Tag Archives: Writing

SEO Pro Tips: Best Practices for Meta Descriptions

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Last week, we explored the art of perfecting title tags for SEO dominance. This week, we’ll explore another vital meta tag: the meta description.

The meta description is the text that appears below the link in SERPs, as below:

via Word Stream

Meta descriptions should be about 135 – 160 characters long, although Google has tested longer snippets. Any time quotes are used in the meta description, Google cuts the text off. To prevent meta descriptions from being cut off, it’s best to remove all non-alphanumeric characters.

Google uses meta descriptions to pull preview snippets on SERPs and return results when searchers use advanced search operators to match meta tag content, but unlike title tags, meta descriptions do not directly influence Google’s ranking algorithms for normal web search since meta description keywords are not ranked.

While meta descriptions do not directly affect SEO, they do indirectly impact it. The prominence of meta descriptions in SERPs makes them a very valuable UX component and a tool for enticing searchers. While keywords do not affect ranking, they are bolded in the meta-description, which attracts the eye and can help influence a searcher’s decision to click. Thus the use of keywords in meta descriptions can be beneficial to increasing Click Through Rate (CTR). The Click-Through-Rate is the ratio of searchers who click on a page compared to how many searchers see it. CTR is highly valued in search rankings. Since meta descriptions are one of the first things that a searcher will see, they can influence them to click, increasing CTR and boosting SEO.

The ideal meta description articulates the value proposition which a company or web page offers in a precise way while taking into consideration the competition that the page is up against in SERPs. It assumes an active voice and includes a call to action. Web developers can enrich a meta description by using schema markups like star ratings, customer ratings, or product information, to increase the appeal. See below for example:

Image via Google Support

Sometimes meta descriptions are unnecessary. Moz advises if a page is targeting between one and three high volume search terms or phrases, it’s best to write a meta description targeting users performing those searches. If the web page is targeting long-tail traffic (three or more keywords, like a blog with hundreds of entries), it may be best to let the search engines extract the relevant text from the site since they will pull text specifically targeting the user’s search. A blog might be targeting one audience in their keywords, but have content on so many topics, they can be found through any number of search terms. A meta description specified for a page with a lot of content may detract from the relevance that the search engine can create organically by pulling a text description from the page which is relevant to the specific search.

Like title tags, repeating meta descriptions or making them incomprehensible will result in penalization from Google. Meta descriptions can be tricky since they are longer and a bad meta description can be worse than none at all. With the right title tags and website content, meta descriptions can be a major UX tool to drive traffic to a web page.

SEO Pro Tips: Perfecting the Title Tag

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Over 100 billion searches per month are made on Google worldwide. Search Engine Optimization (or SEO) has become one of the top marketing disciplines for anyone trying to drive web page traffic and digital revenue.

Title tags are one of the most important facets of SEO. Title tags are the titles of web pages that display in search engine results pages (SERPs) and as the clickable headline for a given result. They are the most obvious element in a search result and are pulled to the forefront of SERPs (Search Engine Result Pages). They display as below:

via BecomeGeek.com

Social networks use title tags to determine what to display in the link preview when you share a page:

Via Search Engine Watch

Title tags are extremely important for SEO, social sharing, and UX. They are one of the major on-page SEO elements. Keywords in title tags will factor heavily into a web page’s rank in any keyword-based search query.

Below find some of the best practices for crafting the perfect title tag.

KEYWORD EFFECTIVELY: Since title tags have a direct affect on SEO, effective keywording is crucial. Putting important keywords in the front of the title tag will increase SEO rankings, while keywords and search phrases at the end of the title tag will be less of a factor. For this very reason, it is best to put a company or website name at the end of the title tag, unless that name is an important keyword phrase. Keyword stuffing, or overloading keywords without making sense, will result in penalization. Ultimately, keywording effectively means writing clearly to an intended audience while factoring in important search phrases.

OPTIMIZING LENGTH: Title tags are not measured by length, but by a 600-pixel limit. Pixels do not equate to characters since certain letters require more pixels to compose than others. 600 pixels generally equate to about 50-60 characters. Measuring pixels can be made easy with this pixel length measurement tool by Search Wilderness.

