Tag Archives: online content

Change Your World with Andrea Gardner

roaming gnomeWe have been overwhelmed with kind words about Change Your Words, Change Your World, and we want to do something fun with you.

As both a thank you and a collaboration, we invite you to get involved in our new photo project!

One of our favourite films is Amélie. Remember how she sent her Dad’s garden gnome all around the world, sending pictures home in front of world famous landmarks and tourist spots?

We want to create a collage of all the wonderful places in the world that Change Your Words, Change Your World has reached. Show us your changed world!

Big thanks to Anastasia for giving us the idea! Here’s another example of a similar project.

All you have to do is take a photo of your copy of Change Your Words, Change Your World in front of a landmark in your city and post it on Andrea’s Facebook wall, link it to Andrea on Twitter, or email it to hello@purplefeather.co.uk

We look forward to seeing your photos!

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The Power of Words 2: Change Your Words, Change Your World

After the phenomenal success of Purplefeather’s The Power of Words, we made this brand new video which to demonstrate how changing your words can change your world. It’s already been viewed by thousands and we need you to help us spread the word. If you haven’t seen it yet, give it a click, hit the favourite and subscribe buttons, and pass it along!

Andrea’s book, Change Your Words Change Your World, is also released very soon. Buy the book and learn how to radically shift your experience of life just by changing your inner conversations and the way you communicate. You can learn more about the book and preorder your copy or ebook at http://changeyourwords.co.uk.

You can also follow Purplefeather on Facebook and Twitter (@purplecontent), and watch the original Power of Words video on our YouTube Channel.

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Web Copywriting Tips – Tip #10

Web Copywriting TipsTip 10 – Update Content Regularly

Your website needs regular attention if it is to become your 24-hour salesperson. Updating content at least once a week (preferably 2 or 3 times) will keep your customers and the search engines interested. Google indexes web pages according to how often the content is refreshed.

This doesn’t have to mean a complete overhaul – sometimes a few tweaks will do the trick. If you have a blog or news section, add optimised articles as often as you can. If you proactively submit these as press releases too, bloggers and journalists will start to build ‘link juice’ for you… another way to improve your search engine rankings.

Thanks for reading

We hope these tips will help you construct compelling, original website content. If you don’t have the time or inclination to do this yourself, or need some help with your online marketing strategy, please contact Purplefeather on 0141 202 0637 or email hello@purplefeather.co.uk

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Web Copywriting Tips – Tip #9

Web Copywriting TipsTip 9 – Say Something New

Until a few years ago, British retailers Marks & Spencer were known for selling good quality knickers and slightly conservative clothes! We also knew they sold rather expensive food, though not many people could afford to buy it unless they were shopping for a special occasion. The TV ad changed all that.

Suddenly, it wasn’t just expensive chocolate pudding, it was ‘Marks and Spencer’s twice-baked melt-in-the-middle chocolate pudding, lovingly prepared from the finest fair trade cocoa beans etc etc,’ accompanied by saliva-inducing images. Once we’d all finished dribbling, a large number of us must have started planning how quickly we could get our hands on this heaven-sent nectar, regardless of the cost. Sales increased by 288% and the ads inspired a raft of copycat sales techniques.

What I’m trying to illustrate is the benefit of USPs. Marks and Spencer had always sold high quality food. What changed was the way they started telling people about it. The adverts appealed on multi-sensory levels. Simple attractive visuals, a softly spoken commentary and timely scheduling brought premium food to our attention whilst its environmental credentials appealed to our conscience.

Give some thought to your Unique Selling Points. What makes your product/service different from other suppliers in your market? Is it your delivery promise, your after-sales care or your 20 years of experience? Or is it the fact that every one of your tennis racquets is personally tested by a tennis pro before it leaves the factory?

Whatever sets your business apart from the crowd, make sure you tell people about it on your website. Make it honest and fun, then back it up with a guarantee and a customer testimonial. These are the trust-building techniques that will ensure your customers remember you and keep coming back. Free stuff works too…

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Web Copywriting Tips – Tip #8

Web Copywriting TipsTip 8 – Write Compelling Headlines

Remember, there’s a strong possibility that your online customer already knows what she’s looking for. All she needs you to do is answer the questions she’s holding in her mind. This is why having the ability to see things from your customer’s perspective is vital.

Consider the kind of questions she may need answered – what makes your product or service more exciting/reliable/labour-saving/desirable than the other providers she’s planning to research? How is it going to improve her life or solve a problem? What will she tell her friends? Appeal to her emotions as well as her intellect.

