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Connect with Prospects Through Effective Marketing Copy

The late comedian George Carlin was fond of saying that the quality of our thoughts is only as good as the quality of our language. That sentiment can be taken a step further: the quality of our marketing copy is only as good as the quality of our language—and if that language doesn’t speak to the target audience and motivate them to take action, it’s a waste.

Every target audience or industry has its own buzzwords and lingo, and your website and marketing copy need to use that specific language, or they won’t be effective. For example, the word choices, tone, and context you use to connect with retirees in the Midwest will be markedly different from what you would use with college students in the Northeast.

If you feel unsure about which words to use with your prospects and clients, find out what they read. Magazines or books that are popular with that group are using the right words. Learn from them, especially any advertising that appears month after month. If it didn’t work, it wouldn’t be there.

If nothing else, ask your audience what they respond to. They’ll remember you for caring enough to seek their opinion.

Here are seven quick tips to connect with your audience by using the right words:

• Clarify your intention and your motivation. What action do you want them to take and why? Where does this copy fall in your sales process?
• Know your audience. Are they well versed in your industry, and do they know the lingo? Normally, you want to assume they don’t and keep it simple; however, with some target audiences you can use specialized language. Will they respond to 25-cent words or hundred-dollar words? Should you say get or receive?
• Don’t censor or edit yourself when you start writing. First drafts are about putting your thoughts on paper, then going back and reworking. You can add industry- and audience-specific language later.
• Watch your tone. You don’t want to come across as sarcastic, condescending, or patronizing. You are their partner in solving their problem.
• Monitor your use of I, me, my, and our. It’s not about you.
• Never use your first draft unless you have no other choice. Let it sit for a while, do something else, and go back for a fresh look. You’ll be amazed at how much better the second draft is.
• Have someone who is in your target audience or demographic read your copy and tell you where you shine and where you could use some polish.

Remember, your choice of words makes all the difference between blah and brilliant copy, no matter the situation. Use the right words effectively to motivate your audience to act. Speak their language. Show them you understand their problems, and you know how to help.

 

Discover simple marketing strategies to attract and convert prospects. My bimonthly ezine, Sumer’s Secrets is packed with tips on how to improve your web copy, promote your website, and market your brand.  Sign up and receive a FREE report on creating web copy that will increase sales and site traffic.

About the Author

Michelle Salater is an award-winning writer and president of Sumèr, LLC, a company which specializes in web copy writing, SEO copywriting, and the promotion and marketing of websites after they launch. As an avid business blogger, Michelle has grown her marketing blog, Copy Doodle, to be a powerful lead generation and client education tool, and frequently guest blogs and lectures on blogging. In 2009, Michelle won the Charleston Business Journal’s Forty under 40 award for her business and community leadership.

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99 Ways To Make Money Using Twitter $4.99 Produced by entrepreneurial blog Geekpreneur, creators of the popular Geek’s Guide to Twitter, the book covers methods as varied as TwitPitching, app-building, trend-spotting and affiliate selling, and is filled with practical ideas for everyone.Illustrated with case-studies and proven examples, 99 Ways to Make Money with Twitter reveals how individuals and businesses are using microblogging to build brands, land sales and win new customers. Each chapter explains where to start and how to do it, and even provides a real-life commercial model to copy.Since winning the SXSW blog award in 2007, Twitter’s growth has been phenomenal. From 500,000 users in early 2008, the site now hosts around 10 million microbloggers, and is used by enthusiasts, professionals and businesses alike.Rave Reviews”99 Ways to Make Money Using Twitter is a must-have guide for entrepreneurs who want to capitalize on the Twitter phenomenon. I’ve shared a number of its suggestions with the startups I counsel. In fact, I intend to apply some of its advice in my own businesses.”- Alexander Muse , Co-Founder, SpringStage.com Startup Network”Monetizing efforts on the social web can be an extremely daunting task, and in many cases Twitter is one of the hardest places to convert conversation into dollars. Whether you want to integrate Twitter into your company’s marketing plan or simply earn extra income, 99 Ways to Make Money Using Twitter is for you. A hat tip to the editors of Geekpreneur for providing real-world examples and ideas on how to accomplish return on investment with Twitter.”- Geoff Livingston, Senior Vice President / Social Media, CRT/tanaka and Author, Now Is Gone”For those who aren’t careful, Twitter can be ridden with empty promises and misinformation as everyone tries to take advantage of its opportunities. With 99 Ways to Make Money Using Twitter, Geekpreneur breaks out a comprehensive approach and detailed

