Rock Solid Writing » SEO Content

Long Copy or Short Copy?

David Denis — Mon, 31 Oct 2011 15:37:50 +0000

That's a lot of reading!

In a recent direct response email newsletter from Bob Bly, he writes on “The Truth about Long Copy.” It got me thinking.

Many people seem to feel that all copy must be short. These people like to choose arbitrary numbers like 250 or 500 words and apply them as length limits to every writing project. They like to say things like, “No one likes to read anymore.” Or “People are too busy to read long drawn out sales presentations.” My favorite one is when they support their position by stating, “I never read anything that takes me more than a minute.”

The Short Copy Crowd is making 2 huge mistakes here:

They infer that because some people don’t like to read long copy therefore there is no one in any circumstance that might be willing to read long copy.
They forget that their own entirely subjective feelings on the matter don’t carry the same weight as hard facts – such as the actual sales numbers generated by the type of copy in question.

There are projects that require just enough copy to pique the reader’s interest and drive them on to where they can find more detailed information. There are also copywriting assignments that need to include every piece of information about the product in detail. The difference is in the kind of product and the business model. Here is how Bob Bly puts it.

…But long copy often out-pulls short copy when:

You are marketing information products or other products that are sold by telling stories or conveying ideas.
You are generating a direct sale … via mail order … rather than just generating a lead or inquiry.
The reader is unfamiliar with your product and its benefits. You are demanding payment with order. The prospect has to pay up front with a check or credit card. He cannot order the product on credit and get an invoice he can choose to pay – or not pay – later.
The product is complex and therefore requires a lot of explanation.
The product is something people want rather than something they need – it is a discretionary purchase.
The product is expensive, representing an expenditure the prospect is likely to consider carefully before ordering.

The beauty of Bob’s more sophisticated approach is that he is not relying on untested emotional assumptions and one size fits all solutions.

He is basing his view on actual numbers. He knows that regardless of his personal feelings (or yours) about long copy, in these situations the numbers show that it sells.
He is tailoring the length of the copy to the need of the project. How much information do you need to SELL this product? Whatever that number is, that’s what you write.

When it comes to copywriting, always remember that the entire and sole purpose of the exercise is to sell stuff – not satisfy critics.

A competent copywriter understands this, and will write the type of copy (and the length of copy) that will get the job done.

This isn’t your daddy’s SEO

David Denis — Tue, 11 Oct 2011 12:37:06 +0000

Life is change. Yeah, yeah. Blah blah blah.

No. Really. It is. And Google is proving it again. They have changed their search algorithm to yield better, more relevant, more useful results for searchers. The bottom line here is that it is more important than ever to focus on the quality of your content. In her article New SEO Rules: See what you are missing Sharon Tisdale Rice writes:

The days of producing lots of content for content’s sake are over. Now content quality matters. Content must be thoughtful, well-researched and unique. Ranking is also affected by whether the writer is judged as an authority on a topic or not. Consequently, you do best by creating truly original content that is not scraped or paraphrased from other sites.

Many subject matter experts don’t like to write, don’t have time to write or just don’t feel that they are very good at putting their thoughts on paper. So when you absolutely positively must create the best content possible, partner up with a skilled writer that can listen and then craft the content that will inform and engage the reader. If it grabs your readers, it will grab Google.

Standing out in the marketplace

David Denis — Mon, 10 Oct 2011 03:14:58 +0000

It is axiomatic — everyone knows that every business must have a website. The trends are clear that more and more people are going to the web to engage in the market place. If you want customers to find you, if you want to effectively call out to them and be heard, you must begin with a website. If you don’t understand this, see my post on Google’s e-book Zero Moment of Truth.

I say “begin with a website” because that is only the start. There are search engine optimization tactics and traffic driving strategies. There are inbound marketing tools and email list building. All of these methods are simply ways to attract potential customers and then engage them.

It’s like a farmer’s market. Exciting displays of the freshest produce, colorfully spilling over the crates stops you from wandering by. It looks so good! You are overcome by the desire to squeeze and sniff the fruit, to fondle and thump the cantaloup. Then you ask the farmer “how much…?”

