Tips for Successful Content Marketing

Tips for Successful Content Marketing

Content-Marketing
How do you write content that will remove the fears of your prospects, clearly explain what you offer, and then move prospects toward purchasing?

Tips on how to craft effective messaging that convinces and converts.

1. Prospects’ Point of View

The foundation of any good sales message is an understanding of the interests and needs of your prospects. Before you begin writing your sales message, consider who will be reading your message, and their thoughts and emotions as the consume your content.

Learn:

• Who your target audience is.
• How they found you.
• The key problem or pain points that led them to seek a solution.
• The objections or concerns they might they have about your product or service.
• The other products or services they may they also be considering.
To craft the most engaging and effective content possible,  approach your writing with these needs and considerations.

2. Emotion

While not all problems trigger intense emotions, all will have an emotional component (even if only a small one).

Effective content can and should address the underlying emotions surrounding the sale. Rather than focusing on the features of the product – or even the benefits.

3. Reason

It’s only after an emotional appeal has been made that it’s time to address reason. Reason refers to the relevant facts and features, as well as any objections your readers may have.

Elements you might want to include:

• The size, capacity, color, etc. of your product. Basically, the features of your product.
• Your unique value proposition: How your product is different/better than the competition.
• Delivery details: How will the product be shipped or delivered, how much will this cost, etc.
• Objections: Thoughts that may be preventing prospects from buying your product.
• Benefits: The practical and tangible benefits of using your product or service. The problems it helps solve.
Reason consists of all the informational and logistical aspects of your product/service and of the impending sale. It will also help to alleviate any concerns your readers may have by addressing common objections.

4. Credibility and Social Proof

Credibility is a subset of reason, however it can also help make an emotional connection with the reader by reducing the sense of risk. The goal is to allay the fears of your readers by showing that your product/service works and that others have benefited from it. Here are some elements you can use:

• Customer or client testimonials or endorsements: e.g. “This product helped me reduce my expenses by 20%’
• Relevant statistics or research from credible sources: e.g. “The American Medical Association recommends using this type of product.”
Link to the source whenever possible. Reference the popularity of a product: e.g. “1,000 business owners have already signed up for this program.”
• Past results: e.g. “Over 25 clients achieved ___ results with our service.” Show proof of these results whenever possible.
• Customer reviews or ratings.

A few extra tips:

• Avoid relying on hype: Overstating benefits or making unsubstantiated claims can work in the short term; however they can also be a serious turn off.
• Use conversational language: Do not try to impress your readers. Use language that’s familiar and comfortable to your prospects. Avoid industry buzzwords and acronyms. Use a casual, personal tone/voice. Write like you talk – even if that breaks some basic rules of grammar. It’s better to come across as approachable and trustworthy than perfect.
• Test long and short copy: They can each work well, depending on the niche, business and audience.
• Use storytelling: Open your sales copy by sharing a personal story or anecdote to let your readers know that you understand where they’re coming from. A story functions as a great hook, drawing the reader in to the rest of the copy.

Don’t get hung up on following someone else’s proven copywriting framework. The suggestions above may be effective for some but not others. There is no one-size-fits-all strategy for writing persuasive copy.

Remember, what works in one industry may not work in another, so it’s important to test a variety of copywriting strategies. The strategies above are a great starting point, but be flexible and create copy that’s right for your audience.

What strategies do you use for creating successful content marketing copy? For help call Lori at 877.447.0134.

Tips for Successful Content Marketing

4 Email PreHeader Tips to Increase Engagement

EmailMost of us are juggling many tasks with tight deadlines; we have to prioritize what we focus on when creating our email communications. Given that, we often focus on creating the perfect subject line, but the preheader text many times falls short of our attention. The preheader text is the snippet of copy on top of the email before your header.

Many emails tend to use that precious real estate for ‘View this email online’ with a link to the online or mobile version. With the multitude of emails we receive in our inboxes daily, you want to ensure you use every piece of valuable real estate within the email to break through the clutter.

Unfortunately very little creativity has been used with this element of an email.
Here are 4 tips to consider when you think about how to leverage your preheader text:

  1. Support your subject line, but DON’T repeat your subject line. If you can tie your from line, subject line and preheader text together you can really give a complete overview of why the recipient should engage with your communication. Below are two good representations of how these 3 elements works together:SubjectLine
  2. Keep in mind character count and length. Depending on the email client and the ‘view’ selected within that application, the preheader text will be displayed differently. Gmail shows about 100 characters for the subject line and preheader text collectively, so if you have a long subject line none of your preheader text will display. This number varies based on screen size. The iPhone displays about 140 characters in the horizontal view and close to 80 in the vertical view, regardless of subject length. Note, some email clients don’t even display the preheader text, except within the email.
  3. Consider placement. The pre-header text is meant to be a short summary that the subscriber can quickly glance at. If you make the pre-header text too long it defeats the purpose. Some marketers use marketing copy and functional copy. For example, the marketing focused text (call-to-action) is in the top left . This allows it to show up in the inbox. The more functional preheader text (such as add to your address book, view this online) should be in the top right corner, so it’s viewed when the email is opened and the recipient chooses to take that action. Here is an good example:Mobilize

You can increase engagement (email opens and clicks) if you can get the from line, subject line and preheader text to work together. Here are some good and bad examples of how these 3 elements work in Gmail.

SubjectLine_PreheaderText

Be creative and test, test and test more!

Need email marketing and automation ideas? Call Lori at 877.447.0134.