Tag Archives: copywriting

Website Design: How Do I Get More People To Respond Immediately

Your website is a DIRECT marketing exercise, rather than a BRAND marketing exercise. Remember this when planning your website strategy.

It is probably easiest to compare the web to television, radio or other offline media when explaining the difference between the two strategies.

Your objective with offline advertising is to get people interested enough in your product or service that when they next see it in the supermarket, (or when they are writing up their shopping list), they will purchase your particular product or service brand over all the others available.

Results from marketing from your website are much more immediate than with the desired outcome of offline marketing.

With website however, you have different objectives. You have the attention of people right now, this instant, there on their screen. So, you want to make sure that your website designer does everything possible to make them ACT NOW to contact you rather than putting it off until a more suitable time.

Your website is a direct response tool, and must be structured to get people to act immediately. Vaguely hoping for an outcome in the next few days when people come into your shop is not enough.

Your website is the easiest method of direct response advertising to measure. The phone will ring as a result of people reading your website or it won’t. Either they send an email, or they don’t. You can track responses either way, to determine what is and what isn’t working on your website.

To start thinking correctly about this, I suggest that you set a goal for each page of your website. It may be as simple as getting people to fill in a response form so that they can get more detail from you. Or it may be to pick up the phone and talk to you about getting their problem solved. Alternatively, it may be to subscribe to a free offer such as a newsletter, so that you can establish a relationship with them into the future.

Whatever it is, having a clear goal BEFORE you start with web design so you know where you are headed is of crucial importance.

Rather than simply producing a website because you feel you need on, be more focussed on getting a result from your website. This will help you to think about the process in the correct way.

Some of your prospects, when they hit your website, will be well down the track of their research and will be ready to act straight away and make a purchase. They will see a perfect fit between the solution you are offering and the problem they have and they will respond right away. So when setting the objectives for the website, remember the different stages in the buying cycle that your prospects may be at.

There will be other buyers who aren’t ready just yet to buy. They need to learn more about the service, and the pricing and to do some research to gain more confidence about what’s on offer. Once they have that they will be assured that your particular solution is the one that they want.

These prospects are called your warm prospects and your site must cater for them as well or they will slip away. This may at first, sound at odds to what I said before in that they must respond immediately.Thought they aren’t ready to buy jet yet, there is no reason why they can’t respond right now and take up an offer that will enable you to establish a relationship with them.

Get the best of both worlds that the Internet offers you. You can establish relationships with those buyers who are interested but not quite ready to act, and you can interact with those who are ready to act immediately in a diredct response-style fashion.

The main thing is that you must plan for this. Think like a direct response marketer and make sure your website supports your goal.

Good website design is an imperative subject for any successful business. You must ensure your website designer has a good understanding of marketing conventions. To learn further ways to market your business, be sure to visit Jerry Crockford’s website at Brisbane Marketing Services.

Generate Thousands of Leads for Your Business with Great SEO

Follow this 10-step plan and generate leads online to grow your MLM business – fast!

Writing for Search Engine Optimization (or SEO, as it’s commonly referred to) is one of the secret weapons that the most successful marketers use to drive leads to their sites. That’s why top-earning SEO copywriters are in such high demand these days.

But if you don’t have the budget to hire a top-drawer SEO writer, don’t worry. You, too, can learn their tricks, tips and techniques for writing great SEO copy. With a little practice, you can begin generating great SEO content that sends qualified leads to your website and helps your online MLM business to grow at an incredible rate.

Ready to get started? Follow these 10 steps:

1) Be sure to include your keyword phrase in your header, or H1 tag.

2) Include a subhead just below the title of your article that also contains your keyword phrase.

3) You want your article to be five paragraphs long (at the minimum). These paragraphs should include your keyword phrase and be informative and educational for your readers.

4) Bold your keyword phrases. This will make them visible to the search engines and your readers.

