Usually, you hear all kinds of okeydokey about how great blogs and social media can be for getting customers, clients, and prospects into your online door. And while a lot of that hype is partly true, I can assure you that there are other methods of traffic generation that works just as well.
Before I get too deep into those waters, I just want to make sure that you realize there are a lot ways (either paid or free) that you can use to get people to your landing page; however, none of that will matter much if you don’t have converting copy on your page to get prospects to take the action that you want them to take. So please, a little respect for the copywriting industry, ok?
In the realm of real estate investment and development firms, many of the CEO’s, firm partners and players in those fields are a pretty sophisticated bunch. Just to be clear, I’m not talking about your average 8th grade internet reader here, I’m talking about highly educated engineers, investors and CEO’s that are running these companies. These people are a different mindset that regular Internet marketers.
The Hard Lesson I Learned From Sending Army Bands $1.00
To give you an illustration of what I’m talking about, I’ll draw on my own personal experience to show you what I mean.
Years ago, my wife and I manufactured and sold an item to military bands around the world. This was an easy sell, because the bands all needed the item we sold badly, so we didn’t really have to sell the item so hard. However, being the entrepreneur and marketing wannabe that I am, I decided to see if I could get a higher conversion rate out of the sales letters I was sending out.
I was fortunate enough to have gotten a list of the army bands from the department of defense that even had the names of the supply sergeants for each band as well. I borrowed an idea from the famous copywriter, John Carlton, and stapled a dollar bill to the top of each sales letter I sent to the supply sergeants to really get their attention.
To cut a long epic short, I got a lot of calls from army bands, alright. They called me off the hook to explain to me that I couldn’t send them money like that because it was considered a bribe, plain and simple.
So, the big lesson here is: Right idea…Wrong format!
It’s the same thing with the sales letters and different formats you’d use with sophisticated clients in the real estate industry; certain marketing formats will work much better with these types of clients.
If you’re dealing with high end real estate investment and development executives, then a well-researched and data driven white paper is the way to go. As it turns out, these professionals love data and information, so white papers, if they are done right can be a great marketing tool.
Within Striking Distance with this Strategy
Here’s the main difference between white papers and blogs, sales pages, and other types of marketing vehicles:
White papers are written in a much more formal tone than other types of information products and they are very similar in nature to case studies and research papers
Good white papers use graphics sparingly and the use of well researched charts and graphs is a must. If you use a bar graph, then make sure you list a credible resource for the material that you are presenting
White papers can be given away liberally and it doesn’t take very long before you can actually get your study into the hands of the right people
When marketing with a white paper, make sure you keep the marketing aspect of it light so that it does not appear that you are marketing with it. If you do put any type of marketing message with your white paper, make sure that it is brief and at the very end of your report in your bio section
White papers can be great marketing vehicles, and can be used to get your marketing message out without posting loads of ads on your website of blog. If you’re interested in writing your own white paper, here are some links to sites that can get you started:
Years ago, back when I was stupid about marketing, I tried writing all of my own copy. For some weird reason, I didn’t even think that it mattered how I wrote an advertisement for my product, I just threw a description of what I was selling on a page, and left it to die a horrible death.
I tried making my website look cooler, and added flashy looking junk in a vain attempt to sell what I had to offer. My sales weren’t stellar, to say the least. Actually, looking back at the whole debacle, I did manage to sell some eBooks online because I had accidentally picked a focused niche that wanted what I had to sell.
But because my copy SUCKED, (and I’m using that term lightly) I only sold 20 copies at $25 apiece. I quickly got the idea that Internet marketing wasn’t as easy as I thought. If only I had actually heeded the words that were in some of the IM courses and books I had bought, I might have done some damage; but alas, I did not.
Now that I’m older, wiser, and educated in the ways of “meister word-craftsmen”, I clearly understand why I had so many epic failures in my attempts to sell my puny trinkets.
To be fair with myself, I did have an excuse. Since I had never started a business of any kind, I had very little experience at selling anything. Fortunately, I knew enough NOT to start a big business, or get a loan of any kind. If you’re going to fail, do so as cheaply as possible. With the advent of the Internet you can easily start a business without plunking down a lot of money.
So, I learned a lot without losing my shirt or living out of my car.
But I was small potatoes in the scheme of things. I’m amazed at how many accounting firms, law firms, real estate investment companies, and multi-million dollar development businesses make the same mistakes as I had made!
Don’t know what I’m talking about? Take look at Exhibit A. This is the epic copy from a rather large accounting firm. (The name has been changed to protect the innocent.)
“Once an accounting firm and now a Family of Companies, XYZ is among the fastest growing professional services firms in the state. We are recognized as a leader in every area of service and have garnered numerous awards across industries. We pride ourselves on expert business support with comprehensive services that are customized to meet client needs.
We seamlessly integrate our diverse offerings for services that are efficient, cost-effective and convenient. With personal attention, professionalism and the utmost integrity, we serve our clients in beneficial ways that keep them coming back for more.”
On the surface, this all sounds very professional and accountant like. One can only hope that accountants don’t talk like this when they go out on a date, or they’ll never “go forth and multiply” if you know what I mean.
(Get it? Accountants…Go forth and multi….never mind.)
Now, just to be fair, this is very typical of what I see everywhere in professional business copy, so I don’t want to shame or ridicule the nice folks at XYZ. I merely want to point out that their copy sucks and despite my being a genius, I too have made that mistake.
Are You Missing the Secret Sauce?
What’s wrong with this copy?
Well, other than mentioning THEMSELVES eight or so times in the copy, they fundamentally left out the most important part of the message to potential prospects. The missing ingredient that they skipped right over was, “What we can do for you!”
That’s right. People probably care more about your pets than your bragging rights.
That’s right, people looking for a solution to their problems don’t give a rat’s buns about how long you’ve been in business, how fast your business is growing, how many awards you’ve won, or any of the other impressive accolades you can give yourself. They don’t even care about how many times you tell them you’re professional, because everyone does that.
All they want to know is one or two key pieces of information:
What can you do for me, how can you solve my problem? Or, if you’re in the financial or investment business, “How do I make money?”
Learning Copy from a Salivating Blood Sucker
Apparently, the nice folks at the XYZ firm haven’t seen an episode of Shark Tank yet.
Kevin O’Leary (A.K.A. Mr. Wonderful) almost always asks the blunt questions. The one I remember from the show the most is, “How do I make money?” I love the way the words just ooze from his lips, almost like a salivating vampire.
Take a look at Exhibit B:
But he’s right, and despite his overt bluntness, he’s being very honest.
Actually, I take notes whenever Mr. Kevin speaks, because he’s asking the questions almost every copywriter needs to think about while writing copy for prospective clients. Usually people want to know stuff like:
How do you cure my itchy skin problem?
How can you help me get a better opt-in rate on my website?
How long will it take for me to get down to the dress size I desire?
How can your eBook tell me the best social media strategy to use?
What’s in it for me?
Thinking about this in real estate investment or development terms:
How can I turn a quick profit from your investment advice?
What kind of track record does your business have? (Not how long you’ve been in business, but how many impressed and satisfied clients can you refer them to.)
What’s the background of the principals of this company, or their agents?
How can you reduce my risk on this project or investment?
What can you do to make sure I’m legally safe on this development project?
How often will you update me on the progress of this project or service?
You know, stuff like that.
Most of the time, people could care less about where you’re located at, what awards you’ve won, and how professional you say you are.
