If you are going to raise money for a cause online, there are a number of things that can be learned from marketers. As you know, marketers are in the business of selling products and services. While selling things isn’t what you are trying to do, you are in a sense selling your cause.
The Importance Of A Well Crafted Web Page Title
Your web page title does two things. First it induces people who reach the page to stay and read the rest of what you have to say. This is not guaranteed. People on the Internet are very fickle. If the title doesn’t grab their attention, they will leave and visit another site. You are competing with other sites for their time.
A good title will also induce the visitor to visit your site from the search engines. When people scan down the search results page, a good title will make your listing stand out from the rest. How do you make your title stand out? Study the page titles of the big and successful fund raising organizations. They’ve been at it for years and a lot can be learned from them.
The second function of your title is to make it very obvious to the search engines what your page is about. This means using the right keyword (or phrase). Your title must use words that are specific to your cause. Ambiguity or even subtlety won’t be understood by the search engines.
Tell A Great Story
The best way to get people to contribute to your cause is to connect with them on an emotional level. This means you want them to feel the same passion as you do for your cause. When you tell a story, you should relate the personal experiences of yourself or of someone else that make it clear why your cause is important.
Many large businesses understand and use the power of storytelling. The next time you see a television or video advertisement, resist the reflex to turn down the volume or switch the channel. Instead, wait and see if storytelling is used. If so, watch attentively and learn.
All of us have sold something to people at some point in our lives. If you have friends and a significant other, it means you’ve sold yourself as being a person worth relating to. If you have a job, it means you’ve sold yourself as being a productive person who can add value to a business. In like manner, when you are raising money for a cause, you are selling its worthiness to others. This is why a lot can be learned from successful marketers of all types.
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Posted by Mark Contorno.
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