Copywriting For Dummies

2005-11-08T17:40:00.000-08:00

Things You Might Like to Know about Copyrights by Jan K.

You may be under the false impression that before you can get your
text published, you must "get the copyright" to your own
written material. You might also think that in order to get the copyright,
you must "apply" for it. This is just not so. In the
following few paragraphs, I'll give you some simple facts about copyrights that
may help you in your quest to get published.

First, it is important to understand that you cannot
"copyright" an idea; you can only copyright what you have
written. That is, you might have just written the greatest self-help manual on
how to breed guppies. And you did, indeed, file for your copyright
with the Library of Congress. Three weeks after completing the formal
copyrighting process, you find out that the manager of your
neighborhood pet store (where you've been buying your guppies)
has just sold the TV rights to a new hit show "Breeding
Guppies" and he is using many of the same principles that you've outlined in
your manual on how to go about guppy breeding.

So, naturally, since this is the 21st Century and you live in
America, you want to sue the guy. You think you have a sure thing,
and you are dreaming of the million-dollar award that the jury is
sure to give you. Butyou'd better not put a down payment on
that Guppy Farm in Iowa just yet.

The manual you wrote, the exact words, phrases, sentences,
paragraphs, and chapters that you wrote, belong to you. It is illegal
for anyone to reproduce or use any of that text, in part or in whole,
for profit without your permission. However, you must be able to
prove that your exact words have been stolen before you can get an
award for copyright infringement. So, you know that guy with his hit
TV series? Well, unless he's reading from your manual
word-for-word, or attempting to sell your manual as a supplemental text that
he's written, then he's probably doing nothing illegal. He's just
using the idea of breeding guppies.

You do "own" the copyright to your text, all its words and
clever phrases. And you don't even have to file with the Library
of Congress in order to have the copyright on your text. The
copyright is conferred upon you the minute you write your New York
Times Bestseller. All you have to do is be able to prove, beyond any
doubt, the date that you wrote the material. For your protection,
then, it is wise to print and date your material, and establish with
a third party through a written communication that you have just
finished your text. At that time, you can legally affix the copyright
symbol (the letter c inside a circle) to your work.

Now here's where a formal copyright comes in. By filing with the
Library of Congress (and paying them their required application fee),
you can establish definitively a date of copyright that will stand up
in any court of law. Any judge or jury will defer to your date over
someone else who can merely claim by word of mouth that his text came
before yours. It's a good idea to formally copyright any text
that you are planning to market. So, if you're convinced that the
world population-at-large is in desperate need of "Breeding
Guppies,What Every Ichthyologist Needs to Know" and you plan to sell it on
Ebay for $19.95, you should apply for a formal copyright.

Just having the copyright, however, doesn't mean that other
people can't quote your work. They may do so, as long as you are
given full credit for having written it prior to their use. This is
called a "reference" or a "citation" and generally,
whatever passage is being quoted will appear offset in quotation marks (so that the
reader can visualize which words belong to someone other than the
author of the text in which the quote appears). Of course, at present
the contingent of Copyright Police is not up to tracking down every
single instance of copyright infringement, and chances are that not
everyone cites original authors as scrupulously as they should, so
beware of whom you casually let look at or read your text (or to whom
you give a copy).

Copyrights are not forever. Typically, a copyright lasts for 50 years
past the natural life of the original author. Authors' heirs may
sometimes re-apply for copyrights, but generally written texts that
are this old are considered "public domain" and may be
reproduced without paying the author's family a royalty fee.

In the publishing world, you will find that many publications require
that you relinquish your copyrights to the work in return for having
your work published. This is a fairly standard procedureunless
your name happens to be Stephen King or Danielle Steele. Once
you've relinquished your copyright to a given work, you can not sell or
submit that text again unless you get express approval from the
publisher that now owns the copyright.

There are sites on the World Wide Web where you can post your work
for others to read or use as they see fit, so-called "free
sites." In cases such as this, there should be a disclaimer that
anyone who uses or reproduces your work must give you full credit.
Whether this happens all the time is certainly a matter for some
speculation, but your safeguard is that you own the copyright and if
you find that someone is profiting from your work and that you have
not been compensated, you can file a copyright infringement suit
against them.

As of the date of this article, the current copyright fee is $30. All
the instructions and necessary forms can be found on U.S. Copyright
Office's web site: http://lcweb.loc.gov/copyright/. I have
copyrighted several texts and advise that you mail your application
with a "Return Receipt Requested" from the U.S. Post Office.
This is your proof that the Copyright Office has received your
copyright application.
About the Author
Jan K., The Proofer is a full-time freelance proofreader and
copyeditor. In business since 1995, she has enjoyed working for a
diverse world-wide clientele, covering subject matter including
academic research, medical law, consumer surveys, and self-help
materials. Please visit http://www.janktheproofer.com for more
information.

2005-11-07T17:40:00.000-08:00

Back to the copywriting basics by Mark Laing

You've probably read lots on effective copywriting strategies, how to
utilise keywords, and various tricks of the trade for making sure your
copywriting is as effective as possible. This is good stuff ... anything
that results in a better website is worth reading and absorbing.

However, before you learn to walk, you need to learn to crawl. Before you
begin focusing on the technical aspects of copywriting, it's a good idea to
get a handle on the basics.

With that in mind, here are a few things to keep in mind when you're
pecking away at your keyboard, trying to come up with effective copy for
your site.

* Catch your visitor's attention right away. They'll be gone in two seconds
otherwise.
* Keep it short. Keep it simple. Keep it to the point.
* Along the same lines, focus. Don't try to do too much with one article or
one page of copy. You're not a novelist - you're selling your services or
product.
* Use the active tense ... don't say "the product can be bought by clicking
on this link", say "click on this link to buy the product".
* Don't use jargon. You're writing to inform, to convince and to sell, not
to confuse.
* If you have a choice between a small word and a big word, use the small word.
* Keep a dictionary at hand, and use it.
* Know your audience. If you're targeting university professors, you won't
write the same kind of copy you'd aim at skateboarders (unless your target
audience is skateboarding university professors - in which case you've got
problems).
* Keep the tone consistent. If you're writing using an informal,
conversational style, don't switch in midstream to a formal legalistic
style. It'll throw your readers off.
* Tell the truth. Not only will you avoid being sued, but you'll achieve
credibility. This translates into long term profitability. Trust us.
* Similar to the last point, don't exaggerate. Kill the superlatives and
the exclamation marks. Let the reader decide if they're excited or not. If
you've done your job, they will be.
* For website copy, use bullets and point form, and break up copy with
subheads. Short attention spans and monitor-induced eyestrain make this
essential.
* Forget word counts and padding your copy. Say what you have to say - if
it only takes 150 words to get your message out (or 75, or even 25), that's
a good thing. You've made your point, and your reader can move on and buy
your product or service.
* After you've finished writing, read your copy out loud to yourself.
You'll be surprised at how many mistakes you'll catch this way. It also
lets you know if your writing has a natural flow to it.
* Don't fall in love with a particular phrase or paragraph, no matter how
great it sounds. Ask yourself, 'does it fit into the objective of my copy?'
If the answer is no, kill it.
* Don't be happy with your first draft. Edit, rewrite, and edit some more.
On the other hand, you're not following in the footsteps of Hemingway ...
don't overedit or overanalyze, or you'll never finish the job.
* When you're done, be receptive to constructive criticism. Let others read
your work before it goes online, and if they point out mistakes, rewrite.

Following the above advice will go a long way to ensuring your web copy is
readable and does what it's supposed to do - promote your business.

About the Author
Mark Laing is a copywriter and the content creator for
http://www.graphicsandwords.com , a website featuring graphic design and
copywriting resources for newsletter editors/publishers, webmasters and
other creative professionals.

2005-11-06T17:40:00.000-08:00

COPYRIGHT by Craig Lock

What is copyright? No one can reproduce your work with-
out your permission - not even a personal letter. How much
of a writer's work can be legitimately used? A poem of 40-50
words is generally considered to be OK. Usually one is not
allowed to copy substantial amounts of another writer's work
without their express permission.

* But then what is meant by the word "substantial"? It is
widely open to interpretation and opens up a literary and
legal "minefield" (that's a metaphor, by the way!).

There are no hard and fast guidelines about the rule of copy-
right. The following is a rough 'rule of thumb':

You can take approximately 300 words from a book or any
other lengthy work of writing. You can also quote 150 words
from a magazine article. Fifty (50) words quoted from a news-
paper article is generally considered to be "fair use" without
requiring either permission or a fee. Copyright lasts 50 years
after your death.

You can use what is termed 'fair dealing' in writing reports,
or researching material. I always advise acknowledging sources
in your reference section (the bibliography -
I tried very hard to bring in that impressive long word) .

It's all very unclear - the entire subject of copyright; so I
won't say too much. My simple words of advice are:
Just use your common sense and
discretion (if you have some)... and be HONEST by fol-
lowing your heart. Don't copy other author's material and
purport (nice word, eh?) to be the author. One should not
paraphrase a substantial amount of another author's writing,
nor use that writer's points (or theme of their writing)
without due ACKNOWLEDGMENT. Hint hint!

If you get into a dispute (oops!), there are specialised trade
and copyright laywers (or solicitors as they call them here in
'civilised' NZ) in the big centres. If in doubt, get advice...then
DON'T infringe copyright.

Send requests to use "borrowed" material to the permissions
editor of a magazine, newspaper or book publisher. Book
publishers usually have a small department which deals solely
in this. Give them as much information as possible about your
article or book, your publisher, as well as other books or articles
written by you. Tell them what quotes you want to use and
why and so on. Say you will give them due acknowledgement
in your writing. They'll usually oblige.

