Newsletter Subject
Who are you writing for?
From
sarafrandina.com
Email Address
hello@sarafrandina.com
Sent On
Tue, Jan 19, 2021 03:56 PM
Email Preheader Text
Hey there - The other day I caught myself referring to my intense need for a nap by saying I just ne
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Hey there - The other day I caught myself referring to my intense need for a nap by saying I just needed to âpower downâ for a while. Considering I work on a laptop all day and am more tethered to my phone than I wish to be, itâs no surprise Iâve started using more and more machine metaphors as a way of describing things that pertain to humanity. Itâs a slippery slope, one thatâs no doubt influenced the rise in many of us comparing our own productivity to that of a machineâs (an unfair + unrealistic comparison, of course) â but that important conversation on toxic productivity is not the one Iâm here to have today. What this email concerns is the potentially blurred priorities between machines and humans in your copy. Specifically, itâs when algorithms drive your copy instead of your readers. Itâs when SEO â the partnership you seek with search engines; the machine â takes precedence over empathy-based copy. Itâs when high-volume keywords are the basis of headlines, rather than language that meets your people at their starting state of awareness and shows understanding of their intent. Now, SEO isnât the antagonist here. But letâs not let it be the leader, either. I preach from the precipice of connection, and key to reaching that precipice is better understanding your clients and customers. â Itâs in having conversations where you dive into their frustrations. â Itâs in surveys probing for hesitations theyâve had in investing in your offers. â Itâs in forums you mine for discussions around what theyâve tried before. In those conversations; those surveys; those forums, youâre going to get insight not only into your readerâs pain points, hesitations, and markers of success â youâre going to get the language they use to talk about all of those things. That language? Thatâs what your people are typing into Google. One round of voice of customer will uncover new phrases you might want to rank for. It will lead to content ideas that nurture the ongoing conversation youâre having with people through your content. It will lead you to write copy thatâs more likely to connect â with your readers and the search engines that will help bring them to you. Itâs voice of customer that leads. Human-centered SEO follows. And with that, a big olâ â to homepage headlines that fail to connect with the reader because theyâre trying too hard to please Google, instead. Until next time, be kind + give yourself a pat on the back. Youâre doing great - Sara P.S. Getting vetted, valuable insights from voice of customer for your copy, content, and search efforts is where my expertise ends â and where I pass the baton. There are few people I trust to teach SEO from a human perspective, and my friend Meg Casebolt at Love at First Search is one of them. Sheâs running a free challenge next week. [Itâs called the SEO Jumpstart.]() Over the course of 5 days, you can get an educated handle on: - The words your ideal clients are searching for
- Which are the best search queries to target
- How to position your business as the solution to your clientsâ problems
- Simple tips to get your website in those search results Megâs teaching is simple, immediately actionable, and pairs very well with voice of customer research. ð â[Join her 5-day Jumpstart for free.]()â â
*The Jumpstart is free, but youâll see that thatâs an affiliate link. Megâs got an amazing suite of offers around SEO and content creation, and if you do buy from her in the future, I might see a commission. Me + my popcorn budget thank you. Ready to call it quits? [Click this link]( to remove yourself from all communications. (No hard feelings.) If you'd like to opt-out of specific content, just hit reply + let me know. Iâll get you sorted, ASAP. | SFS HQ: Oxford Street, Cambridge, MA 02140
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