Byron White    Las Vegas
LifeTips.com   2006
Understand the Paradox of Choice
   Understand the new age expansion of choice
   Discover the rules for decision making
 ...
Get in Tune with the Vision
  Get under the skin of the target audience
  Inhabit the lives of the target audience
  Touch...
Set the Right Course
  Add new meaning and distinction
  Create new confidence with your readers
  Create new energy for y...
Learn to Tell Stories
   Great stories introduce great characters
   Great stories are contagious
   Great stories focus o...
Learn to Story-Tell and Sell
Connect with readers                           Information         A Story
                  ...
Understand Web Readers
   Readers want to be able to find specific things
   Readers are in a hurry
   Readers love person...
Map Out Your Readers Needs
   Readers want credibility, belief and logic
   Readers want exposure to new worlds
   Readers...
Develop a Content Haiku
Haiku: Japanese 3 line poem, 17 syllables
   Create several different content Haiku
   Split test ...
Keywords Without Compromise
  Harvest the rich search keywords
  The challenge is to pepper keywords without
  compromisin...
Find the Positive Story
Finish these sentences
    – We are not____________________
    – We are not____________________
 ...
Keep it Simple
  Speak the language of readers
  Create deep info for deep readers
  Create light info for impulsive buyer...
Understand the Power of Links
  Not all links are created equally
  Distinguish contextual validation vs. orphans
  Build ...
Learn to Make Meaning
 Find new value in products
 Try and make the Web world better
 Deepen the understanding of your pro...
Act Like An Actor
  Get under the skin of the target audience
  Develop an engaging and passionate voice
  Learn the lines...
Respect the Art
“Writing is easy: All you do is sit staring at a
blank piece of paper (screen) until the drops of
blood fo...
Recognize the Talent
   Well-furnished minds and well traversed
   experience
   Exceptional curiosity about every subject...
Fish Where the Fish Are
    JournalismJobs.com
    MediaBistro.com
    AJR.com (American Journalism Review)
    Online new...
Define the Priority
   Improve organic listing positions
   Increase organic traffic
                        VS
   Improve...
Create Company Mantra

“A sacred verbal formula repeated in prayer,
meditation, or incantation, such as an invocation
of a...
Sample Mantras
Winning is Everything                           Greenbay Packers
Think                                     ...
Encourage Working Smart


“It is no bad thing to learn the craft of advertising
by copying your elders and betters.”
     ...
Be Open to Creative Risks
   Make teeth chatter
   Make people talk
   Make people laugh
   Touch the heart
   Create some...
Demand New Data Mining
 Search box on the clients website and log files
 FAQ emails submitted to customer services
 Discus...
Develop a Flawless Process
 Brainstorm session that uncovers the story
 Methodology to get under the target’s skin
 Resear...
Agree on a Sales Funnel
   Preliminary: First impressions and headline
   architecture
   Investigating: Knowledge seeking...
Help Shape Perception
   What’s worth living for?
   What’s worth dying for?
   What’s worth buying?
   What’s worth upgra...
Implement Smart SEO Rules
 Clean and unique meta strategy
 Create original content (no dup content issues)
 Consistent sit...
Bring Science to the Art
  A/B split testing
  Track conversions
  Monitor traffic
  Perpetually Revise
  Track stickiness
Use Smart SEO Tools
LifeTips Page Strength Tool
Hire the Pros


“If each of us hires people who are smaller than
we are, we shall become a company of dwarfs.
But if each ...
Drop off your business card after the session for a
    link to our proprietary Page Strength Tool
Writing for the web,  Pub Con 2006
Writing for the web,  Pub Con 2006
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Writing for the web, Pub Con 2006

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How do you create content that will engage and connect with readers? Byron's offers 30 tips that will help you find and manage the great writers you need to achieve top listings in the search engines.

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Writing for the web, Pub Con 2006

