***The ideal length for a web page***
According to web expert Gerry McGovern, the ideal length for a page of web copy on a regular web site (not a landing page) is 300 words. He says 50% of visitors will read a 300-word page to the end, while only 5% will scan 1,000 words.

Headlines should be 4 to 8 words, sentences 15 to 20 words, and paragraphs 40 to 70 words. Hyperlinks should be in the right-hand column, not embedded within the body copy.

Reason: links in the body copy distract readers, making it difficult for them to read the paragraph.

Source: IntelBuilder

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From Marte:  Part of this advice is in contrast to some I’ve read about search engine optimization.That information said links in the body copy leading to other pages on your site lead to better optimization. So perhaps this is another battle between pleasing the reader, or pleasing the search engines.

My advice: Pay attention to what you do when reading, and decide. Do links distract you, or not?

Of course you’ve seen me harp about breaking up the copy – I just got another message this morning that I couldn’t (wouldn’t) stumble through… must have been 100 lines of copy with no breaks.

And there’s just no excuse for it. Adding a line between paragraphs only takes a flick of the finger on the enter button!

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***3 ways to build credibility***
Here are 3 things you can give – or give up – to others to build credibility with them:

1-Material wealth.
For instance, giving a customer a full refund – even when you don’t legally have to.

2-Time and energy.
Giving clients guidance, assistance, or advice when you are not “on the clock” or charging them for it.

3-Opportunity.
Example: the consultant who turns down a lucrative offer from a big potential client because it represents a conflict of interest with a smaller, less lucrative existing client.

Source: Wanek, Tom, “Currencies That Buy Credibility” (WA Press, 2009).

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From Marte: I sure agree with the first two, but I’m not sure about the third, because who would know? The client you turned down, who is cross at you for it?

I’ve turned down projects that went against my moral standards, but I didn’t send out a notice about it when I did.

At any rate, these two items are brought to you courtesy of Bob Bly Direct Response Letter. To sign up for Bob’s letter, visit www.bly.com.

If successful, those huge companies have built a reputation over the years – for good quality merchandise or for good service provided by a well-trained team of employees.

No one knows who “the owner” is, and they don’t care. They trust “the company” to do what’s expected.

But if you’re starting out with your own small to medium sized business, you don’t have that luxury. You don’t have a long-term reputation to back you up, so the first thing you need to do is create an atmosphere of trust.

How? By staying out of hiding.

By letting your prospective customers know who you are, and by letting them know that you take responsibility for everything that goes on in your business. By giving them a way to reach you if they have a question or a concern. By showing that their satisfaction is important to you.

There are two parts to this. First is the “who you are” aspect, and that’s the one that many small business people can’t seem to accept. Perhaps it’s because they’re shy, or unsure, but whatever the reason, it’s a mistake.

Many business owners give customers a way to get in touch, and many have very liberal return policies and do their best to give customer satisfaction. But they still hide!

Hiding is not the way to establish trust in a start-up business. In fact, hiding is a good way to create mistrust. It’s as if you’re saying “You might not like what I’m offering, so I don’t want you to know who I am!” It’s like using a blind PO Box for your mail – because you want to be ready to leave town any minute.

So first, use your name. Then share something personal. Not your life history, but something that will give people a reason to see you as someone who is “like them” in some way.

If you sell dog supplies because you’re an avid dog lover, a volunteer for dog rescue, a trainer, a handler for search-and-rescue dogs, or a veterinary assistant – say so! If you sell model train supplies because you’ve had a fascination with them since childhood, or because you’re a retired locomotive engineer, share the information!

Then, beyond the connection to your business, let people know that you’re a person outside of business. I never advise discussing politics or religion (unless they’re your business) but you can share a small peek into your hobbies, your interests, your family, your volunteer activities, etc.

For instance, you might say something like “When we’re not working, my husband and I grab our 2 kids and our 3 dogs and we head for the hills. Hiking the trails above (town) is a favorite way to spend time together while getting the exercise we all need.”

Now – you’ve just said you have a family that you appreciate, you like animals, you’re an outdoors person, and you believe in fitness. You’ve shared things that other people can connect with when they’re looking for ways to see if you are like them – or not like them.

Why do you think so many websites have an “About me” page? People who do it now may just be following the leader, but my bet is the first person who did it had a good reason – he or she knew that customers who can’t meet you in person want to “meet” you on line.

So take a look at your “about me” page – and if it doesn’t say anything beyond your professional experience and accomplishments, fix it!

Yours for prosperity,

Marte

As I was deleting away today I thought about the similarities between the marketers I believe and the ones I don’t. I’d love to see what you have to say about it too — maybe just to see if you agree or if I’m just a cranky old battleaxe.

Here’s some of the things that now elicit a “yeah, sure” from me and cause me to consider that marketer as less than honest:

• “Not long ago I was dead broke, living on the streets” – or in my in-law’s basement, crammed into my Mom’s boat, in my car, etc. (How many guys like that can there be?)
• “I learned how to make money on line and now one e-mail brings in $20,000 so I only work for 5 minutes in the morning while I write a new e-mail.”
• “This wonderful free report is going to tell you all you need to know to (fill in the blank).” But then if you click you get a message telling you that if you really want to know anything, you need to buy this other report — and its only $97 if you order it right now, before you see the free report and get a chance to see if I really have anything to say.
• “This offer absolutely expires at midnight” — but if you go to the site the next week it’s still there.

There are still several marketers out there sending great ezines that I read faithfully, but I’m deleting the ones who use the tactics I listed. I just don’t trust them.

So what do you think? How do you decide which marketers are for real? Share your thoughts with the rest of us please.

And in the meantime, if you happen to need a web copywriter, call me! I promise to promote your business, show the world why they need you, and keep my opinions out of your copy!

Until next time – I wish you success,
Marte
writer@marte-cliff.com
208-448-1479