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Transcript of Introduction to Writing for Social Media UNR Extended Studies, October 2011Intro to Social Media...
Introduction toWriting for Social Media
UNR Extended Studies, October 2011 Intro to Social Media Writing
Course Overview
UNR Extended Studies, October 2011 Intro to Social Media Writing
6:00 – 6:30 pm Why are you writing? Specifying your purpose/goals
6:30 – 8:00 pm Identifying your unique selling proposition (USP)
8:00 – 8:30 pm Creating your brand voice and writing style Why it’s important Tying it to your business Samples
8:30 – 9:00 pm Q & A
Wednesday, October 26
Course Overview
UNR Extended Studies, October 2011 Intro to Social Media Writing
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 Top 6 easy ways to make your blog/newsletters look professional
7:15 – 8:15 pm How to painlessly create a stream of compelling content
8:15 – 9:00 pm Email subject line do’s and don’ts for higher open rates
Why are You Writing?
UNR Extended Studies, October 2011 Intro to Social Media Writing
• Self-expression, sharing your thoughts
• Maintaining customer relationships
• Cross selling/ Up selling to existing customers
• Positioning yourself as the industry expert
• Reaching new markets
Sharing Time
UNR Extended Studies, October 2011 Intro to Social Media Writing
1. Name
2. What are you writing? Why?
3. What writing challenges are you facing?
What’s Your Goal?
UNR Extended Studies, October 2011 Intro to Social Media Writing
• Increase referrals from existing customers by 30%
• Post my morning thoughts every day
• Increase 35-year old buyers by 15% in the next year
• Increase repeat buyers by 18%
Goals are specific/quantifiable:
Your Unique Selling Proposition
UNR Extended Studies, October 2011 Intro to Social Media Writing
Your Unique Selling Proposition
UNR Extended Studies, October 2011 Intro to Social Media Writing
Your USP is a short statement (~10 words) that answers your prospect’s question:
“Why should I buy from you?”
Your Unique Selling Proposition
UNR Extended Studies, October 2011 Intro to Social Media Writing
An effective USP is NOT your slogan or tagline
Don’t say:
“Powering customer relationships”
“The leader in email marketing”
“Solutions from the ground up”
Your Unique Selling Proposition
UNR Extended Studies, October 2011 Intro to Social Media Writing
Why you need a USP:
Helps differentiate you from your competitors
Pulls your prospect into the desired action (click on your PPC, sign up for newsletters, visit website, etc)
Your Unique Selling Proposition
UNR Extended Studies, October 2011 Intro to Social Media Writing
An effective USP must contain these 3 elements:
1. Appeal
2. Exclusivity
3. Credibility
Element: Appeal
Your relevance in comparison towhat your prospects want
Appeal:
UNR Extended Studies, October 2011 Intro to Social Media Writing
Element: Appeal(Your relevance in comparison to what your prospects want)
What’s your prospects’ main concern?
•Price? •Reliability?
•Savings? •Support?
•Ease? •Experience?
•Flexibility? •Longevity?
UNR Extended Studies, October 2011 Intro to Social Media Writing
Element: Appeal
Example: Discount Mac laptops
1.
2.
3.
4.
5.
UNR Extended Studies, October 2011 Intro to Social Media Writing
Element: Appeal
Appeal:
UNR Extended Studies, October 2011 Intro to Social Media Writing
3 Key Elements
An effective USP must contain these 3 elements:
1. Appeal
2. Exclusivity
3. Credibility
UNR Extended Studies, October 2011 Intro to Social Media Writing
Element: Exclusivity
Can someone else match orbeat your offer?
Exclusivity:
UNR Extended Studies, October 2011 Intro to Social Media Writing
Element: Exclusivity(Can someone else match or beat your offer?)
Use words like:•Only... •Best...
•Fastest... •Largest...
•Order by 2pm, delivery by 3pm
•Bottom of the bottle guarantee
•7,698 parts in stock
•On-site, unlimited training
Use offers like:
UNR Extended Studies, October 2011 Intro to Social Media Writing
Element: Exclusivity
Exclusivity:
UNR Extended Studies, October 2011 Intro to Social Media Writing
3 Key Elements
An effective USP must contain these 3 elements:
1. Appeal
2. Exclusivity
3.Credibility
UNR Extended Studies, October 2011 Intro to Social Media Writing
Element: Credibility
How do you quantify your claims?Credibility:
UNR Extended Studies, October 2011 Intro to Social Media Writing
Element: Credibility(Quantify your claims)
Don’t say:
Do say:
• “Best customer service”• “Lowest priced plans”• “Largest selection in town”
• Dedicated support specialist 24/7• Plans start at $4/month• 50,357 parts in stock
UNR Extended Studies, October 2011 Intro to Social Media Writing
Element: Credibility
Credibility:
UNR Extended Studies, October 2011 Intro to Social Media Writing
Now put it all together toMeasure its Force
UNR Extended Studies, October 2011 Intro to Social Media Writing
Measure its Force
Exclusivity:
Credibility:
Appeal:
UNR Extended Studies, October 2011 Intro to Social Media Writing
Test it!
UNR Extended Studies, October 2011 Intro to Social Media Writing
Test it
1.Compare your claim to your main competitors. Is it unique enough? Is it convincing? Y /N
2.Does it address your prospect’s deepest fears? Y /N
3.How well does it answer, “Why should my ideal prospect buy from me?” 1 2 3 4
UNR Extended Studies, October 2011 Intro to Social Media Writing
Test it!
