I was happily binge-watching Letterkenny on Hulu, when a Peloton ad flashed on the screen.

If you watch live or streaming television, you’ve probably seen one of their ads. Beautiful people with amazing homes and zero body fat furiously pedal their Peloton bikes while somehow still looking attractive.

(How do those people do it? I look like a wet rat after a workout.)

“A hard 20 after a hard day isn’t for everyone,” the voice-over warns. “Waking up before the sun isn’t for everyone.”

You can check out this commercial and this one if you haven’t seen them before. 

Yes, Peloton’s ads make me laugh. Yes, I love mocking the amazing homes and the glistening models with perfect hair and the just right amount of sweat.

BUT…

I have to give it up for Peloton. Their ad copy is exceptionally brilliant.

Let’s break this down…

1. The company sets a clear, target customer expectation, “Only certain kinds of people are Peloton people.” The viewer can immediately self-select and decide if they are a “hard 20 after work” person — or more of a “let’s sit on the couch and watch Hulu” person.
2. If they are a “hard 20” person and are interested in the bike, they’re reinforced by visuals with pretty people enjoying their fun workouts in their amazing houses. Sure, most of Peloton’s target audience may not currently live in a top-floor condo and look sexy while they sweat —  but hey, maybe, a $2,500 exercise bike will get them there.
3. And then, they learn they can make payments of under $60 a month. For the person in their target market sweet-spot, $60 a month to have the life and body they’ve always wanted is a bargain. This is a sweet way to overcome the “I can’t afford it” objection and to make their target audiences’ dream life a reality.

Why do I bring this up?

Sometimes, as entrepreneurs and writers, we get so focused on writing copy that “appeals to the masses” that we forget an important point.

“The masses” aren’t our target audience.

Look at how Peloton structures their ads. Sure, people mock their ads (most likely, people who aren’t in their target audience.) 

Yet, I bet those ads are making Peloton a lot of money. 

Let’s face it: their ad agency knows exactly what makes their target market tick — and they twist that “are you one of us?” knife throughout their commercials.

It’s hard-hitting and done exceptionally well.

Sure, their commercials exclude a lot of people. Not everyone has a beautiful condo and perfect workout hair. Not everyone is physically able to work out.

Does Peloton care? No. Because they aren’t out to please the couch-bound people. Or, the people who would prefer a gym. Or, the people who don’t have $60 a month lying around. 

I may mock Peloton, but they teach copywriters an important lesson:

When we write copy that pleases everyone, our copy loses its power.

So, if you’ve been afraid to write laser-focused copy because, “you don’t want to lose possible customers,” think again.

You don’t need everyone to come to your site — but you do need the right people. 

And those are the people for whom you carefully craft your content. Not “everyone.”

What do you think?

Have you fallen into the “I have to create content for everyone” trap? Do you look at your own content and think, “Ugh, yeah. This is not good”? Leave a comment and let me know!

Last Updated on December 12, 2018

How many times should you exact match the keyphrase in your web copy?

a. Five times

b. At least once every 100 words

c. At least once per paragraph

d. At least seven times, but no more than 15 for a 700-word article

The answer?

None of the above.

OK, I know that was a trick question. But, I phrased it like that to showcase the weird rules some SEO writers follow. There is no reason to tie yourself (and your copy) up in knots anymore.

In short: You can throw the “exact match” rule out the window!

(It’s time to do a little happy dance!) :)

Google has grown up (a little bit)

“But Heather,” you say. “I thought you had to exact match a keyphrase multiple times. Otherwise the page won’t position well.”

In fact, one man from the SEO Copywriting LinkedIn group complained that one client forced him to exact match multiple long-tail search terms in the content. Imagine stumbling over [Dallas TX carpet cleaning emergency 24 hours] in a sentence.

Yeah. That’s not good.

This thinking is closely related to that old “keyword density” concept which WILL NOT DIE.

What’s keyword density? 

Count the number of keywords/keyphrases on a given page, then divide it by the total word count.  Voila:  keyword density.  For example, a 500-word page with 10 keywords/keyphrases =  a keyword density of 2-percent.

