The power of 600 words

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Adrift in the vast sea of information available online, you might think a single web page would have little hope of being noticed. It’s but a drop in the ocean, up against a torrent of competing content all vying for readers’ eyes.

Estimates suggest there are now more than 1.87 billion websites on the internet, but the good news is that not all of them are created equal. Thanks to the wonders of modern search algorithms, truly helpful content can still rise to the top of potential customers’ search results.

I was reminded of this fact recently while working on a project for a sports gear company in Wellington.

This business has created a new product that can save money and make life easier for people organising sports and recreation leagues and events.

What has really blown me away is that with nothing more than a 600-word product overview page, this business has been able to generate leads and sales all over the world.

There’s nothing else like it on the market and the problem it overcomes has been a longstanding pain point for people running sports events indoors.

Strong starting point

Admittedly, developing a globally unique product that solves a longstanding problem is a strong starting point.

However, what has really blown me away is that with nothing more than a 600-word product overview page, this business has been able to generate leads and sales all over the world.

In the two months since the product page went live, there have already been dozens of enquiries from universities in Australia and leisure centres in Europe.

Sales have been made to an up-market school in California and a sports gear distributor in Florida.

There’s even been a purchase of the product by a community leisure facility in Porirua – just down the road from my Wellington client’s head office.

This is all happening before the product has been officially launched.

Sales will rise rapidly once marketing activities begin, but this story clearly demonstrates that 600 words – well written and pitched – can still have a truly global reach.

I’ve been giving this case some thought and I believe the recipe for success is threefold.
First, the product itself is unique and solves a longstanding problem that – for whatever reason – has not been solved before.

Second, the 600 words on the web page clearly articulate the need for the product and how it is going to save time and money for organisers of sports competitions.

And thirdly, the content includes the key words being used by prospective customers when they are searching on Google, ensuring the page is easy for them to find.

Mix those ingredients together with an online store that makes enquiring, purchasing and organising shipping easy and it adds up to a winning dish.

It’s worth keeping in mind when cooking up content for your own website; clearly describe the problem your product solves and how it will solve it, present it all in a believable and relatable way, and make sure to harness the power of storytelling.

Read: Are you timing your marketing right?

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James Heffield
James Heffield
Director of Bay of Plenty marketing and public relations consultancy Last Word. To find out more visit www.lastwordmedia.co.nz or email james@lastwordmedia.co.nz.

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