Writing While Blind
March 26, 2009
Recently someone mentioned to me she was having trouble finishing a sales page because she was continually editing, thereby not getting all the information on the page. My suggestion – writing while blind (to the tune of ZZ Top’s Driving While Blind). Seriously, if you find you continually edit when trying to get your ideas on the page, then close your eyes.
Now, if you have been typing since before PCs (like I have) you may have a tendency to edit anyway, since the muscle memory in your fingers knows when you are making a mistake. Do your best to keep that to a minimum and just allow the ideas to flow. Don’t worry that they are out of order, or that your grammar is not perfect, just keep the momentum going. Write as much as your want, even if you think it might be more than one idea on the page. Keep going, and going, and going until you have everything out of your head and on the paper.
Once it’s done, walk away. Go for a walk, have some lunch, sleep on it – whatever the amount of time you need to let it percolate and make sure you have completed the idea process. Now, come back and edit. Read the entire piece, then start chunking down. Reorder it if necessary, divide into more than one piece if that makes sense, put in all your punctuation, correct your grammar, then read it out loud.
After several tweaks, again let it sit. If you are in a hurry or under a tight deadline, this process is tough. You will only have short periods to allow the ideas to meld and the edits to sit. However, do push away from the piece for a period of time (even if it is to tackle another project). You will find you have a stronger, more fluid piece of you can get all your ideas down first, then edit later.
Writing for Readers vs. Search Engines
March 24, 2009
Search engine optimized writing could potentially become the new “death by PowerPoint”. You know what I mean – people using PowerPoint as a crutch for their presentations, simply reading the screen, making redundant comments, and boring you to death! It can be the same with SEO writing.
“Find your unusual wood picture frames here at ABC Company. We specialize in unusual wood picture frames and want you and your family to have the best unusual wood picture frames.”
OK, so not only are we SO done with unusal wood picture frames, and it is a “long tail” phrase so the redundancy is even more obvious! Long tail phrases are 3 or more words related to your keyword strategy. They are great to use on those pages where you are speaking to buyers. Research has proven that people who search on them are ready to buy and are just looking for the right item or the right deal.
It works the same with a more popular keyword or keyword set.
“Find your picture frames at ABC Company. We specialize in picture frames and want your family….” You get the idea.
Following are some easy ways to make sure you do not bore your readers to death, or make them think you are perhaps a bit touched in the head!
- Read Your Copy Out Loud – I cannot tell you how many mistakes I find by just doing this one thing before I finalize my copy. If it sounds redundant to you, it is.
- Understand Your Target – write to your target market, use phrases they are comfortable with, write at the appropriate education level for your target, and do not worry so much about the keywords and keyword phrases. You will be able to weave them in and it’s more important that your message is delivered in a clear, concise manner.
- Break Up Keyword Phrases – you can insert small words and punctuation within your keyword phrases to break up the monotony and still get the benefit. “Our products are made from the most unique and unusual wood. <new paragraph> Picture frames are a wonderful gift for the new bride, Mother’s Day, or a birthday.”
- Use Tools to Determine Keyword Density – you don’t want to get too caught up in keyword density, but it’s a good idea to use some of the free tools available to get an idea of how often your keywords show up, and ideas for using keywords without writing redundant copy (like image tags).
- Remember that Conversion is Key – while content is king, conversion is still key. All the best SEO tactics and Pay-Per-Click campaigns won’t motivate customers to purchase from you unless your copy speaks their language and addresses their motivations.
It’s important to balance any keyword strategy with good content, and just as important to ensure your content has a strategy as well. Your site should flow between pages and balance the message with addressing your target customer’s needs. You don’t want to create pages that make your readers feel like they are enduring “death by SEO.”
Are You Writing To Your Target Market?
March 23, 2009
One of the most important aspects of copywriting is to reach your target audience and compel them to take action. Unfortunately, it’s not always as simple as we would like. Many people make the mistake of thinking that because they are part of the target audience, they can simply write in their own voice and everything will be fine. (I know – I’m guilty of it too.) But to truly reach the target audience and actually compel them to take action, you have to know a little something about them. In particular, you need to know what gives them pain.
