Author / Copley Sutton

by Copley Sutton

How to be better at ANYTHING

The story goes that the fussiest customer EVER was an elderly man who lived in a small town south of Dubai. He was cranky, unfriendly, hard to satisfy, and a bad tipper. Service workers in the area would bend over backwards to make him happy, but nothing worked. Soon, everyone stopped trying. After all, what was the point? Nothing was good enough for this guy. Their efforts were met with nothing but contempt, sneers and disapproving comments.

But a youngster at a fruit & vegetable shop simply wouldn’t give up. The fussy customer was a regular there. Every day he would pick up two apples and a bottle of grape juice. Determined to satisfy this man’s need for perfect customer service, the youngster ran to him every morning.

“Good morning, sir. “ How can I help you today?

The question made the man more disgruntled. “Pffft. If you don’t know that by now, you shouldn’t be working here!” he snapped.

And with that, he grabbed two apples and a bottle of grape juice—but not before shooting the look of death back at the youngster.

Unaffected by the customer’s brash attitude, the youngster made a mental note of the man’s grocery choice and readied himself for the next day.

The following morning saw the fussy customer making his way to the fruit stall. As usual, all the staff ignored the man, knowing that he was too much for them to handle. But to their surprise, the youngster ran towards the customer—two apples in one hand, and a bottle of grape juice in the other.

“Here you go sir.” He said, half out of breath. “Your usual.”

But his smile was received with a sneer and an irritable sigh. “You damn kid! LOOK! This apple is bruised and the grape juice isn’t cold anymore. Useless!”

The youngster hardly had a chance to apologise while the grumpy old man walked off to do it himself.

The days went by and each time the man found something wrong with the youngster’s efforts. Either the goods were faulty. Or the boy did something to annoy him. No matter how hard he tried, the customer never reached satisfaction.

Then one day (I think it was a Wednesday), the young man walked up to his grumpy customer. In one hand he confidently held two apples, and in the other a cold bottle of grape juice.

“Sir,” he said as the old man looked up. “Here’s your usual. Two apples that have been cleaned, shined and checked for bruises. And your bottle of grape juice was just brought in this morning and is still cold.”

The staff at the fruit and vegetable shop snickered at the young man’s attempt. ‘Was this guy a sucker for punishment or WHAT?’ They must have thought. They watched with interest at what the old man would retort next.

But instead of saying a word, the fussy customer looked at the young man with a slight grin. Taking the goods slowly, he walked over to the owner of the shop who was counting stock near the back. No one heard what was said between the two, the fussy customer pointed towards the frozen youngster at the front of the shop. The owner shook his head, the old man raised his voice, and the owner finally nodded in agreement.

The fussy customer left shortly afterwards—two apples and bottle of grape juice in his shopping bag. The owner walked over to the youngster and put his hands on his shoulder. “Young man, you are the only person in this store who was able to give that man EXACTLY what he wanted. Your days as a cleaner are over. How would you feel about managing my staff—starting today?”

And with those words the young man emptied out his dirty bucket of water, put away his mop, and accepted his promotion with a smile.

 

Be better than what you think you can be. It’s NOT about how many times you mess up. It’s about how many times you stand up and try again. Obstacles are nothing more than heavy weights you lift to get stronger. If you want it badly enough, it WILL be yours!

Copley Sutton

by Copley Sutton

5 ways to convert VISITORS into CUSTOMERS

The blogs you have are nice. Your AdWords campaign is getting lots of clicks. Even your social media page is receiving loads of comments and feedback. But how are your sales looking? If you aren’t converting your audience into paying customers, what’s the point of it all? Here are five practical ways to actively transform website TRAFFIC into online SALES.

 

  1. Adapting to the culture of your audience

You’ll never get into the head of your customer unless you understand the way they speak, think and act. Customer circles have individual cultures. If you can tap into that culture, you’re on your way to establishing a client base. But how?

