Copywriting (2)

Archive for the ‘Copywriting’ Category

Why Upside-Down Pyramids Make Your Copy Stronger

Tuesday, April 7th, 2009

We all want strong copy. Well written messages on the web

Are easy to understand
Offer a clear directive
Provide information
Make tasks easier

2117929537_50678ff76b Writing something with those qualities takes real practice and effort. It’s worth gathering as many tips on technique as you can (preferably before you’ve got to sit down and write something).

Here’s one that I really like from Ginny Reddish, who studies and talks about digital usability, and discusses how writing can help or hurt a website.

The inverted pyramid style of writing focuses on this: Write your point first. Most web users don’t read more than a few words on each page. Based on the information they find there, they decide if they’ll read further, or click to somewhere else. Quickly.

To write in the inverted pyramid style

Always put your point at the top of your page
Follow with supporting information in the order that it is relevant to readers
Conclude with history or background

If you imagine an upside-down pyramid, the wide space at the top signifies your main point. You write the essence of your message here because that is where most of your readers are.

As you descend the pyramid, the sides narrow. Visualize fewer and fewer readers as you get closer to the bottom, and you start to get the idea. A good rule of thumb is write things in order of their importance.

Traditional essay writing is contrary to this idea. It usually presents a premise, then supporting history and information. Finally, the conclusion is presented as the main point. The strongest part is at the bottom.

Web readers won’t wait for that style of writing to unfold. Flip the pyramid bottom side up, and start with your main point.

Tags: content, content marketing, writing
Posted in Content Creation, Copywriting | 1 Comment »

Captain’s Log- Analyzing The Personality Of Your Blog

Saturday, April 4th, 2009

Are you kind of a geek? A jock? A wordie or a foodie? A techie, or a Trekkie? How much time do you spend thinking about, reading up on, or participating in your passion?

Does that show up in your blog?

It should. There are a couple different takes on why, but they all lead to the same place. The key to successful business blogging is authenticity, requiring nothing less than your heart and soul. There needs to be genuine appreciation and interest in your subject when you blog. Why? Because that’s what makes you worth reading.

Otherwise, isn’t the news enough? Your blog is your personal take on a thing. It’s your stage. Be you.

Ahead-of-the-curve marketing guy Seth Godin and Gary Vaynerchuck, his louder, coarser doppleganger, come from the “life’s too short to be boring” camp. And while that sometimes reads as pretty freakin’ idealistic when you’re trying to pay the bills, it still makes a ton of sense. It’s inspirational, and the blogging world needs that. Hell, the regular world needs that. They’re inspired people, writing about sharing inspired ideas.

Super-Friendly Chris Brogan is all about the relationship. His blog is full of great marketing advice, but it’s put out there in an entirely conversational and personable way. That’s who he is. It’s hugely palatable for a bunch of people. In a way, super unfriendly Naomi Dunford does the same. She’s all about the relationship, too, but it’s highly selective. Her writing, and consequently, her business, is only going to appeal to a certain type of person. And that’s the way she wants it. Her voice puts her there.

I read an interesting post on this same subject yesterday by Lisa Barone about ghost blogging (the discussion in the comments is well worth reading, too). I feel like she really got to the heart of the matter with this part…

In some respects, blogs and tweets are just content. And there’s nothing wrong with hiring someone to produce content for you or to help you push it out. Without that glorious fact, I wouldn’t have a job. However, realize that if you outsource your blogs, your tweets, and your online persona to generic ghostwriters, that you’re doing yourself quite an injustice. You’re missing out on what these types of content can really provide.

That’s a razor thin line for me to walk, but I’m going to anyway (because I’m not generic, and I’m confident I can prove my point). My take is that, as a business, you can’t outsource all of your social content, or even most of it.

But if they’re genuine about the subject, do the research, and care about the client, copywriters can successfully create a portion of that content. As a copywriter, that’s what I do. I pride myself on it.

I just can’t write your portion of it. That’s how marketing through social media differentiates itself from advertising. You’re invovled. There’s no “social” to it if you’re not.

