Discount Your Copywriting Rates? No Way! Try This Instead.

copywriting rate discount

Is discounting your freelance copywriting rates ever a good idea. Really?

How many times has this happened to you:

You sweat and slave over a copywriting proposal. Finally, you get an email from the client. Success! They want to work with you!

And then you read, “Your copywriting rates are too high.  We were planning to spend about half that amount. Can you bring your price down?”

Ouch.

Now, you’ve got a dilemma. Should you discount your copywriting rates and get money in the door? Or should you hold fast to your price and possibly lose the gig?

It’s easy to get in panic mode and immediately offer the discount. But that may not be the best idea. Here’s why:

Reducing your copywriting rates reduces the value.  Let’s say that you charge $250 per page – and the client wants to pay $150 per page. If you meet your prospect’s price, you’re telling them, “I was padding my bid by $100 a page. $150 is the true value.” Not the best first impression.

–  An initial rate reduction makes it hard to charge full price later.  After all, if the client got you for $150 a page, why would they pay $250?  Would YOU pay an additional $100 a page if you knew that you didn’t have to? Yeah. I didn’t think so.

– It’s easy to resent your low-paying clients. And by “resent,” I mean “flake out because you have bigger, better-paying jobs.”  The client feels burned because they know that they aren’t a priority — and you feel burned because you’re doing the work for less money. Think this won’t happen to you? It can (and probably will.)

Fortunately, there’s a way to handle this situation so your client feels heard – and you get paid what you’re worth. Here’s how:

– Are you bidding on a large project? Offer a small discount if the client pays the contract up front. This solution is a nice win/win for all.  The prospect gets the discount they want – and you get a big check before you start!

(You DO get a deposit before you start work, right? If not, you’ll want to check out this video.)

– Offer to eliminate a deliverable from the agreement. Rather than reducing your copywriting rates, you could slice a page from the agreement, or reduce the consultation time. This strategy brings down the cost without having to slice your rates.

– Just say no.  Sometimes, the only thing you can do is explain to the client, “Because of the time it would take to complete your project – and the experience I bring to the table – I have to keep the cost as-is. Are you sure that we can’t work something out? I have had many prospects come back with, “We want to work with you, so I guess your rate is OK.”  Whew!

And if you do need to walk away, that’s fine. You know you’ll land another client soon – plus, get paid your full rate!

What about you? How do you handle it when a prospect requests a discount? Is there any time when you will offer a price reduction?

Make more money in your copywriting business + have more free time?  Heck yeah! Check out what the Copywriting Business Bootcamp can do for you! Classes start February 11th.

Photo thanks: © Get4net| Dreamstime.com

 

 

[Updated]Why Do Freelance Writers Hate SEO Copywriting?

“SEO copywriting is low-paying, demeaning work.”

“SEO copywriting is synonymous with unethical projects.”

“[Much of this] SEO content is written by non-native speakers.”

In the words of Liz Lemon from 30 Rock, “What the what?”

I was amazed to read such angry posts in a LinkedIn group.  I knew SEO copy had a bad reputation in some circles. But I had no idea that some freelancers HATED the concept of SEO copy.

The sad thing is, their hatred is fueled by misconceptions. It’s true that spammy copy is out there. It’s true that some clients (still) insist on keyphrase-stuffed content (and will only pay $10 for 500 words.) And if you’re trolling Upwork or job boards for SEO copy gigs, well, you probably won’t find the cream of the money-making crop.

But here’s the thing: SEO content is good content, period. It was never – ever – supposed to be synonymous with spam.

Plus, profitable client relationships are out there. If you’re only getting paid $5/post, that’s not the industry’s fault — that’s on you.

Here’s how I responded to the “I hate SEO copywriting” LinkedIn comments…

First, I totally understand the feeling that some folks have about SEO copy. Companies like Demand Media have cheapened the concept and has given it a horrible reputation. It’s true that you’ll see ads promising $5 for writing 500 words – and those 500 words are mindless drivel, at best. It’s sad.

It sounds like what you call “SEO copy” is what I call “spammy copy.” *Real* SEO content writing – the type that Google likes (and doesn’t bounce out of its index) – isn’t like this. It’s always been about writing quality content for readers. Yes, you have to do certain things to help the page position in Google. At the same time, “certain things for Google” doesn’t mean copy that reads like, “Our cashmere sweaters are the best cashmere sweaters online. Buy our cashmere sweaters now for the best cashmere prices.”

Good SEO copy doesn’t read like this. It’s good copy first – and good for Google second.

I’ve been talking about SEO copy for 14 years – and I was a freelance copywriter before I entered the SEO space. It drives me NUTS when I see overly-optimized copy. Or I hear about clients who will only pay 10/page and they want something that’s keyphrase-stuffed.

Fortunately, Google is (slowly) bouncing those kinds of pages out of their index. The Panda update targeted thin, low-quality content – and sites like Demand got hit. That was a huge wake-up call for clients, SEO companies and writers. They were suddenly put on notice that bad content is…well…bad.

So please know that I’m with you when you talk about spammy copy. Also, please understand that there are many instances of good SEO content – Brookstone’s site is a prime example. Companies of all sizes have benefitted from good SEO content – I’ve seen it increase conversion rates, drive more traffic and help companies make significantly more money.

And there are many (quality) writers who are able to attract good, high-paying gigs. If it were all 10/page jobs, I would have boogied out of the industry a long time ago. 🙂

So, please know that not all SEO content is bad or spammy or repetitive. There are some “good guys” in the industry, too. 🙂

–Update–

Fast forward to 2016, five years later.

A lot has changed since the Panda update. Google got smarter, content marketing is the hot marketing strategy, and SEO writers are being tasked with creating quality, 10X content. Keyphrase research is still an important component of SEO writing, but writers have way more room to move.

In short, we’ve come a long way, baby.

Yet, the misconceptions are still out there. A well-known freelance writing expert said SEO was on its way out — unless someone wanted to work for $5 a post.

No, no, no, no.

Clients WILL pay more than $5/post. Keyphrase research-based writing is still important (check out this Whiteboard Friday for Rand’s take on keyphrase research.)  The success stories from freelancers and end clients are out there.

I’d love to share some success stories with these folks – they’ve obviously only seen the “dark side” of SEO content. Let’s show them the light.

If you’re a business that has benefitted from SEO content, please tell us how you’ve benefitted. Did you make more money? Increase the number of leads coming to your site? How has SEO content helped you?

And if you’re a freelance SEO copywriter, I’d love to hear from you too! These folks need to know that it’s not all $10/page, offshore work. There are real writers making a real living as an SEO content writer.

