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Posts Tagged ‘Copywriting’

Marketing 101: What is big rock content?

November 10th, 2017
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I had three hours to kill before my next flight to Dallas departed. While sitting in an airport café warming my hands around a mocha, I overheard snippets of an intense conversation in the booth behind me.

“It’s all about your big rocks. They are the most important. What are your big rocks?” 

At the time, I hadn’t heard of Stephen Covey’s analogy, so I had no idea what these two young marketers were discussing. Later, I was enlightened.

In brief, effective people prioritize their goals beginning with the most important (the rocks) and moving on to those of lesser importance (sand). Because when you think about it, if you try to fill a jar with sand before filling it with rocks, you will have troubles fitting the rocks in. Begin with the rocks and fill in the spaces with sand. It’s good advice and can be applied not only to marketing but our personal lives as well.

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Ask MarketingSherpa: Copywriting for non-native English speakers

September 8th, 2017
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We frequently receive questions about marketing advice from our email subscribers. Instead of hiding those answers in a one-to-one email communication, we’re going to start publishing some of them here on the MarketingSherpa blog since they may be able to help many other readers. And if you have any questions, let us know.

Dear MarketingSherpa: I wanted to ask you what would be the biggest advice you would give to a non-native English speaker who wants to develop outstanding copy writing.

Dear Reader: We’re all non-native in some way, right? When I started working as a contracted consultant to IBM, I didn’t speak their language either. It was my first tech job, and that industry (like every industry) has a language all its own.

So the best advice I can give you is to immerse yourself in English, especially its use in whatever industries you want to write for. Subscribe to respectable English-language newspapers and consumer and industry magazines and read them daily. Read not just the content but the advertising. Do the same with English-language blogs, websites, forums, social media, etc.

Also, run tests on your writing whenever you can to help understand what language most resonates with the ideal prospect.

Here’s an example — Test Your Marketing Intuition: Which PPC Ad Produced More Conversions?

When we ran that test, we didn’t know if the term “AccuraScope” would resonate with the ideal prospect. So we tested to discover the best words to use.

Best of luck with your copywriting career.

You can follow Daniel Burstein, Senior Director, Content, MarketingSherpa, on Twitter @DanielBurstein.

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Marketing 101: What is CRO (Conversion Rate Optimization)?

September 1st, 2017
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Marketing has a language all its own. This is our latest in a series of posts aimed at helping new marketers learn that language. What term do you find yourself explaining most often to new hires during onboarding? Let us know.

Conversion rate optimization, often abbreviated as CRO, is the practice of improving the conversion rate in any advertising, marketing, sales or other business practice that has a goal of getting a person to take an action. (The conversion rate measures the number of prospects who take an action that you’re requesting.)

For example, let’s say you have an email that asks people to click to a landing page to buy a product. CRO would focus on getting more people to click on that email (improving the conversion rate of clickthrough), in addition to getting more people to purchase on the landing page.

CRO (or at least elements of it) is sometimes also referred to as marketing optimization, website optimization, landing page optimization (LPO), growth hacking, optimization and testing, customer experience (CX), usability (UX) or marketing experimentation.

Despite the prevalent use of the word “optimization,” it is a very different discipline from search engine optimization (SEO). CRO is focused on optimizing for human behavior, and SEO is focused on optimizing for machine behavior.

Web design, copywriting and analytics interpretation are key skills that go hand-in-hand with CRO. This is because many CRO changes are either to design or copy. Also, the ability to understand analytics will (1) give ideas on where in the conversion process you should make CRO changes to have the biggest impact, and once you’ve made the changes, (2) how impactful they have been to your conversion goals.

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Email Marketing: Why you should run a win-back campaign (and how CNET engaged 26% of inactives)

August 7th, 2015
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Sometimes people fall out of love … with your newsletters and email marketing.

Or change jobs. Or email providers. There are a million reasons why they stop reading and engaging with your emails.

This is why email marketers need to run win-back campaigns. That is, reaching out to inactive subscribers and compelling or convincing them to re-engage with your email sends.

If they don’t re-engage, it’s time for a list cleansing — no longer sending emails to this group.

 

A smaller, but higher-quality, email list

The end result can be painful in some ways; it will likely result in a smaller email list (and the older the list is, the more shrinkage you will experience).

This is only painful because we all like big numbers. We like to tell our CMO, our clients and brag to our childhood friends at the high school reunion (hey, when they’re all doctors, you gotta brag about something) about how we run email marketing to a list of 1,000 … 10,000 … no … one million email subscribers.

One million email subscribers meme
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Why You Shouldn’t Target Your Marketing: Target marketing fails

July 21st, 2015
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Targeted marketing, or the practice of aiming marketing collateral at specific prospects or customers, has become so prolific that it is one of the largest tools in the modern marketer’s toolkit.  In fact, the U.S. Small Business Administration lists targeted marketing as the third step in marketing implementation.

Imagine yourself attending the brainstorming session for your next marketing campaign or participating in one at a trendy advertising agency. Does anyone in the room ever verbalize the thought, “Let’s not target this campaign to anyone?” Of course not; they would be laughed out of the room.

However, simply targeting your marketing is not equivalent to being customer-centric, or customer-first, and this is where the majority of us go wrong. Aristotle hints at this in his master work, Rhetoric: “For it is not enough to know what we ought to say; we must also say it as we ought … ”

It is in the spirit of saying it “as we ought” that I humbly submit to you five steps that have the capacity to royally mess up your targeted marketing by not implementing it with a customer-centric approach.

