Magic Words - how to create emotive content · An avatar is a representation of your ideal booker....

MagicWords:HowtoCreateEmotiveWebsiteContent 1

musewebsitedesign.com



TableofContents

ASwiftIntroduction:Content,Google,andClient 3TheMasterPlan 5ThePsychologyBehindWhatYouWrite 11WritingTips 13WritingforGoogle 16HowtoStructureYourWriting 22



ASwiftIntroduction:Content,Google,andClient

Ifatreefallsinaforestandthereisnobodyaroundtohearit,doesitmakeasound?Thisisoneofthosephilosophicalquestionsthathasnorealanswerbecausesoundisawaveandonlybecomesasoundornoisewhenitstimulatesthehairsinthecochleaofyourear.Blah,blah,blah–Ibetyouhaveheardthatonebefore.HereisoneIdoknowtheanswerto:Ifawell-designedwebsiteisonlineandnobodyseesit,willyougetanybookings?NO!Itdoesn'tmatterhowgoodyourwebsiteis.Ifnobodyseesit,youmayaswellnothaveawebsite.

Contentisthedifferencebetweenbeingseenandbeinginvisible.WhatIsContent?Simplyput,contentistheelementsthattellthestoryonyourwebsite. Contentis:

• Thewordsyouusetodescribeyourservices• Picturesthatshowyouinaction• Videosofyourperformance• Anyotheraudio,visualorwrittenwordthatyouuseonyourwebsite

WhyDoesContentMatter?Listenup.Thisisimportant.Let’sstartwithsomeonewhoislookingtobookyourserviceandlet’ssaytheyarelookingontheInternet.Yourpotentialbookerputsinasearchterm,hitsEnter,andthenlooksthroughthelistofreturnedsearches.Ifyourwebsiteisnotthere,youain’tgettingthebooking–it’sassimpleasthat.Soinaway,youhavetowriteyourcontentwithtwoviewsinmind,thebookerandGoogle.WhatIsGoogleLookingFor?Beforewestartlookingatwhatcontenttocreate,let’sseehowGoogleworkssothatweknowhowtofeedthebeast.



Googleisasearchengine.Itindexestrillionsofwordsfrombillionsofwebsites.WhenyoutypeasearchtermintoGoogle,acomplexmathematicalalgorithmkicksoffinthebackgroundandinmicrosecondsyouarepresentedwithalistofrelatedwebsites.Tryitnow.I’mserious–stopreadingthis,gotoGoogleandtypeintheword"algorithm.”Goon.Doitjustforfun.WhenIdidittocheckthespellingofthewordalgorithm,Igot118,000,000(that’s118million)resultsin0.31seconds.That’ssomeseriousalgorithm.Nowifweknowwhatthealgorithmislookingfor,thenwecanstandachanceofgettingseen.Right?

Hereiswhathappensinthe0.31secondsittakesforGoogletoreturnsearchresults:IhittheEnterkey.Googlechecksthroughitsdatabaseoftrillionsofwordslookingfortheterm“algorithm.”Whenitfindsthatword,itchecksinwhatcontextthewordisused.Itcheckstherelevanceofthewordtootherwordsonthesamewebsite.Itcalculateswhatpagesbestmatchthesearchedterm.Googlethengivesalistofthosepages,withtheonesthataremostrelevantbeingatthetop.

Imaginewalkingintoalibraryandsaying,“Doyouhaveanygoodbooksonalgorithms?”Thelibrarian,havingreadeverybookinthelibrary,handsyou10booksaboutalgorithms.That’sprettymuchwhatGoogledoeseverytimeasearchismade.Nowmultiplythatbythe1.17billionsearchesthatGoogledoeseverymonthandyoubegintoseetheenormityofthebeast.Youneedyourwebsitetobefoundandtodothat,youneedtopleasethemightyalgorithm.Butthat’sjusthalfofthestory.Behindeverysearchisarealpersonlookingforsomething.Whenthealgorithmhashaditswaywithyourwebsite,it’sthenhandedtoarealliveperson,andthatpersonisyourbooker.Thesecondpartofcreatingamazingcontentisaboutconnectingwithyourpotentialbookersonalevelthatmotivatesthemtowanttoreachouttoyou.Ifpeopleseeyourwebsiteinasearchresultandclickonit,youwanttostartaconversation.Youwanttoaffectyourvisitorsonapsychologicalandemotionallevelsothattheyfavouryouoverthe118millionotherchoicesthatGooglelaysbeforethem.Yourcontentiswhatdoesthis.Overthenextfewchapters,Iamgoingtoholdyourhandandwalkyoustepbystepthroughhowtocreategood,emotivecontentthatwillsatisfyGoogleandmoveyourpotentialbookertotakeaction.



