Entries Tagged 'internet marketing' ↓

Yes, the age old debate rages on – is long copy better than short?

The simple answer is ‘it depends’. Your market, product and method of selling will all have an impact on the decision as to which is right for you.

Many people will argue against long copy saying that it doesn’t work because people just don’t have the time or inclination to read swathes of copy.

But the truth is long copy does work – quite often much better than short copy – but only if it is right for your product and it is written well.

The secret to effective long copy

Before I launch into how to write it, you first have to determine whether you actually need long copy.

The length of your copy is largely determined by:

• Your product
• Your audience
• Your context

Let’s take a look at your product first.

What is it that you want to sell through your copy?

If it’s expensive you will probably sell more through long copy. It’s not going to be an impulse purchase so your copy will have to carry a lot of benefits and persuasive, emotive language to convince your potential buyer they really need your product.

Perhaps you’re selling an information product. You’ve probably come across sites that sell the latest-get-rich-quick-without-putting-any-effort-in scheme. Your copy has to be stacked with benefits to make your reader believe it’s for them and, the more benefits you have, the longer your copy needs to be.

If you’re selling something that’s packed to the rafters with features you’re going to need a lot of copy to list them all and give the direct benefit of each of them. This could be a new type of computer, the latest TV or some other technologically advanced gadget. The more complex the product the more copy you will need to convince the reader they really need it.

Getting your long copy to work

It’s all well and good when the experts shout ‘long copy is better than short’ but unless you know how to write it you may struggle to make that adage work.

This is where your audience comes in to play.

Understanding who you are selling to is vital in any sales process but especially here.

Your audience will determine how you put across your information.

Now we’ve all seen those incredibly long websites that sell the aforementioned latest-get-rich-quick-without-putting-any-effort-in scheme. Just about all of them include red, bold, underlined and highlighted words.

Personally, if I see one of those I run for the hills.

Why?

Because I’m not interested in it – it could be the best copy known to man but I won’t read it.

Your presentation has to match the market you are aiming for. People who are looking for the next get rich quick idea will be used to seeing this type of format – it sold them on the last idea so it’s highly likely to sell them on the next.

But if you’re a major online retailer selling the latest high tech 3D TV and you use that format, you won’t sell a bean. In this case your language, copy and visual style must fit in with your brand and image. If it’s in your familiar style your readers’ are more likely to trust the information you are providing them with.

Don’t forget the context

So far we’ve seen that your product and your audience will have a huge effect on your copy. But, as alluded above, so will its context.

If you’re a high end retailer your copy has to fit with your image.

If the 3D TV retailer above decided to use garish colours and highlighted text their potential customers will be heading for the hills.

Your copy and its visual elements (images, diagrams etc.) have to fit with what your audience expects to see.

The final word

Of course, even if you produce some stonking long copy not everyone will read it word for word.

Some will skim it (so make sure you use descriptive sub headings), some won’t read it at all whilst others will hang on every word.

The only way to find out what works best for you is test your copy and refine it until you reach the optimum format for you.

Oh and if you don’t think long copy works on the web – it does.

Granted, not everyone likes reading from a screen (me included) but long copy works here because they can’t see or touch your products. Because there is no physical experience your words have to show all features and benefits.  Give it a try and see if it works for you.

Over to you

What has your experience been of long copy?

Have you have any particular successes or failures? Perhaps you have some other tips you can share?

If so please leave a comment below.

It’s very true when people say nothing in life ever stays the same.

If you’re into internet marketing you will definitely appreciate that. Google is constantly changing its algorithms. One minute your website could be riding high, the next it could be sinking fast.

