BloggernityArchive for Copywriting
Web Copy Empty Promises – Quality, Service, Solutions, Mean Nothing
Posted by: | Comments“Belaboring the obvious” website copy is what you find on almost all b-to-b and b-to-c websites. And that really hurts your business. Let me explain.
There’s no such thing as a “solutions provider”
When you approach any business owner or business representative for “solutions” to your problem or need, do you expect them to say, “We’re a solutions provider.” No. You expect them to listen to your problem and tell you they understand your problem and this is how they’d solve it. Your website needs to do the same thing.
Extended warranties send the wrong message
Originally posted 2007-10-30 22:13:38. Republished by Blog Post Promoter
The worst marketing word in writing b to b copy – “solutions”
Posted by: | CommentsI have no idea what this word means. And neither do the people who read it. I really get frustrated when marketing people try to write copy. I just had a marketing person insist I add this to a paragraph:
”We’ll help you determine and identify your exact needs, then create and implement solutions that provide you with the results you need.”
I have no idea what that sentence means and neither will the business managers who read it. This is what I mean by corp-speak. Generic terms that say nothing specific to the “needs” of your potential client.
Originally posted 2007-08-06 10:22:34. Republished by Blog Post Promoter
Your Sales People Are a Great Resource to Start Your Web Copy
Posted by: | CommentsWhen you decide to create new copy for your website, the best resource to start with is your best sales people. Websites should never have marketing copy or hype. Instead, you should be communicating with your website visitor like you would if you went on a scheduled sales call.
People never visit a business website because they’re just browsing. They are searching for something and should be treated like a prospect who’s already interested. They just want to know if you understand their need and can solve it. Period.
So either sit down with your best sales person and role play a few sales calls and record them or send them on a few sales calls with a recorder in their pocket. Or if your customers usually call in or email, record those with the responses. Then give those recordings to your website copywriter and let them polish them and rewrite them for the web layout.
Originally posted 2008-02-12 08:04:26. Republished by Blog Post Promoter
Linkbait Your Blog Post Plus Keywords or Suffer the Consequences
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Linkbait and keywords are not the same thing. They are very different but both are important in blog headlines to get traffic. I’m really tired of the “linkbait” versus “links” versus “write for people” schtick.
If you have any writing ability at all, you should be able to do all three. And even if you’re a hack, you can still do all three.
Originally posted 2009-06-22 23:18:43. Republished by Blog Post Promoter
Article Marketing Services and Software – What not to do
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Article marketing services and software can be a nightmare and will hurt your business far more than they will help if you choose the wrong one. Too many of them either use software to generate the articles or extremely low cost “writers” from a country where English is at best, a second language.
When it comes to article marketing strategies, there was a time when lame content generation by English as a second language writers or “automated software” would work. The search engine robots were dumb and didn’t know any better. However, those days are long over. The search engines can read and understand English just about as well as you and I can. They can tell the difference.
Originally posted 2009-07-06 11:40:45. Republished by Blog Post Promoter
