All posts by fringecopywriting

How to Build Confidence and Boost Sales By Advertising Your Rates

notebook with dollar sign outline

Start-up business owners, who are primarily service providers, are sometimes afraid to put their rates out there because they think it might scare their customers off or be under-pricing themselves.

There is nothing more telling than adding a lonely ‘contact’ button to your website to request a quote.  All it’s doing is telling the customer you lack confidence by not having a solid pricing structure and places an added burden on the customer to track you down to explain what they want.  There is nothing wrong with having a contact button, but this should only be used for general enquiries.

By advertising your rates, you increase your credibility and release the customer of that added burden of ‘contacting’ you.  By predicting and planning what the client will need for any particular job and presenting options in pre-priced packages, you provide transparency and increase customer confidence knowing that the same base rate or price for any job is the same for everyone.  This could be your most effective selling tool yet.

Before you go live with your pricing, you will need to set your site up with a reputable payment provider or booking system.  Do your due diligence and choose a reputable payment service provider that suits your business needs and one your customers know and trust, or a booking system that allows you to contact the person to discuss any added requests, delays and confirmations.

So get cracking on your pricing and showcase your wonderful products and services by displaying them on a menu of well crafted packages.  Offer your customer options and prices that will show them you are interested in what they are trying to achieve and that they don’t need to go anywhere else.  Then all your customer needs to do is click ‘Buy’ or ‘Book’.

Fringe Copywriting

 

When Apples Ain’t Apples – How To Stand Out From The Crowd

pexels-photo-616833.jpegLet’s face it, there’s a million and one businesses out there all selling the same thing as you.  So, what makes you stand out from the rest?

Changing demographics and subcultures mean you are not going to reach everyone with your product, and why would you want to.  You want to reach those groups who have a genuine interest that will bring you greater conversions, right?

Now is the time to really specialise.  Streamline your target audience and focus on three or four features that will appeal to them personally.  Let’s say for instance:

  • Product features
  • Local access
  • Delivery options
  • In-home service
  • Competitive prices
  • Availability – hours of service
  • Expertise
  • New product specific to an industry
  • Sole supplier
  • Biggest variety
  • Easy terms
  • Ongoing support

Once you have homed in on a few special features (not too many), tell them how each one will benefit them and make it personal to their needs.

The next step is to add your main feature as a tagline so that when they are searching the web, your product will stand out with a feature they can relate to.

Give it a go.

NAILING YOUR TARGET AUDIENCE

Have you ever responded to an ad for fine dining and walked into the restaurant only to find plastic table cloths and tomato sauce bottles on the tables with a menu that smells like last weeks’ steak Diane?  Or perhaps you’ve walked past a bridal shop every day on your way to the bus stop unaware of Betty Brown inside making spectacular one-of a-kind evening gowns selling at bargain rates?

Clearly both businesses have missed the mark in targeting their own unique customers.  By clearly defining who your target audience is, you can avoid disappointing potential customers, or being a blur on the side walk.  Not only that, by defining your target audience you can start making your advertising dollars really work for you.

There are so many elements to think of when connecting with customers: visual identity, tone of voice, marketing channels, promotions, decor, signage, staff and systems.  If these don’t match up to the expectations of your unique customer, your business will shrink into the background, or worse – your customers won’t have a good experience; won’t buy anything; tell all their friends you stink on a video; post it on YouTube and you become an overnight sensation for all the wrong reasons.

Being able to define your unique target audience will enable you to make intelligent marketing decisions.  By reducing your range of audience and focusing only on those customers who are likely to respond to your call for action means that your advertising dollars are not being wasted on unnecessary marketing but instead, working more efficiently and effectively for you.

So, how do you define your target audience?

10waystoreachyouraudience-012

It helps to create a profile of your customer, get it down on paper and ask yourself these questions:

What is their age, gender, location, marital status, occupation, income, any children?  Then consider their lifestyle, beliefs, values, goals, information and inspiration sources, problems, fears, wildest dreams? Once you have a comprehensive profile of who your customer is, you can decide on the best way to reach your target audience whether it’s through social media, TV, letter drop, email, print media, or even the side of a bus. Your customer profile should guide your advertising content, the language you use and graphics, right down to helping you redesign your store inside and out.

You might even want to go that little bit further and segregate your target audience into two or more profiles for specific areas of product and service.  Take the dress shop for example, Betty Brown could create a profile for brides and another profile for women that regularly attend balls and charity events.

For an added tip, it’s important to remember as trends change and your business grows your target audience may change. It’s a good idea to review these profiles every year or two and keep them up to date.  Check all your business marketing decisions against the profiles you have created regularly so you know you’re always up to date, communicating to the right people in the right way and your arrows will never fall short.

DRIVERLESS CARS IN RETROSPECT

google-driverless-car

I took my dad shopping today, like I do every Saturday, he’s 86 and almost blind.  He’s always loved his cars and driving, drove all around Australia.  We talked about the new driverless cars being introduced.  His face lit up with the possibility of owning his own car again and freedom for the elderly.  I later imagined a constant stream of sightseers clogging the arteries during peak hour; and missing grandparents found four months later in the Gibson Desert with an empty fuel tank.  But worst of all, I’d miss out on taking my dad shopping.

Ad Agency Or Copywriter?

As a freelance copywriter I am bound to have some bias but let’s look at all the options.

It really depends on what your business needs are.  To find out exactly what that is, you will need to provide a brief.  The brief helps identify what outcome you hope to achieve with your marketing, your workload capability and the budget you have to work with.  Designing a branding package can be costly and something to consider if you are a home based business and only want to work 3 hours a day, 2 days a week.

Generally big companies with big budgets will hire an ad agency.  They have a product they want to get out there to the most people as fast as possible.  The best way to do that is through television and agencies can provide that.  They will have a creative team that specialises in different areas of expertise and they will collaborate to create a brand and an ad campaign.  Having a whole creative team and a project manager will get the job done faster with minimal do overs.

On the other hand, if you don’t fall into the above category, a good freelance copywriter might be the perfect match for you.  Generally speaking a copywriter works best at producing copy.  Ad agencies will often hire freelance copywriters who specialise in niche markets.  With a copywriter you won’t have to pay a retainer to maintain your social media page, blog or newsletter.  You only have to pay WHEN you want it.

But that’s not to say a copywriter is less capable of providing the same service as an ad agency.  These days, copywriters have access to a network of experts to collaborate on projects at a click of a mouse, which has the added benefit of providing income for other small businesses.