Client: LLS Industry: Non-Profit Location: Long Island, New York
Video Type: Fundraising Video
LLS exists to find cures and ensure access to treatments for blood cancer patients. Every year they honor two young cancer survivors with Boy and Girl of the year awards. This is the profile of the Boy of the Year honoree for 2018.
Profile the Boy of the Year for 2018
Raise awareness for blood cancers
Highlight LLS’ ongoing mission and how regular people can help achieve it.
Full Day Shoot
Music supervision and licensing
WHAT WE DID
We work with LLS on an annual basis to create videos for their Man and Woman of the Year fundraising campaign. Telling the stories of the kids being honored during this time is always an extremely rewarding and emotional experience. It’s amazing to speak with these resilient children who have battled so much adversity. Its a cliche, but they teach us lessons every year on how to live our own lives in a better way.
The shoots are not without their challenges though. Working with Non-Profits almost always means tight budgets and short timelines and this was no different. We shot this video with one filmmaker in only one day of shooting. This is something we only do for non-profits. They are long days and we have to scramble to get everything we need, but we’ve found that if we are constantly communicating we can make the best of it.
It was in post-production that we came across the Iron Man theme for the video. We thought this sentiment was so powerful that we needed extra visuals to reinforce it. So, we went back to the family’s home just to shoot the scene with Brandon putting on the costume.
Client: ExecOnline Industry: Leadership Development Location: New York, New York
Video Type: About Us
We were hired to produce a landing page video for ExecOnline, a leadership development company. They have a platform that trains executives to be more effective and profitable leaders.
Outline the ExecOnline platform and how it works
Show how ExecOnline provides ROI to the companies that use their platform
Illustrate the trusted brands that ExecOnline has helped
Demonstrate ease of use of the platform
Voice over casting
Full Day Shoot
Stock Footage selection
Music supervision and licensing
WHAT WE DID
ExecOnline came to us looking for a landing page video that would inform companies of their platform, how easy it is to use, and what the benefits of the platform are.
During pre-production, we spent a lot of our time digging into the company’s messaging and researching their target audience. This familiarity with the company and its working allowed to craft an engaging and targeted script. Once we had approval on the copy we recorded a temp voice over track and did some rough storyboarding in order to better visualize what we wanted to achieve on our one full day of shooting.
ExecOnline was very collaborative with us during the process of choosing the actors. It took a few days to really nail down what we were both looking for but once we did the process moved quickly. We were able to secure two of our top talent choices and they ended up being highly professional and very easy to work with.
When it came to securing the location we did a thorough search of the office spaces available for film shoots, but in the end, we used our client’s actual office. The space was large, we had complete control and it had the modern vibe we were looking for.
For production, our two-man crew spent one full day at the ExecOnline offices. We filmed 5-6 setups using a combination of natural light and our usual bounce board lighting rig. In post-production, we used the footage we shot, stock footage, and motion graphics to put together the final piece.
We hired a professional voice over talent to do a final read on the script and worked with the client to supervise music selection. In this case, we used our own music library Select Music to score the finished product.
ExecOnline used the video as the centerpiece of their site redesign and we are currently in pre-production on the second set of videos for them.
Client: TACT Industry: Medical Staffing Location: New York, New York
Video Type: About Us
We were hired to produce a landing page video for TACT, a medical staffing company. They place medical professionals in hospitals and healthcare institutions all over the country.
Introduce medical professionals to the Tact service.
Show that Tact is not just a job placement service but a portal to potential adventure in life.
Emphasize that young people can have fun and exciting lives while they make money.
Voice over casting
Stock Footage selection
Music supervision and licensing
WHAT WE DID
We produced a landing page video for Tact Medical Staffing. The video lives on their homepage and across their social networks. Tact Medical Staffing’s mission is to meet the critical staffing needs of their healthcare clients by matching employees with the most rewarding jobs, careers and lifestyle choices. Today’s healthcare professionals lead busy lives and they strive to meet them where and when it’s best for them.
The process began with us digging into their website, speaking with our contact at the company and examining their competition. From that research, we create talking points which we turned into a script.
The project had a limited budget so we decided to craft it entirely out of stock footage. We used a range of video libraries including Video Blocks, Shutterstock, and Video Hive to bring together just the right visuals for the piece.
Editing was approx. 25 hours over the course of about 2 weeks.
Tact was thrilled with the final video and now uses the piece on their homepage and across their social media channels. They even used our script copy as the text that goes along with the video. Working with only stock footage was a new challenge for us, but when it was all said an done it helped us discover a new and budget-friendly way to produce great videos.
Writing great website content is an art form. Brands have made incredible profits from skillfully written copy that drives customers to take action. Conversely, money has been lost from companies who do not use copywriting effectively.
