Build Your List With Permission-Based Referrals

“There’s a great, wide open Internet out there, continuously accessed by millions of people, and in all likelihood, at least some of them are interested in what I’m offering. Surely there must be a way to reach them, but how?”

If you’ve said or thought that, you’re hardly alone. One of the biggest email marketing challenges for many businesses, particularly those that are new at it, is building a list of opt-in subscribers.

The good news is, it can be done. However, building a large list of quality subscribers takes time, and some people that we speak to don’t feel they have time. They want — need — a big list, and now.

Big List Building Mistake: Buying Email Addresses

This urgency can push them to buy lists of allegedly “opt-in” email addresses, website “traffic” that they believe will result in opt-in subscribers, and any of the myriad products aimed at frustrated would-be list builders.

Aside from the fact that purchased email addresses cause spam complaints and (at AWeber) get accounts terminated, they’re simply a waste of money. You’ll benefit more from other list-building techniques that are:

• Free (with the exception of some time and effort)
• Opt-in (people are asking you directly for information)

A Better Way: Get Referrals From Your Current Readers

One of the best examples of this is growing your list by referrals from existing subscribers.

Word-of-mouth is one of the oldest and most powerful means of advertising, and nowhere is it more easily or quickly done than via email. Your subscribers are getting value out of your messages and probably know someone else who would as well. Sometimes a little reminder is all it takes to get them excited about helping you help others, so give them a chance to do that!

Encourage Subscribers To Forward Your Emails To Others.

Here is an example of text you can use in your messages to do so:

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Thanks for reading! If you know someone who could benefit from this, feel free to forward it to them!

Not a subscriber yet? Like what you’ve read? Sign up to get future issues delivered straight to you:

http://www.example.com

Until next time!

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This Is Not The Same Thing as a “Tell a Friend” Form!

Note the difference between this and using a “tell-a-friend” form to get subscribers to sign up others to your list:

You should only subscribe/email people who are asking to be subscribed. Someone whose email address is entered into a “tell-a-friend” form by one of your subscribers hasn’t asked to be subscribed. Any email you would send to them would be spam.

Tell-a-friend forms also introduce two barriers to recommending your list to others:

• Mis-typed addresses
• They force the subscriber to type out the recipient’s email address, which takes more time and effort than forwarding, especially if your subscriber wants to recommend you to multiple people

Encourage current subscribers to forward your message, and avoid those barriers.

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How to Write with Power and Authority, Even if You Feel Like a Nobody

In this overcrowded online world, do you ever wonder why people would listen to your advice?
I used to feel the same way.
I didn’t understand why people would read my writing tips when the web is awash with writing advice from people more experienced, more knowledgeable, and more authoritative than me.

Why would anyone listen to me?

I’ve learned that mindset was flawed.
When I learned how to write well, a new world opened up. I connected with people across the world. I built a thriving blog. People started listening to my advice — and more importantly, they acted on it.

Can you make an impact with your words?

As writers, our toolbox may seem limited. We can’t shout. We can’t use body language. We can’t even bang on a table to add weight to a message.
We only have our words to communicate with passion and power.
But written words are enormously powerful. You know that. When was the last time words made you smile? Or cry? Or inspire you to take action?

Once you learn how to write with power, readers start listening to your ideas, acting on your advice, and buying your products and services. You can inspire change — even if you feel you don’t have the required clout or authority right now.

Want to learn how?

Step #1: Write with clarity and substance

Weak writing rambles, rattles, and prattles.
Powerful writing, in contrast, is simple and to the point.
Many writers misunderstand this …
Writing with substance is not about writing longer articles. It’s not about word count. It’s not sharing as many tips as possible. The opposite is true. Often long articles lack substance; too many superficial ideas that compete for the reader’s attention weaken the content.
Substance is not about the breadth of your ideas; it’s about the depth of your arguments. Even an email of 100 words can have substance. A nugget of wisdom. A super-practical tip. A spark of inspiration.
Substance is about adding value, exceeding your readers’ expectations, and moving beyond the echo chamber.

“If you’re not adding value, you’re taking up space. The more space you take up, the more difficult it becomes to continuously earn your spot, and the more likely you are to become ignored and irrelevant.” – Sally Hogshead

So, how do you write with substance?

• Have a clear purpose for each piece of content — how will you help your readers?
• Create a list or mind map of what you want to include in your article.
• Review your ideas and narrow down your topic — an initial mind map is often too unwieldy, so cull irrelevant ideas that lead readers astray.
• Revisit your content’s purpose — will your content deliver on your promise? Will you solve a problem?

Becoming an authority is not about you. It’s about your readers. About their lives, their worries, their challenges, and their dreams.
Powerful writing starts with empathy, generosity, and a passionate drive to help your readers.

