Friday, November 20, 2009

Top Misc Content on Internet

Top Misc Content on Internet

SEO Tips # 120 - Customer Focused Content

Posted: 11 Nov 2009 10:30 PM PST

Write customer focused content that appeals to your audience.

Remember that your Web site should be focused on your audience first and
appeal specifically to a niche interest. When writing your Web copy, you
need to dialogue in an appropriate tone and format for the right audience.

Some of the most interesting content will have more appeal if it speaks to
your audience in terms like: you can, you might, you will, yours, your and
you’re INSTEAD of we, ours, we’re, we will, we can, etc.

This is extremely important when working on sales related copy.

SEO Tips # 108 - Article Writing and Marketing

Posted: 17 Oct 2009 11:24 AM PDT

Chances are, if you have ever done any article marketing you already know the power of submitting a well written article to a niche or very topic focused directory geared to a specific purpose.

For example, one of my personal favorites is that of Evan Carmichael’s site which is focused specifically on the area of business entrepreneurs. This site attracts people that are interested in all types of business. I’ve talked before about how much traffic and link benefit you can gain from articles.

But here is something you maybe did NOT know…because it has not gone out to the public yet.

Evan, is getting ready to take on more new authors and now has opportunities for you to become an author too.

But here is what else is new:

A brand new updated Authors Dashboard

– When you grab your free account and log in, you can now see various tabs across the top called “Dashboard”, “Analytics”, ”Marketing”, and “Help/FAQ” – Each page contains the resources that you need to help you succeed.

SEO Tips # 108 - Article Writing and Marketing

Posted: 17 Oct 2009 11:24 AM PDT

Chances are, if you have ever done any article marketing you already know the power of submitting a well written article to a niche or very topic focused directory geared to a specific purpose.

For example, one of my personal favorites is that of Evan Carmichael’s site which is focused specifically on the area of business entrepreneurs. This site attracts people that are interested in all types of business. I’ve talked before about how much traffic and link benefit you can gain from articles.

But here is something you maybe did NOT know…because it has not gone out to the public yet.

Evan, is getting ready to take on more new authors and now has opportunities for you to become an author too.

But here is what else is new:

A brand new updated Authors Dashboard

– When you grab your free account and log in, you can now see various tabs across the top called “Dashboard”, “Analytics”, ”Marketing”, and “Help/FAQ” – Each page contains the resources that you need to help you succeed.

Starting Your Forex Trading Career

Posted: 17 Nov 2009 09:00 PM PST

Want to start a new career as a forex day trader? Well you need to read about some home truths first.

How to Use Forex Trading Systems to their Fullest Potential

Posted: 17 Nov 2009 09:00 PM PST

This article will discuss how to use statistics to find currencies that are strong and those that are weak for the best chance of sustained FUTURE trends.

What You Should Never Do When Repairing Credit after Bankruptcy!

Posted: 17 Nov 2009 09:00 PM PST

Repairing credit after bankruptcy isn't a mystery, but it is something that many people are confused about. Here are the most common mistakes people make!

How to Use a Factoring Company to Improve the Cash Flow of Your Canadian Business

Posted: 17 Nov 2009 09:00 PM PST

Does your Canadian company have cash flow problems? Read this article to determine if a factoring company can help you.

How to Finance Your Company in Canada with Invoice Factoring

Posted: 17 Nov 2009 09:00 PM PST

Do you own a company in Canada? Read this article to learn how to finance your Canadian company.

Obama's New Plan to Help People with Their Home Loans

Posted: 17 Nov 2009 09:00 PM PST

With all the foreclosures on the market today, many homeowners have been looking for help with their mortgage loans without much help over the last few months.

Bounce House Rental Business - Your Part Time Gig

Posted: 17 Nov 2009 09:00 PM PST

Today, more and more individuals are learning they can make money utilizing the extra space in their garage to store bounce houses.

In Forex Trading, Consistency is Key

Posted: 17 Nov 2009 09:00 PM PST

Although no trading is predictable, and even solid deals can bottom out unexpectedly in a flash, the forex market is constantly changing in ways that affect the values of the currencies being traded.

Advantages of Portable Wheelchair Lifts

Posted: 17 Nov 2009 09:00 PM PST

Portable wheelchair lifts can be used in residential and commercial environments.

Is Credit Card Consolidation for You?

Posted: 17 Nov 2009 09:00 PM PST

The is more than one type of credit card consolidation. It is important you understand how they work before you choose one.

Choosing a Proofreading Service - 6 Tips for Success

Posted: 17 Nov 2009 09:00 PM PST

If you're in the market for an online proofreading or editing service, you know there's a lot of variation out there. How do you choose the best proofreading or editing service? Here's a simple guide.

Tips for a Telephone Interview

Posted: 17 Nov 2009 09:00 PM PST

Tips on how to be successful on a telephone job interview.

Classified Ads to Find a Job

Posted: 17 Nov 2009 09:00 PM PST

How to best use the newspaper classifieds to find a job.

Different Types of Recruiting Agencies

Posted: 17 Nov 2009 09:00 PM PST

What are the different types of recruitment agencies and how do they differ?

FOREX Mechanical System Trading, Nothing Can Defeat FOREX Trading

Posted: 17 Nov 2009 09:00 PM PST

Everyone tells you how easy forex trading is. I am here to give you a reality check.

Indian Exporters waking up to emerging opportunities Posted By : made-from-india.com

Posted: 02 Nov 2009 09:00 PM PST

Find Indian Exporter at B2B in India. Boost your business with indian exporters. Get free verified and genuine selling leads of indian exporters at B2B Portal in India.

La optimizacion en buscadores, optimizacion organica Posted By : lean fer

Posted: 01 Nov 2009 09:00 PM PST

Para ello es interesante realizar una búsqueda para aquellos términos que consideras deberían llevar tráfico a tu web y estudiar cuales de ellos tienen un contenido complementario.

How No Dig Trenchless Technology Is Opening New Opportunities Posted By : William Penworthy

Posted: 01 Nov 2009 09:00 PM PST

No dig trenchless technology has revolutionised the way in which businesses and industries are able to lay new pipes and cables, or replace or repair existing pipes. But how is it possible to achieve this without disturbing the ground, and is no dig technology really as clever as it sounds?

Mike Dillard Network Marketer Posted By : Jesse Miller

Posted: 30 Oct 2009 09:00 PM PDT

These are just some of the compliments that you may hear being thrown towards the man who made internet businesses seem even more viable ever since he made his first over $300,000 dollars at the age of 28, and even more incredibly in just 7 days.

Promoting Your Business with a Customized Calendar Posted By : Roberto Bell

Posted: 30 Oct 2009 09:00 PM PDT

A customized calendar is a very effective marketing tool to promote your business, club or organization. Unlike other marketing premiums that may be stored away and subsequently forgotten, a calendar is a...

How To Consolidate Debt For Consumers Posted By : Brenda Lengel

Posted: 30 Oct 2009 09:00 PM PDT

Many of us worry about how to consolidate debt. We have all been tempted by easy access to credit cards and loans and we get into the habit of overspending. Once we have a large amount of debt, it is then that we seek an answer the question of how to consolidate debt.

How Can You Qualify for a Mortgage Loan? Posted By : www.hairlossdynamo.com

Posted: 30 Oct 2009 09:00 PM PDT

Tips and information for those looking for help and advice on mortgage types,payments and availability. Help with bad credit situations.

