HATZ COPYWRITING

One of the hardest things for people to do is visualize a new pie when it comes to sales. Here's what I mean: say you took a year to build out a course, went through your sales 3-month launch, acquired students who took the 90-day course, they graduated and you got paid. Let's assume your course is now paid for, you make a profit when your students join and they make a profit by implementing your process. Win-Win. 

Now, a few years later, when you sell the course and get new students, you need to support more people on your team. You now have coaches to implement the course, customer service for payment and course access issues, and a marketing and sales team to keep the ads going and leads flowing. The profit is not as large with every sale, in fact, it's worse than when you were running the course alone.

However, your lead volume clears up this initial troubled lens.  You now find that the bottlenecks are not in marketing and getting leads, it's in closing sales. Each time there are leads they need to go through a sales call process. Each sales person only has so many time slots a day to talk to potential clients. This can stall each sale as not everyone likes to get on the phone with a sales person - more than likely, they know they will be sold and no one really likes that even if they desperately NEED the product or service. They want to have a conversation in which they feel like they made a decision to purchase and move forward. 

Back to the pie, this particular sales pie is now cut into 5 between the coaches, customer service, sales, marketing, and the course owner. So how in the world can you clear up the bottleneck and get more sales when your profits when students do sign up is split into so many directions. 

You can't. 

In that scenario, there is no room. Without another way that doesn't affect the original pie, you can't take out another slice and have it be a profitable endeavor. Yet, something needs to change to get more sales closed. 

Option #1- hire more salespeople - might be able to up the volume, but you'll be adding to your COGS. 

Option #2 - work with an outside sales person who focuses on having conversations with people who went through your sales process but are now in your nurturing list because they didn't take action. 

You may argue, "aren't you just adding another cost?" and I would reply with, "Not in the slightest, especially since option 2 is only paid on a percentage of sales brought in, not the upfront work and effort to get those sales. 

Wheels start turning and people start to realize this is a New Pie.

Yes, there may have upfront work but that work didn't lead to an acquisition of a new student. The upfront work helps to build the trust and credibility that an outside sales person can piggyback off of when contacting the people on the nurture list.

These are people that probably won't buy, unless something or someone moves them to a decision. They could stay on this list essentially... forever. So option 2, would be bringing in sales from a New Pie. There is no split in this pie except for the percentages between the course owner and the outside sales person. 

So let's do some math, again don't worry, I do not especially like math beyond the basics so that is what we will be using. 

Let's say you have an offer that is $2000 for 3 months, and a recurring amount of $1000/mo after for ongoing coaching. In this example people attend a webinar and then move on to either a sales call or a follow-up email sequence about the offering in the webinar. 

For easy math, you had 100 people sign up, 50 actually attend, and 5 of those people get on a sales call, 2 people move on to coaching. In an hour, you've just added $4000 in sales and $2000 recurring for a year ($24,000) while they get your top notch coaching course and help in their business - Win-Win. 

What about the 50 who didn't sign up for a sales call?

They get moved to follow-up emails where maybe another 2-5 sign up. Great, you've doubled your sales and more students will benefit. 

But you still have 45, who are undecided. They get moved to your automated nurturing list to hear from you occasionally and probably never make a decision.

Why? 

Because they have questions or objections that were never answered. They are unsure that it will work for them and because no one is going to ask them about it, they will silently say "no." 

Now you add your outside sales person, who sends out an email 1:1 to these 45 people asking them about their thoughts and the course. You start to gather data from 45 people telling you why they didn't purchase to begin with and what would help them.

​You can now use this data in marketing because you have an open door to the objections and questions that were not answered. While your outside sales person helps them and moves them to a decision to purchase or not. 

Let's say that half purchase - you now have another 25 people in the course at $2000 ($50,000) and a years worth of recurring coaching at $1000 each ($300,000) all because someone on your team reached out. 

Your outside sales person is asking 50% commission for the initial course - $25,000 to get our students enrolled. You keep $325,000 that you didn't have previously because this is a New Pie. 

Yes, that is the dream scenario. 

What if it bombs and there are no sales - then there is nothing to split. No time or energy wasted by the course owner. They can decide to try another test or go their separate ways. There is no risk, and so much upside potential, why not try? 

What do you think?
​Do you think you'd run a test with the outside sales person? 

Have you ever had that moment when you have to just shake your head, knowing that even though your coach tried to tell you not to work with untested leads, lists, or groups, you went ahead and did it anyway? Yep, that is what has happened now over and over again because I want to help people get sales.  Now, don't get me wrong, some sales tests have produced sales, while others have failed miserably. Thank goodness, I run these test on my time and dime without any work on my partner's part. 

