A Few Quick Tips to Make Your Website Mobile Marketing-Friendly

Mobile Marketing (App) -Mobile Phone, Tablet Computer
Image courtesy of Kromkrathog FreeDigitalPhotos.net

 

Consultant Wendy Montes de Oca says web sites designed for display on mobile devices should be fast and user friendly.

Being fast, according to de Oca, means having a site that loads in around 5 seconds or less. Being user friendly means having large buttons, easy search capabilities, and limited scrolling.

Consider having responsive templates that adjust accordingly based on the user’s device, albeit template, desktop, or mobile phone. Offer ready access to company information such as easy-to-find business directions, contact numbers, product and purchasing information.

Even better: add a click-to-call access button to contact a customer service rep to take an order via the phone as well as an option for users to visit a non-mobile site.

 

 

Precision Marketing eNewsletter

This article appears courtesy of Bob Bly’s Direct Response Letter

Mobile Marketing for Freelance Copywriters: 3 Rules for Quick Customer Engagement

SMS Text MessageMobile marketing has created a new challenge for copywriters. These days, a LOT of your clients are marketing to their clients using short SMS messages. This means that the copywriter who wins the loyalty of their clients will be the copywriter who can use very short SMS messages to get responses from readers. Here are four rules you can apply TODAY to become master of mobile copywriting and corner the copywriting market:

Master Your Headline Writing Skills

Almost all of your copywriting practice and study should revolve around writing great headlines. If you can write great headlines, you can write great sales copy. But if you can’t write great headlines, it won’t matter how good you are at writing the rest of a sales letter.

Don’t guess when it comes to writing great headlines either, copy what’s already working. Subscribe to the email lists of the most successful people in your niche and in your client’s niche and pay attention to their headlines.

Start a swipe file and start looking for common threads in their writing and applying them into your writing for your customers. Look for common words, common phrases and starting trying them out in your sales writing.

Make it REALLY Easy to Respond . . . and Urgency Helps

Great SMS copywriting isn’t just about getting someone to respond, it’s about making it EASY for them to respond. If your client hires you to write an SMS marketing campaign, don’t write a word until you find out the exact steps the customer has to take to say yes to the offer immediately.

Many times, you’ll find that your customers are creating a roadblock by making it complicated to say “yes” to their offer. This is where being a copywriter AND a consultant will prove to be really valuable to your customers. Put yourself in the customer’s shoes and ask yourself how easy the mobile marketing offer is to respond to.

It’s also important to give the customer a REASON to respond NOW. Otherwise there’s no reason for them to stop what they’re doing. For example, an ad on a mobile application might look like this…

“60 second special! Get 50% off our custom T-Shirts, click here to order now!”

This kind of ad is more likely to get a response than an ad like the one below:

“Get 50% off our custom T-Shirts, email us at …@… to order now!”

That’s just one line of copy, but how it’s written could make a world of difference when it comes to getting responses.

Challenge the Reader’s (World) View

Curiosity is a great way to get people’s attention using just a few words. But you also have to challenge the reader’s view. For example, a message likes this…

“Is Your Car Cool Enough to Get You Out of a Speeding Ticket?”

…raises more curiosity than a message like this….

“You’d Look Really Cool in This Brand New Car…”

How cool does a car have to be to get you out of a speeding ticket?

That’s a story anyone would be interested in reading, even if they weren’t looking to buy a car. So when you’re using curiosity in your pop-up ads on mobile apps or in SMS messages, find a way to challenge the reader’s view.

Master your headline writing skills. Help your customers craft an offer that’s easy to respond to, and use a good mixture of curiosity and urgency.

 

 

 

Image(s): FreeDigitalPhotos.net

 

Why Copywriters Need to Take Mobile Marketing Seriously

Even if you never use mobile marketing to find clients, as a copywriter, you need to fall in love with it. You also need to develop skills for getting responses from customers using mobile marketing techniques, and you need to start doing it right now. Mobile Marketing on Smart Phone with QR Code for Shopping

Here’s why…

Like it or Not, the World is Going Mobile

The world is going mobile, and as it does, your copywriting clients are going to need mobile marketing to reach their customers. Consumers use their mobile devices a lot more than they use their lap tops these days.  Mobile devices are more convenient and people can get quick access to the information they want, so naturally people are not going to stop using them. Some copywriters think this is bad news because it means less advertising dollars will be spent on direct mail and online content marketing.

