Coaches, consultants, planners and other marketers need to communicate their value. "Tell the world your great" because clients want to believe you are great; they want to brag about you. After all, if you're not great, why are you offering the service? From Cathy Goodwin, Ph.D., at http://www.CopyBranding.com
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The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
Online Marketing: Branding Yourself To Tell The World You're Great
1. “You’re Great:
Five Tips To Tell The World”
By
Cathy Goodwin, Ph.D.
http://www.CathyGoodwinMarketing.com
2. About Cathy Goodwin
• Online marketing for over a decade
• From career website to online marketing
– Strategy
– Branding
– Copywriting
• “Copywriting helps develop your strategy”
3. Why You Need To
Tell The World
• Clients want to brag about you.
– Think of one service you use – trainer,
housekeeper, doctor – someone you’ve worked
with for a long time.
– How do you talk about that person?
• If you’re NOT great, why are you here?
– Mediocre services who promote TOO well
– Your clients deserve you.
4. “5 Tips”
• Come across as sincere and authentic
• Explain complex services
• Communicate expertise
• Share personality
• Fine-tune your niche
to share your brilliance
5. Coming Across As Authentic
Focus on the client
Show, don’t tell
Skip the descriptions
“maverick”
“wild”
“curly-haired”
Specific details
REPLACE “Will claim your child”
with
“Will stop a tantrum-throwing child in mid-scream”
REPLACE “My clients reach their goals”
with
“My clients finish their doctorates, spend 3 months at a
villa in Tuscan and sail down the coast from Virginia to Florida.”
6. Explain Your Services
Choose a metaphor for your service
Example: bicycle metaphor for coaches
Tell a success story
8. Use Your Personality
Use personality for style and persona for
promotion.
Style: Blogs, social media, and emails.
Connection.
Promo: Web pages and
sales letters.
Persuasion.
9. Fine-Tuning Your Niche
Easier to be specific.
Easier to choose a metaphor your audience will
understand.
Success stories will resonate.
They’ll “like” you!
10. Where to Get More
• Join me in an Espresso Consulting Session:
– http://budurl.com/espressocall
• Get a Video Tutorial for one piece of copy:
– http://budurl.com/yourtweak