Good copywriting spans over almost all marketing channels, from radio scripts that reach millions of listeners, to billboards that are seen by countless commuters and commercials that are broadcast to vast audiences. Why is good copywriting important? Words have power. Words can persuade.
The primiary goal of copywriting is to get the reader to read the next line…repeat
If you’re a website owner, congratulations, you have the opportunity of putting great copy into your own slice of internet real estate. The effectiveness of this copy will decide how website visitors perceive and engage with you, which means it is vital for your own online success. In this post, we’re going to look at the elements of effective copy for your website.
You can choose to implement these ideas yourself or reach out to company like us to help you along the way.
What is your Goal?
If you’re writing copy for your website, you need to decide what you want your copy to achieve. Are you communicating the benefits of your products to convert visitors into buyers? Are you seeking sign-ups to a webinar, email list or your social following?
Knowing your audience is crucial to writing effective copy. Knowing who you’re writing for will shape the content, tone, length and type of language you’ll use. If you run a business website and you have a brick and mortar shop under the same name, you’ll be able to understand who your target market is easily from your own real-life experiences and interactions with customers.
If your business is website only, it may be more challenging to know what your readers expect until you have more experience. There are some fantastic survey tools such as Google Forms and SurveyMonkey that you can utilize to gather information on your readers.
If you have an email mailing list, social following or customer database, mailing them a simple survey to gather personalized information is extremely valuable. This can help you discover what they’re interested in reading, what problems they have that you can solve and what informs their decisions.
The most important thing to remember is to get the most important information on your website above the fold. Above the fold means everything you see on the website when you first land on it before you scroll down.
The most common details above the fold usually include who you are, what you do, what services you offer, contact information, why you do what you do, why you are better than the rest, or how you do what you do. I would also suggest studying your competitors “above the fold” copy and then visiting some fortune 500 brand swhom you admire as well.
Whether you’re using a survey or making your own informed judgement, creating an ideal reader profile can be useful in deciding who you’re writing for. With a clear reader profile, you’ll be able to tailor your copy to target this ideal reader, including what keywords to target and the clear calls to action to create.
What’s your reader’s age, sex, location and gender?
Demographics is an important first step in your reader profile. This will help inform the tone of voice, keywords and approach you take to your style of copywriting. Knowing your demographics are important as these are key points to target.
What are your reader’s beliefs, interests and motivations?
Copywriting almost always appeals to emotions in some way. Knowing what it is that drives or motivates your reader is particularly important. Are they driven by a need for money, freedom, safety, security or something else?
Creating a profile that meshes together consistently.
Writing a reader profile requires a consistent personality of your ideal reader. Don’t try and be all things to all people, but rather create this ideal reader profile as a template of someone you’d like to read your content. You can create this fictional person and fill in the gaps on their hobbies, eating habits, personality and behavior based on intuition and experience.
One of my favorite copywriters that ever lived was Eugene Schwartz who has since passed away. One of his biggest accomplishments was writing “Breakthrough Advertising” a legendary book that is now out of print but can be found used (and usually beat up) on eBay for as much as $1000.
Here are some amazing insights from Eugene’s book on writing powerful headlines
Measure the size of the claim
Measure the speed of the claim
Compare the claim to its (unnamed) rival
Sensitize with feel, smell, touch, see or hear it. (“Tastes like you just picked it!”)
Remove limitations from the claim
State the claim as a question (e.g. Who else wants whiter wash – with no hard work?”)
Insert authority into the claim
Before-and-after the claim
Stress the newness of the claim
Stress the exclusivity of the claim
Turn the claim into a challenge for the reader
Disrupt the reader by contradicting the way they think it should work
Connect the need and the claim in the headline
Give a name to the the problem or need
Warn about possible problems if they don’t use the product
Show how easy the claim is
Accuse the claim of being too good (e.g. “Is it immoral to make money this easily?”)
Turn the claim into a question and answer
Here are 3 more gold nuggets when considering the perfect headline
Scarcity simple means that the offer will not be around forever. It tells the reader that if they want the deal, they need to make a decision quickly or else it may not be there soon. “Act now while supplies last”, “Sale ends this Tuesday at Midnight”, “Only 6 left”
Are you valuing your readers’ time by offering something valuable in return? Value doesn’t have to be money, it can be a life-hack, productivity tip, entertaining article or humorous joke.
The type of value you provide has to be relevant to your target audience, which is why knowing who you’re writing for is so important. For someone to invest their limited attention to reading something you write, you need to provide something valuable in return. The more value you create, the better your relationship with this person.
In the ultra-competitive world of SEO, the more specific you are at targeting customers the better. For example, if you’re a car shop writing copy about how to change a tire, your copy will be lost in a sea of other better ranked articles about this topic on Google.
