38 Marketing Words That Sell in Social Media
Are the words that generate response from social media and blogs different than words that work for direct mail? Or are digital marketers finally figuring out the most responsive words that direct marketing copywriters have known for generations? Whether this is new information to you, or confirms what you already knew, today's blog is about words, and how response to specific words in the online space could strengthen your offline marketing initiatives.
A blog post titled "A scientific guide to writing great headlines on Twitter, Facebook and your blog" got me to thinking about how their findings correspond with that of direct marketer's experience. In that blog, Leo Widrich answers his most asked question: "How can I write great headlines for social networks and my blog?" So with credit to Widrich's research, and other research I'll acknowledge in a moment, let's compare how these findings relate to direct marketing.
Here are two headlines tested in Twitter, both leading to the same blog post, and each tweeted to the same audience within an hour of each other. Which do you think had higher clicks and was considered a "top tweet?"
- How many hours should we work every day? The science of mental strength.
- The origin of the 8 hour work day and why we should rethink it.
If you answered "2," you're right. It had double the number of clicks.
To an experienced direct marketer, this would probably come as no surprise. A specific number was used in version "2" (8 hour work day) combined with a provocative statement (why we should rethink it). Version "1" asked a question (not always the strongest way to write a headline) and used big words (science of mental strength).
A study by Dan Zarrella of Hubspot analyzed 200,000 links containing tweets and found that tweets that contained more adverbs and verbs had higher clickthroughs (1 percent to 2.5 percent higher) than noun- and adjective-heavy tweets (2 percent to 3.5 percent lower). Once again, an experienced direct marketing copywriter would probably not be at all surprised.
Reinventing Direct is for the direct marketer seeking guidance in the evolving world of online marketing. Gary Hennerberg is a mind code marketing strategist, based on the template from his new book, "Crack the Customer Mind Code." He is recognized as a leading direct marketing consultant and copywriter. He weaves in how to identify a unique selling proposition to position, or reposition, products and services using online and offline marketing approaches, and copywriting sales techniques. He is sought-after for his integration of direct mail, catalogs, email marketing, websites, content marketing, search marketing, retargeting and more. His identification of USPs and copywriting for clients has resulted in sales increases of 15 percent, 35 percent, and even as high as 60 percent. Today he integrates both online and offline media strategies, and proven copywriting techniques, to get clients results. Email him or follow Gary on LinkedIn. Co-authoring this blog is Perry Alexander of ACM Initiatives. Follow Perry on LinkedIn.