It’s easy to make a pledge to cut through the clutter. To be bold. Provocative. Memorable.
It’s another thing to actually do it.
Mediocrity is a relentless monster.
Copywriting tips series: 3
A more effective about page.
So far in my copywriting tips series, I covered how to write a more effective home page, the hub of your marketing in this new media era. Following that post, I did a sequel on writing a more effective landing page, your key to conversion.
Next up in this series: how to write a more effective about page. It’s sure to be one of the most visited pages on your website, but commonly, it’s a serious snoozer. If your analytics show your about page is a leading exit page, you’re going to want to heed the advice I have for you here.
About pages scare even veteran website copywriters. The thing that makes the “about” page the trickiest of them all is the confusing—contradictory, actually—subject of the page itself. You’re tempted to write about yourself or your company. And that’s fair. But if that’s all you do, you’ll risk losing your reader.
Remember the purpose of the visit. What the reader really cares about is him or herself. Your about page needs to be about how you can help him or her. (more…)
“I can’t write.”
It’s the resignation declaration of the self-defeated. It’s also a fat slice of baloney.
You won’t write? You don’t want to write? I’m willing to buy these statements. But “can’t?” Sorry friend, you can.
You’ve been writing your whole life. You write now. You write emails, greeting cards, shopping lists, meeting notes, etc. In your school years, you wrote every day. When you graduated you wrote a resume.
But now, a blank screen transforms you into an anxious, insecure mess.
Look, the starter (or restarter) lesson I’m about to give you won’t magically transform you into a legendary writer. However, I believe if you take my advice and apply yourself a bit you can make meaningful copywriting contributions to your company’s inbound marketing efforts.
Start with an attitude check. Write something for me. Jot down a positive thought about busting through your renewed dedication to writing. You can do it.
Belief is the first thing you’ll need. Your lack of it traces to an unwarranted inferiority complex. You believe in order to call yourself a writer your work needs to measure up to the legends of language. It doesn’t. Remind yourself, every journey begins with the first step. (more…)
To be an effective online marketer, every page of your website needs to be well written, elegantly designed, purposeful and part of the big picture plan. However, after your home page, nothing is more critical to your success than your landing page or pages.
Your landing page is all about conversion.
I want to be clear about what I’m calling a landing page because it’s entirely true a visitor could “land” on just about any page you publish. The landing page I’m offering tips about here are the pages expressly created to solicit an opt-in or a desired action from a prospect. (Pages such as these are sometimes also called “squeeze pages,” though the term isn’t common today.)
The landing page is meant to collect basic information, which almost always includes an email address. The page acts as a gate in front of an offer of some sort. Other common landing page conversion goals include:
While many of the smart, but general, copywriting tactics will apply, a landing page is a different beast. Unlike many of your website’s pages, a landing page is not about helping readers find what they want. It’s about delivering it.
An important thing to keep in mind when writing a landing page is the dynamic at play and, of course, the mindset of the visitor.
Your visitor has arrived for a treat—some instant gratification. Visits could come from pay-per-click ads, display ads, a search result listing, an internal link on your website, a link from another website, an email, and even a printed piece, ad, or commercial.
Your landing page is essentially direct marketing as applied online. Here are strategies to execute when writing your landing page. (more…)
Have you taken advantage of these helpful resources?
I wrote this 28-page eBook to help you understand the essential elements of online marketing and how you piece them together to drive traffic, leads and sales.
In addition to a series of short overviews, The Plan includes key research findings and a long list of suggested content formats to enrich your media, help you expand your reach and increase your influence.
If you’re just getting started with online marketing, you’ll find The Plan extremely eye-opening and useful.
Strike a Chord is 40 pages of show and tell. The eBook showcases a variety of content types, provides a look at (and link to) each example, and a succinct explanation of the WHY the content works.
Read Strike a Chord to learn how to deliver compelling content that draws your prospects closer to your brand.
21 Pointers to Sharpen Your Website is just 6-pages, but packed with the tips you need to know to create a website that inspires visitors to click around and stick around.
Whether you’re creating your first website, replacing your current one, or sharpening the assets on your current site, understanding the principles in this brief eBook will help make your efforts more effective.
I’ve been writing marketing and advertising copy for 25 years (yikes) and written for thousands of companies big and small. Believe me, I’ve learned which skills matter most.
The key to your online marketing success is engaging your readers. Find the Right Copywriter is an 8-page eBook that addresses the 11 factors I believe you need to considerwhen making the important decision to hire a copywriter.