So how well does your copywriting convert?

Greetings! In today’s SEO copywriting video, Heather discusses how watching informercials can help you be a better copywriter, and greatly improve your conversions.

Specifically, Heather demonstrates how informercials can inform your writing with structure, clear calls to action, and benefit statements that scream value to the prospect.

Heather admits that she’s actually addicted to informercials because of what they show you about the process of building excitement and getting people really pumped about buying a product, and showing that product’s value so well.

In fact, she’s willing to bet that if you’ve ever watched an infomercial, at least once in your life you’ve thought, “Huh! I want to buy that!” And that’s how powerful informercials can be! Tune in to learn how watching infomercials can improve your writing…

Infomercials can teach you a lot about how to structure your copy

  • The scripts are carefully written and designed to build excitement and convert.

The reason why informercials are so powerful is that the scripts are carefully written and designed to build excitement and convert.  The folks involved in informercials know what they’re doing.

  • Everything is measured, so producers can see what works and what doesn’t.

And they know that because they measure EVERYTHING: they have a track record of what works, what doesn’t, and so everything they do is designed with conversions in mind.

  • Plus, they make companies a LOT of money.

With their amazing set of skills, informercial copywriters make companies a LOT of money.  Here are three things they do very, very well:

1. But Wait! There’s more…

  •  How are you promoting the value of your product or service?

We’ve all seen and heard the “But wait! There’s more!” and this is fun, because what they’re doing here is to sell you on the product and then some.

So when you’re watching the informercial you can get excited about the product, but then after you know the price, you find that they’ve added all this extra stuff and that helps pump up the value: so if your were already set to buy the product at $9.95, when you see all this other stuff that you can get for $9.95 then you’re more than ready to buy.

Really think about how you are promoting the value of your product or service!

  • Benefit statements are crucial. You need to tell your prospects “what’s in it for them.”

(Yep, that’s Heather’s WIIFM guy in the screenshot.) Are you really showing the customer what’s in it for him? Those benefit statements are crucial. If you watch informericals, you’ll notice that they may talk a little bit about the product/service features, but everything ties back into the benefit statements.

  • You want your prospects to think, “I NEED to have this. Now.”

So it’s not just building a little bit of a need – it’s showing that urgency and intensity so prospects are actually excited to contact you!

2. Call now! Operators are standing by!

The second thing that informercials do is the “Call now! Operators are standing by!” They have calls to action everywhere, throughout the informercial.

  • Check your copy. Do you make your call to action clear?

The typical format of the informercial is sharing a little bit of information about the product, and then interjecting “how to order.” Then it goes back to sharing a little bit more information about the product, and then again, cutting in with “how to order” with that phone number.

So when you’re looking at your Web copy, you want to check to see that your call to action is clear.

It’s amazing how many pages, both on the product side and the services side, make it hard to understand what that next action step would be, and how to take it.

  • Is it easy to take action?

You want to make sure that not only do you have a call to action (e.g., “buy now!” “contact us today!”) but that it’s easy to take action by providing hyperlinks and buttons, and that everything is very clear to the interested buyer.

  • Consider adding a call to action in the content, as well as “add to cart.”

If you’re selling a product, like a lot of folks you might have that little “add to cart” button, and that’s great – but consider that you can also include calls to action with the copy as well.

Amazon does this very well, with its checkout message of “Customers like you also purchased…”  That is another call to action for another conversion.

Maybe you want people to download a white paper, so if people don’t buy from you initially, at least they’ve downloaded something from you and/or they’re on your mailing list.

Make sure that Call to Action is in the content.

3. Hurry, this offer is only available for the next few minutes…!

The third thing about informercials that Heather really loves is that “Hurry…” message.

  • Limited-time offers add a sense of urgency.

Well, we all know that that “next few minutes” offer is most likely available whenever you call and you ask for it. But that ticking clock – where it shows that there’s a countdown – provides that sense of urgency that people really respond to.

  • If you’re running a sale, make sure that you mention the end date.

It’s funny, how you can run a sale and tell folks that the sale ends on Tuesday – and people may not buy anything until Monday night, because they know the sale is ending soon, and so they suddenly they have that sense of urgency,

So if you’re running a sale, make sure that you mention the end date: make it really, really clear because there are going to be those folks who procrastinate to the very last minute, and you want to let them know when the sale ends.

