Writing your book
Before you start writing, you need to
figure out what the book is about. If it's fiction, write down the
characters and outline the story. If you want non-fiction, try to write
down multiple sources of inspiration and figure out the topic as this
will be a good starting point. We recommend you to carry a notebook with
you because whenever you get inspired by something, you will be able to
write that down and it will certainly help you write better in the end.
Also,
you shouldn't focus on errors, all you have to do is to let your
imagination flow, the editing part should start when your content is
ready. Try to find any plot holes and make sure that your content flows
properly all so that you can create good content. You should have
multiple drafts, because it's quite hard to get the job done right from
the start.
You should have a plan that includes daily goals and a
deadline for your content. Try to have a flexible deadline and avoid
rushing, usually it's better to take as much time as you need. Diligence
is mandatory for a writer, so try to avoid distractions. Instead,
create your own writing schedule. Focus on writing a chapter at a time
and then continue based on that. It will certainly be a lot of fun to
get feedback from others too, because the more feedback you get the
better the work will be in the end.
After your book is complete,
you need to edit it. This will require a lot of time and attention so
you need to have patience. Don't rush it, because you do want your book
to be perfect and the results do pay off in the end!
Publishing your book
If you want to self-publish your book, there are many places where you can do that in the online world.
The
way you self-publish your book depends mostly on the website you use
for that, but most of the time you just need to add in the book file and
information about the book. You will also have to add in pricing
information as well. It's a good idea to have a paperback option too,
because some people do like the feeling of holding a physical book in
their hand. Another recommended option when you are self-publishing is
to check the rates of each site, as some tend to ask for more percentage
of your total revenue when compared to others.
As you can see,
creating a book and publishing it is not that hard to do. In fact, it
can bring in front some outstanding possibilities for you in the end.
All you have to do is to deliver your best work through each book,
document a lot and offer valid information. In the case of fiction-based
books, just try to make them as catchy and engaging as possible! Do
that and follow our instructions then you will have no problems getting a
great outcome in the end!
Wednesday, January 31, 2018
It's All About the VOICE
INTRODUCTION
The purpose of this article is to explain the VOICE and its importance to written communication. The information is organized into three main categories: WHAT... SO WHAT... NOW WHAT.
Knowing your relationship with the subject and being able to express your attitude about the subject to an audience by using a unique writing style results in clear and compelling written communication.
WHAT
While we all have similarities, each of us is unique in many ways. And it is that uniqueness that helps us find our own VOICE. Your relationship with the subject of your work should be meaningful, emotional, and unique... it is a sensation, a mood, a deep emotional and cerebral understanding of the topic. This means you must feel passionate about what you are writing as well as quite knowledgeable about the topic through research and perhaps as well as personal/professional experiences.
I was first introduced to the VOICE as a young boy, but didn't know it at the time. I played the clarinet quite well, but one day I heard a recording from my parents' collection of music of someone playing the tenor saxophone... he was Coleman Hawkins. As a young boy the sound was something I had never heard before, and it had a profound effect on me such that I wanted to play the tenor sax just like Coleman Hawkins. So, I asked my music teacher to train me to sound like Coleman Hawkins.
You've probably already figured out what my music teacher said to me, "There is only one Coleman Hawkins. No one can sound like him... he has his own relationship to the music and to the tenor sax. Ten people can play the same tenor saxophone with the same mouthpiece and the same reed but each will sound differently. You've got to find your own relationship to the music and to the instrument. Be you, not him."
I didn't understand what my teacher was telling me at that time in my young life... I persisted... so did he. I eventually played the tenor sax but my sound never wailed like Coleman Hawkins. However, I finally understood much later in my life what the VOICE really means.
As a side note, I also later learned that the tenor saxophone was initially banned from several European countries because the sound seemed to be too seductive... the tenor sax is often referred to as the "Devil's Horn."
Do you know your VOICE?
According to Voltaire, "Writing is the painting of the VOICE." I agree.
For many of us there are 5 steps of writing that starts with Planning, but you've got to get your VOICE right from the start. Or else, there is a great chance that your writing will be disorganized, your document will lack persuasion, your VOICE will be inconsistent and insincere, and the reader will be confused and not believe in what you write.
We all learned at one time during our writing development that the Rhetorical Triangle is the platform for clear communication. Today I understand a broader application of the Rhetorical Triangle regardless if the communication is from a singer, dancer, speaker, architect, painter, sculptor, photographer, actor, or writer.
It all starts with the writer's motivation of the subject. In other words, why is the writer so inspired to write about that particular topic? If the motivation isn't clear to the writer, the information will be confusing to the reader.
Second is the writer's main message. This means, what is the main point of the writing? In other words, what is the take-home message you want the reader to remember? Knowing the take-home message... some call it the thesis... keeps the writer focused and the reader engaged.
Thirdly is the target audience for the document. Said another way, who is the writer addressing... are they the ones who will be interested in reading the text... and how do you know?
Finding your VOICE is not necessarily easy... in fact it can be daunting. But without knowing your VOICE, your communication will most likely be bland and uninspiring.
There are many ways to find your VOICE. For example, look deep within yourself for the emotional link to the topic. Ask yourself why you are interested in writing about the topic. Have you experienced something that relates to the subject and now is the time to share that experience? Has no one else written about the topic in the way that you can? Can you learn from others who have written about the topic... what do they know that you don't know but should know?
SO WHAT
Now that you've found your VOICE, what should you do next? Here are a few suggestions. Keep it all to yourself; share it with others; report something to others; explain something to others; teach something to others; call others to take action; create an emotion within others; provide a solution to a problem; help others find their own solution.
Using your VOICE is more than a cathartic process for you as the writer and for the reader, and so you have to find the purpose/intent/motive for finding and then applying your VOICE. Remember, your writing has the potential for inspiring others.
NOW WHAT
Make your written VOICE be natural, organic and compelling... just like Coleman Hawkins with his tenor saxophone.
Use the SHOW-style of writing through explaining, providing examples, describing, illustrating, offering evidence, exhibiting, and so forth.
Avoid using the TELLING-style with instructing, informing, reporting, lecturing, and so forth.
Help readers to believe in something and to feel an emotion from your writing. Inform readers as well as inspire them through your VOICE.
CLOSE
In summary, identify your emotional attitude towards the subject before you write. Don't be afraid to express your attitude and personality towards the subject in written form. Be consistent with your written VOICE. Don't write about something that you don't have an emotional connection with... a personal relationship that doesn't interfere with truth as you know. Know your audience.
In conclusion, knowing and using your emotional and cerebral relationship with the subject greatly facilitates expressing your VOICE with a unique style.
The purpose of this article is to explain the VOICE and its importance to written communication. The information is organized into three main categories: WHAT... SO WHAT... NOW WHAT.
Knowing your relationship with the subject and being able to express your attitude about the subject to an audience by using a unique writing style results in clear and compelling written communication.
WHAT
While we all have similarities, each of us is unique in many ways. And it is that uniqueness that helps us find our own VOICE. Your relationship with the subject of your work should be meaningful, emotional, and unique... it is a sensation, a mood, a deep emotional and cerebral understanding of the topic. This means you must feel passionate about what you are writing as well as quite knowledgeable about the topic through research and perhaps as well as personal/professional experiences.
I was first introduced to the VOICE as a young boy, but didn't know it at the time. I played the clarinet quite well, but one day I heard a recording from my parents' collection of music of someone playing the tenor saxophone... he was Coleman Hawkins. As a young boy the sound was something I had never heard before, and it had a profound effect on me such that I wanted to play the tenor sax just like Coleman Hawkins. So, I asked my music teacher to train me to sound like Coleman Hawkins.
You've probably already figured out what my music teacher said to me, "There is only one Coleman Hawkins. No one can sound like him... he has his own relationship to the music and to the tenor sax. Ten people can play the same tenor saxophone with the same mouthpiece and the same reed but each will sound differently. You've got to find your own relationship to the music and to the instrument. Be you, not him."
I didn't understand what my teacher was telling me at that time in my young life... I persisted... so did he. I eventually played the tenor sax but my sound never wailed like Coleman Hawkins. However, I finally understood much later in my life what the VOICE really means.
As a side note, I also later learned that the tenor saxophone was initially banned from several European countries because the sound seemed to be too seductive... the tenor sax is often referred to as the "Devil's Horn."
Do you know your VOICE?
According to Voltaire, "Writing is the painting of the VOICE." I agree.
For many of us there are 5 steps of writing that starts with Planning, but you've got to get your VOICE right from the start. Or else, there is a great chance that your writing will be disorganized, your document will lack persuasion, your VOICE will be inconsistent and insincere, and the reader will be confused and not believe in what you write.
We all learned at one time during our writing development that the Rhetorical Triangle is the platform for clear communication. Today I understand a broader application of the Rhetorical Triangle regardless if the communication is from a singer, dancer, speaker, architect, painter, sculptor, photographer, actor, or writer.
It all starts with the writer's motivation of the subject. In other words, why is the writer so inspired to write about that particular topic? If the motivation isn't clear to the writer, the information will be confusing to the reader.
Second is the writer's main message. This means, what is the main point of the writing? In other words, what is the take-home message you want the reader to remember? Knowing the take-home message... some call it the thesis... keeps the writer focused and the reader engaged.
Thirdly is the target audience for the document. Said another way, who is the writer addressing... are they the ones who will be interested in reading the text... and how do you know?
Finding your VOICE is not necessarily easy... in fact it can be daunting. But without knowing your VOICE, your communication will most likely be bland and uninspiring.
There are many ways to find your VOICE. For example, look deep within yourself for the emotional link to the topic. Ask yourself why you are interested in writing about the topic. Have you experienced something that relates to the subject and now is the time to share that experience? Has no one else written about the topic in the way that you can? Can you learn from others who have written about the topic... what do they know that you don't know but should know?
SO WHAT
Now that you've found your VOICE, what should you do next? Here are a few suggestions. Keep it all to yourself; share it with others; report something to others; explain something to others; teach something to others; call others to take action; create an emotion within others; provide a solution to a problem; help others find their own solution.
Using your VOICE is more than a cathartic process for you as the writer and for the reader, and so you have to find the purpose/intent/motive for finding and then applying your VOICE. Remember, your writing has the potential for inspiring others.
NOW WHAT
Make your written VOICE be natural, organic and compelling... just like Coleman Hawkins with his tenor saxophone.
Use the SHOW-style of writing through explaining, providing examples, describing, illustrating, offering evidence, exhibiting, and so forth.
Avoid using the TELLING-style with instructing, informing, reporting, lecturing, and so forth.
Help readers to believe in something and to feel an emotion from your writing. Inform readers as well as inspire them through your VOICE.
CLOSE
In summary, identify your emotional attitude towards the subject before you write. Don't be afraid to express your attitude and personality towards the subject in written form. Be consistent with your written VOICE. Don't write about something that you don't have an emotional connection with... a personal relationship that doesn't interfere with truth as you know. Know your audience.
In conclusion, knowing and using your emotional and cerebral relationship with the subject greatly facilitates expressing your VOICE with a unique style.
A Writer's, Editor's and Former College Writing Teacher's 5 Top Tips for Writer's Block
Yes, I'm all three of those title characters in today's post. I'm
a writer, an editor and writing consultant and I taught a course on
writing to college students. What that means is that I've encountered "writer's block"
in many forms. Some people debate if writer's block even exists and
suggest that if a writer sits down to actually write, it will disappear.
The way that I'm defining writer's block, for the purpose of this post,
is any time a writer encounters a problem and doesn't know what next to
write.
The story of the orange chair-
After I'd given my students a writing prompt, this happened.
"I don't know what to write." "I have nothing to say." "What should I write about?"
These are the questions and comments of many writers at some point in their writing life and those were the comments of my students on that day.
When I was in middle school, one English teacher was especially beloved by her students. She once tap-danced for us on the table to show the importance of subjects working with verbs in sentences. Each shoe was labeled as one half of the sentence. I didn't get on the table myself in my own classroom, but I was inspired by her actions.
In the middle of the room was an orange chair. I picked it up and set it on top of the table and I started asking my students questions about the chair.
"What is it made of?"
"What are its uses?"
"Describe the color, its shade and what else is the same hue."
As they began to answer my questions, I pointed out to them that if they had so much to say about a simple, orange, plastic chair they would be able to find something to say about the prompt. In short, there is always something to write about. Sometimes the words just need a little coaxing, like my students did.
My top 5 tips...
1) Choose a different way to record your words. Do you always type? Take out a pen and paper. Always write by hand? Try typing. Something as simple as writing with a different tool can help new thoughts come.
2) Like I did with my students, start asking questions. If you're writing a novel and you're on a difficult scene, ask yourself "What needs to happen here?" "What is the motivation?" "What do the readers need to learn?" "How does this connect?" "Why does character A feel that way?" Ask yourself as many questions as you can think of, by writing them down. Then, go back and answer them. For this exercise, write down the first thing that comes to mind. Your instincts will often be right. If not, you can always fix it during revision and editing.
3) Write a summary of the story. Many people wait until the end of writing to make a synopsis. That's perfectly fine and it makes sense since a synopsis explains what happens, both in terms of plot and character and it also gives away the ending. You may not know all of this until you write. You can, however, write a summary of what's going to happen in the story, what you've already written and what still needs to happen. This will help you see what areas are missing and what to write next. Connections are important for fluidity.
4) Psst.. You over there, the one reading this, I have a secret... Lean in. Are you ready? You don't have to write a story in order. That's right! You can write a story in any order that you want or in any order that the characters tell it. Writing is not like baking a cake. You can't frost a cake before you put the eggs in, but you can write the ending before the beginning. If you're having trouble on a particular section, or if you get real excited about another area and want to work on it, do it. There's no need to wait. And, as a bonus, if you're not writing filler- waiting to get to the next exciting section, chances are your book will be a lot more exciting. It will be a series of sections that you were thrilled to write and really excited about as you were writing. Just make sure to put your sections all into order when you're finished.
5) Go do something else creative. If you've tried everything and the words just aren't coming, that's OK. Step away and do something else. One really important thing that you should be doing, even when you're not stuck, is reading. Reading boosts brain activity for up to five days after you read a novel. So, guess what? If you're a writer and you're reading a lot, you'll always be in a more creative mindset. Other creative activities, art for example, can also awaken the creative areas of your mind and help your words fly. If a picture is worth a thousand words, then sometimes creating a picture can get you exactly that, 1000 words, or more.
With these easy tips, you'll be able to write with better flow.
And when you're finished, in order to make your work shine the brightest, feel free to contact me at Extra Ink Edits. I offer query help, synopsis help, submission packages, and polishes for pages or full manuscripts. I also help indie authors with title suggestions and back cover blurbs.
My best to you all and happy writing!
The story of the orange chair-
After I'd given my students a writing prompt, this happened.
"I don't know what to write." "I have nothing to say." "What should I write about?"
These are the questions and comments of many writers at some point in their writing life and those were the comments of my students on that day.
When I was in middle school, one English teacher was especially beloved by her students. She once tap-danced for us on the table to show the importance of subjects working with verbs in sentences. Each shoe was labeled as one half of the sentence. I didn't get on the table myself in my own classroom, but I was inspired by her actions.
In the middle of the room was an orange chair. I picked it up and set it on top of the table and I started asking my students questions about the chair.
"What is it made of?"
"What are its uses?"
"Describe the color, its shade and what else is the same hue."
As they began to answer my questions, I pointed out to them that if they had so much to say about a simple, orange, plastic chair they would be able to find something to say about the prompt. In short, there is always something to write about. Sometimes the words just need a little coaxing, like my students did.
My top 5 tips...
1) Choose a different way to record your words. Do you always type? Take out a pen and paper. Always write by hand? Try typing. Something as simple as writing with a different tool can help new thoughts come.