Step #2: Boost your authority with these content tricks

Focusing on a narrow topic may feel scary. Can you write enough? Will your article seem flimsy?
Don’t panic.
And don’t start adding irrelevant ideas and semi-related trains of thought.
Instead, use the three content tricks below to turn flimsy writing into persuasive and authoritative content.

Authority content trick #1: use specific examples

My favorite way to boost authority is using examples. They are an undervalued tool in your authority tool box.
Examples demonstrate how you translate theory into practice. Examples breathe life into your content by making abstract concepts concrete. Readers can visualize your ideas, and you show you’re not just talking the talk; you know what you’re talking about.
Want examples?

• Earlier this year on Copyblogger, I wrote a fun post with seven tips for conversational writing — I demonstrated each tip with a before-and-after example; the post currently has more than 3,000 social shares.
• Using Apple’s web copy as an example, I wrote a guest post for KISSmetrics explaining how to write seductive sales copy; this post launched my freelance writing career.
• My post about turning 31 measly words into a valuable blog post shows the steps I take to turn a teeny-tiny idea into solid content.

Each post discusses one narrow topic (writing in a conversational tone, writing sales copy, writing with substance) with a series of examples.

Authority content trick #2: add compelling statistics

Statistics are not my favorite type of content. I find numbers boring.
But it’s a mistake to ignore numbers.
Because numbers add substance to an argument. They show you know your field. They instantly make your content more factual.
For instance, for my own Enchanting Marketing blog, I wrote a post about 10 proven headline formulas. First, I present figures to explain how important headlines are:

“The average click through rate on Twitter, for instance, is only 1.64% (source, 2012), so 98 out of 100 people may read only your headline, and fewer than 2 of them click through.”

Then, for each of the headline formulas, I provide examples of popular headlines and support my points with facts:

“The ‘Burning Question’ formula is probably the most underused formula on the list. But its attraction is undeniable: the third most popular post on Moz (8.2k shares) and the fifth most popular post on HubSpot (13k shares) use this formula. We also know from research that questions get more clicks on Twitter than statements, and that subject lines with question marks get 44% more opens than those with exclamation marks (source).”

Statistics boost your credibility and appeal to rationality. But be careful: Don’t let the numbers undermine the clarity of your message. Only add research results and other numbers if they help clarify your ideas.

Authority content trick #3: support with quotes from experts

Can’t find any statistics to back up your argument?
Try using quotes from well-known experts. A quote demonstrates you’re familiar with other work in your field. Notice how I quoted Sally Hogshead earlier?
Strategically selected quotes support your claims. They help you “borrow” other people’s authority to grow your own.

Step #3: Inject power into your words

Does power make you think of dictators, bullies, and other dominant personalities?
As Sally Hogshead explains in her book How the World Sees You, power lives on a spectrum. Power’s gentle side manifests itself in the parental nudge and in the sports coach who motivates you to train harder.
Powerful writing inspires readers to take action. An effective sales page, for instance, encourages readers to click and buy. Strong social media updates make people click to read more. And authoritative blog posts motivate readers to implement your tips.
How?
Embrace your inner bossiness by using the imperative form and shorter sentences.
For instance, read this paragraph aloud:

Your job as a blogger is not simply to write tutorials that share tips, facts, and advice.
A useful tip that’s not implemented is like a riveting book that’s never opened. It’s forgotten and useless.
Instead of acting solely like a blogger dishing out your tips, you should become a mentor for your readers, a chief of your village, a leader of your tribe. You should fire up your tribe and jump-start their actions because your readers are waiting for you.

It feels a little flat, right? That’s because the sentences are long and the final sentences use “you should” instead of the imperative.
The alternative version below (from A Rabble-Rouser’s Rules for Writing Kick-Ass Closing Paragraphs) is more inspirational because it uses shorter sentences and the imperative form (“Fire up your tribe” instead of “You should fire up your tribe”):

Your job as a blogger is not simply to write tutorials.
Your job is not to share tips and facts and advice.
A useful tip that’s not implemented is like a riveting book that’s never opened. It’s forgotten and useless.
You’re not simply a blogger. You’re a mentor for your readers, a chief of your village, a leader of your tribe.
Come on. Fire up your tribe. Jump-start their actions.
Your readers are waiting for you.

Does that inspire you more?

The magic of writing

When I started writing, I didn’t think of myself as a writer. I doubted my skills. I didn’t know whether I had enough ideas.
But every time I had to write an article, I learned more about writing. I followed my curiosity. I discovered what I’m passionate about, and I learned what resonated with my audience.
You might think you don’t have enough to share. Or you might doubt your writing skills.
This is what I’d like to tell you:

You’re unique. You have unique experiences. And you’ll discover your voice and your passions when you write more. Writing brings clarity, deepens your understanding, and strengthens your ideas.

So, commit to writing. To creating valuable content. To being helpful to your readers.
Start making tiny ripples.
That’s how change begins.


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What’s the Difference Between a Professional Writer and a Content Marketer?

