Everyone uses social media these days – or at least it seems like it.

As a copywriter I use it a lot. Whether it’s tweeting for help (usually IT related problems), offering advice, promoting my blog posts, or just general chit-chat, I love using it as a way of connecting with other people.

Did you see that? I said I used it for connecting with people.

The problem is, some social media users out there don’t connect, they spam. And that’s not something you want to do – especially if you want people to follow you or ‘like’ your Facebook page.

What’s spamming?

Well, if you constantly tweet about promotions, your products, news about your company and what you’re doing, without actually engaging with people, you’re spamming.

Granted, social media is a fabulous marketing tool through which you can:

• Encourage newsletter sign-ups
• Promote your blogs
• Promote offers and give-aways

But, if that’s all you do and never respond to questions, share information, or join in with conversations, you’re not going to get a lot out of social media.

Why? Because it’s all about conversing and building relationships and that’s a two-way street, and that means you have to:

• Listen to others and help if you can
• Engage with your followers to see what they are looking for
• Build relationships with people
• Give advice and ask for help

Plus, if you listen to what people are talking about, you can use it as a valuable market research tool.

It’s not all about you

Another great way to build relationships is to promote other people.

If someone tweets that they’re looking for a great designer, and you just happen to know one, put them in touch with each other.

Marketing – Connecting – Reciprocity : The 3 pillars of social media.

If you remember that, you’ll start to get the most out of social media.

Go on, join in, it’s fun. For starters, why not follow me on Twitter –here I am, @sallyormond.

Are you being tempted by the dark side?

Are you looking for great results without the hard work?

If you are, you are heading for a very big fall because the grass most certainly isn’t greener on the dark side.

As an online marketer, search engine optimisation is vital for your survival. But the only effective way to boost your visibility is through an effective, white hat SEO strategy.

It’s not a quick fix, it’s a long term solution that needs constant nurturing. So if that sounds like too much like hard work to you, perhaps you’d better rethink your online marketing  career.

Creating a winning SEO strategy

If you’re hoping that I’m now going to say I was just kidding and you can achieve great rankings really easily – you’re going to be disappointed.

To be an SEO winner you’ll need the following on your shopping list:

• Well researched keywords
• A professionally designed website by someone who understands SEO
• A professional SEO copywriter to create reader-friendly copy
• A link building strategy

SEO is a slow burner – overnight results are unlikely (but not impossible, that depends on the competitiveness of your keywords) but if you keep at it and maintain your strategy’s momentum, you’ll get long lasting organic results.

And organic results means no hefty pay per click bill every month.

Creating a losing SEO strategy

If all of that seems like hard work to you, there are some techniques you can adopt to cut corners.

Of course, if you do that you will also encounter the wrath of Google which is never nice. Plus, your website will probably look shocking, read abysmally and will never convert a visitor in a month of Sundays.

Those lovely people at SEOmoz have produced a list of 32 SEO tactics to avoid. These are all black hat techniques which must be avoided at all costs.

Grab yourself a coffee and have a read through them and make sure your strategy is above board and whiter than white.

Some of the comments are really interesting too.

Over to you

What has been your most successful SEO strategy?

Please leave a comment and share your experiences.

If I asked you to give me an example of powerful copywriting what you say?

• Something that catches your attention immediately
• A headline which draws you in
• Simple to read copy with lots of headings

Hopefully your answer was something along those lines. Powerful copywriting is all of those things.

The problem is when some people try to write strong copy they get it all wrong. Bear with me and I’ll explain.

Shouting copy

A few days ago, I was writing some web copy for a client and my husband was working from home. He works for a German company and deals with a lot of customers located around Europe.

That particular day he was engaged on a phone call to one such customer. Instead of his usual voice, I heard a rather strained conversation being conducted in very slow, broken English.

He, like many of us, is guilty of adopting the technique of speaking very s-l-o-w-l-y and loudly when speaking to a non-native English speaker.

What does that have to do with copywriting? Well, it is something you also see in print in the mistaken belief it is getting your message across strongly.

The problem is, people try to replicate the ‘hard sell’ type of copy for their own websites, newsletters and emails. You know the kind of thing I mean – long copy, bright colours, bold text and lots of highlighting. Don’t get me wrong, that type of copy has its place and (believe it or not) works – but it isn’t a style that should be used for everything.

