Tuesday, July 30, 2019

Not all 5-Star reviews are the same! by Carrie Glenn

Photo courtesy of Tomislav Kaučić from Pixabay
Not all 5-Star reviews are the same! Trust me. Now, of course, they are all fantastic and welcomed. They are all very important and help to grow your business. And I am grateful for every single 5-Star review! It's just that, sometimes, one stands out from the rest.


Especially when it's written by an authentic, enthusiastic client who is thrilled with your work. For example, take my most recent review for writing a video script for a client's video sales letter (VSL). 

5-Star review

But let's not look at it as a pat on MY back. No. Let's look at it as a learning experience for all of us on how to get more 5-Star reviews like this. 

Here it goes:
I was a tad hesitant paying so much for a script, but Carrie was worth every dollar. The final sales script made the hairs on my arms stand up. She really nailed my brands voice and mission. More importantly, Carrie's communication through the entire process was FANTASTIC. She kept me updated through the entire process. My final project she provided in multiple formats and she even recorded herself reading it. Everything she does is world class and 100% professional. If you want an amazing sales script, you don't have to look any further... ~Chical


In breaking this down, we see that the best copywriters must do the following:

1.    Communicate well throughout the project.
2.    Capture the brand voice and mission.
3.    Write really good, convincing copy... more by capturing the voice of the brand's ideal client. Really understand what they are going through and how that brand can help.

THE GOLDEN NUGGET

And there you have it. Oh, and one last thing. Can you find the GOLDEN NUGGET?

Photo by Alizee Marchand from Pexels


In copywriting, we usually refer to the Golden Nugget as the piece of info we discover in researching the topic that makes the biggest impact. Well, as a copywriter, I feel that we can deliver a Golden Nugget to our clients to show them how much we care about them and their organization.

Recording the script (nonprofessionally, just as an example) was the GOLDEN NUGGET here. By sending that, I was able to give this client the tool needed to really nail the essence of the script. This is helpful, especially if the client is hiring a VO artist to read it, or even if they are the one to perform it on video. It gives them the Golden Nugget, so that they can give it to their viewers!

WIN-WIN!

Thanks for reading! 
Carrie

*first published on LinkedIn; includes slight edits for SEO.
*and yes, I do know that "they, their" are being used for single person :)




Thursday, July 25, 2019

Get on the first page of Google by Carrie Glenn


How do we get on the first page of Google? 

Photo courtesy of Caio Resende from Pexels

Many business owners know that they need SEO. But few understand what that really means or how to do it effectively. Even fewer know how to use their Ideal Client’s words to keep them ranking high with Google, or how their "Voice," their "Branding words" fit in.

What is SEO?
Most people think that SEO is all about keywords. Yes, keywords affect SEO, but it's not that simple. Unfortunately, that is only part of the equation. 

Simply put, SEO stands for:
  • Search
  • Engine
  • Optimization

And it refers to anything at all that you or your webmaster does to try to optimize your position in search engines such as Google. This could be how your pages are described and labeled, tagged, how your pictures are captioned, how fast your site loads, how long visitors stay on your site. There are many other factors.

Furthermore, SEO is controlled by the rules, standards, and "algorithms" that Google has in place. To make it even more confusing, like taxes, these rules, these algorithms, are constantly changing. Just check out Google's latest hummingbird update.

Courtesy of Vit Ducken from Pixabay
Using client words

To find our client's words, we can:

  • read reviews
  • listen to our clients speak
  • read questions in forums relating to our service
  • note their answers on our business intake forms,
  • note exact words in their email requests. 
Our clients are telling us exactly what they are looking for! How do we use their words to get us on the first page of Google?


It can be very confusing. While using our client's words in our Website Copy is not for SEO per se, it does affect SEO and rankings, and I'll explain. First, here's the reason for using these words:

The Power of Exact Words
Using the EXACT words of our clients that we find in reviews and other sources in all the copy we write is the SUPERPOWER of our copywriter tricks. We do it because the words that people use in reviews are "golden nuggets" if you will, that tell us EXACTLY what our clients are looking for. In other words...

These are the words that your clients associate with your service. 
So, if your venue holds events and someone wants a "well organized event," and we see reviews that say this, good; we can use those words verbatim. However, if your best clients want it more specific and perhaps less formal, say, they want "an event that goes off without a hitch," then we would want to use these words. 

