Nick Usborne's Blog, page 13

When marketing stories are false and manipulative.

(What follows is the outline I wrote in advance of recording the video. They’re my talking points. Not a regular post or article. Just an outline.)

Martin emailed me and said.

“Nick, I have been reading your work for years and have a lot of respect for what you do. But stories? Almost every marketing story I read feels totally fake and manipulative. What gives?”

Fair enough. (I’m guessing he hasn’t taken my course on Selling with Stories.)

In part, I agree. Although I think Martin overstates things when he talks about EVERY marketing story being fake or manipulative. But I do get his point.

The two kinds of false stories that irritate me the most are…

1. I was driving along the beachfront in my new Lamborghini, thinking about you, blah blah blah

And…

2. I used to live on a mattress in a dumpster, and if I can get from there to being a millionaire, so can you…

There are hundreds of stories out there that follow these two approaches or “story memes”. Thousands maybe. A very small handful are true and completely honest. But most of them, not so much.

And there are experts out there who teach this as being the way to go.

Sure… stories like these can work. But they’ll fail the sniff test with Martin and many other people like him. Because even when they are true, they don’t FEEL true.

And when a story doesn’t feel true, it can damage your brand, or your client’s brand.

SO….TWO RULES…

There are a ton of great stories out there that are true, honest and are not manipulative at all.

And they follow these two simple rules.

1. They describe something that actually happened.

Many of them are small ‘S’ stories. Simple stories or anecdotes with a strong message. And they are true, based on fact.

2. They have a business message and purpose.

By all means tell a story at a family gathering, just for the pleasure of sharing the story. For its entertainment value.

But at work, your story has to have a purpose… there has to be a lesson embedded within the story.

For example… and I’m taking this from an earlier video from a while back…

I told the story of a sales assistant at a retail store who went above and beyond by helping a customer carry some heavy bags out to her car.

The assistant didn’t have to do it, but she did.

A very simple, small ‘S’ story.

Its purpose? To say something positive about the culture of the company. A credible way to say, “We care about our customers”.

Whether for yourself or for a client… you’re almost always better off seeking out these smaller stories.

They reek of honesty.

And they deliver a valuable message or lesson.

NOTE: If you’d like to use the power of storytelling to increase your skills as a web content writer, online copywriter or social media writer, learn more about my course… Selling With Stories…

 

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The post When marketing stories are false and manipulative. appeared first on Writing for the web - online copywriting and content writing..

What’s the optimal number of words to have on a web page?

(What follows is the outline I wrote in advance of recording the video. They’re my talking points. Not a regular post or article. Just an outline.)

This is a question from Holly who has taken my course on Web Content Optimization.

She asks, “I’m confused about all the different messages I get on the length of articles and posts. Are longer articles better? Is there an optimum length? Is there a point where content is too long?”

Good question. Complicated question.

A page, article or post can be optimized for a number of reasons…

Optimized for the reader
Optimized for the search engines
Optimized for social media

There are a variety of ways to optimize for each of these options.

But for now let’s stick to the word count.

How many words is best?

Let’s take them one by one.

Optimize for the reader…

The word count should match what the reader wants from the page. Could be 100 words, could be 10,000. Totally variable.

For example, I have a page on my site about coffee that answers the question, “Is coffee fattening?” Well, the answer is NO. That’s a one-word page. I added some extra words, but it’s still a super-short page, because that’s all the reader wants and needs.

Optimize for SEO…

There is some discussion about this. Some WordPress plugins suggest you’re good to go with as few as 300 words per page or post.

But, if you make a study of the top 10 results on Google for the search topic of your choice, you’ll find the number of words per page are usually a lot higher than that.

Myself, if I’m being lazy, I’ll write about 750 words. If I’m serious about really pleasing Google, I’ll write over 1,000 words.

If there are videos or a few images on the page, I think you can get away with fewer words. I don’t know for sure, but I think so.

Optimize for social media…

This one is a little counter intuitive. You’d think that pages and posts with fewer words and less content overall would be shared the most.

