5 Questions You Need To Ask About Your Post-COVID Business Action Plan-

The period of various lockdowns nationwide forced businesses to re-evaluate many aspects of their daily operations- office usage, methods of communication (the big winners: anybody with shares in Zoom!) and the art of actually selling their products or services. No doubt you’ve also been affected by these changes to some degree or another.

But now as vaccines roll out here and overseas, and we dare to start thinking proactively rather than reactively, the people who do this the best are going to be the biggest winners. So it follows that if you want to fully capitalise, you need to have the right strategy in place when it comes to your business marketing.

As it happens, today is your lucky day because I’m about to share the cheat sheet right here with you. As the world begins to open up once more, and people are looking to buy from you again, THESE are the questions you need to be asking when it comes to your post-COVID business action plan:

#1- Who can help you?

During the First World War, a Chicago newspaper published editorials labelling Henry Ford an ignorant pacifist. Mr Ford sued the paper for libel and when the lawsuit was tried in court, the newspapers’ attorneys pleaded justification for their publishings. Here’s how they did it:

They placed Mr Ford on the witness stand and proceeded to ask him questions designed to prove that (beyond specialised knowledge of the automotive industry) he was ignorant- questions like “Who was Benedict Arnold?” and “How many soldiers did the British send over to America to put down the rebellion of 1776?”. Eventually, Ford grew tired of this questioning and told the attorney asking the question that, if he really wanted the answers, he had a row of electric push-buttons at his desk which allowed him to summon the man he needed to provide the answer to whatever question he desired. He asked the attorneys why he should clutter his mind with general knowledge, when he had men around him who could provide the knowledge he required?

The above story is told in the Napoleon Hill classic ‘Think & Grow Rich‘, to which Hill added:

Any man is educated who knows where to get information when he needs it, and how to organise that knowledge into definite plans of action.

The last 12 months have forced countless businesses, regardless of size, to re-evaluate “business as usual”. Right now the time is ripe to be engaging with those who’ve successfully adapted and discover what it is they’ve changed- especially those reporting that business is better than ever. It may not be that individual who holds the direct answer, but somebody they’ve taken on board who is delivering those results for them, in which case it’s really the old case of understanding who’s in your business network.

Are there challenges or weak-spots you’ve identified in your business, or areas you know you want to improve in? This should make it much easier to identify who can help. It might be a case of leaving your heavy lifting, research and planning to somebody else.

#2- When your target audience thinks of your industry, are you front of mind?

Or is it another name they’re associating with what you sell or what you do? 

It doesn’t matter if there are better burgers elsewhere, because people still primarily think of McDonalds’. It doesn’t matter who wins the blind taste test, Coca-Cola is still the #1 selling drink worldwide. It doesn’t matter how superior the quality of your product is or how much better your service is, if your ideal leads are thinking of somebody else- and going to them instead as a result- that’s x amount of dollars you’re missing out on every single time you lose that potential customer. 

However, it doesn’t have to be this way….

Because with the right content strategy, you can become the #1, front and centre whenever your leads think of your industry….

#3- Do you have a clear process of converting your leads into sales?

If you don’t, then every time a lead gets in contact with you or your team, it’s really left to a game of chance. Some of them might go ahead and buy from you and that’s great- but how many are slipping through your fingers, simply because you aren’t clear on your steps to conversion?

If you had specialised knowledge on the steps that lead to conversion, you could pare back all of your engagements with leads down to a simple process, and following this process you’d be converting leads much easier than you’re currently seeing. With this surge of customer activity incoming, the difference between leaving it to chance and having a process in place could end up equalling massive differences to your bottom line…

So needless to say- it literally pays to get clarity on this and get a process in place!

#4- What should you be sharing with your leads?

The way to become a prominent name in your industry is to first develop a connection with your target audience. To achieve this, you need to be sharing information that’s relevant to their wants and needs- but you also need to tell them about your business, and share your story. Which begs the question:

What information should you be sharing with them? 

What are they going to find engaging, and what would be a waste of your time and energy to be talking about?

As I’ve discussed more recently, publishing regular blog articles should be one of the top priorities (if not the #1 top priority) in any content strategy you implement, and with good reason. If you’re still not sure why this is, then take a look at these stats:

#5- What do you need to change/ adapt?

