Wednesday, 16 June 2010

Why great copywriting wipes the smears off your shop windows

Would you go into a shop if there was a load of junk cluttering up the window?

What if the ‘speshul offer’ sign was spelled wrong?
Or what if there was nothing on display that looked remotely like something you wanted to buy?
Of course you wouldn’t.
And the shop owners would only have themselves to blame.
Customers need to be enticed in, they need to know exactly what delights are available inside, and they need to know they are dealing with professionals.
Yet for some reason, all that obvious stuff often gets forgotten with websites.
Online, the home page is your shop window. It’s how you tempt in passing trade, and how you reassure buyers that you mean business.
And the words you choose to put on there are absolutely crucial. Which is why you don’t want to have the web copy equivalent of whopping great smears across the glass.
Spelling mistakes and apostrophe catastrophes are bad enough, but even if it’s all grammatically correct, you can still be turning customers away.
And the quickest way to do this is by not calling a spade a spade. By calling it ‘a fully portable soil displacement utility’ instead.
Customers are not shopping for ‘innovative holistic solutions’, so if you put that on your home page, you’ve lost them.
Instead, describe your things the same way your customers describe things. Nobody ever types ‘bespoke visioning package’ into Google when they want something, so why describe your business like that?
Don’t tell customers you’ve got a productivity tool. Don’t tell them it’s an integrated portfolio of services. And definitely don’t tell them it’s state-of-the-art technology.
Just tell them what it actually is.
If it’s as good as you say it is, that’s all they need to know.


Jon Ryder of FullStopNewParagraph is a freelance copywriter who has spent the last 12 years crafting words for a living.
He has worked for the public, private and third sectors, both online and on paper. His clients include the NHS, government, and design agencies, as well as individuals who don’t have a big business to promote, but do have something important to say.
Today is the first of his guest posts for Mission Imbloggable.
See his site at: www.newparagraph.co.uk

Thursday, 10 June 2010

Article Marketing: A Great SEO Technique

By Kathryn Richards

Did you know?

63% of searchers will click on a result on the 1st page of Google listings, and just 23% will click through to the 2nd page. Getting your site in a top position in Google search rankings has never been so important.

So, what’s the best way to optimise your site so that it gets the top ranking it deserves?

As ever in SEO, content is king. It’s undeniable that results come directly from great quality content.

Article Marketing is right at the heart of this concept- and leads to quality content from you being promoted and distributed all over the web. You’ll benefit from not only more traffic, but more highly targeted visitors, higher visibility in Google and certainly more interest in your products or services.

It all starts off with a high-quality article. The best articles offer something to the reader- perhaps advice (for example, a home improvement company might offer tips about redecorating) or a tutorial (a florist might offer a guide on how to preserve the life of flowers) - or anything, really, that is of interest or adds value to the reader.

These are the articles that promote your company, and its services or products the most effectively.

To get the best results, the article is then taken and, by using only entirely human copywriters along with a specialist licensed software tool, promoted and distributed with unique versions of your content being submitted all across the web.

Every time your articles are published, your site will benefit from a backlink, in addition to your company details appearing next to every publication. What’s more, you can re-use the content in the articles for blog posts, Tweets, or Facebook updates.

It’s pretty simple really- and above all, a great illustration of the importance of quality content when it comes to online marketing.

Minimal effort, low-cost and proven results- is article marketing an SEO technique your business can afford to ignore?

Monday, 7 June 2010

What is Foursquare (and why should you use it?)

By Jon Paget

I first downloaded the foursquare app for my phone several months ago (I'd been told it was the new facebook emerging in 2010) - but it wasn't long before I'd got bored with it and considered it to be one of the many flash in the pan platforms that come and go.
The fact I'm writing this blog post several months later would suggest otherwise...

So, what is Foursquare?

Simply put it's a location based social media platform that encourages users to check in when they visit certain landmarks (which includes pubs, sports clubs, famous places and an ever increasing number of restaurants).

Once checked-in you can leave hints and tips for others to see when they log-in and for each check-in you score points.

OK, but what's the point of Foursquare?

Good question! This is what I struggled with. Social platforms after all are based on their communities. Foursquare currently only has around 1 million users and, with many of those in the U.S, chances are your community on foursquare will be pretty small. This being the case, scoring more and more points seems, well, pointless...

But, one of the best things about Foursquare is the ability to link it with your other profiles on facebook or twitter.

What's the attraction for business?

It's still very early to be definitive about this, but the cafe in my example benefited from being on foursquare...

Earlier this month I checked-in to a cafe near London Bridge (which I'd found by using the Foursquare app). This, having flashed up on my facebook page, led to a couple of friends of mine joining me. And, because of its ability to add comments to each check in, I was able to raise positive awareness to everyone on my facebook profile.

What next?

With the Co-founder of Foursquare, Dennis Crowley, being courted by all and sundry (Google, facebook and twitter to name a few) it seems as though Foursqaure is worth taking a second look at.

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