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    Asking Customers for Reviews of Your Services on Google Business Listing

Asking Customers for Reviews of Your Services on Google Business Listing

Having customer reviews of your company’s products and services on your google business listing on google search and google maps will have a major impact on how you’re perceived by future customers and will also boost your google ranking.

Potential customers want to see what others have said about you before contacting you. It’s also important that you stand out from your competitors.

You may be fortunate enough to be receiving unsolicited customer reviews on a weekly basis. However, if this is not the case there is no harm in being proactive and asking for a review.

Requesting Reviews from Customers

Future customers – ask verbally if they would be happy to write a few words and follow-up by email or text to remind them.

Past customers – send an email or text to all of your repeat customers and any others that you know were happy with your services. It’s obviously not a good idea to send your request to anyone who might write something negative.

Thank them for their custom and tell them how much you value them as clients. Explain that your goal is to provide the very best service and that you’re always looking for ways to improve. Ask them for a few minutes of their time to give their feedback as it will allow you to improve your service.

Make It Easy for Them to Respond

The last thing you want is your valuable customers spending unnecessary extra time completing this request, so make it easy for them to do so. Include a hyperlink to the review section of your google business listing in your request.

You can also add a sentence to your email signature (with a hyperlink), which will automatically appear in all correspondence and act […]

By |August 24th, 2017|Digital Marketing, Marketing|Comments Off on Asking Customers for Reviews of Your Services on Google Business Listing

What makes web copywriting compelling?

Business to Business (B2B) Web Copywriting

Are you looking for a great idea or some inspiration to make your web copywriting compelling? Do you need words to move and inspire your customers? Words are powerful in any business, but only if you use and implement them in the right way.

Understand your target audience

It is important that you understand the make up and buying habits of your potential customers. Why do they buy from you? Why do they not buy from you? You can also look at the demographic profile of your existing customers. What are their job titles? Are they from any specific industry sectors or geographical areas? So that you can set the right style, tone, language and vocabulary for your copywriting.

You can also read trade magazines, periodicals and blogs from that industry sector to get a better understanding of the reader’s language. Your copy can then be tailored to make the reader feel that you are addressing them personally.

Attention grabbing headlines

Your website copywriting can be the most compelling and persuasive ever written but if you don’t have an equally powerful headline to entice your readers it won’t be read.

Short punchy sentences and paragraphs

Most readers will skim read your text as they do not have the time to read everything. So use short sentences and paragraphs, using sub headings and bullet points, to quickly and simply explain, what your product is, what it does and why it will be of interest to your readers.

It is also important to put as many benefits (not features) of your product or service in the first paragraph to hook them in. If they then decide that it is interesting enough to read more, they can then click-through to the supporting pages containing all the facts and features. […]

By |September 20th, 2013|Copywriting, Marketing, Web Copy|Comments Off on What makes web copywriting compelling?
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    What is a B2B copywriter and why do you need one for your business?

What is a B2B copywriter and why do you need one for your business?

According to Wikipedia “Copywriting is the act of writing copy (text) for the purpose of advertising or marketing a product, business, person, opinion or idea. The reader of the copy is persuaded to buy the product advertised for, or subscribe to the viewpoint the text shares”.

In the case of B2B (business to business) products and services are sold from one company to another, as opposed to being sold directly to the end-user as in B2C (business to consumer).

Essentially, a B2B copywriter is someone who specialises in writing “words that sell”, and who can turn mundane “just acceptable” words and sentences into powerful, persuasive copy that connects with readers and compels them to act. This is not a skill that is learnt overnight. It takes many years of business to business writing to perfect.

It is very easy for businesses to feel that they could and should be writing their own copy for their website, brochures and other sales materials. In fact one of my customers explained that they had spent a month writing their own copy for their first website. During this time they had focussed all of their efforts on writing copy and it had completely taken over their lives.

This meant that they were distracted from their core business activities necessary to build their business and gain new customers. At the end of the month they had finally finished their website but still had no clients.

Two months later they had only received a few enquiries through it and finally came to me through a recommendation. I was able to rewrite the copy for them and their business has now taken off. The moral of this story is that although it is tempting to think that by doing it yourself it will save you money, in the long […]

By |September 6th, 2013|Copywriting, Marketing, Web Copy|Comments Off on What is a B2B copywriter and why do you need one for your business?
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    Email marketing campaigns can be cost effective but do they get results?

Email marketing campaigns can be cost effective but do they get results?

Once you have built up a mailing list of “opted in” prospects and clients, reaching them through email marketing is extremely cost-effective, as you are cutting out the design, print, mailing house middle men, normally associated with direct mail. However, this list must be continually kept up to date with “opted out” and change of address of contacts before each use.

