Should SEO Copy be written in “first person” or “second person” or “third person”? It may depend on the purpose of the SEO Copy . . .
Are you an individual or small business providing a service?
Writing in “First person” means the copy is written by the person speaking:
“I can help improve your SEO Copy — by focusing on building organic traffic AND site conversion.”
If you’re writing SEO Copy for a website where an individual or small business is providing a service, then writing some SEO Copy in “first person” MAY make sense. When selling a service, you need to sell the EXPERTISE of the individual or individuals providing the service. Continue reading
Your mailing list is the single most important success factor for your direct mail budget. And it should always be chosen FIRST – before you start the copy or design.
- Mailing List should GUIDE direct mail copy, design, and offer.
- Mailing List should NEVER be an afterthought!
Don’t believe me about the importance of the list? Think about this:
- Would it really matter how BEAUTIFUL your direct mail package was . . . or how FABULOUS your copy . . . or how AMAZING your Offer – if you mailed to the wrong audience? Continue reading
Do you really know how to calculate ROI? How about Lifetime Value? Can you explain how to calculate “marketing contribution”? Here’s a simple presentation of the key marketing math formulas, along with practical ways to calculate things like Lifetime Value.
Posted in Marketing Analytics
Tagged breakeven analysis, good marketing roi, good roi, lifetime value, marketing budgeting, marketing formulas, marketing math, marketing metrics, marketing roi, Return on Investment, ROI
Have you created great Content on your website (or in the products you publish)? Use it to boost your Direct Mail and Email Success . . .
Posted in Content Marketing, Direct Mail, Email Marketing
Tagged content and direct mail, content and email, Direct Mail, direct mail content offers, direct mail copywriting, direct mail headlines, direct mail marketing, direct mail offers, direct mail packages, direct mail success factors, email content offers, email creative, email offers, email success factors, getting direct mail opened, getting direct mail read
Visit the Response FX page on Facebook.com to answer this week's question
On our Facebook page for Response FX, you’ll find our entertaining series: “Are you smarter than an Internet Marketing student?”
(Submit your answer to see the current “votes” for each answer.) Continue reading
The Old “AIDA” Advertising Model is dead. It occurred to me as I mapped out a Content Strategy today. I was planning messaging for the next 4 months by Buyer Persona by stage in the Sales Process. And as I created an Editorial Calendar that focused on topic, keywords, and Offers by Buyer Stage by Persona, I realized that Content Marketing has officially ushered in an entirely new era of Marketing. Continue reading
Have you built your “Buyer Personas”? They’re invaluable for creating more effective websites — and crafting your overall Content Strategy. If you’re looking for better marketing results in 2012 (and if Content Marketing might be involved), you need to create some Buyer Personas.
Buyer Personas move far past the simple demographics in your Customer Profiles. Buyer Personas help you understand: 1. Why your customers buy, and 2. What their buying process looks like. Continue reading
”On the TWELFTH Day of Planning, your boss will ask of you: 12 Analytics to Track . . .”
We want conversions, positive growth, AND engagement. Here are the top track-able marketing analytics we’re paying attention to now . . . Continue reading
Not sure how to evaluate copy on your website or in your email messages or direct mail packages? Whether you’re a copywriter yourself or someone who hires copywriters, you should know how to recognize good copy (as well as copy that needs some help). Use these 11 “wordsmithing” copywriting tips to make your copy shine: Continue reading
“On the FIFTH Day of Planning, your boss will ask of you: FIVE Lead Capture Strategies
. . . FOUR SEO Factors . . . THREE Design Directives, TWO Website Questions, and One Measurable Marketing Plan . . .”
If any part of your marketing efforts aren’t measurable, it’s likely because you haven’t created trackable, measurable OFFERS. So in 2012, build into your marketing plan these FIVE lead capture strategies: Continue reading
“On the FOURTH Day of Planning, your boss will ask of you:
FOUR SEO Factors . . . THREE Design Directives, TWO Website Questions, and a Measurable Marketing Plan . . .”
If you STILL haven’t had the time to SEO optimize your website, here are the key elements to focus on in your 2012 marketing plan:
DAY THREE: The 12 Days of Response . . . for your 2012 Measurable Marketing Plan.