Achieve Imagine Financial Freedom Posted By : Top Article1

Posted: 30 Oct 2009 09:00 PM PDT

Imagine a chronicle where you don't need to worry about money and you crapper hit everything your kinsfolk needs. A chronicle of business freedom is attainable. The secret is to follow a set of proven principles and techniques and apply them to your own chronicle and then you module be on your way to achieving business freedom and the chronicle you hit always desired.

Purchase Stocks of the Size of Company Posted By : Top Article1

Posted: 30 Oct 2009 09:00 PM PDT

The have mart is sure not a gamble locate and sure not you're same your superstore where you get the fine price of every commodity. The have mart is a Brobdingnagian ocean of stocks and you ought to learn regarding stocks, funds, purchase and merchandising of stocks exhaustively before attractive a plunge into this Brobdingnagian ocean.

The Importance of Accountants in Payroll Activities Posted By : Alex Blackwell

Posted: 27 Oct 2009 09:00 PM PDT

Any business that has a staff of employees relies on accurate payroll accounting in order to ensure the proper imbursement of the employees as well as the monitoring of expenditures that a business covers month in and month out.

Tax Planning and Accountants Posted By : Alex Blackwell

Posted: 27 Oct 2009 09:00 PM PDT

The responsibility to pay one's taxes in a complete and timely manner is not an option - it is mandatory. This applies to the individual wage-earner and the major corporation alike.

Choosing an Accountant in Plymouth Posted By : Alex Blackwell

Posted: 27 Oct 2009 09:00 PM PDT

The ways in which Plymouth's industrial foundation has changed over the past several years has given rise to the need for a more proactive approach to the practice of asset management for businesses and individuals alike.

Accountants in Plymouth Posted By : Alex Blackwell

Posted: 27 Oct 2009 09:00 PM PDT

The new face of Plymouth is one of forward-looking entrepreneurial pride.

Qualities and Behaviors That Business Owners Should Possess To Get Success Posted By : Ryan Mutt

Posted: 27 Oct 2009 09:00 PM PDT

Everyone wants to get success in business and life but only few are able to taste the fruit of success. Many times you try hard but still fail to move your business on the path of success.

Accountants in Devon Posted By : Alex Blackwell

Posted: 27 Oct 2009 09:00 PM PDT

There are many ways to make the most of one's assets, and accountants in Devon are qualified to assist in any endeavor with sound bookkeeping, solid tax counseling, and informed investment advice.

Accountants in Cornwall Posted By : Alex Blackwell

Posted: 27 Oct 2009 09:00 PM PDT

The importance of accuracy in accounting cannot be overstated. Millions are lost every year in the UK to incomplete accountancy, lack of expertise in tax-related issues, and mistakes in investment schemes.

No Dig Trenchless Technology - Opening Up Possibilities Without Opening Up The Ground Posted By : William Penworthy

Posted: 26 Oct 2009 09:00 PM PDT

No dig trenchless technology has revolutionised the way in which businesses and industries are able to lay new pipes and cables, or replace or repair existing pipes. But how is it possible to achieve this without disturbing the ground, and is no dig technology really as clever as it sounds?

No Dig Trenchless Technology - Opening Up Possibilities Without Opening Up The Ground Posted By : William Penworthy

Posted: 26 Oct 2009 09:00 PM PDT

No dig trenchless technology has revolutionised the way in which businesses and industries are able to lay new pipes and cables, or replace or repair existing pipes. But how is it possible to achieve this without disturbing the ground, and is no dig technology really as clever as it sounds?

Intellectual renovation! Posted By : anatev

Posted: 25 Oct 2009 09:00 PM PDT

Modernization of metalworking equipment - the task interesting and attractive. The development of industrial electronics, drive technology, systems of measurement and control, of course, ahead of the rotation of industrial equipment in general.

INTRODUCTION TO FOREX TRADING( CURRENCY TRADING) Posted By : clifford thompson

Posted: 25 Oct 2009 09:00 PM PDT

Traditionally stock market received huge share in the trading industry, but recent trends show that Forex) trading or currency trading is breaking that tradition. . OTC market and Spot market, is world's biggest market having daily turnover of over 3.2 billion US Dollars more than all other trading markets combined.

Course # 1 A FOREX TRADING PLAN Posted By : clifford thompson

Posted: 25 Oct 2009 09:00 PM PDT

Here is a Free example of what a FOREX Trading Plan should look like...read below.

Is Your Company Ready for Business Integration? Posted By : Rudy Silva

Posted: 25 Oct 2009 09:00 PM PDT

Are you a business that is continually growing? At some point in time you will need business integration. Do you know what business integration is? The combination of all of your business activities may require consolidation. Through the use of software you can combine your business activities. To discover what business integration really means read this article.

37 Days to Clean Credit review Posted By : bbrij87

Posted: 25 Oct 2009 09:00 PM PDT

If you are interested in ways and means in which you can improve credit score and boost your credit score, you can do plenty of credit repair with the help of 37 Days to Clean Credit.

Work From House - 7 Trouble-free Steps that Financial Security Using Your Work from House Big business Posted By : liam wharvell

Posted: 24 Oct 2009 09:00 PM PDT

Learning that working from at your house can be a challenge that various especially when you're trying to be taught everything at your own. Countless population start out their work from at home corporation using a positive attitude, other than after a few short weeks they end up throwing in the towel that never return again. In this article we will discuss 7 steps to will help you remain committed toward your dream that become financial secured work from home.

Nathan Olsen's review on MLM Lead System Pro... Posted By : Nathan Olsen

Posted: 24 Oct 2009 09:00 PM PDT

A review of MLM Lead System Pro by Nathan Olsen. The number one top MLM lead generating system in the world.

The Death Of The Blog Post - Smashing Magazine

Posted: 20 Nov 2009 05:44 PM PST

40 Ways to Deliver Killer Blog Content

Posted: 20 Nov 2009 03:01 PM PST

The death of the blog post

Posted: 20 Nov 2009 02:26 PM PST

Reading on the Web (Alertbox)

Posted: 20 Nov 2009 08:53 AM PST

The Art of the Paragraph | Copyblogger

Posted: 20 Nov 2009 08:46 AM PST

From Problogger: tips on writing a good paragraph.

The Art of the Paragraph | Copyblogger

Posted: 20 Nov 2009 08:43 AM PST

10 problems your content management system will not solve and how to overcome them « Boagworld

Posted: 20 Nov 2009 08:41 AM PST

A List Apart: Articles: Content Templates to the Rescue

Posted: 20 Nov 2009 08:38 AM PST

CDA Research & Papers - Online language pathways

Posted: 20 Nov 2009 08:22 AM PST

Includes five ways for brands to optimize their online presence.

The Death Of The Blog Post - Smashing Magazine

Posted: 20 Nov 2009 02:12 AM PST

The death of the boring blog post?

Posted: 19 Nov 2009 09:38 PM PST

58 of the World’s Greatest Offers | Copyblogger

Posted: 19 Nov 2009 09:18 PM PST

Build Your Allvoices Brand Incentive Program

Posted: 19 Nov 2009 08:33 PM PST

The Death Of The Blog Post - Smashing Magazine

Posted: 19 Nov 2009 05:22 PM PST

Let's face it: the classic blog post is boring. Barring the text and images, each one generally has the exact same layout. We see little originality from one post to the next. Of course, consistency and branding are extremely important to consider when designing a website or blog, but what about individuality? Does a blog post about kittens deserve the same layout as one about CSS hacks?

