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Do-It-Yourself Secrets for Creating a Profitable Website or Blog

My interview with Andy Renk is now available for f r e e download.

Andy is the co-founder of Click for Clients, a training company focused on teaching entrepreneurs how to build web-based marketing systems at minimal cost.

He began playing with the Internet in 1993 while working as a corporate graphic designer. In 1995, Andy saw the potential for doing business online, so he built an e-commerce site -- ProjectorSuperStore.com -- selling audio/visual hardware.

Not long after the site was up and running, and a few crude search engine optimization techniques later, requests started coming in from all over the world. In only three years, and with just three employees, the company grew from $0 to $15 million in sales.

Since then, Andy has started several other Internet businesses, including Max Podcasting, a site for real estate video podcasts. He has also consulted with scores of small business owners across the country.

During this 44-minute interview, you'll discover do-it-yourself secrets for creating a profitable website or blog, as well as ...

· A simple way to convert "ugly" URLs into web addresses with keywords or phrases that search engines love.

· 3 ways you can stay on top of the latest trends in website design and functionality without spending hours scouring the Internet.

· How to automate the blog writing process and receive content targeted toward your key phrases.

· A f r e e tool that rewrites text so you eliminate the risk of duplicate content on your website or blog.

· 2 online tools that help you identify lucrative keywords with low competition, making it easy for you to optimize your website for the top position in the search engines.

· A quick and easy technique for generating back links that will help push your website up the search engines.

· 4 resources you can start using today to instantly generate traffic and build back links to your website -- at absolutely no cost.

· How you can quickly get started using social media to network, distribute your own content and receive cutting-edge information about your industry before anyone else.

· And much more.

Get this exclusive interview by clicking or downloading thefollowing MP3 link:
http://www.writewaysolutions.com/mp3/andyweb.mp3 (Part 1)
http://www.writewaysolutions.com/mp3/andyweb2.mp3 (Part 2)

You can also read the transcript here: http://www.writewaysolutions.com/pdf/andytranscript.pdf

Enjoy!

Also, Andy's social media website, Social Orange, allows you to connect and learn from small business owners worldwide -- and it's absolutely f r e e. Check it out at http://www.socialorange.com.

One other thing ... If you haven't already, be sure to listen to my interview with brandologist Lisa Barnard. She explains how you can use branding to capture prospects and create customers at http://tomtrush.blogspot.com/2008/09/how-to-use-branding-to-capture.html.

A Little Inspiration for You …

The negativity drives me nuts!

A quick glance at CNN.com shows the usual doom and gloom “highlighting” the latest headlines.

Gators, dead cows may hide Ike victims ... Which jobs will get cut first? ... Cop commits suicide after stun gun death ... America’s chilling future ... X-ray shows knife stuck in teen’s skull ... Mets pitcher sought after fatal hit-and-run ...

Sure, I understand negativity drives the news, but these days it’s gone to an entirely new -- and ridiculous -- level.

All this negativity is the reason why I’m telling you about one of my favorite inspirational resources. My twin brother introduced it to me last year.

http://www.212movie.com

When you click on the above link, be prepared to set aside about 2 minutes. That’s how long it will take you to view the video.

What you’ll experience is one of the quickest ways I’ve found to transform your mindset, boost your energy and renew your focus. In fact, I believe the inspirational message in this video is so powerful that I used it last year to lead off one of my seminars.

While watching the video, I encourage you to think about how you can apply the inspirational message to your marketing efforts.

Don’t worry. You don’t have to sign up for anything or spend a single cent.

The video will start playing immediately after you click the link.

http://www.212movie.com

How to Write ‘Easy Reading’ Ads Your Prospects Will Remember

Look inside just about any advertising book, and you’re almost certain to find a section stressing the importance of easy-to-read copy.

After all, using words your prospects understand is a basic rule when crafting an effective message.

I admit, though, writing "easy reading" copy is a battle I fight every day.

One reason why is because, until recently, I couldn’t find an explanation of how readability is measured.

Sure, I understood the importance of using short sentences and simple words.

I also realized you could spell check your document in Microsoft Word and learn its Flesch-Kincaide Grade Level -- a number that corresponds with the years of education generally required to understand the text.

But I still wasn’t clear about the exact factors that determine readability. I wanted specific guidelines I could follow to virtually guarantee anything I wrote was easy to read and understand.