TheMasterPlanIfyoutrytobeallthingstoallpeople,youwillendupbeingnothingtonobody.Inordertobeclearinthemessageyouwanttoputout,youfirstneedtounderstandwhoyouarespeakingtoandwhy.ThefirstpartofthemasterplanistodefinetheWHO.Don'tbetemptedintoskippingthisvitalstep.Youaregoingtousethisavatarasyourfoundationforyourcontentcreation. Part1:DefiningYourTargetMarketWhoisyourbooker?Beforeyoucanunderstandwhyyourbookerbooks,youfirsthavetodefinewhoyourbookeris.ThisprocessIamabouttoshareisknownascreatingamarketingavatar.Bigbrandsandlargebusinessesusethisprocesswhenputtingtogetheramarketingcampaignasithelpsdefinethecharacteristicsofthebooker.Thereasonbigbusinessesgothroughthisprocessisbecauseitworks.IfyouGoogletheterm“marketingavatar,”youwillgetasenseoftheimportanceofthisprocess.Why?Ifyouunderstandwhoyourbookeris,youcanspeaktothemdirectlywithafocusedmessage—andthat’ssmartmarketing.Whatisanavatar?Anavatarisarepresentationofyouridealbooker.Youaregoingtodefinewhotheyare,givethemaname,andbrainstormwhatintereststheyhave.Youaregoingtocreateavirtualpersonwithavirtuallifebasedonwhatyouridealbookerislike,andthenyouaregoingtocraftallofyourmarketingasifyouwerespeakingdirectlytothatperson.Ifthatsoundsabitwoolly,that’sokay.Stickwiththisprocessanditwillbecomeclearaswedoittogether.Let’sstartwiththemoreobviousquestions.Gender:Isyoubookeramanorawoman?Forme,that’seasy.Iworkasakidsandfamilyentertainerandmostofmybookers—infact96%ofthem—arefemale.

QuickTip:Createaprofileofyouridealcustomerssoyoucanmakecontentthatspeakstheirlanguageandaddressestheirconcerns.



Age:Howoldisyourbooker?Igetthattheagemayvary.Thisexerciseistodefineyouridealbookersoit’saboutfindinganaverageagethatfits.Forme,Iknowmybookerisamother.Mostofthetime,shehastwochildren,oneyoungandonealittleolder.Withthisinfo,Icanestimatethatsheis33yearsold.Continuethislineofquestioningandexaminethefollowing:

• Lifestyle• Profession• Income

Delvedeeper.Remember,thisisaboutyoudaringtothinkoutsidethebox.

• Whatdotheydesire,wanttoaspireto?• Whataretheirchallenges?• Whatkeepsthemawakeatnight?• Whatdotheydislike?• Whatconversationsdotheyhavearoundthekitchentable?• Whatbooksdotheyread?• Whichsocialmediachannelsdotheyhangouton?• Howdotheyrelax?• Whataretheirspendinghabits?• Whydotheybuy?

Onceyouhavemadealistofanswersandexploredyourownquestions,it’stimetobringyouravatartolife.

• Givethemaname.• Describehowtheydress.• Describehowtheylook.• Exploretheirfamilysetup.

Hereisalinktomyavatarsoyoucanseeafinishedexample.http://musewebsitedesign.com/avatarBewareofusingmyavatarasatemplateasshewascreatedformybusinessandisbasedonthemarketItarget.Myavatarwillfitonlymybusiness.Theparadoxoftheavataristhatyouhavetomakeyourownfromscratchoritwon’twork.Ifyoutakethetimetodothis,Iguaranteeitwillbethebesttimeyou’llspendonyourentertainingbusinessinalongtime.Youaregoingtoneedyouravatarinfrontofyouforthenextphaseofcontentcreation,sogoandcreateitnow.



Part2:CreatingYourPackagesYouareabouttoexaminewhatyoudoasanentertainerasneverbefore.Youareabouttoturnyourentertainmentbusinessonitshead,tearittopieces,andthenputitbacktogetheragain.Therearenoruleshereexceptthatyouhavetodothis.Becreative!Jotwords,ideasandsentencesdownastheycometoyou.Createmindmapsifyoulike,ormakeflowcharts,ordrawpictures,whateverfeelscomfortable.Youareabouttodefineyourofferbybrainstormingthepackagesyouwishtomarkettoyourbookers.NowwhenIsaydefineyouroffer,Idon'tmeanjustlistwhatyoudo.Sayingyoudo“one-hourmagicwithballoonanimals”isnotdefiningyourpackage.Wearegoingtodrilldownintowhatyoureallydoandhowthisfitsyourbooker’sneeds.Inordertodothis,weneedtounderstandyourbooker’sproblems.Whatproblemdoesthebookerhave?Harshrealitycheck:Nobodybooksyoubecauseyouareagreatentertainer.Tobehonest,peopledon'tcare.Theybookyoubecauseyousolveaproblemforthem.Yourjobistounderstandwhatthatproblemis.Ifyouareaballoontwister,theproblemmaybealineandthebookerwantsthepeopleinthelinetonotgetagitatedandbored.Ifyouareaweddingmagician,thebrideandgroomdon'twantadeadspotintheweddingsotheyhireamagiciantokeeptheguestsoccupied.Ifyouareakidspartyentertainer,theproblemmaybethebookerisafraidtobestuckwith35five-year-oldsfortwohours.Ifyouareaclose-upmagicianinatoprestaurant,theproblemmaybethatthebookerwantstodifferentiatehisorherbusinessfromtherestaurantaroundthecorner.IfyouareastageillusionistworkingVegas,itmaybethatthebookerwantstoattractpeopletohisorhercasino.Soyousee,bookersbookyoutosolveaproblemandyourjobistounderstandwhatthatproblemis.Jotdowntheproblemsyourservicesolves.Bedetailedandthinkoutofthebox.

“Bookersbookyoutosolveaproblem.Yourjobistounderstandwhatthatproblemis.”



