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Copyblogger Weekly Wrap: Week of September 19, 2010
Tag Archives: people
The Responsible Blogger’s Guide to Dealing with Big Brother
“What should I be doing better with my blog?” That’s one helluva question, isn’t it? As someone who blogs to support a thriving business, I think about that question every day. There are a lot of answers, many of which involve sexy topics like traffic, subscribers, and getting one zillion followers on Twitter. But when’s the last time you sat down and answered the question above with: “I should be paying more attention to blogging ethics.” Not so sexy. But as bloggers, we have to face facts about the world we live in. It feels like an anonymous platform where we can do and say whatever we want. But 2010 has a lot in common with 1984, and Big Brother comes in some forms that George Orwell never dreamed of. You need to be aware of one very important fact that many seem to forget: You can’t unGoogle anything When you launch your words into the blogosphere and social media universe, you’re laying a digital footprint in concrete. That concrete is the Internet Elephant, and it never forgets. Old versions of your site are cached. Facebook privacy blunders have ugly real-world consequences. And the Library of Congress is even planning on archiving our tweets. It feels like you can’t be held accountable for your rash words, but you can. Here are some tips on blogging ethics that will help keep your reputation clean. Especially if you’re going to make blogging a part of your business, you need to protect your interests. Your comments policy The bottom line is, it’s your blog and you have ultimate control over what gets posted in your comments section and what doesn’t make the cut. Please realize that whatever policy you decide on, not everyone is going to agree with you. I personally have a “post all comments” policy, except in instances of spam or blatant self-promoting garbage that adds nothing to the conversation. I also hold all comments that include links from first-time commenters for moderation (legitimate commenters are then white-listed). Some blogs allow trash talk, some don’t. Some allow profanity, some don’t. Every blogger needs to figure out what to do with the trolls . It’s your blog and your call. It’s always smart to make your comments policy clear. My developer is working right now on coding my site so my comments policy shows up in a cool style below each post. If you become known for deleting comments just because the reader isn’t a fawning yes-man, your credibility and authority will suffer. On the other hand, letting the trolls run free or allowing spam to trash up your comments won’t do your reputation any favors either. Proper accreditation If you use photos in your blog posts, use legitimate sources for images . (Assuming, of course, you’re not using your own images or photos.) Photos purchased from stock photo houses usually don’t require photo credit, although a few do. On the other hand, images you get under a Creative Commons license do have various requirements, usually at minimum a credit to the image owner. This should go without saying, but I’ll say it anyway: Don’t steal other people’s images or words and put them on your blog. That content doesn’t belong to you. It’s unethical and scummy. When you love a blog post so much that you want to send it to your readers, it is not okay to copy the post and paste it into your own blog or newsletter (even with accreditation) unless you get permission from the blogger. A better way to show your adoration is to select a handful of quotes (I prefer to stick with no more than 50-100 words) from the post and then provide a link back to the original post, with credit to the author. Understanding libel Ohhhhh — legalese! (The recovering attorney in Brian Clark will love this one.) Some bloggers make a hobby of calling people out for what they consider to be inappropriate practices, stupid decisions, or the like. Other bloggers are just plain malicious. If you’re going to go down this road, get your ducks in a row first. Read up on what constitutes libel . You owe it to yourself. What you might consider “free speech” could get you into trouble, as the line between opinion and malicious intent can be a very fine one. Make sure you have a liability insurance policy in place (this is a must). If you’re a member of The Author’s Guild, they offer Media Liability Insurance . You can also contact your insurance agent for a general business policy, but make sure it also covers libel and slander. You are not invisible Some people imagine that the internet lets them don a Cloak of Invisibility that bestows permission to do whatever the hell they want. It’s simply not true. You are responsible for your words on the web (and in life) no matter where you leave them or how anonymous you think you’re being. I don’t accept anonymous comments on my blog (including commenters who give fake email addresses) and here’s why: it shows me you’re not willing to be held accountable for your words. If you’re running a blog, there are some pretty cool tools you can use to verify identity or lend at least some level of “real world” status to a commenter you might hold in question. Email address verification tools: Did you know you can check any email address to see if it’s valid? Yep. And it’s free and easy. I use this one on a regular basis, but a simple web search for “verify email address” can point you towards others. IP address