Home » Archive by category 'Copywriting'

The dark side of Facebook fan pages

March 4, 2010 • posted by Heather

Picture this: I’m working away in a cramped London hotel room. I’m there for SES London, along with many other of my geeky SEO friends.

Suddenly, I get a Facebook fan page request from a person who shall remain nameless.

And then I got another. And another. All from the same person.

At the end of the deluge, this person had sent out about eight “become a fan” requests (it could have been more, actually,) all within five minutes.

A few minutes later, I head downstairs for dinner. One person checks his iPhone and groans about all the “become a fan” requests. Another person checks his email and makes the same comment. We compare notes and realize, yup, these requests were:

  1. All from the same person, who was…
  2. In our industry, so he was probably…
  3. Setting up Facebook fan pages for his clients (most of which were local to this man, and therefore, we had never even heard of the companies)  and…
  4. Sending out bulk “become a fan” email requests to everyone in his Facebook network on behalf of his clients. You know, the companies that none of his Facebook friends had ever heard of.

Within five minutes, this person was “unfriended” by five people. Probably more – I’m sure we weren’t the only folks in his network to feel this way.

Folks, I am all for Facebook fan pages.  I think they offer businesses a fantastic way to reach customers and engage in a two-way dialogue. Heck, even I have a SEO copywriting Facebook page.

But when it comes to promoting your fan page (or your client’s), please, please use some common sense. Sending out client fan requests to everyone on your friend network is just plain irritating. How could I have any kind of “connection” to a company that’s across the U.S. from me? How is that targeted? It reflects poorly upon the marketer and poorly upon the company.

If you’re cringing a bit because you’ve done the same thing, I know you meant well. You really did.  Heck, I’m sure the guy who sent out all the Facebook notifications meant well.  I’m sure he wanted to build up his client’s fan network and show some initial success.  The thought was nice. But there are other ways to reach that goal.

So, before you send out “bulk-fan” notifications, ask yourself:

1. Does my friend have any connection to the company that I’m promoting? If you’re promoting your own company, it may be appropriate to email more folks within your network (although Kenny Hyder says no in this funny and spot-on post.) But if you know that your friend lives in California, and you’re asking them to become a fan of a small, local Vermont-based business, you probably aren’t going to get much play.

2. Do I have a page that’s worthy of fandom? If it’s a brand-new fan page without much interaction, consider bulking up your content before trolling for fans. Otherwise, you’re asking folks to fan (otherwise known as “recommend”) a page that’s not even ready for prime-time.

3. How would I feel if I received this fan request? Just because people can easily ignore a request doesn’t mean that you should make them spend the time to do so. If you’re on the fence, don’t send it.

Friends don’t let friends send spammy Facebook spam requests, m-kay? Think about it.

Filed under Commentary, Copywriting, SEO Copywriting Tips, Social Media, Working with clients

Comments (4)

Does your content piss people off?

February 16, 2010 • posted by Heather

A few days ago, my husband and I were watching an ad for Teleflora. It was your typical Valentine’s Day ad – a woman received flowers at work – but they were brown and wilted. She was obviously disappointed. The lesson: If you don’t purchase your flowers from Teleflora, the love of your life may question how much you really care.

The ad made my husband angry. First, he said, why are all Valentine’s Day ads targeted towards men? Why aren’t there any targeted towards women? After all, they buy Valentine’s Day gifts too (good point.)

But what made him the most angry was what he felt was the subtext of the ad. In his words, “OK, so I’m a tool if I don’t send flowers – and I’m even more of a tool if I send flowers and they aren’t the right kind. Men can’t win.”

(Fair disclosure: My wonderful husband celebrates Valentine’s Day 365 days a year. His ad resistance had everything to do with the messaging, and nothing to do with the concept of celebrating your beloved.)

When you’re writing copy, it’s so important to consider how the target audience will feel about your content.  On the surface, the Teleflora ad was probably seen as witty and original. But since the target audience is men – and men are getting told yet again that their gifts had better measure up on Valentine’s Day – how effective was this ad, anyway?

This is especially important if you’re writing copy about “touchier” subjects. For instance, think of people who need high-risk car insurance and SR-22 forms. This population is already facing higher insurance fees, and are dealing with the stigma of needing a SR-22 in order to drive.  If you are part of this target audience, would you rather read:

“Accidents, violations = OK!” (The General Car Insurance) or…

“This is auto insurance for people that many insurance companies do not desire to insure or for people that have had a policy cancelled” (High Risk Auto Insurance Ontario.)

You see the difference? The General makes a positive statement (OK!) while the other site reminds the visitor that yes, they did mess up royally.

As I stated in “Do You Know What Your Prospects Are Really Thinking”, your target audience is looking for excuses to NOT buy from you. When you write content that disempowers, embarrasses or freezes prospects with fear, they won’t react well. In fact, the only reaction you may see are huge bounce rates.

