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#BIPPlan - Basic Internet Presence Plan

Write Product Descriptions with Verve!

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When you write product descriptions for your new website, the following four tips could be followed as a template to be sure you are in the correct ballpark:

 

1) Focus should be on the ideal client – describe who it is that is the highest value buyer for this product.

~ Does your ideal buyer have a sense of humor? Can we use humor with this product?

~ What is your ideal buyers vocabulary like?

~ Are their words the buyer gets turned off by?

 

2) Spell out the Benefits – as you write product descriptions, translate the boring technical specification into something your ideal buyer wants to experience.

~ How will your buyer’s life be enhanced by this product?

~ Will more women be attracted to him?

~ Will the mom feel like she has everything in control?

~ Do not use descriptions that are the same for every product (within the company nor competitive products).

Be specific when describing benefits. If a superlative is used, it should be justified. Continue on to explain why this product is AWESOME!  Practice using power words in adjectives versus generic ones.

 

3) Some products lend themselves to a wide berth in imaginative scenarios as the product’s use or experience is described.

See yourself in the Amazon jungle, snakes and mosquitoes bearing down around your sweat-drenched neck as you are hacking the vines away to clear your path.  Use this soothing scented lotion and before you realize why, you will have forgotten all about the trail of hissing and buzzing as you made it to the other side of the jungle into the clearing.

Or, tell a story about the creator of the product. Who inspired the product and why. Then without being blatant, tell why  a buyer might identify with the creator. For example, this product was not tested on animals because we know you love those little white bunnies as much as we do.

 

4) Lastly, the ideal buyer should be able to make it through the product description quickly without being bogged down by actually having to read and read and read! The copy should be laid out in a way so that the reader can scan, focus on which information they think it the most important. Font size, white space, bullet points and headlines all lend a hand in this easy readability effort.

Remember, focus on your ideal client or buyer. This about how they want to receive information.  Allow the reader to discover the information they are looking for packaged as benefits and/or as the storyline of the product or manufacturer.  Be creative with scenarios and descriptive words and explanations.

Content Marketing is Essential!

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Content Marketing is essential to any internet  marketing strategy in this free-flow of information frenzied environment.  Ages ago my mom told me a story of getting a job in a delicatessen and the heavy set, accented supervisor continuously insisted upon her, “Speed is Essential”!  In these search engine marketing days, “Content is Essential”!

Content marketing includes more than just a written blog article or home page blurb about your company.  There are so many uses for video content, picture or photo content, infographics (like the one below), white papers – or PDF’s that talk in depth about a certain topic, DIY guides, case studies, slide presentations, specific landing pages for targeted campaigns and much more.   All of these content opportunities provide valuable resources to the user or reader.  Once it is found to be valuable, natural linking will occur.

The fundamentals to making your content valuable is through making it useful, interactive, relatable (relevant, applicable) and having some emotional impact.  Another perspective is to write with your character – focus on the key characters that make up the author and the company.  Some of these might be honesty, integrity, professionalism, hard-working, unstoppable, creative, etc.

When writing or designing these content marketing assets, allow the writing to flow organically so the target keywords happen naturally in the copy.  Basically, content marketing’s altruistic use is to inform the public; to help a seeker find the answer for which they are looking.  However, providing great content is also very useful in search engine optimization (SEO).  Strive to accomplish both.  We all love a win-win!  Also, don’t forget to sprinkle a call to action every now and then.  After all, this is the real purpose of the content – to engage the reader in an influential way so they will consider moving to customer.

Finally, always return back to measurements to see that you content marketing is on the right path.   Go to your analytics to prove you are finding the right people, that your branding is working, your message is valuable, interesting and engaging.  Finally, make adjustments as necessary and repeat the process.

content marketing infographic
Infographic posted on ezedia.com

 

Content Is King….still

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Content is King, as evidenced by this article on SocialMediaToday.com.  The article and the infographic show trends about marketing in 2014 as researched using sources such as Forbes and other reports.  The sources are found at the bottom of the infographic.  Marketers are using content marketing more and more as shown on the infographic.  Actually, this infographic is a great example of what one can do by researching some good information about a topic, putting it into a chart and write an article about – all content creation that is darn useful!

In my humble opinion, content is the cornerstone for marketing nowadays.  You have to give your readers and users looking for your product reason to understand that you know something about their target product.   Marketing and advertising used to be about getting your product in front of the potential client any time and hope they remember it when they are ready to buy.  Content marketing is about getting your client to find your product and know that you are a great source of information about it and probably a good place to start is making a purchasing decision.

Write something of value to your audience and they will probably remember you and ask for more information.  Give the user something of value.  And remember, Content is King!

Social Media Trends 2014