Check out your Twitter bio. How much business-pumping goodness does it include? Or would your potential follower fall asleep reading it?Recently I conducted a promotion on Twitter in honour of my 800th tweet. Ok well it was an excuse to garner a bit of publicity for my new service: writing your Twitter bio so it packs a punch! I asked my followers to tweet: “Not just a copywriter, @wordmistressAUS is a friend to business.” This was unabashedly aimed at delivering my message virally, which is one of the reasons we all use Twitter, as you know. The prize was “a free Twitter bio – 160 characters of business-pumping goodness!” The winner was James Axisa of Bay Beans (@BayBeans).
James had been battling with his service offering and marketing message for some time. When his name was drawn out of the list of entrants in the promo, I set to work examining his business and creating a twitter bio for him. What resulted was not just a 160-character blurb, but a clearly defined marketing message that he is now able to use across all of his collateral, including his website, printed materials and tweets. And to think this service only costs $100.
Here are his ‘before’ versions (he had tried two): Version 1: Fresh Roasted Coffee Beans delivered to your door. Version 2: Smooth and aromatic gourmet coffee beans Delivered fast to your home or office.
And after: Caffeinated aromatherapy: the sensory pleasures of expertly roasted coffee beans. Our VIP club rewards you for your good taste. Order online or ph 02 8208 3477.
The message uses precisely 160 characters (the maximum allowed by twitter). As you can see I successfully crammed alot into his bio:
the essence of what his business does (“expertly roasted coffee beans”)
created a lifestyle and experience-oriented tag line (caffeinated aromatherapy), which he can now also use on his website and marketing material, see www.baybeans.com.au
expanded on his tag line in more tempting detail with “the sensory pleasures”
mentioned his loyalty programme without it promoting “free stuff” as he had been doing previously
incorporated a call to action (order online or ph)
provided the contact detail to follow through on the call to action
As you can see, a huge messsage was packed into 160 characters and it’s still enjoyable to read. As a result of the twitter bio, James was able to clarify his business’s offering. He was previously using “free coffee gifts at our VIP club” which only cheapened his brand. By using “be rewarded for your good taste”, he now appeals to a more discerning market.
James’s Bay Beans coffee is actually excellent; I know because I bought some about a month ago, and when I was at the Post Office picking up my parcel, the post office owner literally sniffed the package before handing it to me and the lady behind me said she could smell it too! That gave me the idea of aromatherapy because everyone felt good for smelling it, (their eyes rolling back in response to the aroma gave me a tiny clue!) and I added ‘caffeinated’ because it punches home the message that he sells coffee (not aromatherapy candles, as he was a bit worried it might appear).
So, from receiving a twitter bio, the client also received a breath of fresh air into his brand and helped him define his marketing message throughout. He now has a new tag line, a new teaser for his VIP club, and a new basis on which to grow his future copy.
James’s testimonial: “Hi Gina, your work is swift and to the point. You are excellent with how you craft words, not a single wasted lazy word. I am very impressed with the result of my Twitter Bio overhaul, but what I didn’t realise at the outset was that you offer so much more than words – you make it possible to efficiently communicate what I know and love. You also assisted me in brainstorming ideas about a lot of other things that benefit from your polished touch. My Tag line and Website intro has also been transformed from a message about me, to a message of value to my customers. I really didn’t expect that such a vast improvement can come about in what appeared to be something I could do myself – I guess its the difference between buying art from a dealer, and making your own art – one is classy and the other is, um, homemade and could be mistaken for my kids’ work!” James Axisa, Director, Bay Beans
Other case studies
Fiona Fell @FionaFell is the self-professed Profit-Maximising Web Geek! A little bit quirky, but a whole lot of clever, Fiona does great work for her clients. She asked me to re-write her twitter bio and after doing so, I tweeted several times to promote my service, which resulted in a number of new followers for her message.
BEFORE: website design, fixed price websites, website hosting & broadband services for sole-traders & small-medium businesses across Australia
AFTER: The geek with the smarts to design, develop & host your site; the holy trinity of simplicity! Boost your business’s bottom line with an awesome Fiona Fell site!
It was important to incorporate Fiona’s ‘geek’ message but to also position her as highly professional, a web designer who knows what she’s doing and who provides three vital services … design, development and hosting.
Barclub @barclub is a loyalty programme for bars and clubs. For just $39, members receive ongoing entitlements in participating venues and can save more than the cost of membership in a single night out.
BEFORE Barclub is the leader in loyalty for deserving patrons…Members receive exclusive discounts in some of the top bars and nightclubs in your area!
AFTER For less than the cost of a round of drinks or a cab ride home, barclub will save you that much and MORE in a single night at your favourite bars and clubs.
Potential members care little that the company they’re considering signing up with is a leader. They want to know what’s in it for them and exactly how it’s going to serve them.
Take advantage of “Twitter Bio” now My Twitter bio service at just $99 involves some time so that I can get to know your business and so that I can understand the essence of what you offer. When other Twitterers are considering whether to follow you or not, they want to know what you’re about and if they have to click on your website to find out, well, sometimes it’s just not worth their time. Don’t waste an opportunity to hit them with your message, without asking them to waste a single click!