In the last article, we discussed easing your content overload by automating your content marketing with an editorial calendar.
When you take the time to write down the types of content you think you need, you are able to refine your content planning and devise ways to freshen it up or forget about it if it’s become irrelevant.
Plus, longer term scheduling lets you define messages that can be recycled. This means you can send out the same core messages (like seasonal events) but you can change up the language or add some new ideas without reinventing the wheel. This makes time for when you do have to have to dig a little deeper for inspiration, to frame new messages for things like fundraising campaigns or project success stories.
“This doesn’t mean you’re not going to want to use these new social media tools, however, when you have a plan you can spend more time figuring out how to use them and less time pulling content out of a hat to keep up.”
3. You Can Pass It On
You can take your editorial calendar and easily assign tasks to coworkers. Take advantage of a gifted social media user or subject matter expert willing to help publicize the organization. Plus, if you’re still a bit doubtful of passing the writing torch you can get them content writing training.
Even after you’ve planned your year, lined up some coworkers to help, and started drafting your blog posts you might still find that time is limited. Get help from professional website copywriters, in Ottawa, Toronto, Belleville, Bancroft, or Melbourne, who’ll take your calendar topics (or help you define them) and create the content you need when you need it. Plus they’ll make sure your messages are effective at reaching the target audiences you’ve defined.
Find your peace of mind and see a return on investment with Tangible Words quality assured process from one-off writing assignments to yearly content partnerships that will help you meet your communication goals.
Email marketing is still an effective way to reach interested buyers. You can keep your emails out of your recipients’ trash folder when you pay attention to four essential components of successful email campaigns.
Find out what word you need in your email subject line to guarantee a higher open rate, plus:
In our next article we will provide a “I Want A New Website Design” Checklist so that you are better prepared when choosing a website developer.
Tangible Words is not a website developing company.
Tangible Words is a website copywriting, content marketing, strategic communications company. We have a few hand selected website developers in Ottawa, Toronto, and Melbourne, Australia that work with us to provide the best website redesigns and a smooth website content implementation process for our clients.
Other resources: https://www.tangiblewords.com/why-brochures-are-still-so-important-top-5-reasons/ https://www.tangiblewords.com/consistent-business-branding-your-website-is-only-the-first-step/
Because we’re living in a cynical shopping age, Testimonials on your website have become more important. Your copywriting firm (all over the world-Melbourne to Toronto) knows this, but do you?
Unfortunately, the term “testimonial” tends to connote (disdainfully, for some audiences) an image of a preacher thumping some holy writ text and declaring evidence for his deity. That’s not the kind of testimonial I mean.
Testimonials should be given by customers to companies. Testimonials create trust with your audience as they show the typical experience your customer has with your company. By nature, testimonials should never be purchased, but given sincerely.
Because, like the rating system on E-Bay, testimonials in your SEO website copy show evidence for people’s experience working with you.
Unfortunately, because we grew up learning to write in an academic culture (and few can claim that they mastered it) customers aren’t’ always able to write meaningful testimonials for us. And you don’t want to have a whole bunch of testimonials just saying the same thing, or being “fluffy”: which is, to say something that doesn’t really tell the stranger on your website much about what it is like to really work with you.
As a website copywriter, we deal with businesses choosing keywords a great deal and discuss the importance and strategy behind them when writing content.
In the first Keyword Series post, we discussed the ‘All in One’ SEO pack through WordPress. This is an excellent free software to use which also makes you not forget to add your keywords in the right areas.
Now the question is, how do you choose your keywords? This is tricky so here are a few questions to consider:
1) What unique services or products do you offer?
2) What would potential clients need to search to find you and your services?
3) What makes you different from your competition?
After writing down your answers, then go to the Google Keyword Tool (adwords.google.ca/o/KeywordTool) and start to plug in some of these words or phrases (up to 4 words) to see what comes up. They will make suggestions.
Remember people might not know your company name, so although you will put it as a keyword, what you are looking for are words that potential clients could use and still find you over all your competitors.
Within the Google Keyword Tool, look at the columns titled: Competition (low, medium, high); Global Searches/month; Local Searches/month. Decide how effective they will be and add them to your list!
Don’t forget to use your keywords in your content, headlines, page titles and in your meta tags.
Through business workshops in Ontario covering blogging for business and website copywriting, WordPress has been a topic of great interest. Through this, we have started offering ‘Learn to Use WordPress for your Business Website and Blog‘ workshop.
