You’ve worked up a content strategy, applied it across your marketing channels and delved into your reporting, ready to expand on what works. But what voice do you speak to customers with and how do you know if your company’s voice is striking the right tone?

Even if you long to be playful, sarcastic or hip—like the publications and blogs you follow online—pulling that off in a corporate environment, with a range of collaborator talent and marketing goals, can be very challenging. How do you know when you’re being too casual, or when you’re being too stodgy? Marketing expert and consultant Noah Fleming, who has worked on customer retention strategies for small-to-medium sized businesses, large companies and entrepreneurs, has some easy tips for finding your company’s voice and letting it shine through in your content.

Know your company’s character

“Every company has a character,” Fleming points out. “If you were to think about your company as a person, what would they be like? Would they be fun and exciting or would they be mellow?”

Just as you’d find it jarring if your favorite TV character suddenly acted in a way that didn’t make sense, your company voice and personality should be consistent. Make sure that every person taking part in content creation or social media marketing understands what the company is about and what it stands for, as well as how you want to be perceived by people. It’s fine for contributors to take a slightly different approach but the overall tone and feel should fit that same voice, so that your content is always characteristic of your brand.

Be more human

“Everyone always says that people need to be authentic, but the problem is that nobody says what that means,” Fleming explains. “I think what it means is that you enter into a real and legitimate dialogue with somebody in the way you speak to them.” That means that your writing and speech should be conversational. This allows you to communicate with people in a way they can understand, as if you were having a discussion with them face-to-face.

If you regularly interact with clients one-on-one either at events or even via phone or email, it can become a bit easier to determine how they’d react to certain types of information or language, and whether material would be too difficult or too easy for them to understand. As your business grows, making sure that people who have client-facing roles express that information to those creating content is key. This helps bridge the gap between those creating content for clients and those who regularly interact with them.

Build trust by giving it straight

It can be tempting to make things sound more sophisticated than they really are, but the key is to speak to people in a way that makes it easier for them to understand what you’re saying. This creates trust.

“I trust people when I can understand them, as opposed to someone who always seems like they’re trying to talk over me. When someone’s always trying to speak above me, it doesn’t create that feeling of trust,” Fleming points out.

This doesn’t mean that content must be dumbed down, or that you can’t address the pressing needs of your readers who want to delve beneath the surface or approach problems from a more sophisticated angle. It just means that you want to create content that can serve the needs of readers at various levels of experience and skill, so that they can all benefit from the information you are providing.

How casual is too casual?

It can be tempting to get very casual with your content, especially if you see your colleagues doing the same. However, it’s important to consider the needs of your audience first.

“It’s not a matter of casual just for the heck of it,” Fleming says. “It’s speaking in a way that resonates with your audience.”

The words you use can be entirely different depending on who you are speaking to, even if your company has different content for different demographics.

“A group of brain surgeons can speak conversationally, in simplistic ways to their audience, but they’re not going to be overly casual,” Fleming explains. “Think of it like a cocktail party. What kind of cocktail party discussion would you have with your ideal customer outside of work?” It may be casual, but not overly casual, or it may be a little more formal, depending on who is attending. The key, Fleming says, is learning how to resonate with your ideal customer.

Seek feedback

The best way to know whether your tone and voice is resonating with your clients and prospects is to see how they respond to the information. Are they asking questions about posts that you thought were self-explanatory? This can help you see whether or not you are on the right track.

Using qualitative feedback and other metrics to track audience response can be helpful. Specifically, look for social media shares and comments, blog comments and dialogue around your content to see whether or not your users are responding to your voice.

This post contributed by guest author, Yael Grauer. Grauer is a Minneapolis-based freelance writer and editor. Find her online at Yaelwrites.com.

© 2013, VR Marketing Blog. All rights reserved. Unauthorized use and/or duplication of this material without express and written permission from this blog’s author and/or owner is strictly prohibited.

The post Getting Your Company’s Voice Right appeared first on VR Marketing Blog.

Successful email subject lines are eye-catching, attention-grabbing and tempting. But there are also annoying, boring, careless, lazy, desperate, or worst of all, deceiving subject lines that give all other hardworking subject lines a bad rap. The purpose of writing an enticing subject line in your email marketing efforts is to achieve an open (which could eventually lead to a sale), but there are good and bad ways to go about gaining it. Let’s bust the worst subject lines ever and kick their bad habits to the curb:

• THE ALL CAPS SCREAMER – It’s tempting to write a word (or worse, many) in all caps to emphasize importance, however, it also comes off as if you’re SCREAMING! And, that’s the last thing you want to do to a current or potential customer. To highlight something, consider using (one) exclamation point or words/phrases like “New, Last Day, Don’t Miss Out,” to create a sense of urgency or excitement. Your copywriting skills should display the importance you want to relay, not caps lock.  The same goes for wAckY CApS – Don’t go CRazAY.

• The From Label Repeater – This is a minor subject line infraction, but the “from label” of your email should usually be your company name or the name of the person a subscriber has the relationship with, so there’s no need to repeat your company name in your subject line. Repetition is not only redundant and obvious, but it takes up precious space suited for your delightful subject line.

• Zzzz… The Generic Snore i.e. “[Your Company Name Here] Weekly Newsletter” – Telling your recipients what they can expect from your email will go the distance. Your email subscribers already have loaded inboxes, so give ‘em the goods right away and tell them what’s inside. Generic subject lines like, “Weekly Newsletter,” “Monthly Wrap up,” “Daily News,” aren’t enticing or descriptive and they’re a snore. When sending an email newsletter, highlight your two most interesting topics in the subject line and your third in the pre-header.

• The Deceiving Sneakster i.e. “Get 75% off the whole store… just kidding!” – Deceiving anyone doesn’t bode well in the long run, ever. Plus, when it comes to your subject line, lying or including misleading information is actually illegal! Yup, you read that correctly. Meet: CAN-SPAM – An act that states an email’s subject line must accurately reflect the content of the message. If people are subscribed to your emails, legally, they want to hear what you have to say, so give it to them straight.

• The Symbol Fanatic – Symbols such as hearts and happy faces are fun, eye-catching, and pretty darn cute, but use too many, too often and they go from cute to “cut it out!” quickly. Symbols garner engagement, but make sure they’re appropriate for your content and audience, and only use one, occasionally.

• The Desperate Crier i.e. “Open Me!” – Desperation’s rough enough, but begging for an open is hitting rock bottom and won’t give you the engagement you desire. Put on your copywriting hat and come up with something clever, we know you’ve got it in you.

• The Grammar/Spelling Mistake Sore Eye – Everyone makes mistakes, so everyone also deserves a “Get out of jail free” card when it comes to a grammar or spelling mistake, but it shouldn’t become a common occurrence. Make sure to use spell check, have at least one other person proof your subject line (and the rest of your email), and when in doubt, refer to some of our favorites: The AP Stylebook, The Chicago Manual of Style, Dictionary.com and Grammar Girl.

• The Novel – Don’t give everything away in your subject line, that’s your email’s purpose. To find out what your audience really likes subject line-wise, you have to test it, however, the majority of the time, less is more. Keeping the subject line short and to the point will entice your recipient to open and to read on.

• The Premature Sender i.e. “test.” – Whoops, did someone accidentally hit “send” without a proper subject line? It happens, and when it does, people love to point it out! Doh. Always give your email a proper subject line right from the get-go. Going in, you may have an idea what your email is going to be about, so give that subject line a shot and change later if necessary.

• The Copy Cat (sending multiple emails w/the same subject line) – If you’re sending a series of emails, say a promotion over a course of three weeks, don’t be tempted to use the same subject line over again. This will cause people’s eyes to glaze over, or worse, they’ll delete the email thinking you either 1) sent it to them twice, or 2) they already read that email; delete! Rework your original subject line with a slightly different spin.