A couple of weeks ago, I finally found what I was looking for ...

In July, I began studying Clyde Bedell’s advertising course, "How to Convert White Space into Advertising That Sells."

An advertising copywriter and consultant, Clyde wrote for notable companies such as Butler Brothers, Ford and Mercedes-Benz from the 1930s to 1960s. He was also the first person inducted into the National Retail Advertising Hall of Fame.

In his course, written in 1963, Clyde uses the following four factors to explain the analysis behind an "index of readability":

1. Sentence length (i.e., number of words)

2. Word simplicity (i.e., absence of affixes or the number of syllables per 100 words)

3. Personal words (i.e., pronouns and words with masculine or feminine gender, such as man, uncle, actress, fisherman)

4. Personal sentences (i.e., direct quotes or sentences that carry direct commands, suggestions or questions for the reader)

By itself, this is valuable information. However, what he mentioned next is the key that could unlock your treasure chest of advertising gold.

"Your sentences to the public in advertising should average not over 14 words. Fewer would be better. Syllables should be kept to 140 per 100 words -- or less. 'Personal words' should make up about 10% of your ad writing."

Of course, these recommendations assume you run ads with more than just a few words and a price splashed across a product picture.

If you use copy-starved ads because you think people won’t read a lot of text, I encourage you to re-think this belief.

True, most people will not read ads filled with text ... but your prospects will! Why pursue the general public when you can target prospects who crave information about your product?

If you need proof of how well long copy works, search online for early Campbell’s Soup magazine ads. The company became one of the nation’s most successful advertisers by running ads averaging well over 200 words -- and they were selling 10-cent cans of soup!

According to Nielsen Monitor-Plus, last year Campbell’s Soup spent $525 million advertising its family of brands.

They must be doing something right.

How to Use Branding to Capture Prospects and Create Customers

My interview with Brandologist Lisa Barnard is now available for free download.

Lisa is the founder and owner of Brain Lab, a business branding consultancy specializing in helping entrepreneur-led businesses define and implement a clear, concise brand -- both internally and externally. Lisa's ability to execute creative that is "out of the box" and produces results for clients has garnered awards in both print and broadcast mediums.

As a creative lead, she's worked on several high-profile accounts, including Gemstone Hotels & Resorts, Cielo Phoenix, San Luis Obispo Visitors & Conference Bureau, Shamrock Foods, the Girl Scouts, Kentucky Fried Chicken, Public Service Company of New Mexico, Salt River Project and New Mexico State Tourism.

During this 40-minute interview, you'll discover how to use branding to capture prospects and create customers, as well as ...

- 3 questions you must answer without any doubt before you begin branding yourself or your company.

- A common mistake that can cause you to retract and restart your branding strategy -- regardless of how long you've been in business.

- Why improper use of creativity can damage your brand beyond repair.

- 3 essential items that will instantly legitimize your company's brand with your prospects and customers.

- What a German SUV has to do with helping you develop an effective branding strategy.

- A low-cost online resource that could put you on a fast-track to building a brand people recognize and remember.

- 9 simple questions to help you determine if you can begin including sustainability as part of your brand ID.

- And much more.

Get this exclusive interview by clicking or downloading the following MP3 link: http://www.writewaysolutions.com/mp3/brandinterviewweb.mp3

You can also read the transcript here: http://www.writewaysolutions.com/pdf/branding_ebook.pdf

Still Not Getting Any Love from the Search Engines?

About two weeks ago, I sent out an article that offered ideas for helping boost your website in the search engines.

Without a doubt, it was one of the most popular pieces I've ever written.

I think one of the reasons why is because it showed you don't have to be an expert webmaster (I'm certainly not) or empty your wallet to experience search engine success. After all, you can make a huge impact on your search engine ranking by just tweaking your text.

Now, I'm certain there are still plenty of people who are hesitant to make adjustments to their websites -- and that's okay.

For those of you who may need a little more encouragement, here's an excellent resource that will help you take action: http://www.clickforclients.com/blog/2008/08/brief-04-make-search-engines-love-your-web-pages/

Now, before you click on the above link, please be prepared to set aside about 20 minutes. That's how long it will take you to view this video from Andy Renk, co-founder of Click for Clients.

The ideas Andy reveals -- at absolutely no cost -- are designed to make search engines LOVE your web pages. Best of all, his suggestions are easy to incorporate.

