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Category: persuasive writing

Why you don’t want people to go to your website

Kylie Fennell
 
 
When it comes to online marketing many of us spend a lot of time trying to drive traffic to our website, but I’m here to tell you how to stop people going to your website.
Now that’s just crazy talk right?
What I want to talk about today is the world of landing pages.
From an online marketing perspective when we say landing pages we are talking about stand alone web pages that have no relation to your main website.
They don’t have global menus for you to get back to your home page, they are simple, single pages with one simple objective – get your target market to do something.
Let’s call it for a moment a ‘call to action’ page.
Say you want people to download an e-book, book an appointment or sign-up to a webinar, free trial, or notify them of a launch  (just choose the one objective), then that’s the ONLY thing you want them to do.
You want them to input their email details and sign-up or purchase, nothing else. You don’t want them being distracted by any shiny new objects or be drawn off to a social media link or back to your home page.
If this is you, and you need higher conversion rates, then you should consider landing pages.
The clever folks over at Unbounce have some great articles on landing pages and how to create effective pages. They explain that the main reason for using landing pages is “to limit the options available to your visitors, helping to guide them toward your intended conversion goal”.
Unbounce describe two different landing pages, Click Through and Lead Generation.
Click through landing pages “can be used to describe a product or offer in sufficient detail so as to ‘warm up’ a visitor to the point where they are closer to making a purchasing decision”.
Lead generation pages are used to capture information such as a name and email address so you can market directly to them later. It may include a form – perhaps with just an ‘email address’ field (the less the fields the better) and details of what they will get for providing their details. Do however make sure you are adhering to your local privacy and anti-spam laws when you do go ahead and use the details provided.
There are heaps of services that provide landing pages, some are heavily optimised to increase conversion rates and SEO, some are more simple.
Leadpages is one paid option service that offers highly customisable templates and integration with other platforms such as CRMs and social media.
WordPress also has plugins allowing you to create landing pages by yourself on your WordPress site.
If you are interested in setting up landing pages, speak to your web developer or do some online research on your options. WordPress has loads of landing page plugins ranging from free to premium ones.
And make sure the content on your landing page has a clear call to action and is persuasive.
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Choose your words carefully ­– picking the right words for marketing

Kylie Fennell 2 comments
A recent blog by business and marketing blogger Seth Godin about the power of positive words in marketing and customer relations, reminded me of one of my favourite topics – word choice.
I am a passionate believer in the power of words: not just any words – the right words. And the most powerful words are positive ones. I am talking about the art form of turning negative words, phrases or ideas into positively framed language.
Some may call it ‘spin’, and in a previous life, I have been referred to as a spin doctor. Actually I’m a persuasive content specialist or a wordsmith.
I don’t believe putting a positive spin on things is about lying or being untruthful. I don’t condone the use of deceptive language in marketing.
I do advocate framing communication in a positive light wherever possible, as long as what you are saying has a basis in truth and is believable. 
Using positive language in marketing is a powerful tool, whether you are trying to manage a difficult issue, crisis or topic, or you are trying to make the most of a marketing opportunity and want to influence consumer behaviour.
It is particularly useful to use positive language when addressing a negative situation. I have found that customers will forgive almost anything. I say ‘almost’ anything, if they feel they are being heard and you react to their problem in a positive way.
In our previous blog we talked a lot about how to give exceptional customer service, but none of it means agreeing to impossible customer demands. It means, instead of saying ‘no I can’t’, you focus on ‘what I can do’. Whether your business is at fault or not is irrelevant it is about leaving the customer with the feeling they have been heard and you are responding on a positive level. It can be as simple as saying ‘I’m sorry (customer’s name) you feel that way. What I can do is….’.
Seth Godin says it perfectly in his blog: ‘when you speak clearly and with respect, you not only communicate more effectively, but people are less likely to blame you when something goes wrong’.
Here are the examples Seth gives of how to turn negatives into positives.
 