On Star Trek, the show always (usually? I’m not a trekkie, so don’t ding me on the hardcore particulars) started with an entry from the captain’s log. Now, there were plenty of other reports coming out of the Enterprise. Back at Federation HQ, they had a whole slew of data and information and personal takes coming from the rest of the ship’s crew, I’m sure of it. But only the captain wrote the captain’s log.

Your content is like the information coming from the Enterprise. You’re the capitan, so fill out the log. If you can’t write, get an editor. Contribute. The Federation’s waiting.

Tags: content, content marketing, Copywriting, Social Media
Posted in Content Creation, Copywriting, Partnership, Pay Per Click | No Comments »

How To Write Good Content Fast

Thursday, March 26th, 2009

The problem with sitting down to create that all-important, badly-needed new content for your blog or website is right there in the motivation. It’s all-important. It’s badly-needed.

Take the pressure off. There’s no way you’re going to say what you want to say when you have so much riding on it. Words lose their meaning, and phrases become gibberish.

Easier said than written. Here are a couple of methods I use to keep the good stuff coming, even when it feels like it’s all stopped up.

Make An Outline When in doubt, line it out. Making an outline can help you in a couple of different ways:

1) It’s easier than writing. Outlining only requires thoughts. It doesn’t need anything else that goes into good writing, like syntax or grammar or diction. Get your thoughts out there, and the other stuff comes.

2) It’s a way to organize your ideas. Even on small pieces like short blog posts, it’s worth outlining what you have to say. Hell, I could outline twitter updates if I was really stuck.

Don’t Stop For Mistakes O.K., total disclosure: I used my delete key 4 times while typing this sentence. Five (I just spelled “sentence” wrong). But I’m not the one who’s stuck.

This was one of the most difficult hurdles to get over as I began writing copy. I was a chronic editor. Editing as I went gave me little, perfect sentences that took 30 minutes a piece.

Save the editing for the end by turning the spellchecker off as you write. Just keep your cursor moving. When you finally look up, there’ll be a big lump of clay on your page ready for molding.

Keep It Short Nothing sucks the life out of writing like tying together ten thoughts between the capital letter and the period. Make life easy on yourself and write like you’re in third grade (just for the first draft).

What I mean is, there’s a huge difference between what you have to say and how you should say it. If you’re stuck, go with what. Worry about the how later.

You can say the what with simple, direct sentences. I use the voice of Rocky Balboa in my head when I’m doing this. Hey, it gets the job done. What I end up with on the screen is usually exactly the gist of what I’m trying to say. I just go back and clean it up when I’m done.

Besides, no one is going to read big, wordy, Faulkner-esque copy anyway. Most people read on a seventh grade level.

Keep these three tips in mind as you sit down, and again, take it easy on yourself. In fact, think of these ideas as tools you can use to do exactly that. And before you know it, you’ll be done.

Tags: content marketing, Copywriting, Social Media
Posted in Copywriting | No Comments »

The 2 Guildelines Your Writing Must Follow

Monday, March 23rd, 2009

I’m not a big rules guy. Especially when it comes to writing copy. I’m much more in favor of guidelines.

That’s because audiences are different. They read in different ways. They respond to different messages. How are you going to apply rules when the game changes daily?

So these guidelines- they’re ideas that your writing should carry. They’re not formulas. Write with them in mind, not with them as a stencil.

The guidelines come from Rafe Esquith, a 5th grade teacher in Los Angeles. His classroom is exceptional in every way, despite long odds. His book, “Teach Like Your Hair’s On Fire”, explains how a flat refusal to be ordinary provides for a life that’s better than normal.

Here they are:

Be Nice
Work Hard

That’s it. It works. Think about it: Rafe has a classrom full -full- of 5th grade kids, and these are the only two directives he has. He’s sold them on these two ideas because they work. Because it’s true.

Use them as ideas to guide copy, as criterion to measure a message. If your writing fits, it automatically appeals to these two basic human qualities that every one of us has.

