All posts by Binifer

Product Brochure Writing

Your reader has likely picked up or downloaded your product brochure because he is interested in the product or service on offer. That’s why companies often find that well written product brochures lead to heavier engagement and sales than many other product marketing communications. But, how does one write an effective product brochure?

Here are some step-by-step pointers for writing effective product brochures:

1)      Know Your Brand’s Value Proposition and Benefits.  Before you hit the proverbial “drawing board”, be clear about the main and peripheral benefits you need to convey in your product brochure. Stay focused on these benefits from start to finish.

2)      Develop a Creative Concept Around Your Main Benefit. Marry Content and Design with the Creative Concept you have developed.

3)      Write a Cover Line that Motivates Readers to Engage with Your Brochure. Oftentimes, your sales-force hands out product brochures that are never read. Your cover-line should use that moment’s glance almost everyone spares for something handed to them, and make the connection.

4)      Write Compelling Sales Copy that Focuses on Benefits. You will definitely need to include all product specifications in your product brochure, but, write your copy in a way that conveys “benefits”. Constantly talk in a way that answers the potential buyer’s nagging question – “What’s in it for me”!

5)      Be Extremely Informative. Include all the information a prospective buyer needs to make his decision on-the-spot. To take ‘price’ as an example – Management people sometimes say that including it makes their print brochures more short-lived – But, in this day of quick upgrades and shorter product lifecycles, the benefits that accrue from telling a potential buyer the price “right now”, far outweighs the costs of re-printing somewhere down the line! Plus, all consumers expect periodic price hikes, so, a line that says “prices subject to change” is more than acceptable.

6)      Make Your Product Brochure Easy to Scan Through. Use bullets and bold text for important points, visuals to break monotony, and anything else that will make your brochure easy to scan through. Do not include any unnecessary information. Be brief and to-the-point.

7)      Include a Hook. Clearly tell your prospective buyer what you want him to do. Ask him not to hesitate to call. Make it easy for him to take the next step.

8)      Include Contact Information. Always include contact details like the corporate website url, E-mail address, Head-Office and Branch office addresses, telephone numbers, etc.   

Good luck with your product brochure writing efforts!

 

If you have any pointers for effective product brochure writing, please send them along, through the comments box below.

How to Write Meta Tags

Meta Tags have a dual purpose – They tell search engines what is on a specific web page, and they solicit visits from people browsing the internet, to that web page. Meta tags need to be effectively crafted, in order to serve these two purposes adequately.

What Are Meta Tags?

There are 3 main types of Meta Tags: the Title tag; the Description tag; the Keyword tag.

To understand what meta tags are, search any keyword phrase on a search engine like Google.  What the search engine does is produce a comprehensive list of “organic” search results for you. These, essentially, represent web pages that are the most relevant to your search, and the higher a page ranks, the more relevant it is meant to be. Each of the web pages in the running for your search phrase, is presented on the search results pages in the form of a title and short description. This, in essence, is the ‘Title Tag’ and ‘Description Tag’ of the corresponding web-page you will land on if you click. Search engines look for these tags in the source coding. Click on ‘View Source’ and you will see the ‘Title’, ‘Description’ and ‘Keyword’
tags. That’s exactly where you are meant to put in these tags.

While search engines do not ever display the ‘keyword tag’ to readers, this tag serves the important function for conveying to engines the entire broad spectrum of keywords that are relevant to your website’s service offerings.

Writing Title Tags

Although Title tags are ideally meant to be fewer than 80 characters (including spaces), most search engines index a considerably higher number of characters, and so, many people like to push this figure. Title tags need to be specifically targeted to a keyword phrase or a couple of relevant phrases. People browsing the internet are quite aware that Title tags are there for search engines, and usually pay more attention to the description tag as a deciding factor on whether to visit that particular web page.

Writing Description Tags

Description tags are ideally meant to be fewer than 175 characters (including spaces). The description tag plays an important role in attracting readers to click. Very often, including some sort of unique call-to-action is beneficial. Giving accurate information about what value there is for the reader on the web page, and doing so creatively, is the best strategy for attracting visitors who are relevant to your business, and this will lead to more conversions and sales. Some amount of attention to relevant keywords in this tag too, is not a bad idea!

Including a well-written description tag for each of your web pages, is quite essential, otherwise search engines pick up random sentences from the page (parts that contain the keywords searched). It is also worthy to note that when your description tag is too long, most times, search engines will only pick up and display parts of the tag that contain the searched keywords.