Put another way, you’d think bite-sized content would be the most shareable.

Not so. Among others, the folks at Buzzsumo.com have tracked this many times. It seems that longer pages get more sharing. And I’m talking pages with 1,000 or 2,000 words of text.

Surprising. But good to know.

This is a big topic, and there are optimization issues that go beyond just the number of words of the page.

But I hope this goes some way towards answering Holly’s question.

NOTE: To learn more about optimizing a whole range of different types of web content, check out my course, Web Content Optimization.

 

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Can I use stories to sell my own services as a freelancer?

(What follows is the outline I wrote in advance of recording the video. They’re my talking points. Not a regular post or article. Just an outline.)

This is a question from Colin who has recently completed my course on Selling with Stories.

He asks, “You talk a lot about using stories as a way to help companies connect with their customers and prospects. But how about us freelancers? Can we use stories too, to sell our own services?”

Absolutely you can.

And if I failed to address this in the course, that’s an oversight on my part.

I use stories myself.

Click on the “My Story” tab above and you can read the story of how I came to be a copywriter, way back in 1979.

That story has a beginning, a middle and an end.

I arrive in this place, this ad agency, as a stranger. I explore my new surroundings. It’s a time of discovering the unknown.

And then, with a burst of unexpected emotion, I find what I’m looking for.

In a way, I find the treasure at the end of my journey.

It’s a story. And it’s true.

So yes… use story as a way to promote your freelance business.

But… don’t lose sight of what a story is.

Simply saying that you have worked in a particular industry for x number of years isn’t a story. Saying you’re taken x number of courses isn’t a story either.

A story needs an arc and a timeframe – a beginning, middle and end.
And something needs to happen a long the way. A transformation needs to take place.
And somewhere, somehow, you need some emotions in there.

Stories make us feel something. That’s one of the reasons why they are so powerful and memorable. They touch as at an emotional level.

Finding and writing your story as a freelancer won’t necessarily be easy.

In fact, decades went by until I though to share my own story of how I began working as a copywriter.

The memory was tucked away in my mind, but I never thought to share it until relatively recently.

Try to remember a story of your own.

Maybe ask some friends or colleagues to help you.

This may not be easy, or happen quickly.

But a good story is a great way to open a conversation with your next prospective client.

NOTE: If you’d like to use the power of storytelling to increase your skills as a web content writer, online copywriter or social media writer, learn more about my course… Selling With Stories…

 

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Should you add an emotional punch to every headline?

(What follows is the outline I wrote in advance of recording the video. They’re my talking points. Not a regular post or article. Just an outline.)

This question came in from Sheila, who has taken my course on How to Write better Headlines.

Her full question was a little longer. She has taken other copywriting courses that emphasize the power of using emotions to drive sales.

So… should every headline tap into our emotions?

I’ll give that a qualified yes. But mostly without the “punch” part.

Some headlines are going to be primarily just informational and useful.

Like…

7 Keyboard shortcuts most people have never heard of.

Or…

5 Coolest bike accessories you must have.

Or…

12 Amazing vinegar uses in your garden.

These “list” headlines are great for editorial content and social media. Good for sharing and not very emotional, beyond stimulating a mild sense of curiosity.

But… if I’m writing a headline for a sales page, or for a content page that links directly to a sales page, I might feel more inclined to add a touch of emotion.

Because yes, emotions are strong motivators.

Most of our decisions in life are made through our hearts and not our heads.

Here’s a before and after example for you…

“How to fix a broken mountain bike chain when you’re out on the trail.”

Now with a little emotion…

“How to fix a broken mountain bike chain when you’re far from home and alone.”

When you DO use emotion in your headlines, I would use a light touch make it implicit rather than explicit.

And very often, it’s the imagery that does the heavy lifting, not the words.

Recently I was speaking at an event in Austin Texas… put on by my friends at AWAI, American Writers & Artists.

One of my fellow speakers was Ryan Deiss, the founder of Digital Marketer.

