In Search of a More Immediately Quantifiable Value Proposition

One of my first ideas was “Copywriting Packages” and I believe this option continues to be the best value for money and effort spent for my potential clients

I’ve been doing a lot of reading, considering and consolidating recently and have some big adjustments to make on my website, which will include removing (or reassigning) Small Business Excellence and replacing it with an Insight section that will serve as a new small business marketing education resource –

Something similar had of course been my intention with SBE, and I hope to be able to return to this initiative one day, but right now it has been recommended (by one of the authors whose work I’m currently reading – Dave Holloway, Wonder Leads) that providing educational and informative resources for visitors to view and gain value from is indeed part of the way forward.

I also intend to focus my efforts on providing a more immediately quantifiable value proposition, “Increase your brand influence online”, as opposed to any synonym of “boost your business” –

Because it is easy to discover the rough amount of web space (including social media and 3rd party space) which one business possesses – it is harder to track their paid online advertising but those such as Google and Facebook ads are also easily discoverable…

  • I can research the sales landscape/ industry which a particular small business is seeking to make an impact and make gains within, assess which competitors have the strongest and most effective marketing campaigns, and build a marketing strategy to cut through such competition.

When I started my business, one of my first ideas was “Copywriting Packages” and I believe this option continues to be the best value for money and effort spent for my potential clients.

But making gains and keeping gains will require clients to make a commitment to producing great marketing material and content, and for new businesses and those on low budgets, such a commitment to up to date marketing and content material may appear like an unaffordable investment, at least to begin with –

But this is why all my services are currently free (no strings), I want prospects to be able to Try Before They Buy, and this trial will consist of a significant sized digital marketing/ copywriting package: The first step towards gaining and maintaining brand authority online.

I very much need to change my Information and Services page especially in order to focus around this better quantifiable product, “Increase your brand influence online”, and personal proposals to business owners all need to be focused around this more specific value proposition too.

I have my first lot of business cards, my “keys to the county” South Yorkshire travel pass! And I have the other stationary I need to create and hand deliver personalised product offers –

It will be a slow process, but as we know, a year has already passed, and to give up on patience or not to trust the process right now would be foolish.

In the meantime, I have a pilot podcast episode to analyse and edit! I recorded it sat at Doncaster train station several days ago, and in between train station noises, wind plus turbulence, and me being unsure how close I should hold the microphone, there might be some salvageable pieces to make into a short podcast –

I certainly hope so anyway as this is another avenue I’m seeking to use to build trust (through dialogue, even if only one way…) Podcasting is another form of media creation digital creators/ small business owners are encouraged to embrace! Plus, I enjoy listening to a good podcast (usually something paranormal, but that’s besides the point) …

I’ve had the choice between concentrating on unemployment or self-employment and small business-ing for podcasting, and although focusing on building small businesses will theoretically earn me an audience closer aligned with my prospective target audience, I feel a great solidarity with the great many who are unhappily unemployed, and want to acknowledge and encourage those individuals too –

After-all, “ungainfully self-employed” and “unemployed” amount to the same thing. So, maybe I’ll just have to start two slightly different podcasts, but again, the issue of productivity, efficiency etc arise – How can I create valuable, up to date content, read relevant materials and conduct research, create pitches/ proposals, and complete a variety of other business tasks, AND stay on top of everything?

I need more voluntary experience and I need clients, so unless an activity does not positively improve my prospects of such, then I will need to reassess if it’s necessary.

There’s plenty more to say but even more to do, so –

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Proactivity & the Direct Sales Directive

I need to become drastically proactive, and I need to travel and build relationships.

I’m delighted to say that although WordPress are prodding me to renew my domain – and therefore reminding me that my website and my business have been established nearly a year now, and why are things so quiet? – I have a list as long as my size 10 foot of things to do next and things to improve.