But Google doesn’t do it just to be difficult. As a search engine, Google’s number one priority is its users. The constant changes occur to improve the quality of its search results. This is what Google said about the latest change:

“The “Panda” algorithm change has improved rankings for a large number of high-quality websites, so most of you reading have nothing to be concerned about. However, for the sites that may have been affected by Panda we wanted to provide additional guidance on how Google searches for high-quality site. Think about…

• Would you trust the information presented in this article?
• Is this article written by an expert or enthusiast who knows the topic well, or is it shallower in nature?
• Does the site have duplicate, overlapping, or redundant articles on the same or similar topics with slightly different keyword variations?
• Would you be comfortable giving your credit card information to this site?
• Does this article have spelling, stylistic, or factual errors?
• Are the topics driven by genuine interests of readers of the site, or does the site generate content by attempting to guess what might rank well in search engines?
• Does the article provide original content or information, original reporting, original research, or original analysis?
• Does the page provide substantial value when compared to other pages in search results?
• How much quality control is done on content?
• Does the article describe both sides of a story?
• Is the site a recognized authority on its topic?
• Is the content mass-produced by or outsourced to a large number of creators, or spread across a large network of sites, so that individual pages or sites don’t get as much attention or care?
• Was the article edited well, or does it appear sloppy or hastily produced?
• For a health related query, would you trust information from this site?
• Would you recognize this site as an authoritative source when mentioned by name?
• Does this article provide a complete or comprehensive description of the topic?
• Does this article contain insightful analysis or interesting information that is beyond obvious?
• Is this the sort of page you’d want to bookmark, share with a friend, or recommend?
• Does this article have an excessive amount of ads that distract from or interfere with the main content?
• Would you expect to see this article in a printed magazine, encyclopaedia or book?
• Are the articles short, unsubstantial, or otherwise lacking in helpful specifics?
• Are the pages produced with great care and attention to detail vs. less attention to detail?
• Would users complain when they see pages from this site?”

(Source: http://googlewebmastercentral.blogspot.com/2011/05/more-guidance-on-building-high-quality.html)

In essence, if you focus on publishing high quality content that your readers will want to read and share, you should be OK.

7 Pillars of good websites

To sum up what Google are talking about, here are 7 tips to help you enjoy some great rankings:

1. Make sure your website’s content is aimed at your reader at all times (not the search engines)
2. Your content must focus on quality not quantity
3. The links to your site must be quality links
4. Keep it social – although there is no direct evidence as to how this will help your rankings, Google is now providing real-time social sharing in its search results
5. Don’t duplicate content across websites as Google will only show the most relevant and original content
6. Don’t overdose on advertisements on your website
7. Make sure your title tags and META descriptions tell Google what your site is about (and make them meaningful and not just stuffed with your keywords)

So there you go – make sure you write for your reader and not the search engines.

I think I’ll give Google the last word:

 “Our advice for publishers continues to be to focus on delivering the best possible user experience on your websites and not to focus too much on what they think are Google’s current ranking algorithms or signals”

 Sally Ormond – copywriter, blogger and social media addict who’s rather partial to toffee

Every business has to do marketing in some form or another.

Large corporations have their own dedicated marketing departments who take care of everything leaving the big boss to concentrate on other more important things…like golf.

But what happens when you are small business or a one-man-band?

You are unlikely to have an enormous marketing budget so most of the work will probably fall on your shoulders.

All of sudden you have to be everything to everyone – you’re the Finance Director, Operations Director, Marketing Director etc. And, unless you happen to be a very rare breed of superhuman, you’re not going to be an expert in all of these fields.

Marketing melee

What do you think of when you think marketing?

The promotion of your business can take many forms:

• Website
• Brochures
• Email marketing
• Press releases
• Case studies
• Direct mail
• Blogs and articles

And that’s just for starters. But what do you really know about each of those? Probably not a lot other than what you’ve read on blogs like this one.

The words that you use within your marketing materials are vital. Most people put graphics and images first not realising that it’s the words that will do the selling. That’s why it’s so important to make sure you hit the right tone. So to help inject some life and zest into your marketing materials it’s a great idea to find yourself a professional copywriter who can take the burden from you and create amazing copy that will really work.

Going it alone

If you decide to go it alone, marketing can seem an endless job. No sooner have you finally revamped your website copy you realise that your brochure is now out of date.

The launch of a new product or service means press releases, new website copy again, email marketing, perhaps even flyers.

Marketing is a constant merry-go-round.

So what happens when you wake up in the morning and really can’t face doing any marketing?

Do you just sit back and take the day off?