How to Write an Article in 20 Minutes | Copyblogger

Posted: 19 Nov 2009 04:18 PM PST

The Art of the Paragraph

Posted: 20 Nov 2009 06:11 AM PST

image of a paragraph symbol

Anyone can write a paragraph, but not everyone knows how to write one that other people want to read.

You’ve seen it:

You open a book, and the whole page is one long block of text.

Each sentence in the paragraph makes exactly the same point, said in a slightly different way, and you wonder why they didn’t just say it once and be done with it.

Every paragraph is the same length (five lines, maybe?), whether it makes sense or not, and it gives the piece a monotonous rhythm.

The paragraph makes a point without telling you why that point is important, and you can’t help thinking, “So what?”

Like a little island, the paragraph doesn’t connect to any ideas that came before it or after it, and it seems vaguely out of place.

We all hate paragraphs that make these mistakes. Those of us who are in the National Society of Writing Snobs (raise your hand, if you’re a member) even get a weird sort of thrill from pointing them out.

Yet, somehow, they keep showing up.

Not just in the work of third graders, but in the writing of people who call themselves professionals, including yours truly.

It’s like Bill Murray and Richard Dreyfuss in the movie What about Bob? — every time you think they’re gone, you open the door, and there they are again, grinning and happy to see you.

The question is: what are you going to do about it?

It’s okay to write a bad paragraph, but publishing one will only endanger your bond with your readers. Before showing your writing to anyone, you should always go back through and check your paragraphs to make sure they are in tip-top shape.

Here are some questions to guide you:

1. Does it pass the Guy Kawasaki test?

You know how we all have blogging mentors who we look up to?

Well, Guy Kawasaki is one of mine. Three years ago, he wrote a post passing on some of his blogging wisdom, and one of his pieces of advice stuck with me:

. . . Imagine that there’s a little man sitting on your shoulder reading what you’re writing. Every time you write an entry, he says, "So what? Who gives a shiitake?" If you can’t answer the little man, then you don’t have a good blog/product.

It’s true. Every time you write a paragraph, stop for a moment and see if it passes the “Who gives a shiitake?” test. If you don’t have a good answer, then delete your paragraph and start over.

2. Is it a two-headed baby?

Babies are adorable. Two-headed babies, on the other hand, are something you would see on the cover of National Enquirer. It’s just . . . wrong.

Paragraphs work the same way.

A good paragraph has one head. In other words, it has one point, one idea, and all of its sentences work together to support that one idea. Do it right, and it’s adorable in its simplicity.

If you try to stuff more than one idea into a paragraph, however, you’ll transform it into a monster. Grown men will shy away from it. Small children will burst into tears. English teachers will clutch their chests and fall over dead.

Okay, maybe not. But you will confuse readers, and that’s serious business. Don’t do it.

3. Is there an echo in here?

Some writers have what I call an “Echo Problem.”

They start with an idea, and then every sentence in the paragraph echoes the same idea, although in a slightly different way. For example:

I hate green beans. Every time I think of them, I feel nauseous. Green beans are the absolute worst. If you put any green beans on my plate, I won’t eat them.

This paragraph only has one idea: I hate green beans. Every sentence in the paragraph just echos the same idea. They’re unnecessary.

When you write a paragraph like this, it feels like you’re expounding on your original point. But you’re not. All you’re really doing is adding fluff and boring the reader.

A good rule of thumb is to read every sentence in your paragraph and ask yourself, “Could I remove any of these sentences and retain the same meaning?” If you can, then by all means, get rid of them. It’ll make your writing tighter.

4. Are you writing in a monotone?

Ever listened to a speech, and the speaker used exactly the same vocal inflection from beginning to end?

It’s annoying, and it’s not just because humans are predisposed toward rhythmic language. When we’re listening, we also depend on the speaker to use vocal inflections to tell us what’s important. For instance, if they’re speaking quickly and then suddenly start drawing out their words, we know to pay attention. The change in inflection means something important is happening.

Makes sense, right? But did you know it’s also possible for your writing to be a monotone?

Paragraphs are the vocal inflections of the written word. Good writers vary the length of their paragraphs to show the reader what’s important. Some paragraphs will be 3-5 sentences, but every once in a while, they’ll throw in a one-sentence paragraph in order to emphasize a particular point. It stands out, and it tells the reader to pay attention.

Try it for yourself.

5. Are there on-ramps and off-ramps?

So far, we’ve talked about the paragraph (singular), but it’s time we dedicate some time to paragraphs (plural).

Lots of beginning writers treat paragraphs like little islands unto themselves, floating in the great ocean of ideas without any connection to anyone or anything. It’s jarring. Sometimes you can see how the paragraphs relate to one another, but sometimes you’re also left scratching your head.

It’s far better to look at paragraphs as if they are towns along a highway. Yes, they are separate, but they also have on-ramps and off-ramps that make it easy for people to get back on the highway and get to where they’re going. Similarly, good paragraphs use connector words and grammar to help the reader move on to the next idea.

We could do a whole post on this topic (and probably will, in the future), but the best rule of thumb is to look at each of your paragraphs and see if it’s possible to understand them without reading any of the others. If it is, think about adding some connecting on-ramps and off-ramps. It’ll make your writing more readable.

Are these rules that you must follow?

No, they’re just guidelines.

The point is to consciously think about your paragraphs and the way they affect your readers. Next to sexy topics like headlines, link building, and SEO, it’s easy to forget about them.

But don’t. Like most things, it’s the little nuances of your writing that add up to create a profound impact on the reader. Your paragraphs are one of those nuances, and if you’re serious about your writing, it’s important to learn how to use them.

About the Author: Jon Morrow is Associate Editor of Copyblogger and Cofounder of Partnering Profits. Get more from Jon on twitter.

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How to Persuade People to Accept an “Unfair” Offer

Posted: 19 Nov 2009 06:36 AM PST

image of two goldfish

Ever heard of Charley Hill? He seemed like an average, ordinary guy.

He lived in a mid-sized town with his wife, two children, and a dog. He went to church on Sunday, coached Little League, and drove a pickup truck. He was friendly but quiet, the sort of guy you could walk by on the street without noticing.

But appearances can be deceiving. Charley Hill was one of the most successful farm equipment salesmen in the Midwest. People would travel hundreds of miles to see Charley, even when there were plenty of dealers much closer to home.

What did Charley have that other salesmen didn't? Not a thing.

He sold the same equipment as everyone else. Carried the same parts. Provided the same service. Yet his sales were typically two or three times that of similar-sized dealers. The reason?

Charley Hill didn't believe in "fair" offers

Every customer went home, shaking his head, thinking that good old Charley was the most unfair salesman they had ever dealt with.

But they thought it was Charlie who was getting the raw end of the deal.

Charley didn’t cheat his customers — no, quite the opposite. He simply made offers that were so compelling, and seemed so skewed in his customers' favor, people just couldn't say no.

What is a "fair" offer, anyway? A reasonable price? There's nothing wrong with that. But there's nothing very exciting about it either.

An "unfair" offer, on the other hand, is very exciting. It's a deal that makes customers feel as if they’re getting far more value than what they’re paying for. It's an arrangement that makes a purchase seem irresistible, easy, and free of risk.

How do you make an unfair offer?

