…Or how many folks you have on your team…

…Or that you were the first to market.

Prospects just don’t care.

But here’s what they do care about, “What’s in it for them?”

And the way you tell your prospects, “What’s in it for them” is crucial to making the sale.

Denny Hatch wrote a post called “The Lure of Exclusivity” where he outlines the 7 key copy drivers:

• Fear
• Greed
• Guilt
• Anger
• Exclusivity
• Salvation
• Flattery

Case in point:

I’ve used Portland Adventure Bootcamp as an example before. Believe me, this is no easy workout. You have to want to do push ups, run stairs and jog first thing in the morning. As such, it would be easy for the target audience (women) to self-select out of signing up (heck, it would be easy for men to self-select out!). But look at these benefits:

Consider the emotions someone could be feeling as they read this (and remember – all sales are made based on an emotional response.)  You’re tired of your unwanted body fat (anger.) You imagine walking past a mirror and checking out your new, toned figure (flattery.) Your metabolism may have shifted, so you really do need personalized help figuring out what foods to eat (salvation.) Throw in third-party testimonials, specific benefit statements and an iron-clad guarantee and  the copy is incredibly persuasive.

Compare that to this:

See the difference?  The copy is OK, but there’s a lot the site owner could do. Even turning the vague statements into specifics would go a long way. For instance, instead of saying, “heading towards a healthier lifestyle,” the site owner could tweak it to, “Know exactly what foods to eat to keep your metabolism and energy levels revved-up.”

Just a minor tweak – but one that more specifically tells the prospect, “what’s in it for them.”

So remember, it’s not about how smart you are, or all the cool things you’ve done. It’s about how you use the written word to share that enthusiasm with your readers.

Once you’ve mastered that, you’ll be rewarded with higher conversion rates and additional income. And that’s a benefit statement we can all enjoy.

Actually, Crocs (and their ugly footwear twin, Vibram Five-Fingered Shoes) are one of the few things my husband and I used to argue about. Every time he’d put on his Crocs, or his Vibrams (which have been described by his co-workers as “creepy toe shoes”) I’d encourage other shoe choices. Or going barefoot. ANYTHING but the Crocs.

Confession time: I don’t think that the (cuter) Crocs are that bad. And I even have a pair of Vibrams (and there is photographic evidence of me wearing them, too.) Why did I have such a fashion-backwards change of heart? Turns out, by being “everywhere” Crocs and Vibrams actually seem more attractive.

Let’s talk about why that is.

In the book Buyology, Martin Lindstrom discusses how “mirror neurons” influence our buying decisions by making us mimic other people’s buying behavior (and yes, he used Crocs as an example.) If we see cool, sexy people wearing Crocs, our unconscious minds go into overdrive. We think, “Maybe if I wear Crocs, I’ll look cool and sexy too.” And suddenly, what seemed like an unthinkable purchase (Really…Crocs?  Really?) now because a must-buy. As Lindstrom says, “Just seeing a certain product over and over makes it more desirable.”

And this got me thinking about SEO copywriting and how good writing can make a company seem more “desirable.”

Today, companies have multiple online content marketing channels. You can create a video. You can send out snappy tweets. You can distribute a newsletter, write a white paper – or heck, even optimize your site content for better rankings. All of these channels allow you to be “found” a different way.

Now imagine, a prospect who is looking for a product or service like yours. Maybe they see one of your brilliant tweets, which causes them to investigate your company. Then, they see an article your CEO has written. Then, they find your company in the search results. Once they reach your site, they watch your video and sign up for your newsletter.

The cool thing is, in this scenario where your content is everywhere, your prospect is being encouraged to “like” you a little bit more. Your company seems more desirable.  The psychological concept of “familiarly fosters likability” states that we tend to like people (or companies), when we are continually exposed to them (this only applies if the information is useful and provides value.) So, to a prospect, your informative tweets, how-to white paper and newsletter would be highly valuable information – and every time they “see” your company again, the prospect is reminded, “Hey, I know these guys. I like these guys. I should read this.”

(At the same time, if your content is crap and your tweets are more sales-focused than sharp, you’ll actually turn off your readers.)

In terms of a SEO content development play, it means that the more places your (quality) content can “live” online, the better.  In a brilliant blog post by Dr. Rachna Jain, she explains,”this means you should syndicate your content widely and be out in front of your target audience every chance you get. As people see you “everywhere,” they start to pay more attention. And as they pay more attention, you become more familiar.”

What does this mean to your company? Two things:

• Quality content is key. Although it’s tempting to kick out low-quality articles just to get search rankings in your virtual door, resist the urge.
• Just because you’re everywhere doesn’t mean people will like you (hello, Jesse James.) They’ll only like you if you give good content.

