I often talk about the importance of writing conversationally. Like people talk, as David Ogilvy once said. When your marketing content sounds like how you talk in an actual conversation – not how everyone talks, but how you talk – your content will sound more authentic, become more believable and trustworthy, and knock down barriers to the sale. Nobody wants to read content that sounds more like a user manual, textbook or press release than a conversation.
Read more...When You Say, “I’ll Take a Crack at Writing My Own Content,” How Much Is that Crack Costing You?
It’s not uncommon for a potential client, flabbergasted that it actually costs money to hire a content writer, to ask what the cost would be if they write their own content and then have me edit. “Why don’t I take a crack at it?” they say. “Then you can clean it up, make it sound more natural, and suggest any improvements.” Well, I can do that. But that’s not the best use of my services.
Read more...If You’re Not Writing Like People Talk, What Are You Writing Like?
Before I took my business full-time, I was working as a communications consultant for a global company. I had ghostwritten an article for an executive that would appear in a major trade publication. Back then, my process was the same as it is today. Record the interview so I can listen, capture every word and ask follow-up questions instead of scrambling to take notes. After reviewing the audio and doing some research, I wrote the article. “The tone is far too casual for a senior executive,” I was told. “It needs to sound more professional and intellectual to appeal to other executives.”
Read more...If Your Marketing Isn’t Working, Your Content Might Need an Empty Claim Audit
Ever since the first newspaper ad was published in the early 1700s, advertising has been littered with empty claims. This awful trend continues to this day with print media and collateral, radio, TV, outdoor, and online platforms. Decades ago, you might have been able to get away with being vague. There wasn’t as much competition, and there wasn’t as much exposure to marketing. Beyond traditional ads and directories (remember the yellow pages?), consumers didn’t have a ton of choices. Today, the market is oversaturated with both brick-and-mortar and online businesses and services.
Read more...Why Product Knowledge and Typing Ability Do Not a Content Writer Make
I was talking to a graphic designer the other day about one of his clients. The client was having his logo and website professionally designed, so the graphic designer recommended hiring a writer to handle the website content. The client’s response? “I know my product better than anyone, so I’ll write the content.”
Read more...Does Your Marketing Content Sound Like You?
When I ask a client to discuss an article I’m writing for them, I can sometimes see their eyes roll through the phone. “Do we really need to talk about this? You have all the information you need. You know what I want to say.” I get it. They have other things to do. Even if they didn’t, some people would rather invent things to do than talk about their marketing. But there’s a good reason why that conversation needs to happen.
Read more...3 Basic Questions Your Small Business Website’s Home Page Should Address
Included in the dozens of marketing-related emails I received today were articles about the Internet of Things, artificial intelligence-powered chatbots, Snapchat Spectacles, predictive analytics, and real-time interactive ads for smart TVs. Then why, you might ask, am I writing about something as basic as what to say on the Home page of your website? Fair question. Simple answer.
Read more...Are You Making These Mistakes with Your Website’s Home Page Content?
When you watch those house flipping shows on TV, you see people spending tens of thousands of dollars on kitchens, bathrooms and additions. High-end counters, cabinets and fixtures. More square footage. But when it comes to home improvements that deliver the highest ROI, guess what project lands at the top of the list without fail, year after year?
Read more...How to Turn Jargon from Marketing Obstacle to Opportunity
I don’t believe in absolutes when it comes to marketing. “Every business should be doing this.” “This is always a big mistake.” “This approach always works.” There are exceptions to every rule, including the one about never using jargon in your marketing content.
Read more...What the Pope Can Teach Marketers about How to Talk to People
A couple weeks ago, Pope Francis spoke to hundreds of thousands of people, mostly young people, who gathered in Poland for World Youth Day festivities. His message was powerful, but not because he weaved scripture into his address or brought people to tears with emotional anecdotes. His message was powerful, at least to me, because he came about as close as a Pope can come to telling kids to get off their lazy asses and do something with their lives.
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