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Writing for Vision AND Sales
| Guest post by: Gary Kliewer |
Article Overview: Are you among the social enterprise writers? Here are five writing tips for business leaders/authors balancing people, planet, and profit.
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Free Download - Social Media for Business Authors Test By Gary Kliewer |
Writing for Vision AND Sales
At a recent gathering of social entrepreneurs, marketing icon Mark Victor Hansen asked how many in the audience were writing or planning to write a
book. Every hand in the room went up. These folks are working for peace
in the Middle East, replanting Amazon rainforests, and helping the
homeless in the Southwest. They sustain these efforts through business
ventures. So the books they are writing will champion their social and
environmental causes with passion and compelling detail, of course—but
they must also promote their products.
Are you among the social enterprise writers? Here are five writing
tips for business leaders/authors balancing people, planet, and profit:
Write to your audience. (Yes, you’ve heard this from me before.)
Remember, you cannot reach everybody; you are trying to sell to your
Tribe, or those on the edge of the camp circle. Who are those people?
Are they mostly women? Men? What age range? Identify those who may not
only resonate with your mission but can also be your perfect prospects.
Write to them.
Keep it personal
while you relate your work to the universal themes. Your unique story,
your distinct voice, will captivate your audience. An impersonal
manifesto, even though well-intentioned, will only illicit a passive
nod. Have faith that your audience wants to make a positive impact on
the world too, and you, personally, are a role model. They will buy
your product or service out of conviction and loyalty, and that defines the new economy.
Keep the old adage in mind: Facts tell but stories sell. People love to read stories. Gaining new customers and supporters to the cause is often just a matter of telling a great story.
Get endorsements.
Put great effort into compiling the best possible testimonials,
examples, and social validation. Be sensitive that people who may be
your best supporters are constantly bombarded with green-washing and
spin. They rightly fear being ripped off or over-sold. Take away their
fear by proving that what you offer is solid and proven.
People love to buy, but hate to be sold.
If you tell your unique story to a sympathetic audience and convince
them of both the value and the service of your work, you will invoke a
desire to buy. No sales pitch required; only a “please join us now,” an
honest call to action.
Above all, get your thoughts written down, polish the words later,
then make the commitment to share them with a world that so badly needs
you.
“Don’t think it, ink it.” ~Mark Victor Hansen
Vision check
Ten Ways to Make Achievable Goals
You Can Be A Leader With A Vision
How is a 'Vision' Developed?
How to Create a Compelling Vision for your Business
Article Tags: book publishing, endorsements, social entrepreneur
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About the Author: Gary Kliewer RSS for Gary's articles - Visit Gary's website Click here to visit Gary's website   The Power of Publishing for the Social Entrepreneur Business Author Websites But Wait Theres More How Will Your Audience Find You The Rusty Nail All In with Multimedia for Your Book |
Related Forum Posts
Different Hats
- CEO Sales & Marketing & Leadership Development Company
Strategic Vision 10
Alliances & Growth Strategies 10
Hiring & Managing People 8
Mentoring 8-9
Strategic Planning for Clients 10
Execution of Marketing Campaigns 9-10 (i have great people who do the nitty gritty)
Financial Management 9
Bookkeeping 3 (outsourced as I really hate the fine details like GST0
Administrative Follow Up 6-7 (again have great staff)
Writing & Publishing 9 (getting better all the time!)
Speaking 10 (so I have been told)
Self Promotion 9-10
Web development & Promotion 6-7 (learning more and have brought on players who are 10+)
Babysitting Employees (1 - wont do it, that's why I work so hard to hire and motivate the people I have)
Great topic Kevin!!
Jude
Online Sales and Marketing vs Traditional
- Hi Evan,
I am noticing that many of the posts in the Sales/Marketing section deal with online marketing, SEM and and SEO and Affiliates. I was wondering if it might be a good idea to separate that section into two; 1) Online Sales and Marketing; 2) Traditional Sales and Marketing
Re: Online Sales and Marketing vs Traditional
- [quote="ltrahan":31w9r2iz]Hi Evan,
I am noticing that many of the posts in the Sales/Marketing section deal with online marketing, SEM and and SEO and Affiliates. I was wondering if it might be a good idea to separate that section into two; 1) Online Sales and Marketing; 2) Traditional Sales and Marketing[/quote:31w9r2iz]
I second the request...
Top 19 Copywriting books
- 1. Ogilvy on Advertising. David Ogilvy. Wiley.
2. Positioning: The Battle for your Mind. Al Ries and Jack Trout. Warner.
3. The New Positioning. Jack Trout. McGraw-Hill.
4. Tested Advertising Methods. John Caples. Prentice-Hall.
5. How to Make your Advertising Make Money. John Caples. Prentice-Hall.
6. Guerrilla Advertising. Jay Conrad Levinson. Houghton Mifflin.
7. Direct Mail Copy that Sells. Herschell Gordon Lewis. Prentice-Hall.
8. Sales Letters that Sizzle. Herschell Gordon Lewis. NTC Business Books.
9. Herschell Gordon Lewis on the Art of Writing Copy. Herschell Gordon Lewis. Prentice-Hall.
10. Romancing the Brand. David Martin. American Management Association.
11. The Art of Writing Advertising: Conversations with William Bernbach, Leo Burnett, George Gribbin, David Ogilvy, Rosser Reeves. NTC Business Books.
12. Confessions of an Advertising Man. David Ogilvy. NTC Business Books.
13. My Life in Advertising. Claude Hopkins. NTC Business Books.
14. Scientific Advertising. Claude Hopkins. NTC Business Books.
15. How to Become an Advertising Man. James Webb Young. NTC Business Books.
16. The Lasker Story as He Told It. NTC Business Books.
17. Advertising Concept and Copy. George Felton. Prentice Hall.
18. The Copy WorkShop Workbook. Bruce Bendinger. The Copy Workshop.
19. Hey, Whipple, Squeeze This: A Guide to Creating Great Ads. Luke Sullivan. Wiley.
This should keep you busy for at least a year.
Enjoy!
Re: Essential Leadership skills
- Vision
Values
Mission
Strategic Thinking
Decision Making
Communication
Team Bonding
People Development
Coaching / Mentoring / Guiding / Grooming
Presentation
Thanks
Robert
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