Test

It’s something we all do.  And what a lot of people do to us (especially in our business).

They’ll put us to the “test.”  ”Test” us out against the rest of the competition.  ”Test” our patience. Do about everything else there is to see if we’re worthy enough to do the job we say we can, maybe even going so far as to require us to even take a blood “test” before offering us the job.

My point?  We’re always being tested.

And it really never ends.

So how do you pass this constant and never-ending “test” everyone seems to put us through these days?

The first part is when someone first hears about you (or your website).  Or actually even meets you in person.  It’s the first time someone comes into contact with you, when they form these mental images of who you are.  What you do.  And whether or not they’d like to do business with you just over the types of font used.  The colors.  The design.  And how you make them feel (through your words – copy).

In having a chance to sit down and chat with Maria Ross of “Red Slice,” I’ve been reading & studying her book “Branding Basics,” over the last few weeks and I’ve come to realize how really important this is.  More importantly, how quickly people judge us and…

We really have to take a look at what it’s saying.  Taking the time to understand whether or not we’re attracting the type of clientele we’d like to work with.

Taking that a step further, it’s about…

Testing what kind of direction we’d like to take our business.  Testing new products.  New services. Seeing if certain people are the right match to not just work with, but to “partner” up with too.

Recently having the opportunity to work for a pretty recognized ad firm (copywriting), I’m continuing to test the waters with it – versus the new direction I was thinking of going in my own business.

But sometimes I wish the tests would eventually end.

From testing our parent’s patience when we were younger, only to enter grade school and be bombarded with more tests up through college.  Work.  And…

I sometimes wonder, “What’s the final test?  And are we prepared enough for the end result (pass or fail)?”

QUESTION: Do you love your business, but know you shouldn’t be the one writing for it?  Or perhaps you may even feel you could ruin the reputation you’ve spent so long in building?  Heck… maybe you’re just way too embarrassed to even share it with anyone because you know deep down inside that whatever you write, doesn’t accurately represent who you are and what your business is really about.

Bits And Pieces? Or Everything?

A lot of small businesses look to do pieces here and pieces there.

Occasionally getting asked to do “the bio.”  Or “the about section.”  Or…

Someone even asked me to do their mission statement (not including a recent inquiry to see if I can help get their book in stores – strange, I know).

But let me ask you this…

What if you were to walk into a store that asked their General Contractor to just redo the outside of the store – despite everything else looking a bit old and decrepit on the inside?  And what if you walked in to go to the dentist and said, “you know can you just clean the two front teeth.  I mean that’s all people look at the most.”

Pretty ridiculous (I know).

It’s the same way with writing copy for your business.  There’s a tone.  There’s a style.  And…

There should be a consistency throughout it ALL.  If not, what does it say about you?  Actually, never-mind that.  What do you think your customer’s going to say about you…

Don’t you think they’ll notice?

I mean wouldn’t you?

QUESTION: Do you love your business, but know you shouldn’t be the one writing for it?  Or perhaps you may even feel you could ruin the reputation you’ve spent so long in building?  Heck… maybe you’re just way too embarrassed to even share it with anyone because you know deep down inside that whatever you write, doesn’t accurately represent who you are and what your business is really about.

If any of that sounds familiar.  Click here.  Let’s talk!

Consistency (And Our Brand). Why Does It Matter To A Small Business?

For many it doesn’t (especially those who just think they have a business – not a brand).  But isn’t that the problem?

Let me explain…

Please watch the video below or just click here to view (if the video for some reason doesn’t show).

NOTE: Before starting “The Kick Ass Copywriter” as a debt free profitable business, I (Jared Matthew Kessler) released 5 albums of music. A book. And 3 eBooks. Switching gears to help simplify great ideas into words that sell, I help businesses stand out from the noise – not just add to it.

Click here. Let’s talk.

The Letter “P” (And Your Business)

It’s an important, yet very simple video that I think will really help explain a lot of the things I talk about.  It’s only about 3 minutes long.

Please click here if for some reason it’s not showing up below (I think you’ll like it).

NOTE: Before starting “The Kick Ass Copywriter” as a debt free profitable business, I (Jared Matthew Kessler) released 5 albums of music. A book. And 3 eBooks. Switching gears to help simplify great ideas into words that sell, I help businesses stand out from the noise – not just add to it.  Click here. Let’s talk.

The Superhero Online. But Offline?

That’s a scary question for a lot of people to face.  Hiding behind the magical façade of pretending to have all the answers…

There’s an offline part of our business that’s dying to come alive.  The human side.

Taking just a few minutes to “build a relationship” offline (in-person) – it could take anywhere from a few weeks to even YEARS to build the same level of trust and rapport with any type of online copy.

Although this can get a bit scary for some – actually meeting another human being face-to-face, I think it’s important to find other ways to connect.  Not just through another blog.  Email.  On the phone.  Or on Skype.

My point?

Using your copy beyond just the online part, to match it up with who you REALLY are offline.

Less Has Become More

From something as small as the copy on your business card to something as grand as an elaborate sunshine filled website, everything needs to match.  Be in 100% alignment with your brand.  And who you say you are versus what your business is really about (beyond just the words on a computer screen)…

Beyond the lengthy copy.  And beyond touting self-help platitudes that everyone’s starting to see through.

Being solution based.  Benefits focused.  And doing that in as few words as possible, it all needs to come out at first, but then be cut down.

The Noise

I have two things on my business card.  One picture of a billboard sign with handwritten words that say, “Are you standing out from the noise or just adding to it?”

The other side?  It says thekickasscopywriter.com.

That’s it.

Why?

Because I’m more concerned with the REACTION people get from reading the copy (not just what’s written) and…

This is something I see a lot of people out there skipping.

How people react to what we’ve written.  How it actually makes someone feel.  And how others can get a sense of who we are by what we write (or don’t write).

It’s In The Space Between The Lines

So when someone asks you what you do, they know who you are by what you said.  How you said it.  And how it makes them feel (or not feel).

So say for instance someone asks me, “So what do you do?”

I say, “You know how a lot of businesses have a great idea inside their head, but for the life of them, just don’t know how to go about communicating it out into the world that actually sells it in a way without the hardsell or putting people to sleep?”

I respond by saying, “simplifying great ideas into words that sell, I help businesses stand out from the noise (not just add to it).”

That’s it.

That’s my verbal copy.

It solves my customer’s problem.  Communicates my benefits.  How I’m different.  And is actually the shortest most descriptive copy that I found explains what I do for those small businesses in my target market (that actually gets a reaction)…

Because unlike most “freelancers” out there we really need to start looking at ourselves as a business and as a brand – because that’s what we are.  A brand.

As for adding anymore information than that… it’s just noise.

Noise that people don’t really need and detracts from anyone REALLY wanting to work with us.

Living Our Brand

So whether it’s your company name.  Your blog.  Whatever it is… live your brand (both online and offline).

It’s in how we look.  What we write.  What we say (or don’t say).  Because who really cares how “great” we are online…  Offline, I’d just like to meet the same person…

Superhero or not.

Wouldn’t you?

QUESTION: Do you love your business, but know you shouldn’t be the one writing for it?  Or perhaps you may even feel you could ruin the reputation you’ve spent so long in building?  Heck… maybe you’re just way too embarrassed to even share it with anyone because you know deep down inside that whatever you write, doesn’t accurately represent who you are and what your business is really about.

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