This morning, I’d just finished my morning workout. Grabbed something from the fridge and closed the door.
My dog, Cocoa, was lying on the floor a few feet away and I said…
“Well pal. Sorry to say it, but it looks like you’re on your last leg.”
Then I tipped my head back in laughter.
Now, before you think I’m some sort of heartless excuse for a human, my dog is barely over a year old and in perfect health.
I’ll also say, as dogs go, she’s a dream, a real lover of a pup, and well… what can I say, she’s my writing pal.
So what’s this about her being on her last leg? And, why was I laughing?
Ever since she was a tiny pup, we’ve kept her on a partial raw meat diet.
Every morning she gets her kibble and a raw skinless chicken leg.
You might have heard dog’s shouldn’t have chicken bones. Cooked no. But raw? They’re great for their stomach.
And, she crunches them up like popcorn on movie night.
When I was in the fridge I noticed I’d taken her last chicken leg out of the fridge.
The irony of my comment of her being on her last leg made me laugh. It reminded me of…
The Bones of Direct Response Copywriting
You see. That comment is so much like direct response copywriting it’s… well it’s funny.
What I said about her being “on her last leg,” in one context means tears and sadness.
But today? It meant a humorous miss interpretation of ‘slanguage.’
I meant it literally, not figuratively.
And it sounded like I was giving the wrong message.
And that’s where the bones of direct response copywriting comes in.
Are You Giving Customers the Right Message?
So many businesses today focus on the wrong message in their copy.
They’re paying copywriters who know no different to write content which is focused on the business. Not the customer.
And there’s one big problem with that…
If it keeps up? Their business will be on ITS last leg.
Hey, 97% of the purchasing public look on-line before making their purchase.
And, you know just how fast you can click through the web pages looking for just the right product or service.
If there is even a hint of the wrong message… click, they’re gone.
It’s all about the customer.
We won’t even get into the fact Google is getting smarter as it scrolls web sites looking for relative content for its ranking and ad word pricing structure.
That happened when Google moved its logarithms from Panda to the Hummingbird update.
What does that mean for you?
Miss writing your direct response copy to meet Google’s rules… aka good content with great SEO copy…
And your web site gets downgraded.
What that really means is, your organic search placement gets pushed down.
And, since 90% of web surfers will not look past the first page of search results
That means if you spend budget dollars on the wrong message, it actually costs you more to get less exposure.
Now, don’t that sting a little bit?
So whether we work together or not, take a little tip from me. Do yourself a favor, keep your marketing about the customer, not the company.
And, make sure the content is written so not only Google makes it easier for you, but your customers respond to your favor.
The easiest solution of course, is to pick up the phone and call me 715-760-0712 or send me an e-mail to talk about a deep review of your site… and get you ranking higher.