5) As you draft your content, try to brainstorm ideas for similar articles that will generate leads for your business. This will help you build a portfolio of work that will increase your search engine rankings and further position you as an expert.

6) Never, ever, ever duplicate content. Never. Be original, write your own copy, and be ready to stand behind your work.

7) Do some research and see what others in the MLM industry who are at the top of the search engines are writing about. Don’t copy their content (see #6), but do write something of your own on that same subject matter and see what happens. Chances are good that if you’re using your keywords well and following these guidelines, you’ll be giving your colleagues a run for their money on Google in no time!

8) Don’t forget to proofread what you’ve written (and don’t overdo it with the keyword placement).

9) Ensure what you’ve written provides value. You want your articles to generate leads for your MLM business, and the best way to do this is to be insightful, to educate your readers, and to inspire them to take action (which includes passing along what you’ve written to their network of friends and colleagues). Remember, people will see right through content that is all sizzle, no steak. Serve up that kind of stuff enough times (just once can be enough to drive readers away) and you’ll quickly find that your content is not gaining the kind of traction it could. SEO writing takes time, yes, but what you put in, you get out.

10) Don’t drive traffic away! Every link in your article should take a reader to your own real estate – your blog, or Facebook page, or website, or another article that you’ve written with well-placed SEO -not someone else’s.

That’s all there is to it. To master these 10 tips and techniques, be sure to set aside some time every day to research keywords for your industry, develop original content, and deliver valuable, insightful information to your readership. Doing so will take time, but the payoff is well worth it. Just ask MLM business and lead generation pro who’s at the top of the search engines!

Pamela and Jerry Schott have been teaching entrepreneurs how to build thriving businesses for over 18 years. Find more money-making solutions for your work from home business on their Facebook fan page at Online Solutions Gurus or access F*REE Facebook marketing training at Jerry and Pamela Schott

The Truth About SEO Copywriting

Despite its popularity, there is an amazing number of copywriters who believe that SEO copywriting isn’t a viable option – that you cannot write to connect with consumers and yet still write to connect with search engines. They feel it has to be one or the other.

Those copywriting “guru’s” will likely start telling stories about chasing two rabbits, where you?ll lose both of them in the end. This is the kind of talk that sends uneducated business owners down the wrong path. They get sales content, for sure, but it doesn’t rank as well and their search listing suffers for it.

Yes, it is quite possible to write content that appeals to both the user and the search engines. If you are not writing from an SEO copywriting standpoint, then you will indeed end up at one end of the spectrum or the other. Unreadable content for the search engines or content geared toward driving sales. You have to find the happy medium between the two. It is ludicrous to think that you can’t combine them.

Search engines are specifically designed to index quality content and every update to the algorithm puts us closer to the concept of contextual searching and the latent semantic web. Over time, more importance will be placed on true quality content that also ranks well by using keywords. Companies that lose rank in the SERPs after the Google May Day update are proof that not having quality optimized content will hurt you in the long run. SEO Copywriting is designed to counter that problem.

If you want to close that gap between writing for people and writing for the search engines, then SEO copywriting is the choice to need to make. Search engines will see the relevant copy and how it relates to the keywords within your niche, and you can do it without stuffing your content full of keywords to obtain some irrelevant keyword density.

You can legitimately connect the customers on your site and the search engines so that same copy is singing to both of them and everyone benefits. If the search engines see highly relevant content, then it will gain a greater listing which will put your quality content out in the open for more people to read and enjoy. That traffic from your quality content will ultimately convert into a higher number of consumers all because of your choice to opt for SEO copywriting.

Because your keywords will fit seamless with the rest of the content, they will be extremely simple to read and will feel like a natural part of the sales copy that you have put together. Whether you are putting that copy together for an article, a blog post, your website or some other piece of content – SEO copywriting can do a lot to position your site for success.

