Become known as an industry expert, show your expert status, brand recognition, professional writer, small business marketing, Lyndall Guinery-Smith

How to become known as an industry expert

Want to become known as an industry expert?

Being known for your expertise can enable you to charge more for your products or services, it can help you to land premium clients and bring a constant flow of business your way. The following tips will set you on the right path.

Get to know your customers first

Who are your customers? What are they looking for? What problems do they have that you can solve? Do some research to find out as much as you possibly can about your customers. Check out demographics such as age, gender, marital status, occupation, income bracket, place of residence, hobbies and interests. All this information can help you to build Client Profiles, which are very useful in targeting a particular audience.

Get your brand message right by having a compelling story

Do you have a personal brand or a business brand? Whichever it is, shape your story into one which clearly demonstrates your or your company’s achievements, skills and expertise. This will go a long way in helping people relate to you and see you as an industry leader.

Become the expert

Before you can be known as an expert, you must first become the expert. Study, research, get to know what’s important in your industry, what the emerging trends are and how they can be addressed. Gathering this knowledge is a very important step in helping to build your status as an industry expert. You’ll need to be prepared to answer questions, so gathering as much knowledge as possible will definitely work in your favour.

Become a specialist

In order to attract premium offers, you need to have specialised knowledge of your subject. Take every opportunity to learn as much as you possibly can about your subject. People will pay more for a specialist over a generalist every time.

Write a blog

If you don’t already have a website – get one now! Use your website and/or blog to educate your audience. Write and share great content – and you’ll soon be noticed.

You can write blog posts about industry developments, issues your customers may have, case studies demonstrating how you’ve solved issues for your customers (present the problem followed by your solution), product reviews and comparisons, how-to articles and anything else that’s relevant to your readers or in your industry.

Call yourself an industry expert

Once you feel confident in your knowledge, call yourself an expert. Include your expert status in your social media profile and your About Us page on your website.

Write for publications

Find out the most widely-read publications in your industry – whether they’re magazines, online newsletters or other industry publications. Enquire about submitting an article to the publication. Editors are often open to accepting articles from industry experts. You probably won’t receive payment, but your priority is to have your name and possibly your headshot on the article. This gets your name out there to your peers and potential customers.

Write a book

Once you’ve written a few blog posts and/or articles for publication, use website analytics to monitor which articles and subjects are most popular with your audience. Consider combining a number of posts together and shaping them into a book or eBook.

Becoming a published author brings instant credibility and may become another income stream for you too.

Polish up your Public Speaking

If you’re a public speaking novice or you’re lacking in confidence, do a course in confident speaking.

Conducting a workshop or giving a presentation also gives you instant expert status. You may need to start with a smaller audience and build up into presenting at trade shows and the like.

If you’ve published your book (see above), you can sell the book at your presentations.

Make yourself available for interviews

Editors and programmers are always looking for new people to interview, whether it’s on radio, n the newspaper or on a podcast.

Check out sites such as Source Bottle, where callouts are posted for experts on a daily basis.

Network online and face-to-face

Participating in online forums and groups can be a great way get your name out there and become known in your industry. It’s important to answer questions honestly and provide advice wherever you can so that people get to know, like and trust you.

Leverage social media

Post regularly on social media – this means daily or at least 3-5 times per week. Posts can be scheduled ahead of time using a variety of apps such as HootSuite, CoSchedule, SproutSocial or Meet Edgar, just to name a few. Facebook allows you to schedule posts to a business page too.

You may also consider starting your own group on social media, based around a certain issue your customers have, which you can solve. When you’re the administrator of the group, you have more control over the conversation. By posting good advice and helpful hints, you’ll continue to build your profile.

I hope these tips have been helpful for you in building your personal or business brand and will assist you to become known as an industry expert.

If you have any further hints or tips on how to become known as an industry expert, please feel free to email me and let me know.

 

Lyndall Guinery-Smith, owner of The Professional Writer, business writerHi, I’m Lyndall Guinery-Smith, The Professional Writer. I write copy dedicated to attracting and engaging your customers – and improving your bottom line. I happily work with clients all around Australia. Email me to arrange an obligation-free discussion about your latest project. Or if you’d like to learn how to connect with your audience and build your business, why not input your email address and receive my regular marketing updates in your mailbox? You can sign up for our mailing list at the base of the Home Page on www.ProfessionalWriter.com.au.

