Tag: writing

  • The Easy, No-Fail Formula for Awesome Blog Post Ideas

    The Easy, No-Fail Formula for Awesome Blog Post Ideas

    What’s the one question novelists hate more than any other?

    Well, I can’t speak for all novelists (especially since I’m not finished writing my own novel—yet), but one question certainly high up on that list would be, “Where do your ideas come from?”

    Fortunately, business bloggers should have an easier time answering this question. [Hint: There’s only one right answer if you’re blogging for your business.]

    Don’t have the answer? Let me help: Your best blog ideas come from your prospects and customers.

    Simple, right?

    [crickets chirping in the background…]

    No?

    Back to business blogging basics

    First, why are you blogging for your business?

    In one sentence, that reason should be, “To attract new customers and encourage your existing ones to continue doing business with you.”

    Forget talk about branding, thought leadership, active online presence, building community and similar marketing jargon. It all boils down to this one sentence:

    “Blog to attract new customers and encourage your existing ones to continue doing business with you.”

    And how can you do this? By giving them what they want.

    People who seek out your business do so because they have a problem to solve or need to fill. Your existing customers may have questions about or problems with your products or services—or they might want to learn more about how to better use what they’ve purchased from you. Maybe, they wish to buy more from you and want the opportunity to do so.

    Your blog is a prime opportunity to give them exactly what they want.

    But how do you discover what they want to see on your blog? If you don’t know what they want to read, how can you possibly write it?

    This is part you’ve probably been waiting for, the secret to a never-ending wellspring of killer blog post ideas:

    Let your prospects and customers tell you what they want!

    Go to your sales team (if you have one) and ask them what questions and objections they hear most frequently from prospects. Most of that feedback can be turned into blog posts and even expanded into whitepapers and ebooks.

    Similarly, go to customer service and ask about the common questions, complaints, problems and issues they receive regularly. Again, instant blog topics.

    This is the same information your potential customers are seeking to find on the web. Plus, your existing customers will appreciate how you anticipate their needs by blogging about issues important to them.

    No sales team or customer service department to ask? Not talking with enough prospects and customers yourself?

    Then go where your customer base is. Good customer-centric questions and discussions can be found on industry forums and LinkedIn discussion groups. Spend time searching relevant keywords and hashtags on Twitter to discover questions and issues raised by people seeking solutions.

    Look for recurring questions, issues and concerns, then address them in your blog posts.

    Spy on your competition

    Take a look at your competitors’ LinkedIn company pages to see what comments appear under their content postings. Likewise, look at competitors’ FaceBook and Google+ pages for prospect/customer interaction.

    If you competitors blog regularly, check out the comments on their blog posts. Keep searching more competitor blogs until you find active ones with plenty of comments. Subscribe to those blogs and keep tabs on new comments.

    Of course, there are more sources for prospect/customer feedback, but what I’ve mentioned above is a good starting point. Feel free to share your favorite sources in the comments below.

  • 7 Tips For Writing Irresistible Email Subject Lines

    7 Tips For Writing Irresistible Email Subject Lines

    Last week we explored what makes a kick-ass blog post headline. Closely related, but with their own challenges, are irresistible email subject lines.

    The challenge: Write an email subject line so urgent and compelling that it demands to be opened RIGHT NOW, while at the same time steering clear of SPAM filter triggers.

    Let’s get right into it!

    Personalize

    Inserting the recipient’s first name into the subject line improves email open rates. This is one of the reasons for requesting both the subscriber’s name and email address. Don’t worry about requesting first and last names separately; most email marketing platforms allow you to easily pull the first name, even when your list has nothing but full names (first and last together).

    Try to use the recipient’s name naturally, like this:

    Karl, your “13 Email Marketing Secrets” ebook is ready

    Shorten For Mobile

    Email is being read more frequently on mobile devices, especially phones. Actual statistics may vary, but most studies agree that mobile email opens are close to or exceeding opens on desktops and laptops. Mobile devices usually have smaller screens and will sometimes cut off longer headlines.

