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Your positioning in the marketplace (offering something unique that truly sets you apart).Your business name and what you call yourself (your title).I’m going to suggest that it starts with three things:
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So how do you charge premium prices, have people lined up at your door, and get consistently good reviews? By doing something different than your competitors that stands out. How many people out there are offering copywriting, SEO copywriting, or marketing consultation services? Become the “Magic Bean” of copywriters Well, just like the Magic Bean has hundreds of competitors within a few square miles, all doing roughly the same thing, you have hundreds of competitors offering similar services. What does this have to do with you and your business? The Magic Bean has built their brand around their story, their name, and something unique besides their food, which they couldn’t compete on alone. If you’re a pretender, come sit by my fireįor we have some flax-golden tales to spin. It’s a Shel Silverstein quote that reads:Ī hope-er, a pray-er, a magic bean buyer…
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This concept, this “story” that they’ve woven throughout their brand and carefully cultivated over the years, is even on the back of the waiters’ t-shirts. They’ve positioned themselves as a great place to meet international travelers and swap stories. How do they do it? How do they get good reviews all the time, a loyal following, and a long waiting line on Saturday and Sunday mornings for breakfast? There are probably hundreds of restaurants within a one-mile radius where you can get a cheaper meal that’s just as good. It’s an institution, and has thrived for many years, despite charging premium prices for average food in a very competitive market. On Saturday we celebrated my wife’s birthday at a restaurant here in Quito called the Magic Bean. I’m taking the Copywriter Café in exciting new directions, and I’m glad you’re along for the ride! Today I have a quick story for you, and an action step that will help you stand out in a noisy world. We’re creating a bit of a stir with both those camps, who tend to be antagonistic to each other. Katlynn Blakely, a former NYC ad agency copywriter, and I are melding the worlds of direct response and ad agency copywriting. I also launched Coffee Chat with Steve & Kat, a twice a month Google Hangout on Air that’s designed to help Independent Creatives like you build your business with fun, fresh ideas. The past two months I hosted two Ultimate Writing Retreats™, finished two big client projects, and moved my family temporarily down to Quito, Ecuador, where we’re spending the summer. If you’re new to the Copywriter Café blog, I’ll be posting three times a week again, on Tuesdays, Thursdays, and Saturdays, with occasional random additional posts. Steve Roller here, back from a long hiatus.