2) Like I did with my students, start asking questions. If you're writing a novel and you're on a difficult scene, ask yourself "What needs to happen here?" "What is the motivation?" "What do the readers need to learn?" "How does this connect?" "Why does character A feel that way?" Ask yourself as many questions as you can think of, by writing them down. Then, go back and answer them. For this exercise, write down the first thing that comes to mind. Your instincts will often be right. If not, you can always fix it during revision and editing.
3) Write a summary of the story. Many people wait until the end of writing to make a synopsis. That's perfectly fine and it makes sense since a synopsis explains what happens, both in terms of plot and character and it also gives away the ending. You may not know all of this until you write. You can, however, write a summary of what's going to happen in the story, what you've already written and what still needs to happen. This will help you see what areas are missing and what to write next. Connections are important for fluidity.
4) Psst.. You over there, the one reading this, I have a secret... Lean in. Are you ready? You don't have to write a story in order. That's right! You can write a story in any order that you want or in any order that the characters tell it. Writing is not like baking a cake. You can't frost a cake before you put the eggs in, but you can write the ending before the beginning. If you're having trouble on a particular section, or if you get real excited about another area and want to work on it, do it. There's no need to wait. And, as a bonus, if you're not writing filler- waiting to get to the next exciting section, chances are your book will be a lot more exciting. It will be a series of sections that you were thrilled to write and really excited about as you were writing. Just make sure to put your sections all into order when you're finished.
5) Go do something else creative. If you've tried everything and the words just aren't coming, that's OK. Step away and do something else. One really important thing that you should be doing, even when you're not stuck, is reading. Reading boosts brain activity for up to five days after you read a novel. So, guess what? If you're a writer and you're reading a lot, you'll always be in a more creative mindset. Other creative activities, art for example, can also awaken the creative areas of your mind and help your words fly. If a picture is worth a thousand words, then sometimes creating a picture can get you exactly that, 1000 words, or more.
With these easy tips, you'll be able to write with better flow.
And when you're finished, in order to make your work shine the brightest, feel free to contact me at Extra Ink Edits. I offer query help, synopsis help, submission packages, and polishes for pages or full manuscripts. I also help indie authors with title suggestions and back cover blurbs.
My best to you all and happy writing!
Someday I'll Get Around to Writing That Book
How often have you said, "Today's the day!" regarding something
you are committed to changing? Yet, by day's end you either didn't do
what you said you would do or you did something that directly sabotaged
your success?
This often happens with experts who swear up and down they are going to write a book. As with anything, whatever you want to happen, it will only occur if it is in the forefront of your thinking and you put actions behind the thoughts.
In the years I've been consulting with clients who want to write a book, it never fails that those who have the vision, take daily action and stay committed are the ones who get the book done.
On the other hand, those who simply talk about it are likely to still be talking a year, two years, even five years down the road.
What many people fail to realize is that writing a book takes a considerable amount of time and effort. The number one reason I hear from those who continue to put off writing even the first page of their "I'm working on it" book is time.
"I just can't find the time to stay focused on writing," is the battle-cry of those who hold tight to the dream, but put no effort into the outcome.
"I don't like to write," is yet another roadblock for many experts who know getting a book published would be an asset to their credibility, expertise, and market perception.
There are simple solutions for both the time issue and not enjoying the process of writing. First, you absolutely must be willing to make some fundamental changes to your belief around the process of writing. You also have to be willing to let go of what's blocking you.
Regardless of what you say you're committed to it takes more than simply saying, "Today is the day." It takes focus, dedication and the willingness to get uncomfortable.
With the time issue, there are likely things you are doing that a minute at a time are sucking precious time you could be using for writing. Whether it's your "guilty pleasure" television show, checking posts on Facebook or watching a cute animal video on YouTube, there are likely things you could let go of in order to block out time for writing.
With the "don't like to write" issue, you can simply record your thoughts. An easy process is to outline the chapters of your book. From there, create questions for each chapter. Then hop on the phone with a friend, colleague or coach in order that they can ask you the questions. Record your answers, have the recording transcribed, send the transcripts to a copy editor, review the edits, rework as needed, send back to the editor and badaboom... you have your manuscript!
The reality is, no matter what you say you want, your actions determine how badly you really want it. Saying we want something and doing something about it (on a consistent basis) requires we get really honest with ourselves.
No matter what you want to achieve it takes work. It takes trial and error. It takes being willing to fail until you find the formula for success. And it takes risk.
If your desire to write a book is greater than your desire to watch the next episode of Bloodline, Dr. Phil, Judge Judy or Dancing with the Stars, you are on your way to achieving your outcome.
If the act of writing is not your strong suite, but having a conversation about what your book topic is about is, you now have a solution to getting your book done in a reasonable timeframe.
It all boils down to what you say you want, what you really want, and what you put time into.
This often happens with experts who swear up and down they are going to write a book. As with anything, whatever you want to happen, it will only occur if it is in the forefront of your thinking and you put actions behind the thoughts.
In the years I've been consulting with clients who want to write a book, it never fails that those who have the vision, take daily action and stay committed are the ones who get the book done.
On the other hand, those who simply talk about it are likely to still be talking a year, two years, even five years down the road.
What many people fail to realize is that writing a book takes a considerable amount of time and effort. The number one reason I hear from those who continue to put off writing even the first page of their "I'm working on it" book is time.
"I just can't find the time to stay focused on writing," is the battle-cry of those who hold tight to the dream, but put no effort into the outcome.
"I don't like to write," is yet another roadblock for many experts who know getting a book published would be an asset to their credibility, expertise, and market perception.
There are simple solutions for both the time issue and not enjoying the process of writing. First, you absolutely must be willing to make some fundamental changes to your belief around the process of writing. You also have to be willing to let go of what's blocking you.
Regardless of what you say you're committed to it takes more than simply saying, "Today is the day." It takes focus, dedication and the willingness to get uncomfortable.
With the time issue, there are likely things you are doing that a minute at a time are sucking precious time you could be using for writing. Whether it's your "guilty pleasure" television show, checking posts on Facebook or watching a cute animal video on YouTube, there are likely things you could let go of in order to block out time for writing.
With the "don't like to write" issue, you can simply record your thoughts. An easy process is to outline the chapters of your book. From there, create questions for each chapter. Then hop on the phone with a friend, colleague or coach in order that they can ask you the questions. Record your answers, have the recording transcribed, send the transcripts to a copy editor, review the edits, rework as needed, send back to the editor and badaboom... you have your manuscript!
The reality is, no matter what you say you want, your actions determine how badly you really want it. Saying we want something and doing something about it (on a consistent basis) requires we get really honest with ourselves.
No matter what you want to achieve it takes work. It takes trial and error. It takes being willing to fail until you find the formula for success. And it takes risk.
If your desire to write a book is greater than your desire to watch the next episode of Bloodline, Dr. Phil, Judge Judy or Dancing with the Stars, you are on your way to achieving your outcome.
If the act of writing is not your strong suite, but having a conversation about what your book topic is about is, you now have a solution to getting your book done in a reasonable timeframe.
It all boils down to what you say you want, what you really want, and what you put time into.
Common Reasons Why Your Content Marketing Fails
Content Marketing is one of the famous marketing techniques that
allow you to create and distribute your unique and valuable content to
attract an enormous amount of customer. It revolves around the customer,
brand and user experiences. A relevant content helps to retain the
interest of a customer and pull them back to visit your site over and
over again. Nowadays, it has become a most popular marketing tactic over
the past few years.
According to a survey around 94% businesses are engaged in content marketing, and most of them are failing. Is your strategy, giving the exact results you are looking for? No, so have you ever tried to know why your content marketing campaign did not succeed? No idea? So, you are losing many opportunities for your business. Here is a list of some common reasons why you plan will fail have a look below and try to avoid these mistakes for the next time.
SEO doesn't play a role in it: If you are also ignoring SEO on your own, then you are making the biggest mistake, and this is the primary reason your marketing plan will fail. SEO actually plays a significant role in Content Marketing, which you cannot ignore at any cost. So, if you want to succeed and want to acquire the best results from your plan, then you should pay particular attention to SEO or Search Engine Optimization.
Don't have any refined strategy: No matter, you are talking about any way of marketing; you need a plan to get succeed in it. Another major reason that your content marketing will fail is that you are following the crowd only and don't have your plan or stand. So, you should make a plan first and then take action.
Ignoring the promotion of content: No doubt, one of the quickest and easiest ways to kill content marketing strategy at your own is to do nothing even after creates a unique and informative content. You should promote or publish it on different social media platform, article or blog submission sites or in many other platforms to get the results.
You haven't been waiting long enough: Do you also think that content marketing is like adding salt to the water, and it quickly dissolves? If yes, so, you are absolutely wrong. It's because it is a big thing, which takes time, so, you have to be patience. Just give the time to Google to read your content and after that, you will definitely get better results.
There are millions other reasons why your plans will fail. If you also think that content writing simply means creating content, then you are on the wrong path. It is more than that, so, you have to understand it first. So, the next time avoids all above mistakes and enjoys writing and don't need to give up too quickly.
According to a survey around 94% businesses are engaged in content marketing, and most of them are failing. Is your strategy, giving the exact results you are looking for? No, so have you ever tried to know why your content marketing campaign did not succeed? No idea? So, you are losing many opportunities for your business. Here is a list of some common reasons why you plan will fail have a look below and try to avoid these mistakes for the next time.
SEO doesn't play a role in it: If you are also ignoring SEO on your own, then you are making the biggest mistake, and this is the primary reason your marketing plan will fail. SEO actually plays a significant role in Content Marketing, which you cannot ignore at any cost. So, if you want to succeed and want to acquire the best results from your plan, then you should pay particular attention to SEO or Search Engine Optimization.
Don't have any refined strategy: No matter, you are talking about any way of marketing; you need a plan to get succeed in it. Another major reason that your content marketing will fail is that you are following the crowd only and don't have your plan or stand. So, you should make a plan first and then take action.
Ignoring the promotion of content: No doubt, one of the quickest and easiest ways to kill content marketing strategy at your own is to do nothing even after creates a unique and informative content. You should promote or publish it on different social media platform, article or blog submission sites or in many other platforms to get the results.
You haven't been waiting long enough: Do you also think that content marketing is like adding salt to the water, and it quickly dissolves? If yes, so, you are absolutely wrong. It's because it is a big thing, which takes time, so, you have to be patience. Just give the time to Google to read your content and after that, you will definitely get better results.
There are millions other reasons why your plans will fail. If you also think that content writing simply means creating content, then you are on the wrong path. It is more than that, so, you have to understand it first. So, the next time avoids all above mistakes and enjoys writing and don't need to give up too quickly.
Smashed Like A Bowl Of Eggs
A line in a sea shanty by Canadian singer Stan Rogers is:
"Barrett was smashed like a bowl of eggs." Such a statement is hard to
ignore, and it is a testament to writers like Stan, who learned to make
their words sing. This is another of my favorites, an article written by
Pete McBride:
"Hunched in a dory, dropping into one of the most storied rapids of the world's grandest canyon, I'm surprised by all that I hear. The crash of water echoes off the granite walls around me, but so do much smaller noises: the creak of the boat's wood hull, the squeak of the oars, the call of a nearby canyon wren. Maybe the adrenaline crashing through my veins has honed my senses, or maybe it's sleeping on the banks of the Colorado River under a silent spray of stars."
I think that everyone who takes the time to compose and write a story wants to tell that story in a compelling way. But, when you begin to hone your craft as a writer, you can disappoint yourself, plus if others read your writing, they can disappoint you even more! Undoubtedly, an advantage accrues to those who are born with the talent to write. Everyone else must acquire the skill through perseverance and attention to details.
First of all, a writer must get a reader's attention. An unusual, revealing, or colorful photograph can be the bait that a writer needs to lure readers to his or her article. But, once lured, the reader must sample the written words and find them to be irresistible, or the reader will read no further and move on. Smashed is a great and seldom used word to describe something that has been misfigured to the point of being unrepairable. To say more, like a bowl of eggs, suggests that the manner in which Barrett was smashed was like the cracking of a fragile eggshell, and that a bowl of smashed eggs, when smashed, is a revolting mess of guts. Stan applied that image to the captain of a sloop who had been hit by a cannonball. The description compelled me to find out what else happened.
"Hunched in a dory, dropping into one of the most storied rapids of the world's grandest canyon, I'm surprised by all that I hear. The crash of water echoes off the granite walls around me, but so do much smaller noises: the creak of the boat's wood hull, the squeak of the oars, the call of a nearby canyon wren. Maybe the adrenaline crashing through my veins has honed my senses, or maybe it's sleeping on the banks of the Colorado River under a silent spray of stars."
I think that everyone who takes the time to compose and write a story wants to tell that story in a compelling way. But, when you begin to hone your craft as a writer, you can disappoint yourself, plus if others read your writing, they can disappoint you even more! Undoubtedly, an advantage accrues to those who are born with the talent to write. Everyone else must acquire the skill through perseverance and attention to details.
First of all, a writer must get a reader's attention. An unusual, revealing, or colorful photograph can be the bait that a writer needs to lure readers to his or her article. But, once lured, the reader must sample the written words and find them to be irresistible, or the reader will read no further and move on. Smashed is a great and seldom used word to describe something that has been misfigured to the point of being unrepairable. To say more, like a bowl of eggs, suggests that the manner in which Barrett was smashed was like the cracking of a fragile eggshell, and that a bowl of smashed eggs, when smashed, is a revolting mess of guts. Stan applied that image to the captain of a sloop who had been hit by a cannonball. The description compelled me to find out what else happened.
The Importance of Reading for Writers According to a Writing Consultant and Editor
Hello!
Reading and writing naturally go together. Not only is reading the effect of a writer's work, though, but it is also what should proceed writing. Writers are some of the most voracious readers! Here are a few good reasons to read if you're interested in writing.
1) Reading actively engages the imagination and creates better thinking. Studies have shown that this can be true for up to five days after reading a novel. Writers of fiction are therefore not only entertainers, but "brain boosters"!
2) Reading alerts you to what is popular in the market. This does not mean that it should be mimicked. It does, however, show types of things that are of interest to readers. Perhaps, more importantly, it can show what is missing from the market. An original is better than a 1000th copy of something already known.
3) Reading classics is important to determine what creates longevity in character or plot. Style changes can cause classics to seem aged or stagnant to their era by their diction or syntax, but there is a reason that certain books remain classics while their contemporaries fade through age. Examine what makes a character, scene or plot unforgettable-and thereby timeless-and remember that. This is also true of themes.
4) Reading enlarges one's vocabulary. Words literally sink into your brain and may insert themselves into your writing. If you're not quite sure if the word was used right-look it up! Chances are, your mind has already supplied you with the perfect word through what you have subconsciously learned while reading.
5) Reading inspires. Laura Ingalls Wilder, of Little House on the Prairie fame, advised reading a good story before writing. I've often heard other writers say that reading a book has inspired them to write. Reading good fiction inspires good writing.
6) When reading fiction, I often hear agents to advise reading within your genre to see what works, what is popular, how it can be done well, what should be included, etc. This is true, but I would suggest reading outside your genre as well. At the root of every story is character and plot. You can still learn about character and plot from a genre vastly different from your own. Even a book that you don't like can teach you something, even if that's just what you want to make sure not to include in your own writing.
7) It's important to not only read fiction as an author of novels, but also non-fiction as well. As an author of historical fiction, this is obvious. I have to learn about the past and its details to write. Even for contemporary writers, though, non-fiction can provide information on a character's career or hobbies or a location for the setting. Or, perhaps, a personality portrait of the character's type can be explored through a book on psychology.
Happy Reading and Happy Writing!