If you’ve been playing with sales and not mentioning an end date, try stating the end date and see how that boosts your conversions.

  • Email campaign? Consider sending another email to remind folks of your limited-time offer.

If you’re running an email campaign and it’s a really cool, exclusive sale, you might want to consider sending another email to remind folks that it’s a limited-time offer.

So for instance, send a brief email of “Just 24 hours left for you to purchase your X at this incredible price.”  And see if you get another bump in conversion rates.

Thank you for joining us for this week’s SEO copywriting how-to! As always, if you have a question or topic suggestion for Heather, zip her an email [at], or tweet her [at] @heatherlloyd.

Have a great week, and we’ll see you next Monday!

Would you like to learn how to write for Google? Just sign up for the free SEO Copywriting Buzz newsletter for lean, no-fluff industry news, either daily or weekly, and get Heather Lloyd’s “25-Point Checklist on How to Write for Google” free!

photo thanks to S.wplunkett

How to write killer sales copy: a video guide

Greetings! Today we’re featuring our top three SEO copywriting video posts on how to write killer sales copy.

Writing sales copy can be difficult! The art of persuasive writing does not always come naturally or easily to copywriters, especially if they are not trained in direct response theory and best practices. Good sales copy does not need to be heavy handed – the key is to have it flow naturally, while providing a clear call to action to inspire conversions.

Tune in as Heather guides us through how to write powerful, conversions-driving sales copy – as well as what to avoid…

How to tell if your sales copy sucks

In this reader favorite, Heather discusses how to check your sales copy to avoid common and costly mistakes. If you are a DIY small business or new to sales copywriting, there are several ways you can inadvertently go wrong. Learn how to detect these deadly sales copy killers.


3 ways to transform your sucky sales copy into conversions-driving gold

Here, Heather builds on the original video above, with three more tell-tale signs of bad sales copy. Learn how to refine your website’s tone and feel, create specific benefit statements, and use keyphrases deftly to turn your sucky sales copy into conversions-driving gold!


How to translate testimonials into killer sales copy

Finally, Heather shows us how to drawn on customer testimonials to write better sales copy. The benefits conveyed by your happy clients in their testimonials are a fantastic resource to tap for writing your sales pages, providing you with specific benefit statements in a natural voice that can improve both the actual content and tone of your writing. How cool is that?

Thanks for tuning in! If you have a question or suggestion for Heather about an SEO copywriting, Web writing, or content marketing topic, please zip it on over to her [at], or tweet her [at] @heatherlloyd.


In the meantime, would you like to learn more about writing killer sales copy? Check into the SuccessWorks’ SEO Copywriting Certification training to learn not only how to be the best in SEO copywriting, but also how to excel in the lucrative field of direct response/sales copywriting! The combination of these skills will make all the difference in your copywriting career.


photo thanks to Vectorportal











How to write high-ranking copy for your one-page site

Welcome back! In this week’s Web-writing video tip, Heather addresses a question that she’s been asked repeatedly in the past week: “How can I write high-ranking copy for my one-page site?”

You may be wondering why you would even want a one-page site, thinking “wouldn’t I just want to build out more content to the site?” And in most cases, yes, you would. But some companies decide on a one-page site for various, specific reasons, which Heather explains.

Of course, the biggest challenge of having a one-page site in the post-Panda SEO world is being found and ranked well in the search engines. So tune in as Heather discusses how you can optimize your single-page site with four specific strategies…

Many companies have one-page sites

  • Direct response sales pages

You probably have seen a one-page site that is essentially a very long direct sales letter. The purpose of that page is to get you to buy something or to sign up for something – and the site itself is just that one page.

  • Lead generation pages

You may also have encountered a one-page site if you’ve searched for something like car or home insurance. These are often lead generation pages that have their own separate domain name/URL, and where the sole purpose of the site is to collect your contact information.

  • Home pages (and the rest of the content is behind a firewall)

This third scenario is one in which the site technically isn’t just one page. There may be hundreds or even thousands of additional pages on the site, but all the yummy, meaty content is behind a firewall.

