Archive for Writing for the Web – Page 5

How to Write with Your Right Brain: 5 Tips

By Patsi Krakoff
Monday, June 20th, 2011

Ist1_2776388_coffee_cupOne of the smartest things you can do to keep up with blog writing is to use your brain well. Use your right brain to tap into your creativity.

The third thing I do in the morning when I get up is write on one of my blogs. (First, brew a pot of Cafe de Olla; second, feed Huey and Dewey, our kitties.) When clients ask, “How do you find time to post on all your blogs?” it’s kind of a non-problem, since I’m fueled by coffee and love…!

One of my favorite posts is here, because two writers (John Jantsch and Sean D’Souza) who really understand content marketing explain this further in The Right Brain/Left Brain Tango: How to Get Your Creative Mojo Back.

Here are 5 tips for being more creative and productive with your writing tasks.

  1. Write first before you open email or your list of things to do. Any writing task should have priority over other tasks in the morning. Why? Writing uses mostly your right brain, and you need clarity, without those little gnawing distractions.Beware the left brain that wants to spoil your creativity by reminding you of things “to-do.” When you first wake up, you’re functioning in your right brain. Use it immediately for improved creativity.
  2. Before you go to bed and fall asleep, remind yourself which writing tasks you want to work on in the morning. Your right brain will think about them as you go to sleep, and probably as you wake up. As a result, you’ll wake up with those writing jobs in mind and can start right in on them – as soon as the coffee’s ready and the pets are fed.
  3. Leave your desk relatively uncluttered when you stop working at night so that in the morning you can start writing without distractions. It helps to have a safe place to set your coffee, where the kitties won’t knock it over when they come to lie in front of your computer screen. (If you have dogs, you won’t understand this part, but I’m sure there’s similar arrangement for those little darlings.)Img_0053 Read More→
Categories : Brain Based Content Marketing, Content Marketing, Managing Your Ezine & Blog Tasks, On Writing Better
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7 Ways to Format Blogs to Engage Readers’ Brains

By Patsi Krakoff
Thursday, June 16th, 2011

What are the two most important parts (a.k.a. opportunities to engage readers) of your business blog post? Most experts will tell you this:

  1. The headline
  2. The call to action

The headline is what gets read and spread. It’s your “shout-out” on social media sites, in feed readers, and email updates. It’s the bait on your fishing hook which draws people over to your blog site to read your stuff.

Writing magnetic headlines is crucial. And you know yourself that a well-crafted headline gets more traffic than a bland one.

The call to action is what gets you business results and turns readers into clients. Even when it’s not a direct “go-buy-click-here” request, it’s part of your funnel process. It starts the participation process.

But hold on there, wait a minute.  There are 7 ways to format your blog posts that will help prime your readers for action. It happens before you ask readers to do something. It must happen, otherwise your readers won’t even read your complete post, they won’t get to the call to action part.

You must engage their brains. You must get inside their heads by triggering unconscious desires and thoughts.

Okay, that sounds a bit oowy-woowy and sneaky, maybe even dangerous. I’m not talking hypnotic suggestions or even tapping into Freudian drives of sex or fear…(although, heck, that sure works, too!)

But if your blog content doesn’t appeal to one of several persuasion triggers (reciprocity, social proof, etc.) then you’re not doing enough with your posts. Your readers may scan your post, without getting their thought processes going, and move on.

It’s not complicated. You’re probably already doing it (unconsciously)! How? Read More→

Categories : About Blogs, Attracting Clients, Content Marketing, Getting Read, How to...Tips, Online Marketing, Writing for the Web
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A Tale of Two Websites: Good/Bad Content

By Patsi Krakoff
Monday, May 9th, 2011

How do you sell something that people don’t know they want or need? Or, maybe they know they need it, but don’t want to admit it? And how do you do that through your online content? What you write on your site has to be compelling.

As I was reviewing two clients’ online content marketing this week, I was struck by how few professionals have well-written content that engages readers.

These two sites were both from successful business coaches. Part of the problems coach websites have is that they are selling services that aren’t clearly defined.

Most people know when they need a dentist: they’ve got a tooth ache. With a back ache, they may search for a doctor, a chiropractor, acupuncturist, or a massage therapist. They may not know which is best so your online site has to do some convincing and comparing.

