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Why I'm NOT 'The King Of Pay Per Clicks'

Article Description:
====================

When something works, why change it. When something isn't
working, it's insane NOT to change it. Just that simple
observation, properly responded to, will make  you an online
success. Now, it's time for you to do it!


Additional Article Information:
===============================

1147 Words; formatted to 65 Characters per Line
Distribution Date and Time: 2007-10-11 11:36:00

Written By:     Willie Crawford
Copyright:      2007
Contact Email:  mailto:willie@...



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Why I'm NOT 'The King Of Pay Per Clicks'
Copyright (c) 2007 Willie Crawford
Willie Crawford Incorporated
http://WillieCrawford.com/ezine.html



Back in the Spring of 2003, I was at Joel Christopher's Master
List Builder Workshop. Marlon Sanders was up speaking. We had
never formally met, but Marlon had obviously read some of the
things that I'd written on using pay per click advertising.

Back then, I was heavily into pay per click advertising, and had
even done TWO teleseminars with my friend Marty Foley on the
topic. We called the teleseminars "Master The Pay Per Clicks."
We recorded the teleseminars and sold those recordings for a long
time. I still use the recordings from those teleseminars a few
places because much of the information is timeless. Marty and I
taught a lot of testing and tracking. What has changed most since
then is primarily the rules and policies at the pay per clicks...
and which search engines are the most important. We taught solid
basics back then, and they still work.

Anyway, as Marlon was doing his presentation, he spotted me in
the audience, and used what I did as a simple, proven model of
generating a steady flow of traffic to your website and
converting it to sales.

Back then, for every $1 that I invested in pay per click traffic,
I generated $7 in profit. Not a bad return on investment!

Marlon referred to me as "The King Of Pay Per Clicks" and asked
me a few basic questions. I answered them, and Marlon proved his
points.

Actually, one of the points that I heard Marlon make that day was
"Whatever they're buying, I'm Selling!" The lesson that I
learned from Marlon there was, sell the items that your customers
are looking for rather than what you'd like to sell them.

In that same presentation, Marlon yelled, "Dead Ducks Don't
Quack!" I understood his message there to be, if people aren't
buying a product, then stop wasting your time and effort trying
to sell it to them. People KNOW what they want.

Just those two statements made that entire weekend worth the
13-hour drive from Florida to San Antonio. I drove because I
wanted to use the drive time as time to listen to a course that I
had recently purchased. I did listen to the audio tapes in that
course all the way to, and from, San Antonio... completely
absorbing the course in the process.

I absorbed and later applied what Marlon taught during that
fateful presentation. I applied what I learned during that time
spent in "Automobile U" ... the 26 hours driving back and forth
between San Antonio. Both learning experiences shifted my think
in major ways.

Later that year, Ramon Williamson coached me and provided me with
a lot of much needed direction. When I mentioned to him that
Marlon had dubbed me as "The King Of Pay Per Clicks," he asked
if I really wanted to be "pigeon holed" by that title.


Ramon asked me to clarify what "I" wanted to be known for on
the Internet marketing landscape. Back then, I decided that I
really wanted to be a coach and a mentor. That's what I still
get the greatest joy from doing online.

So, while I did leverage the fact that an "Internet marketing
icon" had dubbed me "The King Of Pay Per Clicks," I also took
Ramon's advice to heart and distanced myself from the label.

Today, as back then, I realize that without traffic to your
website, your web business CANNOT be successful. You simply need
visitors to a webpage who, upon arriving, take the desired
action.

Since the need for website traffic is so CRITICAL, back in 2003 I
purchased the domain name "Website Traffic PhD."  I had no idea
what I was going to do with that domain, but I KNEW that not
having enough website traffic was what "pained" most
webmasters, and that if I could show them how to get an unlimited
stream of website traffic, I had a product that they would trip
over themselves to get.

Marty Foley and I did discuss creating a joint product that would
be an "encyclopedia" of proven methods of generating website
traffic. Perhaps because I still hadn't learned enough back
then, I didn't tackle a job that I didn't feel totally
qualified for.

I did nothing with that domain, and even allowed the name to
expire, but later re-registered it.

Back in December 2002, I first met John Reese at a seminar at
Hawks Cay, down in The Florida Keys. That was at the same seminar
where I first met Ramon Williamson and Marty Foley. Ramon, Marty
and I all gave presentations.

As time progressed, I got to know John better, and he and Ramon
attended the very first seminar that I hosted. Ramon spoke, and
John totally riveted attendees during conversations held in the
back of the room during breaks (and at meals).

John demonstrated his marketing savvy when in March of 2004, he
conducted his sell-out, $4500 per seat, seminar on website
traffic tactics. John leveraged that seminar into his Traffic
Secrets Course, which made him $1 million in under a DAY! John
validated for me that REALLY studying traffic generation, and
then teaching others how to generate website traffics was an
excellent use of my time.

Between 1996 and today (11 years) I have studied just about every
website traffic generation tactic imaginable. Over time, I
learned which ones worked consistently "for  me" (long-term)
and which ones required the least expense and effort.

Today, after sifting through what must be over 100 possible
traffic generation tactics, I have just a few core tactics that I
use and teach. I even have my "Top 10 Best Free Traffic
Generation Techniques." Those are THE techniques that worked for
me yesterday, and will work for me tomorrow, without my having to
struggle staying up with the latest search engine tricks.

I'd rather go fishing, or spend time playing with my grandchild,
than spend countless hours chasing after the latest, usually very
short-lived, search engine tricks.

This strategy is so powerful, that on one site that I recently
setup and promoted using my "Top 10 Free Traffic Generation
Techniques" I generated over 1 million visitors in under 60
days. Needless to say, the site is a success, and will earn me a
nice income stream for a very long time. I like that model...
build a website, plug in free traffic, make minor adjustments,
and let the site make you money :-)

In case you missed why I'm no longer "The King Of Pay Per
Clicks," it's because it takes too much struggle! I prefer the
long-term, very effective traffic generation tactics that I
share with friends at:  http://x-factortraffic.com/

When something works, why change it. When something isn't
working, it's insane NOT to change it. Just that simple
observation, properly responded to, will make  you an online
success. Now, it's time for you to do it!




---------------------------------------------------------------------
Willie Crawford has been teaching others uncomplicated methods
of building successful online businesses since 1996. Today, he
does most of his teaching inside an exclusive membership site
filled with other experts dedicated to uncovering the truth
about how to succeed online. Join Willie and dozens of other
"old-timers" at: http://TheInternetMarketingInnerCircle.com


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Article Title:
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Who Else Wants to Know How-To Write an Effective Advertisement?

Article Description:
====================

Webmasters struggle everyday with the question of how they should

advertise their website. There are so many advertising venues; it

is hard to know which is the right venue or the right combination

of advertising venues.


Additional Article Information:
===============================

1431 Words; formatted to 65 Characters per Line
Distribution Date and Time: 2007-11-09 10:12:00

Written By:     Bill Platt
Copyright:      2006-2007
Contact Email:  mailto:comments@...


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Who Else Wants to Know How-To Write an Effective Advertisement?
Copyright (c) 2006-2007 Bill Platt
the Phantom Writers
http://thePhantomWriters.com



Webmasters struggle everyday with the question of how they should
advertise their website. There are so many advertising venues; it
is hard to know which is the right venue or the right combination
of advertising venues.

The answer to this question is actually simple. The right venues
are the ones that allow you to earn enough sales from the
placement of your advertisement to make a profit. Your
advertisement should earn more money for you than it cost for you
to buy the advertisement.


Choose Your Words Carefully

"If it takes a lot of words to say what you have in mind - give
it more thought." --- Dennis Roth

With advertising of any type, you must learn to choose your words
carefully.

Most online advertising is in the form of a classified ad. With a
newspaper, you can choose any size of advertisement to
communicate your message to readers. The newspaper charges you
based on the number of words in your classified ad.

Online, you don't get the option of buying additional words.
Instead, you buy an ad, and the publisher tells you how many
words or characters you are allowed to use in your advertisement.

Here is how the different search advertising options break down:

ExactSeek.com through the ISEDN.org network:
Headline Length: 30 characters
Description: 100 characters

Google Adwords through Google.com:
Headline Length: 25 characters
Description first line: 35 characters
Description second line: 35 characters

Overture.com through the Yahoo network:
Headline Length: 40 characters
Description: 190 characters


As you can see from these numbers, you generally do not have that
much space to tell your story so you need to select words that
best tell your story, using as few words as possible.

Most products or services cannot be sold in just a few words so
your goal should be to get people to your website and let your
website do the selling.

On your website, you can tell your story in the way it needs to
be told. Your website can also answer all of the questions that
the reader might have about your products or services.


Choosing The Right Formula For Your Advertising

In your own mind, you might think that people need to know all of
your credentials. But, advertising should not be viewed as a
"brag fest". People do not care what you have done; they only
care about what you can do for them.

So tell them how you can help them and give them a reason to
visit your website for more information.

If you understand why your customers buy your products and
services, then you can answer their questions and help them solve
any problem they might have.

If you can solve their problems, they will buy what you are
selling.


Pre-Qualify Your Visitors

If you are engaged in PPC (Pay-Per-Click) advertising, you
definitely need to pre-qualify your visitors in your advertising.
Why pay for people to visit your website if they are not likely
to buy what you are selling?

If you are engaged in selling wholesale products to retailers,
why would you want to pay for visitors people whose sole
intention is to buy one of what you are selling at retail prices?
You wouldn't, would you?

Provide enough detail in your advertisement to help people make
an informed judgement as to whether you can actually help them
accomplish what they want to accomplish.

Give your prospect enough information to skip your advertisement,
if he or she will not benefit from your offer.

Even if you are using other types of advertising like pay-for-
inclusion, you will still want to pre-qualify your visitors,
because if you don't, it will skew your website conversion
numbers. Too many unqualified visitors to your website might give
you the erroneous idea that your sales copy is not performing as
well as it should.


Use Power Words In Your Advertising

"Let thy speech be short, comprehending much in a few words." ---
Aprocrypha

Copywriters are always talking about "power words" or "power
phrases". These are word combinations that influence the reader
to take an action.

One example of using power words in your copy is to substitute
the word "children" for the word "kids". Parents are more
influenced by the reference to children than they are by the
reference to kids.

"Guaranteed" is another power word. It gives your reader an added
incentive to buy what you are selling. Prospects take comfort in
the idea that if they discover later that they have made a bad
decision, they can always get their money back.

"Proven" is another power word. It tells your reader that you can
back up what you are saying with "proof". Your prospect can see
"scientific" or empirical "evidence" that you are telling the
"truth". These are more power words for the person who is paying
attention.

Power words attract attention, spur reader curiosity and  compel
readers to take the action that you want them to take.


Pay More Attention To Your Headline

The 25 to 40 characters that are available to you for your
headline are the most important part of your advertisement, hands
down.

On most websites, the headline is in bold print. The truth is
your prospect will not see your description at all, if their
attention is not captured first by your headline.

"Speak properly, and in as few words as you can, but always
plainly; for the end of speech is not ostentation, but to be
understood." --- William Penn


Test and Track Your Results

If you do not take the time or effort to track your advertising,
you will never know what is, or is not, working for you.

Set up different landing pages for your ads to determine which
ads are producing results and which ads are failing to deliver on
their promise.

This one step will save you more money than you can imagine. It
will allow you to dump the dogs and build upon your successes.


Shades Of Gray

Ad tracking will enable you to pinpoint the effect of the
slightest changes in wording and presentation.

Changing one word in your headline or description could make the
difference between selling one unit and selling 500 units, but
without a tracking system that might never be apparent.

Let's compare two headlines:

* Read Our Wealth Tips,

* Read Our Wealth Secrets.

Which of these two headlines is more compelling to you?

Do you see how much of a difference one word can make in your
copy?

Play around with your copy to find text that is more likely to
compel your reader to visit your website.

The words you use in your copy can make all of the difference in
the world.


Stand Above Your Competition

The PPC advertising companies are going to hate me for telling
you this, but you don't need top placement in their search
advertising results, if your ad is written better than the ads of
your competitors.

The company with the most compelling headline is going to draw
the attention of the reader. It's not uncommon for the
advertisement in position five or six to get the click because of
a compelling headline and an attention grabbing description.

Fortunately for you, most of your competitors probably do not
understand how to write an effective advertisement. This will
allow you to quickly jump to the head of the class without
spending more money for those higher spots in the PPC bidding
process.


Start Small and Take Care With Your Advertising Budget

When you are testing new advertising copy, you should start
small. You don't want to spend $1 a click in a pay-per-click
advertising venue, using an advertisement that hasn't been tested
or proven successful. To do otherwise is a waste of valuable
resources.

Google Adwords ( http://adwords.google.com ) and Yahoo's Overture
( http://www.overture.com ) systems both require you to start
your bidding at five cents a click.

At http://www.7search.com , you can buy advertising for as little
as one cent per click.

At http://www.ExactSeek.com, the founding member of the ISEDN
(http://www.ISEDN.org), you can build an ad around a specific
keyword phrase for as little as $12 per quarter or $36 per year.
Your ad is then displayed through more than 200 ISEDN member
websites.


After You Have Mastered The Art Of Advertising...

After you have mastered the art and science of advertising, you
will learn the most important lesson of all.

All venues can produce exceptional results, if you have written a
compelling and effective advertisement.

When you write effective advertising copy, you will be able to
convert anyone's traffic into sales.





---------------------------------------------------------------------
Bill Platt has been involved with article marketing since 1999,
and as the owner of http://www.thePhantomWriters.com since 2001.
His Byte-Sized Marketing Tips blog is a combination of his random
marketing thoughts and articles from some of the most brilliant
online marketers: http://byte-sized-marketing.blogspot.com


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Article Title:
==============

Copywriting Selling Secret #1 - A  Simple Formula For Writing A Compelling
Headline

Article Description:
====================

I want to let you in on a "gold mine" headline creation
strategy which 99% of people have no idea about.


Additional Article Information:
===============================

363 Words; formatted to 65 Characters per Line
Distribution Date and Time: 2007-11-20 09:12:00

Written By:     Scott Bywater
Copyright:      2007
Contact Email:  mailto:sbywater@...


