My bike. There wasn’t a good women’s
model available so I bought a men’s bike.

When you started marketing your business online, you started somewhere. Maybe with Facebook or a blog.

You then felt you needed to do more. So you set up an email list or maybe a Twitter account. Then Pinterest came along. And Google Plus.

Pretty quickly you’re drowning in online marketing must-do’s.

Are you struggling to keep up to date? And do you see others doing much better than you?

Let’s look at three major challenges when marketing your business online. By yourself. Without an army of marketers to do the work for you.

1. The squeaky-pedal problem

Let me explain…

The pedal of my bike used to squeak. This problem manifested itself when I was cycling uphill. The squeak was more than a tad irritating. It was dispiriting. It seriously slowed me down.

Was this squeaky problem hampering my cycling efforts?

Sure, the squeak did exist. And yes, it was a pretty loud squeak. But the problem didn’t really slow me down that much. I just thought I had to pedal harder. I just thought it slowed me down.

A squeaky problem is a problem that seems much bigger than it is. For instance: You’re not blogging because you think your writing isn’t good enough.

If you’re writing really is sh*t and you don’t enjoy writing at all, hire a writer or become a podcaster. Otherwise, stop worrying. Nothing is perfect.

Sales guru Dan Kennedy says you don’t need a perfect sales letter to get good results. The same is true for blogging.

I’ve replaced sales letter with blog post in this quote from Dan Kennedy:

Avoid perfectionism. In most businesses, for most purposes, you don’t need a perfect [blog post] to get good results. (tweet this)

You don’t need a perfect blog post to engage your readers and gain business. Write with passion. And get better as you blog more.

2. The 26km-dyke-with-head-wind problem

Was I 15 or perhaps 16 years old?

I cycled around the Netherlands with friends. On the last day of our tour we had to cycle over a 26km dyke. The head wind was strong. It was raining. And the dyke seemed to stretch out forever in front of us.

All I could do, was to take it kilometer by kilometer.

[Quick tip: if you feel you’re not cycling fast enough change your odometer from miles to km. It helps.]

Last week I finally – phew! – finished the first full draft of my Kindle book. This project seemed to drag on and on forever. It seemed to grow and grow and grow until it felt bigger than something I could write. I had parts written, but it didn’t hang together at all.

One day I grabbed six index cards. On each card I wrote the headline of one chapter; and below each headline I wrote the why, what, and how I needed to cover in that chapter. I started to write with just one index card in front of me, and slowly rewrote the book card by card.

We all know that big problems should be broken down in small parts. But why is it so difficult?

3. The hunger knock

This is the most serious problem in this post.

Hunger knock means “hitting the wall”. You suddenly get so tired you can hardly stand on your feet. It happens when you cycle for too long without refreshments.

I cycle for fun. Stopping en route for refreshments is part of my journey. I even stop twice a day for lunch. So hunger knock doesn’t happen to me.

But in business life I’ve come dangerously close to burning out. That’s why I now work in my own business. I don’t need to persuade a small army of accountants to invest in content marketing. I don’t need to communicate with people who live on a different planet anymore.

I do what I want and I pick my own audience. Or rather: you’re picking me because somehow we speak the same language (even though I have an odd accent).

You don’t need a $10k bicycle…

… when a $700 cycles fine.

You don’t need the latest WordPress theme. You don’t need to try Vine (or whatever else is new that I’ve missed). You don’t need to do everything top notch when you’re marketing your business online.

You need to do what works best for you and what you enjoy most.

My priorities are blogging and email. And when I have time you find me on Twitter or Google Plus (still learning). What about you?

Thank you to Katherine Wildman who inspired this post. She challenged me to write a blog post about a squeaky bike.

The post Which squeaky problems are hindering your online marketing? appeared first on Enchanting Marketing.

Have you heard of subtle makeup that makes your sales copy more attractive?

You know how to write sales copy. You keep it short and simple.

You avoid gobbledygook like world-class. You use hypnotic words like you and because. You focus on benefits rather than features.

But somehow your copy doesn’t feel quite right. A spark is missing.

Is your copy a little dull?

Today’s copywriting tips are subtle techniques. These tactics don’t make bad copy good, but they can make good copy great.

These three writing techniques are the mascara, eyeliner, and eye shadow of copywriting. They make your copy more beautiful and more appealing. They make your statements stand out – just like subtle makeup prettifies and draws attention to someone’s eyes.

Subtly apply these three tantalizing techniques to create mesmerizing sales copy.

