Note Regarding Upcoming Posts:

11186742126_cd593eab97_kThis morning (Tuesday, 5th September 2017) I logged into my account here on WordPress to discover that the developers have added a rainbow flag banner to the top of each landing page. I consulted with contacts overseas, who reported they couldn’t see this filter when visiting Notes From The Scribe- then discovered that this filter only applies for Australian WordPress users.

Although a U.S-based company, WordPress has attached this filter to the top of all WordPress user sites in Australia as a sign of their support for Same-Sex marriage ahead of the upcoming national postal vote. It is no more the right of a U.S-based company to tell Australians what opinion we should have regarding SSM than it is our right to tell Americans how they should view their gun laws, healthcare system or who they should support in Washington DC. While we are an ally to the U.S.A and proud to be a Western, democratic nation that provides its’ citizens with great wealth, freedom and opportunity for innovation and personal development, the issue of SSM is for us- Australian citizens- to decide for ourselves.

I am a staunch supporter of free speech and the right of people to advocate causes they believe worthy of supporting. I am a supporter of people sharing opinions that disagree with my own and having the right to do so, without fear of harassment or punishment by law. However, I am against a private company or entity using their customers, subscribers or patrons as a tool to promote their particular stance on a political issue without consent of their customers or the option to not participate.

I use this platform to discuss ideas related to online marketing, copywriting, entrepreneurship and share my own journey and discoveries with you, my readers. I’ve consciously avoided using this account to advocate my political or ideological views, and there are literally THOUSANDS of other platforms for you to engage in this discussion if that’s what you’re looking for.

Based on these principles, I have decided that all upcoming blog articles will be posted via my old Weebly account- until WordPress reverts it’s usual format back for Australian users. I make no apologies for taking this stance and understand that in doing so, some readers may decide to no longer follow my posts.

It’s their right to do so if they choose, just as it’s my right not to support WordPress using my platform to promote their stance on a political or ideological issue. I will, however, continue posting, even if it’s via a different platform until further notice. Stay tuned…

 

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Here’s Why You MIGHT Need A Copywriter…

copywriter

So…

You know what copywriting is…

You know what a copywriter does…

You have associates or friends who use copywriting services…

BUT-

You haven’t considered the idea of using one yourself.

Maybe you don’t think you need one, and you know what?

There’s a good chance you’re right! But first- why not be absolutely certain and run through this quick checklist. For the video, take a look here:

Here’s Why You MIGHT Need A Copywriter…

Otherwise, keep the following in mind- it’s crucial to remember, whatever you decide:

Outside of paid listings, search engines (like Google) rank businesses not just on keywords, but also how regularly the content of a particular web address is updated or added to. So the more that your online content is added to or updated? The better your SEO rankings…

And the better your SEO rankings, the more prominent you are online. The more prominent you are online, the more enquiries you’re getting. The more enquiries you’re getting, the more sales you’re making…and so on…

But all of this starts with the strength of your online content- it’s simple as that.

“Great!” you might think. But-

Do you (or your team) have the time needed to keep updating or adding to your online content?

Because if you decide to take care of it yourself, it doesn’t matter how well you can write- it always takes time. Time to:

  • Brainstorm ideas
  • Research
  • Write the first draft
  • Edit it
  • Edit it again
  • Compile it
  • Post it, finally!

Even for somebody like me it takes time (and I do this for a living!)

So with all this in mind…

Could you afford to use copywriting services for your business?

If you realise you need to be getting content out there and you want to discuss the best strategy for this-

Get in touch. We’ll discuss what you need in order to drive up your leads, sales- and those repeat customers who are worth their weight in gold to your business.

So let’s get talking!

 

 

 

 

The Most Powerful Call To Action Known To Man…

Chanel ad(If you prefer to watch the video I did where I reveal all- check it here): Sex, Drugs & Rockin? Sold!

Otherwise, if you prefer to read the transcript? Cast your mind back…

It was a time when cigarette advertising was still prominent across Australian sport, including the premier Rugby League competition (the NSWRL) who were backed by tobacco giant Winfield…

They had the competition naming rights, their signage at the grounds, on the field, on the trophy itself- but what they did next generated media interest in the game beyond a level that’d been seen before…

Here’s how they did it:

What they did first of all was get a sexy grandmother on board, by the name of Tina Turner. Tina appeared in commercials for the Winfield Cup, singing two of her recent hits- ‘What You Get Is What You See’ and then, a year later, re-releasing ‘Simply The Best’. It became the games’ anthem for the next 6 years- ending only when tobacco sponsorship of Australian sport was outlawed…

Why did it work so well?

