Author Archives: Amrit Hallan

About Amrit Hallan

Amrit Hallan is a professional content writer who helps businesses improve their conversion rate through credible and compelling content writing. His main strength lies in writing search engine optimized content without compromizing quality and meaningfulness.

Content writing advice: In the beginning it is important to associate your name with what you do or offer

Yesterday I was explaining this concept to one of my clients. He had sent me links to websites like Accenture and Bains and said that he wanted to emulate their writing style and terminology.

These websites have good content and copy. But they use lots of fluff and jargon. They can do that. They are known brands. Even if they indulge in abstract content writing, people know what these companies do.

When you are a new business, it is very important that your message is unambiguous.

For example, I can throw around big and impressing words on my website, but by the end of the day, I am providing content writing services, or copywriting services for marketing purposes. These terms are important for me. These terms are also important for clients looking to hire a content writer or a copywriter.

Once you have built a brand for yourself, once people know what you do (you do not need to tell what Google does), you can be creative with your language, but for the time being, when you are a new business, use exactly the words and expressions that convey what you do and what you deliver.

Do you take your email signature seriously?

Every professional email seems to have a signature. What exactly is an email signature?

When I send new emails or reply to the emails that I receive from the others, the following signature is embedded at the end of every outgoing message:

My email signature

As you can see, there are no images. These are simple lines with mostly rich text or HTML formatting. This makes the signature appear uniform in almost all email clients.

Since most of the messages that I get are from businesses or professional people, I often pay close attention to their email signatures, especially when the signatures are quite comprehensive, and they appear to be larger than the actual message.

What is the significance of your email signature?

Although, my email signature is quite simple, it does not have to be that way. An email signature is not just about mentioning the name of your company or alternative contact details.

An email signature can also be used to convey your branding message and extra information that cannot be a part of the main body text.

It acts like your business card. It helps you create a cohesive message around your business.

You can also give it a personal touch by adding your photograph or your logo, although, do not overdo that, as I have seen in many cases.

Some businesses also use it to mention their corporate policy regarding use of information, contact details and other confidentiality-related matters.

I remember when going “paperless” was a prominent fad, almost every email used to have a message that they are going paperless and they mostly communicate with emails, in the signature.

Many businesses use an email signature for email marketing.

It is often suggested that you should not aggressively promote your products and services when you are sending conversational messages to your customers and clients.

Suppose, you have found an interesting and useful piece of information and you would like to share it with your customers and clients. This piece of information may not have anything to do with your product or service, but you know that it can immensely benefit the people in your mailing list.

In such messages, your email signature can do the business talking. If it contains all your services and your branding message, they also get conveyed along with the information that you are sending, without sounding salesy.

How should you create your email signature?

There is no set formula.

Many years ago, for few months, I used WiseStamp. It creates quite professional email signatures that you can embed with the help of a browser add-on but it also embeds its own logo, which can be removed if you upgrade to a premium version.

If you use Outlook, MS Word has a nice template carrying different signatures that you can simply copy/paste into the Outlook Windows client.

My personal advice would be, do not use email signature generators. They may not look good in all email clients and apps.

Instead, create a simple text-based email signature with the important information within 3-4 lines.

There is no need to include everything under the sun in your email signature. You can include your social media links, a small branding message, link to your website, and the main products or services that you provide.

MailChimp has launched email optimizer driven by AI

A few months ago, I switched to Substack from MailChimp because for my individual needs, MailChimp is quite expensive. Nonetheless, it is one of the best email marketing tools.

Its biggest strength is the analytics that it provides that help you create highly focused email campaigns. This is something that is missing in Substack but then, Substack does not promote itself as an email marketing service – it promotes itself as a publishing platform. I am fine with that.

MailChimp has been in the email marketing business for quite some time. It means it has massive amounts of data about subscribers and campaigns that can be crunched for bits of highly valuable intelligence.

The success of every email marketing campaign depends on multiple factors and one of the most important factors is the content of your message.

This includes the way you have written the message, the type of images you have used, typography, call to action and the ease or difficulty of going through the message.

The content optimizer – a premium feature – collect data from your various campaigns and then makes suggestions accordingly, on how you should compose your message, how short or long your sentences must be, what sort of words you should use, what should be the nature of the images and the external links, and so on.

This The Next Web feature article explains the new content optimizer in detail.

 

Are there better editors than MS Word? Depends on what you are looking for

Are there better editors than Microsoft Word

Are there better editors than Microsoft Word?

Right now, in the realm of conventional word processors and editors, Microsoft Word is the reigning queen.

Compared to MS Word, cloud-based word processors like Google Docs are toys. Not because they lack certain capabilities, but in terms of features, they may have just 5-10% capabilities of MS Word.