1. Delight your readers with rhyme

Poets have understood the beauty of rhyme for many centuries.

Rhyme is pleasant to hear. The smoothness of rhyming sounds aids memory. Haven’t you remembered nursery rhymes for many years?

Rhyme is also associated with being accurate or truthful. In his book To Sell is Human, Daniel Pink describes a study where participants are asked to rate (a) statements that rhyme and (b) modified statements that have the same meaning but don’t rhyme (e.g. Woes unite foes vs Woes unite enemies). The rhyming statements were rated as more accurate.

Apple uses unaccented rhyme in the description of the iPhone 5:

The thinnest, lightest, fastest iPhone ever. (iPhone 5)

Unaccented rhyme isn’t as powerful as perfect rhyme.

Unaccented rhyme happens when non-stressed syllables rhyme (as in the example above). Perfect rhyme happens when stressed syllables rhyme – as in the following example from Innocent (a UK-based smoothie maker):

This kids’ smoothie has zing, ping and probably some ker-din.

Alliteration is a form of rhyme, too. Sometimes called head rhyme, alliteration repeats initial consonants. For example:

A display that’s not just smaller. It’s smarter. (iPad Mini)

Copywriting tip:
You don’t need to write poems to use the power of rhyme. Use rhyme to make important points in your sales copy smoother and more memorable.

2. Grab attention with deliberate repetition

Deliberate repetition of words draws attention to statements. It’s really simple:

And because it’s so easy to use, it’s easy to love. (iPad mini)

Repetition often changes the rhythm of sales copy:

Our 100% pure fruit smoothies. No added sugar. No concentrates. No funny business. (Innocent)

Copywriting tip:
Interrupt long sentences with super-short sentences. Use repetition to stress important points in your copy.

3. Entice your readers with vivid imagery

Creating an image with words is one of the most powerful tools of a copywriter.

Vivid text is easier to remember because it takes up more brain processing power. That’s why Drew Eric Whitman suggests copywriters need to direct a mental movie.

Apple creates an image of the type of movies you could film with your iPhone 5:

Imagine sidesplitting, adventure-filled, must-see flicks produced by you and shot on iPhone 5.

Innocent doesn’t just compare a drink with sunshine – they describe the sunshine in detail:

(…) this drink tastes of sunshine. Not that watery stuff that you get in the UK for five or six days of the year, but the great, clear, life-affirming rays that you’ll only find where these fruits are grown. (Innocent smoothie)

You can almost feel the warmth of the sunshine, can’t you?

Copywriting tip:
Use vivid images to mesmerize your reader. Allow your reader to imagine working with you or using your product.

How to avoid cake-faced copy

Too much makeup hides natural beauty like a mask.

Over-using copywriting techniques makes your copy pretentious, bombastic, or even ridiculous.

Take for instance this special offer for fuchsias from UK-based garden center Thompson and Morgan:

Turbo-charged trailing fuchsias, that are guaranteed to give a stunning display. (…) The enormous blooms will leave your baskets, window boxes, and containers literally dripping in a carnival of colour.

Eh… can you turbo-charge fuchsias?

The alliteration carnival of color may be fine (although a little over-used), but you can’t drip in a carnival of colors. And you definitely can’t literally drip in a carnival of colors, because literally means actually or exactly as I say.

Can you imagine our lawn coloring purple, pink, and red from color-dripping containers?

Copywriting tip:
Apply copywriting techniques with care. If in doubt, simplify. Be subtle.

The art of writing sales copy

Of course, there’s a lot of science to copywriting.

You can test which copy converts better. You can analyze which words to use. You can examine font color and font size.

But you can’t stuff your copy full of copywriting techniques and expect it to perform.

Copywriting is an art.

Entice your customers with the subtle beauty of your copy. Choose mesmerizing words. Seduce with rhythm and sounds.

Be creative. Be delightful. Be enchanting.

The post 3 Copywriting Techniques: How to Make Good Sales Copy Great appeared first on Enchanting Marketing.

Who is more bored? Your reader or you?

Are you boring your readers?

Let’s be honest. It’s difficult to be sure.

You can’t see your readers moving restlessly in their seat. You can’t see them doodling, fidgeting, and twiddling their thumbs. You can’t see their minds wandering off.

But there are warning signs.

You can avoid the three most common blogging mistakes that are sending your readers to sleep.

Avoid these three mistakes and you have a much better chance of captivating your audience. Your blog will becoming more fascinating, more engaging, and more persuasive. And casual readers will turn into passionate fans.