Seeitthroughtheireyes.Thinkaboutwhatitisyoudonotfromyourperspectivebutfromyourbookers’perspective.Youaregoing

toseeyourservicesthroughtheireyes.Youaregoingtobeintheirsubjectiverealityandyouaregoingtotrytounderstandwhatyoudofromtheirframeofreference.Whatdoyoudo?It’stimetousetheproblemsonyourlistandmatchthemwithaserviceyouoffer.Manygetthiswrong—IknowIdidforyears.IfsomeoneaskedmewhatIdid,Isaid,“Iamakidsmagician.”Ifsomeoneaskedmewhatthebookergot,Isaid,“Abirthdaymagicshowwherethebirthdaykidwasthestar.”Iwaswrong.Iwasseeingmyofferthroughmyeyes,nottheeyesofmybooker.Inowknowthatmybookerdoesn’tcare

whetherIdomagicorpuppetsorgamesorballoonanimals,orthatIwonawards,orthatIbuyexpensiveprops,orthatIbelongtoamagicclub,oranythingelseforthatmatter.Allmybookersreallycareaboutiswhatexperiencetheirchildisgoingtohaveathisorherbirthdayparty.Theydon'tcareaboutthehow;theycareaboutthewhat—whatexperienceswillmychildhaveandhowdoesthataffectme?IfsomeoneasksmewhatIdotoday,Isay,“Ihelpparentsprovidelifelongmemoriesfortheirchildrenbyguidingthemthrougharrangingandhostingthebestbirthdaypartytheirkidwilleverhave.Ihelpthembymakingthedaystress-free,byholdingtheirhandthroughtheentireprocess.Ihelpthembetheenvyoftheirfriendswhowillcommentbytheendoftheeventonwhatanamazingpartytheyhavehosted.”Nowit’syourturn.Writedownsentencesabouthowyouhelpyourbookers.Thinkabouttheexperiencetheygetfromhavingyou.Thinkabouttheproblemsyousolveforthem.Bydoingthis,youwillbegintofindemotivesentencesyoucanweaveintothedescriptionsthatyouwillputontoyourwebsite.

Part3:PlanningYourWebsitePagesYouhavecreatedanavatarandyouhaveidentifiedtheproblemsyourbookersface.Youhavedevelopedyourpackagestoaddresstheseproblemsandwordedthemintermsoftheexperiencethebookersget.Nowit’stimetotellthemastory,animportantstoryaboutyouandwhatyoucandoforthem.Thepagesonyourwebsitearelikethechaptersinabook.Justlikehowabook’schaptersflowtoformthestory,soshouldyourpageshaveaflowoftheirown.Yourpagesneedtobepartsofthesamestory,notislandsofisolatedinformationstandingalone.Yourpagesneedtoleadtoandfromeachotherseamlesslywithacommonthemeandstyletomakethereaderfeelasenseofsynergy.Withthatsaid,let’slookatwhatpagesyouneedonyourwebsite.

“Allmybookersreallycareaboutiswhatexperiencetheirchildisgoingtohaveathisorherbirthdayparty.Theydon'tcareaboutthehow;theycareaboutthewhat—whatexperienceswillmychildhaveandhowdoesthataffectme?”



TheObviousHomePageReadingyourhomepageshouldbelikereadingasynopsisofyourstory.Yourhomepageshouldanswerthesethreequestions:

• Whatdoyoudo?• Whodoyoudoitfor?• Whyshouldtheycare?

Yourbookershouldknowwithin3secondsoflandingonyourhomepagethattheyareattherightplace.AboutPageYouraboutpageisNOTABOUTYOU.Sorryabouttheshoutytextbutthatisimportant.Youraboutpagesayswhyyouaretherightpersontohelpyourpotentialbookers.Yes,therewillbeinformationaboutyouonyouraboutpage,butyouhavetoputitinonlyifitoutlineshowyouarequalifiedtosolveyourbookers’problem.Youraboutpageisalsoaplacewhereyoucanshowabitofyourpersonality.ContactPageYourcontactpageshowsthatyouarearealpersonwitharealaddress—whichofferspieceofmind.Yourbookerknowsthereiscredibilityandtransparencybecauseyouaremakingyourselfavailable.TestimonialsorReviewsIfyoutellyourpotentialbookershowamazingyouare,youareboasting.Ifapreviousbookertellsthemhowamazingyouare,thenitistrue.Yourbookerwantstohearfromothersjustlikethem—peoplewhohavefacedthesameproblemstheyarecurrentlyfacing—andtheydelightinseeinghowyousolvedthoseproblems.TheNot-So-ObviousThisiswheretherealplanningcomesin.Youneedtolookatyourpackages,identifytheitchthatyourpackagesscratch,thencreateaseparatepageforeachsolutionyouoffer.Let’susemyentertainmentbusinessasanexample.Idotwokindsofshowsforkids.Thefirstisaone-hourmagicshowwithsomewarmupgames.Thesecondisatwo-hourmagic,gamesanddiscoshow.