NOW is the time for a SEO content development strategy. Not later. Not when you have time. But NOW. If you know that folks are clamoring for content that helps solve a problem – and they’ll “like” your company the more that they’re exposed to your content, isn’t it time to get moving? Like..now?

Good content is more than just “search engine fodder.” It’s about ensuring that your prospects see your brand when they are searching for a solution to their specific problem. The more your company is “out there” with compelling, problem-solving content, the more positively you’ll be perceived…

…Now, if you excuse me, I have some Vibrams to put on…

As I was remembering those “bad old days,” I realized that going on a first date is a lot like visiting a site for the first time. In that split-second before you hit the site (or you see your date at the restaurant,) there’s always an anticipatory moment of, “I really hope they have what I’m looking for.”

And then, sadly, there’s the letdown when you realize, “Oh no. They are obviously not what I want.”

For all those “bad date” Websites out there, please stop doing the following. Immediately. Thankyouverymuch.

• Quit talking about how hot you are. Ever been on a date where your partner’s conversation was all about them? They’ll talk about their cool executive job, their latest trip to London and their high-powered relationships…but they never, ever ask a thing about you. People visit websites to solve a problem – not to hear about how wonderful your company is. Focus your content on your prospect, and explain how you can solve her needs. The more customer-focused your content, the higher your conversion rates will be.

• Don’t expect an immediate conversion. You want to think that after a first date (or a first site visit) that the other person found you so spectacular that they want to marry you (or in the case of a website, contact you for more information or immediately make a purchase.) But guess what? It rarely happens that way. Your prospects may need to “date” you a few more times first. There are a few more micro-conversion steps to take. Hope for the fast conversion, yes, but make sure that you have other site content that’s more than “buy now.” Articles, blog posts, white papers and tweets are a great way to showcase your expertise – and move your prospect closer to taking the action you want them to take.

• Don’t repeat yourself, repeatedly. Ever had dinner with someone who said the same thing, three different ways, over and over and over? If you’re shoving your page full of keyphrases to meet some magical (and totally bogus) keyword density percentage, you’re irritating your prospects and causing them to tune out. Quit repeating yourself and concentrate on creating really awesome content. It will be much more powerful than repeating keyphrases. Trust me.

• Know your target audience. Once upon a time, a man (who I had known for awhile) took me to Dunkin’ Donuts on the first date. Outside of the obvious huge miss (Really, Dunkin’ Donuts? Really?) everyone knows that I’m a Starbucks kinda gal – except for this guy, who obviously didn’t know a thing about me. It’s the same with your web copy. Create a customer persona before you start writing, and follow it to the letter. Writing that “misses the mark” often has so-so conversion rates at best.

• Don’t be a bore. We’ve all gone on dates where the other person is nice – really nice – but just a little…boring. We feel bad for not wanting to date them again, but we just… can’t. I know that marketers (especially in the B2B space) are often afraid of “punchy” copy. But baby, don’t fear adding a little bit of personality to your writing! If your copy is dull, you run the risk of your prospects finding another site that’s just as qualified to help – but sounds much more interesting to work with. Remember, you don’t get a second chance to make a first impression – and well-written, interesting content trumps “boring, just the facts” every time.

Side note: Great minds think alike. After I wrote this, it was brought to my attention by @lisabarone that she had written a very similar blog post – and the original pic I had for my post was the exact same one as hers (and no, I hadn’t read her post!) I switched out my pic, and highly encourage folks to read Lisa’s expert take on the topic. Enjoy!

My 30-day goal is to buy a new car. This is a big deal to me because (1) I keep my cars forever (like, 20 years,) and (2) I find car salespeople a tad on the challenging side. Imagine my thrill when I realized that I can go through my insurance company, pre-negotiate a deal and be linked to three dealers (thank you, USAA.)

That’s the good news. The bad news is that most of the car dealers have done everything possible (from a copywriting perspective) to push away my business. Here are some examples:

• Not one car dealership has asked me how I want to be contacted. Yes, I know that “coming in and taking a test drive” is their bread and butter. And they want to actually talk to me rather than chatting via email. But here’s the thing: That’s not what I want. The car salespeople are trying to force their definition of the “next step” (talking on the phone) without hearing mine (let’s chat via email first.)The big takeaway here is: Know that all prospects are different. If you force people to contact you the way you want them to, you may lose conversions as a result
• Their autoresponders don’t “mesh.” This was the second email contact I received from the dealer – five minutes after receiving their first email (you may need to click on the graphic to read everything).
  