Building confidence

The problem with that type of text on your website, or in your newsletters, is that it doesn’t instil confidence.

Your words have to convince rather than your font size and colour.

Your copy has to resonate with and engage your reader so they are drawn into your copy. Then, by focusing on the benefits, you will convince them they have to have your product or service.

Don’t use brash and in-your-face sales techniques – chose your words carefully and:

• Create a strong headline
• Capture their attention immediately with benefits led copy
• Keep your font uniform and only change size for headings and sub headings
• Use only one colour for your font (preferably black or white)

Your copy will look professional and readable.

Would you want to look at a site full of colourful text of varying size? I doubt it, and neither would your readers. If you want to be taken seriously, make sure you approach your marketing materials in the same way.

Be professional, be clear and concentrate on your benefits.

This is amazing.

Your search engine optimisation strategy is working. Targeted traffic is flooding to your website and your professional copywriting is converting them because they are going straight to your contact form.

Fantastic. So what happens next?

Getting traffic that converts is one thing but does your customer service match their expectations or is it letting you down?

There are a number of ways your customers will be able to get in touch with you so you must ensure the service they receive via their preferred method is first class.

1. Email

Although your customers won’t expect an immediate response via email, they don’t to be left hanging around for weeks either.

When you get an email send an acknowledgement so they know you are aware of their question. Within that email give them a time frame in which you will respond – and make sure you stick to it.

If at all possible, try to reply within 24 hours or sooner if possible. This could well be the first contact they have with you so make sure it’s a good experience.

2. Hanging on the telephone

When your phone rings, answer it.

If you leave them hanging on the end of a ringing phone, your potential customer will probably hang up and ring someone else who will answer.

A lot of companies use an automated answering system – there’s nothing wrong with that, just make sure they reach a real person quickly.

3. Live chat

This is a great option to have on your website because it means your potential customer can get an instant answer.

A simple click on a button connects them to you and this ease of contact shows you as a company who puts its customers first.

Of course, you just have to ensure the staff member manning it is qualified and has the knowledge to help.

When things go wrong

Not every contact will go smoothly – it’s a fact of life that you have to be prepared for.

When something does go wrong (and it will), how you deal with it is what matters. Be an adult, hold your hands up and apologise. Then put it right and follow up to make sure your customer is happy.

A mistake won’t lose you a customer – how you deal with that mistake will.

It doesn’t matter what business you are in – great customer service is essential. Even if your brand is one of the most sort after of the minute, if you give bad customer service people will walk away (and are unlikely to return).

Always, always, always put your customers’ needs first.

Website copywriting is just one of the services I offer my clients. Creating copy that is effective is essential if you want your website visitor to become a paying customer.

Generating copy that is interesting, relevant and that sells isn’t as easy as it sounds and there are a number of factors that you must consider when creating your website copy.

In fact, these factors are equally relevant when writing copy for all your marketing materials such as brochures, case studies, newsletters, emails etc.

Even though you are writing about your products and services, it is your reader who must be at the forefront of your mind. Ask yourself:

• Who am I writing this for?
• What do I want to achieve through this copy?
• Why do I need to write the copy?

That’s a lot to think about so the easiest way to explain how to write effective website copy is to look at it from a journalist’s point of view:

Website copywriting for your customers

W-W-W-W-W-H

No, I haven’t gone mad. Let me explain a bit further.

Who

Think about who your product or service is going to help. If you can answer that you know who  your target market is. When you know that, you can establish the tone and voice you will use to convey your message (i.e. conversational, formal etc.)

What

This might sound a bit daft but think about what you’re writing and what it will mean to your customers. This thought process will help you identify the main benefits of your product or service – essential to help them reach a buying decision.

Where

Asking you to think about where your customer can get your product or service probably sounds stupid but you’d be amazed at how many websites omit this vital piece of information. If you copy does convert them into buyers but you don’t tell them how to get their hands on your product you’ll lose them.

Why

This one is all to do with the benefits again. Rather than just list them, relate them back to your customers life to illustrate how your product or service will help them. Whether it’s saving time, money or making them more glamorous, tell them directly as you should never assume they’ll instantly see the bigger picture.

How

This is the nitty gritty of your product. Make sure you explain how it works, how much it costs, where they can buy it, what the guarantee is, what the postage costs are etc. Make everything crystal clear so they don’t have to go looking for answers.

