Foolproof Content Writing Tips - #SEOpodcast 245

Hi, and welcome to the SEO Podcast, Unknown Secrets of Internet Marketing. My name is Chris Burris, owner of VWebStyle. And I'm Charles Lewis, your internet marketing specialist. Welcome back to another fun-filled edition of our podcast. This is podcast number 245. We are broadcast live from Houston, Texas. We go up on a lot of things. I think we should go Houston, Texas. Ooh, that sounded good. I can dig it. As always, there is a tip from our previous podcast, and that tip is, make sure the type of content you have supports the type of site you have. Meaning, is it a lead generation, informational, e-commerce? Problem with me is a lot of people have these ideas, and they dive right into website development and start publishing all this content, posting all these things, but it's not really consistent with what they offer or the type of site you have. And who they're targeting, yeah. Exactly. For example, maybe you provide tons of information. I don't know about health care and laws and rules and things like that, but your site isn't conducive to that. Your site may be filled with ads and different products and things like that you have to sell. Well, then your site is a little different from what you actually do. And so, if indeed that's the case, I would suggest you redesign your site, come up with a separate site that focus on those products. But whatever you do, make sure, and this is key, make sure that the product you're offering, if it's information, that your site is informational. Right. That people can download this information, that that information is accessible on their mobile devices. And so, that way you keep consistent with what you actually offer. I don't want any confused sessions. Yeah. So, helping your analytics. In the middle of an internet guy, I don't know, is this informational? Is it sales? Why am I here? There's an ad. Yeah. We call it the drop test, and it comes from old print marketing. If you drop something on

the floor, why would you pick it up? Right? A piece of literature, marketing. And the same should be from your website. Pull back. Push your chair away from your desk. Look at your website and say, why? First, two things. Why would I want to interact with this site? And two, what do I want my user to do first? Exactly. And it's kind of cool, because we'll be talking about content and things like that today. So, we'll go into that a little bit further. Excellent. Please remember, we are your friendly local neighborhood Top Position Snatchers. Yes. Where our mantra is. Don't be a deuce. It is not a good look. Not a good look at all. Chuck has a device in his hand that has the ability to. To do exactly what I'm doing right now. I am tweeting. What am I tweeting, Chuck? That was a great question. I'm tweeting hashtags right behind me. SEO Podcast. This is number 245. So, I want you to do the same. But when you do it, be sure to tag us in it. At BestSEO Podcast. At E-WebStyle. That way we can follow you back and network and do all of our social stuff. And if you listen to our podcast, you know we ask you just to do three things when you get a chance. One of them has three steps. Go on to iTunes. Create an account. Write a review. If you choose to, send an email. Podcast at E-WebStyle.com. Let us know that you just wrote a review. We'll make sure to get that on air. Actually, I've got like four iTunes reviews today. You noticed no tears. I noticed no tears. Pretty good. I noticed no tears. I was hoping because, you know, after coming off a week, a little bit of sun, it hurts to get a tattoo after all that. Next, you can go to our G Plus local page. If you're SEO, you know how valuable that is. Please write us a review. We've made it incredibly easy to get to

our, I don't even know what that was, to get to our G Plus. That was a waterfall. Over a babbling brook. A lot of babbling. To get to our G Plus local page, all you need to do is go to E-WebStyle.com slash Google Plus. Or slash Google Plus. Or slash G Plus. Or slash G Plus. All of those will get you to our G Plus local page. We ask you to do three things on that page. Three things. When you get to our G Plus page, first thing you do, leave us a five-star review. And when you do that, then put us in a circle and also give us a plus one. Yep. Plus one that page. Next, we have Stitcher. Get onto our Stitcher page. Write a review. You know better how to do that than us. We really need to. Yeah, I'll do that. Let's do that today. I actually have it on my phone, and I'm sure it has to be done from your phone. That's just a guess. Look, there are lots of different ways. The other thing that you can do is just follow us. And there's a lot of ways to do that. Facebook.com slash. E-Web Style. Twitter.com slash. E-Web Style. YouTube.com slash. E-Web Style. Instagram.com slash. E-Web Style. All of those. You can keep track of the latest trends, things, us. Keep up with us. What we're posting, what we're tweeting, the latest podcasts, new information, tips, all kind of stuff. And it's a great way to share with us. We'll be answering a question today from Facebook. From Facebook. Yeah, that's a great way to get in contact. If you are a PHP expert or a WordPress expert and want to work with world-class experts, that's three experts, all you got to do is submit an audio resume, 713-510-7846. We do have a referral program. You send an SEO client to us. They pay us. We pay you. Kind of simple. If you're looking for a free website analysis, maybe struggling with a client, let us know.

