~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
~~~ Straight To The Point ~~~
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Issue 42, 3/22/05
~~~~~ From The Publishers Desk
~~~~~~ ASK THE ADMISTRESS - CLUES 4 SUCCESS
~~~~~ Feature: Five Sections of Your Copy Guaranteed
To Get Read
by Karon Thackston © 2005
~~~~~ Marketing Tip
==============
*** From The Publishers Desk ***
Hello Everyone,
I've been fortunate to start my new job this week.
One possible drawback is that I may have to publish my
ezine on a less regular basis.
It IS a tough thing to face ... I DO enjoy publishing, and
will continue to do so as often as possible.
I will also publish on my Quikonnex channel:
http://quikonnex.com/channel/page/ebizprofits4u/194
If you like, you may choose to subscribe to my channel. I
recommend QuickView:
http://quikonnex.com/channel/subscribe/ebizprofits4u/194
I thank you for your time,
Phillip
http://ebizprofits4u.com
http://letsdobusinesstogether.com
========
ASK THE ADMISTRESS - CLUES 4 SUCCESS
Copyright © M B Stearns 2005
====================================
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ASK THE ADMISTRESS - CLUES 4 SUCCESS
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ASK THE ADMISTRESS - CLUES 4 SUCCESS
Important Key to Success => Do You Have It?
Copyright © M B Stearns 2005
============
The successful e-marketer learns to understand the make-up
of the UN-successful e-marketer. The serious, successful
e-marketer only works with the right "kind" of e-marketer.
Winners know that aspiring candidates have to be grilled in
ethics, character, responsibility AND accountability!
Training often times is secondary. Even monkeys can be
trained.
Screen the "Wind-Bags" Out!
Candidates should know why they approached you, to get into
business with you. If the prospective candidate can't come
up with a couple of substantial reasons for wanting to get
into your business, maybe you better look for someone else.
BE very particular. High Producers and Top Bananas don't
waste precious time recruiting losers. Just because a person
"breathes" and takes up space, doesn't mean they are
competent OR qualified.
This is one Key to Success that requires dedication,
devotion and discipline, but it's the smart way to build
an e-business that will endure for a long time. If you
bring in the wrong kind of people, those who join or stay
with you for the "wrong" reasons, or those who won't lift
a finger to work, or want you to hold their hands forever,
this situation can point to disgust and failure, for
everybody in your organization. You are the SUM of your
associations so get this right, the first time.
The Keys to Success Should Open Doors!
Never lower your standards. Making money as an e-marketer
isn't rocket science. How about trying some good old common
sense?
=====================================
Clue # 210 - Birds of a feather should be flocking together!
=====================================
The links of our 31 "We Publish for Profit"
Circular Marketing Column Ezines can be found at:
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Marion B. Stearns and The Circle of Ezines.
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========
*** Feature ***
Five Sections of Your Copy Guaranteed To Get Read
by Karon Thackston © 2005
http://www.copywritingcourse.com
Only about 20% of your copy is going to get read. The rest will
simply be scanned. I'm sure you've heard the statistic before.
It's nothing new. While it might sound frightening or
frustrating, it's a fact of copywriting life. So what do you do
next? Give up? What difference does it make if only about 20%
will be read anyway?
It makes a world of difference. Especially if you understand
that there are some sections of your copy that are practically
guaranteed to get read. If you know what these are and work to
reinforce them, you'll see your conversions increase
dramatically whether your copy is geared toward online or
offline promotions.
HEADLINES
Headlines have always been and will always be the most important
section in any copy. They are the first thing to get read and
have the greatest impact on whether any of the other copy gets
read. Those stories you've seen floating around the Internet
about marketers who have made minute changes to a headline and
tripled their conversion rates are true. It happens all the
time. In fact, it's happened to me.
Headlines and sub-headlines can guide your visitors to read
deeper into your copy. If you set up a structure of progressive
headlines
http://marketingwords.com/articles/articles_progressheadlines.html, you'll have a better shot getting your point across. Pay a lot of attention to your headline. It's the powerhouse of your copy.
CAPTIONS
Captions started with newspaper journalists. When they would run
a picture with a story, they would add a few words underneath to
explain what or who the picture was of. People got into the
habit of looking for the captions in order to relate the
importance of the image with the information they were
receiving. This still holds true. Captions in advertising
pieces are highly read. Don't waste the space!
FIRST SENTENCES
When you scan something -- an article, a book, a newspaper, a
magazine, a website -- what do you read? Almost everyone reads
the first sentence of each paragraph. These sentences are
vitally important in order to get your potential customers
interested enough to keep reading. If you create exceptional
first sentences, one of two things will happen. One: The
prospect will be more likely to continue reading the copy. Two:
The first sentences in each paragraph will be enough to convince
him/her to buy.
FIRST IN BULLETED LIST
Just as with the first sentence in each paragraph, people also
almost always read the first entry in a bulleted list. If it
hits home, they might keep reading. But, knowing that you have
their attention for at least one second, always make sure your
first bullet point is extremely powerful and enticing.