With this type of site – where all the “goodies” are reserved for paying members – the only page visible to “non-members” and the search engines is the home page.

In this scenario, the only page the site owner has to work with for optimization is the home page.

So if you have a one-page site that suits your purposes, that’s cool…

But here’s the challenge…

  • The search engines reward resource sites…and one-page sites aren’t considered a resource.

Resource sites are larger (than one page) sites that go in-depth about a particular topic, and one-page sites don’t fit that description. They are not considered a resource – no matter what.

  • You can tweak the content until you’re blue in the face…but it won’t position.

For example, if you have a one-page site about “internet marketing” and you pit that site against all the thousands of other sites out there that have multiple pages dedicated to internet marketing, your site is not going to position – no matter what you do, and no matter how many times you tweak the content.

In order to position that one-page site, you will have to do more to it…

So what can you do?

  • Can you make the one-page site part of your main site?

What a lot of companies do when faced with this SEO dilemma is rather than having that one-page site as a separate domain, they incorporate that landing page into their main site.

This is a really easy workaround. This way, you’re not marketing two separate domains, and you’re not worried about two domains: everything is happening on your one main site.

  • Can you build out the site with informative, keyphrase-rich content? (This will take some time).

Now if you’d rather not go with option #1 (above) because you have an awesome domain name for your one-page site and you want to do more with it, you can just go the traditional route of building out more content.

That way, you’ll build relevancy for your single-page site, and you will see not only a search engine ranking boost, but also more people sharing your content – because there’s more content to share!

The flip side is that it’s going to take some investment of time as you’ll be writing a lot of content as you build out the site.

  • Can you make any of the password-protected content public?

If you have a membership-exclusive site, or a similar situation where the majority of the content is password-protected, then the best-case scenario is if you can pull some of that content out to your home page so it is accessible both to non-members and the search engines.

Granted, you’d still have the “meat” of the content behind a firewall, but you’ll have more content that the public can look at and the search engines can work with.

This is actually a great way to work with conversions off of membership site: non-members can get a little taste of what they’d get in the way of content if they were to sign up for member status, and that can encourage them to convert a bit faster.

  • If worse comes to worse…what other ways can you drive traffic to your one-page site?

Finally, if none of the above strategies appeal to you, and you want to keep that one-page site as it is, then consider other ways to drive traffic to it.

It should be clear that traditional SEO via organic search is not going to work for you – but certainly there are other ways you can drive traffic and get the targeted visitors you want landing on your site. Explore social media, and all the other options available to you!

Thanks for checking in to this week’s SEO copywriting how-to video! Do you have a burning question about SEO, Web writing, or content marketing? Fantastic! Zip an email on over to Heather via, or tweet her @heatherlloyd. And be sure to tune in next week – we’ll see you then!


Do you have questions about SEO Copywriting Certification training? Writing services? Customized SEO copywriting training? Heather’s always available to help you out! Feel free to email her at or tweet her @heatherlloyd.


photo thanks to Danard Vincente



3 ways to transform your sucky sales copy into conversions-driving gold

Welcome back! In this week’s SEO copywriting how-to, Heather builds on her video of last week: How to tell if your sales copy sucks.

Realizing there are several more ways to tell that your sales copy sucks, here Heather addresses three more characteristics that mark bad sales copy – and then shares on how to go about fixing them so that your sales content pops off the page.

Tune in to learn how refining your website’s tone and feel, sharing specific benefits with your readers, and using keyphrases deftly can transform your sales copy from sucky into conversions-driving, reader-focused gold!

1. The tone and feel is off base

While this is an issue that mostly affects B2B sites, any website can suffer from this malady.

  • Think about your reader when you’re writing your copy – what would you say if you spoke with them in person?

There’s something about sitting down and writing something – especially Web copy – that flashes some folks back to high school English class.

They then create this very formal-sounding document that would stand up really well in an English class, but when it comes to communicating and connecting online it falls short.

  • A more “formal” tone and feel does not make you sound smarter.

In another scenario, there are some companies that believe that a formal tone and feel makes them sound smarter, and automatically conveys that they are an “expert” in their field.

  • Newsflash! Formal tone and feel does not an expert make.

