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Infographic: The Era of the Content Beast

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Infographic: The Era of the Content Beast

Embed this infographic on your own site Copy and paste this code into your blog post or web page: <a href=”https://staging.expresswriters.com/infographic-the-era-of-the-content-beast/”><img src=”https://staging.expresswriters.com/wp-content/uploads/2014/03/content-beast-890×6468.jpg” alt=”Infographic: The Era of the Content Beast” title=”Infographic: The Era of the Content Beast” width=”539″ height=”2894″ /></a><br /><small>Like this infographic? Get more tips from <a href=”https://staging.expresswriters.com/”>Express Writers</a>.</small>     Express Writers is pleased to introduce our third infographic, The Era of the Content Beast. Our creative writers came up with the text, and our team infographic designer put the visuals together. There’s no better way to put it—when it comes to content on the web in 2014, there’s a real Content Beast out there that needs to be fed! The Era of The Content Beast To stay alive on the Web, you need to feed the content beast. What Is the Content Beast? It’s our ceaseless need for new and fresh information on the web. The voracious Content Beast feeds on content. To keep the beast happy, renew and update content constantly. How to Keep the Content Beast Satisfied 1. Plan Ahead. It’s difficult to create original, unique content all the time. To keep the content monster satisfied, plan things in advance. This is like stuffing your refrigerator with semi prepared food for when you don’t have time to cook. It doesn’t mean it’s less healthy. Planning your updates and posts early on will allow avoiding being stuck. This way you’ll always have something at hand to feed the Content Beast. Just open your content fridge, heat the creative oven, and serve the monster with a delicious meal. 2. Create a Unified Voice. Stay in sync to keep the Content Beast happy. Website, blog, and social media pages: several tones, but one voice only. Once the Content Beast starts eating food and likes it, he wants the same taste and flavors across all your content. 3. All for One, One for All. Content writing is like music played by an orchestra. To make sure your team is never off-key or out of tune, you need a conductor. Enter the content manager. 4. Upcycle. The content beast may be insatiable, but he’ll soon get tired of stale content. Use what you have to create new content. Change the angle, scrutinize unexplored facets of a topic, which proved to be successful in the past, and delve into your readers’ mind to see what they crave. The New (Web) Content Beast Internet users seem to prefer longer website content. Statistics show that longer web pages and blog posts have more followers than shorter web content. 2014: The Walmart Phenomena- A One-Stop Shopping Experience The beast gets hungrier… We live in an on-demand, want-it-right-now society, where people want to find what they need in one spot. That’s why longer content has gained ascendancy: because it saves time and provides substantial information. With quality, longer content, you don’t have to sift through piles of information to find relevant things. Web Content: Where To? Long Content: A Game Changer. To keep the content beast happy you need to feed him long articles. Long means longer than so far. Sweet spot: 2,000 words per blog. Social Media Sites: No More Junk Content Large social media sites, such as Facebook, LinkedIn or Google + are now full of junk content and link spamming. People go to niche sites to find truly useful content. How Can You Make It in the New Context? 2014: Specialized, Actionable Content. Content is specialized when it responds to specific needs. Create niche content that empowers the reader. Specialized, informative content means authority, expertise, and credibility. Content is actionable when readers learn something and can implement what they learn. The New Content Beast: shows readers  “how-to” gives them what is promised in the title makes the  “magic” in the title happen with more comprehensive copy general vs. specialized Content Specialization It’s a win-win for both the content writer and the website owner. More quality traffic- more visitors- more loyal followers- more paying customers. Loyal website followers backlink more, making today’s backlinking = a personal recommendation from a friend. How to Write Quality Longer Content Avoid stereotypes and keyword stuffing Create a really great title for your article Google favors the content displayed in the first third of your article, so: Get out the good stuff first Start with the main point(s) then move to the details Longer content builds a personal and lasting relationship with the reader. Bottom line, to make the elusive Content Beast of 2014 a happy one: create longer, specialized, actionable content, which builds loyalty.  

5 Tips on Creating a Great Speech

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5 Tips on Creating a Great Speech