RESEARCH, RESEARCH, RESEARCH: Statistics show 48% of marketers worldwide identified keyword/phrase research as the most effective SEO tactic. Effective research means honing in on your audience and enacting relevant keyword searches to observe the organic search competition. It is also important to note the inorganic competition: promoted ads for web pages that are boosted to the top of searches by Google AdWords.

Having a solid understanding of what a web page is up against in search engines helps web developers optimize their pages to stand out in the face of the competition. Since the competition and search rankings are constantly changing, research is an ongoing process. 34% of marketers cite frequent website updates as a key to their success.

PIPES “|”: Pipes can be used to punctuate and divide sentiments while minimizing punctuation and word count. See below for an example:

As with any copywriting, writing for an audience is crucial. Since the Title Tag is often the first thing a search user will see about your website, it is ultimately very important that it clearly communicates the subject of the web page and entices the intended searcher. Effective title tags are the first step on the way to SEO dominance.

Stay tuned for next time when we explore how to write an effective meta description!

A Guide to Promotional Writing Part 5: Marketing Effectively Through Social Media

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The Mystic Media Blog has devoted our expertise into a five-part series of articles detailing the ins and outs of Promotional Writing, concluding with this post on writing for social media. The series covered several topics, including general techniques, suggested processes, press releases, and website copy writing.

The advent of social media had a dramatic affect on culture and society. The entire world became interconnected at the click of a button. Suddenly, everyone’s favorite brands and artists were available for communication anywhere, anytime using your smartphone. The newspaper became even more irrelevant to the younger generation as they could receive news updates directly from their favorite artists and brands, skipping the middleman.

All brands should have their marketing team running multiple social media accounts. It’s the cheapest and most direct route to consumers who want to hear what you have to say; who show by the act of following/liking the brand that they desire information and communication.

In honor of social media, we’ve gathered tips for writing for social media and structured them with the succinct, direct quips fitting of the format.

“BREVITY IS THE SOUL OF WIT”

Most scholars agree Shakespeare would have killed the social media game. This famous quote from Hamlet rings true across all writing, especially social media. Rather than overloading followers with an abundance of wordy content, keep it simple, concise, and witty.

RESPOND/REACT QUICKLY

In order to engage consumers, it’s vital to reply and interact promptly with followers on social media accounts (especially Twitter!). Remember: direct replies don’t overload your Twitter followers’ feed, making them a great, more intimate way to communicate with consumers.

A favorite, retweet, or follow back can also engage a follower as much as a reply.

CROSS-PROMOTE

Tweet “Follow us on Facebook for more updates.” Post “Check out our Twitter page!” on Facebook. Tweet Instagram photos. Grow your fan-base and keep them aware of the multiple platforms of communication by cross-promoting accounts. As in all forms of promotional writing, the call-to-action is among the integral parts of posting to social media.

PLAY IT SAFE

Perhaps this should be the number one rule: don’t make people furious. Play it safe when it comes to topical events. Be respectful of tragedies and don’t post anything politically incorrect. A single tweet can have huge repercussions.

Be extra careful when attempting to create a trend through hashtagging. This McDonald’s horror story serves as a moral tale of how important it is to be conscious of potential reactions to a brand before posting.

BUT DON’T BE AFRAID TO GET CHEEKY

Followers want to see a little personality out of the social media accounts they follow. Although you don’t want to offend anyone, you also won’t get any real response from boring posts. Try to keep it cheeky and create humorous posts. Analyze what connects most to your audience, take notes, and refine techniques over time.

MEME IT UP!

Memes are a great, modern way of effectively promoting a product while imparting humor. Check out this awesome article on memes for marketers.

FIND AN EFFECTIVE SOCIAL MEDIA MANAGEMENT TOOL

Social Media accounts require around the clock management. When you have separate accounts on Facebook, Twitter, Instagram, Pinterest, LinkedIn, Tumblr, and Google+, it’s difficult to keep track of each account everyday. Social Media Management tools like Hootsuite, Buffer, and more can be vital not only in managing accounts, but researching your followers and what posts are most effective.

INTERACT WITH CELEBRITIES

Cross-branding can raise awareness of a company and allow them to find their consumers in creative places. Interacting with select celebrities with compatible brands is a great way to attain exposure, gain access to new followers, and grow brand awareness.

