Hit the Bullseye: Reaching Your Target Audience

binocularsPeople are looking for you. They are desperately in need of the service that you offer. Your product is at the top of their shopping list. These people are your target audience. The question is, do you know how to reach them?

Consumers today are different than they were a decade ago. Thanks to the internet, today’s buyer is well-informed; they have done their research and often know exactly what product or service they are looking to purchase. So now they just need to decide from whom they want to buy. How will they find you amid your competition? And why should they choose to work with you?

Here are a few important questions to ask yourself about your current marketing tactics:

  • Am I sharing my story?
    Thanks to a history of deceptive advertising (e.g., “Teach your baby to read!” or “Lose 30 pounds in one week!”), people today are immediately skeptical of advertising. As a result, authenticity goes a long way with your prospective buyers. Marketing today is less about selling what you do/produce; rather, it is about sharing the story of why you are in the line of business that you are in—being your authentic self with your prospective customers. A talented writer can help you tell that story to your prospects through your website and marketing materials.
  • Am I marketing to my prospects on their terms? 
    With technology like DVRs, caller ID, and anti-spam software, it is easier than ever to avoid unwanted marketing messages. As a result, you must reach prospects by providing them with valuable content that is of interest to them. To attain that trusted adviser status, consider shifting your tactics from pushing product to providing valuable information that your prospects are already looking for online. Share your expertise, and show them how you can provide a solution for their issue or need.
  • Is my website keyword-optimized?
    Again, your prospects are doing their research; they are looking online for information about solutions to their issue or need, be it a product or a service. Your website should be artfully-optimized using the keywords that people would be using to search for your product or service. Effective SEO (search engine optimization) tactics can help your website show up higher in the results of your prospects’ web searches.

If you can answer “yes” to each of these questions, good work!…you are on your way to attracting your target audience to your business! If you answered “no” to one or more of the above, you should consider reaching out to a marketing expert who can help you figure out the best ways to reach your audience. If you think you don’t want to spend money on marketing assistance, consider the money you are losing each day by not targeting the right prospects.

Ready to get started? Contact me, and let’s talk.

Why Should I Hire a Freelancer? Let’s Count the Reasons!

There are many professions that lend themselves to the work style of the off-site independent contractor, and copywriter and copyeditor are high on that list.

Gone are the days when you had to be physically in a company’s office to work effectively. Thanks to the internet, cell phones, and email messages that travel around the world faster than the speed of light, a telecommuting freelance communications expert can be an extremely effective solution to your company’s needs.

So what are some of the top reasons you should consider hiring a freelancer to work on your next communications project?

  • Expertise: A freelance copywriter or freelance proofreader has a very specific set of skills—talents that you might not possess in-house at your company. And many freelancers have years, even decades, of experience in their field. Their niche services and expertise can be tremendous assets to your business, ensuring your communications are well-written and error-free.
  • Temporary needs: Another big benefit of hiring a freelancer in any field is the mutual understanding that the contract is for a limited term. Perhaps you need help with proofreading collateral or publications during your busy season; or maybe you are trying to build-up your website with fresh content and new blog entries. A freelancer may be the perfect option for you.
  • Convenience: With less paperwork and red tape to surmount than with a permanent hire, bringing on a freelance writer or editor can be a quick process (once you find the right person). Many contract workers can begin your project within a matter of days, versus the time-consuming process of advertising a job opening, interviewing candidates, and then waiting for the start date of the person you select.
  • sign-typoCost-effectiveness: One of the biggest advantages of using a freelance copywriter or proofreader is cost-savings, and those savings can be substantial. A contractor typically does not receive company benefits (insurance, matching 401(k), etc.), a large expense for most companies. Second, an off-site contract employee doesn’t use your office resources. Paper, electricity, Post-It notes…those things can really add up! A freelancer’s expertise can save you time and money, getting a writing or editing job done more efficiently and effectively than a less-experienced employee. And finally, consider the cost (reputational AND monetary) of sending a project to print that is poorly written, or worse, has an error. That freelance writer or proofreader just paid for herself!
  • Flexibility: Need that communication project done next week, or even tomorrow? Not a problem if you hire a freelancer. When your employees do not have the bandwidth to drop what they are working on and complete a writing or editing project, a freelancer can be the perfect solution.
  • Creativity: A fresh perspective and voice may be exactly what your company needs to revitalize your website and increase your visibility in the marketplace. And a fresh set of eyes can ensure that your communication or marketing collateral is the flawless representation of your business that you want it to be.
  • Passion: Freelancers are freelancers because they truly love what they do. Most people have parts of their job that they like more than other parts, but not a freelance writer or a freelance proofreader! I am passionate about punctuation and grammar, and I love looking for that needle-in-a-haystack typo in documents. Like many freelance writers and editors, my dedication to my “craft” is heartfelt.

The case for hiring a freelancer for your next copywriting or proofreading project is compelling! If you are convinced, and would like to learn more about how I can help your company, please review my services, and then contact me so we can discuss your specific needs.

4 Things I’ve Learned about Saratoga Springs

Downtown_Saratoga_SpringsI was born and raised in the South, and frankly, my dear, I always thought I would live below the Mason-Dixon Line. But life had other plans for me, and a year ago, my family and I moved to Saratoga Springs, New York.

More than once during the past 12 months, I have felt like a stranger in a strange land. When I attempt to order sweet tea, for example. But to my surprise, I have acclimated to this new environment with relative ease. And I’ve learned a few things along the way.

Here are a few observations from my first year in Saratoga Springs:

  • Snow, snow, and more snow
    hydrant2It was a warm, summer day in beautiful Saratoga Springs, New York, and a woman visiting from the South was enjoying a stroll on Broadway. “Why do the fire hydrants have antennae?” asked the woman who had never seen a snowplow in real life, much less a five-foot-high snow bank…
    (P.S. Yeah, that was me.)
  • The Track
    Many places have four seasons, but in Saratoga Springs, there are five: fall, winter, spring, summer, and track season. For seven weeks each year, the entire town revolves around post times. Make no mistake about it: horses are big business in Saratoga Springs.
  • Potholes
    I remember my driver’s ed teacher telling us to always “drive ahead”–scan the road in the distance. But follow that advice in Upstate New York, and you will need to get thee to a repair shop for a wheel alignment. Thanks to the abuse doled out by snowplows, the potholes are epic and bountiful.
  • Peppermint Pigs
    peppermint pigBeing from the South, I am familiar with a wide array of pig products, from pickled pigs’ feet to chitlins (if you don’t know what they are, do NOT Google it!), but not until I lived in Saratoga Springs had I heard of a Peppermint Pig. Nothing says, “Happy holidays!” quite like pink swine candy.

Pigs, potholes, and ponies, oh my! I’m definitely not in ‘Bama anymore! Upstate New York may be a different world, but I have discovered that Saratoga Springs is a charming town chock-full of vibrant people, fantastic restaurants and stores, and intriguing history. Y’all get some sweet tea on the menu, and this place just might start to feel like home.

Are you a transplant to the Saratoga Springs area? What have you learned during your time here? Leave a comment below!