We have all heard the at least one of the great speeches of history. This includes the inspiring, call to action speeches such as Martin Luther King Jr.’s I Have A Dream, John F. Kennedy’s Inaugural Address, and William Wilberforce’s abolition speech. In addition, we have heard those speeches that consoled us and built us up through terrible times. Just look at Ronald Reagan’s address to a grieving nation after the space shuttle Challenger exploded as crowds looked on. Speeches build people up and tear walls down, they comfort us in hard times, and they strike change in a society that needs a drastic makeover. How are these speeches made you ask? What should you consider when preparing one yourself? Here are a few ideas to get your brain juices flowing.   What Type of Speech Are You Writing?   When writing your speech, you need to consider what type you will be giving. Do you want to persuade the masses to your wild idea? Or do you want to explain what your company does or what makes up your company’s product? According to Education.com, there are four main types of speeches: Informative speeches are filled with, well, information! If you want to discuss your business and tell customers what you provide, this is a great form of speech to use. They are solely for information and a perfect opportunity to state facts and figures of your company. Do your research! It will be obvious to listeners if you have not fully researched your topic. The best method is to choose something you really like or already know quite a bit about. You want to come across as actually knowing your stuff. Always make sure you stay on topic and do not meander through stories or examples. Demonstrative speeches are oral explanations of how something works. You can show how something works or how to do something while giving the speech. This is a great type to do when discussing art techniques and computer programs. It is also very helpful when learning about new technology. We do not just need to know what it does, but we need to know how to use it since many people learn by observing. Persuasive Speeches: Is there something you feel absolutely passionate about? Then persuasive speeches are for you. With this type, you are able to give your opinion on a wide variety of subjects. Their purpose is to sway people to your side. You may have great words written, but you need to feel the conviction of your topic. A big part of a persuasive speech is your body language. Special Occasion Speeches, according to Education.com, include giving the best man or maid of honor speech at a wedding, giving introductions to other speakers, or doing the eulogy at a funeral. These forms are open styles. Always make sure to keep in mind the reason for this type of public speaking. Do not bring up negative thoughts or ideas while giving a wedding speech. Eulogies also focus more on the positives and the good aspects of the individual’s life. Know what friends or family are expecting from you in these situations as you write your words. Another special occasion speech is the dreaded, but needed, company presentation. These are common in the workplace. Remember to prepare for this just as much as any other speech you have given or will give.   How to Make Your Speech Memorable   Now, “What’s it going to be then, eh?” asks Anthony Burgess’s main antagonist in A Clockwork Orange. Have you decided on the type of speech you will be giving? Good! Time to start writing. Deciding on the type and topic can be one of the easier tasks. Now you need to know what makes a memorable, YouTube worthy speech. Typical tips about how to outline and open a speech, etc. are all over the internet, making it tedious to sift through all that information. When writing that memorable speech, there are a few tips to think about and do. These are: Work hard Look the part Get creative Be smart Control that body   (1) Work Hard. This should not need an explanation. Memorable speeches are outstanding because the writer worked hard. He or she researched the material, spent hours working on outline after outline, writing and deleting segments, and spent time practicing. As the adage says, “practice makes perfect!” The more your practice, the more you will come across as knowledgeable on your topic. Do not just practice on your words, practice your arm movements, facial expression, or walking back and forth.   (2) Look the Part. If you are marching on the edge of doom, leading an army to almost certain death, you want to be in full battle armor, with an awesome sword and possibly windswept hair. You do not want to be caught in some frilly get-up; what solider would take you seriously? This also goes for non-edge of doom speech making. Going in dressed for the occasion will set the right tone for your public speaking event.   (3) Get Creative. Be fun with your speech! From personal experience, people absolutely love when you get creative. This is a great way to engage with your audience. Ways to get creative include: Using props Stories and analogies Demonstrations Props are excellent ways to involve your audience and keep them engaged with your topic. Andrew Dlugan suggests doing something interactive with your props like passing them around or inviting the audience for a closer look after your talk. Take the topic of Cosplaying for example. Giving a speech on Cosplay should have all the general Cosplaying aspects. Bring the costumes, various accessories needed, and perhaps come dressed in Cosplay yourself. Make it engaging and fun. Props are great visual aids for audience members and give a glimpse into your mind. Stories and analogies help make your speech memorable, according to QuickandDirtyTips.com. If you want a specific point to impact … Read more

How to Write Like Oscar Wilde: Use Elite Wisdom to Conquer Writer’s Block

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How to Write Like Oscar Wilde: Use Elite Wisdom to Conquer Writer's Block

If you’re a writer – and if you’re reading this, you probably are – you have no doubt experienced that infamous bane of all creatives. It happens when you’re staring at a blank page, screen, or canvas, and your mind is equally empty: Writer’s block. It can plague you for a few hours, a few days, or even months. It comes and goes as it pleases. Your flighty muse flits away, and you’re left without any words. When writer’s block hits, you can easily succumb to it – I know I have, many a time. Or, you can fight back and get your brain humming once again. A great strategy to use when you’re fumbling for the right words is to look to the greats. These writers battled it all: not only writer’s block, but lack of interest, rejection, publishing nightmares, and even their own demons. They came through it all with printed masterpieces. So, when your muse is hiding, don’t despair. Instead, think about how to write like Oscar Wilde, George Orwell, Ernest Hemingway, Shakespeare, and other incredibly engaging authors that can elevate your muse to new heights. Read our blog for inspiration! How to Turn Off Writer’s Block and Write Like Oscar Wilde in 6 Steps In 2013, experts discovered a letter written by Oscar Wilde that had been previously unknown. In it, Wilde gives tips and advice to an aspiring writer over 13 pages. One of the main points he expounded on in this precious artifact was this: “Make some sacrifice for your art, and you will be repaid, but ask of art to sacrifice herself for you and a bitter disappointment may come to you.” Unpacking this tidbit, as well as other pieces of advice from Wilde’s work, gives great insight for getting over your own writer’s block. You may even become a better writer. To write like Oscar Wilde and other greats, sit up and pay attention. Let’s dive in! 1. Understand That Writing Takes Effort Image from Quote Addicts Writing isn’t easy. That’s why there are so many bad writers out there – it truly is an art that must be mastered. When Wilde says “Make some sacrifice for your art,” he means you’ve got to put in the sweat, the tears, and the pain to come out with something worthwhile. After all, if writing was easy, nobody would ever suffer from writer’s block. In fact, the skill wouldn’t be so highly prized, and businesses wouldn’t bother paying content writers to write their copy for them. To put it simply, you need to accept that writer’s block comes with the gig. There will be ups and downs, and if you can’t get with the program, you’ll be “bitterly disappointed,” as Wilde says. What matters is the act of creating, even if it’s like pulling teeth. After all, you can always edit later. [clickToTweet tweet=”Beat writer’s block by writing like #OscarWilde with this advice from @ExpWriters!” quote=”Beat writer’s block by writing like #OscarWilde with this advice from @ExpWriters!”] 2. Read Widely and Gather Inspiration Another famous Oscar Wilde quotes sings to this tune: “It is what you read when you don’t have to that determines what you will be when you can’t help it.” If you don’t have inspiration to pull from, your well is sure to run dry. As writers, we read not only for entertainment, but for instruction, inspiration, and insight. So, to improve your writing, read. Read as much as you can, and read widely. The more of the written word you absorb, the deeper your inspirational well. But remember: don’t copy. Emulate. Practice. Your own style should emerge from your “research.” And yes, reading is research. That’s one of the great things about being a writer – your passion and interests feed each other. Comic from Grant Snider 3. Have Faith in Your Point of View You’re unique in this world. You have something to say – so say it. According to Wilde, “Be yourself; everyone else is already taken.” Don’t be afraid to express an opinion, do something a little differently, or take a leap with your writing. These things are what make your writing yours. If you’re holding back and it’s causing you to stare blankly at a blinking cursor, stop. Think: what are you afraid of? Confidence in your unique point of view will take you far in your writing, but remember to avoid cockiness. Nobody likes the snooty writer who brags about their skills. 4. Don’t Fear Failure A fear of failure can make you want to put your head in the sand and never pick up a pen again. But, as Wilde says, “Experience is merely the name men give to their mistakes.” In short, failure can actually make you a better writer. Failure is experience – you lived through something awful, and you survived to tell the tale. You’re probably a stronger person for it, too. Use that to your advantage! Failure is never the enemy. Failing to try, however, is. So, when writer’s block hits, forget worrying about whether your words suck. This anxiety can freeze your brain. Instead, just start. Just try. 5. Don’t Rely on Tired Phrases and Clichés Using clichés is a good way be unoriginal. These are phrases that people have used in both speech and writing, over and over again, to describe a particular situation, feeling, or person. This next bit of advice, which comes from George Orwell, is simple: don’t use them! As he says, “Never use a metaphor, simile, or other figure of speech which you are used to seeing in print.” Why shouldn’t you do this? Not only is it unoriginal, it’s a lazy way to write. Instead of describing a person, place, or thing in a new way that’s unique to your perspective, you’re falling back on overused descriptions that have long since lost their meaning. Examples: “It’s like beating a dead horse.” “There’s no use crying over spilled milk.” “It’s like throwing the … Read more