There is sometimes a small fee payable. Always acknowledge
the sources of your quotations - then you've kept your word,
your side of the "bargain".

Also keep copies of your correspondence in the event of an
unlikely dispute.

Now a bit for Kiwis (and Brits)...

No one can reproduce your work without your permission.
New Zealand law closely follows British law. In NZ copyright
is usually protected for 50 years after the author's death. If a
book is published posthumously (nice long word that),
copyright extends for 75 years after the time of the author's
death. After that the work can be freely used by anyone.
No hope for me then... but perhaps my great great grand-
children!

As from 1989, New Zealand copyright law requires 3 copies
of every NZ publication to go to the National Library in
Wellington. One of which goes to the Alexander Turnbull
Library, one to the National Library for bibliographical pur-
poses, while the third is kept at the Parliamentary Library in
the capital in Wellington.

Sometimes a publisher might want copyright in exchange for
a fee. My advice: It's your work of art. So always retain your
copyright... unless you are in dire financial straits, like this
aspiring (and perspiring) writer. *

In the next lesson (and article) we will look at the subject of
plagiarism . Wow, that's a big word and I hope I spelt it cor-
rectly (especially for you "slick Americans")!

No , I don't mind you using my material and I feel, it may be
very hard for another "writer" to closely copy my rather "wacky style
of hopefully informing and entertaining at the same time".

Anyway, isn't "imitation the sincerest form of flattery"?
About the Author
Craig Lock is an author of numerous books and the
creator of the ORIGINAL online creative writing
course.
http://www.nzenterprise.com/writer/creative.html

2005-11-05T17:39:00.000-08:00

Why Good Copywriting Matters by Amrit Hallan

Whether it is a web page or a brochure or a mailer or a newsletter, your written words decide the direction and dimension of your enterprise. The written copy of your message can make or break your business. It can make your reader eat out of your hand, it can incite a Jihad against you, and it can be simply dry.

The Internet is a great leveler. Although the current spate of pay-per-click search engines has made the battle ground a bit uneven, it is still favorable to small, but innovative businesses.

It took a severe economic jolt to make these businesses realize the power of the written wordthe copy of your pages that you put on the Net. For long its significance has been put on the backburner, and lots of breast-beating has gone into the cause of the "latest development technology." Well, technology has its place, but what makes a customer do business with you is, the written message.

It all depends on the words you use, the way you use them, the combinations you use them with, and the way you decide when not to use them - it's all about words.

Sadly, the small-sized businesspersons do not take copywriting seriously until its too late. 95% of businesses fail because they fail to convey their message. Their copy is not convincing enough.

Whenever you convey a printed message, you have an end objective. The sort of response it invokes hefts the success of the copy of the printed message.

The message that tells your customer about you and your product in a voice and tone that reaches deep.

The message that lays the bricks of the foundation on which the wall of trust is built.

At the core of your business success is the copy content of your message.

So what sort of copy is that?

The one that touches the right nerve of your customer or client.
The one that tells your customer that you and your product can be trusted.
The one that makes the customer eager to do business with you.
The one that talks to your customers as if you are talking to them directly.
The one that tells your customers exactly what they should know to arrive at an educated decision.
The one that elevates your customers to the level of clouds so that they see your world with the colors of a rainbow.

Ok, the last one sounds a bit unrealistic but you get what I mean.

Are there hard and fast rules for professional copywriting? Not at all. I often say that I can read between the lines - the words, the commas, the full-stops and the phrases - and make out what sort of person the writer is. We all have this quality, and we all go through such an awareness, but all happens in the subconscious. Your business needs a copywriter who can tap into that subconscious.

About the Author
Amrit Hallan is a freelance copywriter, copy editor and a writer.
He also optimizes web page content for higher Search Engine
ranking.
Read his weekly essays and articles by subscribing to
amritscolumn-subscribe@topica.com
For Copywriting and Copy Editing Services, visit:
http://www.amrithallan.com

2005-11-04T17:40:00.000-08:00

Copywriting that Sells by Amrit Hallan

The first thing I learnt after writing my first copy wasit all boils down to how much your copy sells. No matter how good it is, no matter if it beats Hemingway and Dickens in the efficient employment of language, if it does not sell, it is worthless.

Whenever you sit down to work on a new copy or edit an old one, just keep one thing in mind: how you can deliver the message in minimum words. Remember that literature written for the sake of promoting a product or a service needs to be succinct and direct, and above all, understandable. The average reader of your literature is a person who is in a hurry. He/she is bombarded with similar messages already (and he/she might be cynical).

Keep the end result in mind and create the copy around that. Relinquish your inherent proclivities and biases, and just focus on the message. Present the copy in a way that it is highly informative, convincing, and compelling. Before sitting down to write, think of your target readership. Are they children? Are they housewives? Are they teenagers? Are they hardcore technocrats and scientists? Formulate your language and presentation according to that.

A method I find useful is, make a list of all the words that can be associated with the current copywriting project. It is fun, and it helps you create supersets, sets and subsets of your project.

I have seen many copies where the creative writers lose focus, get carried away with their creativity, and end up creating a message that can win accolades as a piece of art, but makes no sale for the client. The way you present your message should not dominate the actual message. Your writing style should not impede the actual message and end up creating a distraction.

I myself am a writer. It is often extremely hard to resist the temptation of sprinkling the powder of my style on the copy, but I have to resist it for the sake of the message (and my income). I have learnt to become detached. I keep telling myself: its just a copy for my client for which Im getting paid, and it is not a piece of literature that Im creating to further the cause of my art.

This is the age of information. I dont know if it is true or not, it used to take an entire life-time in the eighteenth century to process the amount of information we process in a single day. With so much information (most of it is junk, by the way) around, it becomes difficult both for the reader and the writer to pinpoint the right tone and pitch. With so much fraud around, it becomes difficult to establish credibility.

Thats what differentiates you from the others. Project your message in a way that it immediately grabs attention.

In the morning I was watching Meet Joe Black on HBO, (today is Sunday) and there was one scene in the movie when Anthony Hopkins and Brad Pitt were walking down a busy street. There were scores of people around them; still, they both were prominently visible even from a distance. I noticed that only they were wearing dark clothes. Everybody in the crowd wore light shaded clothes. I found the scene very fascinating. This is how a focus should be created. Your message should be different from the rest of the crowd.

It should hit the right nerve instantly, from the first sentence itself. Your first sentence should make the reader think, Ok, this is something worth taking note of.

Without sounding melodramatic, make your message as moving as you can afford to. Dont be too personal if you are not a known personality and the majority of your target audience is a stranger to you. Still, messages that address to individual readers are more appealing.

Try to start with a You or Your or Yours? Messages starting with a highlighted question also incite a response. Keep your sentences short, with lesser commas and semi-colons. If you have abundant space, use bullets to highlight major pointsthey are easy to read and are generally to the point. There are no strict rules for the sort of words you should use. Particular words should appeal to the particular target-segment. Mainly, keep things simple and to the point. Use dabs of humor wherever possible. Once I wrote a short story around the service of my clientthey are a detective agency.

Copywriting is all about sincerity. Youll sound monotonous and clichd if you are not sure of the motive of your copy. To sound credible, you should believe in the authentic intentions of your client. Never write for a product/service that is intended to cause harm to your readers.

In the end, practice and study. After all, copywriting is a profession, so it has its nos and yeses. Be observant. Study everything around you, and read the copies of other writers carefully. Always keep notes of things you can use. Andwrite a lot.

About the Author
Amrit Hallan is a freelance copywriter, copy editor and a writer.
He also optimizes web page content for higher Search Engine
ranking.
Read his weekly essays and articles by subscribing to
amritscolumn-subscribe@topica.com
For Copywriting and Copy Editing Services, visit:
http://www.amrithallan.com

2005-11-03T17:40:00.000-08:00

Copywriting for the Non-English-Speaking Audience by Amrit Hallan

The power of the Internet lies in its global pervasiveness. It is practically everywhere. People of all languages access the Net from all over the globe. Just think of it as an infinite vastness for your business and marketing possibilities. Your marketing potential is directly proportional to the number of people who can understand your message.

Keep the following points in your mind while writing the copy for a non-English-speaking audience:

==> SHORTER SENTENCES AVOID COMPLICATED WORDS USE LOCAL EXAMPLES BLEND IN THE LOCAL CULTURE COLLECT INFORMATION <==

It may not sound apparent at the outset, but the more you know about the target-audience you are preparing your copy for, the more confident you feel while writing for it. You may never use most the information you gather, but it helps you in the long run, and you develop a good habit.

Read about them. Read about what they eat, how they greet, what they wear, what they avoid, what are their social values and their religious beliefs. Eventually youll discover you are talking exactly what they want to hear.

About the Author
Amrit Hallan is a freelance copywriter, copy editor and a writer.
He also optimizes web page content for higher Search Engine
ranking.
Read his weekly essays and articles by subscribing to
amritscolumn-subscribe@topica.com
For Copywriting and Copy Editing Services, visit:
http://www.amrithallan.com

2005-11-02T17:40:00.000-08:00

Why Dream Merchants Make More Money by Joanne L. Mason

Why Dream Merchants Make More Money
Copyright 2001, Joanne L. Mason
www.moneymakingsalesletters.com

Want to know the secret to creating your best sales letter ever?
All of the classic copywriters have said for ages that when you help someone else achieve their dreams that youll never run out of customers.