  1. 1. Byron White Las Vegas LifeTips.com 2006
  2. 2. Understand the Paradox of Choice Understand the new age expansion of choice Discover the rules for decision making Develop decision making map and process Create new methodology for buying decisions Forge simplicity into the art of content creation Resource: The Paradox of Choice, Barry Schwartz
  3. 3. Get in Tune with the Vision Get under the skin of the target audience Inhabit the lives of the target audience Touch the heart of the audience
  4. 4. Set the Right Course Add new meaning and distinction Create new confidence with your readers Create new energy for your sales team Create something that matters
  5. 5. Learn to Tell Stories Great stories introduce great characters Great stories are contagious Great stories focus on “what happens next” Great stories teach us to be smart Great stories surprise and delight Resource: Content Critical, Gerry McGovern and Rob Norton
  6. 6. Learn to Story-Tell and Sell Connect with readers Information A Story Fills You Up Moves You On Turn browsers into believers Facts Acts Turn believers into buyers Citing Exciting Reams Dreams Motivate the sales process Promotional Emotional Static Dramatic Check lists Casts of Characters Compiling Compelling Annotated Animated Feeding the Brain Touching the Heart Expires Inspires Resource: Sisomo, Kevin Roberts, CEO Saatchi & Saatchi
  7. 7. Understand Web Readers Readers want to be able to find specific things Readers are in a hurry Readers love personalization, “it’s all about me” Readers want advice Readers want up-to-date, relevant, straightforward content Resource: Content Critical, Gerry McGovern and Rob Norton
  8. 8. Map Out Your Readers Needs Readers want credibility, belief and logic Readers want exposure to new worlds Readers want to laugh and cry Readers want intimacy, mystery and bravery Readers want surprise and delight Resource: Content Critical, Gerry McGovern and Rob Norton
  9. 9. Develop a Content Haiku Haiku: Japanese 3 line poem, 17 syllables Create several different content Haiku Split test the conversions of each style Select the winners and apply rules
  10. 10. Keywords Without Compromise Harvest the rich search keywords The challenge is to pepper keywords without compromising the story Reader must come first, the search engine spiders second
  11. 11. Find the Positive Story Finish these sentences – We are not____________________ – We are not____________________ – We are not____________________ – We are not____________________ Then cross out the negatives. Build a story around the positives.
  12. 12. Keep it Simple Speak the language of readers Create deep info for deep readers Create light info for impulsive buyers Use super-simple navigation architecture
  13. 13. Understand the Power of Links Not all links are created equally Distinguish contextual validation vs. orphans Build Internal links that support your SEO Surround the link phrases with rich keywords Find direct external links that support your SEO
  14. 14. Learn to Make Meaning Find new value in products Try and make the Web world better Deepen the understanding of your products Right a terrible wrong Offer value, insight and wisdom
  15. 15. Act Like An Actor Get under the skin of the target audience Develop an engaging and passionate voice Learn the lines (rich keywords) Revise the script (split testing) Perform flawlessly, day after day (conversion)
  16. 16. Respect the Art “Writing is easy: All you do is sit staring at a blank piece of paper (screen) until the drops of blood form on your forehead.” —Gene Fowler “There’s nothing to writing. All you do is sit down at a keyboard and open a vein.” —Red Smith
  17. 17. Recognize the Talent Well-furnished minds and well traversed experience Exceptional curiosity about every subject Above average wit and sense of humor Vivid imagination and powerful analytical thought Resource: Story, Robert McKee
  18. 18. Fish Where the Fish Are JournalismJobs.com MediaBistro.com AJR.com (American Journalism Review) Online news sites (BostonWorks, Providence Journal Online, etc.) Craigslist.org Resource: Melanie Nayer, Editor, LifeTips
  19. 19. Define the Priority Improve organic listing positions Increase organic traffic VS Improve conversions rates Increase sales Resource: 200 Clients at LifeTips
  20. 20. Create Company Mantra “A sacred verbal formula repeated in prayer, meditation, or incantation, such as an invocation of a god, a magic spell or portion of a scripture containing mystical potentials.”
  21. 21. Sample Mantras Winning is Everything Greenbay Packers Think IBM Fun Family Entertainment Disney Save Babies March of Dimes Healthy Fast Food Wendy’s Kick Butt in Air and Space Air Force Resource: The Art of the Start, Guy Kawasaki
  22. 22. Encourage Working Smart “It is no bad thing to learn the craft of advertising by copying your elders and betters.” —David Ogilvy
  23. 23. Be Open to Creative Risks Make teeth chatter Make people talk Make people laugh Touch the heart Create something that matters Create something that creates buzz Resource: The Write-Brain Workbook, Bonnie Neubauer
  24. 24. Demand New Data Mining Search box on the clients website and log files FAQ emails submitted to customer services Discussion with customer service reps Discussion with customer Keyword popularity research
  25. 25. Develop a Flawless Process Brainstorm session that uncovers the story Methodology to get under the target’s skin Research the rich keywords and scent trail Nail the value proposition Clarify the call to action Manage the feedback
  26. 26. Agree on a Sales Funnel Preliminary: First impressions and headline architecture Investigating: Knowledge seeking and trust building Demonstrating Capability: Show how products solve problems Obtain Permission: Drive action, sign up, download or buy Resource: Spin Selling by Neil Rackham
  27. 27. Help Shape Perception What’s worth living for? What’s worth dying for? What’s worth buying? What’s worth upgrading? Why should I take action? Resource: Story, Robert McKee
  28. 28. Implement Smart SEO Rules Clean and unique meta strategy Create original content (no dup content issues) Consistent site maps and architecture Avoid “stuffing” keywords Build less obnoxious internal link strategy
  29. 29. Bring Science to the Art A/B split testing Track conversions Monitor traffic Perpetually Revise Track stickiness
  30. 30. Use Smart SEO Tools LifeTips Page Strength Tool
  31. 31. Hire the Pros “If each of us hires people who are smaller than we are, we shall become a company of dwarfs. But if each of us hires people who are bigger than we are, we shall become a company of giants.” —David Ogilvy Resource: Ogilvy on Advertising, David Ogilvy
  32. 32. Drop off your business card after the session for a link to our proprietary Page Strength Tool
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