SEO Copy Written in Second Person– Because it Has to SELL!

Posted on 05/16/2013 by Karen J. Marchetti

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?  SEO Copy to Sell Services

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 →

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What Most Businesses Don’t Know About Direct Mail Lists

Posted on 05/07/2013 by Karen J. Marchetti

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.  Choosing the Best Direct Mail List

  • 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 →
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Marketing Math: Key Formulas to Maximize Marketing Dollars

Posted on 02/01/2013 by Karen J. Marchetti

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.



   Continue reading →

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Content Boosts Direct Mail Success

Posted on 01/07/2013 by Karen J. Marchetti

Have you created great Content on your website (or in the products you publish)?  Use it to boost your Direct Mail and Email Success . . .




Continue reading →

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Is Your Website Focused on Content and Links?

Posted on 11/21/2012 by Karen J. Marchetti

(This is another question in our “Are You Smarter than an Internet Marketing student?” series posted on the Response FX page on Facebook.com.  The questions are taken from actual midterm exams given to university-level Internet Marketing classes.)

Which 2 elements are a key focus of websites because of the importance of ranking on Google?

Choice a?  Links to Facebook and Twitter   internet marketing quiz #2

Links TO your website is what Google wants to see.  Achieving social media mentions of your URL, and “shares” of your content along with a link to one of your web pages can positively affect your search engine position. Continue reading →

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Engagement Rules for Driving Leads and Customers (part 2)

Posted on 10/23/2012 by Karen J. Marchetti

Offers to Drive Leads(Need to read Part 1 of “10 Rules of Engagement for Turning Visitors into Customers” ?)

You’ve heard you need this “engagement” thing, haven’t you?   It’s really the individual steps you might take to turn more website and blog and social media visitors into customers.  And that’s the whole bottom-line reason to consider “engagement.”  Here are Rules 6-10  . . .      Continue reading →

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10 Rules of Engagement Turn Visitors into Customers (part 1)

Posted on 10/15/2012 by Karen J. Marchetti

Is online “Engagement” something you need to strive for?  10 Rules of Online Engagement

Engagement isn’t really a bottom-line objective.  It’s actually a Strategy (a plan, or the “how”) for motivating a visitor to take some action on your website, blog, or social media page. (And it includes speaking the customer’s language, like iStockPhoto.com does . . .).
Continue reading →

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Using LinkedIn to Drive Away New Business?

Posted on 10/09/2012 by Karen J. Marchetti

Vice Pres't. Marshall (LOC)

If you’re someone who frequents the “Answers” area of LinkedIn or participates in any LinkedIn group, maybe you’ve noticed some rather bizarre behavior.   Continue reading →

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Buying Stages Drive Content-to-Sales Marketing

Posted on 03/27/2012 by Karen J. Marchetti

Have you mapped out the specific stages your prospects go through to become a customer?         Content mapped to Buying Stages

An understanding of your “Buying Stages” can help create a more strategic Content Strategy and Editorial Calendar, and a stronger plan for Offers and Calls to Action.     Continue reading →

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What’s the role of your website: Are you smarter than an Internet Marketing student?

Posted on 03/12/2012 by Karen J. Marchetti
Are you smarter than an Internet Marketing student?

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 →

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Content Marketing has Finally Killed the Old Advertising Model

Posted on 03/06/2012 by Karen J. Marchetti

The Old “AIDA” Advertising Model is dead.   Is the AIDA copy model 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 →

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Beyond the Customer Profile: Crafting Buyer Personas in 2012

Posted on 02/14/2012 by Karen J. Marchetti

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 →

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12 Marketing Analytics to Track for 2012

Posted on 12/29/2011 by Karen J. Marchetti

marketing analytics   ”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 →

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11 Copywriting Tips for Stronger Response

Posted on 12/28/2011 by Karen J. Marchetti

Effective Benefit HeadlineNot 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 →

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10 Content Marketing Strategies for 2012

Posted on 12/27/2011 by Karen J. Marchetti

social media marketing components Do you have a plan for more effectively using Content on your website, blog, and social media pages in 2012?  Consider these 10 Content Marketing Strategies to guide your 2012 planning:   Continue reading →

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9 Social Media Marketing Keys for 2012 Success

Posted on 12/23/2011 by Karen J. Marchetti

“On the NINTH Day of Planning, your boss will ask of you:  NINE Social Media Keys . . .”