•  The Pre-header Repeater – Repeating your subject line in the pre-header qualifies as the worst pre-header, ever. A pre-header acts like a secondary subject line and is your second chance at grabbing a potential reader’s attention. Take advantage and tell ‘em what other wonderful things they can read inside. Subject line feels too long? Cut it in half and put the rest in your pre-header.

•  The One Word Spam Alert i.e. “Hi” – If you’re trying to catch a recipient’s attention by being mysterious, do so by asking a question:  “…they generate 92% higher comment rates than non-question posts,” on social media according to Buddy Media. Try it in your subject lines, too. Including just one word in your subject line screams “spam alert!”

• The Punctuation Abuser!!!! – Like all caps, punctuation shouldn’t be abused. Use more than one punctuation mark and it also seems as if you’re screaming (!!!), you don’t remember proper punctuation rules, or you must think everything is important. One exclamation point or question mark serves its purpose.

• The False Alarm i.e.”URGENT!” – As our Public Relations Manager, Connie eloquently put, “Unless you’re only sending to one person, it’s not ‘exclusive.’ Same goes for “breakthrough,” “pioneering,” “revolutionary” and all those other fluffy adjectives…” Granted, she’s speaking about press releases, but the same goes for your subject lines. If something isn’t really “urgent” or “breaking news,” exaggerating could let readers down. Plus, many people don’t open their email until days after it’s been received, so the sense of urgency may be lost.

• The Fake Reply –Including Re: in your subject line indicating that it’s a reply is sneaky. “Oh look, someone’s replied to an email I sent them! But wait, I don’t know who this is? What’s this all about?” Sure, you’ll get opens, but the key is to engage and connect with your readers. This tactic will likely get your message deleted. If you really want to entice readers, try asking a question.

Have any other email subject lines you’d like to add to the list? Let’s bust ‘em!

© 2014, VR Marketing Blog. All rights reserved. Unauthorized use and/or duplication of this material without express and written permission from this blog’s author and/or owner is strictly prohibited.

The post Busted: The Worst Email Subject Lines, Ever! appeared first on VR Marketing Blog.

Savvy business owners, copywriters, and designers know how language influences emotions and persuades action. Certain words and phrases are time-tested to boost response and conversion rates almost across the board. Of course, different motivating words and phrases work better in different situations, and it’s up to you to figure out which work best for your business. It isn’t all that difficult to figure out, though: If your intuition doesn’t tell you, your customers will. Test the following 30 “magic marketing words” in your next email, social media or blog post, on a direct-mail postcard or website to see which yields the best response.

1. You – Write as though you’re speaking to the customer and about the customer, not about yourself.
2. Because – Give customers a reason why they need to take action.
3. Free – “Because” we all like free things, right?
4. Value – This implies customers are getting something versus losing something (i.e. money when you say “cost” or “price”).
5. Guaranteed – Give customers a guarantee to minimize risk perception, so they feel they have everything to gain and nothing to lose.
6. Amazing – Customers will respond to something that is incredible.
7. Easy – Make it simple for customers to take the next step in the purchasing process, and let them know how much easier life will be with your product or service.
8. Discover – This implies there is something new and unknown to the customer, something that has supreme benefits and gives them an edge.
9. Act now – Motivate an immediate response with a limited-time offer.
10. Everything included/everything you need – This establishes that your product or service is all your customers will have to buy in order to achieve their goal.
11. Never – Point out a “negative benefit,” such as “never worry again” or “never overpay again.”
12. New – Your product or service is the cutting edge in your industry.
13. Save – The most powerful word to showcase monetary savings, or even time savings.
14. Proven – Remind customers that your product, service or business is tried-and-true.
15. Safe and effective – “Proven” to minimize risk perception for health and monetary loss.
16. Powerful – Let customers know that your business, product or service is robust.
17. Real results/guaranteed results – Your customers want results, after all.
18. Secret – Not everyone succeeds, and there are secrets to success. Let customers know you can reveal those secrets.
19. The – This implies your solution is the “end-all-be-all.” Consider the difference: “3 Solutions for Marketing Success”/”The 3 Solutions for Marketing Success.”
20. Instant –Instant access or downloads are more appealing than waiting.
21. How to – Start off with a solution so customers read the rest of your copy.
22. Elite –Your customers are among the best in the world. Invite newbies to join a highly desirable club.
23. Premium – Premium helps denote high quality.
24. Caused by – If your marketing literature builds a case for your product, transitional phrases such as “caused by,” “therefore,” and “thus” can help reinforce the logic of a purchase.
25. More – Do you offer more than your competitors? Let your customers know, because they want the best deal, after all.
26. Bargain – Because customers want a great deal, remember?
27. No obligation – Create a win-win situation for your customers.
28. 100% money-back guarantee – Again, no risk.
29. Huge – A large discount or outstanding offer is difficult to resist.
30. Wealth – If you’re selling products and services related to money, wealth is a desirable word for customers.

They key to success is to combine these words into phrases that trigger buying behavior. For example: “Get real results instantly – 100% money-back guarantee – act now!” Keep your copy short and sweet, play on emotional triggers with these words and phrases, and you’ll increase your conversion and response rates.

[Sources: Forbes, 60 Second Marketer, Vocus]

This post was contributed by Brian Morris, a writer for PsPrint Blog. PsPrint is an online printing company, providing an array of vibrant full-color products, including business cards, brochures, stickers, holiday cards and postcards, as well as time-saving services such as direct-mailing services.

© 2014 – 2013, VR Marketing Blog. All rights reserved. Unauthorized use and/or duplication of this material without express and written permission from this blog’s author and/or owner is strictly prohibited.

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Do you want quality content to share on social media sites and better SEO rankings? How about increased traffic to your website? (I’m going to assume you said yes.) Then guess what? You might want to consider blogging. So let’s get down to it and face that road stop in your mind that reads, “I don’t have time.” Oh, you do! Here are 5 tips to get your blog flowing in no time.

1. Write about what you already know.

If you spend your days herding cattle, you probably know more about herding cattle than average Joe browsing the Internet. And, in turn, it would be much easier for you (as a cattle herder) to write about what you do everyday than to do research and write about something entirely different (such as how to dance tango). In fact, the very things that seem routine about your job are likely interesting (and valuable) to the masses looking for more information about it.

2. Interview an expert.

Maybe you need to write a blog about managing a virtual environment and you don’t know the first thing about it. In that case, you’ll need to be creative. If you’re working at a large company, odds are you have access to someone who knows considerably more about the subject than you do. So seek within your environment. Ask for a 15-minute interview with that person and take good notes (Trust me, it’s faster and more interesting then sending them an email!).  If you don’t work for a large company, look within your network. There may be a customer, a partner, a vendor, or even a friend who knows more on the subject that you can interview or learn from.

3. Read other blogs.

All good writing starts with reading. So if it’s coming up with ideas that take you the longest time, take a look at what your peers are writing. By doing so, you’ll learn what’s appealing to the general audience (just look at how many social media shares the posts are getting). Like a good brainstorming session, reading other people’s work will lend itself to new ideas and subject matter to build on. Take a few minutes a day to see what’s out there and jot down a few notes of things you want to write about when you have time. That way you’ll always have a starting point when it’s time to produce. We’ve also got a list of how our content marketing team gets some of their ideas here.

4. Don’t over-think it.

Sit down, put pencil to paper or your fingers to the keyboard and write. Just let the ideas flow without putting too much pressure on the final outcome. Try to block out other distractions and allow yourself to get “in the zone.” Once you have a good chunk of content you can worry about trimming the hedges later. In fact, it’s always a good idea to step away from what you’ve written and come back to it later with fresh eyes for editing or have a second person edit for you.

5. Hold yourself accountable.

This is the hardest part for most people. When you have a business to run, there are many other important things to do before blogging. Well, first be aware of why blogging is important (Here’s a handy infographic by Social Media Today.). Second, create a deadline and share that deadline with another person. It can be a colleague or a coworker who will be editing the blog for you or uploading it to the website. (Let’s face it — If you’re the only person who knows about it, then that deadline doesn’t really exist!).