Writing Keyword Tags

The ‘keyword tag’ is your chance to tell search engines like Google exactly what is on your web page, and what business your entire website is marketing. Including common misspellings here, is acceptable. After all, when half the world seems to say they want to “loose weight” instead of “lose weight”, why should you lose out on business because you know how to spell! Besides misspelling, the keyword tag is probably the only place you will get away with “stuffing” keywords. There is no real limit. However, it is worthy to remember that you only want relevant traffic, and irrelevant keywords will dilute keywords that actually add value.

Some DOs and DON’Ts of writing Meta Tags:

Do write separate meta tags for each page on your website.

Do remember to match meta tags with content on your web page. Your content should also have the same keywords and phrases. Do thorough keyword analyses before you start writing your content and meta tags.

Do target only a small group of related keywords per page. Target too many different keywords, and you will lose out on rankings for all of them.

Do remember to include all common spelling variations in your keyword tags.

Don’t use your Title tag to sell to the reader – only use specific keywords.

Remember to include long-tail keywords in your keyword tags – these can only be determined with keyword research.

 

Mastering the art of writing meta tags may seem like a daunting process for a writer, but follow these guidelines, and you will be at the top of the writing-for-Search-Engine-Optimization game!

 

– by Binifer Paymaster

 

How to Write a Corporate Profile Brochure

When it comes to any print medium, I always get a bit of a high when I send the “print” go-ahead to my design associates. This giddy ill-at-ease feeling is easy to explain – With the electronic medium, there’s more room for error because corrections can be made instantaneously. At the risk of sounding a tad dramatic – As print media go, I’d say the Corporate Profile Brochure is the absolute last place I’d want any slip-ups.

Your Corporate Profile Brochure is meant to reflect what your company is in entirety, so, it deserves its due bit of diligent thought and planning. Fail to do this, and you’ll be doing a great injustice to your company.

The following points should serve as a useful guideline for writing your Corporate Profile Brochure:

1) Align Your Brochure’s Content With the Image of Your Company. If your company is relatively new, take the time to decide the image you need to project, and make sure all your marketing communications adhere to this image.

2) Know the Value-Proposition of Your Company and Put it Across Clearly. Your Value-Proposition is what’s unique about your company – It’s what makes your business different from your closest competitors.

3) Your Brochure Should Have a Single Focus. This principle holds true for any piece of communication. When it comes to a corporate brochure, many people are extremely tempted to emphasize more on some new product or latest happening. This leads to confusion in the minds of your consumers as to what your area of focus is and also makes your brochure less timeless. Always have a single focus for your communication and stick to it.

4) Know your Target Market. Your language and communication will need to be in-sync with your target consumers’ demographic and psychological profile. Remember, you really shouldn’t care if your brochure’s copy does not appeal to people out of your target market. Know who you need to talk to and what you need to say before you get started.

5) Follow a Logical Sequence of Information. Think of your company as being “yourself” for a moment. When you meet a person for the first time, you always start with the basics – your name, what you do, etc. Follow a sequence that builds up a clear image of what your company is for prospects who have not come across your company before.

6) The Line on Your Front Cover Page Should Motivate the Reader to Open and Engage with Your Brochure. This line is your single most-important chance to hook a reader. Do not make any overly dramatic statements, and certainly never attempt any tricks or false promises. Clever yet humble headlines with or without sub-headings do the job best.

7) Give the Reader a Background of Your Company. Build a story of important milestones of your company’s history – familiarizing your reader with your company will make him comfortable and more susceptible to your suggestions. You may even consider including short profiles of a few key people.

8) Make Your Brochure Time-Enduring. Remember that this piece of communication will have to last a while. Including current events, etc, will limit its usage-time tremendously, as will the use of language like “we have been in business for 10 years” – Choose more time-enduring words like “we set up business in 2002”. But remember, even a Corporate profile cannot be used for too many years in today’s ever-changing environment, so, there’s no need to be too rigid with this principle.

9) Include a Call-for-Action. Be very clear as to what action you want your reader to take, and make sure you ask him to take it. This message is best left for the end of your brochure. Even a simple but warmly worded “please contact us” message would suffice.