The important takeaway from these examples is to always – and I mean always – put yourself in your target audience’s shoes. Ask yourself how you’d feel if you read the copy. Would you feel empowered and positive (OK!) Or would you feel like, no matter what you did, it wouldn’t be good enough (Teleflora.)

Focus on writing copy that’s empowering, exciting and informative. You won’t piss people off – and your site conversions will show it.

(Private note to ProFlowers – your site is still focused around Valentine’s Day – and it’s the 16th of February. Oops!)

Filed under Commentary, Content marketing, Copywriting, SEO Copywriting Tips

Comments (2)

Want to be a SEO copywriter? Check out these FAQs.

February 9, 2010 • posted by Heather

Ever since I launched my SEO Copywriting Certificate Program, I’ve heard from a number of people who want to dip their toes into the SEO copywriting waters – but they’re not sure if it’s the right career choice for them.

If you’re looking at SEO copywriting as a career choice, here are the 10 most frequent questions I hear…and the answers I provide:

1. I have zero copywriting experience. Can I still be a SEO copywriter?

Sure you can…after some training.

To be a successful SEO copywriter, it is very important to understand how the search engines work. I can’t emphasize this enough. You don’t have to be a technical wizard who enjoys coding sites in your spare time. But you do need to speak (and understand) “SEO geek.” Otherwise, you are doing your clients a huge disservice. Remember, clients rely on you to understand keyphrase strategy, hyperlink strategy and how content marketing dovetails with their entire marketing campaign. Not understanding SEO best practices means you’ll miss important opportunities (or make mistakes) that can cost your client money.

Additionally, you’ll also need to understand persuasive writing techniques – otherwise known as “understanding how people tick and make buy decisions.” At the end of the day, your clients look to you as a marketing expert. They may not have a good handle on how to boast their benefits or pinpoint their unique sales proposition. If you really want to help your clients succeed (and that means helping them make sales,) it’s crucial that you understand how to create conversion-oriented copy. It will help you write better Web pages, improve your email campaigns – and even help you “sell” yourself on your own site.

2.  Do I need to go back to school?

Nope.  In fact, I don’t know of any universities that incorporate SEO copywriting into their curriculum.

3.  So, if I can’t go to school to learn SEO copywriting…how will I learn the ropes?

Being a self-starter and taking the initiative to educate yourself is extremely important. Unlike some careers, don’t figure that you’ll “learn SEO copywriting” in a few months – and that’s all you’ll need to do. I’m still learning. I’m still researching. It’s a never-ending process.

Many of the top copywriters are self-taught, learning the art through reading books, combing blogs and trial and error. For folks who prefer more “formal” training,  there is my new SEO Copywriting Certificate Program (which is online and self-taught.) If you enjoy learning in a conference environment, Pubcon, Search Marketing Expo and Search Engine Strategies run SEO copywriting panels. AWAI runs Web Writing Workshops. And occasionally, there are local workshops too – you can always check with a SEO copywriter you like and see if he/she is running anything in your area.

4. My fav SEO copywriter isn’t planning a seminar in my area. Now what?

Some folks learn well in a mentor relationship, where the SEO copywriter reviews your work, answers your questions and helps you learn the art faster and easier. I’ve mentored a few folks, and it is a very powerful way to learn – especially for folks who prefer a one-on-one learning environment. Some mentors will work with folks for free, in exchange for you doing some writing. Other mentors will charge money. Although “free” is a great price, don’t reject a “paid” mentor relationship if you have the funds available. You’ll probably be able to work with a SEO copywriter faster (and receive more consistent feedback) if you’re able to pay.

If you can get hired as a marketing assistant, it’s possible that you can learn the SEO copywriting essentials on the job. Although most companies prefer to hire folks with at least a little experience, you can work as an assistant at first – and then gradually work on some writing projects as your skills improve.

5. Won’t what I learn be out of date in just a few months?

Nope.  SEO copywriting foundational strategies have been stable over time. Granted, there are always new opportunities (such as Twitter.) But the “writing with keywords” basics are tried and true. At the same time, it’s crucial to stay educated in this fast-moving field. If you love to learn, SEO (and SEO copywriting) is a great career choice.

6. How can I find SEO copywriting work?

That depends – do you want to work in-house or freelance?  If you want to freelance, think about business owners you personally know who have a Website – is there some way that you can help them? You can also work with advertising agencies,  SEO firms, online SEO copywriting agencies and even Web design companies.  In short, freelance SEO copywriters have lots of options.

If you prefer to work in-house, you can find a number of SEO copywriting and content marketing jobs online. The site Direct Response Jobs lists some great SEO copywriting gigs (registration required.)

7. How much should I charge for SEO copywriting services?

That depends on a lot of things, including your experience level, your local area (assuming that you are focusing locally,) and the types of clients you want to work with. If your heart is with small business owners, it makes sense to charge small business prices. If you love working with corporations – and you have some experience under your virtual belt – you can charge much more. I know SEO copywriters who have made 20K a year – and others who have made over 200K.