Its true. Dream merchants always make more money. A dream merchant is someone who knows how to help you achieve your dreams. He understands the dream that youre pursuing and can offer the necessary tools to make your dream a reality. He also knows that the fastest way to achieve his own goals is by helping you reach yours.

Think about it in everyday terms. Consider going on your dream vacation. No travel agent would ever just tell you how much a
ticket to your desired location is going to cost you. Instead, the agents job is to sell your dream.

Travel offices are plastered with breath-taking posters of exotic locations from every corner of the globe. Whether you want to bask on the sunny beaches of Jamaica or ski the snowcapped-mountains of Montana, your travel agent can get you there. Whats more, by the time that your agent finishes painting a glorious picture of fun and relaxation in your head, youll be so excited that you wont care what it costs as long as you get there.

The same principle applies to writing winning sales letters. You must appeal to the dreamer that lies inside every prospect. Help them to see your products as more than peddled goods. Build up the benefits that your product offers. Focus on fulfilling your customers desires so much that your price is seen as a minimal exchange when compared to the ultimate satisfaction of achieving their goals and dreams.

Study your niche and understand what they want. Do they want to make more money and become successful in business? Do they want to save money and feel secure? Do they want to lose weight and live healthier? Discover what exactly it is that they want.

Examine your potential customers until you understand the motivational triggers that make them buy. Use this information to become a dream merchant. Tell your customers how you can help them achieve their dreams and youll have an instant increase in sales.

Let Joanne Mason show you how to increase your income by as much as 1700% by using one simple secret for pulling more sales and profits from every ad, promotion or sales letter you'll ever use! Details at
www.moneymakingsalesletters/greatheadlines/index.html

About the Author
Joanne L. Mason is the owner of moneymakingsalesletters.com and publisher of Sales Letters Secrets Ezine. Subscribe now at www.moneymakingsalesletters.com/ezine.html and receive 2 FREE ebooks valued at more than $49!

2005-11-01T17:40:00.000-08:00

Why Copyright? by Jill Black

Copyright gives the author or the publisher the legal
ownership rights to control production, sale and
distribution of particular documents or images.

Protecting your intellectual property is a vital part of
creating and selling your own digitally published works.

Registering your copyright establishes a public record of
your copyright worldwide.

An excellent resource on the subject can be found at Brad
Templetons site which I recommend as a must read by anyone
interested in protecting their work...

http://www.templetons.com/brad/copymyths.html

When you run an online business be aware of the copyright
laws in other countries and compare them with your own
country's laws and how they may also apply to you.

The information in government documents is usually not
copyright and available for use by everyone, but always
check to be sure.

When you have created your e-book you do not want an
un-authorised party to illegally copy your work or claim
it as theirs.

Along with the other pirating proliferating on the net
the stealing of ebooks is growing at an alarming rate.

There have been many cases where authors have found their
work on other author's sites under the name of the other
author. If your work is copyrighted you can at least
legally sue for copyright infringement.

You can password protect your e-book and other documents
to make cyber piracy of your work more difficult, but PC's
and the document compiler software you use can never provide
total security against the determined cyber thief.

It is estimated that every year music, text and image
files that are worth an estimated $10 billion to their
copyright owners are illegally copied over the internet.

When this kind of theft occurs it can go on for quite
some time before you find out resulting in a loss fame,
recognition and sales revenue which should have been
yours.

Copyright law covers most material on the Internet and
extends to text and images placed on another person's
web site. If a feature does not appear to have a copyright
marker you should still assume it is copyright and
requires permission before using.

Use the Meta tag element to embed copyright into your
HTML documents or web pages.

Similarly the authors name can be embedded in a Meta tag.

Copyright those documents before you find you are a victim
with no legal rights because you have failed to take the the
simple precautionary step of placing a copyright marker on
your work.

About the Author
For more resources and ideas visit my website
http://www.netwrite-publish.com or subscribe to
our newsletter ebiz-publisher-subscribe@yahoogroups.com

2005-10-28T17:40:00.000-07:00

The $12,500 Copywriting Formula by Sopan Greene

Have you heard of Brian Keith Voiles? Probably not, but
if you have eyes you've seen his ad campaigns and you
probably even bought products that he created ad
campaigns for. Would you like to have the formula he
gets paid $12,500 to put into use for Fortune 500
Companies?

Well then, today's your lucky day, isn't it? If you
follow this formula whenever you write a sales letter
or an ad you'll see how well it increases your success.
Remember that the key to writing a sales letter is that
the job of every paragraph is to make the reader want
to read the next paragraph.

Use this as a skeleton when you write ads and then go
back through your ad to make sure you've covered all
nine points in the right order.

1. ATTENTION - Write a headline that GRABS your reader.
Fear or curiosity are good places to start. For
example: "Ex-Truck Driver Makes $21,815 a Month Doing
What You're Not"

2. INTEREST - List the benefits of your product or
service. Acknowledge their problem while
showing you have the solution. Show that you've
been where they are and you can help them.

3. CREDIBILITY - Mention referrals and references of
how others have benefited from your product or service.

4. PROVE - Show testimonials with full names and cities or
countries. Offer a risk-free guarantee.

5. BELIEVABLE - Give your full contact information.
Make it easy for them to buy with no hassles. Let
them know why they should trust you.

6. SCARCITY - Have limited offers, special time sensitive
sales, discounts on a few products in limited quantity.

7. ACTION - Ask for the sale. Make it simple.

8. WARN - Let them know the pain they'll experience if
they don't use your product. i.e. If you're selling
a wrinkle cream let them know how dry their face will
be and how much deeper their wrinkles will get without
your product - if that's true. Don't lie.

9. NOW - Tell them why they should buy right now.

That's it. Now you've got the skeleton that the best
copywriters in the world use. If you want more
information on copywriting from Brian Keith Voiles go to:
http://www.nmmastery.com/admagic/index.shtml

About the Author
Sopan Greene
http://www.NetMarketingMastery.com
2 FREE e-books & a FREE Report: "Million Dollar E-mails,"
"Creating Your Own Traffic Virus" &
"The 13 Deadly Internet Marketing Mistakes Almost Every
Business is Making...And How You Can Avoid Them!"
mail to: webmaster87-5956@autocontactor.com

2005-10-27T17:40:00.000-07:00

If You Respect Them, They Will Buy--Closing the Sale by Jian Wang

We've all had the unfortunate experience of being convinced by a
pushy salesperson to buy something we weren't sure we wanted. You
may have really wanted the product, but after being pushed into
buying it, you don't want it anymore. You either return it or you
never patronize the store again.

Since you resent the experience, don't recreate it for others
when you are trying to sell. If you didn't appreciate being
pressured and disrespected, no one else will either. When trying
to close a sale, you must always respect the opinions and
thoughts of the buyer. If all you care about is your payoff, then
you will drive customers away. They will be afraid to buy from
you, thinking that you will always try and convince them to buy
things they don't want.

Here are some helpful tips to help you close a sale with class:

1. Be kind and considerate: Don't try to fool the customer. You
will get a lot further if you're really trying to help them,
instead of just helping yourself.

2. Give them a direct request: You can let them know what you
want them to do. Don't be afraid to ask for the order or sale.
The customer will know you are being honest if you tell them what
you really want them to do.

3. Give them two choices: Explain that, on the one hand, if they
buy the product, they will be receiving these benefits. Then
explain that if they don't buy, they will be losing out in
certain ways. People like to have the pros and cons laid out for
them. It helps them make a decision the smart way.

4. Give them plenty of room to think: Don't pressure them. As I
mentioned above, people resent purchases they were pressured
into. Real persuasion doesn't involve pushiness. The choice
belongs to your customers, so let them make it.

Author Jian Wang is a master in the art of persuasion. His ebook,
"Hypnotic Persuasion: How to Get Anything You Want," is a truly
inspirational read, filled with the wisdom to help you gain
control of your own mind and convince others without resistance.
These techniques can be used to improve business, sales,
relationships, and your overall well-being. For more information,
visit http://www.mrchange.com.

About the Author
Author Jian Wang is a master in the art of persuasion. His ebook,
"Hypnotic Persuasion: How to Get Anything You Want," is a truly
inspirational read, filled with the wisdom to help you gain
control of your own mind and convince others without resistance.
These techniques can be used to improve business, sales,
relationships, and your overall well-being. For more information,
visit http://www.mrchange.com.

2005-10-26T17:40:00.000-07:00

What is Advertising - and What Does it Mean on the Internet? by Bret RIdgway

Todays Quick Tip answers the question What is advertising?

Advertising is salesmanship. The only purpose of advertising is to make sales. It is profitable or unprofitable according to its
actual sales.

- Claude Hopkins, one of the early masters of advertising and author of My Life in Advertising and Scientific Advertising.

This #1 issue of Copywriting Classics Quick Tips focuses on the late, great Claude Hopkins and how you can apply his decades old marketing wisdom to your online efforts today.

Jay Abraham, renowned as 'Americas Number One Marketing
Wizard' said this about Hopkins. Claude Hopkins is the master
of them all. His influence has easily added over $6 million to my personal Incomeand still counting.

So, what else did Claude have to say about advertising in addition to the quote above? Hopkins said Advertising is not for general effect. It is not to keep your name before the people. It is not primarily to aid your other salesmen. Treat it as a salesman. Force it to justify itself.

Compare it with other salesmen. Figure its cost and result. Accept no excuses which good salesmen do not make. Then you will not go far wrong.

So how many of us do a good job of this in the online world?

Obviously the only way you can know if your advertising is profitable is to be able to accurately track its results.