UNR Extended Studies, October 2011 Intro to Social Media Writing
TIP #1
The higher your specificity,the higher your conversion
UNR Extended Studies, October 2011 Intro to Social Media Writing
Element: Credibility(Quantify your claims)
Don’t say:
Do say:
• “Best customer service”• “Lowest priced plans”• “Largest selection in town”
• Dedicated support specialist 24/7• Plans start at $4/month• 50,357 parts in stock
UNR Extended Studies, October 2011 Intro to Social Media Writing
TIP #2
You can have multiple USP’s. One for your company, and one for each product line...
UNR Extended Studies, October 2011 Intro to Social Media Writing
TIP #3
Your USP is not developed in the office – it’s created by your
customers and prospects
UNR Extended Studies, October 2011 Intro to Social Media Writing
Real World Examples
UNR Extended Studies, October 2011 Intro to Social Media Writing
What’s their USP?
UNR Extended Studies, October 2011 Intro to Social Media Writing
What’s their USP?
UNR Extended Studies, October 2011 Intro to Social Media Writing
What’s their USP?
UNR Extended Studies, October 2011 Intro to Social Media Writing
What’s their USP?
UNR Extended Studies, October 2011 Intro to Social Media Writing
What’s their USP?
UNR Extended Studies, October 2011 Intro to Social Media Writing
Boldly state your USP throughout all of your marketing material.
And state your USP throughout the sales process...
Best practices
UNR Extended Studies, October 2011 Intro to Social Media Writing
You want to keep the prospect convinced you are their answer...all the way to the sale (conversion).
Best practices
UNR Extended Studies, October 2011 Intro to Social Media Writing
State your USP throughout the sales process
UNR Extended Studies, October 2011 Intro to Social Media Writing
State your USP throughout the sales process
UNR Extended Studies, October 2011 Intro to Social Media Writing
State your USP throughout the sales process
UNR Extended Studies, October 2011 Intro to Social Media Writing
State your USP throughout the sales processProof points for credibility
UNR Extended Studies, October 2011 Intro to Social Media Writing
State your USP throughout the sales process
UNR Extended Studies, October 2011 Intro to Social Media Writing
You want to keep the prospect convinced you are their answer...all the way to the sale (conversion).
Best practices
UNR Extended Studies, October 2011 Intro to Social Media Writing
State your USP throughout the sales process
Added elements increased form fill rate by 97%1
1. According to data by MarketingExperiments.com
UNR Extended Studies, October 2011 Intro to Social Media Writing
Now it’s your turn...
What’s your Unique Selling Proposition?
UNR Extended Studies, October 2011 Intro to Social Media Writing
What’s a USP?
Your USP is a short statement (~10 words) that answers your prospect’s question:
“Why should I buy from you?”
UNR Extended Studies, October 2011 Intro to Social Media Writing
3 Key Elements
An effective USP must contain these 3 elements:
1.Appeal
2.Exclusivity
3.Credibility
UNR Extended Studies, October 2011 Intro to Social Media Writing
Your Brand Voiceand
Writing Style
UNR Extended Studies, October 2011 Intro to Social Media Writing
Defining Your Style
UNR Extended Studies, October 2011 Intro to Social Media Writing
• CEOs • Chefs• Engineers • Operations managers• 20-year old students • Working moms
Who are you talking to?
Defining Your Style
UNR Extended Studies, October 2011 Intro to Social Media Writing
Knowing your audience determines:
• How technical your language
• How much industry jargon to use
• The tone (e.g., casual, corporate, friendly)
• Which objections to overcome• Which benefits to target
(e.g., service, ease of use, cost savings, fun)
UNR Extended Studies, October 2011 Intro to Social Media Writing
Don’t Subscribe.
You’re lazy. Why bother? You’ve been a moocher since...forever. $19.99 for 12 issues is way too much. You don’t even like beer.
beeradvocate.com/mag
UNR Extended Studies, October 2011 Intro to Social Media Writing
Guidance documents represent the Agency's current thinking on a particular subject. They do not create or confer any rights for or on any person and do not operate to bind FDA or the public...
UNR Extended Studies, October 2011 Intro to Social Media Writing
It was a glorious and all-too-brief chapter of American history. One thousand days of idealism and enlightenment known the world over as Camelot – a fairytale kingdom ruled by a handsome young American President and his radiant queen...
UNR Extended Studies, October 2011 Intro to Social Media Writing
Have you seen this?
It's pure genuis. ;)
My buddy Joshua made this hilarious'flow chart' for picking up chicks.
First time I looked at it I laughed myass off, but after looking at it, itactually has some pretty solid advice.
It's so good, I just put it on my blog...
**Just don't be that guy who brings thisprinted out like a scroll with him whenhe goes out to meet women (although itwould probably provide material for thebest opinion opener EVER). LOL
It's free to check out (and download)on my blog:
Subject line:Pure genius (lol)
UNR Extended Studies, October 2011 Intro to Social Media Writing
I’m swinging my axe again…
And this time, I’m knocking mainstream and alternative doctors off their high horses and right back to square one. Because every last one of them MISSED this…
And YOU’VE paid the price.
EXPOSED: The joint health discoveryno one saw coming
Choosing Your Style/Voice
UNR Extended Studies, October 2011 Intro to Social Media Writing
1. Who’s the reader?
2. Who are you? What’s your real personality?
3. How do you want to position yourself/company?
4. What type of relationship do you want with the reader?
5. What will your readers accept? What do they expect?
Choosing Your Style/Voice
UNR Extended Studies, October 2011 Intro to Social Media Writing
Always...
Be true to who you are...
Remember it’s just a conversation, so keep it real
Your reader will always know when you’re faking it!
Tomorrow...
UNR Extended Studies, October 2011 Intro to Social Media Writing
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 Top 6 easy ways to make your blog/newsletters look professional
7:15 – 8:15 pm How to painlessly create a stream of compelling content
8:15 – 9:00 pm Email subject line do’s and don’ts for higher open rates