I encourage you to pay special attention to Andy's tip about how to create "search engine optimization juice" using internal links.This simple adjustment can have a dramatic effect on your search engine ranking and the length of time people stay on your site.

Here's the link again: http://www.clickforclients.com/blog/2008/08/brief-04-make-search-engines-love-your-web-pages/

There's no opt-in. Simply click the link and you can start watching immediately.

5 Common Mistakes That Bury Your Website in the Search Engines

(Click here to listen to an audio recording of this article.)

How can I increase my website’s search engine rankings so I get more traffic?

If you have a website, there’s a good chance you’ve asked this question (or a variation of it) many times.

You may have even searched online for a solution. After all, there’s no lack of companies claiming they can place your website atop the search engines.

If fact, you don’t have to look any further than your e-mail inbox to see these promises. Search engine ranking is a common spam topic.

When providing advice on improving search engine ranking, I focus on five components that revolve around your content. But before I tell you how to use them, let’s eliminate one myth before going any further.

Spending tons of money on your website has little -- if any -- effect on your search engine ranking. Any attempt to buy your way to the top of the search engines will only leave you frustrated ... and holding an empty wallet.

If you truly want your website in the top positions on search engines, prepare to put in some effort. What I’m about to tell you is not a "lazy man’s way" to search engine success.

Instead, you’ll find solutions to the 5 biggest mistakes I see on websites as they relate to search engine rankings.

Website Mistake #1: Your content is outdated.

Search engines such as Google crave fresh content. So treat your text as if it was your wardrobe -- and keep it updated. Better yet, commit to regularly adding new content to your website.

Your written words are the most important aspect of your website. When you provide current content that matches your prospects’ needs, you encourage repeat visitors and give yourself more opportunities to be found in the search engines.

When writing your new content, keep in mind the following two questions posed by legendary copywriter Robert Collier:

What is the bait that will tempt your reader?

How can you tie up the thing you have to offer with that bait?

Website Mistake #2: You have a low number of incoming links.

The number of other websites linking to your website is an important factor in your search engine ranking. As you build incoming links, your credibility with the search engines grows.

One way I like to boost incoming links is by distributing articles to directories such as EzineArticles, Articlesbase, GoArticles and iSnare.

When you use these free services, you give online publishers the opportunity to post your articles on their sites, blogs or newsletters. So, in addition to increasing your incoming links, your work is introduced to a new audience of prospects.

You can also build links back to your website by writing comments on blogs and forums related to your industry.

Website Mistake #3: Your content doesn’t include terms your prospects search.

You can learn what prospects desire by figuring out what terms they search when finding sites similar to yours. This task is easier than you might think.

A great device for finding keywords and phrases to include in your content is the Free Keyword Suggestion Tool from Wordtracker. Simply type in a word or phrase in the search box and, in a matter of seconds, you’ll get an estimate of that term’s daily search volume.

Once you know your words or phrases, place them where people -- and the search engines -- will see them, such as in headers, title tags (see Mistake #4) and the beginning paragraphs of your copy.

Using a keyword tool is also helpful in coming up with article topics (review Mistake #2).

Website Mistake #4: Your title tags don’t match your content.

Title tags are the descriptive text displayed in the blue bar at the top of your browser. Not only are they important for telling visitors what’s on each of your website pages, they’re essential to high search engine placement.

Many times I see only a company name listed in the title tag area. You might get a little traffic using this tactic -- but only if you’re a well-known brand that prospects search. I recommend using terms that describe your product or service.

For example, here’s the current title tag from my home page: Phoenix copywriting and marketing consultant, sales letters, seo website content. (Note: I’ve read conflicting reports on title tag length. This example is probably a little long. However, I’m still testing what length works best.)

Wordtracker’s Free Keyword Suggestion Tool can also help you come up with title tags.

Website Mistake #5: You’re not using your website statistics to your advantage.

If you have a website, you must monitor your visitor statistics. These reports are a treasure chest of traffic gold that can help you determine where your visitors come from and what terms they search to find your website.

If you see visitors using certain terms over and over to land on your website, write more copy that incorporates these words. This technique is one way to build what’s called your "long tail," a term that refers to using 3-, 4- or 5-word phrases that are specific to what you sell.