If you’re hitting the prospect hot buttons things are usually much different.
The fact that you’re saying exactly what they want to hear in the body of your copy reflects the fact that you’re very savvy in your business and business dealings.
Crap in…Crap out..
There’s an old saying, “You get what you pay for.” In other words, if you buy cheap crap, you’ll get cheap crap.
It’s the same with advertising copy ― Crap in…Crap out. If you hire a cheap copywriter, chances are you’re wasting your money.
Inevitably, you’ll feel like you’ve been cheated every time, because even though you didn’t spend a lot of money, you did waste some of it. You also wasted time in your business, giving your competitors an opportunity to get it right while pulling ahead of you.
Very rarely does a solid copywriter write for money in the hundreds of dollars unless it’s for charity work or a very short paragraph or two.
The problem with most companies is they don’t really understand how much revenue they’ve lost over years and years of running with the cheapest solution.
Trust me; I’m an expert at this.
Way back before I decided to learn how to write advertising copy, I had a website that just slapped together. It sat online for years and didn’t do me a bit of good. So, not only did I lose business, but I also lost years of potential prospects and clients that I could have done business with until this day.
Why I Want to Kiss a Vacuum Cleaner Salesman
For years, the wife and I went through about a vacuum cleaner a year. Most of them clogged very easy, or parts would break, or something would jam into them that you just couldn’t get out.
You can’t do without one, so I guesstimate that we went through about $3000 in vacuums over the years. When you consider that a decent vacuum will run you somewhere between $200 ―$400 a shot, it’s possible to spend quite a bit on them.
One day, we were in Sears and there was a guy demonstrating a Dyson. He went through his whole demonstration and showed how well the thing worked. I was actually quite amazed with how easy you could take the thing apart, and how you could reconfigure the different parts in a whole variety of ways.
There were no bags on the vacuum, and all you had to do was press a button on a canister and empty it. If something got clogged in it, all you had to do was get a quarter and use it to turn big plastic screws that gave very easy access to places that you needed to get a clog out.
I was very impressed with it, because it was a common sense design that any engineer would be proud of.
However, a Dyson at the time cost just over $500! Were they out of their minds?
Yep, that’s what I blurted out loud at the salesman.
“Sir…” the salesman smiled, “Are you concerned with cost, or price?”
“What do you mean?” I asked.
“Well, you bought those other cheaper vacuum cleaners, and as you mentioned, they cost you all sorts of money; money getting fixed, replacing parts, and buying other new vacuum cleaners. So they cost you quite a bit, right?”
“While the price of a Dyson seems expensive, it will save you a ton of money in the long run. It’s so easy to fix a child can do it, it doesn’t require expensive bags, and it’ll last you for years. So, are you concerned with cost or price?”
I was speechless…I was without speech. (Believe me, that doesn’t happen too often.)
We have owned our lavender colored Dyson for the last decade, and despite my wife breaking a part on it by accident a couple months ago, it still works better than any vacuum we’ve ever had.
A relative even bought us a brand new Shark vacuum last month and we’re still using the Dyson because we like it better.
I swear, if I ever see that salesman again, I’ll kiss him.
So you have to ask yourself the question, am I concerned with the price of hiring a good copywriter or should I count the cost of not hiring one?
What You Should Be Looking For
Let’s say you’ve bought into the idea that maybe you will want to increase the response rate of your website or, direct mail piece by hiring a copywriter. Perhaps, you can now see the value of having very professionally written brochure that actually sold prospects on the idea or a knock ‘em dead video sales letter.
You’re going to need a good copywriter, one that knows how to write the kind of copy that your company needs. Yes, there are all sorts of copywriters out there and only a handful is the Gary Halbert type.
In case you don’t know who Gary Halbert was, he was considered to be Holy Grail of copywriters. The unique thing about Mr. Halbert is the fact that he could write just about any kind of copy. It didn’t matter what industry or product he was writing for, he always hit his mark perfectly and made massive profits for the businesses he worked for. Not very many copy guys can do that.
There are a few others out there like Clayton Makepeace, Bob Bly, and Jon Carlton that can pull this sort of thing off, but they are few and far between and extremely expensive. (Sometimes they get paid $25,000 a sales letter or more!)
So, what you’re going to need to find is a copywriter that is specialized in the type of business that you’re in. Someone that understands the real estate investment or development business and understands your prospects, language, and marketing strategies ― A real estate development and investment copywriter!
There I said it!
As a matter of fact, that’s the niche I’ve decided to work in. But if you’ve already contracted a copywriter for this particular type of niche, there are a few things you need to look for.
For one thing, you don’t need to hire someone that writes in this niche all of the time. Decent copywriters can and do write in more than one niche, but if you know that they are knowledgeable about your industry that’s a major plus.
Another thing that’ll help you is to take a look at samples of their writing. If they have copy that looks and reads professionally then chances are they should be able to do the job for you. Testimonials from other happy clients are also a major plus.
Many times you can tell if things are going wrong by the professionalism that is displayed at the onset. If you’ve displayed interest in hiring a copywriter, and he can’t quote a price to you based on what you’ve told him, then that should be a warning sign.
NOTE:In this situation, I’m talking about an email transmission or a substantial conversation wherein you have already told the writer what you want. Depending on how much work you’ve got to have written, he may not be able to immediately spit out a quote to you.
But if you’ve sent a description of what you need to have done, and he’s still grasping at straws as to what you’re going to pay, this may not be a good sign. However, If the copywriter sends you a professionally written contract with an itemized list, that’s a real good indication of his professionalism.
The Colombo Factor Should Be Present!
If you don’t know who the iconic character Colombo is, you need to get on Netflix and watch a couple of episodes. He’s a 1970’s detective that’s chronically asking questions to people he suspects of committing a crime. As a matter of fact, he just about drives them nuts with his questions alone.
Well, copywriters need to be just like the lieutenant. They should be asking a lot of questions.
For my copywriting business, I have prepared questionnaires that I send to my clients even before I’m contracted.
What’s the reason for this?
First of all, I’ll need to know all sorts of things like:
What the goal of your marketing is
What type of traffic driving strategies you’ve been using?
What other types of marketing has your company been using?
Were these strategies effective?
Usually, the initial questionnaire is several pages long.
The other reason for this is to prequalify the prospect before they sign the contract.
Many times when the client is faced with a questionnaire like this, they balk at it. Perhaps they were thinking that the copywriter was a mere hobbyist that was going to perform these services dirt cheap.
Once the prospect takes a gander at the preliminary question sheet I send them, they know I mean business.
By the way, that’s just the preliminary questionnaire. After the contract is signed, they will get another rather large questionnaire asking all kinds of questions about their services and especially their clients. If the contracted party can supply me with a list of happy past clients, I’ll send them a sheet to fill out too.
So, if you are hiring a copywriter and they aren’t asking you all sorts of questions…RUN!
He has to analyze your site, consider your marketing strategy, think about how you’re going to follow up, and investigate your competition, just for starters.
So, if you get a bunch of questions from a copywriter that you’ve hired, that’s a good thing. Make sure that you answer all of the questions he asks you, because it’ll make your copy a bazillion times better.
Other Factors That Are Muy, Muy Importante!
(These are so important, they warrant 2 Muys!)
The one thing I always try to impress on my clients is the personal touch they’ll receive from working with me. I don’t like working on copy without keeping the clients “in the loop”. Since they’ve contracted me to write the very best copy that I can, they need to get daily updates from me by phone or at least email.