In our Blogging Series campaign, popular WordPress plugins were discussed. Included was the ‘All in One SEO’ pack. However because of its importance with keyword integration, we thought it would be beneficial to discuss it separately.
All in One SEO plugin – Google and other Search Engines read your blog articles and website more easily. This plugin is used to add in your keywords, description, and title.
It is important that when you have decided what your keywords will be (suggestion: use the Google keyword tool) that you add these keywords into your SEO pack description, title, and tags. However don’t forget, use the copywriting technique where you integrate those same words within the copy.
Also remember to think about what your clients would type into a search engine to find you. Perhaps ask them when they contact you, and then use these keywords in this plugin.
The advantage of using this plugin is it helps you not to forget to implement the keywords which really is important if you want to be found online more regularly.
You might hear copywriters and graphic designers throwing creative jargon at you. One creative term is the “creative brief”. As a content writer, I also like to call this the “communications plan” because we’re generally copywriting more than one product for our clients.
Part of Tangible Words’ copywriting process is to ask a lot of questions. It’s an essential part of the process for two reasons. Firstly, we need to become experts in your business. Secondly, we need to know what results you need to achieve. Thirdly, our Melbourne and Toronto copywriters want to help you pinpoint the reasons even more customers will love you.
Good campaigns require planning. Why not start to plan your next campaign by reading our recent email series “7 Steps to Improving Customer Engagement“. Sign up now to receive the ‘7 Step’ series (for free).
Here’s a guest post from Jill Konrath, author of SNAP Selling. She understands how to make big sales even in 2011 when you are working with an educated, disengaged consumer.
As a copywriter in Toronto, Ottawa and Melbourne, I know no matter what country you’re in, customers don’t believe you.
Not only do you have to be consistent when you’re writing on your website, but trained professional copywriters help you understand how people read online and what kind of information (and wording) builds trust with your audience. (Before you choose a copywriter, make sure you set your expectations!)
Read Jill’s article below so you can learn a little more about selling and content writing in 2011: both in person and on your written marketing materials, such as a website and business blog.
We were just approaching Des Moines, traveling at 72 miles per hour on I-35 when it hit me. My husband, who was driving, didn’t even notice. But for me, the effect was jarring.
“Holy cow!” I exclaimed. (That’s really appropriate when you’re in Iowa.) I held up Wikibrands , the book I was reading. “Did you know that the Edelman Trust Barometer says that only 8 percent of people trust what companies say about themselves?”
My husband shrugged his shoulders and gave me that “Duh” look. Clearly, wasn’t impacting him the way it did me. All I could think about was what salespeople were saying and what their prospects were hearing.Seller: We offer state-of-the art technology.
Prospect: I don’t believe it. And even if it’s true, your lead will only last a short time.Seller: We really care about our customers.
Prospect: That’s what they all say before the get the order. Then they ignore you.Seller: We’re #1 in the XYZ Ranking.
Prospect: Statistics can easily lie.
Seller: We offer a unique approach to solving your problems.
Prospect: Sure. You, along with everyone else.
This is serious. 92% of the time you talk about your own company, you’re not believable. And they more wonderful things you spout, the more unbelievable you are.
So what’s the answer?
Here are three strategies you can use to make your prospects believe you.
- Don’t say anything nice about your product/service.
Not one blasted thing, because it only destroys your credibility. Don’t pass out any of your “aren’t we wonderful” marketing brochures either. They have the same negative impact. This is especially important in your early conversations.
- Focus on being helpful in every interaction.
Let your prospect know about the results your other clients have achieved. Talk about their critical business issues. Share ideas, insights and information that you think would be beneficial to them. Ask questions. But most of all, make sure they have no doubts that your intent is to provide value to them.
- Be truthful, even when it hurts.
Your product, service or solution is not perfect for everyone. When you’re under corporate or self-induced pressure to close more sales, this can be really hard to do. There are times you might even recommend a competitor because it’s the right thing to do.
Developing trust is essential. Without it, you don’t have a chance to get the business. With it, you’ll have an opportunity to grow long-standing, highly profitable relationships. It’s worth the effort.
Jill Konrath, author of SNAP Selling and Selling to Big Companies, helps sellers get more prospects in their pipeline, speed up sales cycles and land bigger contracts. She’s a frequent speaker at sales conferences. For more fresh sales strategies that work with crazy-busy prospects, visit www.jillkonrath.com.
