The Point

Archive for the ‘Best practices for copywriting’ Category

Nov

Can Your SaaS Copywriter and Content Marketing Consultant Do This?

SaaS Copywriter

Are you considering hiring a SaaS copywriter and content marketing consultant? You’ve come to the right page.

If you’re looking for the “how to” type of posts I generally write I understand if you skip this one and trust you’ll come back soon.

That said, if you have a SaaS brand or manage marketing for a software company, you’re bound to find this post valuable. The conversation here today (er, monologue) is about what a SaaS copywriter can do for you.

Most of my clients sell subscription-based software and rely on my experience to help generate leads, increase conversion, and foster loyalty. Based on my online travels and 30 years of producing marketing content, here’s what I think a SaaS copywriter and content marketing consultant can do for you.

(more…)

Jan

Lead Magnet Ideas, Titles and Templates to Capture More Leads

 

Lead magnet ideas titles and templates

I’ve been bringing you lessons about lead magnets because they’re critical for growing your email list.

I’m not done yet. I’m going to bring it in this one by offering a litany of ideas for lead magnets with titles and templates you can easily adapt to capture more leads from your website.

A quick review, if you missed the prior posts (and offers)…

I’m putting all this effort into helping you create and promote lead magnets because I feel so strong about the need to grow your email list and put the power of email marketing to work. Let’s face it: social media’s a bit slippery to rely on for lead generation and ranking on search is damn difficult for most—especially if you’re an early stage content creator.

Should either search, social, advertising, or any channel succeed in driving traffic to your site, you still lose the battle when visitors come and go without joining your list, getting in touch, trying or buying your product.

The bottom line is you need to give your visitors a reason to give you the keys to their inbox.

And that reason is…? Ultra-strength content… the keeper kind.

You need to offer content that beams from the screen the magic power it takes to get people to type their email address.

This is an exercise to help you crank out killer lead magnets

Our lead magnet creation class shall now commence. I’m glad you’re here. You’ll want to take notes, brainstorm with me, and definitely download the free Lead Magnets Template Kit.

The goal is to inspire powerful lead magnet ideas—featuring compelling titles and attractive covers—that go from being mine to being yours, in a short span of time.

The session will feature:

  • Lead magnet titles that have converted at a high rate for my company and clients.
  • Additional great lead magnet ideas from around the web.
  • Variations on the ideas to help kick start your next lead magnet.
  • And little in-article workshops or brainstorms to ignite the creative process.

(more…)

Jun

Want to Know How to Make Your Written Content Great?

Great written content
You would think everyone and every company would want to know how to create great written content. You’d be wrong. They don’t.

I believe most companies simply want to create written content—blogs, for the most part—and don’t care whether or not it’s great. And I submit, as evidence:

  • The Internet at large: It’s polluted with dreadful blogs.
  • The blog graveyard: A shocking percentage of bloggers pull the plug.
  • The proliferation of content farms: Low-cost writer brokerages continue to thrive because marketers want more pages, posts, URLs, emails… Essentially, they want more web real estate.
  • The atrophy of writing fees: Now that everyone and their cousin-in-law provide content writing services, it’s become Walmart.
  • The bell curve: As interest, and activity, in content marketing continues climbing, a normal distribution curve suggests only a small percentage will achieve excellence.

Content marketing google trendsGoogle Trends data indicates interest in content marketing has risen steadily since 2011.
I suspect a line charting content quality would look different.

It not great, then why?

I wonder if the masses that produce low or mediocre quality content understand content marketing, and in particular, the purpose of written content. It’s hard to deny many companies simply feel it’s an obligation of doing business, perhaps like getting listed in the yellow pages once was.

“The competition has a blog, so we should too.” That sort of thing.

I may fail to deliver new revelations here, but I’m going to reiterate what you can accomplish with content marketing. Understand, first and foremost, the purpose is to help get and keep customers. (more…)

May

Writing Fear (A Written List of Fears)

writing fear

Scribophobia? Keyboard petrification syndrome (aka KPS)? That’s stupid. For lack of a better name, we’ll call it “writing fear.”

Who cares what you call it. If you write, you get it. It’s frightening. Right?

What isn’t?

Quick back story…

I got to know this guy.

Jon Nastor

Jon Nastor. Good guy. Love him. He’s the host and co-host of two podcasts on Copyblogger’s Rainmaker.FM and I was asked to guest on an episode of the Hack the Entrepreneur program. Jon sent me his book, Hack the Entrepreneur.