Do you have your own tips for faster/more efficient blogging? We’d love to hear them.

© 2014, VR Marketing Blog. All rights reserved. Unauthorized use and/or duplication of this material without express and written permission from this blog’s author and/or owner is strictly prohibited.

The post 5 Easy Ways to Blog in Less Time appeared first on VR Marketing Blog.

When you’re writing about your own product or service, it’s easy to fall into the habit of hype. It’s understandable. After all, ultimately you’re hoping your PR press release, pitch, brochure, email or website marketing copy will capture attention and get readers to do something. So, you have to impress with your words.

But these days, both press and consumers alike are more skeptical than ever when they know they’re being marketed to. Some adjectives are used so often that they no longer have any real meaning and do nothing but clutter up your copy.

Think twice before using these eight “fluff” words in your next PR pitch or marketing copy:

Groundbreaking (or its cousins, breakthrough and late-breaking): Very few products are groundbreaking in the sense that they figuratively broke new ground, or created a new market where none existed before. The Ford Model T, typewriter, iPod and sliced bread come to mind.

Revolutionary: Did your product or service start a revolution? Probably not.

Advanced: I see this word applied to almost everything. “Advanced ingredients.” “Advanced technology.” “Advanced processes.” It’s being used so much that it has lost its value.

Bleeding edge: This is a favorite in the technology industry. Apparently when “cutting edge” wasn’t enough, marketers started using “bleeding edge.”

Pioneering: Unless you’re leading the way in research or development of new ideas or products, it’s probably best to avoid this one. Also, see groundbreaking, above. 

Exclusive: Unless your product or service is only available to one person, it’s not exclusive.

Unique: We all think we’re special. But a better approach is to let your reader come to the conclusion that what you offer is unique, by describing its real features and benefits. Just saying that it’s unique, outright, does nothing to convince.

Best: Similar to the word unique, you’re better off letting your readers determine whether you’re truly the best. Instead of saying you have the best XYZ, get a quote from a customer (who has ostensibly compared you to your competitors) who says you’re the best.

I’ll be the first to admit that I’ve used these words plenty of times in my writing throughout the years, and sometimes they still sneak through. But as long as you’re aware, you can hopefully catch yourself before you publish a piece of content about your groundbreaking, revolutionary, bleeding edge, exclusive and totally unique product or service!

Want more marketing tips and tactics? Sign up for the free VR Buzz.

© 2014, VR Marketing Blog. All rights reserved. Unauthorized use and/or duplication of this material without express and written permission from this blog’s author and/or owner is strictly prohibited.

The post The 8 Most Overused Words in PR and Marketing appeared first on VR Marketing Blog.

You probably learn a great deal from interacting with your clients or customers. Often, they have success stories from using your product or service in an innovative way, or they love working with your team and are advocates for your company.

This is why crowdsourcing, (getting quotes, information, ideas, etc. from your current customers), is an excellent way to tap into the collective knowledge of your customer base and create content at the same time. This can also help raise brand engagement, and give you ideas for improving or developing your product or service. Here are some ways to leverage content created by your biggest fans or power users, and incorporate it into your marketing mix.

Q+A

Anyone you interact with who asks you a question about your services, or about your area of expertise, is giving you some valuable information about the mindset of other prospects – who likely have the same question. Keep a spreadsheet, a Google Doc or notebook handy to add these questions to the list. You can refer to it when working on a Frequently Asked Questions section for your site (or product), or topics for blog posts or emails to send to your list.

Don’t be afraid to go back to the person commenting for more information, especially if you feel it’s already been answered elsewhere on your site. Their question may be more complex than you think it is.

Testimonials
Those raving emails or comments on Facebook or Twitter singing the praises of your product are gold. With permission, you can repurpose them as testimonials. There are even some WordPress plugins, such as Tweetstimonials, which will show those positive comments directly on your website.

Case studies
Case studies are also a great way to tap into the information sent in by your readers – or which you solicit yourself. Case studies will not only help you understand the direct impact your product made on one of your customers, but they will also help your readers or prospects better understand how others interact with your services.

Crowdsourced blog posts
You may want to gather tips from valuable contributors – be they experts, customers or thought leaders in your industry, and ask them for tips on a specific topic by a deadline you agree upon. Simply ask them to answer a question in just a few sentences, explaining to them that the answers you select will be published on your company blog or sent out to your email list.

These tips can then be compiled into a blog post. Many of the contributors will share the post to their own networks, increasing your reach.

Critiques
If you’ve built up a lot of rapport with your readers, they may allow you the opportunity to publicly critique their work in an area that you teach. This is especially true if there’s an educational component to your business. Beginners may be interested in targeted feedback about the skill you teach, whether it’s classical guitar, gardening or illustration. 

Contests
Ask your readers to share photos or videos with your product on your Facebook page or a shared Pinterest board, or even via email. You can post a slideshow of these images and have readers vote on their favorites. Make sure to acknowledge participants publicly so they can have bragging rights – or a prize!

Contests don’t have to be limited to photos and videos. Ask readers to share their favorite recipes using your artisanal sauces, a list of top three rules in your industry, or a caption for an image you share. As a rule of thumb, always adhere to the contest rules for any social platform you use as they vary and change constantly.

Some words of wisdom

Quality
Just because information is crowdsourced doesn’t mean quality doesn’t matter. Make sure to carefully sift through responses, selecting only ones that tell a compelling story that will engage readers.

Ownership

When crowdsourcing information, copyright and ownership are always an issue. Make sure to receive permission to use any written work or images, and have a backup plan in place in case, for example, a user takes down a YouTube video that you’ve posted. If you’re planning on using crowdsourcing for a logo or any graphics, or work of that nature, make sure that you have a contract granting you permission to use the images you’ve selected.

Enjoy
Using crowdsourced content can take time in a different way from creating it on your own, but make sure to take a moment to appreciate your customers’ experience, and let their unique perspectives inform and inspire you.

How have you used crowdsourced content for your business? Share your experience in the comments!

Want more marketing tips and tactics? Sign up for the free VR Buzz.

© 2014, VR Marketing Blog. All rights reserved. Unauthorized use and/or duplication of this material without express and written permission from this blog’s author and/or owner is strictly prohibited.

The post Need Content? Tap into the Crowd! appeared first on VR Marketing Blog.

We’ve all done it. In an effort to craft a quick email, we commit a marketing word crime. You know what we’re talking about. From using trendy words like “epic” too often or writing redundant phrases like “extra bonus” – we’ve all innocently broken a marketing law or two.

This post was inspired by a song released by Weird Al Yankovic called “Word Crimes,” which pokes fun at the many grammatical errors we all commit. so we created a list of word crimes you should try to avoid. 

1. Check out these epic styles

Sound the alarms. We’re declaring the use of the word “epic” illegal. We know it’s trendy and all the lots of us are saying it, but there comes a time when a word can get over-used and played out. Have you noticed how “epic” everything is?

“Millions of un-epic things are now being described as epic,” says Peter Dawyot, managing director of Publicus Community, a marketing and advertising agency. Take this shoe sale, for example. Apparently, it’s epic.

The next time your fingers type this word, try another and let this word rest in epic peace.

2. Get a free gift
If you give a gift, would you expect the recipient to pay for it? Of course not. Gifts are free, so there is no need to say “free gift.” It’s redundant, Dawyot says.

Have you committed this word crime before? No worries. Plenty of big brands use it; just look at the example below:

3. Preview our new arrivals in advance
A lot of businesses try to build hype around a new product. We get it. You want people excited and ready to buy. There’s nothing wrong with sending an email to prime your recipients about something new, but before you break out the pom-poms and rev up the email band, make sure you don’t repeat yourself.

