Google repeatedly has said (over the last 2 decades, I think) to always write for your audience, rather than for search engines. And with the advent of AI-driven answers at the top of search results, Google’s answer is still the same: don’t try to game the AI. Write useful, relevant content for your audience. ...
What activities did you do this month to specifically improve your SEO efforts? When is the last time you looked at the way your YouTube videos were optimized? If you're doing webinars, are you using them to drive traffic 4 ways? Sometimes circling back to digital marketing tactics you thought you had handled can ...
What if your boss asked for a meeting to review the status of your digital marketing efforts? What would you analyze for the presentation? Here's what we recently prepared for a client who introduced us to their new president. Percentage of Traffic and Sales by Channel for 2023 and 2022 We gathered this information ...
Do you have too many visitors who never click "add to cart"? The Story Approach helps you focus on your target audience — and discover the key points of differentiation that are going to get that audience excited to buy. The end result is a stronger, more unique, memorable brand promise – that can ...
Have you tried the “Story Approach” as a Messaging Strategy? (It has nothing to do with testimonials if that’s what you’re thinking . . .) It’s an approach for crafting more persuasive sales copy that’s driven by your answers to 7 key questions. Formulating the answers to those questions helps you create your brand ...
Not giving your copy enough attention? Why not switch things up and test some new additions that might keep the persuasiveness of your message from going missing . . . Enhance Your Sales Message with These 6 Persuasive Additions What “tweaks” could you make or suggest to your messaging to make it more persuasive? ...
How does copy become more compelling? One way is to be more specific to your audience with your messages. And that means a smarter message strategy – a clearer direction as to what points your sales message should hit. Every audience doesn’t have the same concerns. And every product or service doesn’t face the ...
There had been a heated discussion between the designer and the sales consultant. The designer produced a cover concept that would be used for a brochure, a presentation, and potentially on the new Home page of the client's website. The company was introducing a new product to the medical market that had two significant ...
Can a graphic artist or web programmer write copy that sells? Can a copywriter create on-brand designs that lead the eye to the response? We've long understood that the "design" side of marketing versus the "copy" side of marketing require completely different skill sets — and it's highly unusual (if not unheard of) to ...
You may be paying a content team to create a steady stream of content – that’s wonderful IF you and they understand the three critical reasons why you’re creating that content: To drive more Organic traffic To drive visitors to the next step you want them to take (to an Offer page or a ...
I see that a lot of marketing departments are “trying to do more with less.” They’re outsourcing tactics, automating what they can, and just trying to get projects done. Essentially, a lot of marketing departments are in “production mode” – just trying to get the next project or tactic crossed off their “to do” ...
We see these 3 most common budget disasters over and over — involving Lead Generation websites, Ecommerce websites, and PPC campaigns. Don't let these happen to you . . . Budget Disaster #1: Creating a New Website – without a Lead Generation Plan – to Solve a Lead Generation Problem The tech company had a ...
As you edit or polish your email messages, are you looking specifically at elements that will boost the sell? We are constantly testing email messages for clients, and we continue to see that using these 5 improvement strategies seems to boost sales and click-through: 1. The key words in your Subject Lines need to ...
How much time are you spending on copy strategy with your SEO and PPC specialists? Do you just assume the messaging they’re using for Page Title (or Headline in PPC) and Description is as effective as it can be? Do you discuss the need for “qualified” clicks? It’s clear from looking at both Organic ...
Have you heard (or given) these copywriting suggestions to help improve your content? Some are absolutely the way to write effective copy – but only if your copywriting team understands how to implement them. Other content ideas are very difficult to implement effectively. “Make it more conversational” A few years ago, I had an agency ...
(and we might be part of the problem . . .) Battleground #1: Banner image at the top of a web page The top of your page, just below the Main Menu, is very valuable real estate. You want to introduce your most important information there – your “what problem(s) do we solve” and ...
Don’t limit your messaging by assuming too much Do you assume that your leads read everything on your website – or everything in the piece of content you sent them? You may be missing MAJOR opportunities to fortify your key selling points. Don’t assume your leads read the entire document you offered (or watched ...
It still seems that a lot of companies are allergic to Google Analytics. We’ve been told: “We periodically hire someone to review our Google Analytics.” How can you only “periodically” learn where your traffic is coming from – and what traffic you’re getting from each marketing effort? I guess that means you’re only spending marketing ...
Are you still relying on AIDA — Awareness, Interest, Desire, Action — to help guide your sales funnel messaging? AIDA is said to represent the stages that a prospect goes through before making a purchase. I still hear copywriters, even copywriters trained in direct marketing, refer to using AIDA. AIDA is perhaps a very ...
The client told the last web designers they wanted a website design similar to the Prada site . . . And so, the “showroom website” project began, seemingly without thinking about whether the overall “showroom” approach of the Prada website made sense for Company “C”. The website design company was experienced in creating sites in ...
Do you really tie all of your marketing activities together as much as you could? Cuisinart ran print ads targeting 20-somethings, featuring good-looking guys and babes having a party. The headline was “When the burgers and ‘ritas are as good as the gossip!” No landing page was listed, just “cuisinart.com for great recipes.” When you got to ...