Warning sign #1: You’re bored with your blog

How can you create a fascinating blog post if you don’t feel passionate, or inspired, or at least a little excited about what you’re writing?

If writing a blog post makes you feel bored, rest assured you’re boring the boots off your readers, too.

But what if you ARE BORED with your blog, and you still HAVE TO WRITE?

Three options:

• If you’re bored with your topic, switch to another topic. Yes. Seriously.

  You don’t have to stick to your topic religiously. You’re a multidimensional human being, not a heartless robot. Showing another side of you is most welcome. Your readers will be happily surprised.

• If you’re bored because you don’t want to write what your editorial calendar suggests, rip up your calendar. Throw it in the bin.

  I hate editorial calendars. I keep a list of ideas and I write what I feel like writing about. I hardly ever run out of ideas. And I don’t feel bogged down by this-is-what-I-must-blog-about-today.

• If you’re bored with writing, set yourself a new writing challenge. For instance: make up a new metaphor for your next post, or try using alliteration or rhyme, or write a super-short blog post.

Stuck in a creative rut? Check out my 27 Wacky Ways to Beat Writer’s Block.

Warning sign #2: You are hiding yourself

Blogging isn’t like communicating in a corporate world of striped suits where it’s better to blend in. As a blogger you have to stand out to connect with your readers.

Since I care less about whether people think I’m crazy, my blog posts have become stronger. I’ve become less nervous about whether you agree with me or not; and writing has become more fun.

Be yourself. Because it makes you more fascinating; and it helps you select the audience and the customers that are right for you.

As fascination expert Sally Hogshead says in an interview with Marie Forleo (9:29):

You don’t have to change who you are to become your most successful. In fact, it’s the opposite. You need to become more of who you are. ~ Sally Hogshead

Stop hiding yourself. Stop worrying about unsubscribers. Don’t be afraid to polarize. Show more of your personality in your blog posts.

Warning sign #3: Your writing style is boring

I’ve always been dead scared that people think I’m boring.

Before I started to blog, I studied copywriting techniques extensively. Just so I could learn how to avoid boring my readers to tears.

When I started the Enchanting Marketing blog, I didn’t want to share anything about my life because I thought that would be oh-so-boring.

But I was wrong.

Because nobody’s life is boring.

It’s not WHAT you write about that makes you boring. It’s HOW you write it that makes you boring.

Below follow the four most common yawn-inducing blogging styles:

1. High-school essays. Nothing is more boring than telling me what you’re going to write about. Then writing it. And then summarizing it again.

   *snore*

2. Formal business writing. Come on. Let’s write as if you and I are having a conversation. Ask questions. Use the words you and I. Use everyday exclamations.

   Isn’t that more engaging? Hell, yes!

3. Flowery, pompous press releases. Cut the superlatives. Bin the gobbledygook. Reduce the number of adjectives and adverbs.

   And while you’re editing, why not cut your word count by 20% or 40%?

4. Old-fashioned text books. Don’t talk down to your readers. Don’t just share information, because information is boring.

Remember: blogging is about inspiring your readers.

How to write fascinating blog posts

Stop worrying about word count. Stop worrying about the rules of blogging. And most importantly, stop worrying about Google.

Write like a human being – not like a blogging machine. Don’t just quickly share a couple of tips. Don’t just rehash the same information if it bores you to death. Try something different. Experiment. Have fun.

To be fascinating, you have to be yourself.

Be more of yourself.

I am working on it. And you?

The post 3 Warning Signs Your Business Blog is Boring as Hell appeared first on Enchanting Marketing.

Come on. You didn’t expect me to
reveal the secret here, did you?

Probably not. But it does seem like a hidden truth. Under wraps. Or camouflaged.

We worry about correct grammar and impeccable spelling.

We work on our tone of voice.

We check whether our web pages are scannable.

We apply copywriting techniques to make our web copy more persuasive.

But let’s be clear.

Grammar, spelling, tone of voice, and copywriting techniques are the cherries on your cake. They make your cake look better, but they won’t sell your cake if it’s made of cardboard.

The “secret” to shockingly good copy is making a cake that everyone loves, a cake that people want to buy for the price you offer it for.

Imagine you’re a butcher setting up your business…

For your grand opening you decide to break the bank and ask legendary copywriter John Carlton – the most ripped-off writer on the web – to write an invitational leaflet that you’re planning to drop off door-to-door.

Your town is not so big, so on a sunny Saturday afternoon you and a couple of your friends walk around to drop off the leaflets. You’re excited. Your opening is going to be great. You can’t wait to start selling your customers the most delicious organic chicken in the country.

