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Engaging Customers and Building Community with Copywriting and Content Marketing

Fight or Flight: Web Content Triggers Your Reader’s Survival Instincts

November 4, 2013 by jennifer mcgahan Leave a Comment

I spent my extra hour this weekend on a brisk walk with our dog yesterday. The guys had just come in from a cold deer blind on the first weekend of deer season. My daughter was still sleeping. I couldn’t get anyone but Rosie to come out and enjoy the morning.

It’s OK. She’s good company. Conversation is overrated sometimes.

The flow of information, words, images, digital requests for attention at every minute…sometimes it’s good to just get away from all that for awhile and see what happens when you look up, and breathe.

Digital content and copywriting should engage you, not make you want to stick up your dukes. 

After unsubscribing from dozens of email lists a couple of weeks ago, I am hyper aware of the digital barrage. If you hope to protect your health and sanity you must arm yourself with tools and tips for managing the influx of information. If you’re the type whose goal is “inbox zero” and high productivity, you can even counter the stress of a digital lifestyle with a treadmill desk, the ultimate, healthy work environment for multi-taskers.

Now how about turning the tables on the people who are sending all that mail. Yours truly included. If only everyone who sends email or markets online had a deck of these content creation cards, the web might be a happier place.

Not that it’s bad, but marketers can always learn to do it better…

Make better connections and get higher open rates and click throughs — even if it means with fewer people. (Did she really just say that?)

With every great advance in technology comes the opportunity for its misuse. The Internet enchants and creates possibilities for useful, even powerful connections. It allows businesses to thrive and people to extend their platforms beyond what they even dreamed was possible a few years ago!

But it’s also a beast that can sink its teeth in and toss you around if you don’t know how to manage information. Why am I even talking about this with you? I’m a marketer, for goodness sakes, a copywriter who writes web content! You could say I’m part of the problem. However, the numbers don’t lie.

Because I’m aware of the junk, I consider it my job and mission to take a different tack and create real connections that feel as good as a walk with your best friend.

Continue reading to find out why the email I send consistently gets 42 – 57% open rates…

There’s a phenomenon called “screen apnea,” a term coined by Linda Stone that refers to the shallow breathing of people when they read email. It’s a physical reaction related to the fight or flight mode the body assumes before a battle. Here’s the thing: as a marketer and writer, I genuinely care about my readers. No way I want to contribute to a breathing condition that makes you fat and stressed out! But here we are….

Check and see. Notice if you are calm or if you go into “battle mode” when you open your inbox or article feed. You may be holding your breath now, as you decide what to read, save, delete, retweet, etc.

Your customers experience the exact same thing. Have mercy. Be present.

Some ideas on conscientious marketing and writing quality web content:

  • If you want their attention, give your readers the attention they deserve. As you write, focus on them exclusively. 
  • Close your applications, email, Facebook notifications — everything — and open a simple blank screen to write. I’d even suggest getting away from your computer altogether and sit with a pen and a pad of paper. Write as if you’re writing a friend.
  • While in the process of writing, don’t even think about your number of followers, fans and friends. The only important person is right in front of you. (How’s that for a white elephant?) Think your reader can’t see you glancing over their shoulder for a new interesting face in the room? Oh, they can tell. Like the disgraceful social faux pas we’ve all experienced, writing with an eye on an ulterior agenda isn’t pretty.  FOCUS.
  • Picture her face, what’s going on in the background, her next meal, what’s stressing her out. Consider the distractions and cares she’s stashing into some corner of her brain as she gets through her inbox or newsfeed.
  • Don’t try so hard to “stand out” in the inbox. If your focus is on your reader, it just shows. When they see your name, it’s your reputation that makes people open your email or read your article. A genuine connection contributes less to that shallow breathing the precedes a battle. When they see your name, they’ll relax and take a deep breath because they know you.
  • When you make an offer, or ask someone to take action — the famous “call to action” so important to copywriting — go all in with your reader. Ask for an authentic “yes” or a resounding “no” and you’ll serve your customers better than giving them the excruciating and deceptively easy out: “Maybe, when I get around to it.” There’s nothing easy about that! Putting off a decision only adds to their stress. Wouldn’t you rather have a real commitment? Yeah, so would your customer. Make your CTA clear and strong.

