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How to boost your business with good web writing

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If marketing was a tree, and its leaves were images and videos, copywriting would be the trunk that holds it all together. Learn how to maximise your words to improve your business. #business #writing #copywriting

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How to boost your business with good web writing

  1. 1. How to boost your business with good web writing
  2. 2. Attract attention Grab attention from specific audiences with social media, email subject lines, article headlines, and eye catching images. 1
  3. 3. People are busy! Tell them what to expect if they click: • how many points you're going to make, • how long it may take them to read, • and what the piece is about. 5 reasons why your kids need a pet in their lives. 1 Attract attention Grab attention from specific audiences. Example:
  4. 4. • Give your audience a real emotional reason to click: Beat the bullies: the ONE solution you (and your kids!) need. • Speak directly to them. The more specific you are, the better: Quit scratching today! Use our natural solution for your eczema. 1 Attract attention Grab attention from specific audiences.
  5. 5. 1 Attract attention Grab attention from specific audiences. 5 ways headlines and email subject lines should work. • Be relevant to your audience’s interests. • Use 6-10 words. The shorter, the better. • Tell them the benefits. Why should they read your piece? • Use words like ‘without’, ‘regret’, ‘no’, and ‘STOP’ to make them insecure. • Use ‘you’ and ‘your’ to seem
  6. 6. 1 Attract attention Grab attention from specific audiences.
  7. 7. But woah there. All those emails were in my junk folder. So maybe they don’t work that well. Audiences want their needs to be fulfilled by other humans and occasionally a furry animal. Maybe if those subject lines felt a bit more human, and a little less shouty, they would be in my inbox. 1 Attract attention Grab attention from specific audiences.
  8. 8. Analyse your own junk mail folder or promotions tab: • Why are they in your junk? • Had you opened any of them already? What made you open that piece-of-junk email? • Did you think it would be useful? • Did it make you curious?   1 Attract attention Grab attention from specific audiences.
  9. 9. • You know your business, so tell your audience a benefit before they click or scroll away. • Be friendly, or professional; use whatever tone suits best, but you don’t need to shout. • If the title contains one or more who, what, where, why, or when, in under 10 words, you’ll probably get more opens and clicks. 1 Attract attention Grab attention from specific audiences.
  10. 10. But above all, be human, not shouty. Because once you’ve got their attention, you want to build a relationship with your audience. 1 Attract attention Grab attention from specific audiences.
  11. 11. Sustain interest Keep your audience’s attention on your page with blog posts, news feed, articles, product descriptions, category descriptions, and 'about us' pages. 2
  12. 12. Show your audience you understand their interests and expectations. What will they want to know? • What? • Who? • How (+ how much?) • Where? • When? • Why? 2 Sustain interest Keep your audience’s attention on your page.
  13. 13. For example, an article called “Baby clothes that get brighter the more you wash them” will need: 2 Sustain interest Keep your audience’s attention on your page. • What? Baby clothes that seem to get brighter • Who? The brand and company that created them • Where? Available in which countries or regions? • How or why? The technology behind it • How much? The price • and when they’re coming on the domestic market so your readers can buy them.
  14. 14. Try not to miss any of those 6 pieces of information. You don’t want to leave the reader dissatisfied. Put yourself in their shoes. If you felt a bit short-changed when you read about the product, would you want to buy it? Don’t worry about writing too much. Longer articles often sell better. 2 Sustain interest Keep your audience’s attention on your page.
  15. 15. But don’t forget, when someone clicks that headline, they’re expecting to see information about Victoria Coren. Show them you know what you’re talking about. • Use numbers Victoria Coren never leaves the house without our playing cards. 2 Sustain interest 284,000 people shared our DDA protest poster! Check it out here! Keep your audience’s attention on your page. • or name-drop if you can.
  16. 16. So, in the article, say: • where she’s used the cards (which big poker tournaments), • why she likes them (their qualities), and • when she first used them. In this example, real authority and credibility can only come from an interview or direct contact with the poker star. 2 Sustain interest Keep your audience’s attention on your page.
  17. 17. They can’t decide to buy your product until they know why they need it. • Give them product descriptions to help them decide: This double divan has over 1000 handsprung pockets, scientifically shown to decrease common pressure points and improve your back overnight. • Don’t just tell them what it does; tell them how it will benefit them, when they’ll feel the benefits, and where the bed will do them the most good. 2 Sustain interest Keep your audience’s attention on your page.
  18. 18. Stoke their desires Explain to your audience how they’ll benefit from your product, service or information within your blog posts, product descriptions and articles. 3
  19. 19. Turn features into benefits, so they can clearly see why they need your product or service. This messenger bag is light and strong, and is 28" x 16", with two spacious pockets either side, so it's the only bag you'll need when you have to drag your laptop and all its cables to work. • You’re not selling a dream, you’re marketing real products. • Offer them real benefits they can relate to. • Give them something to aspire to. 3 Stoke their desires Explain how your product benefits them.
  20. 20. • Once they think about the possibilities of what your product could do for them, their desires are stoked to a medium-high heat. • Follow up straight away with a ‘call- to-action’ on the last line of your article or product description. 3 Stoke their desires Explain how your product benefits them.
  21. 21. Act now! At the end of your social media post, advert, blog post or product description, tell your readers exactly what to do next, with a swift call-to-action. 4
  22. 22. Calls to action, buttons, and inline links, are all good opportunities to provide instructions. • Tell your audience what to do. How to buy. Where to go for more information. The clearer you are, the easier it is for them to decide what to do. They can still click away, but the more helpful, real, and genuine your persuasion, the more likely they are to follow your instructions. 4 Act now! Tell your readers what to do next, with a call-to-action.
  23. 23. Calls-to-ACTION examples Go to SakinaMurdock.com to learn more about great web writing. Get more sunshine in your life. What are you waiting for? 4 Tell your readers what to do next, with a call-to-action. FLY NOW! ENROL! Inline: Buttons Act now!
  24. 24. Do it yourself? If you’re not sure whether to write your own work or hire a copywriter to do it for you, try this neat little thinking tool right now to help you decide. 5
  25. 25. Act now! Only you can decide if you want to do your own writing for your business. Time is money and quality costs money, so think about the implications in these 3 terms: • Do you have time to write your own? • Can you afford the cost of an expert to write it for you? • Can you produce great quality writing yourself? 5 Decide whether or not to do it yourself.Do it yourself?
  26. 26. 5 Do it yourself? Decide whether or not to do it yourself.
  27. 27. Recap Boost your business with good web writing: 1. Grab a specific audience’s attention. 2. Keep your audience’s attention on your page. 3. Explain to them how they will benefit from your business. 4. Tell your readers what to do next, with a call-to-action. 5. Decide whether or not to do it yourself.
  28. 28. Websites are mostly words. Without good quality writing your website won't reach its potential in audience, sales or income for you. Invest in good quality, attention- grabbing and targeted web writing to ensure you get the best from your website. Good writing matters
  29. 29. I’ve had an unusual career over the years. I’ve worked in TV, film and video, twice been a PA in the NHS, and more recently a home carer in rural Cumbria. Those are just a few. I’ve walked in a lot of people’s shoes so I’m able to write realistically, and from many points of view. Credentials for writing? Well, I’ve got an honours degree that starts with the word ‘English’. Experience has always been more important in my eyes. About Sakina Only dead fish go with the flow. Let’s talk about the writing you need for your website Contact me
  30. 30. I like coffee © 2016 Sakina Murdock  Photos by Unsplash Icon made by Vectorgrafit from www.flaticon.com

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