 

If you found these tips helpful, please like and/or share with your business associates or LinkedIn connections.

If you enjoyed this article you might also like to read:

Finding time to write blog posts – 5 tips from an expert

Writing to engage your readers online

How to attract premium clients

 

Business case studies, How to write a business case study, professional writer. professional writing help, small business marketing, Lyndall Guinery-Smith

How to write a business Case Study

Wondering how to write a business Case Study to show how you’ve helped a client? Not sure whether it’s the right way to go? They’re not as difficult to put together as you may think. Here are some frequently asked questions and answers about business Case Studies to help you get started.

What is a business Case Study?

In the business marketing context, a Case Study describes a real-life situation where your business has been required to provide a solution to your client’s problem. Basically, it’s a story about how you’ve solved a problem or issue for a current or past client and the outcomes you have achieved.

Why should I write a business Case Study?

In the past, if your marketing copy said, “We’ll help you get the best results”, people believed you – because businesses used to deliver on their brand promise. However in recent times, most of us have had at least some experience with a business which doesn’t fulfill its brand promise, and that makes us cynical about marketing messages. So now we look for proof of the outcomes we should expect before we commit to buying.

Your potential customers want to see some “social proof”, meaning they want to see that others have successfully used your product or service, and which outcomes you provided … and then they will choose whether to copy your subject’s behaviour. We’ve largely become a society of followers.

A Case Study is certainly one of the best ways to clearly demonstrate social proof.

What will a business Case Study help me to achieve?

Apart from the all-important social proof, a business Case Study has the ability to:

  • Demonstrate the value of your product or service
  • Reinforce the outcomes of your product or service
  • Show how you have helped your client/s and solved their problem
  • Position your business and brand as an authority in your field
  • Demonstrate the calibre of your clients
  • Offer your clients an opportunity for additional publicity
  • Has the potential to influence key decision-makers to buy from you

How should I structure my business Case Study?

It’s important to use real-life examples rather than imaginary scenarios. Try to choose an example of a problem or client your customers can easily relate to.

Of course, you’ll need to ask the permission of the client you’re profiling in the Case Study before you use their business name or example.

  • Start from the very beginning
  • Outline the issue or problem your client was experiencing before they used your product or service
  • Detail the specific needs of your client
  • List the potential solutions to the problem, together with the positives and negatives of each
  • Provide details of the option you offered and why it suited the client’s situation
  • Clearly list and demonstrate the outcomes and benefits provided by your solution
  • If you have measurable outcomes, use statistics or percentages to reinforce the difference your product or service has made to your client, for example, “This product helped XYZ Company improve their output by 50%” – obviously this must be true!

How do I make my Case Study easy to read and understand?

Try to remember that some people will understand a concept simply by reading text, while others require diagrams or pictures, or better still, a video.

Headlines are important

You need to capture the problem you’re addressing for your client in the headline, for example, “How to solve your acoustic problems” or “The best way to dress a wound”. Think about the problem you’ve solved and the issue your prospective clients will type into Google, then use it as part of your headline.

Photos and Videos

Including visuals in your Case Studies is highly effective, but it does require some forward planning. You’ll need to ask permission from your client before you take any photos of the work you’re doing and you’ll also need the permission of any people in the photos or videos. Before and after photos are ideal, but taking photos as the job progresses can help demonstrate the process you use and how through your are, so be sure to take photos as the job progresses.

Including visuals in your Case Studies is highly effective, but it does require some forward planning. You’ll need to ask permission from your client before you take any photos of the work you’re doing and you’ll also need the permission of any people in the photos or videos. Before and after photos are ideal, but taking photos as the job progresses can help demonstrate the process you use and how through your are, so be sure to take photos as the job progresses.

Infographics and diagrams

Another great way to reinforce your Case Study.  If design isn’t really your thing, you can outsource this.

Bullets and numbered lists

These can help break up the text and make it easier to scan, which is how most people read blog posts due to time constraints.

Bold or italics

These can be used to highlight headings or important points throughout the text.

You could also use a Question and Answer format similar to this one if it’s easier for you.

Use a quote from the client to reinforce your story and add to the authenticity of it.

Where should I post my Case Study?

The first place your Case Study should appear is on your blog or in the News section of your website. Make sure it’s easy for your prospective customers to find.

