Hi All,
Email marketing is notoriously difficult, especially if you plan to send out emails to a cold list. Cold prospecting is neither welcomed or encouraged but you have to get your offer in front of customers some how don't you? Of course, it's always best to build your own list but that takes time so what can you do?
First, remember your email will never get opened or even seen if you don't get your subject line right. Spam filters are full of unopened emails simply because of this reason alone. So, the subject line has to both get past the filter and then be compelling enough to warrant the recipient's attention. Now, assuming the recipient has clicked on the subject line, the body copy has to hit them within a second or two with an offer so outstanding they have to read the rest of the message... right?
But what if it just had a link to a video? The video could do the pitching rather than your words, which the lazy recipient would have to read. Videos in emails is only just catching on but many of the companies that have adopted this method rely on html emails, with the video running as soon as the email is opened. This is great if every email account shows images and videos but they don't, and a video that runs the minute you open your email is irritating to say the least.
The answer is a plain old text email with a link to your video but not any old link. A youtube link will sometime work but better still is a text link that makes the recipient want to click on it. For example, a link that looks like this: Would Your Mother Hate This? or Does This Guy Have Everything You Want? or something similar. A question is always a good way to get a link clicked on because a question needs an answer.
Once the linked has been clicked, your marketing or promotional video takes over and sells the product or service for you. Just make sure the video is actually worth watching. Quality counts! No longer than a minute should do the trick and it should include plenty of imagery and a clear professional voiceover. Video marketing is BIG and video links in emails will be the next BIG step towards making more sales and getting more customers.
Nobody has perfected the video in email formula yet... but we're all working on it.
Email marketing isn't dead, it's just evolving.
All for now.
Bill
BusyVids.com
BusyVids.co.uk
TopCopywriter.co.uk
*** Need help with your online marketing? Contact me.
Sunday 27 November 2016
Tuesday 8 November 2016
Building Your Brand With Video
Hi All,
We've just finished working on our new website at BusyVids.com and it's now live. This is a different website from the .co.uk version and it's targeting bigger businesses and corporate companies. It's really just another branch in the continuing growth of the BusyVids brand. And that's what I'd like to talk to you about today... branding.
More specifically using video for branding.
To build brand awareness you need to have lots of exposure for your business. I mean your business has just got to be everywhere. You have to become a household name or at least synonymous with your products or services and an expert in your field. You have to build trust, you need loyalty from your customers and you obviously want them to buy your products... often.
Big brand names like Coca-Cola, Nike and Google absolutely dominate their markets. Their logos are instantly recognisable and their marketing messages are welcomed. Branding is important if you want to dominate your market but it takes quite a bit of work to get to the top and even more trying staying there. However, I think of getting to the "top" as more like teetering on top of a very thin spire. Take your eye off the market and you can very easily fall off.
Big names fall hard and it only takes a little scandal or a dodgy product to turn devoted and loyal customers into arch enemies baying for blood... or justice... or compensation.
So is it really worth all the time and effort trying to build a brand? Of course it is... it's just business at the end of the day.
There are several ways in which you can build your brand and video is just one of them but in my humble opinion it's one of the most effective both in terms of cost and investment. ROI is measurable over long periods because the life expectancy of a video is hundreds of times longer than that of a text ad or a banner ad. However, the most interesting aspect of all, with video marketing, is something that no other form of marketing has the power to do...
Go VIRAL...
People share videos on their smart phones and on social media every single day, irrespective of whether it's an advertisement or not. This just goes to prove that people love video. And if people love video then why are you not getting yours out there where people will share them, spreading the word... for free.
Now let's look at why people share videos...
It's because they're funny, crazy, ridiculous, furry, baby, insane, unusual, spooky, loving, caring, human, sympathetic, revealing, newsworthy, cutting edge, musical, inspiring... I could go on and on but do you see... it's really not too difficult to have a video that fits snugly into one of these, well... reasons why people share.
