Make every word a force for good
A blog to help you deepen relationships with your clients in ways that make them richer for knowing you.
How to listen to your ideal client
My Spring work desk I'm in the middle of working on a client's website, right at the part of the process where I'm pouring over every testimonial - and this coach has a lot of glowing testimonials! But, like most entrepreneurs, not every testimonial on her list is from an 'ideal client.' All of these clients loved working with this coach, and got a lot out of the experience, but not all of them fit into the parameters of the people this coach is currently trying to serve…
Proving Copy Works is Hard
I've had a flush of new clients this week, which is so exciting. But, since they haven't come through my usual word-of-mouth network, sent on the winds of enthusiastic recommendations (as most of my new clients are), I've had to do more 'convincing' than usual. In marketing-speak, they're cooler leads. Warm leads are ones who come in already 99% sold on working with you…
Show Me the Damn PRICE
On my way to the bathroom in Nordstrom: "Oooh, look at the 1940s throwback!" Sales pages: I'm calling you OUT. I just read a sales page that was not only written by one (or two) of the best copywriters in North America, but was written FOR copywriters - to go to a copywriter convention. The long-form sales page followed all the rules. It's eye-catchingly colorfulThe header copy makes a big, bold promise that speaks to a HUGE (and deeply desired) benefit…
Blogger's Block
How hilarious is this stock photo? What are you DOING with that pineapple? And the giant graph paper? And the scissors? WHYYYYYYYYY????? You've probably noticed, but I don't update this blog regularly. That's a big no-no for SEO and marketing. The whole idea behind a blog, from the SEO/marketing perspective, is to bring in prospects by waxing poetic on specific keywords for your chosen niche - like "copywriter for coaches" (see what I did there? In the first paragraph too…
I just sent a client elsewhere (and it felt great)
I've got 11 minutes between my client-prospect call and a call with a lovely former client, and I just had to share this experience, because I'm glowingly pleased. See, I really enjoyed talking with the client-prospect. She's everything I hope a client will be - smart, funny, thoughtful, articulate, MOTIVATED! We totally clicked. And she found me with my shiny keywords: Copywriter for coaches. Hurray SEO! And then I sent her elsewhere…