Just go to our website, e-web Style.com. On that website, you will find a form somewhere. And now, for one of our favorite segments, it's the Algorithm Cataclysm. That's just the Gatorade. I know. That's a real cataclysm. For real, for real. So, cataclysm is an earthquake, for those who understand the whole vibration. Anyway, a lot of Algo Cat today. A lot of Algo Cataclysm. A lot of things have happened in the last couple of weeks. We've missed a couple of weeks. You know, so high to those who ain't seen you in a while. We've been gone. We did 244 two weeks ago. Yep. And so, yeah, we missed one. By the way, our podcasts are getting caught up. We think that we'll be broadcasting on Friday, publishing on Monday or Tuesday in the next three weeks or so. Yeah, so we're almost there. But yeah, so a lot of Algo Cat. So, let's do the most important one first. Yep. So, Google announced the other day that SSL protected sites. Okay. Sites that want to secure soccer layer will get a minor ranking boost. Wow. They feel that it's that important. Matter of fact, the statement from the Webmaster blog was that they said the signal isn't stronger than having great content but wanted to strengthen the signal to encourage website owners to switch from HTTP to HTTPS to keep everyone safer on the web. Interesting. So, they're changing algorithms. They're adjusting the algorithm update to help, you know, further promote a safer internet. Did they say how much, how many searches that were? Of course, it was a small. One percent? Yeah, that's what they said, but I mean. That's cool. Yeah, I got to dig it kind of. I don't know on a general website how SSL is that important. Yeah, I don't understand the need for it for seconds unless it's transactions happening. There's transactions happening. Yeah, that's a no-brainer. Then by default you should have it. They should just block anyone who accepts transactional details not in an SSL. Exactly. That makes

sense. Anyway. So, interesting. So, do you think we should change our website to SSL? I think I'm going to update our analytics on the date that that algorithm was released and then monitor NC. That's a great idea. A little flag. Yeah, we'll flag it. Annotation is what that's called. I actually started to talk analytics today. We'll do that one next week. But yeah, I'll do that and we'll kind of see. And frankly, I'll do it for some of our larger clients. Yeah. Multiple pages. Right. So, you know, we'll kind of see how that goes if it may be necessary. Yeah. Another algorithm update. This is kind of for mobile. So, if you have Adobe Flash on your website and you do a search on your mobile device, a Google search, next to the results page, next to that listing on the results page, Google is going to put a notification, hey, this site might not work on your device. Wow. That's not what you want to see. Yeah. Even if you have the perfect answer, the perfect product, the perfect restaurant, the perfect location that people are looking for on a mobile device, I won't click, they won't click, nobody won't click. So, this is where- If there's a message that says this might not work. Yeah. I mean, you may click after you click all the other ones. Right? Exactly. Like, ooh, no information, no information. Let me try this one. I'm just wondering, so we used to, on Flash websites in the early days of mobile growing, we would just have it go to a mobile website if we knew it on the mobile. Right, it's a new version that was no Flash. So, is Google traversing that? So, does Google mimic being a mobile device so that when it crawls your webpage, it gets put to the mobile version, then it wouldn't have Flash on it? Like, we just would remove Flash or put a static image or something more simple in that case. So, I've never known that Google has web

