You’ve probably heard – you need to grab your reader’s attention with a headline. That’s true.  

So now the reader turns to your opening.  Ideally, you’ve chosen the perfect story…unless you’ve got a short piece (like a landing page) and need to dig right into the action. 

When this happens, I recommend pull questions – questions or bullets that resonate so strongly with your audience, they pull readers into your world.

You’ve probably seen these: 

Do you feel that you keep working hard but don’t see the results you hoped for?

Do you love what you do but hate marketing because it feels SO inauthentic?

These pull questions won’t strike a chord in the heart of most readers. They’re abstract, so they don’t appeal to emotions. And they’re cookie-cutter.: they sound like everybody, which means nobody.

How To Write Attention-Grabbing Pull Questions  

Highlight the problem you solve (in their words): 

“You’ve worked with 5 mentors and 4 home study courses and you are still struggling to get past $20K a year.”

“You promise yourself you’ll order fruit slices for dessert, but for the third time this week there’s a fudge sundae on your plate.”

Draw on the reader’s emotions.

“Are you frustrated with dozens of get-acquainted calls that never turn into new clients?”

“Are you tired of pulling all-nighters to finish your sales letter copy – and wondering why nobody else seems to be working this hard?”

Get the reader to say “that’s me!” 

A professional organizer:
Did you know that many people pay late fees simply because they can’t find their bills?
Have you bought three pairs of gloves because you thought you lost them (and they turn up in your own closet, under a pile of old sweaters)

A fitness trainer :
“Do you tell yourself it’s time to hit the gym, but somehow you’re too tired to leave the couch?”
“Do you find yourself puffing up a flight of stairs when you see others flying by?”

Bottom line:

Headlines and openings start the same way: with your client’s back story.

When you begin with your client’s back story, you’ll know instinctively how to write copy. You’ll support your brand, differentiate your services, and deliver more value. 

What are your thoughts about pull questions?

Reply in the comments below.

If you’d like to work with me to get higher conversions from your content, answer the “what’s your story” question or nail your small business brand? The best way to begin: sign up for a consultation at https://cathygoodwin.com/storyconsult 

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1. Keyword Research is Essential

Start by identifying keywords relevant to your content. Use tools like Google Keyword Planner or SEMrush to find keywords your audience is searching for. Incorporating these keywords naturally into your posts can significantly improve your search engine rankings.

2. Optimize Your Post Titles

Your post titles should be catchy, yet infused with your primary keyword. This not only grabs attention but also tells search engines what your content is about.

3. Use Headings and Subheadings

Break your content into smaller sections using headings and subheadings. This improves readability and also allows you to incorporate secondary keywords.

4. Mobile-Friendly and Fast Loading

With the increasing use of mobile devices, ensure your blog is mobile-friendly. Also, a fast-loading site improves user experience and SEO rankings.

5. Internal and External Linking

Link to other relevant posts within your blog (internal linking) and to authoritative external sources. This not only provides value to your readers but also boosts your SEO.

6. Image Optimization

Use relevant images and optimize them with descriptive file names and alt tags containing your keywords.

7. Regularly Update Your Content

Search engines favor regularly updated websites. Keep your content fresh and up-to-date.

8. Use Social Media to Boost Visibility

Promote your posts on social media. This increases your content’s reach and can indirectly improve your SEO through increased traffic.

Conclusion

Implementing these SEO strategies can significantly enhance your blog’s visibility and audience reach. Remember, SEO is an ongoing process, so continuously refine your tactics and stay updated with the latest SEO trends. Happy blogging!

1. Captivating Headline

Your headline is the first thing readers see. Make it catchy, clear, and concise. It should pique interest and give a hint about the content.

2. Intriguing Introduction

Begin with an engaging introduction. Use it to hook your reader, provide context, and set the tone for your post.

3. Organized Body Content

Break your content into clear, digestible sections. Use headings and subheadings to guide readers through your post. Each section should flow logically and contribute to the overall topic.

4. Use of Bullet Points and Lists

Where appropriate, use bullet points or lists to present information clearly. They make the content easier to scan and digest.

5. Inclusion of Images and Media

Visuals can break up text and add an extra layer of engagement. Use relevant images, infographics, or videos to complement your content.

6. Personal Touch

Add your personal insights or experiences. This personal touch can make your blog more relatable and engaging.

7. Conclusion with a Call to Action

End with a conclusion that summarizes the main points. Include a call to action, encouraging readers to engage, share, or explore further.

8. Consistent Formatting

Maintain a consistent format throughout your blog. This includes font sizes, styles, and color schemes.

