Everyone knows you need an online presence. Sometimes it even starts to feel like a list of chores: Create a website—check. Engaging content—check. A sales funnel/lead-nurturing campaign—check, check. Search engine rankings—check.
As important as these things are, they only skirt the key to marketing success using copy today—namely, strategy.
Without a unifying marketing strategy, the copy you write—and the time and money you spend on it—will only be half as effective as it deserves to be.
So what does it take to rock it at leveraging copy to position yourself in the market, drive sales, and reach your other world-changing objectives?
To answer this question, we asked three experts from vastly different niches to weigh in and share their insights about what’s working for them:
Carol Tice is a professional freelance writer who makes big bucks pitching articles to prestigious publications and by teaching her audience to do the same. Her new e-book, Small Blog, Big Income, which launches today, teaches how to get your company or personal blog to pay off, even if you don’t have a great following.
Ron Baron is a semi-retired industry leader with 25 years’ experience as a business executive at Winthrop-Akins. He now spends part of his time helping dozens of speakers and business owners jump-start their audience and brand each year by hosting and marketing educational cruises with them as the star. He can be contacted at BaronMotivator@gmail.com.
Pam Brayton is the Assistant Director of Public Affairs for the LDS (‘Mormon’) church in the Albany, NY region. She orchestrates traditional news and social media campaigns to inform public opinion about the LDS church and its members. Her work also generates interfaith and community support for humanitarian efforts such as the new I Was a Stranger initiative, which serves refugees.
Secret 1: Match Your Strategy to Your Audience.
Our experts reminded us that the “tools” you have to convey your copy isn’t nearly as important as how you use them. The genius that makes a copy strategy effective has more to do with how you combine these tools to reach and engage your particular audience.
Carol Tice prefaces her comments by saying, “I don’t consider myself a copywriter”—but she does do her own stunts, and if her 15,000 person audience is any indication, her copy does the trick. She generates much of her income by writing e-books and online courses to help writers find a niche and connect with clients that will pay them well.
“You need a…website,” she says, “Without a website, it’s like you’re invisible.” But the main point of her website, Make a Living Writing, is to add people to her Email list. It features a prominent subscribe form offering a valuable free e-book, to encourage people to sign up. Then, when a reader joins she can use Email to build a relationship, offer value-added freebies, and, when appropriate, drive her fans to landing pages for paid offerings.
“Email plus landing pages—those are kind of my two main backbones,” she says. (Tice recommends Leadpages.com for easy-to-use landing page creation.)