Keyword density hasn’t been a “thing” for over 15 years. Matt Cutts from Google debunked this back in 2011:

And I talked about it, too:

Here’s the thing: Once upon a time, when Google was young and dumb, you had to exact match the keyphrase multiple times to make Google “notice” your page.

Plus, some writers would optimize pages for just one keyword. One page would be about [running shoes], and another page would be about [running shoe], while yet another would discuss [shoes for running.]

Yes, it was that bad.

via GIPHY

Unfortunately, that’s where SEO writing got its bad rap. Companies — even major ones — kicked out content that read like an AdWords keyword list. The keyword was repeated so many times, it ruined the content’s readability.

What’s happening today?

The Panda algorithm shakeup in 2011 was Google’s first major swipe at keyphrase-stuffed content.

Since then, Google’s algorithm refinements and the advent of RankBrain means Google will return relevant results where the search term isn’t even on the page.

Newsflash: We’re optimizing for entities now. Yes, keyphrases are still important. But, that doesn’t mean you repeat the keyphrase over and over.

You can (and should) use synonyms and related words in your web content.

You should fully answer your readers’ questions without worrying about a following false writing formula.

In short, focus on writing solid copy.

Need more help? Here’s a great article by Ann Smarty discussing four tools you can use to discover and optimize for related keyphrases. Even Ann says, “SEO moved beyond exact keyword matching long ago.”

In today’s world, as long as the individual words in the long-tail keyphrase appear somewhere on the page — and the page is relevant to the searcher’s query —  you’re good.

What’s more, Google considers unnatural-sounding copy “poor content.” Here’s an exact quote from Google’s Quality Raters Guidelines:

“Pages may be created to lure search engines and users by repeating keywords over and over again, sometimes in unnatural and unhelpful ways. Such pages are created using words likely to be contained in queries issued by users….Pages created with the intent of luring search engines and users, rather than providing meaningful main content to help users, should be rated Lowest.”

Still not convinced? Here are some common questions I hear about exact matching the keyphrase:

My client insists I exact match the keyphrase ten times in a 500-word blog post. What can I do?

I feel your pain. I still receive emails that say, “I would like you to write a 1,500-word blog post, and include the keyphrase every 100-words.” Ugh.

You can try to educate your client, by showing her this post and Google’s guidelines. However, there are some clients who won’t “get it,” no matter how much you try. In that case, you can either do what your client wants — or, you can walk away and find another gig.

Help! We’ve exact-matched the keyword too many times! How can we fix our web copy?

Does your copy sound like a laundry list of exact matched keyphrases? You’ll want to track those pages down and de-optimize them. This may mean rewriting the page, or it could mean pulling out some keyphrases until your copy sounds normal again.

Our copywriter/agency/web designer says we have to exact match the keyword multiple times “for Google.” Are you saying they’re wrong?

Yes. They’re operating on outdated information, and that can cost you search traffic. Consider finding another vendor who can help.

A competitor’s site is way over-optimized, and they’re out-positioning our site. Does that mean we should add more keywords to our web content?

Possibly, but proceed with caution. Your content may have some tasty optimization opportunities, and tweaking your content and Title could mean some big wins.

However, if you’re adding keyphrases just because — and they’re messing with the readability — you need to back away from the keyboard. There are other ways to drive search volume without resorting to spammy techniques.

What do you think? Have you had a client (or boss) insist on exact matching the keyphrase multiple times? Leave your comment below!

Last Updated on September 30, 2019

If you ask a small business owner to give a presentation in public, you can see beads of perspiration forming almost immediately. That is, if your attention isn’t drawn to their knees knocking or their leg imitating a piston right where they sit.

While public speaking is a known and easy-to-admit fear of many, writing is a more subtle fear. Accepting the task is easy, but when it comes to stringing words together, many business owners are like a deer in headlights.

