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Lesson 2: Module 1 – Who is Your Ideal Client?
Think about your Aunt Sally. You care about her, right? So, you don’t knowingly serve her shellfish when she’s allergic. By the same token, any marketing message you try to deliver should also be created around specific knowledge of your prospect. Here’s what I mean:...
Lesson 2: Module 3 – The Starter Recipe
The challenge of crafting every marketing message (copy AND content) you'll ever need has been distilled here into five simple questions. These questions make the task of writing copy and blog posts as easy as baking bread – and tasty, too. Each step in the recipe...
Who Are You Writing For?
Before you write a word -- whether that's for your blog, for a newsletter, or for any business-related effort -- you need to understand who you're writing for. Who is your Ideal Reader? (Usually, this is the same as your Ideal Client) In this lesson, we'll do a deep...
Lesson 3: Module 1 – Your Content Strategy
Almost every blog post you write should bring your reader back to working with you or buying from you. So let’s start there! What are you trying to sell in the next two to three months? Do you have a new product or program? Each of your blog posts (or at least the...
Lesson 4: Module 1 – Outline Your Blog Post
If you're not sure how to begin a blog post, the easiest way is to outline a writing structure. You can use the Starter Recipe as a guideline: 1st paragraph: state the problem. 2nd paragraph: talk about why the problem persists. 3rd paragraph: paint a picture of...
Lesson 4: Module 3 – Time to Edit
My own process for editing requires at least three different run throughs after the first draft. And in between each edit, I make it a point to step away from my desk for at least 20 minutes. The first time through, my focus is about coherence: just look for (and...
Lesson 4: Module 4 – What Makes a Great Title?
Just as with your email subject lines, the title or headline of your blog posts is equally crucial to getting folks to click a link and read further. And funnily enough, the process is the same: write the title last. And brainstorm at least 10 potential blog post...
Lesson 5: Module 1 – Write for Humans First
Many times when we talk about "optimizing" our content, we're really talking about SEO (or Search Engine Optimization). The thing about SEO is that it's a constantly moving target. Whatever I write about it today will be out-of-date tomorrow. That's because search...
Lesson 5: Module 2 – Add a Compelling Image
Include an image that conveys what the blog post is about. Images appeal to readers and help them better assimilate text-based content. A blog post that has some type of visual that’s a photograph, graphic or some type of infographic typically has better reach than...
Lesson 5: Module 3 – Formatting is Your Friend (or, We Eat With Our Eyes First)
Online, it's important to break text up into chunks. Online reading is not like reading a physical book. The online reader needs to be able to immediately scroll through content to get to the subheaders and the bolded content and even bullet points. For example, here...
Lesson 2: Module 2 – The Character Sketch
Create a Persona or Character Sketch for your Ideal Customer Just as a novelist will write 3 to 5 pages of back story on each main character before she begins writing, I recommend you write a character sketch for your ideal client. That means, writing about ONE...
Lesson 3: Bonus Video #2- Storytelling & Content Strategy
The following video was recorded as part of my DigitalDiningRoom program. We look at a different aspect of your marketing plan (aka storytelling framework) each month. New members are always welcome. https://www.youtube.com/watch?v=Lhcgq0dbpC8...
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Thank you for the free lessons, your advice really help me build my blog and website, and now I feel it is so much more engaging and conversions have definitely improved! Cheers, Jean.
Jean LangI went through all three of your free online courses and it really was amazing. Thank you for taking the time to construct these amazing courses and offering your knowledge free of charge! Will recommend this site to my friends!
William Randall