Response Coach Twitter page

Continue reading →

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8 Adwords Pay Per Click Secrets: 12 Days of 2012 Planning

Posted on 12/21/2011 by Karen J. Marchetti

“On the EIGHTH Day of Planning, your boss will ask of you:  EIGHT Adwords PPC Secrets . . .”  Adwords pay per click ad example

Continue reading →

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7 Email Guidelines for 2012 Response Marketing Planning

Posted on 12/16/2011 by Karen J. Marchetti

“On the SEVENTH Day of Planning, your boss will ask of you:  Email marketing promotional messageSEVEN Email Guidelines . .“

Continue reading →

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6 Steps to Add Mobile to Your 2012 Marketing Plan

Posted on 12/15/2011 by Karen J. Marchetti

“On the SIXTH Day of Planning, mobile marketing ideasyour boss will ask of you: SIX Mobile Ideas”

Continue reading →

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5 Lead Capture Strategies: The 12 Days of Response

Posted on 12/14/2011 by Karen J. Marchetti

“On the FIFTH Day of Planning, your boss will ask of you:  FIVE Lead Capture Strategies  call to action button
. . . FOUR SEO Factors . . . THREE Design Directives, TWO Website Questions, and One Measurable Marketing Plan . . .”   

call to action buttoncall to action button

call to action button

 

 

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 →

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4 Key SEO Factors: The 12 Days of 2012 Response Marketing Planning

Posted on 12/09/2011 by Karen J. Marchetti

“On the FOURTH Day of Planning, your boss will ask of you: 

 FOUR SEO Factors . . .  4 Key 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:

Continue reading →

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3 Design Directives for your 2012 Marketing Plan: The 12 Days of Response

Posted on 12/08/2011 by Karen J. Marchetti

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 →

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2 Website Questions for your 2012 Marketing Plan: The 12 Days of Response

Posted on 12/07/2011 by Karen J. Marchetti

DAY TWO:  The 12 Days of Response . . . for your 2012 Marketing Plan  

“On the Second Day of Planning, your boss will ask of you:

2 Website Questions . . . (and 1 Measurable Marketing Plan) . . .”  2012 Marketing Plan

Q:  What is Each Marketing Persona Looking For?

(and why isn’t our website focused on those items?)  As part of your marketing plan for 2012, analyze your website from the point of view of each of your marketing personas individually.   Continue reading →

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The 12 Days of Response . . . for your 2012 Marketing Plan

Posted on 12/06/2011 by Karen J. Marchetti

“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 →

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How to SEO Your Website in 5 Easy Steps

Posted on 11/02/2011 by Karen J. Marchetti

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 in Page URL

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 →

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Social Media Marketing Success in 4 Easy Steps

Posted on 10/16/2011 by Karen J. Marchetti

Still trying to figure out how you should be spending your social media marketing time?

social media marketing components

Use social media to drive traffic to content hubs.

To be more effective, you need a social media marketing success plan with 4 basic components:

1.  ”Content Hubs”

Select appropriate “content hubs” — those websites where you’ll place your content and drive traffic.  Your content hub might just be your website, or it could be your website, your blog, and your Facebook page.  These content hubs should contain your lead generation offers, such as e-newsletter sign-up, white paper downloads, etc. Continue reading →

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Quiz: How Integrated are Your Marketing Activities?

Posted on 09/29/2011 by Karen J. Marchetti

Do you really tie all of your marketing activities together as much as you could?   integrate your website, PPC, and email with marketing activities

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 →

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Website Makeover Incorporates SEO and Social Media

Posted on 09/16/2011 by Karen J. Marchetti

Before this “Website Rehab” Re-Design. . .

Before Website RehabThis website had a confusing and extensive left-column menu that didn’t focus on the company’s key services.

The home page had the main headline of “Contact Us,” giving the appearance of a very small company — and leaving the visitor wondering if they’d missed the home page.

The website also wasn’t search engine optimized at all, with no focus on keyword phrases, non-optimized page URLs and page headlines, and the same page title and description on every page. Continue reading →

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Why Should I Buy From You (and Why Can’t I Tell From Your Website)?

Posted on 09/13/2011 by Karen J. Marchetti

Why do we have so much trouble articulating in copy – especially website copy – why our company is different?   

Website copy that differentiates

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.

  Continue reading →

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B2B Direct Mail: Look for Response Mailing Lists for Better Response

Posted on 09/07/2011 by Karen J. Marchetti

 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. 

B2B direct mail

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

Continue reading →

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Should you write differently for geeks and other B2B audiences?

Posted on 08/29/2011 by Karen J. Marchetti

“My audience is highly technical, and they expect highly technical information.”  Should your sales copy be different for a technical or B2B audience?

B2B direct mail copy

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 →

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When to Bend the Rules of Grammar in Sales Copy

Posted on 08/24/2011 by Karen J. Marchetti

“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

Effective headlines on statement stuffers

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 →

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Are you strategically planning your website page layout?

