What is the "Know, Like and Trust Factor" and how does it grow your business?

The Know, Like & Trust Factor is a proven marketing component focused on establishing long-term connections with prospects and clients. Customers make initial and ongoing purchasing decisions based on a strong relationship foundation of dependability, respect, mutual understanding and shared history.

The Know, Like & Trust Factor grows your business because once you have established a relationship, you have a champion for life. Not only are they direct beneficiaries of your offerings, as the Faberge shampoo commercial from the 70's says, "... they told two friends and so on, and so on, and so on...." People talk and it's to your advantage to have them saying that your products or services enrich their lives.

The Know, Like and Trust Factor

This relationship-building approach in business is growing exponentially because it works to consistently build loyalty, sales and a solid platform for all future product or service launches.

Customers or clients must have a connection to you on all three levels before they purchase from you and become long-term buyers. You can be in front of prospects for many months before they purchase from you. Experts say that seven or more impressions are required before people feel they know, like and trust you enough to give you their money.

Think about it; it makes sense. The evolution of any relationship takes time to establish and maintain. It may seem odd at first to transfer personal relationship concepts to business connections, but it's not. Genuine connection to each other is an essential component in any relationship. When we conduct business as an extension of our personal lives and philosophies, this is a no-brainer. It's simply good business to establish a method by which prospects can get to know, like and trust you as a proven, strategic method of achieving results.

Here's how to become known, liked and trusted to build long-term client relationships:

1. Know
   • Be as transparent as possible.
   • Share appropriate bits of your personal life.
   • Reveal yourself over time.
     
2. Like
   • Use humor in your communications when appropriate.
   • Be authentically YOU... always.
   • Use your own voice.
     
3. Trust
   • Consistently deliver on all promises.
   • Give content-rich information that is purely philanthropic.
   • Establish that you're an authority based on measurable results.

Why does this work? When clients know, like and trust you they:

• feel comfortable (know)
• want to support you by purchasing your products and services (like)
• feel confident in their decision to give you their money and refer you to their family, friends and colleagues (trust)

When prospects feel that you genuinely value the relationship with them--not just their potential purchasing power--they'll be devoted followers forever.

Repurpose your content: a surefire way to make delivering fresh content more manageable and save your sanity in the process

You didn't go into business to lose your mind.

Developing and delivering regular content can be daunting simply because of the sheer volume required; original content for newsletters, updates, blogs, article marketing, FaceBook, Twitter.... On and on it goes, where it stops, nobody knows.

I learned a long time ago that if I was going to do a superior job as an online marketer, I had to implement a system. There was no way humanly possible that I could create original content for every application. So, I execute this strategy every week and it has worked beautifully for several years now. I share it with you in hopes it can lighten your load and free up some time and energy for other business-development tasks:

1. Write one or two original articles for the weekly newsletter.
2. Write one or two very short personal quotations, quicktips or life insights.
3. After the newsletter goes out on Mondays, all this content is repurposed.
4. Article(s) is/are submitted to my ezinearticles.com account (to feed my ongoing article marketing campaign).
5. Article(s) is/are queued to post on my blog approximately 2-3 days apart (this keeps the blog content fresh).
6. 5 or so segments of less than 140 characters are clipped from the articles and insights as stand-alone posts for social networking sites (Twitter+Facebook+Indie Beauty).
7. As I see posts, articles and rich content throughout the week from multiple outside sources, these inspire content ideas for the next newsletter.
8. The cycle begins again.

Work smarter. This is a business marketing machine that with minimal effort on your part, organically runs itself with a continuing influx and outflow of content, allowing you to actually enjoy the myriad benefits of creating materials once that have many applications.

Reader or scanners? You don't have to choose; write to both at the same time!

There are readers and there are scanners. Readers want to digest every word. Scanners want the gist and nothing more.

If you think you have to choose between writing to readers or scanners, the good news is: there's an easy to way reach both at the same time!

Go ahead and write your full content (your readers will LOVE this!). Then, to capture the attention of scanners, embolden prominent segments so they benefit from the value of your message but don't have to read every word.

Your content can then be enjoyed by everyone; readers and scanners.

Emphasizing Price vs. Value: Two Easy Tips to Make Your Desired Impression

Pricing your products or services can be tricky. From calculating the cost of ingredients or components, to factoring in resources like electricity, natural gas, time and expertise, pricing is a common area of stumpification for business owners. (Okay, that's not really a word, but it still works!)

Then there's the marketing aspect. When listing dollar figures, how do you leverage your marketing content so it maximizes results? And what about value? How do you emphasize that?

Fortunately, there are only two things to remember when putting your pricing in writing:

1. If you want to deemphasize the price/cost (and decrease the perception of cost) exclude .00. Here are several examples:
   
   
   • The investment for this 14-day writing retreat is $1,495.
   • Until the end of this month, pricing for all necklaces is $49.
   
