1. Introduction to Writing for Social Media (Day 2) UNR Extended Studies, October 2011Intro to Social Media Writing

2. Yesterday you... UNR Extended Studies, October 2011Intro to Social Media Writing 1.Defined why you’re writing 2.Set your specific writing goals 3.Learned how to create your unique selling proposition (USP) 4.Identified your brand voice/writing style

3. Tonight’s plan UNR Extended Studies, October 2011Intro to Social Media Writing Thursday, October 27 6:00 – 6:45 pm7 rules for writing content that gets read and keeps readers engaged 6:45 – 7:15 pmHow to painlessly create a stream of compelling content 7:15 – 8:15 pmEmail subject line do’s and don’ts for higher open rates 8:15 – 9:00 pmTop 3 email mistakes to avoid

4. 7 Rules for writing content that gets read UNR Extended Studies, October 2011Intro to Social Media Writing The Problem: There’s a TON of FREE information out there. Whatever you write easily gets lost in the sea of data. So you need to stand out and be heard.

5. 7 Rules for writing content that gets read UNR Extended Studies, October 2011Intro to Social Media Writing Solution: 1.Write about what people want. 2.Deliver it in a way that’s interesting and entertaining. 3.Be that welcomed guest.

6. 7 Rules for writing content that gets read UNR Extended Studies, October 2011Intro to Social Media Writing 1.Write about what people want. a.What are their top 3 problems? b.What are their top 3 fears? c.What are their top 3 desires? 2. How are you their solution? (weave in your USP)

7. 7 Rules for writing content that gets read UNR Extended Studies, October 2011Intro to Social Media Writing 3. Use your defined voice – and stick to it 4. Plan compelling topics like a magazine editor a. Make them flow b. Check for repetition c. Identify holes

8. 7 Rules for writing content that gets read UNR Extended Studies, October 2011Intro to Social Media Writing 5. Write attention-grabbing headlines Cheat sheet

9. 7 Rules for writing content that gets read UNR Extended Studies, October 2011Intro to Social Media Writing When you’re in a pinch, try this magazine trick...

10. UNR Extended Studies, October 2011Intro to Social Media Writing

11. 7 Rules for writing content that gets read UNR Extended Studies, October 2011Intro to Social Media Writing 6.Break up the copy with crossheads 7.Use images and/or video

12. UNR Extended Studies, October 2011Intro to Social Media Writing

14. 7 Rules for writing content that gets read UNR Extended Studies, October 2011Intro to Social Media Writing Bonus tip: Be fascinating. Use metaphors, similes, analogies

15. 7 Rules for writing content that gets read UNR Extended Studies, October 2011Intro to Social Media Writing Paris Hilton has one. Rob Lowe has one too. Even Sharon Osbourne's got one. Get your mind out of the gutter people — I'm talking about books. Intro to an email about publishing tips:

16. 7 Rules for writing content that gets read UNR Extended Studies, October 2011Intro to Social Media Writing Email intro selling an alternative health newsletter: You are part of a special group of people. You don’t simply accept whatever mainstream medicine tells you. You don’t just take the latest drug your doctor tries to prescribe or you see advertised on TV. You have educated yourself and found better ways to make yourself healthy.

17. 7 Rules for writing content that gets read UNR Extended Studies, October 2011Intro to Social Media Writing (Fascination in bold, Meaning in italics) 5 Things Depeche Mode Can Teach You About Effective Online Marketing How I Became a Better Writer Thanks to Distracted, Hung Over College Kids

18. 7 Rules for writing content that gets read UNR Extended Studies, October 2011Intro to Social Media Writing Fascination also happens when offering specific info: Attention guys: 30 sure-fire ways to get women buying you drinks and asking for your phone number! 5 magic words that instantly knock $3,000 off the price of your car

19. Creating Compelling Content UNR Extended Studies, October 2011Intro to Social Media Writing 1. Research Magazines, other blogs, newspapers, TV, radio, conversations 2. Read Keep a list of headlines and topics 3.Reuse (steal) With your personal spin

20. How to Keep the Content Flowing UNR Extended Studies, October 2011Intro to Social Media Writing 1.Write what you’re passionate about 2.Write fast (edit later) 3.Set a writing time and KEEP IT! 4.Follow your inner clock 5.Keep your eyes/ears out for ideas (writers never stop working) 6.Sit on it for 24 hours, then edit again

