Success Story: A Direct Seller Makes Herself An Expert
February 29, 2008
I could not be more excited to share this success story with you!
Last month at a live workshop, I talked about a strategy that will set any direct seller apart in a loud, crowded marketplace. That strategy is positioning yourself as an expert. Here are a couple of ways to do that:
1) Put together a 30 minute presentation about what you help your prospects do. For example, you might help them turn their home into a sanctuary (with fabulous decorating products), or you may help them prepare fast and healthy meals that gets the family to the table together (using great cookware).
2) Become an expert columnist for your local community paper – The Beauty Expert or The Scrapbooking Expert for example.
Now it is important to note that you can’t overtly sell your products in either of these scenarios. You talk about your expertise and give tips and tactics that your audience can use no matter what products they have. BUT when you use visuals at your presentation or mention what you do in your author byline – that is the place to mention your company.
So – now to the success story. A member of the audience who heard me mention these strategies, went home and contacted her local paper and they fell all over themselves asking her to be the Beauty Columnist for a paper with a circulation of 9000!!!! Her first column will run today.
This stuff works – so I hope you will try it!
Love & Success
Sarah
Creative Writing Tips You Can Use In Your Copy
February 28, 2008
If you’ve ever aspired to write fiction or creative non-fiction you’ll be happy to know there are several ‘rules’ of fiction that apply to effective copywriting technique as well.
#1 Show Don’t Tell. This is a hard and fast rule in creative writing. Here’s an example of what it means.
Telling – Joe walked across the street.
Showing – Stepping up to the curb, Joe squinted in the bright sun. A dark blue van sped past leaving thick plumes of exhaust in its wake. Overhead, the shrill ringing signaled it was safe to cross the street.
With copywriting the technique is a touch different. Telling in copywriting is listing features and showing is explaining a benefit.
Telling – Brushed leather seats
Showing – Easy to clean brushed leather seats are the perfect combination of luxury and convenience.
Showing, both in creative writing and in copywriting are about creating an experience for your reader. Who cares that Joe walked across the street and who cares about brushed leather seats? You have to show the reader a reason to care; you have to give them an experience.
#2 Be descriptive. In creative writing and copywriting some of the best descriptive tools are powerful verbs and adjectives. Why say someone talked when you can say they shouted, whispered, or even muttered? Why tell them the seats are leather when you can tell them they’re vintage Italian brushed leather? Painting a vivid image creates powerful prose and powerful copy. It moves your reader to not only continue reading; it motivates them to make a purchase.
#3 Don’t be afraid to bend or even break grammar rules. Commercial fiction is rife with bad grammar and it isn’t because the editors are lazy, it is because sometimes bad grammar just works better, particularly if you’re writing conversational copy.
We don’t always speak in complete sentences and we sometimes end our sentences in prepositions or begin a sentence with AND, OR and BUT. Conversational copy has been proven to work quite well at converting – go ahead and let a few strategically placed grammar errors by in the name of good copy.
While not everyone aspires to write fiction, heck some don’t aspire to write copy either, it can be helpful to learn a few tricks of the trade because good writing and storytelling has universal appeal.
Show your reader what’s in it for them, instead of telling them, be descriptive and paint a picture. Let your reader imagine themselves using your product or service and being successful. AND use words and grammar strategically to make your points.