crawlers that pretend to be desk workstations and pretend to be mobile devices. Well, I think the results are just being displayed off of the- Off of the default pages. Yeah. So- Yeah. So, I don't know. Interesting. If they did it right, and they tend to do things right, they should have like two crawlers or one crawler that does two things, if it mimics being an Android or iPhone device, it would go one place, and if it mimics just being a crawler, it would go to another place. Yeah. Another argument for responsive design. Exactly. If they're not doing that. Exactly. Because responsive kind of, unless you use Flash and responsive, then- Well, then you just, then it doesn't matter if they went mobile or not, you're just, you've got a label next to your site. It may not be, this site may not be visible on your device. Mm-hmm. So, last Algo update. This one was late July. They knew, this one got a name. Another bird. A bird. Pigeon. Pigeon. Google Pigeon. Ooh. So, we got, what do we got? The panda? Penguin Smackdown. The penguin? Pooped on by, no. Panda Smackdown. Punched by Panda. Pooped on by the penguin. Pooped in. Maybe we got to do penguin smack, right? And pigeon poop. Pooped. Because pigeons poop, it's just poop. I mean, so it's a pigeon smack on a flapper. So, the Google Pigeon update really improved the visibility of directories. And so, now when you do a search, you'll see more Yelp listings. You'll see more different Yelp, not Yelp, YP is what I meant to say. Right. YP listings and other directories related to whatever industry it is that you're searching. So, maybe you're in real estate. It kind of sucks for those people who are independent real estate agents who maybe have their own site because you will get outranked by Trulia and Zillow and R and all these other guys who is already almost impossible to kind of outrank. Those are essentially directories. Right. Right. And they will outrank you. And

so, the pigeon update improved the visibility of directories. So, I thought that was kind of interesting. I'm guessing internal pages of directories? That's my assumption as well. They didn't go into detail about what type of directory pages. Right. But I think those internal pages, let's say, for example, a plumber. Yeah. A specific plumber has got links and has filled out their profile and it actually does well. And I could almost see how that could be a better result. Yeah. Then, given one site, let's give a link to a list of reputable plumbers. So, maybe it's more relevant in smaller markets where there may only be two plumbers who have a website and now, you know, there's 30 plumbers and they have a listing. So, let's show those listings because that's actually relevant information. Yeah. And it's a better result than... Than two listings and then whatever. And then a whole bunch of internal pages and things like that. Yeah. Makes sense. So, that's the algo cat. Google pigeon update. Pay attention to that. I think the key here is, which is already part of our process, is submitting to certain directories. Follow that process. Get them 100% complete. Make sure you're listed there. And so, that way, it makes that directory does outrank you. At least you're listed there. And there's a link to your site. Yeah. Then Adobe Flash, yeah. Get rid of it. HTML5, CSS, you know, there are things you can do that you don't have to be restricted to Adobe Flash. Yeah. And consider protecting your site, especially if you offer commerce on there. Now, even if your console, I was thinking of earlier, even if your commerce doesn't... The transaction doesn't happen on the site. Right. Let's say it's PayPal, right? Right, right. You picked it at the cart, then it's going to redirect you to PayPal Secure Server. For the simple fact that you even offer e-commerce on there, those type of sites may be worth encrypting the whole site. Yeah. That's true. I can see that. For sure.

All right. So, we got a little bit of news. I just found some interesting things. A little... Just three pieces. So, 1.2 billion passwords stolen, right? When I saw that on the news, I was like, man, I wasn't going to throw the WordPress sites. Yeah. Some of them are. They have to be. What else are they going to be? Yeah. Some of them are. Well, they say they got big names. They say they got little names. And they said that whatever information they got, and we have to believe some of it was the financial, they just were using the email, as I understand it, the emails addresses as spam targets. So, but the article I read said don't worry about it, and I'm like, yeah, I mean, keep up your password change policy and keep changing your password regularly. And I could understand them. Yeah. And we talked about this, you know, about not going after financial information because then they increase the liability of themselves. Yeah. They increase the chances to go to jail. The jail time, right? Exactly. If they go after the financial information. If they just go after email so they can spam people and invade people's privacy through your name because you didn't change your password, then. Yep. Yeah. They're going to get away with it a lot longer, and the crimes will be less severe when, if they get caught. If they get caught. Exactly. So, I thought this was cool. You know, the charging device on the netbooks for Apple, like Air Pro, whatever, those little magnetic devices, why isn't that on a phone? That's a good question. Right? I mean, it's a great question. So, there's actually a Kickstarter program which you put a little adapter in your iPhone and it's targeting the iPhone, and then they have a magnetic attachment. And it's probably the same one from? From something else. Oh, that'll give you some chance to charge without being plugged in. Yeah. So, if you yank it out, it doesn't pull on your phone and

