Monday

Marketing – Which is More Important the Sales Copy or the Product?

In a webinar hosted by Daniel Hall, Jason Fladlien discussed creating irresistible offers. Jason is a high paid ‘offerwriter,’ as he puts it, rather than copywriter.

Listening in on the webinar, I tried to envision what ‘marketing’ is.

We know content is KING, and that still holds true. But, then what can the offer be considered? Well, in my vision, the ‘offer’ can be thought of as the land ‘content’ rules over. What does this mean though?

It means you need a quality product or service, in other words, a great offer. The product/service must have a higher perceived value to the potential customer than its perceived cost. This will give the King something to boast about.

So, there are two basic elements to marketing, or at least the promotion end of marketing: the offer and the content. But, if content is King and the offer is the land it rules over, which is more important?

If there were no land, the King would have nothing to rule over. And, if there were no King, there would be no order in the land. So, again, which is more important?

According to Fladlien, it’s the offer. It’s the high quality and high value perception of the offer that will make or break the sale.

One scenario to help understand why this is so is that of a resort owner. Suppose the owner has a high class, gorgeous resort that sits on a swamp. Guess what? No one will want to visit or vacation there - it’s of no value. If vacationers only take note of the building (the copy) and decide to venture there, they’ll be sorely disappointed and most likely complain to the owner and everyone else who will listen.

The higher perceived value over cost would be false. The owner of that resort will lose any trust and customer confidence he might have built up.

But, if that resort owner has a low-end, simple resort sitting on a plush and gorgeous piece of land with fishing, swimming, horseback riding, tennis, and lots of other enmities, loads of people will be visiting. The vacation sells itself.

The offer is so much more important that Fladlien said its “80 percent of your success,” whereas the “writing part is about 10 percent.”

If you think about it, it makes sense. Let’s go back to the resort owner. A great area (the offer), with all the enmities will sell itself. The copy or content only needs to bring the details to the viewer or reader’s attention. It doesn’t have to be a hard sell or overkill, it just needs to be stated.

Bottom line, you need to have a high-quality, ‘higher perceived value than cost’ product as the foundation of your sales copy or sales letter. A great product will not only sell itself, it will usually write its own copy.

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Friday

Success and Setting Goals

Whether you’re an author, freelance writer, online marketer, or if you’re in another field, you need a plan. You need an action plan, a GPS to get you started, keep you going, and see that you achieve your goals.

I found a great video of Zig Ziglar on Setting Goals (it's only 5 minutes):



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Monday

Inbound Marketing - Landing Pages for Better Conversion

By Karen Cioffi

According to Hubspot.com, “A landing page is a web page that allows you to capture a visitor's information through a lead form.”

Copyblogger.com says, “A landing page is any page on a website where traffic is sent specifically to prompt a certain action or result.”

So, landing pages are designed for specific purposes, such as a selling page for a product or service or for an email opt-in. But, no matter what the purpose is, it must be focused.

The page itself can be a separate website or a page on an existing website. But, since you want it completely focused, without distractions, a separate website usually works better.

It’s this landing page focus that allows for better conversion.

An effective landing page is designed and focused on a target market. This means if your site pertains to a specific cancer or illness, your content, opt-in, and any products you’re selling should focus on people dealing with this particular health issue. That’s your target market. And, your keywords should also reflect the page’s purpose.

If your site is about baseball, the same holds true. The landing page design, content, and any products or services being offered must pertain to baseball.

The landing page is kind of like a path on which there’s no way to stray off or be distracted. It’s intended for visitors to read exactly what you want them to, guiding them to say YES to your offer. There are no other pages for them to click on and hopefully no sidebar to be distracted by.

While inbound marketing strategies will get the visitor to your landing page, it’s the copy or content that will motivate him to follow the path and be responsive to saying YES.

