Speakers and Coaches know their business. Many of them write useful, inspirational books and have creative Web sites. But, one thing they are not as adept at is promotional copy.
It’s not the book, it’s the hook! It’s not the beautiful Web site, it’s the one with benefit-driven headlines that lead your visitor straight to your sales message. What you say outside the covers matters. What you say about your service on your site must be so much more powerful than your pleasing personality.
Always promote with benefits over features. Benefits show the value of your products. They solve your particular audience’s problem! They tell your clients and customers what they will gain–and what they will lose from your product or service. Some common benefits include: more money, less trouble, more time, less stress, desirable relationships, less drama and trauma, and more zest and energy, less fatigue.
Getting Started:
1. Write down a list of 5-10 benefits of each product and service. Your clients and customers don’t want to know only how to get their book written, they want to know why should they write it? How much will their business thrive from putting that effort out? Will they get more credibility, more trust, and more lifelong income?
2. Write down specific benefits. Include how your customer will feel after buying your product. For instance, after you buy my book or product, you’ll look and feel 10 years younger without a face lift. Let them see a picture of what it’s like to be the happy author, who sells enough books to take that Caribbean vacation each year.
3. Include some of your personality in your promotion copy. My book is less than the price of a good dinner, with wine of course! And the skills in it will serve you every day for as many times as you choose to duplicate your results.
4. Get your customers and clients to respond. Give them directions such as “click here.” In your email promotion, for instance, give them a time limit to buy. “Get this low price only until this date.” Give them more than one way to purchase. “Order today with my toll-free number.” Include an order form and right before it say “Please fill out this order form and mail, fax, or phone it in to get your product immediately.” Always make it easy for them to buy.
Judy Cullins, 20-year Book and Internet Marketing Coach works with small business people who want to make a difference in people’s lives, build their credibility and clients, and make a consistent life-long income. Author of 10 eBooks including “Write your eBook Fast,” “How to Market your Business on the Internet,” and “Create your Web Site With Marketing Pizzazz,” she offers free help through her 2 monthly ezines, The Book Coach Says…and Business Tip of the Month at http://www.bookcoaching.com/opt-in.shtml and over 145 free articles. Email her at Judy@bookcoaching.com.