Reading and writing naturally go together. Not only is reading the effect of a writer's work, though, but it is also what should proceed writing. Writers are some of the most voracious readers! Here are a few good reasons to read if you're interested in writing.
1) Reading actively engages the imagination and creates better thinking. Studies have shown that this can be true for up to five days after reading a novel. Writers of fiction are therefore not only entertainers, but "brain boosters"!
2) Reading alerts you to what is popular in the market. This does not mean that it should be mimicked. It does, however, show types of things that are of interest to readers. Perhaps, more importantly, it can show what is missing from the market. An original is better than a 1000th copy of something already known.
3) Reading classics is important to determine what creates longevity in character or plot. Style changes can cause classics to seem aged or stagnant to their era by their diction or syntax, but there is a reason that certain books remain classics while their contemporaries fade through age. Examine what makes a character, scene or plot unforgettable-and thereby timeless-and remember that. This is also true of themes.
4) Reading enlarges one's vocabulary. Words literally sink into your brain and may insert themselves into your writing. If you're not quite sure if the word was used right-look it up! Chances are, your mind has already supplied you with the perfect word through what you have subconsciously learned while reading.
5) Reading inspires. Laura Ingalls Wilder, of Little House on the Prairie fame, advised reading a good story before writing. I've often heard other writers say that reading a book has inspired them to write. Reading good fiction inspires good writing.
6) When reading fiction, I often hear agents to advise reading within your genre to see what works, what is popular, how it can be done well, what should be included, etc. This is true, but I would suggest reading outside your genre as well. At the root of every story is character and plot. You can still learn about character and plot from a genre vastly different from your own. Even a book that you don't like can teach you something, even if that's just what you want to make sure not to include in your own writing.
7) It's important to not only read fiction as an author of novels, but also non-fiction as well. As an author of historical fiction, this is obvious. I have to learn about the past and its details to write. Even for contemporary writers, though, non-fiction can provide information on a character's career or hobbies or a location for the setting. Or, perhaps, a personality portrait of the character's type can be explored through a book on psychology.
Happy Reading and Happy Writing!
How to Write Quicker and Meet Your Word Count Goals: Tips From a Writing Consultant and Editor
Having taught college writing and through my work as a writing
consultant and editor, I often come across writers who are struggling to
meet their word counts or who simply want to be able to write quicker.
Here are a few ways to accomplish those goals.
1. Set a word count goal that is realistic enough that you won't be discouraged if you don't meet it, but that is ambitious enough to make you feel proud. You want to push yourself to feel accomplished, without feeling like the task ahead is insurmountable.
2. Setting a weekly word count can be the best option. Monthly word counts can be too large of a time frame to plan for to keep momentum up, while daily word counts can be difficult to maintain if unexpected things come up. Weekly word counts are what Goldilocks is looking for, the "just right" medium.
3. Set a timer for a small increment, like 15 minutes, and write until it goes off. Google offers a free timer in its browser. This will help you avoid distractions. Soon, you may even find yourself hitting reset to begin a new 15 minutes as soon as it goes off, because your momentum has built so well.
4. Break down weekly counts into smaller chunks. Write for 500 words, or until you hit a certain page number that is approaching. Then you have several mini victories to celebrate in addition to the larger goal of the weekly word count. Writing is an accomplishment. It can be helpful to feel each small accomplishment on the way to bigger ones.
5. Read a wonderful novel. Chefs need to be nourished by good food. For writers, especially of fiction, that translates into devouring good novels. Being engrossed as a reader can help words speed along as a writer. Reading fills you up with words. Writing lets them spill out. This doesn't mean that you should become a parrot of other writers. Rather, by reading, you will have a pool of words to always draw from and your brain will be engaged in creative flow.
6. It's fine to write out of order. Do you have a wonderful scene pop into your mind that won't take place for several chapters? No problem! Write how the story unfolds. Just be sure to connect everything later and put all non-linear scenes into the right order.
7. Above all, remember that word counts are goals. If you don't meet them, you haven't failed. Try again tomorrow. Writing is a marathon, not a sprint. Although sometimes sprints within the marathon can be incredibly helpful.
My best to you all,
Here are a few ways to accomplish those goals.
1. Set a word count goal that is realistic enough that you won't be discouraged if you don't meet it, but that is ambitious enough to make you feel proud. You want to push yourself to feel accomplished, without feeling like the task ahead is insurmountable.
2. Setting a weekly word count can be the best option. Monthly word counts can be too large of a time frame to plan for to keep momentum up, while daily word counts can be difficult to maintain if unexpected things come up. Weekly word counts are what Goldilocks is looking for, the "just right" medium.
3. Set a timer for a small increment, like 15 minutes, and write until it goes off. Google offers a free timer in its browser. This will help you avoid distractions. Soon, you may even find yourself hitting reset to begin a new 15 minutes as soon as it goes off, because your momentum has built so well.
4. Break down weekly counts into smaller chunks. Write for 500 words, or until you hit a certain page number that is approaching. Then you have several mini victories to celebrate in addition to the larger goal of the weekly word count. Writing is an accomplishment. It can be helpful to feel each small accomplishment on the way to bigger ones.
5. Read a wonderful novel. Chefs need to be nourished by good food. For writers, especially of fiction, that translates into devouring good novels. Being engrossed as a reader can help words speed along as a writer. Reading fills you up with words. Writing lets them spill out. This doesn't mean that you should become a parrot of other writers. Rather, by reading, you will have a pool of words to always draw from and your brain will be engaged in creative flow.
6. It's fine to write out of order. Do you have a wonderful scene pop into your mind that won't take place for several chapters? No problem! Write how the story unfolds. Just be sure to connect everything later and put all non-linear scenes into the right order.
7. Above all, remember that word counts are goals. If you don't meet them, you haven't failed. Try again tomorrow. Writing is a marathon, not a sprint. Although sometimes sprints within the marathon can be incredibly helpful.
My best to you all,
Yes, You Can Find Time to Write, Even If You Are Very Busy
Many writers don't have endless time to devote to their writing.
And this is a real pity because the best writing you can do comes in one
to two hour blocks. Otherwise, your writing is probably choppy and
inconsistent.
To write for one to two hour blocks, you'll probably have to change the way you approach your writing. You will also have to schedule times when you have an expanse of at least one hour so that you could write unencumbered.
Here are a few ways to create one to two hour blocks of writing time.
• Look over your various roles and goals. Write them down on a separate page in your planner.
• Take out a weekly planner that has an hour-by-hour outlay.
• Write in all of your obligations in your planner, such as your day job, your family obligations, appointments, and so on.
• Look at any one to two hour time slots that are not used up - such as the time when you wake up in the morning or in the evening after dinner perhaps.
• Decide when you can fit in some writing time into your day and week. The best time to write for busy people is first thing in the morning or last thing in the day.
• Take a red pen or marker and write down when you could devote a large stretch of your time to write.
• Make everyone in your family aware that you will be writing at these times.
• Then when the time comes, make sure that you go and write. Make no excuses. They your family and friends will know that you are serious about your writing.
If you look at your schedule and discover that you have very few spaces of one to two hours, you may have to rethink your priorities and pastimes so that writing fits into your life.
Look at some time sucks in your life, such as watching four to five hours of television every night or wasting time doing something else such as shining the living room floor for the third time. Can you get a housekeeper and devote that time to writing? Do you shop every day? Limit that time so that you could write.
By taking these steps, you will be doing a lot of writing with a little of effort and rethinking of our life. We all have pockets of one to two hours a day that we can devote to writing. All we have to do is find it, and our lives will be very different and we will indeed be successful writers
To write for one to two hour blocks, you'll probably have to change the way you approach your writing. You will also have to schedule times when you have an expanse of at least one hour so that you could write unencumbered.
Here are a few ways to create one to two hour blocks of writing time.
• Look over your various roles and goals. Write them down on a separate page in your planner.
• Take out a weekly planner that has an hour-by-hour outlay.
• Write in all of your obligations in your planner, such as your day job, your family obligations, appointments, and so on.
• Look at any one to two hour time slots that are not used up - such as the time when you wake up in the morning or in the evening after dinner perhaps.
• Decide when you can fit in some writing time into your day and week. The best time to write for busy people is first thing in the morning or last thing in the day.
• Take a red pen or marker and write down when you could devote a large stretch of your time to write.
• Make everyone in your family aware that you will be writing at these times.
• Then when the time comes, make sure that you go and write. Make no excuses. They your family and friends will know that you are serious about your writing.
If you look at your schedule and discover that you have very few spaces of one to two hours, you may have to rethink your priorities and pastimes so that writing fits into your life.
Look at some time sucks in your life, such as watching four to five hours of television every night or wasting time doing something else such as shining the living room floor for the third time. Can you get a housekeeper and devote that time to writing? Do you shop every day? Limit that time so that you could write.
By taking these steps, you will be doing a lot of writing with a little of effort and rethinking of our life. We all have pockets of one to two hours a day that we can devote to writing. All we have to do is find it, and our lives will be very different and we will indeed be successful writers
How to Build a Successful Writing Career (3 Tips)
Writers need to be tough. It's not an easy arena to be in. Did
you know that writers get so many rejections there have actually been
studies done on it? Most authors (well over 90%) who seek representation
by agents are rejected.
That's pretty severe.
And, those in the industry, say not to contemplate 'throwing in the towel' until you've queried a minimum of 100 agents.
But, what if Jack Canfield and Mark Victor Hansen gave up after 100 rejections. They were rejected 144 times before landing a publishing contract.
So, how does a writer become successful?
Well, there are at least 3 characteristics that go a long way in giving a writer a fighting chance.
1. Perseverance.
Perseverance is probably the single most important factor. You can learn to write. You can improve your writing. You can submit you work more often. But, if you get discouraged when successes don't come as fast as you'd like or expected, you may start writing less, you may give up.
This is where you need to persevere. Know that it's not the best writers who succeed, it' those who persevere.
From personal experience I can attest to this. I work in two niches. I did it for years with not much success. Then suddenly, clients began finding me and hiring me in one of those niches.
More often than not, success is just around the corner. You've got to persevere.
2. You MUST set goals.
While perseverance is an essential factor in writing success, without setting goals, what are you persevering toward? You need to be a goal setter.
Your goals need to be specific. What do you really want to succeed at?
- Getting ongoing publishing contracts.
- Getting freelance writing projects on a regular basis.
- Supplementing your income.
- Earning $50,000 per year. Earning $100,000 per year. Earning $500,000 per year. Being a millionaire.
- Becoming a New York Times Best Seller.
- Becoming famous.
I found it more tangible to create monthly income goals rather than yearly ones.
You need to find what your goals are and what strategy to use to obtain them. And, you need to make those goals visible. Create a vision board or write them down and read them every day.
3. Focus
One big pitfall in writing is not having focus.
I mentioned earlier that after years of struggling along, I began to get clients on a regular basis. And, I've gotten lots of return and 'series' clients.
One important factor how this came about is I began to focus on one writing niche. I devoted the majority of my time and energy in that area and it paid off.
This doesn't mean you can't have more than one writing niche, but if you want to succeed in something, you need to prioritize. You need to focus.
As my writing coach would say, focus on what's making you money.
Get to work building these three characteristics and see if it doesn't make a difference. And, let us know how you make out.
That's pretty severe.
And, those in the industry, say not to contemplate 'throwing in the towel' until you've queried a minimum of 100 agents.
But, what if Jack Canfield and Mark Victor Hansen gave up after 100 rejections. They were rejected 144 times before landing a publishing contract.
So, how does a writer become successful?
Well, there are at least 3 characteristics that go a long way in giving a writer a fighting chance.
1. Perseverance.
Perseverance is probably the single most important factor. You can learn to write. You can improve your writing. You can submit you work more often. But, if you get discouraged when successes don't come as fast as you'd like or expected, you may start writing less, you may give up.
This is where you need to persevere. Know that it's not the best writers who succeed, it' those who persevere.
From personal experience I can attest to this. I work in two niches. I did it for years with not much success. Then suddenly, clients began finding me and hiring me in one of those niches.
More often than not, success is just around the corner. You've got to persevere.
2. You MUST set goals.
While perseverance is an essential factor in writing success, without setting goals, what are you persevering toward? You need to be a goal setter.
Your goals need to be specific. What do you really want to succeed at?
- Getting ongoing publishing contracts.
- Getting freelance writing projects on a regular basis.
- Supplementing your income.
- Earning $50,000 per year. Earning $100,000 per year. Earning $500,000 per year. Being a millionaire.
- Becoming a New York Times Best Seller.
- Becoming famous.
I found it more tangible to create monthly income goals rather than yearly ones.
You need to find what your goals are and what strategy to use to obtain them. And, you need to make those goals visible. Create a vision board or write them down and read them every day.
3. Focus
One big pitfall in writing is not having focus.
I mentioned earlier that after years of struggling along, I began to get clients on a regular basis. And, I've gotten lots of return and 'series' clients.
One important factor how this came about is I began to focus on one writing niche. I devoted the majority of my time and energy in that area and it paid off.
This doesn't mean you can't have more than one writing niche, but if you want to succeed in something, you need to prioritize. You need to focus.
As my writing coach would say, focus on what's making you money.
Get to work building these three characteristics and see if it doesn't make a difference. And, let us know how you make out.
Simple Copywriting Tactic All But Forces Your Prospects To Read Every Single Word Of Your Ad
If you'd like to get the focused, undivided attention of
anyone who reads your copy, no matter how many distractions he or she is
bombarded with, then this article will show you how.
Listen to this: Do you know what a "hook" is?
A hook is a phrase, idea or maybe just a couple words that "hook" your reader (like a fish) and reel them into your ad. And if you use the right "bait" in your hook, it'll create so much curiosity and interest that (when targeted to the right market) it will be virtually impossible for your prospect to NOT read your copy.
Here's an example of what I'm talking about:
How A Bald-Headed Barber Saved My Hair!
See what I mean? This headline is over 50 years old, but even today, you wonder how can a bald-headed barber save your hair? The only way to find out is to keep reading the ad.
Here's another example:
Atlanta Housewife Investigated And Almost Arrested For Losing 73 Pounds!
This is one of my favorites. How can you NOT want to see what the story behind that hook is? This was also the headline from a real ad that ran about 30 years ago.
Okay, one more example:
Now You Can Actually Cure Baldness...Even If It Runs In Your Family!
That was another real ad that ran many years ago. And be honest, if you were going bald, could you resist reading the rest of that ad to see what the story is?
Bottom line is this: A good hook, such as in the headlines above, will hook your readers right in. They give your readers a tiny, teasing peek into such an incredible (yet still believable) story that it's almost impossible not to see what the rest of the story is.
Just remember to follow through in your copy and complete the hook. Your hook must tie logically into your pitch. Otherwise, you'll almost certainly insult your reader and lose the sale.
Listen to this: Do you know what a "hook" is?
A hook is a phrase, idea or maybe just a couple words that "hook" your reader (like a fish) and reel them into your ad. And if you use the right "bait" in your hook, it'll create so much curiosity and interest that (when targeted to the right market) it will be virtually impossible for your prospect to NOT read your copy.
Here's an example of what I'm talking about:
How A Bald-Headed Barber Saved My Hair!
See what I mean? This headline is over 50 years old, but even today, you wonder how can a bald-headed barber save your hair? The only way to find out is to keep reading the ad.
Here's another example:
Atlanta Housewife Investigated And Almost Arrested For Losing 73 Pounds!
This is one of my favorites. How can you NOT want to see what the story behind that hook is? This was also the headline from a real ad that ran about 30 years ago.
Okay, one more example:
Now You Can Actually Cure Baldness...Even If It Runs In Your Family!
That was another real ad that ran many years ago. And be honest, if you were going bald, could you resist reading the rest of that ad to see what the story is?