break anything. It just falls out. And it's easy to set it in place. Anyway, I just thought that was really smart. And then this was. I love it. I mean, because sometimes I've been in a situation on my laptop, my MacBook, where that little Mac, I can just put the cord over there. And it clicks. Yeah. And it clicks. And believe it or not, that comes in handy occasionally. I can see that. Or you're in a hurry. You just grab it. You got to run. You're like, oh, good. It's a Mac. I don't have to worry about it. Whereas if you're with a PC, you're like, oh. It's all done. That was cool. And then there's one article. A guy used his cat to hack the neighborhood Wi-Fi. So, basically, he just put some battery-powered Wi-Fi stuff on a cat collar. Let go and let them loose. The cat just did what cats do. It came back. And he said it was surprising. We were collecting data the whole time. So, it was surprising how many open networks there were and easily hacked, like older technology, easily hacked networks. And what they did is they compared it to, in the old days, they used to dial random numbers to try and find a computer that was unsecure. And then people will actually drive around town. Yeah, I remember that. Finding Wi-Fi that are unsecure. And now, you're a cat. You're getting the cat to do it. Getting the cat to do it. All right. So, we have a few reviews. This is pretty good. Review number one. It is five stars. It says, great podcast. It's from Hutch01. Informative, entertaining, and loaded with personality. This show is simply the best. And I love it. Simply the best. I can dig it. I've learned so much from these guys since I started listening a few weeks ago. And it's helped me deliver better results for myself and my clients. Thank you so much for all you guys do. Punch in the face. Yes, Hutch. Punch in

the face to you. Thank you for that review. Punch in the face to you. Pick two. Next, another five stars. This is great SEO info. I wouldn't miss this podcast explanation, exclamation mark. It's not explanation. That's a different mark altogether. This is, that's the title only. Audible Flame is who submitted it. Audible Flame. I like that. By the way, I saw this really cool. So, there's some sort of pipe with holes in it and they'll run a flammable gas through it. Right? And so, then you've got all these, the little holes have all these little flames. And then they'll run sound waves through it. And you'll see sound waves because the sound waves will create different pressures that push the gases at different, cool, that's cool. So, then some dude did it 2D. Right? So, it's a square platform. I was watching it and the blue flame looked like LEDs and then every now and then a loud sound would come in and go, boom, boom, boom. It's just like, that's cool. Anyway, maybe that's what he's involved with. I must confess that it did. Audible Flame. It's cool. It did take me two to three podcasts before I came around to the personality and style of this podcast. But now, I'm completely hooked. Punch in the face. Reeling them in. Chris, so that's what it was, first two podcasts? You heard a lot of zzzz. Chris and Chuck are true masters of SEO and online marketing and I've learned so much from them. Truly enjoyable, entertaining, and packed with relevant info. Your websites and web presence can only improve if you utilize this podcast marketing and SEO tips. Punch in the face, Mr. Audible Flame. Audible Flame. Dude, if that's indeed what you do, like use music and sound to control flames and things like that, dude, send us a YouTube link, video, something. Yeah, well, I want to check that out again. Next, another five stars. This is fun and informative. John from North Carolina. These guys have some fun while they update