Conclusion

A well-structured blog post is crucial for engaging and retaining readers. By following these guidelines, you can create posts that are not only informative but also enjoyable to read. Happy blogging!

Today I was inspired by an article written by Neil Gordon, an innovative marketer I follow. Neil in turn was inspired by the infamous fly in the US vice-presidential debate. The fly, not respecting political conventions, landed on the vice president’s hair. Most stories about the debate focused on the fly – drawing attention away from the content of the presenters.

Neil wrote about audience distractions during a live talk. That got my brain churning about how a story can send your audience to a place you don’t want them to go.

Nobody’s perfect and anybody can make these 3 mistakes (I have and no doubt will again.) But just a few tweaks to your story will turn things around.

(1) “I have no idea what she’s talking about.”

You may have heard me tell the story about the time I used a football analogy in a live talk to a group of techies. “The copywriter is like a quarterback,” I said, “and the design team fill the role of the offensive line.”

The audience stared back at me. Missing were the usual head-nods I get from this metaphor.

So I stopped and said, “I guess you don’t follow football.” They all laughed and I made the point another way. (To be fair, Philadelphia had just won the Super Bowl a week earlier; these guys were part of the 1% of Philadelphians who didn’t follow football.)

Nowadays, when I’m speaking or holding a webinar for a new audience, I ask the meeting planner about the audience. When I’m speaking to a group in North Carolina, it’s a pretty safe bet they’ve heard of Vince Gill and Kacey Musgraves. When I’m in Philadelphia, I can tell a story about South Philly.

(2) “That couldn’t have happened…”

I was looking forward to a recent book on life transitions. I was disappointed by an overdose of fluff, but the final straw came from a simple factual mistake.

The author told a pretty good story about Beverley Bass, claiming Ms. Bass was the first woman to fly for a major airline. Unfortunately, that honor belongs to Bonnie Tiburzi, who wrote a really good book about her experiences, way back when. Why hadn’t he bothered to google this?

Closer to home, one marketer used to tell stories about maxing out her credit cards to buy equipment, take a trip and upgrade her wardrobe. As a few people pointed out, you can’t keep maxing out your credit cards before someone takes them away. And when you add that you just bought a large home in an expensive city, eyebrows get raised.

You run Into special challenges when you really do have an amazing offer that seems too good to be true.  You offer the benefits – but how do you convince your skeptical audience? I share some copywriting tips to deal with them in this blog post.

(3) “That’s definintely not your story. I read it in a book of urban legends.”

I was attending a dinner at a networking event. The keynote speaker, who was obviously well-paid for his contribution, told an engaging story about an improbable event.

He lost a lot of us in the first 3 minutes. We’d read the same book.   

These days people don’t seem to borrow stories as much as they used to, but occasionally I hear someone desperate to open their article or talk with a story they just didn’t have. So they help themselves to someone else’s.

Although I’m focused on storytelling these days, sometimes I tell clients, “You just don’t need a story.”

It’s okay to make up a story — if you tell us. One speaker said, “I don’t have kids, but if I did…”

The parents in the room shook their heads wisely. No, they thought to themselves, he wouldn’t.

But he honestly thought he understood parenting. He didn’t claim expertise. So his audience was more amused than distracted: “Boy, has he got a lot to learn!”

The best way to build credibility with your audience is to understand – really understand – where they’re coming from. And the best way to do that is to find their backstory, which is also their baggage story.  Get the full scoop in my new course The Client Advantage, a guide to finding your client’s real motivation.

Or for a preview download this free report.

And with fall, many business owners are looking for ways to build their websites and develop new offers. I’m scheduling about 2 weeks out for consultations, so click here and sign up if you’d like to get past obstacles and start seeing better results. Click here to learn more and register.

It started with standup comedy. Doing open mic standup had been on my bucket list forever. I’d had lots of practice as a college professor, entertaining bored students with the intricacies of marketing.

But they were a captive audience and they’d laugh at anything…even my cat jokes.

Soon after I moved to Philly, I decided to take this goal off my bucket list and make it happen.

Once I got comfortable performing, I realized comedy could be a vehicle to send a message. People remember my jokes long after they’ve forgotten any of my thoughtful, serious insights. I made jokes about being single (“I define intimacy as sharing the same…zip code”). And then I made jokes about the stereotypes of aging.

My jokes started out G-rated but soon became sets that were more appropriate to late night open mics in comedy clubs.

These jokes eventually turned into a blog, Aging in Sneakers. And then it became a book I released in July — an irreverent, in-your-face book about getting older.