Posted on 08/17/2011 by Karen J. Marchetti

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.

Website page layout features Key Response Action "above the fold"

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 →

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Websites Gone Wrong: When Copying a “Showroom” Design Doesn’t Make Sense

Posted on 08/10/2011 by Karen J. Marchetti
“When we started the project, we told the web designers we wanted a website design similar to the Prada site.”  

Showroom Website Design

The Prada website acts as a "showroom" for the brand image.

And so, the “showroom website” project began, seemingly without thinking about whether the overall “showroom” approach of the Prada website made sense for Company “C”.  The website design company was experienced in creating sites in Company C’s industry.  What could go wrong?      Continue reading →

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What to Include in Every Page of Your Website Copy

Posted on 08/03/2011 by Karen J. Marchetti

When you create your website copy, the reviewers of that copy will almost always read line-by-line, word-for-word, from page 1 of the copy through to the end (like they’re reading a book).

But website visitors rarely (read: almost never) do that.  In fact, website visitors first scan the page they’re on — and about 85% of visitors will only scan.   

Effective copywriting for websitesFew (if any) website visitors will visit every page on your site.  And it’s also true that few will click on each of your menu options in order.  That means that virtually no one will read your website copy the way you (and your bosses) have — like you’re reading a book.

Continue reading →

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Product Sorting Options Improve E-commerce Usability

Posted on 08/02/2011 by Karen J. Marchetti
If you’re looking for some great product sorting options to add to your e-commerce site functionality, check out Shop.CCS.com.  The visitor can “sort by” and “filter by” a number of very useful options, including best seller, what’s new, alphabetical, low price, and high price.  
 
website navigation and usability

Simplified menu greatly improves website usability.

In early 2010, the site featured a busy main menu system.  Special offers and utility-type menu choices were inter-mingled with e-commerce main menu choices stretching over 3 to 4 rows of real estate.  And the use of numerous type treatments made it look all the more jumbled.  In 2011, the website features a more logical, streamlined menu system.

Continue reading →

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4 Keys to Improve Your Email Marketing

Posted on 07/29/2011 by Karen J. Marchetti

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 →

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7 Steps to Creating Scan-able Copy that Looks Easy to Read

Posted on 07/19/2011 by Karen J. Marchetti

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 →

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Is it good website usability if I have to LEARN how to use your site?

Posted on 07/13/2011 by Karen J. Marchetti

What are some telltale signs of poor website usability?

  • You notice an interesting website feature — and then you try to find it again.  And you find yourself mumbling, “Now where was that section I liked . . .”?
  • How about when you hear yourself saying, “Oh, you just have to KNOW that “Wish List” and “Design Board” are in the “Store” . . . Continue reading →
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Call to Action Words that Work

Posted on 07/11/2011 by Karen J. Marchetti

Where could copy testing on your web site really pay off?   Try your call-to-action buttons.  Some fairly recent test results have found the following:

  • “Buy online and get . . .” depresses response over “Start shopping now.”   And it doesn’t seem to matter what offer follows the word “get . . .”.
  • “Add to cart” works better than “Buy now.”
  • “Read more” depresses click-throughs over “Continue.”

What’s the pattern in each of these tests?  Lower commitment calls to action, by design, will get more click-throughs . . . Continue reading →

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4 Tests of Copywriting that Sells

Posted on 07/11/2011 by Karen J. Marchetti

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 →

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6 Tests of Effective Headlines

Posted on 07/11/2011 by Karen J. Marchetti

(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 →

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Copywriting that SELLS!

Posted on 07/11/2011 by Karen J. Marchetti

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 →

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Does your Social Media Marketing have a plan?

Posted on 07/08/2011 by Karen J. Marchetti

Lately, a number of marketers with “Social Media” in their title have posed questions on LinkedIn about having a plan for their social media marketing efforts.  One marketer asked if a social media plan should look like a marketing plan or an SEO plan.  The answer is “yes” and “yes.”  Because why would the steps or format of a plan for social media be any different than a plan for any other area of marketing? Continue reading →

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The Secret to Getting Your Email Marketing Messages Read

Posted on 07/07/2011 by Karen J. Marchetti

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 →

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Email Marketing Quiz: It’s for Conversion, isn’t it?

Posted on 07/07/2011 by Karen J. Marchetti

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 →

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Website Offers don’t engage 98% of prospects

Posted on 07/07/2011 by Karen J. Marchetti

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 →

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Engage Prospects with Your “Thank You” Email

Posted on 07/06/2011 by Karen J. Marchetti

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 →

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