Making It Easy for Customers To Choose You

Isn’t it frustrating?  All you need is a new computer desk (or whatever you may be currently shopping for), but you can’t make a decision.  It shouldn’t be this hard, should it?  What’s holding you back?

Here’s something every web site owner should know.  When visitors come to your site, they are looking for a reason to buy from you.  Think that’s stating the obvious?  You’d be surprised!  I come across countless sites every day that do everything but give the visitor a reason to buy, subscribe, click, call or otherwise take action.  It’s a fatal mistake in any business, but it’s especially damaging for web-based companies.

Let’s continue with our example of buying a computer desk. You start with the big three office-supply stores.  You click the “office furniture” link, and you’re faced with a barrage of links to pages about lamps, printer stands, bookshelves and more.  Then you get to the desks.  Computer desks, desk collections, metal desks, workstations… geez!  There are lots of links, but no information.  Finally, after drudging through pages of links, you find some actual copy that describes a desk you think you might want.

You look over the features. You write down the price.  You gather the shipping or delivery information.  Great!  Now, on to the next site.

When you arrive, everything looks almost the same except the logo.  Same navigation, same links, same inventory, same prices.  The shipping amount is the same, and the delivery policy is identical to the site you just came from.  As you click from site to site, it’s like déjà vu.  How are you supposed to make a decision to buy when all your options are equal?  What will be the determining factor between site A and site B?

If you’re feeling frustrated just reading this scenario, imagine how your site visitors feel.  When they come to your site, they are looking for a clear reason to buy from you instead of all the other sites.  Do you give them a reason?  Do you give them several reasons?

If all factors are equal – even if all factors are similar – your visitors will find it difficult to make a decision.  When they start guessing at which site would be best to buy from, you start losing business.  Maybe they’ll choose you, maybe they won’t.  There is a way to ensure you are chosen over your competition.  You have to clearly point out how you are different or better than every other option available.

MarketingExperiments.com recently published their findings in regards to differentiating your company from others.  They reported that most companies – when asked what their most unique aspect was – answered, “Our great customer service.”  I have bad news for you.  That won’t cut it.  Why?  Because, in most cases, when customers are visiting sites to gather information and make purchasing decisions, they won’t come in contact with your customer service department.  It would be a nonissue until something went wrong.

Also, since most businesses are claiming excellent customer service, it’s an overused promise that has begun to carry less and less weight.  You need something solid.  You need something that is persuasive.  If I were standing in front of you and told you that I was considering buying my desk from you or from Vendor Z, what would you say to convince me to buy from you?  Here are some things to consider when trying to discover ways to differentiate yourself from other businesses.

• Offer free shipping (on all orders or on orders over a certain amount)
• Increase your inventory
• Decrease your inventory and only carry specialty items
• Lower your prices
• Raise your prices (works well for premium goods & services)
• Increase your area of expertise (for service-based businesses)
• Specialize or narrow your niche
• Achieve ratings or rankings from well-known associations or organizations
• Apply for a patent
• Win awards
• Offer a customer loyalty program

Conduct an online survey of your visitors to ask what they want.  (SurveyMonkey.com is great for this.)  Look back over your complaints and other feedback for ideas about how to set yourself apart.  Email existing customers (if you have their permission to do so) and ask them why they chose you.  Whatever you do, don’t stay in a position where you are exactly the same as (or highly similar to) your competition.  The chances are far too great you’ll get lost in the crowd.

Want help communicating more effectively with your target audience? Sign up for Marketing Words Blog email updates at http://www.MarketingWords.com/blog and get a free target audience discovery worksheet and Karon’s ebook Copywriting Makeovers (a $27 value).

(c) 2010, All Rights Reserved

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Copywriting Makeover: Local Vet Increases Business via the Web

After working for several years for a prominent, local veterinary practice that had multiple branches, Dr. Wendi Lily-Bare decided it was time to go out on her own.  She arranged to purchase one of the smaller clinics which would allow her to keep the existing business name and equipment.  However, the current website was not included in the bargain.

With an understanding of how important a high-ranking website is to a local, small business, Dr. Lily-Bare quickly began making plans for the creation of her online presence.  Those plans included the use of copy (text) that connected emotionally with her site visitors and clearly showed them why they should choose Pet Friends over all the other available veterinary clinics in town.