So, what has been working, just as my coach preaches- working with buyers lists,  groups that have sold products and services to their members, newsletters that have a sales track record, social media influencers who are already selling.

The point is to work with people who are doing well. So well that they really don't need my services. Unless they want to get back to doing what they love to do and get away from the sales side. For those partners I can bring in a separate income stream from what they are already doing:

• with no upfront fee
• with their current marketing IP 
• with their courses, products, and services

And complete outside of any of their sales efforts, and becoming a separate arm of business that works with them to bring in profit.  

While that is 100% accurate and honest, it is not realistic. 

Some partners are not a good fit. We don't jive. I'm peanut butter, and they are mustard; we just don't make a good combo. Both work well separately in the right sandwich, but just not together in this one and that's ok. 

The best partners that I have helped bring in sales for are the ones who have an active list of buyers. They communicate often and the audience knows, likes, trusts, and has purchased from them in the past. The offer could be the same, different, an upsell or an affiliate offer. With an active buyers list there are always people waiting in the wings to be communicated with in the right way to answer their questions, objections, or speak to their present pain and help walk them toward a solution in conversation. 

Who do you know who is busy and bringing in the sales but wants to get back to the part of their business they really love? If you have anyone in mind, we should talk! I won't make any promises - as you've seen some tests have been great while others have been complete bombs. But if I can help to keep their audience happy by serving them, it's a win-win-win. 

Isn't that the goal of all marketing and sales when you freelance for a client?

To get them results.

These results can be varied. 

Results could look like: 
more sales
more leads
good conversations with prospects
feedback to marketing ....
data...it's all about data. 

Without the data you don't know what is working and what is not. Why through good money at a losing strategy if it's not supplying you with any data? 

I've recently teamed up with my husband, Leon Hatzenbihler, to add another leg to our business --- helping clients get results in back-end sales. 

We employ many different tactics to increase sales. However, other than the revenue we've generated the best thing we could achieve for our clients is nuggets of pure gold in the data. 

Our conversations with buyers and prospects has uncovered valuable information that our clients can use in their front-end marketing. These insights have included exactly why the buyers purchased and exactly what's holding prospects back. 

You maybe thinking this is no different that knowing the "hot buttons," to being with and writing your marketing for that avatar and hot button. 

It may start that way, but by digging deeper and actually having the conversations, you find out the real motivation for the purchase or lack there of. 

When you have that data and use it in marketing, you'll begin to see it raining in sales. If not, then you haven't found the right pain point and need to be having more conversations. 

If you - 

• have an audience on any social media channel
• or an email list

and are already making sales 

but want to get back to the parts you love doing...let's talk.  
Contact us today. 

A digital footprint is the online version of your business and consists of every platform, website, and business or property listing you have. You have a digital footprint if you have a LinkedIn, Facebook, Yelp, TikTok, Google Business Profile, other social media profiles, or a website. When creating a digital footprint, you want it to be large enough for interested investors, buyers, and sellers to be able to find you by typing your name into any search engine. This takes time and does not happen overnight. With a consistent effort, you can go from not being found to having a solid digital presence and be found 24/7. 

Your digital backbone…your website

A good website is the backbone of all good marketing. If you write a great article about a property or have an amazing virtual tour to share but then lead your client to a YouTube video instead of back to your website, you’ve lost them. The point of all marketing is to drive interested buyers and tenants to your website. When they get there, they should see a professionally designed place with your branding and messaging, giving them a better understanding of your company. 

You don’t own any of the other online platforms. You should build up your website to be a hub of information, education, and offers that you can use to drive traffic to from all other platforms. This same information can be used in a free report, article, or e-book exclusive to people who visit your website and provide their email. Email is gold in marketing. With an email, you now have access to your target audience until the email address changes or they unsubscribe. The network effect is also in play when you start an email campaign through your website.

As not every person in your target audience is ready to buy, sell, or invest today, they may know others in their circle of influence who are ready. By sending a consistent email with property listings, virtual tours, a process of how you work with clients, and other educational and valuable information, you stay top of mind when they are ready to move on a property. 

Consistency is important

Consistency is the key between your content marketing that works for you or not. You can’t take your property listing, upload it to your website, expect it to be found and bring you a buyer. It would help if you shared bits and pieces of it consistently over all of your social media channels. 

When your target audience follows you to get your information, they expect you to share more. When you do, it builds trust, and they come to rely on you for valuable market data, insight and to watch for deals. Take the time to make a content schedule. It can just be the days you load new listings or virtual tours. At that same time, create an action item to share the post across all of your social channels and share the link in an email you send at the end of the week with all of the updates for the week. 

