Tue, 7 April 2015
When you think about your site or business, what's the message you're trying to convey? If you think that your message is that you "sell pretty jewelry", then it's time to re-think your marketing strategy! Telling a compelling story about how you can help your customer is key to connecting with them and earning their business. Maggie Patterson is a copywriter and communications strategist who can help you do just that. She works hands-on with entrepreneurs to help them market their businesses and meet their goals. Press Play on the Podcast Player below to hear her best advice for telling a compelling story, writing copy that converts, and growing your business. On the Podcast02:20 - JUMP! JUMP!Ten years ago when Maggie had her son, she decided not to return to her cushy, well-paying job at a PR firm. When her year-long maternity leave was up, she started her own business as a communications consultant. As Maggie says, she just pulled the ripcord and jumped! Almost 10 years later, she's still here! How to Earn Six FiguresMaggie encourages other entrepreneurs to look past the lure of a shiny new website or all the other things they think they should have and just get to work. Maggie didn't have her own website until 2013 - yet she earned six figures her first full year in business! Clearly, she's doing things right! Maggie took advantage of two key strategies to grow her business early on.
Compelling Communication - How to Nail It!As a communications consultant, Maggie focuses on three core things with each of her clients:
Meaningful StoriesStorytelling isn't just a popular buzzword, it's essential to growing your business and brand. Storytelling works, and science proves it! At the most basic level , storytelling is connecting with your audience in an emotional way. When we appeal to someone's emotions, we activate more parts of their brain versus using logic and facts. As humans, we're wired for emotion, it's a pattern we learn from a young age. The audience you're trying to reach will understand your message much more clearly if you use storytelling and an emotional appeal to reach them. (Jonah Berger's book, Contagious, gives great examples of scientific and case studies indicating the value of emotion in things catching on.) There's an important point to remember when it comes to story-telling in business: It's not your story that your audience wants to hear. It's the story about how you deliver your customers results. For example, you don't need thousands of words on your website about how you quit your job and how fulfilling your current business venture is. You need to figure out the story your customers need to hear to connect with you. Your customers care about what's in it for them. Your story should indicate how you can help them. If you don't understand your customers and what they need, it will be incredibly difficult to come up with a compelling story to tell. Your prospective customers don't need an epic Star Wars tale, they need to understand that at the heart of your message, you understand them, and you're here to help. When Maggie discusses story-telling, she wants to be clear that this doesn't mean being inauthentic. You should be honest when conveying your story. When you tell an inauthentic story:
So tell that story, but make it an authentic one! How to Make your Customer the HeroMaggie shared five key points for making your customers the heroes and connecting future customers to your brand.
Copy that ConvertsBefore you even consider the words on the page, you have to be clear on your goal for every website visitor or blog reader. Are you trying to get them on your email list? Do you want them to buy a product? You need to simplify your site so that it's incredibly clear as to what step your visitors should take next. What will move someone from visiting your site once to actually engaging with you and becoming a customer? How many times have you visited a website and thought, "oh, this is pretty," then you just sort of stumble around. Instead, orient your visitors to your universe. Tell them where to go. If visitors have too many options, they'll suffer from decision fatigue and leave. So, for example, you may tell them, "you can subscribe to my email list or you can see my services," and leave it at that. Does this apply to the mommy blogger who writes on various topics each week? YES. If you're a mom blogger your goal may be to have people stay on your site longer. So for each blog post, you want to engage them with another blog post. Or perhaps, your more important goal is to get them to sign up for your email list. So include a way to subscribe at the end of every post, within the post, in your sidebar... wherever you can possibly put it. Always remember that people are busy. They may think, "oh I'd like to go back to that website but I can't remember what the address is...." but if you've got them on that email list, they'll see the email and click over and come back for a second visit. How to Get Published on Leading SitesMaggie's posts have been published on top sites such as the Huffington Post and Duct Tape Marketing. She shared several tips for landing key guest posts.
(For more tips on guest posting, learn from Amy Lynn Andrews here.) Why Press Releases StinkPress releases have been around since the 1900's. At this point, they're antiquated and highly ineffective at reaching your target audience. The media are not sitting around poring through press releases saying, "Oh! Awesome!!! They just released the THING!" They don't know who you are. They don't care. If you're a tiny business or solopreneur, you can connect with the media on twitter, follow them, and share their stuff. Then send a quick email, saying, "hey I noticed you write a lot on this topic. If you ever need a source, I'm happy to help you." Another point to remember when you're marketing your business? "People are not nearly as excited about your new thing as you are. They're just not. We need to make them trust us and then maybe they'll care a little bit...." says Maggie. Business Tools for your TeamBasecamp. Maggie and her team use BaseCamp and she believes it's worth every penny for project management. They also use the program for their clients with bigger projects. Basecamp will help your team to organize files and cut down on email chains. Google. Maggie's team uses Google Drive, Mail, and just about everything Google has to offer! Google Drive makes it incredibly easy to edit and share files in real time. There are no issues with version control that you may get with other file-sharing services. Maggie says that she's so much more productive with Google. She no longer deals with crashes or lost documents. The Best Way to Grow a BusinessMaggie's number one piece of business advice is to remember that your business is always about people. It's easy to get caught up in our list numbers or social media stats. But those aren't numbers or even blog readers and commenters. They're people. Never forget to treat them that way. If people take the time to comment on her blog, Maggie interacts with them. If someone needs to ask her questions before they purchase a service, she gets on the phone with them and has a real conversation. You're not dealing with Paypal accounts, you're dealing with a person who should be nurtured, respected, and cared for. Doing Business with Canada
4 Things You Might Not Know About CanadiansWe couldn't resist asking Canadian Maggie Patterson about misconceptions we Americans have about her country.
Maggie's Funny Mom MomentMaggie listens to a lot of podcasts in the car, so naturally her son has been hearing them for years. He loves to imitate all of the podcast introductions! Maggie's pretty sure she can make money selling these because they're just too good! You'll have to tune into the podcast to hear which famous podcaster Maggie's son impersonates the best! Stay in Touch with Maggie!
Direct download: Episode208020Maggie20Patterson_mixdown20final.mp3
Category:general -- posted at: 3:30am EDT |