Advertising Tips ....................................... 12 May 2000

This week

Five Essential Web Writing Guidelines by Scott T. Smith

You can't make an income from the Internet. Pardon me? by Phil Wiley

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This week, there are two more articles to help you get the most from your website: Scott Smith gives five essentials for writing on the web - basic points that can often be forgotten in the rush to get a site up and operating. Ignore them at your peril.

Phil Wiley reminds us of the importance of remembering just who we're addressing our messages to - and that's individual people, not a mass of people! With a few changes in your approach, you can refocus on the most important person - the customer.

If you can see that your own marketing approach needs to be refined, but you haven't got the time or the confidence to rewrite your material - just contact me for an obligation free quote - that's why I'm here!

Regards,

Jennifer

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'Five Essential Web Writing Guidelines'
by Scott T. Smith of PromoMinder

"Give me a big enough lever and I can move the world."
Archimedes

In the online world, words are your biggest lever. Both behind the
scenes in your HTML code and meta tags, and in the all-important text on
your Web pages, 'words rule!'

Here's a look at how to use your all-important words to maximum
advantage.

Use Multiple, Specific Headlines

Headlines and subheadlines create immediate context when a visitor is
exploring your site. Make sure they can always see at least one headline
on the screen. Like magazine index headlines, they are summaries of what
is to come.

You can make these headlines specific by using your keywords. When you
tag headlines in your source code - such as <H1>, <H2> or <H3> - they
will be used by many search engines to index your site.

Clearly Explain

People scan headlines to grasp meaning, and often to summarize an entire
block of text. That's why being enigmatic, cryptic, or ironic is
counterproductive and a waste of time. Be as clear as you can (and you
won't risk irritating your readers)!


Write Your Links as Headlines

Often people scan pages by jumping from one link to another. Have you
ever looked
at your own site in this way? Linkwords look very much like headlines,
or highlighted words, and should deliver your primary message. Be sure
to use your keywords here as well.

Use Bullets

Bullets are essential. They break up text copy and serve you as
mini-headlines with an entirely different look and feel. The ideal
length for a bulleted list is 3-5 items, which is probably all most
readers scanning can grasp. If your bulleted list is too long, try
combining several bullets into one.

Body Copy

Start every Web page with a summary or value proposition describing the
content on the rest of the page. This will help you get better search
engine rankings, and it makes your pages easier to scan. Be sure to use
your keywords in this 'opening salvo'.

People can only read one screen of information at a time. If you are
looking at a screen shot of text on your Web page that is one continuous
paragraph, it's way too long. Short paragraphs of 2-3 sentences apiece
will serve you better, and each can have its own subheadline.

Keep it short and simple.

Your site visitors want to understand, NOW, exactly what your product or
service can do for them. Don't use long sentences when short ones will
work, and don't use long words when short ones will do. Write for
results, rather than to impress.

Site readers are less patient today and their attention shifts fast.
This is why short copy blocks will serve you well, highlighted by bullet
points, keyword-rich links, and subheadlines.

...         'PromoMinder'        ...
..  <http://www.promominder.com>  ..
.  The 1ST personalized, one-click  Web promotion system
'Web promotion, stress free'

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If you don't have the time or the skills to write your own material, contact me now. For professional writing and editing services for web pages, press releases, advertising material, business reports, content for autoresponders, technical booklets, articles for newsletters, and more: http://www.write101.com Click for Fee schedule now: mailto:wfees@SmartBptPRO.net?subject=Fees.

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For details on how you can advertise in this newsletter

CLICK NOW

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You can't make an income from the Internet. Pardon me?
by Phil Wiley
http://www.ozemedia.com

You're most likely reading this newsletter because you're
interested in making an income online. But plenty of
readers, and I hope you're not one of them, are failing in
their quest to make money from the Internet.

Read that bit again...." failing in their quest to make money
from the Internet."

That's exactly why people fail. They're trying to make money
from the Internet. Your income doesn't come from the Internet,
does it? It comes from individuals, from people just like you
and me, who make a decision to buy your product or service.

Unless you market directly to those individuals you will not
make sales.

And that's why so many people to make an online profit.

They fail to talk directly to people, to individuals, to "you."

Forget branding and subtle lifestyle positioning. Online
marketing is all about getting  the right message to the right
person at the right time. Get hold of a good book on mail-
order ( direct marketing ) and follow the same principles.

Online marketing should be on a one to one basis, each
individual getting a message especially for them.

Think about this...it's ALWAYS an individual surfing the web.
It doesn't matter if that individual is logging on from home
or from the workplace, you've got to talk directly to them.
So always talk to that person, the *you*. Just the way
I'm talking directly to you.

Remember this: the Internet  ( as we use it for selling
services and products ) is a vehicle for mass marketing
directly to the individual. Are you talking to individuals, or
addressing the mass market? Talk directly to people and
you'll start to profit.

So if you're not making sales:

*  have a fresh look at your web site.

* reread your sales material.

* reword your advertising.

* look again at the style you write your ezine in.

Hope this helps you increase your income a little.
__________________

Phil Wiley's All the Secrets is one of the Top 10 business
ezines in the world - (ListUniverse) And it's yours for Free.
Subscribe at http://www.ozemedia.com
or mailto:join-allthesecrets@lists.dundee.net

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Quick Tip

Does your HEADLINE draw the RIGHT Audience?

By Chuck Crawley

We all know that your ad headline's main purpose is to
*GET ATTENTION*.

The question then is WHY?

Why are you trying to get my attention? Is it because you
want me to buy something from you or you just want to get
my email address, telephone number or address for further
follow up.

You should know the answer to these questions BEFORE you
write your headlines.

Here are a few examples.

Targeted Sales Headline
=======================
"Has YOUR computer FAILED you lately?"

"Are YOU still drinking polluted Water?"

These types headlines will *DRAW* highly targeted responses for
computers and Water purification products.

Leads Generation Headline
=========================
"Free Gift worth $50, get yours today!"

"Free E-book, Learn how YOU can create wealth NOW!"

These headlines are great lead generators.

Knowing WHY you want to get my attention before you write
your headlines can help you get what you want from the ads
that you write.
-----------
Chuck is editor of the ADSTPLC Newsletter. The Newsletter
that teaches you Ad Writing to the MAX. Come join our group
of future Master Ad Writers. It's free to join and you can profit
from the ad writing techniques that are exposed in each issue.
http://unionez.net/adsezine/AdArtcle.html?RiteAud

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If you received this newsletter from a friend, subscribe now and get your FREE, weekly newsletter which gives expert tips on how to write effective advertisements for your business

CLICK HERE!

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Jennifer Stewart offers professional writing services - copy writing, editing and proof reading your: web pages, press releases, technical booklets, newsletters, business proposals, reports or any other writing projects: http://www.write101.com

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