Nowlet’slookatwhereIperform:

• Kidsparties• Juniorschools• Preschools• Weddings• Christeningsandnamingceremonies• Christmasparties• Hollidayclubs• SeasonaleventssuchasEasterandHalloween• Corporatefundays

Thetruthismyshowsareprettymuchthesame.SureItweakthecontentslightlyhereandthere,butthebaseelementsremainthesame.YouandIknowthatthepersonbookingaone-hourmagicshowforakidspartyandthepersonbookingaone-hourmagicshowforajuniorschoolarebuyingtosolvedifferentproblems.Butthepointhereisyouneedaseparatepageforeachoftheproblemsyousolve.It’snogoodhavingawebsitethatsays,“IamakidsmagicianandIcandokidsparties,juniorschools,preschools,weddings,christenings,namingceremonies,Christmasparties,holidayclubs,seasonaleventssuchasEasterandHalloween,andcorporatefundays.”Thinkaboutyourpackagesandthedifferentsituationsyouperformin,andthencreateaplanofthepagesyoufeelyouneedtospeakdirectlytoeachbooker.Don'tworrytoomuchaboutwhatyouwillsayonthesepagesatthismoment.Justidentifywhatpagesyouneed.Thiswillgiveyouthewireframethatyouwillpopulatewiththewordsthatwilldoyourselling.

“YouandIknowthatthepersonbookingaone-hourmagicshowforakidspartyandthepersonbookingaone-hourmagicshowforajuniorschoolarebuyingtosolvedifferentproblems.Butthepointhereisyouneedaseparatepageforeachoftheproblemsyousolve.”



ThePsychologyBehindWhatYouWrite

Psychologyisthestudyofhumanbehaviourwithincertainparameters,andthepsychologicalstudyofhowandwhypeoplemakebuyingdecisionsisabigbusiness.Billionsofdollarsarespentannuallybybusinessesintheirquesttounderstandhowtomakeusconsumersbuymore,andhereIamgoingtosharesomeresultsofthatresearchthatyoucanuse.Let’sLookattheBrainTherightsideofyourbrainisresponsibleforvisualisation,imaginationandthinkinginmetaphors,anditiswhereyourautobiographicalmemoriesarestored.Thelefthemisphereofthebrain,ontheotherhand,isresponsibleforlinearreasoning,logic,andcalculations.Peoplearemorelikelytopurchaseyourserviceswhentheyareinanemotionalmindset(rightbrain)andlesslikelytobuywheninananalyticalmindset(leftbrain).Weallmovebetweenrightandleftbrainthinkingallthetime,buttherearetimeswhenwedistinctlyuseoneovertheother.Anexampleisifyouarerecallingamemoryofsomethingyoudidasachild,youwillbeusingyourrighthemisphere.Ifyouareworkingoutwhooweswhatonthebill,youwillbeusingyourlefthemisphere.Whencreatingthewordsforyourwebsite,youwanttouselanguagethatguidesyourreadersintousingtheirrighthemisphereandnotjumpingovertotheirlefthemisphere.Youcandothisbypaintingpictureswithyourwordsandusingemotion-typewordsratherthanstatingfactsandpresentinglists.Guideyourreaderstousetheirimagination.Example:“Justimaginewatchingyourchildwavingthemagicwandandthemagicworkingjustforhimorher.Everyoneisclappingandcheeringandyourchildfeelslikeamilliondollars.”Togetyourreaderstoimagine,youhavetopaintpicturesintheirmind.Atadeeplevel,ourbrainsstruggletodifferentiatebetweenimaginationandreality—that’swhywegetemotionallymovedbyamovie.Whenyourbookersimaginethescenario,theirbrainreleaseschemicalsthatcementthepositiveexperience.Theymaywellbesmilingastheyreadtheemotivewordsyouhaveputonyourwebsite,andtheymayevenfeelasenseofprideandjoyjustfromvisualisingtheirchildhavingthetimeofhisorherlife.Whenthishappens,theclientsarewellandtrulysubmergedintheirrighthemisphere.



AvoidtheJolt

Assoonasyouputacomparisonoranumberinthemix,thereaderleapsfromtherighttothelefthemisphere.Heorshewillnowmakedecisionsbasedoncold,hardreason.That’swhyit’snotagoodideatoputyourpriceinamongstemotivetext.Ifyoufeelyouwanttohaveyourpriceonyourwebsite,putitonapagewithmoreanalyticalcontent.Example:“Yougetthisandthatandtheotherthingallforthepriceofonly$xx.xx”

Mypersonaladviceistokeeppotentialbookersinaright-hemispherethinkingpatternasmuchasyoucan.Tellstories,paintpictures,andtakethemonajourneyofimaginationandyourwordswillhaveimpactandsellyourservice.

“It’snotagoodideatoputyourpriceinamongstemotivetext.Ifyoufeelyouwanttohaveyourpriceonyourwebsite,putitonapagewithmoreanalyticalcontent.”



WritingTipsSoyouhaveanavatar,you’veassessedyourbookers’needorproblem,youhavestructuredwhatyouofferintermsofhowitbenefitspotentialclients,andyouhaveplannedyourpagestructurebasedonthedifferentbookerswithwhomyouwillbedealing.It’snowtimetogetwriting.Tip1:FindYourVoiceFindingyourvoiceisaboutfindingyourwritingstyle.Yourwritingstyleshouldbeanextensionofyou—it’syouspeakingwithyourbookerusingwrittenword.It’saboutbeingcongruenttowhoyouare,beingtransparent,honestandrealbylettingthetrueyoushinethrough.Avoidtryingtobesomethingyouarenotanddon'ttrytobeultra-formalandbusiness-like.Itdoesn'twork.Isuggestprintingoutyouravatarandhavingitinfrontofyouwhileyouarecreatingthecontentforyourwebsite.Writesometextandthenreaditaloudtoyouravatar.