“On the Third Day of Planning, your boss will ask of you:
THREE Design Directives . . .
(Two Website Questions . . . and One Measurable Marketing Plan.)”
1. Are you using ”above the fold” on each page of your website wisely?
It’s probably time to review your website page-by-page as you plan for 2012. Each page of your website has “high priority items” that should appear as high up on the page as possible. But you know what happens . . . as changes are made to websites over time, some of those “high priority items” may have dropped down on the page, become smaller, or been made less prominent.
For each individual website page, list IN PRIORITY ORDER the items that need to be on the page. What should be your highest priority items? They likely include:
a. Specific Benefit Headline: use the headline to give the visitor a compelling reason to stay on that page and learn more. The more specific the headline, the better. (Hint: ”Products” and “Solutions” are not compelling headlines.) Continue reading
“On the First Day of Planning, my boss suggested to me:
One Measurable Plan!”
What’s a Measurable Plan? One with specific, quantifiable objectives, based on past knowledge of your company’s marketing and sales results and effectiveness. When management delivers their 2012 sales objectives, be sure you’re ready with a grounded-in-fact budget proposal to achieve them . . .
WHERE THE MARKETING BUDGET BEGINS Continue reading
Are you still delaying that Search Engine Optimization (SEO) project on your website for some reason? The majority of most websites’ traffic comes from search engines. Can you really afford NOT to optimize your website to attract more search traffic?
Keywords appear in this optimized page URL.
SEO can easily be done on most websites in a matter of a few weeks. It involves 5 critical steps — none of which are rocket science, all of which are easy to understand, and most of which should be entirely transparent to you.
Here’s how to SEO (or optimize) a website in 5 basic steps:
1. Keyword Research to Identify What Your Audience Searches For
Every SEO project should start here. Discover 3 things: Continue reading
Do you really tie all of your marketing activities together as much as you could?
Cuisinart ran print ads targeting 20-somethings, featuring good-looking guys and babes having a party. The headline was “When the burgers and ‘ritas are as good as the gossip!” No landing page was listed, just “cuisinart.com for great recipes.” When you got to Cuisinart.com, there was no mention of the 20-somethings, no “burgers and ‘ritas” tie-in. And you really had to search to find the recipes on the site (think the 20-something target spent a lot of time looking for them?). Clearly no integration between this print ad campaign and a relevant landing page.
How integrated are your marketing activities? Answer these 8 questions to find out . . . Continue reading
Why do we have so much trouble articulating in copy – especially website copy – why our company is different?
This graphic on the home page of a site we're redesigning clearly answers the question, "why should I do business with . . ." this particular research and advertising company.
DM News recently reported that about 70% of all business-to-business data (individual names) is useless within a year. What does that mean for your B2B direct mail effort? If you’re using compiled B2B mailing lists (compiled from public records, directories, and yellow pages), you may want to re-think your list strategy.
Using the most accurate mailing lists is critical for B2B direct mail success.
You can have the most engaging copy, the most intriguing design, the most innovative package format — but if a good portion of your mailing list is inaccurate, your direct mail is likely to fail.
1to1 Magazine reported the unfortunate story of Fairytale Brownies, a company that wanted to pitch their products as
corporate gifts. An agency purchased lots of compiled
“My audience is highly technical, and they expect highly technical information.” Should your sales copy be different for a technical or B2B audience?
Even highly technical seminars entice the audience with easy-to-read sales copy
There is a huge difference between delivering highly technical information — and delivering it in an easy-to-read format. No matter how technical the audience, they still read sales copy the same way you and I do. The eyes and brain prefer short sentences and short paragraphs — they just look easier to read.
When reading, the eye looks for a comma, period, em dash or some type of punctuation to take a “comprehension breath,” a place where the eye and brain can both briefly stop to comprehend the information being read. Continue reading
“Gee, that sales copy isn’t even grammatically correct . . .”
Good copy is written the way people speak. Most of us usually speak in simple language. And usually in relatively short sentences. That type of copywriting is very easy to get
Sometimes the simplest copy and headlines can be highly effective.
get through for the average reader. However . . . our speech is not always grammatically correct — even though it may sound perfectly fine . . .