23 Ways to Know If Your Copywriting Sucks

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23 Ways to Know If Your Copywriting Sucks

There’s no need to be shy. You’re reading this because you’re worried your content, well, sucks. You get a few positive comments on your work, but you’ve noticed the results aren’t backing up those friendly comments. Great content drives traffic, is engaging, and sparks discussion in the comment section. Excellent copywriting doesn’t become popular right away, so if you just wrote a piece, you need a little patience. But, there are cases where your content just isn’t great.   Great Copywriting? Let’s Have a Reality Check   Great content can still go unnoticed. If your blog or website is relatively new, you’re not going to have the same following as a blog that has been around the block a few hundred times. Readership alone isn’t a great way to gauge how bad your content is. Also, just because some people say they like your content doesn’t necessarily mean it’s great. Think of who is complimenting you. Are they family, friends, and coworkers? You’re not going to get an honest opinion from your close friends — after all, what kind of friend would say “hey, this sucks?” There’s not a single clue that tells you your content sucks. To help you decide if your copywriting is lacking, we’ve compiled a list of 23 ways to tell if your content needs a re-do.   1. You Yourself Don’t Give Your Content High Scores Ask yourself what you really think of your own content. Be honest here. On a grade of A (for awesome) and F (for bad), what would you give? If you can’t give your own content an A, then it is probably a good indicator you’re not doing what you should be.   2. You Don’t Have Any Comments Let’s face it: people read and comment on stuff that is great, and they skip right over the stuff that sucks. If you don’t have any comments or just a fine trickle here and there, you’re visitors are telling you something. If you have a new blog you probably won’t have hundreds of comments, but if you have a lot of subscribers and no one is saying “boo,” there you go.   3. You’re Not Really Targeting Your Readers If you aren’t addressing your reader’s issues, problems, or frustrations, it’s unlikely you’ll have a high engagement level on your blog. These days, readers want it all about them – and one of the most useful practices for good copywriting is to create content that actually targets them. What are your readers looking to solve? What problems do your readers face? Think about the issue from your reader’s perspective next time you write, and you might boost how many comments you get.   4. You Only Post the Good Stuff for Paid Accounts There are some sites that only give the good stuff to their paid accounts, but how on earth do they expect people to buy a subscription if there is nothing but crap to preview? It’s true. If you want people to pay, you need to show off what they’re going to find in a paid account. Give them some good reads for free as a preview of what more is to come if they pay.   5. You’re Negative No one wants to read a downer. If you have lame excuses, “poor me” styled posts, or you’re just down right moaning all the time, no one wants to read much further. You need a positive spin and something that is uplifting to your readers.   6. You’re Throwing Out Journal Entries Instead of Blog Posts You might not start your posts out with “Dear Diary,” but your content and blog posts read like a journal entry. Yes, back in the day that is what blogs were for, but today blogs and websites serve a purpose and read like magazines. Take a look at what you’re writing about. If you’re blabbing on about your dog, the weather, etc. you have a problem that needs serious fixing.   7. The Average Visitor Bails Fast Websites should have Google Analytics installed — if you don’t it’s time to get on that. See how long your average visitor sticks around. If they bail less than two minutes into their visit, it’s obvious your content isn’t holding their interest. SearchEngineWatch.com has an interesting post about how reports in Google Analytics can give you more insight.   8. You Spend 30 Minutes or Less Creating Your Work Most of the best copywriters write their pieces by taking no less than 30 minutes for short pieces and anywhere from two to eight hours on longer pieces. Copywriting is a work of art — not a short essay assignment. The more time you spend on your content, the more appreciated it will be by your readers.   9. You Have Very Few Followers Popular people get all the love. If you have no followers and haven’t ever received a “hey your site is awesome” message, then you have definitely got a copywriting issue. When your copywriting does it all, people will be compelled to tell you how great it is.   10. You Don’t Have Any Haters Great content gets those people who dislike the content too. They aren’t saying you suck; instead, they want to argue with a point you’ve made and start a debate. Haters who mock and disagree are a sign you’ve written something great just as much as fans are.   11. You’re a Keyword Junkie There’s no better way to write horrible copy than stuffing it with every keyword imaginable. If you are focusing on keywords or basing your posts around keywords, you’re tainting the quality of your work. Focus on real, high-quality posts — not keywords. Read more about the SEO trends for 2014 in this article by Entrepreneur. You’d be surprised how little focus there is on keywords these days.   12. You Care Too Much About SEO If you think SEO is the way to create a popular … Read more