 Would you like an easy way to consistently be that person your customer actually wants to see in their inbox? I use my content creation cards every week and consistently see a 50% average open rate. See why you need these, too?

 

Why not grab your deck right now and keep them in your desk drawer or car; wherever you have some time to jot your thoughts to your clients and customers.

There’s no big secret to connecting with your customers. You already commit to your customers with products, information and solutions that have the potential to change their lives.

Content creation made easy!You have the wings. All you need is loft, the air to push you up. For example, today I used the three of clubs.

See what I did here?

Use this same tool as part of your marketing and content creation… Get it today. 

The Lucky deck is for you if you struggle to frame your message and influence the outcome of your marketing efforts. I’ll ship one today, if you like.

Your relationships with your customers are constantly evolving. Get in there and be a part of it. You get what you give.

Filed Under: Content Marketing Tagged With: articles, battle, call to action, click through rates, conscientious marketing, content, content creation, copywriting, copywriting tips, CTA, digital content digital lifestyle, email marketing, emails, fight or flight, inbox zero, internet, Jen McGahan, Linda Stone, Lucky Deck, MyTeamConnects, open rates, screen apnea, treadmill desk, web content, writing content, writing tips, writing web content

Pairing Pictures and Text For Dramatic Engagement

September 21, 2013 by jennifer mcgahan Leave a Comment

The internet’s a visual place. Think of it as a planet. How do humans learn, explore, decide which direction to go, how to get what we need, and who to hang out with? The same way we collect information anywhere….with our eyes.

pictures and web copy

Pictures work with copy.

 

The image/text relationship is mutual. Copy drives people to images. Images buttress insights, descriptions and ideas. Pictures shine light on those textual details. Think you’ve covered your bases if you have a lot of pretty pictures on your site or post pictures on Instagram or Pinterest? No, pictures alone are not enough. Even a photographer or designer — someone whose craft is purely visual — needs words to educate the viewer, offer meaning about the idea, or tell a story about the production of his art. (Don’t even get them started about fonts!)

Words matter. They clarify, intensify and provoke deeper thinking about the pictures…

But pictures relay information in one glance. People are in a hurry to grab and go. If a picture helps them make sense of a page quickly, that’s good. If it makes them want to lean in and read — even better!

Let’s talk about engagement, when someone acts on your content or advertisement with a click a Like, a share, a comment, a forward, etc. Savvy marketers seize attention with pictures and compelling copy to increase engagement with their content and ads.

Some stats on pictures:

  • Depending on who you ask, pictures on Facebook get between 39 and 120% greater interaction than text based posts.
  • How do you get someone to scroll down your email newsletter? Place a picture peeking up from below the fold.
  • Pay-per-click ads on Google and Facebook almost require a thumbnail size of eye candy to get a click.
  • A picture helps your customer get a concept in less than 1/10th of a second. It’s quick.
  • It also helps your customer’s eye move through your copy. They’re only reading about 28% of your copy on any given web page anyway, even if your copy is awesome, so a picture just helps them out. Readers are grateful.

What kind of pictures are we talking about here? How do different picture choices affect that “Connection” factor, engagement?

 

  • Should you use pictures of inanimate objects or people?
  • Women or men? Does background matter?
  • And where do I find good ones?
  • Can I get them for free?

People pictures: These are the best if your business is a service or if you have an information-type product.

Knowing that most of MyTeamConnects’ blog readers are smaller non-retail shops, I’m focusing on the business owner/marketer who delivers a service, provides information, or is directly involved in the sale of their company’s product.

In other words, if you want people to call you, hire you, hear your speech, read your articles, or be their go-to resource on a subject, then use a picture your face…Yes, YOU.

Pictures of you:

On your about page: I highly suggest you use your own beautiful mug on your website’s “about” page and your social media sites. Whether you sell a product, information, professional services, or entertainment; people want to know who they’re dealing with. They’ll make an immediate connection with you and your business if they can see what you look like. It’s human nature.

On your business card: One real estate investor told me no one ever remembered him until he put his picture on his business card. If you expect someone to call you and do business with you directly, then give them a face to go with your name.