Bottom line is this: A good hook, such as in the headlines above, will hook your readers right in. They give your readers a tiny, teasing peek into such an incredible (yet still believable) story that it's almost impossible not to see what the rest of the story is.
Just remember to follow through in your copy and complete the hook. Your hook must tie logically into your pitch. Otherwise, you'll almost certainly insult your reader and lose the sale.
Build Your Swipe File For Free - Without Leaving Your House Or Even Getting Out Of Your Chair
If you'd like to know a fast, easy and free way to find the very
best headlines for your swipe file, then this article will show you how.
As you know, one of the best ways to come up with powerful headlines for your own ads and sales letters is to keep a swipe file of headlines proven to pull in a lot of readers.
That way, if you get stuck trying to come up with a headline, you can just look at your file of proven winners for inspiration and ideas.
I have well over a thousand such headlines in my file as do many other copywriters.
Now, one of the best ways to add to this file regularly is to grab a bunch of back issues of magazines like Cosmopolitan, Men's Health, Men's Fitness, Redbook....and all the other high-selling "low culture" magazines that a lot of people read and that have a lot of good headlines on them written by master copywriters.
However, for any number of reasons, it's sometimes difficult to subscribe to all these magazines or too inconvenient to make it to the library to get this file started and maintained.
If this is you then, you'll be happy to know there is now a way to get all the headlines off these magazines you want from the privacy of your own home...and without spending any money or even having to get up out of your chair.
Here's how:
Simply log on the Internet and go to any search engine with an "image" search tool, and click on the "images" or "pictures" tab. This way your search will only bring up images. Then type in the word "Cosmo" or "Cosmopolitan" or "Men's Health" or "National Enquirer" or the title of any hot selling magazine with lots of good cover blurbs.
And as soon as you enter your search criteria, you'll find a whole bunch of "pictures" of the covers of these magazines (with all their cover blurbs) which you can then write out and stuff in your files.
As you'll see, this little "shortcut" will save you not only a lot of money...but a lot of time as well.
The only thing you have to remember is to make sure you disable the "filter my results" option for each search engine you do this with.
As you know, one of the best ways to come up with powerful headlines for your own ads and sales letters is to keep a swipe file of headlines proven to pull in a lot of readers.
That way, if you get stuck trying to come up with a headline, you can just look at your file of proven winners for inspiration and ideas.
I have well over a thousand such headlines in my file as do many other copywriters.
Now, one of the best ways to add to this file regularly is to grab a bunch of back issues of magazines like Cosmopolitan, Men's Health, Men's Fitness, Redbook....and all the other high-selling "low culture" magazines that a lot of people read and that have a lot of good headlines on them written by master copywriters.
However, for any number of reasons, it's sometimes difficult to subscribe to all these magazines or too inconvenient to make it to the library to get this file started and maintained.
If this is you then, you'll be happy to know there is now a way to get all the headlines off these magazines you want from the privacy of your own home...and without spending any money or even having to get up out of your chair.
Here's how:
Simply log on the Internet and go to any search engine with an "image" search tool, and click on the "images" or "pictures" tab. This way your search will only bring up images. Then type in the word "Cosmo" or "Cosmopolitan" or "Men's Health" or "National Enquirer" or the title of any hot selling magazine with lots of good cover blurbs.
And as soon as you enter your search criteria, you'll find a whole bunch of "pictures" of the covers of these magazines (with all their cover blurbs) which you can then write out and stuff in your files.
As you'll see, this little "shortcut" will save you not only a lot of money...but a lot of time as well.
The only thing you have to remember is to make sure you disable the "filter my results" option for each search engine you do this with.
Headline-Helpers For Your Swipe File
Here are some headlines to help you build your Swipe File. Your
headline is the "A" of AIDA (attract, interest, desire, action).
If you're creating a poster, your headline may be all the copy
there is, aside from the business name and contact number.
Therefore, your headline is the most important part of your copy.
I often don't settle on a headline until I've written the copy,
and I always aim to write at lead 40 headlines before I settle on
my two favorites that I'll send the client --- it's better give
your clients a choice in draft copy.
Read magazine covers for headline ideas. The covers sell the
magazine, so the headlines are often clever, and you can copy the
cleverest into your Swipe File.
If you're thinking: isn't this plagiarism? No, it's not, because
you won't use the exact wording. You'll vary it. The idea may be
similar, and there's no copyright on ideas.
Should you use Title Case in your headlines, or not? That depends
on the design. I usually leave it up to the designer to decide.
In the examples below, I've used both Sentence Case and Title
Case, but you can certainly use plain Sentence Case only in all
your headline copy if you wish.
Note: if you're writing long copy, a brochure or booklet for
example, settle on a headline style and then stick with it.
=> What's a Swipe File?
It's a collection of copy examples. I keep mine in a three-ring
binder. In addition to the examples, I make notes about copy I
like or dislike, and put the sheets into the file.
I include copy I've clipped from newspapers and magazines, and
printed out from Web sites. I paste the clips onto a sheet of
paper first to make them easier to handle.
Think of your Swipe File as a brain-primer. I also use my Swipe
File to build my enthusiasm before a marketing session, to remind
myself why I love writing copy.
Use these headlines to prime your idea pump:
Superb Quality. Great Price.
New For You, A ________
This Is The One!
Prepare for a surprise!
The solution to your ______
For your home (children, garden, kitchen, bedroom etc)
___________
How To Improve Your ___________
Your Personal Invitation To _______
Your chance to try _________
Win A _________
=> Question Headlines
Asking a question taps into our need to feel important, and our
curiosity, so it's a powerful way to gain attention for a
product.
Where would you like to go?
What if _________?
Are we right? Can _________?
Have you tried _________?
How much can you save with ________?
Can this be genuine?
Is This You?
Whenever you find a headline you like, make a quick note of it,
and put it in your Swipe File.
headline is the "A" of AIDA (attract, interest, desire, action).
If you're creating a poster, your headline may be all the copy
there is, aside from the business name and contact number.
Therefore, your headline is the most important part of your copy.
I often don't settle on a headline until I've written the copy,
and I always aim to write at lead 40 headlines before I settle on
my two favorites that I'll send the client --- it's better give
your clients a choice in draft copy.
Read magazine covers for headline ideas. The covers sell the
magazine, so the headlines are often clever, and you can copy the
cleverest into your Swipe File.
If you're thinking: isn't this plagiarism? No, it's not, because
you won't use the exact wording. You'll vary it. The idea may be
similar, and there's no copyright on ideas.
Should you use Title Case in your headlines, or not? That depends
on the design. I usually leave it up to the designer to decide.
In the examples below, I've used both Sentence Case and Title
Case, but you can certainly use plain Sentence Case only in all
your headline copy if you wish.
Note: if you're writing long copy, a brochure or booklet for
example, settle on a headline style and then stick with it.
=> What's a Swipe File?
It's a collection of copy examples. I keep mine in a three-ring
binder. In addition to the examples, I make notes about copy I
like or dislike, and put the sheets into the file.
I include copy I've clipped from newspapers and magazines, and
printed out from Web sites. I paste the clips onto a sheet of
paper first to make them easier to handle.
Think of your Swipe File as a brain-primer. I also use my Swipe
File to build my enthusiasm before a marketing session, to remind
myself why I love writing copy.
Use these headlines to prime your idea pump:
Superb Quality. Great Price.
New For You, A ________
This Is The One!
Prepare for a surprise!
The solution to your ______
For your home (children, garden, kitchen, bedroom etc)
___________
How To Improve Your ___________
Your Personal Invitation To _______
Your chance to try _________
Win A _________
=> Question Headlines
Asking a question taps into our need to feel important, and our
curiosity, so it's a powerful way to gain attention for a
product.
Where would you like to go?
What if _________?
Are we right? Can _________?
Have you tried _________?
How much can you save with ________?
Can this be genuine?
Is This You?
Whenever you find a headline you like, make a quick note of it,
and put it in your Swipe File.
Turn words into money! Subscribe to copywriter and author Angela
Booth's new free ezine, Write For Cash
[http://angelabooth.com/recommends/WFC]. Discover how to turn your own
words, or someone else's into money. The new Web boom is upon us, so
content has never been more important, or more valuable. Each issue
contains a strategy and a product: information you can use immediately.
If you want to build a global business from the comfort of your easy
chair, subscribe today.
Discover the Advantages to Hiring a Freelance Web Site Copywriter for Your Web Business
Web Marketing Series
Ok...so you already have a crack staff of writers on-hand to handle your company website's writing assignments. So why should you consider hiring a freelance copywriter?
Well, as you know, today's corporate belt-tightening often means too much work for too few people. This is especially true in the communications area, where cutbacks have strained the resources of our workforce across the board. The result? Stress, overwork and low morale.
And of course, this strain is more intense when those unusual or special projects come up. The disruption in the day-to-day activities of your staff can have two results. Either this project gets low priority or the day-to-day work suffers.
What's the alternatives? Well, you can solicit the services of an established Ad agency or PR firm. And in some instances this can be the wise choice, especially when you need the kind of flashy productions intended to impress and entertain the client...the kind designed to win glitzy awards.
The problem? These fancy productions often come with a significant price tag. Face it, these firms have a lot of employees to feed and the cost of this high overhead is passed on to you. And that often means a budget under stress.
In addition, these firms tend to be busy with the best writers often assigned to the large, high profile clients. You may get a team of junior writers, but you'll still pay the high cost.
The solution? Studies indicate that hiring a freelance writer can actually average 5% (or more) less expensive than work done internally. While at first glance the higher freelance per hour rate appears more cost, when you add the true cost of internal labor, not only salary, but benefit and overhead costs. And because you use him only when needed, there is no 'downtime' cost.
And with low overhead, the costs for freelancers are generally significantly lower than the established ad agency and PR firms.
What are some other advantages, besides cost, to having a freelance writer in the bullpen?
· Control...Office politics, personal sensitivities and organizational bureaucracies often effect control of a project deadlines and content. The freelance writer is your strategic sourcing partner for any project, working with you.
· Objectivity...Essential to creating powerful persuasive copy. Freelancers can give an impartial view and new perspective to your project.
· Writing experience...Intimate knowledge of a product or service is not necessary to write about it. Good copywriters are experienced researchers and adept at asking the right questions to get up to speed quickly. What is more important is the fresh perspective that comes from their diverse experience in meeting a variety of communication challenges.
· Better results... Many writers can write well...but few can produce the powerful and persuasive copy that optimizes lead generation or sales. The best copywriters are masters at pulling in qualified customers dramatically increasing profits.
· Fees...Copy fees are almost always a very small portion of the total project cost, but its effect on money generating results can be enormous.
Don't wait until crunch time to start seeking relief. Have a freelancer in your bullpen to come to your aid...when you need him.
Copyright Alan Richardson
Alan Richardson is a well-known internet consultant and publisher
with [http://www.optimalwebservices.com] - a Web resource firm in North
Easton, Massachusetts, offering free advice and information for
web-based small businesses and entrepreneurs.
Ok...so you already have a crack staff of writers on-hand to handle your company website's writing assignments. So why should you consider hiring a freelance copywriter?
Well, as you know, today's corporate belt-tightening often means too much work for too few people. This is especially true in the communications area, where cutbacks have strained the resources of our workforce across the board. The result? Stress, overwork and low morale.
And of course, this strain is more intense when those unusual or special projects come up. The disruption in the day-to-day activities of your staff can have two results. Either this project gets low priority or the day-to-day work suffers.
What's the alternatives? Well, you can solicit the services of an established Ad agency or PR firm. And in some instances this can be the wise choice, especially when you need the kind of flashy productions intended to impress and entertain the client...the kind designed to win glitzy awards.
The problem? These fancy productions often come with a significant price tag. Face it, these firms have a lot of employees to feed and the cost of this high overhead is passed on to you. And that often means a budget under stress.
In addition, these firms tend to be busy with the best writers often assigned to the large, high profile clients. You may get a team of junior writers, but you'll still pay the high cost.
The solution? Studies indicate that hiring a freelance writer can actually average 5% (or more) less expensive than work done internally. While at first glance the higher freelance per hour rate appears more cost, when you add the true cost of internal labor, not only salary, but benefit and overhead costs. And because you use him only when needed, there is no 'downtime' cost.
And with low overhead, the costs for freelancers are generally significantly lower than the established ad agency and PR firms.
What are some other advantages, besides cost, to having a freelance writer in the bullpen?
· Control...Office politics, personal sensitivities and organizational bureaucracies often effect control of a project deadlines and content. The freelance writer is your strategic sourcing partner for any project, working with you.
· Objectivity...Essential to creating powerful persuasive copy. Freelancers can give an impartial view and new perspective to your project.
· Writing experience...Intimate knowledge of a product or service is not necessary to write about it. Good copywriters are experienced researchers and adept at asking the right questions to get up to speed quickly. What is more important is the fresh perspective that comes from their diverse experience in meeting a variety of communication challenges.
· Better results... Many writers can write well...but few can produce the powerful and persuasive copy that optimizes lead generation or sales. The best copywriters are masters at pulling in qualified customers dramatically increasing profits.
· Fees...Copy fees are almost always a very small portion of the total project cost, but its effect on money generating results can be enormous.
Don't wait until crunch time to start seeking relief. Have a freelancer in your bullpen to come to your aid...when you need him.
Copyright Alan Richardson
The Theet O Vac - It Does The Job
That is the name of a machine invented by a Canadian inventor.
Can you guess what it does? That's right and it works! It has pulled
thousands of those lonely souls into its gut.
You will not find this machine advertised, or sold in stores. He is giving the plans to mankind as soon as the donation level hits a predetermined number. This number has been determined by a complicated formula that is encrypted and stored under a rock in the desert. This is so the Thetans cannot corrupt the magic.
Since reading about the plague of Thetans that have been reported victimizing the human race, Del Germyn has been thinking about a way to help his fellow humans escape this plague. He claims that he was visited by The Pig Head from Namu and given the answer.
He decided to make the removal a mechanical process and leave the mental problems to the psychiatric profession.
His Theet - O - Vac is compact and easy to operate. It can be used the same day you receive it. The results are astounding! He suggests using it to clean your whole house; you will be able to open the container that holds the remains of the Thetans it finds hidden in you carpets and furniture.
Once you are satisfied that it will do the job, you can do your pets if you have any. Thetans seem to be attracted to cats, Do your cat and you will notice that when you are done it will want to run out of your sight. That is because it is free of they dreaded Thetans! Let it go, and if it comes back give it another treatment. Twice will be enough. You may have to repeat in 30 days to get the new ones that arrived after the first treatment.
When the house and animals are all done guess who is next? Hurry, they have been watching! They will try to convince you that the machine is bogus, this is good. They tend to bunch up when they do this. They move to one area of your body and it makes your job fast and simple.
I see the cat acting funny; it looks like I will have to activate the machine!
Beware the Theet O Vac.
As I explain and show the fun that it can be to play the role of a
Banker, a President, or a crazed terrorist with 85 lbs of explosives
strapped to your 80 lb frame. Imagine! Wandering into the Harry Potter
premier! Visions of virgins dancing in your head! Maybe you will want to
play the part of a mortgage broker? Help people 'get the home they have
always wanted' during a housing bubble!! Talk about realistic! There
will be Tech bubble guys, gold bugs, free article writers, gurus of all
kinds, UFO cult members, and many others. All dedicated to helping you
spend money you have not earned yet.
You will not find this machine advertised, or sold in stores. He is giving the plans to mankind as soon as the donation level hits a predetermined number. This number has been determined by a complicated formula that is encrypted and stored under a rock in the desert. This is so the Thetans cannot corrupt the magic.