Copywriting Basics for Unique Industries: 14 Ways to Come Up With Topics

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Copywriting Basics for Unique Industries: 14 Ways to Come Up With Topics

Niche industries or unique industries have it made — they just don’t realize it. The competition isn’t as fierce in unique industries, such as high technological products. If you’re in a unique industry, it’s likely it’s just you and perhaps a handful (if that) of competitors. People are still searching for your niche, which means you have the potential to become a superstar overnight. See what we mean about having it made? Unfortunately, finding compelling copywriting ideas in such a tight niche can be difficult. You need something fresh and something that catches the reader’s attention at the same time. As you sit there in front of the computer screen watching the cursor blink and taunt, your mind just draws a blank.   Turning a Boring Topic into Brilliant Copywriting   How do you come up with something brilliant in a topic that is, well, boring? The most difficult part of copywriting is just getting an idea and getting it on paper (or screen). There are ways to overcome this challenge, however, even for the tightest niche category. To help get your creative juices flowing, consider these copywriting tips for coming up with topics on the fly for your niche.   1) Befriend Social Media Social media is one of the best ways to come up with topics — especially for tight or boring niches. In fact, social media is a topic gold mine.   2) Look to Twitter for Trends Twitter gets over 500 million tweets per day, according to ABC News. That means there are a plethora of ideas just waiting to be plucked from this social media giant. Start by using the search feature on Twitter. You can look for keywords or hashtags — depending on the type of content you’re looking for. Add or eliminate spaces to refine your search. We recommend going into Twitter’s search first using your targeted keywords in your niche. See what pops up. Then, it’s time to see what is trending. Copywriting your content around what is trending, as long as it is relevant, is a great way to build your site’s traffic faster. Also, trending topics are fresh and what people are looking for right now — double score! Once you’ve found keywords and hashtags that are relevant to your niche, it’s time to see if any of these are relevant to what is trending right now. When you log in you should see the “Trending” feature box in your Twitter profile. Here you will see the topics people are most often tweeting about right now. While these trends come and go, they will usually stick around for at least a week — giving you plenty of time to write a blog about something trending.   3) StumbleUpon Ideas StumbleUpon covers trending topics and unique niches that you might not find on Twitter. It features a collection of the most popular Internet pages, and you can even find recommendations based on what you like. Use StumbleUpon to see what is trending in your industry or expand your search by clicking on the “Discover” tab.   4) Scan Facebook Facebook is similar to Twitter and has trending topics. There are tons of industry and niche-specific groups and pages on Facebook. You can even find guest blogging groups on Facebook that you can team up with to brainstorm ideas. While there might not be a lot of pages in your particular niche, there may be some that are just outside of it where you can get ideas and make them more relevant to your own.   5) Look Through YouTube YouTube is considered the second largest search engine out there — and it’s not just about someone’s crazy home videos. According to YouTube statistics there are over 1 billion users on the site everyday — which means this is a great way to find some content ideas. Check out the videos posted in your niche categories, and you’ll get the idea juices flowing instantly.   6) Turn to LinkedIn Groups There are niche groups on LinkedIn — even for those small, difficult niches. Joining these groups’ gives you access to a plethora of ideas and industry professionals who are ready to let you pick their mind for ideas. Set up a discussion thread in one of your LinkedIn groups to populate ideas.   7) Use Keyword Tools Sure, Google’s free keyword tool has disappeared, but there are other keyword tools out there. Ubersuggest.org, for example, is a free tool that lets you look up relevant keywords from search queries posed by real Internet users. Just enter your industry niche or topic and see what people are searching for. Use these ideas to create your blogs, content and even guest posts. These long lists should instantly trigger some ideas and give you inspiration. SearchEngineWatch.com discusses optimizing keywords within your specific niche. While keywords aren’t the most important, they can help drive your content creation.   8) Just Ask There’s no need to be shy with your readers. If you’re struggling to find a good topic or a new topic, post a question to your audience. You can get stellar ideas from the people who read your blog or website. Create a request line where readers can request topics or ask questions. Then cover them on your blog. We recommend posting your questions on social media, such as a Facebook fan page, for higher visibility.   9) Use Your Experience as Inspiration You’re an industry professional. You’ve been there, done that and know everything in between. Take inspiration from the daily activities in your industry and the people you meet within that industry. Think beyond the walls of your office and take on the perspective of your readers. The more pride you have in your work and in your industry, the easier it is to come up with relevant topics. What about you? Are there questions you ever ask yourself that are relevant to your niche? Instead of searching Google for the answer, … Read more

Copywriting & Playwriting: Secrets of Great Writing from the Big Screen

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Copywriting & Playwriting: Secrets of Great Writing from the Big Screen

