Martin Stellar - Coach & Consultant for ethical sales and business growth

Martin Stellar - Coach & Consultant for ethical sales and business growth

Hype Copy? EWWW. What Kind of Girl Do You Think I Am?

Every now and then I get asked to write hard-hitting, high-persuasion copy.

And then they say: “Kind of similar to this one”.

When I click the provided link, I see a page that sells based only on hype.

Headlines that shout at me, overblown claims, hyperbole in every paragraph.

 

Obviously, that’s when I decline to take the job

No hype copy here. I’m just not that kind of girl.

See, there is nothing wrong with being persuasive.

Not if you really solve a problem.

Read moreHype Copy? EWWW. What Kind of Girl Do You Think I Am?

I Can't Help Myself – You Gotta See This

Most copywriters are more than happy to write a page for you and get paid for it.

Problem is, a page of copy is only part of the equation. There’s a lot that goes into the mix: SEO, strategy, funnels, traffic, followup, offer and price – that sort of thing.

That’s why I think – arrogantly, perhaps – that I’m not a bad choice if you want to grow your business, because I happen to be kind of good at that stuff.

As evidenced by the following testimonial that I received yesterday:

Read moreI Can't Help Myself – You Gotta See This

The One Profession That Does Well No Matter What, and How You Can Benefit From It

 

It’s common knowledge in the world of marketing and sales that the last guy who needs to worry about his job is…

… the salesman.

The theory goes that there will always be a need for people who can sell something for others.

Makes sense, too.

And, it’s true.

Salespeople generally continue to do well, regardless of what an economy or an industry is doing.

For me, that’s good news: I’m a copywriter, which is just another word for ‘written-word salesman’.

But if you’re not ‘in sales’ – if you’re a coder, designer, artist, artisan, novelist or anything other than sales person – what do you do when sales are low?

Read moreThe One Profession That Does Well No Matter What, and How You Can Benefit From It

Tell Me If You've Heard This One: I Used to Be a Tailor

Not the kind that shortens trousers for your dry cleaner, either.

I’m what is called a bespoke tailor.

That means I used to create fully handmade suits, entirely made to individual measurements.

I used to be pretty good at it too: People used to call me an artist, and said things like ‘magnificent’ and ‘most comfortable ever’.

Read moreTell Me If You've Heard This One: I Used to Be a Tailor

Uh-Oh – Client About to Make a Fatal Mistake

Note: I was planning to do a copy review today, but I thought this would be fun and useful instead.

It’s an actual email that I just sent to a client, because he’s about to launch a company – making one mistake that can completely nullify his initial traffic investment.

He only hired me for copywriting and not consulting, but when I saw the mistake I just had to tell him, obviously. Glad I caught it, too.

Here goes:

Hi Clive,

Here is new copy, it’s down by about 100 words, I think. Let me know what you think.

Note: there’s a problem with the optin form from a UX point of view: if they are new, they don’t have an account yet so ‘sign in’ is the wrong cue to give.

It’s a good optin form and looks good, but it should read and look like the one in the attached doc.

Also – and this really is getting to turn into consulting, but you need to know this or it’s not going to work – you’re asking for an awful lot of info on the ‘create profile’ page.

Address, company, date of birth, language… That’s way too much.

Know that the highest conversion rates are when you ask only an email address and nothing else.

Read moreUh-Oh – Client About to Make a Fatal Mistake

Why You Don't Fix the Plane Once It's In the Air

Here’s a mistake many businesses make, especially startups.

They build a site, a product, prepare to generate traffic.

Build content strategies and set up list management software.

Sometimes I get called in to write copy at that point.

Very often, I have a hard time deciding whether or not to take the gig.

Because very often, there are big mistakes in their site, their funnel and their strategy.

Read moreWhy You Don't Fix the Plane Once It's In the Air

You Too Can Get Lots of Sales, Despite the Recession. Here's How

I have a pretty odd collection of friends.

One of them is Dick (his real name – it’s short for Richard).

Dick is a real estate agent in England.

Now, we all know the terrible reputation that most real estate agents have.

Dick is different though, as you’ll see in a minute. He doesn’t have a bad reputation at all – in fact he’s got a 5-star reputation.

He and his wife are over on holidays at the moment, and while chatting he told me that in the seven days he had been away, 3 properties had been sold.

Big ones too. And, two more sales are lined up to close.

Read moreYou Too Can Get Lots of Sales, Despite the Recession. Here's How

5 Simple Copywriting Principles That Help You Land Your Ideal Customer

People like to make a big spiel out of copywriting.

Truth is, it ain’t all that hard.

What’s hard is figuring out why people want what you do, make or sell.

That goes back to that old fave of mine: psychology.

In other words: you need to know who your customer is. You need to know them to a T.

Their problem, their worries, their struggles, everything.

Start here: If you make something valuable, there are people who want it.

Read more5 Simple Copywriting Principles That Help You Land Your Ideal Customer

Cialdini, Marketing, Persuasion and… the Strange Power of Belief?

Last week I mentioned the new fad: touting psychology as a new thing in sales and marketing.

In reality, there is quite some research available – mostly not online but in print instead.

One of the most famous books on the topic is Robert Cialdini’s Influence – The Psychology of Persuasion (recommended read!).

In one section, he describes how our psyche works when we believe things.

Specifically, how we can be persuaded to perform specific actions, if only we believe that those actions are natural for us.

Read moreCialdini, Marketing, Persuasion and… the Strange Power of Belief?

The First Thing You Are: In Business

Years ago, I spent a summer working at an outdoor sporting company.

My job was to be concierge, mechanic and driver. Most time I spent driving a 24-seater mini-bus, taking tourists up into the mountains.

They would get into a kayak, make their way down to the valley,
and there I would pick them back up.

Fun job, though it wasn’t easy: That was the last year I lived in the monastery and I was technically still a monk.

Read moreThe First Thing You Are: In Business

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