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June 16, 2016 By stefwhitlow

3 Key Components for Copywriting Facebook Ads

Facebook Ads requires an image, a link or a video to be successful but don’t discount the content! The text will keep viewers interested, engaged and interactive!

The Hyper Writer Learning Curve this week features how to write content for Facebook Ads. Having researched a lot on what constitutes good ad copy (SEO, keywords, click-throughs) and bad ad copy (unengaging, uninteresting, off-topic) over the past few weeks, I wanted to share a few things about what I’ve learned from that research and from Lynda.com and the Facebook Advertising Fundamentals training.

Aside from adding an image (always add an image – 90% of what our brain absorbs is visual!), compelling ads will need to be relevant, include a value proposition and a call to action. To write these sections in an ad will mean that you need to be concise and pointed with your copy.

The three areas that make any ad stand out are relevance, value statements and call to action. In 2-3 sentences you can convert a reader into a customer by including the following information to create compelling copy every time.

Use numbers to add value – “join more than 8K users” “10 pages of detailed templates to increase your business” “40% off” and “1 Day Sale”
Keep title to 90-150 characters – “Join us for our largest 1 day sale Saturday, June 18th and bring a friend between 2-4pm to get an additional 10% discount” “Share The Tie Outlet ad and anyone who mentions your share will earn you free gift wrapping plus a tie clip for both you and your friend!”
Use a verb + subject – “Get the latest trends” “Drive to our location” “Click now for an offer”
Use plain language – “Incentivizing the competition to disregard the proposition” could be “We are better than our competitors and we can prove it!”

Relevant

Write copy that is relevant to the reader. Your ads can be seasonal-related or can pull from the latest trends, but make the information concise and timely. Think of this as the title that hooks the reader to go further into your ad.

For example, at Father’s Day everyone is looking for gifts for their Dad so the copy may read,

“Drive to The Tie Outlet and pick up a tie for Father’s Day at a 40% discount through Friday!”

Or something more trendy,

“Got the latest summer accessory for men? Get a summer baseball cap for Dad at Trending Caps, 1 day only sale!”

Value Proposition

The value proposition in your copy needs to show how your service or feature is unique and makes what you offer attractive to customers. The content of the statement should tell the reader how your product solves their problems or improves their situations and details what sets you apart you’re your competition.

Problem: No gift for Father’s Day.

Improves Situation: Ties are 40% off and there’s a 1 day sale on baseball caps!

Unique Differentiation: Other ties are not as affordable and this store is having a sale all day where I can purchase trendy baseball caps.

Call to Action

Though the other two sections are important, this one pushes the reader beyond seeing the ad and thinking about the ad, it compels them to act.

In the examples:

Title: “Drive to The Tie Outlet and pick up a tie for Father’s Day at a 40% discount through Friday!”

Call to Action: Your father needs a tie. You need a thoughtful gift. The Tie Outlet can make you both happy this Father’s Day. Drive to our outlet store and get 40% that special tie today!

Title: “Got the latest summer accessory for men? Get a summer baseball cap for Dad at Trending Caps, 1 day only sale!”

Call to Action: Your father always looks his best and this summer you can help him look even better. He wants a baseball cap from his children this Father’s Day. Trending Caps can make everyone happy this year if you visit our store and shop now!

So even though Facebook advertisements target viewers with lots of images, links or videos, it is compelling copy that leads to a call to action. And with text that is interesting and engaging, viewers will be more likely to interact (read: convert) to your product.

June 8, 2016 By stefwhitlow

The Learning Curve – What’s a New Business Like You Doing on an Instagram Like This?

hw2a Amid all the conversations about liking on Facebook and tweeting on Twitter, Instagram has quietly been growing, 26% of online adults use this platform and are learning a lot about promotion. Instagram is one of the strongest social networks to get noticed if you are a new small business. This app popped onto the social networking scene five years ago and enabled its users take and share pictures and 15-second videos through the app. And looking at the statistics, Generation X represents less than half of the users on Instagram. Millennials (18-29) show at 53% and even that number has grown from 37% in only a few years.