10) Consider Including a High-Quality Mission Statement / Vision Statement. The age of e-commerce businesses that are “here today, gone tomorrow” has seen a slight diminishing of the “Mission” and “Vision” Statements. Including these however, do go a long way in conveying the crux of a company’s business and business values. These statements should not be changed at all, if possible, and certainly not often! They are meant to be enduring statements of your company’s purpose. The difference between these two statements is the subject of many a written and spoken word. In a nutshell – The Mission Statement needs to highlight the business your company is in, and its purpose for being in this business. The Vision Statement generally talks about the work that your company does and plans to go about doing towards realizing its mission, and the principles with which it carries this work out.

Remember, that your Corporate Profile needs to be very unique to your Company’s specific needs. Corporate Brochures are best written in collaboration with a professional marketing writer. Make sure that the Writer you hire follows the above guidelines while writing your Company Profile Brochure, and see your sales soar!

On-Page Optimization? – 5 Things You Should NEVER Do!

If you want to rank well on search engines, optimizing your content for your targeted keywords is a very important exercise. Many profound words have been written about how to undertake this process. This article is inspired by common mistakes people make in their enthusiastic dedication towards the on-page optimization process!

Here’s what you should never do while undertaking on-page optimization:

1) Over-stuff Your Content with Keywords!

In an enthusiastic pursuit for high search-engine rankings, many people try to stuff as many keywords as possible in their website’s content, as often as possible. Your number one objective should be to add value to your reader’s experience. Search engines want you to do this too. So, over-stuffing keywords will neither get you high-rankings, nor keep readers on your page long enough to make purchases!

2) Use Common Misspellings of Commonly Misspelled Words!

Using common misspellings in your content may seem like excellent SEO-strategy to you, but it only spells disaster for your overall credibility! However, there is light behind the proverbial rainbow – Put all possible common misspellings that are relevant to your business in your list of Keyword Meta Tags – That way, when misspellers missplell, your content will be part of the search-engine rat-race, without great spellers saying “There’s no word like ‘misspellers’ OR ‘missplell’!

Note: It is acceptable and often prudent to include spelling variations of words. If you are in the business of selling art-supplies, for example, and want to sell across the globe, do consider including ‘colors’ as well as ‘colours’, the US and UK variants.

3) Forget to Optimize Meta Tags, H1-6 Tags and Image Alt Tags!

People new to the concept of SEO (Search Engine Optimization) tend to be unaware of the importance of Meta Tags like Title Tags, Description Tags and Keyword Tags, Headings and sub-headings, as well as Alt Tags for the images on your website. All these are very important because search engines consider them as a determinant of what your website is truly about. Including targeted keywords in these tags should be an important part of your on-page-optimization strategy.

4) Optimize Multiple Pages for the Same Keywords!

Optimizing multiple pages on your website for the same keywords creates competition among the pages. This is not at all desirable. Ideally, you should group similar keywords together, and target not more than 4 or 5 keywords per page.

5) Forget to Link Internal Pages on Your Website or Put Too Many Internal Links!

When pages on a website are linked to each other, it tells search engines like google that there is a credible common-thread running through. Internal links should not be overdone, however, because they tend to distract readers from the call-for-action!

 

Besides these basic Dos and Don’ts, there’s actually a lot that goes into optimization for search engines. In fact, search engines are constantly changing their algorithms, in order to stay ahead of website owners and developers, in the SEO game! It’s really best to hire experts to come up with properly optimized content for your website.

Product Descriptions – The Only Effective Way to Write Them!

Writing effective product descriptions will not just give you the edge you need to compete with hundreds of other websites selling the same or similar products by increasing your traffic and conversions, but will also help you build invaluable brand-loyalty for your e-commerce portal.

Here are some very useful, yet simple tips for writing effective product descriptions:-

1)      Know Your Product

Before you sit down to write a product description, study your product thoroughly. Get to know its unique selling proposition, features and benefits. If possible, place the product before you while you write – examine it; feel it! If you are unsure about the product, your uncertainty is likely to come across in your writing, and it will not be convincing.

2)       Know Your Target Audience

Take the time to understand your target market. Think about their personality and purchase behaviour; understand their needs and what benefits they seek.

3)      Your Writing Style Should Be In Keeping With the Personality of Your Audience and Your Product

What you write and how you write it should be in keeping with the personality of your target audience and your brand. If your brand and its buyers are young and trendy, your copy will have to be casual and hip.

4)      Know Which Keywords Your Product Needs to Target

While you should not overly focus on keywords as far as product descriptions are concerned, it’s always a good idea to include a few relevant keywords in your content.