There might have been a way you did things up until 12 or even 6 months ago but it isn’t serving you any more. This doesn’t just apply to personal habits or routines, but also to your business. It might be the case that everything you’re doing still works just fine- but it might also be that the processes that feel normal or comfortable are actually holding you back, whether it’s wasting money or wasting that precious resource you can never refund- time.

So it definitely pays to take stock of:

a) How your business operates

b) How you serve your customers and,

c) How you’ve been promoting yourself- and ask if you’re entirely satisfied or if there’s stuff that needs to change in order to make sure your business is ready for the 20’s? This might be something you can identify through taking inventory of what you’re doing- or it might be something that can only be identified by acting on #1.

But one thing’s for sure- it definitely pays to be certain.

On that note, I happen to know an expert team who can definitely help you with all 5 of these objectives, and have done just this for other businesses, like the Walkabout Wildlife Park: https://vimeo.com/506375051

So if you want to make sure your business is future-proof and ready to win big in this post-COVID business landscape, then it’s definitely worth getting in touch with the Digital Tribe: https://thedigitaltribe.com.au

Don’t miss another article- stay up to date with every new piece as it drops: https://www.scribecopywriting.com.au/stay-connected

The Power Of Prolific Business Connections: Why Every Single Contact Counts…

It is a well-known fact that a group of electric batteries will provide more energy than a single battery. It is also a well-known fact that an individual battery will provide energy in proportion to the number and capacity of the cells it contains. The brain functions in a similar fashion. This accounts for the fact that some brains are more efficient than others, and leads to this significant statement- a group of brains coordinated (or connected) in a spirit of harmony, will provide more thought-energy than a single brain, just as a group of electric batteries will provide more energy than a single battery.”

Think & Grow Rich’, Napoleon Hill

Did you ever see that movie ‘Sliding Doors’? The basic premise interested me- the notion that one simple scenario like just missing a subway train home could trigger a massive alternate reality where everything from your hairstyle to your relationship status to your career differed. I didn’t actually watch the movie until just a year or so ago- and (while I don’t want to reveal spoilers) I found it interesting that what appeared to be the ‘better’ reality for the main characters didn’t necessarily turn out to be so. But I digress-

Because here’s my own story about how a single coffee meeting in Brisbane’s eastern suburbs back in 2013 was to notably change the course of my business- and my life- for the next few years at least:

See, John and I met at a business networking event, and we arranged to catch up for a coffee later on at a cafe in Norman Park. During that conversation, John mentioned a business consultant he knew, named Anthea, who was running an upcoming workshop on time management called ‘Stop The Clock‘. Getting better results for my time was something I was quite interested in, so I found out more details and then (on the day) I went along to this workshop over in Newstead…

Despite it being a single days’ workshop (and a free one at that) I was immediately impressed with the amount of preparation Anthea put into the workshops’ organisation, and how professionally laid-out the materials were. While I was already familiar with many of the areas covered, there were other concepts where I had something of a lightbulb moment. I left the workshop with new ideas and a folder under my arm full of valuable course material…

Not long afterwards, I was at another event where attendees dropped their business cards into a metal bucket and then (at the end of the event) cards were randomly picked out for prizes. As it happened, my card was drawn second- and the prize was a years’ membership in these monthly educational events Anthea held, aimed at business owners just like myself.

Going to these events is how I got to meet Julie. Julie had actually been there the night my card was drawn and we’d spoken briefly, but I realised the scope of Julie’s expertise when she did a presentation on getting the most out of LinkedIn. She was holding a 2-day workshop and I was definitely interested in brushing up on my LinkedIn knowledge (knowing it’d translate not just for my profile, but in regards to what I could do for my clients). So I put my name down and off I went…

The workshop was both informative and entertaining- and that’s a testament not just to what Julie knows about LinkedIn, but how she teaches it. If I had to sum it up in two words? Infectious Enthusiasm. But it didn’t end there-

See, Julie went on to provide me with two things I hadn’t expected:

a) A carton full of marketing and copywriting related newsletters, DVD’s and other educational material she thought would be right up my alley, probably worth 4 figures in total when bought- and mine to keep

b) An introduction to Rose

Rose was the director of a business networking organisation with groups in my area, and while they had all sorts of business owners and specialists in these groups, they didn’t have anybody who specialised in copywriting- yet.