verification: Most comment systems (Disqus, InstenseDebate, and WordPress’s built-in system) display the IP address of every commenter to the moderator. I use WhoIs to verify IP addresses (I had to do this just last week for an unfortunate situation). If you continuously receive spam comments or inappropriate comments from a particular commenter, you can block an entire IP address from your blog. If you need help with this, just ping your comments system or hit up the WordPress Codex for tips on combating spam and unwanted comments. Disqus and IntenseDebate have built-in blacklist features. The best thing I can do here is to put just a bit of healthy fear into you. You’re not invincible, you’re not invisible, and you have a responsibility to both yourself and your audience. While you might have been looking for a more entertaining post on ethics (given my propensity for, ahem, colorful language), putting your thoughts out there on the web is serious stuff. As I said, nothing can be unGoogled. It’s not like a late-night TP-ing of your least favorite junior high school science teacher’s house. Drive-bys don’t work online. Strong ethical guidelines can keep your brand and keep your blog shop clean. If there are other best practices I’ve missed, lob them into the comments section below. While we don’t want to go all George Orwell, you have to remember that 1984 still applies in 2010 … and beyond (and it’s not such a bad thing). About the Author: Erika Napoletano is the Head Redhead at RedheadWriting LLC, a Denver-based online strategies consultancy. Her blog, RedheadWriting , is a bastion for “unpopular thoughts and blunt advice — delivered” and consistently strives to say what others won’t (but should) about marketing, social media, business integrity, and life in general.
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The Responsible Blogger’s Guide to Dealing with Big Brother
3 Reasons to Tell Readers Why
You know you’re right, right? Everyone should fall in line and accept what you know in your heart to be true. Sorry, that’s not how people work. So much of persuasive writing comes down to proof . And so many people fail at persuasion because they offer assertions without giving people reasons . So persuasive writers know to give reasons for everything. Here are the three most important reasons to tell readers why . 1. A Reason to Read This begins with your headline , and that’s why headlines are so important. You can be cutesy or clever to satisfy your ego, or you can get you ideas absorbed and acted upon. Busy people need a reason to invest attention. Do you have one? 2. A Reason You’re Different Why you and not the other options? If your product or service is better, say specifically why. Your winning difference in the minds of the people you’re aiming at has to be distinct, clear, and believably better. Are you leading, or following? 3. A Reason to Believe Specific examples. Compelling case studies. Legitimate testimonials. Interesting facts and figures. A confident guarantee. Authenticity. Authority. Likeability. Most of all, demonstrate, don’t pontificate. What reasons work for you? What other reasons are you giving that work? About the Author : Brian Clark is founder of Copyblogger and CEO of Copyblogger Media. Get more from Brian on Twitter .
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3 Reasons to Tell Readers Why
How to Blog Like Bond. James Bond.
When it comes to being a badass, few can hold a candle to good old 007. Calm, cool, and collected under pressure, Bond is known as much for his seductive personality as he is for his incredible ability to get himself out of any situation in one piece. What he isn’t known for is writing a successful blog. But everyone’s favorite fictional, womanizing secret agent has more to do with writing killer copy and running a great site than you might think. Here a few things you can learn about great blogging from everyone’s favorite snappy dresser/sex addict/paid assassin. Know exactly who you are From the specific type of drink he orders (martini, shaken not stirred) to the unique presence he commands when walking into a room, James Bond always knows exactly who he is (yes, I realize I sound like an American Idol judge, but it remains true). When you’re dealing with James Bond, you know what you’re going to get. If you’re a psychopathic villain bent on world domination , you don’t want to find out that Bond is on your case because you’re most likely going to end up dead. Readers should know exactly who you are within minutes of coming to your site. When you visit Copyblogger , you know you’re going to learn how to write great content that builds both your business and your reputation. When you visit The Art of Nonconformity , you expect a point of view that challenges the status quo. You also learn very quickly that author Chris Guillebeau has made it his mission to visit every country in the world. When you visit Man Vs Debt.com , you know you’re getting a guy trying to destroy his debt. Spend three minutes on any of Gary Vaynerchuk’s sites and you feel like you’ve known the guy for years. Your reader should know not only who you are but also what you’re providing within just a few lines. It took me nine months of writing every day before I finally found the right “voice” and felt confident enough to use it. Once I finally embraced my personality and injected it into each post, my site really caught on with new readers and became much more enjoyable for me to write. Recognize the importance of