Marketing Communications Writing

5 Ways To Create Attention-Grabbing Subject Lines

2009-05-20T05:47:00.000-07:00

If your e-marketing subject line doesn't grab attention, your customers and prospects will simply hit "delete" without even bothering to read what's inside. So how do you create subject lines that help ensure click-ins?

1. Keep it short and punchy: In its 2007 Email Benchmark Guide, MarketingSherpa concludes, "When it comes to subject lines, shorter is better." Our digital attention span is short and your "teaser" line should be, too.

2. Use the recipient's name: People are more inclined to open an email if you address them personally. For example: "Matthew, here is your affordable IT solution."

3. Avoid the spam monsters: Make sure your subject line doesn't trigger spam filters. Use SPAM content checker and send it to your own email address to test.

4. Make sure you're using the right words: Certain words trigger responses better than others. Check out Google Analytics to see which words are often searched; it's likely that those same words will motivate prospects.

5. Don't get sloppy: Take an extra couple of minutes to use spell checker, proofread yourself, and then ask someone else to proofread as well. The last thing you want is to appear unprofessional.

Marketing Communications With Added Value

2009-05-19T12:37:00.000-07:00

I specialize in web content writing and marketing communications, pure and simple. But these days, no one stands alone. I'm often asked, "Who should I use for design?" Or: "What about search engine optimization?" Or, "Can you give me the name of a good lettershop?"

As a result, I've put together a list of services you should bookmark. Here are just a few:

Search engine optimization: Thad Thompson at www.optimizemyroi.com. He's great.

Designers: Leslie Harrold at lthworld.com. Julie Nykiel at jnykiel@ameritech.net.

Lettershop: Steve Ross at sbr@compuletter.com.

Twitter: Grow your network with http://topfollowed.com. Or http://tweetpenguin.com

I'm here to make your web content writing and brochure writing jobs a little easier. I serve as the hub of a virtual network so you can just hand off the job...and I'll do the rest.

Do More With Less With Your Marketing Communications

2009-05-19T10:04:00.000-07:00

In an economy like this one, all too many companies try to do less with less. They dig in and cut back, while their competition steams ahead. They put that great idea on hold. And when the recession ends -- as it always inevitably does -- they are behind the eight-ball.

Someone once said, "There are no challenges, just opportunities." That doesn't mean that the opportunities can't be merged with the realities of today's market. It just means that just because times are lean, you don't need to sacrifice your hard-earned market share. Here's how:

1. Work with an established freelancer instead of a full-fledged ad agency: In an economic downturn like this, many writers are new to the freelance market and haven't proven themselves quite yet. So the key word is "established". A freelancer can cost far less than a Madison Avenue shop. FAR less.

2. Get social: It's time to get involved in the online conversation. Register your company on LinkedIn, Twitter, Facebook, Del.i.cious and others and gain visibility.

3. Stand out in the industry: Don't rely on the same old elevator noise -- "results, quality, service." Ask yourself what your key differentiators are. What makes you better than your competitors? Why do clients and customers keep coming back to you? How would you sell yourself if you were sitting across from a client? Make sure this is communicated throughout your marketing communications.

4. Above all else, don't give up on your marketing goals because resources are scarcer: Many writers, designers, and other professionals will work with you to accommodate your budget, with the expectation of building a relationship. Be sure to ask if prices are negotiable. Within reason, they usually are.

The five biggest mistakes of creating web content

2009-05-19T09:45:00.000-07:00

Your website design and formatting is of crucial importance, of course. Done correctly, you'll get maximum click-throughs. But what about converting visitors to enthusiastic customers? That's where website content comes in.

All too often, though, companies will spend a fortune on design and then make major mistakes when it comes to content. Here are five of the most common mistakes...

1. Write long, tedious paragraphs: The human eye can only take in six lines at a time. Web copy must be short and compelling. The fact is, no one has the time to read your long tome.

2. Talk about yourself, not your customer: It's almost like a salesperson who instantly touts all the great things about his or her product, without bothering to see if the customer has a need. If you identify with the customer's challenges, he or she is more likely to see your company as a solution.

3. Use generic words like "quality, service, results": Your company is not the only company that believes it offers great quality and service. But how do you prove it? The more specific you are, the more likely the customer is to believe you.

4. Rely on a lot of jargon: It's been proven: B2B sites are far more likely to get clicks if the customer loses the jargon and uses a more accessible tone. That doesn't mean promotional; it DOES mean clear, communicative, and to-the-point.

5. Forget that web content is a science, not just an art: Search engines send out little spiders, to scan the content on the page and index that content based on keywords they find. A successful web content writer must leverage that science to increase visibility.

By sidestepping these mistakes -- and hiring a professional writer -- who knows what she's doing -- you can build responses and business.

