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inkpenCopywriting Just Might be The Next Skill to Master

If you’re in sales, you’re trying to connect with people. You’re goal is to grab their attention.  But the market is crowded…”Sales” strategies by themselves are no longer enough to reach new prospects.

Marketing is Not Always Marketing

You might have a marketing group. Bad news – most marketing groups are actually more administrative than they are true marketing.

They might be meeting planners, or they might be handling logistics like ordering cards and working with third party printers, etc. to create data sheets.  If you have marketing professionals that really understand demand generation and the science of moving people forward, you’re way ahead of most.

But Copywriting is Yet Another Thing

What is Copywriting? Hopefully you know the  term.  It’s a speciality area of marketing. Your marketing people won’t get this in their marketing degree, and it goes against just about everything you and I learned in English class.  Yet great copywriting is responsible for converting people more than just about any other marketing discipline.

When you see a great headline on a billboard or magazine, a copywriter wrote it. They probably wrote it years ago, tested it millions of times, and they know it works.  And they probably made a fortune writing that one sentence.

You don’t need to become a expert copywriter, however, if you want people to read your email, sales letters, or respond to your social media posts, you do need some input on this subject.

It would take a long post to actually give you the steps – instead let me point you to people like John Caples, Victor Schwab, and Robert Bly.  They’ve all written books on this subject. I think my favorite is John Caples, How to Make Your Advertising Make Money. Study and perfect your copywriting, and you’ll find it much easier to attract new prospects.

© 2016, David Stelzl


Photo Taken By David Stelzl

Flying to Philadelphia this past week I am struck by how often marketeers interrupt my day.  The tray tables have ads, the flight magazine is almost all advertisements, and now I have to listen to the flight attendant tell me about the great opportunity I have to get a $100 annual fee credit card if I will just fill out the form as they pass through the isle.

The difference between old school marketing and educational marketing is in the message content, format, timing, and location.  Old school marketing interrupts someone’s day.  It shows up in the middle of a great movie, places pages between the start and finish of an article you’re reading, or stands in the middle of a car dealer’s lot in the form of a giant inflatable gorilla.  Who likes this stuff?  Getting an unexpected call in the middle of dinner from a credit card company, or having a lawn care company representative call your cell phone on Sunday afternoon, while you are spending time with your family, is not the way to attract new clients.

However, being invited to speak at a technology conference, and showing up with educational material vs. a product pitch, will be well received.  I remember well the day I was asked to speak at an educator’s conference in Greensboro, NC.  Attendees from the state’s major universities included technical support, IT managers, and CIOs.  My topic was security, but rather than showing up with a firewall pitch, I put together a talk on industry trends and how universities might be at risk.  With giving systems and administrative applications needed to run the business side of a school, sitting on networks shared by students downloading and sharing all kinds of pirated music and video files, and teachers hosting student projects while at the same time accessing grading systems, this was a recipe for disaster.  At the time, people hadn’t really thought through segmentation, and vLans (virtual local area networks) hadn’t yet been invented.  By taking my audience through traditional network designs, evolving risks, and recommendations on how to reduce risk, my audience now had concrete information on how to approach IT.

The results spoke for themselves.  Several organizations arranged follow up meetings with our company and we landed several very large assessment deals.  Not only did these go on to the remediation stage; the referrals fueled new opportunities in state universities all over the state.  Since these schools weren’t competing, the network of IT managers gave us entrance into numerous new opportunities without having to go through the cold-calling process.  This is network selling and doesn’t eat into anyone’s personal time.

© 2011, David Stelzl