So instead of flashing back to that high school or college English class, or thinking that a formal tone and feel is what you need (which, in some cases it could be, depending on your audience and subject matter), again try to think about how you would communicate with folks if they called you directly.

Then, try to translate that to what you are writing online so that some warmth and personality shine through.

  • If you’re not sure if you’re connecting in this fluid and natural way online, consider sharing your sales copy with someone who knows you, as well as your company.

Ask them: “Does this sound like me?” and “When I talk to folks online, is it the way I usually sound, or am I making myself sound different somehow?”

A trusted colleague or editor can give you some valuable feedback about how you can loosen up and warm up your copy with personalized content, but still manage to convey a solid and credible business tone and feel.

2. You don’t provide any real information because “you want people to call you.”

Sharing just a hint of your helpful information that doesn’t give away too much may seem savvy. Wrong!

Yes, it may sound edgy, it may sound interesting, but at the end of the day it doesn’t convey the benefits your company can provide prospects.

  • Guess what? People probably won’t call you.

If you’re going down this path as a marketing strategy, the very real possibility is that folks probably won’t bother to call you. After all, your competition is only a back-click away.

It’s so easy for folks to realize that “Given company X isn’t providing me with any helpful information, let’s check out what company Y has to offer.”

  • Always showcase your value, expertise and benefits.

So be sure to track what your competitors are doing (and not doing) and make sure that you provide substantive information that addresses what your audience cares about.

Giving your readers solid information is a fantastic way to showcase your expertise and value, as well as inform them about exactly what you can do for them.

3. You add a bunch of keyphrases “just in case.”

  • It won’t help.
  • It will turn off your readers.
  • Did I mention that it won’t help?

It’s somewhat (darkly) funny that Google Analytics demi-god Matt Cutts has come out with a video discussing the myth of keyphrase density, and the myths surrounding the myth – only to hear folks say “Well, I know what he said, but I still have this feeling that if I add a few more keyphrases to my content that’s going to make all the difference – I’m going to make all sorts of money and my life is going to be grand!”

Ah, if only it were so. But it’s not real or realistic, so please: Don’t do this.

Instead, focus on your readers and do those things that will best help them.

Remember: focus on your reader, not SEO for SEO’s sake

  • Yes, you do want to add keyphrases to your content.
  • Yes, you want to make sure that you have those SEO copywriting bases covered.
  • But adding random keyphrases or repeating keyphrases or doing anything that detracts from valuable content is not going to help you and it’s gonna turn off your readers, so DON’T DO IT!

Thanks for joining us for this week’s SEO copywriting how-to video! If you have a question for Heather, you can tweet it to her @heatherlloyd or email her via And be sure to check back next Monday for another hot Web-writing tip – it may well answer your question. See you then!


Learn the latest SEO copywriting and direct response skills while realizing your full freelancing career’s income potential: check out the only industry-recognized and highly proclaimed SEO Copywriting Certification training program today!

photo credit to trindade.joao













How to tell if your sales copy sucks

Greetings! In today’s Web-writing video, Heather discusses how to check your sales copy to detect common and costly mistakes – those she has witnessed time and again in her long SEO copywriting career.

It’s true, writing sales copy is really difficult if you’ve never done it before. There are several ways you can inadvertently go wrong, and many DIY folks don’t know how to go about checking their sales copy to see if they’ve done it right.

So without your knowledge, much less your intention, your sales copy might suck!

Don’t despair. Tune in as Heather addresses the most common sales copywriting mistakes, and how to check your sales copy to ensure you’re not making them…

Your writing focuses on the product/service – not the reader.

  • How many times did you include your company name and the words “we” and “our”?
  • Readers want to know what’s in it for them.

When you’re brand new to sales writing – or even when you’re experienced, but things just aren’t clicking when you sit down to write – it’s all too easy to focus your copy on your company, and/or your product or service. You’ll use the words “we” and “our” a lot, and mention your company name over and over.

  • What you want to do is change the focus of the sales content from features to benefits, telling your readers how your product/service helps them.

One of the things you can do when double-checking the focus of your sales copy is to go through and count how many times you’ve used the words “we” and “our,” as well as your company name.

