A conversation with Kathleen Schultz and Bill Dean of Kathleen Schultz Marketing,
the leading D2C consulting firm in the San Francisco Bay Area.

The beginning of a new year is the perfect time to take a close look at your business to determine what’s working, what isn’t, and what opportunities you may be overlooking. But many of us don’t have a clue about how to gain that understanding about our business.

The answers may lie in doing a SWOT analysis. So I sat down with experts Kathleen Schultz and Bill Dean to find out what a SWOT analysis is, and what you, as a business owner can learn from it.

Kathleen and Bill, what exactly is a SWOT analysis?

B: SWOT stands for Strengths, Weaknesses, Opportunities and Threats. It’s a method any company should use to determine what they need to know before developing their business plan. We believe, without a SWOT, you don’t know what you don’t know.

Please describe each of those components

K: Strengths are what you do better than your competitors. Weaknesses are what your competitors do that you don’t. Opportunities are what you can offer that you’re currently not, and Threats are, obviously, what your competitors are offering that cause you to lose customers/clients. By understanding your Threats you can often turn them into Opportunities.

B: A SWOT analysis can be very eye opening. It can help you to identify what you don’t know and provide the foundation for strategic planning. This chart shows the elements of a SWOT.

Why is now a good time to do this analysis of your business?

K: We’re coming off a year filled with new “threats,” many of which will follow us into 2022. Some of those include supply chain issues, Covid-19 uncertainties, staffing difficulties…and more. So it’s a critical time to recognize what your Strengths, Weaknesses, Opportunities and Threats are in order to be ready for whatever is coming at you.

B:  We’re going to see major changes in the workplace and the way businesses function. The old 5-day work week is passé. With this new paradigm it’s important for companies to plan how to go forward.

Once the analysis is done, what is the next step?

K: Based on the SWOT analysis, you can set your Smart Goals…and develop a plan for how to achieve them.

B: Smart Goals are Strategic, Measurable, Attainable, Relevant and Time-bound. We call it Structured Planning and we go into this in depth on our website.

Who can benefit from a SWOT?

K: While our primary focus has been direct-to-consumer businesses, really, almost any type of business can benefit from taking a close look at its SWOTs. That’s true for B2B marketers and nonprofits. The size of your business is not an issue.

B: Some that could really use it are government agencies! But seriously, our target is not the Macys of the world. We work with companies or nonprofits with 50 employees or less.

K: Almost any business can benefit from a SWOT. We can help a solopreneur or a small company where no one at the top is available to do this kind of planning, they’re too busy putting out fires.

Your tagline is “It’s All About the Stuff.” How does that pertain to service businesses and others that don’t have a product?

K: Your “stuff” is whatever your business is offering. For example, if you’re a plumber or a hair salon, your “stuff” is the services you provide. For a nonprofit, fulfilling their mission is their “stuff.”  The critical piece is to have the right stuff at the right time at the right price. A SWOT Analysis will help you accomplish that. As I often say…

if you can’t measure it,
you can’t manage it.

If you can’t manage it,
you can’t improve.

Makes perfect sense! My thanks to Kathleen and Bill for taking the time to chat with me about the importance of a SWOT Analysis.  To learn more about their services visit KathleenSchultzMarketing.com

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Since bookings had come to a screeching halt during Covid-19, it was the perfect time to sit back and take a closer look at his online marketing.

Here is the gist of what I told him…points that could apply to many types of businesses, whether you’re a singer or can’t carry a tune.

Overall:

• Need SSL Certificate. This is very important as it has to do with security. With an SSL certificate your website will be designated as https:// instead of http in the browser window. And the icon of the lock with a line through it will be gone. Whoever builds your site should take care of that for you.

• White text on a black b/g is hard to read, especially when it’s a serif font. Ask your web person for a more readable font and easier-on-the-eye spacing. By the same token, ALL CAPS and blocks of italic are also hard to read. (You’ve got 2 pages –Personal Appearances and Reviews – in all caps). Remember, if it hurts my eyes I’m not going to read it.
  

• About page – it’s too copy intense. Let’s look at ways to shorten and break up text with subheads and bullets to make it easy to scan.

• Uh oh, I noticed several typos. Text with typos makes you look, well…unprofessional.

• Your Home page needs a little text at the top that lets people know what the page is about.  (It mentions your Symphony Presentation but doesn’t explain what that is.)

• Broken links. Some of the videos don’t play. You need to fix any broken links so potential bookers can see you in action!
  
