So where better to turn than to their own Shopping service guidelines. A quick nose through the Google Shopping Policies (the guidelines they have for products that are submitted to Google Shopping) and I found some interesting items, namely this one:

User Experience – Product description writing should provide a positive experience to users.

This isn’t new news and its something we keep going on about. Clicking into this section brings up more detail (I love details!) bold is mine:

The user trusts the product listing to provide effective and complete content and a destination that’s relevant, original and easy to navigate.

Trust and originality

Essentially, Google’s own policies state that they are looking for original content. That means no boilerplate copywriting from the manufacturer. Merchants wanting to list their products on Google must have completely original content. Here’s the relevant bit from the Landing Page Quality section:

Google Shopping doesn’t allow the promotion of duplicate and borrowed content. Merchants can only submit content which is their own or which they represent.

If you are still using the copy you copied from the manufacturer, you’ll want to get that re-written ASAP (before this merchant quality roll-out happens)!

What about the other aspects of trust?

‘Complete content’ makes sense, but what does ‘effective’ mean?

As an SEO copywriter, I can only read this one way:

‘Effective’ to Google means well-(copy)written product descriptions that actually try to sell the product (and are not just list of features).

Surprises in store for merchants?

While I was going through the guidelines, I did stop and ponder this one for a while:

Product listings should be compatible with Google’s brand decisions.

While the guidelines are around selling things of an ‘adult’ or ‘non-family’ nature, I find this guideline interesting and it should set off some alarm bells for you if you rely on selling through Google (or anyone else’s service for that matter).

What if they decide to do things differently in the future? What does that mean for your business?

We’ll have to see what the actual update entails, and to be sure there are a raft of technical considerations being talked about in SEO circles. But after reading through the current Google merchant guidelines, I can see that they already know what quality signals to look for: original product descriptions and content that users will trust.

The post Quality and SEO copywriting product descriptions with Google Penguin 2.0 appeared first on Big Star Copywriting.

Google’s Panda and Penguin updates, Quality Score and ‘dwell time’ along with countless other factors that the main search engines use to determine content quality, mean that site ranking ultimately lies in providing a good end-user experience.

Specifically, SEO copywriters need to focus on answering the searcher’s question. That means no long preambles, no jargon, no keyword stuffing – simply clear and accurate information telling searchers what they need to know and what to do next.

However, whilst Content is King, another significant mark of quality for readers (and therefore search engines) is well-written, grammatically correct copy.

In an interview with Google’s head of search spam, Matt Cutts outlines the connection between poor spelling and grammar and lower page rank, saying:

“We noticed a while ago that, if you look at the PageRank of a page — how reputable we think a particular page or site is — the ability to spell correlates relatively well with that. So, the reputable sites tend to spell better and the sites that are lower PageRank, or very low PageRank, tend not to spell as well.”

Good SEO Copywriting = Good Grammar

The bottom line is that people notice mistakes. Web pages punctuated with sloppy spelling and poor grammar lead visitors to question the overall quality and authority of the content and leave. The more times visitors bounce out of a site, the less ‘dwell time’ the pages accumulate which – as search engine Bing suggests – can have a negative effect on a site’s ranking.

Grammar mistakes SEO Copywriters must avoid.

A sign of a skilled SEO copywriter is an ability to adopt a friendly, conversational style which puts prospects at ease and breaks down barriers. But whilst this is fine for tone and even to be encouraged for SEO success, relaxing the rules of grammar is likely to put prospects off.

One of the most commonly mis-used punctuation marks around is the tiny but mighty apostrophe. Whilst it isn’t possible to sum up every nuance here, the basic guidelines are that apostrophes are used:

1. To show possession in place of ‘of’

2. To show that a letter is missing. For example: ‘It isn’t’ is the contracted version of ‘it is not’, ‘let’s’ is the contracted version of ‘let us’.

If an apostrophe is used to show possession by a single person or animal, the apostrophe is placed before the ‘s’. For example, the boy’s toy or the cat’s milk.

If an apostrophe is used to show possession by more than one person or animals then the apostrophe is placed after the ‘s’. For example, the boys’ toys (this relates to the toys of more than one boy) or the fire fighters’ hoses (this relates to the hoses of more than one fire fighter).

If the plural noun doesn’t end in‘s’ then add the apostrophe plus an ‘s’. For example, the women’s changing room (this relates to the changing room belonging to the women) or the children’s toy box (this relates to the toy box belonging to the children).

