Don’t confuse fluffy “marketease” with good SEO copywriting

No fluffy SEO copywritingIt’s true that customers don’t want to read your B.S. But they do expect good copywriting.

In Tim’s latest article, Cut Out the B.S. to Increase Conversions,” Tim discusses “marketease,” saying, “Unfortunately, your landing page was probably written in this kind of over-the-top promotional style. It usually involves a lot of boasting and unsubstantiated claims. If your company is the “world’s leading provider” of something, you are in good company.”

I would agree that this kind of writing is “marketease” – or what I have called “fluffy copy.” Surf for five minutes, and you’ll see fluffy copy-filled sites everywhere. Headlines scream, “We’re the best” and the copy shouts, “We’re the worlds largest!” You’ll see lots of bolded type, exclamation points and used-car salesperson hype. But you won’t see anything that will make you want to buy.

However, this is not good copywriting. Good copywriting uses facts – not fluff. It does not scream “we’re the best,” unless there is a third-party testimonial to back it up. It does not hide the product under the weight of so many words that readers can’t see the benefits. Fluffy copy reads horribly, sounds smarmy and people tend to distrust it. Like Tim implies, it increases the reader’s cognitive load.

Some copy is meant to be informative. Other copy is meant to be persuasive. The key is writing the right copy with the right tone and feel that the reader wants to read at that moment.

So focus your site on writing good copy. It’s OK to put “power words” in your headlines – a compelling headline leads to greater conversions. Yes, use benefit statements. If you are the “world’s best something,” go ahead and say it – if you can back it up. But yes, stay away from fluff. Your readers (and your conversions) will thank you.


Heather Lloyd-Martin gets an entire chapter in the new book, Online Marketing Heroes

Heather Lloyd-Martin in Online Marketing HeroesA special congratulatory shout out to Heather Lloyd-Martin, who was just interviewed for the new Wiley book, “Online Marketing Heroes: Interviews with 25 Successful Online Marketing Gurus.” Read the key takeaways and unique perspectives on the TopRank Online Marketing Blog.

SEO copywriting at SMX West!

Whew! I just put the finishing touches on my new SEO copywriting presentation for SMX West. I’ll be speaking at 1:15 today (February 26) on “Copywriting for Search Success” with Jill Whalen. Stop by and say “hi!”

What the heck does keyphrase research have to do with the buying cycle?

Looking back on some of my SEO gigs, it occurred to me that a majority of folks don’t take advantage of what I think is a major factor in the overall SEO success. And that’s making sure you’re speaking (or writing) to people in all 5 phases of the sales cycle. But there’s more to it than simply writing content for all 5 phases. When you’re writing pages for different audience mentalities, it stands to reason that you’ll need to research keyphrases differently, too. So what are the 5 phases of the buying cycle? And what do they have to do with keyphrase research? Read more

Seth Godin: The best SEO is good content

Rachelle Money, WordTracker’s “newly appointed journalist” interviewed marketing guru Seth Godin. Read what he has to say about the future of newspapers, how he feels about SEO consultants (and their clients ) and what he says about the power of content.

Yes, Small Businesses Can Kick SEO Butt!

 

Bob Bly, copywriting guru, asks if small businesses can really compete in SEO. He says:

A bigger company can afford to dedicate one or more employees full-time to each of these major tasks. For instance, I know a company with a full-time staff person who does nothing but seek incoming links, one of the steps in SEO.

And my answer is, “Hell yes, small businesses can compete!” Read more

Five Stupid Ways Clients Sabotage Their SEO Copywriting Campaigns

 

Today, most companies understand that strong content is an important part of the SEO process. But why do some clients do everything they can to ensure that their SEO campaigns just won’t work? If you’re working with a SEO copywriter (or plan to hire one soon), don’t let this happen to you! Read more