Just as the best speakers value speech writers, and professional athletes have coaches, business owners need copywriters and copy editors. Here are a few areas where most small businesses could use a wordsmith:

Writing Big Pieces

• Web Page Copy: There are plenty of small business web pages filled with mangled text, piecemealed and pasted from multiple sources, not always from their own pages or brochures.
• Ebooks: Every business owner likes to think they are an expert in their field (ask their employees). Every business owner would like a bigger mailing list. Ebooks can prove the former while building the latter.
• Press Releases: While some writers think press releases are a thing of the past, small business owners (your potential clients) do not. In smaller towns, well written press releases can mean local media coverage.
• Blog Posts: This type of writing is the mud where many businesses get stuck. Providing conversational copy, relevant to a targeted audience, with a clear call-to-action, often means bigger profits in less time (and agony).
• Articles: Most business owners are not familiar with terms like article marketing, advertorials, or native advertising. They like the concept, but shy away from the writing.
• Sales Pages and Landing Pages: Most small business owners are familiar with the concept of long-form sales letters. Few are adept at putting the copy, the callouts, and the calls-to-action together.

Small Bits & Pieces

• Commercials: Television and radio remain a popular platform for small business advertising dollars, especially in smaller local markets. As you know, short-and-quick is not always synonymous with clear-and-concise.
• Catalog or Product Descriptions: Small blurbs like product descriptions, catalog copy and menu items are often difficult for a small business owner. It becomes an exercise of the ketchup trying to read its own label – from inside the bottle.
• Email: Canned responses are time savers. Template sales emails or inquiry emails can also save time and increase outreach. When written clear and concise, a small business can send these emails with confidence.
• Display Ad Copy: From taglines to internal signage, chamber directory ads to phone books, some small businesses haven’t changed their ad copy in years.
• Brochures: Still viewed as an expected leave behind, sales collateral like brochures and sales cards hold a lot of value to some businesses. Creativity can be a key in creating a library of copy to be used elsewhere within the business.
• Status Updates: If a small business is active in social media, status updates read more like commercials than conversations.

Mouth Pieces

• Speeches and Presentations: Whether the full body of the speech or an outline, some of the best presenters tap into the strengths of a writer. Presentation slideshows are often in need of a good writer or editor.
• Profiles and Bios: A lot of business leaders have difficulty writing about themselves. Bio pages on the web, in print or media kits, and social media profiles can all use the touch of a professional writer.
• Video and Podcast Scripts: The “ums” and “ers” along with the always popular “so” and “basically” fill video voice overs and podcast episodes across the mediums. Good writing and a tool like CuePrompter will make your clients sound eloquent when they say the words you’ve written.
• Transcription and Re-purposing: Smart business owners are starting to realize the value of recorded presentations or conversations, capturing large portions or small money quotes they can use elsewhere. A writer or editor who can extract the value from the whole is an asset to the company.

Specialty Pieces

• SEO Copywriting: Writing title tags, headlines, and meta data is a specialized writing skill all its own. Recognizing how to improve copy for findability is also a strength many business don’t have internally. SEO copywriting is one of the most sought after types of writing.
• Infographics: This style of writing also requires talents for both research and design. Being able to partner with a graphics person can strengthen the copy and the flow.
• Tutorials: Technical writing or instructional manuals are very important to many kinds of businesses. Small businesses with a high turnover of employment are often seeking operational guidelines for new employees. Manufacturers are always on the lookout for a simpler way to teach customers how to use their products.
• Grant Writing: If writing blog posts strikes fear into the minds of a business owner, grant writing can send them running for cover.
• Policies: Terms of service, disclaimers, and codes of conduct are sought after as more businesses launch their own websites. This type of writing often includes a back-and-forth approval process with a legal department.

A lot of small business owners will avoid writing at all costs, sometimes delegating to someone within their company. Not every business will use all of the writing types listed above. It’s likely they haven’t yet considered the possibility of most of them.

As I work with small business owners daily, writing is clearly one of their weakest areas. If you’re a copywriter, or learning to build a copywriting business, I strongly encourage you to reach out to the small business owners in your area and help them in these areas.

About the Author

Mike Sansone works with small business owners and solopreneurs in building a better business presence online and offline. He has authored the ConverStations blog since 2006. You can connect with Mike on Twitter.