A Passion for Planning: Financials, Operations, Marketing, Management, and Ethics $62.79 As businesses grow and evolve, the plan that guides them needs to keep pace with the changing company. Too often, a business plan languishes on a shelf, unrevised, to be trotted out and tarted up when money is being sought. This book focuses on existing small businesses and looks specifically at the ethics of organization that guide their development. Entrepreneurs or small business owners will find the following four tools very helpful: a three-dimensional matrix that clarifies which sections of the business plan should be emphasized at the three main stages of the business life cycle development in various industries; examples of ”live” business plans in these industries, developed and used by small business owners today; commentaries on these plans by functional specialists and industry experts who evaluate the plans in the context of the business; an extensive set of resources and references, electronic, hard copy, and human, to assist the small business owner in business plan development.

Adult Swim $19.99 Purchase includes free access to book updates online and a free trial membership in the publisher’s book club where you can select from more than a million books without charge. Chapters: Adult Swim, 2007 Boston Bomb Scare, Radical Axis, Adult Swim Video, Williams Street, Eating’s Not Cheating, Williams Street West, 70/30 Productions. Excerpt: On January 31, 2007, a bomb scare occurred when police officers mistakenly identified small electronic devices found throughout Boston and the surrounding cities of Cambridge and Somerville as improvised explosive devices . The devices turned out to be battery-powered LED placards with an image of a cartoon character called a Mooninite . The placards were part of a guerrilla marketing campaign for Aqua Teen Hunger Force Colon Movie Film for Theaters , a film based on the animated TV series Aqua Teen Hunger Force (ATHF ) on Cartoon Network ‘s Adult Swim late-night programming block. Background In November 2006, Peter Berdovsky, a Boston area artist, met a man named “John” in New York. John worked for marketing company Interference, Inc. and asked Berdovsky if he would be interested in working on a promotional project. Berdovsky agreed and then enlisted Sean Stevens to help in the project. Interference shipped Berdovsky 40 electronic signs. Adrienne Yee of Interference e-mailed him a list of suggested locations and a list of things not to do. According to the police, the suggested locations for the devices included “Train stations, overpasses, hip/trendy areas and high traffic/high visibility areas.” They were to be paid $300 each for their work.Berdovsky, Stevens and Dana Seaver put up 20 magnetic lights in the middle of January. They dubbed the activity “Boston Mission 1.” While Stevens and Berdovsky put up the lights, Seaver recorded the activity on video and sent a copy afterward to Interference.On the night of January 29, 2007, 18 more magnetic lights were put in place in what was called “Boston Mission 2.” This

Advertising: Music Video, Wheeler-Lea ACT, Infomercial, Criticism of Advertising, Tobacco Advertising, Burger King Advertising, Barber’s Pole $26.62 Used – Please note that the content of this book primarily consists of articles available from Wikipedia or other free sources online. Pages: 244. Chapters: Music video, Wheeler-Lea Act, Infomercial, Criticism of advertising, Tobacco advertising, Burger King advertising, Barber’s pole, Patent medicine, Zango, Alcohol advertising, The Creative Circus, In-game advertising, Commercial graffiti, Advertising agency, Mobile marketing, Copy testing, Advertising media selection, International Tourism Ad

Advertising: Music Video, Wheeler-Lea ACT, Infomercial, Criticism of Advertising, Tobacco Advertising, Burger King Advertising, Barber’s Pole $39.19 Used – Please note that the content of this book primarily consists of articles available from Wikipedia or other free sources online. Pages: 244. Chapters: Music video, Wheeler-Lea Act, Infomercial, Criticism of advertising, Tobacco advertising, Burger King advertising, Barber’s pole, Patent medicine, Zango, Alcohol advertising, The Creative Circus, In-game advertising, Commercial graffiti, Advertising agency, Mobile marketing, Copy testing, Advertising media selection, International Tourism Ad