That display is your website. The keywords help them see you. Your content is the bushels of beautiful fruit that entice potential buyers to stop their mad clickfest and actually learn about the value that your company offers. The single common key to making this whole thing work is CONTENT. People come to your website for the useful and clear information – just like shoppers stop by your stall for the freshest fruit and vegetables.

Your content could be video, audio or photos. But the type of content that will do the bulk of the heavy lifting is your writing. The copy. The text. The words.

Your visitors will quickly size up your website and make a decision about whether it offers them the information they seek or not. If your content is clear, compelling and accessible, there is a good chance they may spend a few minutes listening to what you have to say.They will watch your video, look at your photos. They will spend the bulk of their attention on your text. If they like what they read, then you have an opportunity to continue to engage their attention. This is where you offer twitter, Facebook or LinkedIn. This is where you provide free articles in exchange for their email. This is where they may even pick up the phone and call you. Perhaps they will even act to place an order there and then.

It all starts with the usefulness and clarity of your content.

It ends there too, because it’s the rest of the content that continues to move them down the buying path.

Invest in quality content. Spend good money for the best writing possible — writing that informs, excites and most of all, writing that sells.

The Copy Judge – Clear and Compelling Headlines

David Denis — Wed, 01 Jun 2011 17:49:29 +0000

Perhaps you don’t write copy, but…you do evaluate copy. If you are going to pay someone to write copy for your website, advertising or marketing materials, it had better get results. So I offer some advice on how business owners, marketing directors and anyone dealing with freelance commercial writers can recognize and evaluate the quality of your copy.

If you find it valuable, please pass these on to others who might benefit. All I ask is that you include the blurb at the end so people know where to find me.

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Weak headlines make weak copy. Strong copy is infused with strong headlines that grab the readers’ attention and compel them to read on.

Newspaper headlines are familiar to us. In journalism, a good headline transmits the key idea of the story in brief form, and makes you want to read the rest of it. Form marketing copy, the theory is similar but the purpose is different. Journalism informs. Marketing headlines are about selling.

Headlines must be compelling

The first job of a headline is to grab attention. Your reader is likely skimming quickly through your material. Therefore your copy must quickly and efficiently deliver core of the message. The best headlines use words that are simple and direct, simple subject predicate constructions with strong active verbs.

To grab attention, a good headline focuses on benefits. Rather than a headline that merely describes the product, the best headlines highlight what your reader (your customer) wants. If you are writing for a B2B company, you may want to highlight increasing profit, reducing expenses or saving time. If the copy is for a B2C company, it could be about whiter teeth, fresher breath or greater sex appeal.

Headlines must be clear

Clarity is far more important than being clever. Don’t us use a headline simply to amuse or to display clever word play. There is a danger that the joke can completely distract from the main purpose. Use puns and double meanings sparingly if at all. Construct them carefully so that the reader is in no way confused or distracted. If it does a BETTER job of grabbing attention and a BETTER job of communicating the story, then go ahead. Just make sure it’s not a private joke.

It’s all Headlines

Finally, good copy is infused with headlines. The headline is not only that single line of large print on top of the story. It is each subheading that compels you to read the next section. It is the first sentence of every paragraph. If every sentence is as brilliantly lucid and forceful as a good headline, you have some fine copywriting in front of you.

A final note — headlines for print advertising differ from online headlines. In online articles and stories, keywords have become more important and length is less important. Using the right keywords in your headlines and headings will make it easier for searchers to find your web page, article or blog post, so consider SEO when crafting your headlines. Also, since online items do not have the same kind of space restrictions that the print media must deal with, you can use more space to get those keywords in without worrying about it as much.

As the old saying goes, “Eschew Obfuscation.” Good headlines make it easier for the reader to make sense of the story. Make sure your copy makes good use of them.

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This article is written by David Denis of Rock Solid Writing. Visit the website at http://www.rocksolidwriting.com
David is a freelance writer for hire offering powerful web content,marketing copy,sales letters,white papers,case studies,newsletters,sales scripts,and more.
To learn more,or request a free consultation click here or visit http://www.rocksolidwriting.com/schedule-your-free-copy-consultation/

Read. Feel. Act

David Denis — Tue, 25 Jan 2011 17:17:14 +0000

What causes people to shell out good money to buy something, even something expensive?