The video content simply has to reach out and touch people. It has to engage them, motivate them, hit the emotional button and hey presto!... it will be on its way around the Internet. Keep doing this and you will surely build your brand very quickly. For the most part, you can forget about the old ways of getting your business message out there.
Make your business product or service seem like fun and deliver your message in a sensitive way that triggers emotional feelings and the credit cards will be out before you know it.
Busyvids can help you... Visit our new website here: www.busyvids.com
All for now,
Bill
www.busyvids.com
www.busyvids.co.uk
www.topcopywriter.co.uk
We've just finished working on our new website at BusyVids.com and it's now live. This is a different website from the .co.uk version and it's targeting bigger businesses and corporate companies. It's really just another branch in the continuing growth of the BusyVids brand. And that's what I'd like to talk to you about today... branding.
More specifically using video for branding.
To build brand awareness you need to have lots of exposure for your business. I mean your business has just got to be everywhere. You have to become a household name or at least synonymous with your products or services and an expert in your field. You have to build trust, you need loyalty from your customers and you obviously want them to buy your products... often.
Big brand names like Coca-Cola, Nike and Google absolutely dominate their markets. Their logos are instantly recognisable and their marketing messages are welcomed. Branding is important if you want to dominate your market but it takes quite a bit of work to get to the top and even more trying staying there. However, I think of getting to the "top" as more like teetering on top of a very thin spire. Take your eye off the market and you can very easily fall off.
Big names fall hard and it only takes a little scandal or a dodgy product to turn devoted and loyal customers into arch enemies baying for blood... or justice... or compensation.
So is it really worth all the time and effort trying to build a brand? Of course it is... it's just business at the end of the day.
There are several ways in which you can build your brand and video is just one of them but in my humble opinion it's one of the most effective both in terms of cost and investment. ROI is measurable over long periods because the life expectancy of a video is hundreds of times longer than that of a text ad or a banner ad. However, the most interesting aspect of all, with video marketing, is something that no other form of marketing has the power to do...
Go VIRAL...
People share videos on their smart phones and on social media every single day, irrespective of whether it's an advertisement or not. This just goes to prove that people love video. And if people love video then why are you not getting yours out there where people will share them, spreading the word... for free.
Now let's look at why people share videos...
It's because they're funny, crazy, ridiculous, furry, baby, insane, unusual, spooky, loving, caring, human, sympathetic, revealing, newsworthy, cutting edge, musical, inspiring... I could go on and on but do you see... it's really not too difficult to have a video that fits snugly into one of these, well... reasons why people share.
The video content simply has to reach out and touch people. It has to engage them, motivate them, hit the emotional button and hey presto!... it will be on its way around the Internet. Keep doing this and you will surely build your brand very quickly. For the most part, you can forget about the old ways of getting your business message out there.
Make your business product or service seem like fun and deliver your message in a sensitive way that triggers emotional feelings and the credit cards will be out before you know it.
Busyvids can help you... Visit our new website here: www.busyvids.com
All for now,
Bill
www.busyvids.com
www.busyvids.co.uk
www.topcopywriter.co.uk
Saturday 22 October 2016
Scoring Goals With Cracking Headers
Hi All,
No... I'm not about to write a blog about football but the end result is very similar. It's about achieving your goals in business. I interpret this to mean hitting sales targets and the only way you can do this is to... well make more sales. Whatever you are trying to sell online you need to first attract your prospects attention... "Hey over here! I've got something you might be interested in! Yes that kind of thing.
So how do you do that?
You need a great headline. And the same rule applies to web pages, printed sales letters, email subject lines and video titles. It's the first line of text anyone might read regardless of what type of advertising or marketing method is being deployed. Take a sales letter for example...
So you receive a letter in the post and you open it. It's a letter from someone who wants to sell you something... that will quickly become obvious as the order form and replied paid envelope slip out onto the floor. You unfold it and there it is... "If You Don't Do This Today, You Could Be Destitute In Your Old Age" It's a scary headline, and so you need to know what it is you must do.