The book’s essentially entreprenuerial smarties that were also on his show sharing their insights. I know many of them. One of them is this guy.

Jay Baer

Jay Baer. Love him too. Author of Youtility and more. CEO of Convince and Convert. Big-time in-demand speaker. And straight-up good guy. Also a friend. Jay’s quoted in Jon’s book:

“I tell entrepreneurs and would-be entrepreneurs this all the time…
If I can give you any piece of advice, it’s to write down your fears.
People always tell you to write down your goals, and, yeah, I get that.
I don’t do that, actually. I think it’s limiting, but I do write down my fears.”

~ Jay Baer

I felt the need to try it. I did so months ago. You’ll never guess why I haven’t published it until now. Right. Scared. This little trip into my psyche is unlike anything I’ve ever shared.

WTF. Here goes Jon, Jay, Joe, Jack, Jill, Jane, or whatever your name is 😉

Sometimes I fear…

(more…)

Apr

Conversion Course: Learn How to Write Profitable Websites

Copywriting for Conversion

Presenting the Copywriting for Conversion course

Lessons to Help You Reduce Bounce Rate and Create a More Profitable Website

You invest time and money to get people to your website. Your sales suffer when they leave (aka bounce) without clicking and sticking around.

Why do new visitors to your website bounce?

  • They get confused
  • They get distracted
  • They get apathetic
  • They get bored
  • They don’t find reasons to trust your brand

The bottom line: a visitor bounces when his or her comfort level is low.

I’m going to show you precisely what to do to get your visitors into a comfort zone and take action.

Ready to capture more leads and make more money?

There’s no mystery to what it takes.

You need stronger copy—more persuasive prose. You need to understand the copywriting tactics that inspire action.

The truth is, I’ve never found a concise, affordable and truly useful course crafted to help people like you increase conversion with better writing. So I created one.

INTRODUCING THE
Copywriting for Conversion course

I’ve crammed 20+ years of online marketing and copywriting experience into a 55-minute course: Copywriting for Conversion.

The course will teach you:

  • A more effective way to approach conversion
  • The key to every significant sale
  • The 7 reasons copy fails to convert—and how overcome each one
  • The exact words your headline must include
  • A 5-step plan for keeping readers emotionally engaged
  • An exercise for writing a compelling selling proposition that works every time
  • The essential conversion formula
  • The secret to connecting with the right audience
  • Explicit instructions for crafting a call-to-action that works
  • Writing tips based on the psychology of decision making

One client said:

“In Feldman fashion, this course cuts right into all you need to know about copywriting. Words make a difference. Barry will teach you small changes to create huge results for your business!”

~ Tony Howell
GetCreativeSocialMedia.com

Another wrote:

“Barry Feldman is a true genius when it comes to creative headlines and messaging the grabs attention”

~ Janine Popick
VerticalResponse founder, Dasheroo CMO

(Janine’s comment appeared in an article on Inc.com)

I’ve created a video and page to tell you all you need to know about the course, Copywriting for Conversion.

Discover the secrets to high conversion copywriting now

New course learn more>> Learn more about the Copywriting for Conversion course here. 

>> Buy now. Get the lifetime access to the course here at a low (and limited time) introductory rate. 

Apr

The Fast & Simple Way to Increase Your Conversion Rate [Infographic]


Want to increase conversion? Duh.

Want a tedious and complex lesson on CRO (conversion rate optimization) or would you prefer to know the most simple little conversion secret in the digiverse?

Sheeshe, Barry, you ask some silly questions (he writes in a strange third person voice shift).

Okay, my friend, let’s stroll down Uncomplicated Avenue today.

If you want to increase the conversion rate of your web pages, tell your reader what to do next. Loudly. Proudly. Clearly.

The not-so-secret magic trick: the call to action

I don’t think I’m going out on a limb by telling you the church that passes the bucket and asks you to put money in it collects more than the one that stashes a cash box somewhere in its lobby.

“The secret, masters-only technique to compelling your readers to act is to… Ask them,” writes Copyblogger’s Sonia Simone in How to Be a Copywriting Genius.

Sonia also says most copy doesn’t do it. And most copy gets weak results.

We’re talking about that crazy little sweetheart, the call to action, or CTA.

