Make every word a force for good
A blog to help you deepen relationships with your clients in ways that make them richer for knowing you.
Wondering what to say about Covid-19?
I spent Friday the 13th drafting coronavirus blog posts and communications from my business clients to their customers - you've probably found some of them in your inbox already. Maybe you're wondering what to say to your clients and customers…
How can I support you?
Coronavirus has us on lockdown here in San Diego, and while I'm feeling isolated, I'm not feeling alone! We're in a collective pickle, and I'm feeling very 1940s Wartime these days. Make do and mend! Keep Calm and Carry On! Make jam! But mostly, I want to help my neighbors - you all - in any way I can. Because we all have to pull together right now. I find myself asking many of my friends "How can I support you?" And you're my friends, so I'd like to ask you the same thing…
Why I love what I do
Carolyn Salinetti, the incredibly talented founder of Blissful Interiors, sent this sweet message to me just the other day, out of the blue - it had been a while! But it was perfect timing - it landed exactly when I needed a few words of encouragement. Feedback like this is why I love what I do. Well, that's not entirely true. Working with clients like Carolyn is why I love what I do!
How to listen to your ideal client
My Spring work desk I'm in the middle of working on a client's website, right at the part of the process where I'm pouring over every testimonial - and this coach has a lot of glowing testimonials! But, like most entrepreneurs, not every testimonial on her list is from an 'ideal client.' All of these clients loved working with this coach, and got a lot out of the experience, but not all of them fit into the parameters of the people this coach is currently trying to serve…
Proving Copy Works is Hard
I've had a flush of new clients this week, which is so exciting. But, since they haven't come through my usual word-of-mouth network, sent on the winds of enthusiastic recommendations (as most of my new clients are), I've had to do more 'convincing' than usual. In marketing-speak, they're cooler leads. Warm leads are ones who come in already 99% sold on working with you…
Show Me the Damn PRICE
On my way to the bathroom in Nordstrom: "Oooh, look at the 1940s throwback!" Sales pages: I'm calling you OUT. I just read a sales page that was not only written by one (or two) of the best copywriters in North America, but was written FOR copywriters - to go to a copywriter convention. The long-form sales page followed all the rules. It's eye-catchingly colorfulThe header copy makes a big, bold promise that speaks to a HUGE (and deeply desired) benefit…