Your Too Smart to Write Your Own Nonfiction Book

book with green landscape on pages. Magic book concept

I have collaborated a wide variety of nonfiction book authors and one thing is common across every topic.  The author is smarter than their target audience. You may ask, “What’s wrong with being smart?” “Too Smart for Your Own Good” I am sure you have heard the phrase “too smart for your own good” and it certainly applies to book authors who want to write and publish a book with minimal or no help from others.  It is a BIG … Continue reading

2016 Business of Article Writing

snippet of Feldman infographic

Ghostwriting is My Life Even though a growing number of my clients hire me to write webpage content and help them with digital strategy – a large portion of my life is spent creating articles for clients.  The bulk of these articles end up on a business blog. Felman’s post about bloggers is informative and his info-graphic really tells the story. The image in this post is only a small portion of Feldman’s info-graphic.  Click here to read the article … Continue reading

Copy for a digital audience is much, much more than proper sentence structure, grammar and all the things your teacher graded you on in school.  And, guess what…it is harder! I say it is harder, but that is not completely true.  In some ways it is much easier.  I know I am talking out of both sides of my mouth so let me explain: You are not held to any traditional, rigid rules of language at all. But, you are … Continue reading

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‘Blurred Lines’ between Sales and Marketing

The Robin Thicke, Pharrell Williams controversy is not the only place with “Blurred Lines”…

Merged Sales and Marketing Functions

Not so long ago, the roles of sales and marketing were pretty well defined.Lead Funnel Sales Process

  • Marketing Generated Leads
  • Salespeople Closed the Sale

If this is how your sales process works in your company, you probably have some changes to make.  You better make those changes NOW – – before it destroys your company.

Frankly, the sales process has already transformed into a blended system…or it’s probably failing.

Internet-Enabled Buyers have Control

Not only do the self-centered, information-hungry, narcissistic buyers control the buying process – they will never consider letting you have control again.  You have no choice but to respond to their way of conducting business.

Clear Trends in the Sales Process

  • All sources of new leads SUCK!  Whether you get your new leads from the internet, trade shows or face-to-face networking, it’s unlikely a new lead is ready for a sales conversation.
  • With ‘sucky’ leads being an every day occurrence, sales teams are struggling with making adjustments to the process.  Salespeople may try to pull out their best closing techniques and get treated like they have the plague.  Yet when they try to tone down their pushy methods, they still fail to speed up the sales process.
  • Business owners and marketing people try increasing the number of leads to increase profits and sometimes they get the opposite result.  You see, when a sales team has a larger number of ‘not ready yet’ buyers they end up wasting a whole lot of time trying to drag the prospects into understanding the benefits of your product or service.  Even if your team uses more updated methods of digging for the pain and offering a solution, too many of those digging expeditions are a total waste of time.
  • The solution to your pain in your sales process is to teach the sales staff to disqualify new leads as quickly as possible.  That’s right.  Get all those ‘not ready yet’ prospects out of the sales department and into a relationship building nurture campaign.  In other words, toss those time wasters back to the marketing department.
  • Marketing departments must take responsibility for efficient use of time and resources.  In many organizations, the sales compensation is a huge part of the company overhead.  Giving salespeople sucky leads and expecting them to convert to sales is at best over-optimistic and at worst delusional.  Get busy warming up these new leads with content to attract, engage and sell.  It’s called content marketing.
  • If you are a business owner or marketing person and you don’t clearly understand content marketing – it’s not your fault.  The power of this type of attraction process is pretty new to smaller businesses.  It has been proven to be profitable by the big businesses.

Bottom Line…..

The truth is, a small business can use this type of relationship development to beat every single competitor out there.  I can’t get into any details here, but I can do something better.

Contact me and let’s set a time to talk about your business and your goals.  I promise you the half hour we spend talking will be valuable to you.  I will not pressure you to use my copywriting company.  I will not try to enroll you in a new coaching program.

We will just explore what you are doing now and determine if you need to make some changes in your sales process.  I will even tell you ways you can market with content without spending a dime with me or any other marketer.

 

WHO are YOU anyway???

conversation bubbles with one unique one in red

BRANDING is… Branding is something any marketer will tell you is imperative to get noticed in a world where our consumers have the attention span of a fruit fly. Branding is a way to distinguish yourself (or your company) as unique and valuable to these attention-challenged decision makers. Branding sets you apart from competitors. Branding drives customer perception and attracts your ideal clients. Branding is really hard for most business people to develop.  A Five Minute Method for Branding As … Continue reading

Content Mistakes You’re Probably Making

Highway sign pointing to results

Content Done Wrong As I have mentioned in many posts, I am a hungry student of how content functions in successful small business marketing.  I found this post on ClickZ…one of my favorite websites covering marketing news.  I think it is wonderful. Top 5 Takeaways from the Article As I read the article, I have a big smile on my face.  All 15 of the insights are valid.  I picked out the 5 I like the best. (1) You Don’t … Continue reading

Learn What Emails Your Readers Want

email marketing in a cloud of digital media

Get Noticed in a Sea of SPAM and YAWN Lately, have you had a day where you didn’t get enough emails? Didn’t think so…I have suffered from email overload for more than a decade. So how in the world can email marketing get through to the readers? How can the Direct Marketing Association report ROI rates of 4,300% from email marketing?  In fact, if your target customer is between the ages of 45-54, a full 71% have purchased as a … Continue reading

Grab Your Website Visitor like it’s 2015!!!

The words This Changes Everything in 3d letters on white

Visitors Want Your Website to be EASY!!! Ease is the number one thing people want to experience when they find your website. They want it to be easy on the eyes and attractive. They want it to be easy to find what they want. They want it to be easy to navigate around in your site. They want it to be easy to read with as few, clear, concise words as possible. If you don’t provide these four things – … Continue reading