But what if Joe Schmoe is an budding entrepreneur with ADD and procrastination problems and an online business that’s starting to take off. He needs help, but doesn’t know who to turn to. Does he need a business coach, a psychologist, a personal assistant, a mastermind group, or internet marketing training?

Let’s say you’re a professional coach with experience that matches Joe’s needs. Your online content has to convince Joe that he needs you first and foremost. You have to grab his attention by speaking to his most pressing and compelling desires.

Joe wants to be more effective in his work and in his life. He’s tired of doing the same things over and over and not getting anywhere fast enough. He wants what others seem to have: success and peace of mind.

Yet many of the coach websites and blogs I review talk about themselves:

“We provide top-shelf strengths-based coaching and consulting to entrepreneurs.”

“Visit our Leadership Coaching page to learn more about how coaching helps leaders maximize potential for themselves and their team.”

“Visit our page to find out how we can help you create a more productive organization.”

Compare those bland statements with this:

“After a bout with cancer four and half years ago, John saw his recovery as a second chance at success, and he was determined to make it happen. After Coach X’s assessment testing, John knew he had found the right business coach.”

““Coach X is there to make me better at work. He’s not a psychologist. He’s courteous and friendly, but he’s demanding because he wants me to grow in value to my company.’”

One is personal: it talks about a real person and what he reports. The other site is vague and non-personal. It doesn’t draw you in to want to know more.

I think too few professionals do a good job of using client stories and case studies to show what they do and what kind of results they get. What do you think?

Categories : Coaching/Personal Development, Content Marketing, On Writing Better, Online Marketing
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The Sociology of Social Media: TED TV Talks

By Patsi Krakoff
Wednesday, May 4th, 2011

Having fun while learning has become my idea of a really good time. Forget drugs, booze and rock and roll. Now you can learn all about social media and the sociology of the Internet through video lectures.

If you’re an information junkie like I am, you spend way too much time over on TED.com watching fascinating videos on every topic of major importance in this world.

Unbelievable, non? It combines education with entertainment. It’s a great way to learn about the sociology of how people are using computers to connect with a global community.

My actual big screen TV is ignored (except for tennis  and we’re waiting for the French Open at the end of May.)

What I find fascinating is the sociology of social media: we’re still operating with the same primitive brains. We crave connection with others and to find meaning in our lives. Now, however, we’re doing it online, on the Internet, using social media tools. Twitter is like a town square for the globe.

It’s hard to choose which lecture to watch on TED TV as there are so many good ones. I was glad to see this blog post over at OnlineCollege.org because my colleague Carol Brown has posted about 15 terrific TED Talks that pertain to social media and the Internet.

Here are some of the great talks that will help you learn more about new ways to use traditional media and innovative ways to bring more to the digital sphere – and the sociology that’s evolving.

  1. Peter Hirshberg on TV and the web: Take a look back at media and technology history with this talk. You’ll get a chance to see why watching TV on the web can be so much more engaging.
  2. James Surowiecki: When social media became news: Most of us spend a pretty good part of the day using social media, whether it’s reading blogs or using social networking sites. Here you can learn a bit more about the role social media is starting to play in reporting the news and what it means for more traditional media.
  3. Seth Godin on the tribes we lead: When you hear the word “tribe,” you probably think of it in the more traditional sense. But in this talk from marketing guru Seth Godin, you’ll learn about how it can be applied to how we use the web– with powerful results.
  4. Jimmy Wales on the birth of Wikipedia: It’s hard to remember a world without Wikipedia, but a decade ago the site was just getting its start. Learn how founder Jimmy Wales helped to create the amazing new media giant from this talk.
  5. Evan Williams on listening to Twitter users: You can’t do much on the web, or off of it for that matter, without hearing about Twitter these days. Check out this talk to gain a better understanding of how the site came to be what it is today.
  6. Stefana Broadbent: How the Internet enables intimacy: The internet is generally deemed a tool that makes humans more distant from one another, engaging in less real-time interaction. Broadbent argues against that here, claiming that this powerful new media tool actually lets us get closer together.

Now that’s my idea of a good time!

Categories : Attracting Clients, Content Marketing, Social Media Stuff
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4 Content Marketing Goals for a Coach Website

By Patsi Krakoff
Monday, May 2nd, 2011

How should content marketing be used on the home page of your website? What makes good website copy? More specifically, if you’re a professional service provider, like an executive coach, a consultant, a lawyer, health care or financial adviser… how do you create a website that attracts clients and gets potential new leads?

