Wealthy Web Writer

What do share of voice, lead-to-close rates, and incremental lift have in common?

They're all displacing how marketers track success.

Savvy companies are more interested in share of voice than traffic... more focused on lead-to-close rates than the number of new leads... and more keen to track incremental lift than pure conversions.

Click the link in the comments to see how you can start have better conversations with your prospects around the new metrics they're using.

Need a good story to tell in your next article, email message, or LinkedIn post?

Start with a problem you figured out how to solve. Go back to the moment you were frustrated and share how your solution unfolded. Those origin stories are some of the most engaging for readers.

When you write for a client, you're never writing just for the sake of the words. There's always an intention, a goal behind what you're doing. The best writers make sure they understand that goal before they put pen to paper. (Or fingers to keys.)

Here's the cool thing - there are really only five goals. To make people more aware of you, the brand, the product, the solution. To draw people in, so that they join your list and you can talk to them further. To deepen your relationship with the prospect or client by continuing the conversation and building trust. To make a sale. Or to improve retention through fewer returns, more repeat business, and more referrals.

Make sure you know which of these goals your piece supports ::before:: you start writing it.