Doesitfeelcomfortabletoread? Doesthisfeellikehowyouwouldspeaktothispersonfacetoface?Doesitsoundlikeyourwordsorsomeoneelse’s?

Ifitallfits,thenyouhavefoundyourvoiceandyoucangetintotheflowofcreatingamazingwrittencontent.Ifitdoesn'tfitthentryagain.Anexerciseyoucanuseistorecordyourvoicesayingaloudwhatyouwantthebookertoknow.Nowplaytherecordingbackandwritedown,wordforword,whatyousaid.Takealookatthepatternsandflowthatcomefromyournaturalvoiceandeditthetextslightlybecausewrittenwordisdifferentfromspoken.Thisshouldhelpyoufindyourwriter’svoice.Thisexercisecanbeexpanded.Tryrecordingyourtelephoneconversationswithpotentialbookers.It’snotimportanttorecordtheirpartoftheconversation,justyours.Youcandothisbyhavingahandheldrecordingdeviceclosetothephone.Therearemanysuchdevisesonthemarket.Theyareusedinbusinessfornoterecordingordictation.IuseanOlympusDM-650thatIpickedupsecond-handoneBayanditworksperfectly.Believeme,ifyourecordyourvoiceandwritewhatyousaywordforword,youwillbegintofindyourtruewritingvoice.Youwillalsopickupsomegreatexpressionsanddescriptionsofwhatyoudo,whichwillbepuregoldwhenyouwriteyourcontentforyourpackages.

“Ifyourecordyourvoiceandwritewhatyousaywordforword,youwillbegintofindyourtruewritingvoice.Youwillalsopickupsomegreatexpressionsanddescriptionsofwhatyoudo,whichwillbepuregoldwhenyouwriteyourcontentforyourpackages.”



Tip2:Don’tWriteintheThirdPersonItmaybetemptingtowriteinthethirdperson,topretendyouarenotyoubutrathersomeonewhoiswritingaboutyou.Butthiscreatesincongruenceinyourwriting.It’salieandyourwritingwillreflectthis.Example: MagicianKenKellyhasbeenentertainingchildrenforover30years.Thisshouldbe: Ihaveenjoyedentertainingchildrenforover30years.ThebookerislookingtobookYOUandYOUarelookingtoshowyourpassion,sowriteasonlyYOUcan.TellpeoplewhatYOUdointermsofhowitbenefitsthem.Byspeakingasyourself,inyourownvoice,youarestartingaconversationbetweenyouandyourbooker.Thisconversationwillcontinueviaemailoroverthetelephoneandtheninpersonwhenyouarriveattheevent.Tip3:Don’tUse“We”Youdon'tneeda“we,”sodon’tuseitinyourcontent.Example: Afteryoubook,wesendyouyourconfirmationpack.Thisshouldbe: Afteryoubook,Iwillgladlysendyouyourconfirmationpack.Peopledon’twanttoworkwitha“we;”theywanttoworkwithyou.Yourbookerswanttodealwitharealpersonand“we”inferssomehypotheticalgroup.Ifyourbookersdealwithyou,theyknowsomeonehasaccountability—you.Iftheydealwitha“we”,theyhavenorealideawhotheyaredealingwith.A“we”decreasesaccountabilityandincreasesrisk.Bydroppingthe“we,”youreinforceamoreintimaterelationshipwhichbuildsrapportandtrust.

“Ifyourbookersdealwithyou,theyknowsomeonehasaccountability—you.Iftheydealwitha’we,’theyhavenorealideawhotheyaredealingwith.A“we”decreasesaccountabilityandincreasesrisk.Bydroppingthe“we,”youreinforceamoreintimaterelationshipwhichbuildsrapportandtrust.



Tip4:Avoid“Me,me,me”Okay,nowlet’sconfuseyouevenmore.Bewareofusing“I”toomuch.What?Butyoujustsaiddon'tuse“we,”right?Yes,speakasyourself.However,trytousewordsreferringtoyourbookersandwhattheygetasopposedtoyouandwhatyoudo.YoucanuseI,butuseitsparingly.Askyourself,ifthereisawaytorewritethesentencetouse“you,”“yourchild,”or“yourguests”ratherthan“I.”Example: Idomagicandinteractivegames.Thisshouldbe: Yourguestsenjoymagicandinteractivegames.“Ido”ismuchlesspowerfulthan“youget”or“yourchildexperiences"or“yourguestsenjoy.”Thisisanotherexampleofseeingtheofferthroughtheeyesofyourbookers.Speakaboutwhattheyget,notwhatyoudo,andyourwrittencontentwillshine.

Soinsummary:• Findyourtruevoicethatreflectsyourpersonality.• Writeasyourself.Don’thidebehindathirdpersonvoice.• Don’trefertoyourselfas“we.”• Speakaboutwhatyourbookersget,notwhatyoudo,andavoidthewords“I”and“me”in

theprocess.