Scott Bywater's Picture URL:
    http://www.copywritingthatsells.com.au/images/scott2.jpg

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Copywriting Selling Secret #1 - A  Simple Formula For Writing A Compelling
Headline
Copyright (c) 2007 Scott Bywater
Copywriting That SELLS
http://www.copywritingthatsells.com.au



I want to let you in on a "gold mine" headline creation
strategy which 99% of people have no idea about.

You see, your headline is the most important element of any
advertisement, but most people don't spend anywhere near enough
time creating one.

And when you consider the fact many copywriting experts recommend
you invest at least 80% of your time on the headline... you'll
understand exactly why it's so important.

Because if the headline doesn't grab the attention of your
reader, then you can be guaranteed --- nothing else will.

So how many headlines should you write?

I always recommend generating at least 30-50 headlines to grab
your customer's attention. Then choose the best of the bunch.

And how do you get ideas for headlines? The method I use is to
base your headlines on proven and tested formulas.

You'll find a bundle of these formulas in:

  * How To Write a Good Advertisement by Victor O. Schwab
(available from Amazon.com)

  * Tested Advertising Methods by John Caples (available from
Amazon.com)

  * Or my own 180+ page home study course: Cash-Flow Advertising
(email me for details)

But here's a few examples to get you started:

  * WARNING:

  * Announcing

  * Who else wants

  * How to

  * 7 good reasons why

Let's make this practical with an example of how a mechanic
could apply this to his business:

  * WARNING: Don't call any other mechanic until you read this

  * Announcing: The mechanic that guarantees he'll fix your car
on time --- or your money back

  * Who else wants a mechanic that specializes in fixing BMW's
(perhaps this could be used in a BMW Magazine!)

  * How to instantly make your car as safe as possible

  * 7 good reasons why you should call Scott's Mechanic's right
now.

Remember, come up with 30-50 of your own, circle the 5 you like
the best and then nut it all down to your one ultimate headline.

Hope this tip helps --- there's lots more, so stay tuned.

P.S. One more thing. Just because I've given you an example for
a mechanic, it doesn't mean it won't work for you. You can
adapt all of the headlines above and in the resources I mentioned
to ANY business.




---------------------------------------------------------------------
Scott Bywater is well known for getting results as a
professional direct mail copywriter. And also the author of
Cash-Flow Advertising. To get a free subscription to his
"Copywriting Selling Secrets" newsletter where you'll discover
the truth about why most ads and sales letters don't work
(And how to make yours different) scamper over to his
web site at: http://www.copywritingthatsells.com.au


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Copywriting Selling Secret #2 - 12  Magic Words

Article Description:
====================

You're in for a real treat, because I am going to reveal a dozen
words, which could change your life. Why? Because Yale University
researches have identified the 12 most powerful words in the
human language, proven to attract attention and stir emotion
within their readers.


Additional Article Information:
===============================

200 Words; formatted to 65 Characters per Line
Distribution Date and Time: 2007-11-21 10:00:00

Written By:     Scott Bywater
Copyright:      2007
Contact Email:  mailto:sbywater@...


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Copywriting Selling Secret #2 - 12  Magic Words
Copyright (c) 2007 Scott Bywater
Copywriting That SELLS
http://www.copywritingthatsells.com.au



You're in for a real treat, because I am going to reveal a dozen
words, which could change your life.

Why? Because Yale University researches have identified the 12
most powerful words in the human language, proven to attract
attention and stir emotion within their readers.

Here they are:

  * You

  * Save

  * Results

  * Health

  * Love

  * Proven

  * Money

  * New

  * Easy

  * Safety

  * Discovery

  * Guaranteed

So how can these "proven" "new" words "you" have discovered
be used to generate "results" and make "you" more "money"?
It's "easy". "You'll" "love" the way you can "safely"
integrate them into your ads and sales letters. Plus, "you'll"
"save" thousands of dollars from burning a hole through your
pocket from ineffective advertising. "Guaranteed."

Notice how easy it is!

Oh yeah, one more thing. Once you start implementing all of these
words into your copy, you may just find that the extra "money"
you make will help you to chill out. Consequently, many people
find their "health" improves as a result ;)

A word of warning: These words are a tool. but just as mild
painkillers are not a cure for cancer. they are not a cure for
poorly thought out copy.

But they will certainly spice up your communications.




---------------------------------------------------------------------
Scott Bywater is well known for getting results as a
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Cash-Flow Advertising. To get a free subscription to his
"Copywriting Selling Secrets" newsletter where you'll discover
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(And how to make yours different) scamper over to his
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Copywriting Selling Secret #5:  Irresistible Offers!

Article Description:
====================

Next time you're flicking through your local newspaper, take a
good hard look at the ads. And notice how many of them give you a
compelling reason to pick up the phone and get in touch with them
now. You'll need to look closely because...


Additional Article Information:
===============================

364 Words; formatted to 65 Characters per Line
Distribution Date and Time: 2007-11-28 22:00:00

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Copywriting Selling Secret #5:  Irresistible Offers!
Copyright (c) 2007 Scott Bywater
Copywriting That SELLS
http://www.copywritingthatsells.com.au



Next time you're flicking through your local newspaper, take a
good hard look at the ads. And notice how many of them give you a
compelling reason to pick up the phone and get in touch with them
now. You'll need to look closely because...

FINDING AN AD WITH A POWERFUL, KNOCK-EM DEAD OFFER IS LIKE
LOOKING FOR A NEEDLE IN A HAYSTACK

But why is a powerful offer so important?

Listen: People will only give your ad a few seconds. If you're
lucky enough to catch them with a strong headline, then they'll
read your ad, but if they get to the end of it and there's not a
dynamite offer to knock their socks off, they'll turn over to
the next page, and your opportunity is gone, FOREVER.

You need to apply offers differently based on the type of
business you operate.

1. A service business with a high-value product (solicitor,
accountant, real estate agent, consultant, copywriter) could
offer a FREE REPORT of some sort. Here's some examples:

  * Free Report Reveals How To Make Your Assets As Secure As Fort
Knox And Deter Any Scumbag From Taking Everything You've Got
(solicitor)

  * Free Report Reveals How To Sell Your Home Faster And For A
Higher Price (real estate agent - for generating listings)

  * Free Report Reveals How To Write Ads And Sales Letters That
Practically Make People Line Up And Beg You To Take Their Money
(copywriter)

Get the idea?

2. A business which has products which customers keep buying over
and over again (e.g. ice cream shop, grocer, restaurant,
hairdresser, etc) would approach things a little differently.
Here's some examples:

  * Anyone who says there's no such thing as a Free Lunch hasn't
read this letter

  * Free Ice Cream. simply present this offer in our store before
(date) to collect yours

  * Free Haircut to introduce you to our new salon

Now you may well wonder, how can I make any money by giving
everything away for FREE, Which is the exact question I am going
to answer in

Copywriting Selling Secret # 6

So pay careful attention to the next article, because once you
"really get" this principle it could change your business life.




---------------------------------------------------------------------
Scott Bywater is well known for getting results as a
professional direct mail copywriter. And also the author of
Cash-Flow Advertising. To get a free subscription to his
"Copywriting Selling Secrets" newsletter where you'll discover
the truth about why most ads and sales letters don't work
(And how to make yours different) scamper over to his
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Copywriting Secret #4: Avoid This Common Mistake

Article Description:
====================

If you own a shop in the middle of the desert, and nobody walks
past... obviously you're not going to attract many customers. As
they say, the three most important factors in a successful
business is location, location and location. The same lesson
should be applied to your advertising. Keep reading to get the
low-down on this very important information.


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===============================

353 Words; formatted to 65 Characters per Line
Distribution Date and Time: 2007-11-29 12:00:00

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Copyright:      2007
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Copywriting Secret #4: Avoid This Common Mistake
Copyright (c) 2007 Scott Bywater
Copywriting That SELLS
http://www.copywritingthatsells.com.au



If you own a shop in the middle of the desert, and nobody walks
past... obviously you're not going to attract many customers.

If you own a vegetarian café in the middle of a meat-eating
suburb, you could get very skinny... very fast.

And if you run ads where either:

a) The wrong people see them

    Or

b) Not enough people see them

Your phones aren't going to ring... and nobody is going to come
into your store...

  * No matter how good your copy is.

  * No matter how good your headline is.

  * No matter how good your offer is.

And I see people make this mistake all the time. For instance,
about a year ago I was chatting with a guy I know who sells
computer gear to businesses, and he was thinking about placing an
ad in the Sydney Morning Herald.

What's wrong with this? My guess is 90% of the people reading
the Sydney Morning Herald are NOT business owners, and therefore
90% of his advertising dollar is wasted.

What's the alternative? Place ads in business publications where
you are reaching 100% of your target market.

Or alternatively, rent a list, and direct mail the decision
makers within the specific companies you want to approach.

You may pay more to reach each individual: however every single
person you communicate with is a potential client. It makes a lot
more sense, doesn't it?

And here's a tip for those businesses who sell products to the
general public (like property, clothes, entertainment, home
improvement, food or anything else).

If you want your ad to be seen then place it:

a) On the right hand side of the newspaper. Research has proven
that right hand side pages get a better result than left hand
side pages.

b) In the early general news, as far forward as you can, I always
go for page 3, 5 or 7. And pay the loading (usually 30 - 50%)
because my experience shows it's well worth it!

But don't take my word on it. Implement these strategies,
measure the results and see what results you achieve in your
business.




---------------------------------------------------------------------
Scott Bywater is well known for getting results as a
professional direct mail copywriter. And also the author of
Cash-Flow Advertising. To get a free subscription to his
"Copywriting Selling Secrets" newsletter where you'll discover
the truth about why most ads and sales letters don't work
(And how to make yours different) scamper over to his
web site at: http://www.copywritingthatsells.com.au


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Copywriting Secret #6: LVC Formula

Article Description:
====================

One of the most powerful offers you can use in your advertising
is the word Free. But, you may well ask, how can I make a profit
giving my products and services away without charging for them?


Additional Article Information:
===============================

435 Words; formatted to 65 Characters per Line
Distribution Date and Time: 2007-11-30 10:00:00

Written By:     Scott Bywater
Copyright:      2007
Contact Email:  mailto:sbywater@...


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Copywriting Secret #6: LVC Formula
Copyright (c) 2007 Scott Bywater
Copywriting That SELLS
http://www.copywritingthatsells.com.au



One of the most powerful offers you can use in your advertising
is the word Free.

But, you may well ask, how can I make a profit giving my products
and services away without charging for them?

Which is the exact reason why you need to understand the "LVC
Formula" which stands for the "Lifetime Value of a Client"!

Here's how it works. Let's imagine for a moment you own a
beauty salon. Now if you get a new customer, they may pay you $80
for their first treatment.

But how much is this $80 client really worth?

After all, most clients will continue to buy off you for many
years to come.

For instance, let's imagine your average client returns for a
beauty treatment 8 times a year, and remains a client for 2
years.

$80 (price of consultation) x 8 (purchases a year) x 2 (number of
years)

Now if you have a calculator handy, you'll work out the value of
this client as $1280.00.

And if your profit margin is 40% this calculates to a $512 profit
per client.

Now, let's imagine we sent a letter to all the nearby businesses
offering women a free manicure valued at $30.00 (I'm not a
beauty therapist, so please forgive me if all these figures are
way out).

And imagine the manicure costs you $7 in products and 30 minutes
of your time (which if you're not busy, you'd just be sitting
on your butt anyway!)

So, effectively the $7 investment could have just made you $512
in profit.

And how easy is it to give away a free manicure?

Or for other industries.

  * A free car service

  * A free dancing lesson

  * A free consultation

  * A free ice cream

  * A free report of some sort

The secret lies in giving away something which has a high
perceived value, but actually costs you very little to produce.

Why does it work so well?

Using the word Free in your advertising STOPS inertia. You see,
people are happy with their current hairdresser, or their
mechanic.

But when they get an opportunity to trial a product or service
for FREE - there's something irresistible and risk-free about
it, isn't there?

A word of warning though. Make sure you offer the best possible
service, otherwise people will not come back, and you'll get a
bad name very quickly.

And of course, where possible, make sure you collect a database,
and measure your results.

What could you offer for FREE? Write down a few ideas now, and
start implementing this stuff.

It could have an almost overnight effect on your sales.




---------------------------------------------------------------------
Scott Bywater is well known for getting results as a
professional direct mail copywriter. And also the author of
Cash-Flow Advertising. To get a free subscription to his
"Copywriting Selling Secrets" newsletter where you'll discover
the truth about why most ads and sales letters don't work
(And how to make yours different) scamper over to his
web site at: http://www.copywritingthatsells.com.au


--- END ARTICLE ---

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Copywriting Secret #7: Hooking 'Em  Back In!

Article Description:
====================

You see, many people will skim through your ad or sales letter
because they may be short on time. But, if something catches
their eye, it will hook them back into your pitch.


Additional Article Information:
===============================

347 Words; formatted to 65 Characters per Line
Distribution Date and Time: 2007-12-03 14:00:00

Written By:     Scott Bywater
Copyright:      2007
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Copywriting Secret #7: Hooking 'Em  Back In!
Copyright (c) 2007 Scott Bywater
Copywriting That SELLS
http://www.copywritingthatsells.com.au



People tend to read your ads and sales letters in 2 different
ways:

1. Word For Word, or

2. Skim through it and see if anything catches their eye,

Which is the exact reason why you should incorporate at least 2
sub-headlines per page.

You see, many people will skim through your ad or sales letter
because they may be short on time. But, if something catches
their eye, it will hook them back into your pitch.

So how do you generate sub-headlines?

Can you remember my suggestion in an earlier issue to write 30-50
headlines? Well, of course as a result of this, you can only
choose 1 headline.

However, you'll find you have created a bundle of other ones you
can use as sub-headlines.

Nothing will help you understand this like an example. So let me
give you one:

Recently, I created a sales letter for one of my clients.

Here's the opening line (before the headline): Discover the
fortune that lies hidden in your salary.

Here's the headline: "Here's A Quick And Easy Way To Get
Started On YOUR Road To Real Estate Riches."

And here are some of the sub-headlines:

  * Real Estate has been responsible for more millionaires over
the last 60 years than any other form of investment!

  * It's a shame for you not to create financial freedom through
Real Estate When These People Are Doing It So Easily

  * How the next 5 minutes can get you started on the road to
financial freedom, so you can laugh at money worries in the years
to come

Think about it. If you were flicking through a sales letter and
saw the headline:

"How the next 5 minutes can get you started on the road to
financial freedom, so you can laugh at money worries in the years
to come."

