SEO Client Retention:

The Key to Long-Term SEO/M Business Success

Building a successful SEO/M consultancy is hard. There’s a lot of competition and a lot of snake oil, SEO voodoo floating around the web, so building a solid reputation – one that leads to referrals and repeat business is essential to long-term business growth.

Keep 'em coming back

Once you have a client, you have to keep that client coming back because of the quality services and opinions you offer. You have to build a client base of happy clients. They come back for more. They’re also your best salespeople.

Here are some suggestions for keeping the customer satisfied.

1. Go through an extensive discovery phase. Determine such things as the target demographic, market competition, unique selling position, client objectives, challenges – a top-down analysis of what needs doing. A few hours more at this stage will save days of re-dos in the weeks ahead.

2. Prepare a written SOW. A statement of work describes the work to be undertaken (usually in chronological order), approval milestones, payment schedule, who’s going to do what. The more complete the SOW the more accurate the client’s expectations. Clients hate surprises so get on the same page early.

3. Give a stake to the client. No client is going to quibble with a strategy or design that s/he proposed. Instead of presenting finished pages and data analysis, engage the client and incorporate his or her suggestions into the final product. As best you can, let the client “own” the project.

4. Go proactive. In everything. Offer suggestions and counsel beyond the expectations of the client. If you discover an error you’ve made, call the client to let her know you’re on top of it.

5. Communicate. A lot. Not just approvals, though they’re essential to increased productivity, but also discuss implementation strategies, guerilla marketing tactics and opportunities for future growth of the client’s business.

6. Fix it. If the client ain’t happy, fix it. Period. A happy client will talk you up through his network. An unhappy client will bad mouth you to anyone who will listen. Rely on your SOW only as a last resort. Keep the client happy – even if it’s a loss leader for you.

Growing a stable of regular clients takes time and trust building. It’s an on-going process. But once your regulars are making up 75% of your work time, you don’t have to constantly worry about where the next job is coming from.

editor@webwordslinger.com
webwordslinger.com

Just What IS Good Copy Writing? Savvy Clients Want To Know

                            TREAT READERS RIGHT

Writing good site text is a complex mixture of defining benefits and keeping visitors interested, i.e. enhancing the on-site experience with good information that’s short on sales hype, long on useful tips and suggestions.

Here are some tactics that have worked for my clients:

1. There are three topics about which most readers are interested: health (nutrition, fitness, diseases, etc.), family (how-to’s, relations, child-rearing) and finances (aka money. How to make, save, spend or stretch it.) Choose a topic in one of these areas. Combine two interests, as in “10 Ways to Improve Family Nutrition.”

2. Engage the reader. Befriend the reader. Encourage the reader with good, useful information. Don’t make the reader angry.

3. Write like you talk. Don’t write words to be read, write words that are heard in the reader’s brain. You don’t say, “I am going to the kitchen.” You say, “I’m going to the kitchen.” Pretend there’s someone sitting next to you. Talk to that figment and type what you say. Then, clean it up for grammar, spelling and punctuation.

4. Readers don’t want to learn, they want to discover. Learning connotes homework. Discovery connotes excitement. Don’t teach, create a map with words that leads to a helpful, interesting or funny discovery.

5. Use short blocks of text, like this post. Layout is important to eye scan and web readers rarely read, they scan and small blocks of text are more easily scanned. That’s why it’s a good idea to use titles, headers and sub-heads to raise the curiosity of the reader. To intrigue. It’s a pleasant discovery. (See point 4.)

6. Practice writing in a number of voices so you can take on any writing job. A corporate white paper uses different wording than a quick how-to written for parents. A business plan has a different tone than a piece on oddities in Nebraska. The more voices you develop, the more readable and engaging your writing.

7. Respect the reader. S/he takes the time to read what you write so keep it interesting, on point and short. No extra words.

8. Eliminate qualifiers. Not: We strive to achieve client satisfaction. Strive and you might fail. Eliminate the qualifier: We achieve client satisfaction. Not “Our widget CAN increase production by 300%.” Eliminate all qualifiers: “Our widget increases production by 300%” This gives writing authority and confidence.

