Marketing Blueprints for LinkedIn profiles

Marketing MentorIlise Benun of Marketing Mentor has unveiled the second episode of her Marketing Blueprints series, featuring Excellent Examples of LinkedIn Profiles of Copywriters and Content Strategists. While I confess I got a nice ego boost from being one of the featured “blueprints,” I also learned a lot from what my colleagues are doing. Check out the video here.

Designers — There’s no reason for you to feel left out! Ilise recently created a similar video just for you: 6 Excellent Examples of LinkedIn Profiles of Designers.

  Relevance still beats SEO

Analytics reveals the power of relevance!I recently started using Yoast SEO, one of the leading search engine optimization plug-ins for WordPress. I have to confess it’s making me a better writer. But it’s also validated something I’ve told clients for years: relevance matters more than anything else.

Many of you know that I think SEO has its limits. Still, clients and prospects keep asking about it. So lately I’ve been diving in and learning more about the art.

The proof is in the numbers

A month or two after I had a few super-optimized blogs posted, I did what every good marketing pro should do: I checked my analytics data. I was eager to see how the new posts were performing. To my surprise, my best-performing story since the beginning of the 2016 was something I wrote two and a half years ago.

In fact, nine out of ten of my top-viewed blogs in the last four months were pieces I had written before I started worrying about SEO. Some of them were written this year, but several dated back to the early days of my current website. Many were pieces I haven’t promoted or linked to in a while. And the SEO-optimized one? It ranked tenth on the list.

Relevance trumps everything

When I looked back over the top performers, I started to smile. They didn’t read like they were written for robots. There were no obvious focus keywords, no “optimized” subheads, and no dehumanized corporate-speak.

What they all had in common was relevance. Every one of them dealt with stuff my readers (mostly designers, writers, freelancers and other marketing professionals) care deeply about. How to get better clients with less effort. Why it’s okay for you to outsource your own marketing. Five ways to stick to deadlines. And a personal favorite: 13 Traits of a Great Ghostwriter.

The top performers were also pieces I really enjoyed writing. They cover topics my readers and I are passionate about, use personal stories, and they speak in my most authentic voice. I firmly believe relevance, not SEO, is the secret of their success — especially the older ones that have been on my site for 2–3 years. And the numbers back me up.

Now I’m not suggesting you throw SEO out the window. In fact, the content you’re reading now makes every indicator in Yoast SEO light up green.

But I will continue to plant my flag in the sand and champion the cause of writing for humans instead of search engines. SEO can lead people to your content, but it can’t make them read it, like it, or pass it on to their friends. The most important part of the process is still knowing your reader. All the hits in the world won’t do you any good if visitors don’t find content they care about when they arrive.

  Is your copy trying to say too much?

blah-blah-goldfishLast year, a study by Microsoft concluded that the average human being now has a shorter attention span than a goldfish. Specifically, our ability to focus has dropped from 12 seconds in 2000 to just eight seconds.

At the same time, you have more stuff competing for your attention than ever before — especially on that smartphone in your pocket or purse.

A lot of marketing copy fails because it ignores these two realities, but yours doesn’t have to.

There’s a natural tendency among people who make great stuff or provide awesome services to tell you everything — and I do mean everything — about whatever it is they’re selling. This typically happens for two reasons:

  1. They’re passionate about their stuff (or at least about making money from it), and
  2. They don’t know their customers.

Either way, overly-wordy marketing tends to fall flat when it comes to selling stuff, not because buyers are fickle, but because they’re busy, distracted, and being bombarded by thousands of other sales messages every day. Your goal when reaching out to new customers isn’t to overload them with information, but to encourage action. Here’s how:

Know the prospect

While your copy doesn’t have to be short and “edgy” all the time, you have to grab the reader’s interest quickly and motivate them to take action in a clear, uncluttered way. The more you know about what they want and need, the easier you’ll be able to do that.

Do your customers want to cut costs? Are they status-conscious? Do you sell something they typically buy on impulse or are they likely to be comparing multiple sellers? A little research now can save you a lot of cost and anxiety, both today and tomorrow. And the longer you ramble on, the more in tune with your audience you’ll need to be.

