Don’t Contact Us? Part 2
I was ranting a little while back about how some silly companies make their customers jump through hurdles to contact them. It doesn’t make sense to me. Why spend a bunch of dough on a nice website with persuasive content if you don’t want your customers to call? Case in point, I found this on [...]
More Fake AP Stylebook Fun
Some of my favorite recent tweets from the Fake AP Stylebook Twitter profile @fakeapstylebook “horrible tragedy” – use this phrasing to differentiate the described event from hilarious tragedies. bazaar/bizarre/Bizarro – We bought a bizarre clown toilet paper cozy from Bizarro at the church bazaar. An easy way that you can save space is to edit [...]
Copywriting Tip 6. Use Plain Language
For the vast majority of website content and marketing materials, it’s better to use plain language than complicated phrases. Example 1 Not So Good The XYZ enables your company personnel to operate with enhanced efficiency. Better The XYZ helps your employees do their job better. Example 2 Not So Good If you are unsatisfied with [...]
Website Search Engine Optimization Explained
Lately, I’ve been getting a lot of questions about Search Engine Optimization from prospective website content clients. What is SEO? Basically, this involves making your website easier to find on the Internet, particularly on popular search engines like Google. Why is this important? Well, there’s no point in spending money on a website if no [...]
Don’t Contact Us?
Some companies invest huge dollars on graphic design and content development for their websites, but make it difficult for customers to contact them. This is just silly. On your “Contact Us” page, at a minimum, you need to have a phone number and email address. Not everybody wants to fill in a form. Here are [...]
Make Every Word Count
For any sort of business collateral from websites to sales letters, you need to get to the point fast. Every word counts, as I reminded readers of the Lift Strategies blog this week: A quick example: Which statement from the Services page of a Vancouver-based professional organizing company do you think is better? A) Out [...]
Copywriting Tip 5. Answer These Questions
Writing great sales copy, website content and ads involves answering questions that go beyond the W5 of news reports and press releases (You know: Who, What, Where, When and Why). As Ernest W. Nicastro illustrates in Salesmanship, Repetition and Direct Mail, copywriters have to dig deeper to get the message across: An imposing looking executive [...]
Writing Your Elevator Pitch
The concept of the elevator pitch is simple enough. Communicate what you do in a very concise and powerful message in twenty seconds — roughly the time you’d have if you managed to corral a decision-maker into an elevator. The basic philosophy applies very well to written content as well. Less is more. Get to [...]
Copywriting Tip 4. Press Releases Boost SEO
Press releases are an often overlooked element of an organization’s overall marketing and SEO strategies. The messaging should be consistent with other collateral you’re putting out, adapted for “press release” style. And when it comes time to distribute them, use all of the messaging capabilities at your disposal, not just a media contacts list. Put [...]
Copywriting Tip 3. Driving Traffic to Your Online Store
My fellow Ask the Experts panelist, Go Go Mama Go’s Christine Pilkington, has beaten me to the punch with a wrap-up of the “Driving Traffic to Your Online Store” event in downtown Vancouver. Some of the key tips she covered: * Content is king. Keep your articles and descriptions relevant and interesting. Cool flash graphics [...]
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