It is proven that people will go to great lengths to alleviate their pain – much further than to support their happiness. A good target market profile will help you with understanding what compels these people to take action. The profile should include:
- What keeps them up at night?
- What magazines might they read?
- What types of hobbies do they engage in (golf, tennis, reading)?
- How do they research their buying decisions (all Internet, ask friends, combination)?
- What is their home life like (married, kids, pets, single)?
- What are their motivators (spouse, work, children)?
You need to have a detailed profile of who you are writing to, and a clear understanding of how your product or service can help them. Make sure you are providing them with benefits, not features. Features are what you or your product does for your customer; benefits are how your customer is helped. Remember, they want to know how you can help them, not only what you can do.
I like questions as a way of breaking through – Do you feel, or Aren’t you tired of, or Would you like to have x,y, and z again. It’s easy to scan a bulleted list of questions, and it lets the person know you already understand their pain points. Then simple answer each one in your copy, again making sure to discuss how the target is being served. I’m sure you are great at what you do, and the product is the best ever, but people want to know how it helps them, not what it does.
If you can, use a group to review your copy. Maybe not all of it, but try to get someone who either really understands your business OR better yet, your target market, to review what you have written. Ask them to be brutal. I know it hurts (my review team is tough!) but it will make your copy better.
Once you have finalized the copy, sleep on it. Always give it another review with fresh eyes, and read it out loud. You will catch a lot of mistakes by taking the time to read your copy outloud. And it will have a more polished feel.
Hours of research and a lot of work go into writing to your target market. But it will pay off in the long run!
Do 4,172 people care if you go to lunch?
March 20, 2009
This was the question raised among several of the most intelligent marketers I have had the pleasure to meet. Social networking still has that stigma – it’s for kids, it’s for social stuff, I don’t care what everyone is doing every second of the day. Fascinating!
I personally cannot tell you the last time I actually read a post where someone told me something I truly did not care about. Perhaps it’s who you are friending or following. Hmmm…now there’s a thought. Perhaps you should consider instituting some guidelines around social networking. Have a strategy about how you are using social networking? Say it isn’t so!!
I try to use my accounts for business purposes. Now, that is not to say that I do not ever say anything personal, or communicate in a personal way with someone online. I did it when I worked in the “corporate world”. I had work friends and we shared all sorts of things from personal issues to business challenges to opinions about out latest boss.
Yet, when it becomes part of the Internet, people view it differently. Perhaps it’s because of the sheer number of people who can actually see that information. Or perhaps it’s because they are uncomfortable with the technology. I can certainly understand both those positions. But think about it – how often did you know someone who either was reprimanded at work or worse, fired, because the rumor mill was in full force and somehow that disparaging remark got back to the new boss? It happens all the time.
Now, I’m not condoning putting everything you are doing on your social networking accounts (see my netiquette blog for some tips). There are some direct posting and messaging options that allow you to state things more privately (much like closing the office door before you gossip about a co-worker). But, just like everything else in life, you need to pay attention to what you are saying, how you are choosing to behave, and remember the repercussions. If you don’t care, hey – then tell everyone everything. It’s your life. But if you do care – if you are one of those people who is insightful enough to realize that you can have repercussions from your actions – then keep your blog posts, social networking information, and even e-mails a little less personal. I don’t mean cold, or even totally professional all the time. Just something a bit less revealing.
Have a strategy
When I decide who to friend, or follow, I look for a common thread. The person has information I’m interested in, they are in an industry I would like to follow, they have a hobby I might want to undertake one day, they are funny, or I’m intrigued by their writing style. I do not simply friend or follow every person that comes along. Not trying to be a snob, but for me it’s not a numbers game. I’m not interested in having thousands of people on my social networking accounts that I cannot provide some value for, or that are not a fit for me professionally or personally. I don’t need to be the popular kid.