    Retention Science published the results of a study of email line lengths on March 4, 2014. This study analyzed 267 million emails sent across 543 campaigns over a recent six month period.

    Their findings? Subject lines of 6 to 10 words had the highest open rates.

    So get right to the point and cut all useless words.

    Use Popular Song Lyrics and Movie Titles

    Another finding from Retention Science proves that including popular movie titles and song lyrics in subject lines can boost opens by more than 10% for some markets. Their study analyzed 3.7 million emails across 22 campaigns.

    Make It Urgent

    Including the words “Urgent,” “Open Now,” “Critical,” and other words and phrases implying time sensitivity helps convey urgency and significantly increase email opens.

    Just be careful how you use them and avoid exclamation points to prevent your email from being flagged as SPAM. Never use multiple exclamation points!!!!!!

    Provoke Curiosity

    Create curiosity by using a provocative statement or question in your subject line, one that simply begs your recipient to open the email to discover the answer.

    Karl, do you suffer from this embarrassing problem?

    9 of 10 marketers make this common (& expensive) mistake

    Always Avoid These Mistakes

    • Never use all caps.
    • Avoid the word “free” and don’t embarrass yourself by using camouflaged versions, like FR*EE.
    • Never hit “Send” until you’ve checked for misspellings and typos.
    • Drop unnecessary punctuation. You don’t need a period at the end of a subject line. And avoid exclamation points. Question marks are fine if you’re asking a question.

    Finally—Test, Test, Test!

    Many email marketing platforms allow for A/B split testing of subject lines. Run different subject lines and variations against each other and learn what performs best for your lists. Never assume you know what will work—test it!

  • How to Write Kick-Ass Blog Headlines

    How to Write Kick-Ass Blog Headlines

    A powerful headline is more than a sexy phrase or sentence. It’s the hardest working collection of words in your entire blog post or article. Think of your headline as the gateway to your article.

    But, before we get into what goes into writing a powerful headline. I’d like to offer some advice: Write your blog post first and save the headline for later.

    An easy way to vapor-lock your brain with writer’s block is to obsess on the headline before writing your article. If you’re uncomfortable writing a blog post without something up top pretending to be a headline, then go ahead and write a placeholder. Even something silly, like “The Blog Post about Writing Headlines,” will do just fine.

    Direct response copywriters (people who sell using only persuasive words on the page) usually leave the headline for last, because they know that nothing else they wrote matters if the reader never gets past the headline. So it needs to be perfect. In fact, many of these same copywriters force themselves to write more than 100 headlines before selecting the one they believe will most likely succeed (assuming they can’t perform an A/B split test, which is hard to do with a blog post).

    Am I suggesting you write 100 blog post headlines? No, but you get the point (I hope). Now, back to the basics of what every strong headline needs.

    Put Your Topic In Your Headline (Yeah, it’s that simple)

    Otherwise, what’s the point? This is the promise or contract you make with your potential reader, as in “Here’s a blog post about writing headlines.” That potential reader will reasonably assume that they will see an article about writing headlines if they click the link.

    If you attempt to be cute and serve up an article that isn’t about writing headlines, then your reader will feel deceived, leave your site immediately, never share your content, never subscribe and—most importantly—never become a customer.

    Ideally, your headline should incorporate the primary keyword phrase that relates to your topic. Including your primary keyword phrase isn’t always possible, but give it a shot.

    Remember, your headline is often the first—and sometimes only—piece of content a potential reader will see in search engine results or on social media. So make your topic obvious.

    Use Specifics To Strengthen Your Promise and Draw Them In

    Okay, you now have your topic, but are you providing enough specifics so your potential reader can decide if they want to spend time with your content?

    What title sounds more appealing to you?

