Entries from December 2010 ↓

Deciding to start a blog is the easy part. Coming up with consistently great ideas for posts is another matter entirely.

Let’s take a step back. What got you interested in blogging in the first place?

You probably have a few blogs you read regularly and it’s more than likely their content that has inspired you to have a go. But how can you emulate the success of your blogging heroes?

OK, let’s stop there for a moment. You can’t and shouldn’t emulate them. If you want to create a following for your blog you must make it your own through its content, style and voice.

No one is going to want to read a copy-cat blog.

For many new bloggers the intense desire to be the greatest blogger known to man can stifle creativity and natural flare. You are you (there’s nothing like stating the obvious) so make sure that comes through your writing.

Five ways to become a better blogger:

1. Whatever you do, don’t compare yourself to others

If you try to write in the same style as your favourite blogger you’ll create something that barely registers on the ‘OK’ scale.

Every one is different and everyone likes to read different styles. You only have to look at your local bookshop to realise how many different genres and styles of writing there are out there.

You are an individual and your blog posts are your opportunity to show that individualism. Use your personal style to carve out a niche for your work. You won’t please everyone but those that do enjoy your writing will become dedicated followers.

2. It’s not a closed club

If you take a look around the blogosphere you’ll spot several big hitters who seem to be everywhere. ‘How can I possibly be as good as them?’ you may ask. Well don’t. As I said before you are you, so make sure that comes across.

The blogging club is not closed to new members and there’s nothing to stop you from becoming a ‘name’ too. Bloggers come and go all the time so get your name out there and see what happens.

3. Be unique

There is only one you so use that to your advantage.

No one else thinks like you, writes like you, or conveys a message like you. It is that uniqueness that is your blogging secret weapon so use it.

Your experiences, personality and ideas will shape the way you write in a way no one else can emulate. By making your work your own you will attract readers.

4. Fresh topics

Looking at the millions of blogs out there you may think it is impossible to come up with a constant stream of fresh topics no one else has written about. And you’d be right.

But the trick is not to be led down the path of repetition. If you want to write about SEO find an angle that no one else has covered before. Relate your topic to your own world and experiences to be sure your information is completely unique.

It is this constant re-shaping of information that makes the world of blogging so interesting.

5. Stand out

There is one simple thing you can do to make your writing stand out from the crowd—incorporate your own personality. If you naturally write in a humorous way use that to your advantage. Most people read to be entertained in some way, so keeping your writing light will help convey your message.

Be true to yourself.

Is it tough constantly coming up with new angles and topics?

Yes.

Is blogging for you?

If you want to get your ideas ‘out there’, if you enjoy writing, if you want to have a worldwide voice, yes, blogging is for you.

Give it a try—you’ve got nothing to lose.

Sally Ormond – freelance copywriter and blogger

You may think writing email copy is easy.

But if you want your recipients to open your email, read it and act upon it your email content must hit the spot instantly.

But don’t be fooled into thinking the hard work starts when you sit down and begin to write; on the contrary, the work begins as soon as you make the decision to create an email marketing strategy.

Step 1 of your email marketing campaign

So far you’ve reached the decision you’re going to create an email marketing campaign.

Don’t jump in and start writing—before you start hitting your keyboard, stop and think about a few aspects:

• What are you selling?—this isn’t just about the product/service but rather then emotional aspect of what you’re selling (what will it make your readers feel like?)
• Who are you selling to?—think carefully about the type of person who will buy your product. What’s important to them?
• Why are you selling it now?—are there any trends you can tie it into?
• What do you want your reader to do?—this is your call to action. Think about how you want them to react (make an order, call you etc.)

Step 2 – get creating your content

Whether you decide to write the content yourself or hire in a copywriter, full consideration has to be given to the aesthetics of the email as well as what it will say to your reader.

So let’s take a look at the whole email package and how to create the biggest impact possible.