Pay-Per-Click Or Organic: Why You Should Care

2008-01-03T08:59:00.000-08:00

It's not enough to simply create a great website. The more important element is getting visitors -- qualified, profitable visitors -- to click on your sites. There are two ways to achieve this goal: organic search and PPC (pay per click).

The advantages of pay-per-click are compelling:

Nearly instant traffic: your ads should start showing within 10 minutes after setting up a PPC campaign.
Keyword monitoring: you can quickly monitor which keywords bring visitors who convert.

However, every visitor -- even those who are "just looking" -- will cost you money. And competition is growing daily, which will only drive the cost per click up over time.

So what about an organic search results? Well, for one thing, visitors are free, so there's a very high ROI on those clicks. More searchers click in the organic search results than the PPC ads, according to research, which leads to more targeted traffic. By investing a little time and money each month, you can gradually build a site to attract loads of free visitors.

Of course, there are disadvantages, too. Organic search ranking takes time -- a few weeks or even a few months. And it often requires a skilled SEO professional to help you create the content and format that's most likely to get the greatest number of free clicks.

The bottom line is that no one advertising method is perfect for everyone. But if you understand the difference, you can make the right choice for your goals.

Copy or Design: Which Is Most Important For A Website?

2007-11-26T10:06:00.000-08:00

In a word: BOTH. Quite simply: no website can thrive on copy alone. It's the marriage of professional copy and compelling design that will give you the click-throughs you want. Here are some points to consider:

*Start with the planning and navigation. If your prospect can't locate the information, you've just lost a sale.

*No font should be less than 10 or 12 points. None!

*A menu of links to key pages should be on every page. You want to make it as easy as possible for your visitor.

*Keep the background either white or light unless there's a VERY good reason to do otherwise. Every page on your site should be consistent with the home page.

*Excessive graphics slow down a website's loading time -- and also a visitor's patience. There should be a good ratio of graphics to copy.

*Internet Explorer is the browser of choice for most visitors, but Firefox, Safari, and Navigator Net are also gaining popularity. Make sure your website is browser friendly.

How Are E-Newsletters Really Read?

2007-11-07T08:49:00.000-08:00

So you're ready to launch an e-newsletter. And you're committed to making it very readable and intriguing to your customers or clients. Here are some facts to keep in mind:

*The average time allocated to a newsletter after opening it is only 51 seconds.

*Only 19% of newsletter is likely to be fully read; for the most part, readers scan.

*One third of the time, readers only skim a small portion of the newsletter before moving on.

*Most readers totally skip the introductory "fluff" text (67% move right to the "meat").

When writing an e-newsletter, keep it short. Keep it simple. Keep it meaty and interesting. And resist the urge to add lots of meaningless filler copy that is likely not to be read.

Business Speak: Lose the Jargon, Gain The Sale

2007-10-24T11:43:00.000-07:00

Business speak is a term for seemingly out of place words used in a bureaucratic or financial environment. Some of these words may be new inventions; other are pure jargon.

For some reason, many newly-minted MBA recipients believe these words actually work in communicating to the business market. As a result, they'll add "fluff" words, the more obscure the better. Here is an example from a leading consulting company:

Whether the change is large or small, the ability to manage change is a critical competency for high performance organizations. We help organizations prepare for coming changes, manage the complex organizational and workforce transition to the desired end state, operate successfully once a business solution or transformation is in place and realize the greatest long-term value from their business improvement efforts.

Huh? Translated, this means "we can deliver powerful value to shareholders". So why not say it directly?

Whether your customer is a consumer or a business executive, he or she WANTS to be excited and motivated. Your customer wants to be talked to in accessible, straightforward language. If YOUR website or corporate capability brochure incorporates business speak, I encourage you to :

1. Take away the jargon. Keep the tone informative, professional, yet simple.
2. Present your benefits in a consistent manner, combining right-brain and left-brain motivators.
3. Create or leverage your own proprietary brand. Don't just talk about "quality, value, service." Any company can say that. Communicate why your brand is better. Use competitive differentiators.
4. Present yourself as a leader or expert; in other words, own the niche.
5. Modernize your look and keep paragraphs short. Add bullets if applicable. Ask yourself: "Would I read and get excited by what's written on this page?"

Don't just copy your competitors. Blaze your own trail. Research has proven that plain-speaking language outpulls the jargon...even for that guy or gal in the corner office.

How To Virtually Guarantee Your Website Will Be Read

2007-10-22T09:26:00.000-07:00

According to useit.com, eyes move at amazing speed across your website's words in a pattern very different from the one you learned at school. The dominant reading pattern looks somewhat like an "F" with three components:

*Users first read in a horizontal movement, usually across the upper part of the content area.

*Next, they move down the page a bit and read across in a second horizontal movement that typically covers a shorter area than the previous movement.

