Tag Archives: advertising

3 Essential Copywriting Secrets for Today’s World

3 Essential Copywriting Secrets for Today’s World

Copywriting – writing to sell – is in many ways much easier than it used to be, it’s also harder, in today’s busy world. Back in day, you could write catalogue copy, or a brochure, and call it done. Today, both your catalogue copy and brochure-like websites need to be tagged with meta data, and supported with social media marketing.

Let’s look at three essential copywriting secrets for today’s busy and fragmented audiences.

1. Emotion First – THEN Make Them Think.

Arouse emotion in your audience first, THEN make them think. The old copywriting formula, AIDA (Attention, Interest, Desire, Action) is based on emotion. Emotion not only grabs attention, but it also inspires action. AIDA is useless without emotion.

The easiest way to arouse an emotion is via visuals. A recent post on visual content on the Buffer blog made this point:

The brain processes visuals 60,000 times faster than it does text. We are wired to take in visual content faster and more effectively than we are words. Ninety percent of the information sent to our brains is visual; we’ve been trained to consume visual content as quickly as we can.

Bigger is better with visuals – viz print magazines and social media – for two reasons: emotion, and memory.

I’m a writer, so I’m heavily focused on words, but visuals allow you to arouse emotions faster in your audience, and get them to remember more. Here’s an interesting PDF from hp on the power of visual communication.

Copywriting is persuasion, and there’s no persuasion without emotion.

2. What’s the Big Idea?

Every copywriting project depends on the power of a big idea, such as the idea (and the emotion) behind David Ogilvy’s classic Rolls Royce ad.

Your big idea is the message. You’ll leverage your message with content, so the more you consider your message, and its implications, the easier it will be to leverage.

Politicians know the persuasive power of repetition. They stay on message. You may repeat words in your copy, however, beyond words, focus on the emotion, and your big idea.

3. Leverage Your Message With Content.

Copywriting isn’t just advertising in today’s world.

From The art of adverts: How social media is changing the way companies speak to consumers:

“The guys get together in the morning and say, ‘what’s happening, what’s in the news and in the online space’,” he says. “It might be something relevant to one of our brands and we need to come up with an idea and get it out there in a short space of time.”

Today, your copy needs to be leveraged with content, in any way you can manage it.

You’re running a small business; you don’t have an advertising agency to do your social media for you. Indeed, social media can seem like a nuisance. At best, it’s an afterthought.

What if you switched that around, and made social media the focus of your advertising? Start paying more attention to social media. You may find that social media not only enhances what you spend on advertising, but helps you to spend less.

As John Wanamaker said: “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.”

In summary, consider emotion first, then focus on your big idea, and leverage it with content. These copywriting secrets are essential today.

Enjoy Writing? Imagine Starting and Running Your Own Highly Successful Copywriting Business.

Copywriting Business: Master Class

You can earn while you learn to write copy in ten weeks. Join us in the Copywriting Master Class.

, and on Twitter: @angee.

You can find Angela on Pinterest, too.

Copywriting Tips: For New and Established Copywriters

copywriting tips

It’s copywriting week on Fab Freelance Writing Blog. Not only will we have copywriting tips galore, we’ll be cover our usual mix of writing guides and inspiration.

Looking around on various forums, I noticed that “copywriting” has morphed into a weird mix of definitions. Content writers who write informative rather than sales material call themselves copywriters, as do copyeditors who are editing books.

When I talk about copywriting, I mean advertising — sales writing.

Here are some articles we’ve published recently.

You, The 30-Second Copywriter

Copywriters sell. They make money. If you’re a struggling writer, and you’d like to become a copywriter, you can become one in 30 seconds or less.

I’ll share my favorite copywriting advice with you in a moment. If you take it on board, you’ll not only be a successful copywriter, you’ll be a success at everything you choose to do. Think I’m kidding? Not so.

Read the article.

Your New Freelance Copywriting Business: 3 Quick Tips

You want to start a freelance copywriting business. Congratulations! Not only is copywriting lucrative, it’s also lots of fun. You need empathy, creativity, and the ability to persuade.

I was lucky; I fell into copywriting completely by accident. At the time, I was a romance novelist. To my mind, real writers wrote novels. Writing copy, on the other hand, was business. I was wrong, and right. Copywriters are real writers, and copywriting is writing forbusiness.

Read the article.

Copywriting Skills Equal More Income

Want to give all your writing a boost? Use copywriting skills. All writing is writing to sell in one way or another. If you tell us something, we want to know why we should care. Forget yourself. Think as your audience thinks.

When a writer says to me: “My book isn’t selling…” or “Help! I need to make $X fast to pay my bills…” I know that that writer’s not using copywriting skills. Please don’t tell me: “I’m not a copywriter,” just consider that you could use a copywriter’s mindset to put yourself in your audience’s shoes.

Read the article.

Advertise Yourself: 5 More Easy Copywriting Tips for Writers

Want to make more money writing? You need copywriting skills. We looked at five easy copywriting tips for writers to help you to advertise yourself. Let’s look at another five.

Read the article.

Copywriting Cash in 2014: 14 HOT Copywriting Tips

Want to increase your writing income in 2014? It’s simple. Learn copywriting. Not only are copywriting skills essential for any writer; you can also provide copywriting services to others.

Let’s look at 14 HOT copywriting tips which will help all your writing this year. By putting just one of these tips into action, you’ll be able to increase your income substantially.