There’s more, but that’s a start. The one thing you don’t want to do is anger readers. Or annoy them. Or push their buttons. Be straight with them and they’ll read what you write. 

Paul Lalley
editor.webwordslinger.com

7 Tips To Cut Research Time

7 Tips To Cut Research Time

As copy writers we have to learn a lot of stuff, from quonset hut fabrication to urology to the biases of the Japanese university system, and that means a lot of research. Innate curiosity goes with the job’s territory, but research time costs money and we’re in the business of learning stuff fast, writing about it and cashing the check.

Here’s how to cut research time down to size.

1. Google the heck out of it. Don’t just use primary keywords, conduct searches using secondary key words and key words SE users enter into query boxes.

2. Use industry specific search engines. We all know Google, Yahoo and Bing but there are more than 4,000 search engines crawling the web. To find the latest on “smart doors” use a construction industry search engine. A good place to start is http://www.searchengineguide.com.

3. Use local search for local businesses. If your client has a service area of 25 square kilometers, enter your search term and the zip (postal) code where the client is located. You’ll see the competition, local news, local attractions and features of Westport 06880. 

4. Skip the academic treatises, white papers and in-depth analyses. Someone has already read them and synthesized key content into a 1,000-word piece. Find the breakdown piece and save time.

5. Use forums. There’s a forum for everything. Need to know the latest on Caribbean vacations? Here’s the link to a forum: http://www.fodors.com/community/caribbean-islands/. Forums are sources for quick information and highly-specific info. Post a question and get a few dozen answers in a few hours. And the FAQ sections are up-to-date with the most current topics.

6. Read. Learn the language of the trade or industry so you use it in your writing. Every industry has insider jargon. Reading a lot of short articles also provides a list of what insiders are talking about. Join a LinkedIn group associated with your research topic and get up-to-the-minute information on what’s happening.

7. Spin it. Spinning has a bad reputation but, let’s face it, we all spin content. We have to. How much can you say about pre-fab concrete? And the news isn’t all that exciting in the cement sector, either.

Learn the basics, learn the concerns, learn the jargon, and you not only become a better copy writer, you know stuff that you can sell again without a lot of research time.

Anyone want to know the eight advantages of pre-fabricated metal buildings? Drop me a line at www.webwordslinger.com.

Later,

Paul 

Web Writing:

Know Your Demographic

If you’ve been writing professionally for more than two weeks you know what the demographic is. For the rest of you, the demographic is the sweet spot of your client’s market. It’s your target audience.

And the better you understand that target the more effective your writing. It’s all about pushing the right buttons to compel the site visitor to perform the MDA – the most desired action.

Who Are You Selling To?

The Target Demographic

Believe it or not, many of your clients won’t be able to describe their target audience. Let’s say you’re hired to write website content for a brick-and-mortar hearing aid retail outlet somewhere in Montana. (It could happen.)

The owner of the store may have had a lock on a 25 square mile service area – the only hearing aid dispenser in the region. So, dropping a quarter page advert in the local newspaper was all it took to create a profitable business. And the store owner never gave more than a thought to who she was trying to reach.

So, during the discovery phase you ask, “What’s the target demographic?” Your likely to get an incomplete answer: “People who need hearing aids.” However, that’s a broad demographic so a little research might produce a better return for your client.

Research the Demographic

Hearing aids. So you’re likely to immediately think of the over-50 crowd. Probably right. Nerve deafness goes hand-in-hand with aging so trying to hit that over-50, Baby Boomer demographic bubble may be just the way to go.

But, what do you know about this particular group, other than what you know about your grandparents and the 60-year-old neighbor next door? These people don’t make up a large enough group to actually define the needs and preferences of people over 50.