  • Or, you can try this cute little tool called the “wewe” monitor. Simply put your sales page URL into the “wewe” tool and it will give you a score that reflects how many times you have focused on the company rather than on the reader. It’s a fun tool worth checking out!

You’re repeating yourself. Repeatedly.

  • Repeating yourself = sloppy writing.
  • Tighten up the copy and delete any repetitive content.

Repetitive copy is not a mistake reserved for brand new sales writers – it can mar the content of experienced writers who just haven’t quite got the flow of a new writing project yet.

With repetitive copy, the writer might mention a concept or a benefit statement in one paragraph, and then again in the next paragraph – maybe in a slightly different way – and yet again further down the page…

  • That is sloppy writing, because it stretches the sales page out longer than it needs to be. Also, repeating a benefit statement may preempt the inclusion of another – possibly even more powerful – benefit statement while cluttering your copy.

So check your sales copy for repetition, tightening it up and deleting any repetitive content.

  • If you’re having difficulty seeing where that repetitive content is, then it might be a good idea to give your sales page to an editor, or a trusted someone who can check your work and give you honest feedback.

Your copy is TDL (too damn long)

  • Long-form sales letters/Web pages work – if you know what you’re doing.
  • Don’t make your readers scroll through useless information.
  • Try splitting your information up on multiple pages instead.

Often, a sales page will run too long if the person is new to sales writing, or if they’re experienced but haven’t quite gotten into the flow of the project.

In either case, the writer is throwing everything s/he can think of into the sales page to see what sticks. Besides ending up with a really long sales page, chances are the copy has repetitive content.

  • You want your sales page to be as long as it needs to be to convey the information you want it to convey.

While there’s no hard and fast rule for sales page length, the “sweet spot” is usually around 250 to 500 words…BUT that depends completely on your target audience!

You want to avoid writing a long-form sales letter unless you really know what you’re doing. People who know how to write lengthy sales copy online have tested a lot of approaches – it’s what they do, they’re experts. Anybody else who tries it is not likely to see the same results.

What most likely will happen is you’ll end up with 10 pages of copy that your readers will have to scroll through to find out how to take action. You don’t want to do that.

  • If you find that your page is getting TDL, but you have so much that you want to say and it’s important information that you what on your site somewhere, try splitting the content up on multiple pages. That way, your readers won’t be overwhelmed with this long, 15,000-word essay!

Thanks for joining us for this week’s SEO copywriting how-to video! If you have a question for Heather, you can tweet it to her @heatherlloyd or email And be sure to check back next Monday for another hot Web-writing tip – it may well answer your question. See you then!

Want to learn more about sales writing and SEO? Check out SuccessWorks’  SEO copywriting training options to see what program suits you best!

photo credit to josef.stuefer


How to translate testimonials into killer sales copy

Welcome back! In this week’s Web-writing video how-to, Heather discusses how customer testimonials can help you write better sales pages.

For many of us, writing a sales page can be challenging. You may be a really great blogger, able to write about anything, or you may be a small business owner wanting to write your own sales copy for your website…in any case, if you’ve never written persuasive copy before, it can prove to be very difficult.

Fortunately, there is a rich resource you can tap for crafting convincing sales copy: tune in and learn how you can draw on your happy customers’ testimonials for the specific content you need to write a killer sales page…

Sales writing can be challenging…

  • You need to tell your prospects ”what’s in it for them.”

All of the content that you write needs to be customer-focused: your prospects want to know what’s in it for them.

  • But if you’re new to sales writing, it’s easy to write about features and forget about benefits.

If you’re brand new to sales writing, or if you don’t’ do it all that often, it’s easy to lapse into a discussion about the great features of your product – its color, shape, and dimensions – rather than how those features can actually benefit or otherwise help your prospect.

In the case of a service, you may say “we offer a, b, and c” but fail to say how these offerings can improve your prospects’ bottom line.

Testimonials provide valuable insight…

Here’s an easy way to work around the features vs. benefits conundrum and jump-start the process of writing a kick-butt sales page: rather than starting the sales writing process first, instead have the first step be gathering customer testimonials about your product or service.

  • Why not discover what your customers love about your product or service?