you on the latest news and trends in social media marketing. It's fast packed and full of good tips you can use today. Some people don't appreciate the irreverent PG-13 humor, but the content is worth the ride. That's just because we're in Texas. So that was great. Punch in the face to John from North Carolina. And finally, we have a must. Of course, it's five stars. And this is by Reluctant Dawn. These two deliver the most up-to-date and relevant advice and information in the most fun way. They are smart, likable, and funny. Check out their YouTube channel as well. That's a good idea. Check it out. YouTube.com slash eWebStyle. Yep. And they've been a tremendous help to my marketing efforts. Punch in the face. Reluctant Dawn. Hopefully, you are no longer reluctant. Reluctant. We have one more thing. We have a question from Facebook that we are going to answer. Let me get to this Patif while you pull that up. Yep. So this punch in the face goes to Abdi, A-B-D-I. This is a podcast listener. He called in and said he just started listening a few weeks ago. Already listened to a bunch of them. Said he was learning a lot and then actually wanted to get a quote from us. And so I took care of that and got the quote sent over. So punch in the face to you. Punch in the face. Thank you for tuning in. Thank you for your support. Thank you for your support. Excellent. Appreciate it. Thank you. All right. So here's the question. This was submitted on Facebook. Adam Hamalian. I've gotten lost in tag management and AdWords. I find that I generate more web traffic from my Facebook page than from AdWords. That's not unexplainable. Makes sense. Yep. Too many national sites in my local real estate business. We were just talking about that. Zillow. I think you mentioned that. Trulio. I think you mentioned that. I would like to develop a remarketing campaign without paying for the front end PPC ads. As my website

is still in infant stage, AdWords won't remarket because I don't have a thousand site visits. Any thoughts or advice? Thanks. First, punch in the face and as well. Appreciate your question. Yep. Appreciate you submitting that on Facebook. Yep. So, good situation to be in actually. Kind of sucks that your site isn't really complete because I understand that. I don't, this is the first time hearing about a limit though because you don't have a certain number of visits because it's remarketing. It's based on what your list is, not necessarily how many visits you have. The only correlation there is that the more visits you have, then the faster your list grows. But once you have people on your remarketing list, then you can remarket to them in AdWords. So, I would definitely suggest doing that and you're absolutely right. Facebook remarketing can be more effective and usually a lot cheaper than doing this through Google. Well, just to that point, he didn't mention that he's doing Facebook remarketing yet. He just said Facebook marketing versus AdWords. I thought he said remarketing. Yeah. So, if you're not, do Facebook remarketing. Do Facebook remarketing. That was going to be my solution. Yeah. Go to Facebook. Get the code. Put it on your site because people visit Facebook more frequently and they'll see those ads more frequently. The difference I've noticed in between Facebook remarketing and let's say remarketing through Google AdWords on Display Network is people spend a lot of time on Facebook scrolling and getting lost in Facebook-ism. Right. Right. Right. Right. So, they have a higher opportunity to see your ads because they're on Facebook for hours at a time. For so much time. Exactly. So, I would do that and I would sprinkle this one in for free as well. Consider placements. So, if you're doing Google AdWords and you're working with remarketing and maybe your list isn't growing fast enough or maybe you don't have enough site visits or whatever it was, consider placements. It's different from remarketing but it still works in Google

AdWords Display Network. So, choose a couple sites that run AdSense ads that are in Google's network and choose those domain names to place your ads there. And so, you can locate who your target audience is which we'll talk about in a minute and at least find out where they're at and put those ads in front of them that way. So, a little bit more targeted and that way you have a little bit more control over who sees your ads. So, it's not just display network ads. It's like, hey, I know that people who are visiting this website, Zillow potentially, I don't know. Yeah, those sites probably don't offer ads on them because they're kind of focused but maybe a lot of those smaller directories, the other real estate blogs or home and garden type deals like that in your area would be great sites to place ads on. Definitely. Excellent. Great. Great question. Appreciate you. Let us know how that worked out for you. Great question. And I wanted to get, so his website is teamlamorenda.com and it's hamelinproperties.com. So, that's interesting. Two different targets. I don't know. But we'll go with teamlamorenda.com. That's probably the area that he's servicing. Punch in the face to you, Mr. Adam. Thank you for that question. We have completed the potatoes of our podcast. It is now time to get into the meat. Time to get into the meat. Or the meat. The meat. The meat. Meat. So, how to write better copy while barely trying. Six foolproof tips. Wait, wait, wait. How to write better copy while barely trying. Yeah. Six foolproof tips. That's a five star. Yeah. Punch in the face. Punch in the face to Lisa. This is Lisa Barone. And we've covered her articles before. Wow. She normally gives pretty good content. So, this was on Search Engine Watch. And so, pretty good article. Title got my attention. And so, let's dive in. Number one, which I totally agree with, is something we kind of say consistently. Right. Write for your audience. Yep. She