    Some Thoughts about Blog Post Headlines

    or

    How to Write Kick-Ass Blog Headlines

    “How to” implies useful, actionable information, as opposed to philosophical musings about the nature of headlines.

    Even better (if my blog post was structured this way):

    8 Tips for Writing Kick-Ass Blog Headlines

    In copywriting, specific numbers are your friend. “8 Tips” elaborates on your promise to provide useful information about writing headlines by the very fact you are giving your reader 8 tips.

    Specificity builds credibility.

    A weaker headline would be the vague and non-committal “Some Tips for Writing Kick-Ass Blog Headlines.”

    Grab Attention With Sexy Headlines

    Now, more than ever, your content is competing against a tsunami of content, all fighting for your audience’s eyeballs.

    The sexier you make your headline, the more people will read and share it. Strangely enough, people will often share a piece of content with a sexy title without even reading it first, simply because the headline sounds cool or provocative.

    So, what makes a headline sexy?

    The best headlines

    • Offer something desirable. (The Complete Formula For Creating Killer Offers)
    • Tease, arousing curiosity. (Double Your Traffic With This 5-Minute Trick)
    • Provoke, shock and challenge—and sometimes piss people off. (Content Marketing Is Dead)
    • Play against expectations. (Triple Your Leads By Writing Fewer Blog Posts)
    • Play off familiar or popular subjects. (Inbound Marketing’s Hogwarts Is Now In Session)
    • Use edgy language. (Why Your Blog Posts Suck)
    • Have fun and generate smiles. (Never Post Content While Drunk: A True Story)
    • NEVER, EVER use weak language, make vague promises or evoke a bored “so what?” response.

    If you want examples of sexy headlines, check out the covers of Cosmopolitan magazine and The National Enquirer. You might not be a fan of these publications, but the story headlines jump out at you.

    Keep It Tight And Punch It Up

    Cut all excess verbiage, use strong, active verbs when possible, and employ visual, compelling words that jump off the page.

    Here’s my first stab at one of the sample headlines I used above:

    The 5-Minute Trick You Can Use to Double Your Traffic

    “Can Use” is a weak verb choice, especially when I have a perfectly good verb available with “Double.”

    A little cutting and mixing yields:

    Double Your Website Traffic With This 5-Minute Trick

    It’s shorter and I managed to incorporate a better keyword phrase of “Website Traffic.”

    Deliver on Your Promise

    Finally, make sure your blog post delivers on the promise of your headline. Never over-promise on your headline and under-deliver on your blog post itself.

    Your blog post should be relevant to your headline and contain everything promised by the headline.

    Fail to deliver, and you’ve lost a reader, an advocate, and possibly a customer.

    Don’t Let Google Slash Your Headline

    Back in my days as a direct response (DR) copywriter, before SEO and Tweets chopped headlines into bite-sized morsels, a headline could run several lines long. One of veteran DR copywriter John Carlton’s most successful headlines from a golf info product website has 28 words and more than 170 characters:

    Amazing Secret Discovered By One-Legged Golfer Adds 50 Yards To Your Drives, Eliminates Hooks and Slices… And Can Slash Up To 10 Strokes From Your Game Almost Overnight!

    But, Google, Bing, Yahoo and the other search engines now cut off page titles at 70 characters (your headline for a blog post would usually be your page title).

    If John Carlton’s monster classic were a blog post headline, it would appear in the search engine results as

    Amazing Secret Discovered By One-Legged Golfer Adds 50 Yards To Your

    That’s it. All the impact is gone—gutted. So limit your blog post headlines to 70 characters or less.

     

    Writing headlines is a topic I’ve barely begun to touch with this blog post and I plan to visit it again in future posts. (In other words, it’s bedtime for me.)

    Please share your favorite headline resources in the comments below.

     

  • 10 Ways Bloggers Can Beat Writer’s Block

    10 Ways Bloggers Can Beat Writer’s Block

    Having trouble writing your blog posts or getting started on that ebook? Tired of staring at a blank screen while feeling frustrated, embarrassed or guilty that the words won’t come?