This lets clients know what I’m doing, while letting them know how the progress is coming along. It also gives me the opportunity to ask a few more questions if I need to. As a businessman, I understand that the more contact I have with my client, the more familiar they will be with me and they’ll understand my writing process. They’ll also see how much care I am putting into their copy.
The more they hear from me, the more they’ll trust me and let me know their concerns. Not only that, but we will probably develop a working relationship that can go on for years.
I hope I’ve given you some ideas on what to look for while shopping around for a copywriter.
If you’re in the professional real estate development or investment business, please keep an eye on my blog at: www.ElmoCopy.com
I’ll be writing many in-depth articles on copywriting and marketing for this industry, and I look forward to reading your comments and answering any questions you may have.
I recently performed a search for the term “marketing processes” and discovered something interesting. In almost every one of the articles I read, the focus was on the front end of the sales process. There was great detail on how to create a sales funnel that gets the clients in the door and the services sold, but very little thought about what happens after the sale is made.
What I enjoy doing for companies is helping them set up processes; I think this is what sets me apart from many other copywriters. Instead of just writing a single direct mail piece, I like to show my clients how to have a process in place that gets results over and over again.
True Story from the Crypt
It seems like companies really don’t count the cost of client and customer retention.
A few years ago, I had an account with a communications company for home services. I had purchased all of their broadband services on a bundled account, and did so for the better part of a decade.
Through this company, I was using, telephone, cable TV, and the Internet; my monthly bill was significant and I didn’t mind, because their services worked fine. Since my billing was paid by credit card, they got their money every month like clockwork, and I never missed a payment.
One day, right out of the blue, my Internet was cut off. At first, I thought the service might be down for updating or repairs made somewhere in the system. However, when I checked my email, I noticed that there was a message from my broadband company informing me that they were shutting off my Internet. According to them, (I say “according” because this was never proven or verified) one of the computers in my home was sending out some sort of spamming or advertising virus that my computer had contracted form someplace on the net.
Thus began a month long battle to find out where on my computers the mysterious virus was. The company turned my Internet back on and within a week shut it off again, sending me an exact duplicate message like the first one.
I spent days trying to get this resolved. I consulted with their online techies, each one having their own ideas and theories as to why and where the mystery virus was coming from. I bought the best and most expensive antivirus software on the market and came up nada. I enlisted my son who performed IT work in the U.S. Air Force to examine my computers and he couldn’t find a thing.
I called the folks up at my cable company and told them all I had gone through. Sheepishly they told me they were sorry, but if my computer emits this virus one more time they were going to have to cut me off for good.
This was my last chance with the Internet. If I couldn’t find out where the mystery virus, I couldn’t have Internet services anymore. Bear in mind that at the time, I had a full-fledged ecommerce business running and it was getting close to Christmas, my busiest time of the year.
So, in one last desperate attempt, I replaced all of my computers and held my breath.
They cut me off.
I called one of the executive managers with this company about all that I had gone through and detailed everything I had done to correct this problem, but all she could say was, “Sorry.”
Finally, I told her, “Look, I’ve spent what would be the equivalent of a new car with your company, why don’t you send one of your tech people over to take a look at my system, so we can all figure out where this problem is coming from.”
“I’m sorry we just can’t do that.”
I could feel the frustration swelling up in my face.
“You mean to tell me you won’t even roll a truck out here for a customer that has never missed a payment for over 10 years?”
“You do realize that if I can’t have Internet connection I’m going to cancel all of my services with your company. That’s phone, TV, everything.”
“I’m sorry, “she said flatly, “There’s nothing we can do.”
“I’d like to cancel my account, right now please.”
And so, the broadband company I had relied on, told all of my friends and neighbors about and paid on time for over 10 years and I parted company. I will never, ever go back. As a result, I found a cheaper Internet service company that never complained about my computers emitting a mystery virus, and I tell everyone I know to go with THAT company.
This company failed to count the cost. They should have looked at how much it would run them to send a truck and a techie to my home versus how much money they’d lose over another 10 years of monthly payments for all of their services.
Really stupid, don’t you think?
Now, why did I tell you this story?
First of all, this company, which was in a very competitive market, failed to have plans in place to take care of situations like this. When you’re in business for as long as this company was, you should have a well thought out plan to handle contingencies like this.
There are many situations in your business that are very similar. Yeah, there are some instances where you have to fire the client; however, if you have a system in place you can retain good clients and avoid losing piles of money that have been slipping through your fingers.
The Part Where You’re Hemorrhaging Money in Your Business
Okay, let’s take a less extreme example.
Let’s say you get a new client and you perform a service for that client. What’s the next step? Do you put that client into a database and forget about them? Or, would it be better to have a procedure in place that lets them know you’re still thinking about them?
And while you are keeping in touch with them, you can educate them about other benefits, services and products that you have that they may be interested in. This can be done many different ways, from newsletters to birthday cards.
The usual objection to this is, “Well, that sort of thing costs money.”
But think of the advertising dollars you’re saving by making a direct hit on your target market. If someone has spent or invested a large amount of money with your company, that means they probably know and trust you. If they know and trust you, there’s about a 70% chance that they’ll spend money with you in the future, or refer you to others that will spend money with your firm.
Your easiest and best clients are always the ones that have already done business with your company. Try getting those results with websites, ads, and other forms of marketing. You need to have a mapped out strategy in place to continue soliciting and reminding happy clients of the other services and products your company offers.
To go back to our original client scenario, I’ve prepared a sample graphic of how mapping out and executing a process can help boost your sales tremendously.
In this example, you’ve completed the entire sales process, and your client has skipped happily out the door, happy with the investments or services that you’ve completed for them. However, right after the sale has been made, you automatically swing into action. Using your client database, you send out automated emails every week giving your happy patron great information that they couldn’t get anywhere else.
Also, you send out birthday cards, Thanksgiving Day cards (not Christmas cards, because they’ll get buried in the piles of other Christmas cards) anniversary cards, and whatever else you can do to remind your serviced clients that you’re still thinking of them.
It wouldn’t hurt to call them once every couple of months too, even if you’re just going to leave a message on their answering service.
The Hidden Opportunity
The reason for the methodology behind this madness is to not only have your prospects/clients remember you and stay familiar with your business, but also to EDUCATE them.
Salt and peppered throughout your correspondences you’ll be giving these people great advice and giving them tips on how they can make even more money by doing business with you.
For real estate investment companies, you could easily tell clients about different investment vehicles and how they could improve their portfolios. If you’re a real estate development company, you could easily talk about the ways in which your company could save them more money on their next project. You could also point out steps you could take to ensure that they’ll get exactly what they needed to have completed on time.
Of course, you could hire a good copywriter who would craft a message like that so it didn’t sound like you were selling to them, but letting them in on “trade secrets”.
The point is, if you don’t have processes in place for your marketing, you’re leaving a ton of money on the table that could easily be replenished whenever you needed it.
Developing a Well Thought Out Plan
Since writing a blog post that explains how to market your business would probably take volumes and several years to write, I’m only going to talk about a small section of your business.
For the sake of this post, I’ll tell you about what I do for my clients immediately after my initial contact with them. Now bear in mind, this has all been thought up well ahead of time, because I don’t want any lag. I like to give my clients momentum right out the starting gate so that they can feel my expertise and enthusiasm.
