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Website Mistake #1: Your content is outdated.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.

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.

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.)

3 FREE Newsletters You Don’t Want to Miss

Sure, I would love for you visit my blog regularly and read every one of my posts. However, I understand there are a lot of copywriting/marketing blogs, online newsletters and websites competing for your attention. In fact, I believe some are so valuable that I’d like to point you to a few.

Get ready. The free information you’re about to discover will help send your sales soaring ... guaranteed.

1. Clayton Makepeace’s The Total Package. The archives for this daily newsletter contain the most comprehensive collection of copywriting and direct marketing articles I have ever seen. Many times while reading The Total Package, I find myself wondering how Clayton can provide such valuable information for free.

2. Trey Ryder’s Lawyer Marketing Alert. If you’re in the legal industry, you’ve likely heard of Trey -- and used his techniques to boost your business. Even if you’re not a lawyer, I encourage you to sign up for his weekly newsletter so you can learn all about The Ryder Method of Education-Based Marketing. Trey is among the best in the business.

3. AWAI’s The Golden Thread. In addition to the great tips in this weekly newsletter, I enjoy studying the sales e-mails that comes from American Writers & Artists Inc. The copywriting is first-rate. One of the most valuable features of The Golden Thread is the in-depth interviews with copywriting legends.

Headline Help from Jay Abraham

A couple of weeks ago, I came across Jay Abraham's list of The 100 Greatest Headlines Ever Written. It's already been a great tool for helping me come up with new headline ideas for a couple of recent projects. If you're in a jam and don't know what to write, nothing works better than studying effective examples from the past. Happy writing!

How to Build Your Prospects' Trust Without Saying a Word

One of the biggest obstacles for getting prospects to use your services or buy your product is trust. But how can you capture it, especially when there are so many forms of advertising and marketing competing for attention?

Take a minute and think about the number of methods companies use to attract your interest.

Billboards ... Mailers ... Classified ads ... Commercials ... E-mails ... Banner ads ... Newspaper ads ...

Advertising has gotten to the point to where many times we don't even notice the product, while other times it's too obvious to miss.

Take, for instance, product placement in television programs. You can’t watch five minutes of American Idol without seeing some reference to Coke or Ford. Countless brands – Burger King, Crest, Domino’s – have capitalized on the success of The Apprentice by having their products featured as part of the team challenges.

One of the reasons we're seeing so much product placement is that consumers now have the option of tuning out commercials, thanks to the invention of digital video recorders ... but that's a separate article for another time.

The above examples are just a small sampling of the sources companies are employing to attract prospects. Unfortunately, though, many advertising methods are used so much that people often put up a mental defense wall when they see them, especially when they're accompanied by a sales pitch. Once you've overwhelmed your prospect with a sales pitch, building trust is nearly impossible.

Think about car sales. Oftentimes, an advertisement will get a prospect into a dealership. Once there, if the prospect inquires about the ad, he is often met by a sales person who will sometimes spend hours trying to build trust with that prospect. But all the salesperson is really doing is overwhelming the customers. Is that really the best way to calm fears and increase credibility?

I'm sure you’ve heard a similar high-pressured, full-court-press sales pitch before. How did it make you feel? I'm guessing when you realized a sales pitch was coming you put up your defenses and tuned out.

Now I'm not saying traditional advertising or sales techniques don't work. They do.

The point I want to get across is that there is an easier solution requiring less effort, and it will establish your credibility with nearly every prospect you contact. In fact, this technique will nearly eliminate all fears prospects have about working with you. I'll even go as far as to say you will establish these two trust-building factors with prospects the instant you use this marketing technique.

What is it?

The most effective way I know for building trust, establishing your credibility, and eliminating prospects' fears is publishing and promoting free articles written by you.

So how can you do this?

Easy.

What are the most frequent questions prospects ask you? Start keeping track. Each answer is an opportunity for an article. By presenting to prospects the information they're looking for, you'll put them at ease.

Need proof this works?

How many times have you purchased a product simply because it was recommended in something you read?

It happens all the time, right?

Pick up a newspaper or your favorite magazine. Do you trust the information your read in the ads more than what's included in the articles? You already know the ads are selling you something, but the articles present information in an educational format. There's no sales pitch.

As a result, most people believe what they read in articles more than ads.

