A Message from Kelly

Welcome to The Copywriting Connection! This week we are looking at different ways to present your expertise to prospects. Is one way better than another?

Happy Copywriting!

Kelly

It's better to ask smart questions than to tell someone how much you know

It's better to ask smart questions than to tell someone how much you know. This statement applies to the sales process as a whole and not just writing copy.

The best way to learn this concept is to take a look at some examples.  

Telling customers how great you are:

• "We've helped over 20,000 restaurants achieve profitability with our systemized approach to marketing."
  
  
• "The consultants at CPA America are "master level" accountants with over 10 years experience helping small business owners like yourself pay the least amount of taxes."

Asking smart questions (showing how great you are):

• "Has your restaurant tried any referral marketing programs to increase revenues? How did that work for you? Was your staff open to making changes?"
  
  
• "How did your previous accounting firm handle tax write-offs? Did they process them using an automated system?"

Do you see the difference between "showing" your strengths versus "telling" your strengths? You should use this system of "show versus tell" in the copy you write, as well as in the verbal sales you make. Ask powerful questions in your headlines and introductory paragraphs.

In addition to asking powerful questions, telling stories and using examples of clients you've successfully solved problems for are terrific ways to demonstrate capabilities rather than "brag" about how great you are.

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Copywriters Challenge

We challenge you to prepare and practice smart questions you can ask prospects BEFORE meeting with them. Can you write down five now?

Word of the Week

This week's word of the week is prospectus [pruh-spek-tuhs]. Prospectus means a document describing the major features of a proposed literary work, project, business venture, etc., in enough detail so that prospective investors, participants, or buyers may evaluate it. Here's an example in a sentence: They group read the prospectus before their meeting with the CEO.

Tools for your Success

www.pressbox.co.uk - Is one of your marketing goals this year to submit press releases? PressBox is one place where you can submit press releases for fr^ee.

If you have any other great resources you'd like us to share with everyone, let us know and we'll check it out. rachel@thecopywritinginstitute.com

Special Offer

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You'll learn how to get to know your ideal client, how to uncover what they need from a copywriter and how to get in front of them. You'll also learn what things you MUST do in order to be a high earning copywriter and learn what marketing methods work best for successful copywriters. Develop marketing materials – like your web site, business cards, a sales letter (and get feedback on them from those that have done it successfully!) And you'll create writing samples and learn how to get them published. Course also includes coaching and feedback on all assignments and written materials. www.thecopywritinginstitute.com/buildyourbusiness.html

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