Since reading about the plague of Thetans that have been reported victimizing the human race, Del Germyn has been thinking about a way to help his fellow humans escape this plague. He claims that he was visited by The Pig Head from Namu and given the answer.
He decided to make the removal a mechanical process and leave the mental problems to the psychiatric profession.
His Theet - O - Vac is compact and easy to operate. It can be used the same day you receive it. The results are astounding! He suggests using it to clean your whole house; you will be able to open the container that holds the remains of the Thetans it finds hidden in you carpets and furniture.
Once you are satisfied that it will do the job, you can do your pets if you have any. Thetans seem to be attracted to cats, Do your cat and you will notice that when you are done it will want to run out of your sight. That is because it is free of they dreaded Thetans! Let it go, and if it comes back give it another treatment. Twice will be enough. You may have to repeat in 30 days to get the new ones that arrived after the first treatment.
When the house and animals are all done guess who is next? Hurry, they have been watching! They will try to convince you that the machine is bogus, this is good. They tend to bunch up when they do this. They move to one area of your body and it makes your job fast and simple.
I see the cat acting funny; it looks like I will have to activate the machine!
Beware the Theet O Vac.
The Best Place to Put SEO Copy on Your Web Page
It seems like a funny question to me, but it gets asked a lot. "Where should the SEO copy go on my Web page?" That question gets asked so much because there are several pieces of out-of-date information, rumors and myths with regard to text placement, when writing SEO copy.
For instance, many absolutely swear that the copy has to be as high up on the page as possible for the search engines to find it. Not true. The spiders will find the text regardless of where it is on your page. Others say all your text has to be in one block. Also not true. The spiders will find the text regardless of where it is on your page.
Other statements I've heard regarding text placement include:
· Your headline must appear at the very top of the page.
· Copy placed inside tables throws the search engines off.
· Copy must be positioned above the fold to be found by the spiders.
None of these are true. The spiders will find the text regardless of where it is on your page. (Or did I already say that… twice?) This is true in 99.9% of the cases, with only some very rare exceptions.
So where is the best place to put SEO copy on your Web page? Wherever it makes sense to the site visitor!
Spiders will find your text regardless of where it falls on the page. Want proof? Here's a test. Go to Google and type in any working URL. When the result comes up for that site, click on: "Show Google's Cache of…" In the box that appears at the top of the next page, click on this option: "This cached page may reference images which are no longer available. Click here for the cached text only." What do you see?
You see exactly what the search engine sees. If the text appears in this text-only cache, that means Google's spider can read it and index it.
Put Copy Where It Is Most Beneficial to Your Visitors
Since the engines will find your text regardless of where it falls on the page, your focus should be placed on the site visitor. This is where your focus should always be. The people who have the money come first; the search engines come second. :)
If it makes sense for your visitors to see your headline as the first thing on the page, then put it first. If a graphic design element makes more sense, then put that first. If you use photos or other images, include captions so your visitors understand what these photos mean and how they relate to the sales message.
If you have an ecommerce site, create pages for each category of products you offer in order to help guide the visitors' steps. Then add short copy segments that quickly describe what is offered for each specific product. Even though the copy is scattered all about the page, the engines WILL find it.
When it comes to copy placement on your Web pages, don't agonize over what the engines want you to do. Give 100% of your consideration to what would be most useful for your visitors and place your copy in those areas. The spiders will find it with no trouble at all.
What's Wrong with Your Web Copy?
If you know that content is king, can you make sure that your web
visitors stay and read what's on your website long enough to take
action - buy your product, sign up for your ezine or even contact you?
To ensure your web copy gets read, try putting the 10 tips below to work! They're easy to implement and gain top points for readability.
Tip #1: Go for Narrow and Short
Text on your website should be laid out newspaper-style! Text in short, narrow columns are easier on the eyes and helps your web user read faster. Never allow your text to span the width of your webpage because this strains the eyes. Aim for 15 to 20 words per line or about 60 to 70 characters per line.
Tip #2: No Scroll
Offering long articles? Break them up into manageable chunks, preferably spread out over a few web pages on your website. Having a long article on one web page means your web user needs to scroll and scroll and scroll...to read the article. You also hold your web users' attention for a longer duration when you offer manageable chunks as they won't be scared off by the long text. By doing this, you can also track whether your longer articles get read or whether the web user leaves after the first page.
Tip #3: Think Global
Write with your international web users in mind. Do not assume people know the abbreviation, acronym or jargon that you use. Be specific and clear. While US Dollars reign supreme in most online stores, do not assume your web users know what you mean, especially when it involves money.
Tip #4: Use Common Fonts
Not all fonts will appear as you think they will on your computer screen. Designer fonts may be cool to you but it's not so cool when your web users don't have these fonts and all they see is a substituted font! So when it comes to fonts, be on the safe side. Use common fonts like Arial, Verdana, Georgia or Times New Roman so that everyone can read what's on your website.
Tip #5: Avoid Hype
Avoid hype when you write your website text. Hype is over-exaggeration, overblown claims, overexcited tones, extreme use of superlatives and adjectives (like 'biggest ever', 'most mind blowing' or 'most important tool you will ever see in this lifetime'). It creates distrust and suspicion besides ruining credibility and reputation. Do not capitalize all your words. Do not overuse exclamation marks.
Tip #6: Write Like You Speak
Write like you are speaking to a friend. Make it engaging and personal. Use words like you and I to encourage rapport and relationship. You can also use contractions (such as it's, you've, I've, etc.). Stay clear of jargon, buzzwords, and corporate-speak (which essentially don't mean much and leave people confused).
Tip #7: Give Lots of White Space
White space is 'breathing space' and gives your web user a chance to pause. White space also helps keep your website focused because web users can concentrate on what's on it, instead of being distracted by too many items on the website! Allow white space between text by making your paragraphs shorter.
Tip #8: Pull Quotes for Attention
Use a pull quote to highlight important information. A pull quote consists of 4 or 5 lines of text extracted from a main body of text and quoted in a larger typeface to differentiate it from the main body text, usually placed within the article or sometimes in an empty column near the article. Limit the use of pull quotes though because if you use too many, you lose the effect.
Tip #9: Use Headlines
Like pull quotes, great headlines makes a reader want to continue reading! A headline should hook your web user by being provocative or create a promise of a solution. Make your headline stand out by creating curiosity (humans are naturally curious and would always want to know more!), inserting a question or statement which is out of the ordinary.
Tip #10: Be Specific
Aim to be specific when writing especially when it comes to numbers, names or places. For example, which is more believable? 3,581 or 3,500? Ms Krista or Mrs Krista Goon-Sim? Being specific adds to your credibility. Also, give well-supported facts because they can help bolster your argument and inspire confidence in your product and business.
To ensure your web copy gets read, try putting the 10 tips below to work! They're easy to implement and gain top points for readability.
Tip #1: Go for Narrow and Short
Text on your website should be laid out newspaper-style! Text in short, narrow columns are easier on the eyes and helps your web user read faster. Never allow your text to span the width of your webpage because this strains the eyes. Aim for 15 to 20 words per line or about 60 to 70 characters per line.
Tip #2: No Scroll
Offering long articles? Break them up into manageable chunks, preferably spread out over a few web pages on your website. Having a long article on one web page means your web user needs to scroll and scroll and scroll...to read the article. You also hold your web users' attention for a longer duration when you offer manageable chunks as they won't be scared off by the long text. By doing this, you can also track whether your longer articles get read or whether the web user leaves after the first page.
Tip #3: Think Global
Write with your international web users in mind. Do not assume people know the abbreviation, acronym or jargon that you use. Be specific and clear. While US Dollars reign supreme in most online stores, do not assume your web users know what you mean, especially when it involves money.
Tip #4: Use Common Fonts
Not all fonts will appear as you think they will on your computer screen. Designer fonts may be cool to you but it's not so cool when your web users don't have these fonts and all they see is a substituted font! So when it comes to fonts, be on the safe side. Use common fonts like Arial, Verdana, Georgia or Times New Roman so that everyone can read what's on your website.
Tip #5: Avoid Hype
Avoid hype when you write your website text. Hype is over-exaggeration, overblown claims, overexcited tones, extreme use of superlatives and adjectives (like 'biggest ever', 'most mind blowing' or 'most important tool you will ever see in this lifetime'). It creates distrust and suspicion besides ruining credibility and reputation. Do not capitalize all your words. Do not overuse exclamation marks.
Tip #6: Write Like You Speak
Write like you are speaking to a friend. Make it engaging and personal. Use words like you and I to encourage rapport and relationship. You can also use contractions (such as it's, you've, I've, etc.). Stay clear of jargon, buzzwords, and corporate-speak (which essentially don't mean much and leave people confused).
Tip #7: Give Lots of White Space
White space is 'breathing space' and gives your web user a chance to pause. White space also helps keep your website focused because web users can concentrate on what's on it, instead of being distracted by too many items on the website! Allow white space between text by making your paragraphs shorter.
Tip #8: Pull Quotes for Attention
Use a pull quote to highlight important information. A pull quote consists of 4 or 5 lines of text extracted from a main body of text and quoted in a larger typeface to differentiate it from the main body text, usually placed within the article or sometimes in an empty column near the article. Limit the use of pull quotes though because if you use too many, you lose the effect.
Tip #9: Use Headlines
Like pull quotes, great headlines makes a reader want to continue reading! A headline should hook your web user by being provocative or create a promise of a solution. Make your headline stand out by creating curiosity (humans are naturally curious and would always want to know more!), inserting a question or statement which is out of the ordinary.
Tip #10: Be Specific
Aim to be specific when writing especially when it comes to numbers, names or places. For example, which is more believable? 3,581 or 3,500? Ms Krista or Mrs Krista Goon-Sim? Being specific adds to your credibility. Also, give well-supported facts because they can help bolster your argument and inspire confidence in your product and business.
9 Essential Items Your Website Copywriter Must Know About Your Business Before Writing a Word
It's pretty much a given...when you hire a copywriter for your newly designed web site, your getting someone with above average writing skills. But the best copywriters are more than merely good writers. They are expert interviewers, researchers and marketers. Before sitting down to compose those lead generating or sales gems, they must completely understand all the benefits of your product or service, your goals for the project, what makes your customers tick and what distinguishes you from the competition.
If your copywriter is not covering these topics and asking these questions before he begins writing your copy, you will not get the biggest bang for your buck.
Website copywriting components:
· Project Objective
Is the purpose to make a sale, educate your customers, raise market awareness of your product or service, enhance your company image...or perhaps , internally, excite your sales force, improve company esprit de corps, build company loyalty?
· Target audience:
Who is the customer to whom we are writing? What are their sex and ages? What jobs they hold? What about their social status and economic circumstances? Where are your customers geographically concentration? What motivates them? What if anything do they already know about your product/service?
· Product description:
What are all the product's features; its specifications, components, its manufacturing and delivery process? What efforts have een made to market it to date?
· Customer benefit:
Why should the customer buy your product or service? Can you quantify savings in time, money and/or effort? What is the relative importance of this product/service to the customer?
· Support for benefits claims:
What proof is available to support your product/service claims; in the form of test data, focus group reports, testimonials? We are looking for specific, quantifiable facts here, not subjective generalities.
· Competition:
Who are your competitors in the marketplace? How can I get an objective assessment of their features and a comparison to your product or service?
· Creative consideration:
What are the limitations and constraints for the promotion; such as budget, schedule, and overall requirements?
· Distribution:
How do you intend to market this promotion? What is the planned marketing campaign...ad runs when and where, brochure distribution and mailing plans?
· Unique Selling Proposition:
What specifically makes your product/service unique in the marketplace? What separates you from the competition?
Incredible Copywriting Secret of a 480 lb Woman Who had to be Surgically Removed from Her Couch
Not long ago there was a news story about a 500-pound Florida
woman whose flesh was literally stuck to the fabric of her couch from
not moving in 6 years.
It was a sad and gruesome story (the lady died).
But...from a purely copywriting point of view...it was also kind of useful.
Here's why:
If you can imagine the person reading your sales letter as a 500-pound (as master copywriter John Carlton says) "somnambulant sloth", who's literally oozing all over the sofa and stuck to the cushions, and of whom it takes an enormous amount of effort to move to go to the bathroom during a commercial -- much less pick up the phone and order your product -- then you will have a huge advantage.
Why?
Because you'll be forced to craft an offer and close in your ad that instills not just a sense of urgency...but a tremendous sense of emergency.
In fact, it would take an almost "panicky" rush of fear to get someone like that to put the remote control down and peel himself off the couch to order your product.
And think about this:
If your customers were all 500 pounds and haven't budged from their spot on the couch in several years, what would you say in your copy to get them to put down the remote control, force themselves up from the sofa and rush over to the phone -- wheezing, panting and dizzy from the effort -- to order your product?
Wouldn't be an easy task, would it?
No doubt it'd take a masterfully written close and offer to get the job done.
And if you can put yourself in this mindset -- that the person reading your sales letter is all but incapable of getting off the couch -- it will force you to come up with an offer and close much stronger and more powerful than you would otherwise.
Try it tomorrow yourself.
Grab an ad you're running now, then rewrite the close and offer while imagining you're writing to "Jabba The Hutt". And then see if it doesn't improve your response. I think you'll be pleasantly surprised by the results.
It was a sad and gruesome story (the lady died).
But...from a purely copywriting point of view...it was also kind of useful.
Here's why:
If you can imagine the person reading your sales letter as a 500-pound (as master copywriter John Carlton says) "somnambulant sloth", who's literally oozing all over the sofa and stuck to the cushions, and of whom it takes an enormous amount of effort to move to go to the bathroom during a commercial -- much less pick up the phone and order your product -- then you will have a huge advantage.
Why?
Because you'll be forced to craft an offer and close in your ad that instills not just a sense of urgency...but a tremendous sense of emergency.
In fact, it would take an almost "panicky" rush of fear to get someone like that to put the remote control down and peel himself off the couch to order your product.
And think about this:
If your customers were all 500 pounds and haven't budged from their spot on the couch in several years, what would you say in your copy to get them to put down the remote control, force themselves up from the sofa and rush over to the phone -- wheezing, panting and dizzy from the effort -- to order your product?
Wouldn't be an easy task, would it?
No doubt it'd take a masterfully written close and offer to get the job done.
And if you can put yourself in this mindset -- that the person reading your sales letter is all but incapable of getting off the couch -- it will force you to come up with an offer and close much stronger and more powerful than you would otherwise.
Try it tomorrow yourself.
Grab an ad you're running now, then rewrite the close and offer while imagining you're writing to "Jabba The Hutt". And then see if it doesn't improve your response. I think you'll be pleasantly surprised by the results.
Simple Copywriting "Tweak" Lets You Triple Your Sales Fast - With Minimal Time And Effort
If you would like to multiply the sales of all your products -- without having to make a lot of changes in your current copy, and do it fast -- then this article will show you how.
Listen to this:
One of the most profitable skills you can ever have is the ability to create brand new markets for your existing products and services. Doing so can literally triple your sales very quickly, with minimal time and effort.
For example, last year I wrote a sales letter for a product that shows people how to buy large, multi-million dollar businesses, without any credit, banks or prior business experience. It sells like crazy. But, if we'd stopped there, we'd have left a ton of money on the table.
So instead, almost immediately after the original letter was finished, I adapted the letter to people who invest in real estate. I didn't sell them on buying businesses as much as I did on the fact when they do buy a business, they can take the hundreds of thousands of dollars in cash flow their business rakes in and buy as much property as they want. We essentially "created" a brand new market -- the real estate investor market -- for the product. We tested it on a list of property investors and the product flew off the shelves.
After that, we adapted the original letter to other niches -- people who invest in the stock market, people looking to buy a vending machine business (a very popular "fad" last year), people looking to buy an ATM business, Jewish people looking to start or buy a business, etc. They didn't all work, but when we tested these letters, we found many of them pulled enough sales to justify our efforts. Sales we would not have gotten if we hadn't tried.
