Baking a cake is fun.

Writing sales copy, for most people, is probably less fun…

Trying to get down all the important points AND make it sound engaging AND make your reader take action is tricky.

And when things are tricky, fixing that leaky tap, washing the dishes or bleaching your bath tiles instead of writing sales copy suddenly looks very appealing.

A great way to get over this hurdle is to think of it like baking a cake.

For example, Martha Stewart doesn’t achieve delicious fluffy cake goodness by mixing in the ingredients, baking it and icing it all at once, and neither do you create fabulous and compelling content trying to get your headline, opening paragraph, seductive benefits and objection busters done in one sitting.

So let’s follow Martha’s tried and tested stages for wonderful cake making and see how it applies to your copy.

Get your ingredients together

Get together all the things you’re going to need to write your copy and make a bulleted list highlighting them. Some important ingredients to include will be:

• Your product / business details
• Special offer details
• Possible objections
• Benefits
• Language, themes, imagery ideas
• Customer profile details

Sift the main ingredients into the mix

This is the hardest layer because you have to fight the urge for your copy to be fantastic at this stage.

Think of your cake. How appealing does a bowl full of flour, baking powder and butter look? It still forms the foundation of a great cake.

Pour out everything you can remember from the ingredients. Don’t worry about it reading perfectly, but make sure you write it from beginning to end including:

• Headline
• Opening paragraph
• Stuff in the middle
• Call to action

Leave to set in the refrigerator

Walk away from your copy at this point and do something else or take a break to let your mind refresh.

Stick in some eggs and bind together

Okay, so you come back to your mixing bowl and now you need to pull it together to form the body of your cake copy.

Start to chop and change so that you can group all the relevant sections together such as:

• The opening paragraph
• What relates to you and your credibility
• What relates to your customer’s problem
• What relates to the solution of this problem
• How happy your customer will be when you provide the solution

It still doesn’t have to look pretty, but it should form the basis of a coherent piece of copy at this stage.

Mix in the chocolate chips

This is where we take it from a soggy cake mix and turn it into soggy cake mix WITH exciting bits.

This is the spot where I’d be looking to include or tidy the:

• Bullet points
• Sub-headings
• Specific examples
  

When I say specific examples I mean changing things like

“Our business coaching makes you less stressed”

to

“When you know you are taking focused action in your business, you no longer feel guilty for taking time off with the family.”

Bake

Leave it, do something else or take a break and come back to it when it’s cooled.

Add your jam and cream layers

At this stage you should have something which is starting to look like pretty good sales copy. But we want delicious sales copy, so start adding more lovely parts like:

• Attention grabbing sentences
• Overcoming objections
• Specific product details
• Product bonuses
• Motivating techniques

Get it iced!

This is the final stage, here you’re polishing up your language, and you’re making sure your language is direct, simple, personable and packed with punch and emotion. You’re including a sense of urgency into why your reader should eat the cake take action. You’re proving that your cake is amazing by showing testimonials, and you’re picking the right headline to set it all off.

Stand back, let the icing set once more, come back for a final review and you’re done.

Take it to the bake sale!

You’re done, so get that copy over to your client or up on your website and give yourself a well deserved pat on the back.

Working in layers means you stay motivated with your copy and each time you add the next layer you’re fresh and have the energy to be creative.

It gets you used to completion which is the most important part of getting anything done and it shows you where you’re up to in the finishing process rather than just thinking “I haven’t done it , I haven’t done it…”

This isn’t the only way to work and I’d love to hear more from you. How do you bake your sales copy? Let us know in the comments below!

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When it comes to setting up a business, the Internet has  smashed the realm of possibilities wide open.

If you have passion and a plan you can pretty much do anything.

In fact, there are a ton of people doing exactly this.

So if you want to set up an online enterprise as a Fantastically Awesome Person That People Should Follow Who Works Her-Ass off and Loves what She Does and Should Really Be on a List, then you’re going to have a blast getting your business off the ground in this pioneering climate.

Ahh… but then at some point, you have to explain to someone what it is you do.

I know what you do is amazing and valuable, but sometimes, when we try and capture the essence of our unique businesses in words, it’s a bit like trying to catch smoke in our hands.