How many of us have thrown money at the concept of branding - of keeping our name before the people? Just hoping we'd get some results. I know Ive been guilty of it in the past.

So when youre getting ready to place that banner ad, or pay for some online or offline directory listing, or bid on that keyword at Overture.com, how are you going to track the cost and result?

And dont delude yourself into thinking that any advertising is
free. The most valuable resource any of us have in our marketing arsenal is probably our own time.

What do you value yours at? $25 - $50 - $100 - $1000 per hour? Or more? So be sure and include the cost of your time or whoever youre paying to perform that advertising task into calculating the true cost of your advertising.

This is truer then ever in the Internet world. So, know your costs
and measure your results. There are online tools available to help you do this, so dont get careless or lazy. The effectiveness of your online advertising can only be measured by its actual sales.

Your task: Analyze all your advertising to determine its true
effectiveness. If you're not tracking your results you have to figure out a way to do it now. Why? Because Claude told you so.

Next weekyoull get some more thoughts from Claude Hopkins. This time about how long you should make your ad copy in order to make the sales. Until then, my best wishes for success in all your marketing endeavors.

2002 TWI Press, Inc.

****************************************
The Copywriting Classics Quick Tip is written by Bret Ridgway. To subscribe
send a blank email to subscribe@twipress.com . Portions of this issue are excerpted from the Claude Hopkins book My Life in Advertising/Scientific Advertising.
You can locate the complete text of Scientific Advertising in various locations online. Or, it is available as part of the package set with My Life in Advertising at the following page: http://www.twipress.com/productpages/MyLifeAd.htm
****************************************
About the Author
Bret Ridgway is President of TWI Press, Inc., supplier of hard-to-find classic marketing books via the http://www.twipress.com website. He provides a copywriting and advertising resource center at internet marketing conferences for well known internet marketers like Carl Galletti, Jonathan Mizel, Michael Penland, Ron LeGrand and Fred Gleeck.

2005-10-23T17:39:00.000-07:00

7 Emotional Appeals You Can Use To Super Charge Your Headlines by Joanne L. Mason

A great way to attract more prospects and increase your business is by using emotional appeals in your headlines. People make the decision to buy your products or services based on psychological triggers. They want the benefits of your products help them achieve a certain feeling.

Whether your prospects desire to feel smarter, more successful, happier or safer, it is your job to determine the underlying desires that motivate your prospects. When you uncover your prospect's hidden desires it will be much easier to write stimulating headlines that magnetically attract more customers.

This article reveals seven common emotional desires for most people.
I've also given you examples of how to use these emotional appeals to
super charge your headlines to make quick and easy sales.

1. The desire to make more money

Moneymaking headlines are easy because everyone wants to make more money. In these headlines, always use dollar signs and actual dollar amounts to dramatize the effect of earning huge sums of money. Here's an example:

"Discover How Cheap Little Classified Ads Can Make You Up To $10,000 A Day!"

2. The desire to save money

People work hard for their money and don't want to waste it unnecessarily. Notice how this type of headline appeals to that great feeling that we all enjoy when we can keep a few extra dollars in our pockets:

"Here's How You Can Save 35% On Your Next Vacation"

3. The desire to save time

Time saving solutions are extremely popular in our fast-paced world today. See how you can create a winning headline by promising your prospects that you can show them how to get more done faster:

"125 Ways To Get More Accomplished In Less Time"

4. The desire to avoid effort

In addition to saving time, we also want to save effort. Here's an example of a great headline that guarantees a simple solution to an otherwise difficult process:

"Six Easy Steps To Making A Fortune In Mail Order"

5. The desire to gain knowledge

Instinctively, one of the greatest emotional desires in humans is to gain knowledge. Here's one way that you can use that natural curiosity in your headlines to magically appeal to customers:

"Discover How To Turn Your Passions Into A Profitable Business"

6. The desire to be more successful

This is a universal appeal because no one wants to be a failure. This type of headline also works well with parents because in addition to their own success they also want to help their children to succeed. Here's a headline that uses that angle:

"Here's How To Help Your Children Succeed In School"

7. The desire to avoid loss

Customers need to know that they won't take a loss if they try out your
products. Notice how this "guarantee headline" reverses the risk and lets your potential customers know that they have nothing to lose by doing business with you:

"Learn How To Get As Much Credit As You'll Ever Need...100% Guaranteed!"

When you understand what your prospects want it's easy to write headlines that appeal to that particular desire. Give them what they want to help them make more money, save time, gain knowledge or become more successful. Tap into whatever it is that they desire most and watch your sales increase dramatically.

About the Author
Joanne L. Mason is the publisher of the Sales Letters Secrets, your source for great ideas, tips and techniques for creating winning sales letters. Get your FREE subscription online at www.moneymakingsalesletters.com/ezine.html
Discover How To Instantly Grab The Attention Of More Customers And Increase Your Sales By Up To 1700%" http://www.moneymakingsalesletters.com/greatheadlines

2005-10-22T17:40:00.000-07:00

Sure-Fire Copywriting Tips by Angela Wu

As you know, good sales copy is critical to your success
online. Although it's not something that you can learn
overnight, here are a few pointers to increase your
response rates ...

__1. Focus on benefits, not on features.

For example, the specialty pet bed you're selling might
have a durable polar fleece lining. That's a feature. The
benefit is that it will keep your pet warm, snuggly, and
happy on cold nights. Another benefit would be that it
saves you money because it can withstand considerable
wear & tear from your bouncy pet.

__2. Focus on your customer - not yourself.

Who can resist a conversation about themselves? ;-)
Prospective customers want to hear about how your product
is going to help or benefit them personally.

__3. Use emotionally-charged action verbs where appropriate.

Strong words that evoke images and emotions are great at
getting a prospect to respond to your ad. Words like "smash"
are examples of action verbs.

__4. Be ruthless - edit out all unnecessary text.

You want a tightly-focused sales letter that leads your
prospect to complete one action. That could be signing up
for your newsletter, filling out a form, or ordering a
product. Don't try to sell everything within your sales
letter; concentrate on getting your prospect to do just
*one* thing.

__5. Forget the hype; don't mislead or misrepresent.

Be honest about what your product can offer. Misleading
claims will only result in dissatisfied customers and an
increase in refund requests. Not to mention the damage
that can be done by word-of-mouth ...!

__6. Go easy on the CAPS and exclamation marks.

You have probably seen too many ads that look like,

!!! MAKE $10000 A MONTH WORKING FROM HOME IN YOUR UNDERWEAR!!! EASY JOB, NO SELLING! I MADE $400 YESTERDAY
WITH ONLY 3 MINUTES OF WORK! REPLY NOW TO GET THIS LIFE-
CHANGING INFORMATION!

It looks unprofessional, even downright scammy. Use CAPS or
the occasional single exclamation mark for emphasis. Just
don't overdo it!

__7. Use fresh, original ads.

Yup, that means you have to write 'em! Seeing the same
tired old ad, day in and day out, decreases its response
rate dramatically.

__8. Include a "call to action".

Never assume that your prospect knows what to do next. Tell
them what you want them to do - how to order, email you,
visit your website, whatever it is you want them to do.

About the Author
Angela is the editor of Online Business Basics, an
exclusive newsletter for eBusiness beginners. She offers
a 'no hype, no bull' approach to building a profitable
Internet business. Every issue is packed with helpful
tips and useful tools, specially selected to fit a
beginner's shoestring budget. Visit her online today
at http://onlinebusinessbasics.com/begin.html

2005-10-21T17:40:00.000-07:00

How To Write Killer Sales Letters by John Colanzi

How To Write Killer Sales Letters
by John Colanzi

I'm sure you've seen those ads that grab your attention
and have you ready to pull out your wallet or credit
card. They are literally making you an offer you can't
refuse.

Don't you wish your ads were that persuasive?

Are the marketers who wrote these ads natural born
writers, or is there a formula that you can learn?

Writing to persuade is a skill that can be learned,
like any other skill. It's just a matter of breaking
down the process into four simple steps.

Step # 1.

The first step in writing your killer sales letter is to
identify your target market.

This seems simple enough, but how many marketers do it?

When reading some of the ads I get in my inbox, I have
to wonder.

I don't want to burst your bubble, but the truth is,
not everyone on the planet is a prospect. Concentrate
on those who are.

Before you begin your ad campaign identify your target
audience.

Step # 2.

Once you've identified your target market determine what
their major problems are.

* Do they need more money?

* Do they need to save time?

* Are they interested in improving their health?

Sit down and determine every problem that your
prospects have and decide how your product or service
can help solve their problems.

There are no shortage of problems, but there is a
shortage of problem solvers. Start thinking in terms of
becoming a problem solver and you'll always be in
demand.

OK, you've identified your market, you've determined
what problems they have, now you're ready for the next
step.

Step # 3.

The third step in writing your killer copy is to let
your prospects know that there is a solution to their
problem. Not only is there a solution to their problem,
but you have the solution.

Remember these three magic words, "I can help."

Identifying the problem is not enough. You have to show
the reader that there is a solution and you have it.

Tell them every benefit they will get when they order
your product or take advantage of your service.

Let them know you can help them make more money, save
time, or improve their health.

Step # 4.

The final step in creating killer ad copy is getting
the prospect to take action.

Identifying your market, determining their problems and
letting them know you have the solution, is not enough.

You have to make them act.

You have to create a sense of urgency.

There are many ways you can do this. You can offer a
special discount for fast action.

You can offer special fast action bonuses.

Ask for the order.