Advertising: Music Video, Wheeler-Lea ACT, Infomercial, Tobacco Advertising, Burger King Advertising, Patent Medicine, Zango $35.15 New – Chapters: Music video, Wheeler-Lea Act, Infomercial, Tobacco advertising, Burger King advertising, Patent medicine, Zango, Alcohol advertising, In-game advertising, Copy testing, Advertising agency, Advertising media selection, Mobile marketing, Barber’s pole, Legal advertising in the United States, Fast food advertising, Parody advertisement, Marlboro Man, Advertising research, Chindon’ya, McDonald’s advertising, Shock advertising, Performance-based advertising, Effective frequency, Adver

Advertising: Music Video, Wheeler-Lea ACT, Infomercial, Tobacco Advertising, Burger King Advertising, Patent Medicine, Zango $26.62 New – Chapters: Music video, Wheeler-Lea Act, Infomercial, Tobacco advertising, Burger King advertising, Patent medicine, Zango, Alcohol advertising, In-game advertising, Copy testing, Advertising agency, Advertising media selection, Mobile marketing, Barber’s pole, Legal advertising in the United States, Fast food advertising, Parody advertisement, Marlboro Man, Advertising research, Chindon’ya, McDonald’s advertising, Shock advertising, Performance-based advertising, Effective frequency, Adver

Affiliate Marketing on the Web: How to Use and Profit from Affiliate Marketing Programs $12.32 Affiliate marketing is a highly profitable online advertising method in which Web site merchants pay independent third parties to promote the products or services of an advertiser on their Web site. In other words, affiliate marketing involves posting a company’s banner on your Web site or blog and attempting to send visitors to their Web site. If someone clicks on that banner or goes to that site and buys something, you will be paid a commission. While some affiliates pay only when a sale is made, some selling big ticket items like cars, credit cards, travel, and so forth have modified the model and pay for qualified leads. Affiliate marketing is now viewed as a key component of a company’s online marketing strategy.Affiliate marketing is an advertising technique that originally was developed by Amazon.com. In this new book you will learn how to master the art and science behind affiliate marketing in a matter of hours. By investing a few dollars you can easily increase the number of visitors to your Web site and significantly increase sales. If you want to drive high quality, targeted traffic to your site, there is no better way than affiliate marketing. Since you only pay when a sale is made, your marketing dollars are being used more effectively and efficiently compared to any other advertising method.The keys to success in affiliate marketing are knowing what you are doing, devising a comprehensive and well-crafted advertising plan, and knowing the relationships between your Web site, search engines, PPC advertising, and campaign methodology. This groundbreaking and exhaustively researched new book will provide everything you need to know to get you started on generating high-volume, high quality leads. You will learn the six steps to a successful campaign: keyword research, software needed, copy editing, setup and implementation, performance analysis, return on investment, and reporting and avoiding PPC fraud.In addition, we spent thousands of

Aiming at Amazon: The NEW Business of Self Publishing, or How to Publish Your Books with Print on Demand and Online Book Marketing on Amazon.com $9.5 **********BECAUSE OF CHANGES AT AMAZON, READERS OF THIS BOOK SHOULD BE SURE TO VISIT THE AUTHOR’S WEB SITE FOR UPDATES**********There has never been a self publishing manual like this. “Aiming at Amazon” is NOT about getting your book into bookstores. Instead, it lays out an innovative approach that targets sales on Amazon.com. It reveals how to make a book sell well online, with tips never before offered. And it doesn’t stop there — it gives you a way to publish your book with print on demand that can double your profit per copy. Avoid publishing plans that handicap you almost before you begin. Let “Aiming at Amazon” introduce you to the NEW business of self publishing. /////////////////////////////////////////////////Aaron Shepard is a foremost proponent of the new business of profitable self publishing through print on demand, which he has practiced and helped develop since 1998. Unlike most authorities on self publishing, he makes the bulk of his living from his self-published books — not from consulting, speaking, freelance writing, or selling publishing services. In a parallel life, Aaron is an award-winning children’s author with numerous books from publishers large and small./////////////////////////////////////////////////”Aaron Shepard has been more successful selling through Amazon than any other self publisher I know. If you want to self publish and get the most from it, this book is for you.” — Morris Rosenthal, author, “Print-on-Demand Book Publishing”"Solid gold advice. . . . Aiming At Amazon will dramatically increase your odds of success. A few hours with this book will give you the benefit of years worth of hard-earned experience.” — Steve Weber, author, “The Home-Based Bookstore”"If you want to learn how to sell more books on Amazon, this is the best book I’ve read on the subject. . . . Thanks to books like this, self-published authors have a chance to succeed against