    It doesn’t matter whether you’re writing a blog post or a novel, writer’s block can stop you dead in your tracks.

    Here are a few suggestions to blast through writer’s block and make your writing easier and maybe even downright enjoyable.

    #1 Unplug from Distractions

    Turn off the phone and stay away from email, chats, Twitter, Facebook, etc.

    Better yet, go offline altogether and use old-fashioned paper and a pen or pencil. Some people (and I’m one of them) find that writing with a fountain pen and good quality paper puts you in a writing frame of mind. (Rhodia and Clairefontaine are two premium brands of notebooks/pads with wonderfully smooth, fountain-pen-friendly paper. Black n’ Red notebooks also have good paper and are easy to find at office superstores.) For fountain pens, you can choose among thousands of models of modern and vintage pens. To get a hint of what’s available, you can take a peek at my own pen classifieds website I run for fountain pen collectors. Pens can also be found on eBay and plenty of pen info is available on Fountain Pen Network, Fountain Pen Geeks, and other pen collector websites.

    If you prefer writing on a computer, but have trouble avoiding distractions, consider using minimalist writing software designed to block out distractions, including toolbars, alerts and even your computer’s OS interface. My favorite is a program called Scrivener (for Mac and Windows). It has a Full Screen mode that hides the Scrivener toolbar and the Windows taskbar. Other minimalist writing software includes Ommwriter (for Mac and Windows), ZenWriter (for Windows), FocusWriter (for Mac, Windows, and Linux), and WriteMonkey (for Windows)

    Writing demands focus and isn’t a job you should attempt while so-called multitasking. Our brains simply weren’t built for multitasking. So help your brain and focus only on the task at hand—putting ideas into words. Everything else can wait until your writing session is over.

    If you’d like to read more about why online distractions and attempts at multi-tasking are highly disruptive to reading and writing, check out one of my favorite books on the subject (and one that I feel every online marketer should read): The Shallows: What the Internet Is Doing to Our Brains, by Nicholas Carr.

    #2 Cultivate New Writing Habits

    This one is important for anyone with the goal of producing content on demand. It’s also the best way of permanently eliminating writer’s block.

    Set aside a time of day when you’re least likely to face distractions. You only need half hour to an hour of regular, dedicated writing time. Research and editing can wait for later. This should be the same time every day for all 5 weekdays (and weekends, too, if you’re the kind of person who needs consistency in your schedule). Early mornings are usually best (before anyone else in your household is awake), unless you’re a night owl and can’t possible rouse yourself in the morning.

    Next, pick a place to write. Ideally, this will be a quite location in your home where you can block out distractions. Having a room with a door is a huge plus.

    Now develop a sacred writing ritual:

    • Clear your mind and focus only on writing.
    • Skip checking text messages and email until your writing session is over, so you don’t have distracting thoughts on your mind.
    • Make sure your family knows to leave you alone while you are writing. Close the door to your office, if possible. Lock it, if necessary.
    • Write for the entire session. If you finish a piece of writing before the end of your session, switch to an unfinished project or start a new one.

    Do this for at least two weeks and you’ll be able to write on demand as soon as you begin your session because you’ve developed the habit of writing.

    #3 Quit Writing for Deadlines (i.e., Stop Procrastinating)

    I’m a major procrastinator and it’s a terrible habit I’m working to break.

    Sure, many people (myself included) use deadlines as a motivator to finally sit down and start writing. But the adrenaline rush from racing against a deadline that might have carried you through school will work against you in real life.

    Instead, change your approach. Start viewing your writing as an ongoing process, not as set activity with a fixed deadline. Write your ideas as they occur to you (in fragments, bullet points, or even entire blocks of text) in a journal or use online tools like Evernote.

    Then go back and flesh them out into completed pieces.