WritingforGoogleHereareusefulresourcesthatI’dloveforyoutocheckout:

VideoaboutKeywordResearch:https://youtu.be/KwPAj-b3l3s

InordertoappeasethegreatGooglealgorithm,youneedtomakesureyourwebsitecontainsrelevantkeywordsforyourtypeofentertainment.Todothis,youwillneedtoputsometimeasidetodosomekeywordresearch.Researchingkeywordsistime-consumingbutnecessaryasyouwillneedtoweaverelevantkeywordsintoyourwebsitecontent.Takethetimenowtobuildyourkeywordlist,anditwillmaketheprocessofcreatingyourwebsitecopymucheasierforyou.KeywordsarevitaltoorganicSEO.IfyouwantyourwebsitetoshowuponGoogle'ssearchenginewhensomeoneusesasearchtermrelatedtoyourbusiness,you'llneedtherightkeywordsforyourpagetobetriggered.Inthischapter,you'lllearneffectiveways—bothfreeandpaid—tosearchforthoserichkeywordsandbuildyourkeywordlist.Gothroughthefollowingmethodsandusetheonesthatyouthinkwillbenefityouthemost.Method1:BuildYourKeywordListbyResearchingCompetitors’PPCAdvertsTostartyourlistofkeywords,researchingyourcompetitors’paidadvertisingonGoogleisafantasticwaytogetapeekatwhatkeywordstheyareusingandrankingfor.UseGooglesearchandsearchforkeywordsthatyouthinkyourbookerwouldenterinthesearchfield,suchas“kidspartyentertainer.”Oncethesearchresultscomeup,makesureyoupayattentiontotheadsatthetopandonthesideoftheresultspage.Ifyouseealotofadsforthekeywordyousearchedfor,that'sasignofagreatkeyword.Addittoyourlist.



Sometimesyou'llfindadsthatdon'trelatetoyourbusinessatall.Forexample,youmayfindadsforkids'partysuppliesifyousearchfor“kidspartyentertainer.”Evenifyouseeadsthatdon'tdirectlyrelatetoyourbusiness,theyarestillyourcompetitors.Youwanttopayattentiontotheseguys,too,becauseanyoneusingthetermsyouplantouseareworthlookingat.You'recompetingforkeywordsandclicksafterall.Gothrougheachadandlookatthewordingtheyareusingintheiradvertsasthismaygiveyouideasforotherkeywords.Makesureyoureadtheadsandpayattentiontothosethatpopouttoyou.Getanideaofwhatwordsyoufindmoreappealing,andyoucangetinsightonbothyourcompetitors’andyourtargetmarket'sbehaviour.Makenotesofanywordsthatrelatetoyourserviceandaddthemtoyourkeywordlist.Aftercompletingyouradscavengerhuntforonekeyword,searchforanotherkeywordthatyouthinkapotentialcustomerwouldlookup.Repeattheprocessagain,andlookatthenewadsthatappearinthesearchresults.Ifyouseethesameads,makeanoteofthekeywordbecausethat'sasignthatyourcompetitorsareusingthiskeywordtogetfound.Andthatmeansit'savaluablekeywordforyou.Thisisanimportantmethodthatyoushouldapplywhendoingkeywordresearch.Knowingyourcompetitorsisvitaltoyourbusiness.Youwanttoknowwhatthey'redoingtogetfoundbytheirtargetaudience.

QuickTip:Pretendyouaretheavatarthatyoucreated.Payattentiontoyourbrowsingbehaviour.Whatadsaremoreappealingtoyouasacustomer?Whyaretheymoreappealingtoyou,andwhywouldyouclickthoseadsoverotherones?



Method2:GoogleAdWordsKeywordPlannerToolTheGoogleAdWordsKeywordPlannertoolisafreeresourcethatyoucanusetofindkeywords.YouneedaGoogleAdWordsaccounttoaccessit.Ifyoualreadyhaveanaccount,you'reallset.Toaccessthetool,signintoyouraccount,andfindthe’Tools’menuatthetop.Lookforthe‘KeywordPlannerTool’andclickonit.You'llberedirectedtothepagewhereyou'llbeabletosearchforkeywords.

HerearethestepstousetheKeywordPlanner:

1. Selecttheoption'Searchfornewkeywordandadgroupideas.'Onceyouclickonthisoption,aformwillappearthatyouneedtofillouttogeneratekeywords.

2. Entersearchtermsthatyouthinkpeopleareusingtofindyourbusiness.Ifyouhaveawebsiteoralandingpage,youcanenteritsURL.

3. Afterenteringtheinformation,clickonthe'GetIdeas'button.Alldatarelatedtotheinformationyouenteredwillappear,suchasaveragemonthlysearchesforthekeywordsyouentered,aswellasrelevantkeywords.

KeywordPlanner:https://support.google.com/adwords/answer/2999770



Onceyougetontheresultspage,you'llnoticethattherearetwomaintabs:AdGroupIdeasandKeywordIdeas.TheAdGroupIdeastabshowsyoutheadgroupsforcertainterms.Forexample,thereare25keywordsintheadgroupfor'ChildrenEntertained.'Inthatadgroup,there'salistofkeywordsthatareassociatedwiththatadgroup.ExploretheAdGroupIdeasandtheKeywordIdeastabs.Addanykeywordstoyourplanortakenoteofanykeywordsthatyouthinkwillworkforyourservice.