Refrain from saying “advanced preview” or “preview our new arrivals in advance.” A preview, by definition, takes place in advance of an event. Instead, say something like “Check out our new fall purses before they go on sale.”

4. Get a sneak peak of our summer sale
Can anyone spot the marketing crime in the statement above? Anyone? Bueller? Bueller? Peak is spelled wrong. A peak is a mountaintop, not a secret look at something. You want to use the phrase “sneak peek.” Don’t worry; if you’ve committed this crime, we won’t slap the handcuffs on you just yet, even veteran journalists sometimes get it wrong. 

5. Come to our 1st annual event
Here’s a question for you, how can you have a first annual event if it’s never happened before? Even though you plan to have this event annually, you can’t break out that term until the event has actually taken place.

“The phrase seems correct when you first read it, but it doesn’t make sense,” Dawyot says. Try using words like “inaugural” or “launch” in place of annual.

We hope you’ve enjoyed our 1st annual list of epic marketing crimes. To those who read this article, please consider it our free gift to you. Next time we create a list of this nature, we’ll be sure to offer you a sneak peak or a preview in advance so you can contribute to our growing list of marketing crimes.

Ready to whip up your next email? Get started with VerticalResponse.

© 2014, VerticalResponse Blog. All rights reserved. Unauthorized use and/or duplication of this material without express and written permission from this blog’s author and/or owner is strictly prohibited.

The post Are You Guilty of These Marketing Word Crimes? appeared first on VerticalResponse Blog.

Microsoft Word is open on your computer. You’re staring at the blank white screen. You type one sentence. You hit “delete.” You try again with a different sentence. “Delete.” You sigh. You stare. You bang out a few more words. Again, “delete.”

You’ve got nothing.

Writer’s block. We’ve all been there. When asked about the most frightening thing he had ever encountered, Ernest Hemingway said, “A blank sheet of paper.”

Although it’s frustrating while you’re in the moment, writer’s block doesn’t have to be completely crippling. Here are a few strategies to try the next time you’re feeling stuck and those words just aren’t flowing freely.

1. Start Anywhere But the Beginning

“One of the most difficult things is the first paragraph,” said novelist Gabriel Garcia Marquez. Often you’re so caught up in writing the perfect first sentence or first paragraph that you’ve placed yourself in a rut right off the bat.

Who says you have to start from the beginning? Try starting in the middle of your article, or even the conclusion. Don’t worry about the perfect opening and go straight into the nitty gritty. Once you’ve got all the pieces and points of your article, email or even social post down, you’ll have likely found a groove and can go back to the introduction and transitions. (Case in point: When drafting this blog post, I started with this paragraph first, just because I use this approach all the time and I knew it would be the easiest point for me to write.)

2. Freeflow

If you know what you want to say but the words and sentences just aren’t coming to you, try capturing your ideas a different way – draw pictures or charts, organize with arrows or columns, or jot down major points and supporting points on index cards for easy rearranging. The goal is to get everything down first, organize and then wrap them with complete sentences.

3. Break It Down

Mark Twain famously said, “The secret of getting started is breaking your complex overwhelming tasks into small manageable tasks, and then starting on the first one.” When it comes to writing, that white paper or how-to guide might seem formidable, but if you break it down into smaller parts, it won’t seem so huge and you’ll feel like you’re making progress faster.

For example, say you’re trying to write a guide about the top 10 ways to do something. An easier way to tackle it might be to first jot down the 10 things in list form, and then go back and add descriptions or explanations.

4. Take a Breather

Sometimes, the pressure to perform really does build up until it becomes almost paralyzing. If the above strategies to overcome writer’s block aren’t working, there’s nothing wrong with taking a break. But instead of logging onto Facebook or surfing the Web, step away from the screen; you want to clear your head instead of cluttering it with potentially distracting information. Make a cup of coffee or tea. Take a five minute walk. Stare out the window. Then try writing again. 

What do you do when you’ve got a case of writer’s block? Share your tips in the comments!

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© 2014, VerticalResponse Blog. All rights reserved. Unauthorized use and/or duplication of this material without express and written permission from this blog’s author and/or owner is strictly prohibited.

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Your company’s description, or “about us” section is usually one of the most popular pages and/or pieces of content on your website – are you putting your best face forward there, or could your story use a makeover?

Read on to review what you should and shouldn’t do when writing your company’s description. These dos and don’ts will ensure your company’s story is as compelling and informative as possible.

1. Do: Tell a story

This is an area where small companies have an advantage over the big guys. People enjoy supporting others with whom they feel a connection, and sharing your personal story is a step toward establishing a relationship. In your company description, talk about why the business was started or the history behind it.

Instead of simply listing all the services they offer, Emerald Auto & Brake shares the company’s story on their site’s “about” section. Here, we learn it’s a family-run business, passed down from father to son (and possibly down another generation!):

2. Don’t: Fudge the facts

You want to stand out from the crowd, but steer away from any inclination to pad the numbers, client list, achievements, etc. It’s just not worth the risk to your business and the reputation you’ve worked so hard to establish.

3. Do: Use visuals/photos

The old saying, “a picture is worth a thousand words” definitely rings true in many cases. Staff pics, behind-the-scenes peeks and old photos add context and color to your company description.

Hat company Goorin Bros., founded in 1895 and passed down four generations, does this very well. The company’s vintage photos and memorabilia, which show its evolution through the decades, complement the story it tells and visually reinforce the brand’s history and commitment to old-school craftsmanship:

4. Don’t: Use copyrighted photography

Just because you found a photo or image on a search engine doesn’t give you the right to use it commercially on your website. Copyright law is serious stuff and most, if not all, professional photographers maintain strict copyrights on their images. To avoid this problem, use a stock photo site like Thinkstock (rates start at $49 for five downloads). Many amateur photographers (and non-photographers) share their images on Flickr under a Creative Commons license, which dictates how you can and can’t use their work.

5. Do: Use numbers

Any data or statistics you can tout to show why people should buy or work with you is great validation that should be included in your company description. Here at VerticalResponse, we often say that email marketing brings in $41 for every $1 spent, according to industry reports. That’s a pretty compelling figure for a business that’s on the fence about whether or not to give email a try.

Earth Baby, a compostable diaper service in the San Francisco Bay Area, uses numbers to explain their impact on the environment:

6. Don’t: Write a novel

It’s hard to get people excited about a long block of text, so keep your company description short and sweet. Tell an interesting story, but don’t bog people down with it. After all, the point of the company description is to encourage readers to take an action – whether it’s to call you, buy something or visit your establishment – so don’t make it a roadblock.

7. Do: Show your personality

Being a little funny (if that’s your style) can definitely help you stand out among your competitors and help customers feel connected to your company. Just keep it PC and authentic!

When one thinks of letterpress printing, images of fancy wedding invitations and feminine designs might come to mind. Cranky Pressman, a letterpress company based in Salem, Ohio, takes its name seriously and its website copy is written from the perspective of – you guessed it – a cranky old pressman. “This is not some cute boutique,” it declares on its homepage. Read on for more snark:

In short – when it comes to your company description, be interesting, be accurate, and above all, be yourself! 

What do you love, or not, on company website “about” pages? Share in the comments!

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© 2015, VerticalResponse Blog. All rights reserved. Unauthorized use and/or duplication of this material without express and written permission from this blog’s author and/or owner is strictly prohibited.

The post 7 Dos and Don’ts for Writing Your Company’s Story appeared first on VerticalResponse Blog.

Thousands of emails flow through the Internet every day. That’s why it’s critical to have a compelling email subject line. In this video, our email pros highlight six email subject line writing tips to help your subject lines stand out in your subscribers’ inboxes.

For more subject line inspiration, check out the 50 All-Time Greatest Subject Lines.

© 2015, VerticalResponse Blog. All rights reserved. Unauthorized use and/or duplication of this material without express and written permission from this blog’s author and/or owner is strictly prohibited.

