The Five W’s (and One H) of Perfect Product Descriptions

By its very nature, the term ‘product description’ is misleading. The reason being that one of the biggest mistakes you can make is to simply describe your products, rather than communicating their primary selling points.

When you think about it, you can describe almost any product in minute detail, without describing any of its benefits or applications. Realistically therefore, product descriptions shouldn’t be used to describe your products, but instead sell them by way of merit.

One of the best ways of penning perfect product descriptions is to focus on the Five W’s approach. Call it cliché, but it’s a consistently effective way of ensuring you communicate everything that matters to the prospective buyer.

Irrespective of what it is you’re selling and who you’re attempting to sell it to, these are the Five W’s (and One H) that can ensure you get the job done right:

WHO

First up, you need to clearly communicate who the product has been designed for. What kind of demographic are you targeting? What are the interests, expectations and priorities of your ideal buyer? Your product description should be tailored to both appeal to your ideal customer, while clearly communicating the benefits of the product to their demographic.

WHAT

You’ll then need to give a concise yet compelling account of what it is your product does and what sets it apart from comparable products on the market. Along with its basic attributes – features, dimensions and so on – your product description should communicate the purpose and value of the product in question.

WHERE

Slightly simpler, this refers to information regarding where the product can or should be used. Has it been designed for use in a very specific scenario, or is the ability to use it anywhere and at any time one of its selling points? Help build a mental picture of the product in use for your customers, by communicating where they’ll be using it if they buy it.

WHEN

The same also goes for when – what would be the ideal time for using your product and why? Has it been designed to maximise convenience or enjoyment while travelling? Is it an everyday household essential they’ll be using on a daily basis? Or is it something altogether more special for an altogether more special occasion?

WHY

The last of the W’s is also the most important – why should they purchase your product? What will it do to improve their life? Does it solve any specific problems? What makes it both unique and superior to anything else currently on the market?

HOW

Last up, the nature of the product you’re selling will determine whether you need to detail how it works. In the case of technology and gadgets in general, at least a brief overview of its method of operation could be useful.

And there you have it – five simple steps for coming up with concise yet convincing product descriptions. Once again, it’s a good idea to get out of the habit of simply describing the product itself, focusing instead on its benefits and unique selling points.

Yes, You Do Have Time for Creative Writing

Some writers insist that their busy schedules get in the way of their creativity. Rather than focusing their efforts on quality content, they’re instead left with little to no time to write anything at all. Hence, the copy they come up with isn’t exactly their best work.

The thing is though, if creative writing is part and parcel of your profession, you need to make time for it. Irrespective of how busy your schedule may be, there are countless avenues to explore for freeing up a little time here and there.


Three of which you’ll find outlined below:

1. Cut Down on Social Media Time

If you’re anything like the vast majority of people these days, you’re probably spending far too much time on social media. Even if it’s only a few minutes here and there, it can quickly add up to several hours per week. Hours wasted doing nothing productive whatsoever.

It’s not a case of quitting social media entirely, but instead focusing on a strategic cut-down. Particularly during your working hours, when these kinds of distractions should be avoided entirely. As important as it is for you to stay connected, you can always check those non-business messages a little later. Facebook isn’t going anywhere, so there’s no rush!

2. Always Carry a Notebook

Why rely exclusively on technology to enable your craft? It can be far better and more enjoyable to go back to basics, carrying a notebook and making use of any spare time that comes your way. If it takes you 30 minutes by bus to get to work, that’s five hours a week you could dedicate to creative writing. All without the usual distractions creeping into the equation.

It’s also worth remembering how therapeutic traditional writing can be. Rather than straining your eyes staring at a screen, give the paper option a shot and see how it works for you. You never know when and where inspiration might strike – Harry Potter started out with nothing more than a pen and a napkin!

3. Schedule Creative Writing Time

Last up, if creative writing is part of your job, surely it’s worth bringing it into your schedule. If it’s a genuine priority, don’t simply cast it to one side until time permits. Bring creative writing into your schedule, ideally getting into some kind of effective routine.