• Font – it might seem insignificant but the font you use can have a huge impact on whether your email is read or not. Use a sans-serif font such as Arial or Verdana as it’s much easier to read on a screen.
• Loud and proud – the only way to hear your email as your reader will is by reading it aloud. This will help you spot areas that don’t flow or appear stilted.
• De-clutter – when you write anything it is very easy to throw in unnecessary words. If you review your work you’ll find plenty of ‘thats’, ‘tos’ and various other words that aren’t needed. Read through and take out any superfluous words to create tighter copy.
• Rhetoric – utilise the power of rhetoric and incorporate the power of the three part list. They add punch and rhythm which will really make your words standout (remember Tony Blair’s ‘education, education, education’?)
• Fast paced – make sure every word counts and your reader is carried through your copy by using words such as ‘remember’, ‘but’, ‘consider’, ‘for example’ which constantly move your copy forwards.
• Variety – to keep your readers’ interest, vary your sentence length, don’t be afraid of using sentence fragments and keep your paragraphs short to grab their interest and keep their interest. Also make sure you include your most powerful benefits in a bulleted list.
• Benefits – make sure your copy distinguished between the benefits of your product and its features.
• Second person – make your writing personal by using the second person (i.e. you and your). This will make it appear as though you have written the email solely for the person reading it making an instant connection.
• Keep it short – many people don’t like reading off screen so make sure you keep your copy short.

Creating emails that will be read is not as easy as it sounds. But by using these tips will help you generate marketing emails that will capture your readers’ attention and get them to act.

One of the most important aspects of any email marketing campaign—more so than the content or offer—is your email mailing list.

It stands to reason that no matter how great your message, if you’re not sending it to the right people it won’t work.

Many companies will buy in a mailing list because it’s a quick solution. But time and time again these campaigns fail simply because the offer doesn’t address the audience.

The only way to generate a good mailing list which will work is by building your own. It does take time but it will be worth it.

So how do you get started?

Well this post offers you a few ideas to get your list started:

• Have a sign-up box on every page of your website so your visitors can’t miss it
• Provide a free giveaway that’s of value to capture their email address
• Include a sing-up link in your email signature—after all if you’re like me you’ll send out masses of emails every day so why not use them as another opportunity to gather sign-ups
• Promote your newsletter on your print materials too. Once  they’ve signed up for your newsletter you have their details to send other offer to as well
• If you use direct mail, send an offer that will drive them to a landing page that requires an email address to access the deal
• Promote your giveaways through social media to widen your audience
• If you work regularly with other companies see if they would be willing to promote your newsletter within theirs

All these ideas are easy to implement and in time will lead to the creation of a high quality in-house marketing list to which you can make offers and provide news and advice to constantly strengthen your customer relationships.

Sally Ormond – freelance copywriter

Making a statement like that might seem like a strange thing for a copywriter to say but it’s true.

No matter how great the copy you write, not everyone is going to want your product or be ready to buy your product. It might simply be the case that your product isn’t the right fit for them.

So don’t be surprised when you don’t get a 100% conversion rate.

What prompted this post? Well, it was a conversation I had with some girl friends over dinner last night. Many of us around the table were avid readers so it wasn’t long before the debate about Kindle or book began.

To illustrate how a marketing campaign can fail with some people, I’ll give you my thoughts about what’s best—the Kindle or a book.

Let’s take a look at the Kindle to start with.

As a technology lover and avid reader you would expect me to be at the front of the Kindle queue. It has everything:

• E-ink screen so it can be read even in the brightest sunshine
• A compact design so it’s easy to carry around
• Instant access to more books than you can possibly read in a lifetime
• Fast downloads with inbuilt wi-fi capabilities
• Fast page turning ability for seamless reading
• Long battery life so you won’t be interrupted as you get to the good bit

It sounds absolutely fantastic. So why haven’t I rushed out and bought one yet?

For me, a book is so much more than just a way of conveying a story.

They have a lot of down sides:

• They take up a lot of suitcase space on holiday
• They get soggy when you read in the bath
• You need a lot of bookshelves to house your library
• They don’t easily fit into a small handbag

But for me there’s no substitution for the smell of a book, the feel of its pages and the sense of being privy to someone’s innermost thoughts. It is exciting to hold a book, become immersed in its words and to turn each page with trepidation never quite knowing what’s coming next.

So no matter what Amazon.com says technology will never (for me) replace a book.

Mind you I did make the transition from vinyl to CD to music downloads so here’s a challenge for Amazon.com why not send me a Kindle to try out and see if you can convert me.