Avoiding Social Media Burnout

My last few posts have dealt with engaging in Social Media. At first, it’s fun and exciting, then I began to notice it was becoming a bit of an afterthought rather than a priority.

So what happened? What was it that caused me to take my eyes off the prize?

After some thought and attention to how I was approaching the various forms of Social Media, I had an aha moment. Some clarity was gained in why it wasn’t as fulfilling or productive…

I was losing sight of the fact that we need to make REAL connections!

Think of the Social Media process as a phone conversation…

Would you rather get on the phone to make cold calls or to have a conversation with someone who you enjoy speaking to? (okay, that was a no-brainer question but you get the point)

The typical individual – myself included – sits down in front of the computer screen and amasses quantities of “friends” – otherwise known as “unknown entities with no distinguishable resonating features”.  We’re merely after the sheer volume of numbers.

Once again, that works well for a while, but then the thrill of acquisition begins to pale and we lose enthusiasm. You with me so far? …good.

Let’s switch up the situation just a bit.

Each morning we sit down in front of our computers and actually CONNECT with individuals. These are people with whom we share interests, perspectives or even recipes. We get to know them through affiliations, comments and responses.

And best of all, WE LIKE TALKING TO THEM! Big difference, and one which makes the effort of Social Media quite worthwhile.

That’s not to say that we need to spend an inordinate amount of time aimlessly chatting. In fact, it’s quite the opposite. Approach your goal each day with clarity. It could be that on Mondays and Wednesdays, you take time to seek out new connections. But on Tuesdays and Thursdays, you take time to chat, leave comments on discussion boards, or send friendly emails.

Have fun with Social Media – rather than approach it as a chore. The best way to do that is to enjoy the connections, and create real, lasting friendships or business affiliations.

When “work” is fun, then it’s no longer work!

Hoppily,

CB

Social Media or just S&M?

Is Social Media as painful as S&M? (consider that a rhetorical question)

I confess….the thought of delving into Social Media makes me cringe.

I know, I know. It creates connections, which leads to more contacts, which then lead to more future business.  All good, right?  Except that I’d observe people spending HOURS on their SM strategies. Plunking themselves down on forums, finding people to “friend” from the vast majority of sites that appear to be “online high-schools”, complete with bitching bickering and ass-kissing posturing. They scrape around inviting all kinds of strangers to become their bff’s.

Here’s the point:

I don’t have spare time for being “chatty”. I have clients who need copy. Coaching clients who need hours each week.  I have a family who deserves some time as well. Show me some strategies that don’t include sending out those silly online balloon bouquets or other such nonsense. Quite honestly, I haven’t delved too deep in the SM pool as I haven’t discovered a road map which is tailored to my needs.

Earlier in my copywriting career, I was shown a few strategies – go into a few forums - post comments, make sure the url is in your signature - invite people to ask questions of you - lead them back to your site, etc..   I tried it a couple of times with no luck, then gave up and moved onto actual paying clients. I’d observed enough online chest-thumping from others selling their wares to last for quite a while.

BUT I recently had a conversation w/a Social Media whiz (I’ll just call him D) who set me straight.

The biggest mistake in that previous formula was to go in “with authority”. This was an indication of not being authentic. With today’s ever-changing rules, and society wanting to go back to more “pure” connections, you put yourself in the position for a spanking if you come across as an over-the-top used car salesman. (You can read my post on “false gurus” if you haven’t yet done so)  D took his offline success at creating connections and networks and transferred those principles online in a “real world” manner. Quite brilliant, actually.

After the discussion with D, I’m ready to be coached through the Social Media maze. The first session is this evening and I’m looking forward to learn how to “do it right”!  <whip crack>

Will keep you posted as to my progress by tracking numbers and results for the next few weeks.

Hoppily yours,

-    CB

Holding out for a hero

Confession Time!

My ears would turn bright pink if anyone ever got a hold of my ipod. Alongside the classical Vivaldi or the instrumental Brule, are hard rock (Morphine, Drowning Pool, etc).  But that’s not what would make me cringe.

Allow me to explain..