Not everyone needs these capabilities. I have been using MS Word for almost 15 years now and I hardly use 2% features of the word processor. This is the reason why people prefer cloud-based word processors and editors like Google Docs.

When you use Google Docs, you do not need to install software on your desktop. You can access it through your browser.

This Fast Company article reviews some alternative text editors and word processors that are better suited to the current, collaborative, work environment. Two of the editors that the article mentions are Notion and Coda.

When I visited the Notion website, I remembered registering a few months ago and then leaving within a few minutes.

Notion seems like the web version of those unnoticeable apps that often come with your mobile phone pre-installed. They act like a bundle to manage your to-do lists, notes, images and other tidbits of information. Most of the people never use these apps.

Of course, I am not saying people who do not have a need for a cloud-based service like Notion would not find it useful.

It may be like the storeroom for all formats of information that you would like to store. You can manage your tasks. You can create to-do lists. You can create content calendars. You can manage your brand assets such as graphics and logos. You can create quick notes. You can maintain your reading list. You can use it as your travel planner. You can even write blog posts.

The point is, if you have been using MS Word, or even Google Docs, for a few years for preparing your drafts for articles and blog posts, you may feel bewildered by this hodgepodge of features. Maybe if you want to make a new start from scratch, you will find it useful.

It is like Canva for someone like me who has been using Photoshop for years. Although the cloud-based graphic tool gets raving reviews on my LinkedIn and Twitter timelines, I find it quite restrictive, especially compared to Photoshop.

Coda comes closer to the conventional documents you are used to. The big difference is that it combines documents and spreadsheets and data from other tools into a single interface. As per the language on the website, “All-in-one doc. No more ping-ponging between documents, spreadsheets, and niche workflow apps to get things done. Coda brings all of your words and data into one flexible surface.”

This may be good for meetings. Or business presentations. Or maybe even research-based articles and blog posts. Books? I don’t know.

As you scroll down the page, you realize that it may also be another version of Notion that endeavors to provide everything you need in your day-to-day professional life, through a single dashboard.

I do not understand the need for Coda because I am not the target audience. In this blog post, one of the founders, Shishir Mehrotra reference to the app being a “Minecraft for docs” – you build your digital assets within the app, one by one, like the blocks in Minecraft, as you grow.

I do not want to build blocks. I just need a rectangular window where I can write. It might as well be Notepad.

Every app and every cloud-based service that has a decent set of features, is going to attract users who have a precise need for these features. Therefore, there are many online editors that are gaining traction fast among niche users.

How to define your KPIs for targeted content writing

How to define your KPIs for targeted content writing

How to define your KPIs for targeted content writing?

KPIs stand for key performance indicators – they “indicate” whether your efforts are performing in the right direction or not.

Your biggest key performance indicator is the increase in your sales. But this KPI is made of scores of smaller KPI’s and this KPI cannot be attained unless you focus on numerous smaller KPIs.

Many content writing efforts do not pay off because people want to achieve everything with a single piece of content. They want to publish a few web pages or blog posts and then they want to generate business.

Surprisingly, every person who knows a thing or two about doing business knows the importance of lead nurturing – how you bring your prospective customer in your sales funnel and then, systematically, you lead him or her to the final act – purchasing.

But somehow, they tend to forget this when writing (or getting written) and publishing content on their websites.

When writing a particular web page, the focus should be on the immediate objective – what do you want to achieve by publishing this particular piece of content? What singular action do you want people to take after reading your web page?

Recently I published a book titled This Is How I Built My Content Writing Business; if I write about this book on my blog, do I just focus on prompting people to read the preview, purchase the book, or if they need to, they can also hire me as their content writer?

If I try to pack everything into a single blog post, it dilutes the focus and, even if the readers do not realize it, ends up confusing them. They may read the blog post, but a majority of them will leave without doing anything.

Continuing with the example of the book, if I decide to write a blog post on my book, what could be the key performance indicators?

  • Purchase my book
  • Read the preview
  • Download a free copy

There can be many more KPIs, but let us focus on these three KPIs.

I should not try to club all these three KPIs in a single blog post.

If I want to encourage people to read the preview, I should just talk about the benefits of reading the preview. I should talk about what the preview contains and how they are going to benefit after reading the preview.

rEAD THE PREVIEW OF MY BOOK

Read the preview of my book

When I am trying to convince people into reading the preview, I do not need to pressurize them into considering the option of buying it. If they want to buy it, they are going to buy it and I do not need to tell them. There is a “Buy” link on the preview page.

Therefore, if my KPI is getting the maximum number of people to read the preview, I must focus on that.

Similarly, if I want the maximum number of people to buy my book, I need to write in such a manner that I convince them into buying. I shouldn’t mention the fact that they can also read the preview.

Top image source: Shopify