We live in a knowledge-based society that craves valuable information. Your articles provide what people want. What's more, when prospects see you're offering free information that interests them, they will come back time and time again. In essence, you'll develop relationships without actually meeting anyone face to face.

Here’s an added bonus ...

Publishing articles online will boost your search engine ranking, making you more accessible to prospects who search terms related to your industry. Search engines love content-rich sites that are updated often. Furthermore, the more you have other sites linking back to your site, the better chances you have for higher search engine ranking.

So, in addition to posting your articles on your own website, find other sites where you can post and include a link back to your site.

Need some help finding some? Here are four search engine friendly sites that will allow you to post articles for free:

Article Hut: www.article-hut.com

EzineArticles.com: www.ezinearticles.com

Approved Articles: www.approvedarticles.com

Articlesbase: www.articlesbase.com

If you haven’t done so already, create a blog for posting your articles. There are multiple ways for creating your first blog -- one of the easiest options is Blogger. Best of all, it's free.

Here's a simple way to get your free blog online in about 5 minutes:

Visit www.blogger.com.

If you already have a Google account, sign in. If not, click on the orange arrow to set up your account.

Name your blog and create the URL (e.g., www.newblog.blogspot.com).

Choose your favorite template and click “Save Template.”

Click on “New Post” and paste in your article.

When the formatting is the way you like it, click “Publish Post.”

Congratulations! You officially have a blog.

Once your blog is online, be sure to visit www.technorati.com to “claim” your blog. This will help with your search engine ranking and make it easier for online visitors to find your postings.

The Most Powerful Force in Direct Marketing

I recently finished reading Joe Sugarman’s latest book, The Adweek Copywriting Handbook: The Ultimate Guide to Writing Powerful Advertising and Marketing Copy from One of America’s Top Copywriters. The insight he offered into his most successful direct-marketing campaigns was priceless, as were the writing samples that will certainly find a home in my swipe file.

What I found especially fascinating was how the direct-marketing expert described his techniques for selling millions of pairs of BluBlocker sunglasses using what, at the time, was viewed as a risky medium – television.

Sure, with the success of QVC, the Home Shopping Network and countless infomercials, the idea of successfully marketing a product in a 30-minute commercial format doesn’t seem like a big deal these days. But Sugarman took a huge gamble in the 1980s the minute he stepped in front of the camera to demonstrate why viewers needed a new pair of sunglasses.

The technique Sugarman used to tout his product is one that I believe is the most powerful force in direct marketing.

Each infomercial was set up the same way. Sugarman would approach ordinary people off the streets and give them a pair of BluBlockers. Once they tried on the sunglasses, he recorded their reactions. Of course, the feedback presented to viewers was always positive and, more importantly, it caused his prospects to wonder why someone would have such a strong (and often wild) reaction to a pair of sunglasses.

The more interviews Sugarman showed, the more viewers’ curiosity grew. Of course, Sugarman could have easily placed a pair of BluBlockers in front of the camera to reveal what all the excitement was about, but he never did. The only way anyone could ever find out what it was like to wear a pair of BluBlockers was to buy them.

Using curiosity Sugarman sold almost 8 million pairs of BluBlockers during the six years his infomercials ran. This kind of success supports my suggestion that curiosity is the strongest force in direct marketing.

When your prospects are in a store, it’s easy for them to pick up your product, examine it and determine whether or not to make a purchase. However, this decision process is impossible when you’re marketing on the Internet, in a catalog or using a sales letter. But that doesn’t necessarily put you at a disadvantage.

If you use your writing to tease prospects with just enough facts that you leave them guessing, oftentimes they will buy your product simply to satisfy their curiosity.

I recently used this technique while creating a sales page for a new eBook, The Absolute Beginner’s Guide to Mastering Karate: Simple Techniques for Increasing Your Speed & Power in as Little as 30 Days. (Notice how the title even creates curiosity. A prospect’s desired outcome – increased speed and power – is promised in a timeframe that seems almost impossible.)

Below is sample of that sales page.

Here is just a small hint of what you’ll discover in The Absolute Beginner’s Guide to Mastering Karate …

• How to properly use one of the most powerful muscles in your body to increase your kicking force by up to 40%.


• A karate-specific training plan that will get you into peak condition with less effort, less time and maximum results … regardless of your age.


