This is Video 3.2

in the course:

Get Paid To Write

Module 3:

How to create your marketing toolkit

Learning outcomes:

How to:

• Create a high-quality marketing toolkit

• Design a personal brand

• Offer multiple services simply and efficiently

Learning outcomes:

How to:

• Design business cards and brochures that get results

• Build a website quickly and cheaply

• Get a logo quickly and cheaply

What do YOU want?

• Do you want to work from home?

• Be a global superstar?

• Earn a bit to pay for the annual holiday?

What do YOU want?

• What do you want?

• This will determine how your marketing collateral looks

Where do you start building your marketing toolkit?

• Get the design ‘building blocks’ right first

• You cannot create a great set of marketing tools without doing the ground work

Where do you start building your marketing toolkit?

• You need to engage suppliers to help you

• You can do it on the cheap - or you can have the long term in mind and get quality

• Either way, get started

Marketing collateral:

1. Logo

2. Website

3. Business cards

4. Credentials statement

5. Letterhead/stationery

6. Social media profiles

Do you offer more than copywriting?

• If you offer more than copywriting, should you create a dedicated copywriting site or a site that offers everything?

• Tip: Create a personal brand with your name at the top of the ‘empire’ eg Kate Clark

Do you offer more than copywriting?

• If you want to offer multiple services, you can brand them separately but offer them under the banner of www.KateClark.com.au (buy the .com too)

Why is this important?

• You can lose sight quickly of what you’re doing and why you’re doing it

• Acknowledge that you’re starting a new business - and although the costs of entry are low, if you invest a bit at the beginning you’ll grow more quickly

Why is this important?

• Start as you intend to finish…do you want to go big or just stay small?

• Decide on the level of quality you are willing to pay for eg you can buy a logo on automatic logo generator for $30. You can pay a designer $600+ for a brand or $3000

• Do you want to be the star of your show or do you want to be person behind the scenes?

• Do you want to be doing the work, or do you want to have a team of people to do it for you?

Why is this important?

Creating your collateral:

• Get your personal branding right first

• The rest will follow…

Personal branding:

• KateClark.com.au

• Kate Clark Copywriting

• Kate Clark Graphic Design

• Kate Clark Dress Making

Personal branding:

• Saves you having to build multiple sites

• Have a different landing page for each service, uniquely branded

Example of how to offer multiple businesses:

Companies owned:

Companies owned:

Companies owned:

How to build your personal brand:

• Reserve your name and buy it as a domain name/URL

• Example:

http://www.bernadetteschwerdt.com.au/

You need the following ‘building blocks’:

• Headshot

• Logo

• Personal branding/Tag line

Tip: Don’t use customised fonts -too complicated

Case study: How to fast-track your brand ‘look’:

Headshot:

Tip:

• Search on Google for your initials or name and see what comes up

• I knew I wanted ‘B’ in my logo somehow -so I Googled ‘B’ and found enough imagery to brief my graphic designer as a starting point

Inspired by Google:

Logo:

Tag line:

Put it all together:

Letterhead:

Why you need a good photo:

• To market yourself, you need a great headshot - all actors know this but now, business people do too

• Here’s why it’s needed:

Credentials flyer:

Guest blogs:

Brochures:

How to get it all made:

Quickly and cheaply:

1. The logo:

• You don’t need to pay thousands for logos anymore

• Get it made at:• 99 Designs• Freelancer.com• Upwork• Fiverr

The logo:

Google:

• www.istock.com

• www.shutterstock.com

…for images and backgrounds for ideas and inspiration

How to get a cheap logo:

Options - outsourcing:

Options - outsourcing:

Options - crowdsourcing:

Hire a graphic designer:

• Use local if you can - ‘give to get’ - they’ll give work to you too

• You can meet with them and show them what you want in person - easier

• You can get faster turnaround sometimes

2. Building a website:

• Decide on what it needs to do

• Do your research for comparable sites

• Check out www.themeforest.net to look at existing designs

2. Building a website:

1. Home

2. About us/you

3. Services offered

4. Portfolio

Basic pages you need:

5. Testimonials

6. Media

7. Blog

8. Contact us

Basic pages you need:

3. A business card:

• They used to be essential parts of a marketing kit

• But now, people say, I’ll find you on LinkedIn

3. A business card:

• Don’t fall for it

• Have a card and hand them out like confetti

The power of a business card:

• It’s not just a card - it’s credibility

• In copywriting, we are only as good as we present ourselves to be

• If you look professional, if you’re pleasant and can build rapport, you will get work

Why you need a business card:

They:

• Are a visual reminder of you

• Can be found later on after you’ve been forgotten

Why you need a business card:

They:

• Are an elegant way of transacting

• Show you mean business

How to get them cheaply and quickly:

They pay for themselves:

• They cost around $10 - $100

• If you get just ONE client from the card, they have paid for themselves

• Don’t wait until your website is up -get them now

What to put on your card:

What you need to put on it:

• Name

• Business name if you have one

What to put on your card:

• Role - copywriter, CEO, wordsmith etc.

• Mobile

• Email (get a Gmail account if you haven’t got a personal account)

What to put on your card:

• Website (if you have one)

• Facebook, Twitter etc. if you have them

What to do:

• Put your name and details on one side only (don’t split them over the back and front of the card)

• Keep it clean and simple - make it easy to read

What not to do:

Don’t:

• Make it a funny size - hard to put inside a wallet

• Make it fold out - too thick to put in the wallet

• Laminate it and make it hard to write on with a pen

• Don’t major in minors

• What your business card looks like won’t get you work - but it will lose you work if you don’t get it made

Decide:

• Fastest way to get it done - Google images of ‘business cards’ and see what you like

• Send the image to your designer or printer - get them printed! Then you can start networking…

Decide:

What to put on the back:

• Should you use both sides of the card?

Yes, definitely

What to put on the back:

• Put your services on the back - what you write:

• Blogs, newsletters, websites etc.

• Any unique selling points - qualified lawyer, teacher, nurse, accountant etc.

What to put on the back:

• Special offer - if you have an offer for them to download off your site, list it here too

• “Free report: How a copywriter can help you get on page one of Google.”

What not to do:

• Don’t use light-weight stock/paper

• Make it look professional - collect some and see what impression you get from them

• Find one you like and copy it

4. Credentials flyer:

How to quickly create a credentials flyer:

• Do a sketch first

• Send it to a designer

4. Credentials flyer:

Example: my first credentials document

5. Letterhead:

• LinkedIn - research other copywriters

• Facebook - personal or business?

• Twitter - drive traffic to your site

6. Social media profiles:

• Make your website your ‘mothership’

• It’s ‘owned’ media

• Use social media to drive traffic to your website

6. Social media profiles:

For more resources:

• Marketing plan template - detailed

• Marketing plan template - condensed

• Inbound leads and traffic calculator

For more resources:

• Branding questionnaire

• Website questionnaire

• Online content marketing template

NB: All available as downloadable documents

This is the end of Video 3.2

in the course:

Get Paid To Write

Module 3:

How to create your

marketing toolkit