Two Great Books Coming Out Soon

Okay, I have to share today about two great books coming up soon that you’ll want to read. Really.

Why?

Because…well…I’m going to be the co-author of one, and will have a guest expert chapter in the second. 

Yes, I’m excited.  Two books, in one month!

So, what are these books about? The one I’m a guest author in will be put out by Wiley (the guys that publish the “Dummies” books), by a well-known expert on email marketing. I was asked to write the chapter on copywriting great emails.

And I think it will be a “must have” book, from all indications. More details to come…

The second book is on a type of marketing that most businesses don’t do, but should. I’m co-authoring it with an individual who has built his business around helping folks take advantage of local search engine marketing, and helping them drive tons of traffic to their websites as a result.

I can’t say much more…non-disclosures and all…but it will be a great book when it’s done. In fact, I’m going to be using a lot of the techniques I’m learning from him, because they’re phenomenal. He helped one business gain thousands of new, targeted visitors each month, with the techniques that will be shared. And has helped many more enjoy similar success.

 So…it’s been an exciting month, to say the least!

How to get more traffic to your site

There are tons of sites stating, “How to generate tons of traffic to your site!!!” Many guarantee “top ratings on Google, MSN, Yahoo in just days…”

Well, it isn’t that easy, unless they’re talking about pay-per-click (PPC) campaigns. Organic optimization takes time, with the effort spent to build quality content into a site.

So how do you drive significant traffic to your site?

1) Give them a reason to come.

Think about the last time you visited a website. Why did you? Were you looking for information? Comparing product prices? Most people are searching for something specific when they go to a website, and the sites that offer it, and make it easy to find, get visited.

Quality content will help your site rank more highly on search engines, and will also help you build a community of visitors.

2.) Help the search engines find your site. You can either teach yourself, or hire someone, to do the basics of optimization: titles, image tags, headlines and subheads, and keyword density (after determining the best possible keywords). This way, when people enter in “widgets” on Google, your widget site will come up in the top ten (and yes, you can pretty much forget it if you rank lower than 20, based on recent research on how people use search engines).

3) Feed your site. Like any pet, a site’s traffic must be fed. You can do this by developing “feeder sites” that drive traffic to yours; or creating affiliates with plenty of links to yours. The better fed the site, the more the traffic will grow.

4). Obey the search engine algorithms. Okay, content is key, that’s basic. But if you tweak your site, and keep up with new changes in the algorithms, you will have a better chance of ranking more highly. There are dozens of search engine optimization forums out there, with articles published weekly, on the latest changes. Keep up with them, or hire someone who does, and you will rise in the rankings.

5) Pay for traffic. It’s okay to do this, through paid ads, directories or PPC ads. It can take awhile to learn the ins and outs of how to maximize the benefits for each. It’s definitely worth your time to study and learn, then start paying for clicks to your site.

These are just a few thoughts. I haven’t even touched on social networking or other techniques (coming

Hmm, an example of “Marketing by Controversy”?

Accordingly to several consumer blogspots, until quite recently, Walmart was selling t-shirts with skull’s heads that bear a remarkable resemblance to the Totenkopf skull’s head, emblem of the infamous Nazi SS:

The skull’s head logo on a $10 Walmart T-shirt

Compare it to the original SS Totenkopf below:

Quite similar, eh?

This has generated a ton of negatively publicity for Walmart, who has publicly apologized and stated that the T-shirt has been taken out of their stores and off their website.

So…the question becomes…is this actually marketing by controversy? How many teenagers and young adults rushed into Walmart last week, or visited their website, to see if the rumours were true?

Shock value publicity does work…even though most would not want to be associated with something this negative.

Frankly, if I were Walmart, I would fire the graphic designer who came up with the T-shirt design. Total, total lack of originality should not be rewarded. Not to mention going to unsavory sources…

On buying cars and copywriting…

Okay, I’m going to rant just a bit here on one of my pet peeves.