C’mon guys. Let’s show the haters that SEO content (that is, GOOD SEO content) is a smart business move. You shared some great success stories in the comments when I originally published the post. Let’s do it again!

(And I’m looking forward to your comments – thanks!)

Did you enjoy this post? Subscribe to my newsletter — that’s where I share my favorite actionable tips, tricks and strategies.

Photo thanks: © Aleksandr Frolov | Dreamstime.com

SEO Editing vs. Copywriting for SEO

Should you create original content? Or, should you SEO optimize a page that’s already on the site?

Freelance and in-house writers ask this question all the time. Their emails say, “My boss (or client) wants me to add keyphrases to this existing page. The problem is, the page isn’t very good. Will the keyphrases help? Or is better to rewrite it?”

That’s an excellent question that I address in the video  — or, you can read the modified transcript, below.

SEO copywriting and SEO editing — what’s the difference?

First, let’s go over the differences between SEO copywriting and keyphrase editing.

Keyphrase editing is also known as “on-page optimization,” “optimizing the text,” or “SEO copyediting.” The technique is to add keywords — either derived from the writer’s keyphrase research or received from an SEO — to existing text.

When a page is optimized (or edited,) the content is not rewritten. The writer may edit the page Title and meta description, but for the most part, she’s working with the existing content.

SEO copywriting usually refers to creating original content. The writer still conducts keyphrase research (or receives the keyphrases from an SEO.) However, rather than editing the existing content, she would write brand-new content and include the keyphrases (along with synonyms and related words.)

So you see, SEO copywriting and keyphrase editing are very different: one is working with existing text, and the other is throwing away the existing text and starting fresh.

Should you optimize your site? Or rewrite your pages?

So, when is a better strategy to edit existing pages rather than rewrite them?

It’s best to optimize a page (keyphase editing) when:

  • You (and your readers) already love the content
  • The page isn’t crucial to the sales process
  • The bounce rate isn’t too high

If you have content on your site you (and your readers) already love and it’s performing well, but it wasn’t written with keyphrases the first time around, the page may be a good candidate for keyphrase editing.

It’s also OK to edit the page when it isn’t crucial to the sales process. For example, I’ve worked with companies that have edited old blog posts and saw a great bump in search positions as a result. Editing FAQ pages and articles can offer the same benefit.

Finally, optimizing the page is OK when the time on page (or bounce rate) isn’t too high. You know that people are sticking around and reading the page once they’ve landed on it, so adding in some strategic keyphrases here and there is typically fine for that page.

An SEO content editor or an SEO copywriter usually handles the keyphrase editing. He may be someone you employ in-house, or a freelancer.

There are also certain times when it’s better to write original content, such as:

  • When the page is crucial to the sales process
  • When the page is a duplicate
  • When page conversions or time on page is low

If a page is crucial to the sales process, or is somehow intended to make money — like the home page, and subcategory pages such as products and services — it’s better to rewrite it.

You also want to rewrite the page if it’s a duplicate. This is common with  local landing pages, where two (or more) pages may be basically the same (outside of the city name.)

Also, when you know that the page isn’t working — you’re not getting conversions, the time on page is low, and people are bouncing out quickly —  rewrite it. Readers are telling you they don’t like the page by leaving as soon as they can.

Sure, you can edit the keyphrases into a poorly performing page and sure, hypothetically that page might position a little better, but it won’t help boost conversions.

Either a freelancer or an experienced in-house SEO copywriter can rewrite your pages. Also, an SEO content strategist could do the keyphrase research for you, as well as dovetail her research with the rest of your SEO plan.

Make sense? There’s clearly a difference between when you would write original content and when you can work with the existing content — and it’s smart to know those differences before you proceed.

(Editors note: I originally wrote this post in 2011. A lot has changed since then, so I updated the video and the transcript. I hope you enjoyed the post!)

Love learning about SEO copywriting? Subscribe to my newsletter, where I share my tastiest actionable tips and insider secrets!

Photo thanks: © Bakhtiar Zein | Dreamstime.com

 

What Is SEO Copywriting and Why Is It Important?

Wondering what SEO copywriting is  — and if it’s important for your site?

SEO copywriting is a specialized form of online writing that:

  1. Contains keyphrases — words your target reader types into a search box to find the information she wants.
  2. Helps online content rank higher in search results (such as Google.)
  3. Drives qualified traffic.

SEO copywriting is quality writing. Period. The keyphrases shouldn’t make the writing hard-to-read, sound repetitive, or lose its conversion focus.

Want to learn more about the definition of SEO copywriting? View the video below — or read the modified transcript.

How is SEO writing different from traditional copywriting?

The main difference is: SEO writing contains keyphrases. For instance [blue cashmere sweaters] is a keyphrase.

Typing keyphrases into Google is what we do every day, right? We type words into Google’s search box to get answers to our questions.

But the thing is, SEO copywriting is much more than just inserting keyphrases into content: Google also wants to see authoritative content that fully answers your readers’ questions and stands out from competing content.

Some people believe you can shove a bunch of keyphrases into the content and still get a high ranking (commonly known as “keyphrase stuffing.”)

Not anymore.

SEO copywriting serves two masters

Google has gotten smarter, and things have changed. Now your content needs to be high-quality content for Google to position it in the top spots.

So in actuality, your content satisfies two masters.

On the one hand, your readers need to love it. Your content needs to be relevant and a resource your readers enjoy — something that educates, entertains or enlightens them.

On the other hand, Google needs to see the content written in a certain way to understand what the page is about. Understanding how to make this happen helps your content “compete” with other pages for rankings.

This is where SEO copywriting best practices come into play.

What helps content rank in search results?

There are many factors that influence search engine rank (how a page positions in Google’s search results.)

If you look at the periodic table (which you can find on Search Engine Land), you’ll see that most of the elements on the left-hand side focus on the quality of the content.

The research, the words and the freshness of content are all important to your SEO success.

So if you’re concerned that…

  • Your pages aren’t showing in Google
  • Your pages aren’t converting
  • Your content is outdated and you never really liked it, anyway
  • Your content was never optimized, and now you think it is time to do so

The good news is that SEO copywriting could represent a huge opportunity for you!

After all, as Seth Godin said, “The best SEO is great content.”

If you can create content that grabs your readers attention, answers their questions and drives incoming links, you can finally start seeing some tasty search engine positions.

And that is a very cool thing.

Have questions about SEO copywriting? Leave a comment! You can also sign up for the weekly SEO Copywriting Buzz newsletter, where I provide actionable tips I don’t include in my blog.

