Why I Use Article Marketing for the Bulk of My Traffic Generation

I use article marketing for the bulk of my traffic generation, because frankly article marketing produces the highest quality visitor to my website. Why does article marketing produces the highest quality visitor to my website? My opinion is that once someone reads my article and clicks through to my website, they have raised their hand or self-selected themselves as being really interested in me and the information I have to offer.

This is unlike pay per click or any other form of advertising, where your landing page is the primary qualification point. With article marketing the article itself is the primary qualification point.

So why not just write articles and post them to your own website? Think about this. Where does your website rank in the search engines? If you were to write 100 articles and post them to your own website, how many of them would likely show up in the top 10 results for the keywords for which they were optimized? In most cases, most of your articles would not show up in the top 10 results for the keywords for which they were optimized.

However, when you write in submit articles to article directories that have high page rankings, they often tend to appear in the top 10 or top 20 search results for your optimized keyword or keyword phrase. This means that you have access to Web surfers and searchers to me would not have had access without the aid of the article directories.

So the bottom line with article marketing is that you have a wide range of individuals who can become aware of you in your website without having to have the highest page rankings that are required for just getting into the top 10 search rankings.

Do you want to learn more about how I do it? I have just completed my brand new guide to article marketing success, ‘Your Article Writing and Promotion Guide‘

Download it free here:

All You Need to Know About Agents

The agent issue is such an emotional one for writers. Having one is a huge
validation. I was fortunate to sign with an agent while still writing my first novel and it was wonderful being able to work and know that someone was waiting for what I was writing.

But the eagerness to have that feeling often pushes writers to make poor decisions
when it comes to the hunt for an agent. With some thinking, solid preparation and
research it is possible to hook up with an agent and have a satisfying relationship
with him or her. Here are five crucial points to help you with the process.

1. Do You Need An Agent?

You’ve probably heard the oft-cited fact that most publishers these days don’t read
unsolicited manuscripts. But that only means that the editor hasn’t been contacted
beforehand. If you send a query letter and the editor asks to see your book or book
proposal, you can send it without going through an agent.

However, if the editor does want to make an offer, they will suggest that you get an
agent. An agent will help you get the best deal possible and, in the best of worlds,
an agent will also be interested in helping you develop your career as a writer. If you
can get an agent before the submission process, I think that’s even better because
the agent can help you put your manuscript in the best shape possible before it gets
submitted. As they say, you only get one chance to make a first impression. With
that in mind…

2. Be Ready.

You have to be writing at a top level to grab an agent’s attention. Unfortunately, a
number of writers tend to skip that part. You may be eager to get an agent, but if
you’re continually sending out subpar material, you’ll be seen as a writer with poor
skills and poor judgment and someone not to be taken seriously.

Granted, I know you want to know that you’re not writing for nothing and an agent
would provide that validation, but at some point you have to make the decision that
you’re writing for the long haul and working on your craft. If you can do that,
getting an agent will not be a problem.

3. Find the Right Agent.

When you’re ready to make the search, DO NOT get a bunch of names and do a
mass mailing to anyone with the title “agent”. You’ll only get a bunch of rejections
from agents who don’t handle your material or aren’t looking for new clients. If you
do a little work, you can find out what kind of writers an agent represents and the
type of material they favor. Writer’s Digest publishes the Guide to Literary Agents
(see below) where you’ll find complete listings.

Here’s another great tip: if you join Publishers Marketplace ( publishersmarketplace.com), you can get a daily e-mail listing of what deals
have taken place in the book industry. You’ll see what kind of book sold, what editor
bought it and the agent who represented the author. This is good information
because you’ll see immediately who is representing your type of writing and–more
importantly–who is buying it!

4. No, You Don’t Have to Pay an Agent!

I get asked about this a lot, usually by writers who have already been taken
advantage of by agents who charge expensive “reading fees”. A good agent makes
money when you make money (usually a 15 percent commission). You’ll want to ask
some questions. If an agent makes most of his money from writer fees and not from
actual sales, you’ll want to move on. A good way to weed out this group is by
checking out members of the Association of Author’s Representatives (AAR).
Members of AAR are forbidden from charging fees.

