I don’t need to worry about branding because it’s already happening…

My brand is my reputation, previous work and my testimonials.

If someone would like to make more money online and they decide they need a web designer or a web developer, I may end up in a short list of people to research.

The second they send me a message, email or call; my brand is building in their minds. The sooner I pick up or reply, the better the initial branding process starts. If I take 3 days (especially during a call), my brand looks terrible.

I meet the client and the way I dress, look, act and smell will affect my brand. My language and the politeness instilled by my parents will show through. It may or may not be accepted, but that is my brand.

They read my testimonials and look at past work… again, the brand is built.

I discuss possibilities with the client, past successes and external factors. I am making a promise and again growing my brand.

I don’t need to worry about branding because it’s happening every day whether I’m working on it or not, whether I want it to or not.

I have a strong, unique logo, this is what many people mistake as branding, actually it’s just an identifying mark, it promises nothing when stood alone. It’s not even that well designed! But it’s unique and allows people to associate a simple image with the feeling they got when communicating with me. Whenever they see this image, those same emotions and feelings will arise.

The question is, do I continue with this ‘accidental branding’ process and hope for the best?
This will allow my connections to be more natural. There will be people out there who don’t like me, there’s nothing wrong with that, but the slower work flow will be more pleasant as will the clients.

or do I make the effort to brand myself the way I want people to see me?
This is a little more effort, it drives me to improve and be more likeable. Fixing my flaws, driving my business forward and taking control not just of myself but strongly influencing what others are saying about me.

I know the answer for me, which do you choose?

A good way to approach people who don’t believe they’re big enough for a ‘brand’ image. You’re too late, it’s already happening.

As any copywriter knows, just because you have managed to create a desire for your product, doesn’t necessarily mean that your reader is going to buy. The best way to get your reader to take action is through the use of testimonials.

These are a great motivator and a tool that every freelance copywriter should have in their writing arsenal. People love to hear about the experiences of others.

Another copywriter’s trick to get your readers buying is by offering free samples, statistics, a free trial or money-back guarantee. If you have these available why not use them all or a combination plus testimonials – just do whatever you feel necessary to get your reader to take action.

The call to action

If this is weak, the rest of your hard work would have been wasted.

They don’t have to be saved for the final paragraph. Sprinkle them throughout the sales letter or, if using email, use hyperlinks so once the decision to buy has been made your reader can act immediately.

Here are a few things to avoid when writing your CTA:

• Ambiguity is bad – don’t confuse your reader
• Watch your wordiness – you’ve made your pitch now get straight to the point
• Don’t be vague – leave them in no doubt as to what they need to do

Put simply, your CTA should be short, simple, direct and clear:

• Give them different ways to get in touch/place their order (e.g. email, fax, phone)
• Give them a clear and simple-to-complete order form
• Make it a command – ‘order now’ ‘order by 1^st February’

These techniques aren’t exclusively for sales letters. No matter what you are writing always remember: AIDA – Attention – Interest – Desire – Action and you can’t go wrong.

If you want a permanent reference to these ideas why not visit my website and download my eBook detailing the 5 Simple Steps to Sensational Marketing. It is a great read highlighting the issues that you have read about here with further tips to make your writing even more persuasive and powerful.

The author, Sally Ormond (Briar Copywriting) is a freelance copywriter providing a comprehensive range of copywriting services for businesses locally, nationally and internationally.

If you have been following this series of articles, you would have learnt how to write a killer headline to get the attention of your readers, how to sell the benefits of your product to get their interest, so now all you have to do is create a desire.

Getting someone interested in something is one thing, but to get them to want it is entirely different.

Why? Because what we actually want is only a small percentage of the things we are interested in.

As a freelance copywriter I always keep one thought in mind whenever writing for clients – when someone wants something they’ll convince themselves that they really need it.

Bring the product to life

Use words to create a picture – make them ‘see’ what their lives would be like with your product. Play on their emotions. Will it give them kudos? Will they appear more successful, more attractive to the opposite sex…?

Restrict the supply

This is guaranteed to increase the ‘want factor’. You can limit it by time by having a cut-off date after which it won’t be available (or a special offer price for a limited period). Or restrict the supply in numbers e.g. attendance is limited to just 50 people.

Desire drivers

Try one of these:

• Your reader has been specially selected
• They are among the first to get the offer
• People they respect have bought the offer
• Only your offer can give them the benefits they want
• How easy you’ve made it for them to act

Wow, we’re really cooking now. Your reader is on the verge of buying your product. There is just one final hurdle that has to be cleared – you have to get them to take action.

The author, Sally Ormond (Briar Copywriting) is a freelance copywriter. For more of her tips on copywriting and marketing visit her Freelance Copywriters Blog.