 

Photo thanks: © Cacaroot | Dreamstime.com

5 Ways to Repurpose Your Best Content

spring-849173_960_720With the flurry of the New Year behind us and the first quarter approaching its end, now is an opportune time to revisit our content plan for the year.

We would all love to consistently publish content that readers adore, but that’s simply not realistic or attainable for most of us. But what if there were a way to produce content we know readers would love? And how could we find that out?

Easy. See what has worked to date and then recycle or repurpose it.

The quickest and surest way to find our most popular content is by looking at our analytics.

Finding Your Best Performing Content

Google Analytics is a powerful tool that is not always used to its full potential. If you’re just looking at Audience > Overview, then you’re missing a lot of the most revealing details.

In the left-hand navigation, look for Behavior. From there, click on Site Content, then Landing Pages. This will show you a list of all landing pages for the site, sorted by most to least visits.

Google Analytics Data

You can further refine these results by clicking on +Add Segment and selecting Organic Sessions. As you remove the “All Sessions” segment, you will be left with only organic traffic data.

Choose the date range of January 1, 2015 – December 31, 2015. Google Analytics will now show you a list of the top organic landing pages on your site.

What to do with this information

Once we have the list of top URLs, we can further sort them by blog posts (those that contain /blog/ in the URL).

In the search box above the conversion data section of the Google Analytics chart (located to the top right), type “blog” (minus the quotes) into the search box and click the search icon:

Google Analytics Blog Search

This will provide us will all of our blog content. From this data, we can see which posts have had the most organic activity and then recycle that content in another blog post or repurpose it for different content formats.

Repurposing Your Content

Regardless of your niche, there is a lot of competition. The goal is, or should be, to stand out and be helpful. Repurposing your existing content in different formats will help to achieve that.

Now that you know which pieces of your content perform well, it’s time to see how we can reinvent them.

Reformat Content

Review each blog post. Are there any similarities among them? Formatting is important because it determines how a user will digest the information.

Suppose that the content provided is the best available and answers all questions completely. When reading it however, it’s single spaced and has no images. Chances are this page will not gain much visibility.

To ensure each post is scannable and visually appealing, make sure it has the following:

  • Images that correspond with the content
  • Bullet points for easy to read steps
  • Header tags to guide the eye and organize content into focused chunks
  • Internal and external links to create increased value and convenience for the user

If one of your high-performing posts from 2015 is missing one or more of these elements, consider revising and reposting it using this formatting checklist.

Leverage SlideShare

Aside from your blog, there are many other ways to reach your potential audience. For example, SlideShare is a great way to repurpose your content in a quick and easily digestable format. The LinkedIn-owned website allows people to upload or create slides on any topic. The presentation can then be shared on social media sites or embedded in blog posts, like this:

How to repurpose your content in 2016 by Joseph Rega

Add Infographics

By now we have all seen an infographic on one topic or another. Infographics are a great way to visually represent the data you wish to present. They are very popular and shared frequently.

Sample Infographic

Add the infographic to the post you’re pulling the content from and be sure to include social icons. This will make it easier for users to directly share your content.

Create Videos

Video continues to increase in popularity and will be an essential part of content marketing strategy in 2016. With video, you can have someone from your company, or your client’s company, discuss the topics covered in the blog post you’re repurposing. For example:

After the video has been recorded (and edited) it can be uploaded to YouTube with a link back to the post via the video description. The video can also be embedded in the blog post as a way to enrich the content.

Produce Podcasts

Podcasts are a great way to gain more exposure for your brand. A podcast will allow you to explore your topic deeper by allowing you (and your guest) the freedom to talk through different scenarios.

Like videos, podcasts can also be embedded in the blog post you’re discussing. Adding new media to the page may reduce the bounce rate since you’re providing users with more reasons to stick around.

Podcasts can also be used to link back to your website via the description on the platform, similar to YouTube.

Summing Up

It is important to pay close attention to your best performing content as this is what uses are looking for. Give them what they want and they will keep coming back.

Some ways to repurpose your best content are:

  • Formatting
  • Creating a SlideShare presentation
  • Creating an infographic
  • Making a video on the topic
  • Recording a podcast on the subject

You can choose any or all of these methods to breathe new life into your old, high-performing content.

If you have been successful with any other methods of repurposing your content, we would love to hear about them! Please share them in the comments.

Connect with Joe on Twitter, LinkedIn and Google+

Image thanks: Pixabay.com

What Is An SEO Copywriter? 23 Questions, Answered

23 SEO Copywriting Questions, AnsweredAre you wondering what an SEO copywriter is, how much you can make and if taking the career plunge is right for you?

I’ve answered 23 of the most common questions I hear about the SEO copywriting profession. Enjoy!

What is an SEO copywriter?

An SEO copywriter writes content with two end-goals in mind:

  • The content is strategically written to position well in organic search.
  • The content must “click” with the target reader and help her accomplish her micro-moment search goal. For instance, the reader may want to learn something new (“I want to know,”) or find something to purchase (“I want to buy.”)

SEO writing contains keyphrases — words and phrases a reader would type into a search box to find the information she needs.

What are some other common names for “SEO copywriter?”

You’ll see terms such as:

  • Digital writer
  • SEO writer
  • SEO content writer
  • SEO content strategist
  • Web content writer
  • Web writer.

Does “SEO copywriting” mean “repeating the same words over and over?”

No.

A common misconception is SEO copywriting equals keyphrase stuffing. Although some (uneducated) clients and employers request this kind of writing, it’s not effective in Google — and keyphrase stuffing is not considered SEO copywriting best practices.

Good SEO copy is good copy…with just a few (strategically placed) keyphrases here and there.

Where do SEO copywriters work?

SEO writers can work in-house or freelance for clients. Some writers do both — they have a full-time job, and freelance on the side.

What skills should SEO copywriters have?

analyticsAt the very minimum, SEO writers need to know how to include keyphrases into their copy according to best practices (which do change over time.) Other important skill sets include:

  • Keyphrase research
  • Google Analytics
  • Title creation
  • SEO article writing (more commonly known as “blogging.”)

More advanced SEO writers (sometimes called SEO content editors or SEO content consultants) also understand:

  • Schema
  • Content strategy
  • How to conduct a content audit
  • Landing page testing
  • Advanced analytics
  • Setting the editorial calendar
  • Influencer marketing
  • Some programming (and/or have some technical expertise.)

What other tasks do SEO writers handle for clients/their employers?

It depends on the organization.