5. Network!

An agent is much more likely to pay attention to a manuscript from someone they
have met personally. I know networking and meeting agents can be hard if you live
in the mountains of Arizona or on an island in Puget Sound. But consider it part of
your work as a writer to get out to a conference at lease once or twice a year to
meet agents, editors and, of course, other writers! I’ll let you know when good ones
are coming up.

One last note.

An agent is NOT a magic pill. Even the best agent can’t work miracles with mediocre
material. It will ALWAYS be your job to do your best writing.

© 2005 Sophfronia Scott

Author and Writing Coach Sophfronia Scott is “The Book Sistah” TM. Get her FREE
REPORT, “The 5 Big Mistakes Most Writers Make When Trying to Get Published” and
her FREE online writing and publishing tips at TheBookSistah.com TheBookSistah.com

Letters to the Editor: Having Your Say

Writing a letter to your newspaper’s editor is a privilege that Americans have exercised since the early days of journalism. You need not be an expert about the topic at hand, but by adding your voice to the discussion you can help shape people’s opinions positively and constructively. Here are some tips to help you get your letter published:

1. Keep it short and sweet. Most newspapers and ezines put limitations on the number of words you can write. Generally, 200 words or less is common although some newspapers allow for up to 300 words. If you find these limitations to be too confining, consider offering your thoughts to the editor via an “op-ed” piece.

2. Keep it “libel-free.” You can criticize someone personally, but you may not libel them. Don′t expect your letter to receive the light of day if you slander or libel someone. Free speech does have its limits.

3. Use your own words. Sharp editorial staffs will recognize plagiarism in a moment. Speak from your heart, don’t quote others unless you are responding specifically to an article or previously submitted letter to the editor.

4. Show good taste. This one is difficult. What is tasteless to one, is a freely spoken opinion to another. Remember: you want to get the letter published, so curb your language accordingly.

You don’t have to agree with the newspaper or ezine’s policy regarding letters to the editor. Still, if you want to get published you must take into consideration whatever guidelines are offered.

Please note that you will be required to submit your name, address, and city as well as your phone contact information too. Some, not all, editors will allow you to be listed as “Name Withheld by Request” while others will want you to identify yourself with the words you wrote. So, think carefully about what you want to have printed as misused verbiage can come back to haunt you later on.

Matt Keegan is The Article Writer who writes for magazines, newsletters, ezines, web sites, and more. You can preview his site at thearticlewriter.com thearticlewriter.com

How to Avoid Writer’s Block

1. Write down what you see: whenever I step out of the house, I write down the little things that trigger my interest. This is a good habit, because you never know when you need to pull out something miraculous out of your hat. If you see an interesting car, write down detailed descriptions of it. If you see a beggar acting in a peculiar manner, jot it down. These little notes will eventually help you squeeze out of entrapments.

2. Observe people: you can find a story, anywhere. People are the biggest source of drama, or comedy. Watch people, look at how they act. You can tell when someone feels uncomfortable, or when they are at home in the world. The more you observe people, the better your understanding of human beings will become. Observation will give you an outsider’s point of view. Instead of finding every little characteristic from within, you borrow from the people you observe.

3. Use your imagination: there’s nothing more powerful than the imagination. Use it to add to the things you see. If you see a couple fighting, grab hold of that idea and try to come up with an assumption of who caused the fight. Try to get to the root of their problem without being directly involved. In this case, your imagination will create the story from a small fight. Your imagination will give you a broad range of circumstances to add to your stories when you feel stuck.

4. Listen: listen, listen, listen…listening can be of great use to a writer, because people have the most absurd conversations at times. Listen to every sound. Try to hear the beating of your heart if you have the time. Let your ears work for you. The more in touch you are with your listening skills, the more your characters will speak to you and guide you in the right direction.

5. Feed on your memories: childhood memories are more than enough to write a dozen stories. The best use for them is to write the opposite of what actually happened, in order to give them a more impersonal feeling for the writer, and more drama for the reader. Remember little moments from your life and write them down. Let your past become bedrock for new literary adventures.