Y’know how when you’re working out there are certain songs which get your legs pumping a bit harder than usual? It becomes much easier to just get your body moving.

As much as I hate to admit it, one of my favorites is Bonnie Raitt’s “Holding Out For A Hero”. Yes, it’s from the 80’s but dang…it gets my heart rate going!

So let’s talk about this little guilty pleasure of mine and how it relates to my business.

Many people dream of a hero – perhaps not the “knight on a white horse” sort of thing – but rather someone who keeps our best interests at heart. Someone who makes us feel safe and secure. If you don’t see that one particular “hero” in your life, don’t get discouraged!

Your hero may not be an individual. Your “hero” just might be the TEAM of people around you. As a whole, they could be your “collective hero”.

I fully believe that we’re surrounded by people who have skill-sets we need for success. They hold our missing pieces – those parts that may not be in our personal arsenals.

For example, I get a tension headache when I consider learning anything technical…even before I pick up a book or instructional manual. It’s just that painful. But when I look around, I see there are people who are amazingly adept at technical tasks (thanks Charly!). These are my heroes.

Note: I’d willingly fall down onto my knees and worship them for loading and fixing the bugs in a set of Auto Responders.

I fully utilize their talents and skills to further my projects, and they’re always ready and willing to give me an assist. And I would do the same for them. 

Consider this…How many tech people do you know who can create a well-balanced sales letter or whip out high-response emails?  Perhaps not too many! Those people need us copywriters….in a big, bad way.

So do me a favor – take the next 5 minutes to conduct an inventory of your personal skills:

Does it include:

-          Proficiency in copywriting or marketing

-          Connecting with others

-          Passion for a certain topic or cause?

Come up with at least 10.

Now, look around to see “who” is surrounding you? What parts do they hold that you might be missing? Is it technical, organizational, or perhaps even are excellent speakers?

Make a list of these people – and their skills which complement yours. They are your personal heroes!

I bet that if you’ve done the above, a clear picture is starting to form.

We all have our assets, and yet we need to rely on others for theirs. No one is completely proficient in every single area…or would want to be.

Get used to farming out some of your work. Barter for it, if necessary.

Just don’t let what you can’t do get in the way of what you can do!

To your success,

-          CB

P.S. If you want to send me a list of snarky or trite songs found on your mp3 player, just email me! cb@copybunny.com   I’d love to see what you’re listening to!

Jesse James, Tiger Woods and Response Rates

I’ve wasted time thinking about these celebrities. Wondering why it is that – even when it appears they have everything – they still seek external validation of their worth. Both of them were literally at the top of their game, so it’s not a desperate cry for market share.

These men opted to engage in situations outside the relationship which they purport to value the most (their marriages). Now they’re struggling to regain the “paradise lost”

Paradise is the ability to know you’re in it before you’re cast out of it.

Ah well….this is yet another confirmation that God/Spirit/Divine Being has a sense of humor. One of the smallest parts of a man’s anatomy is the part that gets him in the biggest trouble.

But let’s get to copywriting, shall we?

There are several obvious camps (or styles) in the copywriting arena. Bear in mind that the following are non-scientific and purely of my own classfication system:

I’ll even sell you Grandma! – This is the over-the-top, hard-hitting type of stuff. Easily distinguishable by the number of times they push the fear/panic buttons in the copy. Not to mention that you feel like you’re getting yelled at.

This is still around and seen regularly in certain markets such as weight loss or fitness. The emotional hot buttons of insecurity, low self-esteem, as well as “tired of being a loser” strike a note of desperation in this market.  

But other niches are shunning this style of copy, opting instead for something more heartful (we can only hope that this is an indication of how society is progressing as a whole).

“Chick-a-boom, chick-a-maw-wow” – Greasy. Think of 70’s porn, thick mustaches and hairy chests. It ain’t pretty, but there’s still an active target market for it.  (you know I’m talking copy, right?) This copy overemphasizes the benefits while downplaying the pimples and stinky armpits.  If taken at face value, there’s not much in terms of real-life.

This type of copy tries to sway the reader into thinking they’ve found an easy cure for everything from hemorrhoids to the neighbor’s barking dog.  