Many freelance SEO writers handle all content production for their clients. This can copywritinginclude:

  • Newsletter copy
  • Email content
  • PPC ad writing
  • Sales pages
  • SEO article writing/blog posts
  • SEO content strategy.

In-house writers typically write web pages (including product pages and blog posts.) They may have other writing duties as well.

What knowledge does an SEO writer need?

At the very minimum, you’ll need to understand how to intelligently add keyphrases into the content. Some writers learn this by taking an online SEO copywriting course. Other writers may receive one-on-one guidance from an experienced writer. In many cases, the more training you receive, the more you’ll be able to write content that outperforms the competition.

There are some SEO writers who learn via online guides and blogs. As SEO writing is extremely dynamic — and things change all the time — this method is not recommended.

What kind of tools does an SEO writer need?

The main tool you’ll need is something that will help with keyphrase research.

An SEO writer can easily start out using Google’s free Keyword Planner — just know that it’s not ideal. Eventually, you’ll want to invest in a subscription-based tool, such as SEMRush, Wordtracker or LongTail Pro.

Down the line, you can look at investing in other tools, such as HootSuite or Buffer (for social sharing,) CoSchedule (for editorial calendar creation,) or BuzzSumo (highly recommended.) You could also invest in content optimization tools such as Optimizely.

rp_Smart-Mouse3-Skills.jpgHow easy is it to learn SEO copywriting best practices?

“Easy” is relative. Most people pick up on the foundational SEO copywriting best practices fairly quickly. Keyphrase research tends to take more time to learn — but most writers master the process (and actually enjoy it!)

Once the foundational best practices are mastered, you can learn other aspects of SEO writing, such as Schema, strategy and more.

I’ve heard that things change quickly. Does this mean I have to relearn everything?

Not necessarily. It’s true that SEO copywriting best practices have changed over time. Having said that, many of the fundamentals have stayed constant.

The best SEO writers keep up with Google’s ever-changing algorithm and “rules.” This way, when things change, you’ll able to tweak your tactics (if needed,) advise your clients and leverage current strategies.

Is it easy to break into SEO writing?

If you have some writing experience, breaking in is fairly easy — but it will take time.

If you’re a freelance SEO writer, “breaking in” typically means “landing a client.” The speed-to-market depends on many factors, including your niche, your experience level and how hard you hustle.

Some writers apply for in-house junior SEO writing or account management positions to get their foot in the door. More experienced writers can apply for SEO editorial jobs.

I’m a print copywriter. How easy is it to transition to SEO writing?

It’s fairly easy. There is a learning curve (especially around keyphrase research.) However, once you “get” it, SEO copywriting will be easy and almost second-nature.

briefcaseI don’t have any writing samples. Can I still get hired?

Yes, but you’ll need to show your prospective employer (or client) something — otherwise, they won’t be able to evaluate your work.

Ways you can generate samples include:

  • Volunteer for a non-profit and rewrite some of their content
  • Ask a business owner if you can write an article in exchange for a testimonial.
  • Find a mentor, ask her to offload some writing your way, and write for free (in exchange for feedback and training.)
  • Create a “hobby blog” and write about one of your passions.

What kind of companies hire in-house SEO copywriters?

The employment possibilities are endless. All types (and sizes) of companies, including B2B, B2C, and publishing companies, hire SEO writers.

Can someone specialize in SEO writing even if they’re not “technical?”

Yes!

It’s true that the more you know about the “techie” side of SEO (and SEO copywriting,) the more opportunities that you’ll have. I highly recommend reading everything you can about SEO (including how to code) and upgrading your skills.

Having said that, there are many SEO copywriters who partner with SEO firms. The copywriter writes the copy – and the SEO firm takes care of the “techie stuff.”

I’ve heard freelance SEO writing = content mills and low pay. Is that true?

Not necessarily. It’s true that some companies will pay only $10/article. However, many companies pay freelancers anywhere from $50 – $300/hour. How much a freelancer gets paid depends on his knowledge levels, his niche and how well he markets himself.

tombstone_png_by_camelfobia-d5ichmgI’ve heard that SEO writing is dead. Is that true?

No. It’s true that Google has gotten smarter, which is a wonderful thing. Things are shifting to more conversational search, which means that it’s easier to “write naturally” and include synonyms, related words, etc.

Having said that, keyphrases are still important — and without them, a site may not position. Here’s proof that SEO is far from dead.

What are some typical freelance SEO copywriting rates?

The per-page rates are all over the board. I’ve heard of writers charging $25/post — and companies paying over $1,500 for a single page. Some freelancers barely clear $20,000 a year. Others make six-figures.

The factors that influence a writers’ income include:

  • Her experience level
  • The types of clients she serves. In many cases, B2B copywriting pays more than B2C (but not always!).
  • Her business savvy. For instance, is she building relationships with companies that could send her work?
  • Her past results. SEO writers who can show ROI are often more in demand (and are paid more).
  • How much she hustles for work.

Here’s some information about how to set your rates.

moneyHow much can in-house SEO copywriters make?

According to Glassdoor, experienced SEO writers can earn over $50,000 a year (of course, the salary depends on experience and the company location.) I know a few SEO writers/editors who are making around $75,000 a year (plus benefits.)

What are characteristics of successful SEO copywriters?

SEO writers love to write, love to research, love to learn and love working online.  They also tend to have a high tolerance for change – which is good, since Google (as well as other providers) love to mix things up on a regular basis.

Higher-paid SEO writers tend to have some “technical geek” characteristics. Those geeky characteristics help them understand the more technical elements of SEO writing — and liaison more successfully with an IT team, an SEO provider, and analytics experts.

If you are the kind of person who gets bored easily, SEO copywriting is a great gig. You won’t get bored. At all.

What’s the one thing an SEO copywriter MUST always do?

The scariest type of SEO writer doesn’t update his knowledge and uses out of date techniques. If you want to be in this industry, you MUST keep up with Google’s ever-changing whims. Today’s best practices could be borderline spam tomorrow.

How can an SEO writer make more money?

There are typically four ways:

  • Improve your craft — learn everything you can about neuromarketing, direct-response writing, SEO, etc.
  • Be able to showcase demonstrable results. For example, case studies and testimonials can help position you as an expert.
  • Offer more content writing services (for instance, here are some to try.)
  • Ask for more money. About 75% of the time, writers aren’t getting paid what they want because they set their rates too low. If you work in-house, you can ask for a raise.

In-house writers may also want to freelance on the side.

What’s the job horizon? Will this still be a “thing” in two years?

Yes.

Besides, even if Google was suddenly able to read our minds and immediately understand the searcher intent, content will still be a “thing.” Someone will need to write those web pages, landing pages and blog posts.

