Online, much of your communication will be done via the written word so it pays to hone your copywriting skills!

(Copywriting is also one of the most expensive things to outsource, which is another great reason to get good at the basics.)

The great news is… copywriting is a very learnable skill and with a little practice you can only get better.

Here are three important components you can use in your next piece of marketing copy to help boost your bottom line.

Copy Component #1: Curiosity

Humans love to try to figure things out. We’re naturally curious! This applies to our writing as business owners because piquing a reader’s curiosity keeps them reading further.

Where can you use curiosity to keep a prospect engaged? Your blog post titles, social media updates, headlines and subject lines just to name a few.

Here’s one example: If you’re making this ONE common mistake on your Facebook Page, you’re probably sabotaging your marketing efforts.

Notice that a sentence like this leads the reader to wonder what this “one” specific mistake might be. Could they too be making this mistake?

“Sabotaging” is also important here, as it’s strong language that is tied to pain. But, the word “common” tells the reader that it’s probably not just them making this mistake.

Think about TV newscasters: they use the element of curiosity all the time to get viewers to “tune it at 11.” It’s really about the art of the tease.

You can also pay attention to your own behavior. I save messages in a file that have made me click or really piqued my curiosity. These messages inspire me when I’m creating my own marketing copy.

Copy Component #2: Bullet Points

Bullet points also allow you to tease and pique curiosity as well as showcase benefits.

You can use bullet points when selling information products, in your “jacket copy” when selling books, and in your copy for webinars, courses, events and teleseminars.

Some teaser bullet examples:

• “The #1 marketing mistake 98 out of 100 business owners make—and how you can easily avoid it.”
• “How you can reduce your chances of a stroke by 75% with a powerful nutrient.”
• “The one tax loophole Congress overlooked.”

When it comes to teaser bullet best practices, use words that evoke emotion to connect with the reader’s wants, needs and fears. You also want to think about how to pique curiosity, alleviate confusion or help them avoid a problem.

Of course, stay in integrity and deliver on what you’re promising!

Copy Component #3: Headline

Whether it’s a sales page, a subject line or a blog post title, the headline is the first thing someone sees, so it is important to make a splash!

Understanding your ideal client or customer is important here in order to tap into what they need or are frustrated by.

Yes, headlines are notoriously tough to write, so don’t beat yourself up if you find them tricky. Practicing is key.

Headline examples:

• “How to Build a High-Quality, Profitable List of Prospects Who’ll Buy From You Over and Over”
• “64 Best Foods To Fuel Your Muscles Gains”

As a general rule, questions, problems and specifics work best:

• Does your husband hear anything you say? vs. Tips for better communication in your marriage
• Are you closing the sale less than 50% of the time? vs. How to have more effective sales conversations

Also, what makes people take action with email, sales pages, blog posts, etc. is the same in social media. Think about what would make your connections click and share.

When crafting your copy, write like you would talk to a friend and communicate that you understand your ideal client’s pain, desires, and needs. If you read it over and YOU are bored to tears, go back and tweak it until it moves you and elicits an emotional reaction.

Most of all, remember that more clicks, opens and further reading = more sales. It’s crucial! I’d love to hear your thoughts on creating compelling copy in the comments below!

Did you know that the About page is one of the most visited pages on your website?

So many business owners are missing a big opportunity when they treat this page as a mere afterthought. Often they’ll simply add a short bio or corporate-style resume and leave it at that.

The truth is, there’s a lot more you can do with your About page to help you build your credibility, get more clients and attract more opportunities in your business.

First, instead of just a bland list of credentials or a boring paragraph about your experience, consider going much more in depth.

This is a great opportunity to use your compelling story and share a bit about the turning point in your life that led you to do what you do today. Your compelling story is really your unique message. You may wonder what your “unique message” has to do with building your business, but the truth is, if you come from an authentic place, success is almost guaranteed.

Especially if you’re newer in business and need to truly make yourself and your business stand out from the crowd, then sharing this story will move you leaps towards that end. If you’re already in business for yourself, sharing this will help you define the benefits of your services from a truly authentic place that will not only make you more memorable, but will draw those ideal clients to you. It starts with answering the question: What has happened in your life, good or bad, that would be the most useful to share with others?