For example, a little research reveals that the over-50 crowd:

• Are less likely to use computers at home
• Are less likely to comparison shop for products on line
• Don’t make as many on-line purchases
• Are less familiar with local search engine options
• Scroll less than their younger counterparts
• Spend less time on line altogether
• Are not as tech savvy as younger computer users

All of these factors create a clearer picture of who you’re targeting with your writing. For example, if you know that seniors don’t scroll as much as younger people, all of the important stuff must be at the top of the page.

Use the Language of the Target Demographic. Jargon Sells!

What do these people want and need? What information do they require to make an intelligent buying choice? How do they talk to each other? Your writing should use the language of the target demographic.

Let’s say you’re writing a user manual for a mainframe computer company. (It could happen.) You better know what a trouble ticket is and what downstream consequences are. You can quickly learn the insider jargon by visiting websites that sell mainframes or service them.

There’s jargon in every profession. It’s a form of shorthand. But it’s also exclusionary, keeping out those who are NOT members of the gang. So, the use of the demographic jargon (1) enables you to present information in shorthand form and (2) makes you a member of the exclusive group of mainframe computer administrators.

The best place to look for industry-specific jargon is on websites and blogs designed to provide solutions to the specific demographic. These sites detail what the demographic wants so to cut down on research time, cut to the chase and go hang out with the people you’re trying to reach.

That’s the best way to learn the lingo. And deomographic wants and needs, as well.

What Does Your Target Demographic Want or Need?

Increased productivity? Faster shipping? A baby-soft maternity gift? If you don’t know what the target market wants or needs you can’t push the right buttons to induce the site visitor into taking the MDA. In other words, your text missed the mark.

Before you write a single word, know to whom you’re writing. Know how they talk then talk right to them.

Know what they need or want. Then meet those needs and wants.

Don’t rely on your client to give you the goods on the target demographic. Most of these people are focused on business matters. It’s up to you to hit that bull’s-eye sweet spot with your writing.

And if you do, guess what? You just added a regular to your client base – a buyer who will come back for more without any effort on your part.

And repeat buyers are the basis of success for any freelance web writer. So know to whom you’re speaking when you write. Take aim at that bull’s-eye and fire away.

The more times you hit the mark, the more of the client’s problems are solved. And the bigger your client base grows.

editor@webwordslinger.com

7 Ways To Lose a Client: Mistakes I’ve Made

I’ve been a freelance copy writer for more than 38 years and, oh boy, have I made mistakes. In fact, I think I’ve made every mistake a freelance service provider CAN make.

She'll Be Back

Fortunately, I learned from these mistakes and applied them to my business (and personal) life. There are lots of ways to lose a client. There are even more ways to keep a client happy and a part of an expanding, stable client base.

1. Oversell.

I’m proud of what I do. And, frankly, I’m a show-off. So, even after the deal is closed, I’m still selling my services. I once had a client tell me that I made him nervous with all of the sales hype I threw at him whenever we spoke.

Now, I provide just enough information to let the client know that I have some authority as a copy writer. Then, I shut up.

2. Take it personally.

This is a tough one. When I write something – anything – it’s my baby. I think it’s perfect, so when a client comes back asking for revisions I used to take it as a personal affront.

Over the years, I’ve been able to separate my self-esteem from my work. I know it’s good. But if the client wants to make it worse, s/he gets what s/he wants. I don’t debate clients any more. I tell them that I think they’re making a mistake, I tell them why I think they’re making a mistake, then I write that “Black is white” because that’s what the client wants. I get paid to deliver what the client wants, good, bad, or indifferent.

3. Put your interests before those of the client.

Another sure fire means of driving clients to distraction.

There are days that, as writers, we’re more productive than others. Days when we feel like writing and days when every word is a struggle. Clients don’t care. They want their copy. NOW. So, even when the muse isn’t perched on my shoulder, I write. And I put the interests of my clients before my own. I deliver what was promised and I deliver it before the deadline.

4. Lose steam.

This happens a lot.

There’s always excitement and renewed interest when a new client comes along. But after a few weeks of writing about beekeeping, it gets kinda boring. And after a few more weeks, it gets to be work.

It may be difficult to stay enthusiastic after writing about beekeeping for two or three years, and as a result the quality of your writing slips. Can’t let that happen.

