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One Simple Lesson Will Boost Your Non-Profit Organization’s Donations and Support

January 3, 2013 by 6 Comments
Money - email copywriting

Email Copywriting Boosts Donations (Photo credit: 401(K) 2012)

A few years ago, I applied for a couple of positions with a not-for-profit organization in Cleveland, Ohio.

I didn’t receive a job offer.

I received an email that left me wondering, “Who wrote this email and do they understand email copywriting?”

If a non-profit organization wants to cultivate good relationships with the public, corporate donors, and philanthropists, the email copywriting has to be spot on.

Here’s the email response I received:

Thank you for your interest in our organization. This position has been filled.

Best of luck with your future endeavors.

The response was a standard HR response. No connection was made.

I would have been interested in keeping in touch through a newsletter. After all, I applied for a job with the organization. Why wouldn’t I want to know more?

I wasn’t given links to social media, or the website where I could sign up for a newsletter. [Read more...]

Filed Under: Clients, Freelance Writing, Tips and Tricks Tagged With: , , , , , , , ,

Tap Into Your Magnetism and Attract the Favorable Publicity You Want and Deserve

June 29, 2012 by Leave a Comment
PR and publicity

Media Magnestism: How to Attract the Favorable Publicity You Want and Deserve

You may be familiar with people who draw others to them without an effort.

These are people who walk into a room and others gravitate towards them as if they’re in a trance.

These people can get publicity for their business without any effort.

Don’t be jealous!

You too can tap into your magnetism and draw others to you and your business.

With a little tweak here and there, you’ll have more publicity than you’ll know what to do with.

So…Sit back and enjoy this snapshot of Media Magnetism: How to Attract the Favorable Publicity You Want and Deserve.

Take a Bite Out of Getting Publicity 

If you’re a business owner or nonprofit organization, learning to attract the favorable publicity you want and deserve can be tricky business.

Knowing how to attract publicity can be time-consuming, labor intensive and expensive. [Read more...]

Filed Under: Clients, Overcoming Obstacles, Tips and Tricks Tagged With: , , , , , , , ,

Is Your Administrative or Personal Assistant Costing You Money?

September 21, 2011 by Leave a Comment

How can your administrative or personal assistant cost you money? By writing and sending poorly written emails to existing and potential new clients. If you don’t review emails, you won’t know if your assistant is properly conveying the tone, voice and style you want. Like it or not, your administrative or personal assistant is a reflection of you. Let me give you an example. I emailed someone, who’s in the public eye (radio, TV appearances, etc.), about the use of their services. However, I didn’t receive a ‘fuzzy feeling’ when I read the email from their personal assistant. Here’s a ‘paraphrase of the email: “So and So can assist you. It’s $X.XX dollar amount via email and $X.XX dollar amount via phone. So and So has This and That Book. If you want to figure this out on your own, I suggest you purchase the books to learn all about it. If you want to make an appointment, please respond to this email.” I declined the services and found someone else. The personal assistant cost her boss a sale, future sales and revenue from me. I also opted out of the monthly newsletter.

Here’s how I would have responded:

Thank you for contacting So and So who’ll be happy to assist you. Services cost $X.XX to $X.XX for (fill in the blank). Please note: So and So wrote This and That Book which can also be used to assist you with your inquiry. Please visit www.BuyTheBooks.com to learn more and purchase the books. To schedule an appointment with So and So, please respond to this email with your contact information and best times to contact you; we’ll schedule your appointment straightaway. Again, thank you for contacting So and So and inquiring about her services. We look forward to working with you. Have a great day!

Which sounds better? “I suggest you …. or Please note: So and So wrote This and That Book which can also be used to assist you with your inquiry. Please visit www.BuyTheBooks.com to learn more and purchase the books. Furthermore, I contacted this person so they could assist me and figure it out for me. Why would I pay their fee if I can figure it out for myself? Translation … I’ll solve my own problem! I don’t need their services.

Let’s face it; people buy on emotion. I’m not saying this is right or wrong, but nine times out of 10, clients and customers buy with their ‘feelings’ versus their ‘brain.’ If your administrative or personal assistant answers emails for you, make sure they know how to professionally write them. Better, yet hire me, and I’ll write them for you!

