Home › Category Archives › Social Media Marketing

What makes Great Copy?

Copywriting is the practice of writing copy for the purpose of selling or marketing a product, business, or idea. “Copy” is the word used for any written or verbal set of words used to sell something.

Great copy is more than just a sales pitch. It might tell a story such as the way the product came about, or it may describe the author’s own experience with the product.  Skilled copywriters will try to find a unique angle that their readers will relate to and weave this into their sales writing.

First-rate copy pushes the heart.

By discovering something that consumers can relate to, copywriters are able to appeal to their readers’ emotions. Research shows that people buy first with their emotions and then look for a rational reason or justification for their purchase later. High-quality copy spells out the benefits of a product to prevent the customer from having to think for themselves. Great copy overcomes the consumer’s objections before they surface.

First-rate copy is informal and conversational.

When you start copywriting you can forget a lot of that grammar you learned in school. To engage your reader they need to feel you are actually talking to them, and so you should write in the same style as you speak.  Here are some thoughts that your English teacher might not have agreed with:

  • Use fragmented sentences if they create impact
  • Use acceptable slang if it is suitable (no inappropriate words)
  • Use hyphens and character separators
  • Use variable fonts and colors
  • Use short punchy words rather than long complex ones
  • Explain your meaning in simple terms rather than using clever word plays or understated clues

On the other hand, don’t get too comfortable or your writing will lose credibility:

  • Don’t overdo punctuation…exclamation marks lose their impact if used too often
  • Check your work for typos, these are unprofessional and reflect poorly
  • Don’t use too many capital letters, this is seen as shouting in cyberspace

The length of good copy needs to be appropriate for the product

There are advantages to both long and short copy. How do you decide? The simple test is to always make sure your text is long enough for the value of the product you are selling. A more expensive product typically will require longer copy.  Just like you, customers will take longer to decide whether to buy. You don’t want your readers to reach the end of the page when they are still undecided about whether to buy.

Advantages of long copy are:

  • Long copy with bolded or emphasized points can allow some of your visitors to skim, while others more interested in specifics can find all the information they want. In this sense, long copy gives visitors more options.
  • Information-based products often benefit from longer copy. This will grant you ample opportunity to show your potential customers the QUALITY of your information.
  • More information makes your customers feel comfortable about their purchase.  Your visitors will have most of their questions answered and will have less anxiety about ordering from you.
  • Giving your customers the facts upfront may reduce your customer service work.
  • Long (and interesting) keyword-rich copy often performs well in natural search engines…there are more opportunities for search engine optimization and including keywords.

Some might say that there is no such thing as long copy only boring copy.

Advantages of short copy are:

  • You get your message across before your customer loses interest
  • Your web pages are neater and more compact
  • You avoid repetition and the appearance of a hyped sales pitch. Of course, it’s certainly possible that carefully designed long-copy pages can avoid this perception as well.)

In the end the quality of your copy is more vital than the length. You can incorporate links in short copywriting to provide more information to customers that want it, or you can emphasize key phrases in long copy for visitors that don’t want to read the whole page.

The Best Copy

If you weren’t in honors English, or you have never written anything longer than a text message, writing sales copy for your new product can be very intimidating. With the number of freelance copywriters advertising their services on the web, it can be tempting to outsource this task, but there are many reasons why you are the best person for the job.

  • It’s Your business and you know your business and your product better than any out-sourced writer.
  • You know the personality of your target audience, and what your clients or potential consumers will want to know about your product.
  • You are sincerely passionate about your product and this will stand out through your writing.
  • Relationships are typically consistent. You will want to build up a relationship with your customers and this is easier if they are familiar with your ‘voice’, instead of the many or different voices of freelance writers.

Certainly you can pay a writer to produce your copy if you are really laboring to do it yourself. This might be expensive, although there are inexpensive alternatives. Notwithstanding, you can use the time you would have used writing to focus on other areas of your business. If you do use a copywriter, there are a couple of things to keep in mind.

  • Provide them as much information as possible about your product and market.
  • Request that they test your product if at all possible.
  • If you have written anything before, give them an example of your ‘voice’ to imitate.  If not work with them initially so they can get a feel of what your tone and style might be.
  • Before you post the copy ensure there is nothing in it you wouldn’t say yourself.