Think about the last time you went to buy a car. Before you left home, you probably had a good idea of the type of car you were looking for, and had a budget in mind. And this budget was based upon the reality that “you get what you pay for.”

You realized that if you wanted to look at a new Honda, you would be most likely paying between $13,000 and $27,000, give or take. And that even a used one would cost a minimum of $8,000.

If you approached any car dealer, and asked to look at Hondas for $450, you would likely be laughed at, or given a pitying look.

Now, imagine if you wanted a Porsche, or Lamberghini. You would expect to pay even more for these “top of the line” sports cars. Why? Because under the hood is a well-built engine, that gets you where you want to go.

All too often,  business people approach car buying realistically, but this down-to-earth thinking flies out the door when they consider purchasing writing or marketing services. This point was driven home very recently to me, when I visited an online forum where the wages writers are being paid was discussed. Some of these were fine writers, and I was appalled at the number who were willing to be paid far, far below industry rates.

And I read stories of writers asking for decent fees, and being refused.

Warning: vent coming on….

Purchasing writing or marketing services, and expecting to pay Volkswagon or Audi prices for Porsche performance is unrealistic. It simply won’t happen.  PlEASE READ: IF YOU PAY SUBSTANDARD RATES YOU WILL RECEIVE COPY THAT PERFORMS POORLY (unless you are exceptionally lucky and happen upon a new writer just starting out, who hasn’t learned yet what he or she should be charging yet).

I know. I was a new writer once, and charged low rates at the very beginning. And my clients got top writing, a real bargain. But then, what will always happen in a case like this occurred: they told their friends. Word got out. And I got flooded with business, more than I could handle.

So, as marketplace economics demands, I raised my rates. And they gladly paid.

Because I was earning money for them. Lots of it.

The writers who earn money for clients can charge more. And their rates reflect this fact (and should).

But often, people hear about “job boards” where you can “get great content, really cheap”. Where a “real bargain” can be found. I know, because I have fixed numerous of these “bargains” for clients searching for a “great deal”.

True story: a client of mine decided that he would go to a well-known job board. He went to e-chance (name of board changed), to find a writer who could help him create some white papers and sales sheets.

After going through numerous writers, and spending thousands of dollars on writing that he simply couldn’t used, he called me, saying: “Can you fix this for me?” I did, with almost complete rewrites. He later confessed, “I thought I could get a ‘good deal’ there, but I ended up losing money.”

To use the car buying analogy: imagine what kind of car you would get, if you went to a dealership and tried to buy a Porsche for $500. How well would it run? Would it perform to your expectations?

Now, think about your most important “vehicle” for generating new leads and sales. If you try to go below bargain basement rates, what kind of performance can you expect? Yet I hear tale after tale of a buyer who purchases copywriting at far below professional rates, then complains when their copy didn’t convert as expected.

Instead of searching for the basement rates, why not try out a Porsche next time? You may be pleasantly surprised at the power and performance you get for your investment.

Great copywriting alone is not enough

Even the best of copywriting is not enough for a successful online marketing campaign. Sure, it helps; great copy is better than poor copy. But great copy without a strong marketing strategy is similar to buying a Ferrari car, with a Volkswagon engine. Does it look great? Yes.

But will it get you where you need to go – quickly? Probably not.

The most important thing you can do for your business is to take a few hours a week, over the next few weeks, and define a marketing strategy. This strategy should include:

-Defining your unique value proposition

-Deciding on the distribution channels for your marketing efforts. Where do you want to advertise? To whom? Is where you are currently advertising the best possible place to reach your target customers?

-Creating a strong “email capture” system.

-Reviewing your current site architecture. Does it fit the requirements of a site that pulls people in, and encourages them to ACT? Or is it just an online brochure that looks and sounds pretty? There’s a huge difference, and this will be reflected in how visitors to your site respond.