The post 6 Tips for Creating Compelling Email Subject Lines appeared first on VerticalResponse Blog.

You’ve worked up a content strategy, applied it across your marketing channels and delved into your reporting, ready to expand on what works. But what voice do you speak to customers with and how do you know if your company’s voice is striking the right tone?

Even if you long to be playful, sarcastic or hip—like the publications and blogs you follow online—pulling that off in a corporate environment, with a range of collaborator talent and marketing goals, can be very challenging. How do you know when you’re being too casual, or when you’re being too stodgy? Marketing expert and consultant Noah Fleming, who has worked on customer retention strategies for small-to-medium sized businesses, large companies and entrepreneurs, has some easy tips for finding your company’s voice and letting it shine through in your content.

Know your company’s character

“Every company has a character,” Fleming points out. “If you were to think about your company as a person, what would they be like? Would they be fun and exciting or would they be mellow?”

Just as you’d find it jarring if your favorite TV character suddenly acted in a way that didn’t make sense, your company voice and personality should be consistent. Make sure that every person taking part in content creation or social media marketing understands what the company is about and what it stands for, as well as how you want to be perceived by people. It’s fine for contributors to take a slightly different approach but the overall tone and feel should fit that same voice, so that your content is always characteristic of your brand.

Be more human

“Everyone always says that people need to be authentic, but the problem is that nobody says what that means,” Fleming explains. “I think what it means is that you enter into a real and legitimate dialogue with somebody in the way you speak to them.” That means that your writing and speech should be conversational. This allows you to communicate with people in a way they can understand, as if you were having a discussion with them face-to-face.

If you regularly interact with clients one-on-one either at events or even via phone or email, it can become a bit easier to determine how they’d react to certain types of information or language, and whether material would be too difficult or too easy for them to understand. As your business grows, making sure that people who have client-facing roles express that information to those creating content is key. This helps bridge the gap between those creating content for clients and those who regularly interact with them.

Build trust by giving it straight

It can be tempting to make things sound more sophisticated than they really are, but the key is to speak to people in a way that makes it easier for them to understand what you’re saying. This creates trust.

“I trust people when I can understand them, as opposed to someone who always seems like they’re trying to talk over me. When someone’s always trying to speak above me, it doesn’t create that feeling of trust,” Fleming points out.

This doesn’t mean that content must be dumbed down, or that you can’t address the pressing needs of your readers who want to delve beneath the surface or approach problems from a more sophisticated angle. It just means that you want to create content that can serve the needs of readers at various levels of experience and skill, so that they can all benefit from the information you are providing.

How casual is too casual?

It can be tempting to get very casual with your content, especially if you see your colleagues doing the same. However, it’s important to consider the needs of your audience first.

“It’s not a matter of casual just for the heck of it,” Fleming says. “It’s speaking in a way that resonates with your audience.”

The words you use can be entirely different depending on who you are speaking to, even if your company has different content for different demographics.

“A group of brain surgeons can speak conversationally, in simplistic ways to their audience, but they’re not going to be overly casual,” Fleming explains. “Think of it like a cocktail party. What kind of cocktail party discussion would you have with your ideal customer outside of work?” It may be casual, but not overly casual, or it may be a little more formal, depending on who is attending. The key, Fleming says, is learning how to resonate with your ideal customer.

Seek feedback

The best way to know whether your tone and voice is resonating with your clients and prospects is to see how they respond to the information. Are they asking questions about posts that you thought were self-explanatory? This can help you see whether or not you are on the right track.

Using qualitative feedback and other metrics to track audience response can be helpful. Specifically, look for social media shares and comments, blog comments and dialogue around your content to see whether or not your users are responding to your voice.

This post contributed by guest author, Yael Grauer. Grauer is a Minneapolis-based freelance writer and editor. Find her online at Yaelwrites.com.

© 2013 – 2014, Vertical Response Blog. All rights reserved. Unauthorized use and/or duplication of this material without express and written permission from this blog’s author and/or owner is strictly prohibited.

The post Getting Your Company’s Voice Right appeared first on Vertical Response Blog.

Successful email subject lines are eye-catching, attention-grabbing and tempting. But there are also annoying, boring, careless, lazy, desperate, or worst of all, deceiving subject lines that give all other hardworking subject lines a bad rap. The purpose of writing an enticing subject line in your email marketing efforts is to achieve an open (which could eventually lead to a sale), but there are good and bad ways to go about gaining it. Let’s bust the worst subject lines ever and kick their bad habits to the curb:

• THE ALL CAPS SCREAMER – It’s tempting to write a word (or worse, many) in all caps to emphasize importance, however, it also comes off as if you’re SCREAMING! And, that’s the last thing you want to do to a current or potential customer. To highlight something, consider using (one) exclamation point or words/phrases like “New, Last Day, Don’t Miss Out,” to create a sense of urgency or excitement. Your copywriting skills should display the importance you want to relay, not caps lock.  The same goes for wAckY CApS – Don’t go CRazAY.

• The From Label Repeater – This is a minor subject line infraction, but the “from label” of your email should usually be your company name or the name of the person a subscriber has the relationship with, so there’s no need to repeat your company name in your subject line. Repetition is not only redundant and obvious, but it takes up precious space suited for your delightful subject line.

• Zzzz… The Generic Snore i.e. “[Your Company Name Here] Weekly Newsletter” – Telling your recipients what they can expect from your email will go the distance. Your email subscribers already have loaded inboxes, so give ‘em the goods right away and tell them what’s inside. Generic subject lines like, “Weekly Newsletter,” “Monthly Wrap up,” “Daily News,” aren’t enticing or descriptive and they’re a snore. When sending an email newsletter, highlight your two most interesting topics in the subject line and your third in the pre-header.

• The Deceiving Sneakster i.e. “Get 75% off the whole store… just kidding!” – Deceiving anyone doesn’t bode well in the long run, ever. Plus, when it comes to your subject line, lying or including misleading information is actually illegal! Yup, you read that correctly. Meet: CAN-SPAM – An act that states an email’s subject line must accurately reflect the content of the message. If people are subscribed to your emails, legally, they want to hear what you have to say, so give it to them straight.

• The Symbol Fanatic – Symbols such as hearts and happy faces are fun, eye-catching, and pretty darn cute, but use too many, too often and they go from cute to “cut it out!” quickly. Symbols garner engagement, but make sure they’re appropriate for your content and audience, and only use one, occasionally.

• The Desperate Crier i.e. “Open Me!” – Desperation’s rough enough, but begging for an open is hitting rock bottom and won’t give you the engagement you desire. Put on your copywriting hat and come up with something clever, we know you’ve got it in you.

• The Grammar/Spelling Mistake Sore Eye – Everyone makes mistakes, so everyone also deserves a “Get out of jail free” card when it comes to a grammar or spelling mistake, but it shouldn’t become a common occurrence. Make sure to use spell check, have at least one other person proof your subject line (and the rest of your email), and when in doubt, refer to some of our favorites: The AP Stylebook, The Chicago Manual of Style, Dictionary.com and Grammar Girl.

• The Novel – Don’t give everything away in your subject line, that’s your email’s purpose. To find out what your audience really likes subject line-wise, you have to test it, however, the majority of the time, less is more. Keeping the subject line short and to the point will entice your recipient to open and to read on.

• The Premature Sender i.e. “test.” – Whoops, did someone accidentally hit “send” without a proper subject line? It happens, and when it does, people love to point it out! Doh. Always give your email a proper subject line right from the get-go. Going in, you may have an idea what your email is going to be about, so give that subject line a shot and change later if necessary.

• The Copy Cat (sending multiple emails w/the same subject line) – If you’re sending a series of emails, say a promotion over a course of three weeks, don’t be tempted to use the same subject line over again. This will cause people’s eyes to glaze over, or worse, they’ll delete the email thinking you either 1) sent it to them twice, or 2) they already read that email; delete! Rework your original subject line with a slightly different spin.

