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THIS WEEK
The Energy of Web Writing
ALSO IN THIS EDITION
The Energy of Web Writing |
Last week we talked about the art of writing for the web, where we looked at web writing as a unique art form to explore. This week we look at something a bit more esoteric – the energy of writing for the web.
Even the best internet marketers out there who have made millions of dollars on behalf of their clients create dud campaigns at times. They put the same art into their work, they follow the scientific principles behind their web writing – but somehow the campaign just fizzles rather than sizzles. There is no apparent reason for the failure, yet somehow the campaign fails to launch. Why is that?
And sometimes other people who have really average writing art, and less than optimal writing science suddenly find themselves at the forefront of a massive juggernaut – with traffic and customers beating down the doors. Often the customers start to appear even before the finishing touches are made to the website. Why is that?
The reasons can be many and varied, but what I have found over the years is the campaigns that succeed are the ones where there is 100% clarity behind the intent of the campaign, what it is trying to achieve and more importantly 100% clarity on behalf of the CEO or leader in terms of their business direction, values and priorities. The energy of the organisation is consistently applied in to the campaign and not scattered into blind gullies and deep ravines.
Marketing success and business success have the same foundations. For over 20 years I have facilitated strategic and business planning retreats for government and private organisations – and found a strong correlation between overall business successes and the quality and clarity of the planning that goes into the organisation.
If a company sees planning as getting someone in the organisation to fill in the boxes, then there is no engagement of the employees in the business direction, the owners and leaders have no real buy in and at the first hint of trouble the leaders bail or blame the hapless person who filled in the boxes. It is a plan in name only and is destined to gather dust on a shelf.
In marketing this is the equivalent of giving a brief to a copywriter to write about the product or service without knowing any real details of the product or service. Some writers will take on these transactional briefs, and these are the campaigns that fail.
However, if planning in an organisation is seen as somewhere where people discuss and debate the direction, where different views are welcomed and actively encouraged and where work is done to explain the reason behind the plan to the team, then engagement of employees, leaders and consequently the customers increases.
Each part of these vibrant plans are debated and sweated over until people are clear on its meaning. These are the plans that create massive change, even before the ink is dry on the words, you can feel the shift starting to happen in the organisation. Opportunities start to appear, and people are drawn to the organisation as if by magic.
In marketing this is the equivalent of spending time with the client discussing business strategy and direction, and where this campaign fits into their overall business direction. It is about marshalling all of the energy and clarity toward one unified aim.
If you look at it from a pure physics perspective – if you have teams pulling a rope in opposite directions, the strongest team will win the competition. If you have all of the teams pulling the rope in the same direction then mountains can be moved. You want to harness the combined energy of the people in your team.
The energy of web writing is all about helping a client to become clear on their business direction and strategy first; to help them to articulate what they want to achieve and why, and to put this into words for the client. It is about helping clients set clear intentions and goals and helping them put this intention into form.
If you write from a place of "just filling in the blanks" you are missing the core of the campaign. You need to tap into the heart of that business, to determine what makes that business heart unique and special. This is the place where you find you just have to share what makes that business great with other people – because you truly believe in its greatness.
If you write about your product or service from a space of manipulation, greed or less than positive values, then customers may initially be fooled by the chimera you present, but in the longer term they will pick up on your intent and your business will fail.
When you write from the heart customers "get" what you are trying to say even if the words may be a bit clumsy or the SEO is not quite right. They get resonance inside them that makes them want to read more, learn more and explore more about you and your service or product.
Yes writing art and science is important, but unless you get the energy or writing right, it is like trying to run with your legs tied together. It can be done, but why would you do it?
Fuzzy goals = fuzzy outcomes.
Clear goals = amazingly brilliant outcomes!
| HR Tip of the Week - The Energy of Delegation |
Hands up if you struggle with delegation? Yes, my hand is in the air too.