And he shared a wonderful example of emotion at play.

It was an ad for 1-800-Got-Junk.

The headline wasn’t much. It just aid, “Goodbye Junk. Hello Relief”.

What made it really work was the image of a young couple in front of the Got Junk truck, parked in front of their home.

They were happy and relieved. A weight off their shoulders. You could even imagine them having arguments about all the junk in their home.

And now the problem was gone.

Most of that emotion is expressed with the image, not the words.

So keep that in mind. Yes, you can use words to express emotions in your headlines.

And that’s often a smart way to go.

Don’t forget the images, and use both the words and images to allow your audience to fill in the spaces with their own feelings and emotions.

NOTE: I have a whole course on mastering the craft of writing great headlines, called How to Write Better Headlines – For Content, Email and Social Media

 

 

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Do I write the page’s headline first or last?

(What follows is the outline I wrote in advance of recording the video. They’re my talking points. Not a regular post or article. Just an outline.)

Great question from Lynn who is taking my course, How to Write Better Headlines.

The answer to whether I write the headline first or last is… yes.

I do both.

Let me explain. And this is the case whether I’m writing a page of content or a sales page. Same process.

First, I “break” the blank page by writing a first draft of the headline.

This is just a first stab at “what” I want to say with the headline.

I now have a starting point, and I begin writing the body of the page.

I know the first draft of my headline will probably be rubbish… and I don’t think I have ever been through this process without changing it several times.

It’s just there to help me get started.

Like a lot of writers, I think by writing.

Usually, within the first few lines, I get a clearer idea of what I should be saying it that headline, so I scroll back up and change it.

Still not done. Just my second kick at the cat.

And so it goes… I keep writing the body of the page, and I keep scrolling back up to improve the headline.

Sometimes the improvement to the headline will mean making some big changes to the first few paragraphs of body text.

So I do that too.

On occasion, a new and better headline means scrapping all the body text and starting over.

So that’s what I do.

I go through this process of scrolling, revolving improvements.

Even at the very end when I’m inches from the finish line, I might circle back and make one final improvement to the headline.

How many revisions? I don’t count. Maybe 5. Maybe 20. It depends.

The headline is the most important group of words on the page.

It will determine whether or not people even bother to read the body text at all.

So I never skimp on the headline.

NOTE: I have a whole course on mastering the craft of writing great headlines, called How to Write Better Headlines – For Content, Email and Social Media

 

 

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Can conversational copywriting be optimized for the search engines?

(What follows is the outline I wrote in advance of recording the video. They’re my talking points. Not a regular post or article. Just an outline.)

An interesting question from Phillip, who took my course on conversational copywriting.

He wonders if using natural, plain-speaking and conversational language in your copy and content might be detrimental to optimizing for the search engines.

That’s a reasonable concern.

Five years ago I spent a lot more time focused on SEO and keyword optimization. Not so much today. But it’s still a factor when I build a new post or page.

To illustrate Phillip’s point, let’s look at how someone might optimize a text link for the term “cheap coffee maker”.

“Looking for a cheap coffee maker? Visit our cheap coffee maker page here…”

That’s old-school optimization, verging on keyword stuffing… which is where you keep repeating the same keyword or phrase, over and over.

And no, it doesn’t sound very natural or conversational.

So let’s rewrite it.

“Before you buy that cheap coffee maker, let’s talk about why that might be a bad idea.”

Open-ended. Conversational.

And I still get to use the phrase cheap coffee maker. I’m still optimizing.

With conversational copywriting I simply optimize for the search engines with a lighter, more natural touch.

And that… coincidentally… is exactly what Google wants anyway.

The point being… Google’s systems are a whole lot smarter than they were five years ago. They have “natural language skills” that make them perfectly capable of figuring out the topic of your page even when you use a light touch.

So… short answer… yes, you can be conversational and still optimize for the search engines.

Phillip, I hope this helps answer your question.

Do you have a question for me? If so, add it in the comment box below.