Why not you?

Want to know some of my favorite SEO writing tips ? I save my best stuff for my newsletter — here’s how to sign up.

Image thanks: Question / ID 3534516458 © Marco Bellucci / Flickr.com

Briefcase / ID 8613058100 © shmectorcom / Flickr.com

Analytics / © Komal Bhesaniya / Wikimedia.org

Tombstone / ID 333146680 © camelfobia / deviantart.com

 

Hat Tip to Blog Promotion: Interview with The Social Media Hat’s Mike Allton

bullhorn_by_lemasneyIf you’re not already familiar with Mike Allton, there’s no better time to get to know him.

Mike is the CMO for SiteSell and lead “Content Marketing Practitioner” at The Social Media Hat, which only last week was voted one of the top ten social media blogs to follow in 2016 by Social Media Examiner.

For our part, we featured his article on blog promotion in the second of our series about conversions-driving content. In fact, so impressed we were with Mike’s guide – and The Social Media Hat blog – that we asked him if he’d agree to share his expertise with us.

Here, Mike offers his insights into strategies and platforms for promoting your blog, as well as for building your business with blog content.

Enjoy!

Before we delve into questions about blog promotion, would you briefly share with us why you refer to yourself as a “Content Marketing Practitioner”?

Sure! While many businesses will use content marketing as an approach to reach and educate their audience, I don’t just use content marketing. I teach it. Experiment with it. Study new tools and techniques. Therefore, I’ve come to refer to myself as a practitioner, someone who is constantly learning and evolving in the study and use of content marketing, and sharing the results with my audience.

That evolution in my thinking has been mirrored in my writing, as I’ve worked to provide more and more detailed articles that reflect my own experiments and findings.

Your relatively recent article on blog promotion describes your most thorough social media sharing process. What would you recommend as an absolute minimum, core promotion strategy?

That’s a great question. At a minimum, every business needs to have at least one social profile and an invitation for site visitors to subscribe to their email list, so that new content can be promoted to at least one social platform and email list. And of course on the content itself, visitors should be able to easily share it to whichever platforms and networks they’re active on, regardless of which network the business selects.

So you begin to drive traffic to your site through a social channel and email marketing, and you allow your readers and prospects to share to other networks, increasing your content’s reach.

Of all the social media platforms you leverage for blog promotion, you clearly favor Google+.  Could you share with us why you prefer it to the other main social networks?

First, let me say that my preference is a personal one. While there are reasons why I enjoy Google+ so much, that’s not to say that other businesses can’t find equal or greater success on different platforms. That truly depends on the business and target audience.

For myself, I found Google+ to be a refreshing place to connect with and engage with my peers. That’s not just lip service. It’s been truly amazing to grow relationships with fantastic people who have helped me and my business tremendously.

Based purely on referral traffic, Twitter is currently my top social platform, yet Google+ remains my favorite, and where I spend the most quality time. That further illustrates to me how important it is for businesses to have a presence on multiple networks, and to develop an understanding how each platform fits into their overall marketing and business plan.

Besides Google+, you’re also a strong proponent of Twitter. How effective is Twitter for blog promotion, relative to the other main social media platforms? 

Twitter is one of the best platforms for blog promotion overall, at least in my own niche and experience. There are far more tools available to help with sharing and resharing, connecting with your targeted audience, and analyzing the success of your efforts.

That said, it’s all about your audience. If you’re targeting a demographic largely comprised of work-at-home moms, you’ll likely find that Pinterest is your best choice, followed by Facebook. Every blogger and business must do their own research and analysis to determine where their audience is active and approachable, and then develop ways to become organically part of their conversations.

There’s been a lot of discussion around Twitter expanding its character count. What do you think about it? Do you subscribe to the argument that it may “ruin” the platform?

Nope. I generally have a more open view when it comes to platform changes and development. Facebook’s newsfeed changes. Google+ going back into beta. Twitter expanding character counts… other than the occasional brief annoyance at losing a feature I found personally valuable (i.e. Google+ Ripples), I recognize the fact that platforms need to change and develop for a variety of user and business reasons. Those reasons sometimes won’t be immediately understood or universally accepted.

But with rare exception, I find it extremely unlikely that any modification to an existing platform could ruin it. A platform used by hundreds of millions of people around the world every month doesn’t fall out of favor overnight. It takes time and generally a series of poor decisions.

What are your thoughts about syndicating content on LinkedIn to increase its reach? 

Personally, I think it’s a great idea, but tend to avoid actual syndication too often. I prefer to push visitors to my original content on my own website, and instead like to use those platforms for original content.

However, as with everything else in digital marketing, opinions can and should easily change with exceptional testing and analysis. This topic, specifically, is one I plan to test this year. However, measurement of success is going to be elusive. As Mark Schaefer has pointed out, it’s next to impossible to measure how much visibility your content gets when it’s published on external properties.

You mention that you use Pinterest (even though your content, as a rule, is primarily text-based). Does it drive significant traffic to your blog?

Pinterest is great for bloggers. And the more niche and specific you can get with your content, the better platforms like Pinterest may prove to be for you.

And while I don’t create a lot of image content, I do make sure that I have at least one branded, feature image for each and every blog post. And for those articles that are more important to me (for any number of reasons), I’ll take the time to create an image specifically for Pinterest (900 x 1100). I’ve added a custom, hidden field to my new blog post form so that I can upload a Pinterest image that the share buttons will see so that anyone can pin it.

What would you say is the more effective blog promotion strategy overall: email or social media?

Email.

Social media is outstanding for creating and developing relationships, and it’s a necessary step toward moving interested people into your email marketing.

But let’s do some basic math here:

Let’s say you’re a small business who has been working on their marketing for 6 months. You’ve created a nice lead generation resource to collect email addresses, which you’ve shared to social media and other distribution channels routinely. With all of the other content you’ve created and your marketing efforts, you’ve built up 1,000 Facebook Page fans and 1,000 email list subscribers.

The average open rate for email marketing is about 18%, with an average click rate of 1.8%, which means that out of 1,000 email subscribers, 180 will likely open the email and 18 will click through to your latest blog post.

Share the same blog post to your Facebook Page and your post will see the typical “Organic Reach” on Facebook which is about 2%. Click rates vary from 0.22% to 2% depending on the page and audience. But no matter how you slice it, it’s likely that a mere 20 of your fans will see that post, and probably half of them will click through.

Facebook is brilliant for reaching a targeted audience in a number of ways, not the least of which is paid advertising, which is the most cost effective in the world. But for promoting a blog post, email is clearly more effective.

