Target your ideal clients

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Some time ago, I received an email (and phone call!) from a commercial real estate representative. She sent me a brochure that explained how she could help me to find the right office for my business. I work alone from my home office, which is about as cost efficient as it gets. I will never know how I ended up on her mailing list. But she wasted her time and efforts in contacting me, as I am not her target market.

You might say that she did not waste much time or effort contacting me. But consider how many other people she emailed, and how many of them were not in her target market. That is a lot of wasted time and effort. In her business, one sale can produce significant income. Had she done her due diligence and approached the right targets, she would not have wasted her time or mine, and she would be much further ahead in meeting her sales targets.

Don’t email random groups of people, hoping to make a sale. Do your research, find more likely target clients, and increase the likelihood of making a sale. You’ll save everyone’s time and resources.

Note: The same could be said for your writing. Don’t write for everyone – write for your target audience. Better yet, write to and for one person. You’ll get better results.

Who is your target client? Let me know –

David Gargaro


How many emails does it take?

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We’ve all heard the jokes, “How many XX does it take to screw in a light bulb?” Of course, it should only take one XX, but that’s not funny. The same can be said for sending email.

How many emails do you need to send to a client (or boss or employee or co-worker) to achieve your specific goal? It should only take one email to properly explain what you want or intend. If you need more than one email, then you’re either not explaining yourself properly, or you chose the wrong medium. Emails are not designed for prolonged conversations. State your point properly in your email, and you should get a specific response.

If the reader needs an explanation of your first email, then you either need to write a more complete email, or you would be better served by making a phone call (or having an in-person conversation). Person-to-person conversations enable you to give and take, ask and answer questions, determine what a person needs, etc. An email should produce a specific response, not more questions or uncertainty.

Put some thought into writing your next email. Organize your information in a logical manner. Make sure that you include all the details required for your recipient to understand your intent and provide a complete answer. Make your thoughts and questions clear. Include a clear call to action. If you think you need more than one email to achieve your goal, consider a different mode of communication.

If you (or your employees) need help with writing emails, let me know – I have a course for you.

David Gargaro

What’s the purpose?

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How often do you think about the purpose of your business writing? Not the supposed purpose, but the real purpose behind it all. In most cases, the real purpose is to increase sales and profits.

What is the purpose of your press release? Are you trying to promote a new product or service? Raise awareness for your company? You want more people to become aware of the product or service so that they buy more of it. In other words, you want to increase your sales and profits.

What is the purpose of your website? You might use your website as a portfolio or catalogue. But is that its purpose? You want more customers to find your company, learn about what you have to offer, and buy more products and services.

What is the purpose of the article about your company’s innovative new technology? You want customers to switch to the new technology. You want to increase your sales.

Almost everything comes down to selling more products or services. You might cloak that intention by saying that you want to inform, educate, inspire, transform, etc. But in the end, the purpose is to sell. If it’s not increasing your sales, then why bother? Be honest about your intent. You’ll have more success at achieving your true goal of increasing sales.

Need help with finding your purpose, or writing purposeful content? Let me know –

David Gargaro

Start with a single step

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It can be daunting to launch a marketing program, write a book, invest in advertising or create a new website. There is so much to do. If you’re an independent contractor or a solopreneur, it can be even more challenging. You only have so much time in the day, and limited funds. Beginning the process can be stressful.

So, start with a single, manageable step. For example, as part of your marketing program, you should try to contact new clients on a regular basis. So make a commitment to email (or call) 3 to 5 prospects per day. Simplify the process by creating a script for phone calls (or a form email). You can then modify the email or script for different prospects without having to create something new each time. Emailing 3 prospects a day equals 15 prospects per week, 60 prospects per month, and more than 700 prospects per year. A simple 1% conversion rate means 7 new clients per year.

You can apply this philosophy to other parts of your business. Need a website? Write one page every day, or every other day. Just put something down, and worry about editing it later. Want to start a blog? Commit to 100 words per day. Just 100 words will result in a productive blog. Do some research on topics, and write about the same topic each week from different perspectives. Or write it in parts.

Start with a small step. Choose something you can manage, which you know you can accomplish. If you can do more, then do so. But start, and see where the next step takes you.

So, what do you want to accomplish? Tell me about your first step –

David Gargaro

Looking back, looking forward

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Monday is a good day to review what you did last week, and prepare for the week ahead. It’s a good day to evaluate where you are with your existing projects, and what still needs to be done. It’s a good day to review your to-do list – what’s been done, what’s incomplete, and what needs to be added to the list.

Today also happens to be June 3. It’s a good time to review the first part of the year. Ask yourself:

  • What did you accomplish?
  • What did you overlook?
  • How far along the desired path have you travelled?

Today is a good day to celebrate your accomplishments. Be proud of what you achieved. Think about what you need to do, but more importantly, reward yourself for the goals accomplished. It’s a time to reflect and feel good about how far you’ve come.

Tomorrow is a new day and the first week in a new month. Tomorrow is a good day to look forward and plan for the new year. But today is here now. Today is the day to celebrate. Today you can sum up your wins and be proud.

What are you proud of? And what do you have to look forward to? Let me know –

David Gargaro

You can’t get there from here

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Some years ago, Saturday Night Live did a skit of a game show called “What’s the Best Way?” It involved people giving directions to various areas in New England. One of the funnier punchlines was, “You can’t get there from here” (which is indicative of how difficult it can be to travel directly from one location to another).

How often have you felt that you “can’t get there from here”? “There” could be a physical location (like a store). It could be a specific page on a website. It can also be a specific point in your career, or a certain level of wealth, or a particular achievement. You can’t get there because there are obstacles in the way, or you just don’t know how to get there. You might not understand the instructions, or there may be no instructions at all. It can be very frustrating to be unable to reach your goal. You might even give up and go home.

Now think about your potential clients. Is it difficult for them to get “there” (i.e., purchase a product, find information, reach a customer service person) from “here” (i.e., wherever they happen to be)? How many people are frustrated by the inability to navigate your website? How difficult is it to make a simple purchase? How many obstacles are in the way of them reaching a live person in your organization? Are the signs and instructions clear, or would you have difficulty understanding them if you didn’t already know the answer?

Think about how you can simplify the process of getting “there” from “here” in all parts of your business. If they can’t get there (to you) from here (where they are), then your customers won’t want to go there. Show them how to get to where they want to be, and reduce the number of steps involved in getting there.

To reach me, drop me an email –

Maybe it’s time to be positive

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Many copywriting books and blogs advocate using negativity in headlines and body copy to inspire their readers. People react to negative events, such as fear – fear of losing money, fear of failure, fear of making mistakes, etc. Copy that provokes a strong emotion can have a significant impact on reader response.

But there is something to be said about being positive. Focus on the good that a product or service can do rather than how it can prevent something negative from happening. Focus on benefits of something happening instead of the dangers of not doing something. Highlight how your readers will win instead of how they will avoid failure. Promote growth and positive results first.

For example, I could say that you need an editor to ensure that you don’t publish mistakes in your client-facing content, as it could ruin your reputation. However, to be positive, I would say that an editor can help to make your words shine, and will ensure that your message speaks to your audience. Positive over negative!

Tell me something positive about your product, service or business –

David Gargaro