On your social media sites — even your business pages: Ever notice how many successful people online business people repeat the use of their personal name for their business pages? (Think Mari Smith and Sandi Krakowski) These women know that their brand is intrinsically tied to their personal identity. If you are self conscious about putting your face out there, I say this with love: Get over it! You wouldn’t walk into a roomful of colleagues or customers with a paper bag over your head. So don’t do it online. The personal side of your business must be satisfied if you are to engage your audience. People crave seeing the face of the one who can help them.

Don’t use the excuse that you don’t have a professional photo! You don’t need to spend a lot of money. You can get a hobbyist photographer to take a nice pic for around $50. Only if all else fails, take a selfie — Instagram filters make anyone look great. The point is, people just want to see your eyes…it’s a connection thing.

Pictures of others:

Actual customers or happy clients: These are powerful images because they allow your reader to see others like them who have used your services. If someone says something complimentary, like how you delighted them or made their life easier; oh, my gosh! Grab the opportunity to record it. Literally. Use your phone to record their testimonial and snap a picture or video.

Look-alikes: Now, what about blog posts, promotional flyers and that kind of thing, where your content is not about you? In those cases, use a picture of someone who looks like your buyer persona or ideal customer. 

Creative concepts: To illustrate a concept that is fantastical, or mind/heart-expanding in some way, go ahead and be more creative. Sometimes those weird, one-off photos get the initial attention you need to start telling your story. An appropriate demographic isn’t necessary. Nor is a people picture required at all! Scenes from your own experiences, snapped by you, are powerful because you’re able to add text from a personal point of view. But sometimes you have something in mind that you just can’t snap easily or recreate…

Pictures of common stuff and things you don’t see every day:

You’re all antsy to go find some engaging images now, aren’t you? Wait a minute. You can’t just swipe them from Google images. It takes a little legwork.

this just took a few secondsWhenever I can, I simply use my own photos. For example, say I’m thinking of a way to express something inexpensive. I might use a picture of some pocket change. In a flash, I use my phone to take a picture. I can even put it on Instagram and tease out a subject line with my blog post or article idea in mind, and float it out to my community.

“Easy and free” are winsome qualities in a picture (more on that in a minute). 

There are times, though, when you need a picture of a cobra, a cheeseburger, an angry old man, or the Eiffel Tower. Sometimes it’s easier to just find a picture online.

Which brings us to the wonderful world of stock photos:

Even if you’ve never bought a stock photo, you still know one when you see it. There are some pretty ridiculous ones out there, but many add richness to your theme even if the actual subject is a bit sanitized or trite.

stock determined man pictureStock photos are necessary sometimes. I used this one in a blog post recently. My daughter happened to wander in and look over my shoulder just as I was uploading it. “Nice stock image, Mom…the determination on the handsome caucasian man’s face and the placement of the background plant in his clean, modern office…good stuff!” (I’m lucky to have a super smart 15-year old to point these things out.) 

Creative CommonsCreative Commons is another great option, as long as you give credit to the photographer. Please read this post for a thorough explanation of Creative Common usage. There are specific guidelines you must understand and comply with first, but it’s worth your while to look into it for the quality and originality you’ll find. Search Flickr ($6 for a 3-month subscription) for a ridiculous number of fresh, amazing photos and use them in your own marketing materials.

Freebies! If you don’t want to spend a dime on images, here’s a slew of free sites one copywriter recommends for blog pictures. One caveat: if you’re looking for something specific, you can’t always find that perfect image. Bigstock is my go-to fave for stock photos because it’s inexpensive and you don’t have to wade through a ton of pictures only to find out the one you want isn’t free. Your time is worth way more than that! On Bigstock I can download 5 images per day for 30 days on a subscription plan that only costs around $70. What’s that, 46 cents apiece? I subscribe for a month at a time, try to predict upcoming articles, and load up on images that strike my eye.

While we’re on the subject, here’s a free gift from Hubspot…some pictures you can use with no strings attached. 

