August 15, 2022
Actionable Strategies To Help You Profit From Copy, Convert More Clicks, Gain Market Share, and Lower Your Acquisition Costs
Plus, use proven growth and scale principles when the campaigns and copy are complete.
About Kyle Craig
Kyle Craig is a copywriter and business growth specialist who operates in consumer and B2B markets.
Kyle's work includes growth consulting and strategy work with company large and small... from local area business to multi-billion dollar brands who names you know and love.
Data-driven copywriting is a primary tool, but growth happens beyond that. His systems and frameworks can be used to turn an average product into a blockbluster, or a steady-state company into a an accelerating one. His proven techniques can apply to smaller businesses. So while many companies are looking for scale, Kyle takes techniques and 'scales them down' so they work for companies that aren't industry giants.
He has worked alongside teams from companies like Intel, Mentor Graphics, Texas Instruments, Samsung Electronics, LG Electronics, Sony, Toshiba, Microsoft, ARM Semiconductor, and more.
Beyond growth and expansion, Kyle is also adept with business structure, expansion through acquisitions, and customer experience for higher value.
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How I Help My Clients Succeed
A solid growth marketer and copywriter has a collection of proven techniques, like a growth toolbox, from which to choose. My toolbox contains hundreds of techniques, all with a singular focus.
All projects I work on are for growth or expansion, either growing top line revenue or widening the profit margin. This has been a common theme through my twenty year career.
Indeed, the key to my entire approach is to apply proven principles of copywriting, innovation, marketing, and buyer behavior to boost the results of my client's campaigns.
Here are three elements all campaigns possess:
Successful Campaigns Have A Clear North Star
First, we define the key points and metrics for a big win. This gives us something to aim for, and gives everyone a measuring stick for tracking and performance. The specific data points depend on your project, but might be boosts in leads, conversion, closed deals, phone calls, subscribers, clicks, or purchases. It could be breaking sales records, lowering cost per acquisition, or boosting bottom line with profit.
For longer term projects, the goals may be gains in market share or getting into new key accounts.
Successful Campaigns Are Built Upon Knowledge
Research is the cornerstone to success. That's why, before I even tap a key, I'll invest many hours with you and your team to find out about your product, your industry, the competition, your primary buyer, and the existing campaigns you are currently running.
Once a solid knowledge foundation is built – there's many more questions than those listed here – then and only then will I sit down to start designing campaigns and writing copy.
Successful Campaigns Are Tracked and Measured
As with most digital growth today, winning campaigns are filled with rich data and metrics. These metrics provide a complete record of what's happened and future trends. These data sets offer clear paths to success. If you aren't already tracking your results, there are simple tools I can show you and your web team. They are easy to setup and will give you confidence in tracking and knowing that your campaigns are growing.
Just as important, measuring data and metrics will let you measure the campaigns I write for you. Since I've done the first two steps, I'll be confident in my campaign, so I'll welcome any measurability.
Indeed, metrics are one of the main reasons I start with digital media and online marketing.
How Big Companies Grow Bigger
In working behind the scenes in dozens of industries, I've observed key principles of success, with these chief among them...
Don't Be Concerned Of Competition
The greatest marketing teams are operating in competitive environments.
They know it and they accept. Many of them thrive on it.
Competition is often a proxy for a healthy marketplace. With competition comes buyers, with buyers comes wants and needs.
However, you do not need to accept competitive rules or industry norms. In fact, innovation and differentiation are at their core all about finding new ways to subvert industry expectations.
So if you are in a competitive market, or looking to enter into one, your best bet isn't to crouch down, but instead to spring forward by realizing that with competitive markets come profits and revenue.
In fact, high competition means there's plenty of room for others.
And you increase your slice of the market with this next important observation.
The Strengths Of Your Product and Service Are Key
Make the product as best as it can be.
If you desire to grow your wealth from your product or service sales, it's your product quality that's front-and-center in that goal.
If your product is perfectly filling the needs of the markets you want to pull wealth from, then your marketing role is easier. If this seems impossible with your current product or service reviews, then shift a portion of your time to improving quality. Incremental improvements will pay back your investment in spades, and may be the single best use of company money.
Product is closely related to the buyer, and so your audience selection creates a symbiotic relationship with your product success.
This sounds like a fancy way to speak, it's simply to understand. Your buyer should have a need or a want for your product, and they should have the means to purchase it. These are only the first steps. There are more criteria. Yet companies and products who overlook this step are doomed to fail before they even begin their journey.