KeywordPlannerMiniLesson:Thecolumnforcompetitionhasdifferentranks:high,medium,andlow.Competitiongivesyouanideaofhowmanyvendorsarecompetingforthesamekeyword.Althoughsomemaythinkit'sbetterforkeywordstohavehighcompetition,youshouldconsiderwhichkeywordswouldworkforyou.Forexample,”children’sparty”isabroadkeywordwithhighcompetition.It'sbetterifyouchooseamorespecifickeywordlike“children’spartyentertainer”sinceit’smoretargetedandwillbemoreeffective.



Method3:PaidKeywordResearchToolsYouhavefreeversionsforkeywordresearch,andthenyouhavepaidversions.We'llgoovertwopaidmethodsthatyoucanusetofindkeywords.FiverrFiverr.comisawebsitefeaturingservicesfromdifferentpeoplethatsellstartingfrom$5.Oneoftheservicesyou’llfindofferedhereiskeywordresearch,andyouwilllikelyfindasellerwhocandoitforyouforaverylowprice.Allyouneedtodoisenter'keywordresearch'inthesearchbarandbrowsethroughthefreelancers.Carefullyreadtheprofiles,feedback,andservicesforeveryselleryou'reinterestedinbeforeyoupurchaseagig.Eventhoughmostservicesare$5,thatsmallamountofmoneycanaddup.Doyourresearchandfindsomeoneyouthinkwouldberightforthejob.Youcanalsouseotherfreelancesites,suchasUpworkandGuru,tofindprofessionalkeywordresearchersyoucanhire.

Awordofcautionwhenhiringfreelancers:Youmaynotgetthebestkeywords.Keywordresearchersonlysearchforkeywordsthattheythinkyou'relookingfor;theywon'talwaysgetthekeywordsthatwillworkforyourentertainmenttype.You'retheonewhoknowsyourbusinessthebest,sokeepinmindthatnoteveryfreelanceryouworkwithwillgiveyouthemosteffectivekeywordsforyourcontent.Withthatsaid,youcanhiresomeonetodotheresearchforyou,thenyoucandouble-checkthekeywordsyourself.Makesureyougivethefreelanceradetailedbriefingofyourbusinesstoensurethatheorsheunderstandswhatit'saboutandwhatyou'relookingfor.



MarketSamuraiMarketSamuraiisanothertoolthatyoucanusetofindkeywords.Here'showtouseit:

1. Enterthekeywordandregionintheappropriatefields.Ifyoudon'twanttosearchforkeywordsinallcountriesorterritories,remembertochooseaspecificlocation.

2. Oncetheresultscomeup,deleteanykeywordsthatdon'tfitwhatyouwant.Youcanthenexportthekeywordsyouwantanddownloadaspreadsheetforthelist.

Chooseamethodthatfitsyou,orcombineanymethodsthatsuityourtaste.Isuggestthatyousearchforkeywordsyourself.You'remorelikelytofindtherightonesifyoudoityourself.Whynottakeabreakfromreadingthisseries,doyourkeywordresearchtoday,andstartthenextpartofyourcontentcreationlatertodayortomorrow?



HowtoStructureYourWriting

Youarenowgoingtoputeverythingtogethertoformasymphonyofwordsthatoutlineyourservices.

Youwillneed:YourkeywordresearchlistYourpageplanAprintoutofyouravatarYourlistofpackagesYourlistofproblemsyourbookerhasandhowyousolvethoseproblemsYourwritingvoice

Musiconlyworkswhentheinstrumentsareputtogetherinharmony.Eachinstrumentneedstobejustloudenough.Eachplayerneedstoknowwhentocomeinandwhattempotoplayat.Havingtheinstrumentsisonething;creatinggoodmusicisanother.Itisthesamewithwritingwebsitecopy.(Copyisthetermusedforthewordsthatyoucraftforyourwebsite.)TheFormulaKeeponesubjectperpage.Don'tbetemptedtocrameverythingintoonepage.Paceyourselfandthinkofeachpageasachapterinabook.Oneservice,oneproblemsolved,onebookertypeandonekeyword.Example: Service: Schoolmagicshow Problem: Mixed-ageaudiencefrom4to8 Bookertype: HeadteacherorPTAmom Keyword: SchoolmagicshowsTheHeadingSelectaheadlinethatsayswhatthepageisabout.Yourheadlineshouldbepunchyandmemorableenoughtoencouragethereadertowanttoknowmore.Yourheadlineisjustlikeanewspaperheadline—itistheretocaptureattention.It’sagoodideatouseyourkeywordinyourheadline.Example: Whysomeschoolmagicshowsdon'twork



TheFirstParagraphTellyourbookerswhatyouaregoingtotellthem.Yourfirstparagraphshouldcontainalltheinformationtheyneedtoknowaboutwhatyouaregoingtosayintherestofyourparagraphs.It’slikeasummaryofwhatyouaregoingtocover.Remembertouseyourkeywordatleastonceinthefirst100wordsofyourfirstparagraph.Example:

Let’sfaceit,notallschoolmagicshowskeepallthechildrenfullyentertained.Thereasonforthisisyouhaveamixed-agegroupofchildrenrangingfrom4rightupto8yearsofageandasyouknow,kidsfinddifferentstuffentertainingatdifferentages.Ifyouwanttoseeyourschoolkidsrollingwithlaughter,gaspinginastonishment,andshouting“more,more”nomatterwhatagetheyare,thenreadon.Youhavefoundthesolution.

YourContentYourcontentshouldbebrokenintoeasy-to-readparagraphswithnaturalbreaks.Aimforaminimumof450wordsperpageandusethisspacetoconnecttoyourbookerandaddresstheirproblems.Withinyourmaincontent,usesynonymsandvariationsofthetargetkeyword.GooglelikesitifyoushowdepthtothesubjectyouarecoveringandusingassociatedwordsgoesalongwayinshowingGoogleyouareanauthority.Example:

schoolmagicianshow,assemblymagicshow,magicshowsforschools(Usevariationwordslikemagical,magically,schooling.Usesynonymssuchaseducation,educationaloreducate.)

GeographicalTargetingMentiontheareasyouserviceinyourcopy.Yes,youarelookingtoshowupinGooglesearchforthekeywordsyou’vechosen,butit’snouseshowingupifyoucan’tdotheshow.Itisimportanttomentiongeographicalinformationoneverypagewhereyououtlineaservice.Don'tjustusethenameofyourtown;mentionsurroundingtownsaswellsoGooglewouldhaveareference.ItargetanareacalledManchesterintheUK.GooglefullyunderstandswhereIwork.ImentionlocationswithinManchestersothatIamnotconfusedwithothertownscalledManchester,suchasManchesterintheUSA.

QuickTip:Youshoulduseyourkeywordtwiceorthreetimesmaximuminyourcopy.Don'toverusethekeywordasthisiscalledkeywordstuffingandGooglepenalisessitesforthis.



AgoodwayoffindingrelevantgeographicallocationsistomakeaGooglesearchusingyourtargettownasthesearchtermandthenclickontheMaptab.TheMaptabisusuallyjustunderthesearchbox.Itsaysweb,map,images,video,etc.(WhenIdidthis,someofthegeographicaltermsIgotfromtheGoogleManchestermapareGreaterManchester,Droylsden,Stretford,Oldham,SalfordandStockport.)Lookatthemapandtakenoteofsomeofthetownsthatareinbold.Usetheseforyourcopy.Here’sanexample:

ThereisnochargefortravelinallareasofManchester,includingStockport,Atrium,Bolton,BuryandRochdale.

TheSubheadlinesUsesubheadingsthatrelatetoyourtopicstohelpbreakthepaceandsegmentyourcontent.Headingsandsubheadingshelppeoplewhomayscanyourcontenttounderstandyouroffer,sothinkaboutyourmainpointsanduseheadlinesandsubheadlinestooutlinethem.Example:

Mainheadline:Whysomeschoolmagicshowsdon'twork(getattention)Subheadline1:Over200.000childrenlaughedatthis(socialproofthatIknowwhatIamdoing)Subheadline2:Theperfectformulaforthemixed-ageaudience(solutiontomixed-ageaudience)Subheadline3:Magicthatcreatesasmileandleavesamessage(educationalanglebutstillentertaining)Subheadline4:Whytheyaskmebackyearafteryear(credibility,otherschoolslovethis)

BulletPointsThisisanotherwayofbreakingupyourtextandmakingtheinformationeasytodigest.Usebulletpointstooutlineimportantpartsofwhatyoudo.Example:

ü Funny–Whenthey'relaughing,they'relistening.ü Magical–Strongmagicrivetstheolderkidstothespot.ü Animated–Colourandmovementkeepsthelittleones’attention.ü Fresh–Anewshoweveryyear!ü Versatile–Youchosetheprogramthatsuitsyourschool.

ImagesThinkaboutwhatimageswouldbestillustrateorsellyourpackage.Also,twoorthreepictureswillbringyourpagetolifeandbreakuptheblocksoftext.Picturesarepowerfulandcansellyourshow.



TheLastParagraphThisiswhereyoutellpeoplewhatyoutoldthem.Thinkofthisasarecapofwhattheyreadonthepage,asummaryofyourmainpointsandhowitwillbenefitthemiftheybookyou.NOTE:Youshoulduseyourkeywordinthelast100wordsofyourcopy.ThingstoRememberHaveaclearcalltoaction.Tellyourpotentialbookersexactlywhattheyneedtodotogetholdofyou.Don'twaituntiltheendofthepagetodothisasmanypeopledon'tmakeittotheendofawebsite.Tellthematthebeginning,againinthemiddle,andagainbeforeyougointoyourlastparagraph.Beclear,beboldanddon'tbeshy.Example:

TobooktheMegaMagicpackageforyourschool,simplycallme(Ken)on091234567.Tocheckifyourdateisstillavailable,clickhere.

InConclusionThereyouhaveit,aformulathatyoucanusetocreategreatcopyforyourentertainmentbusiness.Ifyouthinkthisfeelslikealottodo,youarecorrect—andthat’swhyyouwilloutshineyourcompetitorsifyoudoit.Thisprocessisunknowntomanyandofthosewhodoknowit,onlyfewtakeactionandactuallydoit.Beinthe1%andtakethetimetodelveintoyourbusinessandyouwillberewardedwithgreatbusinessfrombookerswhofeelyoutrulyunderstandthem.

Magic Words - how to create emotive content · An avatar is a representation of your ideal booker....

Documents

Transcript of Magic Words - how to create emotive content · An avatar is a representation of your ideal booker....