Check out the ads for yourself-

‘What You Get Is What You See’

‘Simply The Best’

Notice that besides what you’d expect to see in an ad like this (game footage, the best known players of the time, imagery of cheering crowds, big hits, amazing tries, Tina singing) there’s also quite a lot of footage of the players training-

They’re at the gym working up a sweat, they’re running up steps in their footy shorts, they’re charging through the surf with their shirts off, toned bodies glistening from the ocean…

Why would your average footy supporting bloke be interested in seeing this stuff?

Good question!

Except that’s not who they were targeting-

They were targeting the female audience. They wanted to get women interested in the game, show them that Rugby League featured plenty of excitement, action, atmosphere- and eye-candy too. And it worked! Female attendances at Winfield Cup games climbed notably, as a result.

Tina beach

So what can we learn from this?

Sex sells!

It’s the oldest “call to action” there is- you only have to look at the ‘sexiness’ of modern adverts for anything from perfume to pizza, clothes to cars, alcohol to aftershave to see that advertisers are constantly selling their clients’ message in a way that makes our pulses race and gets us talking.

Think about it-

The average looking guy sprays on deodorant and suddenly women flock to him from every direction…

The woman uses a new shampoo that gives her fashion model hair, she goes out onto the street (dolled up, of course) and she literally stops traffic!

Why take this approach?

The thing is, you might have a great product with data to support it but if you sell it on nothing but the facts?

People get bored with that…

They lose interest…

You waste time and money on a message nobody gives a shit about!

If you have facts- great!

But first? Package those facts in a way that gets people excited, that grabs their attention and makes them go ‘Wow!’

Sex sells…

Think about those annoying store spruikers or the “Crazy Warehouse Guy” who comes on the TV with a thinly-masked yell as he raves on about cut-price carpets, shoes, clothes, all stock that MUST GO NOW!!!

You may find them obnoxious and intrusive and quickly turn the volume down the moment you hear their voice…

But love them or loathe them- you definitely can’t ignore them.

88ed1724aefeb6f44462fa44cabb5a70

They arouse a certain feeling in you.

Sex sells…

But what if people aren’t paying attention to your carefully crafted message?

You’re out of ideas, wondering what you’ve got to do just for them to take notice?

Chances are, you don’t have to start from scratch for a sales pitch that sticks. Most likely, all that’s stopping you from hitting it for 6 with your audience is a little bit of spice…

So- if you want to discover the secret to pumping out content that stops them in their tracks- and convinces them to take action?

Come and talk to me…

 

 

 

 

 

5 BIG Things A Copywriter Needs To Know About YOU:

we-want-you - Copy

Check Out The Video Here:

5 BIG Things A Copywriter Wants To Know About YOU:

OR…

Here’s a run-down of the most important things a copywriter will want to know about your business before they write a single word.

The better you can answer the following questions, the more effective your written content is in attracting new leads and “sealing the deal” with your target audience. But first things first:

# 1 Who Is Your Target Audience?

In other words:

What does your typical customer look like?

What does your most valuable customer look like?

Where do they live, who else are they looking at/ buying from besides you, what’s their age demographic etc.

The clearer your answers to these questions, the more effectively a copywriter can strategise where your content should appear and what needs to be written.

# 2 Your Product/ Service Features?

If you’re a product-based business- what are your products made from, where are they sourced from, what’s the process that goes into their manufacture etc?

If you’re a service-based business- what are the steps involved and the equipment used in carrying out your services? Do your customers deal with you directly or a member of your team?

Knowing these answers enables a copywriter to go into more detail when they describe what you do or what you sell. This has the follow-on of optimising your SEO results because the explanation of your product or service has more clarity.

# 3 Benefits- What’s In It For Them?

Getting this one right is crucial. This is the question that underlies virtually every other question put forward to you by a potential customer or client. Regardless of the specifics of what they’re asking, what they really want to know is how what you do or what you sell is going to benefit them-

Do they make money from it?

Do they save money from it?

Will they feel better?

Gain more time?

Lose more weight?

You get the idea… no point in selling the ‘How’ if you can’t sell them on the ‘Why’!

