If you can make your product sexy, there’s a good chance sales will spike. In the online marketplace, one of the easiest ways to do that is through your content–appealing, engaging text and product images.
But what do I mean by “sexy” content? Well, sexy content attracts users through its looks–originally. Like a pretty girl or a handsome man, if your content is easy on the eyes, it’ll attract people. Then, like an intelligent woman or man, if you have something good to say, you’ll keep them there.
So how do we get our content sexy?
Trim the Fat
Like I said, your content should be easy on the eyes. That means you need to trim the fat. By eliminating long, drawn-out sentences and paragraphs, you’ll be able to whittle your content down to a concise message.
Big chunks of text, bogged down with unnecessary modifiers, scare readers off. By keeping things brief with one sentence logically flowing into the next, you’ll find that more visitors read your content from beginning to end.
Be Active and Build up the Muscle
What sounds better: The ball was hit by the golfer down the fairway or the golfer clobbered the ball, launching it down the middle of the fairway? Most people would say the latter. That’s because it’s in the active voice.
Good writing contains strong action verbs. Good writing packs a punch. It keeps your readers on their toes rather than lulling them to sleep. Don’t be afraid to flex those muscles and create strong content that keeps readers locked in.
Spice it Up
Predictability isn’t sexy. In fact, it’s the exact opposite of sexy. Content that’s formatted the same way on every page will turn people off.
Instead, spice things up with a picture. Break your content up with subheadings and bulleted lists–anything to provide a little variety, a little diversity. This will also make your content easier to scan which improves the user experience.
Well-Groomed and Articulate
Being sexy isn’t all about looks. If something is truly sexy, it’s both physically and intellectually attractive. This means your content needs to be error-free and it needs to bring something interesting to the conversation. No one wants to date a person with the intelligence of parking cone, regardless of how attractive they may be.
I know that if I start reading an article and find a grammatical error, I automatically like it less. Also, if I start to read something and feel like I’m not getting anything out of it, I’ll stop.
So, how sexy is your content? Leave a comment here on our blog or message me directly at dheinkel(at)webimax.com.
I recently read a quote from Lewis Schiff of the Inc. Business Owner’s Council who said: ”Facts get recorded; stories get remembered.”
Well, I couldn’t agree more, Mr. Schiff. And here’s why.
Let’s use this year’s Olympics as an example. I’m willing to bet that if I asked you what John Orozco scored on the pommel horse, you wouldn’t be able to tell me. However, if I asked you to tell me about his childhood in the Bronx, you’d probably respond without hesitation–facts get recorded; stories get remembered.
John Orozco isn’t the only Olympic athlete who we’ve come to know through story, though. The Olympics thrive off stories–the Blade Runner, Michael Phelps, the Fab Five, etc. That’s why people get so invested; they want to know how the story ends. So what does this mean for marketing?
Simply put, stories stick. As human beings, we’re hard-wired to remember stories much more easily than we remember facts. There’s a reason why most TV commercials are in story form. And there’s a reason why public speakers start with an anecdote–they lock us in.
Stories keep us engaged. They connect with us on an emotional level, which in marketing can make the difference between someone using your service and someone brushing you off.
Still not sold on the power of stories?
Let’s look at TOMS Shoes. This company’s story has been its driving force since day one. Owner Blake Mycoskie started the company after being inspired by a trip to Argentina where he saw extreme poverty and health conditions, as well as children walking around without shoes. This led him to reinvent the native Argentine alpargata shoe which he would sell to customers around the world, and for everyone one pair sold, he would donate a new pair to a child in need. Are there better shoes being sold online? Sure. But people want to buy from TOMS because they know their story. They want to be a part of the movement. It’s something real that they can connect with; it’s something emotional.
Of course, not every company has a story like TOMS to use. But every company does, in fact, have a story. It’s up to you to find that story and share it with the world. The content will literally market itself. Once you start doing that, you’ll find that customers don’t just record your name, they remember it.
Think you’ve figured that story out? Start sharing right here on our blog–we’re all ears.
How do you know if you’re getting the scoop on Snoop or some impostor? Facebook’s name-verification facelift. If you didn’t get notified, you need to raise your level of clout…
Badgeville also made changes, integrating information from Klout, giving brands the ability to interpret if social ‘studs’ or ‘duds’ are taking part in ‘gamification.’
Are tweets allowed in all countries? That’s a good question explored in Ryan Buddington’s post on Twitter and international censorship.
Do you plan on taking a trip this spring? If you’re using Kayak to book a hotel, you’ll be pleased to know Durba Chatterjee blogged about how Kayak has integrated TripAdvisor ratings, helping the former’s users make better decisions based on the experiences of others.
Around the Web
Ken Wisnefski and Danny Sullivan were featured in a Fox News article on political Google bombs.
Rand Fishkin discusses and provides suggestions in regard to forming a Web marketing team.
Todd Bailey comments on social media remembering Whitney Houston.
Greg Sterling reflects Valentine’s search and mobile stats.
Matt McGee on January, online usage stats.
Liz Borod Wright on social media tips for bloggers.
Neil Patel on getting attention through social sharing.
Happy weekend, search fans! You have some time this weekend. Catch-up on your online marketing/search engine optimization reading. I’ve read, synopsized, and delivered links to informative tidbits from around the world of search. Take a gander at what I’ve gathered:
The Facebook brand is not shy about showing its face in the media. WebiMax CEO, Ken Wisnefski, made contributions to this MSNmoney article on Facebook’s IPO. Additionally, it’s always enlightening to know a little about the man behind the business machine; get friendly with Mark Zuckerberg‘s managerial style through Todd Bailey’s post. Lastly, what are Facebook’s plans for mobile advertising? The mobile industry is expected to dial-in big numbers this year. Read about Facebook’s mobile advertising participation through John Borkowski’s post.
Do you want to address integral, SEO technical issues in an hour? Read this SEOmoz post by Dave Sottimano. Before you address problems, maybe you need to develop a technical SEO process; read this post from another Mozzer, Stephanie Chang.
Here are some quick links to read while you’re on the go…
Joanna Lord on inbound marketing
Lisa Barone on 12 respected ladies in search
Jon Cooper on natural link building
Anthony Pensabene on brand awareness