Getting in touch with the culture of your client involves the following:

  • Understanding the vernacular of your audience. How they speak, what they respond to and what they like.
  • Be controversial in your posts. If you can gauge people’s responses, you can read them better.
  • What is your audience doing on the weekend? If they are somewhere, that’s exactly where you want to be. Take part in events and host your own. Travelling the same circles as your audience is a great way to market yourself!

 

  1. Find out what makes them buy

Your audience is spending their money on something. If they’re using a service similar to yours—or if they’re buying your products elsewhere—you need to find out WHERE!

More than that, you need to establish WHY they are buying somewhere else and not from you. Someone is offering your potential clients something more than you are. The only way to win them is to find out what extra mile you can go to gain their loyalty.

This isn’t always about price—although sometimes it is. But most clients want VALUE for what they are already spending. Study your competitors and find out what you could be doing differently.

 

  1. You can’t go wrong with landing pages

This is the ace in the hole! Landing pages are a sure way to take visitors and turn them into customers. If you’ve never tried a landing page to sell a product or service, TRY IT RIGHT NOW!

A landing page is an external web page that has been designed to intensely sell an individual product or service. It prompts people to follow your call to action and takes them through a sales funnel which leads them to buy on the spot.

 

  1. Use existing customers to get new ones

Your current customers are a commodity you MUST cash in on. Here are some ways to use them to gain NEW customers:

  • Have two or three of your best customers write a reference letter for you. When quoting new customers, offer to send them a reference letter from a satisfied customer.
  • Get as many customers as you can to write testimonials for your website.
  • If you receive a compliment from a client, ask them to mention it on your social media page—and to share it with their friends!

 

  1. Become an authority in your industry

Do you follow the trends of your industry or do you set them? Your answer could mean the difference between being an industry leader, and fighting for your percentage of the market!

Study your industry. Become more knowledgeable than your competitors. A good way to do this is to set aside one hour every day dedicated to research and reading. Discover new ways to reach your audience. Set the trend, and have others follow YOU!

 

Website visitors CAN and WILL buy from you! But if all of this sounds like a lot of work to you, don’t fret. Leapfrog Media is dedicated to these practices and we do them on behalf of our clients. If you’d like more information on how we go about our strategies, give us a call.

 

About the Author: Copley Sutton writes for businesses across the globe. Companies in the UK, Australia, the US & South Africa utilise his copywriting services to increase their website traffic and increase sales. 

by Copley Sutton

Why hiring a copywriter can help grow your business – by Olivia Colville

Whether you own a small, medium or large business you’re probably always thinking of ways to grow it. You might have considered hiring more staff, developing a new product or expanding into a new market. All of these ideas usually involve a significant amount of time and money. And unfortunately, there’s no guarantee of success.

But something as simple as hiring a qualified copywriter can take your business to the next level without costing the earth. This is especially true for new businesses. Laying the groundwork for building a trusted brand starts with the way you present yourself to customers.

A good copywriter has skills that go beyond filling up the pages on your website. These are five ways a copywriter can improve your business:

 

  • They know what you’re really selling

While you’re familiar with every inch of your product or service, customers are more interested in the benefits. Does it make their lives easier? Give them confidence? Make them happier? A good copywriter looks beyond the obvious to connect with your customers on an emotional level.

  • They know how to speak to your audience

Perhaps you’ve already created a detailed profile of your target market. You know how old they are, where they live and how they spend their money. But copywriters know what motivates them, how they use language and how to tailor a message they’ll respond to.

  • They know what your story is

Every business has a story to tell—even law firms and plumbers. Copywriters are skilled at creating a narrative around your business and communicating it with your audience. Telling customers your story helps them connect to you on a personal level. It’s the first step in changing a business into a brand.

  • They know how to keep it simple

If you’ve ever tried writing your own copy, you’ll know how easy it is to get lost in the details. A copywriter knows how to keep the reader’s attention and avoid the clutter. They understand the power of a succinct and structured message

  • They know how to make people take action

The best way to grow your business is to increase sales. Investing in advertising may get your name out there, but the real challenge is getting potential customers to take the next step. Copywriters can get them to pick up the phone, click on that link or add that product to their basket.