PS's
Writing a direct mail or Web sales letter? The PS is another
hot spot. Take advantage of this real estate. Repeat offers,
remind readers of bonuses, reinforce guarantees or recap
limited-time offers. This section is the final pitch before
your reader either acts or trashes your copy so make it count.
Have you noticed something about these five sections? Why do
you think they are virtually guaranteed to get read in any piece
of copy? They are unusual. They are limited. They stand out.
They are eye-catching.
You only have a limited number of headlines and sub-heads in
copy. They are almost always offset by bolding or underlining
so they easily catch the eye of the reader. Captions only appear
when there are images. They do not appear all throughout the
copy. First sentences are also rare. Only one sentence in each
paragraph can be the first one. This tells the reader to keep
going or jump to another section that might be of more interest.
First entries in bulleted lists are unusually formatted and
catch the eye of the reader. PS's? There's only one, and since
it's the last thing on the page, most often, it stands out too.
These rare elements give you five guaranteed shots at building
curiosity, promoting benefits, generating interest and closing
sales. If you haven't done it before, now is the time to review
your copy to be sure you're making the most out of these
opportunities.
Karon Thackston is a veteran copywriting pro who specializes in
SEO copy. Learn how to write SEO copy that impresses the engines
and your visitors at http://www.copywritingcourse.com. Get more
tips on incorporating keyphrases into your copy with Karon's
latest e-report 'How To Increase Keyword Saturation (Without
Destroying the Flow of Your Copy)' at
http://www.copywritingcourse.com/keyword.
==========
*** Marketing Tip ***
From Kathleen Gage:
"Am I as efficient and effective as I can be in using the
Internet in my marketing?"
We all need to continually ask this question. To get the
most out of your overall marketing you need to be painfully
honest in your answer. Many people might think they are
being efficient, but are their efforts really working. The
answer will become evident in whether or not you are
increasing your leads, revenues and sales through the use
of the Internet.
People might be using the Internet in their marketing, but
is it working?
Case in point: I belong to dozens of online forums and
discussion groups. More times than not the people in these
groups struggle with their online marketing. Actually, they
struggle with marketing overall. They are experts in some
area, but when it comes to marketing more times than not
they miss the mark.
Based on similar discussion in several forums I decided to
visit the websites of people who frequent these forums. You
might be wondering how I was able to find their site. A
simple Google search under someone’s name can easily give
you their web address.
What absolutely amazes me is that over 90% of the sites are
NOT optimized for long term marketing, promotions and
selling.
Oh sure, their site is pretty and well designed, but beyond
that, nothing. Fact is, if you are going to use the
Internet as part of your marketing mix, use it effectively.
People are constantly asking the question, "What do I need
to do to improve my marketing efforts?" A huge part of the
answer can be found in whether or not your website is a
tool for building your database. A fact many people choose
to ignore.
I’m not talking about simply having a "Contact Us" form on
your site. Most people are not going to take the time to
fill this out. I don’t care how pretty a site is.
People will leave you their information if you create
unbelievable value and benefit for them.
Think of it this way, your site is a place to direct people
in order for you to provide information that encourages
them to leave you their contact information. If they took
time to visit your site, chances are they are interested in
what you offer.
Statistics prove most visitors to your site won’t return
and will soon forget about who you are unless you keep in
touch with them. In order to do this you have to capture
their contact information.
There are several proven strategies in Street Smarts
eMarketing Tips Guaranteed to Jump Start Your Internet
Presence to Put You Miles Ahead of the Competition. Ideas
like offering an Ezine, a free report, or a tip of the
week.
Let’s say you are a lawn care service company. You
effectively drive people to your site. And you have a place
for visitors to sign up for an Ezine.
Rather than simply having something that reads, "Sign up
for our Ezine," you will see greater results with something
like, "Learn the Secrets of Master Gardeners. FREE weekly
tips. Click here."
Make sure the signup form is visible. If it’s hidden, your
effort has been for naught. Additionally, the signup form
needs to be on every single page.
In my recently released book STREET SMARTS Making Money
with the Internet The No Hype, No Bull Formula to Greater
Revenues, Better Leads and More Sales for Small and Home
Based Businesses I go into great detail about the
challenges of working with a web designer who is not of the
marketing mindset. Remember, the Quick Start book you have
is an introduction into the full version of over 200 pages
of detailed information.
To read more about the full version visit:
http://www.streetsmartsmarketing.com and simply click the
link for STREET SMARTS Making Money with the Internet.
Please send the link for the FREE eBook to anyone you know
who would benefit from the information. Just go to
http://www.streetsmartsmarketing.com/free-ebook.htm to
access.
In success,
Kathleen Gage
++++++++++++++++++
No Part of this Ezine may be copied without the express
written consent of me, the publisher.
++++++++++++++++++
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