   Any time you list prices that your customers pay you for your products or services, avoid cent placeholders. This not only ensures you have clean copy, but the consumer perceives a cost that seems less because of the visual simplicity. Want to this this in action?
   
   Of these two options, which visually seems like less of a cost/price/investment?
   
   
   $2,998 or $2,998.00
   
   
   Yes, one little dot and two zeroes can make that much difference.
   
   
2. Conversely, if you want to emphasize the price/cost (and increase the perception of value) include .00. Here are several examples:
   
   
   • 36-page workbook (value $19.00)
   • I give you my 100% "no questions asked" satisfaction guarantee on your tuition, plus $750.00 in documented travel expenses.
   
   Any time you list prices that represent the value of what you offer your customers, always include cent placeholders. That way, it feels like "more."
   
   With a quick visual scan, copy on a page should be clean. That means there's plenty of white space, visual variety in colors and content, and natural flow. Extra-seemingly unnecessary-digits can make content look busy. However, when you understand the rationale for including .00, the tradeoff is worthwhile; it's more busy, but it's also more effective to convey value.

One dot. Two little cent placeholders. Use them to your greatest advantage by knowing when--and when not--to include them in your savvy marketing materials.

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Want to reprint or share this original article? Feel free; simply use the unedited article in its entirety with the following credit:

Charlon Bobo is a best-selling author, entrepreneurial visionary and empowermentor, as well as a copywriter, editor, online marketer. Affectionately known as the 'conscious entrepreneur' Charlon develops high-impact marketing materials for conscious business owners and empowers women worldwide with her acclaimed 1-on-1 coaching service, Stand In Your Power®. See more at EditCopyProof.com and charlonbobo.com

Conscious Marketing: From Selling To Serving

Copywriting + spirituality = conscious marketing materials

The calculation is a new one, but it reveals exciting possibilities as we move ahead with a fresh, inspired vision for business.

Traditional copywriting is saturated with the intent to get you to do one thing as a consumer; buy. Conscious copywriting is saturated with the intent to get you to do two things as a consumer; 1) consider whether or not the offer resonates with you, and 2) decide for yourself.

The purpose of traditional copywriting is solely to sell. The purpose of conscious copywriting is solely to serve. There's no judgment here of right or wrong, good or bad. It's simply a matter of recognizing that our world of commerce is shifting dramatically from selling to serving.

Conscious business owners place a high priority on providing value. They are not content to throw out an offer just to make a buck. The basis for everything they do is truly to be of service, applying their unique combination of life experiences and knowledge. So, whether they offer products or services, the emphasis on providing value for what you purchase is of primary concern.

What's so interesting--and frankly, unexpected--about the shift to serving is that sales aren't compromised. No longer limited by the belief that we must choose between service or success, we provide quality offerings based on core spiritual values and grow thriving businesses.

The grand paradigm shift-of-the-ages is impacting every facet of life, including business. And as spiritual business owners, we welcome the changes that come with it because it means exploration that is simultaneously created and discovered. How fun is that?! As entrepreneurs, there's nothing more enticing than a new challenge. We never retreat from innovation. In fact, that's the environment in which we most shine.

Business and spirituality are perfectly paired because they continually propel each other; one needn't be compromised for the other. They can harmoniously co-exist. And as the caregivers of this approach, we have front row seats to witness the positive and far-reaching impact of a marketing method that was our own collective, conscious creation.

Beautiful!

Entrepreneurs Ask... How Can an eBook Help My Business as a Key Component of my Online Marketing Efforts?

eBooks are an excellent way of establishing a solid foundation; a firm launching point for the future direction of your business. eBook authorship lends credibility to what you're building longterm.

As you know, a thriving business is a series of daily activities to establish and maintain the know, like and trust factor. The premise is that when these three elements have been effectively communicated in your marketing materials, existing customers and prospects will resonate with your purpose and vision, purchasing from you in the future without hesitation. They do this because they already know, like and trust you based on the resonance with your Web copy, blog, articles, testimonials, press releases or other marketing content.

So, how can an eBook enhance your business once you have established that you are knowable, likable and trustworthy? eBooks propel your business by:

• building loyalty-eBooks educate and empower your target market, cultivating a devoted customer/prospect base
• providing validity-eBooks easily and quickly establish you as an expert within your field, increasing your credibility
• increasing opportunities-eBooks leverage your skill set and knowledge for greater exposure, including radio and online radio interviews, and requests for live appearances
• generating revenue-eBooks allow you to strategically position yourself as a valuable resource and/or accomplished authority, thereby potentially increasing your income
• amplifying momentum-eBooks set you up for future success and achievement and facilitate a focused drive toward that prosperity

The disadvantages to a high-quality, content-rich eBook are non-existent. The benefits are many. As one facet of your whole marketing approach, creating an eBook effectively places you in a powerful position to experience even more of the many advantages of entrepreneurship.