 

Copywriters can add real value to a business in ways that you may not have imagined. They can help you reach more people, increase your sales and grow your business. Hiring a copywriter may be the best business decision you make.

 

 

by Copley Sutton

Big jobs or small jobs for freelance copywriters?

Sometimes freelance copywriters have to manage up to 20 different clients in one month to get paid what they need. But other months turn out to be a breeze because three or four clients hand you such large projects that you don’t have time to take on anything else. So which is best?

I’d like to contend for the latter. Large jobs leave you with a lot less stress. You know that you have secured enough work for a large portion of the month. Applying for multiple small jobs can be very tiresome. I spend a good few hours writing thought-out proposals, researching clients and making sure I can do the job presented to me. If I could, I would gladly give up this time-consuming practice for consistent, large projects that actually PAY me for my time.

The secret to becoming successful at your freelance writing endeavour is to find yourself regular customers who need large projects done on a regular basis. For freelance copywriters in South Africa, this could be:

  • Marketing firms
  • Academic writing companies
  • Product review sites
  • Web development companies

All of these businesses need copywriting all the time. And chances are their projects are big ones. If you can, shift your attention to these kinds of jobs and gain more security in the freelance copywriting industry.

 

About the author: Copley Sutton is a Johannesburg based copywriter who writes for many local and international clients. At this point he is attempting to build up a team of freelance writers in South Africa and expand his copywriting service to new heights. 

by Copley Sutton

What does your perfect customer look like?

The question, “Who is your perfect customer?” is an important one. At Leapfrog Media, we want to know what type of client you as a business manager want to target. We ask this question for five important reasons. Here they are.

 

  1. We want to know how you customers think

If we know who your customer is, we can better determine what they want. Ask yourself this question: “What thought process does my perfect customer go through before needing my product or service?”

Once you’ve answered this question, we can adjust your marketing campaigns to fit. For instance, if your perfect customer is a woman between the ages of 30 and 45, we can better establish how and why she would sign up for a ladies gym membership.

This is what direct marketing is all about. Benefits of this kind of strategy include:

  • Less money spent on futile advertising
  • A better return on investment
  • Higher customer acquisition
  • A more targeted marketing approach

 

  1. We need to establish where your customers ‘hang out’

If we’re going to target your customers, we want to know where to find them. Do they hang out at skate parks, or are they sitting in front of their computers most of the day?

If we know who they are, we must establish where they frequent. Can we use their ‘hang out’ spots as leverage to promote your brand? If there’s a way to do so, we’ll find it!

 

  1. We tweak your content and brand image accordingly

If we can successfully profile your perfect customer, it won’t take us long to tweak your company presence in a way that appeals to them. But how can Leapfrog Media be so confident in this claim?

Our team of experts are adept at fine-tuning all aspects of your online reputation. This includes:

  • Your social media profiles
  • Your company’s website presence
  • Your blogging habits
  • Your ad campaigns

All these aspects represent your company, and we want to make sure that each one portrays the RIGHT MESSAGE!

 

  1. We can establish the best social media platform for your business

We already touched on social media tweaking, but it’s worth looking into more deeply.

There’s much at stake when choosing the right social media platform for your brand. Don’t just default to the popular ones—go for the one that will do the most for you.

SEO experts are very aware of what respective benefits each social media platform offers. For example: Facebook wouldn’t be ideal for a business law firm, but may do well for a freelance photographer.

There are so many new social media platforms available now, and Leapfrog Media is familiar with the best ones. We use this knowledge to focus in on your unique demographic.

 

  1. We get to know your customers – They get to know YOU

Putting all of these points together, we can successfully answer the question first posed. We ask you who your perfect customer is because we want you to appeal to that perfect customer.