Aiming at Amazon: The New Business of Self Publishing, or How to Profit from Print on Demand and Book Marketing on Amazon.com $9.39 New – There has never been a self publishing manual like this. “Aiming at Amazon” is NOT about getting your book into bookstores. Instead, it lays out an innovative approach that targets sales on Amazon.com. It reveals how to make a book sell well online, with tips never before offered. And it doesn’t stop there — it gives you a way to publish your book with print on demand that can double your profit per copy. Avoid publishing plans that handicap you almost before you begin. Let “Aiming at Ama

Aiming at Amazon: The New Business of Self Publishing, or How to Profit from Print on Demand and Book Marketing on Amazon.com $14.38 New – There has never been a self publishing manual like this. “Aiming at Amazon” is NOT about getting your book into bookstores. Instead, it lays out an innovative approach that targets sales on Amazon.com. It reveals how to make a book sell well online, with tips never before offered. And it doesn’t stop there — it gives you a way to publish your book with print on demand that can double your profit per copy. Avoid publishing plans that handicap you almost before you begin. Let “Aiming at Ama

Aiming at Amazon: The New Business of Self Publishing, or How to Publish Your Books with Print on Demand and Online Book Marketing $9.66 Used – There has never been a self publishing manual like this. “Aiming at Amazon” is NOT about getting your book into bookstores. Instead, it lays out an innovative approach that targets sales on Amazon.com. It reveals how to make a book sell well online, with tips never before offered. And it doesn’t stop there — it gives you a way to publish your book that can double your profit per copy. Avoid publishing plans that handicap you almost before you begin. Let “Aiming at Amazon” introduce you t

Aiming at Amazon: The New Business of Self Publishing, or How to Publish Your Books with Print on Demand and Online Book Marketing $9.52 Used – There has never been a self publishing manual like this. “Aiming at Amazon” is NOT about getting your book into bookstores. Instead, it lays out an innovative approach that targets sales on Amazon.com. It reveals how to make a book sell well online, with tips never before offered. And it doesn’t stop there — it gives you a way to publish your book that can double your profit per copy. Avoid publishing plans that handicap you almost before you begin. Let “Aiming at Amazon” introduce you t

Always Be Testing: The Complete Guide to Google Website Optimizer $29.99 If you want more leads, sales, and profits from your website, then you need to test, test, test. Google Website Optimizer is all about testing, and this book shows you how to use that free tool to discover what is best for your site and your bottom line. Recognized online marketing guru Bryan Eisenberg and his chief scientist John Quarto-vonTivadar explain how to test and get more of your visitors to take the actions you want them to take: contact you, buy something, subscribe, or otherwise engage with your site. Learn to develop a testing framework and establish goals and parametersDetermine how well your site calls visitors to take action and learn how to make improvementsDiscover the best approach for selecting and categorizing productsOptimize your landing pages and revise your content with copy that sellsUnderstand exactly which test works best for a given purposeLearn what you need to bring to the testing experience to reap the fullest benefitsLearn how to design impactful tests in sales, lead generation, B2B, and B2C situationsGet over 250 testing ideas based on all the factors that contribute to a site’s ability to convert online visitors”I can tell you two things. The first thing is: Testing works. If you’re not doing it well, you’re missing out. The second? Bryan Eisenberg knows what he’s talking about. Time to get started, time to start testing.”—Seth Godin, Author of Meatball Sundae”Bryan and John have combined years of experience in persua­sive marketing with their deep knowledge of Google Website Optimizer to deliver actionable insights that will make rock stars out of any marketing team.”—Tom Leung, Senior Business Product Manager, Google Website Optimizer”Bryan Eisenberg delivers the What, Why, and How of closing significantly more online sales.”—Jim Sterne, Founder, Emetrics Summit”Always