Don’t be an aggressive salesperson. When you send consistent messages via social or email, you want to share who you are, why you love real estate. Pushing a sale or purchase is not endearing and doesn’t promote trust and likeability. People do business with those they know, like, and trust. By sharing your listings, articles, or opportunities with an attitude of service, you’ll be more likely to get responses. 

Your target audience

Just like being intentional in sharing educational and helpful information on your website and social channels, you want to pay attention to the audience you’re targeting with your content. You want to give your audience the information they want to see, not just the information you want to share. The best way to do this is to narrow down your target audience. These questions will help. 

• What are the criteria of your best clients?
• Where do your clients spend their time online?
• How will you reach them?
• What content do you need to create?
• What tools and resources do you need?
• How will you measure success?

Knowing who you want to reach, where you’ll reach them, what you want them to know, and the next steps they should take, every message you publish will have a greater chance of reaching the right target instead of casting a wide net. You can customize your message to different personas to reach the right audience; for example, a message for buyers on Monday, sellers on Tuesday, investors on Wednesday, and so on will give you a good mix of content and not overload one audience. When you are consistent, people will expect messages from you, so make them relevant to their wants and needs.  

Expanding your digital footprint takes time, but it works for every type of business not only commercial real estate. You will not be able to post every listing, share across every channel, and create engaging content overnight. By starting with a content plan, you can see where you can make changes to get the best results. 

To discover “3 Proven Ways Commercial Real Estate Brokers Can Close Listings Faster with Content Marketing,” download the report today. 

So much has changed in the past 10 years! And considering the past 25 years, the world with consumer internet will never be the same again. While that is a rant and revelation for a different post, I wanted to bring your attention to a significant change on LinkedIn. 

If you know about it, great! I hope you've used it, if not...NOW is the time! 

I'm using capital letters and exclamation points for a reason. 

LinkedIn has increased the number of characters you can have in your LinkedIn summary or description. This is a serious move in marketing real estate. You really should use it to your advantage. 

With the extra space, you can tell more of your story, add relevant keywords to help clients find you and expand on the explanation of your services. You could share more of your personality and what sets you apart from others in your profession. 

The possibilities are only limited to the new increase in character count and your writing ability...get writing and attract more clients today!

When they graduate their program, they are still Doctors.

That's what my life was like. Average. I graduated from college with a C average and a Psychology degree. 

Now for those who don't know, a psychology degree is the same as a liberal arts degree if you don't get an A-B average.

Your choices are limited. 

You can't apply for grad school to get a masters degree and you aren't qualified to be a counselor. You often have to take jobs you're overqualified for and put up with lower pay because you're stuck in between good enough and not yet. 
At least that was part of my journey, stuck between good enough and not yet. 

Jump Right In

So I decided to do my own thing. I found a business opportunity that really excited me. I jumped in and learned all I could. I mastered the knowledge and started as a health care recruiter. 

Giving up too quickly

I quickly found out that cold calling Doctors was not for me. I froze in every conversation. After 8 months of stress and anxiety, I gave up. If I would have just had a few bad conversations, I know I would have become a better recruiter. 

Persistence pays off

I decided the second attempt at self-employment would be ”The One.” 
I again mastered the knowledge and dove into real estate buying and leasing. 

Long story, short; my love of real estate was born! 

I own rentals. I've been the property manager. I've flipped properties. I've been the director of a local REIA and I've been a private money lender. 

Did I mention I love real estate!

So when I became a copywriter, I decided to reach out to fellow investors who are struggling to set themselves apart. 

And it worked, for a while..but investors are DIYers. If they can't get it for pennies on the dollar and turn it for 200% return--- it's not for them.

So I learned to write for SEO, B2B and kept real estate as my ongoing project on the side.

Now, I'd love to tell you after 4 years I'm swamped with clients and can't fit another in my schedule. I'm not there yet.

I actively market my copywriting services daily and I will get there because of two main things:

1. I love to help others succeed! If your marketing is rough or non-existent, we can fix that together and bring in clients and profits.
2. I am persistent! Doggedly persistent. I will follow up with a prospect until they let me they don't need my help OR we work together.

So how can I help you succeed? 

Do you have marketing that needs to be written but you can’t find the time? 
Are you wanting to start writing a blog or being consistent on social media but don’t have a strategy? 

Check out my services and contact me today.

It’s incredible!

Businesses still fall short on basic search engine optimization (SEO) techniques on their websites, in content, and across social channels. 

There are SEO practices a local business can employ to gain traffic and customers. ​

In my journey as a copywriter, I knew SEO was a major player in writing for any company and took specialized training to add this skill set.  

I admit, even I don’t use it in everything. I don’t keyword stuff. I’m not great at asking for google reviews. There are other steps I have put into place to help my website and content get found. 