But something goes wrong.

Apart from your mother and your mates, nobody turns up.

You’ve paid one of the most expensive copywriters to use his most persuasive tricks to write your leaflet text. You even promised a 20% discount on all your delicious chicken on the opening day.

But nothing happened. Why?

Well, maybe it’s a town full of vegetarians? Or maybe you’re selling organic chicken, but your customers prefer lower-priced chicken, or maybe they like to eat pork, or beef, or game. Or maybe the other butcher in town is such a lovely guy, you need to do something exceptionally special to lure people away from him.

Sounds like a silly story? Here’s a real life example:

Carelogger is an app that helps people with diabetes keep track of health metrics like blood glucose. The headline on their website used to be: Keeping tabs on your diabetes just got a lot easier.

Seems like a good headline, doesn’t it? It clearly targets people with diabetes. It’s easy to read and to the point. It highlights a benefit. So what’s the problem?

Making it easier to track metrics isn’t an important benefit for people with diabetes. What they really want is to improve their health.

So, when Carelogger changed their headline to Maintain your optimal health by keeping tabs on your diabetes, conversions increased by 30% (source).

Your all-important value proposition

Your value proposition is the promise of what you offer to your customer. How will you make him or her happier, healthier, or more productive? Which problems, pain points, or hassle will you take away? And what will it cost to buy this from you?

Getting your value proposition right is the most important part of copywriting, but it’s also the most difficult.

You need to define who your customer is. You need to understand exactly what you can do to make him feel better. You need to learn what problems you can help your customer overcome. You need to figure out his objections to buying from you. And it’s probably useful if you know what questions he’s asking about your products, too.

It sounds obvious. Pretty straightforward. It’s basic marketing.

But I see people struggling with it time and time again.

I struggle with it, too.

Should I write persuasive web copy and e-newsletters for small businesses so they can win more customers?

Should I target a specific segment of small business owners such as coaches or creative freelancers or marketing agencies?

These are big questions. And it’ll take me a while before I figure out the answers. Until then I happily muddle through with a fuzzy value proposition.

One more important question…

Does your value proposition need to be unique?

Marketers often talk about Unique Selling Points (USPs). A USP is a value proposition that is so unique that nobody else offers the same.

Big businesses need a USP to position their products as different from their competition. M&Ms, for instance, distinguish themselves from other chocolate products with the slogan: melts in your mouth, not in your hand.

As a small business you don’t need to rack your brain to come up with a USP. YOU are the USP of your business. Your customers choose to work with you because they know you, like you, and trust you. You don’t need an extraordinarily special selling point.

You need to focus on the value you offer to your customers. Exceed their expectations. And let your personality shine through so customers can get to know you, and love you.

Be YOU.

The post The “Secret” to Writing Shockingly Good Web Copy appeared first on Enchanting Marketing.

Metaphors are the spices that make tasteless topics tantalizing. (tweet this)

You want to inspire your readers to take action, change their beliefs, or to buy something.

But how can you attract attention in a sea of blogs?

Try using metaphors.

Metaphors can make your writing more personal, more memorable, and more persuasive.

Sounds good?

Read on…

What is a metaphor?

Metaphors compare two things to explain or to entertain.

Metaphors can compare the known to the unknown; the abstract to the concrete; or dry stuff to fascinating topics.

Metaphors allow you to make the complex simple and the controversial palatable. Conversely, metaphors allow you to create extraordinary meaning out of the seemingly mundane.
~ Brian Clark

Metaphors, similes, and analogies make comparisons in slightly different ways.

A metaphor states that something is something else without using the word like or as. For instance: Your blog post is a bland dish.

A simile uses like or as: Your blog post is like a bland dish.

An analogy makes comparisons at more levels. For instance:

How do you avoid bland blog posts no one wants to read? Spice up your writing with metaphors. Metaphors are the secret ingredients that make your writing more-ish. They’ll make your audience read on, and come back for more.

In the remainder of this post I use metaphors to refer to similes or analogies, too. Feel free to tell me off for this linguistic faux pas in the comment section.

Why do metaphors work?

Metaphors are often said to help explain complex topics. That’s true, but metaphors can do so much more.

Think about this: would you prefer to read a blog post that enhanced or jumpstarted your creativity? Would you prefer to improve or re-ignite your creativity?

Metaphors create vivid images in your reader’s head – making it easier to understand and remember your message.

