There are ways to find good website writers, and there are ways to waste a ton of time. Case in point: Last week I got a call from a type of buyer whom I haven’t heard from in a long time. You may get calls from the same type of buyers in your world. I call them: the cheapest price “tire kickers.”
Searching for a good website writer? Here are some tips on what NOT to do!
You know the type.
They want everything under the sun for a deeply discounted price.
In my world as a website writer, the conversation sounds something like this:
“We’ll tell you upfront, we don’t want to pay you more than a couple hundred dollars to write our website content, but we do want to show up at the top of search engine results. We do want to convert the majority of our visitors into leads. We do want to sound special and different than everyone else. And we do want samples showing how you’ve achieved these results for our [niche industry] before.”
I see. Let me see if I’ve got this straight:
You want a Maserati… for a Kmart price.
Have you ever noticed that interesting brands have a special way of talking to their customers? The brand voice they use is uniquely their own, so they really stand out. If you’re looking for ways to spice up your website writing with a memorable voice, get inspired with these three examples.
Creating a unique brand voice can help ensure your message gets heard… and remembered.
First things first … What is brand voice?
So you may be wondering, what is brand voice and why does it matter?
Your brand voice is the written and spoken manifestation of your company’s personality. That’s a fancy way of saying: it’s the unique way you speak with your consumers about your business. A good brand voice can humanize your brand, making your company more relatable and appealing to your target audience.
Plus, if you have a lot of competitors who offer similar products or services, having a distinct voice can differentiate your business and make you much more memorable. (And who doesn’t like that?)
Some examples, please
Here are three companies that not only have distinctive brand voices, but they consistently use their voice through all their customer touch points — from their website writing, to email campaigns, to order confirmations.
What are the secrets to a successful business name? What are the biggest mistakes when renaming a company? What are the pros and cons of working with a naming consultant vs. crowdsourcing a name? Check out my interview with one of the country’s best namers to find out!
On a recent project, I had a chance to partner with a talented naming expert: Beth Hilden from Namelancer.
Beth was kind enough to let me interview her to share her expertise on creating business names.
Beth is a professional name consultant. She has created more than 5,000 name candidates for more than 150 clients, including Fortune 500 companies, B2B firms, and consumer product companies. Many of the country’s top branding agencies have turned to Beth for her 20+ years of experience naming brands, products, and services.
Here are Beth’s best tips on creating a successful business name!
Using photography and illustrations can be such a powerful way to tell your brand story—from highly visual sales presentations, to blog posts, to web content and animations. The question is, do you know where to go to find the best images for your business?
Recently, I’ve been working on a sales presentation for a company that is all about inspiring bigger thinking and stimulating the mind.
What better way to do that than through visual storytelling?
Rather than delivering an “old school” sales presentation with text-heavy PowerPoint pages, we’re telling their brand story through a series of engaging images (and well-crafted talking points, of course).
To avoid using cliched images, I reached out to my network of graphic designers with a question:
What are your favorite stock photography websites for interesting, unusual, funny, inspiring, thought-provoking and/or beautiful images (preferably royalty-free)?
I received such a wide range of suggestions for stock photo websites from my designers—from artistic options to cost-effective sites—that I’m sharing their top picks with you!
The more you can focus on a target audience, the easier it is to position your business. But what do you do if your business serves a wide range of audiences? What are the best ways to avoid brand “schizophrenia” and make your marketing messages as effective as possible?
Serve a wide range of audiences? Read on for some useful positioning tips…
In the last two months, I’ve worked with several businesses that have had tricky positioning needs.
Each business has had a diverse range of audiences. For example:
- A flood risk company that serves banks and insurance companies (B2B audiences), as well as homeowners (a B2C audience).
- An architectural firm that offers its design services to large development companies, municipalities, golf club committees, and well-funded individuals. Oye!
- A market research firm that has an innovative product for people in a range of job titles, job roles, and industries.
Perhaps your business serves distinctly different audience segments too!
If you serve many audiences and you’re struggling with how to position your business, here are three tips to strengthen your positioning and core messaging.
