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October 20, 2009
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The WRITE Path

The WRITE Path - Helping experts write and publish their way to the peak of success
      www.WritersSherpa.com | info@writerssherpa.com
In this Issue
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  • A Note from the Editor

  • Feature Article: "Magnetic Marketing Copy; Writing from a Position of Partnership"

  • The Writer's Sherpa Recommends: Want to make more money by writing? Work with me, one-on-one, to create marketing materials, a web site, and other written pieces that sell your expertise!
ISSN coming soon!

October 20, 2009
Volume III, Issue 19

Published every Tuesday. You are on our list because you signed up for one of our programs. To change your subscription, see link at end of e-mail.

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From the Editor's Desk
Myron in costume

Dear %$firstname$%,

My son's Halloween costume arrived yesterday--a head-to-toe skeleton costume with a skull mask and everything. Perfect for a little boy. And he was SOOO excited. He had picked the costume from the catalog himself, and as I was opening the box, he said, "Look at the bones, Mom. I learned about bones in school." He had to put it on right away. And mom HAD to take pictures!

I was amazed at his excitement, particularly because his excitement was linked to what he was learning in school. It reminded me of how good it feels to be doing something I love.

Can I ask you something personal? How passionate are you about what you do? If you're like most self-employed professionals, coaches, and speakers, then you probably love your work, right? You can't get enough of it--that's why you do it every day.

But, is that passion coming across in your writing? When your enthusiasm shows in your web copy, articles, and other marketing pieces, then the people who read them will get excited about it too. They'll feel drawn to you, and they'll want to read everything you write. For tips on how to create magnetic marketing copy, check out this week's article.

One more thing...this is your last chance to sign up for the Wednesday call. (If you haven't signed up yet, do so now by clicking here.) I'm going to talk about the seven secrets of writing to make more money, plus three marketing pieces that will attract ideal clients and readers. AND, I'm going to share a special offer that will save my next coaching client almost $700! Will you be that client, %$firstname$%?

Have a great week!


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Melinda

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Announcements
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Wednesday, October 21, at 8:00 p.m. EST, I am giving a FR.EE teleseminar on writing to grow your business.

"The 7 Secrets of Writing to Sell!"

Learn my system for writing marketing materials that establish your expertise, build relationships with your clients and readers, and grow your business with new opportunities and income! And I'm going to be talking about my three favorite marketing pieces and a special offer for my next one-on-one coaching client. So don't miss it!

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FINALLY Write Your Book Monthly Q&A Open Office Hours

(This call is for members only. Click here for information on how to join.)

Come prepared with your specific questions about writing, marketing, and publishing your book, and I'll give you answers! The call-in session is scheduled for Friday, October 23, 2009 from 9:00-11:00 a.m. EST. Members, watch your e-mail for the phone number and additional reminders.
Feature Article
partnership Magnetic Marketing Copy: Write from a Position of Partnership

By Melinda Copp

Do you ever feel sleazy or inauthentic when you write marketing or sales copy? Like you’re pushing people, rather than pulling them in? I know I have. Let me tell you a story. A few years ago I wrote my first sales letter for my business. I’d written sales copy before, but always on behalf of clients, and I quickly learned that doing it for myself was very different. Even though I knew what made copywriting effective, I had trouble writing in a voice that felt like me.

And let me tell you, the sales letter was a complete train wreck! I recently pulled that letter out and read it and thought, “What was I thinking?” It sounded nothing like me—it was jazzy and hypey and really not good. No wonder the letter didn’t sell anything!

Many writers face this same challenge—they think they need to set their natural voice aside and put on their salesperson hat to write marketing and sales copy. But that’s the completely wrong approach. Your copy will work (and feel) much better if you kick the salesperson out and write from a position of partnership instead. In other words, you’re not just trying to make money; you’re trying to help people by providing solutions that will make their lives better.

When you come from a position of partnership, your readers will know you’re there to help and they’ll naturally be drawn to you and your products and services. Whether you’re writing web copy, a sales letter, a special report, or whatever, consider the following tips for making your copy authentic AND magnetic.

1. Be Confident
You are the leader or expert, and if your readers do what you say, their situation will improve. I don’t have to tell you this, but make sure you don’t forget it as you write. It’s easy to get a little wishy-washy because you don’t want to feel pushy. But keep in mind that people want to be led. If you can lead them, they’ll often be more than willing to follow. So be confident and write with authority.

2. Be Yourself
What’s the one thing you have over all your competitors? You. You have a unique personality and outlook that makes you different from everyone else. Sharing who you are, flaws and all, with your readers helps them identify with you and your story. What mistakes have you made? When did you look foolish? And how can you help your readers avoid that same situation? Adding tidbits about yourself to your marketing copy will naturally attract people to you.

3. Give Good, Useful Information
Being seen by your readers as a resource is one of the most important things you can do to build trust. And when you give good information, they will only want more. This is particularly important for the content that you’re giving away, like articles and lead generation reports, but it also applies to things like web copy and brochures. Even if the underlying point of the piece is to sell, think about how you can make it helpful.

4. Tell Your Reader Where to Get More
Whether you want the reader to sign up for your e-zine, comment on your blog, or buy your book, you have to tell them. You can write a compelling marketing piece that keeps readers hooked through to the very end, but if you don’t end on a strong call to action, then all that good writing gets wasted. So don’t be shy. And don’t worry about being pushy. Come right out and say what you want your reader to do to get more of what you have to offer.

Writing Your Magnetic Marketing Copy
If you’ve been communicating with your clients and leads for any amount of time, they’ll know when you’re wearing your ugly sales hat. And if you’re anything like me, you’ll read that sales letter later and roll your eyes. But your marketing voice and your natural voice can be one in the same. When you use these tips for writing from a position of partnership, you won’t have to push—your readers will naturally be pulled in.

Comments? Head over to the blog and let me know what you think about this article.

© The Writer's Sherpa, LLC

Want to use this article on your web site? You can, as long as you include this complete blurb with it: Melinda Copp helps speakers, coaches, consultants, and self-employed professionals write and publish to establish expertise, build relationships with their clients and prospects, and grow their business. Sign up for her e-zine at www.WritersSherpaPrograms.com, and get a free special report on writing to grow rich!
About Melinda
Melinda Copp headshot Melinda Copp is the founder and executive editor of The Writer’s Sherpa, LLC, a company devoted to helping clients write articles, marketing content, and books that get readers excited about what they do and who they are.

As a ghostwriter, writing coach, and editor, Melinda is passionate about helping speakers, coaches, small businesses, and professionals use the written word to communicate and establish their expertise, build relationships with their clients and readers, and grow their business.

If you like this issue of The WRITE Path , then visit www.WritersSherpa.com to find out about Melinda's programs, products, and services.
The Writer's Sherpa Recommends
Are you tired of putting off the writing projects that will attract new ideal clients and make you more money?

Are you interested in getting specific suggestions on how to improve your writing?

I work one-on-one with a limited number of clients who want to establish expertise and make more money by writing articles, e-zines, blogs, reports, and e-books. And during our time together, I’ll show you, step-by-step, all my tricks for making the writing process easier, using writing to attract new business, and publishing in places (online and in print) where your ideal clients and readers will notice.

We’ll start by improving the written copy you already have, and then we’ll create new materials to fit your goals.

To find out more about my one-on-one coaching programs, visit my coaching information page.

P.S. Want a FR.EE month of coaching? Sign up for my Wednesday night call to find out how to get it.
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