Your content needs to be conversational, effective, and provide the WIIFM (what’s in it for me). People are overwhelmed with the amount of information being bombarded at them and with all the offers for books, ebook, and products. You need to write copy that (1) quickly lets the reader know what you’re offering, (2) lets the reader know exactly what the benefits are, and (3) lets the reader know what you want her to do.

Landing pages are no place for guessing games. They need to be fine-tuned, to the point, and simple. The more hectic you make the page, the more anxiety it will cause the reader. Anxiety isn’t good for conversion. Simple always works best.

You should also create separate landing pages for different offers or purposes. In other words, you don’t want to explain why a visitor should opt into your mailing list on your book selling landing page. And, you shouldn’t sell books on your subscriber opt-in page. Focus is a key element to motivating or leading a visitor to go through the necessary steps to saying YES to whatever it is you’re offering.

Bringing traffic to landing pages is done through inbound marketing strategies, such as email campaigns, special offers, guesting posting, and press releases. Other inbound marketing techniques include pay-per-click, ad banners, social networks, and affiliates.

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MORE ON CONTENT MARKETING

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Wednesday

Freelance Writing - One Simple Way to Write Good Copy

One Easy Way to Learn to Write Good Advertising Copy

Guest Post by Cathy Chapman, Ph.D.

It doesn't matter what wonderful service you provide or how amazing your product is, if you don't let people know it's there, no one will buy it. Sure, word of mouth works for some things. For most, however, you need to write something and get it out to people to let them know what you have. The question is, how can someone on a limited budget with beginning skills as a copywriter, someone who writes advertising copy, let people know about their product.

The answer is simple. Copy what others write.

No Plagiarizing Allowed

When I said to copy what others wrote, I don't mean to steal their words and use them in your own advertising copy. I mean for you to take pen and paper in hand, no computers allowed unless you literally cannot use your hands, and copy a sales letter word for word. This is a powerful learning technique used in many circles. When you write with pen and paper, something magical happens in the brain. I can't tell you all the neurochemical responses in that brain of yours, but when you write by hand, there is a complex interaction in the brain that helps you learn faster and easier.

Don't spend your time physically reproducing any sales letter you come across. Use your time wisely and copy, for learning purposes only, the best sales letters you can find. You can do an internet search using the keywords "winning sales letters" and come up with a treasure trove of letters you can begin copying to get the hang of writing a good sales letter.

One of the most successful, if not the most successful letter to introduce a new product was written for a newspaper you may have read or at least have seen the name. That is The Wall Street Journal. This very successful financial newspaper was once only an idea in someone's mind. As time has demonstrated, it was a great idea. The problem was that people had to buy initial subscriptions for it to be successful. This very simple two-page letter has generated an estimated $2 billion in revenue for The Wall Street Journal.

The Step before Copying

The sales letter that launched The Wall Street Journal is one to use for leaning by copying by hand numerous times. Before you put pen to paper, read it out loud several times. Listen to the cadence of the words. Pay attention to the imagery. Notice the feelings you have as you are reading it. Can you put yourself in the place of each of these young men? Which one would you rather be? Would you want success so much that you would pull out your check book, fill out the form and pop it in the mail? Remember, the internet wasn't even a spark in the mind of anyone at that time. This direct mail piece had to provoke immediate action before the offer was lost under a pile of other advertising.

Once you've read the letter and put yourself in the reader's position, begin copying the words. Feel the cadence as you write. Let the words and the rhythm of them imbed themselves within you from the interaction of what you see with your eyes and reproduce with the movement of hand. This simple task, although it takes time, will move you faster in learning the skill of copywriting.

You can then take what you've learned and write your own powerful sales letter in your own wonderful style that may be the next $2,000,000,000 winner.

Cathy Chapman, PhD, LCSW is a strategic marketer, copywriter and coach for the self-help and alternative health care market. To receive your Special Report "The Bare Necessities for an On-Line Marketing Campaign with Little Cash Outlay... Plus One" go to http://www.mindbodyhealthwriter.com.