No matter what business you’re in, your content must achieve 4 things. Here are 4 goals of your online content:

  1. Connect immediately (by speaking to your readers’ challenges or problems)
  2. Answer questions and educate (by suggesting solutions)
  3. Provide choices without confusion (by providing 3-4 places to read more)
  4. Compel readers to take action (simple sign-up form or contact link)

That’s a basic outline that you could follow, not just for websites, but for your blog and other content marketing pieces.

Let me give you a great example so that these 4 goals come alive:

Here’s a screen shot of the newly revised website for ScholzandAssociates.com. Chip Scholz is an executive coach. His previous website was well designed, but it had too much information, in my opinion.

Like other executive coaches, he offers many services: facilitation, assessments, leadership development, speaking and books. The challenge is to present all the services to readers, while maintaining the focus on them and their problems.

I think this site does a good job because it’s about the outcomes and benefits of coaching. It backs that up with case studies from Chip’s clients. It’s brief and to the point: Read More→

Categories : Attracting Clients, Content Marketing, Writing for the Web
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Content Marketing Tip: Use Ready-to-Publish Articles

By Patsi Krakoff
Thursday, April 28th, 2011

Content marketing is easier when you can outsource some of the writing and researching to qualified writers. A great way to short-cut the time needed to research, write and publish quality online content is to find a good writer to supply articles.

For example, as a former executive coach and psychologist, I write for other coaches and consultants who are too busy with clients to write their own newsletters and blogs. You can find good writers in just about any field.

While this has created a good business for me, doing what I love, I don’t see many people using other people’s content for optimal results. Furthermore, when they do use writers, they don’t personalize it to make it their own.

Content marketing can’t work well without unique and personalized copy. I get frustrated because people use canned articles ‘as is’. They don’t take the time to add their own stories, to explain how it is for them in the work they do.

You need to connect the dots for readers.

  • Tell them why this article and these ideas are important to them.
  • Tell them about the work you do with your clients.
  • Tell them how they can learn more about what you’re publishing.

In my ebook Content Marketing with Blogs, I talk about the 4 Es: educate, entertain, engage and enrich the lives of people each time you write and publish on your blog. When you write, think about elements of each goal: Read More→

Categories : Attracting Clients, Content Marketing, How to...Tips, Managing Your Ezine & Blog Tasks, Writing for the Web
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What’s Missing in Content Marketing: Who and Why

By Patsi Krakoff
Monday, April 25th, 2011

Storytelling and personalization is the biggest missing piece in content marketing as I see it. People are good at writing about what they know. They aren’t as good about expressing who they are and why they do what they do.

If you’re not writing real stories, your content – on your blog, in your newsletter, on your web pages – runs the risk of being boring. You may be excited about what you do as a professional, but your clients will get bored or overwhelmed if you just throw information at them.

In the Content Marketing Webinar last week, I talked about communicating your back-story… the background about the why and who of your business. It’s especially important in service businesses where people hire you to help them solve a problem.

I once asked a guy who founded an online training service what his back-story was, and he didn’t know what I meant.

He thought I would see the obvious, that there was a gap in what was available online and an opportunity to make money. Okay, that’s exciting… to you and your spouse for sure.

But there’s always more to the story than that: Why did he personally spend considerable time, energy and money creating what he did?

There has to be drive, passion and love. He had to care. That’s the story people need to know. Read More→

Categories : About Blogs, Attracting Clients, Brain Based Content Marketing, On Writing Better, Teleclasses & Seminars
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Content Marketing: Connect the Dots and Drive Results

By Patsi Krakoff
Monday, April 18th, 2011

How do you master the art of writing content for the Web so that you provide quality information on your web pages, blog, and newsletters that works to convert readers to clients? Ahhh, that’s what I’ve been trying to figure out for the last 12 years. In the World Wide Web, there often seems to be no rules.

But that’s not true. You have to find what works for you in your business, with your target audience. And then publish a lot of content in many different forms. But if you’re a busy professional, unless you have staff, you don’t have time for everything.

So on Wednesday, April 20, 2011 at 5 p.m. ET, I’m giving an open webinar to share my tips and tools that make online marketing manageable, especially for service professionals, solo entrepreneurs, busy consultants, coaches, etc.