You can link back to your site from social media to increase the traffic to your site and reinforce your ability to problem solve for your clients.

  • If you’ve made a video, you can post it on Vimeo or YouTube. This can increase the number of people viewing your Case Study
  • Infographics can be posted to Pinterest, with a link back to your site for the full details
  • If you operate in the business-to-business space, you may benefit from posting your Case Study on LinkedIn
  • Some companies turn their Case Studies into podcasts and post them on their site, as well as iTunes, where you may also find exposure to a wider audience

How can I get more exposure for my Business Case Study?

There are dozens or possibly hundreds of different places you can publicise your Case Study, depending on your industry. However the one important thing to remember is, where are your customers looking? You need to be wherever they are searching online for a solution to their problem. Rather than spreading yourself across too many mediums, it’s a good idea to stick to 2 or 3 and consistently post to them. Spasmodically posting to too many platforms is a waste of your precious time.

A good business Case Study has the power to influence your reader in many ways. The above tips will help you get started. If you need any further help with writing your Case Studies, feel free to email me for a quote.

 

Hi, I’m Lyndall Guinery-Smith, The Professional Writer. I write copy dedicated to attracting and engaging your customers – and improving your bottom line. I happily work with clients all around Australia. Email me to arrange an obligation-free discussion about your latest project. Or if you’d like to learn how to connect with your audience and build your business, why not input your email address and receive my regular marketing updates in your mailbox? You can sign up for our mailing list at the base of the Home Page on www.ProfessionalWriter.com.au.

Find time to write blog posts, writing blog posts, blogging, blogging hacks and tips, Professional writer

Find time to write blog posts – 5 top tips

Do you struggle to find time to write blog posts? If you do, you’re not alone.

In a recent survey of small business owners, 68% of respondents said the number 1 reason they don’t write blog posts is because they don’t have the time.

So, why is it important to write blog posts anyway? Here are 5 reasons:

  1. Adding fresh content to your website will help improve your Google ranking – when you include keywords relevant to your business
  2. Publishing quality content establishes and builds your authority
  3. Blog articles have the potential to help people know, like and trust you
  4. Generate more traffic to your site by sharing links to your blog articles on social media or other websites
  5. You can repurpose your blog posts into content for your client newsletter, use them as the basis for an eBook, short course or podcast

Now that you know some of the ways blog posts can help to drive traffic to your site and boost your authority, let’s share a few time-saving tips so you can get more posts written.

5 tips to help you find time to write blog posts:

  1. Keep an ideas file

    Every time you see something that may be relevant to your audience, file it. Keep your ideas in a plastic or cardboard folder if you’re a paper lover, or use an app such as Evernote, OneNote, Google Keep or SimpleNote. You’ll never have to stare at a blank page hoping for ideas again. You’ll have a ready-made list of topics, just waiting to be written up.

  2. Create a Blogging Schedule

    This is simple a timetable of your upcoming blog post topics. The schedule details when posts will be published and who will write them. By committing to publishing a post on a certain day or days of the week, fortnight or month, you’re more likely to actually get the posts written and published. Your audience also knows when to expect to see the content and this helps increase your credibility.

  3. Batch your writing

    Try writing once a month. Allocated a chunk of time to write and write 2 posts, 4 posts or 10 posts – however many you need for the month. Sit down with your list of topics and plan out the posts and you’ll be halfway there in no time. Writing the posts is much easier once you have a clear topic and plan in place.

  4. Schedule your postsWhen you write your posts in advance, you can schedule them to be published at any time or date in the future using WordPress. This is particularly handy if you wish to maintain the same time and day for publication of each post, but you’re not always available at that time. Posts can be scheduled as far in advance as you like.
  5. MAKE the time to write

    Allocate a chunk of time in your schedule for writing. Make it non-negotiable and just use the time to write. Turn off email and social media. Switch your phone to silent. Ask not to be interrupted. Use a timer to set a deadline if that helps. Do whatever works to get the writing done!

 

The above tips are just a few suggestions to help you find time to write blog posts. If you have any other tips, tricks, hacks or suggestions, please feel free to let me know via info@ProfessionalWriter.com.au and I’ll add them to the list.

