Bon Jour Freelancer!
Here’s the deal: I wish I was a cool person. I always imagine I’ll head to one of these author events and sail into the room like a suave countess. In reality, I’m more of a bumbling Maxwell Smart.
Case in point: Before one event, I’d just taken a tumble on the bike trail and sported a fat lip. Another? A raging cold struck. I left a blizzard of tissue dust wherever I sat. This time I almost made it to departure day until… Luna the fairly feral Tortie head butted me, leaving a lovely track mark across my chin.
Oh, how I wish I were as smooth as James Bond.
But I guess we all play the hand we’re dealt, eh?I guess concealer is my friend…
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Benefits, Benefits, Benefits
Beth’s note: I’m on my way to Chicago and am busier than a bee in a cornfield. So, I included an excerpt from the upcoming 14th issue of The Creative Entrepreneur. In it, I discuss a big mistake many writers make when they try to determine the folks who make up their readership. I also talk about some great tips when it comes to speaking with your audience. Here’s one of ‘em:
Whenever you market, always think of your strengths in terms of benefits.
So you can write. That’s a feature, just like the color of your hair. So’s your height. Descriptions constitute features. The trick is to turn your features into benefits.
You can do that by adding words like “so that” or “and that means…” at the end of each feature.
Why do this?
Because people aren’t mind readers. Assume your potential customer doesn’t have the time or energy to intuit anything.
Here’s an example:
You can write (feature).
Who cares? So can my fifth grade niece. Your reader can write, too. Why is this a good thing?
Here comes the benefit: You can write and that means you can effectively communicate any message (benefit)…
… and that means when you write for them, you can touch your potential customers on a deeper, more emotional level, making them more apt to buy. (This is an ultimate benefit… a very good thing to include.)
Notice the feature, the benefit and the deeper (or ultimate) benefit.
When you transform features into benefits you up your chances of making the sale. Tap into deeper benefits, and you’ll better reach your reader/potential customer. It’s in knowing your audience that you can delve into these deeper benefits and separate yourself from average writers and become someone who is well on their way towards excellence.
Which leads me to my next point…
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