Archive for Attracting Clients – Page 14

Writing Web Content: 5 Simple Steps for Results

By Patsi Krakoff
Friday, September 24th, 2010

Organize, simplify and get better results from your Web writing by asking 5 important questions:

  1. What is the problem (pain, predicament)?
  2. Why hasn’t this problem been solved?
  3. What is possible?
  4. What is different now?
  5. What should your readers do now?

As you compose your copy, you should write out several sentences to answer each question. This will keep you on task, and lead your readers through to action. I suppose it depends on what you’re writing, but I can’t think of many web pages, blog posts, articles where these 5 questions wouldn’t be appropriate.

I’ve been re-reading Maria Velosa’s Web Copy that Sells this week. Her blueprint for creating simple copy that works to market your products and services is clear. There’s a reason it’s organized this way.

Psychologically, we’re hard wired to sit up and pay attention to problems. This is why it’s a good idea to lead off with your headline and first paragraph addressing readers’ problems and pain. Negative emotions are strong enough to wake us up and get us to read the rest of the story.

There are two things you must realize about this seemingly obvious and simple question:

  1. People who are in your target audience may not realize they have a problem (or how bad it can get). It may seem surprising, but often people are in denial, are ignoring the bad stuff, and are overly optimistic.
  2. People need to know you fully understand their pain AND CARE before they will read anything you have to say about it

Write a few sentences out about the problem. You want your readers to say, Read More→

Categories : Attracting Clients, Content Marketing, On Writing Better, Writing for the Web, Writing Great Blog Content, Writing Great Copy
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Writing Better Web Content: Ask what? Who? Why?

By Patsi Krakoff
Monday, September 20th, 2010

The rules haven’t changed, but it’s surprising how many people start creating content to market their business on the web without regard for the basics. Many people focus on the medium, the latest shiny tool: the blog, the Twitter tweets, and Facebook updates, without regard for the basic rules of writing copy for the Web.

Content marketing isn’t a buzz word because marketing people just like new buzzes. Content marketing is a requirement for anyone doing business because it beats writing advertisements that get ignored.

Smart marketers know the rules and never forget them. Even if the Internet changes at lightning speed, the writing basics  are the same.

I’ve only been writing online copy for ten years. Before that, I was a journalist and a psychologist so I learned to write  differently. Writing content for the Web is different. It’s designed to deliver information in ways that engage readers to take an action, most often click to register or buy.

Every once in a while, I go back to the basics. A standard learning tool for many copywriters is Maria Veloso’s Web Copy that Sells, published in 2004. The 2nd edition is now out and I’ve been reviewing and re-reading it. Good stuff.

Here’s a recap of some really key nuggets from this book:

Before you write one word of copy, you must first:

  • Know your objective
  • Know your target audience
  • Know your product or service

I know this seems so common sense it’s not worth spending time on, but trust me, the time you take to write down a few notes on each of these things will be well worth it. Read More→

Categories : About Blogs, Attracting Clients, Content Marketing, On Writing Better, Online Marketing
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10 Conversion Tips from Brain Science

By Patsi Krakoff
Monday, September 13th, 2010

Why do people decide to buy a product online? How is it they decide to trust the information you provide, and register to download information from your blog or website? What can we learn from brain science?

This is something that intrigues me. I read a lot of research on motivation, decision making, and neuroscience to try to figure out how brain science can be applied to better content marketing.

The problem is not what you might think. We know enough about the brain and marketing today to realize people are influenced by unconscious feelings, as much as they are by logic and reasons.

Any professional who has studied content marketing and copywriting knows that you must use emotional stories to get people to take action.

The problem for content creators  is that so much of what influences and persuades is unconscious and specific for each reader. Everybody’s different, and you can’t possibly address each reader’s wants and desires.

What are the unconscious reasons for people’s actions, how do their emotions affect decisions, and how can professionals apply the principles of persuasion to create content that encourages users to take action? Read More→

Categories : Attracting Clients, Content Marketing, Online Marketing, Online Persuasion, Pathway to Profits
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Blog Writing: What Can We Learn From Reality TV?

By Patsi Krakoff
Wednesday, September 8th, 2010

(Guest Post: I’m on vacation, so I invited Tim Handorf to write a guest post. Tim writes on the topics of online colleges and universities. He welcomes your comments at his email Id: tim.handorf.20@googlemail.com.)

As a blogger, you know by now that increasing your traffic means grabbing your audience’s attention and keeping it. The Internet is a veritable distraction mine filled with bells and whistles and flashing lights, so keeping a large audience enthralled and focused is a constant but rewarding challenge.