Were you ever in a play? Most of us have tried our hand at acting at some point in our life. For the majority of us, it was in elementary school. Some of us volunteered or auditioned for roles in middle and high school productions. The brave and bold out there, they went to college and took acting classes. Whether we found it fun or nerve wracking, most of us have been in a play at least once. According to SoYouWanna.com, every stage play has a beat. Actors learn about the beat early on in their careers, and they work with beats on every production they undertake. SoYouWanna.com says a beat is “that moment in a scene when something big happens, when stakes are raised, when characters confront their foes and win. Or lose… It’s a given that a play won’t crackle and keep audiences on their toes unless it has commanding beats.” Copywriting Secrets: What Play Beats Can Teach Copywriters Play beats are written by none other than writers who specialize in playwriting and scripts. Every theatrical production is composed of beats, whether it’s a Broadway play or a big Hollywood production. SoYouWanna.com goes on to reveal that a good beat is made up of five specific keys: Action Obstacle Event Stakes Strategies If you dabble in copywriting (or even creative writing), I’m willing to bet your brain is buzzing right now. Don’t these five keys sound just a little familiar? Obviously, they aren’t identical to the primary keys we follow when writing copy. Nonetheless, I’m willing to bet you’re drawing comparisons to the five keys of copywriting: Grab attention Overcome objections Present the benefits Tell them what they stand to lose (or gain) Issue a call to action As you can see, we have the potential to learn a lot from the “tricks” of playwriting and big screen script writing. But before we dive into the parallels and review a few vital secrets, let’s first talk about the biggest swaying point of films, plays, television and writing: the audience. The TV Audience versus Your Audience In regards to television, Steve Jobs said, “I think it’s brought the world a lot closer together, and will continue to do that. There are downsides to everything; there are unintended consequences to everything. The most corrosive piece of technology that I’ve ever seen is called television – but then again, television, at its best, is magnificent.” What makes a television program undeniably magnificent? Not everyone is a fan of Hallmark movie productions. You know what I’m talking about. Those Hallmark feature films, the ones that air on a special night on your local television station, usually right around a holiday. In fact, I know some guys who won’t hesitate to labels these feature films as “sappy chick flicks,” and they do everything in their power to get out of watching them with the girlfriend or wife. But when they fail to escape a Hallmark movie night, do you know what inevitably seems to happen? They’re usually caught quickly wiping away a tear at some point, pretending it never happened. Why? The program touched them. It reached them. They connected to it, and they felt something. They felt something so strong that it evoked a physical reaction. Successful television productions, the ones that stand out as award winning material, all have one rudimentary thing in common: they reach out and touch the audience. Successful copywriting projects, the ones that scream awesome and go viral, also have one rudimentary thing in common: they reach out, touch the audience and move them to action. The primary focus of both industries is the audience. Let’s face it, without the undivided attention and backing of the audience, every production would inevitably be a lost cause. Content is useless if no one wants to read it, just like a play, movie or television program isn’t worth production costs if no one wants to see it. The Secrets of Great Writing Steven Spielberg, unarguably one of the greatest movie directors of our time, once said, “It all starts with the script: it’s not worth taking myself away from my family if I don’t have something I’m really passionate about.” It’s amazing what passion can do. It reaches deep down into the depths of our core. It motivates us. It has the power to temper or amplify our reactions. It can be like jet fuel! So, what prodigious secrets does great writing from the big screen reveal? The first secret we can glean from the big screen is that if it lacks passion, it’s not worth doing. The first key to awesome copywriting is grabbing attention. How do we accomplish this? Like the playwriting beat, we start off with a little action. We infuse a little passion. We take our excitement and transform it into a hooking introduction that cascades down into the headings and paragraphs. The infusion of passion, a strong and basic emotion, is the perfect means of instantly establishing a connection with our all-important audience. It’s important to point out that just as a beat holds the audience’s attention throughout a theatrical production, the writing of copy needs to likewise hold attention. It can’t start out amazing and then vanish. The audience will vanish right along with it. Steven Spielberg offers another piece of advice that applies, “The public has an appetite for anything about imagination – anything that is as far away from reality as is creatively possible.” Now, the world of copywriting revolves around content that is usually educational, factual, informative and designed to promote a certain way of thinking or something for sale. How is Spielberg’s advice pertinent? A key means of holding the audience’s attention is through storytelling. Nine times out of ten, you’re relaying a true story, but the mere fact that it’s a narrative story connects the audience through the most motivating mental power known to man: imagination. Don’t underestimate this! The second secret is all about overcoming. For playwriting, … Read more

The Keys of Persuasive Copywriting: The Unicorn of Online Content

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The Keys of Persuasive Copywriting: The Unicorn of Online Content