You’re the creative one so find new ways of approaching the beekeeping issues of the day. If you stay interested, your writing will be interesting. Oh, and your clients will stay in place and ask for more.

5. Ignore the client.

You may have eight projects all moving forward simultaneously, though at different stages. It’s common to work on the latest project to come through and let some of those older assignments collect dust.

Clients want to think that they’re the most important client you have. Pick up the telephone, drop an email, meet for lunch, connect on social media sites. In other words, pay attention to all clients and they’ll pay attention to you – with a check. That’s always nice.

6. Miss a deadline.

It’s happened, but only a couple of times. One time I came down with the flu from hell and was unable to work for a week. I dropped the ball, missed a deadline and lost the client.

I never blamed her for dropping me, even though I was on death’s door for a few days. I never even brought up the flu. Clients don’t care about your problems. They care about results, even when the flu has you bed-ridden.

7. Accept project creep.

It starts with a simple request. “Would you mind adding a short auto-responder to the list?” Of course, no problem.

Then, it’s another request and another and finally, you’re doing keyword research and making $3.00 an hour. At this point, it’s tough to put on the brakes since you’ve been so accommodating thus far.

Say “no” as soon as that first request comes in. Let the client know that your time is valuable, your experience and knowledge have value. Simply explain that this is your livelihood and you have to put your time to the most productive use.

Reasonable clients (there are some) will accept this and respect you for your courteous professionalism. And the cranks who think you’re holding back are clients you can afford to lose. They’re time wasters.

Today, I’m older, wiser and have a nice group of clients with whom I’ve built friendships. Most importantly, I’ve learned when to shut up and when to speak, when to accept and when to push back.

It’s a lot more fun and profitable working this way.

editor@webwordslinger.com

“What’s In It For Me?” That’s All Site Visitors Want To Know

“What’s In It For Me?”

That’s All Site Visitors Want To Know

As a site designer, SEO, copywriter or some other someone working in the web world, chances are you have clients – clients who have objectives.

Some want to sell something, or lots of different things. Some want opt-ins for a FREE special report. Others want visitors to subscribe to their insightful newsletters or fill out a form. These are the objectives of the site owner – your client and person with the checkbook.

Naturally, these clients want their sites to meet their objectives. If the client is selling a vitamin supplement, her objective is to sell more jars of the product. If the author of a newsletter on precious metals publishes an “insider’s report,” he wants more subscribers.

If the site is soliciting donations, the objective is obvious – more donors, repeat donors, generous donors. Therefore, the site copy on the home page and landing pages is usually written to meet the objectives of the site owner and not the site visitor.

And the fact is, the objectives of site owners and visitors are distinct and, at times, even contradictory. The fact is that site visitors don’t give a whit about your clients, their web sites, their problems or their clever turn of a phrase. They want the answer to one very simple question:

What’s in it for me?

Let’s look at a couple of examples of site text with snarky, visitor comments inserted:

Acme Pest Control is a family-owned business (who cares, I got bugs) with deep roots in the Tri-City Area. (I said I don’t care. Bugs are eating my house.) We offer a variety of services to manage your pest problems (Can you get rid of my bugs?) safely, effectively and completely. (Umm, okay.)

We offer the latest in pest control technology (Huh?) and we guarantee our work. (OK, that part’s good.)

Out technicians are trained in the latest pest control technology, they’re certified and they’re friendly. (I don’t care if he looks like Quasimodo, I just want somebody so get rid of termites. Now.)

That little snippet of text is all about Acme Pest Control and closing another sale. Naturally, that’s the company’s objective, but it’s not necessarily the site visitor’s objective, which is to find a solution to a termite problem.

So, posture the text to meet the objectives of the visitor, NOT the site owner.

Got bug problems? (Why, yes, yes I do.) Want to get rid of them today? (That’d be great?) Want to keep your family and pets safe? (Well, of course. I hadn’t even thought of that.)

