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While product page design has improved in the past few years, an often neglected area is sales copy.
A common mistake is to simply place the manufacturer’s product descriptions on pages. While this approach is easier, a more personal touch and unique tone of voice can help your product pages stand out and really sell the benefits of products.
I'm going to explain why good sales copy is so important, and look at some examples where retailers are getting this spot on...
I’m currently developing some wireframes as we pave the way for a revamp of this blog later this year. There are lots of things to think about. One of those things is typography. Closely related to that is optimal headline length.
I always try to write headlines that fit on one line, though I don’t always succeed. Nevertheless, short headlines beat longer ones for lots of reasons. As such I’d like to introduce the 65 character rule. Actually it’s 65 or less, to be precise.
I believe that if you resort to using a ghost-tweeter to update your Twitter feed then you’re doing it wrong.
Why? Well mainly because I think social media is about customer (or audience) centricity. It is about placing the customer at the very heart of your business, and caring about what they have to say. And as such it has an impact on – and it reflects – organisational culture.
The brands that are doing social media right are very much focused on listening, sharing, communicating and responding. Outsourcing these tasks is myopic, and it can also be rather dangerous (especially if you fire the ghost-tweeter and fail to change the passwords to your social media accounts).
Using a freelance copywriter isn't just about flexibility and convenience. It's often the best way to get a quality result.
A few weeks ago, Sharon Flaherty wrote a guest post here entitled Want quality content? Produce it in-house. As her title suggests, Sharon argues that the best way to get high-quality content is to employ an in-house copywriter.
Although I commented on the post, I feel it deserves a more considered response, so here it is.
There are so many ways to segment an audience and target your messages – by job title, industry, seniority, behaviour... But there's an important dimension that's often ignored by B2B marketers: psychographics.
How different prospects feel about things can guide your segmentation, offers and creative. The trick is to find ways to get your psychographic targets to identify themselves so you can market to their specific biases.
If you are responsible for adding high-value content to your website, you are constantly being challenged to find page or post topics which are new, shareable, helpful and original.
Every business is now a media business. Smart and successful ones think and behave like media publishers even though their origins are miles away from content creation.
Some brands, by their nature, find it hard to build a social profile and reap the SEO benefits. One way round this is to build a community of peers and competitors rather than customers.
Every copywriter and marketer faces the challenge of writing web copy that connects with their readers. Engaging copy encourages visitors to find out more, spread the news to colleagues and make return visits.
Everybody loves to be retweeted, unless they’ve completely messed up, but it’s worth noting that retweets aren’t created equally.
Speaking from the perspective of a publisher, we love it when our links are shared. But what I really look for is the buzz surrounding an article, rather than the sheer volume of retweets a post generates.
The background chatter is more important to me than counting up the retweets. The problem is, some retweets contain little or no additional information from the retweeter.
Your web visitors come to your site to find out more about what you do. They’re looking for someone to help them. If you’re like most companies, you are willing to invest large sums in the design and build of your website but much less in web copy to make it whistle and whirr.
Writing compelling web copy is a hugely undervalued skill. Too many companies think that being able to write is all that’s required. But even people who write well for the paper page can come unstuck with website copy.
Only a very small minority of writers have a good understanding of the digital mindset.
About a decade ago I lucked into a job as a technology journalist. I had no journalism experience / qualifications, but I could string a sentence together and was madly passionate about ‘the internet’. Still am, for that matter.
I had to learn on the job: it was very much a case of in-at-the-deep end. I remember doing a lot of reading to understand how users read online, and how best to write. A lot of the standards set by the likes of Jakob Nielsen still apply today.
Nowadays writing is a part of what I do, but it isn’t my whole job. But I still manage writers on a daily basis and wanted to share some of the rules for web writing that I’ve embraced, adapted or created.
Before we begin I should point out that Yossarian remains my foremost literary hero and rules are always there to be broken. These 23 ‘rules’ are just guidelines that you can adopt if you see fit. They work for me.