Quite often we think about what terms or phrases are good or not so good. We utilise this line of thought in every day business decision making such as naming a product or service, what to put on a sign to catch our customers attention, or what to put in a print advertising campaign. Noting we make these types of decisions every day, why is it we seem to struggle when it comes to online?
Lets take this phrase for instance. Is it a good or a bad thing to use an acronym. Well it would be good if we were talking directly to our target market who knew exactly what we were talking about. But it would be bad if we were advertising in a place where potentially new customers would be exposed to us, but not actually understand who we are or what we do. So the reality is if we need to use an acronym, make sure we are optimising the campaign for people who understand who we are and what we do.
Another factor to consider is the "hook", or in other words the ability of the phrase to resonate with the reader so they take the time to actually read your message. Ask yourself if our case study phrase of SEO Rockingham gets you to stop and want to read more.... aaah not really. The phrase needs to be catchy, and a good way to get the response you desire (getting people to actually read your copy), is to appeal to the consumers WIIFM. This stands for what's in it for me? If we use a phrase that proposes a question, it will resonate with people who are also seeking an answer to that question. Just like if you target an outcome, other people seeking the same outcome will read on in order to determine how you arrived at that particular destination.
So back to our case study phrase in question. Changing it slightly to seo rockingham expert, or seo rockingham authority, will add an air of professionalism and peak a bit of curiosity in the reader. Why are they the experts, what do they know that I don't that makes them an authority. These types of questions will now enter the readers head and thus drive them to read on to answer that question.
In summary copy writing is all about engagement. Get the reader engaged wanting to know more and you'll get the results you desire.