The book isn’t for everyone. You can view the book when you click here. There is a mild expletive in the title, which may offend some people.

But in the rest of this G-rated message, I’ll show how I used what I’ve learned as a copywriter and strategist.

(1) Target one segment but expect to be surprised with a new audience.

The book originally was planned for forward-thinking women, 35 and up. They were worried about aging and didn’t want to turn out like their parents.

Sure enough, I got a great response from thirty-something women.

But I wasn’t expecting positive reactions from millennial males. One said, “I was always afraid I’d turn out like my aging parents. This book helps me understand why I won’t.”

What really surprised me were comments like, “I started to read the book and my mom took it away. She won’t give it back. Now she wants my dad to read it too.”

Or (from a 32-year-old male), “I bought your book. A[male] friend came over, picked it up, started reading…and won’t give it back.”

Of course, I can’t resist saying, “You can always buy yourself another copy…”

The most surprising comment was: “It doesn’t seem to be written to women.” Really? Oh well…

(2) Don’t be afraid to be edgy.

When I first announced the book, I timidly set up a page with trigger warnings. After all, in a comedy club, you know you’re not getting milk and cookies. You can be more squeamish when you choose a book.

I expected younger people to be comfortable with the language in the book…but older people were, too. If you think about it, your parents and grandparents may have grown up with swearing. They’re not going to turn prim and proper on their sixtieth birthday.

What gives your writing an edge won’t be the number of swear words or the mentions of …um, edgy topics. Your writing gets an edge when you’re reaching your readers where they live. In copy, that might mean a style like, “the girl next door” or “the cowboy wannabe from Texas.” In this book, it’s talking about topics that most people ignore. Some people will resonate; some will say, “This isn’t for me.”

Of course, I used a lot of stories to make my points and create an edge. I was surprised how many readers commented on the use of stories – they noticed! – saying, “It kept my interest.”

(3) In a non-business book, you can be as up close and personal as you like…but be mindful what you share.

An author plays a very different role compared to a business consultant. I told a lot of stories I’d never use in a business book or blog post.

Some people said, “The book is just like you. Very straight-talking and in-your-face.”
In your face? Me? Well, okay…

Even so, I removed some material that didn’t seem to work. I had a whole section on going to Small Claims Court and winning my case against my former condo…but it just didn’t feel right. It was part of a chapter on scammers. I ended up removing the chapter.

(4) At some point, you have to stop and write “The End.”

Nearly every day I find something I wish I’d been able to include in the book. At some point, you just have to stop. I continue adding new ideas through my blog, AginginSneakers.com, and my new monthly Aging in Sneakers newsletter that will expand on the thoughts in the book.

At some point, you have to fish or cut bait. That’s when you have to…

(5) Bite the bullet and get help…

This book wasn’t like the others I’ve written. It’s not just a passion project: it appeals to a wide variety of readers. It had to be printed up, copyrighted, and promoted. I wanted to release print and kindle editions simultaneously.

I hired Michele PW’s publishing company to make it happen. Otherwise I’d still be looking through Fiverr for people to set up the book for publishing.

…but don’t get too much help.

I came up with the cover concept. I was quoted prices as high as $1500 to turn it into a reality. That was way more than I needed.

I hired someone to touch up the photo (we added nail polish and tattoos, as well as the wording on the sweatshirt). And I hired a cover designer to put the whole thing together. They were both from Fiverr. To be sure, I went through a few designers before finding the perfect ones. You won’t get a direct hit from everyone.

I went ahead and paid those who worked on the design but just didn’t “get it.” It wasn’t their fault.

And that’s how I spent a good chunk of my summer and early fall. It was totally distracting, but also educational, transformational, and yes, extremely rewarding. Every time someone says, “This book changed the way I think about getting old,” I feel like it’s worthwhile…although the royalties are nice, too.

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The secret to being edgy is to really, really know your clients and prospects. You’ve been working on your story. This course shows you how to uncover their story.
Go here to learn more. Use the coupon code LISTEN20 to take $20 off the listed price.

Buy me a coffee if you’d like to keep me inspired to keep creating more content!

Your client’s backstory has 3 parts: the problem, the reason they can’t do it themselves, and what they’ve tried.

Recently I talked with someone who offered a service for preserving and telling stories that come down through the family…stories you might hear at family reunions. A lot of people think it’s important to preserve a family’s legacy of storytelling. She’d interview people and find a way to get them to tell their stories.