DON’T UNDERESTIMATE TUMBLR

Tumblr is among the leading social media platforms underutilized by marketing teams. Tumblr hosts over 130.5 million blogs, while WordPress only has 70 million. Tumblr users average 12 minutes of use per day on the network–1.5 minutes more than what’s spent on Facebook.

For more information on Tumblr, check out this article over at Social Media Marketing.

CONTESTS

Social Media, specifically Facebook, is an ideal place to host contests. Any and all action the user takes toward entering a competition through Facebook will be publicized to their friends and followers on their newsfeed. Facebook recently banned Likegating, which certainly represents a roadblock, as well as an opportunity for more innovative approaches to social media contests.

KNOW YOUR AUDIENCE

This has been the theme of our promotional writing series, so it’s fitting close this conclusive article with the most important part of all promotional writing: know your audience. With regard to social media, it’s vital to understand what will connect with those who consume and who may desire the brand being represented. Know the lingo. Know the humor. Know what your audience is reading and redirect them to cool articles.

The goal of promotional social media is not exclusively to attain sales, but to cultivate followers who will pause and consider what you write. Engage and expand your fanbase, give them what they want, and be consistent.

At Mystic Media, our vast experience in strategic marketing and application development for both iOS and Android gives us expertise on the all formats of promotional writing: from social media, to search engine optimization, copy writing, web design, and more. Learn more by clicking here or by contacting us by phone at 801.994.6815

A Guide to Promotional Writing Part 4: Attract Traffic With Compelling Website Copy

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The Mystic Media Blog will be devoting our expertise into a five-part series of articles detailing the ins and outs of Promotional Writing. The series will cover several topics, including general techniques, suggested processes, press releases, , website copy writing, and social media. Last week, we covered how to generate publicity by writing an effective press release.

Website copywriting is perhaps the most common form of promotional writing. The internet is an international hub for both information and e-commerce. Websites are created everyday to advertise and offer services, products, and information. They can be created for businesses, blogs, applications, social media, contests, specific products, and more. All websites share one common goal: attract the target audience. Whether a website is attempting to sell something or simply relay valuable information, the goal is to attract as many relevant viewers to the site as possible and entice them with effective copy writing. In this article, we will detail techniques for achieving this goal.

Know the Ideal Reader

As with any piece of promotional writing, it’s crucial to know the target audience before starting. The ideal reader should feel the copywriting was crafted specifically for them. Make an outline describing the ideal reader. Will the content of the site appeal specifically to men or women? What industry might this person work in? What is their socio-economic class? What degree of education did they receive? What brought them to the site?

Once all these questions are answered, elaborate on the relevance. A person’s line of business would affect the type of humor you’d consider writing into the copy. Their level of education would affect whether the writing is designed to appease a standard for intelligent writing, or to simply be clear and understandable to the common man.

Upon becoming familiar with the Ideal Reader, outline the Desired Action Response. Would the ideal response be an immediate purchase? Would it be to inquire more about the services outlined in the copy? Is the copy intended to lead the reader elsewhere on the site, perhaps to the services section or pricing?

Every sentence should be contribute to generating the Desired Action Response. At the end of any given page should be a Call-to-Action making the Desired Action Response one click away.

Detail Features and Translate to Benefits

If the copy is advertising a product or service, the main purpose of the piece will be to accurately detail the features of the product or service and translate them into benefits. Before writing, finalize the research and create a full list of features and specifications regarding the product or service.

We touched upon the process of translating features to benefits in Part 2 of our Promotional Writing Series: Perfecting the Method, but it’s too important to skip over in this article. Once you’ve written out the features, it’s vital to translate them into benefits.

Readers are selfish. People don’t read web pages out of consideration for the writer, they read things they think will be relevant to them. Instead of simply listing the features of a product or service, explicitly link them to benefits which make it easy for the reader to imagine how the product or service could enrich their lives.

The research is often the meat and bones of the piece. Once all necessary information is detailed, the rest is easy.

Avoid Hyperbolic Description

One of the most commonly made mistakes in copywriting is overselling. Copywriters will dress up the product or service they are representing with an abundance of hyperbolic adjectives. Writers are eager to refer to a product as “innovative,” “cutting-edge,” or a “breakthrough” because it makes their job easier. Readers today are too smart to be persuaded by hyperbolic description. They want the facts. If you save them time by giving it to them straight, they are more likely to believe in what is written about the product.