Because I make a point to consider various criteria, I rarely get some crazy post or Tweet telling me about bodily functions, or mostly inane information. I receive a lot of valuable information from my connections, and find them to be interesting people that I would not have had the opportunity to get to know otherwise. Bonus!
If I find aftering following someone that we do not have the level of commonality I prefer, I simply unfriend or unfollow them. It’s not personal. I’m sure they have lots of other cyberfriends who are thrilled to read their posts. And I do not feel bad about it. I’m simply trying to maximize my social networking time, and would understand the situation in reverse. Time is precious, so no reason for someone to continue reading my posts if they are not receiving some benefit from them.
The bottom line is you have to decide how you wish to use social networking. If you want it to be all personal, fine. If you want it for business, then accept that you will have to merge your personal and business, or not ever friend a personal friend. Either way, it’s all good. After all, you really have friends at work, right? It’s fine to be yourself, and have some fun! Just remember to respect other’s time, and that anything you put online can be found.
Are You Sincere?
March 19, 2009
I recently saw bits of a company address where the new president had to convince the employees that the pay cut they were all taking was (a) in the best interest of everyone overall and (b) only temporary. Since these are cuts on the heels of other recent cuts, his audience was skeptical at best.
As I listened to him sometimes taking the more direct, honest approach and sometimes giving the “corp speak” answer, it made me wonder “What if he just told the bottom line, this is how I feel, version?”
People are often afraid to speak their mind, either because they fear rejection or they fear being wrong. But let’s face it – more often than not it’s your opinion, basically a perspective, that you are voicing. So can you be wrong, really?
I think the key lies in sincerity. If you are speaking, or writing, from a place of manipulation, it will show. People are smart – much smarter than we give them credit for. Particularly people who spend much time on the Internet and use it as a purchasing tool. They are savvy at searching, research, and reviewing information.
By making sure that what you say is truly sincere, it will shine through. People want to be helped, not sold to. They want to be supported, not manipulated. They want truthful information, not sales spew.
When you are writing, or speaking, to a group, make sure you understand their position. What is it they want when they read your article or blog? And are you providing it with their best interest at heart.
Obviously you need to sell your products or services. But isn’t it easier to understand your customers, identify their needs, and then deliver than waste a bunch of time and energy trying to convince them they need something they do not? I certainly think so.
Is Your Voice Solid?
March 18, 2009
Are you comfortable with your writer’s voice? Learning your best writer’s voice can take time, and some practice. Honestly, I think most of us have more than one voice. Here’s why:
When you are in different social settings, you behave differently. This is not bad, or good, but reality. You will slightly alter behavior based on the circumstance (church requires a different type of behavior than a basketball game with your buds).
It makes sense that your writing style will change based on the “setting”. For example, tweeting with friends will be different than a tweet with a potential business contact. Only slightly, but different. You will share things on Facebook with friends that you may not wish to share with a new business associate. This is fine…and often preferred by many.
So here’s the rub: You will want to pay attention to how you write in these different settings. At the core of everything you write, or say, will be your prominent voice. It may be kind, enthusiastic, or authoritative. There is no right or wrong here, just reality.
My voice is direct – both in person and in my writing. That’s OK and often desired by people who are ready to make a purchasing decision. They want details and nitty gritty – not a bunch of fluff. Right up my alley!
When you are writing in these different settings, pay attention to your body. Do you feel stressed or calm? Is it easy to write, or are you struggling? When finished do you feel a sense of accomplishment and pride, or are you just glad it’s over?
I understand that writing to friends and family is often easier, but still pay attention to how you use your voice. It’s what comes naturally to you, and will allow you to expand your writing overall.
For a decent definition of writer’s voice, check out Wikipedia – http://en.wikipedia.org/wiki/Writer’s_voice.
Just be true to yourself, and your natural voice. You’ll find it pays off!
Write When You Don’t Feel Like It
March 17, 2009
Writing can be hard. You have to give good information, provide value to readers, and hopefully keep them coming back for me. But there are days you might find it hard to write. Here are some tips to help you quickly work out a topic:
- Give yourself a break. Sometimes writing about the same subjects can be hard to maintain. Find something else interesting to both you and your readers to write about.
