All Posts Tagged Tag: ‘Copywriting’
How does your online marketing compare? What kind of open rates and click-through-rates can you realistically expect?
A recent article in Entertainment Close-Up published a study to assist business owners and marketers figure if their email campaigns are on par, ahead of, or lagging behind top performers.
Apparently, Education, Computer Hardware, Telecom and Electronics and Retail were the highest performing industries. And I think even if you’re in a different industry the findings should still provide some insight into the effectiveness of your marketing email programs.
So where do you stand against your peers?
Silverpop studied email messages of 2,787 brands distributed throughout 2012, with the follwoing metrics and analysis in mind:
- Open rates (including gross, opens per opener)
- Click-through rates (including click-to-open and clicks per clicker)
- Message size
- List churn (including hard bounce, unsubscribes and spam complaints)
I want to ask you, how do YOU track your email campaigns? Perhaps the list above offers some valuable suggestions. But what’s really interesting are the findings, and here I include the highlights for your information:
-Education industry. Emails sent by top performers had the open rate (46.1 percent) and highest click-through rate (12.8 percent)
-Healthcare industry. Healthcare had the best click-to-open rate (33 percent), which measures click-through rates as a percentage of messages opened
-Top-quartile performers achieved click-through rates nearly four times higher than the median, 8.8 percent vs. 2.3 percent
-Bottom-quartile performers had a hard bounce rate of 6.9 percent, while top quartile companies experienced a rate of only 0.1 percent
-Top quartile performers achieved a rate of 2.37 opens per openers, 45 percent higher than the median and 67 percent higher than the bottom quartile
-Top-quartile performers had click-through rates nearly four times higher than the median (8.8 percent vs. 2.3 percent)
Are You On Par or Lagging Behind Top Performers?
What’s the key to their success? The article provides some clues by saying: ‘[the top performers have] very personalised and oftentimes time-sensitive information to share with their recipients. [A good lesson is that] all email communications should be highly personalised, relevant and targeted.’
A great lesson indeed. If you’re tired of receiving irrelevant emails in your inbox then make sure that the email communication and copywriting pieces you send to clients are relevant and personalised. Batch-and-blast emails are out of fashion!
(Report provides a breakdown of data by top-quartile, median and bottom-quartile performers and analysis by industry and geography.)
So you’re not a certified wallflower but … you’re a bit shy. You don’t seek the spotlight or dominate social gatherings and you definitely would never ever wear your favourite slippers in the shower.
Ok, apparently extroverts wouldn’t do that… So perhaps we do have something in common. But, here’s the thing… all those ridiculously outgoing buzzing people are not necessarily great salesmen or saleswomen.
Adam Grant of the Wharton School tracked the sales of more than 300 people (both men and women) who worked for an outbound call center. It turns out that ambiverts (people who are more or less equal parts extroverted and introverted) would perform best – out-earning introverts by 24 percent and extroverts by 32.
“The ambivert advantage stems from the tendency to be assertive and enthusiastic enough to persuade and close, but at the same time, listening carefully to customers and avoiding the appearance of being overly confident or excited,” Grant said.
Now, this is a copywriting blog so what’s the lesson? I guess there are many but one that comes to mind is this. Your sales copy needs to be neither too enthusiastic or overly casual nor too corporate in tone or reserved.
Copywriting that sells is copywriting that connects with the right audience. That’s why all great copywriters are great researchers. They take the time to get in tune with their market before they even write a single word of copy. And they understand how to be ‘enthusiastic enough to persuade and close’ and move people to action.
Ask yourself: Is your copywriting/sales copy too introverted or perhaps overly extroverted? Maybe it’s time to get it more ambiverted… (copywriting that exudes traits from both sides of the personality spectrum).
Yet, often we forget to THANK those passionate ‘business cheerleaders’ who out of the goodness of their hearts refer your business to others.
That’s why showing what I call ‘prompt gratitude’ is ever so important, and writing a quick thank you note works so well. It should make your client feel acknowledged and appreciated, and hopefully motivated to keep spreading positive vibes about your company.
So, you want to show your appreciation and write a thank you note. But… where do you start? Well, you won’t need to turn to a copywriter to add flourish and sincerity to your words, because here I am going to share my simple but effective formula for creating effective thank you notes.Read More
Is your website bringing you all the business you need? Or is it leaving some gaps in your booking calendar? Perhaps the text on your website isn’t powerful enough, and really struggles to persuade web visitors to pick up the phone and call you.
Research shows that having a professional looking website is not enough to convince customers to come to you. Your website needs to attract traffic, but you also need persuasive English to turn that traffic into business.
Web Talk is King
The internet gives people an overwhelming number of options. It won’t take long before a potential customer clicks away from your website and lands on your competitor’s site. Click-click and she’s gone! She can even do a quick and easy comparison and if you competitor seems to appear more credible and persuasive they will probably get the business.
You may have more knowledge and experience than your nearby competitors, but the impression your website gives is that you are perhaps raw or inexperienced. Back in the time of the Yellow Pages the ‘best’ professionals got all the business, but times have changed. Now a young kid can be more successful than an old industry veteran, just because he understands how to write for the web.