Always Be Testing: The Complete Guide to Google Website Optimizer $5.18 If you want more leads, sales, and profits from your website, then you need to test, test, test. Google Website Optimizer is all about testing, and this book shows you how to use that free tool to discover what is best for your site and your bottom line. Recognized online marketing guru Bryan Eisenberg and his chief scientist John Quarto-vonTivadar explain how to test and get more of your visitors to take the actions you want them to take: contact you, buy something, subscribe, or otherwise engage with your site. Learn to develop a testing framework and establish goals and parametersDetermine how well your site calls visitors to take action and learn how to make improvementsDiscover the best approach for selecting and categorizing productsOptimize your landing pages and revise your content with copy that sellsUnderstand exactly which test works best for a given purposeLearn what you need to bring to the testing experience to reap the fullest benefitsLearn how to design impactful tests in sales, lead generation, B2B, and B2C situationsGet over 250 testing ideas based on all the factors that contribute to a site’s ability to convert online visitors”I can tell you two things. The first thing is: Testing works. If you’re not doing it well, you’re missing out. The second? Bryan Eisenberg knows what he’s talking about. Time to get started, time to start testing.”—Seth Godin, Author of Meatball Sundae”Bryan and John have combined years of experience in persua­sive marketing with their deep knowledge of Google Website Optimizer to deliver actionable insights that will make rock stars out of any marketing team.”—Tom Leung, Senior Business Product Manager, Google Website Optimizer”Bryan Eisenberg delivers the What, Why, and How of closing significantly more online sales.”—Jim Sterne, Founder, Emetrics Summit”Always

Become a Client Magnet: 27 Strategies to Boost Your Client-Attraction Factor $6.84 A quick, interesting and sometimes humorous read for anyone who practices a profession, owns a service business or sells a service, this book provides simple yet timely and important lessons about getting and keeping good clients in any economic climate or competitive environment. The lessons are easy to implement, generally don’t cost anything and will have an immediate and powerful impact on your practice or business.”Sandy’s background as an attorney shows through in his sensitivity to the issue of selling under the radar. There are no crass or overt “selling” techniques that professionals understandably recoil from. His short segments on creative listening and attraction-versus-promotion allow his readers to become master sales and marketing practitioners without any pushy components or hucksterism. This compact, impactful book is the perfect antidote to an economy that has forgotten how to sell – “I urge EVERYONE who wants to EARN their way out of debt to get a copy now!” -Steve Chandler, Author of Fearless

Boise ACC2811 ASPEN Color Copy Paper, 96 Brightness, 28lb, 8-1/2 x 11, White, 500 Sheets/Ream $41.95 Premium recycled paper for optimum performance on color laser printers and color copiers. Great for sales collateral, flyers and presentations. Custom marketing materials that require a professional look can now be done “in-house”. Perfect for two-si

Boise ASPEN Color Copy Paper, 96 Brightness, 28lb, 8-1/2 x 11, White, 500 Sheets/Ream $41.95 Premium recycled paper for optimum performance on color laser printers and color copiers. Great for sales collateral, flyers and presentations. Custom marketing materials that require a professional look can now be done in-house . Perfect for two-sided printing and copying. Made without the use of chlorine or chlorine compounds (PCF). Acid-free for archival quality.

Brain Quest $10.95 Smarter. Fresher. Better. And now with new content, and new packaging. Announcing the 650,000-copy, $750,000-marketing-budget relaunch of Brain Quest, America s #1 educational bestseller with over 23.7 million copies in print. Featuring a complete updating of the content and an eye-catching, brainy-retro new look with easy-to-stock-and-shelve packaging, this is a dazzling makeover, inside and out. For kids, it s fun unplugged. For parents, it s the easiest, most trusted way to know if their children are keeping pace. Assisting in the relaunch is an advisory panel of ten of America s top educators, each of them winners of Teacher of the Year or Milken National Educator Awards. The result: completely revised questions and answers, with up to 20%new material, to bring each deck up to the standards of today s curricula. The content is the same that kids will find on standardized tests, handled in such a way that it promotes mental flexibility. The new Brain Quest is rolling out this Spring with a national Thinking Cap College Tuition Sweepstakes promo-tion; official spokesperson (Milken award-winning teacher and Brain Quest user Patty McGee); national publicity; and a revamped Web site (www.brainquest.com). Because it s no tonly OK to Be Smart it s absolutely essential.