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How Do I Know Which Words Will Work Best in My Sales Copy?
posted by Melanie Rembrandt on Dec 30, 2009 | Comments (35) | Permalink | Trackback URL
Have you ever had a disagreement with a client, partner or freelancer over the use of certain words in a PPC campaign, e-mail, newsletter, Web site page, or other marketing materials?
If you are trying to get the most out of your marketing, SEO and PR campaigns, you’ve probably run into this issue more than once. Well, I have good news for you! There are two ways resolve the issue and boost sales at the same time:
1. Use AP Style.
The Associated Press issues an updated book every year called the “AP Stylebook and Briefing on Media Law.” It’s available at http://www.apstylebook.com/. Basically, it provides a dictionary-like guide to correct spelling and grammar that is used by most media venues in the U.S.
And since press releases need to follow this style anyway, why not use it to settle word disagreements?
If your clients insist on using a certain word or style, point to the entry in the book and show the correct usage. You have set guidelines for everyone to follow, and the disagreements end.
2. Test words.
Another way to end disagreements about word usage is to test variations. Simply write your Web site page, newsletter, e-mail, PPC ads, or other copy, and post two different versions.
Monitor the results with a tool like Google Analytics, https://www.google.com/analytics/reporting/login?ctu=https%3A%2F%2Fwww.google.com%2Fanalytics%2Fsettings%2F%3F, AWeber, http://www.aweber.com, Webtrends, http://www.webtrends.com, or another, online program. Then, see which version received the most attention, and you have a winner!
Why spend time on dumb arguments over word usage, grammar and style? Instead, use one of these solutions to enhance overall results and focus on more important, core business activities.
FILED IN: Advertising, Communication, Entrepreneurship, Leadership, Management, Marketing, Operations, Public Relations, Productivity, Sales, Search Engine Optimization (SEO)
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