Copywriting Video of the Week: Writing Authentic Copy

In this video client attraction guru Fabienne Fredrickson explains how to write copy with authenticity, integrity and love.

Taking a slightly metaphysical approach to copywriting, Fabienne outlines four strategies for writing authentic copy that sells:

  1. Set your intention
  2. Write to one person
  3. Clearly define the action you want your reader to take
  4. Write from your heart.

This advice might sound a bit new age, but if you can connect with your prospect “heart-to-heart” and make that person feel valued, you can’t help but get better results from your marketing.

Take a look:

Copywriting Video of the Week: Writing a Better Elevator Pitch

A good elevator pitch is a useful tool for networking. But getting it wrong is a real conversation killer.

In this week’s video master copywriter Bob Bly gives a three-part formula for writing an engaging elevator pitch:

  1. Begin with the question, “Do you know how…”
  2. Explain what you do
  3. End with a benefit statement, ” So that they…”

Try it out and see what difference it can make in your business.

Take a look:

Creating Valuable Blog Content & Landing Pages That Convert: The Web Content Roundup

WebContentRoundup21This week in The Web Content Roundup:

  • 23 “Slam Dunk” Landing Page Posts You Shouldn’t Miss
  • 3 Ways to Create Highly Valuable Blog Content
  • Making the Most of Your Website

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

23 “Slam Dunk” Landing Page Posts You Shouldn’t Miss

This is an excellent compilation of must-read blog posts and articles on optimising your landing pages. It covers copy, design, mobile and more.

3 Ways to Create Highly Valuable Blog Content

This article from the Social Media Examiner serves up some of the best tips, tools and tactics for creating blog content that helps grow your business. It’s all here, from surveying readers with Google Docs to finding the questions your customers are asking on Quora, Yahoo Answers and LinkedIn Answers.

Making the Most of Your Website

Social media may be the flavour the month (still), but when it comes to converting website visitors into valuable leads, nothing beats an email newsletter, according to Clare Lancaster. If you want to get more out of your website than just page views then this case study is a good read.

Copywriting Video of the Week: Words of Wisdom From David Ogilvy

I’m such a huge fan of David Ogilvy, the original Mad Man.

I have read his books Ogilvy on Advertising and Confessions of Advertising Man many times and I always find something new and useful each time.

This four-minute video includes a few examples of his brilliance, including the Guinness Guide to Oysters print ad, which is a content marketing classic.

One of the things I really love about Ogilvy is his generosity. When it comes to explaining the art and science of advertising, he holds nothing back.

Take a look:

Copywriting Video of the Week: The Universal Principles of Persuasion

I’m not sure if you’re allowed to call yourself a marketer if you don’t have a copy of Robert Cialdini’s Influence: The Psychology of Persuasion on your bookshelf.

The blurb on the back cover describes it, with no exaggeration, as “the classic book on persuasion, [explaining] the psychology of why people say ‘yes’ – and how to apply those understandings.”

It’s an absolute must-read for every copywriter who wants to improve the results of their copy.

If you haven’t read the book, or need a quick refresher, this beautifully produced animation explains the six scientifically proven shortcuts that guide human decision making.

Not only is this 12-minute video highly informative, it’s also a stellar example of online content marketing.

Take a look:

Elements of Persuasive Content & User Experience Pitfalls: The Web Content Roundup

WebContentRoundupThis week in The Web Content Roundup:

  • 48 Elements of Persuasive Written Content
  • 9 User Experience Pitfalls That Repel Website Visitors
  • Why is Content Strategy Important?

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

48 Elements of Persuasive Written Content

Marketing copy needs to more than just inform. If your goal is to increase sales, your copy needs to persuade. It must motivate readers to take action in your favour. Copyblogger has put together a handy list of 48 tactics to make your web content more persuasive. Definitely one to print out for your files.

9 User Experience Pitfalls That Repel Website Visitors

Here’s a great list from KISSmetrics of website bloopers that send your website visitors scurrying for the back button. They’ve included one of my pet hates: using stock photos. There’s a stock photo model who looks a bit like Malcolm Turnbull. His smiling mug turns up on every second professional services website. Don’t these people know the meaning of the word “generic”?

Why is Content Strategy Important?

One of the most common problems I see with business websites is the lack of any strategy. As the old saying goes, if you don’t know where you’re going, any road with get you there. In this post SEO Hacker explains the importance of a content strategy using its own website as an example.

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Copywriting Video of the Week: What’s the Ideal Keyword Density of a Web Page?

Keyword density is one of the most persistent myths in SEO copywriting.

In this 3-minute video Google’s Matt Cutts debunks the myth once and for all.

He explains that the incremental benefit of repeating keywords is diminishing, and stuffing your pages full of keywords can actually harm your rankings.

His recommendation is to read the page aloud and see if it sounds natural. If it sounds forced or repetitive, it’s time to remove some keyword repetitions.

In short, if your keywords are annoying, you’ve overdone it!

Take a look:

Brainstorming Tips & Brand Storytelling: The Web Content Roundup

Here are this week’s top seven stories on web content and online marketing as voted by my Twitter followers:

1). How to Build an Audience that Builds Your Business Your audience is a valuable asset

2). 7 Tips for Brainstorming Excellent tips

3). How to Write High-Converting Sign-Up Form Copy (With Case Studies & Examples)

4). Find the Heart of Your Brand Storytelling with These 6 Questions

5). IFTTT: Your Recipe for a Simpler Marketing Task List Check out IFTTT if you haven’t already

6). 10 Ways to Build Trust in a Sales Page (or Website) Great advice

7). The virtue of being concise

Guest Posting and the Golden Rule

Guest posting is a brilliant concept, but it can very quickly go sour if it’s not handled right. That’s where the golden rule comes into play: Treat others the way you would like to be treated.

Kate Morris gives some sage advice (and a little scolding) on this subject in her recent blog post on the SEOmoz blog. She really delves into the nitty-gritty of the relationship, so whether you’ve been working with guest posters for a while or you’re just considering the idea, her advice is worth the read.