Researching the Best Options for Keyphrases

As is the case with all search engine optimization (SEO) copywriting, the first step in the process of creating the Pet Friends site was to research the best keyphrases for use in the copy and tags.

These same keyphrases would also be used in developing the clinic’s local Google listing.  This would allow Dr. Lily-Bare’s site to potentially come up in the “Local Business Results” section of Google whenever someone typed in a keyphrase related to one of her pages.

Being a local business in a relatively small town, we decided to work with general veterinary-related terms and attach what’s referred to as a “geo-modifier” to them.  (Local businesses must include their specific location in order to weed out prospects that are outside their service area.)

Basically, we looked for keyphrases such as “veterinarian” or “veterinary clinic” and added the exact locale which, in this case, was Northeast Columbia, South Carolina.  After compiling a list of good phrase candidates, we divided them up among the site pages.

Hook Prospects Right from the Start

While many people believe writing copy only applies to the individual web pages, there is actually another step that is just as important.  Writing the title and description tags for each page is vital in securing that initial click.

What happens when you go to Google or another engine and conduct a search?  You’re provided with a whole page full of possible websites that might meet your needs.  How do you decide which ones to click?  By reading the title and description of each site on the page.

Vets that have title tags which are bland (such as Veterinary Services, Vet in Baltimore, Pet Urgent Care) don’t do themselves any favors.  There are ways to include keyphrases and still make a connection with your prospects. For instance, Pet Friends’ Home page title tag reads:

Because They’re Family | Veterinary Clinic | Northeast Columbia, South Carolina (SC)

A keyphrase is there.  The location is there.  And there was still room for an emotional tweak at the beginning which helps to capture the attention of searchers.  After all, if you can’t get them to click your title tag, it won’t matter much what you say on your Home page, will it?

Writing the Copy

If you’ve ever shopped at Walmart for toothpaste, you’re sure to understand the frustration of most online searchers.  On the toothpaste aisle, you see dozens of choices.  All clean your teeth.  All freshen your breath.  If you rule out the specialty toothpaste products (such as those for sensitive teeth or with extra whitening power that cost $8.00 a tube), then that leaves many left over.  How do you choose?

The same dilemma applies when searching for a local vet.  Go to most vet websites and you’ll find they talk about themselves instead of to the site visitors, they don’t give a clear reason to choose them over all the other vets, and they have no special features/services.  Remove all the specialists and you’ve got a whole list of “just vets” to select from.  How are you supposed to make an intelligent choice?

When it comes to toothpaste, most people default to a mindset of “they are all the same.”  Unfortunately, most pet owners do likewise when searching for a new vet.  We set out to make sure Pet Friends’ site visitors knew they were different.

The Home page headline set the tone: “Because They’re More Than Pets. They’re Family.”  Rather than babbling on with company-focused copy, we shot an arrow into the heart of every pet-owning site visitor that landed on the Home page.  Rather than displaying the same old list of standard services that every other vet had on their Home page, we played on the fact that pets are family members in every sense of the word.  The copy clearly relayed a message that Pet Friends’ staff members were all pet owners and pet lovers who saw your cat or dog in a very “human” light.

The Results

Because this was a brand-new site, there was no benchmark for comparison.  Nonetheless, measuring results wasn’t hard since they came so quickly and were so obvious.

Within days of launching the new copy, Pet Friends’ site had worked its way up to top 20 rankings for many search terms.  Within a couple of weeks, at least half of the terms ranked in the top 10.

Now, several months after launch, Pet Friends’ site has page-one rankings for all but two of their 18 preferred keyphrases.

According to Dr. Lily-Bare, “We write on every new patient’s chart how they found out about us.  I always check when I’m looking over their chart.  We’ve gotten a lot of new patients from people who have found us through Google and other search engines.  It’s an excellent way to advertise that continues to pay off month after month.”

