What Stops You From Telling Your Story?

Last week I wrote a pitch for a guest blogging spot for a health/wellness-specific blog. My friend forwarded it to me because of my background and journey with yoga. My friends and family know that I'm Miss Yogini and that yoga is a part of who I am. The criteria of the pitch was to send a brief synopsis about your personal health and wellness story. I sat and thought about it for awhile. I've had a long journey with yoga; yoga has played an integral part in my life and goes beyond just "exercise" for me. I couldn't imagine NOT practicing yoga and meditation. 

As I wrote my pitch, I thought about the twists and turns my life has taken over the years, and how yoga has been the glue that has held me together. I don't think I would even be an entrepreneur if it hadn't been for the positive influence of yoga, and how it's helped me mind, body and soul. No matter how stressful or crazy my day or week has been, I simply return "to the mat" and know all is right in the world...or at least, in my world.

People don't like talking about themselves. I have worked with clients who were "phobic marketers" because they did not want to come across as braggarts. The ego is a funny thing and can be a double-edged sword. But without your ego, you couldn't get up in the morning, put on your clothes and walk outside that door (or sit at your desk, if you work from home!). However, the ego has a mind of its own, and can also turn someone into a narcissistic show-off (as I have seen in social networking groups).

How can you tell your story without coming across like a fake or a boring windbag? Where & how do you start?

We all walk different personal and professional paths. Our experiences make us stand out and set us apart from each other. However, don't let your ego or your insecurities get in the way of telling people your story. 

If are shy and not sure how to overcome your story-telling barriers, try these tips below. Even if it's merely passing along sage business advice that your grandpa once told you when you were younger, that's a step in the right direction...AND it's definitely part of YOUR personal story. 

Create content that resonates honestly with who you are, and what your brand, products and services represent.

Whether you are the manager of a high-end retail clothing store or write ebooks about dog breeding, find your authentic voice and stick with it. The best way to tell your story is through blogging. You don't have to be a Pulitzer Prize winner to write a blog that captures readers' attention. And don't copycat other people's blogging style. Find a style that fits well with your business climate, industry and  your personal voice. Before you start blogging, research other blogs in your industry/niche to get a "feel" for what's out there. Check out my blog editorial tips. 

Do people know HOW to find you? Where can they read your story? 

• Is your bio hidden on page 5 of your website? Do you even have a bio? 
• Are your press releases and articles included on your website? 
• Make sure you have a section on your website or blog (About or Media/Press Section) that organizes your content in one place. It makes it easier for people to quickly find you and to learn about your story. 

When was the last time you searched online for your name or company brand?

Enter your name or company name into Google. What comes up in the search engines? If you don't have ANY information listed about you or your brand, that's not a good sign.

Sign up for a Google Profile and always include a warm, engaging photo on your social media networks. You don't want someone else telling your story for you...tell your own story! Make it easy for people to find you via your picture and online profiles. You want to stand out in a good and positive way -- especially if you have a common name. 

How do you share your story with others online (or offline?) I'd love to know! 

 

 

 

 

 

 

 

Why Professional Copywriters Are More Than Just Human Spell Checkers

I read a blog post today on Copyblogger that made me think about the "bad rep" that copywriters have received over the years, and how the craft of professional copywriting has been trivialized.

This sentence from Pace Smith's blog stood out to me in particular: "Copywriters are ridiculously expensive." Professional copywriting equals "value" - you get what you pay for and if you hire a professional copywriter, that's exactly what you will get - REAL value with real results...of the green money variety.

Copywriters go beyond just technical writing skills - they are marketing experts who help clients increase their sales. If you want fluff, then hire a creative writer. A copywriter creates no-nonsense and "right on the money" copy - literally.

As a professional copywriter, it is frustrating when non-copywriters undermine the value of my services. I wouldn't dare point a finger at lawyers or doctors (or any profession) and claim they are too expensive and charge too much money. If I receive value and see results, I have no qualms paying their rates.

My question to you - as the business owner, entrepreneur and CEO:  Do you want to stay in the dust with lagging sales, or do you want to move your business forward and increase your profits?

What do copywriters bring to your company's table?  
Copywriters bring fresh, creative perspective to the project (and to your company brand). 

Marketing/branding concepts become stale over time. As copywriters, they are able to peer deep into your business and get inside the heads of your customers and clients. Through sales and marketing-focused copy, they target the company's audience in a clear, succinct way. As a result, your customers/clients take direct action (whatever that action may be - signing up for your newsletter or buying your product).

Copywriters know their craft inside and out - that's their job. 

Just like you know your business very well, an experienced copywriter knows his/her business well - the business of copywriting. Copywriters use specialized marketing and advertising techniques and tools. That's why you need a copywriter. Copywriting isn't about slapping up flowery content on a website - anyone can do that. Yes, you could write your own copy, but why waste your time and energy (especially if writing isn't your strong suit)?

A copywriter saves you both time and money.  What would take you two weeks to write copy takes a professional copywriter one day to write. That two week window could be a matter of winnning or losing a sale - something to think about (especially in this competitive economy). Think productivity and efficiency - that's what you'll get by hiring a pro.

Copywriters know and understand industry/consumer trends. They are excellent market researchers.

What worked five years ago with your marketing and branding strategies probably won't work in 2011. Copywriters stay up to speed on the latest consumer/market trends and shifts. They are walking and talking market researchers. They are news junkies. They love to read and dig. They know how to survey and interview people. They listen and pay attention to what's going on around them in the world. They are marketing and branding connoisseurs, AND they know what makes people (your target markets) tick. Copywriters aren't just human spell and grammar checkers.

Before you jump on the bandwagon and take a similar stand like blogger Pace Smith took (she lumps copywriters into the "ridiculously" expensive category and claims that anyone can write cop), think carefully about your bottom line.

Ask yourself these questions:

• Does your company brand look like it's stuck in 1999?
• Is your website copy "blah"? 
• Are your e-newsletters being deleted/ignored? 
• Do your social media updates read stale and boring?  

It might just be the time to think about hiring a professional copywriter.
PS - I dedicate this post to my awesome business partner, Adapt Marketing & Design - who have always treated me like a pro copywriter and sees the real value of working with a professional copywriter. Thanks, Ryan! :)