Coaches, Consultants,
Speakers,
Authors, and Small Biz Owners:
Success
Stories
Here are some examples of ways I've used copy to help clients with
marketing. Although we begin by working with copy, we typically
expand our scope to address the bigger question: "How can I increase
revenue, attract more clients and create a community of raving fans?"
Click here to see my portfolio of
samples.
"Discovering a hidden selling point"
While completing my questionnaire, "Brad" explained
how his firm delivered a specialized service. But when I asked, "How
are you unique?" he was stumped.
"Well, I've been in business longer than most of my competitors," Brad
said.
But in fact Brad had designed his services so clients needed to meet
with him just
once, while competitors typically needed half a dozen meetings. Since
each meeting interrupted the client's work and required considerable
time, he was able to offer a significant benefit, which became an
important part of his positioning strategy.
By working on copy strategy, we were able to fine-tune and strengthen
Brad's overall marketing strategy as well.
"Strategizing creatively"
"Ingrid" offered three service packages to a single
audience. She wondered how to combine her offering through a single
website.
After reviewing her questionnaire, we developed a unifying theme that
became the slogan for her website and brochures. We were able to use
this theme to suggest directions for creating her ezine and passive
revenue products.
"Recognizing needs of a target market"
"Jane" created a product that appeared to target stay-at-home
moms who were scrambling for time. But as we reviewed her
questionnaire, we realized her programs would be more attractive to
professional women who were juggling career and family.
Originally Jane presented her target market's need as, "managing time"
to work on this project. Bit since Jane's product rquired collecting
family mementos at different stages, her target market needed to revise
priorities. Her strategy needed to address urgency - not time
management.
"Promoting a program"
A Philadelphia arts
organization attracted a small audience for a subscription lecture
series. Seeking more participation, they asked me to write a series of
news releases.
For the first time in the organization's history, we prepared two
versions of the release: one for the general public and one for
businesses. We focused on unique knowledge the audience would gain
about their own city, as well as volunteer opportunities.
The story appeared in the city's mainstream newspaper as well as
suburban and business publications. Attendance tripled, setting
records, and the group had to find a larger room.
Now that you've seen a few examples of my work, you can learn more
about me.
Click here.