And finally, here are a few apostrophe checks for terms which SEO copywriters use regularly:

Decades – When referring to decades, such as the 1950s, 1960s etc. the correct way to write them is without an apostrophe. For example, ‘the market has slumped four times since the 1970s’. However if you omit the 19, then you would write the ‘50s or ‘60s.

Terms and Conditions -‘Terms and Conditions’ is often shortened to T&C’s or T&Cs. Which is correct? There is no possession so it is: T&Cs.

FAQs or FAQ’s – Again, there is no possession, so there is no need for an apostrophe. Both FAQs and FAQ are acceptable.

Dos and Don’ts or Do’s and Don’ts: There is no apostrophe after the ‘o’ in Dos, it is Dos and Don’ts.

Issues surrounding the correct use of grammar (especially apostrophes) can be complex which is why many publications and organisations issue their own editorial guide so that copy is consistent. If you are at all unsure about grammar use, invest in a style guide or grammar book or consult one of the many resources online.

The bottom line is that if you want your SEO copywriting to perform well in search, spend time crafting clear, concise, grammatically correct copy that contributes to a good end-user experience for your readers as this will be valued by search engines too.

What are your grammatical bugbears or questions? Let us know below.

The post Grammar in SEO copywriting appeared first on Big Star Copywriting.

In a 2012 article on Forbes, entitled ‘The Death of SEO’, Ken Krogue asserted that, “by definition search engine optimisation means to ‘game’ the Google search engines (and others) to get your valuable content ranked higher than it would be if left alone to the forces of the Web.” But surely if the search engines are constantly tweaking their algorithms to deliver more relevant quality content to users, and SEO copywriters and others are matching the search engines’ efforts, that can only be a good thing? The fact is SEO copywriting isn’t dead, it’s simply evolving.

The changing face of SEO copywriting

Two of the biggest changes to search in the past couple of years have been Google’s Panda and Penguin updates. These updates rewarded content with substance and value, while at the same penalising poor quality content with little relevance or worth. This in turn led to the rise of ‘content marketing’.

Content marketing refers to the creation of high quality content relevant to your business, and its dissemination over the internet via your own website and other external locations (blogs, social media etc.) The focus is on providing value to users, in a bid to convert them into customers. Some people have even gone as far as to say that content marketing has taken over from SEO copywriting. We don’t believe that is the case, in fact we believe that they’re the same thing.

Content Marketing vs. SEO copywriting

Content marketing revolves around creating content that people are interested in.  SEO copywriting revolves around creating content that people are searching for.  Surely these are the same thing?

Similarly, people (and the search engines) are looking for content that is relevant to what they are searching for, and that’s where keywords/ phrases come in. In content marketing it is to be expected that certain words and phrases pop up again and again, and this is one of the key factors that search engines look for when determining relevancy. When an SEO copywriter creates content that is relevant to people’s interests, they naturally demonstrate relevancy to the search engines, and content marketing also relies upon publishing an abundance of material online in order to draw traffic. SEO copywriting likewise demands high frequencies of content creation in order to demonstrate that a website is current and up-to-date. Finally, above all, any SEO content created these days needs to be of a high quality and written in a useful way, particularly if you want it to hit the top spot in the search engine results pages SERPs). As a happy coincidence, that’s what web users are.

As you can see, the sun is far from setting on SEO copywriters, who instead find themselves amidst a new dawn in the age of content marketing.

The post Is the Sun Setting on SEO Copywriting? appeared first on Big Star Copywriting.

In that post, we wrote about how changes to the search engine algorithms have turned the whole practice of SEO copywriting on its head. No more keyword ‘stuffing’; finally the game is up and we’re into a world of writing quality content.

We talked about how consistency and variety help your search ranking because these are the very signals that the search engines are looking for.

But what we didn’t overtly state is something much more important to your business or brand – trust.

This is what the search engines are trying to determine: how much can searchers trust that your website answers their questions?

How to create trust in copywriting

A good design makes people feel confident in your business. Certain visual clues help to back up trust – things like locks and colours help demonstrate ‘security’ and logos of the various trade bodies you belong to also help establish some trust.

To win the arms race, most of the trust-building you need to do will come (initially) from your copy – the words on your website.

Search engines look for ‘trust’ signals. Here’s what Google said about how it would judge a page:

            “Would you trust the information presented in this article?

            Is this article written by an expert or enthusiast who knows the topic well, or is it more shallow in nature?