Second, although your About page is about YOU, you can also use it as a place to make it about THEM. Prospects only care how you can solve their problems. When you think about your ideal client, what problem do you solve? What do people get as a result of working with you? What benefits do you provide or what motivators do you offer? (More time, more money, less stress, etc.) This is what you want to speak to, and your About page is the perfect place to do it.

Third, use it as a platform to educate your prospects and answer their objections. A great way to do this is by setting up your page in an “interview” style. Interview “yourself” and answer the questions in paragraph form. A few examples of questions:

–How long have you been doing what you do and how did you get to be a Relationship Marketing Mentor?
–What types of clients do you work with?
–How fast can I expect results?

An added bonus of addressing objections and questions this way? You’re also leveraging your time by pre-qualifying prospects before you even get on the phone with them. This way, you’re screening out those who are non-ideal, while at the same time pulling in only those you really want to work with. (And since your website never “sleeps,” you’re able to do this literally 24/7!)

Finally, to make your About page even more powerful, consider breaking up the text with a testimonial or two, adding video of yourself, or placing an opt-in form to build your list on this page as well.

Armed with these tips, there’s now no excuse for just using your page to share a bland biography or rehashed resume. Even implementing just one of these keys will put you well on your way to having an About page that gets results.

When you hear the word “marketing,” how does it make you feel?

If you’re like many business owners, it doesn’t exactly cause you to jump for joy. Why? Because for so long, it has conjured up images of the sleazy used car salesman trying to get you to buy something you don’t need. No one wants to inflict that on someone, right?

The truth is, marketing today doesn’t have to come with a side of slime. The real deal is that modern marketing is simply compelling, effective communication that has nothing to do with manipulation or sleaze. It’s about meeting your client or customer’s deepest needs, and no matter what business you’re in, it’s NOT optional.

The good news is, it’s not about lying or being out of integrity to make sales, no matter what you’ve heard in the past. Happily, you can still kick butt and really profit while still being completely truthful and ethical.

Remember, it’s your job to remind people that you’re in business and that you have a solution to offer them. Marketing is simply the vehicle that allows you to do that, and without it in your business, you’ll stay broke. (It’s the hard truth.)

If that’s the case, how can you really rock it out with your marketing? Here are five simple ways to keep the cash flowing while remaining sleaze-free.

Schedule it and be consistent.

The only way your marketing is going to get done is if you make the time to do it. Put it on the calendar and DON’T move it! If you’re lacking in clients and cash flow, it usually means you’re not marketing enough. Be brutally honest about how you’re spending your time. Schedule at least three hours a week to do it and beware the temptation to stop once the money begins to flow. Yep, to ensure your success continues, market even when you’ve got a full pipeline.

Ask your market what they need.

Find out what your market needs and how they want to be served by simply asking them. Survey your list, email or call past or current clients, ask probing questions. Ask them what their biggest challenges are, what their perfect solutions would be, and what they’ve tried that hasn’t worked. Find out how critical it is for them to get their problems solved, and listen carefully to the words they use. You can then position what you offer as a solution to the needs you’ve discovered.

Be curious about copywriting.

Copywriting chops are not just for the pros! Because it’s one of the most expensive things to outsource, it’s wise to sharpen your word-slinging skills. Practice writing headlines and bullets. Use words that evoke emotion. Especially online, much of your communication will occur via the written word. Learn how to use your writing to pique curiosity and showcase the benefits you offer.

Track and tweak.

Tracking your results shows you what you need to change and improve. It also helps you understand your market and what fuels their behaviors. Don’t be super-hard on yourself if something doesn’t work—think of it as a learning opportunity and a chance to do things better. Do more of what works!

Keep soaking up the knowledge.

I’m a big believer that the learning never stops. Read blogs and books, attend workshops and seminars, and take courses. The more you learn, the better you can serve your market.

These days, the absolute best marketing is relationship-based, honest, and best of all, it has the power to change the lives of others. Sounds a lot more appealing, doesn’t it? Keep these five ways in mind and you’ll be a marketing rock star in no time.