Truly Twisted Marketing

There is a lot of uninspiring web content out there.

Now, I’m not pointing any fingers (I was raised up in the south and that’s considered very unladylike behavior). I’m just as guilty as the next guy…or, girl, rather, of optimizing copy focused on keywords and search phrases that lead to content that is a bit lackluster.

Okay, okay, let’s just call it what it is…DULL…FLAVORLESS…BORING. There, I said it.

As synchronicity would have it, I was contemplating the uninspiring web content problem when I came across a word used on a post that made me stop and think. The word was “provocative.”

Provocative. I like it.

It carries a certain connotation. It can be sexy. It can be stealth. It can be mind-blowing. It conveys an experience that speaks to human nature. It sort of makes you want to know more. What is provocative? The movie you watched last night, that gallery opening you just attended, or heck, maybe it’s that 4X4 monster truck you’ve had your eye on for a while now. The point is there has to be a way to make web copy provocative, make the words jump off the page, yank people in and give them such a fabulously delicious experience they won’t ever want to leave.

Optimized content might help get people to the site but provocative, well-written, exciting content will keep them there, lead them through the site, close the sale, and ultimately be the vehicle that keeps your conversation going via word of mouth.  It’s the tone of voice that will keep them coming back for more.

There are a few sites out there doing it right. I’ve mentioned Biznik before. Their manifesto is top-notch. The TieBar FAQ page is another but the examples are few and far between. E-Commerce niche sites (my specialty) are notoriously difficult to write for simply because the content absolutely has to be keyword rich and highly optimized. I mean there are only so many descriptive, make you want to buy, deliriously exciting words you can use for say “wall mount pot racks.”

It's a connundrum to be sure. But to create a formula for meshing the two together would be a truly fabulous feat. Can I get a drumroll, please? My working theory is optimized content + compelling tone of voice = action (the action being the sale, the signup, the "thing" you'd like your web visitors to do before they leave).

I like the idea of mixing up theories and ideas until I get something that is workable. I'll be testing this one out. My newest project is a niche website that is slated for a whole new line of product offerings and, yes, I will be optimizing for wall mount pot racks - make that "candy apple red wall mount pot racks that bring warmth and conversation to any kitchen setting…"