Hi, I’m Lyndall Guinery-Smith, The Professional Writer. I write copy dedicated to attracting and engaging your customers – and improving your bottom line. I happily work with clients all around Australia. Email me to arrange an obligation-free discussion about your latest project. Or if you’d like to learn how to connect with your audience and build your business, why not input your email address and receive my regular marketing updates in your mailbox? You can sign up for our mailing list at the base of the Home Page on www.ProfessionalWriter.com.au.

 

blog post ideas for small business, blogging for business, professional writer, business writer, writing for business, blog writing help, Professional Writer Australia, Lyndall Guinery-Smith

21 blog post ideas for small business

Are you looking for some blog post inspiration? Here’s a list of blog post ideas for small business owners who need some help getting started …

When I talk to small business owners about their website, many of them admit to having a blog which they rarely use. By posting regular articles on your blog, you can help establish your authority and build credibility with your clients. Incorporate the keywords you wish to rank for and you can also improve your Google ranking!

A blog post can help you provide information your clients can use, promote a new product or help clients learn more about your business. However, coming up with post ideas on a regular basis can be challenging. I hope the following tips will get you started on a list of potential posts for your business blog.

21 blog post ideas for small business

  1. How to …. (something related to your business or knowledge/experience)
  2. Handy tips and tricks
  3. Explode an industry myth or misconception
  4. Describe mistakes clients make and how they can be fixed
  5. Detail lessons you’ve learned in business
  6. Think about the questions your clients frequently ask – and answer them
  7. Show a case study of how you helped a client, with before and after photos
  8. Describe your ideal customer
  9. Write a post on how to choose a …. (product or service you sell)
  10. Discuss local community events
  11. Talk about what you learned at a recent training event or conference
  12. Review products
  13. Do a comparison between one product and another
  14. Interview a client and ask them to talk about your product or service – including a photo or video is very powerful
  15. Interview an industry expert
  16. Profile a staff member
  17. Share pictures or videos of your products being used
  18. Publish seasonal posts, e.g. Christmas cooking or Easter craft etc.
  19. Explain your company’s mission
  20. Discuss the latest industry trends
  21. Discuss local news and how it affects your industry

There are many more blog post ideas for small business – these are just the start. Please feel free to share your own ideas in the comments below.

Hi, I’m Lyndall Guinery-Smith, The Professional Writer. I love to write copy dedicated to attracting and engaging your customers – and improving your bottom line. I happily work with clients all around Australia. Email me to arrange an obligation-free discussion about your latest project. Or if you’d like to receive regular marketing updates in your mailbox that will help put your small business in the spotlight, sign up for our mailing list.

Capture ideal customers attention, marketing, target customers, professional writer, Professional writer Australia, Lyndall Guinery-Smith

5 tips to capture your ideal customers attention

Does your marketing capture your ideal customers’ attention? Or are you attracting the wrong people?

These tips will help you focus your marketing on the right people to get better results.

  1. It’s not about you, it’s about THEM

I’ve said it before and I’ll say it again… Your marketing is about your customers and what you can offer them. Too many small businesses design ads promoting themselves and their product or service when the stark reality is that nobody really cares about WHO you are until you tell the how you can help THEM.

If you truly want to capture your ideal customer’s attention, your message needs to be about them and what you can do for them.

  1. Who are your customers?

Exactly who makes up your target market? Please don’t say anybody and everybody, because that’s usually not true. Take the time to identify an ideal customer for each of your products or services or at least a range of them. Identify this person’s age, gender, income, personality type, personal preferences, hobbies and interests, likes and dislikes, etc.

Compile an “Ideal Customer Profile” or avatar of this person, give them a name and use a stock photo to get an idea of the type of person you’re targeting. This ICP or avatar can be very helpful when you are designing your marketing.

For example, let’s say you’re a florist. Your customers would be wide-ranging, but let’s choose one major segment in your local market. We identify Dave, who is in a relationship, income $80,000-150,000, he’s a romantic at heart and isn’t afraid to show it, he enjoys playing golf with his mates on the weekend, barbecues with friends and bushwalking.

  1. What’s their problem?

What are your customers looking for? What problem do they have that your product or service helps solve? Take the time to find out because this is the key to your marketing success!

So, what’s Dave’s problem? Maybe he spent too long at golf on the weekend and his partner or wife is upset or annoyed. Targeting him with a message like, “There’s no better way to say you’re sorry” or “

  1. Offer a solution to their problem

What’s a problem your customers are having which you could address? The best way to determine the actual problem your customers are experiencing is by asking them. But for the purpose of this exercise, let’s use the example of the florist and finding a gift for Mother’s Day.