We work diligently behind the scenes to portray you correctly. Online reputation management is hard work, and we know you’re too busy giving great service to bother with it! That’s where we come in.

 

So, isn’t it time you opted for an online marketing firm that understands the uniqueness of your brand?

 

About the author: Copley Sutton is an international copywriter working from South Africa. Over the years, he has developed a reputation for being reliable, timely, diverse and accurate when it comes to copywriting projects.

by Copley Sutton

Is copywriting relevant for social media? – Olivia Colville

In the new age of social media it’s tempting to think that traditional copywriting no longer has a place. Who has time to read huge blocks of text on a screen anymore? Who has the time to read every page on a website? Do you REALLY need a copywriter?

 

Copywriters used to spend their time working mostly in print media. They crafted catalogue copy, delivered direct mail pieces and came up with catchy ads for newspapers and magazines. Today the focus is on 140 character tweets, popular hashtags and clickable Facebook posts.

Now the internet has put a virtual encyclopaedia at your fingertips. Any subject you can imagine has been catalogued, discussed, and dissected into oblivion. The ease with which we can access data has changed the way we consume information. These are some common misconceptions about how the web has eliminated the need for proper copywriting:

 

  • Time:We think that the internet has shortened our attention spans, but the truth is that we’re just bombarded with information. You can easily spend hours watching cat videos, or chatting with friends on Facebook, so clearly you aren’t lacking the ability to concentrate. The difference is, this is something you find entertaining. When copy is well-written and fascinating, people keep reading it—no matter how far they have to scroll.
  • Visual: Technology allows us to enjoy rich media like images and videos. And a picture is worth a thousand words, right? But copy and images combined are even more powerful. You couldn’t explain all the benefits of your product just using pictures. Tell a story that shows your customer what your service can do for them and they’ll be more convinced than with images alone.
  • SEO: The battle for a page one ranking on search engines is never ending! Keywords are stuffed into web copy at every opportunity despite the fact that they don’t always make sense. However, this is changing as search algorithms get smarter, seeking out those sites that provide real value to users. Good copywriting can make a significant contribution to search result rankings.

It may appear that using a professional copywriter is no longer essential, but persuasive, engaging copy is still the most powerful tool for improving profits. Web pages, social media and blogs offer copywriters more opportunity to shine. Experienced copywriters who have developed their skills to include SEO and social media can help your business deliver consistent, effective messages to new and existing customers.

 

A tweet may drive traffic to your website, but once a visitor is there, it’s the long copy that determines whether they click further or bounce. The ability to get your customer’s attention, keep them on your page and encourage them to click further is a skill that never loses its edge!

by Copley Sutton

In-house copywriter or freelance copywriter?

Which is best for your business?

It’s inescapably true: every company will at some point need a copywriter. If that company wants to be competitive, market themselves or simply propose a deal, a professional writer is qualified to execute these tasks professionally. So should you simply hire a good writer? Is it much of a hassle finding one that offers his or her services on a freelance basis?

The answer is not black and white. While I would highly recommend that copywriters in South Africa work as freelancers because of the financial and time benefits, the fact is that permanent workers are still needed. So here are some questions to ask yourself about your company:

 

  • How much writing does my company need?

If your company doesn’t have enough writing to keep a full time copywriter busy for seven hours a day, it’s simply not worth getting one. If your writing needs are intermittent, consider finding a decent freelancer who is on call whenever you need him or her.

 

  • Do I have the time and energy to find the right person?

Finding employees that fit in with your company culture is hard. It takes time and money to find the perfect person, and even then you can be fooled into hiring a trouble maker! With freelancing, you have the option to not use someone again if they are not a good fit.

 

  • Will my company need many different styles of writing?

An in-house copywriter will have strengths and weaknesses. If your writing needs are diversified, you may find that one writer cannot do everything you need (unless you spend more money on training that person). Hiring multiple freelancers to work on your project is a cheaper, more effective means of getting your project off the ground.

