Author : Laura Orsini
One of the quickest ways to increase credibility in your
industry or profession is by writing about it. Yes,
writing.Writing is inordinately undervalued by professionals in
virtually every industry and profession. People who rely
exclusively on the truism, "a picture is worth a thousand
words," are missing out on vast amounts of business and
credibility opportunities, because words are the things that
really sell. Whether it's Web copy or an article, the details
are contained in the words. Pictures are nice; words
motivate. Words give your customers — and your potential
customers — reasons to relate to you. Words describe the
features and benefits that move your clients to buy from you
or use your services.Words sell. Period.Using writing to enhance and increase your visibility should
not be limited to your Web copy or articles. Other ways and
places to use words to promote your ideas, vision,
expertise, and products or services include: E-mail Media releases E-zines and newsletters Blogs Books and e-books Info productsARE YOU USING YOUR WORDS TO THEIR FULLEST
POTENTIAL?Chances are, you're not.Internet marketing guru Joe Vitale says there are three
essential components that go into the success of any sales
copy:1. A high-quality product or service2. Hypnotic writing3. A great listThe exact same ingredients are necessary if you intend to
use your words to increase your credibility in your industry or
profession. How so? Let's examine the components again.A high-quality product or service. In the case of your
writing, your unique product is your expertise around your
industry or profession. Your goal is to share your unique
knowledge about your area of specialization to help people
solve problems, earn more, feel better, look better, change
their attitudes, or otherwise improve their lives.Hypnotic writing. Joe Vitale defines hypnotic writing
as "intentionally using words to guide people into a focused
mental state where they are inclined to buy your product or
service." Any words you use that cause your readers to react
because of the mental images you plant in their minds
qualify as hypnotic writing. Telling stories is one of the
quickest and easiest ways to do this. If your writing is going
to build credibility, it must be hypnotic!A great list. In Internet marketing, nothing happens
without the list — that is, the potential customers with whom
you will share your product or service. In the case of your
writing, your list is equivalent to your audience. It doesn't
matter how dynamic, thought-provoking, or hypnotic your
writing is if the only person who ever reads it is your mother.
You must widely distribute your writing for it to help you build
credibility!WHAT ARE YOUR STORIES?Some people are born storytellers, but every person has
stories to tell. As a matter of fact, we tell stories all the time
— it's our primary way of communicating. Think about the
funny incident you witnessed in line at the grocery store last
week. The clumsy coworker in the cubicle next to yours. The
humorous things your kids do and say, all the time. Or how
impossible it is to get one iota of emotion out of a US Postal
employee, particularly when you are hysterical because a
vital letter or parcel is MIA.What are the incidents that stand out for you with regard to
your business? They don't have to be funny. What are your
success stories? Failures? Painful lessons? Amazingly
close calls? Times when you didn't think you were going to
be able to hang in there, but did?Stories abound. Practice telling them — and writing them —
and you will master the art of hypnotic writing. Use those
stories to promote yourself and build credibility in your
industry or profession."WHAT IF I'M JUST NOT A WRITER?"All writing has two aspects: content and appearance. While
they are both important, the content is the more important of
the two, by far. Beautifully formatted writing that is
grammatically correct but says nothing accomplishes
nothing. Focus on the content.Sure, there are tricks to help you write better (check the
Internet or your public library for fantastic resources) — and
it would be a lie to suggest that proper grammar, syntax,
style, and word choices do not matter. But those things are
simple enough to learn — and it's easy to get someone to
help you with them. Without a unique and original message,
though, correctness doesn't really make any difference.
Mumbo jumbo is mumbo jumbo. Garbled ideas are garbled
ideas. Rehashing the same old stuff is just . . . you get the
picture.Since content is the most important piece of your writing, the
essential thing is to get it
down! Use bullet points. Create an audio
recording of your ideas and have someone transcribe it for
you. Write it all in one gigantic three-page paragraph. Just
get it into words — on a page.Once you've done that much, you can find someone to help
you clean it up. Maybe your Aunt Myrtle is a retired English
teacher — she'd probably be delighted to be called on for
her skills. A creative writing or journalism major at the local
college or university can be a great resource. Consider a
trade with someone in your network who has great editing
skills. Or hire a professional editor. The most important
thing is that you commit to the process and find someone to
help you, if you're not confident in your own writing/editing
abilities. Build it into your budget and spend what you can
afford, knowing that quite often you do get what you pay for.People will believe the words you write — and accept you as
an expert — far more quickly than they will be convinced by
any advertising campaign, no matter what the budget or
extreme tactics you resort to. If you want to quickly establish
credibility, differentiate yourself from the others in your
industry or profession, and broaden your customer base . . .
you must get started on that article, e-zine, or
book today!Laura Orsini is an editorial consultant, helping small
business owners use words to build credibility and enlarge
their client bases. For further information regarding a viable
alternative to the credibility-building methods mentioned in
this article, join Laura and fellow credibility expert Allan
Sabo, of Alti Success Strategies, for their next teleclass,
"Credibility-Building Secrets Revealed."Visit http://www.credibilityexpertspublishing.com/telsem-landing.html for dates and times of the next teleclass.
Keyword : credibility, expertise, visibility, publicity, trust, grow your business, marketing, differentiate
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