Get Started

Start to accumulate landing pages, sales letters and other copy that catches your attention and feels like you. Place the items in a folder or save them electronically. This is called a swipe file and it will come in handy when you write some of your own copy!


Jerry Duling is a Marketing and Business Consultant, Professional Speaker, and Social Media advisor. Jerry shows businesses how to use Social Media to build their brand, generate leads and close sales. Jerry also provides individual resources for the Internet Entrepreneur. Connect with



Hashtag- what is it and how and where can you use it.

hastagHashtag- what is it and how and where can you use it.

We posted a short article in October of 2012 after a number of questions on #hashtags. A lot of things have occurred over the last year and a half.

  1. We can pretty much say for sure that tweets with hashtags generate twice as much engagement (that includes clicks, retweets, favorites and replies) as tweets without hashtags.
  2. Now every major social network allows the use of hashtags it is even more important to understand why they are such an important part of social media.

If you are new to using hashtags a hashtag is a word or phrase preceded by a hash or pound sign (#) and used to identify messages around a specific topic or category of interest. Simply, it is a social media tagging system that categories content.

Why is that important? For a couple of reasons.

  • Many people monitor hashtags as a way to keep in the loop on specific topics. Essentially they track what is being said on Twitter, Instagram, Facebook and Google plus.   The result is your hash tagged content will be found!The inverse is also true. When you want to target your social media messages to a specific group, there is no better way that by using relevant hashtags.
  • Hashtags allow you to monitor an extreme amount of information. It gives you the opportunity to whittle down the thousands of updates we receive daily from customers, competitors, and friends.
  • By monitoring hashtags related to your brand or product offering, you always have an idea of what people are saying about you or your industry. The smart business folks are looking. These conversations are taking place whether you are monitoring them or not. If you aren’t…maybe your competitor is.Similarly, tracking your company hashtags allows you the opportunity to provide a higher level of customer service. By monitoring mentions of your brand or company name you are able to find and respond to comments and complaints quickly an accurately. When you find praise, compliments, or recommendations , you can take advantage by thanking and re-posting.
  • Finally, you can use hashtags for a special events, a weekly discounted product or promotions to make sharing effortless. Ask people to #Companydiscout to claim and track this weeks promotion.

You can read between the lines in the above and realize that there are many implied benefits. Obviously, if you are monitoring your brand- you can monitor the brand of your competitor. With that information, you can make adjustments in your targeting and messaging.

Even if folks are not tracking hashtags, a potential customer might do a search to learn more about a product. If you are fortunate enough to be “trending” (that means that folks are using a specific hashtag so frequently that is trending) your messaging will get a lot of attention.

So, let’s get started! Here are a couple of dos:

Be specific: If you’re using a hashtag to join a conversation, make sure the hashtag is specific and relevant to your topic. If you’re talking a recipe for lasagna, use #lasagnarecipe instead of simply #lasagna or #recipe. A vague or generic hashtag like #food or #lovethis isn’t effective either.

Less is better: Hashtags, like links, look like spam if they are used too often. Three hashtags should be the maximum on Twitter and Facebook, but you can get away with more hashtags on Instagram and Vine. Never hashtag the same word twice

Provide context: A tweet that contains only hashtags is not only unclear — it’s boring. If your tweet simply reads, “#great,” your followers will have no idea what you’re talking about. In the same way, don’t just state the obvious—add something to the conversation.

Network Specific: Do tailor hashtags to the social network you’re using. Read their guidelines and follow the same protocol as the other users.

What are the main social networks that use and support hashtags?

Here is the short list – each network has a different tweak on how they use them.

Twitter: The network that brought us the hashtag is the most popular site to use it on.

Google+: Google+ provides one main variance. Google+ will add hashtags to content if they think that it is a relevant and popular keyword. Although you can always opt-out of this.

Facebook:  A late comer to hashtags. You’ll also see the different trending topics in the top right hand corner of your News Feed.

Instagram: Used to see similar photos. Hashtag the picture you took and it will create a link to a page with other pictures of the same subject.

YouTube:  Users can leave comments with hashtags, which will then click through to a page with videos that contain that hashtag in their title.

Kickstarter: Sorting by different hashtags can make it easier for you to find projects you’d be interested in investing in.

Vine: Obviously, Vine (owned by Twitter) has included the functionality. As with other sites, adding a link to your Vine’s description will bring you to a page with Vine’s on the same topic.

