Visit Us On Twitter Visit Us On Facebook Visit Us On GooglePlus Visit Us On Pinterest Visit Us On Youtube Visit Us On Linkedin
Call us: +27 11 466 0371

The Four Ps of Persuasive Copywriting

Posted by on Oct 26, 2009 in Copywriting | 2 comments

In order to create persuasive, compelling copy you need to have a concrete structure. Disorganised writing inhibits understanding, and without understanding, you’re not going to get a positive reception when you ask for action. There are plenty of accepted writing structures. One is the inverted pyramid that some journalists favor, which is fine if your goal is to allow the reader to leave mid-story, but not so good if you want people to stick around while you make the case for your call to action. A popular copywriting structure is AIDA (Attention, Interest, Desire, Action), which dates back to the early days of mass media advertising. AIDA is a useful framework, but it leaves some with too little understanding of what each element is intended to include. The 4 P Approach to Persuasion The 4 Ps structure consists of Promise, Picture, Proof, and Push in place of the four elements of AIDA. The 4 Ps provide more expansive elements than AIDA, which is why it’s a favorite of many top copywriters. 1. Promise The promise you make is designed to catch attention, but here you’re told how to catch attention, unlike AIDA. I’m sure we’ve all seen attempts to catch attention that we’re easily immune to, because it’s something ridiculous instead of beneficial. That beneficial promise is made with the headline, perhaps elaborated in an initial subhead, and carried over into your opening. This is the most important part of the piece, because if the reader stops here, it’s game over. This promise is “what’s in it for them.” Yes you want their attention, but the promise is the only reason the reader is willing to give it to you. 2. Picture Instead of the vague notion of “interest,” here we paint a vivid picture for the reader. You’re fleshing out the promise and beneficial payoff using vibrant descriptive language. One way to do this is to get the reader to imagine themselves enjoying the benefit or desired outcome. Then you get very specific about how your proposed solution or idea makes that benefit happen. The Picture phase suggests using storytelling (testimonials) and descriptive imagery as a way to hold the reader’s emotional interest while you assist them down the path to decision-making. It also keeps you focused on communicating the benefits associated with the features or facts that you need to get across. 3. Proof In the preceding portion of your copy, you’ve communicated the foundational information you want readers to accept in a brain-friendly manner. Now you’ve got to back it up with supporting proof. Statistics, studies, graphs, charts, third-party facts, testimonials, a demonstration that the features of your product deliver the benefits you’ve promised—these are all part of the Proof section of your piece. Now’s the time to play it straight and appeal to the reader’s logical mind to support the emotional triggers you pulled with the Picture. Rhetorical arguments and promotional pieces fail when Proof is missing or lacking in credibility. While your relationship with the reader hopefully carries trust and authority, asking people to accept your assertions without supporting evidence is an easy way for your writing to fail. 4. Push Now we come to the all-important action phase of the piece, which incorporates and expands desire. While “push” can carry a negative connotation,...

read more

Market and Measure on the World Wide Web

Posted by on Oct 23, 2009 in Online Marketing | 2 comments

Marketing and Measuring ROI On-line marketing has come of age and is rapidly becoming a dominant medium. Traditional business marketing is very specific, however when it comes to the Internet you are literally reaching the world. I guess that’s why they call it the World Wide Net! What are some of your options are if you are depending on foot traffic to your door. Networking is pretty much a necessary event in the normal course of business. We all need to netw

read more

3 Keys To Online Marketing Explained

Posted by on Oct 22, 2009 in Online Marketing | 0 comments

The three keys to any online marketing campaign are acquisition, conversion and retention. Acquisition focuses on generating traffic to your website. Conversion is the percentage of online visitors who take a desired action while retention entails the processes associated with maintaining relationships with your existing clients. 1. Ways of acquiring visitors to your website Search engine optimization – in simple terms, this is the process of making your website appear at the top of search engines for various keywords that are related to your products and services. If your website is properly optimized and appears on top of search engines like Google then you are most likely to acquire more visitors. Banner and text ads – This is a form of online advertising that entails putting an advertisement into targeted web pages. It is intended to attract traffic to a website by linking to the website of the advertiser. Banner ads can help you acquire a substantial number of visitors if they are placed on the right network of web pages. PPC – Pay per click (PPC) is an online advertising model in which advertisers pay their host (Google, Yahoo, MSN e.t.c.) only when their ads are clicked. This is an effective way of looking to acquire online traffic in the sense that only targeted people who are interested will click on your ads. Affiliate marketing – This is a revenue sharing agreement between a website owner and an online affiliate. The affiliate marketer purpose is to sell on behalf of the website owner or to direct visitors to a specific landing page or website. 2. Converting your online visitors This is the percentage of your online visitors who take a desired action. Examples of this desired action include buying online, downloads, signing up for a newsletter or membership. It is the dream of every online marketer to have a high conversion rate. However, conversion rates are determined by various factors which include the attractiveness of your landing page & the placement of call to actions within your landing page. Therefore to have high conversion rates it is essential to have well designed landing pages. 3. Retaining your online visitors Email marketing & Newsletters – If you send these on a regular basis then your recipients will be kept informed of any developments within your business. The other way to do this is by enabling automated blog feeds. Reward your visitors– It is essential to reward some of your most loyal website visitors. This will keep them coming back to your site in anticipation of getting rewarded...

