How can we truly engage with our audience?

(What follows is the outline I wrote in advance of recording the video. They’re my talking points. Not a regular post or article. Just an outline.)

This question came from Tom, who has taken my course on Web Content Optimization.

“Nick, in the course you talk about engaging with your audience. At best, I imagine that means interacting with prospects and customers one on one. If you’re selling high-end products or services, I can see that making sense. But our company is in the low-cost, high-volume SAAS business. There’s no way we can justify engaging one on one. So how can we engage at all?”

I like this question, because I think it can apply to a lot of different business types.

Read the full post…

Is conversational copywriting just “copywriting lite”?

(What follows is the outline I wrote in advance of recording the video. They’re my talking points. Not a regular post or article. Just an outline.)

This question was asked by Sylvia, who is thinking about taking my course on Conversational Copywriting.

“When you talk about conversational copywriting not being pushy and being free of hype, it makes it sound a little like you’re simply writing copy that doesn’t try very hard… like copywriting lite. Am I wrong?”

Reasonable question.

Read the full post…

Every good business story needs a leaping zebra.

(What follows is the outline I wrote in advance of recording the video. They’re my talking points. Not a regular post or article. Just an outline.)

Great question from Stephan, who took my course on Selling With Stories.

“For business communications, is it enough just to describe something that has happened? Is that a story? If told well, does a description of something that happened at work qualify as a story? I guess I’m not quite clear on what a business story actually is!”

Thank you Stephan. That’s a terrific question.

Let me try to answer you with some examples.

Here’s a description of an event…

Read the full post…

Does it make sense to make improvements to older web pages?

(What follows is the outline I wrote in advance of recording the video. They’re my talking points. Not a regular post or article. Just an outline.)

I got an email from Sally, who has taken my course on Web Content Optimization.

She asks:

“I’m working with a client who wants me to create a lot of new content pages. Which is great. But as I look through their site I see a lot of existing pages that could be improved. Should I mention this? Is there a benefit to improving existing pages?”

I love this question. Mainly because nobody has ever asked it before!

And the answer is yes, there is huge value to improving old content.

The older that content is, the more important it is to update it and improve it.

Here are a 3 things to watch for and to do…

Read the full post…

When marketing stories are false and manipulative.

(What follows is the outline I wrote in advance of recording the video. They’re my talking points. Not a regular post or article. Just an outline.)

Martin emailed me and said.

“Nick, I have been reading your work for years and have a lot of respect for what you do. But stories? Almost every marketing story I read feels totally fake and manipulative. What gives?”

Fair enough. (I’m guessing he hasn’t taken my course on Selling with Stories.)

In part, I agree. Although I think Martin overstates things when he talks about EVERY marketing story being fake or manipulative. But I do get his point.

The two kinds of false stories that irritate me the most are…

Read the full post…

What’s the optimal number of words to have on a web page?

(What follows is the outline I wrote in advance of recording the video. They’re my talking points. Not a regular post or article. Just an outline.)

This is a question from Holly who has taken my course on Web Content Optimization.

She asks, “I’m confused about all the different messages I get on the length of articles and posts. Are longer articles better? Is there an optimum length? Is there a point where content is too long?”

Good question. Complicated question.

A page, article or post can be optimized for a number of reasons…

Read the full post…