Marketing Ease; Web Marketing Blog

Difficulties Facing Successful Writing

Written by Krista Johnson -- October 30th, 2007 in Copywriting

Can persuading your audience be as simple as non-bias vs bias?! Of course this is possible, but very tedious and detail oriented is the task.

In order to provide a persuasive piece of writing, one must focus on the hard facts. Given resourced and researched content, any writer can persuade an audience to one side of an issue or another. The problem that arises, however, is writing without bias. When trying to sway people, it is hard to not place your own thoughts and feelings into the piece. This is especially true when trying to liven a piece of writing, as to not read and appear so black and white.

One way to attempt to give life to a persuasive piece is humor. Look for humorous quotes or cartoons that are fact based to brighten your persuasion.

Another suggestion to consider is to be creative. Use poetry or other artistic ways to represent the facts as to cause your readers’ imaginations to lead them to their decision.

One last component to pay attention to are the different issues that arise when discussing debatable topics. Such topics that cause controversy include politics, religion, morals, ethics, and many others as well. In order to discuss any of these topics without forming bias, all subjects need to be presented with hard facts to prove their credibility.

Topics of persuasion and controversy tend to raise feelings and emotions in people, but as writers, we must sustain from placing our own views into the content.

 

Branches of Copywriting

Written by Krista Johnson -- October 24th, 2007 in Copywriting

The importance of good writing and good content spans across all walks of life. Readers prefer and expect copy to be both knowledgeable and professional. They also want copywriters to adapt and conform their content to fit into every profession. Successful business copywriting has to fulfill the needs of possible prospects by providing readable, honest, and straightforward content to gain their loyalty. Excellent and captivating business copywriting venues such as:

  • Administrative Businesses
  • Advertising/Public Relations
  • Educational Facets
  • Legal Departments
  • Medical Fields
  • Sales/Marketing Businesses
  • Scientific/Technological Areas

A good way to imagine a successful business achieving their aspirations, is to compare its growth with the growth of a tree. Both start their journey with patience and nurturing hands. Then as each begins to sprout, they attain knowledge of how to grow stronger. As time passes by, both the tree and the business stretch their arms out and begin learning information that continues to branch out with their growth. They generate ideas to build a strong foundation to stand on; they execute decisions to correct any mistakes they’ve made after learning from trial and error; and they apply their trained skills to fully develop and perfect their form. Both the tree and the business continue this process until they’ve created something that yields profit and is beautiful.

If and when all these steps are followed, your business endeavors will prosper and produce wealth. Wealth of success, wealth of knowledge, and wealth of self establishment will all reward your efforts.

This concept can be tracked as far back as Abraham Lincoln. He once stated that, “Character [business copywriting] is like a tree and reputation [profit] like its shadow. The shadow is what we think of it; the tree is the real thing.” Therefore, without the tree there wouldn’t be shadows and without the strength of business copywriting there wouldn’t be profit.

 

SEO Works but Your Website May Not…

Written by Lizzie Bean -- October 23rd, 2007 in SEO

The goal of search engine optimization or SEO is to attain visitors to your website from high rankings in the search engines. But, once you increase traffic to your website â?? how do you keep the visitors on your site? And even more important â?? how do you get those visitors to do what your website was built to do?

Most websites are built for a reasonâ?¦ whether it’s to sell a product or service; generate sales leads; acquire sign-ups for a newsletter or just provide information. There are a few tips that should be considered that will help keep visitors at your website AND help accomplish the goals your website set out to do.

First â?? keep your web pages small â?? preferably under 100kb. If a page takes too long to download â?? visitors will leave your site. This may mean making sure the images on your web pages are optimized to be the smallest size they can be and still look good.

Second â?? provide the visitor information that is simple, clear and easy to understand. If the information on your website doesn’t make sense â?? there are a thousand or more that do. Also, don’t be stingy with your information. People who are searching on the Internet are looking for answers. If they can’t find enough information they will move on to the next website that will give them the information that they are looking for.