            Does the site have duplicate, overlapping, or redundant articles on the same or similar topics with slightly different keyword variations?”

So how can you write trustworthy content?

Well, it’s an easy answer, but difficult for most people to implement.

Be honest. Be authentic. Be enthusiastic.

Avoid the hype

Because we’re exposed to so many mediocre ads, we’re trained to think that ‘good’ sales copy is full of hype:

            “For a limited time only, get an eyeball smashing 5% off every single item in the store!”

The trouble is that because of this over-exposure, everyone is very attuned to hype and actively ignore it.

Help your reader instead.

When searching, people are looking for answers – even when ready to purchase. They need to be convinced that your offer is genuine. They need to trust your product listing or article over all the others.

If you write content that is honest, authentic and you are enthusiastic about your area of expertise, it will go a long way to establishing and reinforcing trust with your reader.

Tell a personal story about why you started the business. Inform your readers with ‘free’ tips or reviews of items of interest to your sector. Recommend books, articles or magazines to read on the subject.

Share your expertise with your prospects and the trust factor will grow. The content arms race is on and trust is the key to winning it.

The post Content and Copywriting – The New Arms Race Part II – Trust appeared first on Big Star Copywriting.

This should be done before commencing writing. When picking keywords its best to look for ones which have a lower level of competition but still receive plenty of search traffic. Needless to say, they should also have maximum relevance to the theme you’re tackling. There are a variety of handy keyword research tools out there for SEO copywriters, including Google’s own.

Keyword usage

Once you’ve selected your keywords you need to integrate them throughout your content. That includes using them in your title and the various Meta tags. A word of warning though – don’t overdo it in the body of your content, your piece should flow naturally and be written for humans.

Title tags

The title tag is what is displayed in search results and on the browser title bar, so be sure to give your piece a catchy title that draws people in.

Meta description

The meta description is displayed alongside your title in search results. It should be concise, to the point and an accurate description of your content.

Alt tags for images

Alt tags tell the search engines what text to display if they can’t show users a specific picture. As well as catering for these users, this is another useful place to slot your keywords in, as it shows relevance.

Rel=author tags

Using a rel=author tag to link your content to your Google+ profile is a good way of standing out (you get your own thumbnail pic beside your listing). It can also help you to build an online reputation.

Relevant usage of header tags

Using H1 and H2 tags to break up your content is a great aid to reading, while
including your keywords further increases relevance and hence search engine
visibility.

Quality and originality

In this post-Panda world, content must be original and it must be high quality. Duplicate content should be avoided at all times (even if it’s your own), and you should aim for SEO copywriting which is fresh and original. Google’s algorithms reward content which is well written, so be sure to check and double-check grammar and spelling. You should also try to create content that people will want to share, as social signals are becoming increasingly important ranking factors.

Word count

In trying to provide their users with content which is useful and relevant, the search engines are today looking for something meaty. A word count of around 300-500 words is recommended.

Links

Finally, try to include relevant links to your own internal content, and perhaps to external content. This can increase your relevancy scores, and in turn help your content to rank higher.

The post The SEO Copywriter Checklist appeared first on Big Star Copywriting.

Getting Social with your SEO Copywriter?

‘We’re tweeting live from HR where we’re all being fired. Exciting!’

This was a recent alarming example of how recession-hit HMV fell foul of social media.

Attending a meeting where 60 members of the HR department were fired, disgruntled staff hi-jacked the company’s Twitter account to live tweet, what they termed, their ‘mass execution’ to the firm’s 75,000+ followers.  Meanwhile, HMV’s Head of Marketing was reported as saying ’How do I shut down Twitter?’

This public meltdown is an extreme but important lesson in demonstrating the power social media has on making or, in this case breaking, a company’s reputation.

But where does social media fit with SEO copywriting?

The truth is, everywhere.

Once seen as separate entities, increasingly companies are bringing social media, PR and SEO copywriting teams together to work more closely.