*Finally, they scan the content's left side in a vertical movement -- a slow, systematic scan.

What does that mean to you when creating your website? First, know that users won't read your text thoroughly in a word-by-word manner. The first two paragraphs MUST state the most important information because they're the most likely paragraphs to be read. And second, you MUST start subheads, paragraphs and bullet points with information-packed words that users will notice when scanning down the left side of your content. They'll read the third word on a line much less often than the first two words.

Let's take that a step further. In creating a website, you want to use highlighted keywords, meaningful subheads (not just "clever" ones), bulleted lists, one idea per paragraph, and half the word count (or less) than conventional writing.

There's an art AND a science to website writing and design. Trust JSA CREATIVE SERVICES to create a website that incorporates both...for breakthrough click rates!

7 Ways To Select The Best Premium For Your Marketing Campaign

2007-10-22T09:20:00.000-07:00

(Created for Branders.com, premium leader)

Make no mistake about it: premiums can build awareness, enhance good will, increase your net dollars, boost average order size, and generate more word-of-mouth and repeat business.
But what kind of premium should you offer? The answer depends on many factors: the type of audience you’re targeting, your time frame, your budget, and the ideal way you’d like the premium to be used.

Before you launch your next marketing campaign – or get ready for your next trade show – here are 7 guidelines you should follow before choosing a premium.

1. Choose an item that will truly highlight your logo.

You’ve spent time and money developing your brand, choosing your logo, and differentiating yourself from your competitors. Your selection of the right premium is an excellent way to keep that logo and brand top-of-mind – not only when your prospect receives the item, but for weeks and months afterwards.

Let’s face it: your company name, phone number, or website address won’t stand out on a pen or flashlight. But display it on a calendar, PDA case, desktop clock or calculator and voila – your prospect will notice your branding and think of you every single business day.
And here’s one more thing to remember when making a premium selection: the size and shape of your logo must be a good fit for the premium. For example, if your logo is circular, it just wouldn’t fit well on a cylindrical shaped pen, but it would do quite well on a coffee mug.

2. Look for an item with high-perceived value.

Which would you rather get – another keychain or mouse pad or flashlight-cell phone charger or USB powered smart button? Your prospects are no different. They, too, get excited about distinctive or unusual items with higher perceived value.

But just because it looks like it costs more doesn’t mean it actually costs more. Better to give an elegant photo frame clock ($5.32) than a low-quality polo shirt ($7.50). It’s win-win: you save money and give your prospects the impression that you care enough about their business to spend more (only you need know that’s not exactly the case.)

3. Determine your target audience.

You’re kicking off your fall campaign and you decide to send everyone a foam football with your logo. It’s a natural, right? Well…not really. Your audience is 80% composed of women. And although many women do love football, it’s a safe bet to say that more men do.

The moral of the story is this: know your audience. Is it comprised mostly of males or females? Is the majority Gen-Yers or mature Americans? Do you suspect your prospects are tech-savvy or are they road kill on the information highway? (In that case, don’t send them electronics!) The more you know about your target customers, the more likely you are to choose a premium that elicits “oohs” and “ahhs” when it’s opened.

But what happens if you are going to a mix of prospects – men, women, old, young, lots of interests? In that case, consider premiums with universal appeal. Stay away from the hardware and tools, the kitchenware or purses. Choose items such as notebook folios, book lights, desktop clocks, radios, calculators, food gifts…the list goes on and on. In the premium business, there really is something for everyone.

4. Plan around your time frame.

Yikes! You’ve been tied up with meeting after meeting, getting ready for that big trade show, and now it’s right around the corner. Problem is, you’ve want your premium supplier to get you 5,000 tumblers, personalized with your logo, and they’re saying it just can’t be done. What do you do?

In a phrase: you plan ahead. Premium companies work hard, but they’re not miracle workers. They must contact their own suppliers – some of whom are overseas – work in production and shipping time…customize your order…and then get it out to you. So the more time you give them, the more certain you can be that you’ll get exactly what you want, right in your time frame.

If it’s really an emergency, there are certain items that can be sent to you in a week or less, such as executive roller ball pens. But you must be flexible in your choice of premiums, and know that you may not receive your first choice.

5. Consider whether you need to move or store the items of your choice.

Logoed bottles of water may be popular at the annual conference or tradeshow, but
you’ll kill yourself getting cases and cases of water to your booth. And you’re bound to have some disgruntled employees in the bargain.

Be realistic. What’s easy to move around? Perhaps you should think about executive fun and puzzles, paperweight magnetic balls, human-shaped stress balls…the sky’s the limit.
And while you’re at it, consider this: do you want your prospects to place the item in their show bag to display on their desk later on, or walk around showing it off? Both are good options, but your answer will determine the kind of premium you ultimately choose.

