Is Twitter a sign of society’s shrivelling attention span and trivia obsession, or does it provide the strict discipline we need to distil our thoughts into focused nuggets?

We’ve previously explored the all-important 30-second elevator statement and discussed the benefits of a catchy one-line business tagline, but with the irresistible rise of Twitter, is it time to perfect the art of communicating in 140 characters?

The idea is not new. Twitterature, a morphing of twitter and literature, is a popular book that reworks the key themes of the world’s greatest books in digestible portions of 20 tweets or fewer.

For example, here’s how they tackle a classic scene from Romeo and Juliet.

“Found fair Juliet. She’s dead, and definitely not faking it! (Didn’t move when I poked her.) Alas, I must drink this terrible brew.”

It has also been reported that Ernest Hemmingway wrote the following six-word story:

 “For sale: Baby shoes. Never used.”

An intriguing and seemingly gloomy story, it sparks much speculation on its deeper meaning.

If you had 140 characters to tell the story of your business, what would you say?

Deep and meaningful or witty and frivolous, we invite you to leave a comment and share your business pitch in a tweet of 140 characters or less. If you don’t have a business, you could share the vision for the business you’d love to have.

I’ll go first by leaving a comment attempting to sum up Flying Solo in one tweet. And then it’s your turn!

Read 139 comments or add your own at Flying Solo

It’s fair to say that ‘getting out there’ and business networking – online or offline – is not something that comes naturally to me.

Truth be told, if left up to me I’d slouch alone in my home office all day listening to folksy music with headphones on and ignoring the telephone.

So I was obviously euphoric when Robert informed me we were off to mingle with 1000+ business owners at last week’s launch event of Energise Enterprise, Victoria’s small business festival.

I know the drill. Robert swans off to be Mr Big Shot presenter, while I’m left manning the stand.

However, the funny thing is that as much as I dodge them, I always love these events when I get there. It was great to chat with a constant stream of wonderful business owners and entrepreneurs. And the massive business benefits in terms of contacts and promotion are obvious.

For me, the challenge is simply turning up. I’ve found that once you get there, the conversations and connections just seem to happen by themselves.

It’s the same thing with business networking online. Before getting involved in Flying Solo, I’d never commented on an article. And before we started the forums a few years ago, I’d never made a post on any forums, let alone helped look after one.

I’m far from alone in this. Our surveys and feedback consistently reveal an aversion to (okay, fear of) networking amongst small business owners. In fact, generally more than 95% of readers online – affectionately known as lurkers – don’t actively join in the conversation, preferring to listen and learn. Which is, of course, totally fine.

But today, I invite you to take the plunge. If you’ve never or rarely posted anything online, take the first step towards online networking and leave a comment on this article.

To make it nice and easy, simply tell us what you enjoy most about running your own ship and if there’s one thing you’re looking for that will make your life easier, tell us that too and let’s see what the community can do to assist. If you’re a regular commenter, then by all means hop in and show us how it’s done.

So, tell me something I don’t know. I’ll start.

Read 58 comments or add your own at Flying Solo

Words. They’re everywhere. We hear them, speak them and read them all day long. So why is it so hard to write them down sometimes?

Whether it’s an important email, business letter, article, web page or advertisement, most of us have experienced writer’s block at some point in time.

Although you may be a good writer and have an idea of what you want to say, it can be extremely difficult at times to put pen to paper – or should I say fingers to keyboard.

That’s because language is a powerful thing, particularly when you’re trying to connect with someone or persuade him or her to do something. This is especially true with advertising and marketing communication.

So if you’ve never outsourced your writing to a professional copywriter, here are some reasons why you might:

1.  You’re too busy
You may be able to write copy, but when it’s one of a thousand things on your ‘to do’ list, it can be a dark cloud that hangs over your head. So give your copywriting to someone who does it for a living. Get it off your hands and concentrate on the 999 other things you need to do.

2. You know what you want to say, but you don’t know how to say it
A copywriter writes copy for a living, so they know how to find the right words for the task at hand. That’s their job. Let them worry about how to say it and get back to doing what you do best.

3.  You’re too close to the project
When your heart and soul has gone into a project, it’s hard to remain objective. Outsourcing the writing to a copywriter gives you a fresh and experienced set of eyes looking over the job.