…But it Needs to be PersuasiveRead More
I want you to try NOT to think of an elephant. You can fill your head with any thoughts you like but make sure that you don’t think of an elephant. If you’re like most people then you probably have this big, bulky grey monster standing in front of you. Interesting.
Why this works the way it does is a discussion for another day. For now, I want to show you this ad, which seems to be based on the concept of reverse psychology. In the US, Black Friday launches the retail holiday season. Last year, while most retailers encouraged consumers to buy, buy, buy … Patagonia did the exact opposite. Here’s the ad:
Putting reverse psychology aside… this ad is a great attention grabber! It will be interesting to see what they have planned for this year. Back to the ad… it sure is different. Seriously, I don’t think you’ll forget it anytime soon. And the approach makes them seem different to the competition. It should also be more appealing to those people who hate the modern consumerism, Cyber Mondays, Black Fridays or Boxing Days. They also tried a similar angle with their Don’t Buy This Shirt Unless You Need It ad and my guess is – since they repeated the approach – it must be working for them. Of course, how can a clothing manufacturing behemoth discourage consumerism without sounding hypocritical? And that’s why it makes sense to have a skilled copywriter on board!
Since 2003 Merriam-Webster has been identifying the year’s most looked-up words on its website. Following capitalism and socialism, top 10 words of 2012 included touché, bigot, marriage, democracy, professionalism, globalization, malarkey, schadenfreude and meme. According to dictionary editor-at-large Peter Sokolowski these words show spikes of interest that often match with current events: news, weather, sports, or entertainment. Here are the words and their meaning:
- socialism (a system or condition of society in which the means of production are owned and controlled by the state ) and capitalism (economic system in which most of the means of production are privately owned, and production is guided and income distributed largely through the operation of markets.)
- touché (used to acknowledge a hit in fencing or the success or appropriateness of an argument, an accusation, or a witty point.)
- bigot (a person who is obstinately or intolerantly devoted to his or her own opinions and prejudices)
- marriage (the state of being united to a person of the opposite sex as husband or wife in a consensual and contractual relationship recognized by law)
- democracy (government by the people; especially : rule of the majority)
- professionalism (the conduct, aims, or qualities that characterize or mark a profession or a professional person)
- globalization (the development of an increasingly integrated global economy marked especially by free trade, free flow of capital, and the tapping of cheaper foreign labor markets)
- malarkey (insincere or foolish talk)
- schadenfreude (enjoyment obtained from the troubles of others)
- meme (an idea, behavior, style, or usage that spreads from person to person within a culture)
Business owners, it’s time to start rubbing your hands with glee! Experts say that consumer confidence starts to return – at least for this holiday season. But the tables have turned…slightly.
One expert comments (see iconographic below) ‘Online sales will dwarf in-store sales, customers will arrive after having done extensive Web research, and smartphone shoppers will rule.’ But you don’t run a retail store so you don’t have to worry about that, right? The reality is that more and more people are turning to the internet for research.
Check out this great infographic it shows how much shoppers are planning to spend this holiday season AND why you *absolutely must* have a decent sales website…
Interesting predictions! Of course, all predictions are just that…predictions. Still, the ones above underscore a very important fact. Mainly, the internet is a powerful research tool used by MANY (if not the majority) of consumers. Some will spend up to 10 hours and more RESEARCHING products online before purchasing.
Now you’re a plumber, electrician or gym owner. Surely, this data won’t apply to you. But think about it. Your typical prospect may not spend ten hours researching your business and the competition but they probably spend a significant amount of time before they even pick up the phone to call you. Or, they don’t call you. Simply because your website doesn’t give them any reasons to…but what if your competitor’s website does?
Who do you think will get a sale?
This infographic applies to retail businesses and by extension to any business whose customers are web savvy. And, I am not talking about computer geeks here. Google makes researching topics and finding answers to twisted questions so easy that anyone can do it!
So what’s the lesson here? I guess there are many. The key distinction I think is that people research and do plenty of it before they decide to part with their money. And, because they use the internet, they could be on your website and your competitor’s website at the same time!
So if your website copywriting is a little unpersuasive or unclear then you may lose many sales opportunities each and every week!
Remember, the internet is more real than most people think, it’s time to use it to your advantage. More.
In my last post I shared some powerful copywriting and marketing insights. This is part two. See if there is anything in here that you can take action upon right now…
Copywriting & Marketing Distinctions – Pt. 2 (To read part one click Copywriting & Marketing Distinctions – Pt. 1)
6. One of the best ways to work on your business is to break down the steps prospects go through to buy from you. What are the steps that prospects go through to buy from your landing page or website? What additions, variations or assumptions can you TEST to see if it outperforms your previous model? Always focus on making it easier for customers to deal with your business or buy from you.
7. Look inside your organization BEFORE you look outside for help and answers. Some of your staff works better on the phone, others are better when selling face-to-face. You need to determine what they ‘DO’ that’s different and how they think to produce such powerful results.
8. When targeting new prospects always keep asking this simple question: “Who is 10X more likely to buy from us?” Next, make sure that your marketing, sales, and copywriting material speaks to them, and them only.