The concept was sound. However, what we needed to know was this: Why couldn’t people do it themselves? Why couldn’t they hook up a microphone and just talk?

It’s similar to what happens when you’re on a podcast. The results of being interviewed by a stranger–especially someone who’s a professional interviewer–will be different from the way you introduce yourself. The podcast host will ask different questions. You’ll sound different.

Best of all, it’s one and done! You might keep saying you’ll make a video “someday” and that “someday” never happens. When you’re collecting family history, the person could die or become seriously ill. Then you’d never have that chance.

This business owner had to feature the answer to a big question: Why can’t they do it themselves?

You don’t need to sell your audience on the seriousness of the problem. You need to sell them on the consequences of hiring someone else to solve the problem…even though it might be something you could do yourself. Or you think you could DIY.

A lot of businesses have clients who hire them to do something they are perfectly capable of doing.

Tax preparer clients: “I don’t want to put in the time to learn all the arcane laws and technicalities.”

Financial advisor clients: “I don’t want to dig into the different options for securities and investments.”

Tech support clients: “There are ten pages of text and it will take me hours to read through them. And my screen doesn’t look like the ones in the demo.”

Lawn care clients: “I don’t have the equipment and it’s dangerous to get out there.”

And I am also the answer to this question.

Sure, you could review your own web or opt-in page. When you hire me to do it, you get a second pair of eyes on your copy. You get copywriting knowledge without paying for a full copywriting course (let alone taking the time to learn how to do things you don’t need).

If you’d like an in-depth discussion of your positioning and copywriting strategy, sign up for the Strategic Intensive. You’re probably doing a lot more than you need to do! Click here to learn more and set it up.

What if you’ve already got the copy? A video review is available when you click here. Often just a few tweaks will make a big difference…and you’ll get the benefit of a professional copywriter’s perspective.

One of the challenges of marketing a small service-based business is deciding how to incorporate a holiday season into your content, especially your copywriting. This question highlights yet another way a small business differs from the big brands.

The big red cola brand regularly delivers holiday-themed commercials (e.g.., this tear-jerker for 2020).

Sainsbury’s department store, in the UK, draws on emotion with a story almost every year. A few years ago they showed the Christmas holiday In World War I, the soldiers on opposite sides called a holiday truce to sing carols and play European football.

Big brands also respect the more sober moods of their environment. Budweiser gets creative with remembrances of September 11.

Occasionally these commercials draw some controversy. Sainsbury’s Christmas ad once showed an old man alone in his home. He called his children to tell them he was dying, although he wasn’t. The guilt-ridden offspring dropped everything to fly home and they all celebrated a festive dinner together.

Many viewers applauded the sentiment – kids owing a duty to their parents – while others saw the old man as manipulative.

These ads don’t sell anything. They create a mood their audience will (hopefully) associate with their brand.

Small business owners can’t depend on the mood to create brand associations. Some ignore the holidays and keep everything “business as usual.” We’ve all gotten sales pitches delivered on Thanksgiving and Christmas.

That raises another point. Most small businesses will benefit by including a Call to Action in any content. It’s about asking directly, not hoping for subtle mood shifts.

What’s the best way to deal with holidays?

As you’d expect, my answer is, “It depends on your archetype.”

Role Models share stories of their own holiday gatherings. Celebrities do too with a different emphasis. Educators and innovators refer to holidays in connection with points they want to make; they rarely go into great detail about how they spent the holidays.

An example of a Halloween themed podcast: Click here.

I’ll be curious to see if my audience finds it too over-the-top for my usual style. So far it’s gotten many downloads. You can let me know what think.

And for ghost-free websites, here are 3 resources:

The Strategic Intensive gives us time to review your content in the context of your business and your story. We review your message and strategy as well as your content. Click here to get more results from your marketing.

The Website Review gives you a detailed video commentary – well beyond a critique. You’ll be clear on the next steps you need to take…or you may realize you’ve nailed it already. Click here to take the first move toward a more prod

Recently I was speaking to a group of business people. During the Q&A, many said that “being seen as an expert” was one of the top problems they struggled with. They wanted to come across as the expert, go-to resource. But they didn’t want to describe themselves as “amazing” or “gifted.”

Their instincts were right on. In a popular HBR article, Dorie Clark points out that nobody will argue if you say you’re passionate about something. But, she says, “they can argue plenty if you call yourself a “social media expert” (or, heaven help us, a “guru” or “ninja”). You can’t crown yourself as an expert; you need to be recognized.

You can demonstrate your expertise by pointing to comments made by others,; by showing you were interviewed by notable media or respected industry leaders; and by being quoted in publications.

