Breathing life into your marketing language

We hear loads of advice today about the importance of optimizing online content and copy for search engines. But what about the little words and phrases that entice real readers to keep reading and respond once they find you? When a simple word change can double the impact (and conversion rate) of your online offering, why not use it to your advantage?

For example, in sales copy, is it better to use “if” or “when?”

Can the words “value,” “quality,” and “service” work against you?

Should you ask customers to “purchase” your product or service?

Let’s say you’re selling spinning bikes or home gym equipment with a nice warranty — a great feature. Do you write it like this: “a 12-month service warranty.” Or like this: “One full year of free service?” Forget what it says on the spec sheet. You tell me which sentence offers more comfort and emotional reward. Find the mystery — the life force or power in words — and you dramatically boost your marketing response rates.

Borrowing a few techniques from the veterans can pump new vitality into your e-commerce communications. But before word choice, before technique, the secret to success stems from this principle: believe in your message. You have to write from your gut to hit your target audience in theirs — especially when your content and copy affects something as personal as people’s health and well-being. As in all effective writing, you wield the real power by breathing your own genuine enthusiasm for your subject into your copy.

Here’s why:

Believe it or not, your readers bring their own meaning, power and experience to your message. They do all the work. Otherwise the words just sit there. Think about it. You get people to respond — to see, hear, taste, feel, experience what you’re writing about — by putting yourself in your customers shoes, as if you’re having that experience. Don’t just deal, once removed, in ideas or concepts. Readers — your prospects — need to feel your energy and want to share it.

Peter Elbow, professor of writing and author of Writing with Power, believes beneath most cases of word failure lies an act of refusal by the reader.

Every reader is engaged at every moment in choosing whether to invest the energy required to have the actual experience implied in your words, or merely reading the directions for constructing the experience.”

According to Elbow, it’s up to the readers to see or experience something in your words, supply the psychic energy to form that image in their minds. If the writing is powerful enough, it won’t feel like any effort at all. The reader feels as though he can just relax and say:

Yes, I love it, do it to me again.”

But really, the reader gave both the consent and the energy. Remember when you enjoyed reading something, even though you thought you weren’t interested? What the writer gave you was like a set of directions that made it seem fun and easy.

When you add that energy to the new Internet marketing techniques, you galvanize readers into action and lead them gently and inevitably to your door.

Happy Health Writing,

Kathy Summers

To find out which words to use in the examples above, read Part 2: 7 Keys to Powerful Copy and Content

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Copyright(c) All rights reserved.

NOTE: An earlier version of this article was published a while back in my Business Journal column “The Smart Side.”

7 Keys to powerful copy and content

Part 2 of “Breathing Life into your Marketing Language“

The rules of Internet marketing seem to change almost daily. But in the rush to make millions online, the power in word use is easily lost. And I’m not talking about keywords either. Sure, you have to figure out your key words and phrases and what percent attracts Google and all that. But solid writing has always had the power to move readers to respond. Just for starters, here are 7 ways to wield power with word:

1. Follow the old “you first” rule. You know this one, but it bears repeating. Look for ways to inject the word “you” into your marketing mix, whether you’re writing sales copy, blog posts, or service articles. Tell your readers what’s in it for them. This technique is as old as the “sell benefits not features” rule, which also still pulls its weight.
2. Don’t start with “It.” It is one of the weakest words you can use to begin a selling statement. You can always generate a stronger opening. Other weak beginnings: “When it comes to …” “Some of the …” “There is …” Try to weed these out wherever possible.
3. Keep your message fresh and juicy. Neutral words like “receive” don’t motivate half as much as the more active “get.” Words like “quality” and “value” have lost their quality and value. Be more specific. What is the quality or value you’re offering? Why is it better?
4. Who needs needs? “For all your health insurance needs!” “Supplying all your nutritional needs.” Advertising copy abounds with this headline cliché. Old-school advertising consultant Herschell Gordon Lewis used to call it, ” … a nondescript running-in-place word suitable only for Yellow Pages rejects.” For today’s marketing gauge, look to the current experts, like like Rand Fishkin (from SEOmoz) and Aaron Wall (from SEOBook.com). But some of the old rules still apply. Cut the cliches and ask yourself, ‘what are my customers’ needs?’ Make the answer to that question the subject of your message.
5. Little words mean a lot. To answer the questions posed in the previous post, the word “when” works better than “if” for suggesting something will happen. Write, “When you refill your diabetes supplies …” But, “If you have questions about operating your new diabetes monitoring kit …” The word “one”  sounds more substantial than the word “a.” For example, instead of “a serving,” write, “one full serving.” And “buy” is a better friend than the stuffier “purchase.”
6. Persuade by numbers. Power lurks in numbers. English teachers tell you to spell out the numbers one through nine and use numerals for 10 and above. Word wizards know better. For more dynamic content, use numerals (like I did in the title “7 Keys to Powerful Copy and Content.” But when your content calls for more sophistication, spell it out. “One full year” sounds longer than “12 months.” Either way can work to your advantage. And, “60% prefer electric wheelchairs” feels cold-blooded compared to the warmer “3 out of 5 people.
7. Say what you mean. How can you mesmerize someone who doesn’t understand you? Clarity is fundamental. Don’t let keyword stuffing or any other element of communication interfere with your clear and simple message.

Happy Health Writing,

Kathy Summers

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Copyright(c) All rights reserved.

NOTE: An earlier version of this article was published a while back in my Business Journal column “The Smart Side.”

News-peg your health products press release

Want to get your press releases picked up by the newspapers? That’s not easy when you’re plugging a product. Newspapers don’t want to be seen as flacks for advertisers. They’re looking to churn out hard news and fluff features, not product reviews. But here’s a tip: look where they’re looking, and insert yourself or your product as a possible solution.

Let’s say you sell a natural herbal product that helps lower cholesterol. You can send out a million releases pushing the product on the press. Or you can look for the inevitable day when new research suggests a top-selling pharma product isn’t as hot as we were led to believe. That’s when you swoop in, explain the pharma fiasco in simple terms, and suggest alternatives. Namely, dietary improvements, daily exercise and, why not, a certain herbal product.

My first success with this technique occurred years ago when Vioxx, the cox-2 inhibitor arthritis medication made the hall of shame headlines. My client at the time sold a proteolytic enzyme product for joint health. We quickly spun off a series of press releases that got widely picked up. We went against conventional wisdom and didn’t even mention the client’s product until the third paragraph. My client enjoyed their best ever spike in sales which continued for quite a while since millions of people were madly searching for an alternative to their arthritis meds.

Why not try news-pegging your own releases. Break out of the typical “all about us” format, shine some light on a “news” story, and then offer an alternative solution.

Happy Health Writing,

Kathy Summers

Tap into health search trends in a recession

Do people search on different words and phrases in a difficult economy? Absolutely. So, if you want people to find your health and fitness writing — and your website — tie your articles into the trends.

For example, people are currently searching more for ways to deal with stress and sleep problems. You can capture more online eyeballs by working these themes into your content. Think your product or service has nothing to do with stress or insomnia? Let’s say you sell exercise equipment, or diabetes supplies, or diet books, blood pressure medicine, or Alzheimer’s support services. Yup, sleep and stress are directly related.

People are also watching their pennies, so they’re thinking longer before deciding where to spend. This gives you a chance to wow them knowledge and understanding, build trust, and possibly capture a life-long customer.

Happy Health Writing,

Kathy Summers