4.  You find copywriting frustrating and time-consuming
Give it to someone who doesn’t! Hand it over and revel in the free time you’ve just acquired.

5.  The concept is brilliant but the words are missing
You may have a sensational design concept, but now you need the words to complete the picture. A professional copywriter can provide the final piece in the puzzle to achieve a winning result.

6.  You’ve written the copy but it needs a thorough edit and proof read
This is the perfect time to use a copywriter. They can put the polish on a piece of marketing or advertising material, as well as pick up any spelling, grammatical or structural inaccuracies.

7.  Your existing communication needs a re-fresh
You may have existing marketing collateral, but it’s becoming a little stale and outdated.
A copywriter can spruce things up and put a fresh spin on your message, without a full re-write.

So next time you’re lost for words, why not enlist the help of someone who plays with words for a living?

It may just save you time, money and heartache, plus you’ll get the words you need to attract more customers, connect with their emotions and persuade them to do business with you.

As a business owner, it’s natural to want to tell the world who you are, what you do and why you’re the best. So when it comes to writing marketing or advertising copy, it’s easy to fall into the trap of only talking about “me, me, me”.

I’ll break this to you gently…your potential customers don’t really care about you.
(insert gasp)

Why? Because all they care about is what you can do for them.
(I know. Those selfish so-and-sos.)

Shift your focus
The biggest mistake businesses make when writing their marketing communication is to only focus on themselves.

“We do this. We do that. We’re one of the most reliable, most fantastic, most awarded companies in the history of the world. Our mission is to be the best company ever.”

We. Our. Us. These seemingly harmless words are actually quite poisonous when it comes to persuading your audience. In fact, good copywriters avoid these words like the plague, using words like ‘you’ and ‘your’ instead.

Use benefit-driven copy
The key is to think about how your product or service benefits the customer. What’s in it for them? How does it make their life easier/better/simpler? Does it save them time, money or hassle?

If you can demonstrate how your product or service benefits the customer’s life, they’re more likely to respond positively to your message.

For example, which of the following pieces of copy appeals to you more:

A) Smith & Co. is your number one choice for home insurance. We have been established since 1975 and have received multiple awards over the years. Our customer service is second to none and we go above and beyond for our clients. Quite simply, we are the experts in home insurance.

Or

B) Your home is your most valuable asset; a place where you and your family feel comfortable and safe. So as Australia’s leading home insurer, Smith & Co. understands the importance of protecting your home. That’s why we take the time to listen to your needs in order to tailor the ideal insurance solution for you.

(Hopefully you chose the second piece!)

You can see how switching the focus back to the customer can make a big difference. You’re connecting with their emotions of comfort and security, plus you’ve reassured them that you’ll listen to their needs and tailor an insurance solution just for them.

Put yourself in the customer’s shoes
So next time you’re writing your business communication, stop for a minute and put yourself in the customer’s shoes.

What do they want to hear? Do they want to hear about how great your business is, or would they prefer to know how your product or service benefits them?

Good luck!

If you run a business, chances are that you’ll have to produce a sales letter at some point in time. Whether it’s to launch your business, a new product or to attract more sales, a well-written sales letter can be an extremely effective tool in your marketing mix.

However, it’s easy to get it wrong. There are a thousand ways to ensure your sales letter is scrunched up and thrown in the bin. You name it…boring headline, poor grammar, long sentences with no point, hidden messages, no call to action, lack of perceived benefits for the reader…the list goes on.

So before you start typing away, it’s vital to remember two things:

1. People are increasingly time-poor these days, meaning there’s no time for waffle; and
2. Your product or service MUST make their life better/easier/richer/happier etc.

Once you acknowledge these crucial points, you’ll be in a better position to write some great copy. With this in mind, effective sales letters follow a proven formula:

• An attention-grabbing headline (you’ve got about 3 seconds to get their interest!).
• A powerful introduction that outlines your strongest selling points or your offer.
• Short, punchy and benefit-driven copy that gets straight to the point.
• Sub-headings and bullet points that enable the reader to scan the text quickly.
• A call to action that makes it easy to contact you i.e. a phone number or website.
• A P.S. or even a P.P.S. at the end of the letter to add extra information.