First, let’s consider what an offer is. The most basic offer is simply "Here’s something I’m selling and this is what you have to pay." But an offer can be so much more.

Consider some of the other elements that could go into an offer, such as:

  • The unit of sale (each? two for? set?)
  • Optional features (personalization? e-book or hardcopy?)
  • Presentation of price ($40 or $39.99? $12 a month or 40 cents a day?)
  • Terms (credit card? delayed billing? installments?)
  • Incentives (free gifts? discounts? contests?)
  • Guarantee (money-back? buy-back? refund unused portion?)
  • Trial period (30 days? 60 days? 90 days?)
  • Time or quantity limit (respond before date? reply in 10 days? only 500 available?)
  • Shipping and handling (extra or included?)
  • Future obligations (buy 3 more in 6 months? no obligation?)

Once you have an idea of the parts that make up your offer, you can improve each one-by-one. For example, let’s say you’re selling an e-book on your blog and your price is $30. Here’s a breakdown of the possible elements of your offer:

Unit of sale: 1
Optional features: none
Presentation of price: $30
Terms: credit card payment
Incentives: none
Guarantee: none
Trial period: none
Time or quantity limit: none
Shipping and handling: none
Future obligations: none

So basically, you offer an e-book for a flat $30 and you want payment upfront. That’s it.

If you’ve built up the benefits of your book, it seems like a fair offer. But how could you turn this into an unfair offer? Let’s look at each element.

Unit of Sale

You’re selling one e-book. Okay, makes sense for most individuals. Though if your market is business or government, you could offer a lower price for a higher unit of sale, say 10 for $250. This works even better if you’re selling physical items.

Optional Features

Many people prefer books in hard copy. A hard copy also seems more valuable because it’s a physical object rather than just an electronic file. In fact, many people print e-books to make them easier to read.

So you might offer a printed version for $10 more. Perhaps the printed version could have an extra chapter or bonus features. Once you have a finished book design, hard copies can be relatively simple with print-on-demand services, such as Lulu.

Presentation of Price

You’ve done your research and found that $30 is a good price for the type of e-book you’re selling, but you could use a "price break" to make the cost appear smaller. You can present this price as $29.99 or $29.97 or $29.95.

It costs you only a few pennies, but transforms a thirty-dollar price tag into what feels like a twenty-something price tag. For simplicity, you could even set the price at a flat $29.

Terms

There’s nothing wrong with accepting credit cards. But you could also accept PayPal. And as odd as it may seem, some people don’t like to use credit cards or Paypal and prefer to send a physical check.

I work with a political organization that sells products online and we always allow payment by check for the small percentage of people who feel more comfortable with that. It is more time-consuming, so you would have to evaluate whether it’s cost-effective for you. With many online businesses it’s not practical.

Incentives

Here’s where you can really pump up your offer. You can offer a free gift or bonus (or two or three) with each sale. This might be other e-books you already have or sections that you pull out of the main e-book. Offering a 100-page e-book with a 20-page free bonus is more attractive than offering a 120-page e-book.

You could also offer special discounts, such as $10 off for the first 4 weeks of your promotion, then raise the price later.

Guarantee

Here’s another great way to strengthen your offer. Remember that people don’t know what they’re getting until they get it. They’ve been ripped off before and have doubts any time they buy something sight unseen.

You could offer a 30-day money back guarantee to assure them that you’re honest and stand behind what you sell. Better yet, a 60-day or 90-day guarantee. It may seem counterintuitive, but the longer the guarantee, the less likely people are to return something.

Trial Period

If you’ve promoted your e-book as a "system," such as how to build blog traffic step-by-step, you could turn your guarantee into a risk-free trial.

Try my blog traffic-building system risk-free for 3 months. If you’re not satisfied with the results, I’ll refund your money no questions asked.

Time or Quantity Limit

Quantity limits work for physical items. "Hurry. Quantities are limited." Time limits work for anything. "It’s available only for the next 19 days." A time limit forces an immediate decision and increases sales.

If you don’t want to set a limit on your e-book, you could set a limit on a bonus. "Order in the next week and get the bonus e-book free."

Shipping and Handling

For an e-book, there is no shipping and handling. But if you choose to offer a hard copy or physical item, it is acceptable to add a reasonable amount to cover your shipping costs.

You could also offer free shipping as a bonus offer, which is popular for online sales. By the way, most cities have one or more "fulfillment" businesses who will package and ship your items for a small fee.

Future Obligations

Book clubs sometimes offer special low prices on an initial purchase if you agree to make future purchases at the regular price. "Get 3 books for 3 bucks. Order 5 more books later for our regular low price."

I’ve not seen this offer used with e-books, since there’s a chance you could get ripped off by your customers. But for the right audience, it could work.

Okay, so let’s pretend your e-book is called "The Magic Blog Traffic Building System." Here is your original "fair" offer:

Order The Magic Blog Traffic Building System for $30

A little boring, huh? Now let’s compare that to this "unfair" offer using some of the elements above:

Try The Magic Blog Traffic Building System risk-free for 90 days. Your satisfaction is guaranteed. If your blog doesn’t explode with traffic, return the book for a full refund, no questions asked. Order in the next 30 days and pay just $19 ($29 after March 15) PLUS get 3 FREE BONUS reports: 9 Ways to Boost Blog Traffic with E-mail, Blog Design Secrets that Make Visitors Come Back, and The Lazy Blogger’s Way to Create Popular Posts.

How could you turn down an offer like that? It’s so good, it actually appears "unfair" to the person selling you the e-book.

"How could anyone make money asking so little and giving me so much?" That’s the impression you want to create. And that’s what can turn a boring "fair" offer into an exciting "unfair" offer.

Old Charley Hill came before the Internet and wouldn’t know a blog from a bullfrog. But he understood the idea that customers come first. When you make people feel you’re giving them more than you’re getting in return, you make sales. Lots and lots of sales.

Want learn more about putting together killer offers, and presenting them in the most compelling fashion? Subscribe to Internet Marketing for Smart People, the Copyblogger email newsletter. It's some of our best stuff, no junk, no fluff, and no charge. Hey, that’s a great offer!

About the Author: Dean Rieck is one of America’s top freelance copywriters and publisher of the Direct Creative Blog and Pro Copy Tips, a blog that provides copywriting tips for professional copywriters.

Thesis Theme for WordPress

Free Report: How to Become a Creative Entrepreneur

Posted: 18 Nov 2009 08:58 AM PST

Lateral Action Report

I’ve written another piece of extended content, this time for Lateral Action. Rather than sending you over there, I’ll just tell you about it here.

It's a free 31-page PDF report (don’t worry, it reads fast) called The Lateral Action Guide to Becoming a Creative Entrepreneur. It’s probably the most personal I’ve gotten about my history, but it’s still heavy on actionable, real-life examples.

Here's what you'll discover:

  • Why I quit my cushy law firm job and turned to online publishing.
  • How I failed miserably.
  • How I then succeeded miserably.
  • How I learned my lesson the hard way.
  • The allure of the global microbrand.
  • The rise of the "feeder" business.
  • Why small is beautiful (and powerful).
  • The 37signals approach to market research.
  • Real-life examples of creative entrepreneurs.

Plus, a deeper examination of the 5 critical components of creative entrepreneurship:

  • Create (Don't Compete)
  • Lead (Don't Manage)
  • Communicate (Don't be Shy)
  • Automate (Don't Duplicate)
  • Accelerate (Don't Stand Still)

This report is totally free . . . you don't even have to provide an email address.

