Wednesday’s webinar was a huge success! Once again, I’d like to thank everyone for watching, and I hope you learned some valuable information that will help you Write Copy That Sells. Among the positive feedback we received, some of our viewers said that it was “very informative,” and several went as far to say it was “one of the best.”
We also received several requests for a link to the entire presentation. Unfortunately, we are not offering a link to the full presentation at this time. However, you may find additional tips and most of the information covered during the webinar on our blog! Here is a list of articles to view that you may find helpful when you’re ready to create content for your website.
- SEO Monday – 3 Rules of SEO Copy
- The #1 Question Posed to an SEO Copywriter
- The Biggest Mistake in E-Commerce Copy
- The Biggest Mistake in E-Commerce Copy Part II: Rectify the Mistake
The remainder of this presentation will be dedicated to reviewing key points so that all the important information is available to you. Stay tuned into Your Daily Concept and check out the blog frequently – my next Daily Concept presentation (on Monday, March 8) will discuss Thematic Relevance and, due to popular demand, I’ll be publishing a blog article highlighting ways to beat the dreaded Writer’s Block.
Note: Did you know that Exclusive Concepts actually has a monthly webinar series? Webinars are typically conducted at lunchtime on the last Wednesday of every month, and you can sign up for them on www.ExclusiveConcepts.com/webinars or on our blog. Our next webinar is scheduled for Wednesday, March 31st, and the topic is Email Marketing Myths. It’ll be a great presentation; you won’t want to miss it.
One of the more popular sections of the webinar was the portion discussing the 3 M’s of marketing copy. These are principles to keep in mind when writing content for your business, store or blog.
The first “M” is Messaging. As an online store, you have the challenge of keeping visitors at your site, and the message is a big part of that. Choose three things about your business that truly set you apart – this is your value proposition. Prominently display it throughout the site. Remember the discussion in the article, “The Biggest Mistake in E-Commerce Copy?” The one about using your tone and your message to set yourself apart from the competition? This is the place to do it. Values like “free shipping” and “lowest prices” are pretty clear, but for value propositions like “great customer service” and “excellent selection,” you’ll need to use copy to explain what makes your customer service, selection, etc. different from and better than your competition’s. Factor in your audience and the products you sell, and cater your tone and message to them. For example, if you sell computer chips, keep your content informational and straight-forward. Use it to answer questions they might have about the chips. On the other hand, if your store sells something a little looser, like party items, create fun content that gets visitors excited about the bash they’re planning. You might want to provide party-planning tips to improve the value of this information. Remember, when people visit an online store or business, they cannot simply walk up to a salesperson and ask their most burning questions. Your message is the opportunity to tell your story, a chance to convince them to stay in your store and the way to anticipate and answer common questions people may have. Sell and inform with your message.
This leads me to the second “M,” Motivation. The internet is excellent for shoppers because it offers a multitude of options and the convenience of buying from home, but it can be a very challenging platform for stores. You want to keep them on your page and incentivize them to act, whether by offering a discount if they buy today, free shipping on the first purchase or something along those lines. We have a program called Cart Closer that offers a discount to customers when they try to navigate away from the page. Offering them some sort of incentive like this shows your commitment to customer service, and it motivates visitors to convert into buyers. Additionally, you want to include a “call to action” within your content to incentivize users to act. They need to see why your store and your products will enhance their lives and provide the solution to their problems. For more information about creating a motivational call to action, see “The #1 Question posed to an SEO Copywriter.”
Merchandising, the third “M,” is another important aspect of your store. Display your products or services in a way that showcases your selection and the quality of these items, and inspires visitors to purchase from you. When you’re writing copy for a category page, mention the brands you offer and why you choose to sell them. Maybe highlight some of the most popular products people should look into and why. Additionally, highlight the navigational features you give them – shop by price, manufacturer, etc. They do not have the luxury of browsing through aisles when shopping online, so provide navigational information for both browsers and those people visiting your site with a mission to find a specific item.
Because there were so many questions about writer’s block, it’s important to touch on the basics of battling this dreadful situation. I’ll cover this topic more extensively in my next blog article, but to tide you over until then I’ve included a few tips.
The first thing to bear in mind is that Writer’s Block happens to the best of us. I write for a living and I grapple with this evil mental block on a regular basis. We’re old friends. I see Writer’s Block as your brain’s way of telling you that you’re mentally exhausted and you need to take a break. So don’t get frustrated, just take a break! Walk away from your computer, read something fun to clear your head, go eat a sandwich, play with your children or pets – essentially, find some way to empty your mind of pressure for a period of time, and then return to your project. You’ll be surprised how well a quick break resets your inner creativity.
If you’re still feeling a bit bogged down after your break, or there is just really nothing else you can write about a certain topic (hey, it happens), it never hurts to reiterate the benefits of your business or service. When people enter your site from a search engine, they can land on any number of pages. Reminding them why your business is the best choice is never a bad idea.
Product pages can be among the most dreadful pages to work on when experiencing Writer’s Block, particularly when you’re writing about an array of products that are all the exact same thing available in a different size or color. For pages like this, reword the selling points for each product (this may require quite a few breaks in between to avoid duplicating what you’ve already written). If you still haven’t reached your 150 word benchmark, provide some information about the manufacturer that buyers might find interesting. For instance, who is Widget City? Use content to show buyers whether Widget City is really better than Widget World.
Finally, for both product and category pages, get creative. Provide the historical background for a product or for products within a category. If you sell movie memorabilia, provide information about the impact of that movie. If you sell sorority and fraternity items, provide some interesting tidbits about that organization.
If there is no historical background on your product, maybe provide users with ideas for its use. If you own a furniture store, and you’re writing about a chair, for example, create a vision for users of why that chair is fantastic. Tell them to imagine curling up in that chair, in their favorite reading nook, and relaxing with a newspaper or their favorite book. If you sell clothing, maybe provide visitors with style tips. Think outside the box and it will not only improve the value of your content, but your users might really appreciate the additional information.
Still stuck? Exclusive Concepts offers Advanced SEO Copywriting, which can be very useful to your web content creation efforts.
Advanced SEO Copywriting is appealing for a variety of clients who write at a wide range of skill levels. If writing thousands of words of copy for thousands of pages is not something you have the time or desire to do yourself, leave it up to us. If you are writing your own copy, these services can augment your efforts to create unique content and optimize that content for SEO purposes.
For each Advanced SEO Project, we meet with you one on one to discuss the specific and one-of-a-kind vision you have for your company. In addition, we’ll collect information about your value proposition, your audience and much more to help you flesh out the characteristics that set your business apart from the pack. Then, we’ll use this information to create completely unique copy optimized for optimal SEO results. Contact us now for more information.