If you’re service oriented, does your writing follow these rules?

Tags: writing
Posted in Copywriting | No Comments »

How To Write Headlines Like Copyblogger

Monday, March 16th, 2009

Earlier this week, I was fortunate enough to spend an hour listening to Brian Clark, aka Copyblogger, speak at Pubcon South.

If you’re not familiar with Copyblogger, stop reading, go there now, and check it out. Along with his own writing, Brian has two or three regular contributors along with several great guests. There’s always -always- something you can use there to improve what you’re writing.

This particular session was titled “Ten Techniques for Writing Headlines that Rock”. It delivered. The techniques can work for anyone, and when properly applied, can capture readers, drive conversions, and boost sales.

But I’m not going to list those techniques here. I’m going to explain the principles behind them.

The real key to writing headlines is understanding why the techniques work. If you know that, the templates will work. If not, you’ll just be plugging keywords into holes, offering no real value- no reason to read further.

Headlines act as a promise to your readers. With those bold first words, you’re promising that your next sentence is worth their interest.

So, why do we make promises in headlines? Why do they work?

You Have Information To Share

Readers looking for information (such as How-To articles) will notice you because you’re clear about what you’re giving. If you want to share information, be upfront and give it right from the start, in the headline. You’re promising value.

You’re Specific

By using your headline to refer to a list of items, you give your reader information that’s direct. Lists, numbered and bulleted, get right to the point. You’re promising importance.

You’ve Got Social Proof

If your headline links your subject to a well-known source (wink wink), you’re telling readers that your information is valid because it’s connected to a world class example. You can also use public acceptance instead of a specific person. You’re promising inclusion.

You’ve Got A Challenge

A headline that gives a warning is a bold way to get attention. You’re calling readers out, drawing on the curiosity that naturally motivates people. If you start out with what they need to know (or what everyone else knows and they don’t), that’s compelling. You’re promising satisfaction.

Value. Distinction. Inclusion. Satisfaction. If I promised you those things in a headline, would you keep reading?

Understand the promise that your headlines make, and you’ll know how to write ones that get attention.

Fill-in-the-blanks on a headline template, and your writing won’t deliver on the promise.

Tags: blogs, content marketing, Copywriting
Posted in Copywriting, Uncategorized | No Comments »

Make Your Message A Weekend One

Friday, February 20th, 2009

A lot of our clients are tourism based. If you are too (or even if you’re not), ask yourself:

-Do you have a lot of fun things to do, or do you Provide A Wide Range Of Options?

-Do you throw a party, or Celebrate An Event?

-Do you play outside, or are you a Recreation Affiliate?

O.K., that last one is a little extreme, but you get the point.

When people get to the weekend, they want to unwind. The less there is to do with the 9-5 weekday world, the better. That includes listening to messages. Even yours. Be there for them.

How? Think about how you talk on the weekend. What do you talk about? Who do you talk to? Those things should all be apparent when someone sees your website, or opens your newsletter, or gets your tweet.

If you’re marketing recreation in any way, shape, or form, make your message part of the weekend instead of the weekday.

It’s less subtle than you think. There are a lot of business out there with fun products that completely miss the boat when they talk about them. It’s done out of a sense of importance, which isn’t entirely misplaced; your business is important. But the place to talk about that is in the meeting room, not in your marketing.

It can take a lot of different forms. Not everyone has to use humor. Or familiarity. Or any number of different devices that give your copy the tone of taking a break.

But you should use something- yourself. Putting your voice, the voice of your business, into your marketing works. It’s genuine. People really like that.

If you’re marketing something to do with time off, make sure that your business is using words and phrases that are relaxing.

And not just describing relaxation.

Tags: business trust, content marketing, Copywriting
Posted in Copywriting, Marketing | No Comments »

Ben Curnett Is An Expert On Everything. What?

Wednesday, February 18th, 2009

I was asked by a friend yesterday how copywriters are able to write authentically.