‘ABSOLUTELY NO CREDIT CARDS vs To keep our prices as low as possible, we only accept cash. The good news is that there’s an ATM next door.
NOT RESPONSIBLE FOR LOST OR STOLEN ITEMS vs Careful! We’d like to watch your stuff for you, but we’re busy making coffee.
BATHROOMS FOR PATRONS ONLY vs Our spotlessly clean restrooms are for our beloved customers only, so come on in and buy something! Also, there’s a public bathroom in the library down the street.’
Where there is an obvious negative you can use humour to turn it into an opportunity, as long as it is done carefully.
A few years ago a budget hostel in Amsterdam embraced its reputation for poor facilities by embarking on a marketing campaign of the best ‘worst hotel in the world’. They didn’t pretend to be anything other than a budget hostel for backpackers and used clever ads and signage including one that encouraged those who want to shower to dry off using the curtains to save on washing and in turn ‘save the planet’.
Positive marketing language tips
Here are some of my tips for powerful marketing language based on positive words:
  • Avoid the word ‘no’ or ‘not’
  • If you can’t do something, instead focus on ‘what we can do is…’
  • Instead of communicate and tell, try engage or consult
  • Instead of educate, try train, coach, mentor
  • Try saying challenges or opportunities instead of issues or problems
  • Instead of ‘we can’t until…’, try ‘we will as soon as…’
  • Instead of ‘Entry will not be accepted without a ticket’ try ‘Present your ticket to gain entry’
  • Check everything you write for ‘negative’ connotations or associations. Ask how do I feel when I hear/read this? What is my reaction? Ask someone else to check it before you finalise the communication and ask them the same questions.
  • It is incredibly important to check the written word for possible negative associations as it is difficult to convey tone in written language. This is even more critical now that so much is written and published almost immediately via social media, online and mobile.
If you still don’t believe me about the power of positive language, read this article at Psychology Today that explains why ‘no’ is the most dangerous word in the world.
The article refers to several studies and research that demonstrates that the use of the word ‘no’ can release dozens of stress-producing hormones and neurotransmitters, interrupting the normal functioning of your brain, impairing logic, reason, language processing and communication.
It goes on to say that just seeing a list of negative words for a few seconds will make a highly anxious or depressed person feel worse. It says negative language can damage key structures that regulate your memory, feelings, and emotions, disrupt sleep and appetite, as well as the ability to experience long-term happiness and satisfaction.
Goes to show you that every word counts in marketing!
 
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DIY Media release template and writing tips

Kylie Fennell
As a former journalist I often get asked about the best way to gain media coverage.
Beyond having a good story or ‘yarn’ in the first place, the biggest favour you can do yourself is to have a well-written media release.
Journalists have always been time poor, but they are more busy than ever these days. As a result they are likely to give precedence over a well written media release, than a poorly written one. The easier you can make their job, the better the outcome is likely to be for you.
While different news outlets and countries have slightly different preferences in terms of format and presentation, the basics are usually the same. Here are some tips and a media release template based primarily on Australian news style.
Before you write your media release
Consider the following:
§  Why are you writing the release – what is your aim? 
§  Who will read your release – who is the audience?
§  What is your story – what is your newsworthy angle?
§  What does the audience think/know already about this topic? 
§  What do you want them to think/know?
§  What key messages must you include?
 
