Tag Archive | "Audience"

Do the Right Thing for Your Business … and Your Audience

This week was all about doing the right thing — being cool, kind, ethical, and respectful. Not in spite of your business goals, but to support them. Because it turns out, most people would actually rather do business with someone who isn’t a complete tool. On Monday, Stefanie Flaxman talked about content authenticity — what
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SearchCap: Google AdWords Editor, Bing Audience Ads & recipe markup changes

Below is what happened in search today, as reported on Search Engine Land and from other places across the web.

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Having Trouble Reaching Your Audience? It’s Time to Get Radically Relevant

So, you may remember not that long ago — as in, last month — I was very keen on chatbots. I got a lot of inspiration from Andrew Warner over at Mixergy, who had helped me see some things that I hadn’t understood at all about the format. Fast forward a few weeks … and
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Why Great Content Alone Isn’t Enough to Build an Audience

A couple of weeks ago, I wrote a blog post about creating content that earns your audience’s attention. Mark Schaefer swung by and left a comment — and he made a point that is dear to our hearts at Copyblogger. “Outstanding content is not the finish line, it’s the starting line.”– Mark Schaefer I told
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You Need Both of These Skill Sets to Keep Your Audience Coming Back for More

When I’m not performing my typical duties as Rainmaker Digital’s Marketing Technologist, I’m cooking up a storm in my kitchen. Amidst the rhythmic chopping of fresh produce, the clashing of pots and pans, and the roar of boiling water, I realized that my two roles have a lot in common. They both require a balance
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Quit Annoying Your Audience! Take 3 Simple Steps to Focus Your Content

Ever have a friend who tells stories that never seem to go anywhere? It sounds okay at first, then it spins off to a tangent about how they met their spouse, then we go into their first college dorm room, with a side trip to that deeply formative event that happened in third grade, then
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SearchCap: Google featured snippets, Bing Ads audience segmentation & link building

Below is what happened in search today, as reported on Search Engine Land and from other places across the web.

The post SearchCap: Google featured snippets, Bing Ads audience segmentation & link building appeared first on Search Engine Land.



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Capture and Hold Audience Attention with a Bold Proclamation

Quick Copy Tip

If you’ve studied copywriting, you know the purpose of the headline is to get people to click and start reading. And your opening copy needs to continue that momentum all the way to the offer or conclusion.

One way to do that is to make a bold, seemingly unreasonable assertion in your title or headline. A proclamation so jarring that the right person can’t help but keep reading, listening, or watching to see where you’re going with it.

As far as I can tell, copywriter John Forde (whose site tagline is, not coincidently, “Learn to sell or else …”) was the first to define the Proclamation Lead:

A well-constructed Proclamation Lead begins with an emotionally-compelling statement, usually in the form of the headline. And then, in the copy that follows, the reader is given information that demonstrates the validity of the implicit promise made.

This type of lead works for both sales copy and persuasive content. Let me give you a couple of examples.

Forde illustrates the Proclamation Lead with a direct mail report that is ultimately selling an alternative health newsletter. Written by Jim Rutz, the piece immediately startles and tempts the prospect with a bold statement:

Read This Or Die

Today you have a 95% chance of eventually dying from a disease or condition from which there is already a known cure somewhere on the planet. The editor of Alternatives would like to free you from that destiny.

The copy continues not by jumping to the offer, but instead by backing up the proclamation. In the process, the piece systematically removes the objections raised in the reader’s mind about the scientific validity of the bold assertions.

If you feel that example is a little too “direct marketing” for your audience, consider this from respected best-selling author Austin Kleon:

Steal Like an Artist:

10 Things Nobody Told You About Being Creative

It’s the exact same technique for a completely different target market. The intent is to startle people interested in becoming more creative, while concurrently tempting prospects to further explore what Kleon means by “steal.”

The first example is copy designed to make a sale. The second example is content (a book) that is the product itself. But the reason why both “sell” is the same.

The key to these bold headlines and leads is the immediate emotional response provoked by the assertion. More importantly, that emotional trigger leads to immediate motivation to investigate further — and that’s what every copywriter aims to achieve right from the beginning.

That’s because implicit in the proclamation is a promise. In the Rutz and Kleon examples, you’re promised that you’ll learn about hidden cures to common diseases and the way creativity really works, respectively.

How do you come up with these types of bold beginnings? John Forde says they’re found via research, not conjured up out of the ether — and I agree.