There's a good chance it hook you back into the copy, isn't
there?

Now I thought of the idea for every single one of these
sub-headlines while in the process of writing the main one.

So make sure you get busy writing those headlines ;)




---------------------------------------------------------------------
Scott Bywater is well known for getting results as a
professional direct mail copywriter. And also the author of
Cash-Flow Advertising. To get a free subscription to his
"Copywriting Selling Secrets" newsletter where you'll discover
the truth about why most ads and sales letters don't work
(And how to make yours different) scamper over to his
web site at: http://www.copywritingthatsells.com.au


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Copywriting Secret 8: Long or Short  Copy?

Article Description:
====================

When I show some people my advertisements, I sometimes get the
feedback: "I'd never read that. There's too much writing. It
needs to be simpler, and cleaner." But when the ads run, they
invariably work. Here's why.


Additional Article Information:
===============================

414 Words; formatted to 65 Characters per Line
Distribution Date and Time: 2007-12-07 00:00:00

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Copyright:      2007
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Copywriting Secret 8: Long or Short  Copy?
Copyright (c) 2007 Scott Bywater
Copywriting That SELLS
http://www.copywritingthatsells.com.au



When I show some people my advertisements, I sometimes get the
feedback: "I'd never read that. There's too much writing. It
needs to be simpler, and cleaner."

But when the ads run, they invariably work.

Here's why.

Imagine you were stranded on a desert island, and the man
upstairs came down to speak with you. And said.

{FIRSTNAME Friend}, due to unforeseen circumstances there's no
way you will ever get off this island. However, I'll give you
everything you need to survive. Beautiful, tasty, natural foods,
plenty of water, great weather.

But there's one catch. You will be the only human alive on this
island, apart from a partner you may choose from these 500
letters.

Now imagine when you opened up the letters what would you be
looking for? Remember, this is the only person you're going to
be spending the rest of your life with.

Would you be happy with something like: Hi, I'm Susan. I've got
black hair, brown eyes, and I like to party. I'm lots of fun,
and people say I'm pretty.

Would you choose Susan? Or would you want to know EVERYTHING
about this person including their personality, what they look
for, their values, what they look like (perhaps a photo) what
they enjoy, whether they have a criminal record, how old they
are, how healthy they are and much, much, much more?

Bottom line is, if you're making a decision of such importance,
you're going to want to know every damned thing about them. In a
nutshell, you're going to want.

LONG COPY (which is detailed, covers any concerns you may have
and appeals to what you want)

And it's the same with 99% of products. You've got to tell
people your full story if you want to convert them into
customers.

Want proof? Look at mail order advertisements. They are measured
every time they run... and in many cases appear year after year.
If they don't work they get rid of them. What sort of copy do
they use?

LONG COPY

Listen, when you advertise, you are like a salesperson's in a
busy man's office. He may have tried over and over to organise a
meeting. He may never be admitted again. This is the one
opportunity to get a result, and he must employ it to the full.

LONG COPY does work better than short copy. But don't take my
word for it. Test one ad or sales letter against the other, and
see for yourself.




---------------------------------------------------------------------
Scott Bywater is well known for getting results as a
professional direct mail copywriter. And also the author of
Cash-Flow Advertising. To get a free subscription to his
"Copywriting Selling Secrets" newsletter where you'll discover
the truth about why most ads and sales letters don't work
(And how to make yours different) scamper over to his
web site at: http://www.copywritingthatsells.com.au


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Copywriting Secret 9:  Make Your  Claims Real

Article Description:
====================

How can you advertise your business in a way that your potential
clients will believe? Most advertisers make the mistake of making
claims that no one in their right mind will ever believe... and
in doing so, they are throwing away their advertising budget.
Read on as Scott examines how to make your advertising more
effective.


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Distribution Date and Time: 2007-12-07 14:12:00

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Copywriting Secret 9:  Make Your  Claims Real
Copyright (c) 2007 Scott Bywater
Copywriting That SELLS
http://www.copywritingthatsells.com.au



When you hear claims like:

  * Best Lawnmower in Australia

  * Absolute Lowest Prices In Existence

  * Leaves your hair cleaner than any other shampoo

Do you believe them?

Or is there a certain degree of doubt in your mind about their
credibility? Or whether they are "hyped up"?

Think about it. Everybody expects advertisers to exaggerate their
claims. To present them in their best light. Which is the exact
reason why general statememts are not as effective as:

SPECIFIC STATEMENTS

So.

Rather than saying "Our prices have been reduced", instead say,
"Our prices have been reduced by 22% to prepare for our end of
year stocktake."

Rather than saying "More than 20 varieties of Reebok shoes in
stock", instead say, "More than 23 varieties of Reebok shoes in
stock."

Rather than saying "Our staff are very experienced carpet
cleaners", instead say, "Our team of 12 staff have a combined
experience of cleaning carpets for 63 years."

Rather than saying "Used all over the world", instead say,
"Used in over 46 countries."

Or rather than a cleaner saying "We clean your house
thoroughly", why not list every single thing you do?

One more thing... When you give people a specific number, they
tend to believe it must be true. So don't use numbers which are
a multiple of 5 or 10. Instead say 4 or 9. It makes it more
believable.

Even KFC realises this.

No. They don't have 10 herbs and spices on their special
chicken. They have 11. That's a heck of a lot more believable
than 10, or heaps, isn't it?

So take a moment now and think about how you can apply what
you've learnt and be more specific in your advertising.





---------------------------------------------------------------------
Scott Bywater is well known for getting results as a
professional direct mail copywriter. And also the author of
Cash-Flow Advertising. To get a free subscription to his
"Copywriting Selling Secrets" newsletter where you'll discover
the truth about why most ads and sales letters don't work
(And how to make yours different) scamper over to his
web site at: http://www.copywritingthatsells.com.au


--- END ARTICLE ---

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Carmen Electra Likes It...Will You?

Article Description:
====================

More and more people are becoming shopping savvy in an attempt to
conserve precious financial resources. We want more for our money
and we don't want to waste money buying items that just aren't
as good as they look. That's why more people are turning to
consumer product ratings to make determinations about whether or
not they'll buy an item. But, just because the guy down the
street or even a big star like Carmen Electra likes a product,
does that mean you will?


Additional Article Information:
===============================

433 Words; formatted to 65 Characters per Line
Distribution Date and Time: 2007-12-18 10:12:00

Written By:     Wesley Berry, AAF
Copyright:      2006-2007
Contact Email:  mailto:wes@...



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Carmen Electra Likes It...Will You?
Copyright (c) 2006-2007 Wesley Berry, AAF
Wesley Berry Flowers
http://www.800wesleys.com/



More and more people are becoming shopping savvy in an attempt to
conserve precious financial resources. We want more for our money
and we don't want to waste money buying items that just aren't
as good as they look. That's why more people are turning to
consumer product ratings to make determinations about whether or
not they'll buy an item. But, just because the guy down the
street or even a big star like Carmen Electra likes a product,
does that mean you will?

Here's how consumer product ratings work: Let's say Carmen
Electra stops into my flower shop in Michigan and purchases an
enormous floral arrangement. When she gets home she visits my web
site, www.800wesleys.com, to enter a review of the flowers she
bought. Of course she finds them to be absolutely
wonderful-fresh, fragrant, and artfully arranged. And, the
service was fast and friendly. She gives the product a great
rating. A few days later Brad Pitt logs on to the Internet to
order flowers for Angelina Jolie. He visits my site and sees
Electra's anonymous but excellent rating and decides to order
his flowers from me based on the satisfaction of a past
customer.

Although to some that might seem like an odd way to decide where
to spend your money and what to spend it on, according to a
survey conducted earlier this year by Forrester Research, more
than 70% of adults consult consumer product ratings and reviews
when making a purchase. In fact, the use of consumer reviews has
become so popular that there are web sites dedicated to reviews,
such as epinion.com, bazaarvoice.com, and yelp.com. Even major
online retailers like amazon.com offer reviews to help customers
make purchase decisions.

Some companies are relying so heavily upon consumer reviews that
they use them to drive the direction of their marketing efforts.
Petco, purveyor of pet-related products, did just that. Using
Bazaarvoice's consumer rating services, over 30 days Petco
collected reviews of approximately 1,000 products. Bazaarvoice
solicited the reviews for Petco, analyzed them, and provided data
to help Petco alter their marketing efforts. Using the data,
Petco sent customers emails detailing the products with the
highest rankings.

"It's pretty clear that people are trusting the words of other
consumers more than [TV commercials]...on the airwaves," said
Peter Kim of Forrester Research.

That said, I guess it's up to the consumer whether or not they
trust the opinions of their fellow shoppers. But, when you're
shopping, keep in mind that Carmen Electra's tastes may not
match your own, so you're wise to use your own junction in
conjunction with available reviews.




---------------------------------------------------------------------
Wesley Berry is member of the American Academy of
Floriculture (AAF) and President of Wesley Berry Flowers
(http://www.wesleyberryflowers.com), a successful
multi-million dollar floral business that was established
in 1946. He also works with http://www.funeral-homes.net
to provide useful information about funeral homes across
the nation. He has been recognized by florists nationwide
(http://www.flowers-nationwide.com) as a leader in the
flower business. Visit Wesley Berry Flowers on the web
at: http://www.800wesleys.com


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Copywriting Secret 10: Why Originality  Sucks!

Article Description:
====================

If you want to write great ads, which sell through the roof, you
need to toss all your fears from school... about CHEATING, out
the window. Here's why:


Additional Article Information:
===============================

464 Words; formatted to 65 Characters per Line
Distribution Date and Time: 2008-01-16 10:24:00

Written By:     Scott Bywater
Copyright:      2008
Contact Email:  mailto:sbywater@...


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Copywriting Secret 10: Why Originality  Sucks!
Copyright (c) 2008 Scott Bywater
Copywriting That SELLS
http://www.copywritingthatsells.com.au



If you want to write great ads, which sell through the roof, you
need to toss all your fears from school... about CHEATING, out
the window.

Here's why:

Let's imagine you have a competitor who's doing something which
is bringing in bucket loads of cash. Maybe it's a mechanic
who's offering a complimentary loaner car, or a coffee shop
offering a complimentary coffee to draw in the customers.

Many businesses would look at their competitors and think
"Aren't they clever? What idea can I come up with to generate
loads of customers for my business?"

But the thing is...

ORIGINALITY SUCKS

There's absolutely no benefit in coming up with new ideas which
are not tried and tested. Especially when you can take someone
elses idea, make a few small changes and use it yourself -
instead of trying out 20 "original ideas" that don't work.

After all, would you go and invent a new car, instead of just
buying one that already works? Of course not!

So why not steal others idea, and get rich!

Of course, to avoid infringing on copywrit, you'll need to
change the wording, and how you explain your product or service.
But you can certainly take the concept and use it.

Now don't just look to your competitors. Get ideas from other
industries as well.

Let's take a fish and chip shop as an example. What ideas could
they steal and apply to their own business.

  * KFC has 11 herbs and spices. What would happen if the fish
shop created their own blend of batter which tasted sensational?
And made their Unique Selling Proposition... the "7 secret herbs
and spices which makes our fish taste so good."

  * Or what about packaging their product like McDonalds do into
"meal deals" to increase the average dollar sale. Or upsell by
asking "would you like fries with that?"

  * And if their competitor is offering "2 for 1 chips" every
Thursday night, and it's working, why not do the same?

  * Don't just copy similar industries. What about the
hairdressing salon down the road offering every 10th haircut for
free. Why couldn't the fish shop offer $10 free fish and chips
for every $100 you spend? If it works for a hairdresser, human
nature says the concept will work for a fish shop too?

  * Or what about the mechanic who's advertising: "If we don't
fix your car" you don't pay... Could you advertise, "If our
fish and chips aren't the best you've ever tasted, let us know,
and there's no charge".

Ideas are everywhere. So keep your eye out for the next one. In
fact, every time you see a great ad or sales letter file it
away.

And ask yourself how can I apply this concept to my marketing?

All for now,

Scott Bywater




---------------------------------------------------------------------
Scott Bywater is well known for getting results as a
professional direct mail copywriter. And also the author of
Cash-Flow Advertising. To get a free subscription to his
"Copywriting Selling Secrets" newsletter where you'll discover
the truth about why most ads and sales letters don't work
(And how to make yours different) scamper over to his
web site at: http://www.copywritingthatsells.com.au


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Copywriting Selling Secret # 11: 10 Powerful Stories To Get More Customers

Article Description:
====================

Remember, as a child lying in bed and listening to stories?
Remember how engaged you were? Remember how you never got bored
of them and always wanted to learn more? Well, there's a good
reason why... and here's how what you learnt as a young child
could help you attract, and keep more customers...


Additional Article Information:
===============================

763 Words; formatted to 65 Characters per Line
Distribution Date and Time: 2008-01-17 10:00:00

Written By:     Scott Bywater
Copyright:      2008
Contact Email:  mailto:sbywater@...


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Copywriting Selling Secret # 11: 10 Powerful Stories To Get More Customers
Copyright (c) 2008 Scott Bywater
Copywriting That SELLS
http://www.copywritingthatsells.com.au



Remember, as a child lying in bed and listening to stories?
Remember how engaged you were? Remember how you never got bored
of them and always wanted to learn more?

Well, there's a good reason why... and here's how what you
learnt as a young child could help you attract, and keep more
customers...

Metaphors and stories have proven to be a powerful way of
influencing other people. They are also extremely interesting to
your potential customer, and connect with a deeper part of the
human psyche.

Here's 10 of the most powerful types of sales stories you can
incorporate into your ads and sales letters.

1) Introductory Stories: These are stories about who you are, why
you're writing to them, and how you have assisted other people
and/or businesses.

This is a perfect way to connect with your target audience and
generate rapport. Reveal something personal about yourself within
the story, and establish credibility and trust.

2) Stories Which Overcome Fears: Everyone has fears of some type.
Identify the greatest fears and concerns your customer has. And
then show how other people, just like them, who had the same
concerns, overcame them, and discovered there was nothing to
worry about.

If you're selling a health product, the client may be concerned
it will not work for them. Tell the story of somebody else who
felt the same and where they are now. Perhaps incorporate this
structure within one of your testimonials.

This is a classic "Feel, Felt, Found, approach" I understand
how you feel. My previous customer used to feel the same way. His
experience now is.

3) Ego-Enhancing Stories: This type of story shows how people
respect and look up to people who use your services, or own your
product.

For example, if you were selling a Mercedes Benz. you could talk
about a guy who bought one recently and how his colleagues,
family and friends were so impressed.

4) Attention Grabbing Stories: These are used to get people to
focus on you, your products and how you can benefit them. They
explain why your customer should sit up and listen to you, right
now.

Here's an example from a sales letter from a company called
"The Supper Club".

"How can I get in on this deal?"

The question was posed by a Daily Reckoning reader who was
referring to a deal I mentioned. Unfortunately, it wasn't a
stock. It was a private deal. And it was too late to get in
anyway.

But it's why I'm writing you today.

5) Product Information Stories: Don't just list the features &
benefits of your product or service. Tell a story which
integrates this information.

6) Improved Productivity Stories: Outline exactly how your
services and/or products have assisted companies to increase
their profits, become more efficient, increase output and reduce
down time.

Tell a before and after story of one of your customers. You'll
never guess how much (other customers) business has changed since
they started working with us.

7) Family Togetherness Stories: This type of story demonstrates
how your product or services has caused families to come
together.

8) Money Stories: The idea here is to show people how your
product or service will save or make money for your customers.

For example, if you're a mortgage broker, give a case study of a
past customer, and how much money they have saved through
swapping over to you.

If you're a PR company, give an example of how you helped one
company get out of a rut.

If you're an accountant, reflect on how you helped a specific
customer save thousands of dollars on tax last year, because
you're up to date on all the tax changes.

9) Security Stories: This is a prime example of how you would go
about selling an insurance policy. Tell a story about how your
products have allowed your customers to sleep safely, and with
peace of mind.

This could be used in the insurance industry, alarms, people
selling trusts, pest and termite controllers, safe cars like
Volvos, or any industry where people buy to feel more secure.

At the same time, it could be used for anybody who helps people
to make more money, or ensures reliability. For instance, a
marketing company could explain how safe one of their clients
feels about their business with all the extra income being
generated.

10) Closing Stories: Stories can be used here to close the sale
and sum up all the benefits you have to offer.

What stories could you use to promote your business?

Chat soon,

Scott Bywater




---------------------------------------------------------------------
Scott Bywater is well known for getting results as a
professional direct mail copywriter. And also the author of
Cash-Flow Advertising. To get a free subscription to his
"Copywriting Selling Secrets" newsletter where you'll discover
the truth about why most ads and sales letters don't work
(And how to make yours different) scamper over to his
web site at: http://www.copywritingthatsells.com.au


--- END ARTICLE ---

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Copywriting Selling Secret 12: What the Australian Idol Judges Have In Common

Article Description:
====================

If you're in Australia and have had your television turned on
the last couple of nights, you would have noticed Kyle
Sandilands, together with Mark Holden and Marcia Hines, gracing
the stage. One thing you'll notice about Kyle and Marcia, is
they are very, very, very different...


Additional Article Information:
===============================

410 Words; formatted to 65 Characters per Line
Distribution Date and Time: 2008-01-18 10:00:00

Written By:     Scott Bywater
Copyright:      2008
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Copywriting Selling Secret 12: What the Australian Idol Judges Have In Common
Copyright (c) 2008 Scott Bywater
Copywriting That SELLS
http://www.copywritingthatsells.com.au



If you're in Australia and have had your television turned on
the last couple of nights, you would have noticed Kyle
Sandilands, together with Mark Holden and Marcia Hines, gracing
the stage.

One thing you'll notice about Kyle and Marcia, is they are very,
very, very different.

And there is sure to be some fireworks along the way!

However, they are still motivated, just like everyone else in the
human (and I suspect, animal) population, by 2 common drivers.

  * The desire to avoid pain, and,
  * The desire to move towards pleasure

So how does this apply to copywriting, and creating killer ads?

Simple really.

Decades of scientific research clearly shows people will do more
to avoid pain than they will to gain pleasure.

What this means to you when selling your product or service, is
you need to make people very, very, very aware of why not having
your product is causing pain.

In short, bring up the PROBLEM, it is causing.

Here's an example of how I would start a weight loss
advertisement for women...

-------------------------------------

Don't you hate it? The feeling of putting on your summer clothes
after 6 months of keeping warm over winter, and they don't fit?
It feels uncomfortable to go to the beach when you don't look
your best, doesn't it.

It's natural to put weight on over winter. It's a time for
hibernating. However, when summer comes around, the last thing
you want to see when you jump into your bikini, is cellulite.

Well, it doesn't have to be this way. There is a solution. With
the new XYZ diet and just 5 minutes of exercise a day, you'll be
shedding weight in no time.

Here's how it works. (etc. etc. etc.)

-------------------------------------

Notice the formula.

Step 1: Identify the problem

Step 2: Aggravate the problem

Step 3: Provide the solution

Who else could use this formula?

1) A bookkeeper could use it when sending mail to small business
owners who do their own finances. (Don't you hate tax time?)

2) A home alarm company could use this approach to talk about the
problems of burglaries, statistics of break-ins, etc. in the
area.

3) A travel agency who sells holidays to Hawaii could talk about
how tough it is to be slogging it out, the problem of working 50
hour weeks, week in and week out, before referring to what a joy
it is to be in Hawaii.

That's all for now,

Scott Bywater




---------------------------------------------------------------------
Scott Bywater is well known for getting results as a
professional direct mail copywriter. And also the author of
Cash-Flow Advertising. To get a free subscription to his
"Copywriting Selling Secrets" newsletter where you'll discover
the truth about why most ads and sales letters don't work
(And how to make yours different) scamper over to his
web site at: http://www.copywritingthatsells.com.au


--- END ARTICLE ---

Get HTML or TEXT Copy-and-Paste Versions Of This Article at:
http://thePhantomWriters.com/free_content/db/b/australian-idol-judges.shtml#get_\
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   Clean links should point to the Author's links without
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   the paragraph breaks fall, but you cannot eliminate all
   paragraph breaks as some have chosen to do.

* Email Distribution of this article Must be done through
   Opt-in Email Only. No Unsolicited Commercial Email.


* You Are Allowed to format the layout of the article for
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http://www.copywritingthatsells.com.au



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Article Title:
==============

Improved Website Sales Conversion Is The Best Answer

Article Description:
====================

When I first started learning how to make money online, I read
that Content Is King. Well, I am here to tell you that Content Is
Not King. It is an illusion (a mirage) that traps many online
business owners in the quick sand of failure.


Additional Article Information:
===============================

1310 Words; formatted to 65 Characters per Line
Distribution Date and Time: 2008-01-29 10:48:00

Written By:     Bret Plummer
Copyright:      2008
Contact Email:  mailto:comments@...



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Improved Website Sales Conversion Is The Best Answer
Copyright (c) 2008 Bret Plummer
Home Biz Cowboys
http://www.HomeBizCowboys.com



When I first started learning how to make money online, I read
that "content is king." Well, I am here to tell you that
"content is not king." It is an illusion (a mirage) that traps
many online business owners in the quick sand of failure.

"Content for the sake of content" is pointless.

Now, don't get me wrong here. Content is a good thing, so long
as it will help deliver a potential customer to your sales page
or the sales page of your advertisers. Any content that does not
deliver a potential customer to a sales page is content that has
not lived up to its true purpose, plain and simple.

A Number's Game

No web page or website will ever deliver a 100% conversion rate,
so it is imperative for a website owner to devise some method for
tracking patterns and sales conversion results on their
websites.

Many people use and recommend Google Analytics for tracking
website sales conversions (http://www.google.com/analytics/). The
best benefit of using Google Analytics is the cost... it is
free.

Personally, we are unsatisfied with the results that we get from
Google Analytics, and we feel there has to be a better way. A few
similar products worth considering include:

  * http://www.metasun.com/
  * http://www.sales-n-stats.com
  * http://www.onestat.co.uk/

Real Numbers For Consideration

The Internet Retailer website compiled some interesting
information back in 2005 and 2006. You can buy the 2006 data on
their website, and they provide a good portion of the 2005 report
on their website for free. This information comes from its 2005
report of the Top 500 online retailers:
http://www.homebizcowboys.com/2005-net-sales-stats

In 2005, the top 500 online retailers completed 523.9 million
separate sales at an average ticket price of $118. This in itself
is a number that can encourage smaller website owners to have
confidence in their future, but it is not the number I am most
concerned with sharing with you today.

This article is about "sales conversion", so it is imperative
that I show you what you should expect from your own sales
conversion.

The Internet Retailer report shows us how the top online
retailers are performing as far as sales conversion on their own
websites. As you will see in this breakdown, sales conversions
based on monthly visits (by visitor) varied widely, even within
the same industries.

  * Chain Retailers ranged from 0.45% to 23% conversion;

  * Catalog and Call Center Operations ranged from 0.39% to 23.5%
conversion;

  * Web-Only Merchants averaged between 0.10% to 31% conversion;
and

  * Consumer Brand Manufacturers ranged from 0.75% to 20.2%
conversion.

Web-Only Merchants stand out in two ways: they scored the lowest
conversions and the highest conversion rates at 0.10% and 31%.

Closer To Home

One of our "cowboy" friends has been working on his conversion
rates with our help, through his free report and online
newsletter. It is always easier to give away information than it
is to close a sale on someone's first visit to your website. So,
he has adjusted his approach to build his email list first, and
then to use good content to drive his sales down the road. (Yes,
good content does have its place in the world.)

He still uses the old methods of promoting his websites that he
has used for years. But now, he is trying out different
advertising models to strengthen his opt-in numbers.

Banner Advertising

We have all heard about how bad banner advertising is, but my
cowboy friend had read someone's eBook, where they said that
they are making tons of money with banner advertising.

Willing to try anything once, my cowboy friend undertook his
first banner advertising promotions with the AdBrite Network
(http://www.adbrite.com/).

In his first run at the system, his banners only generated
0.0005% CTR's (click-through's) to his website. So he
readjusted his banners and took another pass. With his second
run, he generated 0.0054% CTR's. Again, he redesigned his
banners and took another pass at the system. This third time out,
he had managed to raise his banner clicks to 0.0695%.

On his third run of 144,000 banner impressions, he generated 101
clicks to his newsletter sign-up page. By spending one-third less
money than he spent on his first run, he generated 100 times more
CTR's than he did on his first pass.

These numbers only reflect how many of his banner displays
generated a visitor to his website.

The industry conversion rates shown previously in this article
only reflect the actions people took once they were at a website.
For my cowboy friend, once people landed on his website after
clicking a banner ad, he was able to convert 3% of his visitors
to subscribers.

Co-Registration Marketing

Co-registration is a process by which one company will offer a
subscription to its visitors, and then on its "Thank You" page,
it will offer other subscriptions to similar but non-competing
publications.

At the end of my friends' banner advertising campaign, he
started a co-registration campaign. He started running his
campaign in small increments, so that he could tweak his system
as it progressed.

In his first 5,000-exposure pass, he generated a 0.5% CTR to his
subscription page and converted 4% of his visitors to
subscribers.

So, he tweaked his landing page and was able to increase his
conversions to subscribers to 12% on his next run.

The next time through, he tweaked his co-registration
advertisement. He saw his CTR increase to 2%.

He checked his stats, and then tweaked his system again. With the
latest tweak, he is jubilant about his results. On his fifth
pass, his results were so promising that he kept the system
moving forward unabated.

With his last 4926 co-registration exposures, he generated 104
clicks to his website (2.11% CTR). Although he is still running
about industry average on his CTR's from the co-registration
page, he is getting a 55% visitor-to-subscriber conversion rate
(58 subscribers from 104 visitors).

Good Statistics Are Integral To One's Success

Without good conversion statistics, it is nearly impossible to
know how one can improve their overall conversion results.

Good tracking stats can show you when you have improved your
conversions, and they can show you when you have diminished your
conversion rates. Every time you make a change to your
advertising, you should keep a backup of your original copy, just
in case your changes produce poorer results instead of better
results. If you see your conversions go down, then go back to the
copy you had used prior to your last change.

By using his conversion statistics as a measure of his success,
my friend was able to increase his results from banner
advertising 100-fold in just a few weeks. When he took the same
process to co-registration, he was able to increase his
conversion results again, getting 58 times more subscribers for
the same cash investment.

Learning From Our Friends...

We are working to duplicate the success of our friend. We had
always thought that our own 10% visitor-to-subscriber conversion
rate was pretty good, but 55%? Wow!

Going forward, my point is simple. Before investing great sums of
money into driving traffic to one's website, the first and most
important task should be to drive enough traffic to your website
to get some real conversion data and to tweak and improve your
conversion results. Once you know that you are converting well on
the traffic you are already receiving, then and only then should
you consider stepping up your investment into driving traffic to
your website.

If I had called this article, "Increase Your Sales by 5,800%,"
you would have assumed me to be a hype-salesman, and you would
have skipped over my article altogether. But, if you ask my
friend, he would tell you in his own words, "If he can do it,
then anyone can do it." And that includes you, my friend. If he
can do it, then YOU can do it too.





---------------------------------------------------------------------
Bret Plummer is one of the Home Biz Cowboys. Learn Today, how to
successfully start your own Online Business and start generating
a sustainable income within a few short weeks. Visit our website
now, and sign up to receive our FREE 8-Week Training Course. Be
sure to also confirm your subscription right away, so that you
will not miss a single day: http://www.homebizcowboys.com/


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XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX
---------------------------------------------------------------------

Title: Is it Really Advertising or Another Fundraiser
Length: 705 words
Author: BIG Mike McDaniel
eMail: Mike@...
Category: Advertising/Business/Marketing
Copyright 2008
Web Address: http://BigIdeasGroup.com


PERMISSION TO PUBLISH: This article may be
published in magazines, newspapers, newsletters
and on web sites provided the copyright and
resource box are included.

OK to edit for space and audience requirements.
Please use an active hyperlink on websites.


Complete Article with Resource Box follows

Is it Really Advertising or Another Fundraiser?
by Small Business Advertising Expert BIG Mike McDaniel

An ad in the annual Ladies Club Horse Show Program Book
is not advertising. Neither is anything with your name on
it in a high school yearbook.