By discovering what it is your customers love about your product or service, you’re spared trying to guess or make a judgment call about what the most important benefit statement should be. You can simply gather customer testimonials and find out for yourself!

  • When you write your content, you can refer to the testimonials and create better benefit statements.

In crafting your sales copy, you can refer to your customer testimonials to provide content rich with tangible, specific benefit statements.

For example, maybe you own a pilates studio and have helped a lot of people with back problems. If you see that specific benefit mentioned time and again in your customer testimonials, then you might weave it into your sales copy: “We help people with back problems,” and then add a sample testimonial.

Or, it might be that you own a company that helps other companies with their accounting. Perhaps you can say that you helped company X streamline their accounting process, and even made it fun…If that’s the feedback from your clients – that they enjoy working with you and find it fun to work with you – then by all means use it in your sales copy!

Consider asking questions like…

Using client testimonials is a different way to slant how you write the sales page.

When you’re getting ready to send out those requests for testimonials, rather than say “ Hey Bob, you’re a great customer and I’m wondering if you would write a brief testimonial for me” – which might strike Bob as headlights strike deer, or elicit something that doesn’t work the way you’d hoped – instead refine your request, such as:

  • How has my product/service helped you? Please be specific.

The hope here is that folks will talk about how they saved or made money working with you – something that speaks to how working with you helped improve their bottom line.

  • What were your challenges before finding my business?

In this way you can take your customer’s story and weave into your sales copy.

  • Why did you decide to work with my company over my competitors?

The answer to this can enlighten you as to your U.S.P. (Unique Sales Proposition) and provide specific insights to include in your sales copy.

You can simply put these questions in an email, taking care not to overwhelm – maybe limit them to five.

Once you’ve gathered your customer testimonials, you will have a fantastic platform to write that sales page!

This approach provides four benefits…

  • The writing process will go much faster. You don’t have to “guess” at benefits.
  • If a testimonial is really good, you can expand it into a case study, interview, or blog post.
  • You’ll have powerful “specifics” that you can weave into your Web copy.
  • You’ll have testimonials!

And as a final note: remember to sprinkle your testimonials throughout your site – you’ll wow your prospects even more!

Thanks for tuning in to this week’s SEO copywriting video! If you have a question for Heather, you can tweet it to her @heatherlloyd or email And be sure to check back next Monday for another hot Web-writing tip – it may well answer your question. See you then!

Want to learn more about sales writing and SEO? Check out SuccessWorks’  SEO copywriting training options to see what program suits you best!

photo credit: Mathyld



Make more money with this smart pricing strategy

Welcome back!  In today’s SEO Copywriting video, Heather shares an “old school” copywriting tip on how to make more money simply by re-structuring your price list.

If you have a price list on your website, or if you’re a small business owner and produce a printed price list for your clients, then you’ll find this pricing strategy how-to especially useful. And it’s a fun tip, besides!

How many times have you seen a page like this?

The first screen shot is of a web page that describes the pricing for project management software. As you can see, there are a lot of different product packages listed, with checkmarks to help people understand what product features come with each package.

What about this…?

Now, compare the first project management software price list with the second example from Basecamp. Here, you have three choices: the most expensive plan on the left, the least expensive on the right, and the middle option.

The middle plan is even called “the sweet spot”: it is clearly highlighted and catches your eye.

So the folks at Basecamp have drilled it down to three choices. What is interesting is that beneath the graphic, in regular text, they ask “Looking for something else?” and list a couple of more choices.

  • What they’re doing with the pricing graphic is streamlining the experience and essentially saying “here are your three options”: it makes it much easier to make a buy decision.

The reasoning behind this price list strategy is based on “compromise choice.” Compromise choice reflects how people think when they are researching and buying a product or service.

How “compromise choices” work

  • People compromise between what they need at a minimum and the high end of what they’ll pay.
  • If there are three choices, the “middle choice” is often chosen.

Sometimes the compromise choice is essentially based on price, as with the left to right pricing graphic from the Basecamp example. In this instance, the middle choice represents the compromise middle ground in dollars.

See how the middle choice is highlighted?

In the next screenshot of ice cream makers, the compromise choice strategy is applied a bit differently. Here, the least expensive of the three products listed is highlighted as the middle choice, and in italicized, red font it reads “Exclusive.”

