Why is it that some beauty lines create blogs that are successful at hitting business goals (e.g. increased sales, brand authority and likeability) while others become the source of squandered resources? Throughout my career as a managing editor and blog creator, I’ve identified 6 top reasons that brand blogs don’t move the needle: 1. SEO isn’t … [Read more…]
Whether you sell skin care, cosmetics, supplements or personal care products, there are many reasons to host a dedicated blog on your brand’s website. You want to crawl higher — then stay high — on Google. You want your customers, both existing and prospective, to trust you and look to you for advice. You want incredibly content … [Read more…]
Starting a blog for your brand is an exciting new venture. A blog is a channel to share your brilliant musings outside of your sales page and product descriptions — in more than 25 words. It’s an opportunity to demonstrate your authority and show your personality. You can build a closer relationship with your key customers. So far, … [Read more…]
You’ve probably heard of something called email automation. It’s a non-negotiable component of your overall marketing strategy that helps you gain the coveted long-term devotion of prospects and, of course, purchasing customers. Arguably one of the most important automation emails is the Welcome Series. But are you maximizing your chances of stirring up the feels in … [Read more…]
“The fear of loss is more powerful than the hope for gain.” Widely disseminated among marketers, this quote is adapted from the theory of loss aversion in economics. Essentially, what it means is that people would prefer to take action to avoid loss than to acquire gains. Another way to put it: Losing $20 is more psychologically impactful than winning $20. In … [Read more…]
In order to successfully capture the attention of your target audience and motivate action, consider these three basic fundamentals into your message to lay out your foundation: ENVIRONMENT Determine which communications vehicle your audience will receive your message, and what other complementary messages they will see before, during and after. KEY POINT Develop … [Read more…]
Let me ask you a strange question: Would a writer prefer being stranded inside a large cage with a domesticated, toothless lion or would she rather be inside your office? You guessed it, she’d much prefer the lion. Because the lion can inspire her. Scare her. Get her adrenalin pumping. Challenge her imagination. Make her feel … [Read more…]
Sometimes, product descriptions are the last chance you have to convince customers to click “Buy.” You have your checklist: Make the product descriptions easy to read, including some nice bullet points and a large-enough font. Emphasize the benefits over features. List all the ingredients and Directions For Use. Maybe slap on a customer testimonial. As … [Read more…]
Visit any one of your favorite blogs or e-magazines and you’ll see a list of other sites they recommend. (This feature is typically referred to as the blogroll, but the creative minds of the Internets have now branched out to other endearing terms, such as Link Love or Best Buddies). Your company needs to … [Read more…]
There was once a time when friendly, leaf-themed packaging and a chipper statement about organic ingredients were enough to convince an average consumer that a product was safe for skin and great for the planet. Now, everybody knows not to trust just anybody thanks to the overabundance of greenwashing. Below are the top greenwashing techniques … [Read more…]