Why Write an eBook vs. a Published Book?

This is a common question-and a necessary one-as you educate yourself on the merits of both.

For starters, neither is necessarily better than the other. There is no right option. Choosing one depends on what you're trying to accomplish by becoming published, your current skill set, and your allocated funds for this project. Inevitably, though, you must choose one for your first effort toward becoming a published author.

After careful analysis, only you can decide which option is best-suited for you, but I recommend eBooks for the following reasons:

• eBooks are ecologically-responsible
• eBooks are instantly accessible
• eBooks can be created, marketed and sold within a very short time period
• eBooks can be created, marketed and sold based on your own time table
• eBooks can be created, marketed and sold without extensive knowledge of the complex book publishing industry
• eBooks can be marketed in places where you wouldn't normally be able to market yourself, such as online bookstores
• eBooks easily and quickly establish you as an expert within your field
• eBooks allow you to more fully explore and share your passion for a subject than you can with articles or your Web site
• Short eBooks can be used for free giveaways, incentives or as bonus items (the most common way they are used is to build your subscriber list)

If you're uncertain about any aspect of the book-writing process, writing an eBook is an excellent way to familiarize yourself with the practical aspects of developing a system that works for you. Start small with a special report or mini-eBook. Although this doesn't officially qualify as authorship, the exercise builds clarity and confidence.

With the ability to publish an eBook at zero monetary cost, it's an excellent way to launch your writing career.


For more information on Write Your eBook: Using a Trusted and Proven System While Maintaining Your Busy Life visit http://editcopyproof.blogspot.com/p/wip-ebook.html

Building Relationships: Service-based Businesses Go Above-and-Beyond One-Size-Fits-All Email Responses

If you offer services vs. products, you may require much more information from prospects before providing pricing, turnaround time or other specifications.

In the interest of time (don't we all want it now?) potential clients usually want an immediate answer, but you know it's not that simple. And it's best to remain true to the process that works best for you so, in the end, the information you provide is accurate and thorough. To do that, you want to find out more about them, their offerings, their target market and their short- and long-term visions for the business.

"I own two companies with a partner. How can we utilize your services?"

It's a great question; and one that deserves your full attention. Respond immediately with an email to acknowledge receipt and invite them to set up a telephone or video appointment to discuss their specific requirements. Here's an example:

"At XYZ Company we are committed to customized solutions for each client. One-size-fits-all just doesn't work: there are too many variables. We know your time and efforts are valuable and that's precisely why we don't want to waste them. You see, if we don't understand your business, we may not be fully maximizing our contribution to your success. During our comprehensive and complimentary 30-minute consult, we discover how we can best serve you. We want you to experience excellence. Follow this link to our online calendar and set up your appointment today."

Email is limited in its ability to fully communicate either their needs or your ability to meet those needs. During the fact-finding mission (the call), you are able to discern much more than you can by simply submitting your standard price sheet or a link to your prices page. After all, you are building a relationship. That doesn't happen in one email interaction or even one telephone call, but you're much closer to really understanding how your services can benefit them after speaking directly. A personal appointment gives both participants a chance to connect on many other levels.

When you are in a service business, there are no homogenous answers to what you can provide. Fundamentally, what you can provide is based on client requirements. Services can be customized in so many ways and that's where an open dialogue is incredibly helpful.

You take pride in flexibility. You have worked hard to offer value-based services. You owe it to yourself and your potential customers to construct a customized solution and effectively maximize your contribution to their success.

An initial 30-minute consultation saves much time, effort and aggravation in the future. You understand exactly what they need and they know you understand their business. You can provide specs based on that clear understanding. And what better way to begin establishing your connection than to be crystalline-clear from the very beginning. Should they hire you, with mutual understanding, the outcome can only be superior.

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How To Maintain Your Article Marketing Campaign With Quick Article Writing Method

Article marketing is an important key to establishing and maintaining your expertise on the Web. It also goes a long way in ensuring your audience keeps coming back because you have interesting, fresh content.

With the daily demands on your time, however, your article marketing campaign often gets relegated to the background. It’s not that you think it’s unimportant, but somehow other tasks continually take precedence, with varying degrees of negative impact to your business.