Click here to download the PDF.

About the Author: Brian Clark is founder of Copyblogger and co-founder of DIY Themes, creator of the innovative Thesis Theme for WordPress. Get more from Brian on Twitter.

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Landing Page Makeover Clinic #20: TantricSexforBusyCouples.com

Posted: 17 Nov 2009 06:14 AM PST

Landing Page Makeover

This is another addition to our ongoing series of tutorials and case studies on landing pages that work.

Is it hot in here or just me? :)

Diana Daffner and her husband want to help people find a renewed sense of joy and connection in their intimate relationships through tantra. Their business, IntimacyRetreats.com, offers couples retreats throughout the year, but realizing not everyone can attend a retreat, they also want to promote their books and media products.

The URL referenced above is actually the “/shop page” off their main site. Diana would like to use the page as an independent landing page, as well. So let’s take a look and see what we can do to warm up product sales for this tantra-loving business couple.

  • The Goal: Increase sales of all products. (Some current sales may be being diverted to their Amazon listing.)
  • The Problem: Good traffic flow, email list of several thousand prospects, less than 2% actually buy.
  • The Current Landing Page:
    http://TantricSexforBusy Couples.com
  • Value: $45.00 for the set:

image of landing pageClick image for larger view

The Maven’s 10-Point Critique

#1 — Treat this page as a standalone from the get-go.

If you want this page to be able to do its job properly, you need to think of it as a discrete entity — not just as an extension of your retreat offerings. It has to have all the usual landing page elements: a strong, emotionally-resonant headline, benefit-rich copy, attractive images, sweeteners like testimonials and purchase guarantees — and a clear call to action.

#2 — If you want to sell tantric-sex info products, your banner and messaging have to speak to tantric sex and not intimacy retreats.

You have too many taglines in the banner. I do like, however, “Transform your relationship into a love affair” and would highlight it, perhaps moving it into a pre-head position. I suggest you make the banner a little shorter to allow for more copy below. And yes, you have to say “Tantric Sex for Busy Couples” upfront. I like the product image and might use it in the banner rather than the one you’re using now.

#3 — Copy needs to reflect the original mindset of the visitor.

If visitors are coming to your home page looking for “couples workshop” then they’re not thinking DIY tantra at home. They may decide after they arrive that a workshop isn’t what they want right now and may look at other information, but it wasn’t top of mind originally.

Therefore your landing page copy has to acknowledge that in some way and position the products as a “If you can’t come to us, we’ll come to you” alternative.

#4 — If you want to sell information products, think about testing a pay-per-click campaign.

As noted above, your organic search visitors are knocking at your door looking for workshops. I’d strongly suggest testing a pay-per-click campaign based on the relevant keywords and phrases folks might use to find tantric sex info products for couples. Although I’d probably recommend testing different landing pages per male and female campaigns, one solid landing page that hits all the core points would be a good place to start.

#5 — Articulate the “big idea” behind your product offerings.

Tantra is a sort of “out there” practice to many people. Maybe they’ve heard about the supposed multi-hour tantric sessions between Sting and his wife, Trudy Styler, or that it requires lots of strange, uncomfortable positions — and what’s up with all the breathing and staring?

So what’s the big idea behind your tantric-sex info products? Probably something like this:

Tantric sex isn’t weird — it’s as easy as gazing into each other’s eyes and breathing. Everyone can do it, no matter how old or out of shape. Every relationship — from newlyweds to couples celebrating their golden anniversaries — can benefit from it. And we’re going to show you how to use it to regain your passion for your partner.

That’s the conceptual “big idea” umbrella under which all your specific products reside.

#6 – Consider the different personas — the different needs — of your visitors when crafting your copy.

My guess is your main site gets roughly three kinds of visitors:

  1. Happy couples who view a retreat as a special gift or vacation for themselves;
  2. Relatively happy couples who want to spice up their sexual relationship; and
  3. Unhappy couples who are looking for a way of fixing things.

Your product buyers are coming from groups #2 and #3, especially #3. Since pain relief is more of a motivator for action than pleasure-seeking, my guess is that most of these visitors are coming from the “fix” mindset. Men want to fix the sex and women want to fix the relationship, and maybe tantra is a solution to their mutual problem. (Thinking broadly, of course, because that’s what I do. Pun intended.)

Your headline/intro copy needs to promote your products as a smart, thoughtful, and effective first-step to solving intimacy issues. Copy needs to highlight "pain points" that both men and women would relate to and resonate with through their respective desire/gender lenses.

#7 — Ratchet up the sense of urgency.

Why does your prospective customer need this now? What is happening (or not) in their lives that they’re brought to searching for information to help them connect more passionately, genuinely with each other — and why get it from you?

Your intro and individual sales copy has to stay on point that what you’re offering will help relieve, solve, heal and help couples reconnect with each other. Make sure all copy is written in the ‘you’, the second person, to underscore your connection with the prospective buyer.

image of landing pageClick image for larger view

#8 — Trim the product copy to its scannable essence. Don’t use links to send visitors to other pages.

Your bulleted copy is good, it’s the paragraphs that are wordy and a little too “woo-woo,” especially for those whose relationships might be a little shaky and who might be unsure about tantra in general. Speak to your visitors in clear, clean prose that instills hope and confidence that you have what they need.

#9 — Redesign the page from the ground up.

Actually, I’d strongly suggest redesigning your entire site from the ground up. It looks amateurish and when it comes to folks spending, especially when every dollar counts, a polished and professional look will serve all your interests well.

Regarding the landing page, all the same good advice I generally offer applies here, too.

Get rid of all unnecessary distractions. If using a content management system for your site platform, then think about creating a static landing page that incorporates all the best practices. I’d suggest a two-column format — left wide, right narrow. Use the right column for testimonials, order details, and satisfaction guarantees, etc. The wider column handles the big marketing load. Use Verdana or Georgia for your font, black as your main font color, and use color for accent only. Clean up your product images. Make sure your images/content elements are balanced for a pleasing appearance.

You want to get the bulk of the key content in the first screen. Push your product shots left and add order buttons to the right with pricing and sale info. (You want a call to action in every screen.) Do get rid of the awful red highlighting. Also, for the main product and the CD, put the audio player either under the cover image or above the order button. Provide a meaningful caption to encourage folks to click and listen.

#10 – Use pop-up windows to provide additional information and still keep visitors on the page.

Right now you have “learn-more” links for each product that take them off the page to another longer product page. I don’t think this does you any more good than the shorter, more concise copy you have here. So if you want to add more info without making the copy longer, use the link to a pop-up window with whatever you think will aid the visitor’s ability to say yes to tantra and to a purchase.

I’d also think about using an exit pop-up to offer a sweetener — free shipping, perhaps — or to ask them for their name and email address in exchange for a free chapter, free music, or some other taste of your products. I’d create a second prospect list of potential product buyers (as opposed to just adding these names to your current list) and market accordingly.

My thanks to Diana Daffner for her patience and support of Heifer International. Look for my next makeover in approximately 4 weeks.

Want to get a future Copywriting Maven landing page makeover?

Got a landing page that's more poop than pop? Willing to share with Copyblogger readers? Prepared to put a little of your own "skin in the game" for a Maven Makeover? Then follow your click to Maven's Landing Page Makeover page for all the details.