Anyone who boasts that you cannot write for both users and search engines clearly hasn’t made the transformation to a modern copywriter. Seek out someone with the skill to do both in SEO copywriting, and leave the old styles well behind you.

Don’t leave your conversions and the fate of your website copywriting to just anyone. Make sure you do your research and invest in the website copywriter that’s going to create truly relevant and targeted content for your online presence.

Create A Sense Of IMMEDIACY To Motivate People To Act

One of your key objectives when you write sales copy for your website or brochure is to motivate people to take action to buy, rather than putting it off until later.

Of course, the best time for them to act is NOW. This minute. Achieving this goal must be your primary driver, as you persuade and cajole and entice people with your offering. And that is your big challenge! To forget this is to risk all, as your marketing piece becomes just another costly marketing exercise.

The reality is, people ARE strange creatures. You know and I know that they would be significantly better off as a result of buying whatever you are selling. But they are nervous. They are indecisive. And they prefer to live in the safe haven known as One Day Isle. That’s the place where I’ll do things another day.

Living on One Day Isle may well be safe and comfortable for THEM. But for YOU, it is a problem that must be overcome. The trick is to override that little voice that says “This looks good, and I’ll do it one day. But not yet. Maybe later” You MUST get them past this!

Your job as a writer is to bring tomorrow closer, so that it feels like today. Do this, and you’ll create a sens of urgency that will overcome the more comfortable ‘put it off’ choice. One way to do this is in your marketing communications is to avoid phrasing things in the future.

When doing this, it is a good idea to use the ‘pain points’ available within the pitch to make the feeling real. Pain points are what the prospect will lose, feel bad about, miss out on or otherwise regret if they put off taking action.

Doing this is perfectly reasonable, if that is what it takes to get people off the couch and into the car, onto the phone or to take another desired action. One could argue that it is your responsibility to do this, as they WILL be better off when they do business with you, won’t they?

In fact, given that they WILL be better off as a result of doing business with you, one could argue that you OWE it to them to rattle their cage to get some movement!

Let’s say you are writing copy for a financial planner. In your brochure, you want people to see that they must get busy NOW to put their finances in place for the future.

To do this bring the pain into the present, rather than in the future. Say “In 2034, you are retired and worried, as you should be. Keeping the roof over your head needs $48,000 a year, which needs around $4,000 a month! How do you make ends meet? Hope for a miracle? Nope. You’ll have to cut back on private insurance, presents for the kids and club membership, The way things are, you’ll even have to sell the car, and that will cost you your freedom. The better alternative is to contact our team TODAY to get the peace of mind you deserve.

Instead, even though the event is in the future,bring the pain into the present with:In the year 2036, you are retired-and VERY worried. Just food and a roof over your head is costing you $50,000 per year – that’s $4,200 a month! How do you get the money you need to make ends meet? You could hope for a miracle. Or go without health insurance, sell thecar, let the tennis club membership lapse and forget about an occasional treat for the grandkids. The better alternative? Call us now. Today. And make SURE you have peace of mind about your future.

Your prospect is more likely to stop living on One Day Isle, and you will be growing your business and building on your success.

Want to find out more about persuasive copywriting, visit Copywriting Brisbane, or visit Jerry Crockford’s site at Web Copywriting Brisbane for more marketing ideas.

Your Lead Generation Message Is For ONE Person Only

When using direct mail or the web to generate leads, as you sit on the boardroom discussion your plans, it is easy to think in broad terms of “the market”.

As you do your copywriting for your landing page or direct mail piece however, it is essential that you narrow your thinking down to just one person, which is a much more clearly defined reader.

This means thinking carefully about the people (or better yet, the person) you want to reach. Think about your ideal customer, and give him or her a persona or profile. The more detailed you are with this, the better and more persuasive your copywriting will be. For example:

What is the problem she has that you can solve? Of the benefits you offer, which is the most important? How might he have tried to solve this problem before? What is going wrong for her right now, that you can fix? How old is he? What can he afford? Does she have family? What does she want from you? What might make him hesitate to respond? And how do you reassure him? How esle can you define or understand them?

