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Be Your Best In Business with Ian Luckett

Apr 23, 2018

Getting the message across is as important as the message itself. A smart entrepreneur not only knows how to get from Point A to B, but will figure out the best and effective way to do it. One of the best ways of getting our points across writing, most if not all businesses today reach out to their customers and potential clients through newsletters, e-mails, and through social media. But is it enough to say a few words? Does it need to be long? Why do you need to review what you type and/or write?

This week, we are fortunate enough to have been granted an interview with Martin Morrison, a communications expert, an international ghost writer, book editor, as well as a copywriter and today, we talk about how to effectively get our written message across, amidst the noise of the virtual and digital worlds that we live in.

In this episode, Martin talks to us about the right approach in communicating rather than marketing. He also talks about the importance of clarity – having a clear understanding of who you are and what you want to do.

We discuss one of the most common mistakes of those who write their copy or blogs which is putting themselves in the centre of the picture, rather than prioritising the readers; the people they are trying to reach out to.

He lists three most common “mistakes” which are:

  1. They prioritise creating a list of the services they provide, leading to;
  2. Lose their unique value proposition
  3. Neglect their value proposition

We also covered how businesses would basically just talk about a lot of things about themselves in their websites, when in fact what they really need is to find out how they could be of value to their target market.

Martin touched on the importance of selling the “Sizzle, not the sausage” – which can be said as selling the benefits, not the features. This if often an effective mantra in sales.

Martin also points out that more than performing a SWOT analysis on yourself, it is also important that you question yourself what your SWOT analysis is not about what you do, rather, it is about.

Value proposition is not about what you do, but the needs or wants that you are trying to meet.

We discussed the importance of staying authentic in your writings at the same time selective of what you say. People need not to know about things that are irrelevant to them.

Martin also shared in which areas do people normally go wrong when writing their copy, which includes:

  1. Not having any strategy, i.e. when they are going to write, how often should they write, and or what they should write about.
  2. Although it is okay to post some content not directly related to your business as it would show who you really are, you have to be mindful as to not rub your audience the wrong way.
  3. Too neglectful of spelling, and other grammatical errors.

We also discussed the importance of letting an expert help you with areas that you know you may be lacking.

Lastly, Martin shares with us his top three things that an entrepreneur could do in order to improve their message across their customer-base:

  1. Address the needs
  2. Use active verbs
  3. Check your post/writing before you publish

Golden Nugget Round

Question 1 – What would you tell your 25 Year Old Self?

Find out as soon as possible what you really want in life and have the courage to go for it.

Question 2 – What would you lecture at University today?

An approach to Mind, Meditation, Moving Mindfulness, and Mental Programming

Question 3 – What was your biggest investment or financial decision?

Buying a house instead of renting.

Guest Details

To contact Martin, feel free to contact him through his LinkedIn Profile which is /martinjmorrison/

Links and Resources


Sell the sizzle, not the sausage! – Martin Morrison

Value proposition is basically what you give to the person that you helping or serving. – Martin Morrison