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July 16, 2020

7 reasons your visitors hate your web copy, 10 simple ways to make your blogs unforgettable, and should you build your e-commerce website on HubSpot ...this is THE LATEST!

πŸ”₯ Hot off the presses
πŸ“£ Are you in a B2B sales role? Please fill out my two-minute, five-question research surveyI am currently researching the impact of COVID-19 on the substance of sales conversations and what your prospects are looking for in a post-pandemic world. Yes, it really will take two minutes or less to complete. β€οΈ

"Liz, what is the worst date you've ever been on?"

To this day, it takes me only a split second to answer that question. His name was Logan. I was set up with him by a friend when I was in my early 20s, back when I lived in Boston. 

On paper, the date should have been perfect.

First of all, he was hot. (Hey, I can be shallow.) It was also a gorgeous and utterly romantic early November evening. We started with dinner at a hip little bistro and then strolled the entire length of Boston's famous Newbury Street, arm-in-arm.

Sounds positively dreamy, right?

In reality, however, Logan was the absolute worst.

He spent the whole time talking about himself. And lacrosse. And how good he was at lacrosse. And his dad's boat. And, and, and... ugh. 

I barely had to say anything to keep the conversation afloat, except for a few half-hearted "Oh wows" or "You don't says" as I quietly prayed for some sort of relief β€” like an alien abduction or an anvil to the head or something. Anything.

Days later, I found out he was shocked I didn't want a second date. 

Really?! Why on earth would I want to date a guy who was that obsessed with himself?

What's funny is that, as marketers, all too often we end up lapsing into this kind of behavior β€” the kind of behavior we can't stand off-the-clock. Myself included. 

For example, one of the most common mistakes I see marketers make with their website copy is they write like... well, they're a Logan. All they do is talk about themselves and their brand, how utterly amazing their products and services are, and so on, with basically no regard for the challenges, pain points, or needs of their ideal buyers. 

If this kind of behavior turns us off when we're just being normal human beings, why on earth would it suddenly work in our marketing? 

So, don't be a Logan, y'all. No matter how pretty your brand may be, your ideal buyers likely won't call the next day either.

πŸ‘‰ "Our website isn't covering β€” what's wrong with our website copy? Why isn't our copy driving qualified leads to contact us or engage?" (8-minute read)

There’s one mission-critical element of your website that is sadly overlooked and oftentimes the most impactful when it comes to converting visitors: your website copy. Writing quality website copy isn’t easy. All too often, this step is rushed during redesigns, or people who don’t truly understand your business are the ones tasked with writing the copy. In this article from IMPACT Director of Inbound and Content Services Justine Timoteo, get the inside scoop on the seven most common ways companies turn-off their ideal buyers with their website copy.

πŸ’¬ You asked, we answered 

πŸ‘‰ "Should we build our e-commerce website on HubSpot? We've heard mixed reviews..." (3-minute read)

No, you can't build a full-blown e-commerce website on HubSpot. Simply put, HubSpot is not an e-commerce platform. However, if your website is already on HubSpot β€” or you are thinking about having your main website on HubSpot with an e-commerce site hosted elsewhere, there are some pretty attractive workarounds that you can go with. In this candid article from IMPACT Senior Front-end Developer Melissa Smith, learn everything you need to know about how e-commerce and HubSpot can play nicely together to your benefit.

πŸ’¬ You asked, we answered

πŸ‘‰ "Content marketing isn't new anymore... heck, even our competitors are creating blogs. So how can we make our content stand out from the crowd?" (10-minute read)

After reading and reviewing several hundred articles for clients as a content trainer for IMPACT, Brian Casey has seen articles that stand out and articles that he forgets immediately. When that ideal buyer is comparing you and your top competitors online, you need your content to seize their attention and render every other article forgettable. So, to give you the edge, Brian put together this comprehensive list of the top 10 ways you can make your content super memorable, along with loads of examples

πŸ’¬ You asked, we answered

πŸ”Ž In case you missed it

Here are a few of my favorite articles we've published from the past week that you may have missed:

🌢️ Hot topics in Elite

IMPACT Elite is our exclusive Facebook group for the brightest minds in digital sales and marketing. Here's the discussion that caught my eye:

🀘 Weeklong nonsense

With everything going on in the world, you now get nonsense in every single issue of THE LATEST...

yassssss

"I'm just a poor boy..." πŸŽΆ

😜 One last little shameless plug

Have you signed up for your free IMPACT+ account?

"Psh, why do I need one, Liz?" I'm so glad you asked! 

With a free IMPACT+ account, you can watch my talk on how to cut your content creation time in half any time you want, participate in role-specific discussion groups, access oodles of TOTALLY free, on-demand digital sales and marketing courses, and a ton more.

Ta-ta for now!