Month: June 2017

What exactly makes good copy…

What exactly makes good copy…

What is copywriting and more importantly what is great copywriting and how do you do it.

Everyone says they are an expert in this day and age. When all it takes is to create a following on some social media platform and then add content that you re-post and then create sites that all talk about you, it is easy to understand how you can create your own persona. This is a time when bestsellers are no longer earned because they are great books, rather they are the direct result of a company hired to make sure the book became a bestseller. Whether it is a marketing, PR firm, or advertising company, it happens time and time again.

The hard-to-picture size of content available today online is more than all libraries put together, yet that doesn’t mean that it is good content. While there is great work, the amount of garbage has also risen. Look around on the world wide web and take a look at the amount of spam. People posting comments about Viagra and Cialis and dropping links all over people’s websites. Sites that have taken hard work and effort, but they simply don’t care.

We are living in a time where people are very self-centered. It’s all about me, me, me. The emails you didn’t ask to receive are all focused on someone else’s business, some other person’s life, product, whatever.

There are few that realize that a strategy of adding value is the best way to achieve anything in life.

The first thing everyone asks themselves when they hear you speak is “what is in it for me..” Sadly because everyone is so busy, you have very little time to transmit the message.

So you better be good at saying what you need to say and getting it across in a way that is going to get that person curious enough to want to not only know more but to remain there, paying attention.
To segway back to the topic of copywriting, this is exactly what great copywriting does. (Check out Andres Ponciano Media) It focuses on what is in it for whoever reads. Not you, the author, the creator, the sales person, but the visitor. The person that has given you their valuable time.

Copywriting can have many definitions. To me, it is a mixture of understanding, persuasion, and language.
Understanding the topic or the customer or whatever it is you are promoting. Persuasion because in a certain way you must lead the customer\ visitor to reach some kind of conclusion. That conclusion is the one you want them to arrive at, but they will think they did it on their own. It is said that “people doubt what they hear, but never what they themselves conclude.” How can you get people to reach conclusions that are beneficial to you and at the same time help them…

Lastly, language is important. By this, I don’t mean fancy language that you only heard while doing reading comprehension on the SAT exam or studying for English exams. Language that is simple and to the point. Language that everyone understands.

The more you understand a topic, the more research you do, the more you understand the customer, the easier it is to write the copy. Claude Hopkins, author of Scientific Advertising stated in his book that when you do enough research, the copy writes itself.

If you take anything away from this article, let it be two things. Do enough research to understand your business, your market, and customer and what they want. 2- To always think of what they will want to get from anything you say.
Copywriting, it is important to remember, is not just written, but spoken. Remember these principles and you will know when to speak and when not to (how much you know about a topic). You will also know what to say and how to say it. The “why” of using this easy but not so simple method has already been made clear in this article.

Now go change the world!

The battle for traffic in a noisy world

The battle for traffic in a noisy world

So you’ve got a website like this Andres Ponciano Internet Media TED Profile. Congratulations!

Now you need traffic. That means you need people to go to your site. Perhaps you’re already getting visits.
How many of those visits become actual clients\ customers of your business? How many sales are you making through your website with your current level of traffic?

If you’re not selling very much through your site, then you need to fix this. You’re losing money otherwise.
Perhaps you’re getting traffic and sales. That’s awesome! Are you getting all the traffic and converting as many visits as you can?

If you’re not ranking at the top of search engines, then you are definitely not receiving the amount of traffic you could. If your copy is not appealing, then you’re not converting as many of those visitors into buyers and loyal customers.
In order to know what is appealing to them and what they are interested in, you have to do market research. Do you know how to do that? How well do you know your customer? Can you list their deepest fears and desires? What are their pain points, those things that keep them up at night? What needs or wants are you specifically filling?

Think of Maslow’s hierarchy of needs and determine at which stage your potential customers are located.
The point is, there is plenty to think about. We haven’t even discussed a clear marketing strategy that will create awareness of your brand \ company, attract visitors, grow your email list and ultimately increase your sales and explode your company’s overall growth.

Maybe you could use a hand in doing all this? Maybe you don’t need one.

One thing is for certain though, if you don’t know the answer to many of these questions and if you haven’t even thought of them, your business may not survive. If most businesses fail within one year, then it is smart to figure out what could go wrong with the concept of inversion.

What is inversion? It is basically to begin at the end, with the result you want and work your way to the beginning. If what you want is to have 1,000 visits a month to your website from potential leads, then how can you do it? Work in reverse!

You have a Linked In profile, a Facebook account, Instagram, and Twitter. Altogether you have 10,000 followers. Now you need to study your analytics. When you post some type of content on each platform, how many people read it, watch it, go to your site? Is there a clear action they should take or are you just posting?

If each post you make drives ten people to your site and gets 5 shares and 30 likes, then how could you get 1,000 people to your site? One post a day for a month could potentially drive 300 people to your site in that month (10 people per day go to the site per post \ 30 days, 30 posts).

Knowing that there are a couple different things you could do. Which platform is responsible for the higher amount of traffic? Double down on that platform and try posting 2 times per day.

Again take a look at your analytics and spy on your competitors. What is the content they have created that is the most popular? How can you make a new, more awesome version of that content?

Use scraping tools which are free to determine what people search for related to your area of expertise. By doing that you will immediately be giving people content they have an interest in. This will create more focused and desired content for your followers and that will increase the response in terms of likes, shares, and traffic to your site. You have to test, test, test and by doing that you will achieve the 1,000 visits to your site per month.

That is just one simple way to apply this. There are many other ways to get traffic by link building and guest blogging, etc. There are also many ways to do so offline. This day and age many people are taking face to face meetings and conversations for granted. It’s still a great way to build a business. Remember that human beings are social. So go out and socialize!

Here is a video of Steve Jobs with some great advice: