One of my goals this year is to include in every piece of marketing copy I write, at least one value statement or benefit of using my products and services.
I’m starting with my LinkedIn profile. When I rewrote it a few months ago, something was missing but I couldn’t put my finger on it.
Then, last week, while doing keyword research, I started making a list of all the benefits of receiving publicity online and offline, and the value of doing business with me. Examples:
–Be viewed as an expert
–Be seen as influential
–Have clout
–Enhance your reputation
–Be more notable and quotable
I filled more than one page with two columns! Then I had an “aha” moment.
Why didn’t I write this list years ago, and train myself to include value statements and benefit after benefit after benefit on everything I write about my business? I’ve been doing Internet marketing for 17 years and I know that for many others who do business online, and offline too, this is difficult!
It isn’t too late to start.
My Before and After Profile
It look less than 10 minutes to add the phrases I’ve highlighted in yellow, below, to my LinkedIn profile. What a difference! It strengthens the profile and makes me stand heads and shoulders above many of my competitors. Here’s the most recent rewrite:
Here’s what I’ve done to achieve one of the top (unpaid) positions as “publicity expert” on Google:
– -Wrote four books on publicity and PR to teach people how to become the go-to experts in their field and outwit their competition in the media spotlight..
– -Contributed to more than 60 books on PR, marketing and small business and explained how anyone can boost their media star power.
– -Wrote about publicity as the PR columnist for Entrepreneur.com, showing businesses how to use online and offline promotion to sell more products and services, even with no PR budget.
–Created more than 150 learning tools on how to use free publicity in traditional and social media, complete with easy-to-understand, step-by-step directions.
–Mentored entrepreneurs, authors, speakers and business owners and taught them how to feel comfortable talking to reporters and being interviewed on TV.
–Coached thousands of CEOs and business owners, nonprofit executives, PR agency staff, publicists, marketing directors, authors, speakers and experts.
–Presented keynotes and workshops at industry conferences where I received top ratings from audience members and meeting planners, and invitations to speak again at many of the same conferences.
–Hosted and presented hundreds of my own teleseminars and webinars on PR and social media topics.
–Published the popular ezine, “The Publicity Hound’s Tips of the Week,” for more than 12 years. It’s filled with the best tips, tricks and tools for promoting anything.
–Accepted and rejected thousands of story ideas as a newspaper editor and blogger. I know what makes a great pitch, attracts attention, and encourages journalists, bloggers and your social media followers to spread the word about you.
I’m a big fan of social media and an enthusiastic user and was named one of the The 40 Most Approachable Social Media A-listers on Twitter. I share dozens of helpful tips each week at http://www.twitter.com/PublicityHound.
I’d love to hear from you. Ask me a question on my Facebook page at http://www.facebook.com/publicitytips.
Now, Make Your Own List
Do you have a list like mine? It’s not as hard as you might think.
Start by reviewing your own website, looking for words and phrases that explain the value of working with you.
Next, review all of your marketing materials: brochures, fliers, business cards, etc.
Review all your bios, including those on the social media sites.
Now, go to the websites of your competitors and read all their marketing copy. You’ll be amazed at how many of their phrases you can add to your own list, assuming that you do, indeed, add that specific value. Pay particular attention to their sales letters.
Look in Ads, Too
Next, Google a keyword phrase that is most closely associated with your expertise. Mine would be “free publicity” or “business promotion.” Look at the pink shaded boxes on top at the top of the search results, and the ads on the right. Those are Google pay-per-click ads.
Pluck out words and phrases you see in the ads that would make someone click. Do those value statements or benefits apply to you? If so, add them to your list.
I found three phrases that apply to me within these two ads:
Keep the List Nearby
Print your list and hang it within eyesight of your work station. Every time you write something about yourself, your products or services or your business, refer to the list and use value statements whenever possible.
Every time you write a proposal, answer an email from a potential customer, rewrite a social media profile, answer a journalist’s query, or blog about something you’re doing, refer to the list and choose the value statements that best fit.
Now, tell me. Do you feel sleazy spying on your competitors’ sales pages, marketing materials or ads? Do you think it’s unethical? Would you do this?