Know what you want them to do

The goal of any marketing piece isn’t to check off a box on your to-do list, but to encourage a single, specific action from a potential buyer. This might include:

  • Visiting a website
  • Downloading a free report
  • Requesting a brochure
  • Signing up for a mailing list
  • Forwarding your message to a friend
  • Voting for a particular issue or candidate
  • Entering a contest
  • Attending an event
  • Connecting on social media
  • Visiting a brick-and-mortar store
  • Making a donation
  • Placing an order

Once you know what action you want the prospect to take, the marketing becomes much easier. Don’t write a word until you know what it is.

Make the “buying journey” effortless

Good marketing copy does just enough to whet the appetite. The goal isn’t to provide all the answers, but to encourage action by demonstrating that you can satisfy the reader’s needs or desires.

If a lot of information is important to the buying decision, provide it in two or more stages, using the first contact to qualify prospects. That way, when they request more details, you’re giving them something they’ve asked for rather than bombarding them with something that isn’t relevant to their needs.

At the same time, look for ways to make it easy for the buyer to move through the process. Don’t make them click twice if one click will move them closer to a sale. Do your job right and they’ll come to you — asking for all the stuff you wanted to tell them up front.

 

  Better Industrial Brands website

bib-thumbBetter Industrial Brands is a marketing collaboration optimized specifically for B2B industrial companies in Greater Cincinnati. As a co-founder of this new venture I’m partnering with Industrial Branding Consultant Victor Frances, plus a virtual team of talented designers, writers, programmers, and other experts. Our early launch tasks have included concept development, creating a brand personality, website copy, and digital marketing.

Visit the Better Industrial Brands website.

  5 building blocks of great copy

blocksTalent, originality, and flair can play a role in the creation of awesome copy that gets results, but they aren’t the core of successful writing. Five basic elements drive the motivation of readers, and whether your copy succeeds or fails will largely depend on how well you address them.

1. A well-defined audience

Who are you writing to? Don’t touch a keyboard until you know who they are (and know them well). If you’re selling to an audience of white male doctors born during the baby boom, you won’t write the same way you would for female millennials fresh out of a California art school. Resist the temptation to write for “anyone who will pay money for this” and make your audience as specific and targeted as you can.

2. A problem

Most sales happen when your buyers have a need or desire they want to satisfy. These run the gamut from the necessary (“we need to produce this year’s annual report”) to the strategic (“we want to refresh our branding to attract more young professionals”) to the impulsive (“we could sell temporary tattoos on FamousSocialMediaSite.com!”).

If you’ve learned your audience well enough (see #1 above), you’ll probably have some good ideas already about the challenges they’re dealing with. This is one of the best ways to identify what your buyers have a legitimate need for, which is usually more effective than trying to create a “problem.” Another good approach is to use your outsider’s perspective to spot challenges your buyers may not yet be aware of. For instance, many small businesses fail to recognize how inconsistent branding hurts sales, especially against competitors with more design savvy.

The best problems are those that need to be dealt with right away. For example, if you have expertise in responsive design, your copy might highlight statistics about how much web surfing has shifted to mobile devices, and how that trend is expected to grow rapidly in the next year or so.

3. A solution that suggests your strengths

The art called “positioning” by marketing gurus basically boils down to this message: what you offer will satisfy your buyers’ needs, fulfill their desires, or solve their problems.

Whether this message is handled in a “hard” or “soft” manner depends on where and how you’re communicating. A traditional space ad in a magazine typically takes a direct approach: “XYZ Webcraft is the best solution for mobile-friendly websites!” In a white paper or social media post, however, you’ll want to pitch a more suggestive message: “The challenges of mobile devices are best met by a designer with expertise in responsive design, user experience, and web analytics.” (Well golly, the author of this article clearly has those qualities and knows what she’s talking about — maybe I should call her.)

4. A single message

Great writing doesn’t try to multitask. Your readers already have many other distractions competing for their attention — which you aren’t likely to have for long — so trying to squeeze two or more pitches into a piece will only make both of them less effective.

But what if you have more one than message or audience? The answer is simple: create a unique piece for each one. I recently did an assignment for an organization that has five different types of prospects. They wisely chose to create five variations of the campaign, each targeted to the specific needs and desires of the segments they had carefully researched ahead of time. They could have spent a lot less up front trying to create a one-size-fits-all promotion, but they knew that approach would ultimately cost them a lot more because it wouldn’t be successful.

5. A call to action

Every great piece of copy wraps up with a clear statement of what you want the reader to do next. In many cases, the call to action is also mentioned early and repeated throughout the piece.

Just because the call to action is the last item in this list and the final part of your message doesn’t mean it’s the last thing you should think about. Knowing exactly what you want your readers to do before you start writing allows you to focus your entire message toward your desired outcome.

For best results, make your call to action as specific as possible, whether it’s calling to schedule a free consultation, downloading a free report, signing up for a newsletter, or clicking here to buy now.

  5 ways WordPress is changing my business

dashboard-menuEarlier this year, I mentioned WordPress as one of three major software tools every writer should know how to use. I don’t often encourage writers to delve too deeply into this sort of thing, but the more you learn about WordPress, the more you can benefit from advantages like these:

1. Simultaneous workflow

Knowing your way around WordPress makes it a lot easier for the writer and the design team to do their jobs at the same time. The whole “chicken and egg” debate is less of an issue, because the writer can respond in real-time to what the design team is doing and vice versa.

2. Improved accuracy

When I first started writing Web copy, I would send the design team a Word file, which they would then have to load into the site. Most of the time this wasn’t a problem, but I always had to check the results to make sure that formatting like subheads, bold type, or italics didn’t accidentally get lost in the translation. Sometimes entire paragraphs would disappear.

Posting your copy directly into WordPress eliminates one of the steps where ordinary human errors can occur. It’s especially helpful to the design team — and to you — if everyone agrees ahead of time about how style sheets and other structural elements should be handled.

3. Faster editing

This is an extension of the first two benefits that happens after the initial draft is submitted. If you can make editing changes yourself, you don’t have to wait for someone on the design team to do it, and you don’t have to worry about any of your changes being accidentally skipped or misinterpreted. This faster integration helps jobs get done sooner, which means everyone gets paid faster.

4. Happy design partners

Notice a recurring theme in these benefits? Everything we’ve mentioned so far makes things easier for the design team — which makes them very, very happy. This frequently leads to…

5. More Web copy gigs

Once you’ve earned the trust of a design team by demonstrating your WordPress prowess, you’ll find that they’re eager to keep you involved with regular updates to the projects you’ve collaborated on. And by enabling them to spend more of their time focused on the design work they love while you handle that pesky copy, you’ll also be more likely to get the call when new gigs come up.

  5 Ways to Reuse, Reproduce, and Repurpose Content

recycled_copyMany of today’s most effective marketing strategies are driven heavily by content — the more useful and relevant to your audience, the better. That content requires time and effort to create, so it makes good sense to get the most from your investment. And since it’s unlikely most people are hanging on your every WordPress post, most of your readers won’t notice if you take full advantage of these “sustainable content” strategies:

Feed your blog or newsletter

Blogs and newsletters are notoriously hungry for content, and for falling behind schedule when the topic well runs dry. If you’ve taken the time to create a longer copy project like a white paper or ebook, look for excerpts that could stand alone in these shorter formats.

Feed the social media monster

Social media calls for smaller bits of eloquence, both because of character limits and shorter attention spans. Adapting longer copy for these formats requires a bit more editing than for a blog or newsletter, but it’s almost as easy. If your content is compelling enough, social media can simply be an entry point, teasing the reader with a headline that encourages them to click through to something you’ve posted outside the walled garden of FamousSocialMediaSite.com.

Create a book, eBook, or free download

The same tricks described above also work in reverse: a series of blogs or newsletters that share a common theme can be packaged together to create something bigger you can sell or give away. That’s exactly how I created my eBook The Writer/Designer Dream Team. There’s even a WordPress plug-in called Anthologize specifically designed to capture online content and publish it in print or common eBook formats.

Create a resource library

Even if it’s not the shiniest new thing on your website or blog, content you’ve created remains a valuable asset as long as it’s still beneficial to your clients and prospects. Once it’s had its time in the spotlight, keep it available in an easily-accessible archive. Your website is the best place to keep it around, because the combination of useful information and regular updates is one of the best ways to attract the Internet gremlins that determine search engine rankings.

It’s worthwhile to check in on your archive from time to time. Content that’s technical or tied to current events can become out of date, at which point it may be worthwhile to refresh it (generating new content for your pipeline) or remove it.

Publish on other platforms

A pre-existing “content mine” makes it easy for you to contribute to other websites and publications your buyers read. Some publishers are fine with re-using content in its original form, expanding your audience with a simple cut and paste. Others may ask you to expand or rework your content, either to create something unique or to make it more specific to their readers.

For example, I once wrote a blog for a publisher’s website, something I do at least once a month to build credibility and reach a wider audience. The post caught the attention of a magazine owned by the same company, which paid me to expand it into a longer print article. About six months later I received another check when the article was re-published in two of the company’s anthologies.

Final thoughts

The primary goal of publishing regular content is to increase your visibility, so your options for when and where you reuse it are pretty flexible. Some publishers prefer to let a little time go by before re-publishing content somewhere else, others like to post segments of the same content in multiple channels simultaneously to attract a wider audience. Either strategy is enhanced by an archive that automatically collects older content when it’s replaced by something new.

While all of these strategies offer effective ways to attract new buyers, relevance is still the king. If your content addresses the wants and needs of your readers, any combination of these strategies can be successful. If it doesn’t, none of them will work.

  User manual for technical copy

greengearsMany people I work with have a regular need for technical copy. The industries are as varied as alternative energy, medicine, green construction and IT, but the basic need is always the same: helping bright, inventive people tell their stories without making the reader’s eyes glaze over.

The genie’s out of the bottle, but who’s rubbing the lamp?
Promoting innovative new technologies can be a challenging balancing act, but it basically boils down to two things:

  1. Knowing what your whiz-bang wonder is good for. (Note that this is different from knowing what it does or how it works.)
  2. Knowing your audience.

I like to identify the audience first, but this doesn’t always work with tech because innovation doesn’t like to travel in straight lines. The history of science is filled with stories of clever people who accidentally created a breakthrough product while they were working on something else. Penicillin, Post-it notes, Viagra, Silly Putty, Coca-Cola, chocolate chip cookies, and even the color mauve all share the legacy of being discovered or invented “by mistake.” When this happens, your audience might not be who you originally expected it to be.

New isn’t enough
While there are always early adopters who crave the latest gizmo, there are many more who view new technology with skepticism and dread. Even those who are interested can feel a conflicting pull between the desire to be up to date and the fear of riding the wrong wave of the future.

The key to overcoming these concerns is to be a problem solver. Identify the challenges your technology will ease or eliminate. Will it save time or costs? Reduce the risk of injury? Improve quality? Ensure compliance with regulations?

“Why now” beats “how it works” every time
A critical part of your discovery process will be comparing the costs of using the new technology versus continuing with the status quo. How quickly will users to recoup their costs? If it’s going to take a while, you may need to consider other incentives to encourage buyers to act now. For example, many residential solar companies use a lease-financing payment plan to give their customers immediate cost savings compared to their current electric rates.

The many-headed hydra
If you’re only selling to one group, consider yourself lucky. Tech marketing often creates the need to communicate with people who have different levels of expertise. For example, the engineers who actually use a new software system will want more technical details than the CEO who makes the buying decision. You may also have to consider the needs of journalists and potential investors. When possible, try to direct different marketing efforts with appropriate “geek levels” toward each segment of your audience.

Remember: readers aren’t robots
In the discovery phase, it often takes fifteen minutes or more for brilliant technomancers to explain the significance of their creations. The inevitable PowerPoint accompaniment sometimes helps. Sometimes. (To be fair, this usually isn’t PowerPoint’s fault. For tips on how to cheat “Death by PowerPoint,” check out my colleague Laura Foley.)

Drawn-out explanations like this won’t work outside the lab, so distill the message as much as you can. If you can describe what it does and what it’s good for in ten words or less, you’ll have a major competitive advantage.