It was a great question, one of those plain-as-the-nose-on-your-face moments. It went right to the core of what I do. How are copywriters able to write authentically? How is copywriting better than writing that comes from the source?

Strangely, I don’t think I’ve ever tried to explain it before. I’ve talked about process. I’ve talked about tone. But never about how I’m in a position to sound authentic about a subject that I’m not an expert on (there are actually quite a few of those).

I flubbed the answer, giving an expansive version of, “That’s just what I do.” I gave examples. I talked about how I gather information, and re-assemble it in different ways. But I didn’t say why I can do that and someone else can’t. “Because I’m a good writer” gets to the base of it, but it doesn’t go much further.

I think that the question is based on the following premises:

Websites require useful content.
Useful content must come from a reliable source to be valuable.
A non-expert has a tough time sounding like a reliable source.

Everyone can agree on those points. Now more than ever, content is what makes things move online. You can’t just throw writing at a template and expect results. It has to be worthwhile. If you’re not helping someone gather information or perform a task, you’re bounced. And you’ve got about a half of a second to prove it.

As a copywriter, you are intimately aware of this with every word. It all has to count. There is no filler. It is poetry in the form of a landing page.

So you study. And you prepare. And you play by the best practices you can find. You create authenticity by assuming the voice, the vernacular, the viewpoint of your audience.

Copywriting is technique, too. It’s creating words in a way that people will read them. Expert writing can be very brief, assuming the audience already knows a lot about what they’re saying. It can also be protracted, assuming all details are equally important. Copywriters find the kernel, and then use structure, space, and timing to say what needs to be said. It’s balanced.

My friend who asked the question is a climber, so I thought about a real answer last night using climbing as an example:

Climbers come to a route with tools and technique. Both are only as valuable as the experience with which they’re used. As the climber ascends, she uses different methods to link moves together. Maybe a stem, a mantle, protection here or there, whatever the rock calls for.

But the real thrill comes when she gets to the spot that’s calling for something else, something unique. She has to think, to imagine, to invent a move that’s different. It works, because she created it for that specific purpose, that moment on the rock.

That’s how I try to use words.

Tags: content marketing, Copywriting, writing
Posted in Copywriting, Uncategorized | 4 Comments »

How To Write Like a Jedi

Wednesday, February 11th, 2009

“Do, or do not. There is no try.” -Yoda

I’m a big Star Wars fan. Not a standing-in-line-with-a-costume fan, but still. I like the movies. Good versus Evil is always worth checking out, in my book, especially if it’s set in space. I know- geeky.

But think about this: Geeks are only geeks because they’re raving fans of the highest order. Evangelists. They’re excited about something that someone has created, and they are willing- no, eager- to tell the world.

So what will it take to get someone to geek-out on what you’re offering?

It’s a lot more than just writing, for sure. But what your copy says about you, and how you say it, is hugely important. After all, the entire Star Wars opus starts with the words, “A long time ago in a galaxy far, far away….”

Those words are never spoken; they’re written. And still, everyone knows them. Writing is powerful stuff.

First, to write something powerful, you’ve got to have focus. Focus brings power. Careful- it’s easy to write a message that sounds powerful. TV ads do it all the time. So much of that kind of marketing is full of cliche, and shouting, and the info is just packed in there.

Those messages just bounce off most people. It’s not focused. And they certainly don’t create geeks. If anything, they repel geeks. They’re not focused; they’re not powerful.

Second, use the space around your message to draw attention to it. It’s why most titles are set the way they are. But you don’t have to stop there. Space and structure allow your message to become powerful, and not jumbled up with other information.

Let’s go back to our “A long time ago…” example. What did that sentence look like? Thin blue letters, surrounded by, um, real space. But you get the idea. Designers can help with this, but you can do it in a Word document while you write, too. Stand out.

Third, tell the truth. Bold. Plain. The more you tell the truth, strangely enough, the more “edgy” your marketing is going to appear. The more you “jazz it up”, the closer to plain you get. Can you afford to just be plain? Let your writing be who you are.