-Develop a search engine optimization strategy for your website. If people can’t find you, they can’t hear about your product or service, or make a buying decision. Read and learn all you can on SEM, or hire someone who does.

These are just a few quick pointers to get you started. More to follow soon… 

The Best Marketers are “Testy”

Metrics. Ah, the feared word in marketing, online and off. Measuring lets you know if your brilliant new marketing campaign is bringing in leads, or turning people away. 

This is why the best marketers are “testy”: they insist on measuring the results of any ad campaign, including whether small (or large) changes make a difference. The headline you love may be drawing customers in; then again, another one may perform better. Only testing will let you know for sure.  A simple one-word change may bring more clicks in; you’ll know, if you test, and read your analytics reports.

The marketer who doesn’t test is guessing. Your personal preference may not be what your customers respond to. This is why it’s vital to check response rate after any change made to your website, your email (subject line changes can increase open rates by 3% or more), your ads. Which graphic color appeals most, and grabs attention? Which color button gets people to click more? Should the button say “Buy Now” or “Purchase”?

If you test, you’ll know.

The Search Engine Dance

Today, I want to talk about one of my “pet peeves”: websites that cater to search engines instead of real people.

A few days ago, I was doing some research online, and clicked on a link promising information about VoIP service. The page I was met with was…lacking, to be kind. It was obvious that the person who created the page was thinking solely about how to get as many keywords as possible onto the page, and nothing about helping visitors find the information they were looking for.

It doesn’t help if the search engines find your website, if people click away once they get there. And this is exactly what happens when people “write for the search engines”. Now, this doesn’t mean you should have your main keywords in your title, or your alt tags. Or use your keyword phrases (sparingly, and appropriately) in your content.

But the sites that I visit most really aren’t “optimized”. They’re helpful. They contain articles on topics that I’m interested in. They have forums with posts answering questions that I have. They sound and feel like real people, and not computer-generated “SEO content”.

Make it real, make it helpful, and they will come. Create quality content, and they will come back again. Then, people will actually want to link to your site – and you’ll see your rankings rise.

How to Create “Killer” Headlines

I get asked this question a lot: “How do I create a compelling headline? One that reaches people?”

First, I know that I see a lot of headlines online that ignore the first basic rule: know exactly who is buying your product or service.

You can’t reach all the people, with every product, but a lot of headlines try to do just that (and not very successfully).

A good headline taps you on the shoulder and whispers your name (not directly, but you get what I mean).

You read it and think, “Wow, that’s me!”

Or it pulls you in with a question you have to find the answer to . One of the top-pulling headlines of all time asked the question, “Do you make these common mistakes in English?” People who were first-generation immigrants rising in business were terrified in the 1920’s of making English mistakes; they wanted their wives to sound good, too…

So first, try to understand intimately the needs of the person who would use your product or service. This means having customer demographics and psychographics completed first. Once I have profiled the customer, and understand the product benefits to them, I tackle the headline. Notice I didn’t say, “I ’swipe’ a good headline.” This is a common technique, but it will never target readers the way a careful understanding of customer needs will.

The strongest headlines are a mix of brilliant creativity and great sales psychology. What does your target audience fear most? What do they hope for? What pushes their buttons?

Once you know the answers to these questions, the headline will write itself. Personally, I often create the headline after I create the ad or sales letter body copy. I’ve talked to other writers who say they do headlines and subheads first, then tackle the body.

But always, the best writers know their audience like an intimate friend. And the headline reaches them personally, in a way that generic, swiped, or headlines created with software never could.

How to Create Enthusiastic Copy

Okay, I admit it. I participate in online forums. And recently, the question asked in one was, “How do I create enthusiasm in my sales copy?”

Here’s how I answered… 

First, before taking on a new project, the first point I consider is, “Is this a product or service I can believe in?” If not, I don’t take it on.

If the answer is “yes” then I place myself into the shoes of the person who NEEDS this product or service. Who has pain, that only this product or service can help. I become the person who needs help, who desperately wishes someone had an answer to my problem (and yes, I know this problem completely, after the research I’ve done).