•  The Pre-header Repeater – Repeating your subject line in the pre-header qualifies as the worst pre-header, ever. A pre-header acts like a secondary subject line and is your second chance at grabbing a potential reader’s attention. Take advantage and tell ‘em what other wonderful things they can read inside. Subject line feels too long? Cut it in half and put the rest in your pre-header.

•  The One Word Spam Alert i.e. “Hi” – If you’re trying to catch a recipient’s attention by being mysterious, do so by asking a question:  “…they generate 92% higher comment rates than non-question posts,” on social media according to Buddy Media. Try it in your subject lines, too. Including just one word in your subject line screams “spam alert!”

• The Punctuation Abuser!!!! – Like all caps, punctuation shouldn’t be abused. Use more than one punctuation mark and it also seems as if you’re screaming (!!!), you don’t remember proper punctuation rules, or you must think everything is important. One exclamation point or question mark serves its purpose.

• The False Alarm i.e.”URGENT!” – As our Public Relations Manager, Connie eloquently put, “Unless you’re only sending to one person, it’s not ‘exclusive.’ Same goes for “breakthrough,” “pioneering,” “revolutionary” and all those other fluffy adjectives…” Granted, she’s speaking about press releases, but the same goes for your subject lines. If something isn’t really “urgent” or “breaking news,” exaggerating could let readers down. Plus, many people don’t open their email until days after it’s been received, so the sense of urgency may be lost.

• The Fake Reply –Including Re: in your subject line indicating that it’s a reply is sneaky. “Oh look, someone’s replied to an email I sent them! But wait, I don’t know who this is? What’s this all about?” Sure, you’ll get opens, but the key is to engage and connect with your readers. This tactic will likely get your message deleted. If you really want to entice readers, try asking a question.

Have any other email subject lines you’d like to add to the list? Let’s bust ‘em!

Get started with your email marketing with VerticalResponse. It’s free!

© 2014 – 2015, Vertical Response Blog. All rights reserved. Unauthorized use and/or duplication of this material without express and written permission from this blog’s author and/or owner is strictly prohibited.

The post Busted: The Worst Email Subject Lines, Ever! appeared first on Vertical Response Blog.

Do you want quality content to share on social media sites and better SEO rankings? How about increased traffic to your website? (I’m going to assume you said yes.) Then guess what? You might want to consider blogging. So let’s get down to it and face that road stop in your mind that reads, “I don’t have time.” Oh, you do! Here are 5 tips to get your blog flowing in no time.

1. Write about what you already know.

If you spend your days herding cattle, you probably know more about herding cattle than average Joe browsing the Internet. And, in turn, it would be much easier for you (as a cattle herder) to write about what you do everyday than to do research and write about something entirely different (such as how to dance tango). In fact, the very things that seem routine about your job are likely interesting (and valuable) to the masses looking for more information about it.

2. Interview an expert.

Maybe you need to write a blog about managing a virtual environment and you don’t know the first thing about it. In that case, you’ll need to be creative. If you’re working at a large company, odds are you have access to someone who knows considerably more about the subject than you do. So seek within your environment. Ask for a 15-minute interview with that person and take good notes (Trust me, it’s faster and more interesting then sending them an email!).  If you don’t work for a large company, look within your network. There may be a customer, a partner, a vendor, or even a friend who knows more on the subject that you can interview or learn from.

3. Read other blogs.

All good writing starts with reading. So if it’s coming up with ideas that take you the longest time, take a look at what your peers are writing. By doing so, you’ll learn what’s appealing to the general audience (just look at how many social media shares the posts are getting). Like a good brainstorming session, reading other people’s work will lend itself to new ideas and subject matter to build on. Take a few minutes a day to see what’s out there and jot down a few notes of things you want to write about when you have time. That way you’ll always have a starting point when it’s time to produce. We’ve also got a list of how our content marketing team gets some of their ideas here.

4. Don’t over-think it.

Sit down, put pencil to paper or your fingers to the keyboard and write. Just let the ideas flow without putting too much pressure on the final outcome. Try to block out other distractions and allow yourself to get “in the zone.” Once you have a good chunk of content you can worry about trimming the hedges later. In fact, it’s always a good idea to step away from what you’ve written and come back to it later with fresh eyes for editing or have a second person edit for you.

5. Hold yourself accountable.

This is the hardest part for most people. When you have a business to run, there are many other important things to do before blogging. Well, first be aware of why blogging is important (Here’s a handy infographic by Social Media Today.). Second, create a deadline and share that deadline with another person. It can be a colleague or a coworker who will be editing the blog for you or uploading it to the website. (Let’s face it — If you’re the only person who knows about it, then that deadline doesn’t really exist!).

Do you have your own tips for faster/more efficient blogging? We’d love to hear them.

© 2014, Vertical Response Blog. All rights reserved. Unauthorized use and/or duplication of this material without express and written permission from this blog’s author and/or owner is strictly prohibited.

The post 5 Easy Ways to Blog in Less Time appeared first on Vertical Response Blog.

When you’re writing about your own product or service, it’s easy to fall into the habit of hype. It’s understandable. After all, ultimately you’re hoping your PR press release, pitch, brochure, email or website marketing copy will capture attention and get readers to do something. So, you have to impress with your words.

But these days, both press and consumers alike are more skeptical than ever when they know they’re being marketed to. Some adjectives are used so often that they no longer have any real meaning and do nothing but clutter up your copy.

Think twice before using these eight “fluff” words in your next PR pitch or marketing copy:

Groundbreaking (or its cousins, breakthrough and late-breaking): Very few products are groundbreaking in the sense that they figuratively broke new ground, or created a new market where none existed before. The Ford Model T, typewriter, iPod and sliced bread come to mind.

Revolutionary: Did your product or service start a revolution? Probably not.

Advanced: I see this word applied to almost everything. “Advanced ingredients.” “Advanced technology.” “Advanced processes.” It’s being used so much that it has lost its value.

Bleeding edge: This is a favorite in the technology industry. Apparently when “cutting edge” wasn’t enough, marketers started using “bleeding edge.”

Pioneering: Unless you’re leading the way in research or development of new ideas or products, it’s probably best to avoid this one. Also, see groundbreaking, above.

Exclusive: Unless your product or service is only available to one person, it’s not exclusive.

Unique: We all think we’re special. But a better approach is to let your reader come to the conclusion that what you offer is unique, by describing its real features and benefits. Just saying that it’s unique, outright, does nothing to convince.

Best: Similar to the word unique, you’re better off letting your readers determine whether you’re truly the best. Instead of saying you have the best XYZ, get a quote from a customer (who has ostensibly compared you to your competitors) who says you’re the best.

I’ll be the first to admit that I’ve used these words plenty of times in my writing throughout the years, and sometimes they still sneak through. But as long as you’re aware, you can hopefully catch yourself before you publish a piece of content about your groundbreaking, revolutionary, bleeding edge, exclusive and totally unique product or service!

Want more marketing tips and tactics? Sign up for the free VR Buzz.

© 2014 – 2015, Vertical Response Blog. All rights reserved. Unauthorized use and/or duplication of this material without express and written permission from this blog’s author and/or owner is strictly prohibited.

The post The 8 Most Overused Words in PR and Marketing appeared first on Vertical Response Blog.

You probably learn a great deal from interacting with your clients or customers. Often, they have success stories from using your product or service in an innovative way, or they love working with your team and are advocates for your company.

This is why crowdsourcing, (getting quotes, information, ideas, etc. from your current customers), is an excellent way to tap into the collective knowledge of your customer base and create content at the same time. This can also help raise brand engagement, and give you ideas for improving or developing your product or service. Here are some ways to leverage content created by your biggest fans or power users, and incorporate it into your marketing mix.