Third â?? first impressions are really important. If a visitor has a good impression of your website, they are more likely to stay, if not â?? they will leave. The website design is a very important factor in keeping visitors at your website. You have a very small amount of time to impress a visitor. If the site looks good and is intuitive to your visitors, they are more likely to stay at your website. But, if a visitor cannot figure out how to use your site â?? they’re gone.

Last â?? keep your website “fresh”. You are more likely to gain regular and loyal visitors if you continue to add new content to your website. This also helps with your websites’ search engine rankings. Both people and search engines love new content. Once visitors realize that your site is updated regularly they will come back often to see what’s new.

There are many ways to increase traffic to your website. These are just a few tips to keeping that traffic and possibly turning some of the new visitors into frequently returning visitors.

 

Personal Development of Writing Skills

Written by Krista Johnson -- October 18th, 2007 in Copywriting

In order to develop better skills in life, we must remember to proceed with what we know. When we are young, we are just starting out with voicing ourselves. As we gain knowledge, however, we begin to expand on the unknown. We learn different aspects of language that accompany us in our intellectual journeys through life. We explore the possibilities of grammar, technique, format, style, editing, perspective, and even slang. We play with these colors, familiarizing ourselves with process, until we are comfortable enough to create a masterpiece.

As writers, we must continually practice our language and writing skills to achieve greatness. We also need to take into consideration the power of reading. By reading literary works, we are slowly strengthening our brains and teaching our minds to grasp onto that individual learning experience and build onto it each additional time you read. The more you read, the more knowledge youâ??ll gain, thus the more strength youâ??ll gain in your writing abilities.

Another venue to venture down is creative writing. By composing poetry, prose, short-stories, fiction, and/or screenwriting, you are also increasing your writing power. Experimenting with these different styles allows you to step outside of your realm and gain insights to new ways of writing.

So, from one writer to another, keep plugging away at new and unexplored writing techniques to increase personal growth. Through trial and error, you will be able to better develop your writing skills which will in turn strengthen you as an individual as well.

 

Sidenote: I love our new name. Marketing Ease. It doesn’t get much easier than that to remember. Marketing made easy. Marketing Ease

So it’s that lovely season of fall again, and it just so happens to be my favorite time of year! There’s a tangible change in the air. The leaves change color and fall to the ground, the air becomes crisper, and I begin to think about things such as cleaning up outside, and bringing things in for the season. For example this past weekend I just emptied my garden of it’s tomato plants, which was disheartening, but needed to be done before it freezes. (which for Minnesota is right around the proverbial corner!)

Marketing in the fall is much the same thing as life in the fall. Each marketing season brings a different set of needs and a change in marketing strategy. Have you set up your Fall Time Marketing Campaigns?

Time to clean up and bring in the new Fall Marketing Strategy….
Have you considered getting your stalled projects moving by marketing to the Pre-Holiday quiet before the Holiday-craze begins? Now is the time to market to your existing clients about this time of year. By simply making your prospective clients aware of that fact- it may make them “spring” into action.

Happy Marketing!

-Amy

 

Drawing in and Maintaining Readership

Written by Krista Johnson -- October 11th, 2007 in Copywriting

It is always important to keep your readers at the top of your mind when composing your work. Often, writers are more focused on their own structure and way of delivering their message that they forget what their audience desires.

Readers donâ??t like spending very much time reading content. Rather, your readers will appreciate your work better if you allow for skimming the content. Keeping content short and to the point is a professional and proficient way of getting your point across. It also shows that you know exactly what you want to say and donâ??t need filler to gap together your thoughts.

Furthermore, remember to step outside of your comfort zone, meaning donâ??t stay within the confinements of your structure. Maintain that you are writing to satisfy the reader. The reader holds the power of how you write, because they know exactly what they want and wonâ??t settle for anything less. If you arenâ??t gaining readership, experiment with different approaches to your writing style to increase your numbers, as well as gain ground in the unknown land of open minded writing.