Step One:First of all, any of the people I get initial contact from, I immediately ask them if they would like to get placed on my mailing list. I politely inform them that I will not bombard them with loads of spammy email trying to sell them junk, and that at most they will probably only hear from me once a week to let them know about my latest blog posts.
Of course, this initial email is professionally written and ready to send out ahead of time. The reason for this is simple, like any other sales oriented business, copy writing has a lot of tire kickers. There are loads of people that will ask you questions, act interested and then leave.
However, that doesn’t mean they won’t ever do business with me, it usually means they’re really not ready AT THIS TIME. So, keeping them in the loop is a really good idea. If they receive regular messages from me pointing out valuable resources or articles, they will see my professionalism and remember me.
Think about the industry you’re in for a second. Do you know anyone that keeps in contact with prospects that have contacted them over a long period of time? If there aren’t, you may have a clear advantage over your competition.
Step Two:If the prospect contacts me for extensive information on my services, I‘ll send him a sheet that outlines the process I use to write copy. (You can read it here: “Before I Write a Single Word…”) This is still prequalification of the prospect, because until he has seen my quoted price and signs a contract, he is still just a prospect.
Back when I was new to writing advertising copy (and stupid), I’d be so eager to write for someone I’d start their project before they signed a contract. I got a lot of practice, but I also wasted a ton of time on these people.
Step Three:If the prospective client wants to pursue my services further, I’ll send him a professionally written contract with my quote on it for him to sign. If he balks at my price, I’ll remind him to take a look at the sheet I sent him outlining my writing process and the care he’ll receive from my services.
Step Four: Once the contract has been signed, I have more documents in place to send him, to include an initial questionnaire to begin collecting vital marketing data. I actually have a series of questionnaires to send clients, but I usually space them out over a two week period so as not to overwhelm them.
Some of the other documents I will send at this point explain in great detail my process for writing his copy. Writing great, knock-your-socks-off copy takes a lot of time, and letting your client see the research, writing, rewriting, testing, rewriting some more, counseling, etc. is important. It will show them the entire process while letting them see what care and professionalism I’m giving them.
Step Five: Now the client is on my “A List”. He receives daily email from me keeping him up to date on the progress I’m making on his copy and shoring up a few other questions I may have for him.
The Point of All This Is…
If you don’t have processes like this in place for your business, then you’re probably going to have a long, hard road ahead of yourself in terms of marketing.
The really cool part about this is that it’s so cheap. Sure, it takes time to put a system like this in place, but think of all the money you’ll be wasting by not having a system in place like this. You could use a billboard or run a pay-per-click campaign online, but that alone won’t cut it.
The famous marketer, Dan Kennedy always points out that you can have great marketing on the front end, but what’ll you do once you get them in the door of your business?
The Secret Edge That Most Copywriters Have
Good copywriters understand processes like this. They know full well that just writing a sales letter or a squeeze page isn’t enough. You have to have well written email follow ups, direct mail correspondences, brochures, etc.
And each one of these pieces has got to sell, Sell, SELL!
If your company is handing out brochures that aren’t written by a copywriter that deeply understands the sales process, then you’re wasting your time and money. You can’t imagine how many business people I’ve dealt with in the past have gone out of business because they never considered putting a process in place.
It doesn’t necessarily have to be a high end consulting business either.
It Doesn’t have to be This Way!
Years ago, I was helping a man that had a catering business. He had a great service and products but his business never grew beyond being just a small enterprise.
So I gave him a few processes to follow that would definitely help him out. One of the ideas was to give out a few chicken wings to everyone that got on his mailing list. He would ask his customers for their home and email addresses, and in return when he verified their email address he would send them a free coupon in an email that they could redeem for free chicken wings.
This way, he could send well written marketing messages and offers to these people informing them of all of his specials and new products, thus increasing his customer base.
Alas, he never implemented any of the common sense ideas I gave him and he got burned out. His business never moved forward; it was not profitable enough to keep going, and it wasn’t any fun just spinning his wheels endlessly.
Get Your Processes in Order
If you take a little time each day building marketing processes for your business, you will see a major transformation. First of all, your company will be immediately perceived as a professional player in the field you’re playing in, whether it’s real estate investment services or development. When clients think of which company they’d rather do business with, they’ll think of the company that looks the most professional and knowledgeable.
Second, your business will have a smooth, automatic process that will make your marketing much easier and cheaper. You’ll hit a target market that is far more interested in what you have to offer.
Third, the market place and prospects will see your name and message over and over again. You won’t be a stranger like everyone else in your niche. You’ll be the go to guy or business that has the most name recognition without spending Mega-Bucks on advertising.
If you’ve ever had to conduct a school fundraiser, you know it isn’t easy to get people involved. As a matter of fact, it’s almost as easy as pulling teeth most of the time.
One of the main reasons why most parents, staff, and business people associated with your school will blow off an opportunity to contribute or participate, is because they don’t see a big enough reason.
If they do want to contribute and get involved, they may put it to the side to deal with it later and then they forget about it.
They will need someone to tell them why the fundraiser is important and urgent, and why they should call right now
This is why a well written fund raising letter can be the answer to your problems.
Let’s Dissect this Fundraising Letter Together!
What I’ve decided to do is show you exactly, by the numbers, all of the elements of making a fund raising letter.
Believe it or not, there is a right way and a wrong way to get this done. Just like advertising copy, there are elements that must be presented in a logical manner to get people to want to read what you have written and then take action.
The average person gets hit with hundreds, if not thousands of marketing messages a day, why would they pay attention to your letter?
Hopefully, this dissection will help you create a letter that’s more effective and will get prospective parents, business people and students to take the action that you want them to in this effort.
#1 The very first, and most important part of any advertisement is the headline. Most advertising copy writers spend 80% of their time trying to write one for their copy.
You have mere seconds to grab your reader’s attention and get them to continue reading or they will probably set the letter down and forget about your message.
So, your headline has got to grab your their attention immediately.
In order to do this, you need to do two things:
Present the biggest benefit
Let’s take a look at the very beginning of this letter.
This letter was used to promote advertisement space in a school’s yearbook. The school was having a hard time getting businesses to respond to the opportunity of getting their businesses into the yearbook.
When I wrote this piece, I sat down for a couple hours and really brainstormed the top benefits I could present to businesses and parents that wanted to advertise in the yearbook.
Since I had a severe time constraint, I had to spend less time than usual on this. The headline is super important, so usually, when I write a piece for someone it takes a lot more time.
However, this letter had to be done quickly. (By the way, I normally won’t do work that requires this fast of a turnaround. Solid ad copy requires a lot more time and effort.)
In this headline (#1) I presented two benefits.
Making a difference in the lives of the students at the school
Getting businesses ads in a publication that won’t be thrown away
Important Note: Don’t get benefits and features confused!
Features are niceties of a product like: the color, size, shape, number of buttons, leather seats, clean look, etc.
Benefits are what the product or service will do for an individual like: make your teeth whiter, increase you intelligence, or get you to your destination safely.
The two benefits I presented in the headline are good reasons why a business person associated with the school would want to help out.
I could have said something to the effect of making it possible for parents to see what their kids were doing during the school year, but I wanted the reason to be more compelling.
Telling parents and business people they’re going to be making a difference, means a lot more. Also, I didn’t want to address this just to parents but also businesses that usually had a relationship with the school and believed in the Christian mission it represented.