Let them know they don't have to put up with their
problems another day. You can solve them right now.

These four steps are a basic outline to get you started.

Start studying the sales letters you read and break
them down into the four basic steps. Determine how
effective the writer was in covering the bases.

Make notes on how you could improve on the sales letter.
Learning to write persuasive copy is a life long
venture.

You can write persuasive copy. You have the basics, the
rest is up to you.

Wishing You Success,
John Colanzi
http://www.internet-profits4u.com
About the Author
Copyright (c) 2000 - 2002 John Colanzi.
John publishes the "Street Smart Marketing" newsletter.
To subscribe mailto:streetsmart@rapidreply.net
Don't forget to get your free email course. "Five Days
To Launching A Successful MLM Business."
mailto:mlms@makenetmoney.com

2005-10-20T17:40:00.000-07:00

The Free-Reprint Articles Powerhouse and Copyright Law by Bill Platt

Writing articles is definitely a very solid method of building
a client base for your online business. There is no doubt about
that. The writers I speak with who use free-reprint articles
for the promotion of their businesses all proudly talk about
the success articles have brought to them.

Articles will generate substantial traffic to those who write
well. Even better, a considerable amount of the traffic will
convert to sales.

The Internet is a rocky super highway. Thousands upon thousands
of people have had their dreams shattered by the realities of
marketing online.

Less than 5% of all online businesses will survive, so it is
important to try to do the things that the 95% do not do. I
will tell you one thing now --- more than 95% of all online
marketers do not even attempt to use articles for the promotion
of their businesses.

I have written a number of articles telling people about the
promotional power of free-reprint articles. In fact, I have
built my business on free-reprint articles, by helping others
tap into the promotional powerhouse for themselves.

I have often said that one should investigate writing their
own articles. I have even said that ideas of inspiration can
be found in reading the works of others.

I wish to re-emphasize my original direction to find inspiration
by reading the words of others. I said that reading around
should only be used for inspiration. One will discover that
as they read someone else's point of view, they will suddenly
see an idea for an article on what may be a similar, but very
different tact.

One should NEVER take the words of the original author and make
them their own!!! Nearly every article you read will contain a
copyright notice. The copyright notice is legally binding,
supported by federal law.

If you are writing your own articles but borrowing a few
sentences from someone else, YOU ARE STEALING! Copyright
violation is a criminal offense that can find you in court
and defending your bank account!

Words that I write and put into a free-reprint article do carry
clearly stated "terms of reprint". Let us review those real
quick:

This is a Free-Reprint article. The only requirements for
publishing this article are:

You must leave the resource box unedited.
Minor editing to the article is permitted.
You may not use this article in UCE (Unsolicited
Commercial Email).
Email distribution of this article must be opt-in email
only.
You must forward a copy of the ezine or newsletter that
contains the article inside to the author at:
mailto:bplatt@windstormcomputing.com
If you post this article on a website, you must set the
links up as hyperlinks, and you must send us a copy of
the URL where the article is posted.

Where in these "terms of reprint" do I give permission to
borrow a few sentences or paragraphs from one of my articles
to form the basis of your article with your name in the
resource box?

I have read these "terms of reprint" again, and I still do not
see the permission to use my words in this way! What am I
missing here?

Let us writers be aware, there are those in the our Internet
writers community who deliberately disregard our "terms of
reprint" to take our words as their own.

Folks, if you are just getting started in using free-reprint
articles to promote your business, please realize that it is
completely unnecessary to steal the words of others! Inspiration
resides in all of us, and we can find it in the most bizarre of
places.

Back to my original article on this topic, which was written
for Max Shifrin (one of my ghost writing clients by the way),
this is what I said:

When in doubt, I always turn to the search engines to find
inspiration. I might have a general subject in mind, but I
might not know how I want to address it. That is until I am
reading someone else's view of this subject, and Boom!,
inspiration strikes.

A spark goes off in the old brain and I know exactly where
I am going tonight. I know exactly how I will proceed with
my new issue and article.

When I am done, you could look at the original source and
never understand how I decided my slant on the article.
That is because the source being read only serves to spark
the inspiration from which the article will be written.

To read this article in context, click the following redirect
link and read the second article called "Online Publishing:
Where Do You Want to Go Today?":

http:/ hephantomwriters.com/promotion-tips

This topic is being addressed today for one very important
reason. I keep seeing my words pop up in the articles of
another! These words are derived from articles I write in
my own name and in the articles written for my clients.
While everyone can read this article, it is actually only
intended for one person. They know who they are.

In the meantime, this article also serves as a warning to
those who are just getting started with this very lucrative
promotional technique. There really is no reason at all for
anyone to steal from another to become successful online. When
we tell you to copy what works, we are not telling you to
literally steal what is working for us!

And to the one person who is choosing theft as the basis of
their business, be forewarned. I am watching you and gathering
a portfolio of examples to use against you in a court of law.
When I have gathered together my case, you will be hearing
from my attorney. Funny thing is, you do not know how many
people I actually ghost write for, so you have absolutely no
idea how deeply you are exposed! Thinking on Lewis Carroll's
"Alice in Wonderland", how deep does the rabbit hole go? Think
about it.

There is only one way for the perpetrator to avoid the
courtroom in this case. Make your confessions and agree to
my terms for keeping yourself out of the court room. This
is not just about me and my ego. This is about the value of
the work that has been done for my clients who have been
ripped off as well. The ball is now in your court. I will
await your message.

mailto:bplatt@windstormcomputing.com

Folks, honesty is always the best policy. Honesty will keep
you out of court and in the black. Find inspiration where it
may reside and use that inspiration to join those of us who
are in the 5%, by using the powerhouse that free-reprint
articles represent in the process of growing your online
business.
About the Author
Bill Platt owns The Phantom Writers, a company committed to
helping people to establish an Internet presence & promote their
businesses through the use of Free-Reprint Articles. All articles
are distributed to 6,500+ publishers & web-masters as part of the
package. Do you write your own articles? Let us distribute them
for you. http://PathTrax.com/x.pl/BP121,50

2005-10-19T17:40:00.000-07:00

5 Reasons Why Headlines Are Crucial To Your Websites Success by Robert Boduch

5 Reasons Why Headlines Are Crucial To Your Websites Success

Copyright2002 by Robert D. Boduch

Without a powerful headline, your message stands little chance of being noticed in an increasingly competitive marketplace. If your headline doesnt capture attention and pull prospects into your copy, than your marketing effort is a total waste of energy and resources.

Nothing is more important to getting your message noticed than your headlines. If youre not allocating a sizable percentage of your time and creative effort to the headline used on each page of your website, you could be losing out on a large chunk of business.

Top copywriters understand this concept well. They know how essential it is to capture attention by literally stopping pre-occupied prospects in their tracks.

Following are five good reasons why your site headlines deserve greater emphasis and attention.

1) Headlines Are Natural Attention Getters. Most online prospects quickly skim web copy looking for a reason to stay or a reason to go. No one reads the body copy of a page without first being pulled in by a strong lead, delivered by a compelling headline or sub-heading.

Headlines are the first things your visitors see. They jump right out visually and command attention by being set distinctly above the rest of the text. Often the typeface, size, and style used for headlines contrasts with that used in the body copy. This proven approach naturally attracts eyeballs, virtually forcing interested prospects to grasp the key message and to read on due to its magnetic appeal.

According to advertising legend David Ogilvy, 5 times more people read headlines than body copy. Although Ogilvy was talking about print advertising in general, the observation is certainly applicable to websites as well.

With 5 times the readership, headlines have the power and capability to make any message much more successful.

2) Site Headlines Serve As Valuable Guides To Busy People. Headlines reveal key details. They tip off readers as to what follows. A strong headline provides clear signals to help readers decide whether they should stick around for the full message, or dash off to something elsesomething better suited to their own special needs and interests.

As a summary of the entire piece, headlines either help sustain continued interest and readership, or they repel it. Without a headline, the reader is forced to wade through a portion of the text to understand the meaning and relevance. Forcing readers to do this is to risk losing them altogether. Its sales suicide. In effect, having no headline will cost you at least 80% of your potential audience.

3) Headlines Create Anticipation and Stimulate Interest. They captivate, arouse curiosity and stimulate the desire for more. Its the headline that starts the readers motor running. A good headline sets up a feeling of expectation as the reader anticipates discovering more -- and cant wait to get it!

Successful headlines address specific audiences. They open prospects minds to new possibilities and expand their level of enthusiasm and interest. The best headlines involve prospects, increasing the likelihood of their sustained attention and engagement.

4) Headlines Simplify The Learning Curve. Every headline serves to introduce whatever follows. As an opening or lead-in, the role of the headline is to succinctly communicate the essence of the message it precedes in an interesting and compelling way.

Effective headlines and sub-headings reveal key bits of information, often with the added power of emotion. A review of the various headings alone often delivers the gist of a given message. This makes it faster and easier to understand, remember, and review.

Use your headings to generate emotional involvement and you boost the chances prospects will go back and read more of your copy. When you make it easier to read and comprehend your messages, you increase the chances of making the sale.

5) Headlines Allow You To Deliver Your Biggest Bang Right Up-Front. Capture attention and interest at the outset, by using your most appealing selling point. If the strongest, most desirable product attribute (benefit) fails to pull prospects in, surely nothing else you could ever say would do the trick, either.

The stronger and more compelling your headline, the more time prospects will spend at your site. Create each headline to grab attention and inspire interest. The more alluring and irresistible you can make it, the more genuine prospects youll attract and ultimately, the more sales youll record.