If your current schedule is already full, think about which duties are more or less important than creative writing. Even if you simply slot 20 minutes of creative writing time into your lunch break, that’s more than one and a half hours per week. Or, more than 75 hours per year. A small price to pay to get those creative juices flowing and ensure your talent doesn’t go to waste.

In a nutshell therefore, it’s always possible to find at least some time to dedicate to creative writing. It’s simply a case of weighing up your priorities and focusing on what really matters.

Five Steps for More Engaging Infographics

The fact that infographics are so uniquely powerful and influential really is a godsend. From a business perspective, being able to pack so much concise and relevant information into such a small marketing material is no less than fantastic. Not to mention the fact that close to half of all people are known to respond better to visual information than plain text alone.

So you understand and acknowledge the power and potential of outstanding infographics. But how to go about creating them?

Well, the good news is that regardless of what line of business you happen to be in, there are certain standards and conventions to stick with. In fact, work in accordance with the following five guidelines and your next infographic could be your most successful to date:

1. Identify your message and stick with it

As is the case with any good story, you need to first consider what your overall message is. Just like when penning a blog post, consider the purpose of the infographic and the relevant theme. Once you’ve made these decisions, you need to make sure you stick with them from start to finish. The closer you remain tied to the primary message and theme, the more convincing and engaging the infographic will be.

2. Work hard on your headline

If you want anybody to bother reading the content of your infographic, you first need to create a compelling headline. Once again, this is no different to the usual standard with any other kind of content creation. The key lies in providing the reader with a good idea what the infographic is all about, though without giving too much away. The idea being that they are compelled to continue reading the rest of its content from top to bottom. If you can create a sense of intrigue, you’re golden.

3. Keep it simple

The more complicated an infographic appears at first glance, the less likely anyone is to bother reading it. It’s a bit like when you come across an unbroken passage of text, as opposed to a passage punctuated by imagery and other breaks. Whether it’s too many visuals, too much text or simply too much of everything crammed into a small space, clutter and crowding can be extremely off-putting. Focus on the basics and keep things simple.

4. Light-hearted visuals

Although there are exceptions to the rule, most infographics benefit from visuals that are relatively light hearted. As you’ve probably noted by now, infographics tend to contain visuals that are somewhat cartoonish, entertaining and highly simplified. They very rarely contain complex, formal or distracting visuals of any kind.

5. Push and promote

Last but not least, perhaps the single most important rule when it comes to creating effective infographics is to push and promote them as vigorously as possible. It’s best to look at infographics in the same way you would view a press release. It represents a marketing material in its own right, but nonetheless needs to be marketed to have any real value. Always keep shareability in mind when deciding on the content for your infographics and do your best to get the process of sharing underway.

Confirmed: Speed Matters More than Ever

If there’s one thing every Internet user today has in common, it’s growing impatience. Even if some have at least a little more patience than others, impatience among web users is growing like never before. For the most part, it is taken for granted that both your website and all of its internal pages will load in full at the snap of a finger. If they don’t, your prospects turn around, head elsewhere and perhaps never return.

Now, it’s natural for those on the business side of the equation to simply throw accusations at impatient customers, arguing that it’s unrealistic to expect flawless performance at all times. Unfortunately, the customer is always right. Or at least, the customer determines whether and to what extent you will succeed, therefore you need to do what they want, when they want it.

According to one of the more recent studies carried out by Kissmetrics, almost half of all consumers now expect websites and internal pages to fire up in no more than 2 seconds. In addition, approximately 40% stated that they will happily walk away from a website (perhaps permanently) if they are forced to wait more than 3 seconds for it to load.

But here’s the real kicker – it’s not only about the huge increase in bounce rates slow loading times tend to trigger. Instead, research has shown that even when customers wait those extra few seconds and stick around, slow loading times can have a remarkable effect on conversion rates.

…and not in a good way.

