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Writing to Sell, Brand, & Promote EFFECTIVELY Chris Wechner Director of Marketing The Ultimate Analyst

Writing to Sell, Brand, & Promote Effectively

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Some people have an easy time writing, but for most of us, it does not come easily. Here is the presentation I gave to help people learn how to write more effective, and I gave some tips to help make it easier for people to write. Within this presentation, I took addressed: -How to Make Writing Easier -How to Hook People into Looking at Your Writing -How to Keep People Reading -How to Persuade Them to Take Action (i.e. buy from you) I gave writing tips for... -SEO -Online Branding -Event Promotion -Sales Admittedly, perhaps the biggest value for those in attendance was the in-class examples we provided, which are not included in this presentation. For questions about how I might be able to help write your way to success, call (248) 905-1290 or email [email protected].

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Page 1: Writing to Sell, Brand, & Promote Effectively

Writing to Sell, Brand, & Promote

EFFECTIVELY

Chris WechnerDirector of MarketingThe Ultimate Analyst

Page 2: Writing to Sell, Brand, & Promote Effectively

My Conversion from Hating to Write

• Childhood & College• Career / Work World• Today in Business

Page 3: Writing to Sell, Brand, & Promote Effectively

Tonight’s Goals

• Show you…– how to make writing EASIER (for you)– how to make people WANT to read your “stuff”– how to COMPEL people to take certain actions

Page 4: Writing to Sell, Brand, & Promote Effectively

First, let’s discuss some basics…

Page 5: Writing to Sell, Brand, & Promote Effectively

How to Make Writing Easier

• For some people, writing is easy.• For MOST OF US, it is not, unless…– We find ways to get ideas– We find ways to organize thoughts– We find ways to find ways to explain so the reader

can understand– We find ways to identify with the reader

Page 6: Writing to Sell, Brand, & Promote Effectively

Finding Ideas of What to Write

• Read more• Talk with more people• Reread your own writing• Attend meetings – Listen to complaints• Read comments on the Internet• Take note of “things that seem strange”• Teach things to people• Having a hard time finding info? (an opportunity?)• Create lists• Ask people for Help!

Page 7: Writing to Sell, Brand, & Promote Effectively

Organizing Thoughts

• Have your end in mind• Generate a list• Create an outline• Identify– The Problem/Conflict– The Solution– The Story• Characters, History, Background, etc.

– The Motivation

Page 8: Writing to Sell, Brand, & Promote Effectively

Explaining Things (Effectively)

• Find level of prior understanding of 2/3 of your readers

• Identify what a newcomer would need to be explained

• Figure mistakes most beginners make• Determine important things most experienced

people—probably your 2/3—tend to forget(or overlook)

Page 9: Writing to Sell, Brand, & Promote Effectively

Identifying with the Reader

• Have you ever been in the reader’s position?• How might you try to help the reader if he/she

were your BEST friend?• How might you help someone who is a

beginner at this?• How might you help someone who might not

have your background?• Are there any interesting or funny stories to use

as an example?

Page 10: Writing to Sell, Brand, & Promote Effectively

How to Hook People into Reading

• Your Title should appeal to their– Curiosity– Desire to know more about a “buzz topic”– Need for a better life– Love for learning about scams or imperfections– Desire to get lots of info with just a little effort– Want to learn about something odd– Enjoyment of humor or irony– Need to find mistakes (seeming contradictions)

Page 11: Writing to Sell, Brand, & Promote Effectively

How to Keep People Reading

• You need to make good on the “title’s” promise – meet the expectations of your reader.

• Either be informative or entertaining.(If you can do both, that’s even better.)– Make sure they can relate– Don’t leave them confused (connect the dots)

Page 12: Writing to Sell, Brand, & Promote Effectively

How to Persuade People

• Show you…– Know what’s on their mind– Understand what they want– Have a great solution– Will probably make life better for them

• State what they need to do next

Page 13: Writing to Sell, Brand, & Promote Effectively

Now, let’s start applying this stuff!

Page 14: Writing to Sell, Brand, & Promote Effectively

Writing Goals to Discuss

• Search Engine Optimization (SEO)• Promoting Events• Company or Personal Branding• Driving Sales or Persuading Actions

Page 15: Writing to Sell, Brand, & Promote Effectively

• Keywords• Related Words• Referring to Relevant Sites• Picture Images (if available)

Writing Goal: SEO

Page 16: Writing to Sell, Brand, & Promote Effectively

1. Let’s create a quick example.2. Places to Submit– Article Directories• Ezine Articles, GoArticles

– Guest Post on Other People’s Blogs

Demo:Writing for SEO

Page 17: Writing to Sell, Brand, & Promote Effectively

• Method #1: Upside-down Triangle• Method #2: Presenting a Problem & Fixing It

Writing Goal: Promoting Events

Page 18: Writing to Sell, Brand, & Promote Effectively

1. Let’s create a quick example.2. Places to Submit– Press Release Submission• PRLog, BuzzFeed, BeforeItsNews

– Online Event Sites• EventBrite, FaceBook Events

– People with Meetup Sites– People with e-Newsletters

Demo:Writing for Promoting Events

Page 19: Writing to Sell, Brand, & Promote Effectively

• Establish Expertise• Taking Action as a Community, Occupational,

or Industry Leader• Sponsoring or Coordinating Events• Announcing Milestones• Awards

Writing Goal: Branding

Page 20: Writing to Sell, Brand, & Promote Effectively

1. Let’s create a quick example.2. Places to Submit– Press Release Submission• PRLog, BuzzFeed, BeforeItsNews

– Article Directories• Ezine Articles, GoArticles

– Guest Post on Other People’s Blogs– Industry Magazines (Nationwide or Local)– Your Blog

Demo:Writing for Branding

Page 21: Writing to Sell, Brand, & Promote Effectively

• Providing Pleasure• Creating Hope• Fixing Pain

Writing Goal: Sales

Page 22: Writing to Sell, Brand, & Promote Effectively

1. Let’s create a quick example.2. Places to Submit– To Specific Person (or Group)• Email

– To More Than One Person (or Group)• Website• Email List (Email Blast)• Classified Ad Sites• Direct Mail

Demo:Writing for Sales

Page 23: Writing to Sell, Brand, & Promote Effectively

What’s next for you?

• The Lesson:– What is something you hope you do not forget?– How do you plan to remember it?

• The Action:– What will you do to make your life better from it?– How soon will you do it?

Page 24: Writing to Sell, Brand, & Promote Effectively

Writing to Sell, Brand, & Promote

EFFECTIVELY

Chris WechnerDirector of MarketingThe Ultimate Analyst