Headlines are powerful marketing tools when used effectively. Take a good look at your site headline. Could you add more benefit power, intrigue, curiosity, or interest?

Test different headlines by trying various appeals and offer combinations. Keep an eye out for additional headline opportunities throughout your sales letter, as well as on other pages on your site. Make your headlines impossible to miss and difficult to ignore then, watch your results soar!

About the Author
Robert Boduch is the author of Great Headlines Instantly! -- How To Write Powerful, Attention-Grabbing Headlines That Pull In More Prospects, More Customers And More Profits, NOW! This full-length manual features hundreds of helpful tips, techniques, strategies and hands-on formulas for writing successful headlines of every kind.
Visit the authors site at: http://www.headlinesecrets.com
Or email him at: behappy@total.net

2005-10-18T17:40:00.000-07:00

Does Your Web Site Beat The Clock? by Paula Morrow

Tick, tick, tick. That's the sound of those all important 10 seconds
slipping away - the average amount of time a visitor remains at a
web site before clicking on.

That is, unless you give them a reason to stay.

Take a good hard look at your web site - is it optimized in your
favor? What does a visitor first see when they arrive? Does the
headline make them screech to a halt? Does your sales letter's
first paragraph hook them in? Tick, tick, tick.... remember, 10
seconds is all you have.

If your conversion rate is telling a dismal tale, it's time to make
some changes. And, as unglamorous as it may be, it all comes
down to your sales letter. If your sales are nonexistent, now's the
time to act. Fast. Before your business becomes one of the 95%
that fail.

Here's the infamous 'Top 10' checklist - does your sales letter do
the following?

1) Does it engage the reader on a personal level? Write like
you're talking to your best friend, your grandmother, whomever
your target market is. If it's not personal, it's useless.

Use the words 'you' and 'your' whenever possible - try to forgo
the words 'I' and 'me.' After all, it's not about you -- it's about
them.

2) Try to incorporate your target market into your headline. If
you're going after car enthusiasts, say 'Car Enthusiasts Usually
Disagree... Except On This One Thing.' If you're going after dog
lovers, it would be 'Dog Lovers Usually Disagree...Except On
This One Thing.'

Do everything possible to make your reader identify with the
subject matter, to hook them into reading more.

3) Always use the KISS principle when writing (Keep It Simple
Stupid). Don't get lost in your own words - this is not the time to
impress with your astonishing vocabulary - write for the common man/woman. Don't bore them into clicking away.

4) Do you use stories to illustrate your point? Ever notice how
CEO's and politicians always use stories in their speeches?
They're communicating through mental pictures, to get their
ideas across in another way.

Everyone has a different frame of reference - try using a personal
story to produce that 'yes! they're talking about me!' reaction.

5) Break it up with bullets. For those readers who are into
skimming, organizing your most important points in bullet form
helps to communicate the benefits FAST.

Put your most important points at the top, in case the person
doesn't make it to the bottom. And there's no rule that says
you're only allowed one bullet list - put one close to the top of
the letter, and perhaps another towards the bottom.

Test, and keep whatever converts best.

6) Use benefits over features. Always. They don't care that
the refrigerator has a big vegetable bin or automatic icemaker.
They want to know that it keeps their vegetables from drying out,
and their beer/lemonade refreshingly cold on a hot summer's day.

7) Write in your own voice. We're not talking 'Masterpiece
Theatre' here. Formality is out; friendly is in. And I give you
permission to start your sentences with 'And' (note how this
sentence started!) and 'Because.'

When writing for the real world, write like you speak.

8) How long are your paragraphs? If longer than 2-4 lines,
break them up. And keep sentences short - even 2-4 words
are ok. Like this. Short, quick 'eye bites' communicate faster
when you're racing against the clock.

9) Focus on one product/service per sales letter. Period.
No exceptions.

10) And, finally, watch the grand, sweeping statements. Using
'Earn $1 Million In Two Days While You Sleep!' won't help build
your credibility. Or conversion level.

If you incorporate these ideas into your sales letter, you're bound
to beat the clock and begin building a better conversion rate.

====================================================
Paula Morrow heads http://www.idealmarketingcorp.com. She
specializes in public relations, information marketing and creating
cashflow systems. Her newsletter, IDEALProfits, is now read in 12
countries. Subscribe and receive 5 BONUS ebooks!
http://www.idealmarketingcorp.com/subscribe.html
====================================================

About the Author
Paula Morrow is webmaster of http://www.idealmarketingcorp.com and has extensive marketing experience earned from 20 years in the public relations, entertainment and advertising worlds. Now applying this experience to the Internet, she enjoys creating cash-generating systems and coaching new marketers on innovative ways to promote their businesses both online and off.

2005-10-17T17:39:00.000-07:00

Having Difficulty Writing A Compelling Offer? Click On A TV Infomercial! by Paula Morrow

Yes it's true. Everything I ever needed to learn about assembling a compelling offer, especially telling the difference between features and benefits, I learned from TV
infomercials!

Now, just give me a second here.

Remember when you first started learning how to write copy? Whether for a classified ad or a sales letter, it was drummed in that it had to be a 'compelling offer,' heavy on
benefits, not features.

But, telling the difference between benefits and features, plus putting together the offer in a convincing way, was a bit tough.

Then, late one night, I stumbled (clicked?) onto a secret treasure trove of ideas, that I've continued to use to this day.

If you want to hear benefit-laden offers presented in a emotional and compelling manner, just watch the infomercials!

Note how they effectively use the following (think you could incorporate any of these in your offers?):

*Testimonials. The participants describe the products used on a very emotional level. Because they took a chance and ordered, their complexions are now clearer, waistbands looser, their meat grills easier (and with less fat)...

By positioning the testimonials in such a way that the audience identifies with them makes the 'what's in it for me' come across in a very clear and compelling way.

*The Concept of Value. A full-size product comes with a free 'travel size.' The order comes complete with bonus audio tapes and 'quick start' videos. Or you get a lovely bathrobe along with the leg waxing kit.

*Proof. An extension of the testimonial, benefits are often presented visually. Before/after pictures are shown for a weightloss product or acne treatment. Live makeup demonstrations show how beauty can be yours, instantly. Copies of cancelled checks are displayed for houses
purchased using a real estate system.

*Urgency. The products can only be
ordered by 800 number, available only
during the show. Or there is only a limited amount of product available. A counter is shown onscreen, rapidly clicking down towards zero. It's a clear message: if you don't buy now, you miss out!

*Ironclad guarantee. Infomercials always include a 30-day trial period. And the chance to keep part of the offer 'as their gift' if they decide to return the product. It's presented as a no risk, win-win situation. Always.

*The Upsell. When you call to order, the operator's script always includes an upsell. Offering vitamins to go along with the fitness equipment. Or complimentary magazine subscriptions. They capitalize on the customer's mood to buy.

So, if the thought of how to write a
compelling offer is keeping you up at
night, do yourself a favor, and just hit your TV's power button.

Anthony Robbins, Carlton Sheets, Vanessa
L. Williams, Ron Popeil, George Foreman, Susan Powter, Victoria Principal, et al, I salute you!

About the Author
Paula Morrow heads Ideal Marketing
Corporation, specializing in information products and training for newbie netpreneurs. Subscribe to IDEALProfits, now read in 12 countries, and receive 5 bonus ebooks! http://www.idealmarketingcorp.com/subscribe.html

2005-10-16T17:40:00.000-07:00

Don't Write Like You Think...Write Like You Talk by Paula Morrow

The Internet has provided us marketers
with an amazing opportunity. It's leveled the playing field - regardless of your background, you can now pursue a profitable business in your area of interest.

But selling online brings its own set of challenges. One of the most difficult being able to establish a one-on-one, personal customer relationship.

So how to overcome the anonymity of the
computer screen and create this critical bond?

One of the simplest ways is through your words.

Words are your online ambassadors, so
why not have them reflect your personality?

If you're enthusiastic, write enthusiastically! If you're thoughtful, let your words convey this, too.

A great example of someone who does this extremely well is Bob Gatchel, Mr. Internet Cheapskate himself. On his website (http://www.internetcheapskate.com) and
through his emails, you soon come to feel like you know him personally, that he's your best friend.

How does he do it? By adding emotion,
writing in facial expressions and by carefully using capital letters for effect. The end result is the representation of a VERY ENTHUSASTIC person.

Which, having seen him at a seminar, he
truly is in real life. In his writing, Bob really lets his personality shine through.

You can do the same. By writing like you speak (or 'writing in your own voice.')

In school, they try to teach ou 'writing for business.' The pressure was to be 'textbook perfect.' Nothing is further than the truth. Actually the opposite holds true.

You are attempting to make a connection - one living, breathing human being to another.

[Before going on, I wish to sincerely
apologize to Mrs. Williams, my tenth grade English teacher, for what I'm about to recommend...]

When you talk, you break most of the rules. Real people start a sentence with 'and.' You use slang. You combine words - do not becomes don't; you have becomes you've.

One warning: Just beware of how you use
the variations of your-you're; their-they're-there; and when to use it's or its. If you're not sure how to use them, choose other words to make your point.

Feel free to lean heavily on the action verbs (jump, run..) and descriptive adjectives. Just don't go overboard...there's a fine line
between genuine enthusiasm and hype.

Write in brief paragraphs, to keep your
readers engaged, like in a conversation,
and moving rapidly down the page.

Need more ideas to get started? Try the following:

*Tape-record a conversation. Describe
your product/services to your friend, your spouse, your pet. Any audience that you feel comfortable with, so that your words flow and your enthusiasm takes over.