  

  First, the signature line in the email correspondence doesn’t match the “from” address – so this looks like an autoresponder. Not a huge thing, but you’re left wondering whether you should contact Amber or Misti. Second, the email doesn’t ask how I would like to be contacted (again.) And finally – there is nothing compelling about this email at all – no restatement of benefits, nothing about special financing offers. Nothing. Benefits sell, folks – and if you don’t clearly tell your customers “what’s in it for them,” they’ll find someone else who will and buy from them instead.

• The emails I did receive tried to sell me on other (pre-owned) vehicles. Think about this: A prospect comes to you with very specific requirements. She’s ready to do a deal. Do you come back and say, “I know you want THIS – but how about THAT?” Hell no! You take her money and do the deal. If I would have wanted a pre-owned vehicle, I would have asked for one.

Remember, people get confused with too many choices. And a person who has spent the time to outline exactly want they want is a pretty motivated buyer. To throw choices at them that they didn’t ask for will overwhelm them at best – and frustrate them at worst.  The takeaway here is to know that upselling is fine (when you do it well,) but offering a completely different choice is not.

Has this process turned me off from purchasing a new car? Not at all. I can (mostly) understand why they’re doing what they’re doing from a sales perspective – there’s just things they could do better. And I have received (non-autoreponder) emails that have addressed my concerns. The big lesson here is – evaluate everything you do from a content perspective. Read every autoresponder you send your prospects. Review every customer relationship management process. Review your content and make sure that it’s informative, benefit-rich and actually answers your prospect’s questions. People won’t tell you things like, “Hey, your autoresponder doesn’t mention any benefits.” They’ll just walk away. And that’s much more expensive than having to rewrite an autoresponder series, Web page or brochure.

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.

…It must be time for Search Engine Strategies, San Jose.

I’ve been speaking at this conference for 8 years (the first year was in San Francisco) and have loved every minute of it. And now, I’m thrilled (and honored)  to say that I’ll be speaking on two SES panels. It’s all the SEO content marketing goodness you want, packed in two, fun-filled sessions. Plus, my fellow panelists (and moderators) are not to be missed!

For those of you new to SEO copywriting and content strategy, the “Keywords and Content” session will be a perfect overview. And for those of you who are more advanced, my “Turn Brain Science into Bucks” will help you understand exactly what consumer psychology and neuromarketing buttons to push.

Here are the SES deets. If you attend one of my sessions (or see me on the conference floor,) give me a shout.  I’d love to meet you!

Turn Brain Science into Bucks: Incorporating Persuasive Messaging into Your Content Strategy
Tuesday, August 11, 1:45PM

Twitter. White papers. Optimized web pages. Blog posts. Companies have more opportunities than ever before to create content that captures new buyers, opens up communication, and builds loyal customer relationships — just by understanding how the latest persuasive marketing techniques mesh with the online content marketing cycle. We’ll showcase some current online content campaigns, and explain how one-to-one and one-to-many content strategies help persuade buyers, build trust, and get great search engine listings. Plus, you’ll learn how social proof, neuroscience, and psychology dictates whether your content strategy causes conversions — or misses the mark.

• Moderator:
  Greg Jarboe, President & Co-Founder, SEO-PR
  
  Click to close

  Speaker Profile

Speakers:
Graeme McLaughlin, Manager Digital Marketing, British Columbia Automobile Association
Heather Lloyd-Martin, CEO, SuccessWorks

Keywords & Content: Search Marketing Foundations

Wednesday, August 12, 9-10:15AM

How many keywords do you need in your paid search account? What keywords are your customers searching for? How do customers find products after they reach your site? Learn how to target the right terms in your paid and organic search marketing, and where these keywords should be used.

• Moderator:
  Anne F. Kennedy, SES Advisory Board, Founder Partner and CMO, http://Joblr.com and Managing Partner & Founder, Beyond Ink
  
  Click to close

  Speaker Profile

Speakers:
Christine Churchill, President, KeyRelevance
Heather Lloyd-Martin, CEO, SuccessWorks
Jill Whalen, CEO, High Rankings
Marc Canabou, Senior Director, Product Management Leader, Yahoo! Search Advertising
Ari Levenfeld, Manager Client Services, Ask Sponsored Listings

It’s just as important to know your online ABC’s, too. The key is, “closing” can mean different things to different sites. It may be lead generation, and “closing the online deal” is obtaining an email address. Or, you may be selling a super-special widget, and moving units is where it’s at. The key is using your direct-response and SEO copywriting skills to figure out the exact right approach for a successful sale. Today’s Daily SEO copywriting candy focuses on the ABC’s – and shows how we can close our sales just a little bit better.