# 4 What Makes You Different?

Unless you’re one of those rare businesses lucky enough to have a niche all to yourself, chances are you’ve got competitors. Competitors with websites, blogs and social media pages, all quickly found online by potential customers…

So you’ve got to have distinct reasons why people should come to YOU over the rest.

What is it that makes your business unique?

Is it your accreditation, the years of industry expertise you offer, some kind of guarantee, that complimentary item or little bit extra you provide that nobody else does?

This is how a copywriter makes your marketing voice different from your competitors. This is what makes you a more appealing proposition to your target audience, and you’d be surprised how often this makes the difference between you landing the sale or the other guy getting it instead.

# 5 What Results Do You Seek?

After all is written, compiled and posted- what results do you want to see?

More enquiries?

More opt-ins?

More consultations?

More sign-ups?

More sales?

Without a clear understanding of what the desired end-game is, your online content will lack direction and a real purpose. Putting it together turns into a waste of a copywriters’ time- and your money.

You need that definite key objective, that clearly understood outcome to aim all your content towards- because this is how a copywriter knows what you need and what you can do without when it comes down to their professional recommendations.

But…this question is one that’s much more specific to your business.

Maybe you know the answer but aren’t sure on the course of action you need to take?

Or maybe you know there’s stuff you need and don’t have- but you can’t get clear on it?

Here’s your chance to see if we can’t implement a strategy to draw in those leads, sign-ups, enquiries and sales you’ve been waiting for…

You’re now just one step away-

Get in touch and let’s make it happen:

The Reward Of Just Turning Up:

shutterstock_105840977Are you a business owner?

A self-starter?

Commonly referred to as an entrepreneur?

Did you start with a great passion and a vision?

Do you constantly seek to learn new concepts, ideas?

Anything that makes you a stronger outcome achiever, a smoother operator, a more adept stacker of the cash?

Because when you’re adding names to your database, selling out workshops and pleasing a conga line of clients- you don’t need any added motivation to keep on going!

Yet…it’s not always like this, is it?

See, I’ve had quiet periods. Times where I’d wake up and it felt like no matter what I did, I was running on a treadmill.

I’d wonder what the point was?

Dad once told me that when he was in Highschool, he’d usually end up the highest pointscorer in his grade at the athletics carnivals. Not because he was a stand-out athlete. But simply because he’d go in every event possible. If he could take part? He was there.

So by turning up, he got the points in the long-haul…

I remember about a year ago, one Monday I felt completely drained. I had a business network meeting that afternoon and I seriously considered not bothering to make that drive up the freeway. But however knocked out I felt, I knew that come bed time, I’d still feel worse for staying home and accomplishing less. So…I set off…

As a result of going to that meeting? I learned an awesome trick for keeping complex internet passwords- and remembering them all- without needing to record them anywhere, courtesy of our speaker for the week. Then on top of that- I was given a glowing recommendation by a fellow group member, finishing with several referrals.

None of this would’ve happened if I didn’t show up.

That’s just one example- there have been countless other times where I felt as if I was staring at a rock wall, unable to climb or even to move forward. Where I considered bowing out, finding a cosy job somewhere else and not having to deal with the weekly, daily challenges and uncertainties that push back at me.

Yet despite the temptation to spend a day lying around doing little else besides binging on YouTube? I’d get to work. Despite not wanting to do anything to do with work? I’d still “go through the motions”.

And more often than not?

I’d make real progress that day, in the end.

Things would happen.

Everybody has those days where you seem unstoppable, and the universe treats you like it’s your birthday, graduation and Christmas day all at once. Who isn’t pumped and keen to leap to action on those days?

But what puts you one step ahead on those days where it feels like the universe stares back in your face, rock solidly opposed to you moving forward?

It’s in just turning up…

 

 

 

 

How To Avoid Disastrous Dialogue! (And Start Conversations That Convert)

d2a9986030226c66270267082aff1e08“Rad!”

“Ace!”

“Groovy!”

Remember when people used these words to describe something worthy of praise or approval? Dad used to physically cringe at those TV ads for Hardware House (remember them?) about 15 years ago, with that jingle they had:

“Gee it’s grouse at Hardware House!”

“That word”, Dad would say “it’s so bogan! I used to hate it whenever I’d hear someone call something “grouse”- I don’t know why they’d use it in that ad?”