Which headline do you think is more likely to get a response from people with this problem?

  1. Smith’s Florist is your no. 1 local supplier of beautiful bouquets
  2. Nothing says “I love you” like a beautiful bouquet from Smith’s Florist
  3. Show Mum how much you love her with flowers this Mother’s Day

Notice how both B & C are offering the reader a solution, but in this case, C is specifically targeted at people looking for a gift for Mother’s Day. Using words like, “Show Mum how much you love her” are designed to trigger an emotional response in the reader as well.  Notice how the heading doesn’t mention the business name? Your name should never be at the top of the ad. Remember to tell them how you’re going to help them, then tell them who you are.

How do you apply this?

Let’s talk about a blog post related to this issue. If you were writing a post, you might write about “The 5 most popular Mother’s Day gifts – as rated by Mums” or “What Mums really want for Mother’s Day” or “Mother’s Day: The best way to honour and thank the first woman who ever loved you” or something  along those lines. Notice how all these headlines offer a solution to the problem of looking for a Mother’s Day gift. Obviously, the post would talk about more than just flowers, but there’s definitely scope to weave flowers into each of the stories.

  1. Always include a call to action

In any piece of marketing, advertising or blog post, you need to provide a reason for the reader to contact you. Be sure to clearly spell out how you want that to happen, whether it’s clicking a link to a sales page on your website, asking them to email an enquiry or a “Call Now” message with the phone number in big bold numerals.

Including your contact details may seem obvious, but you’d be surprised how often this is forgotten. Think about how your customers want to contact you – what’s easiest for them? Don’t just automatically use the method that suits you best if it doesn’t work for your customers, as you may not get the results you’re seeking.

 

I hope these tips have been helpful in capturing your ideal customer’s attention. If you have any hints or tips you’d like to share, please leave them in the comments box below.

If you enjoyed this article you may also like to read:

How to attract premium clients and

How to connect with your customers

 

Hi, I’m Lyndall Guinery-Smith, The Professional Writer. I love to write copy dedicated to attracting and engaging your customers – and improving your bottom line. I happily work with clients all around Australia. Email me to arrange an obligation-free discussion about your latest project.

 

Build trust, professional writer, website content, how to get people to buy, small business marketing, Lyndall Guinery-Smith

7 ways to build trust with your readers

Want to know how to build trust with your readers – and get them to buy?

If you want people to buy from you, they need to first know, like and trust you. A good website will provide enough information for interested readers to get to know and like you, but influencing a reader to trust you is a much bigger step.

In the past, you’d meet people face-to-face and have the opportunity to form a connection and build the “know, like and trust factor” through things like your conversation, body language, tone, rapport and your follow up afterwards.

Now that so much business is done online, we need to establish that connection, build rapport and engage customers quickly – so it’s essential that you have the right type of content on our website. Even if they know and like you, most people won’t part with their hard-earned dollars until they trust you.

Here are 7 ways to build trust with your readers…

1. It’s about them NOT you

This may seem counterintuitive, but the first and most important thing to understand is that the message needs to be about the reader, not about you. A lot of business owners are passionate about what they do and want to tell everyone how good they are at it, but unless you tell the story in a way which quickly and clearly illustrates, “What’s-In-It-For-Me?” to the reader, then you’re likely to lose them.

You need to tell the reader what you can do for them or how your product or service will improve their lives before they care about who you are. Of course, credentials are important, but in terms of capturing the reader’s attention, they are secondary to addressing the needs of the reader.

2.  Know who you’re talking to

So, exactly who is it you’re trying to attract? Who is your target audience? Do you have an ideal customer? It’s important to know who you are targeting with your message. You cannot possibly target everyone with one message. What’s important to one may not be relevant to another. Get clear on who your target audience is – and write the message as though you are speaking directly and personally to them.

3.  Know what their pain points are and address them

A good way to build rapport is to talk about an issue which causes your target reader pain or stress and let them know how you solve their problem. For example, if you’re a fashion company targeting the mature woman, their pain points might be that they want clothes which fit and flatter their body, which are comfortable.  Find your readers’ pain point/s.

4.  Answer questions your current customers ask

What are some of the questions your customers ask you? Take these questions and expand upon them, providing comprehensive information about each answer, so that there are less questions in your reader’s mind.