With our business seminars on website copywriting, business blogging, and sales/e-newsletter copywriting in Toronto and Kingston being such a success, we have expanded to Ottawa. All business seminars in Ottawa will be located at the Ottawa City Hall on the Ground floor. Please see business seminar details below.
October 28th, 2:00pm – 3:00pm – Keys To A Better Sales Letter, and Enewsletters; FREE session Need to get in touch with new and existing clients? If you’re wondering what it takes to get prospects to respond to your letters and e-newsletters, learn it in this session. Create the campaign your clients want to grab onto, and gain the confidence that makes prospects listen. After this session, you’ll know how to: – learn how to write compelling email headlines that get opened – create a content plan your prospects crave – craft compelling offers that get noticed, and passed on. – To register please click here to sign up.
November 4th , 9:30am – 11:30am – How To Improve Your Website Content Today, And Build Your Business Your website is a powerful selling tool–or is it? Cost: $25 (This session was sold out in Toronto) Your website is a powerful selling tool–or is it? Learn 5 strategies (which you can immediately use on your website) to make your website content more customer-friendly. From understanding how people read online to sharing your expertise, let a literacy expert and website copywriter take you through what it takes to put your best foot forward online. After this session you’ll know: – what turns a website into a powerful sales tool – 5 key strategies to make your website attract more customers – how you can improve your website now. – To register please click here to sign up.
November 25th, 9:30am – 11:30am – Everything You Need To Know About Starting Your Business Blog Cost: $25.00 Finally, a chance to learn about business blogging (and create one!) in a single session. Here is all you need to know about what blogging can do for your business, and how to get started. Spend time in the workshop figuring out what you would write your business blog about, and leave with the simple steps to create one when you get back to the office. After this session you’ll know: – why a business blog is exactly what your customers seek – your blogging plan so you don’t run out of time or energy – the simple steps to creating your company blog now – To register please click here to sign up. No doubt there are businesses you know who need help with developing their key messages online, so invite them along. After all, your online presence is now a key sales force in establishing your expertise, fostering trust with prospects and nurturing a relationship with your customers.
Finally, an easy way to have more clients come to you with the peace of mind your great ideas won’t fall by the wayside ever again!
Looking for a consistent, affordable way to get new clients?
Start your new campaign stronger with flexible copywriting: You choose which units you need.
Each quarter you decide which type of marketing will be most profitable. ‘Flexible copywriting units’ means in July, you might ask for 3 webpages re-written; in October you desire a better brochure or some Christmas fliers? No problem. January could be when we start up your NEW quarterly newsletter.
From now on, your business communications are created on-time and written for success.
It used to be that colloquial language was frowned upon. Not so anymore.
In school, we were all taught to be formal content writers. But it doesn’t take long in the work force to realise you’ve left the world of academia far behind.
People want to be written to like you’re right in front of them. It’s more appealing because when language isn’t a barrier, no one is intimidated. If you want to make sure you’re website writing is attractive to your readers (and all business owners do), why not take a page out of the book of fiction writers.
3 Helpful Hints From Fiction To Use In Your Sales Copy
If you’re still not sure, you are welcome to join us for one of our Business workshops: Starting your own Business blog, Improving your website content, Email Marketing, Presenting to your Clients and Colleagues, using copywriting techniques in Toronto, Ottawa, Bancroft, Kingston or Melbourne. Click here to register to attend one of our business workshops.
If you’re one of those people fearing to turn on your computer for a digital presentation (eg. Powerpoint) at a business presentation, business seminar, BNI event, or webinar, read this.
You see, when your business presentation technology fails in the middle of a presentation, there are ways you can “save the day” but really you’d probably rather do all of your thinking before technology has a chance to fail your business presentation completely. So here you go:
Step 1: Prepare a technology-free script. You don’t just need a print out of your notes, but have a few key visual aids you could use in case something goes wrong with the electrical equipment you’re planning to use. A lot of people forget great presentations are made up of more than whiz-bang technology.
Step 2: Arrive to your presentation 20 minutes early–not 5 minutes, and not on time. You’ll be giving yourself a chance to boot up your laptop, and test out the equipment. Half the time you’ll catch problems early (when you have time and the peace and quiet to problem solve – or arrange for new equipment).
Step 3: Have a friend in the audience who knows more about technology than you. Hopefully, they’ll know how to fix the problem. Even more importantly, their presence will help you stay calm in the advent of adversity.
Want to attend great business presentations? You can also be a Tangible Words Facebook Fan to discover business events.