NOTE: I have an entire course devoted to the craft of Conversational Copywriting. Find out more about it here…

 

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Use simple anecdotes as a tool to sell your clients on the power of stories.

(What follows is the outline I wrote in advance of recording the video. They’re my talking points. Not a regular post or article. Just an outline.)

This is about collecting small stories or anecdotes, and then using them as a way to sell your clients or colleagues on the power of stories in marketing.

So… imagine you are trying to pitch a group of marketers on your idea for an upcoming campaign.

You want to use the company’s origin story. But first you have to persuade the marketing group this is a good idea.

Once again… stories to the rescue.

Watch the video above and you’ll see a photo I took while on a visit to Austin, Texas.

I was walking down the sidewalk, and there was this panhandler. He didn’t ask for anything, he just held up this piece of card.

It’s a very short story.

Actually, most of it doesn’t seem to make much sense.

But he starts by saying he lives in Lubbock, Texas.

But here he is in Austin. So what happened? His origin… or the little slice of his origin story we have – is Lubbock.

So now we have the start of a story… what happened to thig guy? What drove him from Lubbock to Austin?

Very short. Very simple. But enough to engage us. And enough for me to stop, read the card and give him a little money.

A simple anecdote like this is social proof.

It shows that stories work.

You can collect simple stories like this to illustrate their power.

The simplest of anecdotes can be used to persuade your clients or colleagues to tell stories as a way to engage an audience, connect with them emotionally and ultimately drive more sales.

NOTE: If you’d like to use the power of storytelling to increase your skills as a web content writer, online copywriter or social media writer, learn more about my course… Selling With Stories…

 

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Dear Matt, it’s not so hard to create a simple story.

(What follows is the outline I wrote in advance of recording the video. They’re my talking points. Not a regular post or article. Just an outline.)

Matt is a student of my course, Selling with Stories.

He wrote to me and asked…

“Nick, your course taught me a lot about the power of stories, and how they can be used to engage with an audience and ultimately help make a sale. But… even after completing the course, I feel intimidated and don’t feel confident about being able to create strong stories myself.”

Ouch. That sounds like a fail. On my part. Not his.

OK. First, stories can be gloriously complex and involved. I love big, long stories. I love novels. I love movies. And I’m a student of stories, reading books on the topic of creating stories.

All that said… creating a simple story really isn’t so very hard.

Grab a pencil and write this down.

1. You need a beginning, middle and an end.

2. You need a central character.

3. The life or circumstances of that character has to change as he or she travels through the arc of the story.

And as we’re in the business of marketing, that should be a positive change.

We want to move our character from bad place into a better place.

And guess what, it’s our product or service that helps make the change.

Some examples…

Beginning: Our central character is unfit and a little overweight.

Middle: With the help of the wonderful running shoes we’re selling, he gets into the habit of running regularly. Big struggles. Not easy. But he perseveres.

End: He finally finishes his first marathon. He’s fitter, slimmer and a whole lot happier. He’s the hero, but our running shoes share a little of the spotlight.

Again…

Beginning: A company’s marketing group is in chaos. Lots of people working from remote locations. People losing important, shared emails, missing phone calls, and so on.

Middle: A big client or opportunity lost. Marketing Director’s job is on the line. How can she save the day? She gets her whole team to dump their email and use an online project management tool.

End: Huge turnaround. Our hero pulls in two big clients. Her team is much happier. Her job is secure. And our product shares the spotlight.

This is a super-simple story structure…

Start in bad place. Struggle through the middle. Emerge into the sunlight with a smile.

You can tell this kind of story in a blog post, in a video, on a sales page, on Facebook, through Instagram or Snapchat… and so on.

So… Matt. I hope this simplifies things a bit and makes the idea of telling a story a little less daunting.

NOTE: If you’d like to use the power of storytelling to increase your skills as a web content writer, online copywriter or social media writer, take my course… Selling With Stories…

 

If you found this post helpful, sign up for my e-newsletter and get a free copy of my 35-page guide…

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What’s the easiest way to make your copy sounds conversational?

