Is your cab light on???

This concept is taken directly and unabashedly from Sex and the City wherein Miranda explains to the girls that when a guy is ready to get married, his cab light goes on. If it’s not on, there is no use, he is nothing but an epic fail. To try to get him to marry you or even commit long term is fruitless…oh, and stupid. He isn’t ready, you can’t change him and he’s a waste of time.

So, how does this apply to writing? Your writing career? Any career? Social media participation?

The way I see it looks like this:

Are you ready? Do you want to be where you are? Doing what you’re doing?

Because we can tell when you aren’t. No one seeks you out because they can feel your hesitation, your negativity, your non-commitment. Your light isn’t on, so the good clients probably can’t even find you. And the people that do hire you? Well, think about the girl that constantly chases the ‘wrong’ guy (and talks about it all the time) – do you want to work for the analogical equivalent of her?

When it feels right – your energy is contagious, people want to be around you. You’re positive and always looking for a solution. You ooze success and upward movement and staying power.

If you don’t feel good about your work or your marketing plan, rethink your chosen path. Make a change and find what feels right. Then, look up. Your cab light will be on…and everyone will be flagging you down.

Filed under Critical Copywriting, How To, Marketing, Social Media, The Business | Tags: copywriting, Julie Roads, Marketing, marketing plan, marketing writing, right career choice, social media marketing, Writing, Writing Roads | Comments (7)

like your marketing collateral, part 1 (where we discuss what you need)

Enthusiasm, confidence and positive energy are contagious. That self-assured, happy person is who I want to be around – and it’s certainly who I want to work with. I can’t speak for you, but I don’t like working with depressed people who don’t really like what they do.

If you don’t like your marketing collateral, or even worse, if you are embarrassed by it, your sheepishness, your lack of aplomb and your general un-excitement will shine through and reflect on your business. When you tentatively hand over your business card or make excuses that your brochure is being redone or have to explain that soon your website will match the rest of your brand – it’s not so good. Potential clients may perceive your hesitation as a lack of interest in their product or service; they may perceive it as unprofessional.

But, before we can even begin talking about creating marketing collateral that you like, I think it is important to name which marketing pieces you should have. Here are the essentials according to moi:

1. Business Card. Make it double-sided. This card is important real estate – list services, benefits, testimonials, etc. on the back. Until there is a way for us to simply touch cell phones and have contact info instantly transferred, this is your contact vehicle.

2. Website. Websites are for people today what brochures were to people in the 90′s and earlier – only better. A web presence gives you a global presence, it gives the everyone total convenience and accessibility. Also, from the most basic to the supa-dupah, websites offer update-able (yes, I’m making up spelling) information, the opportunity for interaction, immediate communication and the wow factor.

3. Blog. If you didn’t know I was going to say that, then shame on you. Blogs are the ultimate marketing tool. You can have an ongoing conversation with your target market, find out just what your target market wants and add an infinite amount of information, value and integrity to your website, brand, reputation. Blog posts are everlasting advertisements for your business. And with keywords and search engines, they deliver qualified traffic (ie. people who are looking for you exactly) to your door blog.

4. Brochure. Not a bad idea. Some people do like to have something they can hold in their hands…and they don’t even seem to worry about the strain on the environment. Did I say that? Whoo, am I opinionated today.

Of course, this list is very basic. Depending on the organization, product, service or industry, this list could lengthen or shorten at will to include info or press packets, premiums, sell sheets, e-commerce stores, (highly targeted) direct mail and on and on.

UP NEXT: like your marketing collateral, part 2 (where we discuss how and what you’ve gotta do)…

Filed under Marketing, The Business | Tags: blog, brochure, copywriter, copywriting, direct mail, Juile Roads, Marketing, marketing collateral, marketing plan, sell sheets, website, Writing Roads | Comments (2)