    #4 Forget the Rules You Learned In School

    If you’re new to writing for an online audience, here’s the best tip you’ll ever get: Forget what you learned in school about writing.

    No one but your teachers (and maybe your parents) ever read your term papers. Let’s face it, they were boring to read and probably boring for you to write.

    Write the way you speak, but with enough structure so what you write makes sense to your reader. Keep your sentences short and limit paragraphs to about three sentences. You have my permission to use sentence fragments and end on a preposition. And use contractions like don’t, you’re, it’s, etc., to avoid writing that sounds stilted.

    You want your writing to flow from one word to the next. And if skimping on proper grammar is what it takes for that to happen, then go for it.

    And here’s a basic tip for structuring articles and blog posts: Begin by telling your audience what you’re writing about, write it, then wrap up by reminding them what you just wrote.

    #5 Write for One Person, Not an Audience

    Writing a letter or email to a friend is easy, right? You’re sharing your thoughts and ideas with a single person who’s interested in what you have to say. And you say it directly, like you were having a conversation, without a lot of structured BS.

    Sounds easy? It is. Now write for your audience as if you were writing to an interested friend. Forget about writing for a crowd and focus only on one person. Talk to that one interested person.

    Your writing will get easier instantly.

    #6 Always Have Multiple Projects Going

    One of the best ways to avoid getting stuck on a writing project is to have a number of irons in the fire. If you hit a wall on one project, simply switch to another.

    #7 Try Free Writing

    Free writing is an exploratory process where you write ideas straight from your head, as fast as you can, without regard for grammar, sentence structure, or even punctuation. The goal is to spew the contents of your brain onto the page in all it’s messy, unformed glory. Somewhere in this verbose slop you will find kernels of useful ideas and maybe even some brilliant fragments you can use in their entirety.

    Most importantly, you’ll have raw material to start with, sometimes far more than you’d ever expected. You’ll also have loosened up your writing muscles.

    Free writing is often a good way to prepare for a writing session or break through a blockage. It’s like a warm up for your brain.

    In his book, Accidental Genius, Mark Levy explores how you can use free writing to tap into your subconscious, generating ideas and making connections that your conscious brain can’t through traditional structured writing and outlining.

    #8 Never Write and Edit at the Same Time

    Write now; edit later. Trying to edit while you’re writing is the best way to block yourself. Your internal editor is an anal retentive nag who’ll kill your writing momentum as surely as a bullet to the head.

    Writing is a creative, right-brained process and you don’t want to interrupt it. Editing, on the other hand, is far more technical and left-brained. So write when you’re in the zone and leave the editing for later.

    The same is true of research. Do your research when you’re planning your piece, not while you’re writing it. If you find you need more research while writing, skip that part and move on. When you’ve finished actively writing, go back and research what you missed.

    #9 Stop Trying to be Original

    If we’re being honest about original ideas, then I’ll be the first to admit that there’s nothing new under the sun. Every idea has been written about many, many times, and you’re not likely to write an article or blog post about an subject that is earth-shatteringly original.

    So stop trying. Ideas are not original, but how you present them is.

    Write about what you find interesting and useful and that your audience is likely to appreciate. Originality comes not from the ideas, but how you write about them in your own voice.

    #10 Keep It Simple

    You’re writing a blog post, not a doctoral dissertation.

    This is a problem I sometimes struggle with (like this blog post of 10 tips that has already exceeded 1600 words). I tend to dig deeper and deeper, including more material, until I feel that only a book-length work will even begin to do justice to my topic.

    Not a productive way to write a blog post or article.

    Pick one aspect of your subject (hopefully, the most interesting or useful aspect) and write about that. Better to narrow your focus and produce a concise and useful piece than to go too wide and burden yourself with an unplanned book—or writer’s block.

     This is only the tip of the iceberg when it come to writing tips. Maybe I’ll expand on these and add a few more for an ebook.

    What are your favorite tricks to break through writer’s block and make writing easier? Please share them in the comments.