(What follows is the outline I wrote in advance of recording the video. They’re my talking points. Not a regular post or article. Just an outline.)

This question came up during some back and forth over homework a student submitted as part of my course on Conversational Copywriting.

Here it is…

“Are there any quick and dirty tricks I can use to making corporate-sounding sales copy feel authentic and conversational?

There are two answers to this.

The NO answer and the YES answer.

Let’s start with NO.

No… you can’t use tips and tricks to try fooling your audience into thinking you’re suddenly listening to them and truly interested in engaging in conversation.

The road to true conversational copywriting starts at the cultural level.

This has to be real. The marketing group has to buy into the idea that engaging in true conversation with prospects and customers is actually a good idea.

And then, as will all good conversations, you start by listening.

Invite your audience to talk to you and ask questions through your social media channels.

Listen to what’s important to them. Listen to how they talk. The language they use.

That’s how you really get into conversational copywriting.

It takes a commitment an it takes time.

OK… now for the other answer. The one you’ve been waiting for.

The YES answer.

This will only take you so far. But it is a start.

And it’s a super quick and dirty trick. You can start doing this today. Right now.

Ready?

Express simpler ideas in shorter sentences.

Here’s some text from the website of a coffee services company, trying to persuade companies to have them install their machines in their offices.

“It only takes a moment to make someone’s day a little brighter. That’s why we take great care to craft each cup with the needs of your business in mind.”

I like the first sentence. No complaints from me. But I’m not even sure what that second sentence is trying to say.

It’s the wrong idea expressed in the wrong way.

Here’s what I think they’re trying to say…

“It’s not hard make everyone’s day a little brighter. Just give them great coffee. We can help you with that.”

Simple ideas in short sentences. It immediately sounds more conversational.

So yes, you can make a start with getting conversational simply by changing the language on your marketing materials.

But the real value lies in that cultural change that results in actually listening to your prospects and customers, and talking back to them in their own language.

I hope that helps a little.

Do you have a question for me? If so, add it in the comment box below.

NOTE: I have an entire course devoted to the craft of Conversational Copywriting. Find out more about it here…

 

If you found this post helpful, sign up for my e-newsletter and get a free copy of my 35-page guide…

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If Tony wants to get conversational, should he start with social media?

(What follows is the outline I wrote in advance of recording the video. They’re my talking points. Not a regular post or article. Just an outline.)

Here’s Tony’s question…

“The company I work for is fairly small, but has adopted a rather formal and stiff tone of voice when communicating with our customers and prospects. If I want to change this – I work in marketing, and started there recently – and want to follow your conversational approach, would it make sense to start with our social media channels?”

Tony, I think there are a couple of places to start that make sense.

One is the Q&A approach I talked about in an earlier video.

By inviting questions you get to know what’s important to your audience, and you get a feel for the language they are using. I love Q&A and have used this approach a lot myself over the years.

The second is social media.

So yes, absolutely.

A lot of companies – even small ones – use social media as one more broadcast advertising medium. Which is crazy.

But smart companies, of all sizes, actually use them to be social.

That means interacting with your audience… answering questions, acknowledging comments and contributions… solving problems… and so on.

And as soon as you are actually social with social media, you enter into conversations with your friends and followers.

So yes… social media is a great place to start… because it’s the medium that actually demands you be conversational.

After the first 20, 50 or 100 interactions, you’ll be getting the same value you get from Q&A.

You’ll learn what’s really important to your customers and prospects.

And you’ll get a really good feel for the language they like to use.

Use that knowledge to improve all your conversations through social media.

And then take those lessons and begin to apply them elsewhere, across other marketing channels.

Thanks for the question!

Do you have a question for me? If so, add it in the comment box below.

NOTE: I have an entire course devoted to the craft of Conversational Copywriting. Find out more about it here…

 

If you found this post helpful, sign up for my e-newsletter and get a free copy of my 35-page guide…

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