• SEO – Search Engine Optimization. You need this in order to show up in searches. It involves identifying the correct keywords/phrases that people would be using to search for your services. If someone types in your name, of course you’ll show up. But suppose they are searching for an entertainer for senior centers or a singer for a cruise line … you’ve got to be optimized for those terms in order to rank in search results.

Does your website sing or fall flat?

I’m happy to offer a free 20-minute consultation to review your content and give you some tips for tuning up your website. Just shoot me an email at lanny@copywhiz.com

For more copywhizdom, sign up for my newsletter!

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Are you ready for your close-up? In How to Supercharge your Image for your Website – Part 1, Stylist Erin Keam gave us valuable tips on how to create images that resonate. In Part 2 she gives us all-important advice on what to wear in our website photos.

Are your clothes attracting, distracting or alienating?

We want attention on your face. Eyes, smile, this is what humans respond to. We don’t want them to immediately focus on your outfit (i.e. below your neck) before they see your face. Even style icon Iris Apfel (who turns 100 this year!) balances out her look with larger-than-life glasses which draw the eye upwards.

Be sure to wear clothing in good condition and not obviously out of date, especially if you have been out of the workforce for a while. It may seem a no-brainer, but when we’ve had clothing a while, we often miss things like stretched necklines etc. And, there has been a shift away from corporate to casual in many fields. Research what your contemporaries/icons/mentors (I suggest of a similar age) are wearing. This also goes for your hair and makeup, and it depends on your field and identity. 

Keep your website colors in mind

You don’t want your outfit to clash with your brand colors, or, if the website is vibrant, you don’t want to get lost. I made an error with mine in that my site is predominantly white, so the photos with a real background look a lot better than the ones with a plain off-white wall.

What colors flatter you?

This can be the most challenging thing for many. What colors are you drawn to and why? Which colors have gotten you the most compliments? Which wash you out and which make you look vibrant? Colors you used to wear may not suit you now, due to changes in hair color, aging, even a tan can alter the effect.

Quick tip. Identify your skin tone. Take test photos first in daylight, (yes, selfies are OK here) as the mirror isn’t objective but a camera is. You can test color variations with friends and social media, asking which shade people prefer on you, keeping everything else the same (lipstick, hair, style, background, lighting). They may not know why, exactly, but they will like one better than the other. Also, look for colors that don’t overwhelm you. Bright is great, but the orange or red you love might be better as an accessory, not next to your face. Or you could ask a stylist who has a sales and marketing background. Ah…like me.

Style…the details

Now you’ve got an idea of what to wear and in what color based on research and analysis, but you still might be in a quandary about details. Scoop, crew, turtleneck? Cap sleeves, sleeveless, mid-length? Experiment.

• A turtleneck may make your face look like it is floating in space
• A rounded neckline might emphasize the roundness of your delightful chin
• A halter will draw the eye downwards
• V-necks flatter most people.
• Sleeveless might draw the eye to your arms instead of your face (remember, that’s where we want people to focus)   

Most online photos aren’t full length, but certain necklines suit different body shapes. Here’s where research comes in again. Or call me.

Now that you have your personal website photos…where to put them on the site?

I recommend your main landing page and up at the top, so visitors don’t have to scroll to see you. Definitely on your About page. And, your smiling face on your Contact page can help seal the deal.  I’m cautious of using stock photos of strangers if they are seen first. It’s not always clear whether it is you or not. When you’ve found the perfect spot for your images, don’t forget to add Alt Tags to them to help with SEO. If you’re not sure what those are, ask Ms. Copywhiz!

And finally, if you saw your photo, would you want to work with you?

I know I said it’s all about your target audience, but at the end of the day we want to work with people we will like spending time with. What qualities do you admire most in others? Do your photos reflect those? For me, approachability, a sense of fun and kindness will win me over every time.

Aroha, Erin

Erin Keam is a coach who wants your style to take you closer to who you want to be (and your ideal life). She has a background in sales & marketing, life coaching, media, theatre, radio, and animal welfare. She’s a podcast host (if you identify as female, she’d love you as a guest) and knows how to get you Zoom Ready. She offers free discovery calls with action steps. She is owned by a French Bulldog. 

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We all know who to go to when we want to supercharge our copy, don’t we? While Lanny is “whizzing” up your communication with your clients, why not take a look at another way you’re sending messages to your clients – your personal website photos.

I’ve got tips below, but there is one over-riding concept …

Know your target audience!