And you can just as easily do the same thing.
All it takes is doing your homework on what people want and seeing how your product or service fulfills that want. Usually it takes just a few minor "tweaks" to your main sales letter and you're off to the races.
Listen to this:
One of the most profitable skills you can ever have is the ability to create brand new markets for your existing products and services. Doing so can literally triple your sales very quickly, with minimal time and effort.
For example, last year I wrote a sales letter for a product that shows people how to buy large, multi-million dollar businesses, without any credit, banks or prior business experience. It sells like crazy. But, if we'd stopped there, we'd have left a ton of money on the table.
So instead, almost immediately after the original letter was finished, I adapted the letter to people who invest in real estate. I didn't sell them on buying businesses as much as I did on the fact when they do buy a business, they can take the hundreds of thousands of dollars in cash flow their business rakes in and buy as much property as they want. We essentially "created" a brand new market -- the real estate investor market -- for the product. We tested it on a list of property investors and the product flew off the shelves.
After that, we adapted the original letter to other niches -- people who invest in the stock market, people looking to buy a vending machine business (a very popular "fad" last year), people looking to buy an ATM business, Jewish people looking to start or buy a business, etc. They didn't all work, but when we tested these letters, we found many of them pulled enough sales to justify our efforts. Sales we would not have gotten if we hadn't tried.
And you can just as easily do the same thing.
All it takes is doing your homework on what people want and seeing how your product or service fulfills that want. Usually it takes just a few minor "tweaks" to your main sales letter and you're off to the races.
Copywriting Secret Discovered By P.T. Barnum Works On Even Your Most "Sales-Resistant" Prospects
If you'd like to know about a secret way to sell your products
and services to even the coldest, most sales-resistant
prospects reading your copy, then the following information
is going to be tremendously valuable to you.
Here's why:
As you know, nobody likes to be "sold" anything. In fact, we
all have natural, inborn "sales defense mechanisms" that
go on red alert the split second we even think
someone is trying to sell us something.
However, you can easily get around this little "quirk" of
human nature simply by understanding the art and craft of
disguising your true intentions of wanting to sell
something until after you gain the confidence of your
prospect.
In other words, to lure your customers into your ad
in such a way where they get the chance to know, like and
trust you before you "pitch" them anything.
Now, the easiest way to do this is through the proper use of
sensationalism and drama. By creating a sense of
curiosity and interest so intense...your prospects
simply have to keep reading deeper into your ad in order to
see what the fuss is about.
I call this the "P.T. Barnum" method of copywriting. P.T.
Barnum was the greatest promoter of his day and he knew
exactly how to play upon a person's sense of wonder and
natural curiosity of the bizarre and unknown.
And the way I "lure" people into my ads is with an
irresistible promise to "let them in" on some
fascinating information they won't be privy to
anywhere else.
You see, I'm not all that interested in selling you anything in
the first paragraph or two of an ad. I want to be your
buddy first. I want to strike up a conversation with
you about something I know you're interested in. Then I
want to put my arm around you and say, "Hey man, you
want to see something? It's great! Wait 'till you
see it. You'll really like this thing..."
And I start leading you down the block while telling you as
much as I can about this "thing" I want to show you...without
revealing exactly what it is.
You may be mildly conscious this is going on...maybe even
totally aware of it. But that doesn't matter. Because all I'm
doing is feeding you all this hot information that's essentially
all about you and what you're interested in.
Focusing only on connecting with your needs and
wants. Reaffirming beliefs and ideas you already agree
with and maybe even challenging you on some things you
take as fact. All while giving away just enough information
to keep you endlessly intrigued.
And I continue to do this for as long as it takes, taking you
down the street and around the corner --
"It's right over here, c'mon...you're gonna love
this!"
-- until when the time is right...and you just can't stand it
anymore...I finally show you this "thing" I've been telling you
about. Only then -- when I've got past your sales defenses --
do I switch to full "sales mode" -- telling you everything and
anything I can about how this product will do all the things
I've been whispering in your ear.
And guess what? If I've got the right product for your
situation (and at the right time) all concerns about price,
ego and acceptance of your purchase by your peers will
vanish.
Instead, you're lost in your own little world -- envisioning
how much happier, healthier, richer, wiser you'll be as soon
as you get your hands on this thing I've spent so much time
"romancing" you with.
This way, there's no high-pressure closing techniques
required. No wincing when I finally reveal the price. That's
already been taken care of. Only thing left now is to write
"Here's how to order" followed by crystal clear
ordering instructions.
A word of warning:
Just remember -- this is NOT about
lying, cheating or "tricking" your prospects. In order to sell
like this you actually have to know and care
about your market -- what they want, what they desire and
what problems they have. This is one of the most powerful
copywriting tactics you'll ever see. But if you try this
technique without understanding and caring about your
customers, it'll actually backfire on you. And you'll
end up insulting them and turning them away from you
forever.
and services to even the coldest, most sales-resistant
prospects reading your copy, then the following information
is going to be tremendously valuable to you.
Here's why:
As you know, nobody likes to be "sold" anything. In fact, we
all have natural, inborn "sales defense mechanisms" that
go on red alert the split second we even think
someone is trying to sell us something.
However, you can easily get around this little "quirk" of
human nature simply by understanding the art and craft of
disguising your true intentions of wanting to sell
something until after you gain the confidence of your
prospect.
In other words, to lure your customers into your ad
in such a way where they get the chance to know, like and
trust you before you "pitch" them anything.
Now, the easiest way to do this is through the proper use of
sensationalism and drama. By creating a sense of
curiosity and interest so intense...your prospects
simply have to keep reading deeper into your ad in order to
see what the fuss is about.
I call this the "P.T. Barnum" method of copywriting. P.T.
Barnum was the greatest promoter of his day and he knew
exactly how to play upon a person's sense of wonder and
natural curiosity of the bizarre and unknown.
And the way I "lure" people into my ads is with an
irresistible promise to "let them in" on some
fascinating information they won't be privy to
anywhere else.
You see, I'm not all that interested in selling you anything in
the first paragraph or two of an ad. I want to be your
buddy first. I want to strike up a conversation with
you about something I know you're interested in. Then I
want to put my arm around you and say, "Hey man, you
want to see something? It's great! Wait 'till you
see it. You'll really like this thing..."
And I start leading you down the block while telling you as
much as I can about this "thing" I want to show you...without
revealing exactly what it is.
You may be mildly conscious this is going on...maybe even
totally aware of it. But that doesn't matter. Because all I'm
doing is feeding you all this hot information that's essentially
all about you and what you're interested in.
Focusing only on connecting with your needs and
wants. Reaffirming beliefs and ideas you already agree
with and maybe even challenging you on some things you
take as fact. All while giving away just enough information
to keep you endlessly intrigued.
And I continue to do this for as long as it takes, taking you
down the street and around the corner --
"It's right over here, c'mon...you're gonna love
this!"
-- until when the time is right...and you just can't stand it
anymore...I finally show you this "thing" I've been telling you
about. Only then -- when I've got past your sales defenses --
do I switch to full "sales mode" -- telling you everything and
anything I can about how this product will do all the things
I've been whispering in your ear.
And guess what? If I've got the right product for your
situation (and at the right time) all concerns about price,
ego and acceptance of your purchase by your peers will
vanish.
Instead, you're lost in your own little world -- envisioning
how much happier, healthier, richer, wiser you'll be as soon
as you get your hands on this thing I've spent so much time
"romancing" you with.
This way, there's no high-pressure closing techniques
required. No wincing when I finally reveal the price. That's
already been taken care of. Only thing left now is to write
"Here's how to order" followed by crystal clear
ordering instructions.
A word of warning:
Just remember -- this is NOT about
lying, cheating or "tricking" your prospects. In order to sell
like this you actually have to know and care
about your market -- what they want, what they desire and
what problems they have. This is one of the most powerful
copywriting tactics you'll ever see. But if you try this
technique without understanding and caring about your
customers, it'll actually backfire on you. And you'll
end up insulting them and turning them away from you
forever.
Learn Copywriting FAST -- Even If You're Dirt-Broke Without A Speck Of Natural "Writing" Talent
If you'd like a quick and simple way to learn
copywriting...without needing a lot of money or natural writing
ability...then this article will show you one of the ways I did it, and
how you can do the same thing.
Know this: There's a lot to the "game" of writing copy, and anyone who says it's easy or claims to be a "natural" is either a freak of nature (and I mean that in a good way, kind of like a supermodel is a genetic freak of nature)...or just some dork looking for attention.
So please, if you're struggling to learn this craft, don't despair. You don't need any natural talent. You don't have to be related to a world-famous writer. You don't even have to play one on T.V. No, the way to learn it -- and learn it quickly -- is plain old hard work. Lots and lots and lots of hard work -- every day and consistently.
And to that end, I'm going to tell you about one of my little "trade secrets" on how to quickly learn the basics of copywriting. It's a nice, easy two-step process, and it's not complicated at all. So don't let the simplicity fool you. In fact, all you need is the ability to read and an hour per day.
Here goes:
Step #1: First off, every time you get a new copywriting book, info course, article, newsletter, etc, read it a minimum of 10 times. And then, read through it again once or twice a year afterwards. That way, you're continually feeding your brain with a "rotation" of the best stuff out there.
Step#2: In between all these readings, grab your swipe file -- maybe 30 to 50 of the highest-pulling promotions you can find -- and comb through them one by one, taking special note of how the copywriters applied the stuff you're reading about to their ads.
And that's all there is to it. Each time you do this, you'll internalize the concepts and ideas you're learning about more and more...until they eventually become automatic.
Simple? Yes. Easy? Well, maybe not so much. After all, it does take hard work. But believe me, it'll be more than worth it when you're cashing those fat checks.
Know this: There's a lot to the "game" of writing copy, and anyone who says it's easy or claims to be a "natural" is either a freak of nature (and I mean that in a good way, kind of like a supermodel is a genetic freak of nature)...or just some dork looking for attention.
So please, if you're struggling to learn this craft, don't despair. You don't need any natural talent. You don't have to be related to a world-famous writer. You don't even have to play one on T.V. No, the way to learn it -- and learn it quickly -- is plain old hard work. Lots and lots and lots of hard work -- every day and consistently.
And to that end, I'm going to tell you about one of my little "trade secrets" on how to quickly learn the basics of copywriting. It's a nice, easy two-step process, and it's not complicated at all. So don't let the simplicity fool you. In fact, all you need is the ability to read and an hour per day.
Here goes:
Step #1: First off, every time you get a new copywriting book, info course, article, newsletter, etc, read it a minimum of 10 times. And then, read through it again once or twice a year afterwards. That way, you're continually feeding your brain with a "rotation" of the best stuff out there.
Step#2: In between all these readings, grab your swipe file -- maybe 30 to 50 of the highest-pulling promotions you can find -- and comb through them one by one, taking special note of how the copywriters applied the stuff you're reading about to their ads.
And that's all there is to it. Each time you do this, you'll internalize the concepts and ideas you're learning about more and more...until they eventually become automatic.
Simple? Yes. Easy? Well, maybe not so much. After all, it does take hard work. But believe me, it'll be more than worth it when you're cashing those fat checks.
Write Persuasive Copywriting Without the Word "Please"
The goal of persuasive copywriting is to entice people into
trying, buying or supporting whatever it is that you're selling -
whether it's a service, product or idea.
Sounds pretty simple. After all, "please" should help you out significantly, right? Well, that might work as you try to get your grandmother to buy a PTA membership or raffle ticket, but it's not a very powerful tool in copywriting. There are, however, some tried and true methods that will get you much more attention.
One of the easiest tools of persuasive copywriting is the success story. People love stories. All you have to have is a real person who used your product successfully. It doesn't have to be an "I read your book and made a million" story. It just has to be the true story of someone who was positively impacted by the product. But what if this is a brand new product or service and you're still looking for your first sale? The answer may be in your hands - literally.
If you've developed a product (service, etc) from conception, your own reasons for doing so may be the best success story imaginable. Tell how and why the idea came to you. The "necessity as the mother of all invention" angle is a perfectly acceptable success story.
There are some other important things to keep in mind as you use persuasive copywriting for your product. Techniques that absolutely work, range from pointing out flaws (to make the reader believe totally in your honesty) to reminding the reader that there's tangible benefits associated with this purchase.
Have you ever given in to an impulse purchase? Most of us will admit that we've purchased something just because "it was there." The aisles at checkout stands are perfect examples. You're standing there (sometimes with impatient kids), and you have nothing to do but look at the candy, magazines, lighters, air fresheners and a myriad of other products. Suddenly, it occurs to you that you are likely out of hand soap, so you purchase a small designer bottle at twice the price you'd have paid on the soap aisle. But it's convenient and you suddenly realize that you seriously need or want this product.
Use that same tactic in your persuasive copywriting. Urge the reader to select your product, and to make that selection immediately. Make it easy to acquire and remind the reader of the positive outcome that will follow.
You may think you don't have the power to write persuasive copywriting. It does take some practice to write effectively, but you probably already have what's most necessary - a belief in what you're selling.
Stop and ask yourself what it is that makes this product worth having, this idea worth supporting, the service worth buying. Whatever the answer, that's the basis for your persuasive copywriting. All you have to do is to translate that belief into content that will encourage an action from the reader.
Sounds pretty simple. After all, "please" should help you out significantly, right? Well, that might work as you try to get your grandmother to buy a PTA membership or raffle ticket, but it's not a very powerful tool in copywriting. There are, however, some tried and true methods that will get you much more attention.
One of the easiest tools of persuasive copywriting is the success story. People love stories. All you have to have is a real person who used your product successfully. It doesn't have to be an "I read your book and made a million" story. It just has to be the true story of someone who was positively impacted by the product. But what if this is a brand new product or service and you're still looking for your first sale? The answer may be in your hands - literally.
If you've developed a product (service, etc) from conception, your own reasons for doing so may be the best success story imaginable. Tell how and why the idea came to you. The "necessity as the mother of all invention" angle is a perfectly acceptable success story.
There are some other important things to keep in mind as you use persuasive copywriting for your product. Techniques that absolutely work, range from pointing out flaws (to make the reader believe totally in your honesty) to reminding the reader that there's tangible benefits associated with this purchase.
Have you ever given in to an impulse purchase? Most of us will admit that we've purchased something just because "it was there." The aisles at checkout stands are perfect examples. You're standing there (sometimes with impatient kids), and you have nothing to do but look at the candy, magazines, lighters, air fresheners and a myriad of other products. Suddenly, it occurs to you that you are likely out of hand soap, so you purchase a small designer bottle at twice the price you'd have paid on the soap aisle. But it's convenient and you suddenly realize that you seriously need or want this product.
Use that same tactic in your persuasive copywriting. Urge the reader to select your product, and to make that selection immediately. Make it easy to acquire and remind the reader of the positive outcome that will follow.
You may think you don't have the power to write persuasive copywriting. It does take some practice to write effectively, but you probably already have what's most necessary - a belief in what you're selling.
Stop and ask yourself what it is that makes this product worth having, this idea worth supporting, the service worth buying. Whatever the answer, that's the basis for your persuasive copywriting. All you have to do is to translate that belief into content that will encourage an action from the reader.
Copywriter Wanted - 7 Traits to Look For...
You need a copywriter who specializes in your area of business.
Why? Because copywriting for complex subjects requires a deeper level of knowledge than writing for simpler or broader areas. Knowledge a generalist may not have.
Whom would you rather write the help files for your new software product? Or develop your marketing materials? A copywriter who specializes in technology or the generalist who doesn't know an operating system from an operating table?