However, good copywriting will always be valuable because of one undeniable truth about marketing and advertising – images don’t sell, words sell. There might not be as much copywriting in an SMS message or a pop up ad on a mobile application as there would be on a long form sales letter, but that makes  good copywriting even MORE valuable for marketers.  If they can’t get the customers’ attention within the first few words, they’re not going to make sales. That’s why your clients need you. It’s also why you might want to reconsider how valuable your writing services are in the new mobile world . . .

Mobile Marketing is a Different Game for Copywriters

A lot of newbie copywriters are still charging customers by the word, ten cents a word, one dollar a word etc. But these days, less is more and copywriters who can get responses using 10 words might soon be just as valuable as those who used to write ten page sales letters. If your clients hire you to write Twitter messages, SMS messages or pop up messages for their mobile marketing campaigns, don’t be so quick to rate the project based on word count. It takes time to put together 10 words that will grab a customer’s attention, and ultimately, you’re not being paid to write words. You’re being paid to sell your clients’ products and services.

So, start working on your headline writing skills and practice compressing your messages into 10 words or less. You now have only a few seconds to get the job done, and copywriters who can say more with less will likely rule the world of mobile marketing.

Nail Your Next SMS Text Message Copywriting Assignment

SMS Text MessageWith more and more businesses capitalizing on text messages as a primary communication tool, the need for copywriters who “get it” will increase.  Are you ready for that client who says “I need you to handle a copywriting project for my SMS marketing campaign?”  Do you know the faux pas and conventions when creating text messages for a mobile marketing or ad campaign?  If you don’t, no worries, because I’ve jotted down the dos and don’ts for you below:

•Identify the brand or company.  I’ve received text messages from G-d only knows who and, invariably, my reflexive response is “delete.”   Let them know the brand or the company that is sending the text. You want to avoid your text being treated like spam.

•With SMS text message marketing it’s important to remember that your message has to focus on Only your client’s broadcast subscribers.  You are not directing the message to the general public.

•Other than “FWD 2 a friend,” stay away from text talk, slang, abbreviations and hype. Yes, it may be cool when two “real” friends are texting each other. Yes, it may seem like the suitable thing to do, since, after all, you are texting, but don’t. Your SMS message should be professional.   You can, however, do so, if:  (a) your client’s target audience for the campaign are all teenagers; and (b) you can pull it off authentically, where you don’t sound like an adult who’s trying to sound youthful; and (c) your client tells you to “go for it.”

•Your message must stop the reader in her or his tracks, with a strong headline. You should have a clear understanding of what the customers or potential customers want and immediately satisfy it in your mobile message.  In addition, the offer has to be of immediate value, and has to clearly communicate the benefits of acting now.

•Create two versions of your text message headline so that your client can test them.  Urge her or him to do so. Provide two even if they don’t plan on testing.

•Lead with the benefits of your product or service.  Use your features to validate the benefits – in that order. She wants to know immediately the advantage of buying your product. Will she save time, lose weight or find the right Kindle cover?

•Tell them “the when,” “the where” and “the how.”  Also, if there is some convenience of your product or service, mention that too. Does your bedbug extermination include moving furniture for them? Your message will not be doing its job if your customer has to go online to figure this out.  Most likely, they won’t.

•Your call to action should be no more than 21 characters and leave nothing to the imagination.  Short and easy.  Be crystal clear so it cannot be interpreted in any other way, other than how you mean it.  Give the customer an incentive, perhaps some perk or discount, etc.  Time limits also work well, “Happy Hour” or “Lunch Hour Special.”

•Help your client’s customers spread the brand’s message.  Include the words “Fwd 2 a friend,” at the end of each text blast message.

•Use compelling wording that evoke emotion and action.  Study the language of your brand’s industry and use those words that they’ve used which have been successful in getting their customers’ attention.  The customer should be able to imagine the benefits; it’s your job to paint that picture.

•If you are promoting your client’s SMS vanity short code, don’t forget to provide the short code’s digits for those customers with QWERTY keypads (first 6 keys in  top left row of keypad).  “Text YES to 92259 (WACKY).”

•Never ask the customer to “guess what . . .”  Time is not on your side when you are creating text marketing messages. Get to the point or you will be deleted.

SMS text messaging is the world’s most widely used data application. There are 2.4 billion active users.  You can expect that you will be asked in the near future to write copy for a text message marketing campaign.  Now that you’ve got the basics, you can do so with a bit more confidence.

 

P.S.  Click here for more resources on mobile marketing or visit: Mobile Marketer.