A colleague recently sent me this article and I must say, I agree with its analogy of copywriting. It makes quite a good comparison between how we do things in our blog sites and how we parent our kids. Being a parent myself, I agree that there’s quite a lot of similarities between parenting and copywriting.
Being an internet marketer and maintaining a large number of blogs often reminds me of the juggling act a parent needs to perform with kids. I have to admit, I’ve been in online marketing much longer than I’ve been a parent, and after years of being in the business, I have had my share of learnings on how to deal with my target market and I often reflect how it relates to parenting.
Has internet marketing made me a better parent? Ask me in another 15 years…
Keep It Simple, St…Mom & Dad
We often speak about “customer delight”. Instead of merely satisfying them, we are now bound to delight them. With tight competition in every market, I don’t think that one can ever be complacent and over confident. So, how do I delight my customers? I simply make sure that my sites are able to deliver the needs, interests, and requirements of my target market.
Just like how we care and look after our kids, we do the same in our sites. We need to make sure that we know what our customers (and kids) need. In regards to your web presence, what are your customers looking for when they visit your page? Can they find all the pertinent information the moment they arrive at your landing page? We need to eliminate all the distractions – if they can’t find what they are looking for immediately, they will simply hit the back button and look somewhere else.
Your home page, and indeed every page on your site, must have a purpose that is well-stated and easily recognizable by any internet user. I know, this seems like simple logic, but I still see a lot of websites that jam pack each web page with all the bells and whistles, rather than setting them out logically, making it easy for the end user to find what they are looking for.
Talk To The Teenagers
Every distinct topic must have a different page intended for its purpose alone. This is similar to parenting. When you want to convey something to your kids, you say it clearly and without having to sound too fancy, right? In copywriting, too much fanciness is actually not impressive.
You don’t really have to hire a copywriting expert to have a money making website. Copywriting is an important skill that we need to adapt in our system because this is our best tool of communicating with our potential customers. Writing persuasive messages is a bold thing to do, but it is very doable. You are the expert in your niche, so why would you hire someone else to write about it?
Communicate your message like you’re communicating to your (teenage) kids. Keep the language simple, and the message short and distinct (assume a teenage attention span). And make sure the navigation is simple to use, so that everything your visitors want to find can be found!