The Right CTA Goes a Long Way

Anyone who writes copy online will be familiar with the call to action, those few words that inspire, compel, urge or otherwise convince prospects that they need to talk to you.

According to Hubspot, there are three main types of calls to action, or CTAs: basic, multivariate and personal.

With the basic CTA, all visitors see the same message. Multivariate CTAs are similar to basic, except that there are at least two messages that are tested against the others. Typically, an equal number of random prospects will see one of the messages, and the CTA that converts best “wins.”

Personal CTAs are just that: geared to one person. However, various factors can be used to personalize the CTA. These include location, browser, if the prospect is new or has bought before, if the prospect has downloaded something before, and so on.

One of these three types is 202% more effective at converting. Which one?

Actually, Hubspot calls personal CTAs “Smart CTAs,” but I didn’t want to give it all away.

When you think about it, this makes sense. If you want to differentiate yourself, you need to tailor your message to your audience, and that means you need to know your audience — not necessarily intimately, but with enough knowledge that you can write a message that will resonate with the audience.

In recently querying book coaches. I started with this message: “We work with the same type of client. Your programs help people to write their books, and I ghostwrite books. Would you be interested in a short conversation to discuss how we can collaborate and better serve these clients? Thank you.” But then I would tinker with each message, sometimes mentioning that I edit manuscripts, and sometimes using words in their LinkedIn profile such as “You teach people a specific framework to write their book…”

Of the 20 people I queried, 12 responded, and I set up conversations with five of them, with two others saying they were interested. Of the five I spoke to, two have committed to a working relationship.

I’ve been told that’s a high rate of success, and I attribute that in part to my CTA.

Clearly, CTAs are important, so make sure yours are personal, tailored and smart.

By |2022-09-27T20:33:55+00:00September 27, 2022|communication, Uncategorized, Writing|Comments Off on The Right CTA Goes a Long Way

Why the Headline is So Damn Important

We’ve all been told how important a headline is. Now comes this from Copyblogger: Eight out of 10 people will only read the headline.

Kind of puts the headline’s importance in perspective, doesn’t it?

But what makes a good headline? What makes people claim that “Butt Seized by Terror Police” is a bad headline (and a real one from the British network ITV), and what makes “For Sale: One Used Internet Company Called Yahoo” a good headline (and a real one from NPR)?

If you want more of those eight people to read your words, you’ve got to know what it takes to craft a winning headline that will put the eyes on your prose.

There is only one thing that matters and that’s readers. The headline acts as the first impression that invites people to read on. Some might think a headline should make people care about the story. It doesn’t matter if they care. All that matters is if they read.

So, the reason ITV’s “Butt Seized by Terror Police” is a bad headline is because it makes you laugh and think it’s some kind of Onion headline not to be taken seriously. The real story is that a man named Hassan Butt was arrested at Manchester Airport on suspicion that he recruited British Muslims to join al-Qaeda. The headline doesn’t convey the seriousness of the story.

Similarly, NPR’s Yahoo headline works because it’s easy to understand, is specific, is not overly clever and leads to some sort of reader reaction.

When 80% of readers only read the headline, its importance cannot be overstated. Make sure your headlines lead to your desired results: the story getting read.

By |2022-09-06T16:36:35+00:00September 6, 2022|communication, Uncategorized, Writing|Comments Off on Why the Headline is So Damn Important

It’s In The Writing: Words Still Matter

It’s in the writing.

According to the marketing firm IMPACT’s blog, 60.8% of marketers agree visual content is absolutely necessary.

You can present this information in more than one way.

You could say: A small majority — less than two-thirds — believes in the absolute need for visual content. That means they’re in favor of including photos, graphics and videos to the words already presented.

You also could say: A sizable minority — almost 40%, or almost half — do not believe it. They think the words are far more critical than the photos, graphics or videos you could put out there. 

Or you could simply present the statistic: 60.8% of marketers agree visual content is absolutely necessary.

How would you present it?

The key here is words still matter. Visual content — photos, graphics, videos, charts, animations, etc. — don’t work without the words to start with.

That’s why just presenting the statistic means nothing: There’s no context. What does it mean that 60.8% of marketers agree visual content is absolutely necessary? What kind of visual content? Carmine Mastropierro wrote, “Perfect copy is not enough.” But he acknowledged the need for the copy.

So, which of the other two poll choices are best? You have to know your audience and write to it. Those that say “visual content” is the wave of the present and future probably want “a small majority,” while those that think the words are paramount would respond better to the “sizable minority.”

But the bottom line is that words matter, and you need to ensure you’ve got the right ones.

