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Need SEO copywriting advice? Come to SES San Jose!

July 29, 2009 • posted by Heather

sessj09_hearmespeak-32The sun is beating down (it’s going to hit 107 today in Portland – wow!), the “back to school” sales are starting…

…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

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

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

Filed under Conferences, Content marketing, Copywriting, Neuromarketing

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Neuromarketing and the rule of three

January 6, 2009 • posted by Heather

Wouldn’t it be cool if we could peer inside our target audiences’ brains and figure out exactly what they’re thinking?

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.

Filed under Neuromarketing, SEO Copywriting Tips

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