Check out this great article on avoiding meaningless marketing jargon.

Optimize for Google

Google is a direct path to information. On average, Google processes over 40,000 search queries every second, 3.5 billion searches per day, and 1.2 trillion searches per year. Optimizing copy for Google is vital to attracting visitors searching for the product, solution, or information offered on your website.

The first step toward SEO is to identify keywords pertaining to the subject of the copy. The best way to find keywords is to rely on your intuition and search what anyone would search if they were looking for the subject of your copy. Through Google searching, anyone can also find the top competitors and identify what keywords they are using to attract visitors. Once the key search terms have been identified, ensure they are sprinkled in throughout the copy. Remember, it’s not worth it to sacrifice the integrity of the copy with keyword stacking. As with most aspects of life, a healthy balance is crucial.

Keywords aren’t the only factor which goes into SEO. It’s also important to write an attention-grabbing headline and effective meta data. More than anything, the writer must ensure that the content itself is relevant and informative to the ideal reader.

For more on SEO, check out this great informative article.

Presentation Is King

Short, concise paragraphs with direct points entice readers. Consider ways of spacing out copy to make writing as consumable as possible. Readers love lists and paragraph headings because they allow them the privilege of deciphering what is relevant to them and choosing what to read.

Next week, we’ll conclude our Promotional Writing series with an entry on writing for Social Media. Stay tuned!

At Mystic Media, our vast experience in strategic marketing and application development has given us expertise on all formats of promotional writing: from copy writing, search engine optimization, social media marketing, web design, and more. Learn more by clicking here or contacting us by phone at 801.994.6815

A Guide to Promotional Writing Part 3: Generate Publicity by Writing an Effective Press Release

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In the coming weeks, the Mystic Media Blog will be devoting our expertise into a series of articles detailing the ins and outs of Promotional Writing. The series will cover several topics, from general techniques and suggested processes, to press releases, website copy writing, and social media.

Last week, we gave you a thorough how-to guide about Perfecting the Method of Promotional Writing. This week, we’ll go in-depth into the format and process of writing a press release.

A press release is a published written announcement addressed to the media regarding a development in a business. The purpose of a press release is not only to announce the basics of exactly what is being released and when, but also to generate publicity. A press release is the quickest, easiest way to get an important promotional message out into the world and can result in multiple published articles.

The subject of a press release can be a new product, an upgrade, a new service, an upcoming event, a merger of two companies, anything NEW. The audience of a press release is not only consumers of your brand and consumers in your industry, but also reporters, editors and other members of the media looking for content relevant to their readers.

In order to garner the attention of the media, the writer must ensure that the announcement within the press release is in and of itself newsworthy. A newsworthy story contains information relevant to the general public. Relevant information can be a new rate on car insurance, or a new app which helps you organize your closet, or a new company intent on taking over the world – anything about which people would want to know. An effective press release properly explores the ins and outs of its subject (the new service or product or event), as well as the ramifications of its release in the context of the industry to maximize the reader’s knowledge of how the decision to buy or solicit could affect them.

An excellent press release not only informs the reader as to what is being announced, it also functions as an article written by a reporter in and of itself. The media isn’t going to publish your press release unless they are convinced it’s relevant to them and their readers. The press release shouldn’t just be an ad for your product or service, it should have an angle or point of view beyond trying to get the consumer to buy whatever is being sold. It should provide context on the industry in which the product or service is sold to further validate the importance of the unique contribution of the new product or service. If you can sell your product in the context of a news article about a specific subject relevant to readers, the media will pick up the story.

Check out this great example of a press release functioning as a standalone article issued by Microsoft about Windows Phone 7.

The Windows Phone 7 press release explores the negative impact of smartphones, then distances its new product from the negative, thereby selling a smartphone. The subject of the article, the negative impact of smartphones, could feasibly be found in any magazine. It indirectly attacks their competitors (namely the iPhone) by claiming people use their phones recreationally too much to avoid the real world. The Windows Phone 7, on the other hand, is optimized for efficiently managing tasks necessary for work so that the user can get off their phone and focus on the real world. The marketing department perfectly crafted an article which is newsworthy, including specific statistics, while simultaneously using the issue to provide a context for their product to stand out as a solution.