So, that’s the Jedi version of writing content: focus, create space, and find truth. It doesn’t make much sense out of context. But if you think about how to write messages with those attributes, you’ll be a hell of a lot closer to meeting a bunch of geeks.

And we’ll thank you for it.

Tags: business relationships, content marketing, Copywriting
Posted in Copywriting, Marketing | No Comments »

How To Say Everything, Briefly

Tuesday, February 3rd, 2009

If silence is golden, brevity is platinum. That might be an overstatement, but here’s a good rule for your marketing content: If you can’t say anything brief, don’t say anything at all.

Think about it: When you talk to customers, do you shout at them? Do you go on and on about yourself? Do you keep them from speaking? Of course not. People wouldn’t listen to you.

The way you write your marketing should be the same as the way you talk to customers. Allow for pauses. For space. Writing is your voice. Make it sound like you.

If you must say less, it follows that what you do say needs to be important. So brevity also gets you thinking about your message. When you’re thinking hard about what you’re going to say, chances are it will be worth listening to.

I was thinking about the reasons I give people to be brief when they’re writing content. Sometimes, people still trust it, and I understand. I get all the reasons people think they want to fill a page with words. And the intentions are good. But it still works against them

I found a good example of what I’m talking about: it’s the Maui page on Hawaii’s official tourism site.

Now, why would I be thinking about Maui as I sit in the West Virginia mountains in February? Who knows. What’s interesting is the strong example they provide on how brevity works in web copy.

Maui is one of the most famous vacation destinations in the world. There’s no end of interesting things to do or see on a two week trip. The economy is driven almost exclusively by tourism. They’ve got a lot to say, right?

And when you land on the site you see: Two paragaphs and five bullets.

It’s not because the writer assumes you know everything. You wouldn’t be at the site if that were true. It’s because she’s allowing the reader to participate. The reader wants information, not the sales pitch. The more good information he can get, the more likely he’ll be to, in this case, go to Maui.

Being brief invites readers to explore, not wade through piles of stuff. By just writing what counts, you give someone searching for tourism information exactly what they’re looking for: a visit.

Tags: business trust, content marketing, Copywriting, Social Media
Posted in Content Creation, Copywriting, Web Design | No Comments »

Best Online Marketing Practice? Hire A Squirrel

Thursday, January 29th, 2009

The Best Salesperson Ever

Brian Hagar is kind of loud. He’s definitely opinionated. And he’s known by everybody he’s ever met as “Squirrel”.

Despite all that, Brian is the best salesperson I will probably ever meet. Here’s why: he cares.

True Love

Brian is so genuine about his respect and concern for his customers (he’s a whitewater river guide, so his customers are actually his “guests”), that he instantly -instantly- gains the trust of the people he’s talking to. It’s because he loves them.

The other stuff doesn’t matter. People don’t care if he’s loud, even though they might be very reserved. People totally disagree with his opinions, but love to debate with him. And how often does an insurance salseman from Cleveland get to hang out with a guy named Squirell? Even his name works for him.

Why Love Works

Brian isn’t trying to sell anyone anything. He knows that his product -fun- will sell itself. He’s confident about that. He only wants for his guests to have the time of their lives.

It resonates. No matter what happens, Squirrel turns it into a positive. Because he loves his guests, and loves what he does. Can you understand why the message is so strong when it comes from him?

Be A Squirrel

You don’t have to be loud and have a funny nickname. You just have to believe that what you’re doing is the best thing you could be doing. Take that message to market. And then you can be the best salesperson ever.

It’ll translate. If you put yourself into your marketing, if you care, people will find you. Why? Because you’re sending a genuine message in a sea of shouting. It’s about good content. That’s worth a lot to people.

If you just sell them, just nag them, just spam them- they can find that on their couch.



				 Posted in Copywriting, Marketing, Web Design |   3 Comments »



		
		
			« Older Entries
			Newer Entries »

A Blog About Digital Marketing…

Stay in Touch

Receive Our Email Newsletter

Archives

Categories

Matterhorn Marketing