Extensive surveys have shown that when page loading times are delayed by as little as one second, it can lead to a quite extraordinary 7% reduction in conversions. In the case of Amazon – which is admittedly rather on the large side compared to most online businesses – it is estimated that approximately $1.6 billion is lost every year, simply due to slow page loading times. It’s not as if your own business is likely to incur these kinds of heavy losses, but still – can you really afford to throw away 7% of possible conversions, simply due to basic issues with page loading times?

The answer…of course you can’t!

From a website developer’s perspective, the most frustrating thing about poor page loading times is the way in which they can usually be addressed relatively easily. While it’s not to say that there will not be some time, effort and expenditure involved, it often takes little more than a few simple tweaks behind the scenes to get things up to speed…literally. Whether it’s your current hosting service provider, your site’s coding, issues with its content or anything else across the board, there are various ways and means by which you can and therefore should work to improve its performance.

Given the fact that so many businesses are still allowing themselves to fall behind the curve by operating sluggish and inconsistent websites, this is actually a comparatively quick, easy and affordable way to get ahead.

Negative SEO: Protecting Yourself

Statistically speaking, your likelihood of being directly affected by negative SEO is actually relatively low. Nevertheless, it does exist, does happen and does have the potential to wreak havoc with your business.

In the simplest of terms, negative SEO refers to anything done by outside parties to either harm your rankings or redirect traffic elsewhere. It’s sometimes used to hijack traffic for material gains, though can also be used for no reason other than to destroy your reputation and business. And as it can be very difficult to reverse once you’ve been attacked, the best approach is to keep your eye out for anything suspicious and protect your business on an on-going basis.

Perform Regular Link Audits

For example, link audits represent an important SEO tool in general and can be very helpful in detecting negative SEO. You basically need to keep a constant eye on the links pointing toward your site and those your site features. Should any turn out to be spammy, fraudulent or invalid, your SEO prowess could take a hit.

Monitor Site Speed

Never forget that these days, Google pays close attention to the speed and overall performance of your website when determining its SERP rankings. Which is precisely why many negative SEO attacks target overall speed and performance, which can and often do make a big difference in terms of rankings.

Check for Scraped Content

This basically refers to the all-too common process of content being directly lifted from your website and published word for word elsewhere. The attacker may then subsequently claim that the copy is their own, which will lead to your site being penalised for duplicating their content. If not, the fact that the copy is repeated any number of times in various locations could automatically affect your rankings.

Check Google My Business

The occasional negative review tends to be both inevitable and potentially beneficial for your business. However, if it seems as if you are unfairly and inexplicably attracting negative press from all over the place, it could be that someone is trying to do your reputation damage with fake reviews. All of which is precisely why it is important to keep tabs on your online reputation at all times.

Upgrade Your Security

Last but not least, the single most effective way of protecting yourself from the kind of negative SEO that happens directly on your website itself is to upgrade the security of your site. Contrary to popular belief, it isn’t always blatantly obvious when hackers have made their way through some kind of back door and done their bidding with your coding. Quite the opposite, as with negative SEO it’s more a case of sneaking in, wreaking havoc and making it as difficult as possible for the changes to be detected. So for obvious reasons, it simply makes sense to protect yourself to the highest possible extent.

Five Ways to Wreck Your SERP Score with Google

It seems the one constant in the whole digital marketing landscape over recent years has been the importance of SEO. Or more specifically, achieving solid SERP performance. And as far as the immediate outlook is concerned at least, it doesn’t look as if things are about to change anytime soon.

That said, the one thing that has changed beyond recognition is the list of errors and oversights that can get you in trouble. Reaching the top spot with Google has never been more difficult – doing yourself a disservice has never been simpler. Which is exactly what a surprising number of online businesses are doing right now.