Imagery – the core of metaphoric language – will surprise, grab, inform, and persuade your [readers] as mere explanation will not. Vivid language will distinguish you from the swarm, will make you heard above the drone, will make you that rare person today: a communicator who gets results. ~ Anne Miller

Metaphors engage the right brain – just like stories. They by-pass rationality and lower defenses to sales pitches. That’s why metaphors can make you more persuasive, and help you win business.

Metaphors work best when they’re simple, unexpected, and concrete:

• Create a quick picture rather than a lengthy story. You lose your reader, if you need to do a lot of explaining.
• Surprise your readers. Present a fresh angle on an old topic.
• Try making your metaphors sensory, so readers can experience your words. When readers can see, feel, smell, taste, or hear something, they’re more likely to engage and remember.

  For instance: Your writing is like mashed potato without salt. After one bite, I’ve had enough.
  Or: Your blog stands out like a single soprano amid a choir of baritones. It’s different, fresh.

No matter what industry you’re in, no matter what topic you write about, you can find metaphors to make your writing crisp, lively, and persuasive.

How to add personality to your blog with metaphors

Spice up bland writing with
creative metaphors.

You can add an extra dose of personality by focusing your metaphors on one or two topics that are close to your heart.

If you write about web design and you love going to the movies, draw metaphors from movie scenes or stories about the movie industry – like why movies flopped, how movies are pitched, or how they were made.

If you’re an avid football fan, focus on sports metaphors. You can draw plenty of inspiration from sports training, team sports, tactics, or refereeing.

Your choice of metaphors provides a simple way to connect with your readers. For instance: Srinivas Rao often uses surfing metaphors on his blog The Skool of Life. It gives his readers a glimpse of his life; and helps them connect with him.

Developing your metaphors from personal hobbies hints at who you are: whether you like cooking or sports; whether you prefer to go to a rock concert or the theater; whether you prefer action movies or comedies.

There’s another way of employing metaphors to add personality to your blog: Use a personal experience as a theme for a blog post. This is how it works:

1. Decide what you want to write about. How are your going to help your readers?
2. Think about your personal experiences e.g. with parenting, gardening, dating, sports, pets, or anything else. Is there a story you can connect to the topic you’d like to write about?
3. If you’re stuck, try browsing your photo albums. Think about the lessons you’ve learned. Who or what inspired your career? Which mistakes have you made? What have you learned when on holiday?
4. Once you’ve found one way to associate your personal experience with your topic, you can probably find more.

Imagine you’re a keen cyclist and you’d like to compare blogging and cycling. You’ve realized that the more you blog, the better you get, and it’s the same with cycling. This can form the starting point of your blog post.

Maybe you can also compare bicycle with blog maintenance – like keeping your plug-ins up to date, regularly checking your links are still okay, and emptying your spam folder to keep your blog running smooth. Have you found that the blog posts that take you longest to write are the best? Is it like enjoying the view after cycling uphill?

Don’t do this association exercise while staring at your computer. That may stifle your creativity. Take a piece of paper and scribble down your thoughts, or think about your life lessons while doing the dishes, exercising in the gym, or just after you’ve woken up.

Not sure how to use a metaphor as a theme for your blog post? Check out how content marketing compares to being a tour leader or to cycling.

Remember: Be specific. Make your metaphors as vivid as possible. Appeal to the senses to dazzle your audience.

Common metaphor mistakes

Ready to start wow-ing your readers with metaphors?

Just beware these three deadly mistakes:

1. Metaphoric clichés make your writing stuffy. In his book Why I Write, George Orwell berates lazy writers for the use of stale imagery. His advice:

   Never use a metaphor, simile or other figure of speech which you are used to seeing in print. ~ George Orwell

   Don’t use clichéd metaphors such as the acid test (ouch), touching base (blllerrrrgh), or the ball is in your court (yuck).

2. Consider your audience when creating metaphors. Will they understand what you’re talking about? Your metaphor can quickly fall flat if your audience doesn’t understand it. Or sometimes a metaphor simply fails because you’ve not explained it well enough.

3. Don’t mix up your metaphors, because it’s confusing. I’ve put my blog on the back burner to put my social media activities back in the saddle. (huh?)
   Picture your metaphors and you quickly see you’re going wrong.

Dazzle your readers with metaphors

Get your creative juices flowing. Associate freely.

Grab the attention of your readers with vivid comparisons. Surprise them with personally inspired metaphors. Persuade with writing full of imagery.

Above all: Have fun!

The post How to Use the Persuasive Power of Metaphors appeared first on Enchanting Marketing.