I’ve ordered my business cards, I’ve bought fancy paper and even a clipboard and some gold star and bullet point stickers, all with the intention of getting my travel pass and advertising my business much in the same way I conducted my direct sales antics –

For direct sales, my colleagues and I drew up product proposals on blank sheets of paper individually for each customer (supposedly this helped to draw our prospects attention towards each benefit, and around each objection). The idea was to guide our prospects around how amazing and valuable our product was, and tailoring each proposal for each prospect seems a good idea to repeat –

I have business cards with blank backs for adding individual offers and proposals, and sensible stickers just to add some colour and personalisation. 

Its cheap and cheerful, but hopefully it will also be seen as at least authentic!

Instead of an unsolicited message in a social media inbox, my idea is to leave each prospect with an individual product proposal, packed with benefits and fully customised to their business needs and ambitions.

I will get to meet them face to face, and even if they have no real need of my services, I may benefit from a referral made to someone else in their network.

Who knows how it will go? Maybe I’ll face lots of closed doors, maybe business owners will respect my initiative and give me some of their time to share my pitch –

Of course, it is not wise to visit business owners during trading hours, and so I’ll have to find a way of working around this – perhaps asking for just a few minutes of their time to share my (initial) freebie offer…

And as a woman I will say, I never want to compromise my safety. I will only meet at sensible times, and in sensible places –

And perhaps this drastically decreases my chances of being able to pitch, but if this is the case, then I will have to revert to simply sharing business cards and a smile, and hope that I am invited to share more information, even during business hours.

I’ll be visiting job centres with premade proposals for how I can help customers on self-employment pathways (hopefully my modest marketing material can be given a place on the job search walls), and I’ll be exploring and dropping in many other places which might lend an ear to my cause e.g. libraries, community centres etc.

Does it seem sensible, or ambitious? Well, it’s both:

I need to become drastically proactive, and I need to travel and build relationships.

The finer details I can work out once I’m out and spreading the good news of accessible, professional digital marketing… 

I need to stay safe, use my initiative, be consistent, persistent, and resilient.

I need to prove I am an expert, and that prospects will not want to miss the amazing opportunity which I am offering them personally.

I hope to soon have some great tales to tell of my journeys around South Yorkshire!

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“Ruthless” Mode Enabled

I have to offer value, benefits and if I can, I need to build trust…

After much planning and assessing, re-making and re-planning, I am now again at the stage of throwing caution to the wind and pushing forward –

What happened last time? Well, you may remember from some of my previous posts:

My target audience was right but my message was wrong. 

Now, my task is to engage directly with small and independent businesses particularly across South Yorkshire:

  • I want to communicate the value of my Small Business Excellence section and the absolutely free/ no strings promotion it offers 
  • I need to introduce myself and my businesses as widely and effectively as possible 

I can keep planning the “right way” to do that or I can steam ahead with the best plan I have right now –

  • Sort my website
  • Find successful and inspiring small businesses 
  • Say hi and introduce the free promo!

It would be great to be able to connect via video call, and ideally I’d love to meet small business owners and visit their premises –

But one step at a time… I do have to think about the trial and error aspect of even the best laid plans…

Just because something’s free, doesn’t mean people are going to be interested in it. I have to offer value, benefits and if I can, I need to build trust…

I hope value and benefits can be seen in the free, locally-focussed internet space and backlinks which I am offering, and I hope to build trust through the relevant, informative and diverse content which already makes up my website, and through my offer to discuss business owners’ free features further via video call…

I hope the Pacific will be as blue as it has been in my dreams

Red

You may say I’m a dreamer, but I’m not the only one…

John Lennon

Got a zoom in the afternoon

Saweetie

Ok, enough quotes –

But you understand my eager and anxious anticipation…

As a kind copywriter friend said to me, “You have to break into the orbit…”

My first attempt ended abruptly with the wrong messaging as no one realised what copywriting was – as I said previously myself, several years ago, I didn’t even know what it was …

This was my error – I had not anticipated this problem with my messaging.

My current attempt, I HOPE, will be a bit more successful –

And I am EXCITED to be able to build my free feature pages as I will learn so much about different businesses, their stories and their needs – and so will all other VISITORS and business owners who are eager to learn more about the goings on in local, South Yorkshire, small business!

But enough talk – I need to make the Small Business Excellence page look a bit more inviting, I’ll get Canva onto it…

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