The statement “Get Your Business in a Publication that People Won’t Throw Away!” is another benefit to advertisers and it also generates curiosity.
Notice I didn’t tell them initially that this is about advertising in the yearbook. I wanted them to read the rest of the letter, so I didn’t come right out and tell them what it was all about.
#2 In most advertisements, I wouldn’t put a formal statement of who this is from with contact information like this. Because this is a letter from a school and teacher with a sterling reputation, I kept elements of a formal letter on the page.
#3 Call them out. Whenever you’re writing a fundraising letter of this nature, you should know who your audience is. So call them out. If you were talking to parents of the basketball team, you would use;
“Dear Basketball Team Parents,”
This lets them immediately know that you’re talking to them. So, call them out and let them know that this message is for them.
#4 Break up the Spacing. Your school’s Grammar/English teacher will probably want strangle you. Don’t worry about how a paragraph is formed, but how a person’s eyes will travel down a page.
(This is especially true about writing for an Internet blog or webpage. People’s eyes just can’t handle small print, big blocks of writing.)
So, break it down.
Vary the size of your paragraphs so that people reading your ads won’t get tired eyes and sore heads.
#5 Give them benefits and reasons to help. Sit down and brainstorm every reason you can with students, parents and staff on the benefits of helping or contributing to the school’s cause.
Actually, this step should be done before you write a single word, because it will make your writing go so much easier. I once evaluated a ten page advertisement that was written for the Internet. Almost every sentence on that report had a benefit or two in it.
A good fund raising letter will give people plenty of reasons and benefits as to why they should help. So you need to brainstorm and write down every single benefit and reason why a person of interest would need to buy or contribute to your fund raiser.
#7 (#6 is explained below) Change up your font elements. Use bold, italics, underlined and a combination of the three to make important points stand out. Just like paragraph spacing, you want to create a page that is easy to read and not boring.
If I have an important point to make, I use these font elements to make my point stand out.
(In the case above, I used bold, italics and underlined at the same time. See how it stands out?)
However, never change the font in the body of the letter. Once you’ve started writing the body, stick with a plain, easy to read font like Arial, Times New Roman, or Verdana and stick with the same font throughout the body.
The only part of a sales letter, or fundraising letter that I’ll use a different font in, is the headline.
For the headline, I use large letters (if color is available, I’ll use red in the headline) using the Impact font. As I stated earlier, you’ll want to make sure that your headline grabs the eyeballs of your reader immediately and using large letters in a noticeable, yet very plain font is important.
#6 Use bullet points to call notice to important points, benefits and features. These are used to give the reader short and sweet points that will drive them tom take action.
I like to “dimensionalize” my bullet points if I can. If I present a feature about a product I’ll try to add a benefit to it so that it will carry more weight in the mind of the reader.
Example: “The yearbook cover is professionally printed and looks great, so people that see your advertisement will know your business is in a serious, well made publication, rather than a cheap newspaper that gets thrown away.”
See how I took a feature like the professional cover, and turned it into a benefit to the reader that will make their business stand out?
Bullet points also make important points stand out from the rest of the text on the page. Once again, this breaks up your body copy and makes it easy to read.
#8 Use a call to action (CTA). Near the end of almost any advertising copy, you’ll find a CTA. This is where you’ll actually tell the prospects exactly what they need to do to get involved.
If you want them to call you and place an order, then tell them to do so. Many copywriters feel that next to the headline, the CTA is the second most important element of a sales letter.
If you watch any infomercials on TV, whether they are trying to sell you a Chia-Pet, or trying to get you to donate money to rescue whales, you’ll see a call to action. Some of these infomercials run their calls to action throughout the entire presentation.
The example above shows a local car dealership that bought airtime on a Saturday morning slot. There are at least three or four calls to action here.
Can you spot them all? (Please see the answer at the bottom of this post.)
Something I should have mentioned from the start…
I know what you’re thinking. You’re starting to think that I’m telling you to use slick sales tactics to promote your Christian school’s fund raising activities.
You’re starting to think this is unethical.
I’ve worked at several private schools and every one of them used fund raisers to bring in MONEY. As a matter of fact, all of them had multiple fund raisers of every kind you can think of to bring in cash.
Yearbooks, bake sales, fall festivals, strawberry sales, cookbook sales, candy bars, etc. There are so many types of these fund raisers operating on so many levels, I can’t actually name them all….and that’s at just one school!
Now, ask yourself this question ― is it unethical for your school to have these fundraisers? Should they really have this many? Should your school be using children to bring in funds for a school?
Do you want your students to go on field trips?
Do they need uniforms for the baseball team?
Does your Senior Class want to go on a graduation trip?
Does your science class need more supplies?
Do you have any students involved with missionary work through your school?
I think you can see my point.
So, if your school is going to be using these types of activities, doesn’t it stand to reason that you’ll want to bring in as much cash as possible?
If I can show you a way to get the job done easier, while reminding people that are involved in your class or school what you are fund raising for, wouldn’t you do it?
Of course you would.
Not only that, but the fund raising companies you’re working with also want you to do well. I hope you don’t think for a second that the Golden Wrapper Candy Bar Company wouldn’t LOVE to see you sell a ton of their chocolate, and make a lot of money for your school as well as themselves.
Of course they would.
Hey, wait a minute! Now you’re going to tell me I’m trying to sell you on using this technique!
Moving on… (Yeah, just can’t win!)
Getting Back to My CTA…
#8 Continued ― You don’t need to be overt about telling people to take action because there are ways you can do it subtly. Take a look at this excerpt from my sales letter:
The first section gives the supporters a reason to donate or purchase outside of the reasons I’ve already hit upon. It actually introduces the CTA section while giving them another reason.
The next section creates urgency. You know as well as I do, that if your hand isn’t open right in front of your supporters, they’ll put it off, no matter how badly they want to help your school. So, with a fund raising letter you have to give them a reason to order today.
Always put a time limit in your letter.
If your strawberry fund raiser has a time limit on it because this is the perfect picking and delivering time, say it.
If you have to have the money in by a certain date because the senior class has to have the money to buy tickets, say so.
The last section is the overt CTA. This where you’ll come right out and say what you want the supporters to do. Always have a way they can easily order.
If you can have multiple ways they can order, so much the better. For example, if you’re working with a company that provides you with a webpage for sales, the best situation would be something like this:
The easier and more ways you can get people to order, the better off you’ll be.
#9 Closing ― Close out your letter professionally and always place contact and ordering information under your name. If you can add your signature do so because it adds a personal touch.
About Postscript (PS) Sections
Usually, copywriters like to use a postscript section in their copy. The reason is because you can remind people the benefits you just mentioned, but the main reason copywriters is to sweeten the deal somehow.
If you can come up with an extra benefit or treat to go along with your initial offer, put it in the postscript (PS) section.
Lists of Books that can Help Your Fundraising
If you want to learn more about how to write sales letters, fund raising letters or any other type of a persuasive message, I’ve put together a list of resources that you can draw on.
These resources deal with the art of copywriting however, you can adapt these to your fundraising communications as well.
The Ultimate Sales Letter by Dan Kennedy ― This book is a great introductory text that will give you all of the basics you need to craft a persuasive message of any kind. Dan Kennedy is a master marketer that commands $25,000 for a sales letter from his clients. You can get it used from Amazon for a lark.