Here are seven steps you can do today to improve the SEO of your content. 

• Find your primary keyword phrase.
  • Use variations of your primary phrase in many locations.
  • Don’t overuse and cause your readers to roll their eyes when reading your content.
• A good resource to find the primary keyword phrase and a few variations-www.answerthepublic.com

• Try to integrate keywords naturally as if in conversation-don’t force. Read it out loud. 

• Uses synonyms people would use to search- Ex. “sales training”- also use “sales skills,” “sales classes.”

• Put keywords in your headlines, and subheadlines while keeping the copy conversational.

• Use your key phrase a second time, but in the form of a question.

Rule of thumb for keywords 

• Primary keywords = 1 to 5%
  
• Secondary keywords = 2 to 5%
  
• Long-tail keywords = 2 to 3%

So now you may be thinking;

“That’s well and good, but how will I know which keywords to use.”


Here are four tools to help you in your keyword research

• You know your customer best, think about the words they use to describe your product and service.

• Google suggested searches- when you start typing in Google, it tries to finish your sentence for you. Those are already popular search terms you can use if appropriate.

• If anyone has done SEO research for you already, for any of your marketing, use that in your content writing as well.
• Other free tools to search for keywords: wordtracker.com, semrush.com, keywordseverywhere.com, kwfinder.com, and answerthepublic.com

You are now armed with the tools necessary to beef up SEO on your website, in content, and on your social channels.  

Email me to run an SEO audit on your website and provide you with a report of items to fix for the highest impact. 

Everyone knows our two commodities are:

• Money
• Time

You are going to pay someone to do the work for you. 


Or 


You'll pay with your time by doing the work yourself. 


So I'm giving you a couple of options. 


Option one will save you money. I’m giving you a copy of the questions I use when writing a case study. With these questions and a little storytelling, you can write up a client success story to share with your prospects and potential clients. 


Option two would save you time. You can hire me to write client success stories for you. This includes the interviews, research, writing, and editing to create a great case study showcasing how your products and services solved the client's problems.  

Social proof is compelling. 

If you don't agree,  think about the last time you went out to eat, or purchased anything. You can't tell me you didn't ask for recommendations or look at the reviews and comments before the purchase.  That my friends is social proof. 

To get your copy of the case study questions I use, visit Case Study Questions now or email me to help you write your client success story. 

Why is it that we are quick to try and resolve any negative comment, or feedback from clients, but are unwilling to share success stories? ​

Understandably, businesses don't want to come across as arrogant and braggarts. 

"Oh, my business is the best, hire us." Or "See how happy these other people are, don't you want to be like them." 

Ultimately—that is the goal. 
But a good client success story, or case study, is an eloquent way to tell the story and sell your products and services at the same time. 
Let me give you a B2B example for a fictional company.



Networking is the Key to Increased Sales
This company now makes almost 30% more new contacts each week

The biggest networking challenges among salespeople are:

• Contacting enough prospective clients without cold calling
• Connecting with the right people
• Confidently setting new prospect appointments 

Janice Bell, CEO of Kinnear Office Furnishings, specializes in interior design for companies said, "One of our toughest problems is identifying who we need to contact. Sometimes the office manager is in charge, but it can just as easily be the CEO! So we need to spend a lot of time networking to find the right person."  

For the Kinnear sales team, taking action creates opportunities. 

Bell says, "We have a 'product' that is of very high value to a company but, frankly, difficult to sell. So we're continually looking for any edge we can to get our foot in the door."  

Bell went searching online for that edge and found Smith Training and Consulting Inc. Their program called Networking For Sales Results teaches a 5-step Networking Method for contacting and landing appointments with new prospects. 
The program includes:

• A 2-day on-site workshop for your entire sales team.  No traveling required, saving you time and money. 

• A series of twelve online 20-minute training modules for each salesperson, to practice their new networking skills.  The modules are concise and easily fit into the busiest sales persons schedule. 

• A coach provides one-to-one support for 180 days, for each salesperson to master the networking skills they've learned. 

Implementation with little downtime.  
Bell said, "What I really like about the program is that there's no fluff or theory. Right from the first module, there were tips and tactics that our sales team could implement".  
"And they really, really liked the virtual training modules. They could access them at any time. They loved the fact they could call or email Michael himself to ask questions and get advice," said Bell.

When asked about results, Bell says, "We're getting our foot in the doors of a lot more prospects than we did before. I'd highly recommend it!"



As you can see, this case study tells the story and prompts others to learn more. The case study is the perfect combination of sales and social proof. 

Let's get started writing your client success stories today! Contact me at to set up your consultation.