Persuasive copywriting is the unicorn of online content. It’s elusive, secretive, and mythical. People whisper about it in darkened corners and tell stories about it to their entrepreneurial children. Everyone dreams about it, but when you actually see it – BAM! It’s a shocking and wonderful experience. When it comes to the web, bad content is a nickel a ton. Inexperienced, over-eager, or just plain bad copywriters jam topics down readers’ throats and try to sell a concept or topic at ALL costs. Because of this, copywriting that doesn’t attack as much as it leads is worth its weight in virtual gold. If you’ve always been intrigued by the persuasive copywriting unicorn of yore, this guide is for you. In a few simple steps, you can learn to create persuasive copywriting that makes your audience want to follow you wherever you go. Read on to learn more. What Makes Online Copy Persuasive? To be persuasive, online copywriting doesn’t simply need to make a point clear. Nor does it simply need to use short sentences and easy language. No – persuasive copywriting is much, much deeper than this. In order to be persuasive, online copywriting must do the following things: #1. Help the reader understand the context of an issue, rather than just the issue itself Think about this in terms of the difference between a mechanic’s handbook and an advertisement for a new car. Even if they both discuss the same vehicle, the advertisement is likely to make you feel persuaded – to make you want to take the leap and purchase the car. Why? Because the advertisement gives you context while the ad just gives you facts. Persuasive copywriting helps readers understand the how, what, why, and where of an issue, rather than just the what.  #2. Showcase the benefits of addressing an issue Imagine I’m an SEO company, and I’m making these two pitches: Pitch 1 – “You have an SEO problem. You should fix it now.” Pitch 2 – “By investing in SEO, companies earn an average of 40% more site traffic within six months. This will help you drive increased sales and boost your company’s bottom line.” Which pitch are you going to bite on? If you’re like most people, the obvious answer is #2. Why? Because pitch 2 helped you see the benefit of solving the issue, rather than the fact that there was an issue to begin with. People are goal-driven, and providing them with a clear list of benefits and potential outcomes is one of the easiest ways to earn a long-lasting customer base. #3. Change a person’s perception of an issue or topic If copywriting succeeds in changing a person’s opinion or idea about something, then it has done its job successfully. The best copywriting is powerful, tactical, and smart enough to shift the way people view a topic or issue. Without this, it’s just more words on a page. How to Create Persuasive Copywriting: 4 Smart Tactics Now that you know what makes persuasive copywriting persuasive, let’s talk about how to create it. While it may seem like persuasive copy is born not made, the fact of the matter is that anyone can learn to improve their online copywriting with the help of some simple tips and tricks. Here are a few to get you started: 1. Ask the right questions According to Business2Community, the trick to persuasive content writing is asking the right questions. Which questions are these, you ask? They’re the ones your audience will ask before they’ll make a purchasing decision of any kind. To commit to your product, goods, or services, your customer must first know a few things: namely, that the product has value, that it will help them solve a problem, and that it’s better than anything else out there on the market. To get ahead of these concerns and answer your customers’ inquires before they have a chance to ask them, consider the following questions: What are your potential customers’ needs? How does your product/good/service intend to fix them? What proof do you have you can do the job? What benefit will the customers gain from your product? 2. Stay conversational Persuasive copywriting functions on a human-to-human level. Without this, it’s virtually impossible to inspire a reaction from your followers. With this in mind, ensure that your content remains as conversational as possible without being informal. Striking this balance ensures that you’ll succeed at educating your consumers without patronizing or confusing them with lingo. 3. Tell a story Remember that car advertisement vs. mechanic’s handbook example I laid out earlier? Why was the car advertisement more compelling? The answer is simply because it tells a story. While the mechanic’s handbook only tells you how to do something, the car advertisement tells you why. It opens your eyes to the possibilities inherent within the purchase of the car, and what kind of lifestyle you could live, if only you stepped inside. All great copywriting must do the same thing. While I’m not advocating writing everything like you would a car ad, I am advocating creating content that makes your readers feel something, and telling a story is the single most effective way to do this. 4. Emphasize the benefits Back to the car ad: how many car ads just pop onto your screen with a bulleted list of the car’s features on a black background. None of them. Why? Because this would be boring (the opposite of persuasive) and because nobody would care. Why car advertisements do so well is that they advertise the benefits of the purchasing decision rather than the features included with any one vehicle. This persuades people to act and is a wonderful way to appeal to a consumer’s emotions. Get Your Readers to Go “Wow!” Without persuasive copywriting, it’s impossible to grow a brand or create a content dynasty. By implementing these four tips, however, and understanding exactly what goes into persuasive copywriting, it’s easy to stand out online and create quality content people want … Read more

Why Your Content Marketing Needs Great Script Copywriters

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Why Your Content Marketing Needs Great Script Copywriters

