toss it out.
In your email marketing, there’s no such thing as business-to-business. It’s person-to-person. Even if the copy you’re writing is technically your business addressing another business, the conversation is still between you and the reader.
When we write copy, we’re trying to connect with our reader, and one of the best copywriting secrets I can give you is to write like you speak.
The ability to write killer marketing content is a skill that many of us dream of having. The problem for many coaches is that it never becomes more than a dream. With the right tools, though, coming up with compelling copy can be simple and fast.
The Fast Copy Framework is a tool we use in BlackBelt to do just that.
Think of the framework as an onion with three layers. The innermost layer,
We recently talked about the challenges many of us face when writing marketing content. These challenges aren’t unique to coaches.
Even successful authors face moments when writing is difficult – they struggle with writer’s block, fail to get a decent response from their work, etc. The methods professional writers use to overcome these challenges typically involve plowing through and writing more.
As coaches we don’t want to want to spend all our time writing.
The story goes that John Lennon and Yoko Ono were sitting in bed one day and Yoko said, “John, I really wish I had a pool.”
His response was, “Okay, I’ll write us one.”
He then wrote a song, performed it, and sold a ton of records, making plenty enough money to have a pool put in. John Lennon knew how important a few words written for the right audience could be.
You have the opportunity to write yourself a pool.
Think about some of the most successful TV series of the past 10 years – shows like 24, Lost, House of Cards, or Game of Thrones. These four shows couldn’t be more different in their storylines, but they’ve all been wildly successful.
What do they have in common? Why do audiences have parties every Sunday night to catch the newest episode or binge-watch entire seasons in one sitting?
Here’s the reason why:
At the beginning of each episode,
My very first lead magnet was called “The 10×10 Marketing System”. It was a stout, 47 pages long and took forever to write. In fact, it was taking so long that I sent out the email to make it available before it was ever finished.
Out of the 584 people I sent it to, 246 asked for it within 13 hours. Needless to say, we had to scramble like mad men to finish writing it!
That was years and years ago,
Marketing is compared to fishing a lot. At the risk of overusing the analogy, I think I can milk it for a little more. We don’t want to catch one fish at a time with a rod. We want to catch a bunch of fish at once, so we use a net.
Here’s the mistake we make. We try to market as broad as we can. We think that the broader our reach is, the more people we can attract.