• The Secret of How to Sell Everything? Wow, you have to love the headline. Although the advice seems basic, it’s amazing how many companies skip the “what do our customers really want” step altogether (and it’s the foundation of any SEO copywriting campaign.) If you’re needing a back-to-basics slap, this is the article for you.
• OneUp Innovations of Atlanta had an interesting problem: How could they close more sales with customers who may be too shy to ask questions. Makers of the Liberator, an adult “bedroom accessory,”  the company found live chat was the perfect way to get customers talking – and buying. Makes you wonder – if you expanded the way you communicated with your customers, would you close more sales? Hmm….
• Ever have a client say, “Well, we like the copy. We do. But we’re afraid that the close is a little too…hard?  Could you tone it down?”  It’s true that some folks are afraid that “closing” will be perceived as pushy – and no-one wants to be that guy (or that Website) with the super-smarmy hard-sell copy.  Enter Bob Bly with his question “Must you always be closing.” The answer? Perhaps.

Hey, are you following me on Twitter yet? If you just can’t wait for the latest SEO copywriting musings, follow me today!

• Good news for SEOers? It’s been said that businesses are expected to use SEO throughout 2009. However, a new report from Conductor finds that “Fortune 500 companies are struggling with the implementing the strategy.” Read the report from SEO technology/services company Conductor now.
• I’m a gadget geek. There, I said it out loud. Which is why I’m always searching for cool new tools. Jordan Kasteler wrote an interesting piece called, “5 SEO Tools You Might Be Missing from Your Aresenal.“
• What’s a quality blog post without some sexy spice Megan Musilli & Dan Skahen each give their he said/she said two cents in a hot little article called, “Sex in the ‘Seo: Is a relationship really what you call it?”

Guess what…that day is damn near here.  Enter neuromarketing – a combination of brain science and good, old-fashioned marketing. Neuromarketing goes beyond whether people prefer Coke versus Pepsi, or whether sex sells. It delves into what sections of the brain light up like Christmas trees when we’re exposed to a brand, message or concept.

Scary, yes. But like many other things that walk that scary line…it’s kind of, well, sexy too. Suddenly, we can go beyond saying “this just works, and I can test it” and say, “this works, and here’s the science behind it.”

Case in point: The rule of three.  I’ve gone on stage for over 10 years talking about how people retain things when they read or hear them in “threes.”  Think of the “Conjunction Junction” song from Schoolhouse Rock “Thinking about words and phrases and clauses.”  Or the special summons in the movie “Beetlejuice” (Beetlejuice, Beetlejuice, Beetlejuice!.)  Or how many informercials repeat the same benefits at the beginning of a segment, in the middle, and at the end.

When I was in University, my professor told me how to write a scientific journal article: Tell them what you’re going to discuss, discuss it, and summarize the discussion. I’ve obviously never forgotten the advice.

Another study from the University of Minnesota found that “decision making is simplified when a consumer considers a third, less attractive option” (they call it decoy marketing.)

The rule of three is one of those things that are so ingrained in how we, as individuals, think that we don’t even notice the repetition. But it does help drive those benefit statements deep inside our brains.

Consider this in terms of your SEO copywriting and online content creation.  How can you use the rule of three to your advantage?

• Create a catchy three-part tagline (“Free shipping. Awesome service. Just for you.”)
• Separate your copy into three paragraphs
• Provide three product or service choices (think of the decoy method.)
• Use “threes” within your copy ” to show action and excitement (“ready, steady, GO!”)
• Limit your bullet points to just three (oops…but I think you get the idea!)

Check out the article in Neuromarketing...and learn more about the buy buttons in your brain.

And hey, if you were following me on Twitter, you would have read these articles by now!  Join the SEO copywriting community here!

• “Everything you need to know about being persuasive, you learned before you were 20.”  Now, how can you resist a line like that? Check out master copywriter Clayton Makepeace’s article on advanced persuasive copywriting techniques.
• Need a jump-start on your 2009 content planning (although you should have been thinking about that last year…but whatever…) Check out this resource of cool content creation and brand marketing books from Brain Traffic.
• Have you discovered Twitter yet (if you’re a freelance SEO copywriter, learning to connect via Twitter is a must!).  I adore Twitter, but it tweaks with my ADD.  I either spend way too long sending Tweets and watching the updates fly – or the thought of Tweeting overwhelms me so badly that I don’t do a damn thing. Enter Nicole Nicolay (@nik_nik) with a Tweet master plan posted in Darren Rowse’s TwiTips blog. Bless you, Nicole and Darren. You’ve made my life a little easier.