In case you missed it? Lately I’ve been talking about the difference between making a real connection with your intended audience vs. trying too hard- and coming off as embarrassingly out of touch in the process…

As just one example, check out this excerpt from last years’ Presidential campaign, where Hillary Clinton awkwardly shoe-horns a reference to the popular mobile app game ‘Pokemon GO!’ during a speech, as she tries to engage her (mostly) youth audience:

The better you understand your audience and speak their lingo?

The better connection you make with them and the more powerful your message.

But when it’s obvious you’re “trying too hard”?

Well, that has the opposite effect! At that point, people distrust your motives, and you risk alienating your intended audience completely. Understanding them isn’t a difficult game.

Here’s 3 Ways To Cut The Cringe And Be “The Real Deal”:

#1. Listen. Who are you talking to? What else do they buy? What do they do in their spare time? How do they talk? What pop- culture references do they understand?

#2. You Don’t Know Everything. If you haven’t got all the answers, don’t pretend to. This also makes it easier for you to establish your niche and position yourself in the very centre of it. Stepping beyond your area of knowledge or pretending to fully “get” the people you’re speaking to carries the risk of back-firing- and the cost if you get caught out of your depth is too big a price to pay. It’s ok to admit you don’t know what they’re talking about. It’s alright to ask questions. People are more impressed by your  willingness to find out more about them than if you slot yourself in and act like you’re “one of us”…

#3. Easy does it. In short? Don’t try too hard. Less is more. Even if you’ve taken care of Steps 1 and 2, going over the top makes it look like you’re trying too hard to sell yourself and make a good impression…

Don’t call yourself an entrepreneur- let other people give you that title.

Don’t big-note your bank balance- let those astute enough connect the dots for themselves.

Sharing your wins (and your story) is fine, but don’t consciously try to sound like the next (insert name here).

Seriously- if I had a dollar for every time I see someone use words like “entrepreneur”, “lifestyle” or “hustle”- I’d never need to work another day in my life-

And I’m still 31!

Show, don’t tell.

Attracting the most valuable people to your business requires an ongoing dialogue. It  usually involves several conversations and a deeper understanding of their needs vs. what you provide and who you are before they show you the money. But… considering the ultimate dollar value of these relationships?

When done right- they’re well worth the extra time and the effort you invest!

So- if you want to start conversations that convert- 100% free of smoke, mirrors or “How do you do, fellow kids”- let’s get talking…

Contact Me

 

 

 

 

 

How To Steer Clear Of ‘Short-Term Gain= Long-Term Pain’ Marketing:

lots-of-wine

As I write these words, it’s just a few hours before I head off to Sydney to watch Liverpool play a post-season friendly match against Sydney FC….

I’ve long been a fan of football (or soccer, as a lot of people call it in this part of the world). Just recently, I saw a discussion online about the merits of a certain manager (coach) from overseas. I commented that “he is like milk and his teams are like the strawberry flavouring- when it’s fresh, all is sweet. But leave it out too long and the milk goes off, the whole thing turns sour and you’ve got to dump it down the sink and start again.”

Because it’s one thing to spend big up front and get quick results- but it’s something else when you build a culture of sustained success and develop an organisation that people want to be part of…

Have you ever worked for a company like this?

You have a boss who frequently treads on toes and gets on the wrong side of people- but they have a track record of getting results so the company keeps them on. But then, the whole culture of the place disintegrates: people resign, the spirit of the organisation becomes poisoned and in the end the company has to sack the boss because it’s too costly to keep them on- more costly than the financial gains they achieved while in charge. The boss is gone (hallelujah!) but in their wake, they leave a wasteland of burnt bridges and a toxic culture.

It’s the same thing when it comes to how you manage your client relationships.

Are you only focused on quick results? Getting the next sale, the next big lead and spending whatever it takes to achieve this?

Or- would you rather set yourself up for relationships that last and build a business that your clients want to stay with, where you become a household name and people flock to you because of the great things they hear?

You can take the milkshake approach to your marketing: spend lots of money, full-throttle chasing the big money leads and the sales for sweet short-term results. But then you have to keep shovelling more money into it to ward off the competition. Although you’re making good money, your time is more limited because beyond an instant service and meeting a short-term need, people have little other reason to stick with you. If you aren’t careful, the sweet results can turn sour quickly- and getting back on top requires spending big all over again…

Or… you can take the wine approach: you aren’t focused on a quick-fix, but on producing something that people value more and more as time goes on. The beauty is, as you build those relationships with your leads and existing database, the workload required to attract new leads becomes easier. Word of mouth and your professional reputation does the work for you. In the end? Not only do you have a company that people are loyal to- you’re making great profits with time to enjoy the rewards of your labor and patience.