style Other than his killer instinct and love of women, James Bond is probably known for one key attribute: Style. Bond always looks fantastic, no matter how recently he’s escaped the clutches of an evil villain. He knows how to dress, he knows how to drink, he knows the right watch to wear and the right car to drive. He presents impeccable manners at a dinner table and in conversation. He makes a calculated show of his best possible side in every situation. Can you offer that kind of consistence in your presentation? Does your site’s color scheme and visual style match the tone of the content? Is your site loaded up with misplaced ads that distract rather than enhance your site? Does your About page accurately and quickly tell the reader what they’re getting? Most importantly, does it all work together? I hate to be superficial, and I would much rather tell you that it’s what’s on the inside that matters most. But in today’s instant-gratification, StumbleUpon, YouTube culture, you often have less than five seconds to make your first impression. Make the most of those five seconds. Hook them with good looks, and then keep them with great content. It’s okay to be witty James Bond has a dry one-liner for every situation. Bond: That looks like a woman’s gun. Largo : Do you know a lot about guns, Mr. Bond? Bond: No, but I know a little about women. Domino : What sharp little eyes you’ve got. Bond : …Wait ’til you get to my teeth. A witty comment can help you make a point more clear, keep readers engaged, get them thinking, or provide some necessary comic relief in an otherwise somber situation. Life’s too short to be serious all the time. There’s no crime — and a lot of style — in making your readers laugh. Stay cool under pressure When Bond jumps between two high-rise buildings, he knows he can make the jump. He simply doesn’t allow any room for doubt. If he goes to a gunfight with six terrorists, he knows he’s going to win. There’s always a villain trying to kill him; there are always members of his own government who question his motives and tactics. Bond moves forward with confidence, and he gets the job done. As your blog increases in traffic, it’s easy to start doubting yourself and your abilities. Sure, you felt comfortable when it was just your mom and friends reading. But as your readership starts to grow, you might start to question yourself. Here’s the thing. You got where you are thanks to your talents and abilities. You will hit roadblocks, and you will have villains of your own. Don’t let them take you down. I’ll never forget my first negative comment left by a random stranger, on an article of which I was extremely proud. I spent the next four hours freaking out, researching his claims, and crafting a response that I agonized over before finally posting. The commenter eventually emailed me the next day and said, “Oh, I didn’t think of it that way, I was just in a bad mood.” It takes time to develop some perspective about the negativity. If you are confident in your abilities, if you know what you’re doing is right for you and your readers, you will learn to take constructive criticism from the right people and ignore the villains . Shoot to kill James Bond knows that a single bullet can kill or incapacitate an enemy. To use any more firepower than necessary could be the difference between life and death in the next shoot-out. When he sees a room full of enemies, 007 thinks to himself: “Six bad guys, six bullets. Perfect. ” Words are like bullets — don’t waste them. If you can say it in 500 words, why spend 1000 ? Leo Babauta over at Zen Habits writes an article and then continually refines it until the message is clear, quick, and concise. After writing something, go back through it, line by line, and decide what’s necessary and what’s superfluous. Embrace the art of brevity. Aim for the kill by picking words and sentences that drive your point home immediately. A little modesty can go a long way Think back to any action scene from a Bond flick. He wipes out an entire army, drives a car off a cliff, saves a woman, and then brushes off his tux and moves onto the next task. You don’t see him pulling a Ron Burgundy , claiming to be “kind of a big deal.” You’ll rarely hear Bond discuss his accomplishments or accolades — he doesn’t have to. His actions already speak louder than his words ever could. Restating the obvious would just tarnish the cool. In today’s online world, bloggers are constantly trying to one-up each other, promising the BEST CONTENT EVER or announcing they’re the WORLD’S GREATEST AUTHORITY ON LIFESTYLE DESIGN. Hyperbole, exaggeration, and gratuitous self-promotion have unfortunately become commonplace. Let’s imagine for a second that 007 ran his own blog. After catching your eye with terrific design and blowing you away with incredible content, Bond’s blog would get the attention it deserved without him having to shout from the rooftops how great he is. If you are sharing content that is worth reading, you don’t need to be your own biggest cheerleader. Leave that to the people you just wowed: your fans. Your Mission Take what you’ve learned from this secret agent and apply it to your own Web site. Build your style, be confident in your abilities, shoot to kill — and then tell them it’s all in a day’s work. Good luck. When he’s not watching Bond flicks, Steve is helping nerds and average Joes find their own inner James Bond over at NerdFitness.com . You can join the Nerd Fitness Rebel Army with free updates via RSS or email .