As a writer, I’m fully aware of tone, voice and style. Sometimes, administrative and personal assistants don’t understand how tone, voice and style can and will affect a sale. They don’t put themselves into the shoes of the recipients and think, “How will clients/customers react to this? How professional does this sound? What’s the tone and voice of the email saying? How will this email close the sale?” Quite frankly, some do not possess business acumen. While your administrative/personal assistant can’t be responsible how clients and or potential clients will react to their words, it’s better to err on the side of caution and read and re-read emails before they’re sent out.

If you’ve noticed a drop in sales or complaints from existing and new clients, read the emails sent by your administrative or personal assistant. If you want to grow your business, consider reevaluating your administrative/personal assistant’s business and soft skills (communication). This may be difficult if they’ve been with you for a long time. However, if you want to increase sales and revenue, it must be done. I couldn’t imagine Donald Trump keeping someone around just because they’re a nice guy or gal. He’d probably try to find them another position within the company; however, he wouldn’t allow an employee to cost him money. It’s something to think about.

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Filed Under: Clients, Freelance Writers, Freelance Writing, Overcoming Obstacles, Tips and Tricks Tagged With: , , , , , , , , ,

Tips to Writing an eBook That Leads to Sales … Hire a Freelance/Ghost Writer

September 14, 2011 by 2 Comments
eBook printing experiments

Image by proboscis via Flickr

Every writer begins a book or eBook differently. Sometimes, I start at the beginning or end and then write the middle. If you want an eBook, it’s best to begin at the end. Why? This is a good way to figure out the goal of your eBook is. When you know what he end will be, the beginning and middle can be written.

Answer the following questions:

  • What do I hope to accomplish by having an eBook?
  • Who is the target audience?
  • What problem(s) need solving?
  • What will readers get from reading the eBook?
  • Why should readers give their name, email addresses and other pertinent information in order to receive the eBook?
  • How does my eBook differ from the countless ones already available online?
  • What is the log-line (two to three sentences) for the eBook? This clearly defines what it is.
  • What kind of staying power will my eBook have?

Most eBooks are 5,000 words or less. Writing a lengthy eBook could work against you because your target audience may not have the time to read it. Most people want to get in and get out because they lead busy lives. Also, make sure you avoid long sentences and jargon because your eBook could get lost in translation. Include graphs, charts and other media if it will enhance your eBook.

Tip #1: Mind your words. In other words, “Say what you want to say and say it.” Avoid using fifty-cent and dollar words because simpler terms work best; unless, of course, you’re writing an eBook for linguists.

Tip #2: Hiring a freelance or ghostwriter is how you’ll avoid writer’s block. You get to sit back and relax while the writer writes her little heart out.♥

Another important aspect of creating an eBook is the design and layout. Please use a fresh, clean design and layout. Your target audience may not appreciate a ‘lime green’ theme with bursts of florescent blues and yellows. Choose a tasteful design with a splash of color but not too much that it will scare your audience. You don’t want them using their sunglasses in order to read your eBook.

Tip #3: An eBook could be created in Word, Power Point, Adobe InDesign or some other multi-media program.

Tip #4: Don’t be afraid to incorporate hyperlinks and call-to-actions within your eBook. Don’t overwhelm your audience with these — use them sporadically.

Tip #5: Use a creative, eye-catching title for your eBook. You can always use the same old, same old titles such as “How To and Tips and Tricks” or try something new and exciting that will stop readers in their tracks. Creating at least 10 different titles is a great way to find the right title for your eBook.

Editing and proofreading your eBook is a must. Not only can a freelance/ghost writer write your eBook, they can edit and proofread it. You’d be amazed by the amount of errors that appear in fiction, non-fiction and eBooks. Mistakes happen from time-to-time, but it’s best to present an error-free eBook.

Tip #6: Stay objective by hiring a freelance/ghost writer. The writer won’t have an emotional vested interest in your eBook like you would. You may be too close to your eBook’s subject to write it.