6. BONUS: one exercise that I find useful, is listening to music. Find one CD that you can relax to. Listen to the CD while you write. And stop writing only when the CD comes to an end.

I was born in Niamey, Niger. But in my mother’s culture, you’re from where your parents are from. So in that respect I’m from Benin. I spent maybe a year or two in Niger before we moved to Cotonou, Benin. I quickly learned Fon at home and French in school. We lived in a compound with five other families for eight years until my mother moved to the United States. I lived with my aunt Mireille for a year during that time in Djougou in the northern part of Benin, and learned a lot about the Muslim population of the country, as well as their language. My two brothers and I, along with our uncle, later joined my mother in the United States.

Public Speaking: Lay Down the Law

When speaking in public, it is always best to communicate a clear set of ground rules near the beginning of your public speaking engagement. For instance, if you do not want questions until the end of your program, state that up front and get agreement from the group.

If comments from the audience are allowed, ask that they be kept to a certain amount of time (like 30 seconds or less).

Getting everyone to agree to your plan in the beginning puts enormous peer pressure on an individual violating any of the rules.

Copyright © 1998 - 2005 Advanced Public Speaking Institute

Tom Antion provides entertaining speeches and educational seminars. He is the ultimate entrepreneur, having owned many businesses BEFORE graduating college. Tom is the author of the best selling presentation skills book “Wake ‘em Up Business Presentations” and “Click: The Ultimate Guide to Electronic Marketing.” It is important to Tom that his knowledge be not only absorbed, but enjoyed. This is why he delivers his speeches laced with great humor and hysterical jokes. Tom has addressed more than 87 different industries and is thoroughly committed to his clients’ needs. antion.com antion.com

Advanced Public Speaking Institute
3105 Sergin Ct.
Virginia Beach, VA 23452
(757) 431-1366
Fax (757) 431-2050
Contact: mailto:cmckinney@public-speaking.org cmckinney@public-speaking.org
GreatPublicSpeaking.com GreatPublicSpeaking.com

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Write Hard-Hitting Headlines With Magic Words That Sell

Writing a killer headline for your copy is simple! You just need to follow simple dos and donts that make or break a headline respectively. If you think you have tried them all, check this out….

TOP 9 POINTS TO FOLLOW:

1. Stress on ADVANTAGE, RESULT, BENEFIT, PLEASURE, or VALUE

2. EMOTIONAL headlines that make people excited, scared or curious yield BETTER results

3. Your headline must be BELIEVABLE

4. Grab your customer’s attention - set the TONE of the offer

5. Your customer should be able to FIND what he is looking for in your headline

6. Put your headline in QUOTATION marks. Studies show a headline attracts 28% MORE attention in quotes.

7. Begin each word in your headline with CAPITALS.

8. Headlines should ideally be within 35 to 40 words.

9. Your headlines should be in ACTIVE VOICE.

Things to Avoid:

1. Using the word “Cheap” in a headline or sales copy is not advisable. Instead of “Cheap” use “Rock Bottom Price”, “Inexpensive” or “Incredible Low Price” etc.

2. DON’T USE ALL CAPITAL LETTERS

3. Don′t use excessive punctuation!!!!!!!!

4. Don’t try to get “everyone’s” attention with the headline. - PRACTICE “target marketing”

5. Don’t start a headline with a VERB.

Use these magic words in your headlines to attract attention immediately:

YOU

YOUR

FREE

BONUS

GUARANTEE

PROVEN

RESULTS

RISK-FREE

EXCLUSIVE

AMAZING

SENSATIONAL

BREAKTHROUGH

SECRETS

URGENT

AT LAST

FINALLY

JUST ARRIVED

ITS HERE

LATEST

FIRST

NEW

DISCOVER

REVEALED

MASTER

LAST CHANCE

HURRY

NOW

LIMITED OFFER

PROFIT

MONEY

MORE

BETTER

HIDDEN

REWARDS

FAST

WANTED

YES

Ipsita Mukherjee is a freelance web copywriter.