How to Write Successful Fundraising Lettersby Mal Warwick ― Here’s a book that deals directly with writing fund raiser letters and actually gives you examples to work with. In the world of copywriting, “swiping” or the practice of using other people’s advertisements and letters as a template, is common practice. So there are quite a few examples you can swipe and quickly adapt to your fund raising efforts.
The Fundraiser’s Guide to Irresistible Communications by Jeff Brooks ― When other good copywriters recommend a book of this nature, you better believe it will get results. Not only does Jeff Brooks give you great fund raising ideas, but he also shows you how to design them for a better response. Once again, you can get this book from Amazon for free.
If You Don’t Want To Do This Task Yourself…
Well, I am an advertising copywriter myself, so if you need help with this task, please feel free to contact me. I’ll be happy to talk to you and give you some free tips on how you can make your next fund raiser more profitable.
Database Marketing for Christian Schools and Colleges
If you haven’t been maintaining and using a database to keep track of past and current students and their families, you may want to consider it.
Believe it or not, keeping a detailed database is an indispensable marketing tool that will put you light years ahead of any competition your school faces in the market place.
If you use a database properly, you can keep in touch with current families and past, while categorizing them in an order that is helps you keep track of their interests, geographic location, age, dates they attended your school, etc.
A good database can also help you keep track of any responses that you may have had concerning advertisements your school has run.
The main thing you have to keep in mind about using your database as a marketing tool, is that you are not simply looking at students and families as simply names and numbers, but as individuals that either attended your school or showed interest in it.
A Real World Example of Using Database Marketing
Let’s take a step back and think about this method for a second. Most private Christian schools and colleges have sports programs. Each year, your school hosts a sports banquet which is a pretty big affair.
The banquet is a fund raising event that helps to bring in funds for supporting your school’s sports teams. Let’s assume, for this example, that you’ve been diligently creating and maintaining a database for several years now.
Since you’ve been keeping detailed records on families and your students, you know which students were involved in sports programs in the past and if their parents were involved coaching, performing fund raising activities, etc.
Rather than just contacting student’s families that are currently coming to your school, you could use the database to send an invitation to alumni that were on sports teams when they attended your school.
Many of those alumni are now very successful individuals that not only wouldn’t mind paying to come to your event, but also would like to donate or contribute something more to the school.
Can you see how powerful this tool can be when you use it properly?
Finding Good Software Is the Start
If your school’s budget is very thin, you can start super cheap by using Microsoft Excel to create a database. Or you can simply use Microsoft Word even if you just want to keep a listing of current and past students.
I would also advise that you ask any of the dealers of this type of software if they have a free trial of their product, so that you or your staff may be able to try it before you buy it.
It would probably be smart to try at least five to ten database packages before making a final decision to purchase one. You’ll want to see which system fits your budget and you’ll also want to see which piece of software is easiest for administrative staff to learn and use.
So, make sure you pick the best software you can at the onset, so that you can easily use it to keep track and stay in place with your key players.
Building and Maintenance of Your Database is Critical
Once you have a program that works for your school, make sure you use it. It’s very easy to get lazy and blow off putting in critical information that will help your school and reach out to people that are involved with it.
Here’s a few ideas of what types of data would will help your school:
The Basics – Of course you’ll have the street addresses, phone numbers, email addresses, (email is still a cheap and super effective way of marketing any business) years attended or attending, etc.
Activities– I’ve already touched on how this can help you, but think of all of the activities your school has and how you can easily keep track of students and former students that are involved in different activities. That way, if you have any events based on a particular activity, it’ll be a snap to contact people interested in that particular event at your school.
Grades, Awards and Honors – if you maintain this information and then let students and former students know you remember them, it has a massive impact! If a student was a valedictorian or a salutatorian, and they still get mail, email or other messages from your school letting them know that you remember their achievements, it will leave an impression on them that they’ll never forget.
Families and Extended Families– This is very important information for you to keep. If you’ve been working at a private school or college, you know that former students will refer your school to their relatives. As a matter of fact, think about how many former students have attended your institution, and if they have any of their kids, nieces, nephews, or cousins going to your school. It’s no accident that they have. So, keeping in touch with these extended members is very important to your school’s overall database plan.
I’m sure you could think about other things that your school can do with information of this type, and it would probably be a good idea to sit down and brainstorm ideas with your staff on this subject at least once a year.
You’ve got to take the Long View
This is a good time to make a distinction between selling a product and selling a service. McDonalds sells products, Walmart sells products, but a private Christian school is selling a service.
Services are harder to sell that most products, because education, even though it’s real and important, is an intangible product that you can’t hold in your hands. (Unless you consider your printed diploma or degree the product.)
Usually, the process of selling an education is a more complicated affair than selling a simple product. However, once the education is sold and the student is now enrolled in your school, he or she is a part of your school family. It is very easy to make them feel as though they are a part of something.
(I recently wrote a 45 page report on this subject, and how you can use social media to create raving fans that will evangelize your school and promote it for free. You can get it by going to my site: www.elmocopy.com)
The big reason why your school should be using a database to market your school is because marketing for the long term is so much more important to a service that’s selling an intangible product.
Selling the services of any educational institution requires vigilant and consistent marketing that needs to be done day after day, month after month, year after year.
The kids you’re teaching today will either leave your school, or graduate from it, and the impression you leave on them will stay with them for the long term. How much bigger it will be if you stay in touch with them and let them know you remember them?
The Big Marketing Lesson You Must Never, Ever Forget:The easiest people to sell your services to are people that have already used your services!
If former students loved your school, and you’ve been using a database to keep track of these individuals and contact them, THEY WILL MORE THAN LIKELY SEND MORE BUSINESS YOUR WAY!
Another Real World Example of How You Can Use a Database
If you’re a college and have had graduates leave your school or graduate, you can easily keep track of former students and what their primary course work consisted of.
If your college developed a new graduate course on computer forensics, for example, then you could send an announcement out to everyone that took computer courses from your school.
You could then send an email announcement out that would talk extensively about the course and how it would benefit those former students. Not only that, but these students would probably be pretty excited if you college was hosting a computer fair, seminar, or other event.
Using a Database Can Save You Big Marketing Dollars
One of the great marketing benefits of using a database to market your Christian school, is that it can save you marketing dollars. If you have parents and students that come to your school, or even call it, a smart practice would be to collect as much contact information from them.
Once you’ve placed those names, addresses, phone numbers and email addresses into your database, you’ll have an exact list to send your marketing message to, rather than waste a lot of money arbitrarily marketing to a group of people that may not care about private schools.
Not only that, but you can contact these individuals over and over again in using various methods mentioned above, so that they will come to recognize and become familiar with your school and what it can do for them.
What Your Database Can Reveal About Your Prospects
Once you’ve got your database together, you can use it to see what demographics and similarities there are between the families and prospects you’ve collected. You can easily see what correlations there in:
Similarities there are with families that have stayed with your school for a long time. This information will tell you what benefits you should focus on in your marketing materials.
Areas of interest are your parents and students are focused on the most. Is it technology? Sports programs? This will help you know how to address
What you should spend money on in improving your school. If there is a large interest in a drama department, you should make improvements there that are very beneficial to your school.
Errors and deficiencies your school may be making. If you keep track of why students have left your school in the past, it may reveal deficiencies that you didn’t know existed. If you have lost a large group of students over the last few years, keeping track of these reasons in student records would be a big help.
Survey information. If your school can give a survey once a year, you could also keep that in a database which would reveal a load of valuable information about your school. This material could be used to help you identify the benefits you need to create effective ads and websites that address the needs of potential students and their families.