8.  Can I be a part-time SEO copywriter?

Yes. Many people when they are first starting out have a “real job” during the day – and work on SEO copywriting assignments at night. This can be a great way to build up a client base while having the security of a regular paycheck. Note that you’ll have to figure out how to communicate with your clients during your “regular” workday – even if your SEO copywriting day starts at 7pm, most of your clients will want to talk to you between 9-5. However, you can always answer emails and take calls on your lunch hour – and really focus on your clients the moment you get home.

9.  How can I get paid more money?

That’s up to you. Good – and I mean really good – SEO copywriters are SEO experts in their own right. They understand how the search engines work, and keep up on the latest and greatest algorithmic changes. At the same time, these savvy SEO copywriters are researching topics like NLP, neuromarketing, consumer psychology – anything that will help them write better copy faster. The more you know, the more you can get paid.

If you love learning and uncovering the latest search engine burp is fun for you, you can look at expanding your skills into link building, social media and even consulting and training. Some SEO copywriters even take on full-scale SEO projects, handling everything from technical to analytics and everything in between. If this is the route you plan to take, know that you’ll need to spend a lot of time educating yourself. As I mentioned earlier, your lack of knowledge can hurt a client – so be very honest in what you can do – and what you can’t provide.

10. The most important question of all: Is SEO copywriting a fun career choice?

For many people, yes, SEO copywriting is a darn fun career choice. Some folks choose to turn SEO copywriting into a lifestyle business, where they fit in copywriting gigs around family, fun and other responsibilities. Other people dream of having a full-fledged SEO copywriting and content marketing agency, complete with employees, downtown office and signage. While others would prefer to work in-house with a team of talented people. If SEO copywriting is your desired career choice, you have the freedom to create the work environment you’ve always wanted. And having that kind of freedom, combined with doing the work you want to do, is a great gig.

Filed under Commentary, Content marketing, Copywriting, Freelance SEO copywriting, In-house SEO copywriting

Comments (2)

Why some large companies suck at content marketing

January 26, 2010 • posted by Heather

Recently, Junta42 released their 2010 content marketing survey (if you haven’t read it, do it now – it’s good reading.)

One of the oft-reported stats is that smaller companies (those with less than 99 employees) are spending two times more on content marketing than their big-brand counterparts (40 percent versus 18 percent.)

To those of us in the content marketing trenches, this is not surprising. And here’s my theory on why.

Small companies have a distinct advantage in the content marketing game: They “just do it” (to borrow from an old Nike ad.) They may start Tweeting because it’s free, granted -  but quickly realize that Twitter is a powerful marketing tool and stick with it (I have seen many smaller companies pay someone to Tweet for them because the campaign is so successful.)  Small businesses may start a blog for SEO purposes – but they they learn that their blog helps them interact with readers in a new, fun (and profitable) way.  Spending money for a Web-page rewrite may be daunting, but they do it to help drive new business. (for an example, check out the Studio Blue Pilates case study.) It’s certainly not that they have more money than their corporate counterparts. It’s that they’ve focused their spending on what’s worked: Content marketing.

Large brands…not so much.

I don’t know how many times I’ve worked with a big brand on a content marketing initiative, only to have it shelved, delayed or in a constant state of “We’ll finalize this during our next meeting.” One big-brand client who was thisclose to signing pulled out at the last minute because “legal would need to approve all the content, and they didn’t have time to do so.” Another client wanted to conduct market research on what, exactly, they should blog about. That was a year ago. And believe it or not, the market research is still ongoing (after being shelved a few times over 2009.) Yet another client feared Twitter because, “What if people Tweeted something negative about their company? How would we deal with it internally?”

Large brands don’t choose to have that “just do it” freedom, and that’s sad (I say “choose to have that freedom” as policies and procedures can be changed…assuming there’s an internal push to change them.) How many times have you seen a big-brand client discontinue a content marketing campaign because the project kept going on hold and the results were spotty? Or seen an ecommerce company directly uploading their print catalog copy for their Website and then say that “SEO content marketing doesn’t work” because the copy doesn’t position (uh, yeah…because there are no keyphrases in the copy.) Or refuse to build a blog – that market research proves that their customers would embrace – because “if an external consultant blogs for us, they may say something wrong. And we can’t handle it in-house. So we won’t do it.”

Instead, the budget that would have been (possibly) earmarked for content marketing flows other places. Large brands focus on being #1 in PPC results, purchasing display ads and doing other things that may gain exposure, yes. But it may also be a very expensive way to gain customers…especially since the experience is totally one-sided (buy from us) rather than interactive (tell us what’s important to you.)

That is sad as well.