How Article Marketing is Significantly Increasing My Income (Part 2 of 5)

Following are the latest details on my experiment – article marketing (does it work, or not?). Listed below are more of the sites I’m consistently submitting articles to.

6. Alumbo.com: This site has a PR rank of 5 and an Alexa rank of 64,317.

You must sign up for an account to submit here. I find their submission process awkward and a bit confusing. Eg, you have to choose what category to submit to, and this not easy they way they have it set up because you’re not sure if you’re choosing the right thing based on the way they have it set up.

Also, no article stats are provided here – not even a page that lists the articles you’ve submitted. Without this, it makes it hard to keep track of what you’ve submitted already. In my opinion, this is a basic because if you write a lot and submit to a lot of directories, you need some type of tracking mechanism to stay organized.

This site also has several pop-unders (ads that pop up automatically when you log onto it) that can be annoying to some.

NOTE: In most of the directories, you have to choose a category, but it is pretty simple and straightforward. This is not the case with Alumbo. You’ll just have to see for yourself what I mean.

See Part I of this series (InkwellEditorial.blogspot.com) for how and why these sites were chosen.

7. ArticleCity.com: This site has a PR rank of 6 and an Alexa rank of 6,630.

You don’t need to create an author account to submit here. The process is very easy and straightforward. No article stats are provided though (bummer!).

You can click on your name and find out which articles are live on the site, but there is no way to find out which articles you’ve submitted already. This is important because they take up to 15 days to approve an article for publishing, and if you don’t keep track, you won’t know if you submitted a piece already, or not.

One cool feature of this site is that you can submit articles in bulk (more than one at a time). There are stipulations, but being able to do this makes submission so much faster.

8. Zinos.com: This site has a PR rank of 6 and an Alexa rank of 6,630.

Zinos is not an article directory, but a digest of eZines on the web. You must create an author account to submit and provide a list of articles you’ve submitted, but no article stats.

The one thing I don’t like about this site is they assign you an Author ID, which you must use to sign in. I don’t like this because most of the time, once you’ve created your account with a directory, your username is your email address and your password is something you create.

As they assign you an Author ID, I can never remember it, so have to stop, locate it and put it in. It’s a small thing, but it interrupts my flow of work. When you’re manually submitting to many directories, this is a major time buster.

HTML NOTE: With this site, if you submit using HTML code, you have to put in the the code for paragraph because it doesn’t automatically convert two hard returns to a paragraph break.

9. WebProNews.com: This site has a PR rank of 7 and an Alexa rank of 3,980.

This is a news site for e-business professionals. Although this is not an article directory site, I had written an article that fits well with their content and I knew it had a good chance of being picked up.

FYI, this site only accepts articles related to “eBusiness, search engines, information technology, or web development.” So, I haven’t submitted every article I’ve written to them, because all of my articles don’t fit their guidelines.

Tip: To dovetail on the above, only submit relevant content to directories/sites. The one thing you don’t want to do is get banned from a site for submitting content that doesn’t fit their guidelines and/or submitting poorly written pieces.

Most article directories have sufficient categories that you will easily be able to find one that fits your materials. If a site is not an article directory, then look for guidelines that tell you what they do accept.

10. Buzzle.com: This directory has a PR rank of 6 and an Alexa rank of 5,835.

You must create an author account – then wait. With most directories, once you create an author account, you are able to log in instantly, after clicking on a confirmation email that they send to you.

With this site, you have to wait to be approved – it only took a few days, but compared to other sites, it’s a little hitch that makes you go “rats!”. Worth the wait though with their rank and all.

This directory provides limited article stats and it’s easy to submit once your account has been approved.

Questions from Readers

Q: Are you posting the same article to each of these different directories?
A: Yes. This is how article marketing is done.

Is this seen as spamming? To be honest, I don’t know. All I can say is many times I have found one of my articles in a directory that I did not post to. I can only assume that some directories pull from others.

Q: Are you posting to each directory every day?
A: Yes, which makes it so time-consuming.