Pick Me-Me-Me! – There’s a lot to be said on allowing the reader to unearth “aha moments” for themselves. One of the copywriters I worked with had an ingrained habit of inserting herself into the copy. As in…
 “I interviewed Frank and his team about Product XYZ, and here’s what they had to say.”

This creates a distance between Product XYZ and the reader. Instead, they’re forced to notice the use of first-person vernacular in the sales letter. Think of it as an uninvited guest at a small, intimate dinner party…determined to do all the talking.

The copywriter then went on to report what “they told her”. She was inadvertently trying to be the star of the story, thus effectively stealing the thunder of the product and its developer.

At times, narrative can work but not throughout the entire letter. Using varying degrees of copy elements  keeps it interesting.

Allow me to say, this next one is worst of all…

Clueless – This is when the reader has NO IDEA that something’s being sold! The offer sneaks up on them before jumping out of nowhere and yelling SURPRISE!!!

The response rate drops dramatically when you’re too shy/embarrassed/hesitant to let the reader know what’s up. Soooo many beginner copywriters say, “I’m just not comfortable with selling.” Here’s what I tell them…

When writing copy, always give it at least 20% more selling verbiage than you’re comfortable with. Then, go back and read the letter. What typically happens is that while we’re immersed in the writing, we become more sensitive to this aspect. But viewed from a potential buyer’s perspective (remember that they haven’t pored over this for weeks), it tends to be more diluted than the writer might think.

So get over your own inhibitions and just put it out there!!!

Never ever should you NEGLECT TO MENTION that there is a solution which can be purchased!!!

I realize the above categories are less-than-scientific, but hey…you’re in my world now! Hope you’re enjoying the ride.

Hoppily,

CB

Copywriter Wins Walmart Skirmish!

I admit…I almost lost it today while waiting to check out at Walmart  

“Oh! My! Gawd!” shrieked the young woman in front of me, startling me out of my daydreams of chocolate syrup and palm trees. She was pointing to the headline of a tabloid.

Of course, I admit to occasionally peeking at tabloids…y’know, for the headlines and stuff like that. It’s necessary market research for copywriters.

She turns to me “That would make perfect sense!!!” she yells – finger pointing at the headline. I peered over and read “Michael Jackson’s Alive - Traveling In Time!”. Turning to her I said, “That seems to be a bit of a stretch, don’t you think?”

In a snotty tone, she replied “Well, dontcha know that there are some things we’re not meant to understand?” 

Sure I do, like the ingredients in Peeps that keep them soft for years. But before I could answer, she suggested that I go screw myself explore my own internal cavities.

So I took stock of my appearance – clutching a bottle of cellulite cream that most likely won’t work – the black cohosh for relieving hot flashes supplemental dietary needs — as well as the 3 pounds of assorted chocolate organic mood boosters.  I also noticed an older man near my age leaning against the wall near the entrance waiting patiently for her to check out. The way he was ogling her ass admiring her assets indicated that he wasn’t a parental unit.

It was then I realized this chick in front of me made a BIG mistake in messing with a middle-aged copywriter. We know how to keep clients, generate more business, and sell whatever we have in front of us.

As a result of this, she was going to get an ass-whupping attitude adjustment.

Quickly evaluating her as part of a Target Market which spends an inordinate amount of time on their appearances in order to boost their deficient egos, I sympathetically said <defining the problem>, “Oh honey, I’ve heard that Nature’s Cure is a great product for acne. You’d be such a lovely girl if your skin cleared up!” (she had a total of one pimple on her face, but I didn’t feel the need to point that out)

Her eyes opened wide – I had her attention. I continued <offering related information>, “And if I might mention…your eyes would look a little less close-set if you went a bit lighter on the eye liner, dear.”  

A kindly, compassionate smile was on my face <empathizing with the Target Market>. She appeared confused.

The cashier started ringing up her items – strawberry-scented massage oil, a tank top that read “Hot Pink”  and tootsie pops.