So, whether you’re a life coach, a launch coach or a networking coach, here’s my top party game to help you define the undefinable profession, called:

How to Define the Undefinable Profession AND Kill the Atmosphere at ANY Social Gathering

(That sub-heading had to do because I couldn’t remember the name of the game where you have to describe something but can’t use the name of the thing…  answers in the comments please!)

Next time your social soirée hits a lull in the conversation, insist on playing this game.

The Rules

Each person takes it in turns (but make sure you go first, because I wrote this post to help you and chances are after the first round no-one will want to play again) to:

Without using your business title, explain specifically what your customer can do now that they couldn’t do before hiring you or using your business

Your friends then have to guess what it is you do (this is the part that makes them believe this is a game and not just research for writing your business content).

Your amazingly fun game should go something like this:

“Hi, I’m Mark and my customers now have a lot more energy for their work and less stress since being able to focus on what’s important in their business.”

“Ah, you’re a business coach!”

“Hmmm, kind of, but my customers are really happy because now they have systems and processes in place which makes it easier for them to focus on their first love, which is being creative.”

“Systems and processes… you must be a software company for creative people.”

“Well, they don’t get any software from me, but they do know now how to employ useful technology. Most importantly, they can now motivate themselves, find more time in the day to do their creative work, build business relationships and learn how to promote their creative work to make more money than they could before.”

“Ah, so you are a coach…for creative professionals?”

(Word of warning: I can’t promise that forcing people to play this game will get you future social invites)

When you focus on the end result and think in terms of :

“Now my customer can / Now my customer is able to…”

it is easier to explain why people should get so excited about what it is you do.

Don’t worry too much about defining your business into perfect and neat terms. Telling people HOW you make their lives better is far more important.

And before I go…

A Few Words of Warning About Jargon

Jargon sometimes works, jargon sometimes doesn’t work and if you say jargon enough times, it loses all meaning as a word.

Here’s my quick fire advice when it comes to using jargon or industry words:

• Are you absolutely certain your customer understands the terms you use? A technical team might understand your software speak, but it might be a non-technical project manager who researches and suggests companies for the technical team to use.
• Can you say the same thing in plain speak rather than industry speak?(e.g. Improves SEO = Easier for people to find you when they search online)
• If you have to use a technical term, can you hyperlink it to another page which explains what it is

Still struggling to define your business?

Ask for feedback from your professional peer group. Either at networking meetings, or online forums, or through social media. Get a discussion going about the benefits of your business service and see if it helps you talk about it more clearly.

The more you practice talking about what it is you do, and the more you listen to feedback from people who know nothing about your industry, the more fluent and convincing you will become  when you’re writing your web content or marketing materials.

Good luck and let me know in the comments below if you’re struggling to define your undefinable profession and I’ll see if I can help!

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Whilst it doesn’t really matter WHAT your guarantee policy is, if you want to reassure your customer into buying your product, it does matter HOW you communicate your terms.

Here are 3 types of product guarantees and how to write them:

The full, money-back, no questions asked guarantee.

Your business might use this to:

• Encourage people to try a new product
• Encourage people to buy from a new company
• Remove all risk and lower resistance from the customer

Offering this kind of guarantee might make you nervous about a flood of returns, but remember just because people can return it, doesn’t mean they will.

How to write it

What you don’t want is to write in a way that it sounds like you’re offering it because the return of your product is inevitable. Instead, use it as a chance to show confidence in your service and your product and acknowledge that it might not be for everyone:

“I’m 99% certain you’re going to love this product, and that’s one reason why my current return rate is so low. I want to make sure that you’re 100% happy with me, the product and your purchasing experience which is why I always offer a full, no fuss money back guarantee if it turns out it’s not for you for whatever reason.”

The money-back guarantee with clauses or a deposit

This is a good guarantee to offer if your product is coaching, or involves you giving up your time or creating work that your customer might not want to take further

It makes good cash flow sense and means you can continue running your business without running it into the ground.

How to write it

Don’t apologise for taking a deposit or asking your customer to explain why the product isn’t for you, but do make sure your terms are clear and friendly.

