Cassidy Lewis’ Post

Some really good points here. I usually start a page with a short summary to appeal to the short copy fans and people that are almost ready to take action, followed by a CTA. Then lead into some more detailed, longer-form stuff for those seeking more information and those that need more convincing before taking action - broken up with sub-headings, one-sentence initial paragraphs, bullet points, etc. to please the skimmers. Breaking up the text, varying the formats, and leaving plenty of white space (allowing the content, and the reader, to "breathe") also makes the longer-form sections easier to read and digest. Long-form doesn't have to feel tedious, if it does it needs to be rewritten.

Most websites aren't helpful. Over the weekend, my friend brought this up. "Why are websites so useless nowadays? It's impossible to find the info I'm looking for." I nodded my head. "Yeah, many marketers don't understand how people make decisions," I said. Marketers assume audiences always prefer short, succinct copy. So, the internet is filled with websites that are short, succinct — and missing key information. The truth: Some people prefer short copy. Some prefer long. It depends on how they make decisions. There are 4 unique decision-making types: 1. Spontaneous - Quickly make decisions using emotions - They prefer skimmable, shorter copy - Want to hear the emotional benefits of taking an action - Use their gut feelings to make decisions - They like new, interesting things (shiny object syndrome) - Respond to creativity and excitement 2. Humanistic - Slowly make decisions using their emotions - They prefer longer copy - They care greatly about the people around them - They love social causes and helping people - Stories fascinate them - They care about your company mission and your company's social causes 3. Methodical - Slowly make decisions using logic - They prefer longer copy - They need evidence, research, and data before making a decision - They take the time to do extensive research - They don’t trust easily. Back up assertions with proof - Uncomfortable with quick decisions 4. Competitive - Quickly make decisions using logic - They prefer skimmable, shorter copy - Want to know why they should make a decision - Driven by achievement and recognition - Independent. Want control. Want to create a website that works for all 4 types? To convince different people to take action? You need to understand these 4 types. And write for all of them.

Client: "We won't have enough content for the Veterans and Active Military page. Let's just combine that with our other audiences on a Who We Help page." Me: "Err...But there's competitive keyphrases and a clear defined audience with problems you solve. You could totally write a page about that." Client: "We only have 1 offering though." Me: "Perfect! This can be a highly targeted page!" Client: ... skeptical ... "Okay ... Will you write it?" ----- The # of folks who tell me "we won't have enough content for that page" and l shake my head in disbelief ... This misconception stems from the idea that a website page is about a product or service. (Which isn't entirely wrong.) But every page is really just an opportunity to connect with your audience - your product is just the conduit. The H2s, a single message, pain point relevant messaging - it's not about you. Write for that one audience and you'll always have something useful to say.

Client: "We won't have enough content for the Veterans and Active Military page. Let's just combine that with our other audiences on a Who We Help page." Me: "Err...But there's competitive keyphrases and a clear defined audience with problems you solve. You could totally write a page about that." Client: "We only have 1 offering though." Me: "Perfect! This can be a highly targeted page!" Client: ... skeptical ... "Okay ... Will you write it?" ----- The # of folks who tell me "we won't have enough content for that page" and l shake my head in disbelief ... This misconception stems from the idea that a website page is about a product or service. (Which isn't entirely wrong.) But every page is really just an opportunity to connect with your audience - your product is just the conduit. The H2s, a single message, pain point relevant messaging - it's not about you. Write for that one audience and you'll always have something useful to say.

A friend asked me, "Why are websites so useless nowadays? It's impossible to find the info I'm looking for." I nodded my head. "Yeah, many marketers don't understand how people make decisions," I said. Marketers assume audiences always prefer short, succinct copy. So, the internet is filled with websites that are short, succinct — and missing key information. The truth: Some people prefer short copy. Some prefer long. It depends on how they make decisions. There are 4 unique decision-making types: 1. Spontaneous - Quickly make decisions using emotions - They prefer skimmable, shorter copy - Want to hear the emotional benefits of taking an action - Use their gut feelings to make decisions - They like new, interesting things (shiny object syndrome) - Respond to creativity and excitement 2. Humanistic - Slowly make decisions using their emotions - They prefer longer copy - They care greatly about the people around them - They love social causes and helping people - Stories fascinate them - They care about your company mission and your company's social causes 3. Methodical - Slowly make decisions using logic - They prefer longer copy - They need evidence, research, and data before making a decision - They take the time to do extensive research - They don’t trust easily. Back up assertions with proof - Uncomfortable with quick decisions 4. Competitive - Quickly make decisions using logic - They prefer skimmable, shorter copy - Want to know why they should make a decision - Driven by achievement and recognition - Independent. Want control. Want to create a website that works for all 4 types? To convince different people to take action? You need to understand these 4 types. And write for all of them.