Although tempting, it’s unlikely to do your business any good. If you really can’t face it, be productive with your time and do something else; something that is equally important and that your customers demand.

Going the extra mile

Marketing will obviously get your message out into the marketplace and get your business noticed. But there is something else that your customers want that will really set you apart from your competitors.

What’s your customer service like?

Let’s go back to the morning when you wake up and really can’t face doing any marketing. Rather than nothing, invest some of your time in enhancing your customer service.

What do customers want? That’s easy to answer. You are a customer so think about what’s important to you.

When approaching a new company, their attention to detail is what will get them noticed over and above everyone else. You want a company that welcomes you, one that offers advice, one that isn’t pushy and one that has great after sales service.

So if you want to stand out that’s what you have to emulate.

Exceptional customer service

If you’re exceptional customers will come back again and again and recommend you to others (how about that for a marketing idea).

What do you do once a customer has bought from you? Do you wave them goodbye and hope they come back or do you keep in touch?

Whether you get their permission to send them your emails or newsletters, or send a ‘how are you?’ card, keeping in touch with them and sending them advice (as well as future offers) shows that you’re a company that cares about its customers and is willing to go that extra mile to ensure they are happy.

So the next time you really can’t face writing your marketing materials, take a break from them and review your customer service instead. Making small changes within your business (such as creating an advice sheet that can be handed out with every sale) can make a huge difference to your customers and their perception of you.

Let’s face it customer service and marketing go hand in hand. Make a great impression every time you interact with a customer and they’ll spread the word generating new business for you.

Do you use any innovative customer service techniques to drive business? If so why not leave a comment below and share them.

You’ve probably seen these curious boxes of random black squares on a white background and wondered what on earth they are.

Well these little fellas are QR codes (Quick Response Codes) and can be used to boost your business.

Not convinced?

Well I came across this great post on Vertical Response’s blog which goes into detail about what the QR Codes do, how they work and how they can help your business.

Basically, anyone with an app on their smartphone will be able to scan the QR code and gain access to a web page.

So how does that help your business?

Well it means that you can display your code practically anywhere and direct traffic to:

• Get more customers by sending them to a web page that contains a special offer
• Build your email list by directing them to a web page that allows them to sign up for a free report
• View a customer service video

If you want to stay one step ahead of your competitors have a read of the Vertical Response post – it could give your business a boost.

If you’re starting up a business or looking to revamp your existing website, what will you go for – a custom build or a template?

For many of us cost is everything and a template design is undoubtedly cheaper. But is it always the best choice?

Yes you can download them and stick in your content and a few images and, hey presto, you’ve got yourself a web presence without forking out fees for a web designer (or copywriter). But web designers exist for some very good reasons:

• They understand the web
• They understand how it works
• Basically, they know what they’re doing.

Eric Brantner has written an interesting post on seohosting.com’s blog giving 5 Reasons Not To Use a Web Template. Although he does admit to having used them, Eric goes on to explain why they aren’t always a good idea.

1. You still have to be customised

Even though many of these templates are downloadable and ready to go, most of them are still going to have to be customised somehow to suit your design needs.  Unless you happen to be a whiz at HTML coding you’re still going to need a web designer.

2. Not the best for branding

You brand has to be recognisable online. If you use a template, that’s going to be tough because you’re just going to like thousands of other sites out there.

It will be much better to get a custom design that will make your brand stand out.

3. Restricted zone

The template isn’t going to be easy to tweak, plus you’re probably going to be tied to licensing agreements with the template designer which will govern how you use the website. You will also probably have to have a link back to the designer’s own website somewhere.

4. You’re not alone

Hundreds, possibly thousands of people have downloaded the same template as you. Do you really want to be seen as a generic design rather than as someone with your own identity?

5. Bad news for SEO

Many templates aren’t designed with SEO in mind so getting the search engine spiders to crawl your site could be difficult, and as for ranking…if it can’t be crawled you’re not going to rank.

Eric’s tips are very valid and if you’re considering downloading a template design it’s well worth holding fire and reading through this list again.

If you’re serious about marketing your brand online you’re going to have to make a serious investment. Cutting corners now will not pay off.