Who do you want to work with? This is where you identify your ideal client. What would appeal to them? It could be originality, a sense of humor, qualifications, maturity, beliefs, contemporary, conservative, casual.  If you’re not sure, ask them. Use open ended questions or show them several different photos of you and ask which one would entice them to hire you. Look at the most successful people in your field. What do their website photos have in common?

Next … are your website photos outdated?   

Yes, Covid had an effect on our personal style (and grooming). Many of us succumbed to Covid-19 pounds and haven’t been to a hairdresser in months. Clients are going to understand that to some extent. However, humans can get cognitive dissonance. What I mean is, we don’t want to surprise clients when they compare your online photos to the real you as it can damage trust. If your photos don’t represent who you are now (or were fairly recently) they need to be redone. And yes, you will be Googled and looked at on your social media as well, so aim for consistency in all your profile photos.

Get photos done by a professional. No selfies, please!

Covid has made this tricky, but not impossible. I know a photographer who takes quality photos over Zoom and there are ways to social distance in person if you still feel unsafe. They don’t have to be expensive, and you don’t need many. Often two will do. One to represent your business and one to show “behind the scenes,” so clients can feel they know you a little better. After all, your website is really about your clients, not you. You want them to feel comfortable with their click choice when they land on your site.

Pay attention to the background.

Does it align with your personal brand and the emotion you want the client to feel? Yes, feel. It’s called the “know, like, trust,” factor. In brief, knowing is how they found you, liking is when they resonate with your messaging, and trust is when they believe you are who you say you are. Visually, your online image has a lot to do with the like and trust elements.

A professional photographer will pick up things like clutter or a busy pattern behind you, showing and lighting you in a flattering way. But does your “set” (yes, just like a movie) indicate who you are and what you offer? In the age of social media, we want authenticity. If you’re a creative, show that. A numbers person? Put an abacus on your desk. Author? Think bookshelf. This also applies to your Zoom background.

Now that you know the basics, read Part 2 of Erin’s guest post for tips on what to wear in your awesome website photos.  

Erin Keam is a coach who wants your style to take you closer to who you want to be (and your ideal life). She has a background in sales & marketing, life coaching, media, theatre, radio, and animal welfare. She’s a podcast host (if you identify as female, she’d love you as a guest) and knows how to get you Zoom Ready. She offers free discovery calls with action steps. She is owned by a French Bulldog.  

Copywhiz note: Thank you, Erin, for your great advice. I look forward to seeing a lot of supercharged images out there!

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After you’ve spent several web pages building a case for why prospects should call, email, sign up, request information … whatever … don’t blow it with a ho-hum contact page!

Here’s where you want to connect with visitors. Get them to take an action. So take this opportunity to get creative.  

7 elements of a Contact page that clicks:

• Make it easy to access from anywhere on the website, i.e. give it a spot on your nav bar.
  
• Use engaging language and graphics. Include a photo, a testimonial or a short video.

• Provide contact options (email, request a call-back, leave a message via the site, etc.).
  
• Keep it clear and concise.

• Include a form with space for a brief description of why they are contacting you.
  
• Give visitors a reason to contact you. Explain how your company helps customers

By providing a great user experience you’ll be more likely to get the response you want. 

Don’t forget to add SEO.

Write a page title that says more than Contact Us. Include a keyword phrase to give your business another opportunity to show up in online searches.

Here’s an example of a Contact page that connects.

300 Feet Out, a smart San Francisco branding agency, treats their Contact page as creatively as every other page on their website. They make a connection right off the bat with the headline: We like making new friends.

Scroll down and they tell you exactly what they can do for you.

Next, they show you their location on a map of SF, and include all the contact details.

Then they tie it all together with a call to action: let’s work together.

Simple. Clear. Brilliant.

If you’d like to talk about your Contact page … Contact mine.

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Wondering what to write about?  Content ideas are all around you. Write about new products or services, industry trends, profile an employee or a client, repurpose a previous post giving it a fresh spin. For more ideas, check out feedly.com. Or let’s brainstorm!

VIDEO
People would rather watch a video than read a lot of text. Unlike static content, a video stirs emotion with sight, prospects sound and motion.  It’s one of the most effective tools for connecting with customers. In a short video (1-3 minutes), you can explain your services, demonstrate a product, answer customers’ questions, feature customer testimonials, the possibilities are endless.

Video helps with SEO on your website or blog, it’s great for social media and email marketing.

