Issue 006 July 2013 – Grow Smart Growth Bites

Welcome to the latest issue of Grow Smart Growth Bites, your monthly newsletter dedicated to business growth and development. In this issue:

✮ How to Make Your Copy Much More Persuasive
✮ Groupon and LivingSocial Aren't the Only Players in the Hyperlocal Scene

How to Make Your Copy Much More Persuasive

how to write better copySo what are the hallmarks of great copy today?

You know it when you read it. Makes use of emotional triggers, images and anything else it can get its hands on to hit you where you live.

The sickening truth for marketers is that it is damn hard to write great copy. The days of throwing up (apt phrase) for what passed for good web content even a few years ago are long gone as we find ourselves competing for slices of people's time that are getting ever smaller.

With that in mind, we wanted to look at ways you can make your web copy, whether it be sales copy, emails, web pages or blog posts; vibrant and uniquely suited to get the results you are seeking.

7 Ways to make your copy more compelling and effective

  1. Plan on scanners, but write for readers! – In a seminal study by Jakob Nielsen, research showed that some 79 percent of web users scan the copy, digesting only headlines, and parts that catch their interest. A dismal 16 percent actually read word for word. That said, while it’s clear that much of your copy may not get read, making sure that what is read is compelling is your challenge today.
  2. Copy success – Look at what moves you to make a buying decision. What is their language like? As they say, success leaves clues. Study sales pages of successful products, and examine emails and newsletters of people you subscribe to. There is much here to learn!
  3. Write memorable words – Using rich language and painting vivid word pictures is one thing that will engage and thrill your reader. If what you write is pedestrian, and forgotten moments after being clicked off of, you’ve essentially wasted your virtual ink!
  4. Understand the conversion process– Using hypnotic words, along with overcoming objections and providing social proof will go a long way toward increasing your conversions.
  5. Structure your copy from the top down – Since we know we have precious little time to waste, employ what’s known as the inverted pyramid. Put your most important point at the top of your copy, followed by less important ones.
  6. Use emotional imagery – Paint word pictures, but also employ emotionally powerful images to illustrate and attest to your words. These can often help keep the visitor on the page longer, so they can read more of your outstanding prose!
  7. You're asking for it! – I hope you are, anyway. Asking for the sale, opt-in or any other call to action is an indispensable part of your web copy. You are there to persuade: to ask for an action is not only expected, but vitally important to your success!


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Groupon and LivingSocial Aren't the Only Players in the Hyperlocal Scene

hyperlocal marketingHyperlocal marketing is not new, but the term may be unfamiliar to many. Christened sometime in 2009, hyperlocal refers to the immediate area that your business serves. This will be different for every business, but in general it means your street, part of town, rural area or within reasonable walking or driving distance from your location.

For example:

  • California (CA): not hyperlocal.
  • Los Angeles County, CA semi-hyperlocal.
  • Westwood Village, CA truly hyperlocal.

So now that we’re clear about that, you may be thinking that your only answer in grabbing your portion of the hyperlocal market is through the likes of Groupon or LivingSocial. In reality, there are a slew of smaller players in the daily deal business that can serve your needs as well. Let’s see who some of them are.

The who’s who of Hyperlocal

These are the ones everyone knows about, and many of us use regularly. They often acquire the smaller players as well, ever-increasing their market share. These include the likes of companies like Groupon, LivingSocial, Google and Facebook.

The next tier down you’ll find sites like Yelp, Woot, CitySearch, The Weather Channel, Seamless, YellowPages, WhitePages, Foursquare and MapQuest.

Then we come to the smaller companies that serve this space. You may not have heard of some of these: ELocal, Local Response, Zip Local, Signpost, Closely, CityMaps, Yipit and ShowMeLocal.

There are new sites springing up all the time. For a list of some of these sites go here.

How to use smaller hyperlocal companies to gain more audience

Sometimes using the smaller hyperlocal companies can work to your advantage. Since many small businesses may not be used to marketing digitally, coming from a strictly print-based ad experience, it makes sense to start with smaller hyperlocal companies that may be able to serve you better and more economically than a behemoth may.

You may be able to strike deals that you would never have a shot at with Facebook, Groupon or LivingSocial.

It will be easier to test using small runs. You’ll be far more likely to actually speak to someone who can help you.

Tying these offerings into your hyperlocal blog

Once you’ve got an offering you’d like to test, making it an integral part of your hyperlocal blog to get the offer seen is the next step.

One hyperlocal blog that’s doing a great job in many areas, but especially in getting offers in front of its many readers is the West Seattle Blog.

Hyperlocal is many things, not simply coupon deals, though they can add greatly to the legitimacy of your site. Finding the correct mix of hyperlocal offering s and content is the challenge before you.

Thanks for Reading!

We welcome your ideas and feedback to make our content more applicable to your needs. Contact us anytime!

Best wishes for much success!

Neil Gass
Grow Smart Marketing