To just look at things from a slightly alternative perspective, here’s a rundown of five guaranteed ways to wreck your SERP score with Google:

1. Anything black hat

First up, there’s really no sense in listing the various examples of black hat SEO techniques you should be avoiding. The reason being that all black hat SEO should be avoided at all costs. Even if it’s the kind of thing you’d once get away with, or genuinely believe you’ve hidden sufficiently from view. These days, there are no short cuts to positive SEO whatsoever – trying to find them will only ever land you in hot water.

2. Duplicate content

As time goes by, the rules in terms of duplicate content are also becoming more and more severe. Bad enough when there’s duplicate content within the same site, even worse when the same content appears in different locations. Whatever your excuse, Google sees duplicate content as nothing more than lazy and of poor quality for web users. Even if you don’t agree, you still need to abide by the rules.

3. Too much guest blogging

You know how guest blogging can be a great way of an invaluable and abundant backlink? Well, as far as Google is concerned, too much of a good thing is bad. Just to clarify, guest blogging should in no way be considered black hat or inadvisable. It can actually be enormously beneficial and positive. Nevertheless, any kind of duplicate, poor-quality or spun content used for guest blogging is exactly the kind of thing that could reflect bad on you. Both in terms of your reputation and your SERP score.

4. Site performance issues

The problem with this particular consideration is that it didn’t use to be a consideration at all. At one time, you could get away with a website that wasn’t particularly speedy, reliable or easy to navigate. These days, all these things and everything else to do with performance are taken into account and considered accordingly. Which in turn means that even if your site’s content is no less than outstanding, it could be rendered redundant if site performance isn’t up to scratch.

5. Poor security

Last but not least, there’s nothing quite like being kicked when you’re already down. It’s not as if getting hacked isn’t bad enough. Nevertheless, evidence of hacking suggests that your website may have serious security issues – something that doesn’t go down well with Google. The long and short of it therefore being that as far as security is concerned, there’s no such thing as overprotecting your website.

A Monthly Checklist to Keep Your Blog On Track

Give your business blog appropriate time and attention and it will reward you for your efforts. By contrast, neglect it and it may bring you nothing but bother.

The problem being that while so many business blogs start out great, their respective ‘owners’ sooner or later begin letting things slip. It becomes less of a priority, quality begins to slide and the benefits it once brought to the business slowly but surely disappear.

Which is why it’s a good idea to perform on-going health checks on your blog, just to ensure it and you are doing your jobs properly. It doesn’t have to be difficult – simply get into the habit of working with the following monthly checklist and you’ll find it much easier to keep your blog on track:

Interpret Data

First of all, owning and operating a blog – even a successful one – isn’t enough. If your blog is successful, you need to find out why and capitalise on whatever it is you are doing right. If it isn’t successful, you need to know what you are doing wrong and change things accordingly. Or if it’s ok but could certainly be improved, the same applies. Reviewing analytics and working with the data you collect should represent one of the most important core duties in the operation of your business blog. If it doesn’t, you are effectively grasping blindly in the dark and have no idea how or why your blog is performing as it is.

Rank Entries

When dealing with data, take a good look through your most successful entries for the month or year to date, in order to rank them in terms of performance. It’s crucially important to keep a log of your successes and failures in terms of entries and headlines, in order to determine what your target audience members do and do not respond well to. Focus on things like number of shares, time spent on each article, number of clicks, bounce rates and so on. This way, you’ll have yourself something of a blueprint mapping out the most successful posts/titles for your blog.

Itemize Content
Variety is the spice of life – something that applies to blog management just as much as anything else. In order to ensure that you are providing your readers with sufficient variety, it’s good to get into the habit of itemising content. For example, establish headers like video tutorials, infographics, podcasts, lists, opinion pieces and so on, checking each month that each category has been given sufficient attention.

Strategize for Next Month

Last but not least, once you have taken care of all of the above, you will have all the information you need to develop a near guaranteed winning strategy for next month. The worst thing you can do with any blog is to simply make things up as you go along. The more strategic you are and the more you base your strategies on the data you collect, the higher the likelihood of next month being even more successful for both your blog and your business.