5.  Offer the reader something useful for nothing

You can also build trust with your readers by clearly demonstrating your knowledge and experience – and then giving it away. One good way to do this is by offering a free eBook or short online course which contains helpful or useful information. If you’ve given your reader something of value for nothing up front, you establish a relationship and they get to know you and what you offer. They are then more likely to buy from you.

6.  Use a case study to illustrate and tell a story

A great way to demonstrate your skills and experience is to use case studies. Showing before and after photos if possible, mapping out the issue and how you solved it, to show that you can actually do what you say you can do.

Use a testimonial from the previous customer if possible – this will reinforce your offering, especially if it’s a video testimonial or links to the person’s website. Use a photo or the company’s logo to reinforce the validity of the testimonial.

Case studies show that you can be the solution to the reader’s problem.

7.  Build authority by demonstrating you know what you’re talking about

Make use of your site’s blog section (or get one added if you don’t already have one). Write and post regular content with a variety of topics to educate and engage your readers – and build authority. Not only will this information help the reader, it will also show how you can help solve their problem and that you can be trusted.

 

Hopefully, the above information has provided some tips you can use to build trust with your readers. What do you already do to build trust on your website? Do you have any additional tips to add? Please leave your comments in the box below, thank you.

 

Hi, I’m Lyndall Guinery-Smith, The Professional Writer. I love to write copy dedicated to attracting and engaging your customers – and improving your bottom line. I happily work with clients all around Australia. Email me to arrange an obligation-free discussion about your latest project.

Generate content, Content ideas, blog post ideas, professional writer

Generate content your readers will love – 5 tips

Not sure how to generate content for your blog posts? Are you one of those small business owners who doesn’t write blog posts or post updates to social media because you’re not sure what to write?

Are you one of those small business owners who doesn’t write blog posts or post updates to social media because you’re not sure what to write?

You know how much good website content can help your Google ranking and how social media can influence people to buy from you, yet you still don’t post because you don’t feel confident your posts will be read …

Here are 5 ways you can generate content your readers and customers will love.

  1. Start a conversation with your customers. Ask them:

  • What do they like about your products or service?
  • Why do they come to you?
  • What problem do you solve for them?
  • What helps them make their buying decisions?
  • Think about your FAQs – Frequently Asked Questions. What are you asked regularly?
  • If you already have a Facebook, Twitter or Pinterest page, ask readers what they like, what they don’t like and what they want more of
  1. Ask your suppliers for information you can share

Your readers want to know, like and trust you and your products before they will commit to buying. What information can you share with them which will build confidence in you and the brands you sell? Suppliers and manufacturers are often a mine of information regarding their products and services, including photos, case studies and other various types of information. Be sure to let the supplier know what you want the information for and get their permission to share it.

  1. Brainstorm content ideas

Get together with your staff, business associates or a group of friends. Take care to include people who are similar to your target audience so that the information is more relevant to your customers. Have a list of questions ready before the session, so that you can get the discussion flowing. Make a list of issues they raise, questions they ask and this will result in topics which you can write about.

  1. Check out what your competition is doing, and do it better

One good thing about websites and social media is that they make it easy to stalk your competition. Why not check out what they’re doing – they will probably do the same to you. Make sure you don’t just copy their tactics – work out how you can offer something better or capitalise on your point of difference.

  1. Remember the 80/20 rule when it comes to generating content

80% of your content needs to be light-hearted – informative, case studies, story-telling, amusing and/or confidence building. ONLY 20% of your posts should be directly selling a product or making an offer to your readers. Social media needs to be just that – SOCIAL. It’s not SELLING media. Readers get turned off very quickly if all you post are BUY FROM ME messages. Remember they’re only a click away from unfollowing you.

I hope these tips have given you some ideas on how to generate content your readers will love.

 

Hi, I’m Lyndall Guinery-Smith, The Professional Writer. I write copy dedicated to attracting and engaging your customers – and improving your bottom line. I happily work with clients all around Australia. Email me to arrange an obligation-free discussion about your latest project. Or if you’d like to learn how to connect with your audience and build your business, why not input your email address and receive my regular marketing updates in your mailbox? You can sign up for our mailing list at the base of the Home Page on www.ProfessionalWriter.com.au.

