“How to Craft a Blog that Attracts Customers and Converts Like Crazy” plus 2 more |  |
- How to Craft a Blog that Attracts Customers and Converts Like Crazy
- Hypnotic Writing | 5 Effective Strategies To Put Your Reader In A Trance.
- The 5 Step Voyage of Creating Awesome Content
| How to Craft a Blog that Attracts Customers and Converts Like Crazy Posted: 09 Sep 2014 09:54 AM PDT This is a guest contribution from entrepreneur Natalie Sisson. So, you want to turn your blog into an online business? Congratulations, so does every other person with wifi. Now, I don't mean to to bust your buns right off the get go, but if I'm being honest (and I always am!) then you need to know one thing: A blog that doesn't make money is a hobby, and a hobby is not a business. The truth is, many of us don't know what we're doing when we're first starting out online. Learning how to create a website, identify your ideal customer and convert them into sales will be a process, one that I am here to help you with though. First things first; when you think of your website does it make you proud? If you are uncomfortable sharing your url with friends and family because it looks horrendous, then chances are your audience will be thinking the same thing. Have you ever heard the theory that when shopping, if you hold an item for 10 seconds or longer you are more likely to buy? Well, the same principle goes for websites, but you have far less time to convert them – you have four seconds, to be exact. A lot can happen in four seconds, which is why you need to make the most of it. If your viewer can't find what they're looking for, then they will surely go elsewhere. So how do you grab their attention and keep them on your site? It all starts by building a connection. Every great relationship revolves around feeling a fundamental connection between two people. In this case, you need to build the foundation between your website and your audience. One of the best ways you can do this is to ask yourself what the primary goal of your website is. Since your website is a platform to introduce yourself and your products to the world, knowing exactly what you mean to sell or achieve from having the site will help you target the ideal target audience. The easiest way to convey this message is by creating a crisp, clear homepage. Your homepage is basically a landing page for any and all visitors. It will be the first thing they see, so capture them in those four quick seconds. A few key tricks for ensuring a stellar home page is to:
Now, to really start converting your audience you're going to want to check off these next five steps from your to-do list. 1. Determine what it is you are sellingWhat do you feel jazzed about making money from? Whether it's a product or a service you are are going to want to make this particular item forefront on your homepage. Many people make the mistake of offering several different service on their homepage and it only confuses their visitor. For example, if you really wanted to sell business coaching, but offered website design coaching and business coaching on your homepage, how would they know which to choose? Besides the fact that these two products sound beyond similar, why would you offer something you aren't keen on doing yourself? Take away the option by simply promoting one service on you homepage. 2. Keep it cleanSome people just don't know when to call it quits when it comes to web design. If you've ever happened across a site that seems to be hoarding widgets, images, links and more, then you know how unappealing and distracting that is to the eye. Too much distraction will confuse and deter your visitor from becoming a sale. So here's what you should do: Are you starting to see a pattern here? 3. Implement a sales funnelYour sales funnel should start on your homepage. That little chunk of screen you see when you land (referred to as 'above the fold') there should contain everything you need to compel your visitor to buy what you are selling. Using your best copy, image, video or what-have-you to convey the many benefits of your product should all be visible here. To further resonate with your audience, feel free to direct them to your About page so they can get to know you and strengthen your bond together. 4. Make buying simpleYou may have convinced them to buy, but if you make it difficult to pay that is a surefire way to lose a sale. The easiest way to rectify this situation is to have a “buy now” option on your landing page; and be sure to make them feel safe when buying from you. To do that make sure you use and advertise a secure shopping cart option, like Paypal. A money back guarantee always helps solidify the sale as well. 5. Make sure your new landing page is workingI have no doubt that if you managed to follow the first four steps you will have created one heck of a landing page. Now that it's there, it's time to find out if it's converting, which is where analytics comes in.