• The natural reaction you must avoid during any altercation. When you respond with this action, you double your reaction rate every time.


• Make this small (and very simple) adjustment in your ready stance and you’ll see huge rewards.


• How to train your body so it instinctively incorporates the 3 keys to an explosive reaction time.

Is your writing revealing too much information about your product? I invite you to try building your prospects’ curiosity the next time you're writing sales-oriented copy. The results just might surprise you.

6 Techniques for Overcoming Writer’s Block

For anyone with a job that requires some type of writing, staring at a blank computer screen while on deadline can be a frustrating predicament. As the white page waits for you to fill it with creative words and phrases, all you can do is stare back and think about how uninspired you feel. The more you think, the worse the situation gets.

But here’s the good news. With just a little work, writer’s block can become a problem of the past. I have for you six techniques for overcoming writer’s block. Try these out the next time your creativity makes an unexplained exit.

Writer’s block tip #1: Avoid the tendency to be perfect. No one has ever written a document worth reading without first doing revisions. Editing is part of the writing process. Save perfection for the flawless, computer-enhanced supermodels who dot the covers of women’s magazines.

Writer’s block tip #2: Give yourself a reasonable deadline. Generally, the more time you have to write, the less pressure you’ll feel. Allow yourself time for a break, if needed. Effective work is often completed in short, repeated segments.

Writer’s block tip #3: Brainstorm. Regardless of how ridiculous you think your ideas are, write them down. It’s much easier to revise a collection of statements than it is a blank page. Once you get a couple of phrases jotted down, you’ll be amazed at how quickly other ideas flow.

Writer’s block tip #4: Find other materials written on your topic. I’m definitely not advocating plagiarism; however, taking a look at other materials will spark your thought process. You may even notice a new concept that you would have otherwise overlooked.

Writer’s block tip #5: Create a comfortable environment. Relaxation is crucial. The reason you’re having trouble writing is because you’re stressed. A relaxed environment will calm your nerves. So clear your workspace of any distractions, take a few deep breaths and do whatever it takes to put your mind at ease.

Writer’s block tip #6: Turn on the lights and open the blinds. A well-lit environment has been shown in studies to enhance your mood and boost energy. In addition, bright light also increases blood flow to the brain, and that’s not a bad thing. That blood flow strengthens your memory and intensifies your ability to think.

Let me ask you a final question about writer’s block. Do you ever feel like your best ideas unexpectedly occur at the most inopportune times -- for example, lying in bed, taking a shower, or working out at the gym? Sometimes it seem like you are rarely ever at work when a stroke of brilliance hits. The reason it doesn’t is because you allow yourself to become more relaxed in situations that require less mental effort. Take advantage of these unanticipated opportunities by getting in the habit of keeping a small notebook and pen within reach at all times. If you try to remember that same idea later -- when you actually need it -- there’s a strong possibility it won’t be easy to recall.

6 Items That Will Boost Believability in Your Copy

Your prospects buy from people they trust. Thanks to the Internet, today’s prospects are more informed than past potential customers.

There’s no doubt about it. Readers of your marketing literature have become a knowledgeable group.

Oftentimes, before they see your copy, prospects already know where to find the best deals, how many other companies offer a similar service, and why your product may not be better than your competition’s.

Simply put, your prospects are pessimistic. That’s why it’s important you strategically design your writing so that it falls somewhere closer to “I can’t live without out it!” rather than “This is too good to be true.”

To get you started, here are six items that will help boost the believability of your next marketing piece.

1. Statistics. Credibility is often based on figures used to demonstrate a product’s benefits. Although statistics are extremely beneficial, their effectiveness lessens when you use certain numbers. Making the outcome too perfect will leave your reader guessing the truthfulness of your claim.

For example, almost every Saturday morning I see an infomercial for a stock picking software that uses customers’ comments to demonstrate how well the program works. People usually begin by explaining the simplicity of the software and then end by stating how much money they’ve made.

“I made $4,338 in just six weeks.”
or
“The software told me which stock to buy at the right time,
so I made $367 in just 24 hours.”

Even amounts are noticeably missing from the infomercial. That’s because someone who claims to make $10,000 in 30 days is much less believable than another person who made $9,346 for the simple fact the first dollar figure seems too perfect.