You will be in a position to write a message that they will relate to, once you develop a clear picture of your ideal customer. Your message will be about them and what they want, rather than about you and what you have. This will increase the liklihood that they will engage with and respond to your lead generation piece.

Yes, thinking things through like this is hard work, as is writing your copy carefully from the profile that you create. But, let me tell you, that’s why it will give you such an advantage with increased response and conversion, as your competitors often won’t bother to put in this effort.

Want ideas on using direct mail to generate leads?? Jerry Crockford’s articles will tell you more about connecting with your audience. Lead generation – use direct mail to reach your market., and Copywritng Services for persuasive marketing

Lead Generation: Why You Must Focus On Your Reader

When it comes to generating leads, sporadic efforts mean you’ll be constantly lurching from ‘feast’ to ‘famine’ as sporadic results are produced. Therefore, a crucial aspect of your marketing plan is a system to CONSISTENTLY generate leads.

You need to take a different approach when using direct mail to generate sales leads, than when you plan your online marketing strategy. You want to stop people from doing what they are doing (ploughing through the mail) and look at YOUR direct mail piece. Thus, direct mail marketing is an ‘interruption’ strategy.

First up, remind yourself of marketing rule #1: your target market don’t care about you, about your business, about your product or about your service. In Australia, that translates to: no one gives a fat rat’s clacker about you or the service you offer. When it comes to lead generation (and marketing generally for that matter), you must ALWAYS remember this, as painful as it is.

Don’t misunderstand me. They need to know that you can do the job. That’s why good copywriters build testimonials and benefits into the direct mail and web copy they write. It won’t work without it. Your prospects must be assured that you won’t rip them off. And that they won’t rue the day they ever clapped eyes on you. These issues are important.

All that aside, if you assume you are at a low base line when it comes to the level of interest, you’ll produce a better result.

What they DO care about is themselves, their problems, their objectives and their life in general. So if they are going to give your beautifully designed brochure even a nanosecond’s attention, the copywriting in your direct mail lead generation system had better talk to that. It had better empathise with them. It had better say “I know you. I understand your pain. I see the problem you have. I can help you to get what you want.” Do that my friend, and they will sit up and take notice.

Getting this right is a big subject – certainly more than we can cover in this article. For starters though, these three quick idea will get you heading in the right direction.

1. Use personas for your target market.

Think about the PEOPLE in your market. Better still, think about one PERSON. How old is he? What does she like? What doesn’t she like? What does he fear? What misery is he suffering? What are her dreams? If you fixed things up for him with your product or service, how would he want his life to be?

2. Work out the BIGGEST issue you can solve.

Remember that your job is to solve problems. If you do that, people will pay you. So once you’ve gone through the above process, prioritise things so you identify their GREATEST pain or GREATEST dream. This will be the ‘hot button’ – the area that you focus on with your lead generation system.

3. Figure out your lead benefit.

Make that the star of your lead generation show your strongest benefit. Hammer it. Again again. In a number of different ways. Over a period of time. To find your lead benefit, look with a critical eye at what you have on offer. What’s the biggie? What’s the one stand-out difference that you can make for your target market?

Last thoughts…

Part of being human is that it is VERY easy to forget this ‘marketing basic’. Your product or service is important to you, so you can easily start thinking that people are as interested in it as you are.

This is something you must CONSTANTLY work on let me tell you. Even our professional designers and copywriters here in our Brisbane bunker have to remind ourselves to think the way the punters will when the direct mail piece arrives in their letterbox. That means taking a step back from a client’s brief, casting a CRITICAL eye over things and remembering to take a cold, hard look.

Before you use direct mail for lead generation, be sure you check Jerry Crockford’s helpful article to learn how your target market thinks:Lead Generation – Specific Ideas For Direct Mail