I’m booked for gratis “Heifer” critiques until 01/16/2010. If you’re interested in a private critique/makeover or other services, please email me directly.

About the Author: Roberta Rosenberg is The Copywriting Maven at MGP Direct, Inc. Find her @CopywriterMaven on Twitter.

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What I Learned From Writing 42 Guest Posts in 7 Weeks

Posted: 16 Nov 2009 07:12 AM PST

image of man sleeping at his laptop

Before you get too impressed, hear this: I did it all in self-defense.

Let me give you some quick background.

I have extreme Tourette's Syndrome, as Sonia noticed recently. Tourette's makes people move or vocalize involuntarily and occasionally results in unspeakable awesomeness. My motor tics range from eye blinking to punching myself in the face to even stranger things. My phonic tics range from clearing my throat to hooting and yowling and snarling and slobbering and screaming like the Tasmanian Devil.

Did I mention that I work in a quiet library?

There are only a couple of things that help when it gets bad. Guitar, kettlebells, talking, and writing — they are all forms of distraction that force the itch out of my brain for a while.

But sometimes none of them work. In September I was having a horrible time and couldn't shake it. I needed a project to focus on. A big fat distraction.

Enter the guest post ultra marathon.

Come one, come all!

I wanted everyone to know they could ask for a guest post, but I still got a lot of "My blog's probably too small, but . . ." I have a lot of readers with big blogs, and a lot of readers with tiny, new blogs that are still swaddled in onesies. All were fair game.

The criteria

I asked everyone who wanted a post to provide:

  • A URL and blog title
  • A topic
  • A word count
  • An interesting angle to approach it from

I said I wouldn't write about anything I felt was unethical, morally reprehensible, or obvious spam. I didn't want this bio floating around the web:

About the author: Josh Hanagarne is the author of Cialis Rules! He enjoys popping a few Vicodin in the morning and a dozen Viagra for lunch. His hobbies include MAKE CRA-Z MONEY FROM HOME! and topless tell-all webcam romps.

Luckily, I didn't get any of those solicitations. Well — not many of those.

The response

Uh oh.

I published my post, subtitled "Let's Get Stupid," at about seven in the morning in the United States. By one o'clock my teeth were chattering with fear as I looked at my inbox: over 70 submissions.

Refresh. 75.

Refresh. 80.

Uh oh.

Who were these people? I was going to be writing guest posts for blogs about stock options, personal development, computer programmers, home schooling, study skills mentoring, blogging, advice for women, fussy academics, chemists, Capoeria buffs, kettlebell nuts, corporations in the process of building websites and trying to make everyone get along, and so on . . . .

A smarter man, a man whose brain was less of an apocalypse, might have scaled things down or extended the deadline. But this was exactly what I needed.

To work, then.

The first week and onward

I wrote 15 guest posts in week one. They all published within a few days. When the dust cleared, RSS numbers had jumped by 200 during those seven days.

The remaining six weeks were similar. Sometimes I wrote more. Sometimes less. Sometimes I wrote guest posts that I never saw again. My posts appeared with different titles, different pictures, different fonts, and the traffic just kept coming.

After about 10 days, my tics had subsided, but I was committed to the project. I was having a blast.

Lessons learned, surprises, and observations for anyone who wants to try this

By November 1 I had written over 50 posts. 42 of them had aired on other blogs. Here is what I learned:

  • A lot of bloggers seem to have a fear of guest posting. Get over it or be happy with your current rate of growth.
  • You will meet awesome people.
  • Those people will act like you are doing them a favor by borrowing their traffic.
  • You are doing them a favor, provided you give them something they can use. I love to have guests!
  • This marathon approach is not for everyone. Do not try to write more than you are capable of. Test yourself but don't flame out. I have a masochist work capacity and I still wound up with more than I could handle. I thought I would get the 80+ posts written before November 1. Life, sleep, the flu, a book proposal, and kettlebells all conspired against me.
  • Don't commit to anything that will prevent you from taking care of business at home(page). There's nothing more pointless than writing a killer guest post and having all those new visitors land on a dancing Hello Kitty graphic that's a year old.
  • Don't pretend you know things you don't. If you can't talk about stocks, either find another approach or turn it down. Don't be a poser.
  • Don't be afraid to say no when people pitch ideas to you. You made the rules, right?

I don't regret doing the marathon, but I won't do it again if I don't have to. I still have nearly 40 posts to get through before I've knocked out that initial batch. I'm going to honor them all. In the meantime, if you'd like to be added to the queue, you know where to find me.

I can handle it.

About the Author: Josh Hanagarne is the twitchy giant behind World's Strongest Librarian, a blog about living with Tourette's Syndrome, kettlebells, book recommendations, buying pants when you're 6'8", old-time strongman training, and much more. Please subscribe to Josh's RSS Updates to stay in touch.

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The 7 Harsh Realities of Social Media Marketing

Posted: 13 Nov 2009 06:51 AM PST

image of boxer taking a punch

Last Friday I was in Atlanta, where I gave a talk on social media marketing at Dan Kennedy's InfoSUMMIT conference.

I'm something of a fish out of water at a Glazer-Kennedy event. For example, unlike at Blogworld, I'm the only person in a room of 800 who has pink hair.

I wasn't sure they'd be too receptive to what I had to say, but they surprised me.

They were warm, welcoming, and extremely interested in my no-shortcuts, no-magic-beans answers to their questions about how to use social media for marketing and business.

So in honor of Dan Kennedy, who sometimes styles himself as the "Professor of Harsh Reality," I thought I'd talk today about some of the not-so-kumbaya aspects of social media marketing.

Harsh Reality #1: No one is reading your blog

As far as anyone can figure, there are about 200 million blogs around the world. Technorati tells us there are about 900,000 blog posts made every 24 hours.

The world is not waiting breathlessly to hear what you have to say about losing weight with acai berries, making big money as an affiliate marketer, or how to join your Secrets of the Breakthrough Millionaire Insider Guru Mastermind Platinum Club.

Me-too content gets ignored. Scraped and remixed junk won't cut it. There's too much good content that you need to compete with. And there's no magic system that can replace sitting in front of your keyboard and producing something that somebody wants to read. (Or partnering with someone who can.)

If you don't have a great answer to the question "Why should anyone read your blog?" you're going to be pretty unhappy with your results. That's why we spend so much time teaching you how to produce better, smarter, more effective content.

Harsh Reality #2: You've got to give (some of) your best stuff away

It's very natural to expect to get paid for what you do. And you should have a business model that leads to exactly that.

But first, you've got some dues to pay.

Commenter Corree Silvera mentioned her favorite Brian Clark quote from this year's Blogworld Expo:

Don't sacrifice a lot of money later for a little money now.

The answer to the question in Harsh Reality #1, "why should anyone read your blog?" is that you're going to give away some of your best, most valuable, most life-improving material away for free, within a well-defined content marketing plan.

Just remember Sean d'Souza's bikini concept. You can give 90% of it away, but there will always be people who will happily pay to see that last 10%.

Harsh Reality #3: It will eat your life (if you let it)

Social media marketing would be pretty easy if we never had to eat, sleep, shower, or hang out with our kids.

But if doing those things is important to you, you're going to have to set some boundaries.

Know what you want to do with social media, keep yourself focused, and set a timer if you have to. The tools are amazing, but so is their power to distract you from what you're trying to accomplish.