With today’s smart phones, you can shoot a good quality video for a low cost. Do consider production values, however. Good lighting, proper wardrobe (no busy patterns or super bright colors), and simple backgrounds will give your video a more professional look. That said, I recommend working with a professional videographer for best results. Especially if you are not at ease in front of the camera.

Here are some YouTube tidbits*:

• Almost 5 billion videos are watched on YouTube every day.
• 9% of U.S small businesses use YouTube
• Approximately 20% of the people who start your video will leave after the first 10 seconds. So be sure to create a compelling intro!
  *merchdope.com

CASE STUDIES
Everybody loves stories. Especially those with a happy ending.  So tell the story of a recent success. Talk about the challenge, and how you solved the customer’s problem. But don’t make it all about you.  Engage your client in the process and ask them to talk about the experience from their point of view.  Include the results…Did you save them money? Make their business run more efficiently? Or improve their life? Show prospects what you can do for them. Case studies (or success stories as I like to call them) have a long shelf life. In addition to posting them on your website you can use them in a new business pitch, a press kit, in social media or newsletter.

For more on case studies, contact me for my free report, “Case Studies – How to Turn Your Customer Success Stories into Marketing Gold.”

Need help with any of these tactics? Let’s talk!

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But let’s back up a minute.

In the pre-web days, it was enough to be a copywriter.  Print, TV, radio and direct mail were the media businesses used to get their messages out to customers and prospects. But then along came this thing called the World Wide Web, and business as we knew it began to change.

Copywriters (including yours truly) had to learn how to write for search engines as well as for people. In order for a company’s website to show up in the SERPS (search engine results pages that Google, Bing and others show in response to a user’s search query) the site had to be optimized with keywords and phrases.

If you build it, will they come?

Business owners often think that putting up a website will send droves of traffic their way.  Well, it may work for baseball fields but for websites it takes a little more effort. The reality is, without SEO the search bots won’t find your site, and neither will prospects who need your products or services.

Enter: SEO copywriting. Keep in mind, what we call on-page SEO is only one piece of the optimization puzzle, but it’s a critical piece.

Why you need it

Studies show that 87% of purchases start with an online search. And I’d wager that since the advent of shelter-in-place, it’s even higher. We’re seeing brick and mortar businesses closing temporarily or permanently at an alarming rate with more shopping shifting to online. All the more reason to position your website with on-page SEO.

Elements of SEO Copywriting

Here’s what you need on your site to rise in the rankings:

• Well-researched keywords. Not necessarily the terms you use to describe your business, but the words or phrases customers enter for an online search
• Strategic application of the keywords in headlines, subheads and copy
• Keyword-rich page titles and meta descriptions, specific to each page

Avoid keyword stuffing

Thankfully, the practice has gone out of favor. But you still see examples of it on the web. It’s the annoying practice of repeating your keyword phrase over and over with the hope of attracting more attention from the search engines. Be sure your copy sounds like it was written for human ears, not for bots. Google frowns on keyword stuffing and may penalize your site for trying to put one over on them.

Use keywords judiciously, just enough for the search engines to recognize what your page is about.

Here’s what NOT to do:

This would make me click to another site in an instant!

Today, Google looks for quality content—content that is fresh, original and has value for customers.

What are Page Titles and Meta Descriptions?

Next to your content, the page title tag is the most important SEO element on your website. In a few words (up to 60 characters), incorporating keywords, the page title describes what the page is about. Remember, these are terms people use when they’re doing searches. About and Home are not page titles. Nobody searches for those.

Meta description is the snippet that shows up in the SERPs. Your meta description should contain the same keyword phrase as the page title and include a call to action. Think of these as little ads with about 150-160 characters.

A point to keep in mind when optimizing is localization. If you serve local or regional clients, incorporate your locale into the page title and meta description. For example, let’s say you’re a home remodeling contractor working in the San Francisco Bay Area. By adding the phrase San Francisco to your tags, and in your copy, you will not be competing with millions of contractors for page ranking. You will only show up for searchers who are looking for a home remodel contractor in San Francisco or the Bay Area.

By following these SEO copywriting basics your website has a better chance of being found by customers who are in the market for your products or services. Remember, with a website you can’t set it and forget it. Because when you add fresh content on a regular basis, in the form of blog posts, articles, videos, downloads, press releases…you’re giving people reasons to return. And you’ll also earn more search engine love.

If you’d like to chat about your website’s SEO, shoot me an email. I’m happy to take a look.

Learn more about Copywhiz services

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