 

Step #1: Target Just Your Intended Audience

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Creating Engaging Content: A five-step method for busting writer’s block

July 7th, 2015
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Ah … the ambience of a blank white computer screen. I am staring at one right now. There are the days when this glow speaks freedom and fresh opportunity and I take it. But then, there are those days, like right now, where the glow feels more like an impenetrable force field.

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Although I’m not a great author, it’s a comfort to know that I am not alone in suffering from terrible writer’s block. Dorothy Parker, who wrote hundreds of poems and short stories, sent this note about it to her editor in 1945.

 

So what do I do when I know I have something to say, but I just can’t get it into words? Should I start scouring the Web to find something interesting to comment on? Or should I just rehash something that I have thought about or written about before? Or, the most tempting, do I just give up and hope my muse shows up tomorrow?

I’m not going to lie — all those methods can work, and have worked for me in the past.

However, there is one particularly useful approach that I have learned over the years for dealing with content writer’s block, particularly when you are on a deadline. Because — face it — as much as we would like to let creativity gently come to us, sometimes we have to go and take it by force.

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Copywriting: What software startup YNAB knows about creating compelling copy for a new product

January 2nd, 2015
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New products make it incredibly difficult to write effective copy. Most of the time the customer coming to the page has no idea what the product is or how it works, but more importantly, they also have no idea why it matters for them.

To really help your customers understand why a product or service is relevant to them, your copy has to build a “problem.” Take this video for YNAB product that helps you budget in a new way:

 

I don’t know if you caught it or not, but they spend a full 43 seconds of their 1:52 second video building to the problem. Out of all the problems built in copywriting, video or otherwise, this one is one of the best.

So what do they do to build their problem?

 

1. They have a clear objective.

You can’t begin to build a problem without a map to the overall objective. The objective of this video is to introduce the product and get people poking around on the website.

Without an objective, you might just be building a problem that you’ll never be able to help your customers out of.

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Tweetables: Top 10 MarketingSherpa posts of 2014 (according to you)

December 30th, 2014
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It seems like only a short time ago I was sitting at my desk, staring at a fresh new calendar in front of me — an act that spurred feelings of intimidation, daunt and excitement.

But that was 12 whole months ago.

Over the past year, our team of bloggers have written over 100 posts for the MarketingSherpa Blog alone. I’m pulling together the ones that you’ve shared the most over the past year with your friends and colleagues into a single tidy post.

Something that stood out as I sorted the top shares by category (content marketing, email marketing and social media) is that marketers are evolving their mindsets from company-focused messaging to customer-centric messaging.

 

Content Marketing

Although content marketing may no longer be considered shiny and new, marketers continue to learn how to harness their talents and abilities into this form. No longer are we only marketers, but we are also artists, authors and videographers who strive to reach customers in ways that were not possible only a few years before.

Bolstered by the rest of the categories covered in this post, content is now an essential lighthouse to guide your customer to conversion in a world of saturated and stormy information across the Web.

 

Posts you shared the most:

 

What your peers said:

Tweet 1
 

The above tweet is is reference to Content Marketing: 9 examples of transparent marketing.

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Email Marketing: Which of these 5 Award nominees can help you improve results?

December 9th, 2014
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Email marketing is often a constant grind of tiny wins and (hopefully) tiny losses.

That’s why it’s such an honor to be able to recognize a marketing team for their relentless work on a campaign, where despite limitations, they were able to make a real difference in the email conversation between company and customer.

This is my second year as a judge for the MarketingSherpa Email Awards (sponsored this year by Blue Hornet) and it’s always a lot of work (30 hours of pre-screening, followed by 20 hours of deliberation) but a privilege to be able to debate and discuss strengths and weaknesses in email marketing with four other judges, who all come from different email marketing perspectives.

The joy that we get out of it is why this year we wanted to share that process with you, the MarketingSherpa Blog reader, by creating the MarketingSherpa Award – Readers’ Choice category.

Out of 500 speaking submissions and email case studies, the judging panel selected two Best-in-Show winners for B2B and B2C, as well as five finalists for the Readers’ Choice. All five are listed and detailed below with links to full case studies if you wish to learn more.

You can now vote for your Readers’ Choice Award winner. After voting, give your Klout score a workout by showing your favorite some love and sharing on social media.

All of the campaigns met our judging criteria of being transformative, customer-centric, innovative and offering transferable principles that marketing peers can apply to their efforts. Each case study displayed strong results. From there, it’s up to you to decide which one deserves top honors.

Have different criteria? Thoughts to share on any of the campaigns? Let us know in the comments.

Happy voting!

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Email Marketing: The evolution of value in messaging

May 9th, 2014
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Brian Clark, Founder and CEO, Copyblogger Media, has been in email marketing for 16 years.

“Which is a million years in Internet time,” he said.

At MarketingSherpa Email Summit 2014 in Las Vegas, Brian sat down with Allison Banko, Reporter, MarketingSherpa, in the Media Center to share some of his email marketing background.

“As much as email remains the primary sales channel, how we do it is evolving and getting a little bit more sophisticated,” Brian explained.

Watch this brief video from the MarketingSherpa Email Summit 2014 Media Center to learn more about the evolution of email marketing, particularly in mobile marketing, and how to provide value in messaging.

 

You can also check out Brian’s full session from Email Summit 2014 to learn how Copyblogger used content and a free paywall to grow its email list by 400%. Watch a brief excerpt of his presentation below:

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