If you get this far then the headline has done its job. It's then down to the rest of the copy to make the case.
Here's another example...
You're searching around Google looking for a cheap hotel. After checking out a few you come across a website landing page with the headline, "When One Of Our Guests Stayed In A Cheaper Hotel He Got Bitten By Bed Bugs". Oh No! I don't want to get bitten by bed bugs on my hard-earned short break just for the sake of saving twenty quid. If the headline made you sit up and take notice it has done its job.
With Video it's the title that makes all the difference and it's twice as important because a video title not only helps searchers find the video but it should also contain several keywords so that it gets a high ranking on Youtube. The advantage with video is it can attract attention with both the title and the thumbnail image. Instagram has an edge here too.
With emails it's the subject line that needs to do the job. If you can write an interesting or intriguing subject line, chances are the email will get opened. Get it wrong and it's destined for the spam filter or junk folder.
Work on your headers!
All for now,
Bill
www.topcopywriter.co.uk
www.busyvids.co.uk
No... I'm not about to write a blog about football but the end result is very similar. It's about achieving your goals in business. I interpret this to mean hitting sales targets and the only way you can do this is to... well make more sales. Whatever you are trying to sell online you need to first attract your prospects attention... "Hey over here! I've got something you might be interested in! Yes that kind of thing.
So how do you do that?
You need a great headline. And the same rule applies to web pages, printed sales letters, email subject lines and video titles. It's the first line of text anyone might read regardless of what type of advertising or marketing method is being deployed. Take a sales letter for example...
So you receive a letter in the post and you open it. It's a letter from someone who wants to sell you something... that will quickly become obvious as the order form and replied paid envelope slip out onto the floor. You unfold it and there it is... "If You Don't Do This Today, You Could Be Destitute In Your Old Age" It's a scary headline, and so you need to know what it is you must do.
If you get this far then the headline has done its job. It's then down to the rest of the copy to make the case.
Here's another example...
You're searching around Google looking for a cheap hotel. After checking out a few you come across a website landing page with the headline, "When One Of Our Guests Stayed In A Cheaper Hotel He Got Bitten By Bed Bugs". Oh No! I don't want to get bitten by bed bugs on my hard-earned short break just for the sake of saving twenty quid. If the headline made you sit up and take notice it has done its job.
With Video it's the title that makes all the difference and it's twice as important because a video title not only helps searchers find the video but it should also contain several keywords so that it gets a high ranking on Youtube. The advantage with video is it can attract attention with both the title and the thumbnail image. Instagram has an edge here too.
With emails it's the subject line that needs to do the job. If you can write an interesting or intriguing subject line, chances are the email will get opened. Get it wrong and it's destined for the spam filter or junk folder.
Work on your headers!
All for now,
Bill
www.topcopywriter.co.uk
www.busyvids.co.uk
Friday 30 September 2016
When is it time to pull the plug on a client?
Hi All,
I know you shouldn't really do this as it can sometimes backfire and affect your credibility and professionalism but... there are times when you have to say enough is enough. I'm talking about awkward clients and "dumb ass" assignments.
Sometimes, no matter how much you bend over backwards to get everything as you think the client wants it, it's still not enough, and so you have to decide whether to carry on and put up with all the bulls*it or pull out altogether.
Just recently I was asked by a new client to write some copy for a brochure. The client gave me some basic information to work with, which had been lifted from the Internet. It was quite a technical subject based on analysis and awareness prior to the commencement of a major construction project. Basically, it was enmeshed in all that risk assessment stuff. It took me around 3 hours to get the draft completed and then I sent It over to the client.
A couple of days later, after sending several emails asking if all was okay, I get a reply saying it was not at all what he expected. He said he wanted something more sales oriented. Well, the subject does not really lend itself well to being the centre of a sales pitch, so from the start I assumed it was going to be an information piece.