While Writing on the Web and other websites like it have featured dozens of solid tips for improving your blog writing, I’m going to offer a source of divine inspiration when the going gets tough. That’s right. Reality TV.

The invasion of reality-based shows in our popular imagination isn’t always mentally stimulating. Some shows, like Bad Girls Club or The Hills, are downright silly and immature. But I’ll be darned if they aren’t mind-bogglingly popular. And the range of viewership is startlingly diverse–even my mother, a woman hailing from a different country, culture, and generation–is obsessed.

One Sunday afternoon, splayed on the couch watching a marathon run of America’s Next Top Model, I started thinking about what, exactly, is it that makes these shows so attention grabbing, and what can I take away from the experience to get more readers reading my own blogs? Here are a few things I noticed.

1. People love personal stories.

I’m convinced that at the core of reality TV’s popularity is its microscopic look at personal detail. While your blog may not necessarily be a hub of personal confessions, always throw in some personal detail when writing any article, no matter how technical or abstract the subject matter is.

Nearly all readers desire seeing the person connected to her work. Even though America’s Next Top Model is about modeling, would anyone really care as much if we didn’t get the occasional personal glimpse into each model’s life? Probably not.

2. People love unique personalities. Read More→

Categories : Attracting Clients, Content Marketing, On Writing Better, Online Persuasion, Writing Great Blog Content
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Compelling Content: Pushing Readers’ Hot Buttons

By Patsi Krakoff
Friday, September 3rd, 2010

How do you write compelling content that attracts and engages readers? Ahhh, that question again…(followed usually by how do you turn readers into buyers?) This is the job of good content marketing and the challenge for online professionals who write blogs, articles, and  web pages.

First, let’s deal with the compelling content thing. Your content isn’t going to market anything if you don’t reach inside the heads and hearts of your readers.

Obviously it’s all about your readers. The better you know who they are and what they like, the easier it is to write content for them.

Use emotional words and phrases, and think about triggering their hot buttons. There are universal drives and human motivators. It doesn’t matter if your reader is a 20-year-old gamer or a 70-year-old retired professor.

Human beings are all driven by hot button motivators. (See the excellent book by Barry Feig for more about this: Hot Button Marketing: Push the Emotional Buttons that Get People to Buy). Some of these are:

  • The desire to be first
  • The desire to know it all
  • The desire for control
  • The desire to love and be loved
  • The desire to enjoy and have fun
  • The desire for values or feelings of moral righteousness
  • The drive for prestige
  • The drive for self-achievement
  • The drive for power and influence
  • The drive to help others

What drives your readers? Do any of these hot buttons seem similar to your clients? How can you test your assumptions? Maybe you could push a few buttons to see what reaction you get? Read More→

Categories : About Blogs, Attracting Clients, Content Marketing, On Writing Better, Online Marketing, Online Persuasion
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Blogging Services: Content Marketing for Coaches

By Patsi Krakoff
Thursday, September 2nd, 2010

Here’s my latest video about my executive coach blogging services produced by iFlashVideo.com. I think they do a good job, but unfortunately, because they are a monthly service with a one minute limit, the voice is a little rushed.

Instead, they could have edited out a few words to make it a little calmer, in my opinion. But since they are a standardized service, they don’t do any editing or make suggestions.  They just deliver what you give them, even though as clients, we aren’t always knowledgeable about what the results will be like. What do you think?

I have several executive coach clients for whom I ghost write and manage their blog updates, including updates to social media sites like Twitter, Facebook and LinkedIn groups.

I absolutely love doing this, since I’m writing about leadership development, organizational change, and human behaviors. It keeps me on my toes with reading Harvard Business Review and the best business books around. Read More→

Categories : About Blogs, Attracting Clients, Content Marketing, Online Marketing
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Content Marketing with Emotions: Write with Feeling

By Patsi Krakoff
Wednesday, September 1st, 2010

Are you writing with feeling? Does your blog trigger emotional reactions? Next time you review your writing, try to identify possible feelings in the reader.

Content marketing that doesn’t resonate emotionally can’t do a good job of building relationships, inspiring trust, and moving people into taking action.

Blog writers need to step away from their anonymous masks and get real, get emotional. It doesn’t mean you get all new-agey, touchy-feely. It means unless you get real with readers, readers won’t respond to you. You can still be professional and reveal your true feelings.

Emotions are either positive or negative. There are relatively few pure emotions:

  • Anger
  • Sadness
  • Fear
  • Enjoyment

These elemental feelings are universal. Specific facial expressions for fear, anger, sadness and enjoyments are recognized by people across diverse cultures.