If you’re copywriting a how-to guide on changing a tire for a specific make of car under certain types of weather conditions including the tools you’re using, you’ll probably get more niche but higher quality readers who are more interested in what you’re saying. This attention to detail is important as well for long tail keywords, which target more specific audiences in Google’s search engine.
Education Based Copywriting:
In the bestselling book The Ultimate Sales Machine author Chet Holmes explains that only 3% of any given audience is interested in your specific product or service at any given time. If you own a website that sells something online, this means that writing copy about that offering in order to sell is only going to be effective on 3% of your audience. Rather than creating copy that sells your offering non-stop, a more effective approach is offering your readers some education of value to them and builds credibility.
This is an education based copywriting approach that is popular throughout the internet. The goal of education based copywriting is to offer value to your reader. This could be in the form of helpful tips and tricks, time saving measures or money saving measures. If the information is useful, it’ll position your website as an expert in the mind of the buyer relative to competitors.
Weaving the information in a way that leads your consumers into trusting you and the information you bring to the table is a great copywriting style. Education based copywriting is particularly popular among e-commerce businesses. These businesses are focused on educating their customer base about problems they identify, but are not aware of. By educating readers, you improve their ability to make good decisions.
Finding Your Own Style:
One of the beautiful things about copywriting is that there’s the ability to create your own style. While exploring styles would require a blog post in itself, the educational type of copywriting is a widespread and popular choice today.
However, I encourage everyone who reads this to find your own method of writing copy. No one knows your readers or customers better than you, meaning you should write in a style you feel is suitable to your audience. CopyBlogger has 11 Tips to finding a writing voice your audience will take seriously.
I truly believe that writing with an understanding of what you want to achieve and who you are writing for will aid the craft and delivery of your message. While copywriting is a creative process, it’s good to start with the end in mind and deliver a powerful message.
We’ve seen just how important a good headline is in copywriting. In order to stand out, you need to convey the urgency that your content is worth reading, to emphasize that it’s valuable to the reader, and that it’s specific to who your targeting. I’d advise against trying to create overly general content that is saturated by competitors, but rather carve out your own topics.
It’s important to write with an audience in mind. On the other hand, it’s crucial not to lose the creative flair that brings life and energy to your writing. In today’s online copywriting, it’s easy to judge the success or areas of improvement in your writing through analytics and also people’s own opinions.
A website without metrics is like a car without mirrors. Without them, your view is severely limited. In this post, we’ll look at Google Analytics and its ability to serve relevant, actionable data to make improvements to your website.
If you have a website, you need to know how to use metrics to measure what is most important to you. Google Analytics is the most widely used and popular analytics service on the internet. The power in Google Analytics lies in its analyses of all your website’s traffic from visitors.
The data and metrics in Google Analytics can be overwhelming, so I’ve put together a post that covers the 5 biggest metrics to pay attention to with Google Analytics.
Metric 1: Google Analytics Acquisition Overview:
Acquisition overview helps you understand how people find your website. Driving traffic to your website is often expensive and time consuming. We can cultivate fantastic social followings, brilliant email lists and spend huge money on advertising, but without acquisition analytics, we’re blind to what’s working and what isn’t.
Using acquisition overview, you can see what channels are generating the highest quality traffic for your site. This will give you an insight into where to invest more time and money and where to divest.
Within the Acquisition overview, you can take a look at the Top Channels, which will show you exactly what channels are driving the best traffic to your site. These channels include:
Direct – Traffic that has come to your site directly from URLs typed into the address bar, a direct link or clicking on a bookmark to your site.
Organic Search – These are organic traffic coming from search engines.
Paid Search – Paid search traffic comes from Pay Per Click sources that come from Paid Media channels across the internet.
Display – Users that arrive from branded banner ads on other websites across the web.
Referral Traffic – Any site visitor that is referred to your site by someone else fits into the category of referral traffic.
Social – Users who come to your site via social media platforms such as Pinterest, Instagram, Facebook or Twitter are all categorized under the social category.
Email – Links that are clicked on through your email list generate this metric.
In addition to these, you can also add your own custom marketing channels if existing ones are not covered in the default options. Simply go to Admin, View, Channel Settings, Channel Grouping and then click Define a new channel. This gives you the ability to add your own!
Why is Acquisition Overview Important?
This metric is important as it separates perception from reality. While you may think you’re executing exceptional marketing campaigns that drive traffic to your site, the data might tell a different story. Through acquisition, you get a crystal-clear overview of what’s working and what’s not.
Taking these figures into account, you can decide what you want to invest more marketing resources in and what to take out. However simply driving traffic to your site only tells one side of the story, the other side is keeping your visitors engaged enough that they want to hang around. This is the metric we’ll focus on next, known as bounce rate.