We call 'em Gimmies because the people who "sell" them
are not selling advertising. They are looking for a
handout. Gimmie! For years fundraisers have been
disguised and pitched as advertising by volunteers
associated with the charity, church or school.

It works, businesses everywhere fork over the money for
an "ad" with no coverage, no frequency and very few, if
any, readers. The value is only perceived because someone
labeled it "advertising".

They don't call it a fundraiser because fundraisers don't
make as much money as ad sales. You can turn down
fundraisers every day. By calling it advertising they can
call on people in business and make them feel guilty if
they don't fork over the cash. The perceived threat that
the wife of a good customer might go home and tell hubby
you would buy a crummy little ad her would cost you his
business is implied from the get-go. But it only works on
the small businesses where the decision maker also
controls the money.

Because of this fear, the average small business coughs
up one to three grand every year for gimmies disguised as
advertising. If you really want to be associated with the
event offered, buy a small signature ad. But only buy the
ones you REALLY care about. The others should be told NO.
But the gimmie threat doesn't work at the bigger places..
the manager just says "that's all handled out of
corporate, you have to call them" end of threat. You
don't see Wal-Mart on the little league fence.

Plus, you don't need to clutter your business with signs
and posters for the charity circus date or church bake
sale. You are not helping the cause a bit. No one will
read or care what is in your window. Tell the little kid
with the signs it is not company policy and let that be
that. Better yet, blame it on someone else. Tell 'em your
lawyer has advised against you openly supporting local
events by displaying signs and banners because it gives
the appearance of legal liability by association. Works
every time. Think about the places you shop that have
large bulleting boards for all that clutter.

Keep your hand firmly on your pocketbook and spend your
bucks on real advertising. Let someone else fund the
gimmies.

You don't have to buy fundraisers disguised as ads even
if you think saying "No" to the wife of your best
customer will mess up your business relationship. It's
all in HOW you say NO.

©2008 BIG Mike McDaniel is the Small Business Advertising
Expert. Get BIG Mike's free newsletter for small business
at http://BigIdeasGroup.com/newsletter - Find hundreds
small business articles at
http://SmallBusinessAdvertisingArticles.com


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Title: 10 Ways to Save Money On Advertising
Length: 705 words
Author: BIG Mike McDaniel
eMail: Mike@...
Category: Advertising/Business/Marketing
Copyright 2008
Web Address: http://BigIdeasGroup.com


PERMISSION TO PUBLISH: This article may be
published in magazines, newspapers, newsletters
and on web sites provided the copyright and
resource box are included.

OK to edit for space and audience requirements.
Please use an active hyperlink on websites.


Complete Article with Resource Box follows


10 Ways to Save Money On Advertising
by BIG Mike McDaniel Small Business Advertising Expert

Everyday, it seems, I get asked about ways to save
money on advertising. I've been asked if cutting the
size of the newspaper ad, or the frequency will still
get the same results. One question was a scheme to use
newspaper one month, take a month off and use radio the
next month, take another month off and use then use the
shoppers and stingy pennys.

If you run a brick and mortar business, you know how
confusing it can be, deciding which advertising is
right. Especially troublesome since every media
salesperson has a different take on how to mix it.

So many questions, so little time. So I have created a
list of 10 ways to save money on your advertising.

1 Pretend everybody knows what you do. If you have been
in business more than a month, everyone in town just
has to know what you do and how you do it, so throw
those ad salespeople out the door.

2 Convince yourself you don't have the time to be
thinking about promoting your business. As long as the
bank account has a positive balance you must be doing
something right, right? Long term planning and what if
strategies are only for those who make a plan and
follow it anyway.

3 Assume everybody knows what you have to sell.
Remember, word of mouth is a great tool and everyone
will know about your products in no time. Forget that
old business saying of what happens when you assume.

4 Convince yourself that you've been in business so
long customers will automatically come to you. This is
especially true if you have not changed business
locations in the last six months. Familiarity breeds
profit. As long as they can find a place to park, they
will find a way, even if you close at five.

5 Forget that there are new potential customers who
would do business with you if they were urged to do so.
You are making the bulk of your money with the
customers you already have, something about that 80/20
rule. Spending time on the 20 seems counter-productive.
Besides, they will find about you anyway and show up
and buy something, then you got 'em hooked.

6 Forget that you have competition trying to lure your
customers away from you. You've seen the way they work;
spending all that time with the little extras. The no
strings guarantees, the sales staff that tries to
remember the regular customers by name. Nothing there
that goes to the bottom line. Heck, they even sell some
of what you sell for more. No threat there.

7 Tell yourself that marketing costs too much and you
really don't get that much out of it. Some really good
business cards from the print shop in the back of the
big box store can get the word out and the newspaper
can use it for your signature ad around the high school
basketball schedule. That's enough exposure.

8 Overlook the fact that marketing is an investment in
selling...not an expense. Your people can close 90% of
those who come through the door, right? Some say the
only time to spend any money on marketing is when
business is up. Although there are others that say only
spend when business is down. Hmmm.

9 Be sure not to provide an adequate marketing budget
for your business. Use that zero base thing and start
with nothing and work to keep the number there.
Remember, every dollar not spent goes to the bottom
line.

10 Forget that you have to keep reminding your
established customers that you appreciate their
business. Those guys that give unexpected gifts and do
no-charge services and personally meet, greet and thank
customers are just not spending time selling the
merchandise.

Advertising and marketing has really just gotten out of
hand. No need to spend any more than absolutely
necessary, right?


©2008 BIG Mike McDaniel is the Small Business
Advertising Expert. Get BIG Mike's free newsletter for
small business at http://BigIdeasGroup.com/newsletter
Find hundreds small business articles at
http://SmallBusinessAdvertisingArticles.com




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Are Most of Your Business Cards Still in The Box?
Length:433
Author:BIG Mike McDaniel
Email:Mike@...
Category:Marketing/Advertising/Small Business
Copyright 2008
Web Address: http://BigIdeasGroup.com

PERMISSION TO PUBLISH: This article may be
published in magazines, newspapers, newsletters
and on web sites provided the copyright and
resource box are included.

OK to edit for space and audience requirements.
Please use an active hyperlink on websites.


Complete Article with Resource Box follows




Are Most of Your Business Cards Still in The Box?
by BIG Mike McDaniel Small Business Advertising Expert


Without a plan to distribute your cards, there's no
need to print them in the first place.

Don't fall into the trap of believing all the thinking
about business cards is over once the order is placed.
Wrong! The average person has more than half of their
business cards still in the box at any given time.

Make a plan to empty your box of cards in 3 months or
less; after all, those little cards are your most
powerful marketing tool.

Always carry your cards with you. You never know when
you may have an opportunity to start a business
relationship. Always have one handy. "Let's see, I've
got one here somewhere, no, that's a card I got
yesterday, no, that's my kid's picture, here it is, no,
that's not it either.."

Don't carry worn and wrinkled cards. Keep them fresh
and flat. If they look less than perfect, pitch 'em.
You should be able to quickly draw your card faster
than an old west gunfighter on TV. If somebody gives
you their business card, you should give them yours in
return, face up.

Think of your card as a miniature billboard working for
you. Leave it everywhere. More ad exposure leads to
more business. If you designed your card well, your
home address is not on it so you can leave it anywhere
without fear a burglar will come visiting.

Many stores, banks and restaurants have bulletin
boards. Keep a few push pins in your car. Always drop
your card in the fishbowls offering a prize. Enclose a
card with every check you send to pay bills.

Leave one on the table with your tip (as long as the
tip is not embarrassing). Give one to friends. "Do you
have my new card?" Keep a supply in a cardholder on
your desk or at the front counter.

Ask your spouse to always carry your cards, ready to
deliver should they meet someone who might be
interested in your product or service. Keep spare cards
everywhere so you never have to grope for one, or worse
yet, not find one and end up scribbling your name on
the back of someone else's card.

If anything on your card changes, bite the bullet,
eat the expense, pitch 'em and print new ones.

Your business card is more than a reference tool, it
can be your biggest marketing advantage for people to
remember you and forget your competition.

©2008 BIG Mike McDaniel http://BigIdeasGroup.com
BIG Mike is America's Small Business Advertising
Expert, Celebrated Author, Consultant and Speaker.
Get BIG Mike's latest advertising article at
http://BigIdeasGroup.com/advertising



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How Print Editorial Standards Differ from Online Standards

Article Description:
====================

Article writing has become an increasingly popular tool for those
who are exploring online advertising opportunities for their
businesses. But the standards for getting published online are
much lower than the standards for getting published in print
media outlets. In this article, we examine the differences in
writing styles and writing requirements for these two distinct
publishing mediums.


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Distribution Date and Time: 2008-03-06 10:36:00

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Copyright:      2008
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How Print Editorial Standards Differ from Online Standards
Copyright (c) 2008 Bill Platt
The Phantom Writers
http://thePhantomWriters.com



Article writing has become an increasingly popular tool for those
who are exploring online advertising opportunities for their
businesses. Online business managers and owners will either sit
down to write their own articles, or they will hire a ghostwriter
to help them with their online article writing activities.

Once the article is written, the article can be distributed
online to ezine publishers, bloggers, websites and article
directories. The people, who choose to republish the articles
that are made available to them through the Free Reprint Rights
market, use the articles and provide the author's personal bio
(resource box) with the article. The online publishers honor the
Reprint Rules for the article, by providing a live link back to
the author's website, with the publication of the article.

Introduction to Online Editorial Standards

Many websites and online article directories exist solely to
create a platform for displaying Adsense and other advertising
systems, in order to generate revenue for the website or
directory owner. In order for the website owner to earn more
money, the website owner must serve more page views, which hosts
its advertising messages, and this generally requires for the
website to host more pages of content.

As a result, many article directory managers and (non-corporate)
website owners are most concerned with stocking their websites
with content - any content. As a result, editorial standards vary
widely according to the website's owner.

Some webmasters have no editorial standards, although these
webmasters are few and far between.

The remaining webmasters have certain minimum standards, which
may include: no links in the body of the article; no affiliate
links in the resource box; no more than two links in the resource
box; and minimum word counts for articles submitted to them. The
important thing to note about the webmasters, who do employ
editorial standards on their websites, is that editorial
decisions are generally made in sixty seconds or less. There is
not a lot of time allotted to ensure that an article presents its
point well or that good grammar was used in the presentation of
the article.

Common Article Writing Strategies For Online Publication

Many writers, who write articles for Internet publication, still
frequently focus more on the online advertising aspect of
articles, than they do on the art of writing information
articles.

Structurally, article writing when it is meant for online
publication, is simple. Most writers find that they have a few
simple goals. Frequently, the skill and the dedication of the
writer to the reader can be measured by how many of these three
goals they attempt to incorporate into their articles:

1. Creating articles that provide just enough information - in
digestible chunks - to get indiscriminate publishers to reprint
the article, permitting the article author to gain more inbound
links for his or her website (developing Link Popularity);

2. Including keywords and key phrases so that those, who are
using search engines to look for information on the topic will
find their articles and, hopefully, click through to the
writer's website (addressing the search engine user's desire
for specific knowledge);

3. Writing articles that will go viral - articles that will
impress readers so much that they want to share the article with
everyone they know or associate (delivering on the reader's
desire to be educated or inspired).

Common Article Writing Strategies For Print Publication

On the other hand, writing articles that are meant for print -
article writing that is targeted towards newspapers, magazines
and trade journals - is not simply a matter of getting words onto
the page. Instead, writing articles for print requires a greater
understanding of article composition, of spelling and grammar and
of providing the information that readers want to read, in the
format that editors want to see it.

Print articles require that the writer will concentrate on print
editorial standards, which do vary from one publication to the
next. Prior to the advent of the Internet, writers bought the
yearly Writer's Market book (http://www.WritersMarket.com) to
get the scoop on what kinds of content magazine editors were
looking to publish, how much the magazine was willing to pay for
an article, who to contact at a publication to get their
editorial guidelines, and whom to send articles. Most editors
requested and expected the writer to read the editor's magazine
to develop an understanding of how to structure an article to
match the magazines style and flavor.

Business professionals, who desire to make the transition of
writing articles for the Internet to writing articles for print
publications, need to understand is that it's more than simply
editorial standards that differ. The content of the article - as
well as the ways in which that information is presented - will be
different for those articles meant for print, than those used for
online advertising.

On one hand, the reason for this is that many print editors look
at keyword articles and see that there is more of an emphasis
placed on inserting the keywords, than on providing information
to the readers. Likewise, many print editors look at those
articles written for online advertising and see - at best -
filler pieces.

Print publications may include lists of the reasons why a product
or service is great, but not as an article. Additionally, if they
do choose to provide a review of a product or service, they will
seldom highlight a provider of that product or service, if the
provider is not one of their advertising customers.

It's for these reasons that writing articles for print
publication requires more research, a greater understanding of
what readers will be looking for when they pick up a magazine, as
well as clear text that takes the reader on a journey - however
brief - from the knowledge that they had initially, to a new
level of understanding once they have finished reading.

Ultimately, writing articles for print publication requires an
understanding that the article - not advertising - is the goal.
The goal is to write articles that focus on the needs of readers
- above the needs of the writer.

Step Up To A Higher Standard

Using reprint articles as a vehicle to get a link to one's
website, on a third-party website, is a tried-and-true method for
building one's link popularity.

Writing an article that will attract readers and answer the
readers' questions can generate clicks to one's website, if
that article is interesting enough to keep the readers'
attention to the end of the article.

Taking the extra time and making the extra effort to write an
article that will educate its readers, and perhaps even inspire
its readers; will enhance the likelihood of that article going
viral, thereby generating hundreds of extra links and thousands
of extra visitors to the article author's website.

The threshold for getting published on the Internet is much lower
than it is for getting published in print. But, for the average
Internet marketer, that is a good thing. The Internet allows for
us to sharpen our pencils and hone our skills in writing articles
that appeal to publishers and influence readers.

Print media publishers want writers to understand the: who, what,
where, when, why and how of the story being told. They want
writers to create a story that has a clear beginning, middle and
end. They want writers who can tell stories that answer
specifically to the needs of their readers.

Why Internet Marketers Should Embrace The Higher Standard

If we Internet marketers, as article writers, hold ourselves to a
higher standard, we may discover that we are well positioned to
leverage our article marketing skills for the benefit of print
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our article that highlights the URL of our website.