You don't need to be a geek to be able to read this data. For example, if you're traffic is mainly mobile then make sure that you are using a mobile-optimized web theme. On the other hand, if your visitors continually exit on your product sales page, it's time to think about doing a redesign. With these five strategies, there is no doubt in my mind that you will be able to turn your current website into a cash converting sales machine. Now tell me; what is the biggest change you need to make to your website after learning these steps? Share your thoughts and progress in the comment section. Natalie Sisson is a Kiwi entrepreneur and adventurer who shares creative ways to run a business from anywhere. To start your very own lifestyle online business be sure to check out her new program, The Freedom Plan. And don’t be shy, – drop her a line on Twitter or Facebook. Originally at: Blog Tips at ProBlogger     |
| Hypnotic Writing | 5 Effective Strategies To Put Your Reader In A Trance. Posted: 08 Sep 2014 09:30 AM PDT This is a guest contribution from Thai Nguyen of Wantrepreneur Journey. You are getting sleepy…very sleepy… That’s typically what comes to mind when you think of hypnosis—a stage show with some unfortunate soul doing the chicken-dance. However, those who practice hypnosis are quick to give a proper explanation. Here's the textbook definition: The induction of a state of consciousness in which a person becomes highly responsive to suggestion or direction. We enter into hypnotic states on a daily basis; completely absorbed in an activity and losing track of time. It happens when you drive, when you watch movies, and—when you read. Hypnosis feeds off the psychosomatic power of words. An intriguing study in Malcolm Gladwell's Blink highlights the mind-body relationship inherent in words. Subjects were lead into a room, asked to describe how they felt. Then, they were told to read a list of words: "worried," "Florida," "old," "lonely," "grey," "sentimental," "bingo," "withdraw," "forgetful," "retired," "wrinkle." Afterward, subjects not only described feeling slow and sluggish, but physically walked out of the room slower than when they entered. In psychology, it's referred to as Priming, in hypnosis it's synonymous with "embedding a command." This fascinating link between words and physiology is often exploited by the advertising and marketing industries. Words are carefully crafted to evoke powerful emotions and a state of higher suggestibility. Exploitation occurs because something is so effective. That effectiveness can certainly be applied to the article you’re about to write. As you write, here are five hypnotic strategies to put into place:1. Poetic MeterEver wondered why Shakespeare's work is so mesmerising? He uses iambic pentameter heavily throughout his plays and sonnets. Pentameters indicate the rhythm of spoken words; iambic being the most common in English poetry. The rhythm of poetry captures us, and can be applied to writing. Think of the da-DUM rhythm of the heartbeat and the tic-TOCK of a clock. The unstressed syllable followed by the stressed syllable is the iambic pentameter. It's not only our feet, but also our minds that cannot help tapping to the beat. Here's the first line of Shakespeare's 12th Sonnet: When I / do COUNT / the CLOCK / that TELLS / the TIME Let's be clear, this isn't a challenge to try and turn all your articles in poetic pieces, but if you are able to bring more of a rhythmic and poetic flow to your writing, you'll certainly be more engaging. 2. Active Voice VS. Passive VoiceResearch and academic writing is general done with the passive voice—hence they're so tedious to read. The focus is always placed on object—the evidence, findings, and results, rather than the subject—the person doing the research. Hypnotic writing is all about the subject; always use the present active voice when structuring your subject and verbs. The "now" engages people much more than the past or future. Notice the difference between: The brakes were slammed on by Stacey at the red lights. and, Stacey slammed on the brakes at the red lights. 3. Personal StoriesEverybody loves movies. Great stories are universal across all cultures because they allow for human empathy. When you share a personal story or experience in your articles, people respond with, "Oh yeah, I remember when that happened to me!" Or they can at least imagine what that’d be like. A story brings you into a different setting. You're suddenly detached from sitting on a chair and looking at your laptop to immersed in the scenario presented. Studies show that when we engage our imagination, the lines between what's mentally constructed and what is real gets very blurry. A person who imagines practicing piano experiences similar neurological effect as one who physically does. Use stories in your writing to activate your reader's imagination and immerse them into hypnotic experience. Simply starting off a sentence with "Imagine…" will get the ball rolling. 