Tip #7: Use a landing page to attract your target audience. Keep it clean and simple — think of your landing page like the front and back of a book cover. The title of your eBook should be clear. Give visitors a ‘snippet’ from your eBook, a first chapter or quote from an expert that was interviewed for the eBook. Incorporate social media icons and a call-to-action form that collects enough data for you to follow-up. Give readers a chance to read your eBook before you begin contacting them. Some readers may not read your eBook the same day they download it.

Tip #8: Market your eBook through social media sites such as Twitter, StumbleUpon, Facebook and others. Use email campaigns and create a ‘special’ newsletter. Also, use a press release. Your freelance writer could write this as well.

Tip #9: Analyze your eBook and ‘tweak’ anything that needs it. Perhaps, the design didn’t win readers over. Maybe, your marketing campaign needs to be revamped. Correct and learn from mistakes and move forward.

Tip #10: Use your eBook wisely. Revise certain chapters and post them as blog posts or articles. Perhaps, you could post some of the material on article marketing sites such as Ezine Articles. Be willing to ‘contribute’ to the work of others by allowing them to incorporate an ‘excerpt’ from your eBook. This is great way to generate ‘publicity’ for you and your eBook.

Once your eBook is complete, you can breathe a sigh of relief. Hire a freelance/ghost writer (for example, me) because communications is their business; writing is their passion. You may as well take advantage of their services so you can concentrate on marketing your eBook. Of course, a freelance writer could help with this too!

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Filed Under: Clients, Freelance Writing, Ghostwriter, Overcoming Obstacles, Publishing, Tips and Tricks Tagged With: , , , , , , , , , , , ,

How to Communicate with External and Internal Customers

September 9, 2011 by Leave a Comment
Simple Linear Communication Model

Image via Wikipedia

As a writer, I pay attention to what people write and say. I do my best to be an astute listener and reader. Communications is my business. Lately, I’ve been reflecting on my previous work experience and the communications I’ve had with people over the years. I think about the emails I wrote and received over the years and want to cringe. I often think, “Did I write or say that? Did that person write that? What were they thinking?” You really don’t realize the impact of your words; unless, you take a step back and think about it from a reader’s perspective. You can’t control how someone will react; however, you could read and re-read your correspondence and think about how it may be received. How you speak and what you write does matter.

How to communicate with external and internal customers

1. Listen to people. Don’t interrupt people when they speak. Hold space for them where they feel ‘safe’ to openly speak their mind. Try your best not to ‘judge’ them or their words, thoughts. This can be easier said than done. Do your best to really listen to people, it will make a difference in your business and life.

2. Read and reread emails. It’s too bad I didn’t keep the emails I wrote and received. Oh well! I could always ‘recreate’ them, not. Before you send an email, it would behoove you to read and read it. What is the tone? How will it be received by the recipient(s)? Keep in mind, you can’t control how people react; however, you could take a step back and review what your words. Are they encouraging? Are they hostile? How do your words motivate people? Will they want to work with or for you? Ask these and other questions before you send an email.

3. Understand your target audience. Your audience may not understand the ‘lingo or jargon’ used within your business. Always be aware of your audience. You don’t want them to say, “What the heck is he/she speaking about?” If you’re target understands the industry lingo then by all means speak their language.

4. You need people. Let’s face it; you won’t be in business long if your customers and employees leave. A few months ago, Piers Morgan interviewed Donnie and Marie Osmond; they were big (still going strong) in the 1970s. Donnie said, “I’m an entertainer. It’s my job to entertain people.” He’s right. If people don’t purchase tickets to see Donnie and Marie’s show in Vegas, Donnie and Marie will be sent packing. Unless, of course; their families buy ALL of the tickets and sell out the show every night. I don’t think that will happen.

5. Say “Thank You” once in a while. It won’t kill you to say “Thank You” for working for me or purchasing my products and services. Let people know they matter to you. Remember, you won’t get far without the help from others. It’s something to think about.

Rebecca

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Filed Under: Clients, Freelance Writing, Networking, Overcoming Obstacles, Tips and Tricks Tagged With: , , , , , , ,
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