What if you had an easy, proven system to producing lots of articles? Here’s how, and I promise it works because in less than one hour, this article was written using this very method:

1. Choose a topic that’s easy for you to write about without the need for research
2. Choose key words(s)
3. Choose key points
4. Set your timer for 20 minutes
5. Write or type without thinking, editing, reviewing or proofing. Just get the information out of your head
6. Wait a minimum of 30 minutes (start another article or do something else)
7. Set your timer for 10 minutes
8. Quickly restructure article for organization and logical flow
9. Strategically place or double-check placement of your keyword(s)
10. Wait a minimum of 30 minutes (start another article or do something else)
11. Set your timer for a maximum of 10 minutes.
12. Proofread for grammar and punctuation
13. Set your timer for 5 minutes.
14. Write as many dynamic titles for your article as possible
15. Choose the article title with the most impact
16. Review article one final time for organization, flow, grammar, spelling and punctuation (or delegate a final review to your virtual assistant or editor)
17. Publish or post article on article distribution sites like ezinearticles.com


Using this method is incredibly effective in producing articles in less than an hour, without compromising quality. If you did this daily, or even weekly, you could quickly accumulate 365 or 52 articles (respectively) every year. If you have one hour, you have one article to promote yourself, your products or services. Article writing doesn’t have to be daunting. Just get started with an effective system that delivers… every time.

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Too Many Words Undermine Your Copywriting Efforts

I saw this recently in an article about copywriting:

'However, before you begin your copywriting venture it is essential to know the basics about copywriting so that you can channelize your creative skill in the right direction and open the doorways for millions to flow into your treasure house.'

Channelize? Open the doorways for millions? (Learning copywriting basics will deliver millions? Really?) Your treasure house?

High-impact copywriting is succinct AND avoids the use of colloquialisms (e.g. treasure house). If I were hired to edit this paragraph, this is how it would look:

'However, before beginning your copywriting career, learn the basics. Knowing the essentials is vital to writing captivating content, thereby opening additional channels of revenue.'

Although the first version is colorful, it requires readers to work to understand its meaning.

Too much work = disinterested reader

When your audience has to read and reread your content to gain understanding, their frustration level increases and instead of intriguing them, you lose them... maybe permanently. If you're trying to build your marketing list, establish yourself as an expert or increase sales, obviously losing a reader won't deliver the results you desire.

In copywriting, every word must pull its weight. Words are used strategically and chosen specifically to deliver the most impact. Writing isn't an accidental business activity. Your efforts must be smart, focused and speak effectively to your market... as succinctly as possible.

So, how do you do that?

Here are 7 insider copywriting tips for writing and editing highly-effective, targeted marketing content:

1. Know your target market before writing anything
2. Use fewer words for your first draft (you can always add more later, if necessary)
3. Create an outline. Make each point, provide a brief explanation and move on
4. Avoid words that don't 'pull their own weight'
5. Review content with a keen eye for brevity (and be aggressive with the delete button!)
6. Review content asking yourself how to say something more effectively with fewer words
7. Review content for all words-or strings of words-that aren't widely understood or causes your reader to 'work' to understand the meaning (e.g. colloquialisms, vernacular terms, idioms, or jargon)

Implementing these 7 tools is a solid foundation for copywriting that accomplishes your marketing goals.

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Article Marketing: Keyword QuickTip

Strategic placement of your keywords is an important component in your successful article marketing campaign. Keywords should be placed in the:

1. title
2. first sentence
3. last paragraph of the article
4. resource box whenever possible

Keyword phrases shouldn't be overused. This is called "keyword stuffing" and you can be penalized by search engines.

Saturation percentages (the number of times your keyword(s) show up in your article] recommended by industry experts range from 3% to 10%, although the higher the inclusion percentage, the harder it is to retain the interest of the reader. The reason is: keywords become repetitive and sound like advertising. The way around this is to maintain a 3-5% inclusion rate while focusing on writing interesting content.

The most effective articles are a delicate balance between:

• strategic keyword placement
• keyword repetition
• engaging, creative copy

Based on my personal experience, this is an art. It isn't easy; especially at first. Keyword article writing requires a switch-in-thinking. As with anything though, your efforts and skills improve with practice. Happy article writing!

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Which Takes Prominence - Service to Others Or Monetizing Business Activities?

Based on my observations, when business owners focus on making money first, service to others often suffers. However, when those same business owners shift their focus instead to "service first," the ideas and money seem to flow much easier.

Why?

I cannot say definitively because many factors are involved, but let's explore what's behind each approach.

Money first

Until we live in a society in which each person takes only what s/he needs and gives in equal measure based on individual abundance, choices, talents and strengths (this is the subject of a very different article!), we all agree cash money is the method of exchange for goods and services.

Okay. With that said, when we approach business with a "how can I monetize my _______________ (ideas, newsletter, information, Web site, expertise, etc.)" mindset, inherent is a myopic perspective. Our viewpoint is so narrow, we limit ourselves without even realizing it. A "Money first" mentality can only ever deliver money first... above everything else. Service takes its place as a second priority, if at all.

Service (and people) first

When we grow business based on how we can best serve others and that is the heart's true desire, a spiritual/magical element is introduced to facilitate our success. It not only allows us to achieve our money-based goals, but it does so in a much more creative and supported fashion. On some level it just "makes sense" and "feels better" based on recent energetic and cultural reprioritizations around money.