For example, here are some phrases from the statistics for a debt consolidation site I worked on: "negotiate lower payments with creditors," "contact creditor to lower payment," "secret debt payment plans" and "free debt settlement secrets."

It’s easy to see how quickly you can turn any of these phrases into an article. Once you start monitoring your statistics, you’ll rarely have trouble coming up with topics for new website content.

Need an easy way to keep track of your website traffic? Try Google Analytics. It’s free and only takes a couple of minutes to set up.

What is Social Media?

I stumbled across this slideshow while scanning the Social Media Club Phoenix blog. The statistics are amazing -- real eye-openers for any business owner.

View Upload your own

Here’s One of the Easiest Ways to Learn Marketing

I don’t claim to have an ability to read minds, but I guarantee I know at least one thing about the way you run your business.

I have to admit, though, this detail is so obvious that anyone with a hint of awareness can’t miss it.

So what is this fact?

Today’s economic climate has caused you to change -- even if it’s only slightly -- the way you attract prospects.

Now, this is not a bad thing. In fact, I commend you for fine-tuning your methods for creating customers -- I adjusted my approach as well.

Successful businesses are always adapting.

In addition to a recent surge in copywriting inquiries, I’ve received an increase in requests from prospects (and clients) who want marketing advice.

I believe this is because the economy is forcing more business owners to test new promotional methods.

Besides being someone they can use to bounce off ideas, I discovered the people contacting me also want tools to help expand their marketing knowledge.

That’s why I’m revealing one of my best marketing resources. This online tool offers 117 hours of interviews (audios and transcripts) with some of the biggest names in marketing. You’ll find information on just about any marketing-related topic you can think of ... and you can have it all for FREE.

But before I give you the website, I want you to keep two things in mind. First, the Internet is flooded with websites by online marketing "gurus" who promise to teach you the latest tips, tricks and techniques for getting new customers and making millions.

This is not one of those websites.

Also, the URL I’m providing is not an affiliate link. I don’t make a single cent by referring you. I simply believe if there’s any opportunity to get an education in marketing without spending thousands of dollars, then you should know about it.

Okay, so now that we’ve taken care of those concerns, here is the website: http://www.hardtofindseminars.com/.

When you go to Michael Senoff’s "Hard to Find Seminars" website, you’ll see just the first page of interviews is enough to keep you busy for at least the next six months.

Before I wrap this up, I want to go back to the topic of people contacting me for advice.

Keep in mind, I enjoy providing insight into the worlds of copywriting and marketing. If you have a question, please don’t hesitate to send me an e-mail.

What aspects of marketing are unclear for you?

What pressing marketing issues are affecting your business?

What are the burning topics that keep you up at night?

Send your questions to tom (at) writewaysolutions (dot) com. So everyone can learn from your questions, I may even include my responses in an upcoming article or audio recording.

How Long Can You Ignore Social Media?

I finally did it.

After resisting for far too long, I plunged into the social media pool ... and I’m not getting out anytime soon.

The tools I discovered since I began “stumbling” sites, “digging” articles and posting my “tweets” have blown me away. I only wish I hadn’t waited so long.

Sure, I’m a rookie in the social media game, but I’m quickly gaining ground.

Only a few weeks ago, I was hesitant to get involved for fear I was already too far behind.

You may feel the same way now. If so, you’re not alone. Many business contacts I talk to are still resisting what has been referred to as a fad or, worse yet, an online movement for younger generations.

The truth is any business can benefit from having a social media presence. Once you get started, I promise you’ll discover profits in places you never thought possible.

So for those of you who are still hesitant to test the social media waters, here’s my entry-level introduction. These five easy-to-use tools will almost instantly help you increase your visibility and, best of all, they’re absolutely free.

Facebook – Setting up a Facebook page only takes minutes. Sure, the site is great for connecting with long-lost pals from high school, but it’s even better for finding prospects and networking within your industry. Just be sure to focus on developing relationships before you start promoting your products or services. (Click here to follow me on Facebook.)

Twitter – I’m the first to admit a site that allows you to post what’s going on at this second in your life – while also receiving updates about others’ activities – seems like a waste of time. But I encourage you to give Twitter a chance. You’ll get valuable insight into other people’s businesses and, quite often, links to helpful online tools. (Click here to follow me on Twitter.)