By taking all of those areas into consideration your website copy should address all your customers needs and questions.

Other than that, make sure:

• You keep it simple using simple language and no jargon
• Use a clear call to action so your reader knows what you want them to do
• Never make exaggerated claims – be honest
• Any offers you use must appeal to your market and you can make them extra beneficial by limiting the offer to a time period or number of customers

Writing your copy with your customer in mind will help you focus on what is really important. Make sure that information is at the beginning of your copy to get them hooked straightaway. Other information, such as features, can go further down to reinforce their decision to buy.

Keeping in touch with your customers will set you apart from your competition.

All too often businesses take your money and wave goodbye. But they’re missing a trick. Regular contact with your customers (and prospective customers) is vital because it keeps you in their mind when they’re in need of your products or services.

An effective way of doing that is by producing a monthly newsletter.

Newsletter content

Many businesses stumble at the first hurdle because they don’t know what to include.

Your newsletter can be used to convey great information, industry updates, special offers, announcements, helpful hints—anything that will add value to your customers.

Of course a newsletter isn’t a lot of use without anyone to send it to. The best way to develop your mailing list is to grow it organically—home grown will always bring in better results than a bought in list.

Here are 3 ways to ensure your newsletter works:

1. Opt-in

If you want someone to opt-in to your list you have to make it easy for them. If you hide the opt-in form deep within your website they’re not going to go looking for it.

Make sure your sign-up box is highly visible, preferably on every page and simple to complete.

Make sure you also make them aware of what you’ll be sending and how often and reassure them that you won’t share their details with anyone else.

2. Content

Your content shouldn’t be overly promotional and whatever you do, don’t jump in immediately with a sales pitch.

Start with a recommendation, article, or comment on industry news. Follow that up with a hint or tip that your customer will find useful. Once you’ve given them something for free you can then bring in your offer or a case study to promote your products/services.

If you’re still stumped and have no idea what to write why not enlist the help of a freelance copywriter to write the content for you.

3. Two way traffic

Make it easy for  your reader to interact with you through your newsletter.

After reading your news they may want to get in touch so don’t use a “no-reply” email address. Make it simple for them.

Always remember that your newsletter is about adding value to your relationship not selling. Be generous with your information as this will develop trust and with trust comes sales.

Regular communication with  your customers is a great way to keep them informed and to keep your name firmly etched in their minds.

One of the most effective ways of doing this is through email marketing. 

New subscribers will eagerly await your first email to land in their inbox. They will probably continue to welcome them until, one day, the honeymoon period is over.

You will begin to realise your emails aren’t being opened as often (or at all); your messages are now unloved, unopened and unwanted.

What do you do?

Panic?

Send flowers?

It’s time to take action.

Fighting email marketing list fatigue

1. Frequency

Are you still sending the same number of emails? When your subscribers opted-in, you would have made it clear how often they would hear from you. If you’re sending more it could be time to scale back a bit.

2. Stale content

Are you starting to cover the same old stuff?

Perhaps the layout and content is becoming too predictable? If so it’s time to inject some life into them.

3. Incoming!

Bombarding your customers with news and new offers will get wearing. If you have new products to announce stagger your emails so they don’t receive 4 or 5 from you within one month.

4. Subject line

These are never easy to write and although you may have been buzzing with great ideas initially there’s a chance they’re becoming mundane and ineffective. 

People will only open an email if the subject line catches their attention so perhaps it’s time to have a rethink about your subject line approach (or call in a copywriter to help you generate fresh and appealing content).

5. No one’s home

Email addresses change so if one of your recipients hasn’t engaged with your mailings (i.e. they haven’t opened it) for 6 months or more, send out a ‘reengagement’ email. This would be an email that asks them to take an action if they want to remain on your list.

If you don’t hear anything it’s safe to say that either:

• The email address is no longer active, or
• They no longer want to receive your emails

So it may be time to remove them from your list.

6. Spam

Spam filters may be stopping your emails getting through so make sure you test them.

To make sure your email marketing continues to be successful, regular list maintenance is essential to ensure that:

• Your readers are happy with their content
• All email addresses are active
• You are avoiding spam triggers
• Your subject lines are being effective

In any business relationship, trust is probably the most important factor. After all, if someone doesn’t trust you they’re not going to buy from you.