This particular client was not one of my favourite types in any case. He haggled over the pricing of my work, decided to take a holiday (vacation) halfway through the first assignment, which was most inconvenient, and his English is not what you would call fluent. Needless to say it looked like I wasn't going to receive any recompense for all my efforts and so all things considered... I fired him.
You've just just to instinctively know when someone is messing you about or "jerking you around", as some of my US clients might say. So I cut my losses and moved on. Within an hour I got call from a potential client enquiring about whether I would be interested in writing up all the copy for his new website... which amounted to some 34 pages of content. I sent him a quote and before the end of the day we had agreed a deal.
In contrast then, this new client, who promptly sent me a 50% deposit, was more than willing to spend good money with me on quality content. He didn't haggle... he didn't question my abilities... and he agreed to my prices without hesitation. He also speaks perfect English and understands the language of sales and marketing. Now that's the kind of client I will always work with.
A silver lining perhaps?
If you're looking for top quality copy or a compelling video to help promote your products and services... get in touch.
All for now,
Bill
www.topcopywriter.co.uk
www.busyvids.co.uk
I know you shouldn't really do this as it can sometimes backfire and affect your credibility and professionalism but... there are times when you have to say enough is enough. I'm talking about awkward clients and "dumb ass" assignments.
Sometimes, no matter how much you bend over backwards to get everything as you think the client wants it, it's still not enough, and so you have to decide whether to carry on and put up with all the bulls*it or pull out altogether.
Just recently I was asked by a new client to write some copy for a brochure. The client gave me some basic information to work with, which had been lifted from the Internet. It was quite a technical subject based on analysis and awareness prior to the commencement of a major construction project. Basically, it was enmeshed in all that risk assessment stuff. It took me around 3 hours to get the draft completed and then I sent It over to the client.
A couple of days later, after sending several emails asking if all was okay, I get a reply saying it was not at all what he expected. He said he wanted something more sales oriented. Well, the subject does not really lend itself well to being the centre of a sales pitch, so from the start I assumed it was going to be an information piece.
This particular client was not one of my favourite types in any case. He haggled over the pricing of my work, decided to take a holiday (vacation) halfway through the first assignment, which was most inconvenient, and his English is not what you would call fluent. Needless to say it looked like I wasn't going to receive any recompense for all my efforts and so all things considered... I fired him.
You've just just to instinctively know when someone is messing you about or "jerking you around", as some of my US clients might say. So I cut my losses and moved on. Within an hour I got call from a potential client enquiring about whether I would be interested in writing up all the copy for his new website... which amounted to some 34 pages of content. I sent him a quote and before the end of the day we had agreed a deal.
In contrast then, this new client, who promptly sent me a 50% deposit, was more than willing to spend good money with me on quality content. He didn't haggle... he didn't question my abilities... and he agreed to my prices without hesitation. He also speaks perfect English and understands the language of sales and marketing. Now that's the kind of client I will always work with.
A silver lining perhaps?
If you're looking for top quality copy or a compelling video to help promote your products and services... get in touch.
All for now,
Bill
www.topcopywriter.co.uk
www.busyvids.co.uk
Monday 29 August 2016
How To Make Email Marketing Work For You
Hi Everyone,
One of the advantages of being a professional copywriter, is my work is always so varied. One day I could be writing a sales letter, the next a video voiceover script and the next day a marketing email. It's this latter task that I'm going to help you with today. Now when I say "help you" I really mean I'm going to help you because so many people struggle with this, as my spam filterand yours will testify.
Email marketing is a great way to get your marketing message out to your prospects... isn't it? Well yes and no... Yes because it's fast and free, and no because if you don't do it right it can have an adverse affect on your business and you as an individual, or sender.
We all receive emails every day, some are welcome and some are not. Those that will receive our attention will generally have some relevance with things that we are interested in. It could be a new business system, formula or some great business advice. It could be a new way to make easy money online or it could be about a new software program that could save us time or money.