 

  • Can my company provide outsourced copywriting services?

If you run out of work for your in-house writer, will you be able to offer copywriting services to your clients? If your business is structured in such a way (like a marketing company is), then an in-house writer is a great idea. However, if the writer is limited to your projects only, hiring a freelance copywriter is the way to go.

 

Answering these questions will give you a better idea of what direction you should take. Think carefully before making this decision. If it’s the wrong choice, you’re stuck with it.

 

by Copley Sutton

Get a copywriter for your email marketing – Olivia Colville

Think your South African business is too small to consider email marketing? Worried that it will cost too much or take up a lot of your time? Despite the rise of social media, people actually prefer to engage with businesses and brands through email. If you’re ready to try it, keep these three stages in mind as you plan your strategy.

 

First, you’ll need to set up a programme for creating and sending emails. Then, you’ll get into the nitty-gritty of crafting compelling emails. Finally, because email programmes allow you to track the results, you’ll need to do some data-crunching.

Choosing the right email software is critical to your success. The sheer number of different options can overwhelm new users. As you research your options, ask the following questions:

  • How easy is it to use? If you’re not technical, you’ll want a programme that has templates you can use. Most are very simple to use and you can simply add in text or images to create your newsletters quickly and easily.
  • How much support is available? Everybody needs assistance at some point. Make sure it’s easy to get help when you want it. Do you have to log a request or can you pick up the phone and talk to someone?
  • How much does it cost? While every programme offers different models, you’ll most likely be charged based on the number of subscribers you have. Increasing your email list will help reduce the cost.

The benefits of email marketing are not limited to companies that sell products. If you offer a service, you can still use newsletters to keep in touch with your customers. Educate them on new developments in your industry, showcase your services with real-life examples and share your knowledge with them. This kind of content goes a long way to establishing your business as an authority and earning trust from new prospects.

Sending out regular, professional looking newsletters to your customers doesn’t have to be a hassle. Before you start, think about what you want to achieve. Are you looking drive more traffic to your website, increase sales or just keep your business top-of-mind for customers?

Do some research online to familiarise yourself with the many options available. Speak to other small business owners about their experience with email marketing. Choose a copywriter that offers you the features you need that will help you achieve your objectives.

This is just the first stage of email marketing. Once you’re up and running you can educate yourself on creating newsletters that get noticed by your subscribers. After a few emails have been sent out, analyse the results and see what works best. Small businesses can also use email marketing to help them grow and succeed—so don’t be afraid to try it!

 

About the Author – Since she was a little girl, Olivia Colville has always had her nose in a book. Her curiosity knows no bounds and she spends her time collecting stories. Olivia’s greatest wish is to become a sought-after copywriter. Fingers crossed!

by Copley Sutton

What is a landing page and how can it boost conversion rates? – Olivia Colville

If every Google and Facebook ad you run takes potential customers to the home page of a website, you’re doing it wrong. Create landing pages that relate directly to your ads and you’ll see the difference it makes to conversion rates. Copywriters in South Africa should learn the art of creating landing pages that capitalise on this effect.

 

How to craft effective landing pages?

Simply put it’s a page specifically created with one call to action. There are no navigation links to lure visitors away from the action you want them to take. For a copywriter this means a landing page must include the following:

  • A single, focused call to action: Whether you want them to click through a product or complete a sign-up form, keep it simple.
  • Supporting images or a video: Give the user enough information to make an informed decision.
  • A match to the source: If you promised something in your ad, make sure you deliver it on the landing page you create. You won’t earn their trust if you send them to a page that’s unrelated to the message in your advert.
  • No navigation options: Remove links and tabs to stop them from wandering off the page. You want them to stay there until they take the action you designed it for.
  • Give them something of value: A landing page is the perfect place to us a lead magnet. Offer a coupon or free EBookin exchange for your visitor’s information or purchase. This further incentivises them to take the action you want them to.