When structuring a press release, begin with a headline which captures attention. We went in-depth into how to attract attention with a title in Perfecting the Method. After your title, always front-load the logistics (the “what” and the “when”), then explore the significance of the release and the impact on the industry.

The second paragraph of a press release often contains a quote from the CEO or one of the higher-ups in the company. The quote personalizes the message and gives the executives of the company an opportunity to showcase their intellect with insight into both what makes the product special, and into the company’s relationship to the product. A memorable quote can be a news story in and of itself, so try to procure a quote which is significant, personal and precise.

The final paragraph of a press release often connects the new product or service being announced to the company’s other products and services.

When sending a press release out, always end with a line of continuous periods or number signs to show where the printed text ends. This makes it easy for journalists to insert their comments below your official press release, facilitating the readers’ ability to distinguish between your company’s official words and those of the commentator.

A press release should come with a press kit of some kind. A press kit is a collection of company information and articles put together to address questions the media might have on your release. It should catch the eye and include a gallery of photos to compliment your article. It’s recommended you invest money into the photography and visual presentation of the press kit to further validate the importance of the announcement by  attracting attention through crisp presentation.

For more information on creating a press kit, check this informative article out over at Entrepreneur.

Once your press release is complete, you will also want to attract attention to it and generate additional publicity. There are several techniques to approaching this.

First, you should start by publishing the press release on your website. Promote the link on your site to your consumers through social media accounts.

When it comes to generating external publicity, you can craft a query letter addressed directly to relevant members of the media who may want to pick up your story, and/or you can utilize external sites such as PR Newswire, Business Wire, PRWeb, and eReleases which offer distribution services, effectively promoting your press release for you at a cost.

The goal of a query letter is to entice members of the media to read your press release and consider publishing the release itself and/or an article on it. Keep the letter simple, personal, and persuasive. Address the recipient by name, state your purpose (to promote the press release), introduce yourself and your company in separate paragraphs. The goal is to tease them into reading your whole press release, so keep it brief and entertaining.

Be sure to know your audience and only address query letters to members of the media in your industry who will be interested in your product or service. You should begin by compiling a contact list of key media outlets where you can reach your audience.

If you can write a smart, effective press release complete with eye-catching photos and a press kit, then entice members of the media to check out the press release with a tight query letter, all that’s left to do is sit back, relax and enjoy the publicity.

At Mystic Media, through our vast experience in strategic marketing  and application development, we have accumulated expertise on all formats of promotional writing: from copy writing, search engine optimization, social media marketing, web design, and more. Learn more by clicking here or by contacting us by phone at 801.994.6815

A Guide to Promotional Writing Part 2: Perfecting the Method

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The Mystic Media Blog will be devoting our expertise into a five-part series of articles detailing the ins and outs of Promotional Writing. The series will cover several topics, including general techniques, suggested processes, press releases, website copy writing, and social media.

Last week, we tackled an overview of Promotional Writing and covered some general techniques for writing engaging copy. This week, we’re going in-depth into the processes you can use to ensure the smooth creation of compelling copy.

WRITING AN ENGAGING TITLE

Where to begin is often the hardest part of writing.

When competing with an overload of content aimed at drawing attention (be it emails, newsletters, website copy, advertisements, or what have you), it’s vital to begin by capturing the audience’s attention. The title of any piece will determine if the reader will continue to read it. The key is to connect with your audience immediately by ensuring them that the piece is relevant to them.

Instead of titling a piece with a factual statement on the subject, propose a problem. By proposing a common, easily relatable problem, you’re much more likely to connect with the reader. If the opening message connects with the reader, they will continue to read.

Say you’re working for an application development firm writing a newsletter or advertisement about a business intelligence app.

Instead of opening with: “New App Makes Business Intelligence Easy”,

Ask the viewer: “Trouble Keeping Up with Your Workflow?”

Whereas the first example incites a reaction in which the reader may immediately reject the notion of a new app, the second incites empathy. Most people have occasional trouble with their workflow, thus the headline is directly relevant to them. It’s a problem they need to solve. There’s no risk in reading on, but failure to read may prevent the audience from enriching their life with a solution.