What are the top strategies you’d recommend for building a business using blog content?

You’ll read dozens and dozens of different ideas on how to use and promote blog posts to build and promote a business. But there are two things in particular that you can do that are far more effective than anything else.

First, you have to create long-form content. That means really long blog posts… at least 1,500 words, and preferably more than 2,500. Sound like a lot? It is, but don’t let that scare you. You don’t have to write that much every week. In fact, most successful businesses will create one of these posts, what I call a “Pillar Post”,  per quarter on average.

The pillar post isn’t just long, of course, that’s just a byproduct. It’s long because it extensively and exhaustively covers a topic of particular relevance to the business, and of interest to the target audience. It has to be something that thoroughly answers a question, yet is positioned so that it’s likely readers will want more information or assistance even after they’ve read it all.

These kinds of extensive posts get exponentially more shares than shorter posts, and that helps drive traffic which increases the already high ranking factor, bringing even more organic search traffic. Those visitors are just as compelled to share the post, thus continuing to feed the process.

The post should, of course, have a strong call to action for readers to proceed to the next logical step (call you, read about your services, another article, whatever).

But here’s where the second top strategy kicks in.

With a post like this, let’s assume it’s 5,000 words about how to do something integral to your niche. That’s a long post, and would make for a great PDF download. You can put the entire article on your site, and then let interested readers grab a PDF copy for reference. Better yet, come up with a supplemental resource, like a checklist, that boils the topic down into a one-pager and make that available.

To get the digital download, they just complete an email subscribe form on your article and you set it up to auto respond with a link to download. They’re then part of your email marketing (which is an entire topic for discussion another day… how to leverage email automation to create a series of emails, regular newsletters, and more, to lead prospects down a sales funnel).

There are many other tactics and strategies for building and using blog content, and a lot can stem out of these two. So start there!

Connect with Mike on Twitter, LinkedIn and Google+

Image thanks: ID 160597642 © lemasney / deviantart.com

 

 

The Digital Marketer’s Guide to Content Promotion

Content Promotion ResourcesLast month, we shared a series of posts on how to create conversions-driving content. We started with proven copywriting formulas and how-tos on writing clickable headlines and email subject lines and ended with what Google can teach us about copywriting.

In the second article, we shared expert strategies for creating powerful landing pages and engaging content, and touched on content promotion. But since content promotion is now so critical for content marketing success, we thought we’d expand on the subject.

So here are the most authoritative and relevant articles, in-depth guides and specific how-tos on content promotion we could find…this time around!

Content Promotion Tips & Best Practices

The All-in-One Content Marketing Playbook for Startups

By Melani Dizon via Copy Hackers

In this intensive content marketing playbook of “seven repeatable, proven steps”, Melani Dizon begins with content creation and ends with content repurposing. Each of the individual steps is detailed, incorporating specific examples and linking out to expert sources.

Step five, “Promote More Than Seems Reasonable”, involves its own three-step process, conveniently laid out for you in a downloadable spreadsheet at the end of the guide.

Dizon recommends first reading through the entire playbook to get a feel for “the big picture” and then return to each step as needed. You’ll want to keep this gem for reference!

How to Promote Your Content Across Owned, Earned, and Paid Media

By Matthew Gratt via Convince & Convert

BuzzStream’s Matthew Gratt emphasizes that before even creating content, you need to determine how you’ll promote it across owned, earned and paid channels. He writes that all three channels should be integrated and fused into your overarching content marketing strategy if it is to be effective.

Gratt delves into precisely what owned, earned and paid media are, and shares specific techniques and platforms for leveraging each.

He notes that of the three, earned media is the most important (and the most difficult to acquire), as it lends credibility to your content and extends its reach through third-party amplification. This provides a smart framework to consult when formulating your content marketing strategy.

Content Promotion: The Difference Between Brands with Fans & Anonymous Content

By Larry Kim via WordStream

Like Matthew Gratt (above), Larry Kim writes that planning for content promotion should come before you even start creating it. He describes WordStream’s content marketing process, which starts with where they’d like media coverage then creating content tailored to its preferences using the appropriate angle.

Kim then outlines the content promotion and distribution strategies they employ, including pitching influencers, creating visual assets, leveraging social media, remarketing, repurposing and syndication. If you’re trying to build your brand, you’ll want to pay attention to this mini case study of how WordStream built theirs.

8 Nonobvious Tips to Promote Content

By Arnie Kuenn via Content Marketing Institute

Noting that most digital marketers are familiar with promotion strategies such as sharing content on social media networks, Arnie Kuenn discusses eight less obvious content promotion and distribution tools and platforms.

First up is live-streaming video content to users’ Twitter feeds with Meerkat or Periscope, allowing for real-time content distribution and engagement. He recommends Flipboard for creating industry- or location-specific digital magazines, writing the platform provides a superior user experience for desktop, mobile and tablet users.

Alternative tools include BuzzStream for discovering influencers and their contact information and BuzzSumo for its vast database and unparalleled analytical insights. Finally, Kuenn suggests distributing content to communities and blog aggregators like Triberr, Blog Engage and Alltop.

17 Advanced Methods for Promoting Your New Piece of Content

By Aaron Agius via Kissmetrics

Aaron Agius writes that while the advanced promotion methods he describes here are routinely employed by the most successful big brands, they’re available and doable for all content creators.

From asking relevant influencers for a “killer quote” for your article to sharing content with communities to paying for promotion services such as (the relatively inexpensive) Outbrain, these strategies are proven to be effective for those who know how to use them properly. To that end, Agius shares tips, recommended tools and links to resources so you can promote your new content like the big boys.

Need to Crush Content Promotion? Love Your Dealers

By Ian Lurie via Portent

Ian Lurie recommends leveraging the networks of content distributors (“dealers”) for your promotion needs, writing “the best dealers are sites that grow through curation of material related to them”. Specifically, he lists content sharing networks, new and growing toolsets, and industry-specific, user-generated content sites and publications.

Lurie considers content sharing networks such as SlideShare and Medium the premium dealers, as they need your fantastic content as much as you need their distribution. They have a respectable “audience oomph” factor and are “very deliberate about promoting the best stuff.”

Throughout, Lurie provides specific dealer features and benefits, as well as tips for using them effectively. This one’s definitely a keeper!

The Complete Guide to Building Your Blog Audience

By Neil Patel & Aaron Agius via Quick Sprout

This exhaustive guide on blog marketing by Neil Patel and Aaron Agius is divided into 10 chapters, covering all that goes into building blog traffic. It’s specifically designed for readers who are already well versed in how to create content but want to build their brand status and ultimately, generate sales.