4. "You." Yes, You."You" makes readers feel as though your article is directly speaking to them. Although you’re writing articles in hope of having it read by millions, you certainly don't want to sound that broard and generalised. That create a canyon of disconnect. You want to sound as though you're having a personal one-on-one conversation with your reader. There's a psychological principle called the Fundamental Attribution Error—you'll be furious and disgusted when you see someone texting and driving, but oh-so forgiving as you drive and text away. Our critical factors are on high alert when we analyse others, but take a break when we analyse ourselves. If you write as though addressing a broad audience, you'll have to fight through the critical factor, the more you are able to be personal, the more engaged your uncritical reader will be. 5. Explanations."Why is that so?" "Because" is your key word here. Humans have curiosity hardwired into us, we're always searching for answers and justification. Addressing problems and creating curiosity in your writing is crucial, but even more so is providing a resolution and explanation. The classic "Xerox copy" study by Harvard psychologist Ellen Langer demonstrated the power of simply giving an explanation. The set-up was a student attempting to cut in line for the copier: In the first scenario, she asked “Excuse me, I have five pages. May I use the Xerox machine?” 60% allowed her to cut-in line. The second scenario was more specific and asked, “Excuse me, I have five pages. May I use the Xerox machine because I’m in a rush?” The numbers shot up to 94%. The third scenario is the most surprising: “Excuse me, I have five pages. May I use the Xerox machine because I have to make some copies?” The numbers stayed about the same at 93% even with a redundant and ridiculous explanation. A well written and hypnotic lead-in will create enough momentum for the reader to come to a climactic "Why?" But as the study shows, we're profoundly responsive to explanations, and not presenting an explanation is like switching off a movie before the big ending. The power of words to evoke positive change motivates Thai to write. Previously a professional chef and international athlete, he's now somewhere in the world with a backpack, MacBook, and a story to share. You can follow his work at The Utopian Life, Facebook or Twitter. Originally at: Blog Tips at ProBlogger     |
| The 5 Step Voyage of Creating Awesome Content Posted: 07 Sep 2014 09:36 AM PDT  Image via Flickr user na.harii. This is a guest contribution from James Scherer. Do you struggle for content inspiration? Do you feel like every article you write is exactly like another you've already written or read? You're falling victim to content stagnation, and it's something we all deal with. Perhaps you need a refresher, a reminder, or just someone to give you a few new ideas - a nudge along the way. This article will give a full look at how to encourage and capture readership, optimize for action and engagement, and get the most out of your content – the full gamut of content marketing best practice. I'll refocus you on the five steps that you need to take to create interesting content that get shares, comments, engagement and loyal readers as well as content that generates leads. Let's make sure you're doing this content creation thing right.
Step #1 to Creating Awesome Content: Grab their AttentionI wish I could tell you that the title of your content doesn't matter anymore, that your content's readers, visitors, viewers and listeners have grown more discerning in the past couple years and now it's all about the quality of your content: the expertise, experience and analysis you throw painstakingly into each and every article, podcast, video and presentation. Unfortunately, I can't do that for you. Your content's title is hugely important to its success – not just because of search optimization but for clickability, shareability and engage-ability. Without a title that snaps, grabs the eye, intrigues, frustrates, scares or humors, your content will fall flat on its face, no matter that it's the second coming of Gangnam Style. Content Title Formulas that Work:
Step #2 to Creating Awesome Content: Optimize for More than SEOIt's taken me a bit too long to accept this fact, but fact it is nonetheless: SEO is antiquated and incomplete, a universal term of use we should steer away from. Let me back that up, because I hear some of our SEO readers sharpening their pitchforks and lighting their torches. Optimizing your content for search is still hugely important, but we should stop using it as an umbrella phrase when what we actually mean is optimizing for readership, engagement and conversion. Optimizing your Content for Readership:This is the general SEO stuff: the strategies we implement to get our content to the top of the front page of Google.
Optimizing your Content for Engagement:Content engagement, also known as social shares and comments, is not only important because of the Hummingbird Algorithm (Google's update to SEO a year ago that placed more importance on social endorsements) but because the more your content is shared, the more readers you have. Duh!
