introduction to writing for social media (day 2) unr extended studies, october 2011intro to social...

Introduction toWriting for Social Media

(Day 2)

UNR Extended Studies, October 2011 Intro to Social Media Writing

Yesterday you...


1. Defined why you’re writing

2. Set your specific writing goals

3. Learned how to create your unique selling proposition (USP)

4. Identified your brand voice/writing style

Tonight’s plan


Thursday, October 27

6:00 – 6:45 pm 7 rules for writing content that gets read and keeps readers engaged

6:45 – 7:15 pm How to painlessly create a stream of compelling content

7:15 – 8:15 pm Email subject line do’s and don’ts for higher open rates

8:15 – 9:00 pm Top 3 email mistakes to avoid

7 Rules for writing content that gets read


The Problem:

There’s a TON of FREE information out there. Whatever you write easily gets lost in the sea of data. So you need to stand out and be heard.



Solution:

1. Write about what people want.

2. Deliver it in a way that’s interesting and entertaining.

3. Be that welcomed guest.



1. Write about what people want.a. What are their top 3 problems?b. What are their top 3 fears?c. What are their top 3 desires?

2. How are you their solution? (weave in your USP)



3. Use your defined voice – and stick to it

4. Plan compelling topics like a magazine editora. Make them flowb. Check for repetitionc. Identify holes



5. Write attention-grabbing headlinesCheat sheet



When you’re in a pinch, try this magazine trick...



6. Break up the copy with crossheads

7. Use images and/or video



Bonus tip:

Be fascinating. Use metaphors,similes, analogies



Paris Hilton has one. Rob Lowe has one too. Even Sharon Osbourne's got one.

Get your mind out of the gutter people — I'm talking about books.

Intro to an email about publishing tips:



Email intro selling an alternative health newsletter:

You are part of a special group of people. You don’t simply accept whatever mainstream medicine tells you. You don’t just take the latest drug your doctor tries to prescribe or you see advertised on TV. You have educated yourself and found better ways to make yourself healthy.



(Fascination in bold, Meaning in italics)

5 Things Depeche Mode Can Teach You About Effective Online Marketing

How I Became a Better Writer Thanks to Distracted, Hung Over College Kids



Fascination also happens when offeringspecific info:

Attention guys: 30 sure-fire ways to get women buying you drinks and asking for your phone number!

5 magic words that instantly knock $3,000 off the price of your car

Creating Compelling Content


1. Research Magazines, other blogs, newspapers, TV, radio, conversations

2. Read Keep a list of headlines and topics

3. Reuse (steal)With your personal spin

How to Keep the Content Flowing


1. Write what you’re passionate about

2. Write fast (edit later)

3. Set a writing time and KEEP IT!

4. Follow your inner clock

5. Keep your eyes/ears out for ideas (writers

never stop working)

6. Sit on it for 24 hours, then edit again


1. ResearchMagazines, other blogs, newspapers,TV, radio, conversations

2. Read Keep a list of headlines and topics

3. Reuse (steal)With your personal spin

Top 3 Email Mistakes


Mistake #1: Cold “from” lines

Email mistake #1: Cold “from” line


Don’t talk about yourself• Don’t say name of company• Don’t say name of publication• Don’t say name of product

Remember...People don’t buy from companies – people buyfrom other people…



• Use a company figurehead

• Stick with the same person

• If you need to switch figureheads

• Use several email introductions

• Have the reader opt-in to new list

Make the interaction real:



Don’t:• Acme Company• Enviro newsletter, Issue 3

Do:• Mary Muffett• Bob Barker, Acme Tires


Bonus Tip:

Make sure first lines of email copy directly relate to subject line



Mistake #2: Boring subject lines

Email mistake #2: Boring subject line


Quick fix #1: Keep it short – show a relevant benefit in 8 words

Bad: Chamber Luncheon on the "Economic Stimulus Package" Good:Obama gives no-interest loans to all small businesses



Quick fix #2: Omit branding and worthless detail

Bad:ABC Daily, Issue 15: Designing the first screen of an email newsletter Good:Do you make these email design mistakes?



Quick fix #3: State a targeted benefit

Bad:Join us for our monthly ABC luncheon Good:No-cost marketing strategies for small businesses



Quick fix #4: Make ‘em curious

Bad:Your March issue of Healthy Living eNewsletter Good:The 7 most dangerous lies doctors tell you



Quick fix #5: Make it time sensitive

Bad:Discount on your next purchase Good:Bill, your $50 discount expires today



Quick fix #6: Personalize it

Bad:Early-bird deals for smart shoppers Good:Mary, here’s your early-bird discount coupon



Quick fix #7: Make it specific

Bad:Cancer cures Good:Cut your risk of dying from cancer by 93%



Mistake #3: Giving them the X

Mistake #2: Giving them the X


What happened?

8 out of 10 people have their images turned off

7 out of 10 people read emails from their smart phones

Bonus Formatting Tips


Keep sentences short

• Aim for 30 - 50 characters max per line

Keep paragraphs short

• No more than 4 sentences per paragraph

• 1 sentence paragraphs work well


Bonus Tip:

Always monitor opt-out rates.

Anything over 5% means you’re ticking them off – time to figure out why.


Want more free copywriting tips?

Drop off your business card/email address

Or

Sign up at www.BLCopywriting.com

Thank YOU!!

introduction to writing for social media (day 2) unr extended studies, october 2011intro to social...

Documents

writing content

social media writing

social media writing

social media writing

social media day

specific writing goals

usp slide

pm7 rules