Posted on Monday, 17th November 2008 by CopywritingCat
Recently I got an email from “Jeanne,” a success coach who operates locally. (No, her name isn’t Jeanne, and she’s not a success coach. But she’s a real independent professional and her email is all too real.)
I met Jeanne about 2 years ago when I was still doing live networking. Jeanne’s concept intrigued me so I signed up for her mailing list. Every so often she sent a notice about a live event. I didn’t go and my readers come from all over the world, so I just clicked away. Every so often I would refer her to a local contact but never heard back.
Then out of the blue Jeanne announced she was transforming her live event to a virtual webinar. It sounded good. I wanted to promote it. But I couldn’t.
(1) Jeanne didn’t give me a place to send my readers. Jeanne sent an email that she wanted me to forward. That’s fine for your networking buddies. But to take advantage of the power of the Internet, Jeanne needs to set up a website with a URL.
(2) Jeanne didn’t tell me why the seminar would be valuable. She didn’t have a standard sales letter. Her testimonials were one-liners like “Well worth the cost.” They didn’t even have first names.
Normally I promote only products and services I use first-hand. But I would be happy to promote Jeanne’s event, with the disclaimer that I am not the target market for her services. I just need to know what I’m selling.
(3) Jeanne didn’t include a bio. She didn’t tell us why she’s qualified to offer this seminar.
Jeanne hasn’t learned how to brag about herself online. With a local audience that recognizes her name, she’s fine. But when you appeal to the Internet, you need to tell the world how great you are.
I’ll be offering tips on how to do that on Thursday (free when you listen live):
http://www.Bragging101.com
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Tags: internet marketing, professional services, Professional Services Marketing
Posted in Professional Services Marketing, copywriting
