With today’s highly competitive, limited-attention-span business environment, your copywriting skills, as shown both online and with printed marketing materials, have become even more important to the success of your speaking business. Follow the copywriting secrets below and you will be guaranteed success !
Copywriting Secrets Today…
The secret to successful copywriting today is very much like what it has been for year… just slightly twisted. The key is to match your style of writing to the needs of your reader, regardless of the format (online, flyer or other text). Some readers prefer a short sales piece with lots of white space while others prefer a long and detailed description. Which type of reader do you want to address?
The 2 kinds of readers or “prospective buyers” are …
The Impatient Reader
This is the kind of “Type A” person that wants it “right now” and not willing to wade through lots of details to get it. Typically, he will skim the headlines and sub-headings, look at the photos and captions, and make a quick decision regarding whether they will take action or not. More readers fall into this category today than ever before.
The Analyzing Reader
These readers believe that “the proof is in the details”. They’ll read everything… including the fine print before they decide. They want as much information as possible and may even delay taking action if they do not get the information (or amount of information) that they feel they need.
Successful copywriting addresses the needs of both types of readers… regardless of length or format.
How to write for either type of reader ….
The Impatient Reader
1. Include attention-getting bold headlines and sub-headlines.
2. Capitalize Graphics that enhance your message…
* Add related Photos (“a picture can be worth a thousand words”)
* Be sure to include Captions (in case your pictures aren’t up to the “thousand words”)
* Vary fonts and font sizes to add interest
* Shade areas to block / group related topics
* Highlight important text
* Add Lists or bullets to organize information into groups
The Analyzing Reader
1. Use the bold headlines, sub-topics, and graphics you created for the Impatient Reader as a guideline. Add greater depth of information and details that the Analyzing Reader wants. Be sure to place the information under the appropriate headings, and you’ve got a winning formula for a successful marketing piece. The Analyzing Reader is also more likely to read through to the last line of a paragraph … and since you are reading this, perhaps you have a little bit of Analyzing Reader in you too !
The Good News
By now, you may have noticed that the needs of the Impatient Reader and the Analyzing Reader overlap. As a copywriter, this works in your favor and you are able to appeal to multiple types of readers without writing two completely different pieces.
For more copywriting secrets, be sure to subscribe to the mailing list at gps-SpeakerMarketing.com.
Posted in Speaker Marketing 101 Speaking Business Writing by .
Oct 12
23
3 Keys to Graphic Design 4Speakers
Have you thought about ….
What are the “3 Keys of Graphic Design for a Professional Speaker’s business?
There are three main considerations when you hire graphic design professionals such as those at gps-SpeakerMarketing.com to help you with your marketing materials and positioning. The three key elements that need to be addressed and coordinated as part of your graphic design project(s) are your Color Palette, Branding and Speaker’s Theme.
Color Palette
The Color Palette, or set of colors, used for your website or marketing materials can create an emotional reaction when viewed. Bright reds and yellows increase excitement. Blues and greens are more tranquil while stark black & white can be cold or even dull, depending on how it used. What feeling are you trying to create for your customers? It is important to select your colors carefully to make sure they give the signal(s) you want and do not turn off potential customers. This is one area where it can be extremely helpful to have a graphic design professional by your side so you can leverage their years of working with colors across a wide range of speaker businesses.
Branding
Branding is the second consideration that goes into your graphic design. Branding is the overall perspective and includes all the elements of your marketing action plan. It makes sense to coordinate the graphic elements across all your various marketing tools, e.g. your website, business cards, banners, etc., so that they all have a similar “look & feel”. This way, when someone sees one of your marketing pieces, they will recognize your brand when they see it again. This creates a stronger impression than if you have a “hodge-podge” of dissimilar visual elements.
Speaker’s Theme
The Theme of your speaking business is the final consideration of the three and it is probably the most critical. What “visual icons” will you be using in all your presentations? If you are a “new age” speaker, maybe the icon is “water” and you teach audiences to “go with the flow”. Do you have a “catch-phrase” that you use at the end of all your speeches? That should also be in line with the theme of your speaker business and a good graphic designer will want to make sure they clearly understand your speaking theme before they begin working on any graphic design work for you.
Graphic Design for Speakers comes down to…
Who is the right Graphic Designer for your business? There are many options when it comes to Graphic Design projects.
You might place an ad on Craigslist and wade through an avalanche of resumes to hire some student in the art program at a local college. You might even get lucky and maybe they are a talented artist. But how much do they know about marketing a speaking business?
Graphic Design is an integral part of your overall marketing plan and unless you have an extensive marketing background, it just makes sense to hire a firm that is focused on Speaker Marketing, right? Even if you are very familiar with marketing, as many gps-SpeakerMarketing.com clients are, doesn’t it make sense to work with the best? Someone who knows your business and can help you avoid the pitfalls and traps that other speakers encounter.
Sign up now for a consultation or visit our Services page to learn more about what gps-SpeakerMarketing.com has to offer !
Posted in Branding Graphic Design Speaker Marketing 101 by .
Jul 12
10
Get Paid 2 Speak (GPS)
Want to know what makes a speaker a professional?
Is it fancy degrees? Amazing marketing materials? A killer demonstration video?
NO.
All those things are nice, but a speaker only becomes a professional when they GET PAID.
That is where GPS-SpeakerMarketing comes in. We provide the services and expertise that speakers need to grow and improve the profitability of their speaking business.
Do we provide wonderful speaker marketing pieces? Of course.
Can we design and print some amazing business cards? You bet.
Are they the most important part of what we do? Definitely not.
Our goal is to work with our clients to help them become strategic-minded business owners.
This means focusing on your niche and helping you clearly define how you will approach your market. We have the expertise in both traditional and internet-based marketing for speakers and can help identify opportunities to grow your business that you may have not considered.
Give us a try !
Start by joining our VIP mailing list and you will gain access to a wide range of information including checklists for critical parts of your speaking business such as an online media kit checklist. You also become part of our Speaker Marketing Community !
Sign up now and you will also be notified when additional marketing information for speakers is released.
PRIVACY NOTICE: We don’t sell our lists and we hate spam as much as you do so we make sure that each time we send out an email that it contains REAL VALUE to our clients. You can opt-out at any time but you will miss out on future offers and valuable information. We hope you will join the GPS team and Get Paid to Speak !
Posted in Get Paid to Speak Speaker Marketing 101 Speaking Business by .
