3 Benefits To Remember When You’re Automating Your Content Marketing:

In the last article, we discussed easing your content overload by automating your content marketing with an editorial calendar.

How Automating Your Content Marketing Makes Reaching Your Communication Goals Easier

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.

Here’s 3 Benefits To Remember When You’re Automating Your Marketing:

  1. You Can Pace Yourself
    When you’re super busy during the summer but you know December is slow, you can write a lot of content then and free up your time when you’re talents are needed elsewhere.
  2. You Can Make the Most of Social Media Tools
    The evolving ways to communicate can complicate a content plan. Taking a look at your editorial needs for a year can help you pinpoint where you want to put your marketing efforts and limit jumping on a new media bandwagon without identifying how it will benefit you.

“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.

Copywriters Can Help You Get Your Content Out On Time

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.

How To Plan Your Email Marketing Campaigns & Generate Qualified Leads

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:

  • What B2B marketers use most to generate more sales,
  • How your email campaign increases your sales leads,
  • Who you should be sending your emails to regularly.
8ffcf1f4-e56d-4f60-8de2-8c671f3a6b11 3 Benefits To Remember When You’re Automating Your Content Marketing:

Before You Start Your New Website Design, Don’t Forget to:

So now what?

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.

Does Online Content Marketing Affect Your Customer Service Strategy?

Here’s something interesting I came across today.

I was spending time on LinkedIn looking at the contacts which LinkedIn recommended I connect with, based on a client I connected with today. Yes, there are some people out there who actually do this.

I’ll be honest, here’s how I’ve used LinkedIn in the past:

  • to keep track of people I had a nice conversation with, so that if I have an opportunity to connect them with someone else, I can find them (and their picture).
  • to keep track of emails with people
  • to share articles and links
  • to showcase Tangible Words’ recommendations of work
  • to have a place for my CV for credibility of work (my publications, education, knowledge)

Linked-In Does Online Content Marketing Affect Your Customer Service Strategy?

Lately, however,I’ve been finding more use with LI because we’ve created a content strategy around the use of LI:

  1. I’ve been sharing daily updates of our publications and topics that interest my target audience. I’ve found that people are interacting with our shared articles and I’m seeing metrics on the levels of value we’re sharing with our target audience.
  2. I’ve been reconnecting by using updates from people I haven’t talked to in a while in Australia, Toronto, Ottawa, Kingston and Belleville. Wondering how they’re doing, I see what they’ve been up to, who they’ve worked with, and whether they have recently re-branded so I know how to better recommend them. I also look at who they’re now connected to and ask for introductions to people.
  3. I’ve been asking for help in groups on topics I don’t know very much about yet, like networking groups in Ottawa.
  4. I’ve been finding events to attend and participate in, in Toronto and Ottawa.
  5. I’ve been participating in discussions in groups.
  6. I’ve been endorsing people I really think have great skills but whom I haven’t found a way to work with yet.
  7. I’ve been emailing and building relationships with people who looked at my profile to find out what we really have in common, and I’ve been discovering prospects along the way.

Phewf. It’s taken up a lot of time, that’s true, but it’s also give me some interesting opportunities for letting more people know about Tangible Words, and for connecting other people together more meaningfully.

However, today I went to connect with someone who is in Government in Ottawa. 

There’s not a lot of use in LI for people who work in government. In fact, clearly LI is a bit of a torment to these people because they derive so little value from LI, this particular guy had a message under Advice For Contacting him: “PLEASE do not contact me. I don’t want this account. I can’t seem to delete it.”
And I thought: Huh. That sucks. I wonder if he just doesn’t know how to delete his account. I could probably find a way to help him. I bet I can find better instructions, and send him an email with instructions on how to delete his account.
Wow. What a can of worms.

My Search To Discover How To Delete a LI Account:

The first hit in my search  “delete LI account” was a post from LI support, telling us how to close the account with simple instructions. It had a recent date, so these must be the most current instructions.
But the next 3 major hit lists from Google were all nasty posts criticizing LI for the difficulty in deleting their service–detailed with pictures and extreme exasperation from multiple users who find LI very difficult to close and not very transparent in their processes.
I became very nervous for my poor friend in government. It didn’t look like I was going to be sending him that email today. So I thought I’d write this post instead because here we have a VERY interesting example of content marketing. Everyone is always afraid of their company receiving bad reviews online. They’re scared of interacting too much because they might be publicly criticized.
However we’ve taken the point of view–that you’d better get out there and start talking online because just like school kids talking about their teachers, they’re going to talk about you anyway, so you might as well participate in the conversation.