 

Why landing pages work so well

Businesses in South Africa have yet to really harness the power of landing pages. Creating specific landing pages for campaigns works for the following reasons:

  • They result in qualified leads: Visitors who click through to your landing page wouldn’t be there if they didn’t want to be. Use a lead magnet that relates to the business, like a discount on their products and services. If they follow through on your call to action, it means they’re already interested.
  • They’re easy to test: You can easily tweak pages to determine what gets the best result. Being able to modify landing pages quickly and easily means you can test them even in the middle of a campaign.
  • They can be shared on social media: South Africa is a social media savvy country. Landing pages are perfect for sharing on these platforms

Local businesses have yet to discover that adding this technique to their arsenal can help conversion rates. Copywriters in South Africa should help these business owners stand out with landing pages. Are you a copywriter? Help them see the value that targeted landing pages can bring to their business and you’ll both reap the rewards.

 

About the Author – Since she was a little girl, Olivia Colville has always had her nose in a book. Her curiosity knows no bounds and she spends her time collecting stories. Olivia’s greatest wish is to become a sought-after copywriter. Fingers crossed!

 

by Copley Sutton

5 Essential Tools for Advanced Landscaping & Lawn Maintenance

The difference between mediocre landscaping and perfect landscaping is often in the equipment. There are a number of excellent landscaping tools every good garden service should possess. Among the following five essential pieces of equipment are high-end lawn maintenance tools, as well as general cleaning devices. Consider each one for the enhancement of your landscaping service.

 

Zero-Turn Mowers

For precise lawn mowing and excellent manoeuvrability, zero-turn mowers are a must-have. Many medium to large gardens have complex garden bed edges which can be difficult to navigate. Every garden also has that tight area which is hard to get to without the right equipment. Bear in mind the size of the mower you opt for. Narrower models are a safer option because of their versatility. They are more gate-friendly and ideal for compact garden areas.

 

Mini Excavators

In order to perform proper, professional landscaping services, there is no substitute for a mini excavator. These excavators deliver 360 degree turning in small areas while performing digging tasks that would take a person hours to do. There are now models available in approximately 27 inches wide and even smaller. Again, a smaller model is your wisest choice so that it can fit through narrow gateways and tight garden areas. You also want an excavator that is easy to transport to your various job sites.

 

Skid-Steer Loaders

Skid-steer loaders are like mini tractors and are perfect for moving—or removing—large piles of gravel or refuse. Various attachments can also be fitted to the arm of a skid-steer loader in order to speed up landscaping tasks. Tasks include—but are not limited to—logging, clearing and rock removal. The versatility and speed of these machines deliver a great return on investment by reducing your need for laborers and resulting in less work completion time. There are also certain tasks that just cannot be done properly without the benefits of heavier garden machinery.

 

Weed Eaters & Hedge Trimmers

Neatness is what separates the good landscaping companies from the great ones. Weed eaters and hedge trimmers allow your workers to bring real refinement to garden beds and sidewalks. Large, complex gardens often have pebble-bed areas, stepping stones, and bricked sidewalks—all of which look horrible when covered in renegade grass. These devices zone in on those hard-to-reach places and render them neat and distinguished.

 

Backpack Blowers

Portable backpack blowers are perfect for large gardens. The operator can move to any section without having to worry about a power connection or frustrating cables. Strong blowers are able to clear a large garden area within a fraction of the time it would take to sweep or rake. Landscaping and lawn maintenance involves a lot of cleaning up—especially during fall when trees are dropping leaves by the thousands. These devices come in a range of battery- or fuel operated choices—either of which will suit your needs as a landscaper.

To remain ahead in a competitive industry, landscapers are encouraged to buy high quality tools to reduce time and fit more clients into their schedule. These tools and machines will not only increase your company’s productivity, but they will also bring a sense of professionalism to your work.

 

About the author: Copley Sutton is a professional copywriter and blogger in South Africa. He is based in JHB and is available to transform your website or blog for you on a regular basis.