StumbleUpon – This plugin for your Web browser allows you to rate sites you visit and discover similar pages based on your interests and other users’ ratings. Opinions vary as to whether you should “stumble” your own sites. But if you provide valuable content, I see no problem with submitting your own work.

Docstoc – Use this site to post your articles, documents and legal forms. Thanks to docstoc, I recently secured the #1 position on Google for a keyphrase requested by a client ... in just 90 minutes. Yes, 90 minutes to the top spot on the world’s largest search engine probably goes against everything you’ve heard about search engine optimization, but I promise you it can be done.

Marketing Interviews by Copywriter Ben Settle – Okay, so this isn’t a social media site, but I did discover Ben Settle on Facebook. I just finished cramming my iPod with audio interviews from his site. I’ve heard of charitable contributions, but Ben has taken generosity to another level. After listening to just a few minutes of his first interview, I knew I found a treasure chest of marketing gold.

Have a favorite social media tool that’s not mentioned here? Please feel free to post your suggestion below.

Public Relations or Advertising: Which is Best for Your Business?

On Tuesday night, I caught a couple minutes of my favorite television show -- The Big Idea. Hosted by Donny Deutsch, a long-time advertising executive, The Big Idea is an excellent source for getting daily advice from a wide range of entrepreneurs.

Tuesday’s topic was how to make your company a household name. Included on the panel were professionals from the public relations and advertising industries.

Donny is always eager to create a little controversy (one reason why the show is so entertaining), so I wasn’t surprised when he presented the following question to his guests:

If you’re a business owner on a limited budget and you could pick only one area to concentrate on, would you focus on advertising or public relations?

Without hesitation, I blurted out my response.

Ask this question to a random set of business owners and it’s likely many will tell you there’s little difference between the two. But the truth is these industries are completely different, especially when it comes to print.

While advertising requires payment for space in a publication, effective public relations results in free exposure (assuming you don’t hire an agency) for your product or service.

What’s more, readers realize you’re trying to sell them something when your information is presented in an advertisement. As a result, they’re naturally cautious. With public relations, you get a third-party endorsement from the media -- a factor that boosts your credibility.

An issue some people have with public relations is that you have limited control over the way the media portrays your company, but I think that’s a risk worth taking.

If you’ve read to this point, my answer to Donny’s question is pretty obvious. But there’s one big reason why I believe in public relations ... and it has the potential to impact your business on a grand scale.

You can multiply your message with public relations.

Here’s what I mean: When you’re featured or your product/service is mentioned in some type of print media, there’s a strong possibility your news will be seen by more than just that publication’s audience.

Most media these days have an online presence. Thanks to social bookmarking sites such as Digg, StumbleUpon and reddit, information -- including news articles -- is shared more than any other time in history. Regardless of your industry, social media makes it possible for you to reach a global audience without spending big bucks.

Also, the popularity of blogging has turned anyone with Internet access and an opinion into a reporter. Underestimating the blogging community’s publicity power is a huge mistake.

And, remember, writers and editors don’t just read their own publications. Fresh news comes from many sources, including competing publications. This is one reason why you sometimes see similar features in multiple publications.

So now that you know public relations is a cost-effective tool for your business, how do you use it?

As a regular contributor to several publications, here are my suggestions:

• Learn which writers cover your industry. This task is as simple as studying the publications you want coverage in and watching to see who writes about topics related to your industry.

• Volunteer yourself as a source. As a writer, it’s not easy finding qualified sources for articles. Once you learn the writers covering your industry, contact them and offer to answer questions for future articles.

• Request editorial calendars. Most trade journals determine themes for future issues months in advance. Editorial calendars are a great way to find out planned topics so you can offer your knowledge or, in some cases, submit your own article.

• Send out press releases. I don’t think enough companies send out press releases. Newsworthy events happen all the time. You just might not realize it because you’re too close to daily operations. Start asking yourself the following question: Would what we’re doing today interest someone outside of our company?

• Pitch article ideas to writers/editors. This is a challenging task for many people, but it’s worth the effort. When you pitch an idea, grab the writer/editor’s attention by describing why your topic is unique. Also, explain why it will benefit the publication’s readers.

Have an opinion about this topic? Please click on the “Post a Comment” link below and leave your feedback. Also, if you found the information in this post beneficial, please “Digg” it by clicking on the yellow box in the upper-right corner of this page.