Read the article.
, and on Twitter: @angee.

You can find Angela on Pinterest, too.

Marketing Strategies For 2014: Tearless and Fearless (4 Tips)

marketingstrategy2014

Wondering about your marketing strategies for 2014? Many small businesses earnestly create marketing plans, but our strategies last as long as New Year’s resolutions.

Invariably, Murphy’s Law applies. We want to try the latest big new thing (content marketing, perhaps) but whatever we try turns out to be more complicated than we expect. Or it needs more resources that we have. So we pull back and focus whatever’s familiar, even if it’s expensive, and no longer works as well as it once did.

Let’s look at four tearless and fearless marketing strategies. Tearless because they’re free. They just take time. Fearless because they’re easy.

1. Do more of whatever worked for you in 2013.

What worked for you in 2013? If you’ve got an ad that’s been running in your local paper for three years, keep it up. Your customers are used to your ad. They expect to see you there. However, consider experimenting a little. Could you run special offerings for new customers?

If you’re using Twitter to manage customer service, keep doing that. Consider creating a Twitter-specific page on your website to welcome new customers, and tell them who you are.

2. Get found online: blog.

Does your business need a blog? Probably, if only because it will:

Improve search engine rankings – The more content you produce, the more likely you will be found by your prospects when they are researching your industry online. As long as you have a content marketing strategy in place, optimizing for specific long-tail keywords, you should see a significant increase in search engines rankings.

Here’s the easiest and laziest way to answer the “blog or not?” question. Check your competitors’ websites. If they’re blogging, your customers will expect you to do the same.

If you hate writing, post images of your products, your customers, or your town. Blog whatever YOU like. Treat your blog and your Twitter account as your customer service department: help your customers, and your prospective customers, and you can’t go wrong.

3. Forget about the “shares.” Think: “conversions”.

If you’re using social media marketing, Search Engine Journal offered this advice in content marketing trends for 2014:

The main thing that we expect to see in the New Year is for marketers to shy away from the cheap, clickbait content that inflates “vanity metrics,” and move more towards creating niche-specific, high quality content that provides value to their followers.

When you provide valuable content, your visitors will stay on your website longer. This gives you more opportunities for conversions (sales.)

4. The Web means Google and that means Google+.

If you’ve ignored Google+, revisit the network.

As Brett Nuckles suggests:

Getting on Google+ will help Google’s Web crawlers index your site, leading to higher placement during a Web search. It will also ensure that customers get the right information when they search for your business on Google.

2013 has been a big year on Google+; the network is becoming more useful by the month. Google’s sinking money into it. Studies suggest that Google+ has over 500 million users, and that almost 70 per cent of marketers want to learn more about the network.

What marketing strategies are you thinking about for 2014? For me, the mix is much as before. I’ll be blogging, and will remain active on social media. Wherever you are in the world, I wish you much success in 2014. :-)

write a book book coaching

, and on Twitter: @angee

Content Marketing Power: 3 Winning Strategies For Content in 2014

Content Marketing Power: 3 Winning Strategies For Content in 2014

Content marketing is the new advertising. Businesses place content on their own websites and share it on social media. They may also commission “sponsored content”, which is posted on high-traffic websites.

Here’s why. A recent study found that the cost of customer acquisition via content was 25 per cent of the cost of acquisition via paid search. In addition, content offers longevity for advertising; paid advertising stops when payment stops.

If you’re already creating content, you know there are challenges. Not only do you need to make time for creation, or pay for it, you also need to manage all your new creative assets. You’re now a publisher, with all that that entails.

Let’s look at how you can succeed with this new form of advertising, without going crazy.

1. Create Short and Long Term Marketing Goals.

Before you create a plan for creation and delivery, consider your overall business goals, as well as both short and long term marketing goals. Your goals form the basis of your strategies for 2014. Those over-arching business goals are the foundation of all your efforts.

You also need goals for the venues you’re using. If you know that most of your customers use Facebook for example, and you create material for Facebook, create goals too. Then track those goals carefully. If you discover that your followers don’t convert, you’ll need to rethink that strategy.

2. Be Aware That Outreach and Distribution is as Important as Your Content.

You’ve created your information assets such as articles, presentations, images, and videos, and they’re wonderful. But how do you get attention? This is a huge challenge. Google’s cycle of updates meant that many websites lost rankings and traffic.

You get attention by doing outreach, to bloggers, news media, and other websites. A clever marketer said recently that “social media is the new SEO”, and that seems accurate. Build up your social media profiles, so that you have an audience which will appreciate your material, and link to you.

Build relationships, so you can alert your network of contacts when you publish new material. Ask them to share your material on their social media sites. Naturally, you’ll do the same for them

Become a Thought Leader: Write a Book.

Write a book? I’m sure you feel that you have enough to do, without going to those lengths. Consider that in 2014, the competition for attention will be even more intense.

A book gives you authority and builds your brand. It doesn’t matter what kind of business you’re in, few of your competitors will write a book, or will even consider it. You’ll stand out from the crowd.

You can write a book, or get a ghostwriter to write it for you, and have paperback copies for sale in bookstores, and online, within weeks of completing it. You can have digital copies in ebook stores with 24 hours of completing your book.

So, there you have it. Three tips which will help you to take the reins of content marketing in 2014 without going crazy.

 

, and on Twitter: @angee

write a book book coaching