Let’s write
§  Ask yourself, “How are people going to relate to this and will they be able to connect?”
§  Avoid excessive use of adjectives and complex language – the simpler the better.
§  Spell out the numeral one to nine and use figures for 10 and above (unless used in association with $. For example ‘$3 million’ is okay, but ‘3 participants’ is not okay)
§  No numbers at the beginning of paragraphs (unless spelt out)
§  USE “million”, NOT “m” or “M”
§  Check consistent figures, facts and titles are used throughout the release
§  Use “per cent”, NOT percent, %, pc or p.c.
§  Check spelling and grammar, especially spelling of names
§  Check all other important details such as phone numbers and email addresses
§  Don’t use ampersands “&”, USE the word “and”. Unless it is bad of a brand or company name.
§  Don’t use exclamation marks
§  Watch apostrophe placement (singular/plural/possessive) and be careful of ‘it’s vs its’. It’s is short for ‘It is’. Its is possessive eg. The company held its annual general meeting
§  Do not mix past/present tense in the same sentence
§  Use ‘more than’ not ‘over’ with figures. Eg. ‘more than 700 jobs’
Review your media release
§  Watch your segues – this refers to the flow of the information. Make sure the paragraphs connecting and flow logically.
§  Use active voice not passive – passive speech uses words such as ‘being, been and be’, followed by a past tense verb. Often the word ‘by’ is in sentences with passive speech. The words ‘has’ and ‘have’ followed by a past tense word is not passive speech. Another alert can be that the person/organisation you are talking about is at the end of the sentence, or is not mentioned at all. In active speech the person/organisation is upfront at the beginning of the sentence and is doing something rather than having something done to them.
§  Negative Language – use positive language wherever possible, even if the subject is negative. Eg. ‘Entry will not be accepted without a ticket’ vs ‘Present your ticket to gain entry’
§  Key messages ­– key messages are one of the most important tools we use in all communication. They provide common direction, meaning and focus and ensures internal and external messages are consistent. These messages should be developed in advance for specific projects, initiatives and contentious topics or issues. Have no more than three key messages you want to get across and make sure you include them in your media release.
§  Read your media release thoroughly – identify any clumsy or long paragraphs. Re-phrase these, or break them into smaller, easier to read sentences. It sounds strange, but it’s great to read a media release out-loud and identify any sections you stumble on. These are the sections which need more work
§  A second pair of eyes – always get someone to read your media release before finalisation. Preferably someone unfamiliar with the content so they can pick up on anything that doesn’t make sense.
§  Approvals – finally, make sure anyone quoted or organisation mentioned in the media release has an opportunity to review and approve the content. Always ensure you get appropriate internal (your organisation) approvals as well.
Still not sure where to start?
If you’ve never written a media release before, you may like to use the below media release template.
The below template is a fictional media release, about how to write a media release.
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<use your own company letterhead, font and layout as appropriate>
MEDIA RELEASE                                                                                                                   
For immediate use
X Month Year
EXPERT SHARES SECRETS TO WRITING A WINNING MEDIA RELEASE
A world-renowned writing expert shared his secrets for writing a winning media release at the Australasian Writing Conference in Brisbane today (X Month).
The Writing Company, Chief Executive Officer, John Smith said anyone could write an effective media release.
“The good news is that you don’t need to be a journalist or a brilliant writer to create a good media release,” Mr Smith said.
Mr Smith said the headline and first paragraph were the most important parts of the release.
“The headline should be active, short and punchy – 10 words or less.
“Your first sentence must catch the reader’s attention, inform them what the story is about, and make them want to read the rest of the article. This sentence should not exceed 25-30 words.”
Mr Smith said another important component was having quotes from a reliable source.
“Quotes should be used for less factual, more personable information or subjective statements,” he said.
“The speaker must always be introduced with an indirect quote first, with their company name, job title, first name then surname, used in the first instance. They can then be referred to as Mr/Ms surname after that (as shown above).”
Mr Smith said indirect quotes should always be in past tense and be used to introduce a new ideas.
“A subject in a direct quote should be introduced first in an indirect quote and the punctuation must be clear.
“The first direct quote ends in a comma, then quotation marks, then Mr/Ms surname said, and then a fullstop, as shown above.
“Running quotes end only in a fullstop but the final running quote ends with a fullstop and quotation mark as shown above and here.” 
Factual information does not need to be included in direct or indirect quotes. After breaking up quotes with a block of text like this, you need to recognise the speaker again at the end of their quote, as per below.
“You must include the five Ws and H – what, where, when, who, why and how in order of importance, but try not to exceed one page in total,” Mr Smith said.
ends
For more information contact first name surname, on phone number or email.
Photo/interview opportunities are available (Include this only if they are available).
Also include details of your website and any social media sites.

Writing for business ­– 10 tips from the experts

Kylie Fennell

Over the years many of my clients and students have asked the same question.

“What makes good writing?”

This question shouldn’t come as a surprise to businesses out there.
We all want fabulous business and marketing content that will connect with our audience. We want to know how to best write for business.
Most of us know the importance of understanding our target audience and writing for them, but many despair because “I’m not a writer”. Ideally you would hire an expert to help with writing or editing, but this is not always possible with limited marketing budgets.
You wonder if there is a secret to writing for business.
Well there is. You can write any marketing or business communication material and make it effective, if you understand the fundamentals of writing.
The fundamentals never change, and for me the fundamentals are explained in an anecdote where Ulysses author James Joyce explained his day’s work. He had spent the day painstakingly writing two sentences. “I have the words already. What I am seeking is the perfect order of words in the sentence,” he is quoted as saying.

Good writing in its most basic form is having the right words in the right order.