My Question To You About Content Marketing:

So I ask you:  would it not have been a wonderful customer service opportunity for LI to update their “recently reviewed” How To Close Your LI Account Post with the message, “we know in the past it’s been difficult to close your account, we’re sorry, try these instructions” ? What do you think?
[poll id=”2″]

What’s the difference: Paid SEO Ads vs. Organic SEO Content Writing

If your business relies on online enquiries, then understanding search engine optimization and the difference between organic and Paid will be important to you. Website copywriting clients in Toronto and Melbourne are always asking us about keywords, getting a better ‘Google ranking’, and what we specialize in is content.

Unique Content with Keywords embedded is key for Organic SEO rankings

With Google changing their algorithm again, confirming the importance of unique content, businesses are turning to trained copywriters to ensure good online content. Keywords need to be embedded within the copy.

Also online readers now have a much more skeptical mind on ‘advertising’ and what they are looking for are companies that they can trust. The best way of doing this is by building online rapport through your website, blog, social media, etc. This means content needs to be authentic, attractive, and be about the customer, not the business (WII.FM – What’s in it for me?).

Make sure you understand Google’s new rules for content writing. Be careful so you don’t get blacklisted!

So Why Use Paid SEO Ads like Google Adwords?

Organic rankings take a long time to build. It requires continuous unique content throughout the web. This includes regular blog articles written, commenting on other blogs, using social media effectively, the age of your current website, who is linking to your site, etc.

In order to compete with larger companies or those that started writing unique content years ago, the option is Paid SEO ads like Google Adwords. Our belief is a healthy mix of paid ads and organic content if you rely on online enquiries for your business.

However, don’t forget Adword campaigns (while important and really worthwhile if done well) are still advertising. Many readers who need something quickly may click on your advertising while other readers, who granted may not be as far along in the buying cycle, will wait and look at organic rankings only.

For more information on how copywriters have helped other businesses online, take a look at website copywriting case stories.



Certatech Telecom Professional Service Firm Website Content Case Story

Before: Certatech (telecom professional services firm) had these problems:

  1. Never really were happy with the content. Their website didn’t say all they could do.
  2. Certatech Senior Staff and Partners felt the information on their website wasn’t: professional, consistent, or representative of their company. Certatech offers a  professional service to other companies (B2B) so for credibility, their website copy needed to communicate professionally. They had a large website (15+ pages) that needed updating – both in design, and in copy.
  3. To handle the amount of work required to put the website they wanted together, they didn’t have the in-house staff (trained SEO copywriters) to write or produce the website.
  4. The Certatech team was at 6s and 7s about how to improve the website. The team needed to be unified, and a process for collating and sifting through everyone’s ideas, and all of their old marketing materials was required.
  5. There was a significant amount of technical content which previously written by non-professional writers, was not necessarily interesting to the readers of their website. They wanted a blend of technical and non-technical presentation of their content for their technical and non-technical audiences.

After: Tangible Words (Melbourne Copywriting) Improved Certatech’s Website Copy:

  1. Certatech gained a PROCESS to get their website copywritten done. Tangible Words collated  their old content as well as the opinions of the Certatech team’s key decision makers and technical experts. Plus Certatech now had a process for agreeing on the content of the website as well as the final words. Two sets of edits on the Creative Brief and the final copy helped decision makers agree and become excited about how their new website would communicate their services to current and future clients.
  2. Certatech gained MANAGEMENT of the website. Their Melbourne copywriting firm worked with the web developers to integrate the new copy with the new design. Tangible Words worked directly with web designers so content was tailored to suit images and design layout.
  3. Certatech gained the skilled copywriters they needed to incorporate copywriting techniques to suit their various audiences and to write about their technical information.
  4. The final result: Clean, professional content with built-in graphical text was able to attract the appropriate audiences. And a clear simple explanation of what Certatech does and who they serve was professionally communicated in a way that better suited their brand.

And here’s what Certatech had to say about the experience of working with Tangible Words. Read through other case stories where website copywriting has assisted businesses.

Writing Online and in Print Different – Branding

How writing online to your target audience is different to how you write to your audience in brochures.

