Disclaimer: I was introduced to Dee on Twitter by @1230jackie. When I heard she was signing copies of her new book at Waterstones’ in Croydon, I went along to meet her in real life. It would have been churlish to leave without buying a copy (and I’m no churl!). So I did, at £15 (although it’s currently selling at £8.42 on Amazon.) Here’s my personal response.
I was particularly interested to read this book because I’ve recently published a marketing book of my own – The Little Fish Guide to DIY Marketing – which made it to top 10 in its category on Amazon within two days of launch. This doesn’t compare with Dee’s book, however, which has attained top 150 on Amazon overall and number 1 ‘business book’ in the bookstores. So am I jealous? Yes!
I self-published, but Dee published her book through Chris at Filament Publishing. She raves about his support. Among other things, he inspired her to add a page at the front detailing who the book is for. A great idea.
Reading her biography, I find that Dee and I have more than just authorship in common. After a career in the corporate world (me too), she started her own consultancy in 2001, the same year as I did. We both have RSI, although hers is worse than mine. I still type, but Dee dictated her whole book using Dragon software. And both our books are packed with commonsense tips for small businesses and startups.
She’s an award-winning marketeer, and I agree with just about everything she writes. So what key points did I pick up?
Make the customer the centre of your universe. Understand what matters to them, the triggers that make them say ‘yes’, and the barriers that make them say ‘no’.
The power of ‘lumpy’ mail (direct mail with a suitable gift enclosed). On page 105 Dee suggests sending the packaging from a gift that addressees have to collect from your exhibition stand. Genius!
You don’t have to be unique to be successful. This flies against conventional wisdom about defining your USP (Unique Selling Point) but probably leaves most readers relieved.
The power of your brand comes down to what your customers think about it I agree! (See page 196 for more information).
I was slightly surprised that so much of the book focuses on copywriting. Chapter 2 is ‘How to write compelling copy that leads to sales’, and chapter 3 is ‘How to write successful sales letters’. I shouldn’t have been. As a copywriter, I’ve written a book about marketing, so why shouldn’t a marketeer write a book that includes copywriting!
Pages 78-82 include before-and after-copywriting examples. I do the same thing in articles I’ve written for @freshbusiness – see the links in my Writing Without Waffle blog.
I do like the honesty of the approach Dee takes in her sample sales letters that start from page 119 onwards. For example:
- Letter 3: ‘Compare the service you currently receive with the service we can offer you.’
- Letter 4: ‘Are you still getting your Omega 3? If not, then please enjoy the complimentary 7-day supply enclosed.’
- Letter 6: ‘We know we’re not your first choice. Could we be your second choice when you need urgent backup?’
I’m sure she has her reasons, but I do have a tiny quibble about some of the other wording she’s used on her letters (mind you, I’m a copywriter, so I would, wouldn’t I!) e.g.
- ‘I’d like to introduce our Gatwick-based business to you…’ doesn’t answer ‘What’s in it for me’ from the customer’s point of view. I would have written something like ‘Did you know about the Gatwick-based business that…’
- Not ‘We are delighted to have secured top speakers…’ but ‘You’ll be able to glean insights from top speakers…’
- And instead of ‘You can email us…’ I would put ‘We will contact you…’
You can download my own free sales letter template that matches the advice Dee gives about using a Johnson box, bullet points and a P.S.
Meanwhile, on page 175, she talks about sending a covering email with your press release. However, the latest advice is to send your press release in the body of the email, as journalists are unlikely to open any attachments.
But back to the similarities…
Dee includes plenty of case studies, as I do in my Little Fish books. Mine are presented in tint boxes and I have noticed that my readers generally go to these stories first.
On pages 205-207, she shares good and bad straplines. I did the same thing recently, in this article I wrote for @freshbusiness.
I was keen to learn from Dee, and so was somewhat disappointed to find so many guest contributions – over 55 pages!
Sue Atkins and Dawn Brewer write about blogging from page 248 to 254. Pages 262-282 are given over to Lesley Morrissey to write about online copywriting (she compares websites to the Derby and Grand National, as she did in an article she contributed to my @freshbusiness newsletter).
Pages 300-312 are by Sam Garrity, writing about SEO (search engine optimisation). And Karen Skidmore contributes social media advice on pages 282-299. Her content is spookily similar to the training course I run (which might even be the subject of the third in my Little Fish series). She likens LinkedIn to a business conference, Twitter to a cocktail party and Facebook to a coffee morning or post-work pub outing. She also states ‘Who knows, by the time this book is published there may be a whole load of new social media opportunities.’ Sure enough, Google+ has recently been launched, although it doesn’t yet offer business pages.
