Welcome to Issue 65 of Writing and Other Stuff, by me, Kim Scaravelli. The purpose of my newsletter is to help you strengthen your brand voice, write with flair, and nurture a creative mindset. If a friend shared this, thankthem—and subscribe here.

MOST of the people who visit your website are L👀KY-LOOS.

They're looking for something but they're probably not ready to commit to the BIGGEST product or service you have on tap. Even if they need it. Even if it's perfect for them!

And here's the harsh truth:

📣 You can't turn a looky-loo into a client by screaming at them about features and benefits and price points. And you probably can't charm them into the sale, even with a delightful brand voice and a beautifully crafted sales pitch.

So what CAN you do?

💥 You can meet them where they are NOW. Create content - and offers - that scratch their IMMEDIATE itch.

This advice may sound super-simple, but it's not! I'm still working on this and it's a challenge, because you need to do A LOT of thinking and A LOT of content creating.

Here's a mind-blowing image from email marketing expert John Bellingham. FYI: His Proven Flows content is the ideal example of how to scratch every itch.

97% of the folks who are at least somewhat interested in what you do and what you offer are NOT ready to buy from you, even if you put the ideal offer right in front of them.

So here's the question of the day:

What have you got for that other 97%?

Cool quote

“We need to stop interrupting what people are interested in and be what people are interested in.”

Craig Davis, Creative Advertising and Brand Strategy Trailblazer

How To Build An Offer Stack

If you want to build productive relationships with more people, you need to build what John Bellingham calls an OFFER STACK. This is a range of offerings, from free to premium pricing, that will give every potential client that special something they want right away.

Let's do it NOW... before you get distracted!

Grab a piece of paper and a pen. Yep. I wanna go old-school!

Because if you start creating an online chart, you may fall down a rabbit hole and burn through your day playing with templates and brand colours and fonts. It happens to the best of us, so...

✍️ Keep it simple.

Make 5 columns and fill them in with what you've got NOW:

Free Stuff (Zero-Dollars)
Starters (Less than $300)
Basic/Core Offerings ($300-$1,000)
Top-tier (More than $1,000)
Recurring ($20/month - ?/month)

To complete the columns, you need to have 6 Free Things, 4 Starters, 3 Basic/Core offerings, 3 Top-Tier, and at least one Recurring.

(Note: Free stuff may be things like guides, checklists, templates, ebooks, or even helpful blog posts).

Don't fret over the gaps. 😉 I've got gaps too.

The important thing is to SEE what's missing so you can start creating purposeful content and offerings that scoop up every looky-loo!

Stuff Worth Sharing

I haven't done freelance work in a while, but I DO think it's an excellent way to build both competence and confidence as a writer. And with freelancing, you get to control how much time and effort you put in, and the type of writing you do.

👩🏻‍💻 Freelance Framework, by Chris Bibey, is a daily newsletter full of freelance writing gigs. Regardless of experience, niche, or location, there's something for every writer. I subscribe because I love the resources Chris shares!

For the Word Nerds

When I click a link and get thousands of words but no clear, valuable takeaway information, I say that "I've fallen into a bucket of blather."

I define BLATHER as any piece of content that's foolish, rambling, and shallow.

Blather can attract search engines, so it may create a bit of traffic to your website. But it can't hold the attention of real people. And it can damage your professional authority by associating you with time-wasting nonsense.

📣Remember: Blather adds noise, not value.

Thanks for reading. Try to do the Offer Stack Exercise because it's very helpful. See you again on October 16.

In the meantime...

🤔 Feel like your brand voice doesn't match who you are or where you're headed? Book a free 30-minute chat. We'll get it sorted!

💥 Want to learn how to write powerful brand content that sounds like YOU? Buy Making Words Work. It's an easy read. I promise!