Q+A

Anyone you interact with who asks you a question about your services, or about your area of expertise, is giving you some valuable information about the mindset of other prospects – who likely have the same question. Keep a spreadsheet, a Google Doc or notebook handy to add these questions to the list. You can refer to it when working on a Frequently Asked Questions section for your site (or product), or topics for blog posts or emails to send to your list.

Don’t be afraid to go back to the person commenting for more information, especially if you feel it’s already been answered elsewhere on your site. Their question may be more complex than you think it is. 

Testimonials
Those raving emails or comments on Facebook or Twitter singing the praises of your product are gold. With permission, you can repurpose them as testimonials. There are even some WordPress plugins, such as Tweetstimonials, which will show those positive comments directly on your website. 

Case studies
Case studies are also a great way to tap into the information sent in by your readers – or which you solicit yourself. Case studies will not only help you understand the direct impact your product made on one of your customers, but they will also help your readers or prospects better understand how others interact with your services. 

Crowdsourced blog posts
You may want to gather tips from valuable contributors – be they experts, customers or thought leaders in your industry, and ask them for tips on a specific topic by a deadline you agree upon. Simply ask them to answer a question in just a few sentences, explaining to them that the answers you select will be published on your company blog or sent out to your email list. 

These tips can then be compiled into a blog post. Many of the contributors will share the post to their own networks, increasing your reach. 

Critiques
If you’ve built up a lot of rapport with your readers, they may allow you the opportunity to publicly critique their work in an area that you teach. This is especially true if there’s an educational component to your business. Beginners may be interested in targeted feedback about the skill you teach, whether it’s classical guitar, gardening or illustration. 

Contests
Ask your readers to share photos or videos with your product on your Facebook page or a shared Pinterest board, or even via email. You can post a slideshow of these images and have readers vote on their favorites. Make sure to acknowledge participants publicly so they can have bragging rights – or a prize!

Contests don’t have to be limited to photos and videos. Ask readers to share their favorite recipes using your artisanal sauces, a list of top three rules in your industry, or a caption for an image you share. As a rule of thumb, always adhere to the contest rules for any social platform you use as they vary and change constantly. 

Some words of wisdom

Quality
Just because information is crowdsourced doesn’t mean quality doesn’t matter. Make sure to carefully sift through responses, selecting only ones that tell a compelling story that will engage readers.

Ownership

When crowdsourcing information, copyright and ownership are always an issue. Make sure to receive permission to use any written work or images, and have a backup plan in place in case, for example, a user takes down a YouTube video that you’ve posted. If you’re planning on using crowdsourcing for a logo or any graphics, or work of that nature, make sure that you have a contract granting you permission to use the images you’ve selected. 

Enjoy
Using crowdsourced content can take time in a different way from creating it on your own, but make sure to take a moment to appreciate your customers’ experience, and let their unique perspectives inform and inspire you. 

How have you used crowdsourced content for your business? Share your experience in the comments! 

Want more marketing tips and tactics? Sign up for the free VR Buzz.

© 2014, Vertical Response Blog. All rights reserved. Unauthorized use and/or duplication of this material without express and written permission from this blog’s author and/or owner is strictly prohibited.

The post Need Content? Tap into the Crowd! appeared first on Vertical Response Blog.

We’ve all done it. In an effort to craft a quick email, we commit a marketing word crime. You know what we’re talking about. From using trendy words like “epic” too often or writing redundant phrases like “extra bonus” – we’ve all innocently broken a marketing law or two.

This post was inspired by a song released by Weird Al Yankovic called “Word Crimes,” which pokes fun at the many grammatical errors we all commit. so we created a list of word crimes you should try to avoid. 

1. Check out these epic styles

Sound the alarms. We’re declaring the use of the word “epic” illegal. We know it’s trendy and all the lots of us are saying it, but there comes a time when a word can get over-used and played out. Have you noticed how “epic” everything is?

“Millions of un-epic things are now being described as epic,” says Peter Dawyot, managing director of Publicus Community, a marketing and advertising agency. Take this shoe sale, for example. Apparently, it’s epic.

The next time your fingers type this word, try another and let this word rest in epic peace.

2. Get a free gift
If you give a gift, would you expect the recipient to pay for it? Of course not. Gifts are free, so there is no need to say “free gift.” It’s redundant, Dawyot says.

Have you committed this word crime before? No worries. Plenty of big brands use it; just look at the example below:

3. Preview our new arrivals in advance
A lot of businesses try to build hype around a new product. We get it. You want people excited and ready to buy. There’s nothing wrong with sending an email to prime your recipients about something new, but before you break out the pom-poms and rev up the email band, make sure you don’t repeat yourself.

Refrain from saying “advanced preview” or “preview our new arrivals in advance.” A preview, by definition, takes place in advance of an event. Instead, say something like “Check out our new fall purses before they go on sale.”

4. Get a sneak peak of our summer sale
Can anyone spot the marketing crime in the statement above? Anyone? Bueller? Bueller? Peak is spelled wrong. A peak is a mountaintop, not a secret look at something. You want to use the phrase “sneak peek.” Don’t worry; if you’ve committed this crime, we won’t slap the handcuffs on you just yet, even veteran journalists sometimes get it wrong. 

5. Come to our 1st annual event
Here’s a question for you, how can you have a first annual event if it’s never happened before? Even though you plan to have this event annually, you can’t break out that term until the event has actually taken place.

“The phrase seems correct when you first read it, but it doesn’t make sense,” Dawyot says. Try using words like “inaugural” or “launch” in place of annual.

We hope you’ve enjoyed our 1st annual list of epic marketing crimes. To those who read this article, please consider it our free gift to you. Next time we create a list of this nature, we’ll be sure to offer you a sneak peak or a preview in advance so you can contribute to our growing list of marketing crimes.

Ready to whip up your next email? Get started with VerticalResponse.

© 2014, Vertical Response Blog. All rights reserved. Unauthorized use and/or duplication of this material without express and written permission from this blog’s author and/or owner is strictly prohibited.

The post Are You Guilty of These Marketing Word Crimes? appeared first on Vertical Response Blog.

Microsoft Word is open on your computer. You’re staring at the blank white screen. You type one sentence. You hit “delete.” You try again with a different sentence. “Delete.” You sigh. You stare. You bang out a few more words. Again, “delete.”

You’ve got nothing.

Writer’s block. We’ve all been there. When asked about the most frightening thing he had ever encountered, Ernest Hemingway said, “A blank sheet of paper.”

Although it’s frustrating while you’re in the moment, writer’s block doesn’t have to be completely crippling. Here are a few strategies to try the next time you’re feeling stuck and those words just aren’t flowing freely.

1. Start Anywhere But the Beginning

“One of the most difficult things is the first paragraph,” said novelist Gabriel Garcia Marquez. Often you’re so caught up in writing the perfect first sentence or first paragraph that you’ve placed yourself in a rut right off the bat.

Who says you have to start from the beginning? Try starting in the middle of your article, or even the conclusion. Don’t worry about the perfect opening and go straight into the nitty gritty. Once you’ve got all the pieces and points of your article, email or even social post down, you’ll have likely found a groove and can go back to the introduction and transitions. (Case in point: When drafting this blog post, I started with this paragraph first, just because I use this approach all the time and I knew it would be the easiest point for me to write.)

2. Freeflow

If you know what you want to say but the words and sentences just aren’t coming to you, try capturing your ideas a different way – draw pictures or charts, organize with arrows or columns, or jot down major points and supporting points on index cards for easy rearranging. The goal is to get everything down first, organize and then wrap them with complete sentences.

3. Break It Down

Mark Twain famously said, “The secret of getting started is breaking your complex overwhelming tasks into small manageable tasks, and then starting on the first one.” When it comes to writing, that white paper or how-to guide might seem formidable, but if you break it down into smaller parts, it won’t seem so huge and you’ll feel like you’re making progress faster.

For example, say you’re trying to write a guide about the top 10 ways to do something. An easier way to tackle it might be to first jot down the 10 things in list form, and then go back and add descriptions or explanations.