A "Service and People first" mentality delivers results and relationships. Money and deep fulfillment just seem to follow organically.

There's nothing wrong with money. Depending on your personal relationship with money, though, it can be hard to generate more by focusing exclusively on money first. What makes the process easier is opening up to greater possibility. It begins by asking yourself...

How can I best serve others with my efforts?

A simple shift in thinking is all that's required. The result is a beautiful fusion that meets both economic needs and philanthropic desires.

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How To Get The Best Testimonials

Using customer testimonials in your marketing materials (sales letters, brochures, Web site, advertisements, etc.), is one of the most powerful marketing and sales tools available.

Very similar to personal referrals, testimonials lend credibility to you and the products or services you offer.

Obtaining testimonials is as simple as asking; customers and clients are often agreeable to giving you an endorsement to use in your marketing efforts. However, all testimonials are not created equal. They must make the most impact and serve a specific purpose depending on your marketing goals, e.g. increasing sales, establishing you as an expert, providing reassurance to prospects, etc.

Effective Testimonials:

1. Showcase your business using the real-world
   experiences of your trusted customers
2. Address a specific issue and portray you as the solution

The Easiest Ways To Secure Effective Testimonials

Most people are inexperienced in providing testimonials, so it's your job to make the process as easy as possible. The more you do to facilitate it, the more likely they are to respond favorably. Here are a few ways to make capturing testimonials effortless:

1. Email a sample of an optimal testimonial. Or guide them to your existing testimonials page, if you have one. If not, quickly write a sample they can use as a starting point.


2. Write the testimonial for them. Although it sounds awkward, this is a common practice and makes writing less intimidating. They edit the content and send the final back to you.


3. Automate the testimonial process. Create a template at your Web site for clients and customers to easily submit answers to no more than 5 questions. Choose generic questions that are most fitting to your target audience. Then include a comments field for them to supplement or enhance their answers to the questions. What is submitted becomes your testimonial. Also provide the ability for them to upload a quality picture of them which you'll place with their testimonial.

Keep your eyes open throughout the everyday life of your business for 'testimonial-potential.' That's my term for any positive feedback you can use to build consumer confidence in you and your business. Even a few words in a random email can be used somewhere, somehow. If you want to rework them to better serve your purposes, simply ask the contributor if it's okay. Be sure to ask for permission to use any unsolicited testimonials whether you use them as-is or change them. And ask for a quality picture or pull one (with their permission) from their Web site. Pictures dramatically increase the effectiveness of testimonials.


Testimonial Signature Lines

The most effective testimonials include the person's full name, business name, title or city and state (depending on what's more relevant) and a quality photo. If they have a business name and the testimonial relates to their business success, include their web address and/or email, as well. Any web addresses should not be live links, e.g. www.GailsFloral.com vs. www.GailsFloral.com


As you can see, powerful testimonials that compel users to take action after visiting your Web site requires an initial investment of time. But those testimonials will work for you every hour of every day from that point forward, so it's well-worth the investment in yourself and the life of your business.

Entrepreneurs Ask... What Can I Expect To Pay For Expert Copywriting?

The Answer: It depends. There's no specific answer because there are too many variables.

Craigslist.com has copywriter postings for $10/hour. Top copywriters command upwards of $750/hour. So, you can expect to pay between $10 and $750 per hour. Averaged, that is $370 per hour.

I know. It's not much of an answer.

Hiring a copywriter sounds like an easy task. Then you begin researching the possibilities and quickly enter the abyss of frustration and overwhelm. There are no easy "apples-to-apples, oranges-to-oranges" comparisons because pricing depends on:

• Years of experience
• Target market
• Knowledge/expertise in a specific industry
• A proven track record of results
• Investment in ongoing training and learning about industry trends from national experts
• What the current market will pay

Most copywriters don't charge by the hour, but provide a bid or proposal instead based on the specifics of your unique project. This is the most professional and effective method of charging you fairly... again because there are so many variables.

Generally, there are 4 ways copywriters charge for services:

1. Per word (copy suitable for newsletters, Web sites, brochures, business cards and blogs)
2. Per page (Web site copywriting)
3. Per project (based on a review of your materials and a formal written proposal)
4. Per package (a specific number of copywriting hours per month, pre-paid in full)

The best method of comparing copywriters is:

1. Ask for referrals from fellow colleagues/entrepreneurs you trust.
2. Review Web sites for all referrals to determine if the copywriter is a good fit for you based on experience, knowledge of your industry, specific expertise and a personal vibe.
3. Read the policies/procedures and pricing pages, if posted, to determine how projects are priced.
4. Submit a request for proposal via email, submit a "Request for Proposal" form or schedule an appointment to discuss the project parameters. Your final decision is often based on how you connect with the copywriter.