Optimizing your Content for Conversion:We're blogging for business here, not musing about the trials and tribulations of maternity (unless you are… In which case you still need to be optimizing your content for conversion!) Think about it, is there any real point in your article being at the top of Google's search results or having a million readers a week if nobody's acting on your CTA buttons, downloading your ebooks, registering for a free trial or subscribing to your email list? No. No there's not. Here are a few ways you can optimize your content for a real-world conversion (something that helps your business in a concrete, measurable way):
Step #3 to Creating Awesome Content: Format Your Article IntelligentlyThe longer you can keep a reader looking at your page, the less likely they are to leave it, the more likely they are to share it, and the more likely they are to convert on one of your "Asks" spread across your optimized blog. Your title, hook and introduction get them to stay for the first 10 seconds (the most crucial section of your article as, if they stay for more than 10 seconds, the chance of them leaving drops like a rock): Beyond those first ten seconds, your articles (or podcasts or webinars) needs to be structured to encourage readers to stick with it and stay engaged. Here are a few best practices that will help you do that:
Step #4 to Creating Awesome Content: Incorporate Awesome ImagesArticles with images are shared twice as much as those without. But I'd like to emphasize that it's not just any image that encourages a share or keeps a reader scrolling. You have to be using awesome images. Put time into original image content (even if you're just drawing over and citing someone else's pie chart). Put time into getting to know PhotoShop, GIMP, even Google Drawings or Presentations. For instance, I made this with the Google Presentation tool in about 6 minutes: I know. It's awesome. Images not only encourage social sharing, communicate data and statistics quickly and grab the eye of the reader, they also humanize your business and make your articles more visually appealing and scrollable. When used badly, however, they can cause your readers to go elsewhere, your articles to flop socially, and your authority to decrease significantly. Stock images, for instance, are increasingly recognizable for what they are. As a result, they're increasingly becoming one of the chief causes of a page bounce: I mean, c'mon:
And don't force an image. They should always serve a purpose (as "teamwork" rarely, if ever, would above). Instead, communicate the stuff that adds to the value of your article (statistics, case studies, industry report findings, etc) in a visually appealing way.
Step #5 to Creating Awesome Content: Be UniqueContent audiences (the people that listen, read and watch your content) are fickle creatures. They're skim-readers, hyped up on coffee with not enough time on their hands and an urgent desire to, essentially, channel-surf content. Channel surfing is actually a pretty solid analogy now that I think about it. Your content audience is like a TV watcher before we had Netflix: sitting slouched on their couch hitting the "up" button on their remote control, searching for something they haven't seen before. More often than not they're disappointed (as your "10 Marketing Best Practices You Haven't Seen Before" article is a blatant lie). But sometimes they land on your article, give it the standard three seconds, and decide they'll put the remote control down on the couch, cross their arms, and watch. But how do you ensure your content engages your reader more than the other 100,000 shows on TV right now? Tell a Story:People like content relevant to them. Even more than that they like content relevant to them written by an author recognizable to them with a story they can relate to. The more like your reader you can be, the better your content will be. That's not to say you don't have to tie your story into genuine, professional analysis of changes or best practices in your sector – but make it interesting and make it recognizable. Be Honest:Transparency in marketing is becoming best practice (just look at Buffer if you want to know what I'm talking about). It's about being an open, honest, modern company – a company that plays foil to the murky, underground goings-on of multinational corporate giants or the federal government. Consider articles entitled something like:
Be Yourself:What is it about you as a content creator that sets you above your competitors. Is it your ability to pump out content, your silky-smooth podcast voice, or your never-ending anecdotes that entertain and educate? Increasingly your content audience is looking for something to differentiate you (and your content) from that of your competitors. It's like when applying for university or a job: readers are receiving thousands of applications every day and they're struggling to separate the wheat from the chaff. Here's what I recommend: make your application bright pink, printed on poster paper, covered in golden glitter, or make it a pop-up book. Do something that sets you apart. A few recommendations to set your content apart:
Or, honestly, just get creative every once in a while (I'm not talking about every single article) but test adding personality to your content periodically to see what kind of return you get. ConclusionHopefully that's given you a refresher course (or even an educational one) on how to optimize your content for readership, engagement and loyalty. Content marketing is officially (there's no arguing anymore) the best way to increase your business' online profile, generate leads and ensure brand authority. It can be a challenge though, don't get me wrong. My main recommendation for creating content that snaps, crackles and pops is to put time into how you start your article. Focus on finding the right topic, the right title, the right structure and the right way to make it different. Then start writing.
Originally at: Blog Tips at ProBlogger     |
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