Once I see how the product or service can solve the problem, the copy starts to come alive. I don’t rely on exclamation points, or subliminal, hypnotic techniques (nothing against these, just not necessary).

My headline shows clearly how the product or service can “fix” the pain point.
This generates enthusiasm in the reader (note where the REAL enthusiasm needs to be…)

They read on, interested, finding someone who finally understands them.

They hear a story, told quietly, painting a picture. I am describing them both now, and where they would like to be.

I then build up, carefully and logically, on the story, showing how the product will help them get there.

My copy might seem a bit more subdued than copy that screams “MAKE TONS OF MONEY IN MINUTES!!!!!!” Again, not a criticism of this type of copy, since it does meet a pain point for many. But not my style.

My enthusiasm is simply sharing and educating the reader on why a product or service is the best possible solution to their need. I get excited, knowing I can really, truly help people (this is why I write copy, to be honest, I love helping others). It’s an excellent product or service, since I’m choosy in who I accept. I know that it works, and does what is being promised.

I show the reader the benefit, through testimonials from real, live people who were helped, or case studies.

And again, I start generating enthusiasm in not me, but the reader. The best copy that I have read doesn’t “sound” enthusiastic. But it educated and taught me what I wanted to know.

And so, I get enthusiastic when I read it. That’s the real goal of “killer” sales copy…I prefer to call it “results-oriented” writing…

Also, a final note: if I am taking on too much work, or getting burned out, my copy suffers. So if I start losing enthusiasm, I take a day off. I go do something fun. I go to an art gallery, read some good poems, have lunch with a friend, and forget about work.

It’s amazing how quickly my enthusiasm comes back!

“Advertising” that’s Worth Its Weight in Gold

There’s a type of advertising that isn’t really advertising…but it works better than most ads to draw interest in your business. Most people ignore it, but those who don’t often see phenomenal results for their investment.

I’m talking about publicity. This can range from press releases (one of the fastest and cheapest ways of generating publicity), to hosting a media event. Smart businesses use publicity to promote their brand and marketing goals. But too many small- to mid-sized businesses don’t bother, for a variety of reasons:

-They think creating publicity is expensive, and requires hiring an (expensive) PR firm

-They’re afraid to try writing a press release (“What do I write about?” becomes the question that paralyzes many).

-They don’t know where to submit one, or worse yet, sent one in to have it ignored and decided to never try again

There are other reasons, of course, such as being “busy”. But are you really too busy to spend a few minutes on creating a short document that could pull in multiple inquiries about your business?

I’ll answer the three objections above briefly:

1) No, you don’t have to hire a PR firm for decent publicity. There are plenty of free resources online that can teach you how to write a decent press release, for starters (try visiting PRWeb.com first, and read their tutorials. They provide excellent suggestions). There are also some good books out on how to generate publicity, inexpensively; try visiting Amazon.com and browse through their books.

2) Don’t what to write about? Think about anything your company has done recently that could be considered “news”. Or, considering creating your own newsworthy event, such as hosting a class on “How to…” that teaches people on a topic related to your business. Or host a charity event. People love to eat, and you have a “news topic”. Any changes to your business (Put up a new website recently? Changed management?) or benevolent actions make excellent topics. Let people know if you are sponsoring the local Little League team, or are donating to charity. They won’t know, if you don’t tell them.

3) Not sure where to distribute your press releases? One quick and cheap way is online through services such as PRWeb. You will also want to get to know your local newspaper’s business columnist. Make sure your press release is properly formatted, and contains at least some news. and there’s a much better chance it will be “picked up” than a poorly formatted one.

Not sure how to do this? Here are some tips from Business Week : http://businessweek.buyerzone.com/features/news_and_deals/tips041001-2.html

Follow these tips, and you’ll be on the way to some of the best advertising possible for your business.