 5)      Mention the Brand Name At Least Twice

Mentioning the brand-name at least a couple of times in your product description, will not only be good for Search Engine Optimization, it will aid brand recall.

 6)      Highlight Benefits, Not Features

While writing your product description, remember that focusing on features often makes it difficult for average readers to understand the benefits. Spell out the benefits, so the potential buyer clearly understands what is in it for him! Dedicate a separate section for technical specifications or features.

7)      Open With a Catchy Line That Talks About the Key Benefit

How you open your description will determine whether the reader will read your entire product description. Opening creatively and building towards the key benefit / USP right from the onset, is always a good idea!

8)      End With a Call for Action

End your description with a call for action. Consider the end of your description as a final chance for you to hook your potential buyer.

9)      Write Unique Descriptions

Remember that you should only use the product description handed to you by the manufacturer as a general reference point. The company hands the same one out to everyone! Doing a “copy and paste” job will cost you heavily in terms of visitors and conversions, not to mention — bucks!

 So, to sum up your product description writing strategy: Know your target audience and product intimately; sync your writing-style with the personality of your target market and brand; include a few keywords; create brand recall; highlight benefits, not features; arouse interest at the start and include a call for action at the end; and lastly – be creative and different!

Practice these tips, and you will be a pro at writing effective product descriptions, in no time!

 

 

 

 

 

PPC Copywriting – How To Write PPC Ads That Convert!

The reason that most Search Engine Marketing Copywriters / Web Content Writers rarely ever get PPC ads right is because they do not give the process of creating them its due understanding and time. Most Search Engine Marketing Writers like to say “PPC ads never have high click-through-rates anyway!” But, that really is balderdash! What’s wrong with pushing the figure as far as it can go?

Let us delve into the dynamics that go into creating successful Pay Per Click ads.

What a PPC Ad Needs to Accomplish:

1) A PPC ad needs to grab attention, so that it even gets read: With the bombardment of SEM and SEO impressions on the searcher’s page, the PPC ad has to first and foremost grab his attention enough to read it to the end. This is best done with a headline that relates to his keyword.    

2) A PPC advertisement needs to accomplish a high click-through rate, but only among its target audience: The PPC ad needs to solicit a lot of clicks, but only from relevant leads. Otherwise, the advertiser is paying for clicks that will not convert, and are essentially, absolutely useless!

3)  A PPC ad needs to convert visitors once they are on the landing page of the website: The PPC ad therefore, needs to be completely relevant and truthful with its promise, from start to finish.

The Factors You Need to Keep in Mind While Writing PPC Ads:

Please note that these factors are meant to help you with the creative process, and to understand how to write PPC ads for high clicks and conversions. They are not meant as editorial guidelines. Search engines like google and yahoo have their own editorial guidelines for different types of PPC ads, which have to be studied and strictly adhered to.

1) Put the USP of the Product or Service Across in the PPC Ad: The unique selling proposition is what makes your product or offering different from competitors’ and tells the reader why he should buy from you.

2) Key Benefit of the Product: Considerwhat the main benefit is that the visitor will be seeking from the product or service being sold, and put that message across.

3) Mode of Action of the Product or Service: This is information on how the product does what it says it does.

4) Keyword Phrase: Not only must you include the keywords used by the searcher, you must also get into the shoes of the searcher, and try to understand exactly what the person who enters that specific keyword phrase must be looking for. This will go a long way in helping you connect with him or her. The connection is best made right from the start of the ad, but, should run right through it.

5) Include a Call to Action: A “call to action” as the phrase suggests is basically a hook that will work as an enticement to click on the url and visit the website. This may include a sale, a money-back scheme, a free offer, or even something less dramatic like the USP put across in an enticing way if there is no space for announcements!

6) Do Not Include the Company’s Name in the Main Ad: The url of the company will have its rightful place under the PPC ad. So, considering that the PPC ad space allotted to you is tinier than the average female model’s waist-line, there is really no room to spare for repetitions! 

7) Be Creative: Even though it may seem like a tall-order, given the miniscule word-limit, be creative with your PPC ad, or run the risk of being ignored time and time again, even after being read. It’s really that simple!

Now, the biggest challenge of all is bringing all the above requirements together, in under 95 characters, which is the size of the average PPC ad that you generally see on the right-hand-side of your search results page! And, that’s 95 characters, with spaces included! Banner ads offer you a little more flexibility with space. To be perfectly honest, there are times when every one of these factors just cannot be included. But, you would do very well to analyze them and try to include all of them every single time! A good tip is narrowing each point down to even a single word! And, then lacing it all together!