Article Source: http://EzineArticles.com/6553599

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Monday

Are You Email Marketing or Data Marketing and Does it Matter?

I first heard the term data marketing, in regard to email marketing, from Jermaine Griggs owner of hearandplay.com

Griggs is a self-made man. He created a music site that has become very successful and he offered advice on how he did it through a webinar offered by SherpaMarketing.com

First, let’s go over what email marketing is and then what data marketing is.

Email marketing is a strategy in which you send informational and promotional emails to people or companies that sign up for your mailing list. It’s a means of developing a relationship with your subscribers.

To get a subscriber, you would offer an ‘ethical bribe,’ such as an informative or entertaining ebook, video, or podcast.

Data marketing is the strategy in which you collect data on your subscribers and use that data to create targeted follow-up emails. The targeted emails allow for a more personalized connection to your subscribers.

A note here: This does not mean garnering highly personal information on your subscribers, it simply means gathering enough general information through their actions and responses to determine demographics, interests, needs, and online behavior.

So, how do you do data marketing?

You can think of data marketing as a ladder. The first step is getting ‘the visitor to your site’ to subscribe to your mailing list. Then, each follow-up email is geared to gathering a bit more targeted information on the subscriber. This information will allow you to create a segmented subscriber list.

The Purpose of a Segmented Mailing List

Knowledge is power. Knowing what types of products or services your subscribers like, need, and want is power. It allows you to send targeted emails to specific and receptive groups.

So, how might a segmented mailing list work?

Well, unless you write in only one genre, or you have only one service or product, you will be marketing to different markets.

Let's use book marketing as an example.

Suppose you’re an author of middle grade and young adult books and you also write picture books. The market, and therefore your marketing strategy, for these two genres is different.

You might be wondering, how so.

Well, to promote picture books, you need to target parents, grandparents, possibly teachers, and other adults who would buy for young children. The middle grade and especially the young adult market would be able to pick out and read their own books, so you’d be marketing to them, as well as teachers and other adults.

The marketing strategy for each genre needs to focus on the target market. Subscriber segmentation allows you to send targeted emails to each marketing group.

This strategy applies to every niche and industry.

So, if you’re not data marketing yet, get started today.

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Wednesday

How to Make Money Marketing Articles

Guest Post by Evelyn Y. Vargas

Online entrepreneurs are using articles to generate leads and to increase their conversion rate. Writing is a very effective way to capture customers' attention. By distributing such write-ups in the internet, the chances of a business to get a bigger number of audience are high. Company owners are also hiring freelance writers to spread the word about them. The amount of compensation depends on the person's skills and years of experience. If you have a passion in writing, this could be your opportunity to make money online.

Education and experience

In truth, you don't have to be a professional writer to penetrate this industry. As a matter of fact, employers won't even require you to have a formal education in publishing or to attend a 4-year course for this particular job. As long as you can express your thoughts and opinion in English - with acceptable grammar - you can easily succeed in this endeavor. In addition, relevant experiences such as having a personal blog and contributions to online publications are also of huge help.

Writing style

When blogging for a specific company or product, you have to remember that simple words are much more appreciated than encyclopedia-type articles. Think about your audience. Most likely, they are ordinary people who want to understand your point immediately, Don't make them search a dictionary for word meanings because this will turn them off. Avoid also very long sentences that may confuse the reader. Create a unique writing style of your own and consider topics that would be interesting to readers.

Topic or niche

DIY (do it yourself) and other helpful information are much preferred today. People want to learn new things so share your knowledge about cooking, baking, gardening, blogging, web designing, etc. Informative articles and blog posts are very much in-demand because internet users are looking for reading materials with focus on a specific topic or niche. Submit your blog to major article directories, forums, blog networks and web magazines to drive visitors to your web page.

Tools and software

If you have a website, set up a plugin that will allow your followers to subscribe to your posts. In this way, they will automatically receive a notification every time you have a new published article. There are plenty of free tools out there but you can also buy a software or hire a programmer to customize one for you. Finally, don't forget to install FaceBook, Twitter and other social networking buttons to let your visitors share your articles fast and easy.

