Author Archives: Cara Tipping Smith

Strategy and Why it Matters

Strategy?Your strategy is to get more business right? Perhaps better business, those A+ clients you’ve read about. But do you know who yours are?

Most of us go into business because we’re good technicians. But being good at business is an entirely different skill set, and marketing is another one again.

But here’s the key – we’re all capable of learning when we have the right teacher. Experience is a good teacher – but getting expert advice makes much more sense.

Fortunately I live at the pointy end of marketing; that place where the doing needs to be done. So often, it’s a business coach or marketing strategist that is calling me in to help clients deliver to the plan. That’s my favourite place to work – in the land of planning, measuring, and improving on bottom line results.

We regularly work with marketing specialists, business coaches, advertising agencies, design houses and SEO specialists. They all agree you need a strategy … and they all help you define yours.

So if you’re wondering if a copywriter can help – ask yourself, “what’s my strategy?”. If you have one – get in touch. If you don’t – we can help you get in touch with the resources you need.

The Four Cs of Sparkling Good Copy

Secrets of Great CopyThere are four essential elements to good copywriting and to make them easy to remember we call them the 4Cs; cut, colour, clarity and carat.

Forget any one of these and chances are, your copy isn’t going to deliver the results you’re after. And we know,;you want results you can measure.

We’ve  outlined them below (we’re good like that) but if you’re in any doubt at all – don’t hesitate to get in touch.

1. In a cluttered advertising world, Cut is essential. If your messages don’t cut through, the can’t be acted upon. Effective copywriting stands out from the dross. A good copywriter will identify your market position and enhance it.

2. In marketing, Colour is your personality; it’s what makes people like you and want to spend time with you. It’s what builds your brand. A good copywriter can nuance your marketing so it’s more appealing to your target audience.

3. Clarity seems obvious. Confused people can’t reliably do what you want. To be effective, your marketing material has to be clear. Often it takes an outside perspective to really hone the point.

4. Carat is a diamond weight and we all like weight in our favour. The benefit of your offer has to outweigh your prospect’s effort. Perception is gold (24 cts). It’s not about bribing your customers; it’s about making your true value explicit.

Copy Carats is all about delivering the right elements to make your messages work. If you want to know more… talk to us today.

Being Brilliant in 60 Seconds

You too can be brilliant in 60 seconds!

Networking in 60 secondsAt networking groups, we’re usually asked to deliver a short synopsis about our businesses at each meeting. The time limit is 60 seconds for good reason – because everyone deserves the same chance to promote their business fairly.

There will always be some who don’t have much to say, and others who are still rambling long after the bell’s gone off. Some will be nervous. Others will ‘wing’ it (they might be thinking up their pitch while the rest are talking). Some will be networking experts who just always nail it.

The truth is, with a little planning and practice – you could get a whole lot more out of your membership. How many times have you ‘winged’ it and missed an opportunity? How many times have you forgotten to ask for a referral? How many ‘one to ones’ have you been to where someone is surprised by something you know you’ve said in meetings?

So here’s a thought… why not give a little preparation and practice a go? If it doesn’t work for you – you’ve lost nothing. But if it does – whoa, here come those referrals!  This guide makes it easy.