This morning I received an email from someone who has set up a site devoted to “writing for coaches.” We’ll call the author “X” to protect the guilty — and the nave. Here’s what we can learn from X’s mistakes.
1. X sent the email to twenty email addresses at once — listed in an open “cc,” not “bcc.” As a result, anyone who replies to X with “reply to all” will send a response to everyone on the list. More important, the privacy of the recipients was violated.
Better: Use bcc when sending anything to a list of unrelated participants.
Even better: Use software that customizes the greeting. Mine would read, “Dear Cathy:” Or take time to write ten or twenty emails yourself.
Best: Don’t send any unsolicited emails to strangers!
2. X did not do his research. If he had visited my site, he’d have found about fifty “Free Content” articles. I’m absolutely, positively not in his target market!
Better: If you’re going to take the trouble to offer an email campaign, do your research and hand-pick the recipients.
Even better: Instead of starting with a sales pitch, ask a few friends if they know anyone who might be interested in your services. Best: Hire a coach or consultant who knows your target market.
3. X’s concept is unclear.
Is he offering to ghostwrite articles? If so, then he’s offering a big-ticket item. Ghostwriting ranges from a low of $50 to several hundred dollars, depending on length of the article and professional credentials of the ghost.
Is he offering to sell articles where he is identified as author? Dozens of websites and discussion lists offer high-quality free articles by topic experts. Who’s going to pay for an article by someone whose tag line is, “I write articles for coaches?”
Better: Find a target market and identify what you will sell to them — and whether they need what you offer. Best: Be exquisitely clear on what you will offer — and check out all the implications.
4. X’s email began, ” I am writing to you because I read your bio and found that your approach to coaching is in alignment with my values and goals.”
Aren’t we being a little presumptuous here? Are all the twenty or so folks in the “cc” section of this email also in alignment with X’s values and goals? I think most of them would insist they are not aligned with me in any way, and they’d be right. And just what do those words mean, anyway?
As a minimum: Don’t insult or patronize me — and don’t assume anything!
Better: Get right to the point. “Need to write articles to reach your clients — but no time or motivation to do it yourself? I can help!” (I know: some of you will say he should offer to help you make money but that’s been over-hyped. I’d stop reading even faster.)
Best: Begin with, “Coach Y suggested you might be interested…” Show that you didn’t pick my name out of a hat.
5. X offers a small list of benefits:
“I am a free lance writer looking to help you…” ” could have a very positive impact on your practice…” “[My] free newsletter is full of business building ideas and strategies…”
What does a free lance writer know about marketing a professional service business online? Maybe a lot — tell us why we should trust you to offer business support.
And for heaven’s sake, X, be more positive! Don’t be “looking to help.” If you’re going to write a sales letter, sell!
How about: “I have helped dozens of coaches build their practices, get new clients and increase their revenue.” If you write a wimpy sales letter, who’s going to hire you to write anything? Go for the gold!
Sorry, X. your message comes across as someone who’s smelled an opportunity and decided to dive in before testing the waters. You need an experienced marketing coach.
Maybe I’ll write you a letter. Let’s see: “If you’re selling yourself, your web content has to scream “credibility” and suggest that a warm, loveable person lurks behind that website. To discover your writing voice and magnetically attract clients to your website, please call me at once and let me show you how I’ve helped others make their writing pay!”
Cathy Goodwin, Ph.D., is an author, speaker and career/business consultant. Your Next Move Ezine: Read one each week and watch your choices grow!
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cathy@movinglady.com