- Do a review. Whether it’s a book, a piece of software, an article, or even a blog, write a review on it. Keep the review on topic, and make sure it’s in line with what your readers want.
- Put together lists. Readers often appreciate lists such as the top ten ways to lose weight, or how to organize a closet. They are easy to read and easy to put together.
- Find someone to co-author. Collaboration is a good way to get the creative juices going. Find a good affiliate partner who can provide valuable information to your readers, but not directly compete with you. Write articles or blog posts together, ideally in a series, to give your readers a slightly different take on a popular subject.
It’s OK to not be all excited about writing. Just don’t let it stop you. One of the best ways to alleviate pressure is to create an editorial calendar for your upcoming article and /or blog topics. Write in advance and queue up as many in advance as possible. It will give you more time to create with less stress.
If all else fails, just start writing. Once you get into it, the words will just flow.
Social Networking – How Do You Act in CyberPublic?
March 13, 2009
The Today Show recently aired a program called Social Netiquette: When poking isn’t polite. I thought several of the rules of engagement were worth mentioning, such as:
Number 1 Rule – Treat others with kindness and respect according to U.K.-based etiquette authority Debrett’s. So true! It is tiring that people feel the anonymity they can receive on the Internet gives them the right to be tacky. It doesn’t.
Other rules include:
Don’t give too much information (this can come back to bite you later, particularly since employers use the Internet to check into applicants)
Keep the information appropriate when posting comments. Don’t air your dirty laundry.
Keep Poking (on Facebook) to a minimum. Better yet, don’t poke at all. Why would you poke someone in the first place?
It’s not candid camera, so put your best face forward and be mindful of the type of pictures you are loading. You are never sure who is looking!
You do not have to accept every invitation you receive. It’s OK to be selective about who gets access to your information.
Remember, keep it clean. The clever quip or dirty joke may keep you from landing a big contract later on.
To read the entire article, check out the Today Show’s web site at http://today.msnbc.msn.com/id/29616648/. The video is worth watching as well!
Good Copywriting Never Goes Out of Style
March 10, 2009
I spend a lot of time researching web content writing, and one theme that continues to ring true is you can never squelch quality for anything – not for traffic, not for SEO, not for trends. The reality is that good copy ensures that you have a way to deliver a solid message to your audience. Period.
Everyone has a different style and a different voice, but there are always those few that seem to stand above the crowd. I have my favorites, and I want to share them with you now! These are copywriters or copywriting programs that I think really help you deliver a solid message.
Enjoy!
Karon Thackston – read Karon’s blog for some great information and tips - www.marketingwords.com/blog
Lorrie Morgan-Ferraro – her latest bootcamp The She Factor gives you specific info on how to market to women – www.redhotcopy.com
Brian Clark – everyone probably knows Copyblogger by now, but I have found that there are also wonderful guest bloggers, like Sonia Simone . You have to check out www.copyblogger.com!
AWAI – I just attended my first bootcamp – Web Copywriting Intensive – and I found the AWAI folks, particularly Rebecca Matter and Denise Ford, to be aces! I love what they are doing and think you should take a look. www.awaionline.com
These are just of few of the wonderful people I follow regularly. I’ll post later on people I follow in the ares of social media, blogging and SEO. The main thing to remember, no matter what you are doing, is to stay true to your own voice. People want to have their needs met, not be sold to, and by being genuine, you will find your copy is better and your conversions higher!
Valuable Connections- 3 Reasons Content is Still King
- Fuzzy Writing … Bucky Katt Strikes Again!
- Writing Lessons from Bucky Katt
- Improve Your Headlines – Read Tabloids
- SEO Content – More than rankings
- Writing Exercises – Do Something Entirely Different
- Good Content is About Your Customers
- Writing Exercises – Ask for Help
- Good Web Site Content Starts With the Basics
- Content Equals Communication