Other ways to add visual structure to your ideas:

Infographics are another great way to share information in an attractive and organized way. If you have content in a list form or bullet points or statistics, why not hire a designer to create a graphic illustration of your information. Why do people like infographics so much and why are they some of the most engaging, shareable images on the web? See for yourself in this stunning infographic. And if you want to make your own, here are some online sites to help you transform your data.

Slide decks: Easily increase engagement with your content by turning it into a powerpoint presentation. Take the main parts of an article, interview or video and expand the main concepts onto slides. Decks are the classic “oldschool” visual aid, but they’ve come a long way. Exposure to an active Linked In crowd is one of the benefits of adding your content to the beautiful and original decks on Slideshare. People view and digest slide decks faster than text, as long as they are visually enticing and informative. 

Let’s not forget video. Video is lighting up the internet in a massive way! It is quickly becoming the most consumed content online. Make sure you have a business presence on YouTube and Vine. Easy uploads and easy sharing make these sites attractive for marketers even if you’re just beginning. Especially if your new, you want to be on YouTube because Google loves video and boosts the videos with keywords and tags right up the search ladder. (Extra points if one happens to go viral.) Take a screenshot of a the video and place it in your email, newsletter or update to attract more views and to give the reader a taste of what’s inside. [Quick tip: let people know how long the video is beforehand.]

Oh, the suspense is killing me!Pictures in Email: One last thing! As a copywriter specializing in email, I want you to know this. Just before I hit the “publish” button I came across this simple explanation about “opens” in email marketing. See, “opens” are not always what you think. Readers can read your email and get nearly the full gist of it in the inbox without even clicking on it. No click; no “open.” The good news is, you can assume that your open rate is probably better than what your email service is reporting.

The sobering news is that a click on a picture counts as an open. So here’s another way your copy and pictures must work together like a team of workhorses. Use an enticing phrase for every alt-tag on every picture. That way, when pictures are disabled, as they often are inside your reader’s email client,  the reader is prompted to enable that picture.

That’s what you want, after all!

Pictures bump engagement like crazy. Use them in your content often and watch the clicks, shares, likes and opens…climb.






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Filed Under: Content Marketing Tagged With: choosing pictures, clicks, email marketing, engagement, finding pictures for your blog, how to pick pictures, Jen McGahan, MyTeamConnects, online marketing, open rates, pictures, pictures and copy, pictures and web copy, pictures on the web, reader engagement, subscriber engagement, user engagement, using pictures in email, using pictures in your blog, using pictures online, web content

Five Cold Email Subject Lines Your Reader Can’t Resist

August 29, 2013 by jennifer mcgahan Leave a Comment

Five Cold Email Subject Lines Your Reader Can’t Resist

A very pretty email subject lineSo you’re emailing someone who’s never even heard of you, never seen your email address in their inbox and hasn’t a clue who you are and how you can help them. Does your email even stand a chance of getting read?

If you’ve made it to the inbox, the next hurdle is getting opened and then clicked on. A good subject line makes an inroad possible; a bad subject line gets the door slammed in your face.

Here are five types of email subject lines that stand a chance of nudging open that door.

 

1. Timely: Triggered event-based subject lines using words about something that just happened.

  • In pop culture
  • Inside the recipient’s industry
  • Something that occurred inside their company, like an earnings report, an expansion, a department closing (you can find information in a company’s website or on recent press releases). The bigger the shake-up, the more attentive your reader will be to the reference.
  • Recent news that effects the reader’s business.

2. Personal:

  • Job titles: For specific position holders, the use of their title shows you know who you’re talking to, you’ve done your homework, and you understand what they do every day. (Put some effort into finding out what that is!)
  • Proper names: Some people advise not to use names in subject lines, but I don’t agree. Something about my name in print always stops me in my tracks. Pair it with one of these other ideas and you might make an instant connection. A personal reference works well, too. For example, “Stuart Rogers asked me to call you” (assuming the reader knows the referring party) compels a least a look.
  • Even using the word “You” in a subject line carries more weight than a generic implication. If it’s meant for everyone, then it might not be useful to you (your mind automatically filters everyone else out…after all, they’re not “you”) Whenever you hear the word “you,” you fill in the blanks because you know who they’re talking about. Make sense? The word “YOU” could make more of an impact in some situations than others. Try it on a couple of sentences and test it for yourself.