The business graveyard is jammed with tombstones of products that missed this step.
Closely related to product is the offer you make to the buyers in your audience.
There is more to discuss about this topic, but let me move to the key point about copy and digital marketing.
Solid Metrics Create Solid Success
There are dozens of ways to reach and convert new buyers.
Unlike some, I'm not biased to media. All media works with the right economics. From postcards to classifieds, self-mailers to direct mail letters, email marketing to conversion funnels, it's the metrics and economics that determines the success of the media, not vice-versa.
That said, digital is where most new projects began.
There's two reasons for this. Digital tools have built-in tracking and dashboards with them. Digital channels and campaigns all leave footprints, and we use these footprints to see what's working and estimate our future growth path.
Remember, if you wish to reach your own personal money and growth goals, it makes sense to measure your steps along the way. As the modern philosopher Yogi Berra says, "If you don't know where you are going, you might wind up someplace else."
Principles of Profitable Campaigns
When comes to winning - and profitable - campaigns, it all comes down to the initial, early-stage research. But not just any research, thorough research.
It's often the case where 10 pages of notes produces only 1/2 page of copy. If this seems unnecessary, it's only unnecessary if you don't care about costs.
Half-formed ideas are expensive and shortcuts often cost more in the long term. Research provides the fodder to build strong, long-lasting campaigns.
There's another reason for supporting thorough research. You have options.
When you have pages of ideas and proof elements, you are given the pleasure of choosing from among many strong elements. Which connects back to the first point, in competitive markets, you are competing against smart people, so bring your strongest elements with you.
Process-Oriented Thinker
Right now, these are the main ways that I've found to make things work best. They've worked for others and they work best for the situations I've worked on. Other marketers have different criteria, these are mine.
This helps me define a process, but it also gives me the confidence to swing for the fences. There's little room for pulling punches. If you're going to hit a home run, then you must have a powerful swing.
There are occasions where watering-down campaigns are a must. For example, in some industries there are strong regulatory guidelines. And for some big companies, there are corporate constraints to consider.
But these occasions are few and far-between. And when we work together, I'll deliver the strongest effort that I can, and then we start working from the strongest position possible.
Let's get going.
Here's The Types of Projects I Take
Any business owner who wants to grow can achieve it with solid copywriting and proven growth campaigns.
If you are seeking growth in one of these four areas, then I can help you with your plans.
Conversion Copywriting
Conversion copywriting uses words to create action. That action might be a click, it might be a sign-up. Or, for longer form projects, it could be educating your prospect on the benefits and something of your
You've heard it before, “Nothing happens until a sale is made.” Conversion copywriting makes that happen using words on your web pages, emails, social posts, and digital campaigns.
Demand Gen and Lead Generation
Lead gen and demand gen are unique, yet they are two sides of the same coin.
These campaigns bring new leads and new customers into your business. They keep the line on the revenue chart growing up and to the right.
With planning, you can carefully craft the campaigns so your leads are high quality. You sort out the tire-kickers earlier so you can focus on the ones that work and want to buy your product or hire you for your service.
Email Copywriting and Email Marketing
Email marketing has an ROI of 4,200%. That is insane.
Despite our Inboxes being full, there's still plenty of money to be pulled from them. Let's create a solid email strategy, when the numbers are dialed in, expand.
What works in email can quickly be adapted to other channels, like social. A solid strategy is to test emails, build a baseline, then move to social for more buyers.
B2B Sales-Enablement
For sales teams who want the extra edge, using dedicated, directed marketing materials boosts your close rate by 53%.
Sales-enablement materials have been used by the biggest companies for years.
My B2B background is extensive, so contact me and let's give your sales teams the tools to close more deals.
Awareness and Reach
Digital channels allows you to reach almost every audience under the sun. For some companies, reach and awareness may be the right type of campaign to run.
For example, two-steps campaigns run an awareness campaign first to qualify the reader. Then with the new qualified viewer, use other techniques to turn them into buyers.
I can help with each step.
B2B Messaging, Conversion, Growth
Despite what consumer-only copywriters say, B2B is different.
As a B2B pro, I know the process, stages, and the path from lead to prospect to closed deal. That's why specific and customized pieces are a salesperson's greatest asset.
