Say you have an eclectic bakery business that you want to build an online brand for. Would you describe your bacon chocolate chip cookies as -?
a) Great or yummy
c) A sweet, smoky delight that everyone should try at least once in their life
The first two may work as part of a tweet or summary excerpt. However, when looking to get exposure through a blog post or other promotional material, you really want to take the reader there. They can have yummy at the snack food section of their grocer. What you have to offer is an indulgence that should only be shared with foodies like yourself.
Using words as visuals is a process that can take time to fully develop. The great news is that there are many tools that will help with this whether a person is creating copy or a web summary that will get attention.
Summarize What You Really Have to Say
One common mistake that bloggers and others may make at some point is to start the first paragraph with a monologue about how they are feeling or other commentary. When a blog post is found in an engine search, no one wants to see…
FREE STOCK INFORMATION WEBSITE
‘My wife lies to nag me. Yesterday, it was the dog and now it’s something else. Places where you can find free stock…’
TAX INFORMATION BLOG
‘Time away from the old battleaxe was simply incredible. I wanted to call the clear blue waters home for the rest of my life but there’s the boss man, the other thorn on my side. Here are some tax upda….’
Even if your current customer base can relate to having a spouse or a boss they may hate, if your business is about information, then you need to find a way to make your excerpts stand out from the competition. Accomplish this by placing the most important information first.
Communicating with Your Audience
This is another area where some blogger could step up their game. Using jargon or terms that are not fitting of the demographic can cost readers. The financial planner that works with clients that average $50,000 a year is going to have much different communication than the client base that makes more than six figures annually. For one, the working-class group may want to hear terms broken down into everyday language and the more wealthy clients may just be interested in hearing about updates and new developments in the industry.
Getting the right words down can be an art form but one should be careful in using long sentences. Studies show that web sentences that are 17 words or less have a greater chance of being read than one that is 29 words. In technical and industry documents, this cannot always be helped. However, the blog with light content or has the purpose to entertain may want to keep this is mind.
Also, short paragraphs that are made up of no more than three sentences are much better than long blocks of text.
Finally, if you add buttons, videos and other visuals on your site or blog, make sure that it does not overlap into text. If you find that there is no medium between large and small (and the small is too small) images, try to adjust it manually. By pasting the code, change the height and width (125×125 or 250×250 is best) and take for a test run before going live.