So, consider this a call to action for large businesses to embrace content marketing. It could be setting up a dedicated Twitter-guru who monitors and responds to Tweets (like @alaskaair and @starbucks.) It could mean working with a consultant to uncover content marketing opportunities. It could mean making internal changes so getting one blog post approved doesn’t take a month every time. If Zappos can do it (heck, if Starbucks can do it) other large companies can do it too.

If they want to.

In short, it means that large businesses need to look at their content marketing assets differently. They need to get out of their own way and view their content as an interactive stepping-stone – not a reputation management threat.  And large businesses need to learn to carry through on campaigns that help them communicate with their customers and prospects, rather than pushing all their spend to PPC “because it’s easier.”

When that happens, it will be a good day for those big-brand companies. Their customers – and their bottom line – will thank them.

Filed under Copywriting

Comments (6)

8 ways to handle the haters

January 21, 2010 • posted by Heather

I remember it like it was yesterday.

15 years ago, I was working for a small-press publisher. After months of begging, I finally got my chance to write my first back-jacket blurb – you know, the promo paragraphs designed to snare you into buying the book? What’s more, it was for a well-known author in the self-help field. Needless to say, I sweated and slaved over every word.

A week after I turned in the copy, the publisher called me into her office. Apparently, not only did the client NOT like the copy, he felt compelled to break down why he didn’t like it on a line-by-line basis. The letter ended with (and no, I’m not making this up,) “I don’t know who this Heather Lloyd-Martin woman thinks she is…”

I was devastated. Looking back, I’m amazed I stayed in the industry. But I did – and this experience taught me a lot.

The reality is, some clients are going to hate what you write. They won’t be satisfied. And they will tell you in no uncertain terms.  Here’s how to handle it:

  • Calm your heart rate. I don’t care how many years you’ve been in the business, reading “I’m not happy with the copy” sends ice shivers down your spine. Immediately, self-doubt kicks in. “Was the writing that bad? Did I totally miss the point? What’s wrong with me?” Or sometimes, all you feel is anger. “Do they realize what I went through to write it? Those &*##@*^.” The more you panic, the less you’ll be able to appropriately react. And react you must do, for the next step is to immediately…
  • Email the client. The best step you can take after receiving a nastygram is immediately respond to the client. Don’t explain, don’t defend, don’t sound angry. Just tell them that you received their email and appreciate their comments. Keep in mind that most clients don’t like sending nastygrams. It’s as hard on them to write as it is on you to read. When you ignore their email because you’re freaked out, the only message you’re sending is “I don’t care about your email.” And that’s the last message you want to send to an unhappy client.  Remember, how you handle the situation is incredibly important, and can mean the difference between keeping the account and letting it go – so this is no time to hide.
  • Schedule a time to talk on the phone. Scheduling a phone chat gives you two advantages. One is you can talk through the copy changes rather than relying on email back-and-forth. Many times, a 10 minute conversation is all it takes to give the client exactly what she wants.  The other reason for a phone conversation is to assess how unhappy the client really is. Email won’t tell you if you need to tease out additional objections and do additional damage control – but a phone call will.
  • Own your mistakes. Did the client catch a mistake and that’s what’s making them cranky? For goodness sake, just own it. Don’t try to explain why it happened, or talk about how many deadlines you’re juggling. Guess what – the client doesn’t care. All they want to know is how you will fix the problem. (As a side note, if it is the client’s fault, it does no good to point out, “Hey buddy, this is your hit, not mine.” Handle situations like that with extreme care.)
  • Send an email immediately outlining the changes you agreed upon. Yes, this is a CYA move. But this also helps prevent “scope creep.” A quick email outlining the changes – and insisting on the client’s written agreement before you proceed – will make your life easier. Otherwise, you run the risk of the client saying after the second draft, “Oh yes, we didn’t like this part either…I know we didn’t mention it before, but we need you to change this” – and you’re stuck in a constant editing spiral.
  • Make the changes immediately. This is the time to clear your schedule, make the fixes, and turn the copy around fast. Don’t schedule it for “when you have time.” Do it right away. Quick action will impress your client and show that you care about the account. Taking your sweet time to turn around the copy will do nothing but alienate them further.
  • Follow-up again by phone. Once your client has your second draft, there is nothing that will impress them more than a quick call making sure that all is well. And if it’s not well, make their changes and send the copy through again.
  • If it’s not clicking – and both parties have tried – let the client go. This rarely happens if you’ve really listened to your client’s needs – but it happens for various reasons. Sometimes, it’s just not a good copywriting “click” and nothing you write will make the client happy. Sometimes, the client is facing behind-the-scenes political pressures and that’s why nothing is working. It’s OK. It’s not fun, but it’s OK. Just give them their money back, refer them to other smart SEO copywriters and wish them well. I’ve had this situation happen three times in 12 years. Two of the clients eventually came back because they liked the way I handled the situation. And guess what – there were no future client issues.