2. Stories. People think in images -- not words. So what better way to get your prospects visualizing using your product than with a story? An added bonus is that a well-written story will also create curiosity.

Below is an example of classic story used in one of the most profitable direct-mail letters of all time. The famed Wall Street Journal letter is responsible for producing an estimated $1 billion in revenues.

Dear Reader:

On a beautiful late spring afternoon, twenty-five years ago, two young men graduated from the same college. They were very much alike, these two young men. Both had been better than average students, both were personable and both -- as young college graduates are -- were filled with ambitious dreams for the future.

Recently, these men returned to their college for their 25th reunion.

They were still very much alike. Both were happily married. Both had three children. And both, it turned out, had gone to work for the same Midwestern manufacturing company after graduation, and were still there.

But there was a difference. One of the men was manager of a small department of that company. The other was its president.

Not only does this story create curiosity, it appeals to a common reason why people buy anything -- a desire to be perceived as successful.

3. Testimonials. I frequently stress using testimonials in all types of marketing literature for one simple reason: they build your prospects’ trust. Your prospects seek out testimonials to determine if your product has worked well for someone who is similar to them. In fact, some will skip much of your copy just so they can read your testimonials.

One place you’ll often find people praising a product is on book covers. Here’s an example from a book I recently purchased:

“When I implemented Mark’s simpleology formula, I immediately tripled my production while simultaneously cutting my working hours. Amazing!”

-- Frank Rumbauskas, New York Times, bestselling author of Never Cold Call Again!

The best testimonials offer a specific result by telling a brief story, instead of simple statement such as “I liked your book.” In the case of the above testimonial, the result of reading the book was tripled production. What made the testimonial even more effective was the use of an actual person who could be verified with a little research. (Note: Replacing names with initials does not boost believability.)

One technique used by some copywriters is leading a marketing piece with a testimonial. In addition to prepping your prospect for a positive experience, the quotes around the testimonial will capture your readers’ interest. This is because people’s eyes are drawn to information surrounded by quotes.

4. Honesty. Plain and simple, honesty builds believability. People have a knack for finding false claims and deceitful practices. Unfortunately, you see these far too often with companies touting phony testimonials, unrealistic prices or “urgent” notices mailed in ridiculous envelopes. You can fool a prospect once ... maybe even twice ... but honesty will serve you best over the long run.

5. Enthusiasm. If you don’t believe in what you’re writing, how can you expect to convince your prospects? Your enthusiasm (or lack thereof) is contagious. When you’re truly excited about your product, your prospects won’t be able to ignore your writing because the passion will radiate from your words.

Someone whose work is characterized by enthusiasm is Josh Towbin, a master motivator better known as “Chop” from the reality program King of Cars on A&E television. By conveying his enthusiasm and a true love of cars, people go out of their way to buy from his Las Vegas dealership. This achievement is especially impressive given the fact that car sales is often perceived as a dishonest industry.

An added bonus of displaying enthusiasm in your copy is that it will help prospects feel happy about making a purchase. To get them excited, stress the benefits of your product as much as possible. However, don’t get these benefits confused with your product’s features. While features are facts, benefits explain why those facts are important to your prospects.

6. Originality. I recently met with someone to discuss copy for an advertisement designed to promote a company’s line of refurbished copiers. The client, who owned an advertising agency, encouraged me to brainstorm some creative headlines that would not only attract positive attention, but also stir some controversy.

I started generating ideas almost immediately, so I quickly sat down with a stack of images and started writing. The brainstorming was fun, and I truly believed my edgy headlines were perfect for the advertisement.

A few weeks later I received an e-mail with the final proof ... that didn’t include one of my headlines. Instead, above an image of a copier were the words “Got Copier?” -- a reference to the slogan made famous during the “Got Milk?” campaign of the early 1990s.

Even with “insider” knowledge, the lack of originality in the advertisement left me doubting the quality of the company and its products. I’m almost certain most prospects felt the same way when they saw the full-page spread that ran on the back of a local business publication.

Remember, people are eager to play a part in something new. Your marketing literature provides a great opportunity to get creative with your writing and offer an original item that will cause excitement.

Why Your Prospects Make Purchases

I frequently remind clients and groups I speak to that a consumer makes purchases based on emotional -- not rational -- reasons. Many times writers marketing a product have no problem explaining its technical details, but they have difficulty describing the psychological experience that makes their gadgets great.

