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COMMERCIALS THAT CONFUSE, CONFOUND AND SELL NOBODY ANYTHING
I may be missing something, here, but it seems to me that, in advertising terms, the loonies have taken over the asylum. What is getting me all lathered up is the preponderance of TV commercials that go out of their way, not only to confuse their...
Copywriting for SEO
Someone beautifully quoted, "You can stroke people with your
words".
For a writer, there is nothing more fulfilling then creating a
new piece, an original article that benefits his reader. Writing
anything involves, thought, research,...
Dreading the Writing Assignment? Outlines to the Rescue
Writing technical articles is a challenge. There you sit, surrounded by reams of research, notes and interviews. Where do you start?
Remember 5th grade English? You start with an outline.
Outlining has fallen on hard times lately. Mind...
Is re-centralization the new SEO and effective copy must have for CMS?
What is the future of online copywriting and how will CMS
adapt to overcome the challenges? We discuss content management,
SEO and not overlooking the fundamentals of good writing for the
web.
The Issue:
The Content Management...
What Is Persuasive Copywriting And How Can It Help Your Business?
Persuasive copywriting is what draws the attention of prospective customers. They see your product and are drawn it. But what makes this happen? What words can win a customer over without having them laugh at overstatements and hype? Persuasive...
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Understand Your Buyer's Pathway
I really wonder how many marketers and other business people
really understand the entire chain of decisions potential buyers
make, leading up to the point of their final decision to do
business.
Every sale is different, but usually this chain begins with a
problem. Either the potential buyer knows about this problem or
needs to be educated about the problem and its consequences.
In all likelihood, few of your competitors have entered the
chain at this point, so if you are able to provide some
diagnostic tools, such as a simple checklist, or a list of
Frequently Asked Questions (FAQs), you could turn all of them
into also rans right from the start.
When a potential buyer becomes aware of a problem, he seeks out
information. He may ask his doctor, his lawyer, his cousin Ernie
or go to the web. If you have not only posted a lot (let me
repeat, a LOT) of free information on your site, but you have
also provided lots of free content on the subject to other
sites, with links back to your site, this buyer will find
you.
This person is not yet looking for a sales pitch. He needs
information. Information he can understand and use. Think of
this person at
this stage as an information sponge. At
the same time, think of yourself as a solution provider. Your
job at this point is not to sell, but to show the way to a
solution.
Behind the scenes, the buyer is also looking for credibility.
And by showing the way to a solution rather than
go-for-the-throat-selling, establishes credibility far beyond
anything else you can do.
Sit down today and map out your buyer's pathway, from problem to
you. Note every decision, every question, every want and every
doubt the buyer might have before he finds himself at your door.
You can remove a lot of the stumbling blocks along the buyer's
way when you know the path he will be taking.
COPYRIGHT © 2005, Charles Brown
About the author:
Do you need to turn the written word into profits? Charles Brown
is a freelance commercial writer located in Dallas-Fort Worth
area, who is available to help write professional web content,
organizational newsletters, direct marketing material and other
copywriting projects for business and non-profits. Put Mr. Brown
on your team today. Visit him at
www.bizwriterstudio.blogspot.com or you may contact him at
817.715.3852 or charbrow@gmail.com.
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