Chapter 8 is in Q&A format – a good way to shift between topics. I had the same inspiration for my books when I was out in Spain. Dee’s first answer gives exhibition tips. I covered those at the end of my second book, The Little Fish Guide to Networking (networking is mentioned in Q7 and throughout ‘Ultimate’). Then Dee covers how to motivate your sales force, including advice from Helen Reeves on page 350. Now, that’s one subject that I didn’t think of!
This is a review, so I’ve been deliberately picky. And, despite the few points I’ve mentioned above, I have to agree with the main recommendation that Dee gives throughout – ‘Use a copywriter’!
She also repeatedly reminds us to ‘be charming’. And when I met her, she was. So it’s hard to be jealous of her book’s success. I can only hope my books do half as well as hers, and then she might ask me to contribute to her next one!







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Hey you! Snarky commenter, this post IS about you.
Yes you.
Click play and then read…
Leaving comments on blog posts is a great way to have conversation and becoming part of a community. As in real life, there is always one who doesn’t understand the rules… so I am going to explain what they are and you of course will disagree and do your own thing.
Harsh? I doubt it. If you write often your are probably nodding you’re head in agreement with me. There is always one and sometimes you wish they would just go away because their intention is not add to the conversation but to sneer at you, the writer.
You probably know how easy it is to hide behind the keyboard and just type a thoughtless comment and hit send. It’s possible you think you are being helpful.
Here’s why you are not being helpful.
Imagine you are at a party. That’s a party and not a yacht. Someone says something and you disagree, you say that and the whole room goes quiet. Oops you have said it perhaps a little too loud, so you say something else and people start talking again. Someone else says something you feel the urge to pick them up on. Maybe they used a word incorrectly, maybe you just felt there was a better way of doing what they have said. So you say that. Oh, that silence again.
You notice these silences and you may even think it’s because you are being “helpful” that they have occurred. The silences happen as you have killed the conversation. Yes, you. Not the person who is talking and chatting but you, the person who is supposedly listening.
You are not listening.
We all know listening is hard. We know communicating is hard and when online there is no tone, so you have to assume positive intent. Here’s the rub, we are listening. We have heard your snarky comments all over the place. We have seen the hurt, felt the spite and have been genuinely upset by your lack of sensitivity. We make excuses for you. All the freaking time we are making excuses as we are polite and you just won’t stop to think about the impact of your words.
Writers…
Writers weigh and measure their words. They understand the impact of those words on the recipient. The skill of writing is to reach a particular audience and that audience may not be you. Then again it might be. You need to listen as you read those words and decide if it is talking to you, if it isn’t move on. Don’t make a pointless comment.
Your comment should be
If your comments are not at least one of the above then it’s easy to say don’t make them.
But you know better. You know the writer has spent some time thinking through their point of view and your best response is obviously to tell them they are wrong. Yes, Wrong. Do we have any idea how often someone is wrong on the internet??? Do your bit and tell them. Yes, tell them they are wrong. Make the hour they have spent writing seem like a waste of time… nothing worse than wasting time, you can’t get back time. Do them a favour, tell them they are wrong and see what happens… Oh you do already? Yes, that is the point of this post.
Communication is a very fluid thing. Comments are to be weighed and measured as you the commenter are a writer too, whether you like it or not. If no thought has gone into your comment, it shows. More to the point it shows to everyone, even the people who you don’t know. Your sarcasm, your sneers, your thoughtless words resonate like an echo in an empty room. It sucks the life out of the party, the community and people start to avoid where you comment.
They stop sharing.
You have them running scared now, instead of allowing the writer to grow, instead helping nurture them you have them fearing hitting the publish key. Not everyone is a skilled writer, a good writer helps and nurtures others. It’s the helping that allows them to improve as well. The sneers hinder growth, including your own.
Being true to yourself.
I have been told by others you should allow people to be “Who they are”. That people should be comfortable enough to express themselves. Of course they should be, by the same token they should also be respectful of other people’s space. We make that clear in our comment policy. Politeness and sincerity and not public bashing and ritual humiliation. You can always email your snarky comments instead of making them public but I suspect that doesn’t help your ego at all, does it? And that is the point, you are doing this for your own benefit, for no other reason than giving yourself pleasure and thinking you are appreciated for your no-nonsense approach. If someone has made a grammatical or spelling error, email them. Don’t make the conversation about “You” and your wonderful proofreading skills. You have your own blog for that.
If you think you are killing conversations, stop.
Turn it around, what can you do to help this conversation get back on track? Does it really matter if someone is less than perfect? Have you looked in the mirror lately, you are not perfect. Or perhaps you are, in which case don’t comment on my posts as there are far more worthier fireworks to urinate on, elsewhere. Just go find them.
Sarah
PS if you think this post is about you, then you are probably right. After all I told you in the title this post is about YOU.