Many times, people will start sentences with the word “and” or “but” or “because” when speaking. Although those types of sentences aren’t grammatically correct, they make for much easier reading when used in copy. Starting sentences with “and” or “but” helps the copy to “flow”. And it makes the writing much “friendlier”. Continue reading
Are you planning to design a new website or thinking about a “website rehab” on an existing website?
Over the lifetime of your current website, it’s likely that elements have been added to your existing web pages without much thought. Maybe the programmer was told to “fit it in somewhere.” Or the intern was directed to use the CMS to “put this new copy at the top.” Perhaps you have multiple divisions or product lines, each vying for home page attention. And so, over time, your Key Response Actions end up farther down on the page, or moved to a spot where the visitor’s eye rarely glances.
No wonder 98% of visitors to websites never leave a trace, and the bounce rate for some websites never seems to drop below 60%. (Have you hidden your e-newsletter sign-up below your left column menu and wonder why sign-ups have dropped?) Continue reading
What are the current keys to email marketing success? They include: gathering prospect addresses across all of your social media outlets, building into your email marketing database a few pieces of information to allow for some great segmentation opportunities — and constant testing of the key areas most likely to deliver the most significant boost in response. Here’s how . . . Continue reading
When visitors arrive on a page on your website, you want them to instantly find a reason to stick around. You want to engage them. You want to draw them into your copy.
When a visitor is hit with big paragraphs of copy, however, the visitor is not engaged. So how do you deliver your content without hitting visitors with paragraphs of copy? Continue reading
How can you evaluate your copywriting? Use our 4-Point Test (part 3 of 3)
You’ve drafted your website, email, print ad, or direct mail copy using the Six Steps in the Sales Process for Effective Copywriting. And you’ve crafted an effective headline using the 6 Tests of Effective Headlines. What about the actual words? Here’s a 4-Point Test to evaluate your body copy. Continue reading
Posted in Copywriting
Tagged copy that sells, copywriting, copywriting that sells, copywriting tips, direct mail copywriting, effective copy, effective direct mail copy, effective email copy, effective web copy, email copywriting, web copywriting
(Part 2 of 3: Copywriting that Sells! How to Recognize it, Write it, Test it)
Headlines usually determine whether your web page, direct mail, print ad or email message will be a success or not. It’s the headline that either draws the reader into the copy — or that doesn’t give the reader a reason to read further. Why are some headlines less than effective — while others totally grab the audience? Continue reading
How to recognize it, how to write it, how to test it (part 1 of 3)
Whether you write copy yourself, have copywriting talent in-house, or use outside copywriting resources, you should know how to recognize copy that really SELLS.
- If you review and approve copy – you should know the key elements to look for, the key elements that create copy that really SELLS!
- If you hire agencies or copywriters – you should be able to identify killer copy in about 1 minute.
- If you’re developing copy yourself – the following tips will help you build more “sell” into every email message, web page, direct mail piece, print ad – and more
In Part 1: how to incorporate the 6 steps in the sales process. Continue reading
If you’re relying on an e-newsletter or other promotional emails to nurture your prospects and retain your customers, do you know if those emails are being read? Interest in most e-newsletters declines fairly quickly. It’s likely that few of your promotional emails are even being noticed. And if you’re trying to reach the millennial audience (the “20-somethings”) by email, you can pretty much forget it. Continue reading
In the undergraduate Internet Marketing class that I’m teaching, we’re using a curious new book this semester. The book does a great job of covering topics like SEO, Pay-Per-Click, blogs, social media marketing, mobile marketing, and more. But I was surprised in the book’s 46-page discussion of email marketing that converting leads was never even mentioned! Continue reading
Which is the largest group of visitors to your website? It’s likely to be prospects — especially prospects who visit only once. Studies continue to find that over 98% of prospects to a website never leave a trace — no registration, no comments, no completion of the “contact us” form — nothing. Why is that? It’s mostly because websites lack some lower commitment offers to meet the needs of a wider variety of visitors. Continue reading
Have you reviewed your “thank you” email messages lately? You could be missing major opportunities to engage your prospects and customers. If I sign up for your e-newsletter or white paper, or register to use some feature on your website, will I actually receive a thank-you email? Will that thank-you email really engage me — or will it do little more than say, “thanks for registering”? Continue reading