Then, play it back. You'll soon pick up on your own unique presentation style. Now, convert that into words.

*Create punch through the careful use of capital letters. You can use initial caps (Capitalize The First Letter Of Each Word), or USE ALL CAPITAL LETTERS. Use this last sparingly, since online, capital letters = shouting.

*Translate physical expressions into words. Remember the above example of Bob Gatchel, and his trademark . You could also use or ;-) for a , or .

* If you talk dramatically, use ellipses (...) for dramatic effect

* State your message, then say it again in a different way. You never say something exactly the same, twice, in conversation. So restate your offer a number of times - you never know which version will connect with your audience.

*To make an aside comment, use
parentheses (like this)

There are a number of ways to inject your personality into your words. Think about it, loosen up, and make that personal connection.

Through necessity, you have to
communicate through a machine...but
there's no need to write like one too!
About the Author
Paula Morrow heads Ideal Marketing
Corporation, specializing in information products and training for newbie netpreneurs. Subscribe to IDEALProfits, now read in 12 countries, and receive 5 bonus ebooks! http://www.idealmarketingcorp.com/subscribe.html

2005-10-15T17:40:00.000-07:00

Swipe Your Way To Success (Legally!) by Paula Morrow

Every successful direct mail expert has
one. Same with the online experts who
continually pull in the big numbers.

What is it? The infamous 'swipe file.'
Have you started yours?

Every so often, you're faced with a blank computer screen and a deadline - your ezine is due, your sales letter needs to be posted, your ad needs to be
submitted.

And your mental batteries are
completely dead. You're suffering from
total and complete writers block. But the clock keeps ticking.

This is when you turn to your trusty 'swipe' file for inspiration. For a killer headline idea or theme. For a power word or two.

Now, I'm not saying steal someone else's
work, word for word. That's plagiarism,
and can get you in a lot of hot water. What you use a swipe file for is inspiration - the catalyst to help jump start your brain.

In the offline world, for those in the know, 'junk' mail is really treasure in disguise. You receive free, every day, new ideas for future pitches. Look through and pull out the offers, the headlines, the pieces that really
catch your eye, engage your emotions
and make you want to buy.

Then file them away for that mental rainy day.

Dan Kennedy, I understand, has rows of
file cabinets full of these treasures, just waiting to be used.

The online world has the equivalent in
spam. Yes, a silver lining for spam! As
with junk mail, look at the headlines, look at the offers. Save the ones you feel most powerful.

I have files called 'solo ads,' 'great
headlines,' 'new product pitches,' 'pitches for affiliate programs' ... you get the idea.

A Word About Headline Inspiration...

Your headline swipe file is worth its
weight in gold. Start building this resource immediately if you've not already done so. The headline is the key to unlocking an email, and some could argue it is the most important part of your offer.

The key is to take a headline from your file and adapt it to your product. When you're drawing a blank, how easy would it be to adapt the following?

38 Fun And Easy Ways to Earn $500
Next Weekend

7 Steps To Freedom

26 Days That Have Changed Thousands
Of Lives

An Amazing Business You Can Carry In
Your Pocket

Are You An Educated Failure?

Banking Secrets That Banks Don't Want
Published

California Lawyer Discovers How To
Make Money At Home With The Help
Of The U.S. Government

Do you think you could take these, and
plug your product or service in, and get a huge head start?

For example, if you were selling vitamins you could adapt the second sample from the bottom:

Health Secrets That Drug Companies Don't Want Published

Do you have a weight loss product or
exercise tape series? Use the first one:

38 Fun and Easy Ways To Lose 2-4
Pounds By Next Weekend

See the process?

Aside from your swipe file, you should also build a list of power words. Words like: free, sell, instant, successful, little known, system, select, explode, unlimited.

Use these words to create a sense of
urgency and curiosity.

I've an expanded list posted on the Ideal Marketing Corporation web site, if you want more ideas. Click here to view:

http://www.idealmarketingcorp.com/powerwords.html

Creating a killer headline, copy and power word swipe file should be an ongoing process. Keep building yours, as you never know when you'll need that next bit of inspiration.

About the Author
Paula Morrow heads Ideal Marketing
Corporation, specializing in information products and training for newbie netpreneurs. Subscribe to IDEALProfits, now read in 12 countries, and receive 5 bonus ebooks!
http://www.idealmarketingcorp.com/subscribe.html

2005-10-14T17:40:00.000-07:00

Copywriting Successes and Failures: A Comparison Of the Good and Bad by Karon Thackston

by Karon Thackston2002
http://www.copywritingcourse.com

Its about 7:00am and time to start my day. While my exact routine varies, one of the first things I always do is check email. As the flood rolls in, I have my finger poised on the delete button aimed and ready to fire. But then something catches my eye.

On this morning, I decided to take a closer look at one email in particular. That led me to also lend a critical eye to some other ads as well. So below, Ill give you my evaluation of a few of the many email ads Ive received which ones got my attention, which ones I just rolled my eyes at and why.

Attention Getter

Heres one that is well targeted, indeed! The headline read: Inquiry About Becoming An Affiliate. That got my attention because my copywriting course does have an affiliate program. Im always interested in adding new affiliates to the group. So I read on.

Part of the message is below:

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

Good morning. I would like to inquire about possibly working with you and your company on an affiliate basis.

My company maintains a fresh, 100%, opt-in email database exceeding 15,000,000 qualified consumers. These consumers have specifically requested to receive purchase information regarding your product(s) or service(s).

If you're interested, I would be glad to speak with you about a cost-per-action (CPA) email campaign that WILL make additional sales and generate alternative revenue.

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

While the generic line about my product(s) or service(s) let me know immediately that this was a canned ad, it still gave me something to think about. Did I respond? Yes! Why? If I could get the copywriting course in front of over 15,000,000, and pay the same affiliate commission I was paying anyway, what would I have to lose?

Rolling My Eyes

However, among the pile of emails were some real duds. I must get 10 of these ridiculous emails a week. Youve no doubt seen them, too. They say something like I joined this program a few months ago and promptly forgot about it. Oh please!

Why did I roll my eyes at this one? While it started off good, it wasnt punchy enough to get me to respond right away. Thats no major crime. It often takes repeated exposure of the same message to get a good response. But when you get the exact same message from several different people 3 or 4 times a dayyou find out quickly that this is an overused ad, not a personal recommendation.

Then there are the ads that are just extremely targeted . A few headline examples are:

Karon, FREE 30-Day Sample of HGHOne problem with this is that I dont need Human Growth Hormone. The other problem is that clicking the email launches one of those automatic scripts that take you directly to the site. Something I personally cant stand! I also get at least 3 of these annoying things a day. With me, chances are that if the ad pops up a screen when I click it, I delete the thing before the screen even finishing loading.

Health Discovery! No Diet! No Exercise!All the exclamation points immediately let me know that this is a hard sell scam. Not to mention, I have trouble keeping weight ON not off. This one was deleted without reading any further due to simple irrelevance.

Approved and Ready!The copy of this ad simply stated: Your home refinance loan is approved! To get your approved amount, go here. Hmmm if memory serves me correctly, I never applied for a home loan. Click!

As you can see, all of my first impressions were based on the subject line. Other factors in the ad copy contributed to my final decision about whether to look into the offer. The subject line, however, was the single playing card as to whether I would read ANY of the copy.

Final notes: put the majority of your time into developing your subject line. Then test, test, test to get the best results. Also, make very, VERY sure your mailing list is targeted. With all the options today for segmenting lists, you have the luxury to email your ads to a group much more specific than women over 30. The more targeted you can get, the better your response will be.

Which words make *your* customers buy? Let Karon show you. Boost your profits by learning to write strategically created copy that hits a nerve and makes the sale. Boost your search engine rankings, too! 3 FREE bonuses with your purchase. Learn more now at http://www.copywritingcourse.com

About the Author
Karon is Owner and President of KT & Associates who offers targeted copywriting, copy editing & ezine article services. Receive her FREE ebook, Marketing Made Easy and subscribe to her ezine "Business Essentials" at when you visit her site at http://www.ktamarketing.com.

2005-10-13T17:40:00.000-07:00

How To Make Your Sales Letters Bullet Proof by Mike Jezek

I'm going to show you in the next few moments how to make
your sales letters and direct mail several times more powerful.
In fact, what I'm about to emphasize to you may enable you to
eat more of your competitors market share.

Every time before you sit down to write your sales letters or
direct mail take out a sheet of paper and think of every possible
objection your prospect could come up with to avoid buying your
product or service. This may take a while and it may seem a pain
at first but I assure you that this is incredibly important.

After you have come up with every possible reason why your prospects
may say no to your offer, stop and consider any possible objections
that may come up related to your specific industry or
specific tastes of your target market. In other words, would your
market be more inclined to buy only brand name products or services,
would your market be more inclined to buy only a more
attractive product over a less attractive one irregardless of quality?

Ok, now let's say you've done all of the above.
Here's what you do next. Think very carefully
about how you'd overcome those objections to persuade Mr. Prospect
to buy or respond.

Most companies with a winning sales force have a team come in
and create answers to every possible objection a prospect may raise.
And they create what's called a Script Book. In fact, companies
with top-notch sales teams keep their Script Books secret.
Some even place their Script Books in safes. Why?
The scripted answers to every objective Mr. Prospect may raise
are worth their weight in gold if their answers to a prospect's
objection works.

In direct sales, you must become a master of knowing every
objection your prospects have and be able to articulately overcome
every one of those objections.