Tumblr:  There is an area at the bottom of your posting page that asks you to add “tags.” When you start to type a tag for your post, Tumblr will automatically add a hashtag to the front of it.

Pinterest: Remember hashtags aren’t searchable on Pinterest, so you need to just search the keyword to find the content. When you create a hashtag on Pinterest they’re only clickable in a Pin description.

Using hashtags will allow you to make a good impression on a wide social media audience. Monitoring hashtags will allow you the opportunity to evaluate. Make sure you’re sharing the best content, making the right impression, and you’ll be trending soon enough.

Jerry Duling is a Marketing and Business Consultant, Professional Speaker, and Social Media advisor. Jerry shows businesses how to use Social Media to build their brand, generate leads and close sales. Jerry also provides individual resources for the Internet Entrepreneur. Connect with



Why Facebook CustomTabs are more relevant than ever

In February 29 2012 Facebook Pages truly got an extreme makeover that included the integration of the Timeline, the cover photo and some other pretty neat things. Among those changes, the Custom Tabs were also customized and tailored toward a more meaningful use.  That is our focus for now…

Just as a review, there are the few things you should know about how the new Custom Tabs work:

  • The most important thing is Tabs can no longer be configured as default “Landing” for people that have never “liked” the Page. The new default is the Timeline and there is simply no way around it.

  • Does that suggest that Tabs are no longer relevant? Sure, the Landing Tab was really the only tab that had any action because we were forcing visitors to hit it but, I believe the Custom Tabs in general are going to be more important than ever before.
  • Remember how the links to these tabs were hidden on the left below the profile picture? Visitors for the most part were completely overlooking them. Now Tabs have been moved to prime real estate in the page right below the Cover Photo, what we now know as the “Favorites” section, making them more prominent.
  • They got a lot more visual with the 111x74px graphic rather than the small favicon-like icon.
  • You can have a maximum of 12 Apps installed on your Page.
  • You can organize your Favorites, making your most important tabs visible. The only Favorite you can’t move is “Photos”. (Check out the video.)

To sum up, maybe we will not be using tabs to create a better landing experience for our new visitors but you can use the Cover Photo to do this. Bear in mind that all pages in Facebook look pretty much the same and you should take advantage of on every single opportunity to differentiate yourself from the crowd. Of course there are some regulations in regards to what you can do with Cover Photos, click here to learn more about that.


I think the right way to view these changes is that the new look has turned Facebook Pages almost into a brand mini-site, think of the “Favorites” section as the navigation bar on your website.

Here is the really cool thing, You can put ANYTHING you want inside a tab.

Consider with me that Facebook Tabs use something called iFrames. iFrames are simply containers inside a website and are used to integrate all kinds of elements inside. iFrames are also capable to handle different web languages, for example Flash, html or html5.

I am sure you can see the possibilities…

This means that you could put a game inside a tab, video inside a tab, a Google Map, or an email signup form. If you think about it, you could build an entire website with several pages and dump it inside a tab and the user could navigate through your website inside Facebook. You could even display your entire blog inside a tab.  For sure, take advantage of them to promote your webinars, free e-books, your YouTube channel, case studies, events, applications, contests and much more.

Since anything you put inside a tab is not being hosted by Facebook because it’s an external site, all Facebook is doing is letting you borrow the space so you can call that site from wherever you’re hosting it and you’re using an iFrame to display it.

This is a far better navigation system than on the previous page design and although it only allows you to feature three tabs you have a chance to make them far more compelling and clickable.  Think of the “Favorites” section of Facebook Pages as a brand mini-site and the navigation bar on your website.


Jerry Duling is a Marketing and Business Consultant, Professional Speaker, and Social Media advisor. Jerry shows businesses how to use Social Media to build their brand, generate leads and close sales. Jerry also provides individual resources for the Internet Entrepreneur. Connect with



Not Knowing Your Facebook Marketing Target Audience Could Hurt Your Business

Facebook research your AudienceOn a corporate level, and although it’s a critical step to the success of any marketing strategy, market research is not employed nearly enough by the majority of brands. We all presume we know what our consumers are thinking and invest considerable amounts of our budgets based on instinct, intuition, or plain old gut feel – in reality we could, quite possibly, have no idea and as a consequence, assign spend rather poorly. The idea of searching through statistics can be intimidating and the idea of wrestling with the rising mountain of online content is certainly more than most are willing to endure.  The very same principles and dilemmas apply to your Facebook strategy. Fortunately, it is a bit easier, and the expenditure is not as alarming, but it is unquestionably as important.