“I always conduct a free 30 minute consultation to make sure my programme suits what you want to achieve. When you book a block of six sessions, payment is up front but if you decide after any session that you don’t want to continue, I’ll refund you the cost of the remaining sessions.”

The no guarantee…

The no guarantee is still a guarantee policy. It’s a gutsy one but it doesn’t mean that it doesn’t work. This style of guarantee is the ultimate tyre-kicker deterrent, but it might also put off more hesitant customers. It works best if you have an established brand, visible results, a passionate following and extensive content explaining what the product is.

How to write it

With this style of “guarantee” let them know that you are super confident that your product will rock their world, if they are committed to making it work.

“I want to let you know that this is a no-refund course and the reason I include this is because I work people pretty hard to get the results they need and I’ve found that the ones who are willing to jump in and be committed from day one, always do amazingly. If there’s any doubt that this might not be for you, then I can tell you, it’s not for you just yet. If so, I hope to see you on one of my future courses when it is the right time for you!”

What about you? What guarantees do you look for in a product and what kind do you offer on your own?

Have you ever been put off a product because of the guarantee – would different wording have convinced you? Let me know in the comment section below.

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Happy Wednesday!

It’s mid-week and I hope things are working out well for you and your business, if it’s not going exactly to plan stick in there, I know you can get it back on track!

Later this week I’m going to be writing about money-back guarantees for your products and services. I’ll be looking at how to include them in your sales page and what style of language you can use to let your customers know about your policy without being put off – even if you don’t want to offer any kind of money-back guarantee!

Now I also want to let you know about my free 10 lesson copywriting course called “Copywriting Guilty Secrets.”

You can get it free by signing up to my weekly copywriting newsletter here:

In Copywriting Guilty Secrets I’ll be looking at how to keep churning out content your customers will love even if you’re:

• Tired
• Frustrated
• bored with writing
• frustrated that  you’re not getting the response from your customers that you had hoped for

This is totally normal. It doesn’t mean you don’t love your business and it doesn’t mean you don’t love your customers, but is does mean you’ll probably find a few communication tips and techniques useful when you’re feeling a bit stuck.

And that’s not all of course.

By being part of the Harrisonamy inner circle, you’re going to get exclusive content, offers on coaching, Free access to content that will be for sale on the site, as well as opportunities to have your business featured as a free content case study.

So why not give it a go eh?

If you want to just hang out a while and check out more of my content that’s cool, you’d probably enjoy signing up for the RSS feed and getting blog posts to your inbox.

But if you want to take a peek behind the velvet curtain, sign up today and make yourself at home.

Can’t wait to get to know you and your business better!

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It’s a short one because it’s Friday and you’re thinking about the weekend.

But it’s an important one.

And it’s about garlic bread…

According to a report that my friend told me about which I have as yet been able to verify, adding garlic bread to a meal improves the overall dining experience by 62%.

I don’t need to verify this of course, because garlic bread is beautiful and I don’t ever want this proven as untrue.

It’s garlic bread. What dining experience could not be improved by that? Okay, first dates. Yep, you’ve got me on that one…

Who would have thought such a simple creation, after 12 minutes in the oven from frozen, could have such an impact on your meal?

Funnily enough, there are little pieces of content “garlic bread” that you can add to an article, or to your web content that will also improve the reading experience  by an unverifiable percentage.

They might seem obvious, but then so is garlic bread and look what that just did to your dinner party.

• Include bullet points (force them in there somewhere)
• Split up the sections into mini chunks that can be scanned easily
• Use headings
• Use a photo
• Shave off 100 words
• Shave off another 100 words
• Read it out loud before you publish it
• Give your customer practical advice that they can implement

Happy Friday everyone!

If you like garlic bread, tweet this post

If you love garlic bread, sign up to the Harrisonamy RSS feed

If you go weak at the knees for baked, buttery, garlicness then sign up to the newsletter.

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Next time you watch a play or live performance, keep your eye on the background characters.

See if you can spot the ones who think they can’t be seen because the lead is front and centre in mid-song.

What are they doing?