Harsh Reality #4: Social media hates selling

Is there anything more pitiful than that guy who gets on Twitter and won't shut up about how he can put you in a condo today with no money down despite your lousy credit rating? Even the spammers are blocking this dude.

It's really hard to sell products and services in social media, mostly because this audience hates salespeople worse than they hate Microsoft. You may be able to get some limited success out of it, but more likely you'll be banned, blocked, shunned, and abused.

Instead of promoting a product or service, promote fantastic content. Promote a great special report or an amazingly valuable email course. Promote wonderful stuff that you're giving away.

Use excellent free stuff to build authority and trust. Then you have the right to make an offer and possibly do some business. Not before.

Harsh Reality #5: What they say is a million times more important than what you say

Your marketing might be beautifully executed. You might have a special report that goes more viral than H1N1, a great-looking blog that hits Digg twice a day, and an email marketing sequence that copywriting genius Gene Schwartz would have been proud to write.

If your reputation sucks, none of it matters.

People with lousy products, crummy business practices, and shady backgrounds get found out. And word spreads with frightening speed.

Treat people right, because if you don't, you will be exposed. And it will not be pretty.

Harsh Reality #6: A blog is not a marketing plan

Blogs are cool, but a single useful tool isn't the same thing as a solid business and marketing plan.

Blogs are just one way to get your best content out there, and they work best when you pair them up with email autoresponders, special reports, Twitter, and any of a dozen other powerful tools.

Just hanging out and being cool isn't enough. If you're in social media to do business, you have to develop a strategy for taking mildly interested strangers and turning them into raving fans . . . and customers.

Harsh Reality #7: You don't get to opt out

Businesses that think they can ignore all this "Twitter stupidity" tend to get painfully rude awakenings.

The conversation will happen with or without you. You definitely don’t need to respond to every chucklehead with a Facebook account (and you shouldn't), but you need to keep your ear to the ground, and you need a clue.

OK, enough about harsh reality already! If you want our best advice about what to do to create a great online business, subscribe to Internet Marketing for Smart People, the Copyblogger email newsletter. It's some of our best stuff, no junk, no fluff. And of course we will never, ever spam you or share your information with anyone.

About the Author: Sonia Simone is Senior Editor of Copyblogger and the founder of Remarkable Communication.

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The Flashing Christmas Light Technique for Writing Irresistible Bullet Points

Posted: 12 Nov 2009 07:10 AM PST

image of christmas lights

Step into a bookstore, find the business section, and pull out a book. Then flip the book to the back cover.

Here’s what you’re sure to find on virtually every business book: A selection of well-chosen fascinating bullets.

And there’s a reason why bullets make it to the back cover of a book.

It’s because you tend to read the title, then the subtitle (on the front cover) and then flip the book to get the gist of the book.

Yes there’s the yada, yada, yada about the book on the back cover. Yes, there’s an index. Yes, there’s a contents page.

But you ignore most of the yada, yada, yada and head for the bullets.

You do it because bullets are like flashing Christmas lights

They flash because of their ability to create curiosity. And not just a little bit of curiosity, but a massive amount of curiosity.

So here I’ve got a book on my desk that’s about podcasting. And at the very top of the back cover are the following bullets.

  • How to find and download audio and video podcasts to your computer or portable media player
  • How to develop, format, produce, edit, encode, and upload your audio or video podcast, including in-depth information on using music legally
  • How to set up an effective audio studio, including the complete and updated “The podcast studio buyer's guide”
  • How to create great video, including tricks of the trade such as the law of thirds, the line, and the three-point light technique, as well as tips on casting, locations, scheduling, and more
  • How people are marketing and making money through podcasting in the era of Web 2.0

Notice how they’ve put the entire guts of the book in those five simple points?

And notice how each of those points started with a "how" statement?

So let’s tackle those two ideas one at a time

Idea 1: notice how each of those points started with a "how" statement?

It doesn’t matter what the line. If you put the word ‘how’ before it, it instantly becomes interesting and gets our curiosity going.

Or you can always add a "why," which does the same trick.

For example:

I went to Ireland this summer.

versus

How I went to Ireland this summer.

or

Why I went to Ireland this summer.

Another example:

I make butter chicken.

versus

How I make butter chicken.

or

Why I make butter chicken.

Of course you won't use a sentence that's as boring as the ones above, but you do get the point, right? The only question that remains is how do you get all of these sentences. And the clue lies in Idea 2.

Idea 2: Notice how they’ve put the entire guts of the book in those four or five lines?

So take your entire book or course, or speech, or whatever. Split it up into distinct parts.

For example, my product The Brain Audit has seven sections, so it could naturally be split into seven distinct bullets. Or you could also select just five.

Then pull out something from each part to describe the benefit the reader could get from that section.

So for The Brain Audit, the bullets read like this:

  1. How to instantly get (and keep) the attention of the customer.
  2. The roller coaster sequence (and why it matters when selling).
  3. How to create a uniqueness factor in a matter of days.
  4. How to know if a customer is really interested in your offering.
  5. Why benefits and solutions aren’t the most effective way to sell.

Each of those bullets represents a different part of the book

And each of them has a simple "how" or "why" structure to get and keep attention.

In fact, this same technique that you see at the back of a book can be used for any persuasive piece of writing, be it a sales page, an event, a speaking engagement, product, or service.

The fundamentals are simple

Take your product/service. Split it into five or seven parts and pull out the most important highlights or benefits.

Take those highlights or benefits and put a "why" or "how" before each one.

And there you have it: a collection of fascinating bullets.

And that’s how you make your product/service or course stand out. Like flashing Christmas lights.

About the Author: Sean D'Souza offers a free report on 'Why Headlines Fail' when you subscribe to his Psychotactics Newsletter. Be sure to check out his blog, too.

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What My Five-Year-Old Son Taught Me About Marketing

Posted: 11 Nov 2009 07:22 AM PST

image of kid dressed as groucho marx

You know that “inner child” we hear so much about — the one that’s supposedly deep inside of all of us?

Well, I live with it. As a matter of fact, I call him “Austin.”

In the five years I’ve been a parent, I’ve realized that the notion of the inner child is more than just a neat psychological construct. It’s very nearly a literal thing. As we grow up, we don’t change so much as drape layer after complicated layer of adult emotion on top of that inner child. The child doesn’t vanish; he just gets obscured and filtered.

You don’t get an evolved, new mature being. You get Austin with fifteen blankets over his head.

Because that kid always remains at our core (and if you’ve ever caught yourself playing kids’ games with genuine enjoyment, you know that it does), our base motivations remain as well. They just get a little harder to see.

Kids ask for love; adults have complicated passive-aggressive relationships. Kids eat what tastes good; adults want the cupcake, but worry about it going straight to their thighs.

So you want to learn about marketing? Well, despite the complicated models and terminology that some of the gurus use, it’s actually quite simple. To see what works and why, all you have to do is look to my boy.

Make the customer “want that”

When the TV is on in our house, there are sometimes twelve sequential minutes of relative quiet. Then, as the commercials come on, we get a loud play-by-play as Austin begins talking loudly to nobody:

“I want that.”

“I don’t want that.”

"I want that. That last thing. Not that; the thing before.”

It’s easy to dismiss this as incredibly annoying, but if you think about it, it’s actually really revealing.

(OK, it's incredibly annoying too.)

Without all of those complex adult filters, kids are a conduit to something we don’t normally allow in the adult world: pure desire. There are none of the shoulds and should nots, no rationalizations and thoughts of what is proper or responsible.

