Tag Archives: reader

Do Negative Headlines Work?

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If you’ve dipped a toe or two into copywriting, one of the first things you’ll learn about is the power of negativity.  Words like “Don’t” or “Stop” or “No” are powerful motivators when used correctly.  But at the same time, they can be overkill when a message that’s designed to provoke actually leaves your readers feeling cold. If you read a blog post with the headline: 5 Easy Ways to Improve Your Photography Skills It might tickle your interest.  But throw a dash of the negative in there and you’ve got something like: For Best Results: Don’t Ever Take Pictures from This Angle Which one would you be more likely to click on? When Negative Headlines Work

Is Your Copy Too Sugary Sweet?

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Good copy persuades… Great copy sells.  But sometimes, in that urge to be convincing, we throw so much charm and effort into the process that the customer ultimately thinks one of two things: This is too good to be true – there has to be a catch here somewhere OR This is GREAT – but why didn’t they tell me about (insert issue here…) ? The skeptics from point #1 will withhold from ordering until they’ve looked up reviews or gotten recommendations from friends or colleagues on whether or not the company really lives up to its claims.  If you DO get a sale from them, they’ll be watching their bank statement like hawks, watching for a major overcharge or a continuity clause.  They smell a rat, and their BS meter is running on high alert. The customers from point #2 will sulk in silence.  Their expectations have been built up so much by that fanatically over-promising, syrupy sweet copy that, when the flaws in the product or service DO come out, the buyer ends up disheartened and distrustful. Both of these things could have been avoided – if your copy wasn’t so darn sweet! In our zeal to make people like us, we can fall into the trap of pouring it on too thick.  We’re amazingly agreeable, positive and cheerful  – all the time.  And while it’s great to be optimistic, too much can leave a bad taste in your reader’s mouth.  You don’t really become known for anything but being a product or service cheerleader – and that simply won’t draw people in like you’d expect. Push The Right Buttons When your copy becomes more engaging, more direct and open – it builds up trust on a whole new level.  By revealing your opinion, your point of view or even your flaws (or those of what you have to offer), you become so much more REAL to your customer.  You become someone they can identify with.  You push all the right buttons. For example, let’s say you’re an affiliate of some online marketing product.  Don’t just tout its virtues and hope for a sale.  Explain what’s missing or how people can use it even better.  Be real about the flaws and your honesty will pay off.  A good example is the way I advertise my book, Get Niche Quick , on Amazon.com. It isn’t meant for savvy internet marketing geniuses or hardcore bloggers.  It was designed for people who know how to turn on a computer and check their email. They might have heard of ebooks but have never downloaded one.  So yes, some people will find it basic. But for many people, it opens up a whole new step-by-step approach to niche marketing and gives them the tools they need to start an online business without suckering them into buying thousands of dollars worth of vitamins or cosmetics. You WILL Lose Some of Your Audience When you focus your copywriting to be more realistic and direct about what you’re selling – you WILL turn some people off. They’ll never come back and they’ll never buy from you.  That’s okay – because if they had, they’d likely be burning up about 80% of your energy with countless questions and problems while only contributing to 20% of your profits. By being open about your offer, and not slathering on that sticky sweetness – you clear out the time-wasters and open up your business to people that are the perfect match for what you’re offering – and who can’t wait to take you up on it! Now let me ask you, have you had the experience of buying something that seemed too good to be true?  Was it everything you had expected?  What was it about the offer that was so enticing?  Share your experience in the comments! Check out the SEO Tools guide at Search Engine Journal . Is Your Copy Too Sugary

Be “Real” With Your Customers

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A lot of today’s top copywriters got their start in direct mail, broadcasting and catalog pieces.  Back then, the medium was strictly rooted in the “Push” era – we shovel out the content, you take it all in and buy this widget. When the web started coming of age, people realized that they didn’t have to “take it all in” – they could comparison shop, read reviews and judge ratings.  Even in the last few years we’ve gained the ability to ask friends, groups and followers for their thoughts and recommendations over social networks and get the answers we need almost instantly wherever we are. The “Push” Era is over.  But the Share Era is just getting started. The question is – is your content keeping up with the times? So many sales letters on the web are still crafted the “old fashioned way” – they assault your eyes with huge red fonts and bright yellow highlighters (all probably stemming from what some direct mail copywriter swore worked like magic back in the 1960’s).  They do nothing but push, push, push – and hope that they’ll sound like an authority long enough for you to grab your credit card and order. Don’t Write “At” Your Readers – Write “To” Them The best way to get in on this gigantic wave of share marketing is to explain your product or service to your reader as if they were sitting in the room with you now.  Grab a tape recorder and record yourself – since you’ll talk very differently than you write.  Don’t be afraid to “be yourself” either – be enthusiastic and excited about your offer. If your product or service is truly as great and as helpful as you believe it is, this will come through in your voice – and in your writing.  These are the kinds of “real life” tidbits you want to include.  Not hype, not fluff, but believability and sincerity. Throw out the larger-than-life, stiff suit you and let people see the real you. Don’t worry about what they’ll think – because your visitors, subscribers and customers are people just like you.  If you’re afraid of turning people away by “being yourself” – that’s good. Those people would’ve likely gone elsewhere anyway. Let them go.  Focus on the ones that stay – those are your real fans. “You’re Just Like Me!” Take a good, strong look at your copy. Clear out anything that smacks of temptation, manipulation or arm-twisting persuasion.  You don’t need it.  What you do need – as I’ve seen happen time and time again for truly great products, is enough strength to say “I’ve tried this, and it really helped me.  Here’s how I did it and here’s why I think you’ll like it too…” Make that person reading your copy exclaim, “Hey! You’re just like me!”  And being able to reach people on that kind of “real life” level is something that no bright red font or yellow highlighter can ever match! Sherice Jacob helps site owners improve website performance and increase conversions through her blog and custom design service at iElectrify. You can also follow @sherice on Twitter for more big bangs of inspiration and design coolness. Check out the SEO Tools guide at Search Engine Journal . Be “Real” With Your

