You literally only have one or two seconds to capture and KEEP your reader's attention before they hit the “back” button, delete, or throw your material away.
So, I develop content using tested-and-proven strategies that:
This ensures that your reader will actually stop and consider your offer.
I write content for a wide range of media, including:
My process is simple. I work in collaboration with your marketing team and designers, analyzing controls of past and current campaigns and assessing your short and long-term goals. There are three phases of production.
In phase one, I gather all of the foundational information about your programs and target market.
In phase two, I develop the marketing concepts that best address your short and long-term goals. At this point, we will discuss performing split-tests to determine the best approach and ROI.
In phase three, I begin writing the product based on your approved concept and we work collaboratively from that point on until you are satisfied with your copy. Prior to completion, I will request a PDF copy of the layout to ensure the concept has been correctly represented. And if there are any concerns, I will advise you on possible corrections or changes to consider.
On your final approval, I will have all content proofread; however, your team will be responsible to provide a final check of all copy and design. At this point, your copy is ready to mail or post and, if you will keep me updated on results, I may be able to provide additional suggestions for a successful campaign.
During the initial phases, we focus on three key areas:
1) Gathering all background information.
2) Identifying the USPs (unique selling propositions). In other words, what is it about your program/s that out-perform those of your competition.
3) Developing a profile for your target market.
In our initial information-gathering interview, I will request from your team all pertinent background materials, including:
My next step is to interview your key marketing and administrative contacts with specific questions to determine the chief value of your product offerings and training programs, including:
Our third step will be to develop a profile of your target audience and student/customer. I will ask you questions, including:
I then do a "deep dive" into your products and programs. I evaluate all of your background materials to determine the chief points of marketability and how those will best appeal to your market. I also research your competition to identify areas where your products or programs excel to give you a competitive edge.
Next, I research and investigate your market through numerous channels to determine key needs, motivators, desires, goals, and wants. I construct points of leverage to demonstrate how your training product solves their problem, eliminates their pain, and delivers the solutions to rapidly and effectively reach their goals.