I knew that I had to quickly make that final connection and close the deal.  My voice lowered to a loud whisper…“Though I don’t know about MJ being a time traveler, did you read last week’s Star Magazine? <defining myself as a tabloid reader> They had an article on how older men prey on young women your age and give them all sorts of dreadful sexual diseases!  The pictures were disgusting…especially the oozing sores. you oughtta see ‘em! <providing provocative material> Oh, is that your dad waiting for you over there?” <creating anxiety>

Bingo! Her eyes quickly darted to the cradle-robber older gentleman waiting by the door. She paid for the items and scurried away, not bothering to take the hand he offered her.

I have to admit, I was willing to risk the bad karma. I made my purchases with confidence, knowing that experience counts for much more than youth. If nothing else, copywriting skills give us power to quickly overcome conflict…or instill the need for future therapy.

Onward!

- CB

“Potential” – just another word for “PB & J”

When I hear a copywriter say a client has “potential”, I cringe.

We all know it’s a euphemism for “living on peanut butter & jelly” until the check shows up in the mail.

Let’s face it…we all have to put carrots on the table. One sure way to go hungry is to chase down prospects one at a time.

Here’s what I’ve seen –

New copywriters get tentative nibbles on their marketing efforts and hop with excitement, thinking they’re about to land “the big one”. Meanwhile, they lose their grip on the other lines in the water and the “big one” turns out to be just debris at the bottom of the lake.

In my coaching program, I strongly urge copywriters to follow up with a number of potential prospects at a time. This way, the odds are in favor of gaining a new client or two rather than crying about the one that got away.

As an example, I sent out a proposal this week for a very big contract. It appears I’ll be doing some exciting work for this client, but…

I’m not turning away other clients who are handing over the money right now! 

In my newbie days, I’d hold off – trusting that a particular client would come up with the cash, while allowing the “lesser fish” to swim away. It didn’t take too long before I realized that things don’t always work out as planned.

So although the proposed contract means I’d be guaranteed ongoing income for quite some time, I’ll wait until I see the figures show up in the bank account with my very own eyes.

For now, I’m still working with great clients – enjoying the process – and eating salmon rather than PB & J.

DON’T COUNT ON “POTENTIAL” – give yourself the best shot at success by remaining open to other opportunities.

Hoppily yours,

CB

Would you ACTUALLY buy this product???

Hi friends,

Perhaps this cold has made me a bit crabby today, but I got my tail in a bunch when I read this pitch for an affiliate product:

The Amazing Money-Making Secret Of A 28-year-old Convicted Felon Who Earns More Money Per Year Than The CEOs Of FedEx, eBay(R), Amazon, Time Warner, Apple Computer, McDonalds, Microsoft, Nike, Yahoo, Ford Motor Company, General Motors, And Goodyear Combined!

Let’s take a few minutes to dissect exactly what’s being said. For all we know, it’s all true, but how does it land? (in between my sneezing and coughing, it didn’t land well on me!)

“The Amazing Money-Making Secret Of A 28-year-old Convicted Felon” 

Although I’m going to assume that this person’s felonious conviction occurred in something other than forgery, my initial reaction is to make sure no one’s stolen my purse. The chances of a reader handing over money to this guy are slim to none.

Next part…

“Who Earns More Money Per Year Than The CEOs Of FedEx, eBay(R), Amazon, Time Warner, Apple Computer, McDonalds, Microsoft, Nike, Yahoo, Ford Motor Company, General Motors, And Goodyear Combined”

The focus is on sensationalism (Who Earns More Per Year) which is thenfollowed by the assumption that the reader will see the list of reputable Fortune 500 companies and align the “felon” within the same category.

<heavy sigh>

 My opinion aside, there’s an attempt at utilizing basic copywriting elements such as –

-       Being provocative – This does NOT mean making claims that are beyond belief, such as a woman’s claim of an extraterrestrial impregnating her with Elvis’s love child.

-       Gaining attention – It got my attention, but not in a positive manner. My preference is not to purchase something online from an unknown character who’s dabbled in crime.

-       Aligning with “big names” – listing 12 other companies is overkill. Also, the average reader sees these companies as virtual Goliaths…untouchable. Which only makes the claim less believable.