Warm Up Your Cold List
Whatever... it has to have... no MUST have some relevance to either our business or personal interests. Otherwise it is just junk mail. Now, that's your first lesson. Decide whether the product or service that you want to promote by email will be considered as junk.
I should mention at this point, that when sending out emails you are either sending to a "warm" list, which is a list of people that either know you or have had some business dealings with you in the past. Or a "cold" list, in which the recipient doesn't know you from Adam. It's this cold list that I'm concerned about here.
You can generally relax when sending to a warm list because most of the recipients will open and read the email. I have already dealt with sending email to your own list in an earlier blog so if you missed it then check out, The Money Is In the List.
It's cold prospecting that scuppers most people's marketing campaigns so I want to concentrate on that right now.
Okay, first make sure you have a list of recipient email addresses that are going to be relevant to what you want to promote. If you think you can just blast out millions of emails to everyone regardless, then you can expect absolutely nothing in return or at best some abusive replies.
Cold Email Recipients Are People Too!
Next, don't try to sell anything to anyone in a cold email. Any chance of getting that prospect interested will be lost forever if you try to sell to them. Instead, simply introduce yourself or your company and explain what you do or what you are involved with. Then ask them if they might be interested and if they are, then to contact you for more information or visit your website.
Don't be pushy!
You might want to offer them something for free like a free trial or a free sample but don't assume they will want it just because it's free.
I have gained many new clients with email marketing, or prospecting as the case may be, simply because I was courteous and polite, offered them a free consultation or a free article. It costs nothing to be polite and always remember this... your email, if it gets opened will be opened and read by a real person. That's of paramount importance.
People are sensitive creatures and have feelings so treat them with respect.
Now because email recipients are real people, a fact that many email marketers sometimes forget, remember that everyone is busy and time is a valuable resource. So you'll have to get your polite introduction over in a positive way but don't beat about the bush. I think 300-350 words is generally long enough for this type of email.
Getting Your Email Opened
So you've written a polite and friendly introductory email... what next?
The subject line... This is the most important aspect of any marketing email and is especially important if sending to a cold list. If you don't get this part right then the email might not get opened and read, which means you have completely wasted your time and efforts.
Remember, email recipients are people and people are curious creatures. People can get drawn in to mystery and intrigue so think along those lines. For example, I was recently asked to write an introductory email for a heating and plumbing company, who wanted to send out cold emails to North London Estate Agents.
They wanted to introduce themselves and offer the Estate Agents a commission for every client they sent their way. Here's the subject line I wrote for them:
Confessions of a London Estate Agent
And here are the first 2 sections to give you an idea about how to follow on from the subject line and gently introduce yourself...
Our engineers are fully trained, qualified and
Gas Safe registered. We can offer...
Can you see how the email leads the reader to the reason for contacting them?
Email marketing is a great way to generate leads if you do it right. If you'd like me to help you with your next email campaign, then just contact me here: bill@knight-writer.co.uk
That's all for now guys.
See ya soon,
Bill
www.topcopywriter.co.uk
www.busyvids.co.uk
One of the advantages of being a professional copywriter, is my work is always so varied. One day I could be writing a sales letter, the next a video voiceover script and the next day a marketing email. It's this latter task that I'm going to help you with today. Now when I say "help you" I really mean I'm going to help you because so many people struggle with this, as my spam filterand yours will testify.
Email marketing is a great way to get your marketing message out to your prospects... isn't it? Well yes and no... Yes because it's fast and free, and no because if you don't do it right it can have an adverse affect on your business and you as an individual, or sender.
We all receive emails every day, some are welcome and some are not. Those that will receive our attention will generally have some relevance with things that we are interested in. It could be a new business system, formula or some great business advice. It could be a new way to make easy money online or it could be about a new software program that could save us time or money.