Karon Thackston gives more exceptional insights into web & search engine copywriting in her book “Effective Websites for Small Businesses.” Find out the importance of copywriting when you need to build a small business website. Check it out today at http://www.EffectiveWebsitesForSmallBusinesses.com.   (c) 2010 Karon Thackston, All Rights Reserved

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Free Copy of Writing With Keywords Book: Enter to Win by 7/14

I swear, these international shipments are getting to be a pain!  I have another book that’s come back after a trip across the pond. This is my Writing With Keywords book.  The cover is slightly bent, but it’s in otherwise good shape.  I wouldn’t want to sell it at full price, however, so I’m going to give it away.

Want it?  Just leave your name below by no later than midnight July 16th and I’ll do a random drawing Monday, July 19, 2010.

Good luck!

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New Ecommerce Copywriting eBook Finished! Buy it at 50% off Before Anyone Else

In case you didn’t feel the earth move last week, I finally finished writing the newest ebook in the Wordtracker Masterclass series.  I’ve been in

celebration mode all weekend. (Yes, I was “brave” enough to work on two books at the same time.  OK, maybe brave isn’t the right word <bg>.)   This one is entitled Ecommerce Copywriting: Proven Strategies for Boosting Sales & Search Rankings.   It will find its place along side the other ebooks in Wordtracker’s Masterclass series including Blogging for Business, Google AdWords PPC Advertising, and more.

My new ebook is not for sale just yet.  Yes, I’m finished writing it, but it still has to be proofread and formatted.  The designer has to make it all pretty and convert it into a PDF.  Lots more to do before the general public will be able to get its hands on this one.

Good thing you’re a Marketing Words Copywriting Blog reader and not the general public

I had an idea that Wordtracker thought was wonderful… offer you a 50% discount (the biggest Wordtracker has ever given) if you pre-purchase the ebook now and take delivery at the end of the summer (in about a month or so).

That means, instead of paying the full price of $49, Marketing Words Copywriting Blog readers will only pay $24.  Of course, Wordtracker doesn’t want just anybody taking advantage of this, so they are making it a very limited-time offer.  The 50% off discount expires at midnight on Wednesday, July 14, 2010.

Read all about the book and pre-purchase your copy today.

Of course, I’m always available to answer any questions you have about the book.  Just leave them in the reply/comments section below.

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Ask Karon Video Column: Duplicate Content with Videos

I got an interesting question from Charles about the effects of duplicate content on videos fed through mRSS.  My reply (and a little hint on what to except in the future from video and the search engines) is in this edition of the Ask Karon Video Column.

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Digital Scarcity: Does It Still Convert?

I’m excited to bring you this guest post from Michel Fortin.  He offers excellent insights into how to create a sense of urgency for digital products such as software, ebooks, video, etc.  I’m sure you’ll find it as enlightening as I did.  Enjoy!

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Scarcity is an effective tactic often used in copywriting to create a sense of urgency in an effort to convince the undecided reader to make a purchasing decision. After all, people procrastinate, and they do for a variety of reasons. It’s simply human nature. So the goal of applying scarcity is to prevent prospects from procrastinating.

As online consumers become wise to these direct-​​response copywriting tactics, one question often arises:

“What about digital product downloads, like ebooks and software? How can you create a sense of urgency for something that, in itself, is limitless or perceived as such?”

Here’s how to use scarcity selling effectively with digital products:

Limit The Offer

Many people use this strategy ineffectively. They say the offer will only last until midnight. However when a visitor returns to the website the next day, the offer is still up.

Another example of scarcity done badly is to follow through on the promise and the offer is no longer available on that particular website. However, it is still available on another website, through affiliates, or via another Internet marketer. Consumers are more sophisticated than ever before, and nowadays they tend to easily notice this tactic, shun it, and even react hostilely to it. It lessens your credibility as a business person, and makes any other offer you promote suspect.

However, one of the ways to add scarcity to a digital download is not by actually limiting the quantity or time, which can be seen as irrelevant for a seemingly “unlimited” product, but rather by limiting the offer, its many components, or the promise of its availability. For example, rather than placing a limit on the quantity or putting a deadline on the offer, you say the package, the price, the premiums, the guarantee, or any additional services (such as support, upgrades, consulting, etc) is only guaranteed through a specific date.