14 Uber Cool Reasons to Attend SAScon UK (+Discount for SEJ Readers!)

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Without a doubt, one of the best things happening in the UK search and social industry for 2010 is the launch of SAScon …even if, as one of the organisers, I do say so myself! Organised by a not-for-profit co-op of search and social folk in the UK, SAScon is a conference that really encapsulates what the UK industry is all about – advocating better and more effective search and social marketing via the community that drives it! SAScon has all the calibre you would expect from a conference keen to make a huge impact on non-professionals and professionals alike, but before you sit back and get sold the following 15 reasons to attend SAScon, check and clear your diaries to make sure the 28th April is free! So here we go… Reason 1: Fantomaster – talking ‘blackhat’ and link-building – certainly a session not to be missed.  Aaron Wall described him as “one of the most insightful minds and original voices in the search game” and so certainly not a session to be missed.  I can’t wait! I bet by this point you’ve already bought your ticket?!  Well, carry-on reading anyway… Reason 2: Andy-Atkins Kruger – a true specialist in multilingual-SEO and pan-European / global SEO campaigns.  If international SEO is something that tickles your boat then Andy should be able to provide some great insights. Reason 3: Yoast / Joost de Valk – a speaker with great charisma, charm and of course is an all-round nice guy.  Not only that, but hugely smart and influential in the word of search with his ever-growing SEO gizmos and WordPress plugins. Reason 4: Ben Jesson , CEO of Conversion Rate Experts – a very well regarded guy in the arena of maximising returns on SEO and paid search investments.  Somebody, most search pros can learn from. Reason 5: Rishil Lakhani – a super sharp in-house SEO, and hugely sociable on Twitter too.  Someone that has really impressed me with his fresh thinking and an opinion I’m looking to hear more from in the coming months and years. Reason 6: Malcolm Coles – an internet marketing consultant who is very vocal on high-profile SEO and PR matters.  Nothing beats a well-considered and bold opinion!  Looking forward to hearing what Malcolm has to say for sure. Reason 7: Dixon Jones – Marketing Director at Majestic SEO tools and Director at internet marketing agency, Receptional.  I Love Majestic and what it is looking to deliver with ongoing developments and partnerships, so will be great to hear more from Dixon at SAScon. Reason 8: Lyndon Antcliffe , world renowned social media marketer specialising in link-baiting.  If you’re looking to understand more about gaining links en masse then fighting for a front-seat with Lyndon’s session might not be a bad idea at all. Reason 9: Bas Van Den Beld – well regarded search marketer and a blogger that has given a huge amount to the community over at SearchCowboys.com…certainly worth tapping in to all that content, research and news he must have amassed between his ears! Reason 10: Richard Gregory – an all-round nice guy, smart, and oh, did I mention he oversees the delivery of all search engine marketing campaigns for Latitude – one of the largest digital marketing agencies in the UK? Reason 11: Judith Lewis – Search Director at i-level, blogger at SEO Chicks, chatty lady – just don’t get your Canada’s and USA’s mixed-up in front of her!!  icon wink 14 Uber Cool Reasons to Attend SAScon UK (+Discount for SEJ Readers!) Reason: 12: Will McInnes – someone that really believes in and drives digital PR and social media – Managing Director for NixonMcInnes, a social media / web dev agency. Reason 13: James Yancey , MD at SearchIgnite analytics software – smart PPC / SEO management and reporting software with oodles of features and keen to share conversion, tracking and attribution management thoughts. Early Bird & SEJ Reader Discount Reason 14:   It’s only £225 with the early bird discount (until 1st March), but If you miss the early bird discount, Search Engine journal readers can cash in on 12.5% OFF the regular price – so make sure you cash in (just make sure you quote: SASSEJ001 )!!  SAScon is just half the price of many UK conference day passes too! Needless to say, to see these awesome speakers at such a low price is quite the rarity! Any questions give me a shout on Twitter , chat with SAScon on Twitter ,  or visit: http://www.sascon.co.uk/ Ben writes about SEO consulting on his blog, Just Me and My, he’s an organiser of SAScon, and all whilst working as an SEO Director at Mediaedge:cia , a WPP company.  Ben is quite the busy bee!   Check out the SEO Tools guide at Search Engine Journal . 14 Uber Cool Reasons to Attend SAScon UK (+Discount for SEJ