Can I use stories to sell my own services as a freelancer?

(What follows is the outline I wrote in advance of recording the video. They’re my talking points. Not a regular post or article. Just an outline.)

This is a question from Colin who has recently completed my course on Selling with Stories.

He asks, “You talk a lot about using stories as a way to help companies connect with their customers and prospects. But how about us freelancers? Can we use stories too, to sell our own services?”

Absolutely you can.

And if I failed to address this in the course, that’s an oversight on my part.

I use stories myself.

Read the full post…

Do I write the page’s headline first or last?

(What follows is the outline I wrote in advance of recording the video. They’re my talking points. Not a regular post or article. Just an outline.)

Great question from Lynn who is taking my course, How to Write Better Headlines.

The answer to whether I write the headline first or last is… yes.

I do both.

Let me explain. And this is the case whether I’m writing a page of content or a sales page. Same process.

Read the full post…

Can conversational copywriting be optimized for the search engines?

(What follows is the outline I wrote in advance of recording the video. They’re my talking points. Not a regular post or article. Just an outline.)

An interesting question from Phillip, who took my course on conversational copywriting.

He wonders if using natural, plain-speaking and conversational language in your copy and content might be detrimental to optimizing for the search engines.

That’s a reasonable concern.

Five years ago I spent a lot more time focused on SEO and keyword optimization. Not so much today. But it’s still a factor when I build a new post or page.

To illustrate Phillip’s point, let’s look at how someone might optimize a text link for the term “cheap coffee maker”.

Read the full post…

Use simple anecdotes as a tool to sell your clients on the power of stories.

(What follows is the outline I wrote in advance of recording the video. They’re my talking points. Not a regular post or article. Just an outline.)

This is about collecting small stories or anecdotes, and then using them as a way to sell your clients or colleagues on the power of stories in marketing.

So… imagine you are trying to pitch a group of marketers on your idea for an upcoming campaign.

You want to use the company’s origin story. But first you have to persuade the marketing group this is a good idea.

Once again… stories to the rescue.

Read the full post…

What’s the easiest way to make your copy sounds conversational?

(What follows is the outline I wrote in advance of recording the video. They’re my talking points. Not a regular post or article. Just an outline.)

This question came up during some back and forth over homework a student submitted as part of my course on Conversational Copywriting.

Here it is…

“Are there any quick and dirty tricks I can use to making corporate-sounding sales copy feel authentic and conversational?

There are two answers to this.

The NO answer and the YES answer.

Let’s start with NO.

Read the full post…

If Tony wants to get conversational, should he start with social media?

(What follows is the outline I wrote in advance of recording the video. They’re my talking points. Not a regular post or article. Just an outline.)

Here’s Tony’s question…

“The company I work for is fairly small, but has adopted a rather formal and stiff tone of voice when communicating with our customers and prospects. If I want to change this – I work in marketing, and started there recently – and want to follow your conversational approach, would it make sense to start with our social media channels?”

Tony, I think there are a couple of places to start that make sense.

Read the full post…