Compare proposals not only for pricing, but items included at no additional charge. Typically, the following additional services are included:

• Review of client materials
• First draft
• Two rounds of client revisions (additional revisions charged hourly rate)

REMEMBER: The old adage You Get What You Pay For definitely applies to hiring a copywriter.

With a quick internet search, you can find services offering copywriting for $10/page. That sounds good at first... until you realize the work is actually performed in India (or Pakistan or China) by non-native English speakers.

You don't think that will cost you later in grief, time AND money?

Sure it will, but by the time you realize your lapse in judgment to get the best deal, it's too late. Your Agreement has been signed, you paid a deposit, your credit card number is on file to pay the balance due, and what you get back after waiting weeks or months cannot even be used, the quality is so poor. So, the search begins all over again and the saga continues.

In conclusion, what you can expect to pay for professional copywriting comes down to the investment you make to find a good fit financially, energetically and professionally.

Don't choose the cheapest bid simply because it's the lowest. Pros charge professional rates because they can and do deliver. That's the whole point in hiring them in the first place. You pay a rate that ensures professional results.

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Gender-based Marketing Copy: Why This Trend Is Growing Exponentially and Why It's Crucial To Speak Directly To Women

Statistics show women make 85% of consumer buying decisions. Is it any wonder then that we need to write online and Web site content specifically to them? Using a new approach that literally speaks their language?

Instead of writing tired copy based on the old patriarchal paradigm, it's time to think differently about how we approach women to offer our products and services.

There's a completely new shift happening and with it comes many opportunities to market in ways never before imagined or attempted... which will actually use less language to sell and more language that connects. When women feel they're heard and understood, they will purchase from you. When they see a fresh coat of paint on an old marketing approach, they won't. All the rules have changed. Let's dig in.

Why is this trend growing so rapidly?

Simply put: Because it's time.

There is an energetic/spiritual reconciliation occurring on the planet and women (as well as those characteristics culturally related to being female) will become much more prominent... in business, in politics, in religion, in every leadership position. It is a result of things being so out of balance for so long. What is out of balance must right itself at some point in time. That time is now.

So, how does this relate to the language of online marketing? Because if what I'm saying is true (you must feel it for yourself and check it against what you see happening around you) there's a ton of opportunity about to explode... for all of us! Why not be ahead of the trend to make sure your business is in complete compliance and poised to maximize every possible angle?

(As a generality) women are innately nurturing nesters. There's no amount of denying this that changes it. There are inherent tendencies to women that no matter how much time passes or cultural changes occur, are prominent, prevalent and won't go away simply because they don't sound politically correct. Sure there are exceptions and nurturing nesters may never birth children, create comfortable homes or be gracious hosts, but nevertheless there are expressions of being uniquely female with variations of the same theme.

That's why it's important to write to these themes. To be effective, we must address the issues, cares, concerns, fears and frustrations of women.

Some people think targeted copy doesn't make any difference. You decide. Let me give you an example: To which gender is each of these ads meant to target?

1. "With all the demands at work, there's no time to waste. Our hard-hitting tactics guarantee results."

2. "With all the demands on your time -- at work and home, with family and friends -- it's vital to make wise decisions that ensure you have as much time as possible for everything and everyone you love."

As a female consumer, of course you are more motivated by the second ad. No doubt. It speaks to someone who understands you (you have limited time), supports you (in making wise decisions), and offers you a solution to resolve a frequent frustration (having time for everything and everyone in your life).

So, what works with women? Language that:

· elicits feelings of connection to others
· ties into/addresses personal aspects of life (home, balancing personal/business lives, integrating children, support networks, virtual and actual communities, etc.)
· ties into compassion, nurturing, connectivity
· is inclusive of more than just her... it speaks to all the women she knows

This trend is quickly gaining momentum. Not only do women make 85% of all buying decisions, they make up 40% as household heads, and run 40% of companies in the United States. Women went from being A segment of the market to being THE market!

Now's the time to invest in refining your marketing materials to address this key majority of the buying market--WOMEN. Clearly, accessing and addressing their specific needs delivers the kind of results not seen with conventional or one-gender-fits-all copywriting. Things have changed dramatically only to become a wave of the future. Be on the crest of the wave!

If you require a professional assessment of the "female-friendliness" of your marketing content, contact us.

We're female. Simply stated, "We get it!" and are driven to apply our expertise in online marketing to showcase your products and services in the burgeoning female market.

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Few Words In Small Spaces Must Still Communicate Effectively

There is no doubt small spaces require special attention. Space is a precious commodity; especially on instruction or ingredient labels. Based on experience, each word must pull its own weight.

A client recently contacted me about copy for a very small label. Directions for a similar product said, "Swirl, tap, buff."

As a consumer myself, with these directions, I wouldn't know how to use the product most effectively. Swirl what? Using what? Tap where? How hard? Buff where? To what extent?