This is the magic of copywriting. And we take take it a step further to further differentiate our favorite clients by matching our branded words to theirs, which you'll see down below. But first...

About "Your Voice" or tone — your "Branding words" 

It's also worthwhile to note that your choice of other descriptive words such as "exclusive" may not really be a client word or an SEO word. But it is YOUR way of branding yourself. This is also good, because some of your clients, maybe even your best ones, ARE thinking this word. And those who aren't, as long as it doesn't offend them, it may serve to further educate them or shine a good light on your service. It keeps all your best visitors on your site, raising your rankings.

Here, Lassie!!!
Lastly, polarizing or "dog whistle" copy can be used to turn off or even offend your NOT IDEAL clients and send them on their way. For example, to avoid working with clients who are trying to save money, you could say, "We don't cater to events where you want to do your own cooking." 

How SEO and Google rankings come in 
When we write our website copy with your client's words in mind, whether from reviews, conversations, etc., these things happen:
  1. People type in their need, "looking for best bar for engagement drinks in London." At the same time, they also want a well organized event, as well as other things, of course.
  2. Google's algorithm has become very sophisticated and locates answers that are not just based on this phrase. They also now give choices such as: top bars for engagement drinks, best bars for engagement parties, even best venue for engagement celebration
  3. When your website visitor reads your website copy and sees their own words, their thoughts, "well organized event," then they feel "at home" and stay on your site longer, read more, stay engaged. This boosts your rankings!!! 
  4. Then, Google sends your site to more people.
  5. Your rankings go up, hopefully landing you on the first page and hopefully landing you more clients!
Well there you have it. Start including your clients' words into your copy and see your page climb hopefully to the top of Google!

Have any questions? Hit up the comments and I'm happy to help!

Thanks for reading!

Carrie




Wednesday, July 24, 2019

What type of video do I need for my business? by Carrie Glenn

Many clients don't realize there are several types of video scripts they can use for their many different business needs.

Shot of a Live Action Sales Video, VSL, by Carrie Glenn


Here are a few:

  1. VSL's, aka, Video Sales Letters. These are sales videos, often seen with animated videos and live action videos with text overlay. The sole purpose of these is to garner a sale. They are usually informative, educational, and hopefully entertaining. They can also be done direct to camera by a spokesperson, or the face of the business.
  2. Explainer Videos, which are usually spokesperson, whiteboard, animated, and live action. Like the VSL, they are made to inform and often used for sales. They're just more informational than VSL's.
  3. Instructional Videos. I just wrote my first instructional video and had to totally change up my formula for it. These are really geared to show how a product or service works, the step-by-step "instructions." If you want the template for this video script, just comment or message me and I'll be happy to send you one!
My very favorite, though least selling video script writing service, is the traditional "commercial" type video scripts. These are super fun because they are not geared towards direct response. They are more about Brand building and can include a variety of elements, topics, ideas, and characters. 

But most business owners want to see immediate ROI, meaning they hire me to write a strong script for which they'll track their direct response (in other words, sales). 

Oh, and don't forget LIVE video!! Also a fave! No, we don't write a full out script for these to read on camera. But we do write a script, then break it down into a few main points that business owners can hold in their hand and refer to.

So what type of video should you use for your business? Ask yourself these questions:

  1. What do you MOST want to accomplish with your video? More clients? Brand awareness? Teach them how to use your product? Now it's easy to say, all of it! I urge you to resist this and pick one most important goal.
  2. What type of video would your best clients want to see? Direct to camera? Animated? Live action? LiveStream? Start with that one! You can always do more.
  3. What are you most comfortable with? Do you like being on camera? Would you rather not? Do you like your voice, or would you rather a voice-over artist?
Once you know the answer to these questions, you will be able to pick the best video for your business, and it all starts with a good script.

And that's it! Well, that's not all, but that's all we're covering today because, speaking of scripts, I've got several to go and finish writing for my eager clients...just after my Toastmaster's meeting (yes, I'm a Toastmaster!). See you next time!

Thanks for reading,

Carrie

Tuesday, July 23, 2019

Seeking Perfection by Carrie Glenn

Been writing like crazy for several days, trying to get all jobs done before a trip to NYC with my amazing daughter and awesome granddaughter.