You continue by stating that, if they wait or return after that date, the offer may change and may even be no longer available. So they run the risk of losing out if they don’t buy now. Of course, always give a believable, logical reason to justify your sense of urgency. (This is important, so I’ll come back to this with some examples.)

Now, here’s how this tactic is different and why you don’t lose credibility. Even if your product is still available after that date, you’re not contradicting yourself because you only guaranteed that it would be available until then.

You didn’t outright promise that it wouldn’t be available after the limit or deadline has been reached. You only raised the potential risk of losing out on the offer, at least as it currently stands, if they procrastinated and failed to buy now. For example, you can tell potential customers that the price is limited to the first 1,000. After 1,000 copies are sold, you may change the offer by raising the price or removing the premiums, or even stop offering it altogether…

… At any time, without warning or notice.

Update The Product

Take advantage of the features of digital products. Digital products have something in common: they are constantly being updated. It’s simply the nature of technology. Software keeps updating with new versions all the time. Ebooks, therefore, can operate in exactly the same manner.

So don’t be afraid to put a version number on your digital product, just like you would on a piece of software. When a new version comes out, even if slightly edited, the older one no longer becomes available or becomes obsolete by default.

The good thing is that updating a book is as easy as editing or adding a few paragraphs, inserting an interview, attaching an updated chapter, including a guest contribution, injecting extra appendices, or upgrading the resource list — especially bookmarks. (We all know how websites and links change all the time. Some URLs can change, redirect, move, or become unreachable. So by upgrading the bookmarked resource list, among others, your list stays fresh and your links remain valid.)

Let’s not forget the ubiquitous “alpha” and “beta” stages most software products go through. These can be applicable to ebooks and digital information products as well. Plus, they don’t have to be applied to an entire product. They can be used with specific chapters, add-​​ons, premiums, tools, or even membership sites.

Additionally, they don’t have to be called “alpha” and “beta.” Use your imagination. For example, call it a “pre-​​release version,” “launch edition,” “introductory version,” “2007 format,” “early bird deliverable,” “advanced copy,” “pre-​​market issue,” etc.

If you sell an ebook with “free updates,” then that is the element that’s scarce. To add more scarcity to the offer, you limit the bonuses or the free updates for a specified quantity and/​or time, and not the actual product itself.

Make It Time-Sensitive

The third tactic is to add a chapter or a bonus that’s time-​​sensitive. I’m not talking about a deadline. I’m talking about content that’s timely and more valuable based on its freshness rather than content that is released with a deadline. This can be done practically with every information product out there. For example, if you’re selling a principled, evergreen, or theory-​​based ebook that, in itself, can’t go out of style or become outdated, then add a few extra pages, like a list of resources or specific tactics, that are relevant at the time of writing the product.

However, the best way to do this is to include information that, directly or by implication, makes it scarce. It can be something tied to a specific event, activity, trend, or news item. If not, and if you wish to keep your product evergreen, then specify it in the copy.

Say you sell a book on how to grow bigger, redder tomatoes. Your book can have a chapter or a bonus report that talks about how to enter and win a certain annual, well-​​recognized, and popular “tomato-​​growing contest,” which has a set date each year. This information therefore becomes time-​​sensitive, because, if they buy after the contest, then the book holds less value — at least in the way it’s positioned in the copy.

Another way is if it relates to a season or period of the year, such as a book on how to coach youth basketball. The book will have a time-​​sensitive element a few months before basketball season starts, and little or no value once the season is over. Ultimately, think of how you can add scarcity to the product itself by adding either content or add-​​ons (like premiums or bonuses), or by how you position it in the copy, to make it time-​​sensitive somehow — without having to limit the offer directly.

For instance, can the value or perceived value of the product depreciate over time or after a certain number of downloads? If not, how can you incorporate this element (whether it’s through extra content, premiums, or add-​​ons)? Use your creativity, here. In my experience, practically every digital product, no matter how timeless or evergreen it may seem at first, can be made scarce or urgent in some way, or made to appear so, that’s independent of any limits you otherwise impose.

Technological or Resource Limits

Done properly, this is a very compelling and clever use of scarcity, because you are essentially using technology or time against itself. Here’s how it works…

An example that’s also the easiest is where you tell prospects that the item is limited because you need to conserve or limit the bandwidth. Many hosts limit accounts by filesizes or allocate a certain number of bytes transferred per week, month, or year.