What’s more, the tone of your copy is so important. You should always write your letter as if you’re speaking to a friend. That way, your copy will take on a more personal tone, rather than a cold attempt from a faceless company.

And remember, always talk to the reader and make your product or service about THEM.
Use “you” and “your” instead of “we” and “our” wherever possible.

If you follow these basic principles when crafting your next sales letter, you’ll be well on the way to achieving the results you desire.

That’s because a letter that conveys the benefits of your product or service in a concise, personal and easy to read manner, will capture the reader’s attention and increase your chances of making a sale.

P.S. Make sure you choose a font that’s clear and legible, and leave adequate white space around the text. It’s all about making it as easy as possible for people to read.

P.P.S. See, the P.S. added some good information, didn’t it!

P.P.P.S. Now I’m pushing my luck.   

I recently moved to one of those touchy feely fruity phones. Hardly a significant event, until I discovered many thought I’d been sucked in and paid a premium just to carry around a logo. Had I fallen for the marketer and ignored the engineer?

According to people in the know, there are smart phones that deliver a better performance for much less. And I’m sure there are.

The thing is that I didn’t know about them, didn’t care about them, couldn’t tell the difference between them and wasn’t about to spend hours comparing specs and performance statistics.

I just wanted a pocket-sized gadget thingy that combined email, internet, phone, diary and music. And yes, like magpies, I’m attracted to shiny objects.

So what is my point? It’s that seemingly superficial things like branding, packaging, emotional connection, glossy design and sexy bits are absolutely integral to the quality and success of your product. There are millions of technically brilliant products that never capture a market’s imagination, let alone its wallet.

You may have done all the hard work: studied for years to gain your expertise, spent years building a product, or come up with a world-changing business idea. But if you fail to invest in the all-important polish, you can kiss goodbye to the value of all that other stuff. It’s like building a $400,000 Ferrari, but not bothering to do the $8,000 paint job.

The engineer builds the car, the marketer paints it.

In business, this paint job includes things such as logos, web design, writing, business cards, brochures, uniforms, email signatures, phone scripts, proposal documents, advertising, service consistency, follow up, punctuality, pricing, packaging and of course, personal presentation. All things outside the core offering.

Superficial it may be, but we all make purchase decisions, at least in part, based on such influencing factors and will pay a premium for a brand we know and trust.

Perception is reality. In other words people won’t necessarily choose what the engineer determines is the best product, they’ll choose what they think is the best value product, and they can thank the marketer for that.

Ultimately, the product or solution will have to deliver on the marketing promises to succeed, but until it’s been sold it doesn’t get that chance.

What do you think? Is your inner engineer allowing the marketer to add some shine, or have you got too much shine and not enough under the bonnet?
Read 12 comments or add your own at Flying Solo

I have a problem.
I seem to be including smiley face characters in more and more of my emails these days.
Most times, it’s quite upbeat.
Other times, it’s just a cheeky wink. :-)

All pretty harmless stuff really. Why do I do it? Well, mainly for the following reasons.

1. So the person reading my email knows that I’ve made a joke.
2. Because I’m keen to convey a light-hearted tone.
3. Because I find it an easy way to emotionally connect with the recipient.

The thing is, I’ve become a bit self-conscious about it lately. Here I am happily inserting smiley faces like they’re going out of fashion, but I stopped the other day and thought, “Do some people get annoyed by this practice?” It was a sobering thought and caused me to hesitate the next time I was about to unleash a smile.

So the questions rattling around in my head are these: As a businessperson dealing with other business people in grown-up land, should I be more careful about using the ol’ smiley face in emails? Or does the casual nature of email communication mean we can be a little more relaxed about the way we convey our message or feelings?

Before we go any further, let me clarify something. If I’m dealing with a new client or someone that I don’t know well, I won’t use a smiley face. My instincts tell me that it’s not a professional thing to do so early in a relationship. But if I know the person or they’ve become a regular client, I’m more likely to flash them a smile, particularly if they’ve flashed me first.