Getting through disappointment. Photo courtesy of Tyrone Lambert from Pixabay
But it's not enough to write. Or even write well. Keeping clients happy is critical and even though I've gotten several 5-Star reviews, I am now sitting with a lump in my throat and fight to keep the tears from stinging as I open my latest review to see 4.7.

What's the big deal?

Now this may not seem like a big deal to most, but when you're building, even .3 points off can negatively affect you. It brings down your rankings on the site. It looks like you didn't give enough. It hurts your reputation. 

Especially when you turn the work in early so that you can get it perfect.

Especially when you re-write the job because the client doesn't give you all the necessary information.

Especially when you put your heart and soul into every word you write.

That's the heart of it. Every piece of copy I write is a piece of me. I take it seriously and often feel like I'm selling my soul. Ridiculous, I know. And it's just feelings that don't mean anything. But it does sometimes feel that way.

What to do?

Know that your best clients will always love your work and value you. Focus on them and move forward.

Thanks for reading,
Carrie

carrieglenn.com

Monday, July 22, 2019

SEO how important is it? by Carrie Glenn

How important is SEO for your business? Very important. But first, let me tell you about the Chinese dragon.

Chinese Dragon courtesy of Scott Watson from Pixabay


WordStream, a company that helps with online advertising, uses the Chinese dragon as its metaphor for:

Long-Tail Keywords

Long-tail keywords are longer, more specific phrases rather than one or two keywords. Who do they attract?


  1. Google's Algorithms (and therefore, rankings)
  2. People who are close to buying
  3. People using voice search


Using long, specific keyword phrases may lead to less hits, or "popularity" per se. However, as WordStream points out, these less popular searches make up for around 70% of searches.

What does that have to do with dragons? Well, just like a Chinese dragon's tail, the amount of searches for these long-tail keywords goes on forever. And

Most people are using long-tail keywords to  find your business or service

And more importantly, these long-tail keywords are the ones that are getting the most sales. Neil Patel encourages business owners to check out their Google Analytics reports to understand this concept. He shows how it's these key phrases that are generating clicks and sales.

How to use long-tail keywords in website content

What should you do and how do you use long-tail keywords in your website content? Here's a few suggestions, the first may surprise you!

Develop long-tail keywords for your website content:

  1. First, let's get the elephant in the room outside! Google's SEO Starter Guide tells us to write content for our website visitors, not for search engines. They warn us: do NOT add a bunch of unnecessary keywords just to get noticed by search engines. As Google says, these are typically "annoying or nonsensical to users." And don't add common misspellings or use hidden text that only search engines can see (I don't even know how one would do this, but the Guide can explain it better!).
  2. Listen to Grandpa when he uses Siri or Google voice to search the internet. Yes, you will laugh hysterically, but after that, you will find ample examples of how to create long-tail keywords.
  3. Listen to your clients' questions. These are your EXACT long-tail keywords! And using these in your content, answers those questions, thus building a stronger, more trustworthy brand.
  4. Search a product or service within your business or having to do with it. Scroll down a little to find the Google heading "People also ask." Here you will find possible phrases that may work for you. 

How to find long-tail keywords using Google search

Using Google search to find long-tail keywords, I typed in "copywriters for website" a got several answers. As an in demand and well established copywriter (as opposed to an aspiring or new copywriter), the only phrase that works for me here would be the "How much do copywriters charge per page?" Why?

Because the other phrases are clearly questions that new or aspiring copywriters would ask, where "How much do copywriters charge per page?" is what someone needing to hire a copywriter might ask. 

Stay on top of Google's hummingbird update and use SEO wisely. Be sure to incorporate long-tail keywords to 
  • Increase Google ranking
  • Get more sales
  • Build a trustworthy and stronger brand
Thanks for reading!

Carrie

The secret to overcoming writer's block by Carrie Glenn

Sun overlooking the sea at Esalen, near Big Sur, California


"I sit with nothing to say. Nothing to type. Fingers still, won't play. Writer's block."

"How do I get past writer's block?" Everyone wants to know and there's lots of advice you can take: 

Go for a walk, get out in nature and recharge, use writing prompts. Change your location, watch a movie, read a book. Watch a sunrise, watch, a sunset, smell some flowers. And my personal favorite, eaves drop on others and take notes like crazy!