Make Money Check is designed to give you honest reviews straight from the mouth of people who have tried and made money online themselves. Every single post aims to give you insight about the proven methods and techniques to earn online. Learn more about how to make money online by writing articles and other recommendations by visiting Make Money Check .com.

Article Source: http://EzineArticles.com/?expert=Evelyn_Y_Vargas

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Monday

Optimize Your Blogger Blog Posts

One of your online marketing tools should be article marketing, and article marketing includes your blog posts.

Simply posting to your site isn't enough. You need to create a search engine optimized article that will bring traffic, increase your visit lengths, and enable the visitor to share your post.

Below is a SlideShare presentation that gives you simple instructions on creating effective Blogger posts. And, much of what's shown, is useful on WordPress and other management systems.

So, off we go:

OPTIMIZE YOUR BLOGGER BLOG POSTS



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Friday

Website Blues - Simple Fixes Huge Benefits

I mentioned before that as I come across small business or home business websites that need help, I'd briefly critique the site to give my readers some website pointers. But, I don't reveal the name or url of the site I'm critiquing.

These critiques are geared to help business owners, including authors and writers, setup websites that are visitor and search engine appealing.

Here is a critique of a website I recently recently.

The first and most notable impression this website offers is its header:

Header image: Several book images taking up about half the header – from left to center

Title: NONE
Subtitle: Welcome to my blog (under the header image, in small text)

The pages:

Home page: Welcome to “Site owner’s” Blog
About “Author”
Published Works

Can you quickly notice what’s wrong with the top portion of the website?

No?

Okay, Let’s go over each element:

1. Header Image

The header doesn’t tell the visitor anything. There are several small images of book covers, but the visitor won’t know what they’re for. Are they the authors, is it an author’s site, are they cover design examples?

The header raises a number of questions. This is never a good thing from a marketing aspect. You have about a about a second to grab a visitor – that’s not a lot of time.

Along with this, the header image only covers half the header, and it’s not centered. This makes it look uneven and somewhat unappealing.

Fix: Go to fiverr.com and hire someone to create an appealing header.

2. Website Title 

There is none. Search engines (SEs) will have a difficult time finding, indexing, and categorizing this website because there isn’t any information in the title, let alone keyword information. There isn’t any 'food' for SE spiders to latch onto.

The same goes for the visitor - he'll be scratching his head, wondering what the site is about.

Fix: Create a site relevant keyword title. This is a must for any website.

3. Website Subtitle

“Welcome to my Blog” doesn't offer the visitor or SE spiders any information. The site could be a real estate site, a sports site . . . it could be anything.

Fix: Create a site relevant keyword subtitle – one that supports the title, one that offers more information letting the visitor and SEs know what the site is about. You want relevant, but different keywords – don’t use the same ones as in the title.

4. The Pages

A. The Home : Welcome to “site owner’s" blog

This page title doesn’t offer any keyword information. Also, it’s not a good idea to waste words on a page title, especially the Home page. Make it simple and to the point, and keyword effective.

Fix: The author could simply use the title of the site, assuming it's relevant to the site's topic and is keyword effective, instead of “Welcome to “site owner’s blog.” Or, the author could make the home page the “blog.” This eliminates the need for a title.

B. About “Author name”

This is okay to use. It quickly lets the visitor know what to expect on that page and lets the visitor know who owns the site.

Fix: No fix is needed, however it could be changed to just "About."

C. Published Works

This page title should have keywords in it. Does the author write fantasy, nonfiction, history, children’s books, academic papers?

You need to quickly let the visitor know what your site is about.

Fix: Change the page title to include the genre s/he works in.

These are simple fixes that will make a huge difference in this site’s ‘curb appeal,’ visitor engagement, and SEO.

If you like the post, please share it!

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