Metric 2: Bounce Rate:
As defined by Google, a bounce is a single-page session on your site. If people are accessing your site and immediately leaving it, you’ll have a high bounce rate. Even if you’ve generated great traffic from multiple sources, the traffic is useless if the users don’t stay on your site.
You want visitors to interact with your site as much as possible. A high bounce rate may be an indicator that you need to make changes to improve your site. Bounce rates differ depending on the website and its content, however there are some general figures to keep in mind. According to Google Analytics expert Avinash Kaushik:
“As a benchmark from my own personal experience over the years it is hard to get a bounce rate under 20%. Anything over 35% is a cause for concern and anything above 50% is worrying.“
Why is this important?
Unfortunately, while Google indicates there is a high bounce rate, it doesn’t say why exactly there is one. There are a few elements of your site that you need to examine in order to determine if these are contributing to high bounce. Good indicators include:
Relevant Ads: If ads driving traffic to your site are causing people to arrive and then leave immediately, check that these ads are truly accurate and relevant. If you mislead people in your marketing and they end up clicking through to irrelevant content, just remember you’re wasting their time and your money.
Mobile Optimization: Is your website mobile friendly? If not, you may be repelling the ever-growing number of mobile users away from your site out of sheer annoyance at the poor user experience.
Poor Keyword Choice: Organic searchers that discover your site through their own search engines expect that the content of a site matches what they’re searching. Irrelevant website content will harm your bounce rate.
Metric 3: Exit Rate
Exit rate is the percentage of people who left your site a certain page. Exitors may have viewed more than one page in a session. That means they may not have landed on that page, but simply found their way to it through site navigation.
This is subtly different from bounce rates, which simply measure a single page session. While it may be “normal” for people to exit on certain pages (after buying a product), other exits during the sales funnel can be worrying.
Why are Exit Rates Important?
For e-commerce sites, identifying at what stage your visitors are leaving your sales funnel is vital. Through exit rates, you’ll see which pages are having an impact on your visitors leaving, what content is causing them to leave or if there’s any particular channel causing them to leave. Knowing where your visitors are dropping off from the site as they progress is vital.
Metric 4: New vs Returning Visitors:
One of the best audience demographics in Google Analytics is new vs. returning visitors. A new visitor is one who’s visiting your site from a new device completely for the first time.
A returning visitor has visited your site before and has returned. Google Analytics will give you insights into how much of your traffic is fresh and how much is returning. This will include the behavior of each cohort, including bounce rates and average time per session.
Why is this useful?
If you’re running an e-commerce site, knowing who you’re converting most often is extremely valuable. You can possibly incentivize new, price sensitive customers to purchase through pop-up deals or discounts. Knowing whether you’re more successful attracting or retaining visitors will greatly inform your marketing decisions.
For example, do you have a high bounce rate on returning visitors? If so, you may have a great ability to attract new visitors through advertising or keywords, but a poor ability to keep them interested to return. This may cause you to invest more in a compelling, interesting content strategy.
Metric: 5: Goals:
Goals are one of the most important metrics Google Analytics has to offer. They’re extremely tailored to seeing if your visitors convert into taking a desired action. When you set a goal, you tell Google that when a certain criterion is met, this is considered a goal. For an e-commerce site, there are numerous templates Google has for goals:
Revenue goals – These include placing an order and checkout completion.
Acquisition – This is whenever a user creates an account.
Inquiry goals – This is when a view more, views a contact us page, sees deals or reads reviews.
Engagement goals – This is when a user compares information (features, products or options), shares your content on social, signs up to a newsletter or saves products to a shopping cart.
Custom – This is where you can create your own custom goal template not included in the above templates.
Once this is decided, you can describe exactly what your goal will look like. You can select a URL destination that, once reached, will trigger your goal to be a success. This could be a thank-you page after a product has been purchased, or when something has been downloaded.
Why are Goals Important?
Whether you’re getting sign-ups to your email list, selling products / services or providing a free e-book, your goals are vital to measuring your success.
Google Analytics provides powerful data to aid your decision-making. By using these above five metrics, you can gain greater insights into your audience sources, their behavior and their demographics.
It’s important to note that while Google Analytics will give you the information, you must decide the meaning from the data. Understanding and interpreting metrics is the first step in the road to mastering Google Analytics.
There are also considerations around the size of the data pool and the time frame. A smaller data pool will give you less accurate information, while historical data that doesn’t take into account key changes you made to your site will muddy the clarity around the data.
When in doubt, return to this guide and follow the practices that will help you on your way to understanding the biggest metrics in Google Analytics.
What are some ways you’ve used Google Analytics to improve your website and sales funnel? Let me know in the comments! For more help taking your digital marketing to the next level visit our blog.