How to Make an Offer Your Customers Can’t Refuse

One of the best ways to add horsepower to your website content is by making a better offer.

If you’re stuck for inspiration on how to make your offer more attractive, you’ll love this four-part article from Copyblogger by Dean Rieck. It explains 58 of the world’s greatest offers.

The offers have been divided into four categories as follows:

Offers That Raise Response and Lower Risk

You’re probably familiar with the “free trial” and “money back guarantee” offer. But what about the risk-lowering “Yes/Maybe” offer?

Offers That Reduce Price and Increase Urgency

Did you know a free gift of equal value often works better than a dollars-off offer?

Offers That Improve Terms, Add Services, and Make Bribes

Improving terms of sale can often get fence-sitting prospects over the line. Examples include bill me later and installments. A good bribe can also overcome customer inertia.

Offers That Increase Profits and Generate Inquiries

Some the best ways to generate sales leads and inquiries include free information, free samples, free demo or a free quote.

White Paper Copywriter Portfolio

Here’s a selection of white papers I have written for clients:

Client: AVD & Project Connection
Project: White paper
My role: White paper copywriter


View sample

Client: ReachLocal
White paper
My role: White paper copywriter


View sample

Client: Centre for Strategy Development
Lead generating diagnostic
My role: White paper consultant and editor


View sample

Like what you see?
Then why not hire me to write your next white paper? Contact me now for a quote.

But wait… there’s more!
Need a copywriter to spruce up the content on your website or write your e-newsletter? Then you better check out my website copywriting samples.

I can also write your brochures and marketing and corporate communications.

How to Build a Video SEO Strategy

Video can be a fantastic tool in your SEO strategy, but many companies fail in this area because they don’t know how SEO works.

Phil Nottingham is an SEO consultant and in-house video expert at Distilled London, and he shares some of his hard-earned expertise in a recent article on SEOmoz.

Nottingham details a comprehensive video SEO strategy and gives advice on the four types of content companies should focus on producing. For the full article, head over to SEOmoz:Building a Video SEO Strategy

Copywriting Video of the Week: How to Write Better Google AdWords Ads

Google’s YouTube channel has some fantastic instructional videos on how to get the most out of your AdWords account.

This one’s on improving the copywriting in your ad. The important points to note are:

  • Be specific
  • Use keywords in your ad copy – preferably in the headline
  • Include a call to action
  • Each ad should link to a targeted landing page (most people overlook this vital point)
  • A few tweaks to your ads can make them perform much better

Take a look:

On another note, don’t you just love the writing and production of this video? Google’s marketing team really knows what it’s doing.

I think Google’s AdWords mini-site is one of the best examples of website copywriting around. Definitely something to aspire to.

The Websites That Suck Bottom Line

Black line art illustration of a man with his thumbs down.
Black line art illustration of a man with his thumbs down.

So there you have it. Seven mistakes to avoid to ensure your website is among the 19% that get all the customer enquiries and sales, and not the 81% of websites that sit there and do absolutely nothing.

I’m not going to sugar-coat it: Creating a profitable website takes quite a bit of time, energy and money.

But it’s well worth your effort. Because a profitable website offers many benefits, including some or all of the following:

  • Increases customer enquiries
  • Generates qualified sales leads
  • Increases sales revenue
  • Decreases marketing costs
  • Gets more business out of existing customers
  • Improves customer service
  • Increases shareholder value

These days your website is often the first impression customers get of your business. Because a website is self-service it must stand or fall on its own merit. If your website sucks, customers will hit the back button, probably never to return. But if your website creates a strong first impression, you can get a head start on your competition.

If you’re not utilising your website to its full potential now, how long can you continue until your competitors get a real edge over you because they’re using the web more effectively?

This post is the final part of the series Your Website Sucks!

Optimising Video for Search and Web Writing Boo-Boos: The Web Content Roundup

WebContentRoundupThis week in The Web Content Roundup:OK

  • A Smart Strategy for Letting Your Customers Do the Talking
  • How to Optimise a Video for Search
  • 3 Web Writing Mistakes to Avoid [Video]

If you want more useful links on on creating effective web content follow @thatcontentguy on Twitter.

A Smart Strategy for Letting Your Customers Do the Talking

We all know how important testimonials are. Well, this article explains how you can go one step further by writing “customer profiles” – a cross between a testimonial and case study. They allow prospects to step into your satisfied customers’ shoes and imagine themselves receiving the same results.

How to Optimise a Video for Search

Video can be a great tool for building your brand. But, like all content, you need to ensure your intended audience sees it. Here’s how to optimise your video for higher Google rankings. Sample tip: If your video is short, make a transcription and put it in the YouTube description.

3 Web Writing Mistakes to Avoid [Video]

In this video, SEO copywriting maven Heather Lloyd-Martin outlines three major website content writing no-no’s. From putting your company’s “mission statement” on your home page to writing over your prospects’ heads, learn what not to do when creating your content.

Free Marketing Resources

This collection of free marketing resources will help you to generate more qualified leads, boost sales and build your brand with less cost and effort.

The Profitable Website Cheat Sheet

Discover the 14 most effective website tactics to help you attract more customers and boost sales. Free download

Marketing Articles
Tactics, insights and inspiration on how to get more customer enquiries and make more sales.

5 Easy Ways to Write Better Articles or Blog Posts

If you want to write better articles or blog posts, focus on your readers, not the search engines, advises Nick Usborne in a recent article.

As Nick points out, articles written for the sole purpose of getting better search engine rankings are often over-stuffed with key words and rarely a joy to read.

I believe spammy SEO articles can actually drive potential customers away, rather than increase sales.

Nick suggests a few tactics that can help you write articles that will delight your readers, while still ranking well, such as:

Write a better headline

This is one of my favourite ways to improve an article (in fact any web page). An attention-getting headline is much more likely to catch readers’ attention and keep them on the page.

Tell people “How to…”

You speak more directly to the needs of your readers when you turn a passive article into a “how-to” guide, says Nick.

Create a resource list

A similar tactic is to create a resource list, such as a top 10, best of, or guide. Not only are articles like these useful for your customers, they can also attract links which will improve your rankings much more than a spammy article.

You can read the entire article here:
5 Ways to power up the appeal of your web content

How to Improve Ecommerce Conversions Without Going Broke

There are several ways to increase performance in ecommerce, including marketing and pay-per-click advertising. Some methods can be pricey and will require some hefty backing if you hope to be successful.

According to Alexia McCormick, however, there are quite a number of small things you can do that will improve your overall conversion rate without breaking the bank.

Head over to the Duct Tape Marketing blog for the article: 10 Tested Tips to Improve Ecommerce Conversions without Going Broke.

Top Content Marketing and Social Media Predictions for 2013

If you’re in the content marketing field, you know that staying ahead of the game is the only way to win. Keeping up with the trends in marketing and social media is an absolute must.

As we’re heading into the new year, the CMI blog is taking a look at some of the most prevalent trends in the field – and they’re giving us all a heads-up on what we should get ready for.

Joe Pulizzi, founder of the Content Marketing Institute, has gathered input from more than 80 marketing professionals, and has put together over 100 predictions for the coming year. Topics range from print to mobile to social demand generation.

Get the full scoop here: 100+ Social Media and Content Marketing Predictions for 2013