Great Copy = Great Business

How you write your copy matters more than you think…

Great Copy equals Great Math, or at least it should. Stick with me on this for a minute and I’ll show you how basic math equals good copy. Most people think compelling, exciting, colorful, thought provoking and action-taking copy are all things you want to put behind your web site right?

Well, maybe.

Years ago I wrote a master thesis on MBO (management by objective) so what’s the objective of your copy? Obviously its design is to capture the minds of the readers and convert them into customers; but there’s much more. When A LARGE number of readers read your material online, good things happen.

Like……..             

Aren’t you just trying to make sure all those crazy search engine analytics find you no matter what, in no small part because of lots of readers? So let’s break this down to simple math. As founder of a very aggressive online marketing firm eBizChanger.com, I think it’s all about the math.

ADD personalization: tell your story the way only you know how

PLUS:  present a BIG problem with a lot of pain

(like writing your own copy when you have ebizChanger)

PLUS:  sharing the PAIN of missing out on your offer

PLUS:  attaching a powerful positive emotion to your message

PLUS:  colorful and creative explanations of your product or service

PLUS:  knowing the search engine criteria that finds you first

PLUS:  everything that happens originates off your copy page

that brings people there

Got it yet?

Great copy used to be on the page of a given periodical, but now, you have to realize the multiplicity of mediums with which it may be shared.  Hence the MATH PROBLEM. Online copywriting has traditionally been about writing web page copy that makes sure every word you write “with real meaning” has certain frequencies and densities.

That’s still true but you need to know something ON TOP OF THE MATH before you begin.

If you ever liked Chubby Checker, you’ll love this because the latest search engine algorithms have yet a new twist. What is the new twist? It’s all about the trust and authority of your domain. That means what other people think about you actually DOES MATTER ONLINE! In fact the words they use to describe YOU matters far more about the quality and relevance of your site than virtually anything else.

Cutting edge research shows that almost 85% of what determines how a web page is ranked in most search engine modalities is based on things that happen off your site. Online marketing industry leader eBizchanger.com says most of the work they do is in the area outside of the web site client itself.

The trust and authority of your domain, the link popularity of the specific page, and the anchor text of incoming links to the page are huge factors that will make or break you in how you rank.

With today’s blogging and Web 2.0 social media tools, more people than ever are able to cast their vote on what really matters TO THEM by linking to it, bookmarking it and tweeting it. Modern SEO is all about crafting content so compelling that other people want to make note of it by linking back to you. All that simply means is that it increases your trust and authority which attracts more links to your pages.  

Your GOAL OF COURSE SHOULD BE to rank well for very specific keywords.

Once you understand the things that really make a difference when it comes to POWER DRIVEN CONTENT, you’ll better understand THE BIGGEST SECRET OF ALL.

That is what people find compelling is the same thing search engines are looking for.

Do your math and win the game.

For further information about online marketing strategies and tactics, email Michael Besson at Michael@MichaelBesson.com. Michael Besson is the founder of www.eBizChanger.com and Innovative Business Group in Las Vegas Nevada and can be found at www.MichaelBesson.com . He serves start up and emerging company clients delivering bleeding edge online & offline marketing, strategic planning and business development consulting services since 1994.

This entry was posted on Tuesday, January 19th, 2010 at 5:20 am and is filed under Articles & Video Blogs. You can follow any responses to this entry through the RSS 2.0 feed. Responses are currently closed, but you can trackback from your own site.