Sunday, February 04, 2007
[Web Site Marketing] Get Known and Take Names
Q. “I need a database of names and email addresses, based on visitors to my website. But an ezine takes a lot of work and a single information product seems inadequate. What else can I offer?” A. You’re right. Once upon a time you could send out an ezine every month or two. Now there’s so much clutter you need to have your name in front of readers every week or two. Otherwise they’ll assume you’re sending junk mail. That’s a lot of work when you’re starting from scratch. All that effort for just a small list? Whew! And even if you have an ezine, you may want to share new information with your readers. The answer: Create an e-course. An e-course is a series of short “lessons” sent to subscribers, one at a time, over a period of days, weeks or months. You send them through autoresponders, using the same program you use or ezines and other e-mailings. Website visitors sign up through an opt-in program, giving you their names and emails...and permission to send them a series of messages. Some marketers mail lessons daily – a good way to remain in front of readers. One well-known marketer just created an e-course with 87 lessons, sent one day at a time. She gets daily contact with a subscriber base for almost 3 months. We’ll remember her for a long, long time, especially since the quality of tips was very high. But most marketers create 5 to 7 messages, sent every 2 days. The idea is to create credibility with good information, while adding names to your own subscriber database. Readers who stay with your course till the end are probably seriously interested in your topic (or are seriously compulsive about finishing what they start). Each message should: (1) Remain short: 350-500 words. (2) Focus on one specific point or tip – a takeaway, preferably something your readers can begin to use immediately. (3) Include a thought-provoking question or assignment that will challenge your reader. (4) Avoid giving away the store. (5) Present valuable content not easily obtained elsewhere. Of course, each ecourse includes your resource box with content information and a word of promotion. You can expand each message into an article for your article marketing program, post your messages into your blog and save your messages for the day you’re ready to create your first ebook. Nothing is wasted. And you get to build your subscriber database, without writing new content every week for a small audience. It worked for me! |
Labels: content, copywriting, internet marketing, list building, strategy, writing
Wednesday, December 27, 2006
[Copywriting Tips] Generating Copy?
Q. I just saw a pitch for a content generator to create copy for my website. I don't like this idea because I believe my website should be written in my own authentic voice. Don't you agree? A. Well, yes and no. There's something called a headline generator that many copywriters use to create headlines. You have to feed the software good ideas but I've been surprised at the quality of output. I also get clients who are concerned that, if I write their copy, their sites won't sound like them. Sometimes you want to write with your own voice, but for home pages and sales letters, it's not necessary. Standard style and standard phrases actually are more effective. A good copywriter will sound authentic rather than sales-y. That said, I'd want to know more. Frankly, I'd rather see someone use a content generator than go to a discount site (such as Elance or RentaCoder) and hire a $20-$35-an-hour writer. Those writers sometimes are very good, but sometimes they plagiarize. You have to be very careful. It is a problem because hiring a good writer is very expensive. If you're on a budget you'd do better to get some coaching and learn how to do it yourself. To reprint this post, please be sure to make no changes and include this resource box with live links: Cathy Goodwin, Ph.D., coaches and writes copy for service professionals who want to increase the marketing potential of their websites to attract clients and increase revenue. Website: http://www.copy-cat-copywriting.com Free Report: 7 Best-Kept Secrets of Client Attracting Copy. http://www.makewritingpay.com/subscribe.html |
Labels: client attraction, content, copywriting, entrepreneurship, website marketing, writing