Effective delegation is one of the hardest management skills to master and yet it is the one least taught in all management courses and books.
If you read the E-Myth you learn that you need to delegate not the administration work, but your technical work if you want to grow your business. And yet many people who do that fail miserably. I admit to being in that category.
This is why I was fascinated by the work of a Canadian Coach, Raymond Aaron. His approach to delegation is to start by writing down all the things you are so bad at that even your cat would be better at doing the task than you.
These are the tasks that you delegate first and only once you have learnt the skills in managing this delegation of tasks can you move up to the next level of tasks where you delegate tasks were you have some vague skill but there are others who can do it better than you.
It is an interesting twist in the delegation approach. By doing it this way you learn to give up control over the things you already have no control over and then move your way up the delegation hierarchy until you are only left with doing things you love and are brilliant at.
It is by doing the things you are best at that you are in your flow and you generate the best returns for your business. Sounds simple? It is certainly worth trying!
| Business of the Week- Ultimate Marketing Seminar |
I am not a seminar junkie - it takes a fair bit to get me to book into a seminar. It has to have top flight speakers and a topic that I am really interested in. Which is why I had to share this seminar with you.
It is billed as the Ultimate Marketing Seminar and is being held in Brisbane, Sydney and Melbourne Australia. This seminar has some of the world's top marketers all sharing the stage at the one event.
If ever you have wanted to polish your on-line or off-line marketing skills, this is the seminar to attend. Just imagine what a difference a few days with the market-leading experts mentioned below could make to your cashflow:
Brad Fallon – No. 1 Expert in Search Engine Marketing in the world, co-founder of one of the largest internet training sites, Stompernet, grew his business from zero to $30 million in 3 years. Brad reveals his secrets to getting more traffic and more leads at no cost.
John Carlton – Copywriter to the largest advertising agencies in the world; find out the little-known secrets to creating marketing copy that increases your profits online and offline.
Adam Ginsberg – The world’s No. 1 eBay Trainer explains how you can start making extra money online with virtually no effort!
Brendan Nichols reveals how you can profit in any economy and proven ways to recession-proof your cashflow. (Sydney & Melbourne only)
Berny Dohrmann, innovative business builder and investor, reveals how you access the people and funds to sky-rocket your business.
Siimon Reynolds - probably Australia's top marketer explores the power of your brand and how to make your company famous.
. . . and many more world-leading international marketing experts.
These are all the people whose blogs I follow and which ezines I subscribe to. These are the thought leaders and shapers in the marketing world, and rarely will you see them present on a stage together.
Find out more about the amazing lineup of speakers at this event by clicking here.
The Ultimate Marketing Seminar dates are:
Sydney May 29-31 (3 days)
Melbourne June 6-8 (3 days)
Brisbane June 13-14 (2 days)
The Ultimate Marketing Seminar represents an outstanding opportunity to get up close and personal with top of the field experts.
Click here to enrol and hurry as the demand for Australia’s premier marketing event is high and seats are almost full.
Oh ... and the best bit - tickets are free, but you have to get in quick!
I love studying political advertisements to understand the latest trends in marketing. In a recent round of elections we saw a higher level of negative campaigns than normal, asking people to oppose people rather than vote for people which got me digging into some psychology archives to find the reasons behind the strategy.
In this blog post I take a look at the psychology behind why opposing is a more powerful tool than supporting something, and what this means for your business.
The Science of Writing for the Web
exuberantly yours
Ingrid
Heart Harmony
PS: This week's Small Business Tips blog included posts about Looking for Love - Online outperforms Offline, Metaphors have Physiological Effects and Marketing Lessons from the Local High School.
Legal stuff: This newsletter is intended only a general guideline for Australian businesses. You should seek specific advice for your situation rather than relying only on this newsletter
Earnings disclaimer. Some of the content may include advertorial information, which means I may receive financial compensation for the products I recommend. But - unless I know and trust the product, I will not recommend it.
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