Email Newsletters 101 is a free 116-page e-book to help business owners improve their email marketing campaigns. It focuses in detail on content strategy, copywriting and design, and has several handy checklists to keep you on track.
The folks over at FreeSEOScorecard.com have analysed 1 million business websites for basic SEO elements. Their findings aren’t pretty: 90% of the web pages they analysed failed to get the basics correct. You’d almost think businesses were intentionally trying to prevent Google from sending them traffic!
Many copywriters aren’t aware of the key differences between B2B and consumer marketing. In this article veteran B2B copywriter Bob Bly does a great job of explaining differences in selling to business and professional buyers vs. the general public.
– See more at: http://www.text-centric.com/e-newsletters-for-beginners-and-common-seo-goofs-the-web-content-roundup/#sthash.BTM1GRCX.dpuf
“I hate marketing,” a friend of mine told me recently.
Despite owning two successful businesses my friend has a vehement distaste for marketing. I’ve found this attitude is quite common amongst small business owners. Many of them think marketing is either sleazy and dishonest, or ineffective and a waste of money.
I think these attitudes arise because there’s a misunderstanding of what marketing is. Hopefully this article will help set the record straight.
Here are six inspirational definitions of marketing from some of the world’s foremost experts on the topic:
1. Authenticity + Value
“Marketing is sharing with authenticity about the value that you offer to the world”.
By Robert Middleton, the creator of InfoGuru marketing.
2. Making the Best Case for Your Product
“My definition of ‘marketing’ is putting your product or service in its best light so that it persuades others to investigate and hopefully buy it.
“I think that marketing is basically a replacement for door-to-door selling. If we could all afford to knock on everyone’s door and put forward the best case for our product then we would, because one-on-one conversation is pretty hard to beat.
“But because that’s not possible, we come up with marketing that will, at the end of the day, be a replacement for what we would have said if we were having a chat.”
“Marketing is everything you do to promote your business, from the moment you conceive of it to the point at which customers buy your product or service and begin to patronize your business on a regular basis.
“The key words to remember are everything and regular basis.”
Building community is a far cry from most business strategies. Sure, it includes a lot of SEO, content creation and social media marketing; however, it also involves a lot of awareness and a keenly human touch. In a word, it means providing something of value.
As Mackenzie Fogelson so aptly points out in her recent SEOmoz blog post, “Value is not all about you.” A company must focus on the customer, find out what their interests and needs are, and find a way to share value with them.
It’s a fascinating concept, really. If a company can figure out how to provide that value, they will be truly successful at building community. Find out more here: Building Community with Value
A couple of weeks ago web copywriter Nick Usborne queried readers of his (excellent) Excess Voice e-newsletter about what makes a website credible. The question was: “If testimonials are somewhat unreliable as a means for establishing credibility, what DOES make you trust a site and believe in its integrity?”
While the results may not be statistically reliable they raise some interesting issues for web copywriters. The respondents’ biggest credibility buster was lack of a physical address and contact telephone number. This is also Jakob Nielsen’s 8th biggest web design mistake of 2005.
Even if your business is conducted 100% online it’s crucial to include your full contact details. Prospects will feel more confident about doing business with you if they know you have a brick and mortar office and you can be contacted by phone if necessary.
A brochure is still a valuable addition to your marketing toolbox that creates a “personal touch” and makes a solid impression on your customers.
But the success of a brochure usually rides on the quality of the copywriting – the words. An effective brochure does more than merely recite facts and figures. To maximise results, it must be both informative AND persuasive.
The copy I write for your brochure:
Attracts the attention of your target market
Focuses on your customer and answers their question, “What’s in it for me?”
Motivates them to take a clear course of action.
And, of course, it’s concise, reader-friendly and written in a conversational tone of voice.
100% satisfaction guarantee I want you to be totally satisfied with the brochure copy I write for you. That’s why I offer all my copywriting clients a worry-free guarantee.
Is it time to hire an professional brochure copywriter? Let me create informative and persuasive copy for your new brochure, that will help you attract new customers and grow your business.
Call (02) 9705 0579 and leave your contact details with my answering service. I’ll get back to within 24 hours (usually quicker!) to discuss your needs.
Deep linking is creating a link to an interior page of a website, rather than the home page. Deep links can be found on websites, search engine listings, pay per click ads, and in emails.
Unlike generic links to a home page, a deep link points to a page containing specific information. They are designed to direct readers to additional information that’s relevant to the page they’re reading.
For example, an article comparing various cars would link directly to each model’s information page, rather than the car manufacturers’ home pages. This linking of information is central to the philosophy of the World Wide Web.
From my experience many business owners don’t realise search engines index individual web pages (not websites) and deliver a list of pages that are most relevant to the searcher’s query. Thus, a lot of search engine traffic bypasses your home page.
Sometimes overlooked by us writers, images are a powerful element of your content, driving social media shares and activity that ultimately generates sales. Here are 10 tactics, from simple to advanced, for integrating photographs in your content to boost your success.
Normally in these posts I write about creating content. But this item is about “destroying” content. In this article Gerry McGovern makes a convincing case for reviewing your website – especially if it’s large – and culling any content that doesn’t add value. “Review and removal of old and out-of-date content is crucial for the successful management of large websites,” he says.
Jeffrey and Bryan Eisenberg are the godfathers of conversion optimisation. Not only do they know more on the topic than anybody else, they make the concepts and tactics easy to understand – even for novices – in their many articles and books. Here’s a list of eight of their best articles on how to get more people clicking on your website.
– See more at: http://www.text-centric.com/culling-crap-content-and-converting-web-traffic-the-web-content-roundup/#sthash.GnfrLXK0.dpuf
Bullet statements can be highly effective and a great way to communicate key points in your copy. They’re easy to scan, easy to read, and important points can be made clearly. The problem is, bullet points can be boring.