Many of the directories are similar, but some allow HTML, while others do not. So, I create an HTML-coded version of the article, and a plain text version. Then, I simply copy the version the directory accepts into the box.

How the Money Is Shaking Out

Right now, I’m making about 2.5 times/day what I was making before I started this experiment. FYI, I’m doing a day-to-day comparison (eg, Sept 30th to October 30th earnings). At the end of the experiment (11/18/06), I will compare 10/18 thru 11/18 to 9/18 to 10/17 for this year and for last year.

Building Your Brand — Getting Name Recognition

Before I started this experiment, when I typed my name into Google, the count came back at between 700 to 800. Yesterday, the count came in at 11,200. Last Friday (10/27), my googled name returned 14,200 results!

Why is this important? Simply put, the more visible you are, the more credibility you build. Remember, most prospects have to see your ad 7-28 times (depending on the source you cite) before they will buy from you.

So, while this may not lead to direct sales, when a prospect is looking for what I’m selling (my ebooks if I can ever find time to get them onto ClickBank.com), my name will hopefully be top of mind (at least in the top 3).

Stay tuned for Part III tomorrow.

May be reprinted with the following, in full: Yuwanda Black is the publisher of InkwellEditorial.com InkwellEditorial.com: THE business portal for and about the editorial and creative industries. First-hand freelance success stories, e-courses, job postings, resume tips, advice on the business of freelancing, and more! Launch a Profitable Freelance Writing Career in 30 Days or Less — Guaranteed! Log on to InkwellEditorial.com InkwellEditorial.com to learn how.

The Superwriter’s Four I’s of Great Storytelling

Superman sees through lead, Batman has the biggest bag of techno-gadgets in the business, and Wonder Woman fights for justice with a few, well placed, bits of jewelry. Super Writers see epic adventures in the smallest details, develop their individual tricks and techniques, and with a few, well placed words and phrases, make the intangible, tangible. To be a Super Writer, however, one must first understand the nature of their power.

INSPIRATION:

Let’s face it, without inspiration, our muse is as exciting as the Hulk on a good hair day. Our muse just sits there, brooding and inscrutable, big and well . . . hulking, but overall, dull and useless. Until suddenly, inspiration strikes, goosing the muse into action, shaking the earth with the pounding thunder of creativity.

Inspiration is a tricky thing, however. One simply cannot say “Ah-ha!” and begin writing at warp speed. There must be a sound basis to pursue this idea. We must ask: is it unique? is it interesting? will I be able to sustain this premise for an entire novel or is it better shared through a shorter medium? and most importantly, am I passionate about this idea?

If there’s no passion this idea is likely not an option worth pursuing. Published authors are often offered ideas from non-writers. They are inspired and believe the idea so fascinating and titilating, the author will be honored to write the book. The author usually responds with a chuckle and a shake of the head. “Write someone else’s book? I’ll never live long enough to pursue my own ideas.” In this regard, we are lucky. Not many other professions create so many options, you can dispose of one simply because it’s lacking emotional appeal–or passion.

Choose to expand on the ideas that grab you where you live, let the others percolate somewhere out of sight–in a folder, in a computer file–until the day the idea, perhaps combined with another, has the power of high voltage gamma rays.

INTUITION:

Okay, you’ve chosen to work on that inspired story. It’s timely, unique, and you’re passionate about the idea. This is going to be one heck of a ride! Your intuition is kicked into high gear–you’re operating on feeling, on the emotional impact that passion has on your priorities. Suddenly, you don’t care if the Tazmanian Devil erupted in your living room, it doesn’t matter if the kids are playing with Thing One and Thing Two–you are on a roll!

But wait, what’s that? An evil, ugly force driving away your ability to create. It’s taller than your muse, it’s faster than your typing speed, and it can leap pages in a single bound. It’s your internal editor. Where’s the kryptonite when you need it? Believe it or not, it’s lurking inside you–it’s that ringing bell that jangles when something is wrong, but performs with symphonic beauty when all is well. Listen for the tone, not the internal editor–that’s the bad guy, the one trying to kidnap your muse, tie him to the railroad tracks of your plot, and run him down with a freight train of grammar, punctuation, and spelling.