If you have tried your hand at Facebook marketing and your results left a lot to be desired, you may have missed one very important step in the marketing process. Many business owners, when they make a business profile page on Facebook, feel that they already know their audience from their offline business dealings. They know what they want and how to solve the common customer’s problems.

But not so fast. Your Facebook audience might be completely new to you. Facebook allows you to reach people all over the world. Even if you have a local business, you can reach people in neighboring towns that you might not have met otherwise. Do you know everything there is to know about everyone your business serves? Probably not. A good trick is to visit the profile pages of some of your Facebook fans to see what they Like.

Researching Your Facebook Marketing Audience

When you click on a typical fan’s page, you should study that person’s timeline. What sort of things are they clicking on and liking. Look at the person’s previous posts. What sorts of things does that person find interesting? You can also look at other brands that person enjoys to see what they are doing right. This research is ideal for building the ultimate Facebook marketing experience that truly speaks to your fans and customers.

Researching Your Competition

Part of knowing your audience is learning about the things your competitors might be doing. What are they doing right in their efforts to reach out to the same target market? Are they using any tactics that you can see to increase the number of comments they receive? Are they speaking to and reaching out to their audience in various ways? Make a note of all the tactics your competitors use and improve on them. This is how you create the best Facebook experience for your customers. Just do what your competitors do best and do it a little better. If you can come up with a unique angle that your competitors may have missed, that’s even better.

If you don’t know who you are marketing to, you aren’t going to be very successful. Don’t assume you know your Facebook marketing audience. Instead, take the time to research your audience, your fans and your customers on Facebook so that you know exactly what they like. When you give your audience exactly what they want, they’ll always come back for more.

To learn more expert Facebook marketing tips, visit Precise Strategy Marketing for Facebook.

If you would appreciate some additional advice on some things to avoid, you can grab a copy of a free eBook: Biggest Facebook Marketing Mistakes.


Jerry Duling is a Marketing and Business Consultant, Professional Speaker, and Social Media advisor. Jerry shows businesses how to use Social Media to build their brand, generate leads and close sales. Jerry also provides individual resources for the Internet Entrepreneur. Connect with



LinkedIn Marketing – Better Than Facebook Marketing?

LinkedIn Vs FacebookIn the beginning, LinkedIn and Facebook  seemed to have very little in common. One platform was created as a closed and trusted networking site for professionals while the foundation of the other comes from being an open “face book” of college students.

While LinkedIn has built up an overriding presence in the hearts and minds of the professional demographic, Facebook is in the center of consumer culture and many a business who want to capture the hearts and minds (I meant money) of us all.  Professionals network on one platform while companies establish Pages on the other.  If you were to ask most companies where they plan to focus their social media marketing efforts, most businesses  and online marketers would mention Facebook, Google +, and Twitter before mentioning the LinkedIn networking platform.

Many online marketers today are targeting Facebook for their online marketing campaigns. It’s completely understandable. Facebook is nearing a billion users and the site is growing every day. But most of those marketers would be surprised to hear that there may be a better or at least equivalent way to spend one’s social marketing time and dollar. LinkedIn has developed an extremely deliberate and strategic plan to study the shortcomings of its mammoth competitor and create a platform that should be as welcome for business as it currently is for the professional.  Every social media marketer, especially those in B2B but even B2C industries, needs to watch these developments closely. LinkedIn is where most marketers should concentrate some of their efforts and here are some reasons why.

No Need To Hide Your Intentions

On Facebook, you can’t just start advertising your products and services. You have to be social and friendly or else you will be considered a spammer quick. On LinkedIn, people are expected to advertise their products and services. That’s what the site is there for. You can be as open and transparent as you want about your business dealings, which makes it a much better use of your time.

No Need To Worry About Privacy Issues. The single biggest complaint that people have with Facebook is its confusing privacy settings, which are continually changing with each new Facebook “renovation.” Privacy settings on LinkedIn, however, aren’t typically an issue — if your profile is only geared toward other professionals, you’re likely not posting anything you wouldn’t want to share in the first place.