This article would perhaps not be complete without an example of a PPC ad in which all the above points are put together. Let’s say the product we need to write for is a natural remedy for tendonitis, and the keyword searched is “Knee tendonitis”.  The USP is that the tendons are strengthened. The mode of action is herbs with natural healing properties. The main benefit to the searcher would be ‘relief from pain and swelling’.

The PPC ad:

Kick Knee Tendonitis Now!

Herbal Remedy. Strengthens Tendons

& Gets Rid of Pain & Swelling! Sale

Put the right kind of effort into writing your PPC ads, and the “click-through” and “conversion rates” are bound to be impressive!

— by Binifer Paymaster

High Bounce Rate on Your Website? — 11 Tips to Get That Second Click!

Yes, heavy traffic IS a good thing when it comes to your website, but, unless you have a decent percentage of visitors converting into buyers, heavy traffic will probably have an adverse effect on your ROI. After all, you will have to pay for PPC Ads and other SEO and SEM activities. The following are some useful tips to help lower website bounce rates.

1. Examine SEO and SEM Activities to See Whether You Are Getting Relevant Traffic: One of the main reasons many websites have a higher than average bounce rate is that a lot of the traffic being directed to the url is not relevant to business. Why does this happen? — One significant factor may be inaccuracies in your Search Engine Optimization and Marketing strategy. For e.g. if your PPC Ads target too broad a spectrum of keywords, a lot of your visitors will be people who do not fall within the profile of your target market, and naturally, they will leave your website as quickly as they got there. Your website’s url, page title, keyword meta tags, H1 and H2 tags, alt tags, and general keyword optimization in your content should all target the right keywords. Make sure that your SEO and SEM activities are handled by or outsourced to someone who not only understands SEO / SEM fully, but also understands your business fully. Otherwise, it will have a deep negative impact on your return on investments.

2. Evaluate the Content on Your Website: Content really is “King”, and another noteworthy reason that people quickly hit the “back” button, is when there are issues with content. These issues may include: too much content; badly written copy; irrelevant information; uninteresting presentation. If the bounce rate on your website is high, you definitely need to re-evaluate its content. Your website’s copy should be clear, concise and to-the-point. Your product’s Unique Selling Proposition and benefits should be apparent to your visitor as soon as he is on your landing page. Most people’s chase for a lower bounce rate ends with merely tweaking their content!

3. Do Not Ask Your Visitor to Register In Order to Be Able to Make a Purchase or Navigate Through Your Website: When the world-wide web was in its nascent stages, many websites did not allow visitors to even read their pages without registering! Today, if content is “King”, the consumer is also “King”, and probably King of an even larger country! So, disallowing your visitor to navigate through your website or make a purchase, without registering, would be like being beheaded at the hands of your King! — Your potential customer will surely be able to find an alternative to your product or service in less time than it would take to register on your website. Your request for a registration HAS to have no strings attached. In fact, you would do well to offer an incentive that would make signing-up worth his time.

4. Ensure that Your Website Is Easy to Use: Ensure that your website is structured in such a way that it is easy to navigate through. Keep your site-map updated at all times. Have an internal “search” feature on every page. Make it easy for your visitor to get to information he needs, and he will stay on your website till he does.

5. Do Continuous Quality Analysis Exercises for Your Website: Quality analysis of your website should be a continuous process, as it will alert you of issues before they do your visitors. This is bound to have a positive impact on your bounce rate. For e.g. Check your website for broken links (If your links don’t work, you are not likely to get that second click even if your visitor wants to give it to you!); check that your “buy” buttons all work and when clicked on show the right products in your shopping cart! There’s nothing more frustrating for your visitor than facing silly issues with your website. So, make regular QA a habit, and you are bound to have a lower bounce rate.

6. Design Your Website In Such a Way That It Is Creative and Attractive: Evaluate your website’s overall design and creative concept. Be careful not to use too many bright colors that are displeasing to the eye, and background images or color combinations that make it difficult to read the text. For reasons that are obvious, websites that have high-quality design elements generally have very low bounce rates.

7. Have a Live Chat Feature, if Possible: Having alive chat feature, which is manned around-the-clock does wonders for keeping your visitor with you long enough for him to get all the answers he is looking for. Plus, bounce rate aside, a live personal conversation with your visitor is the best shot you will ever get at tipping the scales in favor of a sale!