As well as helping to avoid public debacles like HMV’s twitter-gate, an SEO copywriter that is in touch with, and actively responds to social media conversations on platforms such as Twitter, Facebook and LinkedIn can benefit your company in a number of ways, including:

• Enhanced reputation – whether you create your SEO copywriting or hire an SEO copywriter to do it on your behalf, publishing timely, relevant and engaging content on themes and interests that are important to your audience helps establish you as an expert in your field and encourages people to trust and do business with you.  A 2012 study by Search Engine Land revealed that 72% consumers trust online reviews as much as personal recommendations, so it is important your company is part of, and contributes, to online conversations.
• More traffic – SEO copywriting on a current hot topic which gives people authoritative, useable information is more likely to be shared and mentioned on social networks. If your content runs across multiple sites, this in turn means greater visibility for your company, more back links and more visitors to your site.
• Improved site ranking – The arrival of Google+, Google’s social network, is a game changer for SEO copywriters. Once you join you can link content you have written to your Google+ profile. This may make you eligible for a ‘rich snippet’ which distinguishes your content from other search results by displaying your image and information about your work. These profiles have a much higher click through rate, so if you publish content regularly on behalf of your business set up a Google+ account right away.

How SEO copywriters can get the best results with social media

Being social media savvy is a must for SEO Copywriters. But social media shouldn’t just be seen as platform to post and promote content – one way traffic is likely to put followers and fans off.

Social networks are a rich seam of information about customers’ concerns, priorities and questions. These should be tapped regularly to create relevant, informative content that directly addresses and responds to their needs.

Here are some tips on how to do it:

• Hot topics- Research questions your client’s regularly ask or information that they are interested in. For example, a broadband provider’s existing and potential customers might be concerned about the current speed of their broadband and how to improve it. Look at topics that are trending on social networks and forums popular with your sector’s online communities – what information are people hungry for? There are lots of free social media monitoring tools online to help, including Google Alert, which will notify you when a webpage, news article or blog mentions a specific subject.
• Keywords – Identify target words and look at their current effectiveness using a keyword research tool.
• Shareable content – Examine the types of content that are shared well by your competitors. Is it a ‘how to’ guides? Video tutorials? Product reviews? Develop similar search friendly, informative content including links for further information and inviting people to share if they found the content helpful. Post this to your site and across relevant social media platforms.
• Monitor – review how well your content has been received using gap analysis. This will allow you to see what works or refine your content strategy where necessary.
• Continuity – SEO copywriting inspired by social media conversations shouldn’t be an afterthought. Social media is here to stay and should be an integral part of your content marketing strategy.

SEO copywriting and social media work very profitably together – set time aside each week to monitor social media and find the big questions your prospects and customers are asking.

If you don’t have time, our team of award-winning SEO copywriters can help.

The post Getting Social with your SEO Copywriter appeared first on Big Star Copywriting.

There are of course a lot of resources out there, both online and offline, for doing all these things, and to help you out here we suggest four great ones which we think can benefit anyone.

SEOmoz

SEOmoz is a developer of specialist SEO software, but they also carry a huge amount of information and news about SEO copywriting on their website. Run by SEO expert Rand Fishkin and a large team, the site features extensive information in their resources section, and lively discussion of the current hot topics in their blog and the user-generated ‘Youmoz user blog’. The blogs themselves contain a host of information relating to SEO research and trends, the SEO process and other related categories.

If you’re an absolute beginner, be sure to check out their excellent and endlessly informative ‘The Beginners Guide to SEO’ . You can also get all your hard questions answered in the Pro Q&A forum.

Econsultancy blog

Think of it as Reuters for SEO copywriters, if you want to know what’s going on right now head to the Econsultancy blog. The blog features a wide variety of relevant content, from search engine news and easy to understand infographics to comprehensive reports, how-to type articles, explorations of current issues and other content pertinent not just to SEO copywriting but the wider field of digital marketing.

Econsultancy also offer a variety of training courses in SEO, events and reports into the latest trends and market data.

Search Engine Land

As the name suggests, Search Engine Land specialises in keeping the industry up to date with what the major search engines are doing, as well as looking ahead at what might be coming further down the line. Their News section is a vital resource for SEO copywriters and a must for anyone who wants to keep abreast of what Google, Bing and the rest are doing.

In addition to news, the website features a wide range of informative resources, including starters’ guides on SEO for specific search engines, and a number of columns dealing with SEO issues.

SuccessWorks blog

Run by SEO copywriter Heather Lloyd-Martin, the SuccessWorks blog covers a wide range of SEO topics, including news-related commentary, interviews with experts in the field and tips based articles. Heather also offers SEO training and certification for freelancers and in-house marketing professionals. Her copywriting business boot camp meanwhile looks at how freelance SEO copywriting professionals can boost their income while working more happily and productively in a six-week online training course.