Understanding the diverse ways people make decisions is fundamental to effective content marketing. Tailoring your message to different decision-making types can make all the difference. #contentmarketing #audienceunderstanding

3 Ways to ensure your website isn’t losing you business.   These are EASY fundamentals but we see people miss the mark ALL THE TIME.   Dramatic but if you’re reading on, let’s talk value.    1 - Your client is your hero, not you. Write for them. Seems easy enough right but I see so many businesses steer the bus down me street to brag town. Confidence pieces are good, you do need authority and don’t get me wrong they are going to want to know you are the go-to in your field BUT recognise they are seeking you out to solve a problem - be their guide first. Proof comes in more forms than industry awards and Google reviews. StoryBrand have a killer framework for getting your business messaging right. Check them out.   2 – You’ve got to be visually stimulating. Whether it’s via subtle animation, bold video banners or play on demand content, movement is your website’s best friend in 2024 (and most likely, well into the future). Talking SEO, nothing works better than strong messaging and visual interest. Google favours sites that match user search queries and hold their attention. FACT: you will de-rank against your competitors for the same queries if visitors spend more time, getting the info they need, on their sites rather than yours. Which brings me to the most important point…   3 - Be human. Write for your audience in your own (or brand persona’s) voice. The real people, with real problems WILL be dealing with the real folks over at your business. The OpenAI suite with Chat GTP & Sora (the new and admittedly wildly impressive yet still really creepy text to video tool - worth a look IMO) and other tools ARE great for testing, organising your thoughts and managing concepts - but not for writing website copy. Same goes for blogs (LinkedIn posts too - shock, horror). If you write like a robot, your audience will treat you like one and you will lose them. Hasta la vista, baby. Head over to Argon for our latest blog. DM me or hit me over at george@argon.com.au if you are wanting a better website. 

Here's a simple method you can use to create content that attracts your ideal customer ↓ Your audience has painful problems they want solved, right? So your content should agitate those problems and offer a solution. And you can do this by creating something I like to call a pain table. Open up a document and create an empty table. On the left side, write down every single painful problem or challenge your ideal customers are facing: • Not getting enough leads • Not generating enough revenue • Not being able to retain customers Whatever those problems are… write them all down. Got it? Now, for every painful problem your customers face, there’s a solution. So on the right side of the table, write down all the solutions to their problems: Need more email subscribers to sell your course to? ↳ Create a lead magnet and promote it on social media. Not making enough sales for your clothing brand? ↳ Run paid ads to your website and market the brand on social media. Not getting enough qualified leads to your business? ↳ Create a survey with qualifying questions to determine who’s the best fit to work with. Now whenever you’re ready to create content that: • Builds trust • Gains authority • Increases sales Just look at your pain table, choose a painful problem your customers are facing, share the solution to the problem, and end with a clear CTA. Now you have an endless content-generating system that attracts high-quality customers to you and your brand. P.S. Do you have a system for never running out of content ideas?

5 Common Challenges faced by Business Owners & Marketers. (Here are some shared challenges). 1. Generate Fresh Ideas - consistently coming up with fresh and compelling ideas is the most daunting challenge. >> Read wide, draw inspiration from different sources, and stay informed about industry trends. >> Set aside dedicated time & explore different environments to spark creativity. >> Writing every day can help generate new ideas. 2. Meeting deadlines - clients expect you to have strategies to handle any kind of project. >> Use tools like calendars, task lists and reminders to stay organized. >> Have a note/list of tasks, prioritize as important & allocate time efficiently. >> Discuss with the client early on if the deadline is unrealistic. 3. Balancing creativity - having the right balance between creative expression and meeting client expectations. >> Test & experiment with different approaches and refine based on feedback. >> Understand the client's brand voice & messaging guidelines. >> Communicate with client to align ideas with their vision. 4. Handling rejection & criticism - as a marketer, positive & negative feedback will be sent to you. >> Examine why certain pieces didn't resonate and adapt accordingly. >> Note that rejection is part of the creative process. >> View rejection as an opportunity for growth. 5. Staying updated - keeping up with evolving industry trends. >> Participate in online communities, attend conferences & connect with other marketers. >> Take courses, attend webinars & read industry blogs. >> Be open to learning new tools and techniques. As for levelling up your business and attracting more leads, my Email Copywriting Service is here to help. With persuasive and compelling messages, I can boost your leads and sales by 2x! P.S. I'd like to hear what challenge you have encountered & how you overcome it in the comment section below👇

Stop scrolling. We have a super helpful pro tip for ALL you digital marketers out there! 👇 Start tracking your L.B.O.W. (Lifetime Body Of Work). What's that mean? 🤔 While we aren't talking about your funny bone here, it will still make you smile with how helpful it is for your career—and sanity. It's essential for you to stay motivated and organized in this industry, so imagine having a dynamic and insightful list of EVERYTHING you've ever published. Amazing, right? L.B.O.W. tracking includes: 🔸Watching Your Growth: It's like a visual diary of your content journey. 🔸Easy Analysis: Spot trends, shifts, and improvements at a quick glance. 🔸Quick Retrieval: Need that article from two years ago? Boom, got it. All it takes is a simple Google sheet with the each piece of content's title, date, URL, and notes for any insights or tweaks you make. Why It Works: 🔸Production Tracking: Compare and grow. 🔸Strategy Insight: See your content evolution over time. 🔸Motivation Boost: You're a content powerhouse and here's your proof! Keep up the awesome work! Start tracking your L.B.O.W. going forward if you haven't already - it's never too late. Better organization. More motivation. You got this! 💪 #contentmarketing