That kid is still inside everyone. So the dead-simple lesson is this: Every sale starts with pure desire. Customers either “want that” or they don’t. The rest is just mental gymnastics to justify that core emotion.

Know what your customer really wants

Recently, Austin stormed through a six pack of kids’ yogurt so that we’d buy more, because each six pack had a tiny, ridiculous comic book inside. Yoplait could have filled those containers with shredded paper and they still would have gotten our dollars if Austin had his way.

Did he want the yogurt? Not so much. He wanted the comic book.

Similarly, we sometimes go to McDonald’s because of the dumb little toys they stick in Happy Meals. Or because of the giant playlands they have everywhere.

I have this experiment I keep meaning to try: I want to tell Austin that McDonald’s serves food, because I think he may be surprised to learn it. We don’t go to McDonald’s for the food. We go for the Batmobile that fires a small plastic stick at the back of my head while I’m driving.

Now . . . Wendy’s? We don’t go to Wendy’s. Their kids’ meal prizes are audiobooks on CD. Bleh. Same basic food, but none of what the boy really wants.

Interestingly, as I write this, I’m sitting at a Borders book store. There’s also a Barnes & Noble in town, but they don’t have as many big poofy chairs to sit in, and their ambient music is too loud. Apparently both stores have the same books, but I wouldn’t know that because I just come here to buy a latte and work in a comfortable chair.

Don’t lie to your customers

Cheers to McDonald’s for recognizing that small toys will get kids in the door. But jeers to our local managers for failing the “implied contract with the customer” test.

Recently, my wife and I were assaulted by a barrage of McDonald’s requests because the current pieces of plastic junk that the clerks were dropping into Happy Meals were Bakugan figures, which are Japanese balls that transform into things. (Don’t ask.)

My wife took Austin once and he returned angry, showing me a nondescript plastic Pancho Villa-like figure with a spinning sombrero. Later, I took him and despite the display for Bakugan, we again walked away with a bogus replacement — a miniature stuffed monkey.

Twice burned, Austin’s McDonald’s lust backed off significantly. And, seeing as our son had been lied to twice, my wife and I instituted a temporary boycott.

Associative conditioning works

We often buy SpongeBob SquarePants macaroni and cheese. It’s terrible. For some reason, a complicated spongelike lattice doesn’t present cheese and pasta in a pleasing ratio. And yet Austin eats it and requests it again and again because SpongeBob is on the box.

I tested the limits of this adoration yesterday over dinner. Austin hates lettuce more than anything in the world, so I asked him if he would eat lettuce that had SpongeBob printed on the leaves and came with a free coloring book. He was all over it.

Then he got mad at me when I told him that such lettuce didn’t exist.

Of course, this only works on small children. Only kids are dumb enough to fall for such a simple trick, right?

Um, not quite. Most advertising is based around associative conditioning, which is taking something that you already like and pairing it with something that they want you to like. Or with someone you already like, in the form of a celebrity (or sponge) endorsement.

You may not buy terrible macaroni because a cartoon tells you to, but you buy Nikes because LeBron James endorses them. Or you buy a phone you can't actually talk on because it's white with a silver Apple on it. And if you don’t do those things, then I’ll bet you were buying Pepsi because of Michael Jackson back before they lit his hair on fire.

You may be standing up and denying angrily that you do any of those things, but billions of advertiser dollars say either that you’re quite unique or that you’re mistaken. Maybe you don’t come out and say, “Ooh, Tiger Woods. I want that!” but it happens anyway — deep down, at the inner child level.

Like so many things, marketing can appear way more complicated than it is. But marketing is simple — not always easy, but simple. In fact, it’s so simple that you may be overlooking the reasons it works when it does, and why it doesn’t work when it fails.

If you have kids, look to them. See what they like, and why they like it. See what pushes their buttons, because it’ll tell you a ton. Kids aren’t dumb. They’re just adults without all of those complicated outer layers.

About the Author: Johnny B. Truant is giving a free teleclass called Attract Clients, Lose the Stress, and Do What You Love tomorrow (November 12, 2009) with his marketing veteran mother. She knows Johnny's inner child better than he does, because she lived with it for eighteen years.

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What Purple Rain Can Teach You About Effective Online Marketing

Posted: 10 Nov 2009 06:18 AM PST

Purple Rain

Ever had an idea that couldn't miss?

You took immediate action, created the perfect warm-up content, the best launch strategy, and the perfect offer . . . .

And then it totally failed.

So yeah, the film Purple Rain contains the consummate lesson on this one.

No, really.

The Lesson of Lake Minnetonka

Upon mature reflection, the album Purple Rain is a work of genius, while the film . . . not so much. But any true Prince fan loves it anyway.

And as a teenage boy in 1985, the fact that a diminutive man sporting a Jheri curl and a ruffled shirt could score with gorgeous women was rather encouraging, you know?

One memorable scene involves Prince giving bombshell Apollonia Kotero a motorcycle ride through rural Minnesota. As he pulls up to the shoreline, Prince lets her know she has to prove herself.

"You have to purify yourself in the waters of Lake Minnetonka," Prince says mysteriously. Then he says it again.

Next, fulfilling every teenage boy's as yet unimagined wish, Apollonia strips down to her thong and jumps in the lake.

The freezing water provides an immediate shock. But the cruel surprise comes from a half-apologetic Prince.

"That ain't Lake Minnetonka."

Did You Jump in the Wrong Lake?

Often, you do everything right, except for the first thing.

You start with an otherwise great product and mistakenly try to sell it to the wrong people.

This isn't always fatal, but it's definitely frustrating. And it's because you focused on what you want rather than who you're trying to serve. You jumped right in without understanding all the critical facts.

While it may sound a bit kumbaya, understanding who you can help helps you. It's the key to the kind of outstanding success that eludes those who don't understand why the take, take, take strategy doesn't work.

It's really give, give, give to win. But only if you give the right things to the right people.

Missing the true needs and desires of your market is like jumping in the wrong lake.

You simply end up like Apollonia — cold, wet, and disappointed.

Start With the People, Not the Product

So where do online marketers go wrong?

There’s an old saying . . . start with the prospect, not the product. It keeps you from trying to sell stuff to the wrong people.

Even better, it keeps you from selling stuff nobody wants.

That truly unfortunate event happens when someone has an idea they think, for example, every small business owner should embrace. But it isn’t something the small business market wants to embrace.

It’s like trying to sell asparagus to kids because it’s good for them. If you’re competing against the jingle of the ice cream truck down the street, you're not likely to get the results you want, because there’s simply no market for your offer.

In this sad case, the analogy is more Matrix than Purple Rain:

Do not think that the lake is cold . . . that's impossible.

The truth is, there is no lake.

Ouch.

It's About Them, Silly

You've heard it all before. But do you get it?

Wealthy entrepreneurs are essentially highly-compensated servants to their chosen market. And yet the benefits are way better than the numerable perks Alfred gets from the Bat Cave.

Wow, three film references in one post . . . did it work?

If you’re trying to make a match between your market and the right offer, subscribe to Copyblogger’s free newsletter on Internet Marketing. It starts with a 20-lesson tutorial on the four keys to building a sustainable business (one of which is finding the right product or service for your people).

About the Author: Brian Clark is founder of Copyblogger and co-founder of DIY Themes, creator of the innovative Thesis Theme for WordPress. Get more from Brian on Twitter.

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