By visualizing your prospects’ desired state of emotion, you can tailor your text to meet their needs. Then, once you’ve “sold” them on your product or service using emotional reasoning, you can support your claims with logical explanations that demonstrate why the purchase was necessary.

In his latest book, Buying Trances, Joe Vitale (a favorite copywriter of mine) lists the following 26 reasons why people buy anything. By appealing to one of more of the following motives in your marketing literature, your chances of seeing a sale will improve dramatically:

1. To make money.
2. To save money.
3. To save time.
4. To avoid effort.
5. To get more comfort.
6. To achieve greater cleanliness.
7. To attain better health.
8. To escape physical pain.
9. To gain praise.
10. To be popular.
11. To attract the opposite sex.
12. To conserve possessions.
13. To increase enjoyment.
14. To gratify curiosity.
15. To protect family.
16. To be in style.
17. To have or hold beautiful possessions.
18. To satisfy appetite.
19. To emulate others.
20. To avoid trouble.
21. To avoid criticism.
22. To be individual.
23. To protect reputation.
24. To take advantage of opportunities.
25. To have safety.
26. To make work easier.

Jelly Belly’s Secret

Because I make a fair share of online purchases, I find myself on the receiving end of many companies’ e-mail blasts, and I’m always amazed at the writing techniques (or lack thereof) businesses use to get me to open their messages.

No, I’m not referring to the writing found in spam e-mails -- which obviously require no writing skills whatsoever -- I’m talking about the e-mails from reputable retailers offering various products and services. Rarely will I open these e-mails for one of two reasons: either the writing provided no incentive or it wasn't strong enough to appeal to my curiosity.

However, this morning was different. After going through the usual deleting process, I came across an e-mail that sparked my interest. It was sent by one of corporate America’s most highly respected executives, Mr. Jelly Belly.

The subject read “Shhh...Jelly Belly has a secret Belly Flops event!”

Immediately, my imagination went to work. I envisioned a large man dressed up as a Jelly Belly jelly bean, flopping himself into a crystal-clear pool surrounded by cheering fans.

I wondered, is some kind of belly-flop event coming to Phoenix? The thought was too much to ignore, so I opened the e-mail and saw this …

To the right of the picture I noticed a large block of text that seemed too lengthy to read, especially at 6 a.m. However, since the text in the subject line created such a vivid image, I forced myself to scan Mr. Jelly Belly’s message. After all, I was curious.

As it turns out, Belly Flops are the “Jelly Belly jelly beans that are a little less perfect … or the ones that somehow escaped the Jelly Belly logo stamper.” Mr. Jelly Belly’s e-mail offered these beans at a discounted price. Although I didn’t buy any beans, his proposition grabbed my interest because it used five effective copywriting techniques that many companies overlook.

(I must stress that by no means was Mr. Jelly Belly’s e-mail a written work of art, but the content quality was well beyond what normally shows up in my inbox.)

1. Mr. Jelly Belly crafted words that helped create a visual image. Sure, the picture in my head was probably different than what Mr. Jelly Belly intended, but that’s not as important as the fact I opened the e-mail.

2. Mr. Jelly Belly used humor. Although it wasn’t fall-on-the-ground funny, the image of a jelly bean dressed in a swim cap and goggles was at least fun.

3. Mr. Jelly Belly set a deadline. The $8 price for two pounds of Belly Flops (which apparently have been sought after for many years) is only valid until Easter Sunday. Mr. Jelly Belly’s deadline encourages a fast response.

4. Mr. Jelly Belly stressed exclusivity. Only “friends” on the Jelly Belly mailing list have access to his offer and the “hidden” Belly Flops page for ordering.

5. Mr. Jelly Belly tied his offer into a holiday. Jelly Belly jelly beans and Easter are a well-known combination. The days prior to Easter are when the Easter Bunny is looking for items to fill baskets.

The next time you decide to offer your product or service through e-mail, try some of Mr. Jelly Belly’s techniques to increase your response rate. One warning, though, you may have to include some of your own techniques as well. After all, the pitch wasn't strong enough to generate the ultimate response from me -- the purchase.

By the way, if you want access to the “hidden” page for ordering Belly Flops, you can view it here.

Why Would I Want a Blog?