And so it is the same with copywriting. Copywriting is nothing more
than salesmanship in print. When you craft copy that overcomes
objections, you're going to be light years ahead of your
competition. Most people won't even take the time to do this!
Your homework is to know the objections your market has,
like you know the back of your hand, and craft irresistible
answers to overcome those objections. After all, if everyone of
Mr. Prospect's objections are overcome, logic would tell him
he should invest in your product or service. Get to work.
About the Author
YOURS FREE! Get a free evaluation of your sales letters and
direct mail. Find out where your copy is weak and what you need
to immediately do to make it sell more. No obligation.
Here's my website: www.irresistiblecopywriting.com Go ahead
and find out where your copy is weak and whether it's going to work.
After all - it's free! -Psychological Sales Letter
Specialist (TM) Mike Jezek. Copyright 2002 Mike Jezek.
All rights reserved.

2005-10-12T17:40:00.000-07:00

Getting people to part with their money, the old-fashioned way. by Walter Burek

Neither snow, nor rain, nor heat, nor the rising cost of postage can keep a well-written sales letter from persuading readers to send money directly to its writer or organization. And many of the techniques successful direct mail writers have been using for years work equally well on-line today. Here are ten tried-and-true tips from the snail-mailers.

1. Have a plan.
Writing a sales letter is a lot like writing an ad. And successful advertising starts with clear thinking about what to sayand to whom. Picture your prospect in your mindin terms of age, income, attitudes, and the product she or he uses. Then determine the single most important benefit your product offers. The essence of a good plan is sacrificeplaying down the lesser benefits to concentrate on the biggest.

2. Start fast.
The first sentence of your letter is the most important. That's when your prospect decides whether your letter is just an other piece of junk mail or something that will make him say, "This sounds interesting. I'd like to know more about it." Involve your reader in your first sentence, or your second sentence may never be read.

3. The early offer gets the worm.
Direct-mail pros work on the coupon first, not the letter. What's the offer? How should it be stated? What are the terms? The offer is what gets the action. So make it clear. Make it direct. And make it early. Because a good offer can outpull any other technique to get your letter started.

4. Show the benefits
Write about benefits, not features. A feature describes a product; a benefit explains what it does for the reader. Remember that people dont want to buy grass seed. They want to buy a beautiful green lawn.

5. Show some personality.
The tone of your letter should be as important as what you say. Write the way you speak, using the language of the reader, so he perceives the sales pitch is coming from a peer rather than an outsider. By using this approach, you receive empathy from the reader by saying, "Look, I'm just like you. I know your problem; I've been through it; I have a solution." Writing peer to peerwriting as you would speak to a friendis the tone you want to cultivate in every letter you write.

6. Go long.
The amateur letter writer assumes that people will not read long letters. All the research tells us otherwise. The fact is that long letters sell better than short ones. If they make an attractive offer. If they get the reader's attention at the top. If they are packed with facts. You are asking your readers to make an investmentof their time, money, or both. They need to bethey want to beconvinced that what you're selling is worth it. And that takes plenty of information. So the more you tell, the more you'll sell.

7. Be short.
Research also shows that people won't read long letters that look hard to read, with long, black, solid blocks of text. Better to use short paragraphs that make your letter look more inviting, and easy to get through.

Use simple words and use jargon sparingly. Write in crisp, short, snappy sentences. Even sentence fragments.

When you're writing a sales letter, you're trying to communicate with your readers, not impress them with your grasp of the American language. Remember, you're writing to sell, not impress.

8. Be free.
Give something away. A free trial, free shipping, even free literature you may have printed for another purpose. It has been proven, time and again, that adding something free adds tremendously to the power of the sales letter.

9. Don't let 'em get away.
Follow the advice in the previous eight tips and you'll find yourself writing letters that will capture the interest of your readers. But you can't just let them nod in agreement, and do nothing. After all, it's human nature for most people to procrastinate. You can't let them off the hook. The successful letter writer tackles inertia and creates a reason for the prospect to actand to act now. Ask her to tear off a reply card, check a preference, paste a sticker on the phone or calendar, or answer a short quiz. There are probably dozens of other simple devices you can think of. A reader who starts to do something with your mailing is a good bet to end up being a reader who buys something.

10. P.S. Dont forget a postscript.
A postscript is an opportunity to restate the offer, to create a sense of urgency with a deadline, to offer a special premium or to remind the reader of an important detail. And maybe the best reason for using a P.S. is that so many professionals have proven that it works.

Walter writes, edits and publishes "Words @ Work", a FREE bimonthly newsletter of advice and information about writing that works. Subscribe by visiting www.walterburek.com or via e-mail to: walter@walterburek.com

About the Author
Walter Burek is an award-winning copywriter who learned his craft at some of the finest advertising agencies in the world,
and has been a writer and Creative Director on some of advertisings most important accounts.

Currently, he offers freelance copywriting services through his company, WalterBurek.com.

Walter also writes, edits and publishes Words@Work, a newsletter for marketing communications professionals.

2005-10-11T17:40:00.000-07:00

5 Overlooked, Yet Deadly Reasons WhyYour $ales Letter May Be Getting Poor Results by Mike Jezek

Please understand, I'm not going to list every disease that can
afflict a sales letter. Rather, I'm going to display 5 response
killers I sometimes see when working with clients. Is your
sales letter afflicted with any of the following?

1) To Much Windup. Get to the point right away in your sales letter.
Make your offer crystal clear. Try to at least do this by paragraph
#2 as a general rule of thumb. Most people skim online sales
letters.

2) Wordy Sentence Structure. If you're not a polished
writer - odds are you have overburdened sentences. Cut out
all excess and contradictory words to make your point.
Wordy sentences make persuasive arguments weak. They kill
response.

3) Inappropriate Use Of "Hot Words". Use "hot words" where
relevant. Example: Unless you're writing about strange
phenomenon in nature or health matters or
supplements -- think carefully about using the word amazing,
astonishing stunning, mysterious, miracle, potent, or the phrase
"guaranteed to work."

4) Inappropriate use of NLP or Hypnotic Sales Techniques.
Some of these techniques work. Because of the hypnotic
selling craze, I'm seeing sales letters riddled with NLP and the
like. Be careful. Many of these techniques are obvious - and
can lead a reader to think you're playing mind games with them.
The result? No sale. Just write a letter to your mom, ask for the
order 3 times, back up your facts, then delete your mom's name
and use the prospect's name in her place. You'll immediately
gain people's trust. And close more sales!

5) An Unbalanced Sales Letter. Many people saturate their
sales letters with too many exclamation points, bolding,
underlining and to many font colors. Result: A hyped up sales
letter decreases believability. Many people try to play the
"no hype" angle. I have never written a successful sales letter
with zero hype. Solution: Mix an equal portion of hype with
believability and you'll see results.
About the Author
Your's FREE! 10-Minute Sales Letter Critique By Pro
Copywriter Mike Jezek. Find out where the weak spots are in
your sales letter. And what's necessary to start your own
buying frenzy. No obligation. Your's free. Go to
www.irresistiblecopywriting.com and get your free critique today!
Copyright 2002 Mike Jezek. All rights reserved.

2005-10-10T17:39:00.000-07:00

Creative Success by JC Anderl

One of the clichd mantras of the Internet marketing world
is, "Content is king." Content is very important to any
website, but I think that a more important focus should be
on original content.

Recently I was browsing through a few marketing related
sites and I noticed a trend. I noticed that many sites
contain the same rehashed material. Much of this rehashed
material is essential for beginning business ventures to
succeed, but there also needs to be a stronger focus on
creating original ideas.

Let's face it, in order to stand out, you often have to be
original and creative. A great new idea is worth a hundred
used up thoughts. You can't sit stagnate, especially in
the fast changing world of the Internet. You have to
change with the pace, or be left behind, but why should you
stop there? Why not lead the next revolution. I'm making
it a point to take some time each day for thinking and
creating. Its not easy to do, but if you want to really
stand out, then take some time to really look for a novel
idea.

Here are a few tips on finding an original idea.

1. Identify a problem - If you can find a way to fix a
problem you've come up with a great idea. People obviously
don't like problems of any kind. Fixing a common problem
will benefit many people, and therefore have a great
potential to benefit you.

2. Do the twist - Finding a truly original idea is very
difficult, but that isn't exactly what you need. Putting a
twist on an old idea is one of the best methods of creative
thinking. A great example of turning an old idea into a
refreshingly new concept is top marketer, Mark Aesop's
TrafficSwarm. He basically took the old pop up window and
created an entire traffic generation system. Keep your
eyesopen.

More on Trafficswarm at:
www.redlionbooks.com/zlinks rafficswarm.htm

3. Write it down - If you spend a lot of time creatively
thinking, it starts to become habit and pretty soon you'll
be thinking about your site at the strangest times. This
is great, but the problem is that you can often get
distracted or just plain forget what you were thinking
about. Keep an idea diary by writing down any idea that
pops into your head, no matter how stupid it might seem.
Later on, even if it turns out to not be such a great idea,
it might spark your thoughts onto something better.

Don't become outdated and stagnant. Practice creative
thinking often and record your thoughts. Those who do this
will evolve and be the leaders, while the rest get swept
behind the times.

Best of luck to you,

JC Anderl
www.Redlionbooks.com, JC@Redlionbooks.com

Visit my site or email me if you have any questions about
marketing or website promotion.
About the Author

JC's website, Redlionbooks.com, specializes in advice about Internet marketing and web site promotion. Free access to articles and ebooks, learn how to market your product or service online at http://www.Redlionbooks.com