Real estate headlines that work

How to write Real Estate headlines that work

Want more buyers at your Open Homes? Yes? If you want to get more buyers through the door, you may need to work on your ad writing skills, particularly your headlines. Headline writing is a critical skill for all Real Estate agents.

The headline is vital in engaging the buyer’s interest in a property. You only have a few seconds to capture the reader’s attention and the headline makes that all-important first impression.

Don’t underestimate the power of the headline. In fact, up to 80% of people won’t read past the headline – unless it grabs their attention!

These days, most Australian Real Estate advertising is placed online on portals such as RealEstate.com and Domain.com, as well as agent’s websites. With time-poor readers and a vast range of other properties drawing the reader’s attention, you must ensure your headlines are captivating, effective and clickable.

The purpose of your headline is to clearly communicate the main benefit of the property, while establishing an emotional connection to the home. Your headline should help readers visualise what it’s like to live in this home, which can establish their emotional attachment to the property.

Here are 7 top tips for writing Real Estate headlines that work: 

Know your audience

Who are you trying to attract? What type of lifestyle do they aspire to? Write the headline (and the body copy) with these buyers in mind.

Marry your headline with your photo

There’s no point in using a shot of the front of the house if the outdoor area and pool is the main selling point. A great lifestyle shot of the outdoor area/pool will do much more to attract a prospective buyer. Some agents even write their ad first, then have the photos taken to match their copy.

Keep it brief

The most effective headlines are 8 words or less, and you’re often limited with space on Real Estate websites. Use the KISS principle – Keep it Short and Simple!

Don’t try to be clever

Unless you were a professional copywriter in your previous life, don’t try to be clever or play on words, it rarely works. Readers will scan your headline, so it needs to convey your message clearly and simply. If they scan it and don’t “get it” on the first read, they may not bother to read it a second time.

Ask a question

You may wish to pose a question in your headline, but only use one which you know your prospects will say YES to!

Write more than one headline

Try writing at least five different headlines, then ask someone else which one they think works best – show them the photo if you already have it.

Keep a swipe file

Study the headlines that work for you and others. Make a note of them and keep a file just for headline ideas. This can provide future inspiration, and save you loads of time – and money!

 

Try these professional tips. They’ll help you write better headlines and draw more attention to the properties you have for sale or the article you’re writing.

If you’d like more tips on Real Estate copywriting, try this article – Top 5 Real Estate copywriting tips from a property copywriting veteran.

If you have any questions, please email me via my Contact Page.

Write About Us page, About Us pages, how to write an about us page

How to write the best About Us page for your site – Top 5 tips

Do you want to win more business? These About Us page tips will get you started…

Take a close look at the About page of your website. Does the page provide the information your customers are looking for, or is it a boring re-hash of your Company History?

Whether you realise it or not, your About page isn’t really about you, it’s about your customers, and getting them to know, like and trust you. If you want to capture their attention, and their business, you first need to tell them how you can solve their problem, then back it up with the reasons why you can do this.

Following are my Top 5 tips to write a winning About Us page for your site:

1.  Before you start writing, consider your customer

Think about:

  • Who is my customer?
  • List the problems  I/can I solve for them
  • What does the customer want to know about our company/me?
  • What voice or style do they respond to? i.e. formal or more friendly/casual?

If you’re unsure of the answers to these questions, ask your customers.

2.  Tell them HOW you help solve their problem

Make a clear and concise statement about what you do for your customers. This gets their interest and provides motivation to read on.

3.  Tell them WHY you are the best choice

Here’s your opportunity to make them want to deal with you by expressing your personality, being informative and entertaining, as well as conveying your company’s culture and values. This enables you to engage them with your personal and/or company’s story and to build trust.

You can then include the qualifications and experience you have to back up your claims. Highlight your expertise – accomplishments, awards, volunteer or charity work, associations, education, passion, links to media/press articles you’ve features in, tell them why you do what you do so well.

4.  Express your point of difference

Remember your reader is most likely looking your competitor’s sites as well, so it’s important to clearly state your UVP (Unique Value Proposition – or what makes you stand out from your competitors) on your About page. Research your competitor’s sites to ensure yours stands out.

Simply expressing your story and humanising your organisation can be your point of difference too. People want to know who you are, what you stand for and why they should trust you. It’s important to be honest, authentic and real in order to be trustworthy.