Perhaps the retailer needed to move a lot of that particular product quickly, and used compromise (middle) choice and the eye-catching highlights to influence the buyer’s decision. It definitely works in grabbing your attention!

Make it easy for people to buy from you.

Here’s all you have to do to make it easy for people to buy from you – and make more money…

  • Reduce your choices.
  • Place the most expensive option first – everything else looks like a bargain…and/or
  • Highlight the choice you want people to make.
  • Don’t forget benefit statements.

Want to learn more about SEO copywriting and effective direct response techniques? Consider enrolling in the SuccessWorks’ SEO Copywriting Certification program. (Learn what others are saying about Heather’s SEO Copywriting Certification program!)

Thanks for tuning in! Do you have a question for Heather? Tweet it to her @heatherlloyd or email her at And be sure to check back next Monday for another hot SEO copywriting video tip – it may well answer your question. See you then!


photo credit to: AMagill

How to use “free” to boost conversions

Welcome back! Today, Heather elaborates on her power words video blog series, focusing on the word “free.” (Bet your eyes just snapped on the word already!)  Like the word “you,” “free” is a very powerful power word and yet one that many copywriters fail to use correctly.

If you’re just catching up, in the last couple of weeks Heather’s been talking about “power words” – those conversions-driving words that have been tried and tested by the copywriting community since pre-internet time. When weaved into your content, these power words can help increase your conversion rates by eliciting an emotional response from your readers.

So… how can you fail to correctly leverage that sexy power word, “free”? As easily as you fail to let your readers fail to understand the real value of it.

Tune in as Heather discusses how to use that mighty power word, “free,” so that it both conveys value to your readers and helps increase your conversion rates.

Will using the word “free” in your online copy help increase conversion rates?

If used correctly, you bet!

  • “Free” is one of those powerful power words that definitely gets your attention.  But it is also one that requires some finesse in its use if it is to mean something of value to your prospects and help you with conversions.

So today we’ll be talking about how to effectively use and leverage the word “free” in your online copywriting.

The word “free” is a power word…

  • The challenge is that within a sales situation, many copywriters don’t know how to use it correctly.

Think about the word “free” from the prospect’s perspective. The prospect is coming to your site and finds that you’re giving away a product or service for free.  Well, in their mind….

“Free” has no value…

  • People aren’t thinking about the deal that they’re getting…
  • They’re merely focusing on the word “free”

Your prospects aren’t considering the long hours, the research, the considerable investment that you’ve put in to create this “free” product or service. They’re not thinking about the intrinsic value of the freebie, they’re just transfixed on the word FREE.

So what can you do instead? Simple:

To get your prospects to really understand the value of what you’re giving away, and to increase conversion rates, here’s all you need to do:

  • If you’re providing an incentive gift, simply include the value of the gift:

As shown on the left, specifying “a $47 value” reassures prospects that they’re already ahead of the game, making them much more comfortable with their purchase as they see high-value extra’s thrown in.

  • If you’re offering a “savings,” tell your prospects how much they’re saving:

Looking at the example of “Adult Costumers: Grease Cool Sandy,” you’ll see that the full retail price of $47 is shown, followed by the site’s price of $34.95. Prospects will immediately see the value in purchasing from the website as opposed to paying full retail somewhere else.

  • It is much more powerful to demonstrate the value of your “free” offering than it is to simply state the word “free.”

That’s a wrap for today – thanks for dropping by!  If you have a question for Heather, please zip it to her at and be sure to tune in next week. See you then!

photo credit to Mike Licht















Are you harnessing the power of “you”?

Greetings Web Writers, and welcome to Heather’s latest SEO copywriting video how-to! Today, Heather expands on last week’s “power words” vlog with harnessing the power of that magical customer-centric word: you.”

You. Such a seemingly simple word packs an incredible punch, as it centers your web copy around them. Coupled with customer-oriented web content, using “you” in your copy is a proven strategy for engaging the prospect and improving conversions.

Tune in to this Monday’s video and find out how to make your web copy rock with “you” and customer-oriented messages.

As discussed in last week’s video blog, the use of “power words” long precedes online writing as an “old school” strategy of direct response copywriters to improve conversions. 