Beginning with the basics of building a community and an email list in the first chapter, Patel and Agius go on to more advanced strategies such as SEO, paid search and social ads, content syndication and influencer outreach. If you’re looking to catapult your brand and blog to the next level, then you should find this a valuable resource.

Social Media Platforms, Strategies & Tools for Content Promotion

5 Gospels to Follow on Social Media That are Strategic, Systematic, and Smart

By Jodi Harris via Content Marketing Institute

This article is a useful starting point for thinking about content promotion through social media sharing, providing a savvy lens through which to view and assess your social media strategy. Here, Jodi Harris presents Content Marketing Institute’s Jonathan Crossfield’s acerbic take on using social media via five “gospels”.

When promoting content on social media, he advises caution and details seven guidelines to follow that range from tailoring your message to the medium to adding quality images and the right hashtags. A great resource when mapping out your social media strategy!

Social Media Campaign Planning Guide – The Rocket Formula

By Ian Cleary via RazorSocial

In sharing RazorSocial’s “rocket formula”, Ian Cleary identifies planning as the critical factor in making or breaking a social media campaign. He details nine steps, each with their own component steps, in this extensive guide.

Cleary begins with pre-campaign planning such as selecting the appropriate social platforms, then walks you through the entire process, ending with documenting the results.

He suggests tools to help you with each step and thoroughly explains how to use them. A most helpful guide for content marketers, no matter the size of their budget.

Slideshare Traffic Case Study: From 0 to 243,000 Views in 30 Days

By Ana Hoffman via Traffic Generation Café

Ana Hoffman shares some truly impressive numbers documenting her astonishing success with Slideshare, not the least of which is that the LinkedIn-owned platform is her second largest source of referral traffic.

She details just how she did it, beginning with a five-step process for creating a Slideshare deck. Hoffman then shares seven highly specific tips to fully leverage your presentation, such as optimizing for search and including a call to action.

Finally, she discusses four ways to drive traffic from Slideshare, from being featured in one of its homepage sections to getting it embedded on other sites. An excellent resource you’ll want to bookmark!

13 Instagram Marketing Tips From the Experts

By Cindy King via Social Media Examiner

In her post for Social Media Examiner, the late Cindy King shared Instagram marketing tips and recommended tools from 13 social media experts. Their responses range from the relatively technical (shooting square photos) and analytical (using a custom link shortener to track traffic) to the practical (editorial calendar) and promotional.

Among the promotional tips are partnering with Instagram influencers to expand brand awareness and follower reach, leveraging sponsored ads and taking advantage of trending topics.

Other promotional tips involve strategically using your bio link, whereby you can direct users to a landing page or your most recent content. All of the tips shared are worth investigating!

Your Turn

Hope you find these resources helpful in reaching your content promotion goals! If you know of an actionable guide or article — and yes, that includes your own! — please share it with us in the comments below. Thanks!

Photo thanks: ID 945449 by Unsplash / Pixabay.com

 

 

 

LinkedIn Publishing: Leverage the Power of the Pulse

Pulse LogoYou’ve likely read about publishing on LinkedIn Pulse and perhaps wondered why would you want to write a piece of content to share with your connections.

Maybe you think you’re “just a writer” or business owner, or you simply “don’t do social media.”

But truth be told, LinkedIn Pulse is one of the best sources of authoritative content on the web available and offers a free publishing and distribution platform to assist you with your digital marketing.

As a highly visible media channel, it also offers a way to showcase your professional expertise beyond your LinkedIn profile or company page.

Publishing solid content on Pulse can help you with branding, conversions or even landing your next client.

I Already Have a Blog: Why Should I Publish on Pulse?

Think of Pulse as a platform for you to extend the reach of your blog content. By syndicating your blog content on Pulse, you can increase its visibility far beyond what you could realistically attain with your own on-site blog.

Your on-site blog is a valuable content asset, focusing on a niche topic of your choice that satisfies your readers. And while some of your audience may be fiercely loyal readers, they may not follow you on every social platform.

By broadening or adding a twist to your blog post and syndicating it on Pulse, you can expose both your blog and your brand to a different and larger audience. This translates into a great opportunity to grow your readership!

Get Discovered via Search: Both On & Off LinkedIn

Those of us who are passionate about creating content may not be so passionate about promoting it (myself included). That is where LinkedIn’s Pulse can help. You will spend most of your time composing your content rather than promoting it.

Simply by taking the time to share your content on the Pulse platform, you’ve instantly shared it with your connections. What’s more, you can – and should — tag your posts with keywords. That way anyone with a LinkedIn account doing a search for topics they are interested in may well surface your content.

In addition to users discovering your content with the platform’s search feature, Pulse will suggest content to them based on their industry, influencers and LinkedIn activity.

If all these perks are not enough to get you excited about publishing on Pulse, then I have one more tasty tidbit for you…search engines! Yes, you read that correctly. Like any other content on the web, the content you publish on Pulse will be crawled and indexed by Google, Bing, Yahoo! and many other search engines.

The takeaway here is to keep on creating quality, optimized content and the (search) results will fall into place!

Pulse Analytics: Every Number Tells a Story

Who doesn’t like a good story? This is why analytics data are important. When you post your content on LinkedIn’s Pulse platform you have access to instant stats. These stats date back to a year from when you first published your post, and help you make informed decisions moving forward.

For instance, you may find one of your posts did not perform very well. You can choose to do additional research on the subject to deepen or otherwise tweak the post, or simply let it go and scratch the topic from your editorial calendar altogether.

Besides offering the standard social media stats of likes, shares and number of views, LinkedIn goes a step further and breaks down the data so you can see your viewers by location, industry, job title and traffic sources in terms of percentages. This is some powerful information!

After a few good quality posts you will begin to get an idea of what type of audience is reading your material. Below is a snapshot of data from one of my posts about whether you should consider getting an MBA, a topic that can appeal to almost anyone regardless of their industry.

What I found is the e-Commerce Specialist job title and travel industry were amongst my biggest percentages. Knowing this, I can plan my next post to be related to hospitality and digital marketing.

reader_demographics

The takeaway here is although I specialize in the area of (digital) hospitality, I chose to write about an “off” subject. This is perfectly okay to do!

As a bonus, your article may inspire some readers outside of your industry vertical to connect with you (I picked up three connections from my MBA post). Have fun with the numbers and set goals for them. Broaden your reach and enjoy watching the story unfold!

FAQ: What Should I Write About? For How Long? And When?