It’s not necessarily because it makes sense — although that is important.

The point of decision (buying) is motivated more by emotion than logic. If not skillfully targeted at the right kind of emotion, most appeals will fail to convert into action.

So if you rely solely on overwhelming logic to close sales, you may find that your revenue is not keeping up with your vision. If you keep waiting for people to see the light of your unassailable logic, you will still be waiting long after the cold dead corpse of your business has been picked clean by the buzzards of the auction. What you need to do is light the fire.

Dan Heath of FastCompany explains that emotion, not logic, facts or statistics, is the key to moving people to change. He uses examples of helping people change direction and adopt new habits such as healthy eating or saving money. Imagine, on the other hand, what this means applied to selling YOUR product or service.

Simply put, you cannot merely list features or facts and expect people to make the connections. You must connect those facts to the strong emotions that motivate people to take action. The formula is simple: First people see what they want. Then they feel the need. Then they change.

Applied to writing copy, that formula can be translated as Read-Feel-Act.

That’s the signature quality of truly effective copy.

If your copy needs to create action, rather than simply inform, you must write to touch the heart as well as provide necessary information. One of my mentors put it this way, “People buy (act) based on emotion, and then they justify their action with logic and facts.” Humans act because they want something (love) or wish to avoid something (fear). If your writing taps into either of those primal emotions, you have a much better chance of getting the result you want.

So when it comes to creating your marketing materials or your website, find a copy writer that understands how to really sell you, your company and your products. The best writers get inside the head of the prospect and write copy that throws gasoline on their personal emotional woodpile and tosses on the match. It’s touching that emotional flashpoint that gets things jumping when it comes to your prospects deciding to buy.

That’s why buzzards hate bonfires.

Google Says Content is Most Important SEO Factor

David Denis — Thu, 06 Jan 2011 21:19:12 +0000

I am not making this up. Honest!

Google has published this really nifty, absolutely free e-book called Search Engine Optimization Starter Guide. Stop spending hours trying to guess what secrets are hidden deep within the inner sanctum of the Google algorithm. This easy to read guidebook spells it all out for you.

Of course, it doesn’t hack the algorithm itself, but the way I see it Google is spelling it out for you step by step. Here is what you need to do if you want high search ranking results.

It covers all the basics like page titles, meta tags, urls, navigation in the first 10 pages. Then the next 20 pages are about…content.

That’s right. Content!!!

They lead that section off with this little hand grenade:

Interesting sites will increase their recognition on their own

Creating compelling and useful content will likely influence your website more than any of the other factors discussed here. Users know good content when they see it and will likely want to direct other users to it. This could be through blog posts, social media services, email, forums, or other means.

Organic or word-of-mouth buzz is what helps build your site’s reputation with both users and Google, and it rarely comes without quality content.

Shazam! If Google says it, it must be gospel

The publication goes on to explain how to optimize your text by properly using anchor texts, heading tags, specialized keywords, and so on. The fundamental principle, however, is that if you want to make the most of your website, your content must be useful and accurate at the very least. Unique and timely are even better. Better still, start providing fresh new content on a regular basis.

So download and reading the Google SEO Starter Guide. Save it to your hard drive for future reference. Post it to your blog and send the link out to all your clients. It can provide a powerful resource to help you explain one of the key building blocks of any kind of integrated marketing strategy.

And of course, if you need help generating all that content…you can always outsource it. Just ask me. I know a guy…

Epicurean Tea Company Goes Live

David Denis — Mon, 04 Oct 2010 18:29:17 +0000

Last week, one of my clients published a new website for her small business.

Brenda Martel is refusing to participate in the recession. She is creating her own business selling high quality tea and tea related products, targeting people who are willing to invest a little more to enjoy a far superior experience. A really good cup of tea is one of those pleasures that costs little, but offers great benefits in enjoyment, relaxation and health. I think Brenda may have timed things just right.

The design of the website (by You Promote llc) is intentionally simple — easy to navigate and read. The copy focuses on the lifestyle benefits of fine tea, with a touch of education to help readers view the site as a good place to go for information on tea. We hope to add more educational material as the business develops.