Imagine just how much our website's credibility and traffic
could be enhanced if we can start seeing our articles appearing
in print publications. This possibility will remain an
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produce articles that meet the higher standard that print media
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Title: A Dozen Better Business Card Ideas
Length: 710 words
Author: BIG Mike McDaniel
eMail: Mike@...
Category: Small Business
Advertising/Business/Marketing/Advertising
Copyright 2008
Web Address: http://BIGIdeasGroup.com

PERMISSION TO PUBLISH: This article may be published in
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Complete Article with Resource Box follows



A Dozen Better Business Card Ideas
by BIG Mike McDaniel Small Business Advertising Expert

Not having a business card is almost as bad as using an
eMail address that ends in AOL.com. It's just not
professional.

With domain names costing less than 9 bucks a year,
there's no excuse for anyone in business to have an
AOL.com email address. With business cards costing less
than 9 bucks at the big box store, there's no excuse
for anyone in business not to pass them about.

Your business cards should look better than anyone
else's and you should use them everywhere. Here are a
dozen better business card ideas:

1 - Throw 'em Away When ANYTHING Changes
Don't be a cheapskate. Spend the bucks for new cards
rather than penciling in corrections. Be professional.
Your business card could start a long-term
relationship, or kill it before it gets off the
ground.

2 - Throw 'em Away When They Get Dog-eared
Some folks use a metal case to carry their cards so
they can present crisp, clean and flat cards. If you
carry them in a pocket or purse, toss 'em out if they
start to look anything less than "right out of the box".

3 - Never Leave Home Without One
Always carry a supply of cards. You never know. And
keep them handy in a ready pocket, not tucked away at
the bottom of a bag, so you can present one with a
flourish on demand. Keep a backup stack in the car.

4 - Present It With A FLAIR
Practice offering your card with BOTH hands. It makes a
BIG impact. You goal is to get people to remember you
and save your card. Do that by using both hands.

5 - Put YOU in the Middle
Your name is the most important part of your business
card so put YOU in the middle and make it big enough to
see without granny glasses.

6 - Keep it Simple
One phone number and one eMail is enough. Be sure to
put your website on the card, too. Some cards work
great without a street address. Do you need a street
address on your card? Why?

7 - Get your Own Logo
No logo at all looks better than a logo from a clip art
book. Same with cards with bars of color or circles.
Your card should be you, not something from a can.

8 - Have it Professionally Designed
Stay away from the card factories with catalogs of
cards and designs. For a few bucks you can have an
expert lay out your card. You should be one of a kind,
not column B third one down.

9 - Stick with White
White, glossy, shiny cards say "Business". Pastels and
swirls say "Avon Lady". Ask for "High Gloss UV
Coating". Gloss up only the front, leave the back
uncoated, because you may want to write on it.

10 - Use Both Sides
The back of the card can be used to reinforce your
selling proposition. Think of your card as a little
newspaper ad. Use both sides. Leave enough room back
there for a personal note or secret phone number,
written at the time of presentation (If you write it on
there before you present it, it may look like a
correction to fix something left off).

11- Forget the Cell Number
No need to list cell phone or beeper number. If you
want a customer to have it, it is far more impressive
for you to hand write it on the card ("I'm giving you
my private cell phone number...")

12 - Don't Do It At Home
In baseball, they refer to the major leagues as the
"Big Show" and all players want to get there. A card
printed at home screams minor league cheapskate!. For
what you spend on blank microperf cards and the time
you have to invest to set it up, you could have them
professionally done instead of home baked.


Your business card can be your smartest and most
impressive business tool. It will set the tone of your
relationship in the future. Do it right the first time.


©2008 BIG Mike McDaniel http://BigIdeasGroup.com
BIG Mike is America's Small Business Advertising
Expert, Celebrated Author, Consultant and Speaker.
Get BIG Mike's latest business card article at
http://BigIdeasGroup.com/bc1



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Article Title:
==============

Help Your Products Sell Like Pokemon And Flowers

Article Description:
====================

The creators of those cute little pocket monsters, Pokemon, are
certainly rolling in money these days. Since their appearance on
Saturday morning cartoons almost a decade ago, Pokemon items have
been among the biggest selling types of merchandise for children.
There are Pokemon toys, clothes, trading cards, decorative items,
games, and much more. If you're in retail sales, you'd probably
be thrilled if your products sold like Pokemon. And, with a
little sales and marketing savvy, you can boost your sales, no
matter what your product-from flowers to software and beyond.


Additional Article Information:
===============================

530 Words; formatted to 65 Characters per Line
Distribution Date and Time: 2008-03-07 12:00:00

Written By:     Wesley Berry, AAF
Copyright:      2006-2008
Contact Email:  mailto:wes@...



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Help Your Products Sell Like Pokemon And Flowers
Copyright (c) 2006-2008 Wesley Berry, AAF
Wesley Berry Flowers
http://www.800wesleys.com/



The creators of those cute little pocket monsters, Pokemon, are
certainly rolling in money these days. Since their appearance on
Saturday morning cartoons almost a decade ago, Pokemon items have
been among the biggest selling types of merchandise for children.
There are Pokemon toys, clothes, trading cards, decorative items,
games, and much more. If you're in retail sales, you'd probably
be thrilled if your products sold like Pokemon. And, with a
little sales and marketing savvy, you can boost your sales, no
matter what your product-from flowers to software and beyond.

There are many different ways you can make a visit to your store
one that your customers will remember, and one that makes them
come back for more! First of all, there are three things your
customers need to immediately see when they walk in the door of
your store: 1) A staff member, 2) the cash register, and 3) your
products. The reason these things are so important is that
customers want shopping to be easy. They want to know that they
can find someone to help them if need be, where to pay when the
time comes, and, of course, they want to know what's available.
In the case of a flower shop, we florists try to place our cash
registers in an area that is immediately visible and create
beautiful product displays that catch the customers' eye while
showing off seasonable items.

Staff members should not only be visible, but they should also
have an air of approachability. It does no good to have staff
members the customers can see, but are afraid to approach. Staff
members should greet customers, but, according to some marketing
experts, it may be more effective to start a conversation with a
customer rather than simply asking, "May I help you?" For
example, if a florist notices a customer looking at a particular
flower, he or she might say something like, "Aren't those roses
beautiful? We just started carrying that variety. It's really
popular because its color is so unusual."

Another great way to help your products to sell better is to step
outside your store and approach it like a customer would. Is the
outside of your store appealing? Do your customers know what
kinds of products you sell? Is your lighting adequate? Is there
enough parking? Can customers find the front door easily? Be sure
your window displays are appealing and show off some of your
latest and/or best selling items. For example, when you walk by a
flower shop, you'll probably see decorations appropriate to the
current season. In the spring you'll see tulips and daffodils,
in the fall you'll see mums and rich, warmly colored flowers,
and around Mother's Day you'll see our most beautiful flower
arrangements designed just for moms.

Many florists are very good at creating a welcoming atmosphere in
their stores. But then, flowers tend to make people feel welcome.
But, the truth is, it doesn't matter what kind of product
you're selling, just by following a few tips and guidelines, you
could boost your sales to Pokemon level. And may I suggest some
beautiful flowers and plants to help your customers feel welcome,
too?




---------------------------------------------------------------------
Wesley Berry is member of the American Academy of
Floriculture (AAF) and President of Wesley Berry Flowers,
a successful multi-million dollar floral business that
was established in 1946. He is also the developer of
http://www.LocalNewsDelivery.com a website that delivers
local news to over 40,000 communities across the country.
Recently he also launched a website providing information
about various places of worship (http://www.local-worship.com)
throughout the United States. Visit Wesley Berry Flowers on
the web at http://www.800wesleys.com


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.....................................

*** Digital Reprint Rights ***

* If you publish this article in a website/forum/blog,
   You Must Set All URL's or Mailto Addresses in the body
   of the article AND in the Author's Resource Box as
   Hyperlinks (clickable links).

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   the paragraph breaks fall, but you cannot eliminate all
   paragraph breaks as some have chosen to do.

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   Opt-in Email Only. No Unsolicited Commercial Email.


* You Are Allowed to format the layout of the article for
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   ezine, so long as you can maintain the author's interests
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* You may not use sentences from this article as an input
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*** Author Notification ***

   We ask that you notify the author of publication of his
   or her work. Wesley Berry, AAF can be reached at:
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http://www.800wesleys.com/



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Title: Don't Futz with Your Business Card
Length: 606 words
Author: BIG Mike McDaniel
eMail: Mike@...
Category: Small Business
Advertising/Business/Marketing/Advertising
Copyright 2008
Web Address: http://BIGIdeasGroup.com

PERMISSION TO PUBLISH: This article may be published in
magazines, newspapers, newsletters and on web sites
provided the copyright and resource box are included.

OK to edit for space and audience requirements. Please
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Complete Article with Resource Box follows


Don't Futz with Your Business Card
by Small Business Advertising Expert BIG Mike McDaniel

It is estimated that changes have been made on 35% of
all business cards presented on any day. These
seemingly innocent changes are made with pen, marker
or, gasp, a stick- on label. Get out that stack of
cards in your drawer with the rubber band. At least one
will have a change, penciled it. Not too impressive,
huh?

Your business card is perhaps the most important tool
in your marketing arsenal. It is like a miniature
billboard starring you. Commercials on TV don't have
flubs, ads in the paper don't have mark-throughs. Your
business card should be perfect, too. If it's not,
don't fiddle with it, get a new one.

Several years ago, in the Northwest Airlines Terminal
building at the Detroit Metropolitan Airport, a clever
worker patched the terrazzo floor. Since I am not there
every day (although it seems like it with all the
traveling I do), I don't know the reason for the patch.
But nonetheless, it was a patch. You can see it 12
gates away.

The workmanship is fine and as time has passed, the
patch has aged to blend with the floor around it. I am
sure as more time passes; I will be unable to see where
the work was done. A patch in Detroit was probably the
right choice, given the hundreds of thousands of square
feet of floor to replace, and the patch seems to be
disappearing with my every visit. The patch route was
the right road to take. Too expensive to replace the
whole floor, so patch it, but make it a really good
patch.

The too-expensive argument doesn't hold when a tightwad
spends an hour carefully marking out the email address
on a stack of business cards and painstakingly
penciling in a new one. Yuk!

What's it gonna cost to buy a new box of cards? Not
much, but even if it was really expensive, I venture to
predict the negative impression of the "mark-out,
pencil-in" change will cost more in lost, or
compromised, future business. If you thought you might
lose a good account, would you pay twenty bucks to save
it? Of course. Spend the money for new cards and you
may not have to find a way to save the account.

Ever see a broken door handle in a hospital fixed with
duct tape? How about a broken chair in the examining
room at your doctor's office? It just doesn't happen.
It is not professional. It sends the wrong message.
Same with your business card. The fix-on-the- cheap
route doesn't work for people in business, especially
if they need to make a favorable impression.  Business
cards are like that. They can make, or break, the
impression you and your business make.

If one itty bitty snippet of information on your card
changes, the cards are obsolete and should be pitched
and new ones printed, pronto. There is no excuse for
keeping old cards around. I read a chapter in a book
someone had written that listed 29 things to do with
outdated business cards. One of them was to glue them
together and give them to Grandma so she could prop up
the kitchen table and get her New Testament back.

A crisp, clean, professional looking business card
printed on white glossy stock, with no errors or
changes is the best foot you can put forward in your
business.


©2008 BIG Mike McDaniel http://BigIdeasGroup.com BIG
Mike is America's Small Business Advertising Expert,
Celebrated Author, Consultant and Speaker. Get BIG
Mike's latest advertising article at
http://BigIdeasGroup.com/bc1







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Title: Does Your Business Card Have an Ad on the Back?
Length:539
Author:BIG Mike McDaniel
Email:Mike@...
Category:Marketing/Advertising/Small Business
Copyright 2008
Web Address: http://BIGIdeasGroup.com


PERMISSION TO PUBLISH: This article may be published in
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use an active hyperlink on websites.

Complete Article with Resource Box follows



Does Your Business Card Have an Ad on the Back?
by Small Business Advertising Expert BIG Mike McDaniel


You stand out from the crowd when your business card is
a professional marketing piece, both sides. Having a
business card with nothing on the back is wasted space.

Think of your business card as a miniature billboard. A
traveling advertisement for you and what you do. If you
don't use the back to reinforce your selling
proposition, you are missing a great opportunity for
increased exposure and impressions.

You DO have a statement that clarifies what you do
(selling sentence) on your business card, right? Many
people call it the Unique Selling Proposition, USP.

Here's the official definition: "USP: The factor or
consideration presented by a seller as the reason that
one product or service is different from and better
than that of the competition"

Much like an elevator speech, the USP sets you apart by
promising a benefit to the reader. "20% Off On Power
Tools, Everyday!" "We deliver hot, fresh pizza in 30
minutes or less or it's free." "We Show Up On Time,
Smell Good and Fix Your Leak, or You Don't Pay!"
Get the idea?

Your branding statement, selling sentence or USP should
be on the front, and again on the back of your card.
Make the back of your card look like an little display
ad.

You can use the back of your card to explain the
high points of your business, quote happy customers or
list the products you offer (if you quote, be sure to
get permission). Implied permission is when you use a
sentence with quotes around it with no attribution.

No need to fill the back edge to edge, but put
something there that will work for you. Judicious
use of white space front and back is the mark of a
professional. Ever notice the isles in an expensive
store are wider than those at Wal-Mart?

Find a way to work your name into what you put on
the back. The back is an ad for you, a mobile marketing
piece. Without your name there, the close is lost.
Don't repeat anything else from the front, but be sure
your name is on both sides.

Always design the back of the card with enough white
space for you to give your prospect your direct number
or your cell phone number, by hand writing it in the
space on the back before you present it.

"Here, I am writing my cell number on the back.."
indicates, in not so subtle tones, that not everyone
gets that number (or you would have had the printer put
it there with the others). The chance of that card
making it back to the prospect's desk are 10 times
better than a ho hum card.

If you use color on the front, the back can be done in
black and white. If you use chrome coat on the front,
the back can be regular flat white. Information is
usually presented in black and white. Nice
physiological touch, and less expensive, too.