Dealing with unhappy clients can be scary, frustrating and maddening. But remember, if you handle the situation quickly  – and take the time to really hear your client’s needs – you can save the gig. Plus – like what happened to me 15 years ago – you may even get more work because the client likes the way you handled the situation. What a great way to transform a stressful problem into a profitable, happy client relationship!

Looking for low-cost SEO copywriting training? Learn more about the SuccessWorks SEO Copywriting Certificate Program, designed for in-house marketing professionals, agencies, SEO shops and copywriters.

Filed under Commentary, Copywriting, Freelance SEO copywriting, Working with clients

Comments (8)

Do you know what your prospects are really thinking?

January 19, 2010 • posted by Heather

Want to know a secret?

When prospective buyers visit your website, they are looking for more than just their desired product or service.

The secret is, they’re looking for reasons to NOT buy from you.

Yes, that’s right. Your prospects – no matter how motivated they are – are coming to the virtual table with a chip on their shoulder. Like the person burned by too many bad dates (you dated that person too?) they want you to prove to them how you’re not just like all the others.

But the problem is, just like in the dating example, you have no idea what the “others” did to your prospect. She’s not coming to you and saying, “Here’s what happened to me – and I’m expecting you to pull the same stuff.” But here’s what she could be thinking…

…The last PR company I worked with took my 10K and didn’t generate a dime in buzz. How can you help me?

…The last time I bought something online, the package arrived late – and the company overcharged me for shipping. Will you do the same thing?

…The last time I hired a writer, he copied an article from Wikipedia and tried to pass it off as original content. How do I know that I’ll get what I’m promised?

…These prices seem high. Are your services really worth it, or are you overpriced?

Think about your own buying behavior. Do you jump into a new purchase willy-nilly, buying from the first vendor in the search results? Or do you carefully compare Websites, send exploratory emails and check reviews so you can work with the right company?

(As a side note, that’s why well-written persuasive content is so important, It’s more than just “getting a good ranking.” It’s providing a fantastic customer experience through the power of the written word.)

Here’s what this means to your online content.

You have to overcome those objections within your copy and show the value of working with you. Rather than waiting for your prospect to bring up every objection they have (guess what – they won’t,) you have to face the known issues head-on and overcome them. No, that doesn’t mean hammering your prospect over the head with how cool you are. It means recognizing that your prospects need to be 100% assured of the value they’ll receive when they work with you.

Plus, if you don’t overcome these objections immediately in your Web copy, you may not get a second chance.

For instance, Domino Pizza’s old campaign of “Pizza in 30 minutes or less” was perfect for thousands of hungry pizza-lovers anxious for immediate-gratification food.

The U.S. Post Office’s campaign of “Celebrating a simpler way to ship” helps promote their online services and overcome the objection of “Will I have to stand in line for hours at the Post Office?”

Or FedEx’s, “When it absolutely, positively has to be there overnight…guaranteed” – which is important for businesses who need on-time, trackable shipping.

How do you “figure out the known issues” if you don’t know exactly what your prospect is thinking? Simple. Do your homework.

  • Talk to your sales team. These are the folks “in the trenches” who hear exactly what’s going on – and who overcome objections every time they talk to a new prospect. Learn what their clients are worried about, what’s important to them, and how your service has exceeded their expectations.
  • Talk to your customers. Often times, testimonials can help tease out what objections the person had before they worked with you. For instance, customers will tell stories like, “When I worked with XYZ company, it took one or two days before they would answer my email. When I work with you, I get an immediate response.” See there? A sentence like, “We’ll return your email within one business day, guaranteed” perfectly overcomes the objection.
  • Review competitng sites. Sometimes, your competition really does get it right. Comb through their copy and see if they’ve overcome objections that your site doesn’t address. Does your competition talk about how many years of experience their consultants have? Does your competition mention a “no hassle money back guarantee?”  Do they include customer reviews touting their superior service? Although it’s not a smart idea to copy your competition (after all, you can do better,) you can learn from them. And in doing so, give your prospects the exact information they need.

Wondering how to write persuasive content that gains top search engine positioning. Learn more about the new SEO Copywriting Certificate Program – perfect for SEO practitioners, online copywriters, marketing gurus and advertising professionals.

Filed under Commentary, Content marketing, Copywriting, Direct reponse copywriting

Comments (0)

New SEO Copywriting Certificate Program

January 13, 2010 • posted by Heather

For those who didn’t see the Twitter sneak preview announcement yesterday, I’m excited to announce the release of my new SEO Copywriting Certificate Program.  I’ve copied the press release here – enjoy!

New SEO copywriting certificate program teaches marketers, SEO companies and copywriters how to write optimized Web copy.