goes on to say, great content is content written to make your customers feel smart. It solves their problems, addresses their needs, and does so in a way that makes sense to them. And I think this is key, writing for your audience. But more importantly, well, I won't say more importantly, but the only way you can really write for your audience is to understand who your audience is. And so, she lists a few questions. You know, who are they? Right. What do they want? What do they need? What pain are they experiencing? How do they normally find solutions? These are the questions you should be asking about your audience when you're trying to write for them. I added a couple more questions. How do they look? I think this is a good question to know. How does your typical audience look? And I think the key here to separate is your audience is different from who's buying from you. Right. You want to make sure that you're targeting your purchasing people. You'll probably get a lot of visits, a lot of views from people who may not necessarily be in a decision-making process. They may be researching. They may just be just surfing the web, or they may be there for a different reason other than the purchase. So, I want you to write for those people who spend money. How do they talk? Right. You want to make sure you're speaking their language. You want to make sure you're using the same verbs and nouns and descriptors that they're used to and not things that may not be applicable to them. So, she says, write for your audience. I'll say, know your audience and then write for them. You have to understand who you're targeting and why you're targeting. I was talking to a client yesterday. And we were going through our kind of creative call questions. And so, she didn't really understand why I was asking all of these questions. Right. And I began to share with her. I said, well, because you target

females, baby boomers. They're around a certain age. And this is what you offer. So, we don't want to create a site that's full of earth tones and hard lines that's going to really stir them away. Really edgy here and there. Yeah. We want to go with something maybe curved edges, soft colors, things like that because pastels. Yeah. Because that's your target. Yeah. And so, she would have like, oh. And so, understand who your target audience is. Yeah. Number two. And this is key. We're talking about how to write better copy. This is copy on your site. And frankly, this stuff is likely applicable to print and other things as well. Yeah. So, master the opening. Yeah. I like that. How do you open this article? She says, the purpose of your lead sentence is to get someone to read the rest of what you've written. Right. And that's important. And so, she lists some tips on how you can get to your lead sentence. Maybe it's a personal experience, a bold statement, a problem that needs a solution. It's a great way to start by stating the problem, especially if it's a problem that majority of your audience has. Right. Maybe 60%, 70% of your audience had the same problem. Address that problem with the first line. Ouch. Just got burned by an SEO company. Exactly. You know, and then I will keep reading. Yeah. Right. I'll say address an emotion. So, like you just said, ouch. That's a great way. So, maybe it's, you know, I'm going to save you time and money by once you read this. Okay. You've gotten my attention to go to the, to finish this paragraph at least. Exactly. So, definitely address an emotion. That emotion could be fear, could be love, could be, could be whatever. You know, could be nervousness, could be anxiousness. Address that emotion because if you can tap into that emotion, then you've got the attention and they'll become engaged. Number three, write about what's at stake. Just a, just a note on number

two. The first sentence and, and actually the title. I don't know if she covers the title. Well, she said the title should be, be grabbing. So, I think I heard once and actually from Brad Sugars that 80, 80%, 80 times the number of people will read your title versus your article. So, you've got to make your title strong enough to try and get people to read the article. Yeah. And that's what she was talking about really after that. She's kind of assuming that you wrote a great title. Yeah. Yeah. And they've clicked and now they're at your article. So, keep them going. Like, don't, don't give up at the title. You got to have an important headline. I've also read, give the important stuff first. Yeah. Right? Because a lot of people are like, oh, let's build up. And then the really key thing will be at the end. Well, a lot of people want to know the, the why. I don't want to get to the end. So, a lot, so you tell them what you're going to, what's the summary going to be? And then have that teaser into the rest of the article. Even if you tell them the end story without telling them the end story. Yeah. You know, by the end of this, you'll know how to do this, this, this, this, this, and that. Yep. Good framing. Yeah. You know, and then, then you outlined it. And so now, and then when you get to the end, you tell them, okay, I told you, you would learn this, this, this, this, and that. You learned this, this, this, this, and that. If you want to know more about this. Exactly. Contact us or you close it with a CTA or whatever that is. So, number three, she says, write about what's at stake. She goes on to say, instead, tell them what's at stake and the benefit they'll experience if they buy your product. And just as important, what they'll miss out if they don't buy it. And the