As a result, you may need to revise the offer or raise the price to cover your growing costs at a certain point in the future, as greater resources are consumed. Not only that, but maintenance and support costs proportionately grow, too. “Of course,” you might say, “everyone knows that.” Yes, but they don’t necessarily realize this may directly affect the offer, price, or availability of the product altogether. So the idea is to specify it in your copy. Tell your readers that, as more and more people buy and download your product, the costlier it becomes to maintain.

Price increases are inevitable, and therefore they must act now to take advantage of such a “low price.” If they wait they might lose out on a great deal or on the product altogether as it may be taken off the market to conserve resources and control costs.

The trick is, you can specify a certain date or quantity sold by which you will revise your offer to ensure it appropriately reflects and covers your costs at that time.

That’s why the scarcity, in this case, is not so much a promise that an increase in price is imminent, but the promise you will maintain the current offer as it stands for a predetermined period of time only. After that, anything can happen.

Now, while that might seem logical for software, sometimes this tactic might not be as convincing in the case of digital products. (Especially in the case of a very short ebook, among others.) In this case, try to make your digital book dynamic. Again, this doesn’t have to apply to an entire product or to the product itself. Certain parts, chapters, or bonus add-​​ons only can be made dynamic.

For example, some PDFs now have forms and quizzes. Some ebooks contain streaming audio and video. Others are compiled as standalone executables but pull content from the web. And let’s not forget membership or password-​​protected websites. Dynamic content obviously uses more resources than simple one-​​time downloads. And it may be common knowledge. But the goal is to communicate this to your prospects.

Nevertheless, aside from products themselves, there’s the most scarcest resource of all.

And that, of course, is time.

There are only so many hours in the day or so many clients you can serve at any given time, right? Therefore, if your product comes with, say, free consulting or coaching, such as critiques, reviews, email consultations, etc, you could then say:

Due to the growing demand on my time, I can only accept a certain number of individuals. So I guarantee that the next 10 clients only who buy this product will get [add-​​on service].

Bottom line, and pardon the pun, but don’t just limit yourself to the product proper. Look at the features or parts of your product, the delivery method, any add-​​ons or bonuses, the offer, the resources required, or the service-​​based components.

Digital scarcity works quite well, even when the product may seem to be limitless. Because the possibilities are only as finite as your creativity.

About The Author

Michel Fortin is a direct response copywriter, author, speaker, and consultant. Visit his blog and signup free to get blog updates by email, along with response-boosting tips, tested conversion strategies, the latest news, free advice, additional resources, and a lot more! Go now to http://www.michelfortin.com. While you’re at it, follow him on Twitter.

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Cancellations Offer Last Chance for NAMS4 Tickets

Below you’ll find a private email that NAMS4 event organizer, David Perdew, sent to all the presenters.  Rather than recreate an already well-worded message, I am just copying and pasting his special offer below. (Hope that’s allowed!)  NAMS4 was sold out, but – thanks to some cancellations – you have one last chance to get your ticket starting today… first come, first served.  Offer ends Friday, July 9th.

I have the privilege of speaking at NAMS4 in Atlanta this August on copywriting, of course.  I’d love to see you there!

————————————-

Hi All,

We’re really cooking on some exciting stuff for NAMS 4 in August. I’ll be announcing much of that in the next couple of weeks.

But first, mark your calendar for July 6th.

Something very predictable happens before every NAMS event. A certain percentage of students can’t make it for personal or family reasons. This one is no different.

NAMS was sold out about 2 weeks ago. (Oops, forgot to tell you that – but you noticed there were no more discount coupons, right?)

We’ve had about 20 people cancel or tell us they can’t make it. So, at noon ET next Tuesday, July 6th until noon ET Friday, July 9th, we’ll open up NAMS 4 with a $300 discount coupon and it will be “LASTCHANCE” – without the quotes – because it’s the last chance to come to NAMS4.

We will have only 20 seats left. Period.

Don’t miss it.

Peace & Prosperity!