Sometimes, however, our deadline will not allow any of this. And so I give you the secret that I use. No one taught me this secret. I actually learned it in first grade. It is the reason why I can proudly say that I rarely ever get writer's block. (Unfortunately, though, when I do it's swift and powerful and tears through me like a hurricane, leaving me stricken and utterly incapable.)

So how to deal with writer's block? You don't. You type through it. Or scribble through it. Or print neatly through it. Do this, instead of trying to "get over" writer's block, because the more you try to get over it, the harder it becomes. How does this work? I'm so glad you asked!

When I was a little girl in first grade, my teacher used to pass out pages to each of us. The top of the page was for the picture we were to draw and the bottom of the page had lines for us to write our stories to go with the picture. Usually, in the top part, some partial shape, curves or lines were already drawn. We were supposed to finish drawing the picture and then write the story.

It was hard. 

At first, I could never think of what to draw. So I'd sit there for most of the class just staring at the "thing" on the page blankly and then finally just draw something and write the story to go with it. But I was a very competitive child and I hated to finish last. 

One day, I sat staring at the "thing" on my page. It was just a stupid arc-looking thing. I started doodling in frustration and found myself actually drawing what seemed to be a ...wave? Unsure, I kept at it and started to see a picture. I didn't yet know at all what is was but I liked that and so I kept drawing. 

Eventually, the picture revealed itself to me. It was, in fact, a wave!

And there was a sea and princess and... Well, then the story was also effortlessly revealed. All I had to do was my part: write what I had discovered. That simple act of putting my pencil to the "thing" already drawn on the page, and letting myself be swept away by the inspiration, made all the difference.

What does that have to do with writing, you ask? Everything. See, when you simply start to type, scribble or print words—even when you're "not feeling it" at all and you can't think of anything to say—you open yourself up to inspiration. You open yourself up to the divinity that empowers the muse of writing. You open yourself to the creative forces in the universe so that they can then move through you and give your words life and breath and fire.

Writing those first few words is your way of telling inspiration or that divine muse, "I'm here. I'm ready to work. Okay, do your thing." Writing some more of those words in the middle of your piece, now when inspiration has fled and divinity no longer flows the words out effortlessly of you, is like saying, "Okay, creative muse. I am still here. I am still working. Please come back."

Be forewarned, however. Sometimes she will and sometimes she won't. And if she doesn't you must keep writing. 

Elizabeth Gilbert, author of "Eat, Pray, Love" refers to this charm in her 2014 TED Talk titled, "Your Elusive Creative Genius."

If you think that "inspiration" or "divinity" is airy-fairy and not for serious writers, then you really would benefit from clicking the link above and watching this Talk. Watch it two times and then three. 

Luckily, I've always instinctually believed in the power of inspiration and the part it plays in my own writing. Does that mean I don't study the craft of writing? No way! Does that mean that I sit around waiting to be struck by inspiration? Not at all (remember, just start writing—do your job!). Does that mean that I've never written crap? Hardly. There are plenty of garbage cans filled with proof of my inadequacies, my wrinkled up first attempts. But, ah! Even there may lie seeds of inspiration. 

Have you seen "Lady Bird?" (Spoiler alert: skip these next three paragraphs if you haven't seen the movie yet, because it is a major character arc shift!) When the mom is trying to write to Lady Bird and tell her how she feels, she throws away countless drafts of endless sentences and words that she felt were inadequate. She ends up giving Lady Bird...nothing at all. Because nothing she wrote was good enough.

Behold the father! He rescues the pages and compiles them into one folder and slips them to Lady Bird. Can you imagine being a young woman who thinks your mother is so furious with you that she may not love you anymore, only to find written evidence to the contrary? Proof that your mother desperately and genuinely loves you? 

What the mom thought was "crap" the daughter thought a cherished "treasure."

Thus, if you feel like you're writing "crap" or if you don't have a single idea in your head or if you can't think of anything, just start typing, scribbling, or neatly printing.

And if your muse is not feeling mischievous, she will come swiftly. Or she may hold back, forcing you to write those painfully tough words. She may force you to chop through each thought and clumsily hammer them onto the sheet. She is a mystery and a fiend. She is grace and light. She is beautiful and grotesque. 

And your job is to keep writing, keep working whether or not she joins you.



*published first on LinkedIn