Emotions can be complicated because they get combined, like primary colors. Jealousy may be a mix of anger and sadness. Guilt may be a combination of enjoyment and fear. Fascination may be an excited version of curious.

Authors Dan and Chip Heath, in Switch: How to Change Things When Change is Hard, mention Read More→

Categories : Attracting Clients, Content Marketing, On Writing Better, Online Marketing, Online Persuasion
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Brain-Based Blogging: The 4 F’s of Action

By Patsi Krakoff
Monday, August 30th, 2010

How is blogging and online content marketing like psychotherapy?

One of the things I like about blog writing and publishing content on the Web is the connection to people. While “real life” connections put you face-to-face with people you know, publishing content on the web connects you distantly with people you don’t know.

You get a chance to poke the brains of strangers within a certain niche. The only thing that makes your readers similar may be their interest in the niche you are writing about, because you solve problems they have, because you share interests and passions with them.

And yet, in  our mammalian brains, we all react to similar things, even when we’re brought up in different cultures across the globe. There are similar persuasion triggers, similar drives, similar emotional hot buttons.

Although I no longer work as a psychotherapist, I apply psychology and knowledge about the brain and human responses to everything I do and write. Let me share some thoughts I had this week about how people respond when they read online.

In the brain, emotions are closely linked to action. In our mammalian past, they were the single most important function of our brains. Our survival depended on quick action. If we had to think first, we’d be some tiger’s lunch before we decided where to jump.

Feelings do not require reflection or thought. We feel, we act. We think later and justify our actions based on input from our more highly advanced reasoning brain.

Strong feelings are hot-wired into the brain’s action centers, provoking any one of the “F” actions:

  • Feeding
  • Fleeing
  • Fighting
  • Fornicating

Emotions are simple and clear so that action is easy and fast. We wouldn’t be here talking about content marketing if our ancestors hadn’t become good at all four “F” actions, especially the last one.

How does this translate to Web usage? Read More→

Categories : Attracting Clients, Content Marketing, On Writing Better, Online Marketing, Online Persuasion, Writing Great Blog Content

Mental Skills Make Better Content Writers

By Patsi Krakoff
Wednesday, August 25th, 2010

Content marketing, even with a strategy and a plan, has a lot of decision points along the way. It’s easier with a map and a system, but there’s still a million choices that need to be made.

How do you decide what to write about? You’re a busy professional, you have a lot to say, you read a lot, you think a lot. You probably work with a lot of clients and they have problems that you try to help them solve. All that is good stuff to write about and publish on the Web so you’ll get found, get known, get clients.

Wait a minute, let me be clear about what I’m really asking you. The question is how do you decide, how do you make a decision? Do you experience options in your mind, preview consequences, and decide?

Do you observe your mental processes as they unfold? Some people do, and others don’t, they just operate impulsively and intuitively.

There’s no right or wrong answer here. But I think the ability to stand back and watch your mental processes unfold is interesting and informative.

For one thing, if you know a few things about how you make a decision, you can also imagine what goes on in the minds of some of your clients and readers. Not everybody’s exactly like you, but some of them are. This gives you insight into possibilities.

This is important when you’re writing on the Web, when your composing blog posts. And you already know how important it is to get in the shoes of readers when you’re composing a sales or landing page. Read More→

Categories : About Blogs, Attracting Clients, Content Marketing, On Writing Better, Online Persuasion, Writing for the Web, Writing Great Copy
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Ghost Blogging for Executive Coaches

By Patsi Krakoff
Monday, August 23rd, 2010

If you’re a busy professional, you know how hard it is to run your business and provide quality services to clients, and have enough time to take care of your online marketing and publishing tasks.

You may be a thought leader in your field, but if you’re not publishing content on  the Web, you’re not going to get found, get known, and get clients.

You need to be blogging 2-3 times a week, submitting articles to directories, participating on LinkedIn, Twitter, and Facebook… impossible for one person to manage and still have a life.

Somethings like social media updating and article submissions can be handled by a V.A. But others, like blog writing, needs to be very good so that it sounds like something you’d say, professional and informed.

There are a lot of outsourcing solutions but very few good ones. When it comes to quality content for executive coaches, I don’t recommend you hire anyone who doesn’t have experience in your field, a thorough understanding of your clients and target market and good Web knowledge and experience.

Good help is hard to find, as they say. If you’re an executive coach, let me know if I can help you. If you’re in another field I probably can’t write for you, but I can revise what you’ve written, edit it, make it suitable for Web publications.

Click here for more information.

Categories : About Blogs, Attracting Clients, Content Marketing, Executive Coach Ezine Article Topics, Managing Your Ezine & Blog Tasks, Online Marketing, Writing for the Web
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