That first draft is an exclusive party. Only your muse and intuition are invited. Who cares how many mistakes you make? This isn’t going to be published as is, there is no one watching over your shoulder saying, “you missed a spot.” It’s a joyous time of creativity.

If you’re one of those extraordinarily disciplined souls who want every paragraph perfect before moving onto the next and end with a complete manuscript that needs no revisions, count yourself lucky and blessed. For most of the writing community, however, writing is a struggle to balance creativity and technical know-how. Of course, one is just as important as the other, but to focus on technical know-how at the muse stage, can be as frustrating as getting Superman to wear a kryptonite necklace.

IMPLICATION:

“Show, don’t tell.” We hear that phrase as often as Captain Marvel hears the word “Shazam!” It’s more than a mantra, more than a symbol of mystical, magical transformation–it’s the heart and soul of great storytelling. Implication defines this notorious phrase.

To imply, rather than state, is a marvelous tool. It lends depth, humor, and realism to our characters. By implying a reaction, emotion, or description, rather than stating the facts, we must dig deeper into our characters, understand each of their personalities, and choose the words that are part of that character’s lexicon. For Example:

Buffy snapped her gum and eyed the guy in the red cape. “Where can I get me some?”

“Jinkies, Buffy. The last thing the universe needs is offspring from that union.” Thelma shoved her glasses higher and dragged Buffy back into the mall.

Above, it’s implied, rather than stated, that Buffy finds the guy in the red cape attractive, followed by the implication that Thelma believes their children would be dangerous. Through this type of writing, you show much more than the words tell. We can infer above that Buffy is a bit of flirt, a little boy crazy. The guy in the red cape must be good looking. Thelma is more straight-laced and disapproves, likely based on past experiences. It’s shown, in this short exchange, that they are friends with differing priorities, but enjoy each other’s company.

Great storytellers, such as Stephen King, fill their books with catch-phrases and anecdotes that build rich worlds for the reader, a hint at the life these characters have lived off the page. Through these word choices, these small revelations, you’ll give the reader a story they won’t want to put down, and won’t soon forget.

IMPLEMENTATION:

“With great power, comes great responsibility.” If Spiderman never used his powers, the bad guys would get away. If Superman took the bus, instead of flying, chances are, he’d miss saving the day. A writer who doesn’t write, doesn’t get published.

Writing the words, implementing the power of your muse, your inspiration, through implication, can help you achieve success–whatever type of success you choose. This may mean simply completing a book, or hitting the New York Times bestseller list. Setting goals, whichever ones they are, is the first step in implementing all you’ve learned.

Be specific, but be realistic. If the goal is to write every day, take the concrete steps you need to make that happen. Prepare ahead of time, set the alarm on a clock or your watch, warn your family or friends that this time is off limits. Whichever process works best for you, follow through.

Prolific writers are drawn to their books, unable to resist immersing themselves in the world they’re creating. By taking the steps above, you’ll find yourself caught in the same hypnotic spell. In fact, you may find it’s going to take a heck of a lot more than the Green Goblin of real life or the Lex Luther of distractions to drag you away.

Remember the Super Writer’s Four I’s of Storytelling: inspiration, intuition, implication, and implementation the next time you flip on the computer, click open that pen, or sharpen that pencil–you just might discover the power inside you.

© J.R. Turner, 2005

Award winning author J.R. Turner writes action, adventure and romance. Visit the author’s official website for her novel, Stark Knight, as well as excerpts, articles, and more: jennifer-turner.com/ jennifer-turner.com/

How to Get B2B Clients: A Primer for Copywriters

In more than 20 years of copywriting for both business-to-consumer (ʖC) and business-to-business (ʖB) clients, I have found mid-size and large ʖB clients to be generally easier to work with, and more professional than ʖC. (I do not recommend working for small business in either ʖB or ʖC.)