3. Insider info/lingo: Do you pay attention to your target market’s discussions? Is there a way to find out how they think and what they talk about? If you could hang out with them behind closed doors (warning: another cute cat pic), what would they say? Use the words they use with each other and your message will sink in like a familiar confidant’s, not a marketer’s tactic. On the other hand, if you want to repel a potential customer right off the bat, use buzzwords from your own industry. How fast can you say “Delete?”

4. Help them! Right now, in this very moment, show readers they can instantly get something cool out of your email. Don’t mention what you do…instead say what you can do for them. Results oriented subject lines get a second look because they hold promise. They don’t feel like they are going to suck the time and energy right out of you. Wouldn’t you rather read more about “How company X got 30 new accounts in 30 days.” rather than “We train sales people for success.”

5. Something quasi-controversial: Provocation isn’t necessarily a bad thing. Expressing an unpopular opinion arouses curiosity. I recently received an email with the subject line “Five questions you’ve never been asked.” I couldn’t delete it without taking a peek. One word of warning, though…keep this extremely NON-personal. You don’t want to offend, just plant a seed of interest. Unresolved issues, comments that raise an eyebrow, pointed questions (the kind you wouldn’t walk up and ask a perfect stranger) are all fair game. Just make sure the content is relevant and useful once the reader pulls the thread.

When you need to contact someone via email without any past correspondence, your subject line is the crucial entry point. Tweet this!

Try one or more of the attention getters above and then over deliver on the content of the email. Remember the mindset behind your first cold email, combine that with an irresistible email subject line, and you may rivet your prospects attention on the first try.

Photo: Flickr CC, Ross Berteig

Filed Under: Email Tagged With: catchy subject lines, cold email, customers, email marketing, email marketing tips, email mindset, email prospecting prospecting via email, email subject lines, irresistible email subject lines, new contacts, open rates, subject lines for prospecting, subject lines in email

Labor Day Email Means Back to Business

September 3, 2012 by jennifer mcgahan Leave a Comment

Labor Day Email

After Labor Day, most business schedules start to even out.

Clients who were in and out for weeks over the summer start to keep regular hours. Autogenerated “Out of the office” reply emails are less frequent. People seem more serious about digging in and getting back to business.

In addition, many small business owners with children frequently work out of their home offices during the summer months. This week they are now experiencing the calm that comes with the start of school. With a deep breath, they are ready to tackle new projects.

The Back to School season signals a new year for many businesses. Labor Day is the official “stroke of midnight.”  Click to Tweet.

As a result, during this first week of September your emails — especially B2B emails — may get more attention than they have all summer! The week after Labor Day is a great time to reach out to clients and contacts who have drifted away over the past few months.

Reconnection Emails: Some people find house cleaning is in order when the air starts feeling a wee bit crisper. Clean out your office and your email list at the same time. See if there are contacts who should be contacted again now. You might send an email to re-engage this segment. Depending on your relationships, offer to call or visit again at a near date. Follow up in a way that works best for your business.

Back to Business Emails: maybe you’re the one who’s hung out the “gone fishing” sign more than your clients last summer. Now is the time to let them know you are back and ready to commit at a higher level. What do you want your customers to know about your business now? Tell what’s new in your industry or within your specific organization.

Goodbye Emails: You may find it’s time to prune your list of dead email addresses (ones that haven’t been opened within the last 6 – 12 months). The subject line of this email must employ some words to resurrect your customer’s interest, if indeed they have any intention of acting. “Last Chance to Act” or “This Is Your Last Email From [Your Business]” may inspire your reader to open and read. Then you can offer these folks new susbscription options: receiving email only about certain subects, less frequent emails, or the chance to opt out.

However you choose to reach out, the Post Labor Day week is a prime time for higher email open rates among small businesses. Click to Tweet.

Make sure you take advantage of this “back to business” vibe and deliver renewed value to your customers.

Filed Under: Email Tagged With: B2B emails, back to business, back to business emails, back to school, email open rate, goodbye emails, Labor Day email, MyTeamConnects, open rates, post Labor Day email, reconnection emails, small business owners, subject line

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