8. Have Separate Landing Pages for Your PPC Ads: Creating separate pages to correspond with specific PPC ads, ensures that the tone of the landing page is similar to the visitors’ specific search. Making potential customers land on pages that are relevant to their keyword search, is known to do wonders for lowering bounce rates. Doing this is sure to translate into more sales for you!

9. Minimize the Number Of Outbound Links: Do not have too many outbound links in the form of affiliate and general link ads. Link ads are great when you have an informational website or blog, or when the primary purpose of your website is to earn revenue from them. But, if you are running an internet business, the less outbound links you have, the more chance there is that your visitor will remain on your website long enough to make that all-important decision to purchase!

10. Ensure That Features On Your Website Are Compatible With All Browsers: Do not use browser-specific tags and other features that will limit complete accessibility of your site. If visitors do not get optimal functionality with different browsers, it is sure to have a negative impact on your website’s bounce rate.

11. Make Sure Your Website Is Not Too Heavy and Slow to Download: If your website is heavy on graphics, make sure you find a way to properly compress the images while retaining their quality. If your site is too slow to download, your visitors will leave before they even arrive!

Choosing The Right Web Content Writer – 8 Qualities to Look For in a Freelance Copywriter

The explosion of e-commerce has not only seen a tremendous and ever-growing demand for Copywriters, but has also made the role of the Copywriter a complex and technical one. Many internet retailers have realized the hard way that who they hire for writing their content, today, will have a huge impact on their business, in the short-term as well as the long-term. In the complicated world of internet marketing, choosing the right content writer has emerged as a Herculean task. The following are some important factors you need to look for in a Copywriter:

1)      A Copywriter with a Professional Education in Content Writing, Advertising or Marketing: An educational background in these fields ensures a well-rounded understanding of marketing principles and practices.    

2)      A Copywriter with Errorless Writing, Every Time: While even the best of brains are known to sometimes err with the written-word, the truth is that no copywriter ever should! If you have spotted errors in a copywriter’s written correspondence more than once, it’s probably a sign that you should run away, and run away fast!

3)      A Copywriter with Relevant Work Experience: Web content writing requires a deep understanding of internet marketing writing, search engine optimization writing (SEO writing), search engine marketing writing, social media marketing methods and practices, etc. Many Copywriters from traditional advertising agencies that deal only with print, radio and television advertising are not familiar with these concepts. Make sure the writer you hire has relevant experience and expertise.

4)      A Copywriter with a Substantial and Impressive Portfolio: It is expected that you ask for samples from your prospective freelance content writer’s portfolio. Any established content writer will be able to point you to at least some work on-line. If you like a majority of the work, it’s likely you have already found a Copywriter who will work out well for you.

5)      A Copywriter Who Is Not a Plagiarist: Make sure that the writer you are about to hire is not a plagiarist! If the Copywriter sends you live links from reputed article marketing websites like ezine, you can be quite sure that he owns complete copyrights to the work. If he points you to his personal website, that’s probably fine too. Otherwise, do a background check to make sure the writer is not claiming other people’s work as his/her own. There are many software programs available on the internet, which can be used to check for duplication of content on-line, in order to detect plagiarism.

6)      A Copywriter Who Is Open to Suggestions and Enthusiastic About Your Project: Does your prospective content writer seem like a closed-minded person? If so, it’s better you find out before you close the deal! While you should respect your propspective Copywriter’s ideas as that of a knowledgeable professional, he / she should accord you the same respect. After all, no one knows your business better than you. The truth is that while you literally “interview” your prospective writer, he / she should have as many questions about you, and your business. Remember, the final say for business decisions rests with you. So, if your freelance Copywriter is not open to your suggestions, you might want to suggest that he / she look elsewhere for his / her next assignment!

7)      A Writer Who Offers Good Value for Money: Today, there are writers who “charge the moon”, and some who sell their services for the proverbial “song”. Find a content writer who fits your budget. But, remember, you get what you pay for! So, instead of looking for a bargain, look for someone who offers you true value for a fair price. Otherwise, you’ll be pound-foolish, and will very likely be paying heavily with your bottom-line!

