Month: January 2015

Jazzing Up Your ‘About Us’ Page

Telling the Right Story on your 'About

Do you know which of your pages are the most viewed on your website? Chances are, your “About Us” page is one of the most visited pages on your website. Whatever you choose to call it, whether it is your “About”, “About Us”, “Who We Are” or “Meet the Team”, these pages are gaining in importance.

But surprisingly, this page is often overlooked during the copy writing process and has often become an afterthought. Others just simply don’t know how to write about themselves!

About Us pages provide you with a great opportunity to bond with your prospects. Within the first 3 or 4 clicks people are clicking to your About Us page because they want to find out who you are, what your business is about and most importantly, how you can help them.

So re-think your About Us page with these following tips:

– Make your About Us page about… your customers. Think about how your product or services help your customers and relay that in your About Us write-up.

– Take the opportunity to share your story and your “Why”. If you have trouble defining your company’s “Why” or your reason for being, take a few moments to watch this TED Talk I shared a few months back from Simon Sinek for a bit of inspiration.

– Don’t be afraid to inject your personality or your company’s personality into the write-up. Think about how you’re different from your competitors and make sure your writing reflects who you are.

– Make your page conversion-friendly. You can ask your prospects to contact, sign up for an email newsletter or a free trial. Don’t miss out on the opportunity to convert your prospects into leads once you’ve impressed them with your story.

– If you’ve done something great, offer an outstanding service or product, don’t be afraid to share the numbers and facts. Without them, your page will be like every other About Us page out there with bold but empty statements.

– And lastly? Keep it short. People have short attention spans and can really only pay attention to a maximum of 3 – 4 chunks of information at a time so choose your points wisely and organize accordingly with headers breaking up large chunks of text.

So take a few moments now and read over your About Us section. If you were shopping around, would you choose your company over your competitors based on the write-up that you see? Does your page properly represent who you are as a company, the quality of work that you’ve done and your reason ‘why’? If not, you know what to do!

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Don Draper’s Kodak Moment

Mad Men Inspiration

In marketing terms, I would be considered a ‘laggard’ to this Mad Men hype, but trust me when I say that I am a true fan! In truth, I have tried watching Mad Men a few times over the past few years but could never get past the first half hour of the pilot.  This time around though, I watched the whole episode… and then didn’t stop until I hit the end of Season 1!

Anyway, one of the greatest moments for me from Season 1 was when Don Draper gave his pitch to Kodak on their new slide projector.  Kodak was very attached to the idea of it being in the shape of a wheel and wanted that to be incorporated in the ad campaign.

Don’s pitch left me speechless.  See it for yourself:

“Technology is a glittering lure. But there is the rare occasion when the public can be engaged on a level beyond flash, if they have a sentimental bond with the product.

My first job, I was in house at a fur company with this old pro copywriter, Greek, named Teddy.  And Teddy told me the most important idea in advertising was ‘new.’ Creates an itch. You simply put your product in there as a kind of calamine lotion.

But he also talked about a deeper bond with the product: nostalgia. It’s delicate, but potent.

Teddy told me that in Greek nostalgia literally means ‘the pain from an old wound.’  It’s a twinge in your heart, far more powerful than memory alone.
This device isn’t a space ship. It’s a time machine. It goes backwards, forwards. Takes us to a place where we ache to go again.

It’s not called ‘The Wheel.’ It’s called ‘The Carousel.’

It lets us travel the way a child travels. Around and around and back home again to a place where we know we are loved.”

Maybe it’s because I am in marketing that left me so in awe after watching his pitch.  I loved everything about it – the concept, the delivery and the way it tugged at your soul.  A true marketing victory :)  It also reminds me that sometimes, it’s not the gimmicks, the fancy features, or the technology that sells.  It is the emotional bond to the product that will create the demand.

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A Few Marketing Lessons from Taylor Swift

We could all be a little bit more like Taylor Swift.
Well, in our marketing efforts, anyway.

4 days ago, Taylor Swift posted this video to her YouTube channel, documenting what had come to be known by her fans as ‘Swiftmas’. To reward her most loyal fans, Taylor Swift had shipped personalized individual presents for them this past Christmas – all based on what she had learned about them from their social media feeds!

“Shortly after the massively successful release of 1989, fans on social media began to experience another phenomenon. After something that became known as Tay-lurking, whereupon every details of a fan’s likes, job, whereabouts, was studied intently… A single Santa emoji would appear on their socials.

From one Taylor Swift.’

This video has racked up close to 12 million views since it has been posted. So what is it about this video that people seem to love and what can marketers learn from this?

1) Get Personal – All the presents were delivered with hand-written notes and Christmas (or Hanukkah) cards. This is yet another example of how Taylor engages with her community of fans to build relationships.  She creates unique brand experiences for them so that they feel like they know her – as a friend, or the girl next door. She is accessible, she listens and she responds. This is how brands should interact with their customers.

2) Get to Know Your Fans – To ensure all the presents were personalized, Taylor had done her own research on her fans. She not only ‘Tay-lurked’ her fans, she took the time to get to know them, to read their updates before building a personalized experience meant just for them.  While such intense researching into the lives of your customers may not be possible, there is great value in truly understanding who your customers are.

3) Surprise Your Loyal Followers – If those were Taylor’s most loyal fans, can you imagine their level of loyalty now, after receiving their presents? By rewarding these super fans, Taylor was also gaining new fans and encouraging her mid-level fans to step up their engagement. Sometimes, by giving back and rewarding your loyal followers (also known as your brand ambassadors), you can gain back ten-fold what you give away.

4) Leverage the Use of Video – The clips of her fans opening their presents were so authentic, you could hear and see for yourself the excitement they felt. By having her fans film their experiences, Taylor allowed others watching to share in the fun. Because the clips were so authentic, you don’t feel like you’re watching some fabricated sales pitch. Leverage the use of video and capture your customer’s authentic experiences with your product or service.

This is exactly how we can create excitement and loyalty around our brands – and how we can make sure our marketing efforts can stand out from the crowd.  At the end of the day, consumers want to know that they are appreciated and being heard!  So as it turns out, we all have a thing or two that we can learn from Taylor Swift!

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