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What Every Marketer Needs To Know
by: Marige O'Brien
HISTORICALLY, business writing has been the collective term for advertising,
marketing and general business information (reports, business letters, etc.).
This holds true in writing for the internet. Yet on the internet, writing
adapts to its environment and becomes a refined strain of itself, being at
once informational, promotional, concise and entertaining. Since 85% of internet
content is written -- 95% of marketing content -- understanding and mastering
this skill is elemental to online marketing success.
To understand this better, below are 5 examples of how business writing on
the internet differs-- and why.
1. SUPER HIGHWAY BILLBOARDS - Titles That Catch The Eye
The internet has long been dubbed the information superhighway. In that sense,
titles become the billboards along the way. Whether it's the title of a site,
an ad, an email subject, an article or a newsletter, it should be short,
direct and irresistably enticing. A title has, on average, less than 1 second
to attract its customer, even as it competes with a multitude of other ads,
so it must stand out.
2. HOLDING THAT THOUGHT
while the title draws them in, the content must deliver-- and quickly. Short
paragraphs, concise wording, and follow-through that provides the information
promised, all ensure a visit of more than 30 seconds. The eventual goal is
to create repeat traffic or repeat sales, but the immediate goal is to give
the visitor a rewarding experience within the first minute. This ensures
return visits.
Content that falls short include
1) Muddled or indistinct Information
2) Overly long, or "verbose" wording
3) Delays or quantifiers without explanation
4) Too many links within the text
All of these cause visitors to become distracted, possibly confused, and
lose their focus, followed quickly by their interest. Splash pages are
particularly prone to this, baiting readers with promises, but holding off
the details as long as possible. While some may succeed, it is despite --
not because of -- this writing style.
Good content explains the overall concept in the first paragraph, expands
on in the next 2-3 paragraphs and concludes in the last paragraph or sign-up.
Remember: a first-time visitor has only slowed his super-highway travels
for a cursory pit-stop. Turning that into a longer stay, sale or return visit
is the objective.
3. LEAVING THE ON-RAMP AT SUPERHIGHWAY SPEED
Though more and more new users join the internet community daily, the vast
majority are well adept at traveling its paths. Acknowledging this sophistication
is a key step to marketing effectively. They are familiar with most online
terminology and lose patience with unneccessary explanations. Also, by catering
to experienced "travelers," it also prompts questions from new onliners,
which opens dialogue. And that's always good.
At the same time, it is important to *AVOID* "verbose terminology" or "extensive
exposition" That is, put it simply, in simple terms. For the sake of speed
alone, stay away from any difficult, less common terms. While writers and
intellectuals may cringe at this advise, the fact is, difficult terms slow
down and/or lose some readers altogether. The ol' KISS (Keep It Simple, Stupid)
Rule applies well here. "Expounding" and "pontification" belong elsewhere--
not on the Superhighway.
4. STATE YOUR BUSINESS
Another vital key to successful writing is a higher than usual degree of
relevancy. Any off-topic reference must be brief, return to the point quickly,
and only included for a clear purpose. Just as Google rates sites by relevancy,
so must effective content of all types.
5. FORSOOTH!, IN TRUTH
Last but not least, accuracy -- both in general and detail -- are VITAL to
all writing for the internet, more so than in any other medium. Any who contest
this are misled by the "out of sight-out of mind" mentality, thinking of
webpages as fleeting and temporary. Nothing could be further from the truth.
The fact is, a webpage can sit on display for YEARS, possibly seen by millions
over time.
Should it contain so much as one typo, one grammatical error, one inaccurate
fact then that, too, will live on-- to the endless embarrassment of its author.
Accuracy and well-proofed content is the superhighway's equivalent to
professionalism and conveys much more to its audience than the careless author
realizes-- or wishes. In short, sloppy copy is the same as going to a business
meeting in a spaghetti-stained suit.
These examples serve as the basis for internet content that is successful
and appeals to a broad audience. For a greater understanding of this, visit
a wide variety of sites, noting the differences in clear, attractive sites
versus those that seem difficult for one reason or another. And, though the
outright copying a site is unethical, finding and using a good site as a
model, is fine.
Writing for the internet is a hybrid of all previous types of business writing;
its form has taken the next evolutionary step to keep pace with communication's
changes and is the bond by which the internet continues. When educational
experts of the mid-20th century mistakenly predicted the demise of writing
as an important form of communcation (because of ever-expanding alternative
mediums), they failed to recognise its strength, versatility or adaptability.
Time has proven otherwise. Make no mistake: Writing is -- and will continue
to be -- the most vital form of communication on the internet. And writing
successfully is the most vital step to success online.
For further information visit "In A Word (or Two),"
(inawordortwo.blogspot.com)
an active, online weblog dedicated to improving the skills needed in Writing
For The Internet.--mo
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About The Author
Marige O'Brien is a writer, web designer and Internet Marketer. Visit her
Website, Tracker Mo's Den
(www.trackermo.com) for
her latest i-marketing tools and biz opps. NEW-- RSS Feeds to Articles and
blogs, plus a SPECIAL OFFER for new TCC Sign-ups.
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