TOP 3 TECHNIQUES FOR WRITING FOR TRADE SHOW COMPANIES February 18 2021
Took a fascinating class on writing online writing techniques with Target Internet. I've written a lot online for marketing our trade show booth design services and had a lot of success. This was however very illuminating. There are a lot of techniques here that I'd like to implement. I've outlined the top 3 techniques for writing online for trade show (or any industry) See below.
On average users read 28 percent of words during an avg visit - Jakob Nielson
Therefore we need to focus on:
- Be specific about Outcome
- Know who we are targetting
- Defining our personas that represent the larger groups we are targetting
- Think about where they are in the user journey
Core Techniques for Great Online Writing TOP 3 TECHNIQUES HERE
- Know your goal - For Boothster it's usually filling out contact form with all relevant booth design information
- Focus on benefits rather than features. For example Our cardboard tube system makes your life easier by setting up in less than 20 minutes.
- Explain the transformation - let reader know how their situation will change/improve. For example: You'll see an uptick in booth traffic because of this unique and green design.
- Be concise and clear
- Avoid buzz words and jargon
- Use bullets, bolding, italics, and variations on font styles and sizes. Help readers find the most important information
- Speak directly to the reader. Use works like you, us and we
CALLS TO ACTION
- Include proof
- Imply urgency
- Overcome objections - warranty
- Use action words - avoid confusion on what to do
SOCIAL WRITING IS DIFFERENT THAN WRITING FOR WEB PAGES
- Keep it short and simple
- If you want to share a long piece link to it. FB allows 63,000 characters its best to use 200 tho; or 40 words or less. Twitter is 280 characters
- Use action oriented language
- Get your followers to do something. Thought provoking questions such as "Ever wonder what really goes on behind the scenes of the trade show booth set up? Check out this video of me pushing a crate booth across the floor"
- Use pronouns
- Talk to one person... be intimate.. use I or me or your. It's not a lecture.
- Play with punctuation and Capitalization
- Don't be afraid to break rules of business writing for emphasis. Convey emotion by being playful.
NON COPY IMPACT
Consider how graphics effect
A/B TESTING - On Google Optimize
- We can test web copy by testing different variants of web copy to see what works better
- Create experiment by taking some steps. 1 Create variant. 2 Set objectives from Google analytics 3 test
- Google optimize can do AB Test, Multivariate, Redirect
Search Engine Optimization
- Do keyword test
- Core 3 elements are KEY page title, URL, main headings
Organizational Guidelines - SEO policy
- What not to do
- What to do
- Best Practices
- Examples of good work
- Content leaderboard