Spend time thinking through this imaginary conversation and your headlines will start to flow. If you can include one of your key phrases, you’ll be keeping your customers and the search engines happy!

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Web Copywriting Tips – Tip #7

Web Copywriting TipsTip 7 –  Write every page as if it’s a landing page

It’s easy to forget that visitors to your website will not behave as you’d expect them to. People tend to read web pages diagonally, not left to right, and often scan headlines and images before they read your body copy.

Also, when you’re well-represented in search engines like Google, your customer journey is going to change. For example, if you’ve optimised all your pages individually, have invested in online videos and are active on social media platforms such as Twitter, Facebook and YouTube, you are likely to have quite a presence on search engine results pages. This means that your potential customers will be coming to your site from all directions and will not necessarily land on your homepage first.

Each of your web pages will therefore need to be fairly self-contained. If you can write each page as if it were a landing page, with clearly defined headings, images and calls to action, you won’t go far wrong.

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Top 10 Web Copywriting Tips – Tip #2

Top 10 Web Copywriting TipsHere’s the second in our series of top 10 web copywriting tips:-

2.    Structure your pages

If you’re selling products or services on your website, you should be aiming for 3 or 4 clicks between your homepage and your final sales page. Momentum is key – keep the customer journey as simple as possible, help people move through your site with minimum effort and you’re less likely to lose them along the way.

The homepage needs to showcase the products and/or services you offer and should lead to a secondary information page. This is where you pre-sell your goods. Not everyone uses the internet to buy; some people like to research and compare products and services. If you can make this process easy for them, you’re more likely to inspire their trust and hopefully their custom.

Your homepage should clearly showcase the services or product categories you offer. Think of it as your shop window. Remember, your potential customers probably already know what they’re looking for and if it’s not clear on your homepage that you can help them, they’ll go elsewhere.

Your homepage will link to pre-selling pages for each of your products or services. This is where you start building the trust. Use these pages to give more detailed information, but don’t forget they still need to sell. Bullet points can be good if you’ve got a lot of information to convey.

And finally, there’s the sales or enquiry page. Don’t wimp out at this point – if your customers have got this far, you definitely don’t want to lose them. Keep your copy strong, summarise the benefits of purchasing from you and make sure you mention any after-sales care or money-back guarantees you’re offering. Finally, make sure your Buy Button is prominent and attractive!

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Top 10 Web Copywriting Tips – Tip #1

web copywritingOne of the questions we get asked a lot at Purplefeather is:-

Q: ‘How does writing online copy differ from writing my brochure/flyer/sales letter etc?’

A: Copywriting basics remain the same. Your copy still needs to sell your product or service, presentation is equally important and accurate spelling and grammar will never go out of style.

The main difference between writing online copy and writing for traditional offline media such as brochures, flyers etc is that your online customers are likely to have an idea of what they’re looking for when they search for your site. That puts them in the driving seat. Whereas the main purpose of offline material is to grab a reader’s attention when they’re doing something else, online content has to respond to the needs of someone who may already be quite well-informed about the product or service you’re offering. As it’s much easier to compare web-based information, there’s also more competition online, so every word has to earn its living. Of course there are also the search engines to consider…

Writing effective web content is therefore a careful blend of art and science.

Tip 1. Research your keywords

Search engines such as Google send out ‘spiders’ that ‘crawl’ through web pages looking for relevant content. When I say ‘relevant’ I mean well-structured copy that features keywords. If your keywords match those typed into a search engine by a user, your pages will rank higher on Google and attract more traffic.

So how do you find out which keywords people are using to search for products and/or services like yours?

Shop around. There are several free resources you can use, such as Google’s keyword tool, or you can pay for more specialist tools like Wordtracker.

Once you’ve uncovered your primary keywords, make sure you also research niche keywords that may bring you more quality traffic. For example, your primary keyword for a page might be ‘luxury London hotels’ and your niche keyword would be ‘hotels near Park Lane’.

As a general rule of thumb, each of your pages should be optimised using a primary and secondary (niche) keyword within the body copy. Don’t forget to include keywords in:-

a)            Metadata e.g. title tags, descriptive tags, alt tags

b)            Contextual links (links within your text that take you to another page on your site)

c)            Headings

The Top 10 tips we’ll feature in the next few posts are offered as a guide to web copywriting but are by no means an exhaustive list. We’re always interested in learning more about our craft, so if you have any other tips to add feel free to share them below.

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The Power of Words

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