The specialist of course! Not that a generalists couldn't give you a good product, they'd just have to work at it harder.
So what qualities make a good I/T Copywriter? One who has the following characteristics:
Project Management:
Copywriting projects for high tech industries often require somebody with superior project management skills to assemble the parts into a vibrant whole.
Well-Read:
Copywriters who are well read are exposed to many ideas they can draw on to get your message to your customers.
Good Listener:
Listening skills are critical for a copywriter. How else can the copywriter learn enough about your desires to communicate your message?
Deadline-Oriented:
Let's face it; a copywriter who can't meet deadlines is not an asset to your business.
Good Communicator:
A copywriter's ability to communicate is as important as his ability to listen. Isn't listening the first part of communicating?
Technical Savvy:
Writing copy for technical subjects requires a copywriter who understands technology. Computer software, telecommunications and other aspects of technology require a certain level of understanding to translate features into customer benefits.
Relationship Enabling:
No matter how great your copywriter is, if you can't get along with him, he's worthless to you. Building a business is about building relationships.
Do these qualities describe your copywriter?
Here's an exercise for you. Take out a pen and paper and write a list of the qualities you want your copywriter to have.
Now go out and interview copywriters until you find one that matches your ideal. You'll be developing a long term relationship with this freelance professional, so take the time to find the right one!
Why? Because copywriting for complex subjects requires a deeper level of knowledge than writing for simpler or broader areas. Knowledge a generalist may not have.
Whom would you rather write the help files for your new software product? Or develop your marketing materials? A copywriter who specializes in technology or the generalist who doesn't know an operating system from an operating table?
The specialist of course! Not that a generalists couldn't give you a good product, they'd just have to work at it harder.
So what qualities make a good I/T Copywriter? One who has the following characteristics:
Project Management:
Copywriting projects for high tech industries often require somebody with superior project management skills to assemble the parts into a vibrant whole.
Well-Read:
Copywriters who are well read are exposed to many ideas they can draw on to get your message to your customers.
Good Listener:
Listening skills are critical for a copywriter. How else can the copywriter learn enough about your desires to communicate your message?
Deadline-Oriented:
Let's face it; a copywriter who can't meet deadlines is not an asset to your business.
Good Communicator:
A copywriter's ability to communicate is as important as his ability to listen. Isn't listening the first part of communicating?
Technical Savvy:
Writing copy for technical subjects requires a copywriter who understands technology. Computer software, telecommunications and other aspects of technology require a certain level of understanding to translate features into customer benefits.
Relationship Enabling:
No matter how great your copywriter is, if you can't get along with him, he's worthless to you. Building a business is about building relationships.
Do these qualities describe your copywriter?
Here's an exercise for you. Take out a pen and paper and write a list of the qualities you want your copywriter to have.
Now go out and interview copywriters until you find one that matches your ideal. You'll be developing a long term relationship with this freelance professional, so take the time to find the right one!
Online Copywriting - When Humor Can Hurt!
Avoid the temptation to be clever or funny at all costs if you
are providing your own online copywriting. The temptation is a huge one
sometimes, but you will be better off if you fight it.
Why? No one wants to do business with a jokester.
It is more important to be honest and earnest with your potential customers and clients. They want to know what's in it for them - not how well you can rhyme words for a clever headline or that you have a witty style of writing. No one cares. They want to know they are doing business with an honest professional who will deliver the product or services he or she sells. That's it. Period. The end.
But can't these readers overlook an occasional attempt at a clever headline or witty lead in online copywriting?
Why should they?
Their time is valuable. If they feel like you are wasting their valuable time, they will move on and not ever look back. Remember, your potential online customer is always only one click away from leaving your site, never to return. So, keep your online copywriting focused on the business at hand.
Leaving humor out shows your reader you are willing to give them the respect they deserve as discerning shoppers. It also shows you can be serious about the nature of your product or service. And if you cannot be serious about it, who can be?
Remember that there's a big difference between humor and catchy, powerful copywriting.
If you insist on using humor in your online copywriting, carefully restrict it. Perhaps you are planning to present subscribers or customers with a monthly newsletter. If your wit is just bursting to get out, reserve yourself a column each week or month just for that purpose. Make sure it's marked as a column by giving it a header like, "On the Editor's Mind" or "A Funny Thing Happened on My Way to the Web Site...." Make it light hearted so your readers will know to expect to read article content that is also light hearted. But when you are writing for an area dealing with business, keep the tone very business like. By doing this, you will earn and keep the respect of your clients and customers.
This doesn't mean that your online copywriting should be in stilted "corporate speak" or in the third person. No, online copywriting should be casual, informal, aimed directly at the reader, but still business like in nature.
Of course, there may be exceptions. If you're marketing a clown's costume designer, a clown joke may be in order. But the majority of shoppers are not looking for a joke to use in their next stand-up comedy routine - they're looking for a quality product. Even clowns are serious when they're searching for the next great costume.
In some types of management, humor is a tool recommended to help bond teams. However, when dealing with online copywriting for Internet marketing, you really can't know much about the other participants. What might be funny to one person could well be offensive to a dozen others. It's just too iffy to pull humor into your online copywriting both safely and effectively.
Thus, with online copywriting, don't try to be too clever, or you may find that you are too clever for your own good.
Why? No one wants to do business with a jokester.
It is more important to be honest and earnest with your potential customers and clients. They want to know what's in it for them - not how well you can rhyme words for a clever headline or that you have a witty style of writing. No one cares. They want to know they are doing business with an honest professional who will deliver the product or services he or she sells. That's it. Period. The end.
But can't these readers overlook an occasional attempt at a clever headline or witty lead in online copywriting?
Why should they?
Their time is valuable. If they feel like you are wasting their valuable time, they will move on and not ever look back. Remember, your potential online customer is always only one click away from leaving your site, never to return. So, keep your online copywriting focused on the business at hand.
Leaving humor out shows your reader you are willing to give them the respect they deserve as discerning shoppers. It also shows you can be serious about the nature of your product or service. And if you cannot be serious about it, who can be?
Remember that there's a big difference between humor and catchy, powerful copywriting.
If you insist on using humor in your online copywriting, carefully restrict it. Perhaps you are planning to present subscribers or customers with a monthly newsletter. If your wit is just bursting to get out, reserve yourself a column each week or month just for that purpose. Make sure it's marked as a column by giving it a header like, "On the Editor's Mind" or "A Funny Thing Happened on My Way to the Web Site...." Make it light hearted so your readers will know to expect to read article content that is also light hearted. But when you are writing for an area dealing with business, keep the tone very business like. By doing this, you will earn and keep the respect of your clients and customers.
This doesn't mean that your online copywriting should be in stilted "corporate speak" or in the third person. No, online copywriting should be casual, informal, aimed directly at the reader, but still business like in nature.
Of course, there may be exceptions. If you're marketing a clown's costume designer, a clown joke may be in order. But the majority of shoppers are not looking for a joke to use in their next stand-up comedy routine - they're looking for a quality product. Even clowns are serious when they're searching for the next great costume.
In some types of management, humor is a tool recommended to help bond teams. However, when dealing with online copywriting for Internet marketing, you really can't know much about the other participants. What might be funny to one person could well be offensive to a dozen others. It's just too iffy to pull humor into your online copywriting both safely and effectively.
Thus, with online copywriting, don't try to be too clever, or you may find that you are too clever for your own good.
5 Myths About Writing Web Site Content
The number one reason a Web site fails is because of poorly
written content. Words are what sell your customer, not pretty
pictures or animated graphics. Sure, a professional looking
Web site with good navigation is a must for a successful Web
site, but so is content.
However, the majority of people will hire a professional
Web site designer to create their Web site and then write the
content themselves. According to the experts, only 13 percent
of Web sites are written by a professional copywriter. The
rest are home grown. Why is this a problem?
Let's look at some of the myths about writing Web site content:
1) To create content, all I have to do is put the content of my
brochure and marketing materials on my Web site.
If only it were so easy. Unfortunately, the marketing materials
written for offline use do not directly translate into online
marketing material. The offline marketing materials are usually
too wordy and need to be rewritten to reflect the uniqueness of
online writing. It needs to be organized with navigation
considerations and text links for optimum use.
2) I know the most about my product or service, so I should be
the one to write the content for my Web site.
I actually heard a Web site designer say this to his audience
during a workshop. He encouraged them to write their content
because only they are the experts in their field.
I beg to differ. Yes, you know the most about your business,
but that doesn't mean you know how to best write about your
business. A good Web site copywriter will do an extensive
interview with the client and find out everything she needs
to know to write persuasive, mega-watt copy that gives you
the competitive edge.
3) I know what I want to say and I'm a pretty good writer; I
got A's in English when I was in school.
Good Web site writing is not just putting together a well
written sentence or paragraph like you used to do for an essay
in your English classes. Web site writing is like writing in
another language because you are writing for search engines
as well as humans.
Your content needs to be interesting to your human visitors
and written in such a way that you get high rankings with the
search engines. Not so easy to do for someone who's most
challenging writing has been English essays.
4) If I decide to hire someone to write my Web site copy, it
has to be someone who is familiar with my industry.
Sometimes my clients will ask me if I've ever written content
for a certain industry. They think I have to know all about
their industry to write about it.
Not true. Yes, there is a slight learning curve on my part
when I interview the client. But, it is never a problem.
In fact, it is often a distinct advantage because I can think
like their typical customer and not someone who is completely
knowledgeable about the industry. So, if a client tries to use
jargon one the Web site, I point out why it would be a problem.
5) I can't afford to hire a professional Web site copywriter.
Actually, the truth is just the opposite. One of the best
investments you can make is to hire a professional Web site
copywriter. How many sales are you missing because your site
content is poorly written? How many people are leaving your
site because they are bored?
Return on Investment (ROI) is a common term in business and you
need to look at the ROI of your Web site. How many sales do you
need to make to cover the costs of hiring a professional writer?
Last summer I was hired by a client who was dissatisfied with
the sales on her site. She was getting thousands of hits but
very few sales. As soon as I went to the site I understood why
her sales were so dismal, you couldn't figure out where to go
to buy the products because the site was so poorly written.
I rewrote her site so visitors could easily understand what she
was selling and how to buy it. Literally four hours after she
put up the new content, she was pulling in sales!
Get the visibility you need on the Internet by having professionally written Web content that dramatically increases your Web site traffic and sales.
written content. Words are what sell your customer, not pretty
pictures or animated graphics. Sure, a professional looking
Web site with good navigation is a must for a successful Web
site, but so is content.
However, the majority of people will hire a professional
Web site designer to create their Web site and then write the
content themselves. According to the experts, only 13 percent
of Web sites are written by a professional copywriter. The
rest are home grown. Why is this a problem?
Let's look at some of the myths about writing Web site content:
1) To create content, all I have to do is put the content of my
brochure and marketing materials on my Web site.
If only it were so easy. Unfortunately, the marketing materials
written for offline use do not directly translate into online
marketing material. The offline marketing materials are usually
too wordy and need to be rewritten to reflect the uniqueness of
online writing. It needs to be organized with navigation
considerations and text links for optimum use.
2) I know the most about my product or service, so I should be
the one to write the content for my Web site.
I actually heard a Web site designer say this to his audience
during a workshop. He encouraged them to write their content
because only they are the experts in their field.
I beg to differ. Yes, you know the most about your business,
but that doesn't mean you know how to best write about your
business. A good Web site copywriter will do an extensive
interview with the client and find out everything she needs
to know to write persuasive, mega-watt copy that gives you
the competitive edge.
3) I know what I want to say and I'm a pretty good writer; I
got A's in English when I was in school.
Good Web site writing is not just putting together a well
written sentence or paragraph like you used to do for an essay
in your English classes. Web site writing is like writing in
another language because you are writing for search engines
as well as humans.
Your content needs to be interesting to your human visitors
and written in such a way that you get high rankings with the
search engines. Not so easy to do for someone who's most
challenging writing has been English essays.
4) If I decide to hire someone to write my Web site copy, it
has to be someone who is familiar with my industry.
Sometimes my clients will ask me if I've ever written content
for a certain industry. They think I have to know all about
their industry to write about it.
Not true. Yes, there is a slight learning curve on my part
when I interview the client. But, it is never a problem.
In fact, it is often a distinct advantage because I can think
like their typical customer and not someone who is completely
knowledgeable about the industry. So, if a client tries to use
jargon one the Web site, I point out why it would be a problem.
5) I can't afford to hire a professional Web site copywriter.
Actually, the truth is just the opposite. One of the best
investments you can make is to hire a professional Web site
copywriter. How many sales are you missing because your site
content is poorly written? How many people are leaving your
site because they are bored?
Return on Investment (ROI) is a common term in business and you
need to look at the ROI of your Web site. How many sales do you
need to make to cover the costs of hiring a professional writer?
Last summer I was hired by a client who was dissatisfied with
the sales on her site. She was getting thousands of hits but
very few sales. As soon as I went to the site I understood why
her sales were so dismal, you couldn't figure out where to go
to buy the products because the site was so poorly written.
I rewrote her site so visitors could easily understand what she
was selling and how to buy it. Literally four hours after she
put up the new content, she was pulling in sales!
Get the visibility you need on the Internet by having professionally written Web content that dramatically increases your Web site traffic and sales.
How well is your message understood?
Most people tend to ramble on and on when writing a
message. The reader becomes confused and communication
is lost. What you need to do is find the right balance
of words and the right words for the balance.
The Right Balance
Good business writing is concise and to the point.
The shorter your sentences and the shorter your
paragraphs, the more likely your message will be
understood. Studies have shown that as a sentence
or paragraph becomes longer, the comprehension
dramatically starts dropping. Here are some
percentages
illustrating my point:
Sentence Length Comprehension Rate:
8 words=100%,
15 words=90%,
19 words=80%,
28 words=50%.
Separate your thoughts by writing short sentences.
Don't try to string everything together using clauses
like and, but, and however. Just because your brain may
think in run-on sentences, doesn't mean you need to
write that way. In fact, long sentences often lose their
dramatic impact. What was important becomes lost in the
sea of never ending words. For example, read the
following sentence:
"It has come to my attention that the second Thursday of
the month is the best opportunity for development to meet
with management to review the latest technology advances
being made by our competitor and the ways our company is
prepared to deal with this direct attack at our company
vision of always being the first to introduce products
that improve the lives of consumers and make it easier
for them to use everyday business products like their
computers, PDA's, scanners, faxes and photo copiers."
Whew. What a mouthful. Try saying that sentence in one
breathe; it is 85 words. Totally off the scale of
comprehension. We need to start eliminating some words.
What Is Your Purpose
In order to rewrite our run-on sentence, we need to first
decide what our purpose was for writing the sentence. When
I look at the sentence it becomes obvious to me that we have
a couple of ideas that are getting buried in the dump of words:
1.Meetings with management the second Thursday of the month.
2.Meetings to discuss technology advances made by competitor.
3.Review of company vision.
I'm going to leave out the information about the company
vision because I don't feel it has any importance in the paragraph.
The company vision is something that would naturally occur
in the meeting discussion and isn't necessary to the purpose.
The Right Words
OK, now that we have our two basic ideas, we need to formulate
them into a logical, concise paragraph using short sentences.
Here's what I would say instead:
"Starting, in June 2005, the Product Management team will meet
the second Thursday of every month from 1 - 3 p.m. in room H-108.
The topic of discussion for the June meeting will be the recent
technology advances made by our competitor."
We now have a 41 word paragraph consisting of two sentences. The
first sentence is 23 words and the second sentence is 18 words.
According to our table, the first sentence is a little long.
However, every piece of information in that sentence is important
to the reader understanding the message. So, we just need to break
it up into two sentences. Here's our final rewrite:
"The Product Management team will meet the second Thursday of
every month. The first meeting is June 9, 2005, from 1 - 3 p.m.
in room H-108. The topic of discussion will be the recent technology
advances made by our competitor."