For the past several years, marketers have been predicting the rise of video. Today, there’s no doubt that video has landed in a place of prominence in the world of online marketing. Fast, easily digestible, informative, and perfect for our grab-and-go digital society, video is one of the biggest things in online marketing today. Video ad spending hit $5.4 billion in 2016, and 90% of users say that video helps them make a decision in buying a product. Video ads increase purchase intent by 97%, and brand association by 139%. 59% of executives would rather watch video than read text! (More stats via Hubspot.) Because of this, the need for fantastic, engaging script copy has risen to prominence in the world of content marketing. Dedicated to writing great video scripts for a variety of purposes and applications, script copywriters are a valuable asset for any company setting foot into video content today. Read on to learn more. Why Script Copy Is Needed: The Current State of Video Marketing There’s no doubt about it: the consumers of today want video content. As it stands, now, simply including a video on a landing page increases the page’s conversion rate by 80%. What’s more, 64% of customers are more likely to purchase a product from a company after watching one of the company’s videos, and 90% of consumers report that videos are helpful during the process of making a purchasing decision. In addition to influencing purchasing decisions, video is also turning out to be fantastic in terms of customer recall. More than 80% of customers remember a video ad they’ve seen in the past month and 92% of consumers who watch mobile video ads share them with friends and family. These numbers are unprecedented in the world of content marketing, and they’re going to show that video may well be one of the most effective ways for companies to stand out to their customers. With this in mind, there’s no doubt that video is exploding, and there’s also no doubt that companies need to be prepared to take full advantage of this trend. Today, 65% of marketers plan to increase their marketing budgets for video content within the next year, and companies that aren’t jumping aboard the train are liable to get left behind. Why Content Marketing Needs Script Writers As video rises to prominence in the content marketing community, dozens of marketers are simply creating videos and publishing them willy-nilly, hoping for results. Unfortunately, this is a terrible approach. Like all forms of content, video must be done well or not at all. Just like a bad blog post or white paper can damage a company’s good name, poor-quality video content can drive users away and result in poor perception. Because of this, it’s essential for companies who want to dabble in video content to do it well. This is where professional script copywriters come in. You see, all content must be born from a plan, and script copywriting is what produces great video content. Without high-quality script copywriting, it’s virtually impossible for any business to craft the kind of video content that gets views and earns conversions. Because of this, companies breaking into video content absolutely must take the step of hiring a script copywriter. What Do Script Copywriters Do? So what does a script copywriter do? It’s a great question, and it’s one that we here at Express Writers get often. To help our audiences understand the purpose of copywriters in general, we actually made an infographic on the topic! While script copywriters and web copywriters have many of the same duties, a script copywriter is responsible for writing the scripts that eventually become video content. Depending on the client and the assignment, the copywriter may take an outline and turn it into a video script, or may simply take a loose smattering of ideas and build something ex nhilo from the marketer’s suggestions. In either case, the script copy creator is responsible for the following things: Dialogue: If the marketer wants dialogue in the script, the script copywriter must craft it in a way that is easy for readers to understand Language: Scripts can’t feel too, um, scripted. Because of this, it’s critical for a script copywriter to craft a script that flows naturally and gives the impression of natural speech. This comes off as more relatable to the viewer and helps portray the company in a more positive light. Movement: In some cases, a script copywriter will be responsible for writing in stage prompts that tell the (Real or animated) actors in a video where to go and what to do. This helps deepen viewer understanding and makes the script more dynamic. Sales messages: Most online videos have a message to make, and a script copywriter is responsible for helping that message come across in a way that inspires rather than alienates viewers. Understanding: Remember Mountain Dew’s infamous “Puppy Monkey Baby” commercial from last year’s Super Bowl? See below. This is an example of a script that wasn’t heavy on the clarity or understanding. Instead of being confused (as I’m sure most of us were by this one), viewers should walk away with a deep understanding of the purpose and message of the video. This helps solidify the brand message and inspire the viewer to act, rather than just sit there and shake their heads. What Content do Script Writers Create? Script writers help to craft content ranging from video advertisements to social videos. Some of the most popular forms of content that script writers work on include the following: Whiteboard videos Animated video Podcast scripts Transcriptions/show notes Video ads While a company needs more than just video content to succeed in the world of online marketing, script copywriters are a critical tool for companies who want to give themselves a leading edge over the competition. Even in the event of unscripted podcasts, like Tim Ferriss’, for example, a good script writer is needed to transcribe the podcast and create useful show notes for the audience. While many people who don’t … Read more

Copywriting Services: How to Choose the Best

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Copywriting Services: How to Choose the Best

Choosing a service is all about choosing value. You want a service that meets your needs, but doesn’t break your piggybank. However, your true interest is in value. Your business, your very brand, is in need of development. It’s time to trust the work to an expert, not an amateur hobbyist. Copywriting is as much a skill as it is a talent and art form. The market is chalked full of copywriters and agencies, all dedicated to what they label as “quality copywriting.” Unfortunately, all too often the bulk of these freelancers and businesses lack what it takes to deliver quality copy. How can you ensure you choose premium copywriting services?   The Art of the Two-Way Conversation – Key to Quality Copywriting   Choosing the best copywriting services to hire revolves around communication. During initial contact, you will likely provide basic information regarding your business and copy needs. Once you have received a response and open one-on-one communication with an agency or individual, there are some topics and questions that you should cover: How much do you know about my industry? It’s important to determine whether or not your prospective service provider has a working knowledge of your industry. This question is especially significant if you are hiring an industry copywriter who claims to specialize in your industry. Since you’re in search of value, it’s important to determine whether or not the service provider has the aptitude to understand and write in the genre of your industry. What do you know about my business? Prior to posing questions to the service provider, you should have already been prompted to supply preliminary information regarding your project and business. Now, you have an opportunity to test their knowledge. Did they review your submission fully? If they can’t tell you much about your business or don’t have several questions ready to ask about your business, chances are they are lazy. Lazy service providers never deliver quality because their focus is getting paid; not delivering copy that fully meets and even exceeds your expectations. In your opinion, who is my target audience? Whether you provided audience specific information or not, if your project details held enough information about your project and business, the copywriting services provider should be able to offer an educated opinion regarding your target audience. If they can’t, they either don’t understand your audience or didn’t take enough time to study up. In order for copy to do the job, the writer must understand who your target audience is and why your product or service should be important to them. What are the top three benefits I offer my target audience? Your goal with this question is to weed out the lazy copywriting freelancers and agencies. The professional, quality-producing copywriting services will answer this question correctly and likely say they noticed a few other benefits to convey to your target audience. How would you describe my brand’s voice? You have a voice. You know how your business sounds and how you want it to sound in the future. Be sure the service provider has recognized your voice and is able to project it. Have you produced any projects similar to mine? This question opens up the door to asking for samples. Any legitimate copywriting services providers will be able to supply samples similar to your project when asked. If they shy away from the topic, they probably aren’t capable of delivering quality work. Why should I hire you? The ultimate question to test the copywriter’s skill! If they can’t sell themselves, then they certainly can’t produce copy that will sell your product or service. This is their chance to highlight their experience and explain what’s in it for you. If they can’t answer this question with value, then chances are they can’t create copy with value.   The questions you’ll be asking prospective copywriting services providers are designed to help you interview them. The interview should be a two-way conversation in which the service provider asks you some of their pertinent questions as well. Questions you should be prepared for will likely include: Have you worked with a copywriter or copywriting agency before? Every copywriting service provider should ask this question. It gives them the opportunity to ensure you understand how the writing process works, and it gives them the chance to explain how they will work with and for you. What is your budget for this project? If a copywriter asks this question, don’t think it’s because they want to max-out your budget. Likely, they want to ensure your budget offers a little breathing room. If it doesn’t, then they should double their efforts to ensure they get the job done right the first time—although, this should be their attitude no matter what. Do you have existing marketing materials you are happy with? Copywriting services that ask this question understand the need for consistency. If your clients are used to seeing something, then that consistency needs to carry over to the copy they produce. Be ready to supply samples of your marketing materials and any other copy that reflect your company’s established voice and style. Have you conducted market research, and what have you learned regarding your target audience and competition? Even if the copywriter has a basic understanding of your target audience and competition, they should take the opportunity to get as much detail as possible. A good copywriter will not only ask for market research results, but they will understand what they’re looking at. This question indicates they are far from lazy. They’re willing to sift through any data you have to glean more intelligence on your audience and competition. Can you supply three to five descriptive words that define your company values? The copywriter asks this question when they want to hear you discuss your company values in your words. Don’t feel like you need to supply $50 words. Be blunt. Be honest. The copywriter can work magic when you give them painfully truthful information. … Read more