Check out this informative article over at Author’s Den on promotional writing which offers four formulas for writing a good title.

ESTABLISH THE DESIRED ACTION RESPONSE

Unlike an essay, the goal of promotional writing is not to demonstrate a thesis, but to persuade the reader to take action.

The Desired Action Response is whatever the writer intends for the reader to do after they finish the piece. It could be to buy something. It could be to click something. It could be to ingrain the brand in your brain. In the case of a blog, it could be to engage the reader with an opinion and prove your expertise. Before  diving into a piece, it’s vital to phrase the Desired Action Response into a single statement and move forward based on generating the action.

For more on the Desired Action Response, check out this “formula” for good promotional writing.

OUTLINE BASED ON STIMULATING ACTION

Once you’ve established the Desired Action Response, every sentence in a promotional piece must contribute to the goal of triggering it. The process of outlining offers the opportunity to design a piece to induce a specific train of thought which could potentially cause the reader to take action. The process of outlining will strengthen the argument and improve the flow of the writing.

Before writing, create a flow-chart of the streams of thought which would have to go through a consumer’s mind in order to act. Focus on both positive effects caused by the product or service, as well as the negative effects the product or service helps the consumer avoid. As you flesh out your thoughts, strengthen your argument by analyzing how a reluctant consumer might poke holes in your points and actively working to stay a step ahead of the curve by addressing potential pitfalls.

For more information on honing your arguments, check out this cool article over at Mind Tools about analyzing your relationship with your audience.

Upon completing a flow-chart, write an outline of the piece using sub-headings to specify the purpose of each paragraph. Create a logical structure based on how best to order the argument. Ensure that each paragraph pushes forward the ideas from the paragraph preceding it and/or sets-up the next paragraph. Once you’ve created a logical structure, flesh out your paragraphs with complete sentences, cap the piece off with a call-to-action and you will have a complete first draft!

RAVICE, RAVISE, REVISE

A first draft will sometimes suffice when it comes to copy writing, but most businesses hold their work up to a higher standard. For those interested improving their craft, the process of revision is crucial to not only understanding the medium, but to maximizing their skills.

If possible, it’s always helpful to get a proofread from a person who has distance from the piece. When a writer has been working on the same project for hours, it’s hard to get enough cognitive distance from the writing to accurately identify mistakes. An outside proofreader can read without context and therefore give unbiased opinions and observations.

If you don’t have anyone to proofread for you, spend a couple hours doing something else and come back to the piece. When you return, you should have the distance you need to objectively proofread.

During the proofreading process, be sure to consistently link features to benefits. A feature describes a product or service, whereas a benefit describes the positive effects the product or service has on the reader.

Instead of writing: “The new Macbooks come with Retina Display”,

Write: “The new Macbook’s Retina Display screen is easier on your eyes, creating unparalleled clarity in the viewing experience.”

The first statement describes a feature of the product, while the second directly links the feature to a positive effect on the consumer, making for more effective marketing .

The goal of revision is not simply to correct grammatical errors, but to hone what’s on the page and fully realize ideas. Once the benefits of the product or service have been effectively and efficiently communicated with the goal of provoking the desired action response, publish it and get started on the next one.

In the next entry of our Promotional Writing series, we’ll tackle how to write an effective press release. Stay tuned!

At Mystic Media, our vast experience in strategic marketing  and application development has given us expertise on the all formats of promotional writing: from copy writing, search engine optimization, social media marketing, web design, and more. Learn more by clicking here or by contacting us by phone at 801.994.6815

A Guide to Promotional Writing Part 1: Representing Your Business

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The Mystic Media Blog will be devoting our expertise into a five-part series of articles detailing the ins and outs of Promotional Writing. The series will cover several topics, including general techniques, suggested processes, press releases, website copy, and social media.

Promotional writing is any type of writing designed to sell or promote a product or service. It can be informational, such as a blog or newsletter, or direct as an advertisement. It can be the “About Us” section of a website, a description of a service, or a press release. Promotional writing is key to marketing any business. All writing  associated with your brand must adhere to a quality consistent with your company or it runs the risk of deteriorating your name. Although certain techniques apply across the board for promotional writing, the medium spans several formats to which the writer must cater. For our first article on the topic, we will cover the general principles and goals of promotional writing to help you represent your business.