So, when you’re creating your marketing materials, your copy has to convince your readers that you are trustworthy.

Before I go on to explain how this can be achieved, I want to look at how you can build trust through blogging. The posts on your blog are very personal to you so your reader instantly connects with you because they feel they know you through your words. This is the exact type of connection your sales writing has to replicate. 

The problem is many people believe that if you fill your copy with hype and shout BUY MY PRODUCT NOW people will do as you ask.

Wrong.

We all have a natural resistance to buying. When asked to part with your money it’s only natural you become cautious.

To get your customers to buy you must prove you’re not a charlatan and you’re not going to rip them off. You have to convince them to trust you – not something that’s easy to do through text.

Here are a few techniques you can use to create copywriting that sells.

Tell them a story

Don’t rely on bold or colourful lettering when telling someone about your product – that won’t make them buy.

Everyone loves a story so use that in your copy to help build credibility. Tell them why you created the product weaving in your credentials (number of years experience, clients you’ve helped etc.) to your benefits driven copy.

By incorporating the benefits in this way you’ll instantly begin to break down their buying resistance.

Just by chance

Many people fall into business or stumble across a great idea for a product. If this is how you started tell your story. Show them the process you went through to bring your product to market and how it has helped others.

There’s no room for fairy stories in business so your story has to be true and credible if it’s going to work. This approach is an excellent way to make a human connection with your reader.

Case study

The case study is one of the most powerful sales tools there is. Writing about a client’s experience of your product/service will show the reader exactly what can be achieved. 

Boost your credibility by naming names, showing quantifiable results and using direct quotes from your customer.

As you can see, selling is about showing the benefits, breaking down resistance and convincing them to buy.

Once you’ve put your ‘sales pitch’ across don’t forget to add in your call to action to make sure they buy.

As a website copywriter, I have been know to harp on about your website copy should address the needs of your reader.

What do I mean?

Basically, your content must focus on the benefits of your product/service to the reader rather than focusing on your company and its accomplishments.

That may sound easy but it isn’t. To create great copy that’s compelling, you have to distance yourself from your business which is why many companies opt for the services of a professional copywriter.

Writing for your reader is the way to go but that doesn’t mean you have to totally forget about yourself. You still need an outlet on your website where you can shout about you and what you’ve done. And that’s what your ‘About Us’ page is for.

Do people really read the About Us page?

Yes.

We all need to know who we are buying from - the face behind the business. We want to be reassured they are someone we can trust which is why the About Us page exists. So don’t blow it.

Meaningful

Make it meaningful which means don’t fill it with jargon and technical speak. You won’t impress your reader just because you know a few long words. If your content isn’t meaningful it won’t have an impact.

Be yourself

This is your opportunity to sell you as a person. Which means don’t use a stock photo on your About Us page, use one that shows you and your team – why hide?

Be real

Write in a friendly conversational style. Tell your reader why you started your business. The process you went through to develop it into the company it is today. Make it a human interest story – but make sure it is real. Don’t try and pull the wool over your readers’ eyes.

Don’t hide

If you want your contact details on this page make sure they’re accessible and include:

• A valid email address
• Telephone number
• Full postal address
• A map

Back it up

Include testimonials or sound bites from happy customers. But make sure you reference them – a testimonial without a name is worthless.

Your About Us page is very important. It’s not a main sales page but it shows your reader who you are and why they should do business with you.

Use it to show your human side and connect with them.

Just about any copywriter you meet would have, at one time or another, uttered the words - content is king

So you know how important content is and you understand the importance of social media in today’s marketing strategies but do you know how to use them to optimal effect?

Content and social media – a marriage made in heaven

I spied a post recently on Social Media Examiner called How Content and Social Media Equal Marketing Success which investigates the union between content and social media.

The video interview with Jo Puilizzi (author of Get Content, Get Customers) points out the importance of content and how it must be written in conjunction with your social media strategy.

Start at the beginning

Before any business dips its toe in the waters of social media, it has to identify the online ‘hang outs’ of its customers.

Then its has to start having conversations with them. This relationship building is the foundation to all social marketing:

• Talk to them
• Find out what they’re looking for
• Contribute to their conversations
• Provide great information.

Done effectively, your customers will absorb your information (eBooks, white papers etc.) and spread them to others.

The video is about 12 minutes long but is well worth a watch so grab a coffee and discover how to make your content marketing go further.