|
Before the internet Location, Location, Location used to drive traffic to your business.
Well that has changed; now it's Content, Content, Content that drives traffic.
What does mean?
Content = New text, copy, that explains who, what, where, when and how your business can fix a searchers problem. This copy is interwoven with researched keyphrases such as " custom molded urethane parts" and the Search Engines see you as relevant to the subject matter, and thus ranks your website. Need help with writing copy? See our Guidelines to Writing Sales Copy, below.
Content = New photos or illustrations that are named accordingly "utility_locators.jpg" and the Search Engines see you as relevant to the subject matter, and thus ranks your website.
Content = New videos and slide shows that are named " Ohio Elevator Installers", posted to YouTube and embedded into your website. The Search Engines see you as relevant ......... by now you understand the concept.
** Additionally, embedding keyphrases into the website's Page Titles, Page descriptions, Alt Tags and META Tags is essential.
Ranking in the Search Engine is not a secret nor a propriety method but rather an exercise in continually adding new content focused on relevant keyphrases. Think of Search Marketing Professional as Strength Coach for your websites muscles.
- A sales copy is composted of the following elements:
- Chapter Title / Headlines. Then subtitles after to explain benefits
- Solve a problem
- Include a statistic
- State a quote
- Ask a question
- Create a mystery
- State your biggest benefit
- Take an opposing viewpoint
- Make a connection – (tug on emotion)
- Show the end result
- Show a comparison
- Show ‘Hot to” – THE BEST.
- Chapter Thesis
- Chapter Introduction (keep it short) (always state what the reader will learn in each chapter)
- “Hook The Readers” – Answer “what’s in it for me”
- Use quotes
- 1-2-3 question sequences to make them think
- As simple as “In this chapter we will…”
- The top benefits of reading this chapter
- Chapter Middle (the meat)
- Use Questions and Statements as heading and answer the thesis
- The following are good ways of lending information
- Tips
- How To’s
- Check Lists
- Resources
- (Side Bars)
- Quotes
- Chapter End
- Give a Summary
- Why read the next chapter
- Action steps
- Invite reader to the next chapter
- Ideas to ponder
- Finishing statement
- General Notes on Sales Copy
- Always talk TO the customer, not about the company.
- Use “You” and “Your” and write as if they were the only one reading the copy.
- Copywriting is a sensory activity.
- Show the reader what it is like to be in the presence of the product.
- What will they hear?
- What will they see ?
- What will they feel ?
- What will they touch ?
- What will they smell ?
- Each chapter should answer 3 to 8 questions.
- First raise them and explain
- Then answer
- “The Chapter that sells is easy to read”
- Use transition words, But, Yet, And,
- Discuss your product throughout to build identity
- All chapters should be about the same length
- Write to your audience’s gender (Men vs. Women)
- Masculine Words. Socks, Cartel, Rupture, Confident, Lavish, Demand.
- Feminine Words. Slipper, Peek, Flutter
- Women are interest in the end result, how will it benefit them.
- Women respond to social influence – put the women in the a place where they will be ‘better off with’
- Women purchase what affects them emotionally – ex. make them feel good or look better.
- ‘Don’t be embarrassed by a bad behaving dog again”
- ‘Do you admire the other owners that have the dog that cooperates and gets along with everyone?”
- ‘Be the person with the well behaved dog on your next morning walk.”
- “Ideal Words”
- Free
- New
- Sale
- You
- Introducing
- Save
- Discover
- Proven
- Guaranteed
- Words that detract
- Buy
- Failure
- Bad
- Sell
- Difficult
- Death
- Order
- Cost
- Loss
- Decision
- Use EMOTIONAL Words Rather Than Intellectual Words.
- Of what we buy 80% is based on emotion. Make the copy connect with peoples emotions.
- Intellectual Words
- Accelerate
- Complete
- For
- Intelligent
- Learn
- Reply
- Wealthy
- Emotional Words (add excitement, Add interaction, Add experience)
- Speed up
- Finished
- Because
- Bright
- Find Out
- Answer
- Rich
- Use PRESENT TENSE
- We will delight you with (NO)
- We have delighted our customers (NO)
- We delight our customers (YES)
.
|