4. Take a Breather

Sometimes, the pressure to perform really does build up until it becomes almost paralyzing. If the above strategies to overcome writer’s block aren’t working, there’s nothing wrong with taking a break. But instead of logging onto Facebook or surfing the Web, step away from the screen; you want to clear your head instead of cluttering it with potentially distracting information. Make a cup of coffee or tea. Take a five minute walk. Stare out the window. Then try writing again. 

What do you do when you’ve got a case of writer’s block? Share your tips in the comments!

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© 2014, Vertical Response Blog. All rights reserved. Unauthorized use and/or duplication of this material without express and written permission from this blog’s author and/or owner is strictly prohibited.

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Your company’s description, or “about us” section is usually one of the most popular pages and/or pieces of content on your website – are you putting your best face forward there, or could your story use a makeover?

Read on to review what you should and shouldn’t do when writing your company’s description. These dos and don’ts will ensure your company’s story is as compelling and informative as possible.

1. Do: Tell a story

This is an area where small companies have an advantage over the big guys. People enjoy supporting others with whom they feel a connection, and sharing your personal story is a step toward establishing a relationship. In your company description, talk about why the business was started or the history behind it.

Instead of simply listing all the services they offer, Emerald Auto & Brake shares the company’s story on their site’s “about” section. Here, we learn it’s a family-run business, passed down from father to son (and possibly down another generation!):

2. Don’t: Fudge the facts

You want to stand out from the crowd, but steer away from any inclination to pad the numbers, client list, achievements, etc. It’s just not worth the risk to your business and the reputation you’ve worked so hard to establish.

3. Do: Use visuals/photos

The old saying, “a picture is worth a thousand words” definitely rings true in many cases. Staff pics, behind-the-scenes peeks and old photos add context and color to your company description.

Hat company Goorin Bros., founded in 1895 and passed down four generations, does this very well. The company’s vintage photos and memorabilia, which show its evolution through the decades, complement the story it tells and visually reinforce the brand’s history and commitment to old-school craftsmanship:

4. Don’t: Use copyrighted photography

Just because you found a photo or image on a search engine doesn’t give you the right to use it commercially on your website. Copyright law is serious stuff and most, if not all, professional photographers maintain strict copyrights on their images. To avoid this problem, use a stock photo site like Thinkstock (rates start at $49 for five downloads). Many amateur photographers (and non-photographers) share their images on Flickr under a Creative Commons license, which dictates how you can and can’t use their work.

5. Do: Use numbers

Any data or statistics you can tout to show why people should buy or work with you is great validation that should be included in your company description. Here at VerticalResponse, we often say that email marketing brings in $41 for every $1 spent, according to industry reports. That’s a pretty compelling figure for a business that’s on the fence about whether or not to give email a try.

Earth Baby, a compostable diaper service in the San Francisco Bay Area, uses numbers to explain their impact on the environment:

6. Don’t: Write a novel

It’s hard to get people excited about a long block of text, so keep your company description short and sweet. Tell an interesting story, but don’t bog people down with it. After all, the point of the company description is to encourage readers to take an action – whether it’s to call you, buy something or visit your establishment – so don’t make it a roadblock.

7. Do: Show your personality

Being a little funny (if that’s your style) can definitely help you stand out among your competitors and help customers feel connected to your company. Just keep it PC and authentic!

When one thinks of letterpress printing, images of fancy wedding invitations and feminine designs might come to mind. Cranky Pressman, a letterpress company based in Salem, Ohio, takes its name seriously and its website copy is written from the perspective of – you guessed it – a cranky old pressman. “This is not some cute boutique,” it declares on its homepage. Read on for more snark:

In short – when it comes to your company description, be interesting, be accurate, and above all, be yourself! 

What do you love, or not, on company website “about” pages? Share in the comments!

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© 2015, Vertical Response Blog. All rights reserved. Unauthorized use and/or duplication of this material without express and written permission from this blog’s author and/or owner is strictly prohibited.

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Thousands of emails flow through the Internet every day. That’s why it’s critical to have a compelling email subject line. In this video, our email pros highlight six email subject line writing tips to help your subject lines stand out in your subscribers’ inboxes.

For more subject line inspiration, check out the 50 All-Time Greatest Subject Lines.

© 2015, Vertical Response Blog. All rights reserved. Unauthorized use and/or duplication of this material without express and written permission from this blog’s author and/or owner is strictly prohibited.

The post 6 Tips for Creating Compelling Email Subject Lines appeared first on Vertical Response Blog.

Savvy business owners, copywriters, and designers know how language influences emotions and persuades action. Certain words and phrases are time-tested to boost response and conversion rates almost across the board. Of course, different motivating words and phrases work better in different situations, and it’s up to you to figure out which work best for your business. It isn’t all that difficult to figure out, though: If your intuition doesn’t tell you, your customers will. Test the following 30 “magic marketing words” in your next email, social media or blog post, on a direct-mail postcard or website to see which yields the best response.

1. You – Write as though you’re speaking to the customer and about the customer, not about yourself.
2. Because – Give customers a reason why they need to take action.
3. Free – “Because” we all like free things, right?
4. Value – This implies customers are getting something versus losing something (i.e. money when you say “cost” or “price”).
5. Guaranteed – Give customers a guarantee to minimize risk perception, so they feel they have everything to gain and nothing to lose.
6. Amazing – Customers will respond to something that is incredible.
7. Easy – Make it simple for customers to take the next step in the purchasing process, and let them know how much easier life will be with your product or service.
8. Discover – This implies there is something new and unknown to the customer, something that has supreme benefits and gives them an edge.
9. Act now – Motivate an immediate response with a limited-time offer.
10. Everything included/everything you need – This establishes that your product or service is all your customers will have to buy in order to achieve their goal.
11. Never – Point out a “negative benefit,” such as “never worry again” or “never overpay again.”
12. New – Your product or service is the cutting edge in your industry.
13. Save – The most powerful word to showcase monetary savings, or even time savings.
14. Proven – Remind customers that your product, service or business is tried-and-true.
15. Safe and effective – “Proven” to minimize risk perception for health and monetary loss.
16. Powerful – Let customers know that your business, product or service is robust.
17. Real results/guaranteed results – Your customers want results, after all.
18. Secret – Not everyone succeeds, and there are secrets to success. Let customers know you can reveal those secrets.
19. The – This implies your solution is the “end-all-be-all.” Consider the difference: “3 Solutions for Marketing Success”/”The 3 Solutions for Marketing Success.”
20. Instant –Instant access or downloads are more appealing than waiting.
21. How to – Start off with a solution so customers read the rest of your copy.
22. Elite –Your customers are among the best in the world. Invite newbies to join a highly desirable club.
23. Premium – Premium helps denote high quality.
24. Caused by – If your marketing literature builds a case for your product, transitional phrases such as “caused by,” “therefore,” and “thus” can help reinforce the logic of a purchase.
25. More – Do you offer more than your competitors? Let your customers know, because they want the best deal, after all.
26. Bargain – Because customers want a great deal, remember?
27. No obligation – Create a win-win situation for your customers.
28. 100% money-back guarantee – Again, no risk.
29. Huge – A large discount or outstanding offer is difficult to resist.
30. Wealth – If you’re selling products and services related to money, wealth is a desirable word for customers.

They key to success is to combine these words into phrases that trigger buying behavior. For example: “Get real results instantly – 100% money-back guarantee – act now!” Keep your copy short and sweet, play on emotional triggers with these words and phrases, and you’ll increase your conversion and response rates.

Editor’s Note: This blog post was originally published in January 2014 and has been revamped and updated for accuracy and relevance.

[Sources: Forbes, 60 Second Marketer, Vocus]

© 2015, Vertical Response Blog. All rights reserved. Unauthorized use and/or duplication of this material without express and written permission from this blog’s author and/or owner is strictly prohibited.

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