The Secret to Writing Converting Copy

Anybody's in particular?

Best,
Ewen

Anything off Deguello - my holy grail of tubey good tone and what I consider Rev. Gibbons at the pinnacle moment of his geetar greatness.

When I meet with business owners I tend to ask them some fairly simple questions at the start of the conversation i.e. who is your ideal customer? What is their pain, what causes them to contact you to seek out a solution to the problem going through their mind? What do they believe you can do for them that nobody else can?

At this point the person I'm talking to is usually fairly curious about what I do and will ask the question, what is it you do exactly Mark?

So I tell them, I'm a business growth expert that is I help businesses large and small with their marketing to acquire more custom both on and off line. Their interest now piqued, I'll typically just steer the conversation in any which way I choose.

The key here is to ask them (depending on the situation) plenty of questions. And keep them simple.

Don't be tempted to waffle off into marketing language which goes straight over the top of their heads. Express a genuine interest in what they do, remember their business is their 'baby', what they're usually highly passionate about.

They've invested a great deal of emotional turmoil into their business, blood, sweat and tears, not to mention possibly many sleepless nights trying to get their business well established in their niche.

When you ask them these questions and they reply, listen carefully to what they're telling you. Quite often the answers they give will be on their points of pain, things which cause them the most headaches. These are the questions running through their own mind to which they're seeking the best remedy to, but often don't know who exactly to approach for the best answer.

Once you've built up a good rapport with them and they've seen your own passion for your business come shining through your spoken words, they'll perceive you to be a friend, an expert they can rely on for further help and advice.

Even if you don't close them immediately on a deal, make sure to exchange business cards or contact details and you can follow up with these prospects later by your preferred channel of communication.

The key is be passionate about what you know best. What you know you can bring to the table in order to help them with their current problems.

Everyone wants more business. Everyone wants a bigger slice of the business pie. Everyone in business has an ambition and drive to make things happen. Everyone in business for any length of time desires more on the ball marketing knowledge to expand or leverage growth.

Through empathy, excitement and passion for what you know you do best, you'll be positioning yourself in a situation to help these business owners out directly by helping them to achieve their own business interests.

Smoking hot,


Mark Andrews

Well some of us here do not exactly have the luxury to prioritize passion over a more realistic approach to writing for business. I'd rather try to balance them both to keep them from conflicting (and save myself a small crisis ).

Don't get me wrong, I agree that writing from personal experience does give you an edge that you can really feel. I just think it's rather restrictive too if it's the only thing you want to devote your skills towards.

That's the part I agree with you on

But I can also make money in areas where I don't feel quite so passionately, so long as I can find something interesting or accurately put myself in my target customer's shoes. I love the areas I work in and find them infinitely fascinating, but if I never took another gig outside those fields, I might miss out on an opportunity to get passionate about an as yet unknown field

No, I'm not a generalist, before you ask LOL.