Warm Up Your Cold List
Whatever... it has to have... no MUST have some relevance to either our business or personal interests. Otherwise it is just junk mail. Now, that's your first lesson. Decide whether the product or service that you want to promote by email will be considered as junk.
I should mention at this point, that when sending out emails you are either sending to a "warm" list, which is a list of people that either know you or have had some business dealings with you in the past. Or a "cold" list, in which the recipient doesn't know you from Adam. It's this cold list that I'm concerned about here.
You can generally relax when sending to a warm list because most of the recipients will open and read the email. I have already dealt with sending email to your own list in an earlier blog so if you missed it then check out, The Money Is In the List.
It's cold prospecting that scuppers most people's marketing campaigns so I want to concentrate on that right now.
Okay, first make sure you have a list of recipient email addresses that are going to be relevant to what you want to promote. If you think you can just blast out millions of emails to everyone regardless, then you can expect absolutely nothing in return or at best some abusive replies.
Cold Email Recipients Are People Too!
Next, don't try to sell anything to anyone in a cold email. Any chance of getting that prospect interested will be lost forever if you try to sell to them. Instead, simply introduce yourself or your company and explain what you do or what you are involved with. Then ask them if they might be interested and if they are, then to contact you for more information or visit your website.
Don't be pushy!
You might want to offer them something for free like a free trial or a free sample but don't assume they will want it just because it's free.
I have gained many new clients with email marketing, or prospecting as the case may be, simply because I was courteous and polite, offered them a free consultation or a free article. It costs nothing to be polite and always remember this... your email, if it gets opened will be opened and read by a real person. That's of paramount importance.
People are sensitive creatures and have feelings so treat them with respect.
Now because email recipients are real people, a fact that many email marketers sometimes forget, remember that everyone is busy and time is a valuable resource. So you'll have to get your polite introduction over in a positive way but don't beat about the bush. I think 300-350 words is generally long enough for this type of email.
Getting Your Email Opened
So you've written a polite and friendly introductory email... what next?
The subject line... This is the most important aspect of any marketing email and is especially important if sending to a cold list. If you don't get this part right then the email might not get opened and read, which means you have completely wasted your time and efforts.
Remember, email recipients are people and people are curious creatures. People can get drawn in to mystery and intrigue so think along those lines. For example, I was recently asked to write an introductory email for a heating and plumbing company, who wanted to send out cold emails to North London Estate Agents.
They wanted to introduce themselves and offer the Estate Agents a commission for every client they sent their way. Here's the subject line I wrote for them:
Confessions of a London Estate Agent
And here are the first 2 sections to give you an idea about how to follow on from the subject line and gently introduce yourself...
“You can never find a
reliable plumber when you want one”
Yes,
the above statement is often true especially for many households in the UK but
because you manage an estate agency, finding a qualified and reliable plumber
for your clients could be very simple.
We
are domestic and commercial heating and plumbing specialists and we service all
Central and North London areas, which means we cover the very same areas that
you do.
There
will undoubtedly be times when you or your house buying and selling clients
will need plumbing or heating services and we are prepared to offer them a
priority service, on your behalf.
Reasons to partner with
us…
Partner
with us and we will ensure your clients receive the very best service possible,
in terms of response times and emergency repairs and servicing.
You
already arrange surveying and legal services on behalf of your clients so why
not get ahead of your competition by making your clients aware of our essential
services?
We
would be more than happy to discuss terms with you, regarding you recommending
our company as a preferential services provider, and we’re sure we could come
to a mutually beneficial agreement between us.
We offer everything
your customers need…
Can you see how the email leads the reader to the reason for contacting them?
Email marketing is a great way to generate leads if you do it right. If you'd like me to help you with your next email campaign, then just contact me here: bill@knight-writer.co.uk
That's all for now guys.
See ya soon,
Bill
www.topcopywriter.co.uk
www.busyvids.co.uk
Subscribe to:
Posts (Atom)