6. Move up to the next tier price break.

“Oh, RIGHT,” you’re probably saying. “ My budget’s under attack as it is.” But don’t be too quick in making that decision. The fact is, most items become less expensive if you buy a few more.

Take a standard desk calendar, for example. If you buy the minimum – 100 calendars – the cost is $1.87. Go up to 400 and the cost lowers to $1.75…and it goes way down to $1.32 with even larger quantities.

So think: is there somewhere else you can use these premiums? If you’re doing a direct marketing campaign, will there be a chance to give these premiums away next month at your annual conference? Or during your follow-up mailing? Would another department be willing to chip in so you can both get the more favorable price? If you are close to a next quantity tier, you may actually find it is less expensive for the entire order if you just order a few more.

7. Think back to the best promo item you ever got.

You attended a meeting…went to an industry show…opened a direct mail package.
And there it was – that item you’re still thinking about, years later. It was the talking photo frame, or the toolkit and safety kit, or the pen cup clock or the ergonomic stopwatch. Whatever floats your boat, it’s likely your prospects will feel the same way.

So think back – or, if you prefer, look ahead to the next item you would get excited about. Many premium suppliers list their most current items and if your heart starts accelerating, there’s a good chance that others will feel the same way.

Above all else…
…team up with experienced professionals to help coordinate, plan, and execute your premium marketing strategy. You may be tempted to use those 5,000 umbrellas that have been sitting around the warehouse, or take the advice of your brother-in-law who thinks he knows the premium business, but premium selection is still a science and an art.

There’s a reason that over 97% of Fortune 500 companies – as well as thousands of growing companies – have used Branders, the company that guarantees 100% satisfaction. They offer thousands of quality items at prices that average 20% lower than our top competitors. Call and see for yourself!

Advertise in numerous publications or just one?

2007-10-22T09:16:00.000-07:00

Some small-business marketers believe that the best way to gain response is to advertise a few times each in multiple print publications instead of advertising often in just one or two.

If YOU'RE wondering which works better, the answer is: advertise frequently in just a couple of publications. Effective advertise requires frequency for your message to be remembered and acted upon. As a result, it's smarter to choose targeted publications that are read by the prospects you want to reach and to buy larger-sized ads on a regular basis.

In other words: go for frequency first with the right prospects during the right times. And see how that strategy pays off...for you.

Long or short copy?

2007-06-22T12:27:00.000-07:00

It's a fact: your direct marketing communication has all of three to five seconds to make the prospect decide whether to read it...or not. And once that decision is made, your copy has just 20 seconds to convince your prospect that it's worth reading on.

Does that mean short copy is more effective? Not necessarily. Back in my ad agency days, the president of my agency -- Dave Hefter -- used to say, "The letter will always write itself." If your proposition is simple and compelling, there's no need to add a lot of fluff just to make it longer. Conversely, if you've got a product with lots of bells and whistles, why shortchange it by fitting it into a short format because "that's what people read"?

Remember: it takes just the right of sales psychology to convert a prospect into a loyal customer. Every direct marketing copywriter, at heart, MUST be a sales rep, a psychologist, and a darn good writer. If you can get someone who incorporates all three, there's a great chance your marketing communications will succeed.

Typical credit card rates and other intriguing facts

2007-06-20T08:22:00.000-07:00

As a financial writer, I've worked for clients that range from Wells Fargo and National City to Discover Card and Citibank. When new financial prospects contact me, time and again, I'm asked: "what are typical response rates?"

Each American household receives around six promotions a month. Direct mailing acquisition costs approximatlely $80, according to the bank card advisory firm, R.K. Hammer. Typical rates range around one third of one percent -- .33% -- due to this saturation.

Can the response rate be increased? Absolutely! The list you choose is of ultimate importance and so is your offer. It is no surprise that clients look at rates and fees before anything else. Reward programs become important for households who earn in excess of $75,000 annually.

If your credit card is not competitive, format and design become essential. You want to "break out of the box" with personalization, size, creative design -- anything to differentiate your brand from the others. All this can cause rates to exceed the norm.

Super Stuff From My Clients

2007-06-15T08:25:00.000-07:00

Every now and then, someone asks me, "So why did you decide to become a writer, anyway?" One answer: it's the ONE career that lets me try on different hats and become a continual student.

Just this week, I learned -- and wrote -- about the Brazilian acai berry, which could be nature's most perfect energy food. I discovered LOTS about homeowner landscaping (www.myvisionscape.com) and how it's being transformed. And I even delved into private investigation (PI) firms and how they're a boon to the legal community.

For a perpetual learner, there's nothing that beats writing. It never ceases to amaze me that my clients can come up with such superb "think out of the box" products and services. I'm thrilled to help them turn their thoughts into marketing communications brochures and websites.