LinkedIn Is Comprised Of All Professionals

You don’t have to navigate through friends and family to get to your customers on LinkedIn like you do with Facebook. LinkedIn is made up of all professionals, which makes it perfect for expanding one’s professional network.

Keep Your Personal Life Personal. Your visitors don’t care to know where you are and what you had for breakfast this morning, and you may not want them to see photos from your recent trip to the beach. While Facebook offers a window to your whole life, LinkedIn is strictly for professional use, so the content you post is relevant to your specific field.

The Ability To Follow Companies

With the Companies Tab, you can follow companies and keep up with their latest happenings. You can follow all of your direct competitors to keep up with their latest hirings and firings, product and service launches, news and updates. You can also follow companies in your industry that aren’t necessarily competing with you to get some new ideas on how to market your own business.

LinkedIn Answers

There is no better way to establish your authority over a subject than to provide valuable answers to other professionals’ most pressing problems. You can even ask questions in the Answers section for excellent market research about a subject.

Connect With Like-Minded ProfessionalsConnect with LinkedIn

LinkedIn provides you with multiple ways to grow your connections list. You can have LinkedIn search your email account address books, you can enter email addresses manually, you can accept LinkedIn recommendations and you can even engage in introductions. Introductions allow you to connect with professionals who may know people in your connections list. By starting the introduction process, you can expand your network even more, leading to bigger and better opportunities.

Get The Latest Information. An exclusive feature of LinkedIn is LinkedIn Today, which gathers the most shared news on the site all in one place. You can surf through the articles that have had the most shares and Tweets across the Web, so you can stay updated on current and relevant news. You can also customize your LinkedIn Today page and LinkedIn front page to show news more appropriate to your industry.

All The Abilities Of Facebook Without The Noise

Let’s face it; Facebook is more about keeping up with Grandma and Aunts and Uncles than it is for business. As much as Facebook tries, the platform just can’t seem to give business owners the leg up it hopes to. Enter LinkedIn, the fastest growing social network for professionals and the best resource for Internet marketers looking to get ahead online.

If you’re finding it fatiguing to balance both your personal and professional networks on Facebook, you might give LinkedIn a try. If you want to learn more about taking your LinkedIn marketing campaigns to the next level, visit Turbo Charge Your Business with LinkedIn.

For a FREE quick review of things to avoid, visit Fatal LinkedIn Marketing Mistakes.


Jerry Duling is a Marketing and Business Consultant, Professional Speaker, and Social Media advisor. Jerry shows businesses how to use Social Media to build their brand, generate leads and close sales. Jerry also provides individual resources for the Internet Entrepreneur. Connect with



Creating a Powerful Social Profile

SOCIAL PROFILEBefore joining any social network, you’ll need to put some serious thought and some preparation into what you want people to see and feel, once you arrive on the scene.

That means taking time to consider how to make the best of:

• Your profile photo (always use the same one)

• Your short bio (be consistent)

• Your tagline (keep it uniform)

You should have all three standing by to upload — most social platforms will ask for at least two out of these three items.

You need to have thought through:

• What message you want your photo, bio and tagline to suggest (success, significance, honesty)

• Who you are talking to (your target subscriber- business, individual, new online marketer, specific niches)

• Who you are really talking about (what you have done, what you could do for)

When you are creating websites or straight business profiles, your focus would be on what you can do for your best potential paying customer: When you are setting up profiles on social media, “what you can do” is implied: It’s more important to make a connection by letting them know that you’re on the same page or you have things in common.

For instance, while practice states you should use a fairly formal full-face headshot in profile photos, if your website and niche focus is “golf”, you might want to have a scenic course behind your head and lean on a club.  If your spotlight is “tech”, then a computer screen in the background…you get the idea.

When you consider websites and social networks, people aren’t able to get to know you in person… so your content, language, photos, and graphics have to do a good job of both honestly getting across the “real you” and the message you want to convey about why you and visitors or social friends will match up and enjoy mutual interests.

Here are some rock-solid guidelines on making sure your profile photo, posts, and promotions do a grand job in building your image while letting your contacts see the real you:

Use the same photo(s) on all your social networks — and on your website as well. If someone sees your update on Facebook and then later see it on Twitter, the photo and name should be a match. This will make it more likely that they will notice you throughout other social media platforms, and the more they recognize you (or your brand), the more it will be embedded in their minds.