A business card with nothing but white space on the
back is a lost opportunity to sell.


©2008 BIG Mike McDaniel http://BigIdeasGroup.com BIG
Mike is America's Small Business Advertising Expert,
Celebrated Author, Consultant and Speaker. Get BIG
Mike's latest advertising article at
http://BigIdeasGroup.com/bc1



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Article Title:
==============

Top 10 US Cities and Their Biggest Companies

Article Description:
====================

Have you ever wondered what the largest company is in your city?
I did. I'm in Columbus, Ohio, and I was sure that Nationwide
Insurance was the largest company (by revenue) here. I was wrong.
It turns out there's an entire JP Morgan Chase entity based
right here in my hometown. So that got me wondering about other
big cities. And an easy search shows that the largest cities in
the world rarely are home to the largest companies.


Additional Article Information:
===============================

665 Words; formatted to 65 Characters per Line
Distribution Date and Time: 2008-03-25 10:36:00

Written By:     Melissa Mashtonio
Copyright:      2008
Contact Email:  mailto:editor@...



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Top 10 US Cities and Their Biggest Companies
Copyright (c) 2008 Melissa Mashtonio
Manta
http://www.manta.com



Have you ever wondered what the largest company is in your city?
I did. I'm in Columbus, Ohio, and I was sure that Nationwide
Insurance was the largest company (by revenue) here. I was wrong.
It turns out there's an entire JP Morgan Chase entity based
right here in my hometown. So that got me wondering about other
big cities. And an easy search shows that the largest cities in
the world rarely are home to the largest companies.

According to U.S. Census statistics from July 1, 2006, the 10
most populated cities in the United States are:

  1. New York City
  2. Los Angeles
  3. Chicago
  4. Houston
  5. Phoenix
  6. Philadelphia
  7. San Antonio
  8. San Diego
  9. Dallas
  10. San Jose

See if you can guess the biggest company in all these cites. Read
on to find out if you're right.

New York City

When you think of NYC, you think of money, so this is probably an
easy one to guess. Despite a disastrous couple of years,
Citigroup is still No. 1 in NYC. One of the largest financial
services firms on the planet, Citigroup has offices all over the
world.

Los Angeles

When you think L.A., you think Hollywood studios, right? Wrong.
In fact, it's unlikely you'll ever see a celebrity wandering
the halls of LA's largest company. Northrop Grumman is the
world's No. 1 shipbuilder and a top defense supplier. The
company made news in early 2008 after being awarded a hefty
contract to build Air Force refueling tankers. Northrop
Grumman's partnership with Netherlands-based Airbus sparked a
“Buy American” outcry from its archrival Boeing Corp.

Chicago

Speaking of Boeing, would it surprise you to know that the
aerospace company (of Seattle-area fame) is actually the largest
company based in Chicago? With more than $61.5 billion in sales
in 2007, the profits keep flying in the windy city.

Houston

It's Texas, so it must be oil. But it's not ExxonMobil or
Chevron that dominates the Houston market. Its ConocoPhillips,
formed by the merger in 2002 of Conoco and Phillips Petroleum.
The company owns Marathon Oil Corp. but did you know
ConocoPhillips also owns Continental Airlines and trash giant
Waste Management?

Phoenix

Spring training, sun and semiconductors? That's right. The
biggest company in Phoenix is Avnet, Inc., one of the world's
largest distributors of semiconductors, electromechanical
components and other technology products. Another Phoenix tidbit:
Petsmart, the nation's largest pet services store (and a
personal favorite of my pooch) is No. 4 in Phoenix.

Philadelphia

When Ben Franklin flew that kite in the 18th century and
jump-started America's insatiable need for energy, he may never
have dreamed that in the 21st century, his City of Brotherly Love
would be home to one of the largest petroleum refining companies
in the world. Formed by the merger of many other companies,
Sunoco has been around in one form or another since 1905.

San Antonio

It seems like sun and energy companies go hand in hand. Topping
all other companies in San Antonio is Valero Energy. Named after
the Alamo (the Mission San Antonio de Valero), the company is the
largest independent oil refiner in the U.S.

San Diego

And in keeping with the energy theme, San Diego-based Sempra
Energy serves the largest customer base of any energy utility in
the United States. Maybe they've figured a way to turn sun, surf
and sailors into renewable energy.

Dallas

Dallas means big oil and big hair, but neither ExxonMobile nor
Nieman-Marcus is tops in Dallas. (Exxon's based in nearby
Irving; Nieman's is only Dallas' 13th largest company.) But
Dallas' largest company depends on who you ask and when.
Homebuilder Centex Corp. and tech maker Texas Instruments are so
close in earnings that the No. 1 ranking is constantly changing.

San Jose

The only question when trying to guess the biggest employer in
San Jose is which tech company is on top. That'd be Cisco
Systems, the ubiquitous maker of network routers, switches and
other computer peripherals.






---------------------------------------------------------------------
Melissa Mashtonio writes for Manta, the go-to site for
researching company profiles. The site (http://www.manta.com)
offers free research on more than 45 million companies in the
U.S., Canada, Australia and the UK. Use Manta.com to find the
largest companies in your city.


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Profitable Ads - How To Write Ads That Pull

Article Description:
====================

In today's internet environment, ads that do not immediately
"grab" a surfer's attention will receive "the click of
death" as the visitor leaves your ad. An ad on the Web will
often receive only a glance. In that split second, a potential
prospect has to be enticed into giving the ad a second, deeper
look. Here are some basic guidelines for writing profitable ads
that pull.


Additional Article Information:
===============================

753 Words; formatted to 65 Characters per Line
Distribution Date and Time: 2008-03-31 13:36:00

Written By:     Elizabeth Adams
Copyright:      2008
Contact Email:  mailto:elizabeth.adams@...


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Profitable Ads - How To Write Ads That Pull
Copyright (c) 2008 Elizabeth Adams
Elizabeth Adams Direct
http://www.elizabethadamsdirect.com



In today's internet environment, ads that do not immediately
"grab" a surfer's attention will receive "the click of
death" as the visitor leaves your ad. An ad on the Web will
often receive only a glance. In that split second, a potential
prospect has to be enticed into giving the ad a second, deeper
look. Here are some basic guidelines for writing profitable ads
that pull.

A successful internet ad consists of three main components:

  * compelling headline

  * benefits list

  * call to action

THE HEADLINE

The function of an ad headline is to pull your visitors deeper
into the page. If visitors can be enticed into looking deeper
into the page, other page elements, such as a benefits list, can
guide them toward the action you want them to take.

Ideally, you should be able to explain what your ad is about with
a headline of 40 to 60 characters. You will lose visitors with a
headline that is too long and complex.

Your headline should stand alone. If you view your headline by
itself, does it make sense and convey your message? An ad which
begins with a good headline will be sure to captivate a viewer at
a single glance whether it is placed on a web page or a traffic
exchange banner ad.

In addition to compelling text, other headline properties, such
as color, font size, and punctuation can also determine the
effectiveness of a headline. Quotes are good. Red is good. Big is
good. Bold is good.

A good headline should "involve" your viewer in some way. If
you are targeting visitors interested in home remodeling, for
example, this headline will bring "their" home into the picture:

  --- Thinking About New Windows or Siding for Your Home?

Ultimately, the effectiveness of your headline can only be
measured after testing it in the marketplace. If you use your
headline in a banner ad on a traffic exchange or in a safe list
ad, you will get immediate feedback as to its effectiveness. A
well-crafted headline will "get the clicks." If your headline
doesn't get the clicks, revise it.

If you need more text to adequately convey your message, you can
optionally use a sub-headline. Use a smaller font-size or color
for your sub-headline to make sure that your main headline still
dominates the ad. The sub-headline

  --- Make Your Home Beautiful with Our Quality Remodeling

serves to develop further interest and pulls the visitor deeper
into the page.

BENEFITS LIST

A well-crafted headline "grabs" the attention and interest of
your visitors and guides them deeper into the ad to the benefits
list. A bulleted or numbered benefits list will help deliver your
message even to the visitor who just scans your ad.

After reading through a good benefits list, your visitors will
take the action you want them to take because they want the
benefits you offer.

In keeping with our remodeling theme, here is a sample benefits
list:

  * Lower Energy Costs

  * Higher Home Value

  * Free Project Estimate

When you build your benefits list, you can use a customized
bullet, such as a small check-box GIF image. Although you can use
an animated GIF for a bullet, it might be too distracting in your
ad.

CALL TO ACTION

The "call to action" tells your visitors exactly what to do to
get what they want.

So far, you've pulled your visitors in with your headline,
enticed them with your benefits list, and now it's time to
convert them into buyers.

Here's an example of a simple call to action with a "sense of
urgency" to it:

  --- Call Now for a Free Estimate

  --- (123) 456-7890

CONCLUSIONS

Writing profitable ads for the Web involves paying attention to
the way today's web surfers actually view web pages. Often, your
ad will only get a glance; and in that single glance, your ad
must entice a prospect into looking deeper into the ad. You do
this first of all with a captivating headline. Other elements,
such as a benefits list, will lead your prospects to the action
you want them to take. Putting all of these elements together
along with a graphic or two might be all you need for an online
ad or sales postcard.

Consistently good ads that pull do not happen by accident. Once
you get the hang of the basic three requirements of a successful
ad, you are well on your way to designing good squeeze pages or
landing pages, as well as "full-blown" sales pages.

Sincerely Yours,

Elizabeth Adams




---------------------------------------------------------------------
Elizabeth Adams has been writing direct sales copy since the
early 1990's, when she employed several people to handle mailings
and product fulfillment for her postcard marketing business.
Elizabeth learned in direct mail how to tweak her sales copy on
the run and improve her sales conversion by as much as 400% in
only one mailing. She learned how to write a great headline and
effective sales copy. Get "Great Headlines — Instantly" today
to learn how to do for yourself what Elizabeth learned in the
trenches: http://www.elizabethadamsdirect.com/greatheadlines/


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Article Title:
==============

Small Business: Don’t Be a Dunce, Get a D-U-N-S

Article Description:
====================

Your idea is great. You’ve got a great product,but are you really
ready to start doing business? This is the 21st century and
“charge it” is the mantra of the day. And credit is just as
important to a business owner as it is to a consumer. That’s why
every new business needs to establish a credit file. That’s where
a D-U-N-S number comes in.


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Distribution Date and Time: 2008-04-01 11:00:00

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Small Business: Don’t Be a Dunce, Get a D-U-N-S
Copyright (c) 2008 Melissa Mashtonio
Manta
http://www.manta.com



Maybe you’re contemplating starting a business. Maybe you’re past
that step and it’s time to start doing business.

Your idea is great. You’ve got a great product,but are you really
ready to start doing business? This is the 21st century and
“charge it” is the mantra of the day. And credit is just as
important to a business owner as it is to a consumer. That’s why
every new business needs to establish a credit file. That’s where
a D-U-N-S number comes in.

A Dun and Bradstreet D-U-N-S(r) Number ("D-U-N-S" stands for
"Data Universal Numbering System") is a unique nine-digit
sequence recognized as the universal standard for identifying and
keeping track of more than 100 million businesses worldwide.
According to D&B, a D-U-N-S Number:

  * enhances the credibility of your business in the marketplace

  * enables potential customers, suppliers and lenders to easily
identify and learn about your company

Businesses aren’t required to have a D-U-N-S Number but the U.S.
government and many major corporations require their suppliers
and contractors to have one. Basically, if you ever plan to open
credit accounts with major vendors or suppliers, you have to go
through this process.

Just like individuals, businesses need to build credit.
Establishing a business credit file helps you get better interest
rates, increase the likelihood that others will extend credit to
you, lower your insurance premiums and, most important, make it
easier for business partners to assess the risk of doing business
with you.

Not having a business credit file with D&B (or having an
incomplete file) can make your company appear to be unsound
financially and could cost you valuable business.

There are two ways to start building a credit file:

1. Almost any large company that you have an account with will
automatically report on a monthly basis to D&B

2. You can specifically request that D&B contact your smaller
non-reporting suppliers and query them on your payment history
(D&B charges a small fee for this).

Wait! Aren’t We Putting the Cart Before Horse?

If companies use your D&B credit file in order to grant you
credit, how do you do enough business to establish credit without
a credit file? That’s the challenge all businesses face.

When you start a new business, you have no credit history, and
your D&B file reflects this, so the file is worthless to
suppliers trying to evaluate your creditworthiness. But there is
no harm in having an "empty" D&B file for a while; even an
empty file can help you establish certain kinds of accounts. The
best ways to start building your file:

  * Launch new supplier relationships paying with cash/check or
credit card

  * Establish a personal relationship with your primary contacts
at your “key" suppliers.

The goal is to build trust in you—and, by extension, your
company. These relationships will be reflected in your file and
you start building credit.

The bottom line is that it will take time for the file to collect
data. This is just another reason to apply for your DUNS number
as part of your new business checklist. The sooner you get a
D-U-N-S Number, the sooner it has the potential to start helping
you.




---------------------------------------------------------------------
Melissa Mashtonio writes for Manta, the go-to site for
researching company profiles. The site (http://www.manta.com)
offers free research on more than 45 million companies in the
U.S., Canada, Australia and the UK. Use Manta.com to find the
largest companies in your city.


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Article Title:
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How To Inspire Yourself To Write Articles Others Will Want To Read

Article Description:
====================

Anyone engaged in writing articles for offline publications or
online business has occasionally struggled with the question of
"What to write?" This article documents the methods this writer
uses to find inspiration and processes this writer uses to create
articles people love to read.


Additional Article Information:
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Copyright:      2008
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How To Inspire Yourself To Write Articles Others Will Want To Read
Copyright (c) 2008 Bill Platt
the Phantom Writers
http://thePhantomWriters.com



Anyone engaged in writing articles for offline publications or
online business has occasionally struggled with the question of
"What to write?"

Methods To Help The Average Person To Start Writing

Maybe I am just an overly optimistic person. I have always
believed that anyone committed to writing an article can write an
article. The problem is that most individuals simply do not have
the belief in their own skills and insight. That is the reason
why we ghost writing lot will always have a job. As long as there
are people who doubt their own skills or insights, I will always
have a job.