Ugh. Another frustrating experience with the product thrown into the back of a drawer, never to see the light of day.

Keep in mind these 3 guidelines as you write any copy, but especially copy for tight spaces:

Guideline 1: Don't assume your customer will instinctively know how to use your product.

Guideline 2: Don't frustrate your customer by forcing her to try to figure out how to use your product.

Guideline 3: It's your job to instruct your consumer. Do it effectively.


My client required as few words as possible to fit the limited space, but as importantly, the words had to effectively communicate how to use the product. After all, what's the point if the words don't truly instruct and empower?

Below are some actual label instructions found on consumer products. They are not only attempts to write effectively in a small space, but to relieve the supplier of liability. Avoid this approach! It's lame and totally transparent to the consumer. Other examples exhibit simple carelessness, language/translation issues, and lack of attention to dual meanings.

These examples may cause you to laugh, but if it's your business name on the product, you have much to lose. If consumers perceive you as inept, will they purchase from you more than once? Probably not. This translates to a disastrous impact on your reputation and your business.

1. On a blanket from Taiwan -
   NOT TO BE USED AS PROTECTION FROM A TORNADO.


2. On a helmet-mounted mirror used by U.S. cyclists -
   REMEMBER, OBJECTS IN THE MIRROR ARE ACTUALLY BEHIND YOU.


3. On a Taiwanese shampoo -
   USE REPEATEDLY FOR SEVERE DAMAGE.


4. On the bottle-top of a (UK) flavoured milk drink -
   AFTER OPENING, KEEP UPRIGHT.


5. On a New Zealand insect spray -
   THIS PRODUCT NOT TESTED ON ANIMALS.


6. In a US guide to setting up a new computer -
   TO AVOID CONDENSATION FORMING, ALLOW THE BOXES TO WARM UP TO ROOM TEMPERATURE BEFORE OPENING.
   (Sensible, but the instruction was INSIDE the box.)


7. On a Japanese product used to relieve painful hemorrhoids -
   LIE DOWN ON BED AND INSERT POSCOOL SLOWLY UP TO THE PROJECTED PORTION LIKE A SWORD-GUARD INTO ANAL DUCT. WHILE INSERTING POSCOOL FOR APPROXIMATELY 5 MINUTES, KEEP QUIET.


8. In some countries, on the bottom of Coke bottles -
   OPEN OTHER END.


9. On a packet of Sunmaid raisins -
   WHY NOT TRY TOSSING OVER YOUR FAVOURITE BREAKFAST CEREAL?


10. On a Sears hairdryer -
    DO NOT USE WHILE SLEEPING.


11. On a bag of Fritos -
    YOU COULD BE A WINNER! NO PURCHASE NECESSARY. DETAILS INSIDE.
    (The shoplifter special!)


12. On a bar of Dial soap -
    DIRECTIONS - USE LIKE REGULAR SOAP.
    (And that would be how?)


13. On Tesco's Tiramisu dessert (printed on bottom of the box) -
    DO NOT TURN UPSIDE DOWN.
    (Too late! You lose!)


14. On Marks & Spencer Bread Pudding -
    PRODUCT WILL BE HOT AFTER HEATING.
    (Are you sure? Let's experiment.)


15. On a Korean kitchen knife -
    WARNING: KEEP OUT OF CHILDREN.
    (Dammit! Who are they to tell me what to do with my kids?)


16. On a string of Chinese-made Christmas lights -
    FOR INDOOR OR OUTDOOR USE ONLY.
    (As opposed to... ?)


17. On a Japanese food processor -
    NOT TO BE USED FOR THE OTHER USE.
    (Now I'm curious.)


18. On Sainsbury's peanuts -
    WARNING - CONTAINS NUTS.
    (Really? Peanuts contain nuts?)


19. On an American Airlines packet of nuts -
    INSTRUCTIONS - OPEN PACKET, EAT NUTS.
    (I'm glad they cleared that up.)


20. On a Swedish chainsaw -
    DO NOT ATTEMPT TO STOP CHAIN WITH YOUR HANDS OR GENITALS.
    (What kind of consumer phone-call led to this warning?)


21. On a child's superman costume -
    WEARING OF THIS GARMENT DOES NOT ENABLE YOU TO FLY.
    (Bummer, I want my $8.95 back!)


22. On some frozen dinners:
    SERVING SUGGESTION: DEFROST.


23. On a hotel-provided shower cap in a box -
    FITS ONE HEAD.


24. On packaging for a Rowenta iron -
    DO NOT IRON CLOTHES ON BODY.


25. On Boot's "Children's" cough medicine -
    DO NOT DRIVE CAR OR OPERATE MACHINERY.


26. On Nightly sleep aid -
    WARNING: MAY CAUSE DROWSINESS.
    (Duh! It well BETTER cause drowsiness at that price!)

Someone, somewhere, approved this copy! Don't let this happen to you!