In my experience, B2B companies tend be more “corporate” and less entrepreneurial in their thinking and procedures than B2C companies. For instance, B2B clients are more likely to use creative briefs, meet deadlines, and pay on time.

The marketing departments of B2B clients also tend to be more sophisticated in their approach to marketing; this is nice for the copywriter who wants to have more say in testing, offers, and other elements of a response campaign.

The more process-driven a marketing department is, the easier it is to get winning promotions, as well as information on the results of promotions, work samples, and other data that helps a copywriter build his business.

Winning a B2B Client

Because B2B clients are by nature more oriented to “professional” processes and thinking, the copywriter who wants to win their business must also appear professional. Here’s what you’ll need in order to successfully approach a mid-size, large, or enterprise-level B2B client:

• Professional-quality letterhead, envelopes, and business cards are a must. You don’t have to be exotic or fancy; graphic designers need flash and dazzle but copywriters don’t. Don’t fret about design…but do make sure your most basic business tools look professional. If you can’t afford a designer’s help, opt for simple and straightforward.

• Know what you stand for. It pays to create your own unique selling proposition (USP). These days both B2C and B2B clients want to know why you are the best copywriter for them. Once you determine what sets you apart, you should create a tag line that appears on your business cards and letterhead.

For instance, the tagline I helped one of my coaching students create is “Helping your build and maintain profitable long-term customers.”

• Go to a niche market. Related to the advice above, you will do well to go to a niche market for which you have a connection…a point of differentiation that sets you apart. Many experts will tell you that you can find your point of differentiation in your work history. But this is only partly true.

With my coaching students I regularly help them discover what makes them unique and special not only in their work history, but in their passions, and their talents.

For instance, one of my students wanted to use her literary talent to sell her copywriting; so we carved out a unique copywriting market that would appreciate — and benefit from — the power of her written talent for story telling.

• You must have a Web site. And it had better be professional. A professional Web site for the corporate market must exhibit obvious elements of good lead-generation.

The elements of a good lead-generating Web site are many; however, for the purposes of this primer, I will touch on the most important four elements:

1. Your Web site must have “you” orientation. It’s not about you, it’s about them. Your Home Page headline must acknowledge a pain of your audience, and offer a solution. One example from one of my coaching students: “Are you a software marketer looking for a steadier stream of qualified software leads?”

Contrast this with this “me oriented” Home Page headline of another copywriter: “Bill S., Freelance Advertising Copywriter.” Even the lead-in sentence was me oriented: “I’m an advertising copywriter, which is why my website utterly lacks graphics.”

2. Your Web site must have an offer. Direct marketing without an offer is not direct marketing. If you are a copywriter who wants to make a great income, then you must let your potential clients know that you will bring in more than you cost.

You offer should in some way convey that. In lead-generation, which is what your freelance business depends on, one of the best offers you can advance is free information in the form of a report, or other valuable information product.

3. Your Web site must have either a very clean, orderly, and simple but sophisticated design…or it must be designed by a graphic designer.

If designed by a direct response designer, your Web site will exhibit signs of high level branding and direct response design “magic”…all of which will impress a ʖB audience.

An aside: In my experience, Webmasters are excellent at what they do, but they do not have direct marketing graphic design skills — even though they usually think they do!

If you’re going to build your Web site yourself, take the time to learn about direct response design; otherwise, invest a small sum in having a direct response designer create a design template that you can follow…or have her design the full site herself.

4. Post samples. Samples are the equivalent of showing a portfolio. For new copywriters, this is a tough one. But there are lots of ways to work this to your advantage.

First, understand that no potential client wants to see more than three samples then understand that you can post a “spec” sample that never mailed; and third, know that you can even post a sample that was never entirely finished…

If, for instance, you did a critique of a potential client’s campaign, you can post that critique on your Web site — as long as you gained permission to do so.

A note on testimonials:

Yes, they’re important. But I was lazy in this department. Instead, I concentrated on getting response rates and writing case studies of my winners. Not having testimonials on my Web site never hurt me. However, one day I wanted to diversify into coaching and other copywriting related pursuits…and then I became concerned.