Focus on the individual you want to attract — their likes, dislikes, needs, wants and interests. This is better than bragging about your own accomplishments- however, see below for bio.

Match your tenor to your audience. Be more proper on more professionally oriented networks such as LinkedIn, Google+ Pages, and Fan pages on Facebook. Be friendly and more casual on Facebook. Be succinct and to the point, yet interesting on Twitter. If your niche has a “culture” which includes specialty terms, by all means use those terms. If your niche is Golf, interject comments about swing speed, lie, loft, and rankings.  If you marketplace is Internet marketing, talk about JVs, PPC, and CPM. If your niche is gardening, lace your posts with knowledgeable comments about beneficial nematodes or micronutrients.

Write a fantastic bio.  Keep it a short description of what you’re about. Do your home-work and know the number of characters or words allowed on each network, and adapt your description to fit. This is important so, don’t rush through this step. Spend as much time on it as if you were writing a powerful resource box (brief bio and a link to your website or Blog) for an article directory; or writing a headline for your sales letter!

Come up with a catchy tagline. A tagline is just a slogan that gives listeners an instant impression of what you’re all about. Example: “Just Do It.” — Nike.  Often people will refer to these as straplines.  Most often, people will remember your tagline better than they remember your resource boxes and bios — and taglines are crucial for branding, if you need to brand your product or business. Brainstorm with your friends and family

Use customary social manners.  If you’re new, try not to break in to conversations until you’ve been “introduced” or invited The only time interjecting is acceptable is when you’re congratulating someone or sending sympathy.  However, no more that you would go to a funeral and pass out business cards, don’t add to your note… express your congratulations or condolences and say nothing more in that post. Once someone responds to you, it’s okay to begin conversations or join in.

Conduct yourself appropriately.   Always remember that you can’t let yourself go completely on a social network: Your business will still be evaluated and judged by your behavior there.  It’s certainly acceptable and sometimes even desirable to make personal comments about your dog, kids, etc.   It lets them know you are human– but make a conscious decision about your policy regarding these personal areas before you make an off-the-cuff remark. It is similar to anything you do, it’s more important to know what not to talk about. No one really cares if you tweet that you are going to bed.

Discover the most favorable time of day your audience is online. Use chat, hangs outs, tags, and messaging – join them.

Post regularly and be consistent. This is very important. If you are consistent and provide valuable and interesting information, you’ll soon have people looking for your posts and tips.

Guard against being lured into the entertainment portion of social networking. They can be enjoyable, but they are total time-killers and schedule spoilers! Avoid playing games. Similar to the “conducting yourself appropriately”,  you really don’t want potential customers or clients noting that you spend six hours a day on Farmville or Words with Friends. You certainly do not want them to become irritated because you or your friends are pestering them with “Neighbor” invitations.  And in particular — if a social network allows you to create a Page for your business — create one!

Be Genuine. Don’t fake it just to make it. Share your personality, dedicate time and effort to produce the content that you share and find out what it is that your fan base wants. We often lose sight of being authentic while utilizing our social networks to push onto people what we think our fans want. Instead ask them. Don’t be afraid to take some risks or to follow through with some suggestions from your fans. Be bold with ideas and prepare for their failure if that turns out to the case.  Your sincerity will be recognized and your tenacity and ability to try again will be appreciated. The only time you can fail is by not giving it a try at all.


Jerry Duling is a Marketing and Business Consultant, Professional Speaker, and Social Media advisor. Jerry shows businesses how to use Social Media to build their brand, generate leads and close sales. Jerry also provides individual resources for the Internet Entrepreneur. Connect with



Embed Tweets! (short video)

We had some questions on our conference call about our last post, so here is a short impromptu video about how you would embed a tweet.

Hope you enjoy and let us know if you have any additional questions.

You can also view it on YouTube….

How to Embed a Tweet on Your Blog or Website
If you miss the original post, check it out here  Embed Tweets!




Jerry Duling is a Marketing and Business Consultant, Professional Speaker, and Social Media advisor. Jerry shows businesses how to use Social Media to build their brand, generate leads and close sales. Jerry also provides individual resources for the Internet Entrepreneur. Connect with