Not terribly helpful advice I hear you say. Well perhaps bestselling author, the late Bryce Courtenay said it better with his mantra of  “keep it simple”.
Courtenay was well-educated with a formidable vocabulary, yet he never set out to be too “clever” with his writing. He was a proponent for keeping writing simple, clean, direct and honest. He hated long-winded and unnecessary description and it paid dividends throughout his career, first in advertising and later as an author.
Here are 10 other tips from acclaimed writers and authors that anyone can apply to writing for business.
1. George Orwell, author of Nineteen Eighty Four
“Never use a metaphor, simile or other figure of speech, which you are used to seeing in print. Never use a long word where a short one will do. If it is possible to cut a word out, always cut it out. Never use the passive where you can use the active. Never use a foreign phrase, a scientific word or a jargon word if you can think of an everyday English equivalent.”

2. F. Scott Fitzgerald, The Great Gatsby author

F. Scott Fitzgerald

“Cut out…exclamation points. An exclamation point is like laughing at your own joke.”

3. James Patterson, author of Alex Cross series.

 “Pretend that you are sitting across from somebody, telling them a story and you don’t want them to get up until it’s finished.” 
4. Stephen King, acclaimed horror and suspense author
“If you want to be a writer you must do two things above all others: read a lot and write a lot… If you don’t have time to read, you don’t have the time — or the tools — to write. Simple as that.” 
5. Ray Bradbury, science fiction author.
“Quantity produces quality. If you only write a few things you’re doomed.”
6. Ernest Hemingway, The Old Man and the Sea author
Ernest Hemingway threw out many drafts before he was happy
“The first draft of everything is sh*t.”
 7. Joshua Wolf Shenk, best-selling author and essayist
“Get through a draft as quickly as possible. (It’s) Hard to know the shape of the thing until you have a draft…the old writer’s rule applies: Have the courage to write badly.”


8. Ken Follett, Pillars of the Earth author

“My aim in constructing sentences is to make the sentence utterly easy to understand, writing what I call transparent prose. I’ve failed dreadfully if you have to read a sentence twice to figure out what I meant.”
9. David Ogilvy, iconic businessman
  • Write the way you talk. Naturally.
  • Use short words, short sentences and short paragraphs.
  • Never use jargon words like reconceptualize,demassification, attitudinally, judgmentally. They are hallmarks of a pretentious ass.
  • Never write more than two pages on any subject.
  • Never send a letter or a memo on the day you write it. Read it aloud the next morning — and then edit it.
  • If it is something important, get a colleague to improve it.
  • Before you send your letter or your memo, make sure it is crystal clear what you want the recipient to do.

Highlights from a now famous internal memo, Ogilvy sent to all employees at Ogilvy & Mather advertising agency.

10. Just write
My tenth tip is to write, write, write. Like any skill, it’s something you need to practise. Write every day if you can. It doesn’t have to be a masterpiece, it could be an email to a friend, a cover letter for a job, just write. It will all help you in writing for business.
The good news is that there are hundreds of free tools out there to help you. You can access a bunch of free writing tips under tools and resources on our the mypr+ website or use any of the free following online tools. However beware when using some of the tools shown below as they may use United States English rather than Australian or British English. For reference, here is a great site with US vs British English word lists.
Improve Readability with MS-Word – this tool is built-in to MS Word and uses the Flesch-Kincaid readability tests designed to indicate how difficult a reading passage is to understand. Using simple calculations, it is able to break down text to gauge the level of education (or school grade) needed to grasp the writing, and how hard it is to comprehend overall. A score 90 and above means it is easily understood by an average 11-year-old, 60 to 70 is for 13 to 15-year-olds and 30 or under is best understood by university graduates. Don’t forget to use your spelling and grammar checks in MS Word as well.

The onelook dictionary search indexes more than 1000 dictionaries and allows reverse dictionary and keyword searches

This wiki is a guide on using punctuation correctly and has great cheat sheets.
Useful grammar lessons and tips can be found at the University of Ottawa site, Grammar Girl and the Capital Community College Foundation, which also has good general writing tips.
Other general writing resources can be found at betterwritingskills.com and infoplease.com

Common errors in the English language are outlined at this site and a great general Style Guide can be found at the Economist’s site.

So now there are no excuses. Let’s get writing.
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