example she gives is, say, if you're selling a new coffee pot, it's not about how quickly the pot will brew your coffee. It's about how faster coffee means more morning time spent, you know, doing what you need to do. Oh, yeah. Yeah. She's highlighting the benefits of having it. Of a faster coffee maker. Exactly. And so, I'll say this is kind of similar to what we just said. Find those common problems. Maybe in this case, the problem is you need more time. Right. Right. Maybe whatever your product is solves a specific problem. So, instead of writing content about your product, write content about the problem and how your product can solve that problem. Yeah. And then that's what speaks to people's pain. That's what creates an engaged visitor. That's what makes them click the links you have embedded in your content because they want to figure out how else can this product solve whatever problem I may be having. Number four, she says, present a complete story. And I like this one. So, for an example, scene one, look at this cute puppy. Right. Scene two, the puppy's an animal. Watch this cute puppy gather Wi-Fi information around your neighborhood. Scene number two, the puppy's at an animal shelter. Right. Right. Scene number three, the puppy will die if you don't adopt it. And scene number four, you rescue the puppy. Right. And so, what she did. You're the hero. You're the hero. She creates this framework. And so, I get the concept of what she's saying. And so, I'll say, you know, present content in a way that really leads to the conversion. Right. At the end of the day, they want you to go and adopt this puppy. And so, they create this story showing you, you know, that puts you in an emotional state. And it shows you what could happen unless you save the day. And so, I think you present your content, especially if this is content that supports a service or supports a product that you offer. You present

it in that same way. And we have a client. They do AC heating and plumbing. Right. And so, one of the things we're doing with that content strategy is, for example, the latest blog post we sent out focused on a specific problem that the ductless AC units service. Right. You know. Address. Address, yeah. That they address. The fact that it's an older home and you can't just put a duct everywhere to get AC in this room. So, you go to the ductless unit. So, we wrote a blog post talking about that. Right. The bottom of that blog post was a link to the ductless AC page on their site where there's videos where there's the CTA and everything else. And so, that's constructing a path that we want users to take that eventually lead to the conversion. Right. Now, they've addressed their problem. Then, they click a link and they've seen a video on how it can help. And it leads them down the path of getting the consultation and eventually getting a new installation done. So, present the complete story. Number five, write, then edit, then write again. Makes perfect sense because you will likely not get it right on the first try. Yeah. I think write and pressing send, not a good idea. Not a good idea. She says, commit to your vomit draft. Awesome, Lisa. I like it. Awesome, Lisa. Commit to your vomit draft. That's the first draft you use and spill out every idea, every phrase, every benefit, every idea you want. Just spill it out. Don't stop and edit is the key here when you're doing that first draft. Just keep writing, writing, writing. Get it all out your head. Then edit. And then what I would say after that point, I wrote down, allow other team members to review it. After you've got your vomit draft out the way and you've come up with your first rough draft, don't just hit post. Don't just hit send. Don't hit publish. Don't hit update. Instead, why don't you print it

or send it over to Chris or whoever on your team and let them review it. Allow them to make edits and updates. Come through it one more time. Then it's probably safe to post. There's a great study that I really like. They had actually created, this was for generals in the army, and they had created a war scenario and this group who was doing the test. And they had identified, I think it was 100 key components of this war scenario. And they gave it to each of like 10 different generals who wrote a report about it. And all of them came back with a report that got about 30 of the 100 items. So about 30%. So then they took each, they gave one report from one to the next, right? So ostensibly, if you just add, if you were, if you had 30 and you're reading a report of somebody else's 30. And ours has probably only got 10 in common. Right. So you should be around 50. What happened was the new perspective of the other person opened up everything. So they ended up coming out with like 85, 90% of the key components because of that new perspective. So get that new perspective. Yeah, definitely. Don't take for granted easy resources. Like it's something as simple as asking a quick question to somebody else about whatever you're writing about. They may give you an answer that, that may not be the answer to your question, but it could spark a whole new train of thought that addresses other questions and helps your article become more complete, more rounded. So definitely bounce ideas off others, share them. And that way, when you do post, you put out a piece of content that's, that's worthy, that has a higher likelihood of being shared, has a better likelihood of, of getting ranked, has more value. And more resources. And the last one, number six, she says, cut the jargon. And I, and I agree. Sometimes, you know, we get, you know, you get in the