The post 4 Great Information Sources for SEO Copywriting appeared first on Big Star Copywriting.

To make sure your website content ticks the right SEO boxes, here is our essential guide to the SEO copywriting basics.

Target keywords – broad and narrow

A critical part of the SEO copywriting process is to research and select keywords which visitors type into search engines to find your site. If you are new to SEO copywriting then a good place to start is Google’s Keyword Tool.

Created for Google Adword users, whether your approach to SEO copywriting is through pay-per-click advertising, organic, or a mixture of both, this tool will provide you with hundreds of relevant keywords and search traffic volumes.

The next stage is to select the keywords which will attract the greatest number of visitors to your site. Whilst it is tempting to pick broad keywords, competition for these keywords is extremely high.

For example, a start-up e-commerce site selling sports shoes who opt for ‘sports shoes’ as their main keyword will quickly find themselves drowned out by sportsshoes.com, JD sports, Amazon and others.

The key to SEO copywriting success is to choose a mixture of broad and narrow keywords that describe exactly what you offer.

Put yourself in your prospect’s shoes, what would they enter in to a search engine to find sports shoes, ‘men’s leather running shoes’ or ‘women’s tennis shoes’?

These narrow keywords (also known as long tailed keywords) are less common and therefore more likely to direct prospects scouting for a particular product to your pages.

Focus on keyword placement

Having identified your broad and narrow keywords, the most important element of SEO copywriting is to make sure your keywords appear in the following:

• HTML Page Title – the title is displayed at the top of the browser window and Google allow a maximum of 70 characters including spaces. Your title is essential for telling search engines and searchers what a page is about so never leave as ‘untitled document’. A good SEO copywriter will not only use the title tag to convey exactly what a page covers but add a snippet of enticing product information. Such as: ‘Men’s designer leather running shoes free next day delivery’.
• Meta Tag descriptions – these can be up to 160 characters. As well as using your keyword once or twice (don’t over stuff as Google will penalise you for over-optimisation) this should deliver a compelling message to prospects about what’s on offer and a strong call to action.

For example:

Nike Men’s Leather Running Shoes – Field and Trek

Nike men’s leather running shoes are ideal for everyday wear or running. Outstanding impact absorption and comfort. Free UK shipping. View the latest collection of men’s designer leather trainers here.

As both your title and meta tag description appear in natural search results, it is important that this handful of words work hard to enhance your SEO copywriting efforts, attract prospects and generate sales, so always pay careful attention to them.

Create one-of-a-kind content

As well as keyword placement, the most important basic rule for SEO copywriters is to create unique, one-of-a-kind content.

Although critical for all SEO copywriters, it is particularly pertinent for those developing e-commerce sites. If you want to get the edge on the competition, writing your own personal product descriptions is a must. Thousands of businesses cut and paste the manufacturer’s descriptions to their category pages, making it hard for search engines and prospects to differentiate one site from another.

Whilst it may seem time consuming, writing original, engaging product descriptions is looked on favourably by search engines (they hate duplicate copy), allows you to fully illustrate the benefits of a product and communicate why prospects should buy from you.

There are many levels to SEO copywriting so take a moment to revisit the basics: thorough keyword research, optimised title and description tags and original copy are the cornerstones of effective SEO.

If you are looking for a top SEO copywriter to increase your site traffic and generate sales, take a look at: http://www.bigstarcopywriting.com/seo-copywriter/

The post Are you doing the basics of SEO copywriting? appeared first on Big Star Copywriting.

Part way through, he said something that made me stop, go back and read it again. It has to do with ‘dwell time’ as a ranking metric.

He gives some examples of how Bing rates the dwell time based on content, and then concludes his thoughts with this:

“In the long run, the brand names secure rankings through depth of content, trust in brand and user interaction (searchers clicking a SERP result and staying on their site because the site is trusted and answers the searchers question).”

What he’s talking about here is engagement – and his description sums up what engagement should really mean to your SEO copywriter.

Building interaction into SEO copy

You want your readers to take an interest in your content and stay on your site – that’s what engagement really is. And Duane Forrester tells you how – by answering the searcher’s question.

Answering their query (question) is at the heart of how search engines judge the quality of your SEO copywriter’s content. I like Duane’s explanation. He tells us that if the reader’s question is answered, they will behave in a certain way. Where a quick piece of information is sought (a temperature), the user’s dwell time is going to be short. Where a comparison or bit of research is needed to answer their question (product review), then they will stay longer on the page. The search engines know this and they track it. If the reader’s behaviour does not match the expectation, then your site will rank lower than another site which does match.

