12.02.05
How to Use a Web Site to Market Yourself as a Writer
In my last column I talked about how the field of marketing is changing. Now more than ever, you need to develop a relationship with your customers.
So where should you start? With your Web site.
What? You say you don’t have a Web site? Well, if you’re serious about selling your books, products or other services, then write down “get myself a Web site” at the top of your to-do list.
Seriously. A Web site is really the foundation of your marketing strategy. Not only can you sell your books from your Web site 24/7, but it’s also where you can start building a relationship with your customers.
Now, for those of you who do have a Web site, what does it consist of? I bet you have a home page, which introduces you, a bio page, a page listing your books, maybe a testimonial page, a page describing your services such as writing and speaking, a contact page, maybe an online store.
Yawn.
So what’s wrong with this? Here’s a hint. It violates one of the cardinal rules of marketing.
Need another one? It’s all about you.
The hard truth is that people don’t care about your books or services. What they care about is how your books, products or services can solve THEIR problems, meet THEIR needs and make THEIR lives easier.
People want to know “what’s in it for them.” If your Web site can answer that question, then you’re on your way to not only selling your offerings but also developing a relationship that could lead to a lifelong, loyal customer.
Now I’m not saying you shouldn’t have those pages I mentioned earlier. You need them if you want to sell anything (just as long as they’re written correctly – they can’t only be about you, they need to be about how your products or services will meet your customers’ needs, make their lives easier, etc.) And if you check out my Web site, you’ll notice I have all those pages and more.
But in addition to all those “me-pages,” I also have a section called “Knowledge is Power.” In it, you’ll find information, articles, books, Web sites, reference materials and other tools designed to help both business owners and writers. It’s my most popular section (no surprise there). And it also helps the hits on my other “me-pages” go up, because a lot of my visitors stick around to check out the rest of my site.
I’m not saying you need to do what I exactly what I did. But you should offer something of value. And be creative about it. Check out what other people are doing, then think about how you could put your own unique spin on it. Brainstorm what would entice YOU to poke around a Web site. Maybe you could offer contests or games or a place for other people to online journal or maybe even jokes (there are services that will put a new joke or cartoon or a variety of other things on your site each day). All of these are effective at getting people to return.
There’s one other very important thing you should do with your Web site. More on that in my next column.
Michele Pariza Wacek owns Creative Concepts and Copywriting, a writing, marketing and creativity agency. She offers two free e-newsletters that help subscribers combine their creativity with hard-hitting marketing and copywriting principles to become more successful at attracting new clients, selling products and services and boosting business. She can be reached at http://www.writingusa.com. Copyright 2005 Michele Pariza Wacek.