  1. Give less information on your brochures. Brochures do not allow you to hyperlink. Hyperlinking on websites allows you to show readers you respect their time. Writing online can give more content than you can in brochures. Brochures must focus on a more streamlined message. Instead of giving the reader access to all of your ideas with a simple click, you need to focus your message on one main idea.
  2. Brochures are for direct response. Brochures are essentially driving home direct response – call us now, or call us later (branding) but still a response. Websites allow for “shadow shopping” so visitors need to join your database on first visit so you don’t lose interested prospects. But you are going to get more “views” online than you are on your brochures. That’s why you should print your brochures and give them out selectively, or simply allow them to provide an awesome offer promoting direct response. IF your brochure just gives a bunch of information about who you are—it will never be successful. Offer something that excites your customers on your brochure. In our Tangible Words workshop –Keys To Writing Sales Letters and E-newsletters” – we teach the “killer combination” and show you how to craft offers that increase your chance for customer response. You should be thinking about this “offer +incentive +action” on all of your sales and marketing campaigns-as without them you won’t get a response.
  3. Brochure language must be even simpler. Don’t use new terms on your brochures. You can get away with new terms when writing online if you hyperlink the page which gives the definition of the term. On a brochure, you should speak only in the language with which your ideal customers is most familiar. People read brochures like a newspaper too, but I suspect because we know brochures are created by a company, we are even more likely to ignore them and pass up an opportunity to read them. You decide to throw out a brochure even faster than you do to get off of a website (far less than 3 seconds). That’s why your #2 is so important.

Other resources:

How to get Testimonials for Your Business

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.

Why do testimonials create trust with strangers?

Because, like the rating system on E-Bay, testimonials in your SEO website copy show evidence for people’s experience working with you.

Do you always have to have a testimonial?

You should be building evidence throughout your entire website copy. It’s no longer good enough to have unsubstantiated claims in any of your sales and marketing copy.

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.

How to get testimonials for your business you want instead of “fluff”:

  1. Write what you’d like them to say, and get them to sign off. Time and use of language are not always available to the customer so writing someone meaningful about your work together is often more expedient.
  2. Have an external party Interview your clients with a set of questions. Make sure that external party is qualified to ask the right questions so that when your customer gives a “fluffy” answer, they are able to help the customer clarify what they meant.
  3. Order the Testimonial Collection Service from Tangible Words (yes, we do #1 and #2 as well as integrate evidence meaningfully into your website copy)

Keyword Series #2: Choosing Keywords for Your Business

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 ( 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.

Keyword Series #1: All in One SEO pack for WordPress

Building-an-Effective-Business-Blog-150x150 Keyword Series #1: All in One SEO pack for WordPressThrough 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.

What is a Creative Brief?

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.

So what is the purpose of the “creative brief”?

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).

How to Make Your Prospects Believe You When They Don’t

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.

So it’s essential that your communications department takes your audience’s disbelief into account as much as trained Tangible Words website copywriters do when managing your content writing.

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.

  1. 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.
  2. 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.
  3. 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

Business Seminars in Ottawa on Website Copywriting, Business Blogging

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.

Affordable copywriting all year long: Flexi-Words

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!

Cheaper than before, and offering you THREE MONTHS FREE, ‘Flexi-Words 3 Units/Quarter’ gives you flexible copywriting. So you get help each quarter to put your ideas on paper and sell more.

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.

Ask Tangible Words for ‘Flexi-Words’ And Receive 3 Months Free Marketing!

How To Make Your Website Writing More Interesting

It used to be that colloquial language was frowned upon. Not so anymore.

IMG_3246-300x2257 How To Make Your Website Writing More Interesting

Website Copywriting helps you get picked from the bunch

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

  • Start listening to speech in cafes, so you can focus on making your writing more ‘down to earth’.
  • Think more critically about blog articles, emails and magazine articles you read. What made them interesting to you? Adopt these strategies in your sales website copy and other materials.
  • Don’t be afraid to use slang. If you’d use it in speech, try using it in writing. Slang is familiar to everyone, and as long as you’re not being vague, it makes for faster reading. And everyone reads internet pages quickly.

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.

A 3-Step Method to avoid business presentation technology fail

business-presenter-with-laptop-199x3007 A 3-Step Method to avoid business presentation technology fail

So you present with confidence

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:

3 Easy Steps to keep your business presentations successful

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.