So I began attending a group in the CBD that met every Thursday afternoon, and I was soon doing presentations on copywriting before the group. I also met other business owners in the process and some of them I’m still connected with to this day. But it didn’t end there…

See, at this point in my life I was at something of a crossroads. I’d been in Brisbane for nearly 5 years and in that time I’d started Scribe, made new friends, seen some old ones move on and (to say the least) I’d changed as well. My life and my whole outlook was largely different from the one I’d arrived with. I’d begun wondering if staying here was meant to be, or if I should make a fresh start somewhere else. Because if I had the freedom to be anywhere, was this really the best option?

Then in February 2015 I was with Rose and a colleague named Stuart who did videography, at a 3 day marketing seminar at the Grand Chancellor on the Gold Coast. The whole time during the seminar we were brainstorming ideas, jotting them down and passing notes back and forth between the three of us. Then on the second day, Rose told me that she’d decided to open a new group here on the Coast, and she wanted me to come on board as assistant to the group ambassador.

I was already doing my MBA part-time down on the Gold Coast, so coupled with this new role? It now made perfect sense for this to be my next move...

So in a single weekend I got the answer I’d been looking for, and without any prompting it’d come about because I knew Rose>

Who’d been introduced to me by Julie>

Who I’d met (indirectly) through Anthea>

Who I’d been recommended to by John.

So, if it wasn’t for that coffee meeting with John back in 2013 in Norman Park, would I have found myself relocating down to the sunny Gold Coast in March of 2015, right when I’d been looking to start afresh? Who knows…

On another note, I would later sign up to do a 10 week course with Anthea when I realised I could do with a bit of mentoring as I shifted all my focus to Scribe. There’s a story that outlines how all that came to be, here. Again, if I didn’t already know Anthea, hadn’t seen the quality of content she put out and her ability to teach business owners, would I have ever got on board? Possibly not. It’s all in the power of connections.

No doubt you’ve got plenty of your own stories- maybe you landed a great new job because of somebody you chatted to at the races or in a corporate box at the game or even at your favourite bar on a Friday evening. Or maybe you met your spouse/ significant other because of your friend or your sibling or somebody they knew? That’s before even talking about the people you meet through business networking…

If you stop and think about it for a moment, how many circumstances and relationships do you enjoy in this present day all because of that one person you met?

Just this weekend gone, I went to birthday drinks for an old friend I’ve known 15 years. I met him through another friend, who I’ve known 16 years- and we met out the front of North Sydney station because he wanted to know which bus took us to the footy? Through him I have another mutual friend who lives a couple of suburbs away, and we’re throwing a surprise party for him this weekend (don’t mention the surprise party. I did once- but I think I got away with it). We’re all going kart racing a couple of weeks from now- and the catalyst was one random encounter on a winters’ afternoon back in 2004…

A single connection can have a huge trajectory on your business success, a single meeting can inspire a transformation you didn’t expect to see in the entirety of your life.

My current role as Group Leader for bX Gosford is no different. I went to a day seminar event hosted by bX Director Matt Alderton back in August 2018 in Sydney’s west and (afterwards) we were all in the downstairs bar of the venue when Matt mentioned his interest in opening a group up on the Central Coast. Fast forward a year later and Jason (a colleague and previous client of mine) called up to tell me bX was starting a group in Gosford, and would I be interested in coming on board as the Group Leader? I didn’t need to say I’d think about it!

It should be clear by now that I’m big on connections, and through our fortnightly Gosford events (or our weekly online meetings) I’m always looking out for who I can connect people with. Who is (maybe) just one introduction away from achieving that big outcome they’re looking for? Who might be one connection short of seeing real transformation, and could I make it happen for them?

Yet, I also realise that despite my knowledge and ability when it comes to turning out copy for clients, I’m not always that person who can help a lead in getting the results they’re after. But- if I’m not that person- I have no problem admitting it to them! Because instead, I just refer them onto somebody else who I know is a better fit-

This means that just by talking to me, people are putting themselves in a win-win situation. Because if I can’t help you to achieve your desired business outcomes, I’ll connect you with somebody who can. So (obviously) I’m happy to include that as another one of my Big 5 Guarantees.