Over and over I heard (and read) countless reasons why blogging was beneficial for me and my business.

Sure, I understood how it was another medium for showcasing my articles about copywriting and marketing. Yes, I knew it could help increase the search engine rankings on my websites. Heck, I even saw that executives at many of the world’s most recognized companies had started blogging.

But even after seeing these benefits, I rejected the idea of creating a blog. The primary reason was because I was still convinced that blogging was primarily seen a means for people (with too much time on their hands) to journal private thoughts to an online audience.

However, this perception started changing a few months ago. In fact, I even considered launching a blog earlier this year, but I still wasn’t totally convinced that blogging was for me.

Until …

Last month I received a project that involved writing an article about the benefits of blogging for the Greater Phoenix Chamber of Commerce’s IMPACT Magazine. Included in that assignment was a request to interview Jason Baer, founder and senior director of Mighty Interactive, an Internet marketing agency in Tempe, Arizona.

It was after completing this interview with Jason -- whose blog receives 5,000-7,000 visits each month -- that I finally decided to venture into the world of blogging.

If you would like to see the article that converted me into a blog backer, you can view it here (scroll down to page 13).

Truth be told, there are two other people who helped persuade me as well because I visit their blogs often -- Joe Vitale and Chris Tingom.

MortgageMarketingLetter.com is Now Live

After receiving what seemed to be 2-3 letters in the mail daily from lending companies begging me to refinance my house, take out a home equity line of credit, or consolidate my non-existent debt, I finally decided to take a stand.

Well, actually, let me clarify that last statement -- I decided to take advantage of an entrepreneurial opportunity.

Because many of the letters I receive on a continual basis are so poorly written, I created a tool for helping lenders increase the response rates on their mortgage marketing letters. Yes, mortgage lenders now have access to the insider secrets for writing money-making letters that persuade prospects to take action … and they’re available online for free at http://www.mortgagemarketingletter.com/.

Tips a Toddler Can Teach You About Writing Effective Marketing Literature

A few weeks ago, I was given an opportunity to work on a project that involved two of my all-time favorite activities: writing and basketball. For an avid hoops fan like me, there are few times I’ve been as excited about a new assignment as I was that Friday afternoon.

My enthusiasm continued growing as I drove home from the meeting. Not only could I not wait to start writing, I was eager to reveal the details of my latest project. Surely, there was someone who could share in my excitement -- and I knew that person was waiting for me at home.

As soon as I swung open the back door, I was greeted with the familiar pitter-patter of my 18-month-old daughter’s feet on the wood floor.

I leaned over, picked her up and enthusiastically blurted out, “Hey, Mary, you want to hear about Daddy’s new project?”

No sooner had the words left my lips when she replied with the one word her limited vocabulary allows.

“No!”

Thinking back, this incident reminds me how much we can learn just by interacting with a toddler, even when it comes to writing marketing literature.

When my daughter responded, there was no question she knew exactly what she wanted, just like the audience that reads your marketing literature. They want to know what your product or service can do for them. On top of that, your prospects are concerned with being happy.

That’s why most motives for making purchases are based on emotions. Think about why you bought your last car. How about that outfit you saw hanging in the window at the mall? What about your house?

Wouldn’t you agree that -- on some level -- the reason for these buys was the same as why children enjoy jumping around in mud puddles?

Your purchases make you happy.

Since you know your prospects want to make “happy” decisions, use your writing to explain the specific benefits of responding to your call to action (but don’t forget to remind readers what they will lose by not taking action). When you focus on good feelings, your response rates will increase.

Also, just as parents stress honesty with their children, do the same with your copy. False promotions and bait-and-switch schemes create more critics than customers.

Your prospects demand honest benefits, and the best way you can provide them is through testimonials they can relate to. The success of your marketing literature relies on the proof your customers provide. If there is a particular aspect of your business that is a well-known benefit for your target audience, a few positive comments written in your marketing literature will help turn your prospects from skeptics to supporters.

In some cases, you may need to persuade your readers with an incentive. With kids, this practice is often referred to as bribery. While children have been known to clean messy rooms in exchange for ice cream, adults must be convinced using something with perceived value. Strive to give your prospects more than what they’re expecting.