David Perdew

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Nip and Tuck – 3 Quick Tricks for Writing With Keywords

Have you ever been to one of those sites that has obviously been written to get high search engine rankings?  You know the ones… they have copy that sounds like this:

“When you buy quality silver jewelry from us, you know your quality silver jewelry is of the highest quality because we only sell quality silver jewelry that is top-notch.  No other quality silver jewelry site on the Web offers the selection of quality silver jewelry that we do!”

Want to take a wild guess at what keyphrase they’re targeting?

Copy like this simply doesn’t sound real.  It’s very forced.  When visitors click to your site they’ll be faced with stiff copy that sounds like a robot.  It doesn’t flow… and it doesn’t sell, either.  With a little nip and tuck, you can create copy that appeals to your target audience and ranks high with the engines.

So just how do you begin writing with keywords and still have a nice, flowing sales message?  It’s really easier than you might think.

Here are a couple of strategies I use when writing SEO copy.

Headlines and Subheadlines

These make the ideal place for keywords.  Why?  Because keywords are normally descriptive by nature.  Since headlines describe what the site visitor is about to read, it makes perfect sense to include keywords within them.

Titles

Create a chart, or a list, and give it a keyword-rich title.  Just as with headlines, titles should be descriptive… another perfect keyword/copy match.

Lists

In your chart or list, include keywords in the headers and within the list descriptions.  For example, if your keywords include softball trading pins, employee recognition awards, lapel pins, and lapel pin you could create a list that reads like this:

<Keyword Title> Creative Lapel Pin Uses

<Keyword Headers & Descriptions>

• Baseball and Softball Trading Pins – Lapel pin trading among baseball and softball teams has dramatically grown in popularity… be sure to support your team with custom-created baseball and softball trading pins.
• Employee Recognition Awards – Employees take great pride in wearing lapel pins that show their achievements, and they will treasure employee recognition awards that they can frequently show to others.

See how the list uses keyphrases within the headers and again within the list description itself?

Using keywords in carefully chosen places allows you to have more freedom with your copy itself.  So now, instead of the forced, unappealing copy we read in the first example, you can have something more relaxed like this:

Quality Silver Jewelry Is A Rare Find

If you’ve been looking for quality silver jewelry long, you know that quality is, in fact, a major issue.  Unfortunately, many companies combine low-cost metals with their silver that compromises the quality and the appearance.  That’s a practice we never participate in.

How To Recognize Quality Silver Jewelry

When shopping for the best, look for these tell-tell signs of excellence.

• Quality silver jewelry created of pure silver displays a radiant sheen.
• Touching the surface lets you know it’s quality. Silver jewelry that’s pure will immediately show a fingerprint.
• Breathing on the finish of quality jewelry will produce a fog, while breathing on the finish of poor-quality substitutes will not.

And so on, and so on.

So you see, you can have copy that makes sense, provides solutions for your site visitors, and ranks high with the search engines.  It’s not impossible… it just takes a bit of training and practice.  Before long, you’ll be tucking keywords in all the right places.

(c) 2010 Karon Thackston, All Rights Reserved

Get 11 clever techniques for writing with keywords without ruining the flow of your copy when you read Karon’s book Writing With Keywords. Buy today at http://www.WritingWithKeywords.com and get free shipping.

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Four Engines, Four Ways To Generate Links through Content

Buddy, fellow speaker and link-building pro, Debra Mastaler, gives some awesome tips for generating content ideas and boosting link popularity.

Ask, Bing, Google and Yahoo! each offers a unique set of search options, I use all of them for a wide range of results. Here’s a handful of linking techniques from each engine I’ve had luck using!

Read the entire article on Search Engine Land.

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It Isn’t Good Content Unless it’s SEO’d Content

Stoney Degeyter (writing for Search Engine Guide) makes some excellent points about SEO content: the most pressing of which is that including keywords in your copy serves a dual purpose.  I’ve written about this previously in an article called “Keyword Use That Goes Beyond the Search Engines.”

Good SEO content does more than just help a site get rankings. It lets visitors know their search was successful, provides them the information they need, and leads them through the conversion process to achieve leads and sales (or whatever else is a conversion to you.)

Read the entire article.

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