At Scribe, we always think like a wine-maker when it comes to our clients’ marketing. Our focus is on producing content they can bank on in the long-term. Content that enables them to open up a conversation with their leads, build the relationship and turn those leads into top value clients- who keep on coming back.

For us, it’s all about content that won’t just be loved by search engine robots- but by the people in your target audience as well. So contact us today, and let’s get that conversation started…

Contact Us

 

 

 

 

To Infinity- And Beyond!

Large_toy_story_blu-ray5xI remember so clearly when I left Brisbane just over 2 years ago and what a pivotal time it was…

I’d lived there for 5 years and when I’d moved up, my life was like that of so many other 20-somethings: friends, a busy schedule, figuring out where I wanted to be and what I wanted to do before 30 while trying to juggle the Fear Of Missing Out (TM) with bold ambition and the sacrifices it’d require in order to be more than just another 9 to 5 brick in the wall, living for the week-to-week…

But fast forward to mid- 2014 and life has changed. By now it’s just me, building my business with only a few people in my life on the regular, after the rest have either:

a) Married,

b) Moved on or,

c) Hobbled off into the sunset, some with barely a murmur…

I’m aware this happens a lot for people as their 20’s draw to an end, but in it’s aftermath there emerges a new, big question for me:

What’s happening in MY life? Where am I going?

If you’ve been in my position- single, founder of a start-up and going solo- you know the paradox: on the one hand, you have freedoms few other people enjoy. You work your own roster. Manage your own life. You’re in charge. Little in the way of commitments holding you down. You could theoretically be anywhere (well…except maybe North Korea). But that’s the other problem: the burden of choice…

If you can go anywhere, where should you go? What move makes actual sense, beyond just an unwise emotional impulse?

So in the meantime, nothing much keeps me in Brisbane anymore. There’s no clear, logical “next step”. I feel like I’m stuck in Groundhog Day- but I don’t even have Sonny and Cher waking me each morning with ‘I got you, babe’ (Actually…maybe that’s not such a bad thing now I think of it?)

To sum it up? I felt stranded.

But then- one weekend on the Gold Coast, in a single day- a new opportunity is presented to me. It offers a chance to move, continue growing my business and take on a new level of responsibility, all in one. Like that, the lights turn on and I see my next step- and my fresh start awaits me less than an hours’ drive from my current living situation. That night I go back to my hotel, change and jump into the pool to cool off in the summer evening and burn off some energy. Afterwards, I hop into the hot shower while drinking an ice cold beer.

The wait is over!

I still remember the last day at my old place in Brisbane. By now my room is nearly bare, with the rest of my belongings packed and ready to go. I’m about to move the remainder of my stuff into the rental truck parked out the front- but then my exit is delayed by a deluge so fierce the rain blasts up the street. Like up, as in horizontally…

But at last, the downpour ends. I load up what’s left of my gear, farewell my flatmate, hop into the cab, drive down the M1 and (an hour later) arrive out the front of my new place at Robina. That night I sleep in my new room, the smell of fresh paint still lingering in the air and the space crowded with boxes. But I’m perfectly happy. This is the first sentence in the first paragraph of a brand new chapter in the story of my life. This is where it all begins…

The following morning, I drop the rental truck back at the hire centre, a few suburbs away. I’m in no hurry, so I set off towards home on foot. Rain overnight has left everything fresh, a fitting backdrop for my walk home. As I stroll along the roads back to my place that Sunday morning, I take in my new surroundings- houses sitting back from the streets behind high walls, palm trees lining the roads, the Surfers Paradise skyline to the left of me, the Great Dividing Range off to my right. After being so familiar with the inner-Eastern suburbs of Brisbane for 3 years, this is now where I call home…

So, in similar fashion?

Today marks my debut post on this brand new platform. The old platform served me well and you can find all my posts from the past 3 years right here:

Notes From The Scribe

I’ll be looking to migrate them over here to wordpress at some point. In the meantime?

I’m looking forward to a brand new life here on wordpress. It’s the same blog with the same author- but in a new environment, a new address and new ideas, revelations and all kinds of tales to come (maybe even a sizzling gypsy or two?)

So on that note:

Welcome to my housewarming!