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The goals of an e-book are to show your expertise on a given subject in hopes that someone will purchase your services. E-books are usually given away when a prospect submits their email address to build an email list. The book explains how to do something like publish a book improve your SEO, help customers gain a new understanding, and bring new customers to your business.
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How To Do All of Your Marketing Successfully Without Spending a Dime
Short answer: become a writer. With social media and the internet, you can literally do all your marketing yourself without spending any money. Of course, you have to give up your time to do it but before I get into the details of what that entails, let’s talk about how social media and the Internet can let you do it all for free. This book will show you how to create the content for your website and all the pages in it, including your homepage, services, about, contact, and any landing pages you’ll need. It will also show you how to use social media to your advantage:
- which social media platforms are just for your groups
- which ones will expand your groups and grow your customer base
Even if you eventually decide to get my company to do it for you or another company to manage your marketing, you won’t be blindly handing it off and trusting they’re doing a good job. By reading this book, you’ll know and understand the best approach for marketing and will be able to direct and work with those marketing companies more efficiently instead of just letting them do their stuff.
Start With the Foundation (from Which You Can Promote)
Your website is the home base, your storefront, for most companies. It’s the place your customers come to connect with you and buy your products. It’s also the place from which you send out most of your marketing. It is important that your website has the basic pages that everyone looks for when they scroll through the website.
- Home Page
- Services/Products
- About
- Contact
Those pages, or variations of them, are the ones people look for. Depending on your business, they can be a little different, plus you could have many more pages such as a store, policies, blogs, etc.
Most websites are fairly static and don’t change much, so once you have all the content written for it, you can start focusing on your other marketing. To be successful, your company needs to be sending out marketing material in different forms on a regular basis. Your website might be okay not changing that often, but that’s only if you have other forms of marketing getting the word out.
Consistently Write About My Business? That’s Not Possible… or Is It?
Many companies have been pretty good at sending out social media posts on a regular basis, but they hire someone else to do it and then leave it to them to find content. Often, they simply send out product information. Boring. Have you ever been to a party and a guy keeps talking to you about the same boring thing, over and over? When that happens to me, I quickly scan the room to see where else I can go. The same is true on social media. Tell me something interesting. Tell me something different. Change things up.
When you get someone else to do your social media, that doesn’t mean you can slack off. Give them anecdotes about the business, staff, or industry. Tell them about its history, or about special things that the staff have done in the community. Or what about tips or tricks in the industry that most people don’t know? It’s not a press release (unless it is). You don’t have to post new stuff every time. If you did that, you would be pushing sales. That doesn’t work in social media. You have to be interesting. How do you do that? There are many ways:
- Tell an entertaining story
- Give valuable information
- Solve problems for people
- Be funny
- Present trivia (people love trivia)
I once worked at a business whose founder created the first home satellite system in North America. But it took me years to convince the company to promote that. Once they did, they put it everywhere. It gave the company authority as a satellite equipment manufacturer.
The owners and engineers in a business have a wealth of information that they don’t know what to do with or how to present it. They don’t even know it’s valuable or entertaining most of the time. In the next chapter, I’ll show you how to plan out a series of posts, interview the experts, and write the blogs. Here’s a secret. Copywriters don’t have to know how to write like an English teacher. They just need to know how to write like we speak – conversationally.
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