One of my good friends, Clinton Douglas IV
(http://www.thephantomwriters.com/recent/author/clinton-douglas-iv.html),
learned the lesson of understanding that he had his own
abilities and skills that he could utilize to write his own
articles. He learned that he could turn his insight into
literature worth reading, by simply calling his favorite ghost
writer on the phone (me) and sharing his thoughts on a topic. He
was always amazed how it seemed like I could read his thoughts
and mind and put his thoughts to paper, even the thoughts that he
did not mention specifically to me.

Most people simply don't have a favorite ghost writer on the
other end of a telephone call. For them, they should sit down to
the computer and type and type and type, with little to no regard
for proper spelling, grammar, or storytelling. The first draft
should always be used to get one's thoughts out of the brain and
down on paper. Spelling, grammar and wording can be fixed during
the editing process.

My friend Clinton utilizes this technique on occasion too. He
wrote an article one time, by just spilling his brain onto the
page. He wrote from his heart and got his thoughts all out of his
head. When done, he sent me his final draft for editing. Sure,
there were many words that were fixed, a lot of bad grammar that
was corrected, and wording that was massaged, before we found the
final product. Once written by him and edited, we put his
(http://www.thephantomwriters.com/free_content/db/d/3:10-to-yuma-lessons-learned\
.shtml)
"3:10 to Yuma" article out on the World Wide Web. Almost
immediately, my friend Clinton started receiving compliments
for his story. Many said it was very inspirational.

I believe in your ability to write your own articles, even if you
do not.

Even if you can never bring yourself to write your own articles,
that is fine, since we professional ghost writers are happy to
write for you.

How Professional Writers Find Inspiration

When it is time to sit down to write an article, we professionals
sit down and start reading. Inspiration is a thought that comes
to our mind while we are reading information on our target topic.
Our thought is never to rewrite what other writers are talking
about. Instead, our inspired thought is often an extension of the
words we read that were penned by our peers.

How many times have you been reading something written by someone
else, and you felt that the author should have ventured off on a
tangent that he or she left hanging? Inspiration often occurs
right here in this moment, at that very intersection of this
thought.

Once you know the question left unanswered by another writer,
then you will have found your own direction and inspiration for
writing your next article.

Answer The Unanswered Question and More...

When you want to use articles to promote your online business, it
is not enough to answer the unanswered question. You actually
need to venture a bit further afield and to ask yourself one very
important question: Is the person most likely to buy your product
or service also interested in having this question answered?

When you write for promotion purposes, you should always try to
speak to the hearts and minds of the people most likely to buy
what you are selling. If your potential clients are asking the
same questions as you are, then you know what questions you need
to answer for your readers. It is in answering questions
important to your customers, where you will begin to find real
success using promotional articles to promote your business.

Help your customers answer questions they want answered, and they
will help you to earn the sales you need to keep your doors open
to others.

Final Note About Inspiration and The Writing Process

This article began as a blog post, written in a blog I contribute
to weekly:
http://articlecontentprovider.com/article-marketing-blog/2008/06/22/where-does-i\
nspiration-come-from/

I often write a blog post as my first draft of an idea. Then I
massage the message to make it worthy as a promotional article,
an article to be read by a larger audience.

Sometimes my first draft is an answer to someone who asked me a
question about my service. I answer his or her question from the
hip, then I copy-and-paste my answer to a word document and
massage the copy for a public audience.

Many times, this first-draft, second-draft process has helped me
to create some of the very best articles I have written. Due to
the fact that my original article draft is put together as an
answer to a question that one of my potential clients had, it
permits me to write an article that answers a question that many
of my other potential customers may also be thinking.

In answering questions for the larger audience, I have found
great success for myself in article marketing. Given a little bit
of motivation and commitment, you can make my processes work for
you too, to build your own success online.




---------------------------------------------------------------------
Bill Platt has been providing article marketing to his clients
since 2001 at: http://www.thephantomwriters.com/ He offers
ghost writing and article distribution services. With lots of
experience writing articles that attract publishers, readers,
traffic and sales to his website, Bill wrote an ebook to share
the secrets of his article writing success that can be found at:
http://thephantomwriters.com/ebooks/article-marketing-traffic.html


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Title: Horse Experts from the 19th Century
Length: 360 words
Author: BIG Mike McDaniel
eMail: Articles@...
Category : horses/horse training/riding
lessons/riding
Copyright 2008
Web Address: http://HorsebackRidingArticles.com


PERMISSION TO PUBLISH: This article may be
published in magazines, newspapers, newsletters
and on web sites provided the copyright and
resource box are included.

OK to edit for space and audience requirements.
Please use an active hyperlink on websites.

Complete Article with Resource Box follows



Horse Experts from the 19th Century
by BIG Mike McDaniel

The problem with horses is they won't do want you
want unless they are trained to respond to your
cues.  Most folks like horses already trained, at
least to some extent. Further, most folks are
unaware of the multitude of simple and easy,
training methods available.

A trip to the library will yield hundreds of books
about horse training. A look on the Internet will
reveal thousands of articles about horse training.

Go to any horse expo and attend session after
session watching people train horses. It is easy
to take some of it home and implement it, but for
the big picture, you are still going to need a
book.

After a tough day, relax with one or more horse
training books and fill your mind. See the many
methods, read and learn the ones you like best.
Read them again and again until you feel
comfortable with them. Then, and only, then, try
one of them with your horse.

A word of caution. Some of the books you will find
will have methods offensive to most people. I do
not in a million years believe you need to strong
arm, tie up, beat, push or shove your horse to
achieve your goals.You find a book like that, take
it back.

Look for the books about gentle training. And
don't be afraid to look at older books. Remember
in the 1800’s all they had were horses. In those
days they HAD to train horses because everyone had
a horse, and not for a hobby. Good training
methods withstand the test of time and the
onslaught of fad methods.

Get a good book, read first, then try, and before
you know it, your horse will be doing what you
want, no questions asked.

The Horse Training Secrets Revealed program is the
incredibly powerful training guide originally
written in the 1800's. More than a book.
http://snipurl.com/3h3lk

©2008 BIG Mike McDaniel - all rights reserved -
BIG Mike is a lifetime member of the Indiana
Trail Riders Association and a long time horseman.
Read hundreds of articles at
http://HorseBackRidingArticles.com


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Title: Did Your Mom Make You Thank You?
Length: 353 words
Author: BIG Mike McDaniel
eMail: Mike@...
Category: Advertising/Business/Marketing
Copyright 2008
Web Address: http://BigIdeasGroup.com

PERMISSION TO PUBLISH: This article may be
published in magazines, newspapers, newsletters
and on web sites provided the copyright and
resource box are included.

OK to edit for space and audience requirements.
Please use an active hyperlink on websites.

Complete Article with Resource Box follows



Did Your Mom Make You Thank You?
a business thought by BIG Mike McDaniel

Do you remember when, as a kid, your mom would "force"
you to write a thank you note to Aunt Helen for that
awful present?

Even when you explained that you didn't like the gift,
mom said you had write a thank you note anyway.

In social situations today, it is easy to write a thank
you when we are really impressed or have a heart-felt
need to communicate. But what about business
situations?

When's the last time anyone in business sent you a
thank you note? The Thanksgiving Card from the plumber
doesn't count.

I'm talking a real thank you note, unexpected, for some
little something you may already have forgotten. Not
very many, right? Maybe none at all.

Big deal, so you didn't get any thank you notes.
Well, how many did you send?

Sending, or receiving, a business "Thank You" goes
a long way to making people feel better. And when they
feel better, they do more business.

Thank you notes can develop a customer/vendor trust,
respect or even loyalty. No one does it. You might
expect some acknowledgement when you make a
major office purchase from a not so major small
business. But even then, it doesn't happen.

Socially and business-wise, develop the "Thank You"
habit. The best are truly unexpected, and written by
hand. Do it right. Don't do it with eMail. You don't
send holiday cards that way, don't do a thank you that
way.

Use a real stamp and hand address the envelope. Thank
you notes and computers do not mix. A simple fold over
card with matching envelope. No need for engraved
pompousness

Stay on topic, say thank you only. Don't put any other
ideas with it. Say thanks and why, without gushing,
but be sincere.

Watch how relationships change when business thank yous
are pushed quietly.

Do you advertise in the paper? Get BIG Mike’s free
White Paper "The 7 Scary Secrets of Newspaper
Advertising" http://snipurl.com/345yb

BIG Mike is America's Small Business Advertising
Expert, Celebrated Author, Consultant and Speaker.
Get BIG Mike's latest advertising article at
http://BigIdeasGroup.com/advertising

©2008 BIG Mike McDaniel http://BigIdeasGroup.com


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Article Title:
==============

Negative Versus Positive Marketing Messages: Which Works Best?

Article Description:
====================

Nancy is a small business owner who helps nonprofit groups create
fund raising events that can double- even triple- their average
donation. Until recently, Nancy has gotten her business primarily
through in-person meetings: attending networking events, taking
people out for coffee, and giving presentations. Read on to learn
what has and has not worked for Nancy.


Additional Article Information:
===============================

644 Words; formatted to 65 Characters per Line
Distribution Date and Time: 2008-09-03 12:36:00

Written By:     Judy Murdoch
Copyright:      2008
Contact Email:  mailto:judy@...



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Negative Versus Positive Marketing Messages: Which Works Best?
Copyright (c) 2008 Judy Murdoch
Highly Contagious Marketing
http://www.judymurdoch.com/workbook.htm



Nancy is a small business owner who helps nonprofit groups create
fund raising events that can double- even triple- their average
donation.

Until recently, Nancy has gotten her business primarily through
in-person meetings: attending networking events, taking people
out for coffee, and giving presentations.

In-person is great for getting local business but Nancy wants to
serve a national customer base. So she hired someone to design a
website and using emails and postcards to market her services.

She's been using emails and postcards for the last ten months
and the results have been dismal.

"I haven't gotten a single new client," she told me.

So I took a look at the emails she was sending out and I
immediately saw the problem.



>> Enthusiasm Can Turn People Off



Nancy loves her work and really wants her clients to succeed.
It's hard to spend time with her and not get excited about what
she's doing.

Her enthusiasm works to her advantage when she meets people in
person.

It seems logical then that enthusiasm would work in all her other
marketing. Wrong.



>> Establishing Trust is the First Step



There's a saying, "People want to know you care, before they
care about what you know."

As human beings, we have a natural desire to belong and feel
valued. It's the reason why people hate to be sold to...we
don't feel understood or valued for who we are.

When you meet someone in person, it's a lot easier to build
trust because you can communicate that you care in many ways: in
your tone of voice, in the way you look at others, in your
gestures.

For people like Nancy, building trust occurs almost immediately
during in person meetings because she communicates that she cares
both in what she says and what she doesn't say.

But when communicating in less personal ways—using email,
postcards, and other types of written media, you have only words
to work with.

Which means you must take an extra step and deliberately
demonstrate empathy before you enthusiastically share why your
products and services are so wonderful.



>> Establishing Trust Means Starting with the Negative



So how do you show you care when you use email, web pages, and
other mediums that limit your ability to express yourself?

You start with the problem or pain your customer is likely
experiencing.

When you do this you are saying, in effect to your audience:

"I understand you have this problem that you're struggling to
solve."

"I, too, have struggled with it"

"Through my experience, education, research, etc., I have came
up with a solution to solve the problem."

"My solution work for you too."

Once you say these things, you are free to bubble away about your
wonderful solution.



>> Example: Establishing Trust First



So let's go back to Nancy.

Instead of immediately starting her emails off with how she helps
her clients double their fund raising results she begins with
demonstrating empathy and understanding.

Before:

"Non-profits, let me show you how to double- , even triple your
donations."

After:

"Non-profits, are you struggling to compete for funding in
today's difficult economy?"

Can you feel the difference?

Nancy's email then went on to describe her own struggles with
fund raising and how she developed her solution.

When Nancy began using this approach, her prospect inquiries
immediately increased and she's now in the process of turning
some of the prospects into clients.

But she first needed to demonstrate she understood and cared
before they were willing to make the call.



>> Bottom Line



The less personal the communication, the more important it
becomes to first establish trust with your prospects.

For emails, blog posts, web pages, etc.:

1. Start with the Negative: demonstrate you understand their
problem and struggle to solve it.

2. End with the Positive: share why your solution is better and
will work.




---------------------------------------------------------------------
Judy Murdoch helps small business owners create low-cost,
effective marketing campaigns using word-of-mouth referrals,
guerrilla marketing activities, and selected strategic alliances.
To download a free copy of the workbook, "Where Does it Hurt?
Marketing Solutions to the problems that Drive Your Customers
Crazy!" go to http://www.judymurdoch.com/workbook.htm
You can contact Judy at 303-475-2015 or judy@...


--- END ARTICLE ---

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TERMS OF REPRINT - Publication Rules
(Last Updated:  May 11, 2006)

Our TERMS OF REPRINT are fully enforcable under the terms of:

   The Digital Millennium Copyright Act
   http://thomas.loc.gov/cgi-bin/query/z?c105:H.R.2281.ENR:

.....................................

*** Digital Reprint Rights ***

* If you publish this article in a website/forum/blog,
   You Must Set All URL's or Mailto Addresses in the body
   of the article AND in the Author's Resource Box as
   Hyperlinks (clickable links).

* Links must remain in the form that we published them.
   Clean links should point to the Author's links without
   redirects having been inserted into the copy.

* You are not allowed to Change or Delete any Words or
   Links in the Article or Resource Box. Paragraph breaks
   must be retained with articles. You can change where
   the paragraph breaks fall, but you cannot eliminate all
   paragraph breaks as some have chosen to do.

* Email Distribution of this article Must be done through
   Opt-in Email Only. No Unsolicited Commercial Email.


* You Are Allowed to format the layout of the article for
   proper display of the article in your website or in your
   ezine, so long as you can maintain the author's interests
   within the article.

* You may not use sentences from this article as an input
   for any software that steals sentences from others in
   order to build an article with software. The copyright on
   this article applies to the "WHOLE" article.


*** Author Notification ***

   We ask that you notify the author of publication of his
   or her work. Judy Murdoch can be reached at:
   judy@...


*** Print Publication Reprint Rights ***

   If you desire to publish this article in a PRINT
   publication, you must contact the author directly
   for Print Permission at:
   mailto:judy@...



.....................................

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=====================================================================

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Learn more about our article distribution services by visiting:
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The content of this article is solely the property
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http://www.judymurdoch.com/workbook.htm



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