Tired of calling around trying to find a solution to your pest problems? (Oh, man, I’m so tired. Can you help?) We solve all of your pest problems quickly, safely and now. (How do I reach you?) You want to solve a pest problem, call us at (123) 555-1234. (I’m dialing, I’m dialing!)

We’ll be there today to help you. Guaranteed. (“Hello, Acme Pest Control…”)

In this case, the site text isn’t about the company (your client) it’s all about the visitor – solving their problems and serving their needs.

Unfortunately, even gigantic, global conglomerates use site text that’s designed to meet their global conglomerate objectives, not the objectives of the site visitor. I’ll bet you 99.9% of all 122 million web sites are designed to meet the site owner’s objectives. And that’s why so many sites crash and burn.

It’s blunt but true: site visitors don’t care about you, your site, your corporate history or you cool new headquarters. Those are the objectives of the site owners – to brag a little bit and “sell” the site visitor.

Forget selling. Provide solutions in your site text, focus on the visitors objectives not your objectives or the client’s objectives (this may take a little explanation and diplomacy on your part) but the results will be there in higher conversion ratios.

Don’t design a site to meet the site owner’s objectives. They’re different from the objectives of site visitors. Instead, write copy the simplifies achieving visitor’s goals and the site will convert, the client will make money and parades will be scheduled in you honor.

Stop by the web site. Who knows? I may be the copy writer you've been looking for. See you over at www.webwordslinger.com. Let's talk.

10 Words and Phrases That Have to Go

Fingernails On a Blackboard

Like most web copywriters I spend more time in the 2-D world than in the 3-D world, aka The Matrix. So I see a ton of horrible (and I mean horrible) writing posted on big and small websites.

Now, I’m not a member of the grammar police and chills don’t run down my spine when a sentence ends with a preposition. But, folks, there are some words and phrases that are like fingernails on a blackboard.

So, my top 10 copywriters’ crutches that should never, ever be used again.

10. FOR FREE!!!! It’s not the word. There are two problems. First is the use of the word ‘FOR’. It’s not FOR FREE. It’s just FREE!!! The second problem is the formatting. Copywriters generate enthusiasm through the use of exclamation points – the more the better!!!!!!!! (Do you feel more excited?)

9. Absolutely Free. A variation on the above. It’s either free or it’s not. Absolutely free is akin to ‘somewhat pregnant’. You either are or you’re not.

8. As we speak. This annoying phrase began to pick up steam with mainstream media during ’07 and now is in common usage. Couldn’t you just say ‘now’.

7. Leading edge and variants: cutting edge, bleeding edge, ahead of the curve, et al. Come on, everything can’t be leading edge.

6. Amazing, which can be tied to any number of words: Amazing Product, Amazing Results, Amazing, SECRET Formula. Ummm, I don’t care how good it is, hand cream is NOT amazing. World peace would be amazing.

5. Discover, which is grossly overused by web writers because it sounds better than ‘learn’. What would you rather do? Learn the Secrets of Investing Success or Discover the Secrets of Investing Success. Discover has the whiff of adventure.

4. Best Business Practices. This utterly meaningless phrase appears on a lot of coaching and consultant websites. What the hell are best business practices? Same for ‘Reputation Management’, ‘C-Level’ and ‘outside the box’. Biz babble.

3. Completely Unique. Please see #9 above. It’s either unique or it’s not. This one is everywhere and it’s usually FOR FREE!!!!!

2. “Who Else Wants To Make A Million Bucks Before Supper!!!!! The bane of every copywriter’s existence – the long form, Dan Kennedy sales letter. Page after page of endless hype, changing type fonts and “testimonials” from Delores M., Los Angeles. Yeah, try to track down Delores to verify the veracity of her endorsement. Good luck, suckers.

And finally, the absolute must-delete phrase is:

1. At this point in time. It’s either “at this point” or “at this time.” Redundantly redundant and intended to, somehow convey importance. All it conveys to me is smiles at some other hack using this brain-piercing, ear-poking phrase. 

Hey, stop by the web site for contact information. I promise not to use any of these painful cliches in your copy. See you at www.webwordslinger.com