With the right messaging, you'll get the adoption rates, close rates and revenue numbers that you've always wanted.
But Wait... There's a Few More...
Because of my background in data analytics, mathematics, and data intelligence, there's several ways to combine copywriting with data skills to grow your revenue even faster. Here are a few.
Media and Message Testing
Have an idea that you think might work?
Digital tools make it easier to test all aspects of a message and page. So you can see if you really have a better mousetrap or if it's back to the drawing board.
This is a very valuable tool for the right company. It uses a data-driven and data science based testing framework that you can use to solve the core elements of what every business needs to thrive: attracting leads and clients at a rapid rate, and generating sustainable, recurring revenue.
The messaging frameworks identify new angles for attracting new visitors from your target market, then turns the visitors into clients.
The frameworks are customized to industry and channel, and they're the fastest way that I’ve found to learn what your market wants and communicate your offer to them effectively.
Growth and Scale
With copy and solid KPIs as the foundation, the next steps to scaling.
I managed and participated in growth small firms and billion dollar companies. Have several frameworks and strategies for moving from a single stream business to muti-stream and profitable business.
These are two related, but different concepts. Scale is lowering the unit cost per head, and growth in adding in new sales or customers. Growth could also mean customer acquisition.
For the CEO who is making gains, but wants to know how to make the machine move faster, and at a lower unit cost.
Campaign Thinking
Campaigns take multiple strategies and channels and put them under a single cohesive strategy. As with the other strategies, copy comes first, but running unified campaigns create a long-term returns by making more people aware of your message and value.
Connecting media channels and copy ideas into a single cohesive unit is what makes up campaign thinking. A simple way to see this – A promotion idea isn't your product, and a single channel isn't your way to reach prospects.
When you slice and dice a single product into multiple promo ideas, then roll out a promo across multiple channels with a unified message – that's campaign thinking.
Increase Profitability of Your Customers
Most marketers don't talk about numbers.
Increasing profitability is a data-intensive activity in which we sit down, find the top 20% of your buyers, calculate margins, and then put techniques into place to increase those margins.
So far, I have a playbook of 66 techniques that can be applied to almost all product and service businesses to boost margins and increase profitability.
This is a rare activity for most, since the people hiring a copywriting aren't normally running the company. But this activity is a valuable one, and has effects on all aspects of growing your business.
The approach
Get Results That Were Once Only Available For A Select Few
Before my corporate days, I thought only big companies could pull off growth. After spending almost a decade working inside of these big company, I was wrong. I've seen what they do, and I see that the ideas can be replicated, scaled down and applied to companies early in their revenue growth.
I know now - Technique after technique can be customized and adapted to work for all companies in all markets.
How much more successful would you be if had one, two, or even a few dozens of these techniques working for your business?
If you have a solid company with great product or service, then contact me and let's talk.
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Here's What Others Say...
"If you need someone to challenge your current
method of thinking, or help you see that angle
you’ve been missing in order to break through
perceived barriers, I highly recommend Kyle.”
J. M.
Entrepreneur, Business Owner
“Kyle Craig possesses a blend of technical and marketing skills that make him one of the most dynamic people I've ever worked with. Not only is Kyle razor sharp, but he channels a competitive drive to advance his company’s agenda through creat
C. B.
Senior Sales Executive
"Kyle is a great marketer and an insane
aggregator of information. He has the ability to
refine a large set of data down to its salient
points and is always looking for angles to help
an organization better market and sell its
products and services.”
A.A.
Sales Executive
“His understanding of technology from a very technical level gives him a good base to work from on his marketing projects. He has a good mind for looking to the future and a great appetite to learn and help others to learn.”
U.P.
Corporate Manager
"His strong knowledge of the market, his extensive network helped the sales force in taking the right decision and contacting the right
persons."
C.F.
Manager: South Europe
"Kyle is creative and pragmatic. He is
possesses extraordinary technical prowess and
business savvy. It seems there was never a
problem he could not solve. Most of all, Kyle
was professional and personal. People enjoy
working with him.”
C.S.
Senior Manager
"He has great ideas for marketing solutions and delivers quality work"
C.M.
Professional Marketer, Business Owner
"A sincere pleasure to work with.”
R.B.
Strategic Development
"Dude, listen. You packed out the place. It was stressful at the time but now that it’s over we’re all ready to do it again. Let’s go!"
R.B.
Internationally Trained Chef, Restaurant Owner
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