5.  Show your face

Personally, I much prefer to deal with an organisation where I can see photos or video on the Home page or About page. Displaying a photo or video provides a further opportunity for people to get to know, like and trust you. Whether you use individual shots or a team picture, it is essential that you include pictures.

Bonus tip

Invite them to connect with you on social networking sites such as Facebook, LinkedIn or Google+. That way, they have the opportunity to get to know you before they give you their business.

Should you be feeling a little overwhelmed about writing your About Us page (or any other web page), engaging the services of a Professional Writer can often save you time, money and heartache. Feel free to email me to discuss your project – I’d be happy to assist.

If you’d like to receive more writing tips, please connect with me on Facebook or sign up to the newsletter on my Professional Writer website.

And lastly … I’d love to know – what do you think makes a great About Us page?  Please comment below.

Want to know more?

If you found these tips helpful, please like and/or share with your business associates or LinkedIn connections.

Lyndall Guinery-Smith, owner of The Professional Writer, business writer

Hi, I’m Lyndall Guinery-Smith, business owner and chief word wrangler at The Professional Writer. My team and I write content dedicated to attracting and engaging your ideal clients … and improving your bottom line. This includes website content, capability statements, company profiles, team bios, business award nominations, blog post packages and more. We happily work with clients all over Australia. Email us to arrange an obligation-free discussion about your latest project.  

 

If you enjoyed this post, you may also enjoy these:

How to write an engaging About Us page

How to write an About Us page which wins more business

About Us page tips for Startups 

Help writing business article

Writing business articles: Top 10 Ideas

Do you need to write business articles on a regular basis? When you sit down to write as article for your company’s newsletter or blog, do you struggle to find ideas? Stop wasting your valuable time. Try one or more of the following tips from the toolkit of a Professional Writer.

1. Look at your FAQs

What are the questions most frequently asked by your customers? Make a list and answer then. If you don’t already have an FAQ section on your website, the information you gather could form the basis of an FAQ page, as well as inspire an article on one or more of the questions.

2. Tell them what they don’t know

For example, you could write a business article titled, “10 things you need to know before selling your home”.  A title such as this often draws attention, as most people want to be sure they know as much as they can about a particular topic – especially when selling a home!

3. “How to” business articles

Relate the article to one of your most popular products or services. Share the information you usually give to customers when they purchase from you, and add a little bit more if you can. This builds confidence in your prospects and may also reinforce your relationship with current customers.

4. Tap into your testimonials

Hopefully, you’ll already have some reviews, testimonials or positive statements from happy customers. You can build a business article around these, for example, “How we helped Bob catch a record-breaking fish”.

5. New products or services

People often enjoy reading about innovative products or services. Be sure to detail how this can improve their life, for example, “How a revolutionary new printer cartridge helped business save 50% on their stationery bill”.

6. Interviews

Profile a trusted customer or top employee, detailing what they like most about your organisation, how you’ve helped them or the importance of their role in your business.

7. Current trends

 Look at what’s going on in your industry or the wider business community at the moment. Is there a trend that people want or need to know more about?

8. Think about the season

Whether it’s Christmas, Easter or Valentine’s Day, you can often find a way to link a product or service to the occasion within your article. For example, “Top 10 quick and easy Christmas lunch ideas”.

9. Link to events

There are so many events throughout the year that you could link your product or service to, for example, “Top 6 training tips for your fun run”, or “How to have the best experience at Big Day Out”. Just take care not to detract from any charity events.

10. Share your experience

Think about some of the important lessons you’ve learned during your time in business – this can often be the inspiration for business articles. For example, you could write about, “What I learned in my first year in business” or “What I wish I’d known before I ran a marathon”.

I hope these prompts have got you thinking about writing your next batch of business articles. If you have any questions or comments, please feel free to email me.

Still got “writer’s block”? Try this.

Hi, I’m Lyndall Guinery-Smith, The Professional Writer. I love to write copy dedicated to attracting and engaging your customers, and improving your bottom line.

Hi, I’m Lyndall Guinery-Smith, business owner and chief word wrangler at The Professional Writer. My team and I write content dedicated to attracting and engaging your ideal clients … and improving your bottom line. This includes website content, capability statements, company profiles, team bios, business award nominations, blog post packages, business articles and more. We happily work with clients all over Australia. Email us to arrange an obligation-free discussion about your latest project.