Are they picking their nose? Whispering to friends or checking out the behind of the leading lady?

Or are they perfectly poised and in character because they know that even in an audience of 10, 20 people, there is always someone watching.

It’s exactly the same for your business website. After the initial excitement of launch, it can feel like no-one’s really looking your way. They’re turning to the big players and soaking up their content.

If you’re not careful you might feel like your website is hiding in the shadows and it can affect the writing on your site through:

• Writing low quality content
• Not proof-reading properly
• Not targeting articles to your audience because you feel you don’t really have one yet.

Remember there is always someone watching your website, and you never know, it might just be that perfect client you’ve dreamed about working for.

Do you want them to remember your site as the one that was picking its nose?

Assume people are watching your website, assume your perfect customer is watching your website. Don’t drop your guard because you think you can get away with it.

You might think you don’t have to post regularly, write passionately or spend hours on your articles until you get that adoring crowd, but it’s exactly those things that build and keep an attentive and loyal audience.

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You can learn a lot about the content you put on your business website from Hollywood trial movies.

I know because I love them:

Especially the part where the client didn’t tell the attractive and trim trial lawyer something which undermines her credibility before the jury.

Witness: “I saw Harrisonamy at the late night Karaoke bar just before the man collapsed with bleeding ears… here are the photos as she sang Bat Out Of Hell…”

Sexy Trial Lawyer: (Whispering to client) You said you were nowhere near the Karaoke Bar

Harrisonamy: “I didn’t think it was important. It was Meat Loaf, it’s not like I was trying to pull off Celine Dion – that girl can sing (Happy Canada Day folks).”

Sexy Trial Lawyer: “But now the jury don’t trust you, we’re going to have to spend a lot more time together for me to fix this and we may have to spend many late nights together as well just to prove that you’re no killer.”

Harrisonamy: “Dang…”

It worked out for me, but if you jeopordise the trust with your potential customers, you might not get a second chance to put things right.

So if you’re hiding something, come clean.

What kind of thing you wonder?

It’s the tiny little worry spot about your business that you hope your customers won’t find out.

Things like:

• Not having enough testimonials
• Feeling like people won’t like your prices
• Worrying about being a one-woman operation
  
• Being shy about talking on the phone
  
• Being shy full-stop
• Feeling like no one will hire you because you’re not the biggest expert in the world ever at what you do

If you have one of those concerns you know that they can take up time and energy in worry that could be much better spent on improving your business.

I understand, I’ve been there.

In the past I’ve worried about all of the above. Some of it has been helped magnificently by kick-ass life-coaching, but all of them can be dealt with as well just by:

Using your web content to turn your worries into selling points.

Disclaimer:  This only works if you are good at what you do and are providing an honest service. If you’re trying to hoodwink your customers then this will not work.

Here’s what to do:

Understate It

Let’s say you’re worried you don’t have enough testimonials to impress your clients. Acknowledge it but don’t apologise for it. Instead create a testimonial page with a few examples (or samples) of your work and include a phrase like:

“If you can’t see the style of work you’re looking for, contact me and let me know. I can provide you with a free sample tailored to your needs within a couple of days.”

You’re acknowledging that they might not find what they’re looking for, but you’re not treating it like a problem. As a result you have a better chance of your customer feeling it isn’t a problem as well.

Communicate It

If you are pushed on your worry spot, then you need to communicate to your audience why it ISN’T a problem.

For example, if you think customers will balk at your pricing then you need to explain why you charge what you do, and in terms that are beneficial to them.

Don’t say:

“Well of course I’m expensive, Geez, I took the penthouse office and I am paying through the teeth for my rates. This place is huge and there’s only me…”

Do say:

“I can honestly tell you that you’re paying for quality. Our products are made from the finest materials and come with a lifetime guarantee so you’ll be making great savings by never needing to replace it”

Demonstrate It

Your customer needs to feel confident that you can do the job they are thinking about hiring you to do. You need to demonstrate that your perceived weakness doesn’t actually hold you back on the job. So if you’re not a big fan of the phone, make sure you not only explain that on your website (showing the benefits – helping you work better) but also make it as easy as possible for customers to email you and also make sure you’re excellent at communicating via email!