These power words have been tested throughout “copywriting time” and have been found to increase conversions because they help to elicit an emotional response from the reader.

Words like:

  • Now
  • Exclusive
  • Save

are among the longstanding favorites. So strategically placing these power words within your copy can help boost your conversions and engage your customers.

But there is one power word that trumps them all…

  • YOU.

Yes, you.  Using the word “you” in your content is really powerful and incredibly important, because…(drumroll, please)…

PEOPLE are reading your content…

  • And they want to know what’s in it for them/their customers.
  • So focus on your target customer – not your company.

Website owners tend to forget this. They write all about THEIR company and THEIR wonderful staff and THEIR mission statement and so on, but at the end of the day, the folks reading the copy want to know if the company they’re evaluating can help them meet their needs, whatever their needs may be.

  • This is a truth applicable to both B2B and B2C sites: the copywriting rules are the same.

So whenever you have that simple, powerful word “YOU” in your content, it helps to build that connection with your prospect. It takes the focus off of your company and puts it on your target customer, where it should be. You are speaking to your target customer and explaining the benefits of your products/services that matter to them.

How to evaluate your writing for customer-centric messaging

First, look at your content. Does it talk about your company? Or does it talk about your customer?

  • Check out your website and see if you’ve fallen prey to writing more about your company than your customer. It’s a very common thing to do, but also a very easy mistake to fix.

Evaluate how many times the word “you” appears in your web copy – or if it even appears at all!

  • If you find the word “you” scant or completely missing from your web copy, then this presents a great opportunity to re-write your content to put the focus back on your customer.

A fun, free tool to check your website’s customer focus: the WeWe Calculator

A tool offered by FutureNow, Inc., the “WeWe Calculator,” is fun and free. It evaluates the words on your website to find out how customer-focused your content really is, and is definitely worth checking out for an objective view.

Thanks for checking in to this week’s web-writing video! Do you have a question for Heather? Send it on over to her at, and be sure to tune in next Monday!  See you then.

photo gratitude to vitevu




Boost your conversions with “power words”

Good day! Today we’re taking it back to “old school” copywriting, as Heather addresses how to boost your conversions with “power words.”  Back in the day – before SEO copywriting, even before Web writing – copywriters focused on adding “power words” to their content, such as their direct sales letters, to improve conversions. It’s a tried and true strategy that’s been used by copywriters for many, many years.

Tune in as Heather explains what power words are, how they work, and how you can use them to strengthen your copy with their conversions-driving mojo:

What are “power words” and how do they work?

Long before copywriters added keywords to their online copy, they focused on adding “power words” that helped boost conversions.  Tested for “phraseology,” these select words have been proven to elicit an emotional response from readers. They get people excited about the product or service being offered and help them take that next action step.

  • Power words help with “emotional selling.”  They’re about getting people excited, engaged, and taking action (making that conversions step).

What are some typical power words?

A partial list of some typical power words include:

–       Now

–       Proven

–       Exclusive

–       Bonus

–       You

–       Power

–       Powerful

–       How to

–       Results

–       Guarantee

It’s interesting, once you read the list, how many places you’ll see these words used in web copy and direct mail, and hear them used in radio and television ads.

Of these power words, “You is very important.  Writing the word “you” in the copy and thereby personalizing the experience for the reader can really help boost conversion rates. “You” is a word that has proven to be incredibly powerful in both the online and offline copywriting world.

What does this mean to your online writing?

Whether you’re B2B or B2C, there are ways to integrate power words into your content so they flow naturally and fit with your site’s overall tone and feel.

  • Try using a “power word” in your headlines and measure the click-throughs and re-tweets.
  • See if you can weave a power word into your calls-to-action.
  • It’s important to not overdo it. You want your copywriting to appeal to your prospect – not be heavy-handed.

Experiment with using power words – try using them to begin a sentence or paragraph. Don’t be afraid to use them. Play with them and get a feel for what works for your site. Applied skillfully, power words are every bit as effective in boosting conversions as they were way back when.

Do you have a question for Heather? Please feel free to zip it to her at, and be sure to check in next week!  See you then.

photo courtesy flickrSeattle Municipal Archives