Settling on a topic can be one of the toughest things about writing. From my perspective, you should write about things that you are care deeply about. You may need to experiment with a variety of topics before determining which ones work best for you.

The goal for my writing is to be seen as an expert within my field. Ask yourself what your goals are prior to choosing a topic. Defining your goals will assist in finding your topical focus and in tailoring your content to your target audience. At the end of the day, you need to give your intended readers what they are searching for.

As for length, longer is better! LinkedIn readers favor long-form content with an average of 1,900 – 2,000 words according to a 2014 study of the 3,000 most successful LinkedIn posts by Paul Shapiro and Noah Kagan.wordcountShapiro and Kagan’s findings are supported by Buzzsumo’s 2015 research, which found long-form content overall consistently outperformed shorter posts in terms of links and shares.

In terms of views, Shapiro and Kagan’s study found Thursday to be the best day for posting. In terms of shares, Buzzsumo’s analysis found Tuesday to be the best day for LinkedIn publishing. It would be a good suggestion to run your own tests and see which publishing days perform best.

How to Publish on Pulse: Easy as 1-2-3

Now we’ve covered the many reasons why you should post content on LinkedIn’s Pulse, here are the few simple steps it takes:

  1. Navigate to LinkedIn.com and sign into your account
  2. Click on “Publish a Post” just below the quick stats section near the top
  3. Begin using the WYSIWYG (what you see is what you get) editor to write your post, including adding media, formatting and category tagging.

I would strongly recommend writing your initial post in Word to avoid loss of content if something were to crash. Again, all of your formatting will be done on LinkedIn. Save often! Remember, you can always make changes after you publish.

LinkedIn Pulse is one of the best social channels through which we can connect with one another, discover new content and allow others to discover ours. Some users are looking for career opportunities, some are seeking to generate business leads, and some are trying to build their brand. Whatever your reason, don’t delay any longer: start sharing your content with the world!

Connect with Brandon on LinkedIn and Google+

Photo thanks: Wikimedia Commons © Alexander Hampson / Wikimedia.org

3 Things Google Can Teach You About Copywriting

Is Google more persuasive than Billy Mays? Perhaps…

This month, we’ve focused on how to write conversion-sparking content. Why? Because knowing how to write online is one thing. Knowing how to write copy that makes money, well, that’s a big deal — and a skill worth developing.

I’d like to close this month with lessons from an old friend — Google. We are so hungry for their brand that we surf their site every day, use their brand name as a verb and hang on their every word. If you want an example of a smart “sales” campaign, look at Google. They have us eating out of the palm of their virtual hands.  Enjoy!

What does Google have in common with the late Billy Mays?

Both are known for being extremely persuasive.

Google is a master at manipulating our emotions and changing our behavior. Think about it: How many of you use Google products because it’s easier, cheaper and – in the case of the now-defunct Google Glass – provides some awesome geek cred?

Yup. I thought so. And part of that reason is how Google markets their services.

Here are some copywriting lessons you can learn from Google – and how you can use them in your own business.

Everyone loves Google. Just ask them.

One of the reasons review sites are so popular is because we rely on them to help make our decisions. Should we go to a new restaurant? Better check Yelp first. Traveling? Check out Trip Advisor before booking that hotel room. We read reviews written by “people like us” to make our decisions.

If you check out the Google Analytics home page, you’ll see that the first image is a testimonial. As you click into inner pages, you see well-known company logos as “success stories.”  If a company wondered if Google Analytics would work for them, they can read the testimonials and feel more at ease. Other people like Google. So they will too.

Here’s how to use social proof in your own marketing.

I’ve talked quite a bit about the power of testimonials. However, it’s amazing how many sites ignore this easy conversion tip. If you don’t have testimonials on your site, it’s time to add them. If you work with different vertical markets, make sure you have vertical-specific testimonials. It’s really that easy.

FUD Google

FUD (fear, uncertainty and doubt) is a big motivator. We want to minimize our pain and maximize our pleasure. So, when we hear about something that may be particularly unpleasant, we do what we can to make our world safe. Think of the millions of dollars people spent trying to calm their Year-2000 fears. Or how people will stop eating certain foods because they read one news article that said that they may be bad for you.

Google is all over the FUD approach. Once upon a time, algorithmic updates were sudden, violent acts. We may have had inklings that something was coming down, but Google didn’t warn us.

Today, Google representatives will drop hints about a “possible” update – and people immediately freak out.  Some folks are so afraid of making a wrong algorithmic move that many site owners turn to AdWords in order to guarantee consistent traffic. After all, your main site’s rankings may bounce up and down and possibly plummet – and that’s much too unpredictable.  With PPC, your ads will keep running no matter what (within reason.) Is it any wonder many site owners ignore their main site and rely 100% on PPC? That’s FUD in action.

Billy Mays used to use FUD during his pitches. If you check out this old commercial for Oxyclean, you’ll see how bleach supposedly ruined a pair of jeans – yet, Oxyclean cleaned the jeans without mishap. The message? Other cleansers may hurt your clothes, but Oxyclean is the safe alternative.

How to use FUD on your own site

FUD can be tricky. It’s important to bring up the benefits of making the right decision (read: the decision you want them to make.) Yet, if you push it too far, people may kick back and ignore your pitch.

Check out the approach Gerber Knives uses.  They don’t come out and say, “If you purchase a cheaper knife, it may fail.” But they heavily imply it in the copy.

 

The message is pretty clear: If you need a knife for a “survival situation,” use a Gerber one. Or else.

Did you want Google Glass? There were only a few available …

The principle of scarcity teaches us that something becomes more attractive to us if we think we can’t have it. If something is only available for a limited time, or to a limited population, we want it more.

Now, think about Google Glass. The glasses were clunky, weird looking and are like the geeky eyeglass equivalent of a Segway. But people wanted their Glass. Badly. When you limit sales of a $2,000 product to “invite only,” it’s amazing how many people will immediately catapult the product purchase to a “need.” After all, there’s only a few invites out there. Don’t you want to be part of the chosen few?

How you can apply this in your business:

Are there ways you can make your product less available – for instance, reminding people that there are just “a few products at that price,” or making it a limited-time offer? If you provide services, you can tell clients that you’re only accepting X new clients every month. It’s amazing how products will compete for your time when they think that you may not have time to take them on.

The next time you read a Google announcement, think about how they positioned their content and see what you can learn. The Big G can be a wonderful teacher…

Photo credit: “Google Glass Explorer Exchange 36274” by Ted Eytan

“HI, BILLY MAYS HERE!” by Don