Early this year, Vine Street Communications celebrated its 5-year anniversary thanks to some amazing clients and colleagues!
In honor of small-but-mighty businesses that are pushing towards bigger and better milestones, I’m sharing four great marketing insights and three of my favorite links.
Thank you for your support, and cheers to your success!
#1: The more you can focus on a niche audience, the better.
During my first year in business, I took on any communication project I could help with, from employee communication consulting to marketing copywriting.
What do these services have in common, you ask?
And therein lies the problem.
For one thing, it’s really challenging to be good at everything. As the saying goes, “Jack of all trades. Master of nothing.”
But more important, when you try to be all things to all people, you run the risk of being nothing to anyone.
From a messaging perspective, it’s difficult to craft a highly focused story because you have too many audiences with distinctly different needs.
Are you scaring off leads? Are you trying to get too serious, too fast? Discover how a little insight into customer buying behavior can fill your pipeline with leads and greatly improve your marketing efforts!
Ah, the risks of misreading people…
My husband and I recently attended a home and garden show in Denver to gather ideas on ways to add more space to our house.
Shortly after the event, one of the companies we’d briefly chatted with at the show began pursuing us.
They emailed us a project proposal, which we hadn’t requested. They also left us several voice mail messages, asking us to schedule our start date.
I’m sure they had good intentions, but I’m not sure how we jumped from the first date to a proposal! They were oblivious to where we were in the buying funnel. As a result, they came across as pushy and lost their chance for a sale.
The five stages of buying
This awkward exchange got me thinking about how much more effective companies can be when they understand customer buying behavior and specifically, the five stages of buying.
Imagine this… You’re stuck on a deserted island with nothing but an iPad and curiously strong WiFi. As with any good deserted island scenario, you have to make choices. You can only use your iPad to follow 5 marketing blogs. Which blogs do you choose?
Here are 5 marketing blogs you absolutely need to consider!
If you’re like most of us, you want your website visitors to become deeply interested in your company.
You want them to download your whitepapers. Subscribe to your e-newsletters. Join your Facebook discussions. Sign up for your webinars. Call for consultations.
Oh, and while your visitors are at it, it would be really nice if they would share their contact information with you too, so you can stay in touch.
My friends, to get these kinds of results, you need a good inbound marketing plan… and that’s why the HubSpot blog is so useful. Continue Reading
Have you ever been the victim of a bad elevator pitch? Or worse: Are you the one giving that grating pitch? If you want to create a good elevator speech that engages your listeners and generates more leads, be sure to tackle these four misconceptions first.
When bad elevator speeches happen to good people…
We’ve all been there.
You’re at a networking event, or at a cocktail party, or sitting on an airplane, and all of a sudden, you find yourself on the receiving end of a mind-numbing elevator speech.
You try to stay engaged. You really do. But no matter how hard you try, your mind keeps wandering off like a kid in Toys “R” Us.
Before you know it, you’re having your own discussion in your head, “Did I lock the door when I left this morning? I wonder if I should take the dog to the groomer this weekend. Wow, I’m hungry. I need to get some snacks…”
Your mind has checked out.
There’s no bringing you back.
No matter how good your marketing writer, graphic designer or web designer is, if he or she can’t meet deadlines, your sanity is going to be seriously tested. Here are some of the best ways to identify and avoid hiring creative partners who miss deadlines.
Missed deadlines driving your crazy?
It’s time to find better creative partners.
I am continually amazed by how many businesses call me with horror stories about their creative partners missing deadlines.
“My last copywriter totally flaked out on me.”
“My graphic designer is making me crazy. He can’t meet a deadline to save his life.”
“I never know when I’m going to hear from my web firm. They disappear for weeks at a time.”
You don’t have to settle for such poor service.
You can find talented creative professionals in Denver – copywriters, graphic designers, and web firms – who will not only meet your deadlines, but they’ll also proactively manage your project, so you have one less thing to worry about.
What a concept!
Here’s the thing. You need to be able to identify them.