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5 Cheap Ways to Promote Your Website Offline
Copyright 2005 Kurma Group We get so caught up with internet marketing and “web building” that most of us tend to forget the “olden days” of marketing; offline marketing. Years ago, the web did not exist, yet, people still made millions! Why is it...
Add 500 Targeted Keywords to Your Site in Three Minutes
How often do you visit the search engines looking for the information that you seek? Twice a week? Every day? According to SearchEngineWatch.com, seven of the top search engines process over 300 million searches a day! Additionally, Search...
How Can People Find Your Site If They Don’t Know What To Search?
You are permitted to reprint my article electronically or in print so long as you
include the resource box. Exact word count 707 words.
by Wayne Liu. Copyright 2005.
We all know it is difficult to promote commercial products,...
How do I promote my Website?
How do I promote my Website? If you are a small business owner with a website, chances are you have wondered how best to promote it. You might wonder if people are going to be able to navigate to it or if it will be popular. Of course, you’ve heard...
Online Promotion with Google Sitemaps
Google Sitemaps is the newest service of the largest and most important search machine of the world. This service has only an important reason: Each day are added more and more web pages in the InterNet. Googlebot nearly no more all can regard the...
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Powerful...Yet Simple... Persuasion Techniques to Improve Website Marketing
Web Marketing Series
The art of getting skeptical prospects to believe the claims you
make in your web site promotions, to agree with what you're
saying, is one of the most difficult challenges facing
advertisers and copywriters. And bottomline - if the prospect
doesn't believe you, he's not going to buy from you.
One of the most effective writing methods for getting prospects
to believe your claims and turning them into customers is a
technique known as 'Pacing and Leading'. Let me define these
terms.
Pacing statements are statements of fact. They are easily proven
as true or are commonly accepted as true. Some examples;
· "No effective solution is possible unless one understands the
problem"
· "Doctor visits are increasing across America...with more heart
disease and obesity than ever before"
See...the prospect is consciously aware of the veracity of these
statements.
Leading statements are the statements, the claims, you want your
prospect to believe, but have not been proven true, or are not
commonly accepted as true. Some examples:
· "The use of commonly available vitamins and minerals is
insufficient for improving our health."
· "We would all be healthier and less disease-prone if our
doctors and nutritionists understood the root problem."
· "Our product will revive your energy and protect you against
age-related disease."
Notice the difference? The truth of our pacing statements are
obvious. The leading statements are the 'selling' statements we
want our prospect to believe, to buy into.
So...how do we turn these statements into powerful and
compelling copy? It's all in the rhythm. Example:
Pace- "Most middle-aged men would love to feel like 20 again, to
have more energy...to be free of worry from those age-related
diseases, such as heart disease, cancer, alzheimers."
Pace- "However, we have all either read about, seen or
experienced the fatigue and disease which strikes a large
proportion of men as they
age.
Lead- "Product X's unique blend of vitamins, herbs and minerals,
used for centuries in Eastern medicine, specifically address
male related aging maladies.
Now eliminate the two pacing statements and allow your lead
sentence to stand alone as a 'selling' statement. Not very
credible, is it?
However, when these statements are strung together, notice the
powerful effect as the lead grows naturally out of the pacing
statements. For your prospect, it's another 'yes'.
And as any experienced marketer knows, each prospect's
unconscious 'yes' is a suble, yet powerful, means for
comfortably moving that person to your desired end.
A good rhythm to use in your copy is to write two or three
pacing statements, or questions, where 'yes' is the only answer.
Follow with your lead statement. The writing style should be
conversational, with a logical flow between pacing and leading
statements. Throughout your copy, gradually reduce the number of
pacing statements between leads. For example; three pacing
statements followed by a lead...two pacing statements followed
by two lead statements...then one pacing statement and three
leads.
Try it. List the 'truths', the pacing statements that apply to
your product or service. Now list your leads, those statements
which you want your prospect to believe. Experiment with the
pace and lead rhythm mentioned above. As subsequent paces follow
naturally from the previous lead, you will experience the power
of this technique.
Copyright Alan Richardson
About the author:
Alan Richardson is a well-known internet consultant and
publisher with http://www.optimalwebservices.com - a Web
resource firm in North Easton, Massachusetts, offering free
advice and information for web-based small businesses and
entrepreneurs.
To read other articles by Alan, click
http://www.optimalwebservices.com/articles
To signup for the free 'Optimal Web Services for Small Business'
ezine, click http://www.optimalwebservices.com/subscribe
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