I think I’m giving this topic a lot of thought because I’m acutely aware of the fact that the mood or tone of an email can be misread so easily. What someone may consider flippant or humorous, may be entirely offensive or rude to someone else. It’s the danger of emails.

And as a Copywriter working from home, the bulk of my communication is via email, so I need to ensure that my emails hit the right mark in terms of tone and clarity.

I know one thing for sure…when someone uses a smiley face in an email to me, I instantly feel more relaxed and buoyant when dealing with that person. Whether it’s right or wrong, that tiny emotional connection can make a big difference in how the message is received.

So what do you think about smiley faces in business emails; a great way to convey mood, :-)
or a childish habit that has no place in the business world?

What drives someone to buy something? The simple answer is that they either want it or need it. But there’s more to it than that. Every purchasing decision has an underlying motivation that we, as business owners, marketers or copywriters, need to identify.

You see, whether you’re selling clothing, microwaves or insurance, there’s a common set of reasons why people will buy your product or service. Once you identify and understand these reasons, you’re well on the way to unlocking the secrets of effective selling.

For example, if you’re selling home security systems, what are you really selling? That’s right – peace of mind. And peace of mind is an emotion; something that compels people to buy. Therefore, the following line does a good job of conveying the benefits of a home alarm:

“Protect your home and family with 24/7 peace of mind.”

Quite simply, you need to provide a clear and relevant reason for buying. And your copy needs to connect with the right human emotion. In this case, fear and/or security.

So without further ado, here are 7 powerful reasons why people buy:

1. To save money

Pretty simple one, huh! Whether it’s a 2-for-1 deal or a great rate on a home loan, saving money is a high priority for most people. So if you’re offering a cheap home loan, what are you really selling? You’re selling a way to pay the mortgage more quickly…therefore a way to have more money to invest…therefore a way to achieve financial security…therefore a way to enjoy a better standard of living.

2. To make money

Just like most people want to save money, we all like to make money to live comfortably, buy the things we want and to have a secure future. So if your product or service provides a way for people to make money, you need to appeal to their emotions. Investing is a good one. Ask your market if they would like a secure future for their family. Or ask them if they’d like to do the things they’ve always dreamed of – travel, buy a sports car or a holiday home.

3. To save time

If your product or service saves time, this means that your customer will have more time to do the things they’d rather be doing. A dishwasher is a great example. Why spend half an hour doing the dishes when this dishwasher can do it for you. Then you’ll have more time each evening to play with the kids, relax on the couch or go for a walk.

4. Convenience

This is such a strong motivator. Why? Because we are increasingly time poor these days and anything that adds convenience to our lives has great appeal. It makes our life easy. It removes hassle. Therefore, a product or service that provides a hassle-free experience is sensational – like the convenience of using a tax agent to do your tax.

5. Fear/security

Fear is another great motivational tool. Consider the following fears: Will you have enough money when you retire? Is the car you’re driving safe enough for your family? How secure is your job in these tough economic times? If your product or service provides peace of mind for your customers, tap into this emotion and tell them how you’ll solve their problem.

6. Ego gratification

This motivator is an oldie but a goodie. Anything that stokes the ego is terrific. People love praise from others, attracting others or creating a desired lifestyle. So maybe your product or service makes people feel good about themselves. Maybe it improves their image. If so, emphasise these benefits and appeal to their ego.

7. Pleasure

And finally, perhaps your product or service just makes people feel damn good! You might be a massage therapist, own an amusement park or a movie theatre. What you’re selling is fun, a reason to smile or a good time with family and friends.

So there you have it – 7 powerful reasons why people buy. As a business owner, marketer or copywriter, it’s important to identify these motivators and tap into them wherever possible.

If you’re able to provide the link between your product or service and the emotional benefit the person will enjoy, you’ll be well on the way to making a sale, earning more money, buying the things you want, securing your financial future…you get the picture!

Last month, I looked at 7 essential rules to writing effective web copy.

I’ll now share my remaining 6 rules to help your web copy shine.

Rule #8: Benefits not features.
Anyone can list a bunch of product or service features, but what really stimulates people into action is benefits. How does your product or service make their life better? How does it save them time or money? If people can make the connection between your product or service and how it’ll improve their life, they’re more likely to be persuaded. So tell them what they want to hear. Make them feel like they simply can’t go on living without you!