It’s All About the Relationship
You want to create relationships. You aren’t trying to create ads and marketing pieces you’ll only use one time. The average person sees about 30,000 to 40,000 ads a year, and will need to see your school’s name at least 5 or 6 times before it starts to register in their brains.
The best way to beat these odds is to create long term relationships with families that are in your target market. You should keep in mind as you use a database to market your school, is that it can help you create a long-term relationship with your students, families, and prospective students.
The more they hear from you, the more they’ll like, know, and relate to you. And the more they like, know and relate to you, the more they’ll respond to your marketing efforts.
As a matter of fact, they will become raving fans of what you have to offer and help you promote your school for free.
Here’s another great example of how to use your database creatively to keep and build relationships. You’ve built your database, and in it you have all of your student’s and former student’s birthdays and other important dates in it.
Wouldn’t it be great to send these students (even if they’ve graduated or moved on) a birthday card or an email wishing them the best on their birthday? Who does that? If you don’t think this sort of thing sticks in a person’s mind, guess again. Techniques like this are very effective.
The cool thing is, big companies can’t use these types of tactics because they’d go broke. You have a much better opportunity to connect with your audience than big companies, and you need to do this if you want to create long term relationships.
Action Steps to Database Marketing
Hopefully, by now, you see a reason to invest a little time, money and effort in using a database to market your Christian school.
Here is a list of things you can do to get the ball rolling:
Go online and search for school database software. Make sure you look at more than just one or two packages before making a decision to buy. Also, see if you can get a trial package to test the software first.
Once you buy and install the software, get your key personnel up to speed on how to use it, and input all of the current data into the software.
Make sure you keep track of what students were involved in, and what they accomplished at your school when they attended.Remember, students that graduate or have to leave your school can still be evangelists and raving fans of your school. They have friends, relatives, and eventually, kids of their own that may go to your school.
Once you have a system in place, take a look at the demographics and make up of your students and former students and their families. See if you can spot correlations and similarities than you can use in your marketing.
Conduct surveys and keep the results in a separate database. This will be vital to knowing what key benefits your school will need to present in all of your marketing materials.
Use the information in your database as often as you can. Sit down and brainstorm all of the different ways you can use it and take action!
I’m sure that you can think of different ways you can use this software to market your school. If you have any ideas you’d like to share with us, please feel free to do so in the comment section.
If your school is considering running ads, using email marketing, direct mail or any other form of marketing communication, and would like some solid advice, please feel free to contact me.
I’d love to discuss with you how to use the power of words to quickly grab the attention of your prospects and get them to read your marketing message seamlessly.
To Your School’s Continued Success!
Mark “Elmo” Ellis www.elmocopy.com elmo033057(at symbol)gmail.com (859) 797-9560
Usually, whenever I see advertisements for private schools, I can’t help think that there was little thought put into them. I don’t want to sound harsh, but I’d like to give you an honest evaluation of what I’m seeing, while offering you some valuable insights on how you can improve your own ads.
When creating a magazine ad for your Christian college or private school, you have to think the entire process through, much the same way an advertising copy writer would before he sits down to write a single word.
Elements Your Ad Simply Can’t Do Without!
You have to consider the elements that should go into your advertisements BEFORE you start creating one. For example:
What is your school’s biggest and most important benefit? Is it the safety of your school? Do you have an incredible technology program? Are students getting fed spiritually as well as academically? Will the students have higher test scores? You need to sit down and assess these.
One of the best ways of doing this, is to run a yearly survey. At the end of the school year, ask parents and students what they thought was the most important facet or benefit of your school. You really need to dig deep and ask a lot of questions and tell the respondents to be frank. You also want to know what they didn’t like as well. This will give you loads of incredible information which will be essential to your marketing.
This is probably the most important part of your ad, because you want the reader to immediately know what you are all about. People usually scan before they actually read an ad, so the quicker you can get your main benefit across, the better.
Here are some examples of great ads that communicate immediately what they are about:
There is no question what this business is about and who their target audience is. Their biggest benefits are they clean and deal in rugs. On the lower right side of their ad are the other important benefits and services that they offer. Their target market is people that need their rugs cleaned and repaired, and they are experts at it.
Let’s look at another ad:
What is the benefit of NordicTrack? It’ll make you look and feel younger!
The biggest benefit is implied in the ad’s headline. Notice that the headline doesn’t state the benefit directly but skillfully generates curiosity and then spells out the next biggest benefit in the body copy. This is done so on purpose, so that you’ll read the rest of the ad ― “NordicTrack strengthens your heart and helps you to look and feel younger.”
So, you need to know your school’s biggest benefit, and display it prominently in all of your advertising.
Who is your target audience or market? Marketing to everyone is marketing to no one. Are you trying to reach students and parents that are in a particular income range? Is there a particular part of town that you want to focus your advertising efforts on? What is the language and culture of the people in your area? What are they interested in?
The more you know about your target audience, the better off you’ll be and the less money you’ll spend trying to reach them.
It’s no mistake that politicians will have their hair cut or styled the same way that their target audience. They will also adapt their language to the people they are romancing because they have master marketers advising them to do so.
You need to understand and know everything you can about your target market and how to relate to them. I live in an area where a university is extremely important to the local economy, and it’s almost death for a business to ignore this culture. I’m not telling you to be phony, just smart. The schools and colleges that really get this, will do very well.
What other important benefits does your school offer? Once again, your survey will give you all sorts of ideas and insights as to what parents and students think about your school. You need to present as many of these in the copy of your ad as possible.
If you’re running a small ad, make sure that you run your biggest and most important benefits, even if it is only one or two.
Here’s an example of a small, effective ad:
Once again, within a matter of seconds, you know exactly what this school is about and what the main benefits a student attending there will receive. At a glance, you can see the benefits of sending a student there and what the school represents. They put a call to action in there, even though there is not much room to work with.
In this case, I would have put the school’s phone number in large font, right under the call to action.
Calls to action. If you look back at the NordicTrack ad, you’ll see a definite call to action there. “Call for free video and brochure” and then it gives you a 1-800 number to call in large, bold letters. Many of the ads I see produced for private Christian schools, don’t have anything other than an address and phone number in very small print.
A good call to action asks the prospect to do something as soon as possible. If you watch any of the infomercials on TV they’re usually asking you to do something almost from the get-go while they are demonstrating their product or service. There is usually a 1-800 number displayed telling you to CALL NOW!
Usually, they’re also offering you free information that you’d be very interested in hearing.
A good idea for your school, would be to offer a free report, DVD with more information, or other item, just for responding to the ad.
If you use an enticing call to action, you’ll get more of a response from prospects, especially if you offer something free of value to them.
“Call Us Now for our Free Report –10 Easy Ways to Increase Your Child’s Learning Capacity, Overnight!”
What parent wouldn’t be interested in that? Creating a report of this nature is very easy to do, and you could easily have it printed, bound and ready to give to prospective parents and students when they walk in the door.
Contact and other Important Information. – If you include a call to action on your landing page, you should have a very easy way for the prospect to contact you for more information. The easiest way to do this would be to have a phone number
Real-World Examples of Ads and Websites That Could Be Better!
Let’s diagnose a few ads and websites from schools and see how they can better their copy elements.