By |2022-08-24T19:57:41+00:00August 24, 2022|communication, Uncategorized, Writing|Comments Off on It’s In The Writing: Words Still Matter

It’s In The Writing: Combat “Scanners” by Getting to the Point Faster

You’ve written what you think is a solid 1,000 words on a topic in which you’ve an expert. It covers all the key points, you make all the arguments flawlessly, and you post it online where you normally post these sort of articles.

Too bad most of what you wrote will never get read — not because it wasn’t found online, but because people don’t read.

According to the consulting firm Nielsen Norman Group, readers only consume 20% of content on a page. That means only about 200 of your in-depth, thoughtful, priceless words will reach people’s eyes and brains (as for what’s comprehended and remembered, that’s a different issue altogether).

Given that readers only consume 20% of content on a page, what should you do to combat this?

You could write shorter, start with the most important information, or simplify the language. They’re all important, but I would argue the most important is the put the most important information first.

Here’s why: People don’t read online copy the same way they read books or magazines. They do what the website Econsultancy calls “scanning.” They scan the web page looking for the answer to their question. Usually, that question deals with a pain point: Can you solve my pain point? So, start with that I can solve your pain point.

I’m not saying the other two choices aren’t right answers, too. You could make the argument that all of the above is the best choice. Writing shorter increases the odds that more will be read, and using easy-to-understand words also keeps people reading.

So, write copy with scanners in mind. Start with the most important information first. Many people subscribe to this outline: This is what I’m going to tell you, this is me telling you, this is what I’ve told you.

But also consider some of Econsultancy’s tips: using descriptive headlines, bolding the most important info, making your headlines descriptive and to the point, and keeping the paragraphs to 1-2 sentences.

It is still possible to write compelling copy that’s brief and to the point. In fact, it’s becoming required. Make sure you can, or hire someone who can.

#people #content #consulting #readmore #leebarnathan #writing #writeshorter #avoidscanning

By |2022-07-25T18:20:37+00:00July 26, 2022|communication, Website, Writing|Comments Off on It’s In The Writing: Combat “Scanners” by Getting to the Point Faster

Leave No Errors — Find The Eight Contained Herein

It’s all in the writing and editing.

According to the British magazine RealBusiness, 74% of web readers pay attention to the quality of spelling and grammer. This is important because your credibility is at steak with each and every peace you put out there. Granted, there are pimples who won’t care that there’s a mistake here and there, but do you really want to take a Chance and risk it? You put your reputation on the line everytime you comunnicate, so don’t take a chance and make sure no words are mispelled.

As I said in the headline, there are eight errors in the paragraph. Some were obvious, such as a random capitalization in the word “Chance.” Others might be caught if you use a spell-checking machine ( “grammer” and “comunnicate” and “mispelled”). But others require a critical eye because there’s no guarantee an algorithm would catch words that are spelled correctly but are wrong in context (“steak,” “peace” and “pimples”). If you take the time and read what is written, you’ll find all mistakes, including the eighth one, “everytime,” which is two words.

In a poll I conducted on LinkedIn, only 42% of respondents correctly found all the mistakes. This makes me ask, What message are you sending when you see the big picture (the importance of spelling and grammar) but miss some details (the eight errors)? What does it say about your professionalism, competence and attention to detail? Will people think you really care, or are you just mailing it in?

People — and I mean your target markets and prospects — are going to draw conclusions when they see copy you’ve put out that has errors in it. What will it cost you to overlook these seemingly little mistakes? Is it worth that cost? Are you positioning yourself in the best possible way to reach those people?

Some things to think about.

By |2022-07-15T21:07:00+00:00July 19, 2022|communication, Uncategorized, Writing|Comments Off on Leave No Errors — Find The Eight Contained Herein

It’s All in the Writing: Third Grade vs. College vs. Eighth Grade

It’s all in the writing.

According to the blog Boomerang, communication written at a third-grade level receives 36% more responses. Which paragraph speaks to you?

  1. Me and dad hunt for bears and deers. When my dad gets a deer he cuts them. He always hunts. I go with him too and I see him get them.
  2. My father and I spend copious amounts of quality time in pursuit of Ursus arctos and Servus elaphus. When my father successfully eradicates one of Servus elaphus, he carves up the carcass. He regularly seeks to deprive one of these animals of its existence. I accompany him and witness his pursuits.
  3. Dad and I hunt often together. Our targets typically are bear and deer. After a kill, my dad uses his knife to get at the meat we will enjoy for dinner that night.

The first paragraph is written at a third-grade level. The second is college-aged. The third is closer to eighth grade.

It’s all in the writing.

By |2022-07-04T18:42:41+00:00July 5, 2022|communication, Uncategorized, Writing|Comments Off on It’s All in the Writing: Third Grade vs. College vs. Eighth Grade
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