20 Tips for Writing Product Description Copy That Sells

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20 Tips for Writing Product Description Copy That Sells

Writing a product description sounds deceptively simple. In fact, even the professional copywriter can fall prey to the number one mistake (you don’t want to make) when writing product description copy that sells: writing a description that simply describes the product. How can you be sure your product description is armed to sell? Let’s take an in-depth look at 20 tips designed to optimize the sales potential of your product copy!   To Be A Technical Description or Not – Product Description 101   A product description is a sales tool. Unfortunately, it can be very easy to think of it as a quick review of product features or specifications versus a tool. Think about the tools you currently use to sell your product. What is the one quality they all have in common? Likely, it is that each tool sells the product. Writing a product description involves selling to the potential customer. The customer wants to know why they should buy the product. A review of the features, specifications and technical information can provide them with a technical product description. However, such an analysis fails to illustrate the value of the product.   Why and How Your Audience Looks for Value When it comes to selling a product online, you must take into consideration economic value. According to Wikipedia, economic value is “a measure of the benefits that [are gained] from either a [product] or service.” The concept of value stems from this measure. Your audience is on the prowl for value, but what exactly is value in their eyes? The dictionary definition of “value” sheds some practical light on this topic. Value is defined in three different ways: The monetary worth, price or cost of something. Something that is purchasable for a low or fair price. The usefulness or importance of something. When your audience reads your product description copy, they want to know the cost, the fairness of that cost and just how the product will prove useful or important to them. Notice that value has nothing to do with specifications, features or technical information. While these three aspects of a product can describe it, they fail to sell it because a potential customer will base their decision on what matters most to them: value.   5 Must-Use Tips to Implement Before Writing Tantalizing Product Descriptions According to WordTracker.com, the typical ecommerce product description is approximately 60 to 70 words in length. Within this small word space, the goal is to educate the consumer regarding the benefits and selling points of the product. Sounds easy, right? Well, it’s more of a challenge than you might think. 60 to 70 words go quick, and each and every one has to count. As you embark on the writing process, here are 5 tips you don’t want to ignore: 1.   Know your target audience. One of the common mistakes made by amateur copywriters (and sometimes even the professionals) is failing to know the target audience. Never assume you know them. Always take the time to research their needs, wants and preferences in relation to the product you’re writing about. Knowing you audience is the key to writing a tantalizing description because this knowledge will shape the copy, influence the tone and ultimately deliberate over the angle you choose to take. 2.   List the benefits over the features. People want to know why your product is so awesome. Why should they buy it? How will they use it? Will it make life easier, save time or solve a big problem? Does it deliver something they want or need, or both? It’s helpful to brainstorm a list of product benefits before you begin writing description copy. Since you will be working with a limited word count, you should choose the biggest benefits. You’ll need to know your audience well in order to choose the benefits that will seal the deal and make them want to buy. 3.   Give your audience a preview of their future. Really good copywriters, the ones who know their trade well, moonlight as fortune tellers—at least when it comes to predicting the future of the customer. Give the audience a glimpse of their future if they purchase the product. How will it affect them a month or a year from now? Highlighting the potential future benefits of a product is an excellent way to showcase its value. 4.   Check the limits of your CMS. Content management systems, or CMSs, can throw a monkey wrench into your copy if you fail to check their limitations prior to writing product descriptions. CMSs usually have a word or character limit. So, before you write an epic 100 word description with a killer headline, verify just how much or how little your CMSs can handle. Some things to check before writing include: The limitations of the product copy field (max. words or characters). The presence of additional fields, how they can be used and what limitations they might have (for example, you might be able to squeeze a link or extra selling point into an additional field). Whether or not the CMS forces any information, such as automatically inserted headlines. 5.   Incorporation of SEO. Product descriptions are like any other online copy; they need to be search engine optimized. Depending on your website design and CMS, your description lengths will vary. When you’re dealing with a limited word count on the lower end (anything under 100 words), you don’t have a lot of room to insert keywords and phrases; this does not mean you leave them out. Your goal should be to insert at least one strong keyword or phrase in each of the following places two or three times, as quality allows: The headline The product image caption The product description copy.   15 Tips for Writing Responsive Product Description Copy Responsive product descriptions are the ones that generate exactly the response you’re targeting: product sales. Enticing the audience to buy without misleading or overselling is more of … Read more

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