New learning curve terms this week: filter, borders, #hashtag, caption, feed (news, activity, following), gallery, album, post, and @mentions

Site references: Lynda.com

The training courses I took were the Instagram Fundamentals and Instagram for Business on Lynda.com – which taught me how to use the application and how it’s used for business.

As a fearless, lifelong learner who just started a freelance writing business, this is what I have learned so far, how to:

Update my profile.
Only add a hyperlink to your profile comment.
Add images both related to Hyper Writer (my business) and that of regular pics.
Post during peak times such as any weekday but Friday from 6am until noon.
Post to Facebook and Twitter simultaneously.
Add @mentions and #hashtags
Follow a lot of interesting people and brands

Instagram is the place to showcase your wares whether its photography, clothing, chefs, travel, comics or technical writing. Tap into the 300 million users for business by engaging them in contests or giveaways and feature your products or services. Instagram also allows you to see who your competition is and search for current products.

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This app is not just a place for personal photos, but a great place to share your business ideas. And as a nice new entrepreneur, I plan to use social networks like this as creatively as possible. Most of all, Instagram allows you to document your personal life and business goals through inventive pictures and numerous filters. And you will have no idea how imaginative and inspirational it can be until you start posting!

Follow me on Instagram @stefwriter

June 2, 2016 By stefwhitlow

There’s No “Sexy” in Freelance Writing!

sexy2

The term ‘sexy’ caught your eye, didn’t it? Well, isn’t that the point? Catching your eye. Everyone admires the pretty, the awesome and the brilliant…and sexy certainly fits in with those terms but technical writing and documentation rarely shows up in that string of words!

In doing research on what it takes to blog these days and starting a new freelancing business in the process, I came across a post called “We’re Bringing Unsexy Back to Entrepreneurship” from Entrepreneur’s site (which I haunt a lot). In the article, Andrew Yang compares “sexy,” meaning the appealing, exciting and attractive part of being an entrepreneur, with the “unsexy” side which includes hard work, long hours, driving an old car, and paying the light bill. In short, the side where you put in the time to garner the rewards. This side is seldom seen because the flashy car, the gorgeous partner, genius talent, meteoric growth, or jet-setting to the latest, hottest destination take up all the sparkle in the spotlight.

Deciding to freelance as a business writer would seem to be a crazy decision since this profession appears to be anything but awesome, brilliant or pretty. However, the book worm hiding in the library has been replaced by someone with an understanding of technology, the ability to manage documentation projects and still attend an evening of networking events without missing a beat (and I’d toss in a running race or two for good measure!).

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Technical writing, or writing in general, does not come across as exciting. Most businesses view it as something they need done or it’s a task no one wants to deal with until it becomes critical. Contracts may require that technical manuals accompany the software or that specifications be included in any engineering processes. At that point, there is a mad scramble to find a documenter who can blow the dust off the ancient folders hidden in a back closet and pull all the technical documentation together using available software tools in a timely manner (tell me this imagery is not sexy!). When the writer enters the picture, creates a strategy to complete the project within the deadline, manages the content plan by working with the subject matter experts and delivers the documentation within specified timelines, well, THIS is when the freelancer is perceived as the most attractive writer doing the least attractive job and making it look good.

Sexy and flashy may show up most on Instagram or spawn a flurry of tweets but “unsexy” with a dash of knowing how to work with people, partner with local businesses, understand their needs and be available when they need you, that’s the kind of unsexy I want freelancing to be.

May 31, 2016 By stefwhitlow

Learning Curve – Optimizing Your Search Engine

In true information developers fashion (I’m a technical writer!), each week I will be sharing what I’m learning with the understanding that you may want to learn something new, too.

New terms this week: contextual search, inferred search, intent-based search, local pack, business card, suggested searches, meta tags, active sharing, metrics, schema, microdata, citations, and backlinks.