Time-Saving Tips for Content Marketing Results – Register to get the recording, handouts and a marketing road map.
Wednesday April 20, 2011, 5 pm ET

Here’s a sample of what you’ll learn: For example, your content should accomplish these 4 goals:

  1. Connect with readers right away (ask them about their problems or challenges)
  2. Answer reader’s questions and educate
  3. Provide choices without confusion
  4. Compel readers to take one action

These goals apply to your website, your blog, your newsletters and everything you publish on the Web whether in text, audio or video.

Outsourcing your content needs will save you a lot of time, but only if you do it right.

Let’s say you’ve outsourced your newsletter and blog content to a professional writer, an expert in your field. The writer gives you content for your blog or newsletter. You publish it under your banner or logo, therefore it’s up to you to get it personalized and provide context.

This means you’ve either got to add your own stories, or introduce it with a personal note. (Or have the hired writer do this for you, which may cost more.)

Context: What I mean by providing context is that you need to connect the dots from your content to your business. You don’t want readers to read your content and say, “Oh, that’s interesting.”

I’m mean to say, sure you do, but that’s not enough. Draw a picture for them.

  • How does this content apply to the work you do with your clients?
  • Tell a story about a real person that illustrates the concepts in the article
  • Tell how you personally interact with and interpret these principles in your work Read More→
Categories : Attracting Clients, Content Marketing, Online Marketing, Teleclasses & Seminars, Writing for the Web
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Content Rules: Insight and Originality Attracts Clients

By Patsi Krakoff
Wednesday, April 13th, 2011

Content marketing works: you can publish online content – blog posts, videos, webinars and web pages – that attracts clients to you. Using content marketing, you don’t have to chase after them, spend money on advertising, direct mail, or printed newsletters. Or as the authors of Content Rules say,

“Produce great stuff, and your customers will come to you. Produce really great stuff, and your customers will share and disseminate your message for you. More than ever before, content is king! Content rules!” ~ Ann Handley and C.C. Chapman, Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars and More that Engage Customers and Ignite Your business (John Wiley & Sons, Inc. 2011).

Wonderful. And, a lot of work. Getting other people so excited about your work they tell others about it is a challenge, unless, of course, your name is Seth Godin, Joe Pulizzi or Tim Ferriss.

If you’re a service professional, say a doctor, therapist, lawyer, financial adviser, or health expert, you need to create content that will help your clients. You need to become a trusted resource and go-to curator of tips and information that is helpful to people who are interested.

And you need to create strong feelings around your published content so that people will take action and keep coming back. You need them to subscribe, to sign up, to download, to ask you questions and engage with you so they become clients when they are ready.

Content Rule #2: Insight inspires originality. In their book Content Rules, Handley and Chapman lump two concepts into rule #2:

  1. Know yourself
  2. Know your customers Read More→
Categories : About Blogs, Attracting Clients, Content Marketing, Teleclasses & Seminars
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Content Rules: Secrets of Writing Compelling Content

By Patsi Krakoff
Monday, April 11th, 2011

Marketing nowadays requires writing and publishing great content in multiple ways. That’s why there’s a tsunami of information online about content marketing.

But the hard question comes when you sit down to a blank computer screen and outline what sorts of pieces of information, web pages and blog posts, need to be published for your business. What exactly is going to interest your ideal readers and clients?

Many experts echo: tell stories. All good films and good fiction are about a compelling, conflict-driven story. But you run a business, maybe you’re a professional who offers services such as coaching, health care, financial planning, speaking? You’re not selling widgets or software. Some people just tell it like it is:

“Here’s what I do. I solve these problems. Here are some of the customers who say we’re great. Now please go sign up for my newsletter. I’ll send you more of my propaganda/information. I hope you’ll call me one day and hire me for my services.”

Sadly this classic marketing approach is everywhere. And, it gets multiplied on websites, blogs, Facebook, LinkedIn, Twitter, and videos on YouTube, to the point that people tune out.

How can you introduce storytelling into your marketing mix? How can you make your writing interesting, more like a good movie or book? I wish I knew, but like great art, it’s hard to define.

I’m reading a book by Ann Handley and C.C. Chapman, Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars and More that Engage Customers and Ignite Your business (John Wiley & Sons, Inc. 2011). Read More→

Categories : About Blogs, Attracting Clients, Content Marketing
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