Portland, OR (PRWEB) January 13, 2010 — Heather Lloyd-Martin, CEO and President of SuccessWorks Search Marketing, Inc., www.seocopywriting.com, and immediate past chair of the Direct Marketing Association’s Search Engine Marketing Council, announced the launch of the SuccessWorks SEO Copywriting Certificate Program. The certificate program is designed to teach marketers, SEO companies, advertisers, small business owners and copywriters how to increase conversion rates, build community, and gain better search rankings through the power of content marketing.

Heather Lloyd-Martin says, “In today’s competitive marketplace, companies are searching for low-cost ways to develop the SEO skills they need to succeed. After over 12 years of teaching audiences around the world about SEO copywriting, I’m confident that my SEO Copywriting Certificate Program will help companies see greater revenue from their SEO campaigns.”

The SEO Copywriting Certificate Program is an online training program with unlimited access to eight lessons, available in PDF format, plus MP3 audio. The program is designed specifically to train in-house employees in 90 days or less. Participants will learn:

  • How to research their competition and develop a content marketing SWOT analyis
  • How to uncover their firm’s unique benefits and create hard-hitting benefit statements
  • How to develop a compelling tone and feel that drives conversion rates
  • How to find the right keyphrases for their campaign
  • How to successfully integrate keyphrases into their Web copy
  • How to create sizzling Titles that scream “click me” from the search engine results page
  • Proven methods to analyze every page of a website for potential pitfalls
  • New ways their company can leverage new and existing content
  • And more!

Additionally, participates will receive a Certificate of Completion at the end of the 90-day program.

The investment for this program is minimal. Live conferences cost between $1,400 and $2,000. The SEO Copywriting Certificate Program is significantly less, only $599. Plus employees don’t have to miss work or spend company dollars on travel and hotel expenses.

Also, participants receive, at no additional charge:

  • Access to six, 30-minute group conference calls (two per month) where Heather Lloyd-Martin answers questions and guides listeners through any challenges they face ($2,999 value)
  • Exclusive admission to the members-only forum for 90 days ($90 value)
  • Workbook lessons so they can practice what they’ve learned ($97 value)

Satisfied client Dan Walton of Studio Blue Pilates in Portland, OR says, “We were going to pay a firm over $5,000 to help us. Then, I met with Heather and she taught me how to write Web pages and research keyphrases for under $600. Within a matter of weeks I saw my client base increase by 20%! Heather is amazing at what she does. I’m forever grateful.”

Visit www.seocopywriting.com/training/seo-copywriting-certificate-program/ to learn more about SuccessWorks’ SEO Copywriting Certificate Program and view a video message from Heather Lloyd-Martin.

Filed under Copywriting

Comments (2)

Do you suffer from this dirty little copywriting secret?

January 7, 2010 • posted by Heather

Copywriters don’t like to talk about it. Heck, they don’t even want to admit it to themselves. But, they’re often stuck in their own content marketing hell, suffering in silence.

The affliction?  “Copywriter’s burnout”- and it can decimate your SEO and social media strategy.

Back in the day (say, 1998 or so,) there weren’t as many online content marketing avenues. You wrote copy for your Website. Maybe you wrote a monthly article, kicked out a press release and participated in a forum or two.

But now, companies are being told to blog five times a week. And Tweet. And write articles. And comment on other people’s blogs. And write new site copy.  And repurpose existing content. The copywriter who was used to writing one or two things a day is now responsible for writing multiple pieces of copy, tracking comments, devising Tweets and updating the site. Every single day.

The list seems almost endless. And for a sole proprietor, in-house marketer or copywriter, it can be totally overwhelming.

The sad thing is, burnout sets in long before the person notices. The burnout process starts with the writer feeling “bored.”  “I’m writing about the same damn things over and over, ” one writer told me. “My heart’s not in it anymore.”

Slowly, the work quality suffers. What were once brilliant turns-of-phrases transform into “formula” copy.

Then, the writer stops writing as much as she used to. Five blog posts turn into four. Then three. Then before you know it the blog is dusty from underuse…and the last post was sometime during Q3 of 2009.

Sound familiar?

Writers don’t talk about burnout for obvious reasons. But it’s there. And it exists. And it can be scary. Here’s what to do:

  1. Admit the burnout to yourself. If you’ve been writing about health and fitness for over 10 years, it’s no wonder that you’re a little bored.  It’s OK to say, “If I have to write about kettleballs one more time, I’ll go insane.” It’s OK to want to delete your Twitter account and move to an island without phones or broadband. Admitting the burnout is the first step in overcoming it.
  2. Talk to another writer about your burnout. The wonderful thing about admitting “copywriter’s burnout” is that you’ll find that you’re not the only one. Hearing another writer affirm how you’re feeling is sometimes all it takes to turn things around.
  3. Try writing something just for fun. I asked a talented writer yesterday if she ever wrote for fun anymore. There was a long pause before she admitted, “No, no I don’t.” Think about it this way: Writing is like exercise. If you’re writing the same thing over and over (or exercising the same muscle group,) you’ll stop seeing benefits – and sometimes, set yourself up for injury. But if you can crosstrain and write different things that you want to write, you exercise new muscles…and often, remind yourself why you loved writing in the first place!
  4. Take a break. Copywriters with in-house gigs are often responsible for pages and pages of copy every single day.  That can be…challenging…under the best of circumstances. If you have the freedom to do so, take a vacation away from writing and do something else. Even just a week can provide you the rest you need to keep on keeping on.
  5. Get help. As writers and marketers, getting outside writing help can feel defeating. After all, you figure “I know how to do this. Why should I pay someone when I can do it for free.” Well guess what? If you’re not writing because you’re burned out – or what you’re writing is utter drivel – all you’re doing is setting yourself up for failure. Besides, outside writers can look at your stuff with fresh eyes, take some of the pressure off of you and let you focus on other things. I’ve seen burned-out clients get three months of copywriting help – and then they were rarin’ to go after that. They just needed someone to take over some of the writing tasks so they could take a psychological break.

“Copywriter’s burnout” is insidious, frustrating and can wreck havoc on your self esteem (as well as your SEO content marketing strategy!). The good news is, ever writer I’ve known has eventually been able to pull out of it. Maybe a short break is all it took. Or perhaps getting outside help did the trick. The important thing to know is that it happens, it’s common, and it has an end point. And once you’ve come through on the other side, you’re writing is even better than before. Really.

Filed under Copywriting

Comments (6)

5 reasons why this fitness website kicks SEO copywriting butt

November 3, 2009 • posted by Heather

logoI’m often asked if small businesses can really compete in the SEO content marketing space. After all, between creating customer personas, writing the copy and understanding the SEO nuances, a good SEO copywriting campaign seems like it would be out of reach of the typical business owner.

Hardly.

I want to share a site that “gets it” from a SEO and a content marketing perspective. The man who owns it, Daniel Iversen, isn’t a SEO expert. Nor is he a full-time copywriter (although, granted, he’s a naturally talented writer.) But, his combination of video, good messaging and a firm understanding of his target audience (plus some smart SEO techniques) has his site top of the search engine charts.

You’ll find the site at PortlandBootcamp.com. Here’s why I like it:Home

1.    The homepage immediately showcases the benefits. Statements like “Lose weight – up to 12 lbs in 4 weeks” and “Energy all day,” quickly helps the visitor understand what’s in it for her.

2.    The homepage overcomes objections without hitting the reader over the head. Afraid that you’ll be the token size-22 sweating in a room full of size-0 women? One bullet point discusses a “Supportive environment, with women just like you.” The testimonial on the left was provided by a “normal” woman – not a model with every hair in place. And the “Discover how to eat”  bullet point targets women who think “Yeah, I can exercise – but I don’t know how to get my eating on track.

3.    The testimonials are tremendous. Every site selling a product or service should include testimonials. Why? Because testimonials provide third-party validation for your products and services and can skyrocket conversion rates. People read testimonials and tend to think that if it worked for someone else, it may work for them, too (it’s called the “bandwagon effect” in consumer psychology.) The Portland Adventure Bootcamp site has an entire page devoted to testimonials, plus sprinkles other testimonials throughout the site. This power combo of written testimonials, engaging stories and video showcase the fitness program and helps women feel like “If they can do this, I can do.”

Testimonial

4.    A good, descriptive Title. Granted, the Title could be written better for conversions (and it’s certainly something that can be tweaked later.) However, the current Title clearly states the target audience (women) what it is (fitness bootcamp) and where it’s located (Portland, OR.)  This is great for local search, and positions well in the SERP’s.
Picture 3

5.  The meta descriptions are top-notch.

Picture 6

I know that a lot of folks ignore the meta description, or use a basic template that’s more functional than enticing. But check out the power of a strong meta description on the SERP.  Benefit statements like, “Lose weight, get in shape fast” scream off the page. “Burn maximum fat in minimum time” is a fantastic motivator. Makes you want to immediately click-through, doesn’t it?

This Website is a great example of how small businesses can rock the SERPs, create fantastic messaging that resonates with the target audience and connect with customers. Heck, it sold me – and as you can imagine, I’m ultra-critical of every Website I visit. Now if I could only get as good at jogging as I am at SEO… :)

Filed under Case studies, Content marketing, Copywriting

Comments (5)

15 tips for a successful PubCon conference

October 28, 2009 • posted by Heather

PubCon speakerPubCon is one of my favorite conference series ever.

It’s not just the speakers (always top-notch) or the vibe (always fun.) PubCon is a great combination of smart people, talented speakers and excellent content – much of which you won’t find anywhere else.

And it’s coming up in less than two weeks. Are you ready?

If you’re new to PubCon, you’ll find your “survival guide” below. I’ve compiled this list after 4 years of speaking at PubCon (and 10+ years of speaking at other search engine industry conferences.) If you follow these 15 tips, you’ll have a fun, profitable time.