If you can understate any perceived challenges, communicate the benefits of your “quirks” and demonstrate that you have the skill for the job, the jury is pretty much going to acquit you of death by singing client is far more likely to have confidence in you and hire you.

Now over to you, let me know if you have had any worry spots that you’ve overcome by coming clean. Or do you have one and need a positive spin put to it? Let me know in the comment section below, and make sure you give it some comment luv and let us know what you’ve been writing over at your blog.

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It wasn't the wine, I screwed up all on my own

A couple of weeks ago I spent one beautiful sunny day inside, trying to write a guest post.

I love writing guest posts, but after six hours of frustration I was ready to turn to drink.

I wanted to share my experience so you can avoid my exhaustion (but if you still want a glass of vino – that’s absolutely fine).

So here we have it, 6 simple steps to screw up your guest post:

Don’t Plan Enough

Have a few vague ideas, or one idea that doesn’t make much sense but you think would have a cool title like: “How ice cream pyjamas make the best blog headlines!”

Do not go beyond that.

Don’t even think about jotting out notes to form a basic structure for your post. That might make it easier to write and you’ve got a whole day of sunshine to waste indoors sweating over this post. Too much planning can also make the editing process fun.

Not cool.

When you read back your first draft it should have nothing in it that can be salvaged. It should read like the stream of consciousness of your Great Aunt Linda after her sixth sherry when she starts referring to you as “Colonel McSquiddy.”

Think About Every Single Person Who Might Read Your Post

You have a great deal of respect for the site you’re pitching to, and especially the audience. Previously you rubbed shoulders in the comments section and that was warm and cosy. But you’re going to be a guest poster now.  You’re putting your head above the parapet and saying “hey hey hey, look at me.”

So you should probably expect to get shot.

Definitely think about this when you’re trying to write it.

If you really want to compound the effects of messing up your post, do not type a word until you are positively certain that everyone who reads it is going to like it, be inspired by it and sends you half of a “best friends forever” Yin and Yang necklace.

Forget your opinions, especially if you’re passionate about them and can explain them clearly. People respect this, even those that disagree sometimes. We are not going for respect here; we are trying to make you combust from heightened anxiety levels.

Hang on to a bad idea with a vice like grip

As soon as you have your one idea (which hopefully you’ve come to hate), make sure you don’t stray from it. Even if you have an idea for a better post that might be easier to write.

Do not take a break or go for a walk for inspiration.

This might rejuvenate your senses, calm you down, give you more focus and clarity and help you write a guest post that people will be raving about for years to come.

Sweat, persevere and sit for approximately 6 hours at your desk wondering if you blacked out somewhere between the first and second paragraph (and if you get as far as the second paragraph, shame on you).

Force An Obscure, Irrelevant Analogy

Analogies are great for guest posts; they can help illustrate a point more clearly.

But we’re looking to destroy this guest post like the Death Star. So, pick something that doesn’t necessarily fit with the tone of the piece that you want to write.

For example, if your post is about “how to never run out of ideas for your blog”, why not compare it to the global production and usage of zinc oxide? That will have them nodding off onto their keyboards before you can say “Qwerty-head!”

Forget Your Personality

The last thing you want to do if you want to mess up your guest post, is to sound like yourself. You have a unique personality and you can’t risk that resonating with someone and making you likeable.

Before you start putting in a little quirky quip that is so “you” stop. Strip yourself of all discerning features in your writing style.

Imagine you are an ornate chest of drawers covered in beautiful scrolls of carved mahogany that has been treated to a six-stage hand finishing process for an authentic feel. Get out a plane and start shaving until you are left with an indistinguishable block of wood.

Be that block of wood.

Beat Yourself Up

If you’ve followed the above advice you should have in front of you some scattered typed phrases that neither link together nor make sense on their own. The sun will be going down and jaunty families will be passing by your window, heading home after a glorious day in the park. You won’t remember if you’ve eaten, and if you’re really serious about taking this advice you should have a few clumps of hair missing.

Now is the time to add those finishing touches to your ruined guest post by beating yourself up.