Another helpful idea to help keep readers attentive to your blog is to end with a lasting impression I like to call this the Lingering Thought. I coined this term, but the idea generates from the article Writing Sales Copy That Sells. You might use a â??P.S.â?? at the end of your blog to affirm the most relevant points of your context.

â??With this in mind, you must work on the format and design of the copy so that it is as friendly as possible. Highlight the most important statements, so that the letter can also be read in one or two minutes,â? according to the article.

In order to produce worthy and successful copy thatâ??s approved by your readers, put these simple ideas to the test. Prioritize your writing career by considering others before yourself. Donâ??t shy away from trying something new and foreign. And as always, leave your readers wanting and yearning for more.

 

Increase the Traffic to Your Website â?? then what?

Written by Lizzie Bean -- October 8th, 2007 in SEO

If your goal is to increase the traffic to your website, search engine optimization will meet that goal. But, is ranking high in the search engines for the chosen keywords enough to get the searcher to click into your web site?

Once your site is ranking high in the search engines â?? you are given only a small amount of content to convince the searcher that they should visit your site. The web page title is one of the most important factors in your sites’ search engine rankings; and it is one of the most important factors in getting visitors to click on your site. The search engine shows the title of the web page and a description in the results. Here are some tips for creating title tags that will encourage clicks; and then some mistakes that will cause your site to be passed over in the search results.

Title Do’s

  • Use compelling words in your titles-words that will entice the searcher to click on your site.
  • Use a question when creating title tags. When you ask a question â?? this mentally forces a searcher to answer the question and increases the chances of a visit.
  • Use your most important keyword phrase near the beginning of the title, but in a way that will pull in the visitor.
  • Write the title in sentence case â?? start with a capital letter, but continue with all lower case letters. This is easier to read.
  • Make your titles short and snappy. Make it a quick advertisement for your business.
  • Write your title so that the visitor believes your site will solve their problem or answer their question.
  • Create a sense of urgency in your title tags, when possible.
  • Make certain that the title is the first piece of information in the site code.
  • Every page on the site should have a unique title.

Title Don’ts

  • Don’t stuff your title with a string of keywords. It’s difficult to read; looks spammy and it’s unprofessional.
  • Don’t use all caps in your title tag. Don’t yell at your potential visitors!
  • Don’t use a boring title. Create an effective online marketing ad for your site.
  • Don’t use your keyword phrase more than once in your title tag â?? this is bad for optimization AND it doesn’t read well.
  • Don’t use your company name in your title tag unless you use your important keyword phrase as well AND put your company name at the end of your title tag if you must use it.
  • Don’t use special characters when creating titles in an effort to get to the top of the rankings in sites or directories that rank in alphabetical order. For example, don’t add a “!!!” or “AAA” to the front of your title to try to rank higher.

It takes some time and work to rank high in the search engines for keywords that will be beneficial to your website. There is usually a great deal of competition for most keyword phrases. Once you achieve your desired position in the search engines. Make sure you make the best use of the title that the search engine will display to entice the searcher to visit your website.

 

Google Phone to Change PPC Landscape?

Written by Tim Harris -- October 6th, 2007 in Marketing, SEM

Google PhoneIt has been long rumored that Google is in development of their own “iPhone Killer.” Being an iPhone owner myself, I have doubts about the possibility of any company, even Google, being able to develop a phone cool enough to have even a chance of getting me to switch away from my beloved phone. However, word on the street is Google plans to sell their phone dirt cheap, and then provide “free” monthly service. Sound too good to be true? Guess again…

Google CEO, Eric Schmidt, announced in July that the company will participate in the Federal Communications Commission auction for the old 700MHz wireless spectrum. Google is certainly in a strong enough financial position to win the auction, and if that happens, look out! It would enable Google to create a nationwide, ultra high speed network that it would likely offer to consumers for free. Why would they do that? Because by controlling the network millions of people are connecting to, they are assured the default search engine (along with all other default media) used will be their own, and their sponsored advertising revenue would go up exponentially.