So my advice to you is to be vigilant about collecting testimonials. The moment your client says something positive about your work is the moment to say “can I quote that?”

• You must have business processes. Once again, because of their professional nature, ʖB companies work best with copywriters who use fee agreements, creative briefs, meet deadlines, and nail down exactly what it is they’re expected to do (right down to the size and fold of the brochure), put it in writing, and then do it.

Many copywriters work without fee agreements, “set in stone” timelines, and like the “handshake” approach to doing business.

But not only is this a sure path to disappointment, it’s also a red flag to corporate clients that the copywriter is insecure, a poor business person, or both. Having a clear process for how you do business will not only make your business more profitable, but it will make the B2B client more confident in your abilities.

• Be a salesman. Whether their marketing is lead-generating or order-generating, B2B clients are very efficient at salesmanship and closing. Don’t shy away from mailing sales letters to them and then following up. They do it, and understand that it’s “just business” to be on the receiving end.

In fact, I’ve found it much easier to market to B2B companies than B2C. If you’ve done a good job of targeting — you’ve created a niche or USP that matches you with your target — then you should enjoy at least a 1% conversion rate to your marketing efforts. B2B companies are generally accepting and interested in your call, as long as you’ve done your homework to determine why you’re the best copywriter for them.

Master copywriter and coach Chris Marlow publishes a free ezine for copywriters who want to quickly build a profitable business. Visit: FreelancersBusinessBulletin.com FreelancersBusinessBulletin.com

188 Stage Hero’s Journey (Monomyth) - Dissolving Away the Old Self

FORWARD

The 188 stage Hero’s Journey (Monomyth) is the template upon which the vast majority of successful stories and Hollywood blockbusters are based upon. In fact, ALL of the hundreds of Hollywood movies we have deconstructed (see URL below) are based on this 188 stage template.

Understanding this template is a priority for story or screenwriters. This is the template you must master if you are to succeed in the craft.

[The terminology is most often metaphoric and applies to all successful stories and screenplays, from The Godfather (1972) to Brokeback Mountain (2006) to Annie Hall (1977) to Lord of the Rings (2003) to Drugstore Cowboy (1989) to Thelma and Louise (1991) to Apocaplyse Now (1979)].

THERE IS ONLY ONE STORY

THE 188 STAGE HERO’S JOURNEY:

a) Attempts to tap into unconscious expectations the audience has regarding what a story is and how it should be told.

b) Gives the writer more structural elements than simply three or four acts, plot points, mid point and so on.

c) Gives you a tangible process for building and releasing dissonance (establishing and achieving catharses, of which there are usually four).

d) Tells you what to write. For example, at a certain stage of the story, the focus should be on the Call to Adventure and the micro elements within.

ABRIDGED TIPS, EXCERPTS AND EXAMPLES:

(simply go to www.clickok.co.uk for full details)

*****Trial 3 Evolution*****

The Road of Trials is a stage where the Hero’s Old Self dissolves away. The third trial, is often a conquest of the outer challenge. In Straw Dogs (1971), David enters the pub but this time is not afraid of Tom and buys them all a drink. Further, he is accepted - the Major invites him over.

*****Ultimate Antagonism and Inner Resolve*****

The Antagonist commits an act that forces the Hero to reach inside himself and draw Inner Strength and Resolve.

Often, the Antagonist threatens a vile act or an emotional tie. In Return of the Jedi (1983), Vader tells Luke that he will attempt to convert Leia. In Cinderella Man (2005), Jim Braddock thinks of his wife and kids and his previous poverty and begins to win.

Learn more…

WRITE THAT SCREENPLAY!

The Complete 188 stage Hero’s Journey and other story structure templates can be found at clickok.co.uk/ clickok.co.uk/

The Managing Creativity and Innovation MBA dissertation, DIY creativity Audit, Powerpoint presentation and Good Idea generator software can be found at managing-creativity.com/ managing-creativity.com/

You can also receive a regular, free newsletter by entering your email address at this site.

Kal Bishop, MBA

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