This is the landing page from a prominent Christian school’s website. (I’ve blurred out the name of the school.) Since you’ve only got a few seconds to grab your prospect’s attention, you need to communicate benefits and generate curiosity in your school fast. I fa a prospect can’t find a good reason to stay, they will merely click the mouse button and move on to another site.
This is usually what you’d see on just about every private school’s website. Considering the fact that many schools use their websites as their primary PR tool, wouldn’t they want to use it to the fullest extent to generate interest?
#1Biggest Benefit -Since the school already has “Christian School” in its name and logo, they really don’t need to reiterate it in the top of their site. They could have led with their biggest benefit in a large font right up front, or they could have combined the Christian message with their biggest benefit.
Example: “Christian Based Education – in a Safe, Fun Environment!”
#2Big pictures look nice, but they don’t sell as well as well written copy. Some of this landing page’s real estate could have been used to hammer out the other important benefits the school has to offer. You can still use pictures effectively, but you can also superimpose the benefits and copy over the image.
Surveys have found that smiling faces do sell, so using them is important. Just don’t sacrifice your entire page to that element.
#3A way to collect contact information / Call to action (CTA). On websites, you should always have a method of collecting contact information from people visiting your site. Websites usually use a tool called an “autoresponder”. What an autoresponder does, is it collects contact information from people that visit your website, and keeps all of the information in a database for you.
Not only that, but it will send an automatic message back to the individual that signed in. Pretty cool, eh? You can get this type of messaging service from several different services on the Internet.
#4Testimonials – I didn’t label where this should go because it can be placed basically anywhere on the page. However, testimonials can really add to the credibility of the school and add a personal touch prospects can relate to. Testimonials are very easy to get from parents and students but their impact is super effective.
#5 Labels and symbols of authority. If your school belongs to any type of organization or association, you should put those in your ads or on the landing page of your site. The power and effectiveness of them are huge in the mind of your prospect. Seals and symbols of trade organizations and associations have the same impact as testimonials.
Let’s take a look at a print ad from a magazine. This was a half page, full color ad, so I imagine the school paid quite a bit of money to run it.
(Once again, I blurred out the school’s name and contact information, and I would like to reiterate that this critique has no bearing on the quality of education you would receive from the institution. I’m merely pointing out obvious marketing errors.)
The ad has a “cool” design, but does it sell?
I’m not sure why “Middle School” has to be in such massive lettering that it eats up almost the entire ad, but the advertisers must have felt it was extremely important as to put so much emphasis on it. I get the idea that this school wants to make sure that you know it is a middle school, but does it really need to go to this extent?
“Historic Downtown Location” is a feature and NOT a benefit. A feature is personal preference that really adds little value to the item. (Like the color of the building, shape of the item, etc.) Benefits are what the product or service will do for you and they should be your main selling points. Like:
Will the school…
Make your child smarter?
Encourage critical thinking skills?
Provide a safe environment?
Add Christian values to lessons?
Encourage discipline and regimentation critical to success?
Once again, your copy should be loaded with benefits, starting with the biggest one your school offers.
I also found that the contact information on this ad was very small. The school does have a prominent call to action (Enroll Now…) that should have had the phone number displayed in large numbers next to it rather than very small text on the line above it.
Finally, the picture of the school appears to be a hand drawn, pen and ink illustration that does nothing to sell the school. As a matter of fact, it looks like the school is in a residence, rather than a normal school building, which may be a turn off for some parents.
Surveys have shown that ads like this pull a much better response with pictures of happy, smiling faces on them. People relate to faces, so a scene where there are happy children learning and performing an activity on them are much more effective.
Now, let’s contrast this with another ad from the same magazine. This ad is much better, even though it was a lot smaller than the previous one.
Considering that this ad was an eighth of a page in size, it’s super effective!
Immediately you know what this school represents, and what the main benefits are. (As a matter of fact, there are seven of them.)
The picture of the child smiling in a classroom environment will relate well to prospective parents. The only thing I would change considering the size of the ad, is to make the phone number bigger, with a short call to action next to it!
Call today! – (xxx) xxx-xxxx
Massive Tips That’ll Make Sure Your Ads Will Get Seen!
Here’s a couple other ideas that will make your ads much more effective.
Consistently run them. When people see your ads over and over again, time after time, it spells out the fact that your school is a lasting and enduring institution that is here to stay. It means that you are not just serious about your business, but you’re setting the standard for others to follow.
Also, it usually takes about none or ten exposures before your ads will begin to register in the minds of prospective parents or students.
Make sure you run your print ads in the right publications. If you’re running your ads in a magazine that doesn’t have other schools running their ads, then chances are you are in the wrong publication. Check around and find out which publications would be the best fit for your school BEFORE you run your ad.
Test your ads constantly. Change different elements of your site or advertisement to see if it pulls more response. Sometimes changing the color of the text or having a different call to action can make all the difference in the world!
Here’s a real-world, clear example. A business was selling a music item years ago. The first ad had a headline that said:
“Put Music in Your Life!”
The second ad the company ran said:
“Puts Music in Your Life!”
The second ad pulled a much better response because the word “Put” indicated effort, while the second ad’s “Puts” indicated it was done for you and required no effort.
No kidding. So, testing to see what works and keeping track of it is super important.
Make your ad look bigger by using a border. Borders around your ad will make it seem bigger, so it is a good idea to use them especially if your ad is an eighth of a page in size or smaller.
Don’t just use capital letters. Believe it or not, all caps make it more difficult to read.
WELCOME TO ALFRED JONES CHRISTIAN SCHOOL
Welcome to Alfred Jones Christian School
See the difference?
Make sure that you use a strong headline. This is where a good advertising copy specialist will come in handy. If you can, try to include at least two of your school’s best benefits in your headline while trying to create curiosity.
Write as if you are speaking to one reader, rather than a crowd. People like to feel as if you are relating directly to them, so when you write anything on your ads, try to make sure it sounds like you’re talking directly to the person reading the material.
Try to get your ad placed on the right hand side page in the top left corner. People’s eyes usually go to this area first, so they will see your ad if it is placed there immediately. If you are just running a website, try to get your most important information and benefits into the top, left hand side of your site.
Internet based companies have used eye tracking software that record the motion your eyes make and then present the movements in a graphic called a “heatmap”.
The results have shown time and again that people’s eyes move in an “F” pattern when they look at a website, and it probably isn’t any different with a magazine ad. If you look at the image below, you can see that people’s eyes start in at the top left side of a page and move right.
Obviously placement is very important for your ads, so make sure you have them right where you know people will be looking for them.
If You Follow These Tips and Take Action – You’ll Blow Everyone’s Mind!
If you follow the advice I’ve given you on this page, you’ll be light years ahead of most of the schools in your target geographical area. There’s an old saying that I just love to use,
“In the land of the blind, the one eye man is king.”
If you have knowledge that everyone else doesn’t have, and know how to use it, then you’ll be the go-to person at you school. Your school won’t be wasting money, chasing blind marketing ideas or just randomly placing ads.
I’ll be writing more articles on the subject of marketing your school, so bookmark this blog and refer to it when you need to.
Give Me a Call – I’m Sure I Can Help You!
I’m also available for free consultations if you’d like to give me a call, or send me an email, my contact information is:
Mark “Elmo” Ellis elmo033057(at symbol)gmail.com (859) 797-9560.
My area of specialization is writing advertising copy, so I can easily help you write copy for your ads or website that’l entice prospects to want to know more about what your school has to offer.