So, if you’re looking for assistance or advice and you want a guaranteed win-win, then contact me.

And of course a big shout-out to everybody I mentioned in this article- even if your actions seemed small, they’ve all played their part in a bigger picture.

The Secret To Winning The Sale: A Tale Of Two Experts…

 

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“The early bird catches the worm” (William Camden)

I bet you’ve heard this saying before. But I want you to re-think it, especially if you’re in the business of selling. To illustrate why, I’m going to use a story I call ‘The Tale Of Two Experts’…

So when our story begins, I’ve been in business less than a year. At a local event, I meet a business coach, who tells me he has a manuscript he’d like me to take a look over. Great! So we arrange to meet at his office to go over the proposal…

We catch up at the arranged time and date, and while discussing the edit, he gives me a questionnaire to fill out, standard for his clients. You know the type- 20 pages long with a series of questions or statements where you tick a box somewhere between ‘Not At All’ and ‘Always’ as it best describes you. I finish the questionnaire in reasonable time, hand it back and then we part ways. He sends me the unpublished manuscript for his e-book and we arrange the follow-up meeting at his office.

So two weeks later, we re-convene. Having taken a look at his manuscript, I’ve got a proposal ready to go. In the meantime, he’s gone through my questionnaire. He leaves the office a moment and returns with the booklet I filled out. He returns, drops the booklet on his desk and (more or less) goes on to state that my biggest problem is (apparently) being average. He proceeds to flip through the pages, having written a bunch of notes in pen. He discusses what would be involved in the program should he come on board in a coaching role with me and what methods of payment would be available.

I’m not so arrogant to dismiss his feedback outright. But as a young business owner, I’m well aware that plenty of people you meet think you’re “easy game”- starry-eyed, naive and ready to throw money at anybody who’s mastered NLP and says they can make it rain for you.

But even if he was right and I am average- that would still be an improvement on where I’d been just a few years earlier: (The Night It All Lit Up To Me).

So I pass on his offer. Although I still go on to edit his ebook for a fee…

Fast forward to 6 months later:

I attend a one-day workshop concerned with time-management. This event is free, and I went on the recommendation of a colleague. The woman hosting this workshop has a background as a consultant, and soon it becomes evident that she knows her stuff- and has done a great job setting out the learning material in a way that’s easy to grasp. I leave the day impressed.

Over the next couple of years, I cross paths with this same woman at a number of other events. I even win a spot at these monthly events she hosts for professionals (I don’t remember who it was, but to whoever picked my business card out of the tin- thank you!) This further highlights the fact that she’s knowledgeable, experienced and has a track record in helping business owners’ tap into new levels of success across a range of industries.

In pursuing your ultimate goals (business or otherwise), you reach a point where you realise you can’t do it all on your own- no matter who you are. I get to this point and realise that a professional coach would be just the person to identify any untapped areas or blind spots I haven’t considered so far. A few small adjustments could make a huge difference…

It happens this same woman is holding a webinar that week…

I sign up to attend. After the webinar, I request a follow-up call with her. During this call, I outline my current position vs. my ultimate goals. So she tells me about an upcoming intensive training program she’s holding and that there are spots still available- if I’m interested?

Now here’s the thing:

When I requested that follow-up call, I knew she’d sell to me. I was prepared for it. I’m also happy to follow on her offer and sign up that same day.

10 weeks later I finish the program, with new-found clarity about what I really want from my business, with plenty of revelations along the way. I’m glad I made the investment…

So let’s break it down:

Two experts have similar knowledge and the same target audience.

They both attempt to sell to the same lead from their target audience.

One of them gets the sale. But it’s NOT the early bird. It’s the other one…

The one who has the foresight to develop an ongoing dialogue. The one who had freely shared their expertise on several occasions. The one who established themselves as “the real deal” AND had plenty of other people advocating for what they could offer…

Do all of this, and it doesn’t matter if you’re not the early bird- more often than not, you still get the worm- whatever that worm looks like for you.

If you’d love to have the same effect on your leads with the same kind of selling power, then let’s look at how we can make that happen: Contact Us

 

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!

 

 

 

 

5 BIG Things A Copywriter Needs To Know About YOU:

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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: