What I mean is the “power” of using “negative or disturbing in-nature” words in a powerful and shocking way. My favorite word in this sense is “killer” which made me meet Copyblogger for the first time. I still remember typing something like “how to write an effective article etc.” in google and it was the Copyblogger’s “How to Write a Killer “How To” Article…” article that grabbed my attention and opened me a brand new world that I did not know it existed.
I loved the tips you shared in this article, Gregory. A lot of them I probably knew and I do utilize them in my everyday work, but I do it perhaps … a bit randomly. This article paints a clear, concise picture of what’s really important if you want to convice someone to do something via a compelling copy. I also realize that most of the stuff listed here works well when combined. For example, a story is a way to invoke memories, but crafting a good story probably requires verbs rather than adjectives, etc…
At my own company we’ve used content marketing to grow more than 1,000% over the past year. Potential clients find our content, find value in it, and by the time they contact us they’re already convinced they want to work with us. We don’t have to engage in any high pressure sales tactics, it’s merely a matter of working out details, signing an agreement, and getting started. The trust that usually needs to be built up during an extensive sales cycle has already been created before we know the potential client exists.
For example, if you’re delivering a lead magnet ebook, you’ll probably have a picture of the book on both the optin form and the landing page. When you send the confirmation email, you’ll likely include the title of the ebook and the same image again. And the copy will match, too. This reassures readers that they’re getting what they signed up for, which starts to build a trusting relationship.
That’s only if you, for whatever reason, don’t have another person to edit your work. Even with a great spell check, there will be things you miss. Make sure there’s somebody in your organization with great writing and editing chops who can give your work a second set of eyes. Remember that behind every good writer — whether it’s a best-selling author, a Washington Post journalist or a copywriter for a viral marketing campaign — is a great editor.
Your social media manager should also invest in growing your presence on social networks so that the content you share reaches an ever-growing audience. Consider the amplification of a piece of content shared on a Facebook page with 100,000 fans, versus 1,000 fans. The fans' networks work to help your content spread -- so the larger their networks, the better your content's distribution.
Who is this e-mail going to? Picture the average person on your list. Give them a name, even. Think about what their day is like. Think about what's important to them. What are they passionate about? How old are they? What products or services have they purchased from you in the past and why? The more you know about the audience you're writing for, the more targeted and relevant your copy will be.
Videos. Gary Vaynerchuk is a master of content marketing using online video, just take a look at his YouTube channel. He got his start creating videos to promote his family’s wine store and through those videos and other online marketing he eventually grew it to a $45M empire. Videos and podcasts are a largely untapped form of content marketing because people think it’s expensive and hard. But with the falling cost of professional grade equipment creating high quality video and audio content is easier than ever. Amateur video content marketing has been used to sell blenders, launch new dental products, and market Hong Kong visa consulting services. What video could you throw together for your company that might change your fortunes overnight? It might be easier than you think.
Exceptionally well researched and factual write up. This is true quality and value for all on the internet. Frankly, all of us need as much “back up” and study as possible to do our job – creating true value for our customers. Imagine the energy of writing truly original and compelling copy. I don’t intend to sell you anything. This process saves time in producing good copy the first time. It saves trouble in doing it right the first time. We all reach our objective of transferring true value to our clients. All for the very small price in time and effort to study and replicate these principles. Imagine doing it wrong – it really takes less time to just slap something down and move on doesn’t it? This is for you, it is free once you learn it, because you want to make the sale. This will capture the clients instantly with a new product or concept for their trouble. Imagine the excitement of finally becoming persuasive and capable of delivering on your promises. What do you think I will do next? Just like a professor in front of an adoring student, understanding the value of these principals will deliver time and again. Thanks for your grand post!
Businesses focused on increasing sales through content marketing should look at traditional e-commerce metrics including click-through-rate from a product-page to check-out and completion rates at the check-out. Altogether, these form a conversion funnel. Moreover, to better understand customers' buying habits, they should look at other engagement metrics like time spent per page, number of product-page visits per user, and re-engagement.
Don’t think for a second that a boring or technical topic gets you off the hook either — IKEA assembly instructions have nothing to do with gay dating (usually) but we used a visual to help the reader make the connection. Push yourself to add a little creative fiction to your website content writing and see how much more fun it is to read (and write!)