Post on 24-May-2020
transcript
Learning outcomes:
How to:
• Create a high-quality marketing toolkit
• Design a personal brand
• Offer multiple services simply and efficiently
Learning outcomes:
How to:
• Design business cards and brochures that get results
• Build a website quickly and cheaply
• Get a logo quickly and cheaply
What do YOU want?
• Do you want to work from home?
• Be a global superstar?
• Earn a bit to pay for the annual holiday?
Where do you start building your marketing toolkit?
• Get the design ‘building blocks’ right first
• You cannot create a great set of marketing tools without doing the ground work
Where do you start building your marketing toolkit?
• You need to engage suppliers to help you
• You can do it on the cheap - or you can have the long term in mind and get quality
• Either way, get started
Marketing collateral:
1. Logo
2. Website
3. Business cards
4. Credentials statement
5. Letterhead/stationery
6. Social media profiles
Do you offer more than copywriting?
• If you offer more than copywriting, should you create a dedicated copywriting site or a site that offers everything?
• Tip: Create a personal brand with your name at the top of the ‘empire’ eg Kate Clark
Do you offer more than copywriting?
• If you want to offer multiple services, you can brand them separately but offer them under the banner of www.KateClark.com.au (buy the .com too)
Why is this important?
• You can lose sight quickly of what you’re doing and why you’re doing it
• Acknowledge that you’re starting a new business - and although the costs of entry are low, if you invest a bit at the beginning you’ll grow more quickly
Why is this important?
• Start as you intend to finish…do you want to go big or just stay small?
• Decide on the level of quality you are willing to pay for eg you can buy a logo on automatic logo generator for $30. You can pay a designer $600+ for a brand or $3000
• Do you want to be the star of your show or do you want to be person behind the scenes?
• Do you want to be doing the work, or do you want to have a team of people to do it for you?
Why is this important?
Personal branding:
• KateClark.com.au
• Kate Clark Copywriting
• Kate Clark Graphic Design
• Kate Clark Dress Making
Personal branding:
• Saves you having to build multiple sites
• Have a different landing page for each service, uniquely branded
How to build your personal brand:
• Reserve your name and buy it as a domain name/URL
• Example:
http://www.bernadetteschwerdt.com.au/
You need the following ‘building blocks’:
• Headshot
• Logo
• Personal branding/Tag line
Tip: Don’t use customised fonts -too complicated
Tip:
• Search on Google for your initials or name and see what comes up
• I knew I wanted ‘B’ in my logo somehow -so I Googled ‘B’ and found enough imagery to brief my graphic designer as a starting point
Why you need a good photo:
• To market yourself, you need a great headshot - all actors know this but now, business people do too
• Here’s why it’s needed:
1. The logo:
• You don’t need to pay thousands for logos anymore
• Get it made at:• 99 Designs• Freelancer.com• Upwork• Fiverr
The logo:
Google:
• www.istock.com
• www.shutterstock.com
…for images and backgrounds for ideas and inspiration
Hire a graphic designer:
• Use local if you can - ‘give to get’ - they’ll give work to you too
• You can meet with them and show them what you want in person - easier
• You can get faster turnaround sometimes
2. Building a website:
• Decide on what it needs to do
• Do your research for comparable sites
• Check out www.themeforest.net to look at existing designs
3. A business card:
• They used to be essential parts of a marketing kit
• But now, people say, I’ll find you on LinkedIn
The power of a business card:
• It’s not just a card - it’s credibility
• In copywriting, we are only as good as we present ourselves to be
• If you look professional, if you’re pleasant and can build rapport, you will get work
Why you need a business card:
They:
• Are a visual reminder of you
• Can be found later on after you’ve been forgotten
They pay for themselves:
• They cost around $10 - $100
• If you get just ONE client from the card, they have paid for themselves
• Don’t wait until your website is up -get them now
What to put on your card:
• Role - copywriter, CEO, wordsmith etc.
• Mobile
• Email (get a Gmail account if you haven’t got a personal account)
What to do:
• Put your name and details on one side only (don’t split them over the back and front of the card)
• Keep it clean and simple - make it easy to read
What not to do:
Don’t:
• Make it a funny size - hard to put inside a wallet
• Make it fold out - too thick to put in the wallet
• Laminate it and make it hard to write on with a pen
• Don’t major in minors
• What your business card looks like won’t get you work - but it will lose you work if you don’t get it made
Decide:
• Fastest way to get it done - Google images of ‘business cards’ and see what you like
• Send the image to your designer or printer - get them printed! Then you can start networking…
Decide:
What to put on the back:
• Put your services on the back - what you write:
• Blogs, newsletters, websites etc.
• Any unique selling points - qualified lawyer, teacher, nurse, accountant etc.
What to put on the back:
• Special offer - if you have an offer for them to download off your site, list it here too
• “Free report: How a copywriter can help you get on page one of Google.”
What not to do:
• Don’t use light-weight stock/paper
• Make it look professional - collect some and see what impression you get from them
• Find one you like and copy it
4. Credentials flyer:
How to quickly create a credentials flyer:
• Do a sketch first
• Send it to a designer
• LinkedIn - research other copywriters
• Facebook - personal or business?
• Twitter - drive traffic to your site
6. Social media profiles:
• Make your website your ‘mothership’
• It’s ‘owned’ media
• Use social media to drive traffic to your website
6. Social media profiles:
For more resources:
• Marketing plan template - detailed
• Marketing plan template - condensed
• Inbound leads and traffic calculator
For more resources:
• Branding questionnaire
• Website questionnaire
• Online content marketing template
NB: All available as downloadable documents