This is where the Google Phone (gPhone) comes into play. Computers, even low end computers, are relatively expensive. Cell phones, on the other hand, can be manufactured and sold for less than $100. The Google Phone will be similar to the Apple iPhone by actually being much more than just a phone. They will be miniature, inexpensive “internet devices”, that happen to also be a phone.

The new Google network would not only allow for computers to connect to the internet from anywhere, but it would also double as a free phone network- working exclusively with the Google Phone. Bingo. Why would anyone spend hundreds of dollars for a non Google phone, that also requires an expensive monthly contract with Sprint, ATT or any other major players?! Some still would, of course, but many (dare I say even most) won’t.

How would this change SEM? Well, Google will certainly include a new search tool, that will work a bit differently than normal web searches. It will basically be a sophisticated yellow page like search, yet in classic Google simplistic fashion and style. Users will be just a few touches away from getting 1) a brief description of the business along with a map and directions if they wish 2) a link to the full web site 3) a phone number that will simply need to be touched in order to dial.

Advertisers will literally be lining up to show up at the top of these phone searches, and Google knows it. It’s these advertisers that will enable the free network, and the (possibly even free) Google Phone. The Google Phone will be everywhere, the major cell phone carriers will go out of business, along with many internet service providers… basically, everything is going to get turned upside down, and the resulting tidal waves of users will also change the current landscape of PPC advertising- forever.

Your opinions and comments are welcome.

 

Generating New Ideas

Written by Krista Johnson -- October 5th, 2007 in Copywriting

Today as I was reading CopyBlogger, I ran across some interesting pointers in the article Steal This Copy: Finding Inspiration in the Work of Other Writers. The author, Ryan Imel, discussed the importance of opening up your creativity by experimenting outside of your box. He said that it is good practice to write from a different point of view, like an outsider looking in. I took this advice, put it into play and came up with an interesting, new, and unique thought process and writing strategy. It was a different experience, but one that I would suggest to get out of routine writing and generating new ideas.

Another good argument is stealing other’s content and/or their ideas. I find that when I am having writer’s block or am not able to generate any fresh ideas to get my thought process moving, I read other writers’ works. It is not plagiarism if you refer back to the original author if you are using their words, but also keep in mind, that you are able to take another’s idea and transform it into your own. For example, you see a recipe on a cooking show and decide to make it, but when you make it you alter the ingredients to make it your own creation.

I also find that writing fresh and lively content can come from music. The power of music and lyrics puts people’s minds at ease and relaxes senses. I find that I am able to better connect to my writing when music is playing, kind of an escape from the formal writing process. Thus, music is making writing a leisure activity rather then a chore.

I feel that in order to be a good content writer, you have to step outside of your mind and try new approaches. You could sit outside when writing, play with point of view and character voice, listen to music or watch a film to help boost your thoughts to think differently and create new and acceptable content. Whatever approach you decide to use, just get out there and write differently to keep your creative juices flowing!

 

SEO - An Even Playing Field

Written by Lizzie Bean -- October 4th, 2007 in SEO

Marketing for the search engines was and still is unique in that the playing field is more even than most every other type of marketing. The little “mom-and-pop” shop has as much of a shot at the top spot in the SERPS (search engine results pages) as does the corporate giant who can spend hundreds of thousands of dollars on advertising without even blinking an eye. This is especially true for search engine optimization.

Search engine optimization or SEO, is enhancing a web page to attain good rankings in the organic results of the search engines for targeted keyword phrases. SEO had started many years ago, when the search engines were new. It didn’t take much time at all for people and webmasters to realize that having a site in a top position on the SERPs could drive a significant amount of traffic to their web site. When SEO began, it wasn’t difficult to have a web page rank for desired keyword phrases. And because it wasn’t difficult to make this happen â?? it was a relatively inexpensive service.

Ranking on the first page of Google for targeted keyword phrases has become far more competitive since the inception of SEO, thus making it more expensive and time consuming to reach the desired results. Even though the cost has increased significantly, it’s still well worth the cost and dwarves the cost of traditional marketing. SEO also has the ability to both deliver much targeted traffic and track the traffic and conversions.