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How to Blog Like Bond. James Bond.
How to Build Credibility with Your Sales Copy
When visitors are making a decision about whether or not to buy, their “shields are up.” They’re watching carefully for any sign you might be a jerk, a crook, or just not able to deliver on your promises. They need you to soothe their unspoken anxieties and objections . This doesn’t have to be a daunting task. In fact, a powerful way to make this happen is something you’re probably already doing on your blog. The key is to show your prospect the person (or people) standing behind the offer. Put a human face and some credibility-based context on that sales message. Readers want to know who they’re dealing with — and why they should trust that person. It’s up to you to communicate it in an effective and engaging way. Let’s talk about three strategies for building sales-driving credibility into your copy. 1. The “about me” approach This is probably the most recognizable credibility-building tool, because you see it everywhere. Blogs have an “About” page, and many sales pages have some variation of the Who Am I And Why Should You Listen To Me? theme. But you can also use a little more subtlety when introducing yourself to your buyers. Using a “Why I created this product” approach, you can weave your own story into your sales material, by combining details about your experience and credentials with benefit-driven copy that reduces your readers’ resistance to buying. Explain what you’re doing for clients, how your approach addresses the results you deliver to those clients, and then segue into your sales message. For example, a copywriting course sales page could build credibility like this: After spending a decade building a reputation for writing high-conversion copy for clients like (name) and (name), I decided to start teaching my evergreen copywriting strategies to others so they could grow their own businesses … You’d then lead into a brief story about how you have effectively served your copywriting customers. You can see how the credibility factors (10 years of experience, name dropping of high-profile clients) merge with the desired outcomes (evergreen strategies, high conversion), and let you build trust without feeling like a hype machine. By involving the reader in a bit of history (or even what’s happening with present customers), you can satisfy the “about me” section by wrapping it in details that are really about them and the outcome they’re looking for. It seems like they’re getting a story about you. But what they’re really getting is confirmation that you can meet their needs. 2. The “reluctant hero” approach Another strategy is the story of the “unintentional product.” This works by setting up a backstory where the product producer starts gaining a reputation for creating results … and then other people begin clamoring to know how to make it happen for themselves. The reluctant hero is a storytelling archetype, and you may think that makes this approach formulaic or contrived. But assuming your story is both compelling and true (yes, it needs to be both), the reluctant hero story is an extremely effective credibility generator. Here’s an example from my own past: I started out as a personal development coach who began learning how to create and launch my own information products, Third-Tribe style before there was a name for that way of doing things. After a while, my blogging friends began asking me how I was making such strong sales with my products. As I showed them, they started telling people about it. Word got around, and I started getting more calls and emails about launching products than I did about personal development. I decided to create a training manual on how to write and sell ebooks … and the rest is history. The “reluctant hero” approach lets you humanize your accomplishments, weave a story that creates a connection with your audience, and gets readers to see you as a natural fit for what they need. 3. The customer-as-proof approach A third (and highly effective) strategy is to make successful customers the focus of your credibility-building story. After all, why talk about yourself when you can talk about the stunning results your customers have created … and generate credibility by association? You see this all the time when people say things like “using this system, my client generated $5 million in sales in a down economy.” By pointing to the successful results other people have experienced, the product (as well as the creator) gains instant credibility without having to overtly claim “I’m qualified.” When example is stacked upon example, the sense of credibility is continually heightened. Every time you receive a results-based testimonial, consider weaving it into your sales message as more than just a yellow box with a picture in it. Make it part of the story around what your product can truly do. The more examples you have for your reader to see your product’s results, the less “selling” you’ll have to do, because each story reinforces your credibility. And you take advantage of another copywriting cornerstone — making it easy for your prospect to visualize herself as a customer. What’s your favorite credibility builder? These aren’t the only ways to establish credibility in a sales page, but for the aspiring copywriter, they’re a great start. If you’ve got another strategy that’s a personal favorite, please share it in the comments below and let us get to know a little more about you and your story. About the Author : Dave Navarro is a product launch manager who can’t wait for you to join the 7,000+ people using his free workbooks in the Launch Coach Library (a crowd favorite in the Third Tribe forums).
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How to Build Credibility with Your Sales Copy