read more

Misconceptions you might have about blogging

Posted by on Oct 22, 2009 in Blogging | 8 comments

Blogging has grown after the past 10 years to a tried and true marketing tool.  Blogging started as a simple experimentation – the same with most of the popular online trends today. Blogging has grown to a business necessity.  By having a blog for your company is most likely the easiest method to start engaging in social media.  Some even believe that blogging started the whole social media marketing craze even though it has been around for far longer than

read more

What Social Media Marketing is all about

Posted by on Oct 21, 2009 in Social Media Marketing | 4 comments

Trends on the web changes quite fast. What was considered good a couple of years ago (frames), is now considered old school.  Search engines change their algorithms frequently and it has become necessary to constantly research changes on the net and new trends.  Especcially if you are into internet marketing. Social Media Marketing (SMM) is at the forefront of internet marketing and it is quite an exciting trend to be part of.  It is a worldwide phenomena.  Soci

read more

Write Content with a Voice

Posted by on Oct 20, 2009 in Copywriting | 0 comments

Many people who publish their writings on the Internet lack the grammatical flair needed to keep a fleeting audience interested. In addition to this, a lot of the articles on the Internet are so heavily edited that any personality contained in the original draft has all but disappeared once the proofreaders and editors have had their way with it. In this post I suggest tips to keep your web copywriting clear, coherent, engaging and enjoyable. Web Content Writing Tip

read more

You, Social Networking and your business?

Posted by on Oct 19, 2009 in Social Media Marketing | 0 comments

Websites like Digg.com, Twitter, LinkedIn, Delicious, Mixx, Stumbleupon and others, are perfect to accelerate the quick promotion or your blog or website providing you have very strong content. First, you need to submit your content to those websites, by including a SEO optimised description and the users will rate the articles they like, hopefully sharing them. A large social site such as Digg.com, can bring you hundreds of visitors in a less than 48 hours. Social

read more

How To Have Successful Company Blogs And Forums On The Internet

Posted by on Oct 16, 2009 in Blogging | 0 comments

One of the easiest entries into online social media is through the creation and use of blogs and forums. Blogs and forums can create a channel through which you can communicate with your clients. The benefit of using blogs and forums is that they are usually simple to create and are a low cost approach to social media marketing. Here is how you can succeed in the use of blogs and forums; Making your company blog successful Use experienced writers with industry knowledge. Your blog posts should be written by individuals who have a full understanding of your products & services. Have an administrator – You should always have a blog moderator. An administrator will be responsible for the management of the blog e.g. approving and declining of comments. Hold Contests and giveaways – This is one good way of generating interest for your blog. Holding competitions can provide an incentive to your blog followers to talk about your business and frequently visit your blog. Offer RSS technology – Really Simple Syndication (RSS) feeds allows your readers to keep up with your blog in an automated manner. RSS feeds will also make it easier for your blog readers to access your content. Interview Experts – It is crucial to always interview industry experts. Industry experts usually have a huge following. Making your company forum successful Allow users to post questions – You should always allow your forum users to post questions. This is a good way of getting feedback about your products and services. Evaluate client feedback – Evaluating feedback from your clients will help you to improve your company’s initiatives. Set rules – It is essential to have a set of rules that govern your forum. Clear policies should be outlined for instance you must forbid your competitors from posting advertising messages on your board. Dedicate time & resources – Creating a successful forum requires a serious commitment of time and resources. You need not to spend more than 10 hours a...

read more

Social Media Donts Tips for better Social Media Usage

Posted by on Oct 16, 2009 in Social Networking | 0 comments

Social Media is here and is becoming an increasingly preferred method of communication for businesses and individuals alike. Social Media platforms like Twitter, My Space and Facebook are linking people up in ways we could never have dreamt of in the past. However, social media does require you to administrate and manage it responsibly so that it doesn’t become the bane of your existence. Here are a few things you should be doing to make your social media experience satisfying and trouble-free: Don’t add or accept requests from people you don’t know otherwise your profile will be riddled with unwanted spam. If you connect with a stranger then check them out and see if they have similar interests and/or profession to you before you connect with them. Don’t post status updates or tweet anything that you wouldn’t say to your parents. This goes for any content that you post. Ensure that it is clean, relevant and not just spam that is going to irritate your followers and friends. Avoid posting all your personal information on your profile (s). Identity theft is a reality and can cost you personally and financially. Try to be objective in discussions. In other word, keep your opinions factual and unbiased as opposed to relating your personal experience and opinions in a ‘tunnel vision’ manner. An inactive social media profile is as good as none. Update and refresh your page as often as possible so people know you’re there. Un-tag yourself from any unsavoury photos or material your friends upload. Take into consideration that you probably have work connections as well as personal friends on your profile.  Recent studies show that a prospective boss often checks out potential candidates’ profiles online in order to assist their decisions so spell properly and avoid dumb-downed ‘text...

read more

Social Media: document sharing with slideshare

Posted by on Oct 16, 2009 in Social Media Marketing | 0 comments

The same way you can share photos and images on Flicr and videos on YouTube, you can share your presentations on Slideshare and other similar document sharing services.  These document sharing websites converts large PPT (powerpoint format) presentations to friendly Flash movie files that is compact and fast loading as it is hosted on their domain. It is a proven fact that slideshow presentations are better than text alone and very different than a video.  You can

read more