We now have a 40 word paragraph consisting of three sentences. The
first sentence is 12 words. The second sentence is 15 words. The third
sentence is 14 words. Notice how just these few changes made all the
difference in reading comprehension.
Get used to counting words when you put a message together. It's the
easiest trick I know to communicate effectively.
Most people tend to ramble on and on when writing a
message. The reader becomes confused and communication
is lost. What you need to do is find the right balance
of words and the right words for the balance.
The Right Balance
Good business writing is concise and to the point.
The shorter your sentences and the shorter your
paragraphs, the more likely your message will be
understood. Studies have shown that as a sentence
or paragraph becomes longer, the comprehension
dramatically starts dropping. Here are some
percentages
illustrating my point:
Sentence Length Comprehension Rate:
8 words=100%,
15 words=90%,
19 words=80%,
28 words=50%.
Separate your thoughts by writing short sentences.
Don't try to string everything together using clauses
like and, but, and however. Just because your brain may
think in run-on sentences, doesn't mean you need to
write that way. In fact, long sentences often lose their
dramatic impact. What was important becomes lost in the
sea of never ending words. For example, read the
following sentence:
"It has come to my attention that the second Thursday of
the month is the best opportunity for development to meet
with management to review the latest technology advances
being made by our competitor and the ways our company is
prepared to deal with this direct attack at our company
vision of always being the first to introduce products
that improve the lives of consumers and make it easier
for them to use everyday business products like their
computers, PDA's, scanners, faxes and photo copiers."
Whew. What a mouthful. Try saying that sentence in one
breathe; it is 85 words. Totally off the scale of
comprehension. We need to start eliminating some words.
What Is Your Purpose
In order to rewrite our run-on sentence, we need to first
decide what our purpose was for writing the sentence. When
I look at the sentence it becomes obvious to me that we have
a couple of ideas that are getting buried in the dump of words:
1.Meetings with management the second Thursday of the month.
2.Meetings to discuss technology advances made by competitor.
3.Review of company vision.
I'm going to leave out the information about the company
vision because I don't feel it has any importance in the paragraph.
The company vision is something that would naturally occur
in the meeting discussion and isn't necessary to the purpose.
The Right Words
OK, now that we have our two basic ideas, we need to formulate
them into a logical, concise paragraph using short sentences.
Here's what I would say instead:
"Starting, in June 2005, the Product Management team will meet
the second Thursday of every month from 1 - 3 p.m. in room H-108.
The topic of discussion for the June meeting will be the recent
technology advances made by our competitor."
We now have a 41 word paragraph consisting of two sentences. The
first sentence is 23 words and the second sentence is 18 words.
According to our table, the first sentence is a little long.
However, every piece of information in that sentence is important
to the reader understanding the message. So, we just need to break
it up into two sentences. Here's our final rewrite:
"The Product Management team will meet the second Thursday of
every month. The first meeting is June 9, 2005, from 1 - 3 p.m.
in room H-108. The topic of discussion will be the recent technology
advances made by our competitor."
We now have a 40 word paragraph consisting of three sentences. The
first sentence is 12 words. The second sentence is 15 words. The third
sentence is 14 words. Notice how just these few changes made all the
difference in reading comprehension.
Get used to counting words when you put a message together. It's the
easiest trick I know to communicate effectively.
This Copywriting "Jedi Mind Trick" Literally Quadruples The Impact Of Your Claims
If you'd like to inject a powerful psychological element into
your next sale letter that can literally quadruple the impact of your
claims, then this'll be one of the most important articles you ever
read.
Here's why:
One little-talked about way to illustrate the quality and effectiveness of your product or service is to talk about how it works so well...people may have to take some kind of precaution using it.
In other words, it's not simply a matter of if your product works, but that it works so well you have to be careful using it.
Let me give you a couple real-life examples of what I'm talking about:
The way this copy is written, it's not a question of IF these fighting tactics work, instead your concern should be about losing control and doing too much damage. Changes the entire complexion of the pitch,
doesn't it?
Here's another good one:
Try using it in your next ad and see if response doesn't improve. I think you'll be pleasantly surprised.
Here's why:
One little-talked about way to illustrate the quality and effectiveness of your product or service is to talk about how it works so well...people may have to take some kind of precaution using it.
In other words, it's not simply a matter of if your product works, but that it works so well you have to be careful using it.
Let me give you a couple real-life examples of what I'm talking about:
As one of only a small handful of people on the entire planet who teaches this street-fighting system, I have an ethical duty to tell you these techniques are truly brutal and dangerous. In many cases...See what I mean?They Can Even Be Lethal!In fact, you can easily cripple or even kill someone...if you don't know how and when to restrain yourself.
The way this copy is written, it's not a question of IF these fighting tactics work, instead your concern should be about losing control and doing too much damage. Changes the entire complexion of the pitch,
doesn't it?
Here's another good one:
"In fact, this is one of those things Art gets nervous telling people about. Not because it's crooked or illegal. But because it's a tactic for getting money that works so well -- where the money comes in so fast and easy -- that people who don't know how to handle a lot of money coming in rapidly, tend to get in trouble. Just like when someone who can't handle money wins the lottery -- and ends up losing everything -- because they can't deal with it."Anyway, these are just a couple examples of how to use what I call "precaution copy" to psychologically enforce the effectiveness of your product and claims.
Try using it in your next ad and see if response doesn't improve. I think you'll be pleasantly surprised.
Prepare your way to Copywriting Success
This is the first thing you must do to ensure your copywriting is at its best is:
Know who your market is.
Before you even start writing your copy, you must get to know your target market inside out. First of all we will look at general things you need to know about your reader and then will look at pin pointing specifics about your target audience.
Here is the general list as to what you need to know about your readers and how to implement this knowledge into your copy.
(1)People are procrastinators: Give them at least one reason to act now like a time limited offer.
(2)People tend to be skeptical: Make sure your copy is credible and believable. Testimonials can help here.
(3)People are lazy: Your offer must be easy to respond to.
(4)People avoid risks and worry about making a decision thats wrong: This can be averted with an iron clad guarantee.
(5)People don't pay attention to things of little interest to them: Make sure you are targeting the correct audience.
(6)People move homes & jobs: Make sure your mailing lists and databases are frequently updated.
(7)People need to know how they will benefit from your product/service: Emphasize what they will save, make, enjoy, learn etc. Talk benefits from the very beginning of your copy.
(8)People get confused easily: Make sure your copy is clear and easy to understand.
(9)People want to know when they will receive your response to their response: Tell them how long fulfillment, delivery or other action will take. Always make that commitment.
(10)People are worried about dissatisfaction: Make sure your guarantee eliminates worries and instead reassures.
How to Understand Your Market.
To sell successfully from your website you must know the mindset of your customer. This means you need to know how a potential customer's attitudes and instincts will make them react to your copy.
This means you should try to determine the following things:
(1)Work out what their objections would be.
(2)Find out their specific needs.
(3)Identify what they want.
(4)The solution to their problems.
Objections
A website should answer every conceivable objection as an unanswered objection is a sale lost. Know the objections of your market like the back of your hand and craft irresistible answers to overcome them. Five basic objections to overcome are:
(1)I don't have enough time.
(2)I don't have enough money.
(3)It won't work for me.
(4)I don't believe you.
(5)I don't need it.
The Difference Between Needs and Wants.
Imagine this scenario . . . .
A lady is looking at some slimming pills on a website. She thinks she needs these pills to lose weight so she can become slimmer but the reasons why she wants to lose weight could be:
- to look more attractive
- to be admired by her friends
- to feel more healthy and be fitter
- to the wear clothes at least 2 sizes smaller than she is now
She has found another website selling exactly the same product at exactly the same price.
The first website conveys the message based solely on needs: e.g. This pill will make you slimmer.
And the second site conveys the message based on needs and wants: e.g. This pill will make you slimmer and make you feel prettier, healthier and fitter.
Which would you choose?
The second site? I would.
The Solution to Their Problem.
Once you know what objections need to be overcome, your target market's needs and wants, you can start writing as if you know your customer's mindset - by thinking like your 'ideal' customer.
Imagine them sitting at their computer, visiting your website. What are they feeling, what are they thinking. Then compose your copy by offering them the ultimate solution to their problem.
Know who your market is.
Before you even start writing your copy, you must get to know your target market inside out. First of all we will look at general things you need to know about your reader and then will look at pin pointing specifics about your target audience.
Here is the general list as to what you need to know about your readers and how to implement this knowledge into your copy.
(1)People are procrastinators: Give them at least one reason to act now like a time limited offer.
(2)People tend to be skeptical: Make sure your copy is credible and believable. Testimonials can help here.
(3)People are lazy: Your offer must be easy to respond to.
(4)People avoid risks and worry about making a decision thats wrong: This can be averted with an iron clad guarantee.
(5)People don't pay attention to things of little interest to them: Make sure you are targeting the correct audience.
(6)People move homes & jobs: Make sure your mailing lists and databases are frequently updated.
(7)People need to know how they will benefit from your product/service: Emphasize what they will save, make, enjoy, learn etc. Talk benefits from the very beginning of your copy.
(8)People get confused easily: Make sure your copy is clear and easy to understand.
(9)People want to know when they will receive your response to their response: Tell them how long fulfillment, delivery or other action will take. Always make that commitment.
(10)People are worried about dissatisfaction: Make sure your guarantee eliminates worries and instead reassures.
How to Understand Your Market.
To sell successfully from your website you must know the mindset of your customer. This means you need to know how a potential customer's attitudes and instincts will make them react to your copy.
This means you should try to determine the following things:
(1)Work out what their objections would be.
(2)Find out their specific needs.
(3)Identify what they want.
(4)The solution to their problems.
Objections
A website should answer every conceivable objection as an unanswered objection is a sale lost. Know the objections of your market like the back of your hand and craft irresistible answers to overcome them. Five basic objections to overcome are:
(1)I don't have enough time.
(2)I don't have enough money.
(3)It won't work for me.
(4)I don't believe you.
(5)I don't need it.
The Difference Between Needs and Wants.
Imagine this scenario . . . .
A lady is looking at some slimming pills on a website. She thinks she needs these pills to lose weight so she can become slimmer but the reasons why she wants to lose weight could be:
- to look more attractive
- to be admired by her friends
- to feel more healthy and be fitter
- to the wear clothes at least 2 sizes smaller than she is now
She has found another website selling exactly the same product at exactly the same price.
The first website conveys the message based solely on needs: e.g. This pill will make you slimmer.
And the second site conveys the message based on needs and wants: e.g. This pill will make you slimmer and make you feel prettier, healthier and fitter.
Which would you choose?
The second site? I would.
The Solution to Their Problem.
Once you know what objections need to be overcome, your target market's needs and wants, you can start writing as if you know your customer's mindset - by thinking like your 'ideal' customer.
Imagine them sitting at their computer, visiting your website. What are they feeling, what are they thinking. Then compose your copy by offering them the ultimate solution to their problem.
This Copywriting Trick Is Guaranteed To Make Your Copy Read Faster, Easier, And More Smoothly
If you want to make your copy read quickly and smoothly --
without a bump or a "bobble" -- making it as easy as
possible for your customers to read your entire ad in one
sitting...without getting distracted, bored or confused...then
this article will show you how.
Do you know what a "transition" is?
Transitions are little sentences, phrases and words that
help connect paragraphs together. And what they do is
guide your readers to wherever you want them to go by
making it easier for their brains to follow along.
Sometimes they take your reader from one idea to another.
Sometimes they guide your reader from one thought to a
related thought. Sometimes they simply ask a question. It
really just depends on the context of what you're trying to do
in your pitch.
Here are a few examples:
Listen to this:
There's more. A lot more. Like...
Here's what I mean:
Now get this:
What are your options?
And here's more good news:
Think about it.
Here's the weird thing:
The truth is this:
This is amazing enough, but even more remarkable is the
fact that...
It all boils down to this:
Even better...
And so on and so forth.
There are thousands (probably tens of thousands) of
transitions you can use. But there's only about 80 I use
regularly. Each of which is taken directly from real sales
letters that have all been proven to pull in hundreds of
thousands, if not millions (even tens of millions) of
dollars.
To create your own list, simply grab your swipe file of ads (I recommend Gary Halbert ads) and start copying out the transitions.
In just a couple hours you'll have a hot list words and phrases sure to make your ads read much faster and easier.
without a bump or a "bobble" -- making it as easy as
possible for your customers to read your entire ad in one
sitting...without getting distracted, bored or confused...then
this article will show you how.
Do you know what a "transition" is?
Transitions are little sentences, phrases and words that
help connect paragraphs together. And what they do is
guide your readers to wherever you want them to go by
making it easier for their brains to follow along.
Sometimes they take your reader from one idea to another.
Sometimes they guide your reader from one thought to a
related thought. Sometimes they simply ask a question. It
really just depends on the context of what you're trying to do
in your pitch.
Here are a few examples:
Listen to this:
There's more. A lot more. Like...
Here's what I mean:
Now get this:
What are your options?
And here's more good news:
Think about it.
Here's the weird thing:
The truth is this:
This is amazing enough, but even more remarkable is the
fact that...
It all boils down to this:
Even better...
And so on and so forth.
There are thousands (probably tens of thousands) of
transitions you can use. But there's only about 80 I use
regularly. Each of which is taken directly from real sales
letters that have all been proven to pull in hundreds of
thousands, if not millions (even tens of millions) of
dollars.
To create your own list, simply grab your swipe file of ads (I recommend Gary Halbert ads) and start copying out the transitions.
In just a couple hours you'll have a hot list words and phrases sure to make your ads read much faster and easier.
Fill Your Readers with Confidence
Site visitors generally stay with you for as long as they feel confident that they will succeed in achieving their goal.
It's a simple truth, but important. For me, it helps explain some sites I know that perform extremely well, but appear quite amateur in their design and architecture. Some shortcomings in appearance and structure are amply compensated for by the high level of confidence they inspire.
If the confidence of the visitor is so central to the success of your site, that puts a lot of responsibility on the shoulders of the writer.
The writer needs to make sure that visitors feel they are in the right place, that your site is the place where they can achieve their goals. The home page needs to shout out, "Yes! You've come to the right place!"
And on each page, the visitor needs to find a link that says, "Yes! This is the best way forward. Click here to find what you're looking for!"
And the page the link takes them to has to say, "Yes! This is the next stage, the next step in completing your task!"
The process needs to be fluid, clear, obvious - as simple as turning a page in a book, the text from one page flowing naturally into the message of the next.
Easier said than done, for sure.
But while the copy on a site may not be the only way to build confidence, it is certainly a key element in making visitors feel they are in the right place, and on the way to achieving their goals
It's a simple truth, but important. For me, it helps explain some sites I know that perform extremely well, but appear quite amateur in their design and architecture. Some shortcomings in appearance and structure are amply compensated for by the high level of confidence they inspire.
If the confidence of the visitor is so central to the success of your site, that puts a lot of responsibility on the shoulders of the writer.
The writer needs to make sure that visitors feel they are in the right place, that your site is the place where they can achieve their goals. The home page needs to shout out, "Yes! You've come to the right place!"
And on each page, the visitor needs to find a link that says, "Yes! This is the best way forward. Click here to find what you're looking for!"
And the page the link takes them to has to say, "Yes! This is the next stage, the next step in completing your task!"
The process needs to be fluid, clear, obvious - as simple as turning a page in a book, the text from one page flowing naturally into the message of the next.
Easier said than done, for sure.
But while the copy on a site may not be the only way to build confidence, it is certainly a key element in making visitors feel they are in the right place, and on the way to achieving their goals
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