Before the show:

  1. Try to finish up as much work as you can before hitting the plane. You may have every intention of working a “normal” day while you attend conference sessions. It won’t happen. Really, it won’t. You’ll be pulled in 100 different directions and on “conference time.”
  2. Send emails to people you want to meet and introduce yourself. Even if you can’t set up a formal appointment time, you can at least get on their radar – and then introduce yourself when you see the opportunity.
  3. Check out the PubCon blog for the latest and greatest. You’ll learn about speakers, sessions, special discounts…and yes, the networking parties.
  4. Make plans to see your friends. Chances are, you’ll find your best buddies at the show, at the hotel bar or at one of the networking parties. But if it’s really, really important to see someone, make plans to meet them at a certain time. I don’t know how many times I’ll say “I’ll see you there” – and then I barely catch a glimpse of them during the show.
  5. Check out the #pubcon Tweets on Twitter – especially if you’re a PubCon newbie. You’ll learn about the speakers, the conference-goers and the after-conference activities. Plus, Twitter is an easy way to meet folks if you’re shy – and keep up with them during the show. Once you hit Vegas, you’ll already have a group of people to roll with.

At the show:

  1. Don’t be afraid to introduce yourself to the speakers and ask questions. The speakers are PubCon are nice, approachable and friendly. Most of the time, they’re happy to answer whatever question you have. Having said that…
  2. Don’t ask a speaker to provide free SEO consulting. Yes, the speakers love sharing their knowledge  – and we’re happy to answer your questions on stage or after the panels. However, please don’t ask for free, in-depth help that you’d normally pay for under the guise of  “Could you spare 30 minutes to look at my site and just give me a few pointers.”  And for goodness sake, please don’t follow us into the bathroom and try to hand us your business card under the stall (yes, it’s happened – to multiple people, multiple times.) Thank you. We appreciate it.
  3. Don’t be one of those “room-service people.” Sure, you’re exhausted after a full day of PubCon. And yes, curling up in bed and ordering room service sounds cozy. Just know that a huge amount of networking takes place in the bars and at the clubs. The more people you meet, the more opportunities you have to network – and that won’t happen in the privacy of your hotel room.
  4. By the same token – pace yourself at the parties. A huge newbie mistake is partying so hard during the first night that the rest of the conference is a hungover blur. Remember, you’re there to learn – not party (I know, I know.) If nothing else, remember to eat a good dinner and that water is your friend. Drink a lot of it. It’s better for you than vodka.
  5. Go to sessions you wouldn’t normally attend.  If you’re an organic SEO person, hit some PPC sessions. If you don’t know anything about contextual advertising, check out a session. You never know what you’ll learn – or who you’ll meet – that can help with a future gig.

After the show:

  1. Be aware of what @josephmorin calls the PCB’s (the post-conference blues.) It’s always a weird feeling after spending a whirlwind few days in Vegas to come home and be partner, parent and all-around “normal” person again. You may get a little depressed. It’s OK. We all do.
  2. If a speaker gave you a tip that rocked your SEM world, let him or her know. Speakers love to know when they’ve helped someone (otherwise, we wouldn’t be speaking!). A short “Thanks for the tip on X” is fantastic feedback. And besides, you’ll make their day.
  3. When you follow up by email, mention something that will jog the other person’s memory like, “We were discussing how to implement linkbait strategies for ecommerce sites.” Conference-goers meet so many people during PubCon that it’s often hard to keep everyone straight – so memory-cues like that are crucial. Personalized emails encourage conversation ore than generic “nice meeting you” emails – and you’ll be more apt to receive a response.
  4. Upload and tag pictures with care. It’s more than “what happens in Vegas stays in Vegas.” It’s showing respect for your colleagues…even if they just happened to get in the shot and you don’t know who they are. Some photos look more compromising than what was happening in real life, and you don’t want to mess with someone’s job (or their relationship) because you thought a certain picture was funny. And sometimes, the folks in the picture are doing exactly what it looks like – but really, is that something you need to post? When in doubt, ask the folks in the pic if it’s OK to post or leave it out entirely.  Better safe than sorry.
  5. Implement all your great ideas! PubCon is great for trading strategies with new friends, learning about the latest SEM information and discovering what works and what doesn’t. But conferences don’t help you if you don’t put those great ideas into action.

I’ll see you there! I’ll be moderating the “SEO and Viral Tactics on a Shoestring Budget” on November 11th and “Optimizing Your Site for Contextual Ads” on November 12th.  I’ll also be discussing “Real World Winning Tactics for Content Creation” on November 12th.  And if you want to reach me before the show, just zip a Tweet to @heatherlloyd. It will be great to “meet” you!

And if you have your own PubCon conference tip – please share it below!

Filed under Conferences, Copywriting

Comments (7)

Older Posts »