8)      A Web Content Writer Who Has a Record of Accomplishing Good Conversions: Writing well is one thing, but converting visitors into buyers is another – Strangely, it is a rare talent even among internet content writers! Believe it or not, some content writers don’t even bother to think about writing in a way that converts visitors. In fact, Copywriters who are new to internet content writing are likely to be stumped when you ask them for conversion statistics. If the writer does not have access to this data, do evaluate his / her work with ‘conversions’ in mind as the ultimate goal. Remember, if your Copywriter is not thinking about converting your visitors into buyers, there’ll simply be – very few conversions!

– by Binifer Paymaster

Successful Marketers Psychologically Connect with Customers – Find Out How!

If there’s one thing successful marketers have always managed to do it’s psychologically connect with customers! Whether with traditional marketing communications or new-age digital media, making that connection is all-important. Here’s what needs to be done to make the emotional “click” that is required to convert  your target audience into customers.

4 Steps to connecting with potential customers through your marketing communications

1) Identify your product’s Unique Selling Proposition.

2) Identify your Target Audience and study their Demographic and Psychographic Profile.

3) Research Buyer Behavior, Trends and Perceived Shortcomings with your closest competitors’ brands and yours. Hone in on what you think is the most important insight about consumer perceptions.

4) Devise a plan for incorporating your “Consumer Perception Insight” into your Communication Strategy!

In order to understand this process properly, let’s take an imaginary case study of a real product – Women’s Body Shapers. This line of innerwear is meant to work on creating a slimming effect on a woman’s tummy, butt and / or thighs.

1) Identifying the Unique Selling Proposition Properly: To hone in on the brand’s USP, you would have to analyze how it is different from competition. To do this, you must examine all its features. Let’s say that you already know that your product is made from a revolutionary new ultra-thin fabric that tucks fat in while seeming invisible under sheer outer dress fabrics. This is definitely your USP.

A majority of run-of-the-mill marketers run with their USPs and dive headlong into communication strategies. But, that’s exactly what separates ordinary marketers from super-successful ones. Your job is far from over.

2) Identify Your Target Audience and Study Their Demographic and Psychographic Profile: Demographic segments include gender, age, income level, educational qualifications, socio-economic background and geographic locations. Psychographic variables are attributes related to personality, values, attitudes and interests.

Let’s say your market research finds that the main consumer segment for body shapers is: Women; aged 30-45 years; high income level; working moms; spread across all geographic locations; they buy mostly in warm climates, etc. – Focus communication primarily at this segment, keeping these factors in mind.

3) Research Buyer Behavior, Trends and Perceived Deficits with Your Closest Competitors’ Brands and Yours in Order to Get to Your “Consumer Perception Insight”: The only way to really know buyer trends, behavior and beliefs is to undertake research. Traditionally, this involved drawing up questionnaires and interviewing people in person. Today, the best way for your marketing team to do this is to solicit feedback via e-mail, join appropriate forums on-line, through social media outreach programs, keyword research, etc.

What you should ideally pay heed to is where your target audience is buying; the main reason they are buying; what they pay and are happy to pay; who if anyone has an influence on their purchase decision, etc. Ask them whether they would buy your new ultra-thin fabric body shapers, and whether they would buy them on-line, if that’s where you are planning to sell. And, most importantly, ask your target audience what their one hesitation would be, in buying. This is likely to get you to your “Consumer Perception Insight”!

4) Once You Have Found the Key “Consumer Perception Insight”, Devise a Plan for Incorporating it Into Your Communication and Marketing Strategy!: In your study, suppose you find that a majority of your target audience say they are not sure about buying on-line because they don’t know whether the body-shapers will work, and they need to actually try them on! Now, do you see why you needed to know about this major consumer insight, and why without it, your merely harping on the USP would not have made the connection with visitors to your on-line store?

You should congratulate yourself, because you have just found out what that one factor is that will make the conversion, and you would be wise to use it in your marketing strategy! Perhaps the best thing you can do, in this specific instance, is to upload a video demo on your website! You can have about 3 women of different body shapes / sizes within your target group demonstrate how they look before and after wearing the body-shapers under their thin cocktail dresses, skirts, trousers, etc.

Write creative and effective content around your brand’s USP, target audience profile and psychological traits, buying behavior, and of course, the “Consumer Perception Insight”, and you should be well on your way to success!

But, remember, as your brand evolves and progresses in its lifecycle, consumers’ perceptions change and trends change. So, do keep an eye out for changing market environments, and evolve along with your brand and consumers. Connecting with your consumers is an on-going process.

– by Binifer Paymaster