Site references: Google Analytics, Google Webmaster Tools, Google My Business

The training course I took was the SEO Tools Fundamentals course on Lynda.com – check it out for more information. It’s a great course to learn the basics.

Starting a website in 2016 has not been the same as starting one four years ago. Now, considerations should be made for search engine optimization (SEO), keyword placement and relevance because Google, the premier search engine, has defined new terms in the searching, finding and targeting of both consumers and businesses in the world of the internet.

Through training videos, in-person tutorials, consultations, networking and lots of online research, I’ve learned a great deal about the art and science of writing for SEO. Not only must I have blog posts showing my experience as a writer, but that I need to craft posts for an audience who has a greater understanding of technology than at any other time in history. Blog readers now want to be engaged, informed and entertained so most posts should now include 300-500 relevant words, researched topics, statistics, graphics and specific topical information to not merely appear in a general search but continue to remain “above the fold” on a search results page.

Cue freelancing startup Hyper Writer LLC who bursts onto the scene with ideas a-plenty, packing an English degree and almost two decades of writing savvy with business (Human Resources, policy and procedures, resume guides), technical (user manuals, getting started guides, design specifications), copywriting (blog posts, web content, email marketing), training (PowerPoint, videos, online help) and general writing for executive summaries, reports and testing reviews.

This week, do some searches for your profession, read the first few posts and see if you can catch the keywords to use to bump up your search engine ranking.

May 4, 2016 By stefwhitlow

Meet the Hyper Writer, Part 2

blue dress

I’m continuing the interview format today with the second part of Meet the Hyper Writer. I think it’s the best way to introduce and learn more about a subject, even if the subject is me, so, with that…once again…meet and learn more about the owner of this blog, the Hyper Writer…Stephanie Whitlow.

What’s next for you?

More education and lots of networking! I’m a fearless learner and I will be tackling the latest software advances in tech comm. I’ll even be sharing my journey on my blog with “The Learning Curve” posts each week. Right now, I’m upgrading my skills with Adobe’s Technical Communication Suite 2015. I’m also taking classes through Google and Lynda.com to learn SEO and how to use analytics. I’m adding a Wiki plug-in to my site (www.hyperwriter.net) so those wanting to get started in technical writing can access the profession’s lingo (speaking the language is half the battle when you’re new to the profession.) Networking will include lots of local meet-ups and probably a great deal of coffee!!

How has the profession changed since you started?

When I started, we mostly wrote in Microsoft Word or FrameMaker then some companies moved to online help which is when I learned RoboHelp. Users have become a lot more technically savvy over the years; however, based on the job openings I’ve seen, there’s still a need for documentation. This takes the form of help on mobile devices, instant online help within an applications, tool-tip help for in-house software, chat support or how-to videos. Lately, it seems the push has been to create documentation for code in the form of program guides.

How did you know you wanted to be a technical writer?

My career plan in college was to go into Human Resource Management but I took a Technical Communication class as an elective my senior year in college and truly fell in love! I thought; this has to be the best profession. It takes into account my love of process, project management, interviewing, team work, helping others learn and it provides endless chances to get experience with emerging technologies. Honestly, I still light up when I think about taking that class and how it changed the course of my working life. I’ve met so many fascinating people and had so many opportunities presented to me through this profession.

Who are your influences?

Those in the profession who keep up with trends – As far as tech comm goes, I’m a fan of the TC Dojo where I’ve learned a lot about single sourcing and have gotten the latest information about what’s happening in our profession. I’ve read Tom Johnson’s blog for years and appreciate his insight. I listen to The Side Hustle Nation for news on working as an entrepreneur in my spare time. And I really enjoy listening to Tim Ferriss’s podcasts, The Four Hour Work Week changed my perspective on work.

Do you have a special quote or motto?

“If you don’t know it’s impossible, it’s easier to do.” – Neil Gaiman

Basically, keep doing what you want to do and don’t listen to anyone telling it can’t be done. A positive attitude will always carry you further than a negative one.