You need one on every page.

So if you want to increase your conversion rate, comb through your website, find the pages that lack strong CTAs, and fix ‘em.

Now.

Or after you take in the rest of this detailed look at how copywriting pros turn readers into leads and customers. (more…)

Oct

9 Unforgettable Tips for Writing Headlines that Work [Video & Infographic]

When you battle for attention in the noise fest that is the Internet, the most important skill you could possibly possess is headline writing. Your headline is going to be the make-or-break element that determines whether or not your content is read.

I want to help make you a better headline writer.

I’ve created a cheat sheet you can use to hone your headline writing. It’s ultra-simple. I spell out 9 tips based on the word HEADLINES. I’ve made it an acronym, a memory device. Each letter is one of the 9 tips… easier to remember, right?

(more…)

Aug

How to Take Advantage of the Web’s Two Most Important Words

Two most important words

Two words: how to. Simple. Effective. Foolproof. Timeless.

“How to” are the two most important words on the web. Experienced writers know it. Now you do too.

Should every headline begin with “how to?”

No. That’d be boring as the Celine Dion catalog.

Should every business blog include how-to articles?

Yes. Some blogs use the technique in practically every post. Again, snoozeville. Some bloggers purposely avoid the “how to” headline. They find it too cliché. Big mistake. Here’s the thing about clichés: people get ‘em.

You can make every post title include “how to” or never type the two words your entire publishing career. Doesn’t matter.

What does matter is your blog posts, web pages, infographics, podcasts, videos, SlideShares, and every friggen helping of content you serve should serve your audience. The sooner you start applying this principle, the sooner you’ll have an audience.

(more…)

May

Conversion Copywriting: Strategies to Create a Customer Comfort Zone

conversion copywriting

How are you feeling?

If you’ve been here before and have come to know and trust me, you probably feel quite comfortable.

Is it your first time? Now that’s an entirely different bale of hay. It’s human nature, right? When you arrive somewhere—or interact with someone—for the first time, you may be curious, but you can’t help being anxious.

Your guard’s up. Your wallet’s tucked away. Any little bump and away you go.

As you’ve surmised, I’m talking about your experience on a web page—one that until now, you’ve never before landed on.

Discomfort’s the mother of all conversion killers

Any copywriter worth his (or her) weight (or rate) needs to understand this reality and quickly wordsmith newcomers down a path to their comfort zone.

Where a web page is the terrain, the copywriter’s the tour guide, instructor, concierge, maître d’, and of course, sales clerk. If the copy can’t seal the deal, it must offer something compelling to start some sort of relationship.

Conversion, we say. Conversion, we seek. (more…)

Apr

20 Signs Your Web Content Writer Won’t Cut Through the Crap

Web content writer

I was on vacation in Vancouver with my family last week. We went to the famous public market on Granville Island. There’s a lot to see and do there. The market seems to offer every flavor of everything.

I would have enjoyed it more if my sinuses were not a stuffed-up mess. When I decided to give my throbbing head a break and sit down and listen to a busker play guitar, my family headed back into the market for tea.

When they came to rally me again, they presented me with a tea specially blended to kick colds. The concoction included ginger and cayenne pepper. I took a sip, gagged, and tossed it in the trash. The tea was nastier than my head cold.

It wasn’t the highlight of my trip, but it’s not an experience I’ll soon forget. I’ll remember where I got it and how it made me feel.

Who the hell puts cayenne pepper in tea?

The answer is a tea specialist, a tea specialist who wants to make someone feel better… a tea specialist that wants to make a bold statement… a tea specialist aiming to get a response from her customer.

For all the same reasons, I submit great copywriters mix in cayenne pepper too. They may not use pepper in every paragraph they serve. They may choose to forgo the pepper in favor of different flavor. But trust me on this: they shan’t shy away from peppering their prose with spice.

Everyone’s a web content writer now

The gold rush of 1849 produced the term 49er, meaning a person who had gone to California to mine gold.

I just did a Google search for “web content writer.” In a half-second the search engine returned 115-million results. From my POV, it seems today’s mother lode is content marketing, the treasure trove that connects customers to companies.

Will the legions of new web content writers earn the nickname 15ers?

I’ve written this post to help you understand wordsmiths are cut from different cloths. I hope to tool you with insights to spare you from the headaches symptomatic of hiring the wrong writer. (more…)