Rule #9: Bold text.
If you want to emphasise certain words or sentences in your web copy, why not put them in bold? They’ll stand out from the normal text and be easier for people to digest when they’re scanning your site. It also helps to reinforce key messages. Go on, be bold!

Rule #10: Break up your sentences and paragraphs.
No one wants to read long, boring blocks of copy, so vary your sentence length. Don’t be afraid to use full stops more often. Like this. See. It’s not so bad. And make sure you break up your paragraphs so that they contain no more than 2 or 3 sentences. It makes things easier to read.

Rule #11: Spelling and grammar.
Please, please, please check your spelling and grammar before uploading content to your website. And don’t just rely on spell check – it has a nasty habit of missing things like ‘there’ instead of ‘their’ or ‘your’ instead of ‘you’re’ or ‘pair-shaped’ instead of ‘pear-shaped’. The best idea is to print your web pages and read them out loud, or get a trusted friend to read them for you.

Rule #12: Friendly and approachable.
Put yourself in the reader’s shoes. Would you prefer to read friendly, upbeat copy or boring and unemotional copy? Of course, friendly wins every time! You want to connect with your audience and make them feel comfortable. So write how you would speak to a friend. Keep it casual and they’re more likely to have a smile on their face as they read about your business.

Rule #13: Address a basic need.
What problem does your product or service solve? Fear? Greed? Convenience? Does it save people time? Does it make a person or their loved ones feel safe? Does it make them feel smart? Whatever emotion you’re tapping into, use copy that links your product or service to their need. Show them how you can fix their problem or make them feel good and you’re way ahead of the game.

Now, because I like to exceed people’s expectations, here’s a BONUS rule because you’ve been so good and read the article…

Rule #14: Don’t make vague promises or statements.
Don’t dance around a fact. Be positive. If it’s true, say it. But if you feel like your statement or promise isn’t all that good, don’t try and sugar coat it. It’s probably best to leave it out. Always keep your web copy positive and strong and reassure them that they’re dealing with someone who knows what they’re talking about.

By following the above 7 rules, plus the 7 in my previous article, you’ll be well on the way to producing effective and compelling web copy.

And in today’s competitive marketplace, you simply can’t afford to have lacklustre copy on your website that’s driving potential customers away. Remember – one click and they’re gone!

Up until last year I thought giving clients a gift at Christmas – or at least a card – was a sure-fire winner. It turns out there is a very passionate divide on the subject amongst business owners.

In response to my newsletter last year called four unique corporate gift ideas, 75 commenters jumped in to have their say.

Karen from Melbourne was supportive of gifts. “We have given gift-wrapped poinsettias and boxes of cherries and both have been received appreciatively. But it really is the thought that counts, so give something.”

Peter from Byron Bay didn’t agree. “I don’t send gifts or cards. If my clients and business associates don’t already realise how much I appreciate them then I have a serious problem! Be careful the silly season doesn’t end up making you look stupid!”

Even the seemingly win-win charitable gift drew criticism from quite a few people, including Sarah from Brisbane.

“While I’m all for sponsoring children / saving the environment etc. I’m afraid I think it’s tacky when businesses do this and then shout about it via their seasonal messages. If you genuinely want to thank me for my business, send a personalised message or gift.”

So this year I’m just not sure anymore.

Arguments for Christmas gifts: 

• It’s a great way to show appreciation to those who have supported your business. 
• It’s a good excuse to stay top of mind with your prospects for the year ahead. 
• It’s a relatively low cost way to make a big impression – everyone loves a freebie! 
• Why not give a charitable goat and everyone wins?

Arguments against Christmas gifts: 

• There’s enough stuff in the world already. 
• It’s a waste of time, money and bad for the environment. 
• In the flurry of holidays no-one remembers who gave them which bottle of champagne. 
• Religious celebrations are a personal thing, not a marketing opportunity.

So what’s the bottom line?

From a business point of view, I still believe a thoughtful and creative gift and/or hand-written card at the end of the year is worth the effort. For me the key is to make it personal.

Where do you stand on giving gifts and/or cards to clients? Give it to me straight.

Read 47 comments or add your own at Flying Solo