It’s simple.

Be helpful and be clear

Your SEO copywriter needs to know the goal. A page goal, in fact. After your reader has had his or her question answered, what do you want them to do next? Click the ‘back’ button? I think not!

Providing clear ‘next’ actions to either a conversion page or to further information is key to a good user experience. A better user experience, means more dwell time. And more dwell time (i.e. engagement) with your site means a better rank in the search engines.

If you have reviewed a product, show a clear call to action to go to the product page, or even to add it to a cart. Provide links to related posts, products and other areas that the reader may be interested in (related to the search). Add hyperlinks within the body of your copy to lead the reader onto more detailed information about those topics.

There are countless ways of creating more interaction points – and thus engagement. This is why you need to create solid SEO personas to inform and guide your content creation.

For an SEO copywriter to write content that gets better rankings, engagement is the key word to focus on.

The post The Engagement Metric For SEO Copywriters appeared first on Big Star Copywriting.

So, what are the rest of us supposed to do for a living?

If you or your client’s line of work doesn’t involve regularly throwing televisions out of windows or exterminating Daleks, don’t despair, you can still create scintillating copywriting for your website.

However forlorn a subject may seem to you, it is actually quite easy to find interesting angles to write about once you know how.

Ask the right question

According to Copyblogger, the key for any copywriter to unlocking the interestingness in boring subjects stems from one basic commandment: ‘Always ask the right question.’

In Pratik Dholakiya’s blog post he gives the example of ‘coffee cups’ as a mundane topic and proceeds to brainstorm engaging questions, such as, ‘who invented the first coffee cup and how did they get their inspiration?’

So, Pratik, on behalf of copywriters everywhere, I accept your challenge and raise you the topic of: ‘dog food’.

Dog food

Using Pratik’s copywriting theory, the next step is to take a moment to consider questions about dog food using the simple ‘who’, ‘what’, ‘when’, ‘where’, ‘why’ and ‘how’ formula.

• Who regulates dog food production in the UK and how?
• What exactly is in dog food? (According to the back of my dog’s food pouch, it’s 12% ash. Mildly concerning).
• When does dog food go off and how can you tell?
• Where is the most dog food bought in the UK? What does this say about the
• dog owning public?
• Why do some dog foods come in tins and others in pouches?
• How do brands develop and test new varieties of dog food?

See, not that hard.

The value of this technique is that, whether you are a copywriter writing for a client on a completely alien topic, or an e-commerce site owner who needs to produce original articles about your products, you can apply this formula to any subject to quickly shake out some interesting copywriting ideas.

What are your audience asking?

Another technique for seeking inspiration on an uninspiring subject is to look at what people are asking online.

For example, a search on Google and Ask Jeeves reveals a series of dog food related questions, any of which could be expanded by a copywriter for an online article or blog post:

• What is the healthiest dog food?
• What foods are dangerous for dogs?
• Which is the best dog food for diabetic dogs?

Furthermore, because people have taken time out of their busy day to enter these questions into a search engine, you know that these are issues that your target audience wants to know about.

By providing the answer you encourage more visitors to your site which is more potential business across your virtual threshold.

Watch your angle

In your mission to find motivating subject matter, remember that the purpose of your copywriting is to attract prospects and encourage fans of your product. Unless it is part of a carefully managed PR strategy, it is best to avoid topics which may present your product in a negative light.

For example, a probing, ‘warts and all’ blog post exposing what goes into dog food on a dog food retailer’s site, may discourage prospects from buying the product, undermining the purpose of your copywriting.

Always try to find the right balance between interesting and informative, not interesting and irreversible reputational damage.

In brief, the success of spinning boring topics for copywriters is:

• Ask the right question – follow the ‘who’, ‘what’, ‘when’, ‘where’, ‘why’ and ‘how’ formula to unleash interesting subject angles
• Find questions your audience is asking – type your subject into search engines, such as Ask Jeeves to generate popular and recent queries
• Unless it is a well managed PR move, avoid undermining the quality of your product by pursuing potentially negative angles
• Listen to what your audience is asking. If a prospect asks a question on your forum or blog, write – or ask your copywriter to write – content addressing the question in full to attract further like-minded visitors.

How do you tackle dry subjects? Let us know below.

The post Copywriting for Boring Businesses appeared first on Big Star Copywriting.