Even when you are emailing your own database there will still be a large percentage of recipients who will not open your email to read your offering. So what can you do to rectify this situation? What day of the week and time of day are you sending your emails? Are you using a third-party mailer?  Has you IP address been blocked by any internet service providers?
Email marketing is complex undertaking fraught with potential hurdles to overcome but done properly it can produce very positive results for very little investment of time and money.
The first and most important part of your email is the heading so getting it right is absolutely critical. You will have a second for the recipients to decide whether to open or delete it, so a short punchy sentence will have the most impact.

The body copy of the email must be attractively laid out with plenty of white space and the first sentence and paragraph should be full of benefits and hooks to compel the reader to read to the end and respond to the call to action at the bottom of the page.

Although, you will of course receive responses to your first email marketing campaign the majority will need to receive a further two or three updates and reminders before acting. Emails are a productive and lucrative way of developing your business.

By |August 23rd, 2013|Copywriting, Email Marketing, Marketing|Comments Off on Email marketing campaigns can be cost effective but do they get results?
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    What is the best way to find a B2B copywriter for your business?

What is the best way to find a B2B copywriter for your business?

Are you looking for a freelance B2B Copywriter that specializes in your industry sector and understands your language or are you more interested in someone with a general business background that could bring a fresh perspective to your business?

Have you been recommended someone in particular or are you relying on the internet? A google search for “freelance B2B Copywriter” will offer a multitude of possible people. So what criteria should you be using to narrow it down and find the perfect writer for your business?

There are a number of options including agencies, copywriting companies and freelancers. However, without the benefit of a personal referral or recommendation the internet can seem a bit like looking for a needle in a haystack. Your search can be broken down by industry specific experience or someone who specialises in websites or sales letters etc.

With only the website to go on what should you be looking for?  Essentially a well laid out website with information that helps you reach your goal as quickly as possible is a good start. The answers to these questions should also help?

Does the website contain copy that connects with you?
Is it written in simple but persuasive language?
Is it clear what services they are offering?
Is the home page full of benefits as opposed to features of their products and services?
How compelling is their offering?
What makes it stand out from the rest?
Does the home page have a powerful call to action?
Do you feel obligated to find out more by clicking to the services, portfolio and testimonials page?

As you can see seeking out a suitable freelance B2B Copywriter for your business on the internet is fraught with potential obstacles and uncertainty but a number of checks can be done to help you in your endeavours.

By |August 9th, 2013|Copywriting, Marketing, Web Copy|Comments Off on What is the best way to find a B2B copywriter for your business?

Which is the most effective print advertising or inserts?

The purpose of using a magazine or periodical to promote your product or service is to reach your prospective target audience in the most effective way possible. However, should you be looking at print advertising or inserts?

Print advertising is very effective if it is in a prime slot in the inside pages or next to relevant editorial (not your own) in a popular magazine or periodical, preferably with a paid for subscriber base. The headline and copy should be powerful and seductive enough to grab your reader’s attention and compel them to act. To achieve this your web address and telephone numbers should feature prominently in the advertisement.

A promotional flyer or brochure inserted into a magazine will normally have a greater impact, as it is something that the reader can physically interact with, although it does have some cons. For one magazines and periodicals are normally passed around an organisation, so advertising will have a higher potential readership, as inserts will normally be read and discarded by the first reader.

However, from my own personal experience of using magazines and periodicals to promote my services over the past 20 years, a promotional flyer insert has always received a higher return on my investment, second only to a promotional flyer and sales letter being mailed directly to a named prospect.

Once again copywriting is the key to the success of the flyer or brochure. The headline must have a strong hook to grab their attention and the body copy compelling and persuasive with lots of benefits and a powerful call to action.  There are of course associated charges including design, typesetting and printing, which are not necessarily relevant to an advertisement. So the costs should be looked into carefully.

Whichever you decide to use it is important that it is part of a marketing strategy, that should include placement of a series of […]

By |July 26th, 2013|Copywriting, Marketing|Comments Off on Which is the most effective print advertising or inserts?
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    Newsletter Copywriting – Keeping in touch with your customers

Newsletter Copywriting – Keeping in touch with your customers

Have you ever considered starting your own B2B newsletter to communicate with your customer base and draw new users to your website?
Is it still on the back-burner due to other work commitments?

Are you concerned about the commitment to come up with stimulating newsletter copy on a regular basis?
Newsletter copywriting can be outsourced to a B2B copywriter for a minimum fee. The cost involved will be paid back ten times over for the opportunity to keep in touch with your prospects and clients in the most unobtrusive way.

