By Isabel Parlett

We all need good words to put our work out into the world. As business gets more and more virtual, we meet more and more people through our words instead of in person. In a world where the internet lets us reach more people, our words make the case for our services, and move people to buy.

When those words for our business appear in print (or the virtual equivalent), we call them copy. When you think of writing good copy, you may think of writing sharp headlines, emphasizing benefits, and making a strong call to action. What you may forget is that “less obvious” step that needs to happen first if you’re going to have something worth saying – developing your message. And that means finding simple, emotional words to communicate the most powerful, profound message you are here to share.

 The distinction between developing your message and writing your copy has become more significant in this changing landscape of business. In a world of abundant choices, people gravitate towards what touches them emotionally. If your business language stays on the level of information — factual descriptions of what you do and your benefits – it won’t move people. If you can paint a picture of what is possible for your audience that they may not have imagined, if you can connect your audience more deeply to a forgotten part of themselves, if you can inspire them with a thought or idea that goes beyond your product or service, then you touch their hearts.

 Can you feel the difference between telling people that you lead Speaking Circles or sharing that you connect people to the voice inside that speaks without fear or hesitation?

 Copywriting is about selling. But, before you can sell, you need to communicate. You need words to get you and your audience on the same page, sharing a common story that resonates for both of you. And that’s the art of developing your message.

 Message development is the work of digging inside yourself and your life story for the words, images and feelings that make your profound message come to life. It’s about finding words and metaphors to express the common thread that ties all the best work you’ve done together. It’s about painting pictures, stirring feelings, and expressing what you most deeply want for people.

 If you focus on writing sales-oriented copy before you’ve fleshed out the story you are here to tell, your words will always fall flat. Develop your powerful message and the words to say it, and copy writing becomes the skill of adding the refining touches that shift people from loving what you have to say to doing something about it.

 Isabel Parlett is a business communication expert who teaches business owners the art of finding simple, emotional language to share their most powerful and profound ideas with the world. Get a free email mini-course on The Changing Language of Business and ongoing inspiration around your business language at www.parlancetraining.com/ezine_optin.html.

© 2008. Isabel Parlett. All rights reserved.

Post from: EveryJoe

The New Art of Writing Good Copy

But what surprised me the most is they cited statistics that say the typical start-up requires about $25,000 to get going.

Really?

The more entrepreneurs I meet (and I met a ton yesterday at a trade show in New York City), the more I find they’ve started their businesses for much, much less.

How about you? What do you think of that statistic? Is it accurate? Or is it a myth too?

Post from: EveryJoe

Are you buying into these myths?

Wrong. You still need to qualify the leads.

Sometimes we get so caught up in the campaign, we forget to realize that just because someone responds to your marketing doesn’t mean that they will immediately buy from you.

It’s important to take one more step to find out which prospects are truly ready to pull the trigger – and find out more about them in the process.

In addition to learning your leads’ basic demographics (industry, revenue, number of employees), find out if they’re predisposed to buy from you.  Here’s how:

What you can do for them? Find out how much your prospects need your help by asking about problems they need to address and how they are trying to solve them.

Can they seal the deal? The ideal lead has an approved budget and is authorized to make a purchase. ALso find out when they hope to make a decision.

(photo courtesy of Shannon Cherry from Be Heard Solutions.)

Post from: EveryJoe

Are you qualifying your leads?