EXECUTE YOUR GOAL

The goal of promotional writing is to connect with your target audience. Whether or not they ultimately choose to act upon the impulse you desire to impart is beyond your control. If you succeed in clearly communicating the benefits of the product or service you are promoting, readers in the market for whatever is being sold are likely to follow-through. So long as the message you intend to impart is effective and precisely conveyed to the audience, you will have done your job. Thus, it’s vital to consider the audience’s perspective in crafting any piece.

KNOW YOUR AUDIENCE

A consumer stumbles upon a piece of writing dedicated to promoting a product or service. They have the choice of reading it or not. Even if it applies to them, it doesn’t guarantee they are going to follow-through and closely examine the piece. As a promotional writer, you have to make your writing as easy to consume as possible. You must consider your target audience’s perspective and structure your piece based on how you expect your readers to consume it.

Is the piece something you can imagine someone reading at work, or is it something more dense they would read when researching a topic? How long do they have to read it? What parts would they skim? Is the piece geared more toward neophytes to the topic, or veterans seeking to enrich their knowledge? Each of these questions must be answered before you write, for they dictate the audience with which your writing must connect.

PERFECT THE STYLE

While there’s no formula for good promotional writing, there are certain generally accepted principles which apply across formats.

Direct, Concise, Targeted: Good promotional writing directly addresses a target audience with a clear, concise message. The message should be defined from the outset: this is a superior product or service. It’s important to be direct by getting to the “What” before the “Why”. The writer must target a specific audience. They must know who would read the piece and what they would be looking for. Every sentence must contribute directly to your message. The minute a reader senses something was written for the sake of taking up space, they will stop reading. Be considerate of their time. Do as much as you can with the attention they give you.

Accurate, Appealing, Persuasive: Good promotional writing accurately depicts the appeal of a product or service in a persuasive manner. Rather than resort to hyperbole, effective promotional writing allows the product to sell itself by presenting accurate, benefit-led facts. You must understand how the product or service appeals to your target audience before you sit down and write. Once the appeal is established, elaborate upon both the positive effects the product or service creates, as well as the negative effects it averts to craft a persuasive argument of why they must go out and obtain this specific product or service.

Smooth, Purposeful, Structured: Good promotional writing adheres to smooth, purposeful structure designed with the objective of creating the most efficient, enjoyable reading experience for the target audience. There are infinite ways to structure any given piece, but good structure plays into an audience’s expectation to clearly communicate points. Every sentence should directly follow the line of thinking preceding it and set-up the next point. General information and the overarching message should be front-loaded so readers who only have time for the first paragraph still understand the point of the piece.

IDENTIFY APPROPRIATE VOCABULARY

Identifying proper vocabulary for promotional writing can be a bit tricky. You don’t want to overload the reader with words they may not understand, but you also must assert your intelligence and don’t want to sound too colloquial. Acceptable vocabulary depends greatly on the target audience. Your word selection will be different if your target audience is a consumer of technology products versus if your piece was targeting professional application developers.

If you follow the guidelines above pertaining to promotional writing style, the flow of your writing should exude the intelligence you desire more than an elaborate vocabulary, which can sound pretentious when overdone.

For more techniques on vocabulary selection, check out this handy article by Writers & Artists.

CALL TO ACTION

A call to action is a statement which presents an opportunity for the audience to continue the dialogue regarding the topic, product, or company. A call to action could encourage the reader to contact the company by phone, click a link to the company’s website, follow the company on social media, share, comment, or link to another article where they can read more. A call to action is anything which feeds the audience’s desire to either continue the conversation, or take action and follow-through with whatever your desired action response is in writing the article. The goal of any promotional piece is to drive traffic to the product or service, thus a call to action is perhaps the most vital statement in the piece.

Learn more about call to action techniques by checking out this great article on the topic: How To Create a Successful Social Media Call to Action.

In our next Promotional Writing entry, we will help you out big time by creating a process with tips and tricks on structuring and revising your promotional writing.

At Mystic Media, our vast experience in strategic marketing  and application development has given us expertise on the all formats of promotional writing: from copy writing, search engine optimization, social media marketing, web design, and more. Learn more by clicking here or by contacting us by phone at 801.994.6815