In these situations, write an irresistible offer (free offers work well) or -- even better -- back up your product or service with a guarantee. A guarantee in writing gives you instant credibility. If you’re willing to put the risk on yourself, prospects will feel like you truly believe in your product or service.

And, finally, like any toddler, your prospects have limited patience for anything that doesn’t concern them. It’s only natural. People often put their own interests before others, especially when it comes to buying decisions. That’s why you want to write early in your copy the specific reasons why doing business with you is advantageous.

After all, you are better than your competition, right?

8 Sure-Fire Tips for Enticing Readers in Your Marketing Materials

Because I’m a copywriter, my opinion is likely a little biased, but I truly feel the power of the pen is mightier than the spoken word. When we listen to someone speak, the words we hear are rarely repeated -- unless requested -- and they don’t have the same “staying power” as a phrase permanently placed on a piece of paper. In addition, the written word has the potential of reaching a wide audience; whereas spoken words are limited by the number of people listening to what you’re saying.

For these reasons, companies putting a consistent effort toward their writing often see better results with their marketing strategies than others that treat content creation as just another trivial task. When it comes to putting together ideas for creating an effectively written document, there are numerous ways you can increase the likelihood of generating your desired response. Here are eight sure-fire tips you can use in your marketing literature to transform a reader from uninterested to enthusiastic.

Enticing Tip #1: Offer something for free -- No matter how many times you use it, “free” is the one word that will attract attention, regardless of the type of sales literature you use it in. So offer your readers something they view as valuable as an incentive for meeting your desired outcome. For example, write a report with information on a topic your target audience would find useful. Even better, provide some type of information that would solve a common problem your potential customers can relate to (see tip #4). You can even offer a discount on a future service or a complimentary giveaway that promotes your company.

Enticing Tip #2: Make the situation a win-win -- Stephen R. Covey summed it up in his best-selling book, “The 7 Habits of Highly Effective People,” when he stated, “With a Win/Win solution, all parties feel good about the decision and feel committed to the action plan.” Obviously, you benefit if a reader reacts to your call to action, but what incentives are you offering to encourage this response? Once the emotional basis for making a purchase wears off, your customer will seek rational reasons for the decision. So reward your reader with reasons that validate the purchase.

Enticing Tip #3: Stroke the reader’s ego -- Who doesn’t enjoy receiving unexpected compliments? This technique is especially effective when trying to attract high-end buyers. People feel good when they’re recognized for achieving a special milestone or status. What makes the sensation even greater is when someone unexpectedly recognizes the feat.

Enticing Tip #4: Offer a solution to a problem -- Applying this tip involves more focus on your customer and less attention on the product or service you’re selling. Any successful business item flourishes because it solves issues consumers view as important. Write your text so it focuses not on the magnitude of the problem as determined by society as a whole, but the importance of the issue as decided by an individual. Try visualizing a person’s mindset prior to using your product or service, then write your text so it satisfies the reader’s needs.

Enticing Tip #5: Demonstrate your credibility -- Not only do people prefer doing business with people they know, they also like to know the person they’re working with has capability of doing the job well. Validate your credibility through testimonials or your track record with similar projects – and be specific. If you’re selling a product, cite detailed examples of how it has benefited others. For best results, demonstrate success with something your target audience relates to. It should go without saying, but always be prepared to back up your statements.

Enticing Tip #6: Show the value in your product or service -- Just about everyone enjoys the feeling of finding a bargain. So show your reader how your product or service saves time or money when compared to the competition. Your goal is to provide enough information so that your readers believe they are getting more than originally anticipated.

Enticing Tip #7: Leave the reader guessing -- Great writers know the exact statements and questions to ask so that the reader feels he or she must make a purchase to get the answers. This is another area where you want to be specific with your writing. Which of the following statements would attract more interest?

Discover 7 Secrets for Creating $50,000 in Extra Income … in 30 Days
or
Learn How to Make More Money

Most people find the first option more appealing because it offers an exact result within a specific timeframe. Adding to a reader’s curiosity is the statement presents an opportunity that seems -- to most people -- nearly impossible.

Enticing Tip #8: Stress urgency -- The longer you let someone wait to take action, the less likely it’ll happen. Encourage immediate action throughout the marketing piece and, if you’re drafting a letter, reiterate to the reader the importance of acting quickly in the P.S. You may have to offer some kind of incentive (see tip #1).