Archive for September, 2009

7 Letters to Grow Your Business

September 30th, 2009
Gold Star for Minuteman Press
Gold Star for Minuteman Press

I just got off the phone with my internet s-e-r-v-i-c-e provider. After going through the standard four sets of robot menu choices I thought I had convinced the mechanical service provider that I needed technical assistance from a human. Nope! Another robot came on the line and actually tried to walk me through a process of fixing my failed connection. After repeated failures to communicate my problem to the inanimate object, I finally let loose with language that is unbecoming of a lady. After all, I was only blowing off steam to a stupid robot—or was I?  IT seemed to take notice of my frustration and announced that I would be connected to a technical assistance human. After 10 more minutes on hold I finally had to hang up, problem unsolved.

 

We have internet service, telephone service, cable service, Visa & Master Card service. And who can top the red carpet treatment provided by the Internal Revenue Service? These impersonal conglomerates have hijacked the word which once described an honorable method of conducting business.

We’ve grown accustomed to cold, impersonal treatment; but that’s not our only option. Local business owners have the power to reclaim the word

s-e-r-v-i-c-e!

 

Yesterday started out badly for me. I was angry and fully expecting the day to get worse. I had time to spare because of a missed appointment so I walked into Minuteman Press to inquire about a name tag. The owner’s excitement was contagious as she brightened up and exclaimed, “Ooh! It’s name tag day today!” Lucky me! I would get same-day service. Later, when I picked up my tag, everyone admired it with me. For only $14 I got great advice, graphic design work, a useful product, and most important of all, I was treated like I was special. My mood brightened and my day got better simply because the crew at Minuteman Press took the time to be nice to me.

 

How many hours have we wasted trying to save a buck doing business with large discount companies when our neighborhood businesses stand ready to provide quick and exemplary service? Outstanding service is the mainstay of business success. By providing the best service possible we attract customers who are tired of talking to robots. By supporting other local businesses we encourage high ethics and accountability while helping our own businesses and community grow. When we provide superior service to each other, everyone succeeds. 

 

7 letters for Business Success

 

Sincere

Effort

Responsible

Value

Integrity

Courteous

Excellence

 

I highly recommend Minuteman Press for your printing needs. They are located in the Bi-Mart shopping area on the NE corner of Fourth Plain and 117th. Their phone number is: (360) 750-4447.

 

Joanne

 

For excellent writing service contact Joanne Laurent at      deScribe It!

Expect Great Service

September 30th, 2009

molly-me-about-photo4 I’ve just added a new category “The Writer’s Opinion: Gold Star Businesses.” The purpose of this category is to promote local businesses who provide top-notch customer service. 

It amazes me how many times a day we pay people to be rude to us, provide poor quality service, or inferior products.  Business owners who care about quality and customer satisfaction often draw the short straws when it comes to recognition and reward. Let’s change that! This is the blog page where good people will be honored.  

I’m not going to be writing about just anyone who wants a plug here.  I expect good service from everyone who wants my money. This blogspot is reserved for the very few who provide exemplary service. I have three companies in mind as I begin this blog. If you want my business, be nice. If you want  to get mentioned here, you must do amazing things and be really nice to me!

Joanne

Writing to Sell: the importance of delivering on your promises

September 22nd, 2009

The Writer

The Writer

I was delighted when I went to my mailbox and found advertising! Although personal cards and letters stuffed with money is what I really wanted, I was grateful that no bills arrived today. I eagerly opened the obvious sales letter because, hey, at least somebody thought to write to me.

 

The sales letter came from a marketing firm offering to solve all my problems. Halleluiah! The only reason I read through to the end of the first boring, lengthy, convoluted sentence was because my job depends on reading and analyzing sales letters. In this letter, one single, opening sentence attempted to address all of the following issues:

  •    My membership affiliation
  •    Helping my business (didn’t say how it would help-just that it would)
  •    Access to a collection of mysterious reports for which no value to me had been established
  •    A cost savings option that allowed me to purchase only relevant portions of these mysterious reports

So now, of course, I’m sitting at the edge of my seat. My excitement is building as I read on… “If your answer is Yes…” to wanting whatever the heck it was they attempted to describe in the first sentence, they’re actually going to make it “affordable” for me to get it. Wow! How cool is that? I’ll actually be able to afford something that I don’t yet have any idea what it is, how it’s used, or why I might want it.

 

The next line of the letter began with the bold print heading -Special Offer to all Members-. It said I could receive 60% off the subscription rate and pay only $3,000! What a deal.

 

What’s Wrong With That?  

The problem with this letter is that it delivered something entirely different from what was promised. Besides neglecting to provide any benefits whatsoever to promote a desire for the product, every sentence in this letter focused on “low cost” and “affordability.” It implied that small, independent business owners were the target audience.

 

If you plan to set your readers up in anticipation of a low cost product and then hit them with a $3,000 price tag, you’d better be selling condos or nice cars. Otherwise, they won’t trust you.

 

   Call me for help with your next sales letter   and your customers will trust you.

How to Get People to Read Your Stuff

September 19th, 2009

molly-me-about-photo2

Information overload is at an all-time high. We crave knowledge, and at the same time, cringe at the thought of reading one more piece of literature. Our inboxes are bombarded with written lures that plead, “Open me!” Sales letters, website content, and blogs fly past us so fast we can’t possibly read all that is placed before us.

            

What do Readers Want?

 

·        They want you to make decision-making easy for them by providing clear, concise, accurate information.

 

·        They want relevant data to be accessible at a glance.

 

·        They want clear headings, short paragraphs, and skim-able text.

 

·        They want well-constructed sentences that are easy to understand.

 

·        They want you to directly ask for the sale and make it easy for them to buy.

 

        I provide personalized, quality writing service that helps customers realize you are the one selling exactly what they want. Why waste money on ineffective copy when you can call deScribe It! to turn words into cash?  

How Do You Greet Visitors To Your Website?

September 6th, 2009

molly-me-about-photo1Search engine optimization (SEO) is all the rage—and for good reason. Your website won’t do you any good if nobody can find it.

But what happens after Google or Yahoo delivers web traffic to your dot com? How do you greet your guests? Are you making your web visitors feel welcome?

You can welcome your guests and assure them that they’ve come to the right website by immediately letting them know who you are and what you are offering.

Providing meaningful, eye-catching design, and clear, informative written content will capture your web guests’ attention.

Are you luring website visitors deeper into your site? Interesting written content will keep them searching your web longer. And the longer you keep them reading your words, the more time you’ll have to influence them to want what you’re selling.  

Call deScribe It! at (360) 231-4597 to learn how to get clear, concise, and effective written content for your website.

Joanne

The High Performance Website

September 2nd, 2009

molly-me-about-photo    Web readers have short attention spans. They want to find specific information quickly and easily. When they visit your website-BAM! In a flash they should be greeted with information about what you do and why they should care.

    Think about your own web search behavior. Have you ever exited a website because you felt letdown by inadequate or confusing information on the home page? The first screenshot, or quick flash of information, is your moment to grab visitors’ attention and entice them to continue reading. Use that moment to put on your best performance. Here are a few ideas to think about when developing your website.

    

       Use graphics to direct people to your content

       Capitalize on the power of word usage

           -Use action words 

           -Appeal to emotions

           -Say something they can relate to

           - Be concise

        Ask web visitors to do something

           -Remember to include a call to action

 

An example of a call to action is: Visit deScribe It! for more information about turning words into cash.

 

Joanne

deScribe It!