I’ve been a writer for a long, long time. I’ve written something every day for around 30 years now.
(Okay, I took about a week off when I had a C-section.)

I’ve been a content marketer since 2004, even though we didn’t call it that back then.

These days, I’m a Chief Content Officer — a job title that didn’t exist just a few years ago.

I love and respect writers, and I know a lot of them. Some are successful; some are struggling.

And I have some thoughts on what can make the difference.

You may know that we run a program to certify excellent writers as Certified Content Marketers.

What does that mean? What’s the difference between a good writer and a good content marketer?

(Spoiler alert: I kind of spilled the beans with the post image.)

But first things first: What is this content marketing thing, anyway?

Here’s how I’ve defined it in the past:

Content marketing is the strategic creation of text, imagery, audio, or video that delivers a relevant, interesting message to a customer or prospect, while at the same time paving the way for a sale.

Good content requires excellent writing. But the elements of strategy and structure need to be in place to get it to work as marketing. Which is, after all, what we get paid for.

So, here are five elements that separate high-quality content marketing from material that’s well-written but might not deliver the same business value.

1. It has to move the audience

You may have noticed that at Copyblogger, we often talk about audience, rather than prospects or leads per se.

The audience is made of people at many stages, including those who aren’t in the market for what you do or what your company does, but can spread the word about your content.

And audiences don’t stick around for weak commercials or carbon-copy content. They need to be moved. If your content doesn’t do it, they’ll go elsewhere. It’s a big web out there, full of delicious distraction to tempt them away.

This is where your art comes into play. If you want to take your marketing writing to another level, consider working on plays, screenplays, fiction, or poetry. Anything creative designed to create an emotional response will improve your professional work.

And yes, you can move your audience even if your topic is “boring.” Use humor, stories, or frustration. Everything we do as people creates mini stories — you can use those for content, even for technical topics like law, medicine, manufacturing, or accounting.

2. It has to earn attention

This is one of the core beliefs of a professional content marketer:

You are never entitled to the attention of your audience. You have to earn that attention every day.

Among your clients and employers, you may find that founders and CEOs can have a tough time with this. They often assume their businesses are riveting. It’s your job to help them see that the audience doesn’t have the same passion for the business that they do.

If your content isn’t successful, if it isn’t gaining attention — it might not be good enough. You may need to put in more work — find better angles, craft better headlines, and find the right tone and voice for that particular audience.

How can we tell if our content is worth consuming? If people consume and feel driven to share it. If it works for your audience, it works.

3. It has to have spark

The biggest problem I see with content is cookie-cutter, paint-by-numbers stuff.

Our Certified Content Marketer training program teaches you structure and formula, but it’s your job to find the spark.

If you’re writing for a company, somewhere in your organization is someone with a passion. It might be the founder or a salesperson or a support person. Someone cares desperately and can show you where the spark is.

And if you can’t find anyone … you need to look for another company! I don’t say that flippantly.
Companies without G.A.S. don’t tend to last long. And even if they do, they’re no fun to work with.
(Been there, done that. Not worth the t-shirt.)

As a professional writer, you are the scribe of the business you serve. It’s your role to take their beliefs and passions and give them a voice. I take this very seriously, and I think you should, too.
Be part of everything. Be curious about everything. Become a lifelong student of everything. It’s all material.

4. It usually relies on proven structures

Getting spark into your content doesn’t mean “winging it.”

There are structures that have been shown to work better, because they make your ideas easier to perceive and understand.

Here’s a nutshell structure for effective content. Copyblogger has lots of posts on these points, and of course we also cover them in depth in the Certified Content Marketer training progra.
Effective content is marked by:

• A headline that instantly commands attention
• A few sharp, focused introductory sentences that pull the audience in
• Useful information that solves a problem the audience cares about (think about magazine content)
• A single, focused point or “moral of the story” that the content is trying to teach. This could address a specific objection to purchase or a belief the prospect needs in order to buy, or it could lead to a call to action
• Stories, metaphors, case studies, examples, and other techniques to engage the audience and illustrate that point
• A well-crafted call to action that tells the audience how to take the next step

5. People have to know how to think of you

You may be more than able to handle everything above — but you also need to convey that to your clients or employers.

A successful content marketer knows how to market her own business, as well as her clients’ or employers’ businesses.

Let’s face it. You aren’t going to find the perfect gig that will keep your bills paid and your brain happy forever. It’s not how the world works anymore.

You need to position yourself for today and for tomorrow. You need to market yourself as the smartest, best solution. You need to take all of the authority and technique that you use for your clients and treat yourself as your most important client.

That doesn’t always come naturally to us, but it can be taught — and when you learn it, you will appreciate the benefits.

At Copyblogger, we love writers. We respect writers. And we want writers to be paid what they’re worth.

You run the show. The web revolves around words — and you are the creator of those words. We want you to get the respect (and pay) you deserve.

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