9. There are people who are hungry for ideas. That’s good but it makes more ‘dollar sense’ to be hungry for RESULTS, not ideas. One has a bias towards action the other doesn’t. One makes money the other is preparing to make money. Know the difference. Both are so close but the final outcome is profound.
10. You must revisit your goals, vision and plans regularly because it’s easy to get detached from what’s most important. In life we get what we focus on. It’s easy to focus on the negative, it’s everywhere – the bills we need to pay, the staff we need to train, the losses we have to put up with and the everyday business issues we need to address. If you don’t p-l-a-n to revisit your vision (ideal future) you will drift away from excellence – by default, (it’s automatic).
Feeling motivated to work ON your business? Then make sure you APPLY those points/ideas that make most sense to you. Also, start with your ‘lowest hanging fruit’ – as a marketing copywriter I can help you identify your biggest business opportunities. Sometimes making a few small adjustments in how you present your offer and value proposition can result in a dramatic bottom-line improvement. Learn more about my copywriting achievements and what I can do for you and your business here – copywriting testimonials.
If you’re the practical type then you’re going to enjoy today’s post. It’s a collection of copywriting and marketing insights, ideas and distinctions from Jay Abraham, the marketing genius. Some business owners and marketers are so busy in their business/company that they forget to focus on the most important tasks and activities. That’s just too easy to do. We live in the age of digital and electronic pollution. So, distractions are everywhere. Sometimes it’s a good idea to PAUSE and ask ourselves: ‘How will this next task/activity/event help me be more successful in my business?’ If there’s no immediate or consequential contribution – IGNORE IT, and focus on what really makes a difference.
Here’s a list of ‘stuff’ that sometimes we forget to focus on but we should:
1. There is an incredible LEVERAGE in your marketing. For example, your ad or promotion costs you the same fixed cost, no matter whether it just breaks even, doubles your business or makes a loss. You need to be always on the look-out for better performing ways of achieving your business objectives. REMEMBER the cost is the same, the result varies (often, greatly).
2. If you depend on just one (even two or three) activities to grow and stabilise your business, just imagine what will happen if one (or two) of those activities turns ineffective. Your goal should be to create additional revenue generating activities or systems. A table with four legs is MORE stable than a table with one or two.
3. Picture in your mind a set of measuring scales. What can you do or say to tip the scales in your favour, so the customer will be more likely to say ‘YES!’ and buy from you? What is it about your business that is special and unique… and yet you never take the time to educate your prospects and clients about that. Remember, if they can’t see it, they won’t appreciate it.
4. Know the difference between STRATEGIC effort and TACTICAL effort. Strategy is the long-term vision and plan. It doesn’t always pay off in the short-term. But its impact can be very powerful in the long-term. Tactical effort is simply a one-off effort. You write a post, comment on a blog, send an mail. Results are expected with just one singular approach… whatever you do make sure that you are consistent and always keep the big picture in mind.
5. Always understand and focus on the TRANSACTIONAL outcome people get from dealing with you. What is the ultimate benefit or result a person can enjoy or look forward to as a result of being your client? Than, you need to educate people what options you can offer them. Show how people’s lives will be better off because of you. What’s the ultimate impact on their life, business, career, relationships, etc.?
Eye-opening? Now take action. Do something with what you have just learned! And look out for part two of the series.
Here’s a collection of timeless advertising and copywriting quotes. I think it’s powerful. Eye opening. If you want to increase sales and improve your online results then here you should find at least 3-5 practical and effective ways to help you do that now. Hope you enjoy it…
- “On the average, five times as many people read the headlines as read the body copy.” David Ogilvy
- “A copywriter should have ‘an understanding of people, an insight into them, a sympathy toward them.” George Gribbin
- “Doing business without advertising is like winking at a girl in the dark. You know what you’re doing, but nobody else does.” Steuart Henderson Britt
- “Copy is like a skirt, it should be short enough to keep it interesting but long enough to cover the subject.” Unknown
- “The man who stops advertising to save money is like the man who stops the clock to save time.” Henry Ford (also attributed to Thomas Jefferson, but Henry Ford makes more sense to me.)
- “Facts are irrelevant. What matters is what the consumer believes.” Seth Godin
- “The secret of all effective advertising is not the creation of new and tricky words and pictures, but one of putting familiar words and pictures into new relationships.” Leo Burnett
- “The most important thing is a hungry market not a brilliant burger.” Gary Halbert
- “We have become so accustomed to hearing everyone claim that his product is the best in the world, or the cheapest, that we take all such statements with a grain of salt.” Robert Collier
- “There is no such thing as too long copy. Only too boring.” Dan Kennedy
- “The consumer isn’t a moron; she is your wife. You insult her intelligence if you assume that a mere slogan and a few vapid adjectives will persuade her to buy anything.” David Ogilvy
- “The secret to positioning is to simply make whatever is different about you, your strength.” Craig Garber
- “When people go to a web page, the thing that they want more than anything else is instant clarity.” Ken McCarthy
- “Advertising says to people, ‘Here’s what we’ve got. Here’s what it will do for you. Here’s how to get it.” Leo Burnett