Copy That Convinces

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Marketing copy really is dead. There, I've said it.

That stiff, professional, say-nothing copy used to be all customers had to choose from when they were trying to get answers about a product they were thinking of buying. Now, they can zip past all that marketing fluff and go right to the reviews, or they can post a question in one of their discussion groups and get first-hand, unbiased information from people who have already had experience with the product. They don't need that marketing copy anymore.

Marketers still need to write copy for customers, though, so what's the answer?

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You will only make a sale if you answer your customer's real questions. 

If you know what is important to your customers, you know the questions they ask as they buy. You will make those answers easy to find, as the customer is making her buying decision.

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Two great studies surfaced this week that will really help you target bloggers more effectively and improve your landing pages.

TechCrunch: 2010 State of the Blogosphere

Talks about how bloggers drive traffic to blogs (mostly Facebook and Twitter, not surprisingly, with LinkedIn being a distant third).

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We are smack dab in the middle of a terrible dilemma. The entire marketing and selling world is "betwixt and between." Traditional marketing and selling methods are not working the way they used to, and social media is not the end-all answer, either. In spite of the hype level and some people who are actually making it work, it's just a hint at the answer. But it isn't THE answer.

There is an answer, fortunately, but first let's look at the crisis itself.

This is a serious crisis because it's a perfect storm; five forces coming together at once, each powerful on its own.

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Before someone will buy your product, they have to "buy" your content. Your content is actually your first product, and should be viewed that way. If they don't like your free content, they won't pay for your product.