A Simple Shortcut for Writing Irresistible Benefits

Do you know whether you’re promoting features or benefits in your marketing materials?

The answer to this question plays a significant role in the effectiveness of your marketing message.

While features are facts, benefits explain why facts are important. It’s these benefits that target your prospects’ emotions – a key factor in selling situations.

People buy for emotional reasons first. Then they look for facts to validate the purchase.

When you only use features in your marketing materials, you ignore the real reasons why your prospects need your product or service.

An easy way to write response-boosting benefits is to follow your features with the words “so that.” You can physically write these words or just say them mentally.

Here’s a basic example: Let’s say you’re promoting a computer monitor with a 19-inch screen.

Your primary feature (or fact) is the 19-inch screen. With a little research, you can quickly create benefits, especially when you understand your prospects’ needs.

Maybe studies show a 19-inch screen is the optimal size for reducing eye strain. One benefit might be …

The computer monitor screen is 19 inches … so that … you can reduce eye strain by up to 57%.

But why stop with just one benefit? You’ll discover even more powerful benefits when you use “so that” multiple times.

… you can reduce eye strain by up to 57% … so that … you can diminish the times you experience blurred vision, neck pain and fatigue… so that … you can work more comfortably … so that … you can complete more projects in the same amount of time …

A description only touting a computer monitor’s screen size does little to target a prospect’s emotions. However, once benefits are added to the copy, prospects learn why they are better off purchasing the product.

Below is an example of a benefit-oriented sentence pulled from a Sleep Number advertisement I recently saw online.




The feature is the “Outlast® Adaptive Comfort® material.” The material’s benefit (or the “so that”) is that it warms and cools “to keep you comfortable through the night.”

Here are more examples from an advertisement for Amazon’s new Kindle wireless reading device:

• Revolutionary electronic-paper display (feature) provides a sharp, high-resolution screen that looks and reads like real paper (benefit).

• Wireless connectivity (feature) enables you to shop the Kindle Store directly from your Kindle – whether you’re in the back of a taxi, at the airport, or in bed (benefit).

• Unlike WiFi, Kindle utilizes the same high-speed data network (EVDO) as advanced cell phones (feature) – so you never have to locate a hotspot (benefit).

• Email your Word documents and pictures (.JPG, .GIF, .BMP, .PNG) to Kindle (feature) for easy, on-the-go viewing (benefit).

• No monthly wireless bills, service plans, or commitments – we take care of the wireless delivery (feature) so you can simply click, buy, and read (benefit).

Give the “so that” technique a try the next time you need to transform your facts from features to response-boosting benefits. This simple shortcut is certain to increase your prospects’ interest while generating more sales.

Are You Making Your Marketing Efforts This 'Fresh & Easy'?

At long last! A grocery store finally did something different to set itself apart from the wave of food advertisements that engulf my mailbox every week.

While sorting through Wednesday’s mail, a circular from Fresh & Easy -- a chain of neighborhood markets that recently opened here in Phoenix -- grabbed my attention. (You can view the complete advertisement here.)

Adorning the cover were three slices of filet mignon nestled on a bed of fresh greens and cheese risotto, topped with a perfectly placed sprig of rosemary. This tummy-tempting image was a welcome change from the boring food items and oversized prices usually displayed in supermarket mailers.

Teaser text such as “Inside: Burger Time!” and “No-fuss entertaining” on the Fresh & Easy cover created a little curiosity. In the upper-right corner, a headline promised a “Romantic dinner made easy” (an excellent idea with Valentine’s Day approaching). Unless you’re an absolute rookie in the kitchen, you can quickly figure out that the four items under the headline come together to form the pictured steak dinner.

From a promotional perspective, I appreciate how Fresh & Easy uses their mailers to market an end-result. Instead of simply displaying a random assortment of food items for sale, you’re shown a simple, four-ingredient “recipe” that -- when combined -- creates a complete meal.

Many companies market without giving prospects any direction. Fresh & Easy, however, shows you exactly what they want you to do. The message is simple: If you buy the four items (not just one) displayed on the cover, you’ll be rewarded with an appetizing meal. The proof is in the picture!

What’s more, the idea that this process is simple is reinforced multiple times. Not only does the headline use the word “easy,” the term is also a part of the grocer’s name.