What can you learn from these examples? Have several people review your small-space copy to ensure it conveys what you intend. Otherwise, you risk losing your precious reputation, as well as sales.

Sales and Marketing Expert? Me?

For spirit-based or conscious entrepreneurs, it can be a challenge to think of ourselves -- at least at first -- as salespeople or marketers. It's very common to want to be of service, first. Although that is a component, the bottom line is we're in business to make money.

My mentor, Lorrie Morgan-Ferrero, says, "For better or for worse, we are all in sales. So face your fears, gulp hard and get out there and market!"

Bold? Yes! True? Yes!

So how do we make this leap to becoming marketing and sales experts?

Step 1 Acknowledge and affirm your primary purpose for being in business; to make money. This one simple exercise will move you into a new space.

Step 2 Begin accumulating knowledge of sales and marketing. One of my favorite books on the subject is Scientific Advertising by Claude Hopkins.

Step 3 Apply this new information to your business in ways that make the most sense for you. The methods and approaches of others will never work if you don't modify them -- at least a little -- to fit your life.


The process reminds of a puzzle. You are trying to find the combination of pieces that, when applied, complete the sales and marketing income- generating picture for your inspired business.

Now, go get 'em!

Sales and Marketing Expert? Me?

For spirit-based or conscious entrepreneurs, it can be a challenge to think of ourselves -- at least at first -- as salespeople or marketers. It's very common to want to be of service, first. Although that is a component, the bottom line is we're in business to make money.

My mentor, Lorrie Morgan-Ferrero, says, "For better or for worse, we are all in sales. So face your fears, gulp hard and get out there and market!"

Bold? Yes! True? Yes!

So how do we make this leap to becoming marketing and sales experts?

Step 1 Acknowledge and affirm your primary purpose for being in business; to make money. This one simple exercise will move you into a new space.

Step 2 Begin accumulating knowledge of sales and marketing. One of my favorite books on the subject is Scientific Advertising by Claude Hopkins.

Step 3 Apply this new information to your business in ways that make the most sense for you. The methods and approaches of others will never work if you don't modify them -- at least a little -- to fit your life.

The process reminds me of a puzzle. You are trying to find the combination of pieces that, when applied, complete the sales and marketing income-generating picture for your inspired business.

Now, go get 'em!

Are your marketing materials overtaxed?

With tax season upon us, how many times in the past few weeks have you seen advertising messages using the tax season to sell their products or services?

From gas stations to fitness clubs to the local grocery store, the owners know something; they must use every possible angle to entice their customers. Using the same marketing messages over and over again is death to your business.

Use holidays, seasons, current events and industry news for a fresh approach to marketing. It lets your customers know you're out there on the cutting edge and effortlessly addressing their ever-changing needs based on what's happening NOW.

Define Your Target Market NOW! It’s Easy

Initially, set aside at least 1 hour to work on this self-assignment. It is an ongoing exercise and may require several sessions. Don’t rush the process. Let your mind freely explore every aspect of the life of one person in your target market.

If you prefer, answer the questions in the form of a story. This brings your efforts to life. Remember, this isn’t just an exercise to get through. It’s to help you so you write laser-focused copy. In the end, you’re the beneficiary, so make this exercise count.

Complete all questions below in as much detail as possible. So, instead of answering “to Europe” for the question “Where does she vacation?” answer instead, “Janet vacations for 4 weeks every year. She spends 2 weeks in the south of France in April and 2 weeks in a small medieval town in Germany in October – Oktober Fest, of course! She usually includes a few day trips to remote villages to enjoy local culture and food. Her trips include first-class airfare and first-class transportation and accommodations. She goes in high-style because it’s her way of treating herself for working so hard 11 months of the year. These trips rejuvenate and restore her energy and provided a much needed break from a hectic business schedule.”

Here are the areas to explore:

1. Age
2. Gender
3. Marital status
4. Children
5. Pets
6. Occupation
7. Income
8. Geographic location
9. Where does she go on vacation?
10. What magazines/books does she read?
11. What are her hobbies?
12. What does she worry about?
13. What keeps her up at night?
14. What is her greatest fear?


This gets you started, but you can go into much greater detail, e.g. political views, values, daily living habits, financial life, world views, historical perspective, etc.

The more time and energy you invest in this exercise, the better your understanding of your market. The better you understand your market, the easier it is to speak the language that prompts sales, which is the whole point of writing your marketing materials in the first place!

The last two steps are:

1. Name your ideal client.
2. Cut out a picture from a magazine and glue to cardstock. Keep this within easy access. When you’re writing marketing materials, pull it out and write to this person in a friendly, conversational tone.

You only have to do this exercise one time. From now on, your efforts glide smoothly as you speak directly to your market. Your words are so effective, you notice an immediate increase in sales. How's that for a few hours of concentrated research and creative writing!?