position where you're writing, copying, and you're trying to get a certain, you know, word count. And so, you know, you, matter of fact, she wrote, the only thing your state of the art, groundbreaking, holistic, results oriented, groped product is doing is losing everyone reading your copies. As humans, we don't take to that. And you're right. I mean, at the end of the day, it don't matter how many adjectives you put in there to describe this product, it don't mean nothing if you haven't told me how it can help me. And so, so, so get rid of the jargon. I will say, be careful to not exclude, and I wrote this, different variations of the product. Some people can't confuse the jargon when it's not. And in fact, it could be what the, what that visitor needs to actually see in order to get them to convert. Right. For example, the same client, right, we're talking ductless ACs, they're called ductless ACs, they're called mini split ACs, and they got several other names. And so, when those names, that's not jargon. Those are actually variations of the product name. Right. That users tend to use. So, definitely include those in your, in your, in your content, in your post. But the, the best ductless, the, the, and all of those other adjectives that just fluff really. I'm trying to get rid of it. I think there's a famous author who once wrote an apology which says, please excuse the length of my, of my letter. Had I more time, it would have been shorter. Exactly. Yeah, we ain't got time for that. Is what that means. So, so, punch in the face to Lisa, Lisa Barone. How to write better copy. Ding. What's up, ding? How to write better copy while barely trying. Six foolproof tips. Great article. We'll post this on Facebook. It'll be on our blogs and everything else. So, so, so, tell us what you think. Thank you so much. Do we have any what? Oh, yeah, we do got a little what

news. Do we have a little what news? Yeah, so this what goes to the Union Street Guest House. Okay. They're in Hudson, New York. Okay. It's a hotel, right? Right. Guest House. So, they fine couples $500 for every negative review puffed it online by them or any of their guests. They do a lot of weddings there. So, if you go there, you have a wedding, you don't have a good experience. And so, you go to G Plus and you write a negative review. They're going to bill you $500. Can they do that? I don't know. That's why they're in my what news. I don't know. You can do that. And you're a guest. Maybe you're a guest at my wedding. I had a great time, but your suck stayed. Your hot water was out. I thought you had a bug in the bed, whatever. And so, you wrote a negative review and you get- I get fined. So, yeah. Well, think about it. There are contracts that you can make with a business and personal contracts which require you to keep quiet. Right? Like, if you have some sort of settlement and it says, great, we're going to settle with you for $100,000. But if you ever tell anyone that- Then you want that all back in some. So, you might be able to put that contractually into something. But, man, that's a lot of bad press. Come on, man. You going to fine me because your service sucked? Wow. Really? So, yeah. Kicking the shins to you guys at the Union Street Guest House. I guess that because remember a while back, we talked about how people are going in and saying, I need an upgrade or I'm going to write you a bad review. Right? So, this is the opposite of that. This is, yeah. You better enjoy your stay regardless if you don't enjoy it. As far as the internet knows, you had the best time available. Man, that's good. That's definitely what. All right. Well, you have tuned in to the

most popular SEO podcast, Internet Marketing Podcast on iTunes. That is because of all you all. Thank you guys so much for tuning in. Thank you for tuning in. Thank you for the great reviews that you've sent in. Follow the directions at the beginning. I don't need to belabor them. If you can, add us another review. This has been podcast number 245. This is broadcast live in Houston at 5999 West 34th Street. Suite 106. Yeah. 77092. I don't even know what that happens. All right. Thank you guys for tuning in. Until the next podcast, my name is Chris Burris. I'm Charles Lewis. Bye-bye for now. Slightly raised up eyebrow. How? How? How? How? How? How? How? How? How? How? How? How? How? How? How? How? How? How? How? How?