We are a culture that craves things quick and with minimal effort. Fresh & Easy targets prospects’ desire for instant gratification -- and so should you.

One other cover item worth noting is how Fresh & Easy displays a unique characteristic that sets it apart from competitors:

No need for loyalty cards or product coupons. These are our everyday low prices.

Consumers are selfish; they want to know why it’s beneficial for them to use your product or service. Fresh & Easy gives you two reasons why in bold type right on its advertisement.

Inside the eight-page mailer are headlines to attract your attention. Also, descriptive text explains serving suggestions and, more importantly, reasons why you should buy their products. Several images offer visual clarification of the serving suggestions.

Sure, this is just one advertisement. But I think Fresh & Easy is well on its way to being a powerful presence in Phoenix’s crowded supermarket landscape. The company is a bit different ... and that’s a good thing.

NOTE: As you’ve probably determined by now, I study my mail. In fact, I don’t mind receiving what some people might consider junk mail. These valuable pieces of marketing magic give me an opportunity to study the promotional efforts of companies from around the globe. Best of all, I never have to leave my house or spend a single cent.

Did you ever think a free education in marketing was inside your mailbox?

The Easiest Ways to Create Eyeball-Grabbing Headlines for Your Marketing Materials

Join Tom Trush, content specialist for Write Way Solutions, and special guest Joey Borane, director of marketing at Design44, on Thursday, January 31, as they present ...

The Easiest Ways to Create Eyeball-Grabbing Headlines

for Your Marketing Materials

During this seminar, you’ll discover …

• How to use your choice of 5 words in any headline to tap the most powerful force in direct marketing and seize your prospects’ attention

• Why an advertisement from the early 1900s was so profitable it ran for a record-setting 40 years without a single change … and how you can achieve similar results

• How a $3.29 purchase found in your grocery store’s checkout lane can instantly improve your headline writing skills and ignite your sales

• A 2-word question that transforms your product or service’s features into the benefits your prospects desire

• 8 marketing pieces you can use for any type of business and how to use each one with the most success

• What eating on an airplane has to do with writing headlines that seduce your prospects into reading your marketing materials

• How to use the magic 4 P’s of marketing to create unmatched demand for whatever you offer your prospects

• Why getting a “yes” response in a headline question can spell doom for your marketing message

• How to use a skill you started learning in first grade to create headlines that “test” your prospects’ needs, while building desire for your product or service

• The single most important quality you must have in every headline … and how you can include 3 additional attributes to make it even more powerful

• 5 things you must know about the human mind to maximize your marketing and, ultimately, create more sales

• 11 secret formulas for writing response-boosting headlines that will pump up any promotion

• And much more!


Seminar Schedule:
7:30 – 8 a.m.: Networking
8 – 9:15 a.m.: Presentation
9:15 – 9:30 a.m.: Q & A session and free raffle

Location:
RE/MAX New Heights Resource Center, 6437 S. Central Ave., in Phoenix

RSVP:
Please RSVP to Tom Trush at info@tomtrush.com by Jan. 29 to secure your seat.


Comments from previous seminar attendees:

“You are awesome! Thanks for the tip about ‘Onlywire,’ it works very well. Now when I Google “SoMo Vacations,” I’m #1, #3 and #6 in the top 10! Not to mention the other tips you shared that got SoMo Network to the top of Google. I just want you to know I appreciate all your ideas, insight and expertise. If you ever need anything, please do not hesitate to ask.”

Isreal Young
Owner, SoMoVacations.com


“Your seminar was amazing – one of the few marketing seminars I've been to that has real take-away value. I started using the secrets and tips the next day and, best of all, they fit into my non-existent marketing budget!”

Shaun Breese
Co-owner, Urban Cookies


“By simply using your tips in a press release to announce a groundbreaking event, we received news coverage from a local business publication, an interview with an industry journal in England, a potential consulting opportunity, and three requests from people interested in leasing space at one of our developments ... and that was just within the first 6 hours of sending out the announcement!”

Jeffrey Garza Walker
Director of New Business Development, P.C. & Development

An Introduction to the Five Wheelerpoints

I came across this clip of sales legend Elmer Wheeler today. Although the sales video was produced in 1947, many of the same principles still hold true today. Wheeler was brilliant at organizing words in ways that make prospects take action -- or creating "sentences that sell." (You may need to click the "Play" button twice to view the video.)