21. UNR Extended Studies, October 2011Intro to Social Media Writing 1. Research Magazines, other blogs, newspapers, TV, radio, conversations 2. Read Keep a list of headlines and topics 3.Reuse (steal) With your personal spin

22. Top 3 Email Mistakes UNR Extended Studies, October 2011Intro to Social Media Writing Mistake #1: Cold “from” lines

23. Top 3 Email Mistakes UNR Extended Studies, October 2011Intro to Social Media Writing Mistake #1: Cold “from” lines

24. Email mistake #1: Cold “from” line UNR Extended Studies, October 2011Intro to Social Media Writing Don’t talk about yourself Don’t say name of company Don’t say name of publication Don’t say name of product Remember... People don’t buy from companies – people buy from other people…

25. Email mistake #1: Cold “from” line UNR Extended Studies, October 2011Intro to Social Media Writing Use a company figurehead Stick with the same person If you need to switch figureheads Use several email introductions Have the reader opt-in to new list Make the interaction real:

26. Email mistake #1: Cold “from” line UNR Extended Studies, October 2011Intro to Social Media Writing Don’t: Acme Company Enviro newsletter, Issue 3 Do: Mary Muffett Bob Barker, Acme Tires

27. UNR Extended Studies, October 2011Intro to Social Media Writing Bonus Tip: Make sure first lines of email copy directly relate to subject line

28. Top 3 Email Mistakes UNR Extended Studies, October 2011Intro to Social Media Writing Mistake #2: Boring subject lines

29. Email mistake #2: Boring subject line UNR Extended Studies, October 2011Intro to Social Media Writing Quick fix #1: Keep it short – show a relevant benefit in 8 words Bad: Chamber Luncheon on the "Economic Stimulus Package" Good: Obama gives no-interest loans to all small businesses

30. Email mistake #2: Boring subject line UNR Extended Studies, October 2011Intro to Social Media Writing Quick fix #2: Omit branding and worthless detail Bad: ABC Daily, Issue 15: Designing the first screen of an email newsletter Good: Do you make these email design mistakes?

31. Email mistake #2: Boring subject line UNR Extended Studies, October 2011Intro to Social Media Writing Quick fix #3: State a targeted benefit Bad: Join us for our monthly ABC luncheon Good: No-cost marketing strategies for small businesses

32. Email mistake #2: Boring subject line UNR Extended Studies, October 2011Intro to Social Media Writing Quick fix #4: Make ‘em curious Bad: Your March issue of Healthy Living eNewsletter Good: The 7 most dangerous lies doctors tell you

33. Email mistake #2: Boring subject line UNR Extended Studies, October 2011Intro to Social Media Writing Quick fix #5: Make it time sensitive Bad: Discount on your next purchase Good: Bill, your $50 discount expires today

34. Email mistake #2: Boring subject line UNR Extended Studies, October 2011Intro to Social Media Writing Quick fix #6: Personalize it Bad: Early-bird deals for smart shoppers Good: Mary, here’s your early-bird discount coupon

35. Email mistake #2: Boring subject line UNR Extended Studies, October 2011Intro to Social Media Writing Quick fix #7: Make it specific Bad: Cancer cures Good: Cut your risk of dying from cancer by 93%

36. Top 3 Email Mistakes UNR Extended Studies, October 2011Intro to Social Media Writing Mistake #3: Giving them the X

37. UNR Extended Studies, October 2011Intro to Social Media Writing

38. Mistake #2: Giving them the X UNR Extended Studies, October 2011Intro to Social Media Writing What happened?  8 out of 10 people have their images turned off  7 out of 10 people read emails from their smart phones

39. UNR Extended Studies, October 2011Intro to Social Media Writing

45. Bonus Formatting Tips UNR Extended Studies, October 2011Intro to Social Media Writing Keep sentences short Aim for 30 - 50 characters max per line Keep paragraphs short No more than 4 sentences per paragraph 1 sentence paragraphs work well

46. UNR Extended Studies, October 2011Intro to Social Media Writing

47. Bonus Tip: Always monitor opt-out rates. Anything over 5% means you’re ticking them off – time to figure out why.

48. UNR Extended Studies, October 2011Intro to Social Media Writing Want more free copywriting tips? Drop off your business card/email address Or Sign up at www.BLCopywriting.com Thank YOU!!