For example, people often assume creativity comes from introspection, perhaps during long sessions of gazing out the window.

But if you research how artists throughout history actually work, creativity is much more about starting with something already out in the world — often the work of someone else — and making it into something new.

Austin Kleon discovered that truth, and then boiled it down to its shocking essence. After all, it was Picasso who famously said, “Good artists copy; great artists steal.”

That said, the proclamation approach is not always the right one for every situation. For example, I could have titled this article:

Read This Unless You Want to Starve

But that would have been lame, so I didn’t. There are plenty of other headline and lead approaches that also work well, so that headline wouldn’t be accurate or appropriate.

If you find a counterintuitive truth that’s relevant to your persuasive aim, however, you might just see if you can turn it into an almost unreasonably bold assertion that works wonders. But remember, don’t steal specific copy approaches (in the artistic sense) unless you’re sure you can perfectly tailor them for your audience or prospect.

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3 Ways the ‘Cruise Ship’ Model Invites Your Audience Aboard

"We didn't feel like customers. We felt like family." – Will DeWitt

Recently, my wife and I went on our first cruise.

Even though we didn’t have an inkling of what to expect, we now have what we’re calling “Cruise Fever.” We plan on being repeat customers for the same cruise line — and wouldn’t even consider another.

Why?

It’s all due to the completely satisfying experience we had from the moment we stepped foot on the ship to our final moment aboard. The cruise line earned our loyalty by instantly pulling us in and retaining our attention in unique and entrancing ways.

Here’s how you can use the “cruise ship” model to help build your own loyal audience.

1. Provide top-notch customer service

When we arrived on board, we had so many questions.

  • Where is our room?
  • When do we eat, and what meals are included?
  • Where is the pool?
  • What should we do if there is some sort of emergency?

The cruise line understood that most people were going to have those questions, and they used that foresight to create an easy-to-read, but comprehensive, information packet.

But that was just the first day.

For the remainder of our trip, the cruise line continued its excellent customer service with friendly faces and warm smiles. They made us feel at home for the duration of our time with them.

We didn’t feel like customers. We felt like family.

If we ever needed something, we felt more than welcome to ask for it. Whether we were poolside, in our stateroom, or at the bar, the staff was polite and professional … without feeling “corporate.”

You should also anticipate the questions your audience and customers are going to have. By doing so, you can address them from the get-go and reduce any uncertainty first-time visitors to your site may have … which ultimately leads to more sales.

To implement this approach on your website, you could:

2. Offer a variety of content

From the moment we woke up to the time we went to bed, there was never a dull moment.

In fact, there were so many things to do, it was impossible to actually do them all in a single day. So, we had to pick and choose which activities were right for us.

Did I really want to sit around and play bingo? No, I would have felt a little bit out of place in that room.

Learn how to salsa dance? Ehh … I’m kind of clumsy with my feet, and I didn’t want to embarrass my wife like that.

Go watch some bigger-bodied men partake in a belly flop competition? Now we’re talking!

The point is, what appeals to some may not appeal to others.

To reach the highest number of potential customers, it’s wise to have a wide variety of content available on your site.

Mix things up a bit. Instead of just having a blog, consider adding other forms of content to your site like a:

Don’t give your prospects a dull moment that prompts them to look for someone or something else. Make it easy and fun to keep consuming your content.

3. Keep your guests full to the gills

It’s rare to find yourself hungry while on a cruise. There’s a buffet for both breakfast and lunch, and a nightly three-course dinner.

But it’s not just the quantity of the food; it’s also the quality, and trust me: this was top-notch cuisine.

You better believe that if the cruise line only had fast-food, we wouldn’t have been excited for each and every meal. Instead, due to the high quality, we found ourselves daydreaming from time to time about our next meal.

That can be the experience your audience has when you consistently create excellent content. They gorge on what’s in front of them and — as soon as their plate is clean — impatiently await more.

When you publish exemplary content that has your audience eagerly awaiting your next piece, you become their only reasonable choice.

Land ho!

The cruise line now has two recurring customers because of their excellent service, abundance of activities, and delicious meals.

By applying these lessons I learned while on vacation, you can create unforgettable experiences for your audience.

Now go … set sail and stand out from the competition.

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Bing Ads piloting in-market & custom audience targeting

Bing Ads is actively working on building out its audience targeting capabilities.

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