When it comes to attracting clients, you’ll often need to demonstrate expertise through copywriting. And as Dorie Clark says in the same article,“It’s important to demonstrate your expertise with stories, not words.

Saying ‘I’m great at pitching investors’ sounds pretty egotistical. But sharing a compelling tale of how you rounded up seed funding allows others to deduce your skill without having to make it explicit.”

When clients hesitate to hire you, the reason is often related to your position as an expert. Clients rarely question a source’s credibility. In fact, they’ll just hold back, thinking, “Something doesn’t seem to be working.”

Here are two ways to enhance your position as an expert.

1 – Position yourself as an expert with your story.

It’s important to understand that “your story” doesn’t always mean “your story.”

You can share stories about how you became an expert by solving your own problem. One consultant lost her bank account when she accidentally deposited a fraudulent check. She spent many hours researching solutions and wrote an ebook to save others from similar hassles.

But you can also share a story of how you helped clients. You can share stories that explain the concept of what you offer — using what I call concept stories.

2 – Position yourself as an expert with your content creation.

You show your expertise in two ways when you create content.

First, confident copy won’t draw attention to itself. Readers won’t find themselves thinking, “What a clever phrase!” Or, “What an unusual metaphor!”

They’ll get caught up in the meaning of the words and phrases. They’ll see their own problems mirrored in what you’re writing. They’ll get “aha” moments that resonate (and get remembered).

And second, write to your audience’s backstory. For instance, I often see home page copy that begins:

“You’ll be so happy you found our company. You’ll discover a company with the passion for completing your assignment and the skills to do it well.”

Focus instead on the client’s backstory …the stories your prospect Alan tells himself about his horrible experience with people in your industry. Or the stories Cheryl tells herself about why she can’t succeed in reaching her goal because she never went to college. Or the stories Marilyn tells about trying to save for a house and never quite getting there.

And you’ll come across as an expert because readers see that you “get it.” And now they’re looking through the rest of your copy for ways to reinforce their first positive impression.

If you resonate with this challenge, I have a course on positioning yourself as an expert by being seen as credible. Click here to learn more.

Many business owners find themselves drowning in content creation. We don’t just write: we have to come up with ideas on a regular basis.

Like anyone else, I’m always keeping an eye out for ways to be more productive. One suggestion that keeps coming up is, “Start with a big idea and break it up into pieces.”

For instance, I may have a concept of branding for storytelling mistakes. I’d start with an overview – maybe 7 common mistakes. Then you’d see an article on each of the mistakes. So far we’re up to 8 articles.

We could go even further, with a couple of stories to illustrate each mistake. 22 articles!

And so on.

That’s an excellent approach and many people use it successfully. If it’s new to you, definitely give it a try!

My problem is, I find myself staring at the blank page, trying to come up with ideas. Writing up the ideas feels like filling an order…a chore.

So over time, I’ve evolved the bottom-up strategy. I write articles on specific topics that seem interesting and timely. I particularly like writing articles that are generated by a question from a subscriber or a point that’s raised in a forum. (Yes, that’s a hint – please share your questions anytime.)

If you do this, you’ll probably notice themes in your own articles.

For instance, my next course (a work-in-progress), will be presented as a live 90-minute workshop: “Stellar Storytelling.”

If you’ve ever told a story – in writing or in front of a live audience – you know it’s not enough to have a good story. You have to know how to present the story to create an experience for your audience…even if you’re an introvert. (Coming soon – watch my emails!)

While pulling the course together, I began looking through past articles, blog posts, and podcast episodes. It’s like a jigsaw puzzle – taking pieces from my articles and assembling them into a bigger picture. That’s the payoff of a bottom-up approach: seeing new patterns from the scattered pieces.

One tip: When you post articles to your blog, use categories so you’ll easily collect ideas later, when you’re ready to write a book or create a course. Your post may have multiple topics. For instance, I might have a couple of paragraphs about story archetypes and other paragraphs about the qualities of a selling story. I’d use the categories “story archetypes” and “selling stories” if I wanted to recall them later.

Try both these methods – top down and bottom up. You’ll likely gravitate to one or the other as you continue writing.

Speaking of big projects…you may not know I can help you implement your Next Big Thing – a project you’d like to finish in the next 90 days. It might be a course, a website, a product launch, or even a book.

Calculate what you’re losing by not getting the project done (and done well) and then see if it makes sense to work with me. You’ll get no-fluff support with a “get it done” focus. Details here. Feel free to reply to this message with questions.