Keywords include many variations on the term “tea” so that search engines read the words in a relevant context. It will take a little time for the website to start reading high on search rankings, but if it’s like other You Promote websites, it should do just fine.

Word has it that the website is already generating some good business — and that’s the whole point of the exercise.

Copy Writing Sample – Konopka Floor Sanding

David Denis — Mon, 21 Jun 2010 14:47:54 +0000

I recently completed some copy for the website of Konopka Floor Sanding, a small business located in Pittsfield, NH.

Larry Konopka spent about 45 minutes on the phone with me, discussing what makes his business special. Out of this interview I mined enough good information and ideas to create about 500 words of really nice web copy to sell his business.

I wanted to communicate three things to any site visitors:

Get the visitor to look at their dingy old worn out floor and feel the pain of how awful it looks.
Imagine how wonderful it would be to have a gorgeous new refinished floor.
Sell them on why Konopka Floor Sanding is the absolute best choice to do the work.

Basically, it’s a sales presentation, but with the web copy doing the work instead of a live salesperson. The website won’t close the sale in this kind of situation, but it will plow the ground and plant the seed so that when Larry talks to his prospects, they are already prepared to buy.

This is a classic example of how high quality web copy can help a small local business gain more sales.

Of course, a nice looking website and strong search engine optimization is critical also. Neil Burtt over at You Promote is great at providing a nice internet marketing package for small businesses. He gets the job done without breaking the bank.

Copywriting Tip: Exploit the Curiosity Gap

David Denis — Fri, 07 May 2010 15:09:19 +0000

What’s Your Copy Writing Secret Weapon?

The “Curiosity Gap” is the difference between what you know and what you want to know. When used properly, there is no defense. Your readers will be unable to resist the lure and will come to your website over and over again to satisfy the itch of their curiosity.

It’s not just about headlines, as in the example presented here by Dan Heath of Fast Company. It’s about providing value that your clients and prospects really want. If you regularly post information that is useful, helpful or revealing, people will keep coming back just to see what you are going to post next. The Curiosity Gap will draw them in.

It’s not all about keywords and search engines. It’s also about content and visitors.

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David is a freelance writer for hire offering article writing, sales letters, training manuals, speech writing, seo content, sales writing, blog articles, copywriting service, sales scripts and business name ideas.
To learn more, or request a quote visit http://www.rocksolidwriting.com/freelance-writer-quote/

Copywriting Example – Interim Management Solutions

David Denis — Tue, 06 Apr 2010 16:31:17 +0000

Interim Management Solutions provides consulting for businesses in transition. As a business grows, it passes through stages where their old ways of doing things no longer serve them well. IMS can step in with solid advice that comes from years of experience to help guide businesses through the choppy waters of change.

IMS is itself going through some change. They want to upgrade and improve their website so that it does more than passively profile their business. It should give a visitor valuable information, promote IMS as the best solution, and sell their business.

IMS is working with Neil Burtt over at You Promote LLC on their website upgrade. Neil specializes in creating promotional websites for small and medium sized businesses – websites that get results without breaking the bank.

The first step in the transformation of the IMS site is rebuilding the home page, starting with the copy. Neil called me to see if I would work on it.

The original copy was descriptive, but unfocused and a little bogged down with management book jargon. After a half hour interview with Ed Jaferian, one of the owners, I crafted some strong copy that is much more accessible so that the reader will quickly grasp what IMS does. These descriptions will ultimately be linked to other pages where the visitor can get more detail and see and offer for consultation.

As I told Ed, when I write copy for business sites like his, I target three major areas:

Eliminating jargon and using plain English
Using direct, strong, simple language in the active voice.
Writing with short well-structured paragraphs that can be easily scanned and understood.
Promoting and selling your business with benefits and regular calls to action.

Ed was so happy with the result that he wrote me an email, saying, “You have done a great job in capturing the essence of what I have been struggling to say.”

We are exploring improvements to the rest of the website as well, including fresher graphic design, stronger copy for the other pages, and search engine optimization. In particular, we are suggesting an email capture feature, where IMS will offer a useful report or “white paper” in exchange for the email of the visitor. This is the beginning of Relationship Marketing, a model that I think has huge potential for IMS down the road.

Be sure to click on the Link to view the current home page of IMS.