If it helps, stand in front of a mirror and tell yourself you are a failure, you’ve wasted a whole day and you might as well give up and run away to the circus (at this point, remind yourself that you never learned to juggle, just for added emphasis. )

Good luck in your guest post quest for failure (and if you really try hard – an ulcer).

If these tips were useful, then subscribe to the RSS feed so you can get Harrisonamy blog posts straight to your inbox, and even better, sign up to the newsletter for more details of upcoming offers and exclusive content.

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Hook, line and sinker
Breakfast, lunch and dinner
Curly, Larry and Moe

There’s something catchy, convincing and captivating about things that come in threes (I’ll stop the triplets for now), and it’s a great tool to use when you want a message to stand out in your web copy or on a sales page.

Having 3 steps in a tag-line or to convey a point gives a sense of resolution and completion. Each step builds a small part of your message and when read together in sequence can really make an impression.

The First Steps: How to make it work

Imagine your first two steps are like a drum roll to your final point.

They work to build suspense, warm up the audience and have them receptive for when you hit home with the final point.

You can build the progression in different ways

Increasing chronologically

Your dry-cleaning delivered: morning, noon and throughout the night

Increasing numerically

One Goal, Two Authors, One Million Life-Changing Books…For Free

Increasing in importance

Acme suits. Making the right impression: from interview, to promotion, to CEO

The Third Step To Heaven

As the final piece of the puzzle, the last step should create an “ah” moment with your audience that drives the message home or intrigues people into finding out more. The previous two steps should be working hard to build up the impact to the final unveiling of the point you want to emphasise.

It’s not just dry-clean deliveries, it’s deliveries around the clock.

It’s not just a co-written book for sale, it’s a jaw-dropping giveaway

It’s not just a suit for a CEO, it’s a suit that makes you into the CEO

Try it out next time you’re trying to think of a catchy title, or selling slogan for one of your business services or products. What are your favourite 3 step phrases? I’d love to hear them in the comments below.

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As a business owner, it can be difficult to find the time to sit down and write great articles that connect with your audience.

So I’m setting you the challenge to write a great article for your audience in just 15 minutes.

I’m betting you think about your business a lot. This might feel like you don’t have the time to think about writing but it’s your passion for your business that connects you with your audience.

And I’ll let you know something else, sometimes the shorter posts that you write will delight your audience because as much as they love reading your articles, they want time to be working on their own passions, interests and businesses as well.

A short post about your everyday experience of your business can be a powerful glimpse into your life, and it’s a great way of communicating something that you might previously have thought wasn’t interesting enough for a blog post, but ends up really thrilling your audience.

So here’s the challenge:

Pick one thought you had about your business today

Were you thinking aboutyour sales, your marketing, improving your product or getting more exposure to new audiences? Were you just thinking about how good it would be to get some better processes in place that gave you more time? Were you wondering how to connect to the people that might help your business the most?

for me, I thought about how I really wanted to write an article but wasn’t sure how to fit it in due to a very hectic schedule with the family visiting. I was worried that if I left it to post next week I would be letting you down and myself down by getting out of the 2 posts a week discipline I want to deliver to you.

Why would your customers be interested?

You know that to really connect with our audiences, you have to write about them. So if you’re thinking about a problem, is it a problem your customers might also share? If so have you thought about how to find a solution to it? Or is it something you can ask your audience about to share experiences within your readership?

My problem was finding the time to write due to a family visit. Finding the time to write is definitely something that resonates with my clients, so I tried to create a quick solution to help them with this.

Write about it for 10 minutes

Set a timer, tell a friend to call you in 10 minutes and sit down and type. Don’t worry too much about structure just keep it simple and chatty. Tell your audience what you were thinking, and why they might be interested in.

Take 5 minutes to publish it and let people know about it

Slap your text into a blog post, then send out a tweet, or facebook message or tell your friends.

This is a good quick fix if you want to keep up conversation momentum with your audience, and share the expertise you have in your business. I’d still recommend scheduling time in to write your longer posts, but if an unexpected occurrence happens, you’ll have the confidence  that you can still reach out to your audience and offer value even if you only have 15 minutes.

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