Note: I did NOT say that the claim isn’t true…merely that it’s a bit tough to believe.

Now, one of the biggest issues is that the reading flow is very clunky. When you want to judge how your own writing is progressing, there’s a very way to avoid “clunkiness”…read everything you write out loud.

Getting to hear how the words fall on your ears will quickly pinpoint where the verbiage slows, or where you may need to cut back. It’s my experience that most copywriters get waaaay too chatty and verbose rather than focusing on “speed of the read”.

Check your copy for hesitation-verbiage such as the word “and”. Try to eliminate as many of those as possible without disrupting the flow of the copy.

Look for times you’ve injected the narrator’s view. This shows up as “I see that” or “In my experience” or “I just need to say this” type of thing. When you insert that narrator’s voice, then the reader becomes aware that there’s another person involved in the conversation. At times, it’s necessary, but try to use that to your advantage.

Now…

Let’s take the headline above — give it a bit of room to run…

Discover the Top Money-Making Secrets Of A Falsely-Accused Felon Who NOW

Earns MORE Money Than The CEO’s of 7 Fortune 500 Companies!

From here, some of the companies could be listed. But not so much that there’s overkill. The reader would then jump directly into the body of the copy which would substantiate the claims and learn how this affiliate program may benefit them.

That, my friends, is my quick and crabby post for today!

Hoppily yours,

CB

P.S. If you’d like to send me a direct email with comments or suggestions, feel free to do so at cb@copybunny.com

How Important Are Demographics?

I heard it yet again today…”Find the demographics for the product, and the copy will write itself!”

Yeah right…here’s what I’ve found to be true.

Contrary to what some high-profile marketers suggest, don’t look to standard demographics for an assessment of your audience…

Instead, look at their VALUES.

For predicting anyone’s lifestyles, purchasing habits, social concerns, spirituality, etc… typical measurements don’t hold up. 

Standard demographics would have you believe that standards of income are “the key” to insider information on various groups. Copy falls flat if you use those old models.

Consider there are groups that have widely diverse ranges of income, age, education or occupation – but share similar VALUES.

If you look deeply enough, there are subcultures found within demographic ranges. Look to a demographic specialist, such as sociologist Paul H. Ray for further illumination on the subsets.  

For example…

“Moderns” don’t rank highly in terms of being on the religious right (as “Heartlands” do).   Where they do rank highest is that they believe in financial materialism (not a bad thing!) and they also rank highest in terms of altruism, or “giving back”.  

This doesn’t mean they’re at odds with the Heartlands demographics.

Both Heartlands and Moderns agree that they want to rebuild neighborhoods and communities, as well as take a firm stand against violence to women and children.

Here’s a key difference to note which doesn’t appear in traditional demographics …

In terms of relationship-orientation, 55% of Heartlands want a traditional relationship — only 25% of Moderns want their relationships to fall within the established structure.  Good to know if you’re writing copy for the wedding market!

Now, within each of these broad groupings are sub-groupings. This is where the “juicy” stuff comes in…

Here are a few examples of subdivisions within the Modern category –

Economic Conservatives – most affluent segment of Modernists, with a strong work ethic. Likely to oppose ecological sustainability.  

Conventional  – mainstream and more cynical. Dislike both Heartland and Cultural Creatives.

Striving Centers – upward mobility is their main thrust, but also yearn for spiritual meaning.

Alienated Moderns – disillusioned who have lost better-paying jobs or have poor job prospects.

You won’t find that in the occupation/income/ethnic breakdown of standard demographics!

Is this imperative to your business?  Most certainly!  Almost every business has a “draw” for a specific group. Hot buttons, emotional triggers…it’s essential to know who you’re speaking to.

Other issues to take into consideration could be experiences with alternative health care, love of foreign lands, feminism, pro-social justice, etc….

I’ve highlighted 2 demographic groups but there are others to take into consideration as well.  (My favorite demographic to write copy for is the Cultural Creative…very fulfilling)

Save yourself a lot of time and money by digging beyond demographics.  Find your TA. Connect with them by research or interviews. (I suggest interviews)   Get enough of a cross-section so you know exactly how to position your marketing.