If you can give them useful information and news, which will help them to attract and convert more clients and keep them up to date with developments in their industry, they will look forward to receiving it every week. The added bonus is that it will also give you the opportunity to remind them of your existence and keep them updated on your product and services.
It’s a proven fact that prospects sometimes need three to four reminders before buying from you so this is an ideal way of keeping them in the loop.
It is very easy to set up as there are many templates available on the web. There is also software available to help you manage the subscribe and unsubscribe requests functionality, and very efficient email marketing service providers such as Mail Chimp and Aweber to manage your database and send out your e-newsletters for you.

It is also a very efficient way of capturing contact details of prospective clients. You could offer a free e-book or the chance to win something as an incentive for them to subscribe.


By |July 12th, 2013|Copywriting, Marketing, Web Copy|Comments Off on Newsletter Copywriting – Keeping in touch with your customers

How to overcome B2B writer’s block

B2B Copywriting can sometimes be challenging enough without the added headache of being literally lost for words. So what is the best way to overcome writer’s block?

The first thing to remember is that your writing skills are secondary to the message that you are trying to get across. Make sure it is light, easy to read and engaging, to connect with your readers.

Like every good story your message should have a beginning, a middle and an end. If you structure it this way it will make it easier for you to break down your copy into easier manageable blocks. It should start with an introduction and end with a summary, and the middle is content.

Here are a few questions to ask yourself to help prompt you into action.

What makes your product or service different or unique?
What makes it stand out from your competitors?
How will it solve the problems and challenges that your prospective clients are facing?
Will it allow them to automate part of their business?
Will it make them more productive?
Will it save them money?

Asking your readers questions will prompt them into thinking about their needs and help them to identify challenges they had not previously thought about.

Whether you are copywriting for your website, sales letter, email campaign, brochure or advertisement they all need a powerful attention grabbing headline. This will be a short and compelling message to hook them into reading the rest of the text.

Asking them a question about an existing problem that they are facing is a good grabber. For example if you were an IT Security company you could ask “Is your website and firewall secure from outside attacks”? You could them explain the benefits of your product and how it will solve their concerns and protect them from attacks.

Alternatively, if you were a Cloud Computing Consultancy you could ask “How reliable is your network service provider”? Most network service providers promise […]

By |June 28th, 2013|Copywriting, Marketing|Comments Off on How to overcome B2B writer’s block

How to find credible B2B research sources on the web?

One thing a copywriter needs to know is just how trustworthy information found on reference sites used to research client’s industry sector is. So how do you find credible B2B research sources? Well the simplest answer is for the copywriter to have had experience in that industry sector, as they will have read and utilised the media in question for marketing purposes over a period of time.

A good example of this is my own personal experience working in the IT, Technology and Telecoms area. I have subscribed to both the print and online versions of Computer Weekly, Computing, CBR, Information Age, Total Telecom and for a several years, and I am very aware of the pros and cons of each. I would not hesitate to use any of them to research a particular product or service, for a client, to make sure that my copywriting was factual and up to date.

I am also aware that there other credible technology research organizations such as Gartner, Forrester and IDC that I could also use.

However, you won’t always have the benefit of industry experience to help you, so what is the answer? Most large publishing houses such as Reid, VNU and Informa publish both on and offline media in a number of sectors, from Food Manufacturing to Financial Services, so they will be a good place to start. In addition, all industries have recognised Associations and Trade Bodies that you can contact or research on their websites for reference points that they recommend.

An important skill when researching is the ability to decide if the article has been written impartially by an unbiased writer. Alternatively, if it’s sponsored by a commercial entity whose main aim is to promote the product or service for their client, and may turn a blind eye to some its shortfalls. For example, an article exalting the benefits of Unified Communications without mentioning network performance issues such as latency and jitter would […]

By |June 14th, 2013|Copywriting, Marketing, Research|Comments Off on How to find credible B2B research sources on the web?

The Secrets of B2B SEO Copywriting

A high-ranking on search engines like Google is a top priority for all companies, but how achievable is it? Google have recently revised their SEO criteria. It is, therefore, very important that you keep up to date or risk finding yourself on the bottom rung!

There is a school of thought that SEO Copywriting involves placing as many “key words and phrases” within your text to trick the search engines into giving you a high listing. Although this may have worked five years ago it certainly won’t help you now. Today’s search engine criteria calls for a much more subtle approach.

This includes placing one or two keywords in your text to appear normal and unnoticeable to the reader. This with well written, informative, newsworthy and original copy will stand a far better chance of being placed in a favourable position by the search engines.

If your copy includes excerpts from other internet sites and sources it will receive a very poor rating, and in some extreme situations could be penalised.

It is, therefore, very important that your copy is fresh and original. So if SEO copywriting is not your strong point it is seriously worth considering outsourcing the writing to a professional copywriter. As the return on investment you will receive from more hits on your site will pay for the copywriter ten times over.

By |May 31st, 2013|Copywriting, Marketing, Web Copy|Comments Off on The Secrets of B2B SEO Copywriting