3 hidden costs of copywriting

When it comes to some things, you know it's best to get the experts in. Need a website? Call the web guy. Need a brochure? Call the designer.

Website building is a specialist skill, as is design. You don't learn it at school unless you choose the course. Unlike writing. We're all taught to write.

With limited money in the pot, copy is a ripe corner for cutting. However, be aware, there are hidden costs.

1. How much is YOUR time worth?
What isn't getting done because you're writing copy? How much are you being paid while not doing something you're supposed to?

2. Are you delaying the return on your investment?
How long have you been putting off writing that copy? Are you holding up a campaign that could be delivering sales? Is your new website on hold waiting for your words?

3. Sure your copy does your company justice?
By developing your website, having brochures designed and printed, running a mail shot, you're investing in the future of your business. If your prospects leave with an impression of 'style over substance', that expense is wasted.

What you want to say shouldn't be an afterthought. Strange how having something look right steals priority.

How to compete in a crowded market

I've been scribbling cartoons again.

I met this guy at a seminar who was so focused on his competitor that he forgot to be different. Fortunately the seminar helped him realise this, so I was there to witness that moment of epiphany. Or, as the great Homer said "doh!".

His next question was "how do I compete in a crowded market?". Hmm, tough one. If the product is similar and the price is about the same, there's not much left. Except perception.

Product features and price are rational considerations. But people bring emotions into buying decisions. Call it gut feeling if you like. Have you ever based a choice on something you couldn't put your finger on? That's the power of favorable perception.

Good news. You can manage perceptions through your communications. But, you need to know what your customers will favour. It could be something that you and your competitors all offer - but no-one else has made a selling point out of it. Do you have a service department? Tell your prospects how big it is - their perception will be that you care a lot about service.

Just one word of warning. Watch out for any gap between the perceptions you create and the experience your customers will get.

Marketing doesn't work - all is lost!

"I've tried everything"

You see this a lot on the business forums.

No explanation, just desperation. When you've poured your life savings and 60 odd hours a week into something you had absolute belief in, desperation is putting it mildly.

A bit of fishing reveals that yes, they have tried many forms of promotion, but not in a planned way. Mostly out of desperation. Funnily enough.

Here's the tip: Have a plan. For the love of lemmings, let planning be your guide. Plan.

Meeting the needs of customers profitably
That's how the Chartered Institute of Marketing define marketing. So, start with your customers.

1. Who are they?
2. What do you want them to know?
3. What do you want them to do?

and the really important one...

4. Why should they?

Alright, there's a teeny bit more to planning than this like, knowing your market, watching your competitors, predicting the future (seriously!), blah blah... buy a book, there's loads.

But, before you get bogged in detail, just keep those 4 questions in mind. Especially the first and last - they're the ones you might forget in desperation.