And…

Have fun with it!

Hoppily yours,

Copy Bunny

Your copy: Does it whisper or scream?

Hype-Free does NOT mean No Selling!!!

I’ve received a few emails from my Granny Panties blog. Some aspiring writers – some of whom are currently enrolled in an illustrious mail-order copywriting course — asked for clarification.

Ah grasshoppers, allow me to explain.

When writing no-hype copy, we’re taking the reader by the hand and leading them through the sales process rather than…

Grabbing ‘em by the hair and SCARING THE BEJEEZUS OUT OF ‘EM!

Understand that in order for no-hype copy to be tremendously effective, we’re talking to a very small piece of the Target Market pie  – the very people who will actually BUY the product.  See where this is going?

Let’s say we’re writing copy for a naturopathic remedy for cold sore sufferers.  The fact that this product is naturopathic allows us to take a big step in determining what the pre-qualifications for this TA may be. 

(Btw, if you’re dating someone who repeatedly insists “Honest, it’s just a cold sore!”  proceed with caution)

Your job as a copywriter is to figure out if…

- The cold sores are stress-induced or a result of a high fever (we’re ruling out the STD variety, ok?)

-The TA has already tried a pharmaceutical approach

- They want to clear that pesky herpes virus out of their systems once and for all

Now, we want to find out “who” this TA is. Look for ways to insert moments within the copy where the qualified reader will have no choice but to nod their heads and say, “Yeah, that’s me.”

So, in order to do that, find similar identifying factors. What are the emotional parameters causing them to seek a cure?

Are they…

- Giving an important business presentation

- Re-entering the work force

- Getting married

- Tired of being asked, “What’s that on your lip?”

Find that common thread and run with it!

See where this is going?

 We’ve narrowed it down from a very broad TA (cold sore sufferers) to a very specific group of people (those who need quick and immediate action).  We then can tighten it up even further using techniques that allow you to quickly drill into this very rich material.

Here’s the fun part…you can now write your copy with surgical precision.  No need to “let it brew” for months on end, struggling while awaitng the subconscious thoughts to surface.

You’ve now defined and located the EXACT TA for this product. This makes it easier to write in a “no-hype” manner as you can now be conversational in order to gain the attention of the unique individuals rather than screaming through a bullhorn to the masses.

Identification– familiarization – connection. It comes down to knowing “what” to ask, and not being afraid to dig for deeper information.

Hope this helps!

Hoppily yours,

CB

Does Mr. “6-Figure Copywriter” actually live in a camper?!?

Here’s my question for the day…

Exactly “who” has the all-knowing power to appoint someone else as a “guru”?

Is there some type of Guru Council that sits down and decides which lucky person is going to be inducted into the “Guru Of The Month” club?

I’ve seen past the smoke and mirrors – have taken a longer-than-necessary look behind the curtain. The truth is…

People annoint themselves as The Highest Authority!!! It’s all part of the marketing game. What glitters isn’t gold, it’s merely the artificial light bouncing off of cheap imitation watches and well-pressed suits. (Bitter? Who me???)

Allow me to give you the 411 – the low-down – the real scoop…

There’s a BIG difference between “Gurus” and “Experts”.  Hold tightly onto your wallet when around the Gurus – learn to invest with an Expert.

 I can guarantee you that the mothers of “6-Figure Gurus” are applying for low-income housing because they can’t pay their utility bills***.  

***Any similarities are purely coincidental to real-life…maybe.

That being said, there are plenty of GENUINE experts out there with great information. These people are typically low-key but have a wealth of knowledge to share.

One of my favorites who’s currently making the rounds on the teleseminar circuit is Daniel Levis. He’s a great guy who wields his intellect carefully.

I’m not a “friend” or affiliate, nor does he even know I’m making this recommendation. I’m just truly impressed with what he does – it’s quality stuff.

I’m using him as an example of an expert worth following. Don’t waste your time or money on a “guru”.

Stay tuned for my next blog listing the Top 10 Signs Of A False Guru.

Hoppily yours,

CB

P.S.  As always, thoughts/comments/suggestions/wine lists appreciated!