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Sunday, November 01 2009
 "Take a look at my website and tell me what I can do to make it better," a life coach called Beth asked me. "Everyone tells me it looks really professional."

I knew she had a reputation as an effective coach who was compassionate yet firm enough to help her clients get results in their lives so I was intrigued to see how she presented herself.

Beautiful! I thought when I looked at her site. Really beautiful!

But as soon as I read her home page content, my heart sank: I could not tell who her target market was, what made her different from dozens of other life coaches vying for the same clients, or why I should choose her.

True, the content was well written, but lacked the specific focus that would make her stand out from the crowd. It was the same general vagueness that I'd heard many times before. "I'll help you each your dreams." "I'll hold you accountable." "I'll get you unstuck," "I'll help you find your passion." It was no use to her in promoting her business; it was a waste of time and money; it sat there, taking up space and costing her monthly fees and maintenance. Sure it gives credibility to a business to have a website but what's the use if it doesn't serve you?

A famous copywriter, Claude Hopkins, once said that specifics sell and generalities roll off your prospects like water off a duck's back. I don't know a marketing person who doesn't agree with him. It's basic marketing wisdom.

When I looked more closely at Beth's business, I saw that she had a strong focus on career transition and in fact had a Master's degree in Psychology with an emphasis in Career Counseling. So we packaged her services into a 5-step program for women in transition and we put it front and center on her site. Now her site visitors know who she's speaking to and how she can help them.

That's why a great website begins with content that addresses the wants and problems of a specific target market. Otherwise it doesn't matter how beautiful the site is. Think about it. Do you want people to say: "Your site is beautiful," or do you want them to realize they need your services and call you for an appointment?

Hiring a copywriter to help refine your message can save you money - by helping you with content that sets you apart from the masses and gets your target market to sit up and take notice. And copywriters who are experienced in writing for the web, can guide you to the basics of what you really need from a web designer (Hint: just because the technology is there and you CAN use it, doesn't mean you should).


Copyright 2009 Maggie Dennison

Posted by: AT 03:31 am   |  Permalink   |  Email
Sunday, November 01 2009
 You're ready to sit down and write that content for your brochure or website. What frame of mind are you in?

It may seem like a trite question but it's really crucial to your success. If you're in a bad frame of mind, your writing will not flow the way you need it to. Not only that, but whatever you're feeling is likely to come through in your words.

It's impossible to create if you are uptight, tense, worried, angry, nervous or if you are experiencing any other negative emotion. It's not that they're bad or wrong; they just don't help when you need to turn out creative work.

Here are some things that help me when I'm in a funk and I'm up against a looming deadline.

Physical exercise
Go to the gym, take an energetic walk, ride your bike, dance. Do anything that will work that energy out of your body, get the endorphins flowing, and shift you into a more vibrant space.

If you have a regular meditation practice, do it. Otherwise just sit quietly and focus on your breathing. Follow your breath as it flows in and out. Don't try to change or control it. Just observe it. If your mind wanders off, bring it gently back to the breath. It's astonishing how quickly this will take your focus away from the negative emotions.

Run a film in your mind in which you are the central character. See yourself in a comfortable setting completing the writing you want to do and bask in the sense of accomplishment when you've done it.

Do yoga, autogenic training or any other relaxation technique. One old standard is to lie down, focus on one part of your body at a time, imagine it relaxing and sinking heavily into the floor. Start at the feet and work your way up your body to the top of your head.

Call a friend
Or call someone else from your support network. Often a conversation with someone who listens well will give you a different perspective that will help lift your spirits into a more receptive place.

Think of a time when you felt really energized and dynamic. Imagine yourself reliving that moment. Reconnect with the energy you felt at that time.

The trick is to begin writing immediately you feel a shift so that you ride the wave of positive energy and it flows into your words.


Copyright 2009 Maggie Dennison

Posted by: AT 03:21 am   |  Permalink   |  Email

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Maggie Dennison, M.A

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The Magic Of Mindset And Marketing

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