Practical Intelligence a Key Ingredient to Marketing

Marketing intelligence is important, but so is practical intelligence.

Marketing intelligence comes from gathering information on business and competition. This intelligence helps businesses understand a market, so it can develop sound strategies and develop customer relationships.

You’ve gained valuable knowledge. You’ve got a high IQ. Fantastic! But what you do with it relies on practical intelligence.

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What is an SEO Writer?

What is an SEO Writer

What is an SEO writer? That was a question at a recent web writing workshop, and one that gets asked frequently by business owners learning about the Web.

An SEO writer, or SEO copywriter, is basically a writer who develops keyword-rich website content.

Well-researched, keyword-rich content is a highly effective online marketing tool savvy businesses use to gain high search engine rankings, and generate leads and sales.

Accordingly, it’s the job of the SEO writer to effectively optimize website content with keywords that align with popular search terms.

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8 Ways to Kill an Idea

Finnish design strategist Sami Viitamäki put forth an amusing list entitled Eight Ways to Kill an Idea.

Here they are:

  1. 1. New marketing manager
  2. 2. Idea sent by email
  3. 3. Legal department recommendation
  4. 4. Creative review
  5. 5. New creative director
  6. 6. Global brand guidelines
  7. 7. Client thinks he’s creative
  8. 8. Budget

A few others that might fit:

  • It’s been done
  • It’s never been done
  • The boss gets wind of it

Check out the illustrated list.

Writing Tips from George Orwell

English novelist and journalist George Orwell, one of the finer writers in the English language through such novels as 1984 and Animal Farm, was passionate about good writing. Hence, copywriters — for both print and websites — can learn a lot from him.

Reportedly, in every sentence he wrote, he asked himself at least four questions:

  1. What am I trying to say?
  2. What words will express it?
  3. What image or idiom will make it clearer?
  4. Is this image fresh enough to have an effect?

Plus, he had fundamental rules for effective writing, which decades later, still apply:

  1. Never use a metaphor, simile, or other figure of speech, which you are used to seeing in print.
  2. Never us a long word where a short one will do.
  3. If it is possible to cut a word out, always cut it out.
  4. Never use the passive where you can use the active.
  5. Never use a foreign phrase, a scientific word, or a jargon word if you can think of an everyday English equivalent.
  6. Break any of these rules sooner than say anything outright barbarous.

Copywriters Need to Get Right to the Point

Copywriters need to get right to the point

Since 80% of people scan web copy, versus reading word for word, copywriters need to start with the most important information.

Present unnecessary web copy in the form of filler or cute intros and you risk promoting high bounce rates, where visitors leave a website without going to a second page.

The sad thing is the desired information might be elsewhere on the page. But if it’s hard to find, visitors won’t hesitate to click the back button and check out the competition.

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Don’t Let Your Copywriter Show Off

Copywriter show off

Egotistical copywriters and business owners alike tend to get in the way of getting key points across to website visitors. They churn out verbiage that doesn’t resonate with audiences.

Self-Centered Copywriters

These copywriters write for themselves. They write to impress, mainly themselves and their peers. These copywriters use four-syllable terms when a simple word would get the point across more quickly and effectively.

Is simple web copy stupid? Definitely not. There’s a vast difference between communicating simply and communicating poorly.

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Is a ‘Copywriter’ or a ‘Web Copywriter’ Right for Your Project?

Copywriter or web copywriter

Businesses looking for writers often ask what’s the difference between a copywriter and a web copywriter.

In a nutshell, a copywriter is a generalist, and typically writes for print, radio or TV. A web copywriter specializes in writing website content (also known as web copy and web text).

Can web copywriters write for print and other ‘offline’ communication vehicles? Sure. The web copywriters at Webcopyplus have vast experience in everything from corporate and employee communications to media relations and journalism. Our web copywriters might specialize in writing for the Web, but we have the ability produce articles, brochure copy, annual report material, speeches, video scripts, and much more.

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Best Copywriters in the World?

Best copywriters in the world

A student in a website copywriting workshop recently asked me, “What do the best copywriters in the world do that other copywriters miss?”

While sales and marketing know-how, and persuasive copywriting are essential, I believe the best copywriters in the world think of copywriting — specifically website copywriting — as a sales funnel.

You start with the headline, and entice online visitors to drill down until they reach the call to action.

The best copywriters in the world don’t force audiences to read between the lines. Top copywriters are absolutely clear about the objectives.

And the objective leads to the need for a definitive call to action. A call to action — especially on the Web — must get straight to the point: subscribe; call us now; request a quote; download a demo, or what have you.

It’s amazing how many website copywriters miss the call to action. Simply adding an appropriate call to action on a website can increase conversions significantly.

The best copywriters in the world know, we might be writing copy for the futuristic digital realm, but you still need to go “old school” and ask for the sale. Conversion rates depend on it.

Get more tips for copywriters: Web Writing Tactics that Convert.

Copywriters Need to Push Benefits

Having critiqued several poorly written websites recently, it’s amazing how many copywriters continually fail to emphasize benefits. Benefits engage. They get people to act. Meanwhile, copywriters remain prone to pushing features.

As part of the web copywriting process, copywriters should list all the features of the company and its products or services, and then take the time to revert them into benefits for the customer.

A simple method that our website copywriters employ: look at each feature and ask yourself, “So what?”

Copywriters need to put themselves into the customers’ shoes. Why should I care about this feature? What will it do for me?

Don’t just state your product is durable (a feature). Explain to visitors it will last twice as long and keep them safe (benefits).

For more on web copywriting, check out: Web Writing: The Good, Bad and Ugly.

The Best Copywriters Understand Keywords

Best writers

The best web content copywriters understand keywords, which are the foundation to a successful website.

Keywords drive desired traffic to websites, and can help engage and convert visitors into customers. Unfortunately, when businesses hire uninformed web content copywriters, many opportunities are missed.

There are basically three types of keywords a business can target:

1. Keywords for browsing
These are generic terms that people often use when they start the search process. While it’s difficult to attain top 10 positions on search engines for terms such as web design, it can gain a business broad exposure on an international scope. But don’t expect high conversion rates, as most of these people have just started their search, and might just be looking for free tips and ideas.

2. Keywords for comparing
Now the person searching has some insight and is starting to look at particular products or services. For instance, a person might type in website designer and start browsing portfolios, rates, specialties, processes, and so on. They’re likely at least semi-serious prospects.

3.  Keywords for buying
At this stage, the person has a good idea of what he wants to purchase, so he might type in web designer New York, or ecommerce web designer, or even ecommerce web designer in New York. He’s specific, and more than likely ready to invest.

But, remember, while keywords can bring prospects to your website, you have to deliver your message with impact. Otherwise visitors will be quick to leave your site, and find your competition.

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