  7 questions creatives should ask before investing in SEO

Yellow-pages-SEOA generation or so ago, a certain type of business owner made it a priority to choose a name that started with the letter “A” (or preferably multiple “As”) so that they would be listed first in the Yellow Pages. Thus were born a host of companies with names like “A All-Valley Plumbing” (yes, that’s a real business in my home town), “AA Financial Enterprises” (ditto), and one of the best-known examples: “AAA” (the American Automobile Association). How much this strategy contributed to their success is open to debate. Some of these companies have survived for decades, others haven’t. Meanwhile, many businesses that don’t start with “A”, “B”, or even “K” are thriving, including alphabetically-challenged firms like Wal-Mart, Verizon and Zappos.com (though to be fair, Zappos succeeded well enough to be purchased by A-list giant Amazon.com).

Search engine optimization (SEO) is the modern equivalent of this marketing ploy, albeit a far more complicated and expensive one. The moving target of SEO is to “own” certain search terms so effectively that you show up first — or at least on the first page — when a user types in the magic keywords.

There are compelling arguments for certain brands to invest heavily in SEO, but is it worthwhile for a solo creative professional or small design firm? Here are seven things to consider before you dive down the SEO rabbit hole:

Is quantity or quality your goal?

Fans of SEO are quick to point out that it generates more web traffic. But is it the right kind of traffic? A “successful” SEO strategy can end up wasting a lot of your time if it simply spawns a lot of low-quality leads. People who search for creative services using nothing more than a Google search are often looking for the lowest price or the quickest fix, and frequently fail to recognize the value of a professional’s talents, experience, unique perspective or specializations.

Can you compete against companies with deep pockets?

If a solo creative’s SEO efforts can be compared to a fishing rod, the corporate equivalent is a fleet of trawlers operating further offshore. Stated more simply, if the search terms you’re angling for are also coveted by a big-budget brand, you may not be able to afford the SEO game. Big companies have big bucks to invest in paid search ads and can afford to hire dedicated SEO teams. You might be able to beat the big guys by selecting your keywords carefully. Maybe. Even words like “freelance”, “designer”, “copywriter” and “independent” are being played by web services that want to be the middleman between companies and solos, so you may need to start your keyword search somewhere else.

Are you faster than Google?

Google’s search algorithm changes 500-600 times a year — sometimes as often as 2-3 times a day — to keep their search results as relevant as possible and foil those who try to game the system. This makes many SEO strategies vulnerable to change at any time. What gets you on page one today may not work tomorrow, or even later today.

Can you entice search engines without discouraging buyers?

Remember those radio ads that mentioned the product name five times in 60 seconds? I don’t either, because this kind of “numbers game” mentality handicaps even the best copywriters. SEO methodologies can create similar risks by shifting your writer’s emphasis from persuading a potential buyer to persuading a search engine. This can be particularly damaging if the result is unreadable by the people you want to reach most, because even if they find you they’ll move on just as quickly. Never forget that you’re writing for humans.

Are you willing to do the follow-up work?

Counting hits, opens, likes or whatever isn’t enough. You’ll need to track the quality of your SEO results. Is your SEO campaign attracting the right customers? Are they just clicking, or are they actually reading, sharing, using and best of all buying as a result of your efforts? If you don’t have a way to follow this data or the time to commit to tracking it, you’re leaving most of the value of SEO on the table.

Are you willing to keep up with technology?

As the web becomes increasingly mobile and app-driven, consumers are loosing patience with the need to tap text into phones and tablets. That’s already driving big innovations in voice recognition, photo search, and anticipatory computing systems like Siri and Google Now. Facebook recently acquired voice-recognition start-up Wit.ai for the same reason, anticipating more voice recognition demand not only in phones and tablets, but in vehicles, appliances, and smart homes. These trends are likely to spell changes for the SEO game in the near future.

Are there better investments for your time and money?

Whether you do it yourself or pay someone else to manage it for you, SEO is probably going to cost you time, money or both. The cost may be worth it, but consider the value of other options before you commit. Is SEO likely to be a better value than targeted or localized content marketing? What about networking at events that attract high-potential prospects? Consider too, the very best SEO strategy, recommended by Google itself: posting useful, highly-relevant content on a regular basis.