Welcome to PROFIT MAKER JUNE 5TH 2004 issue
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{ARTICLE 1.}
How can you be sure that your marketing efforts will generate profits?
Copyright 2004 John Taylor
There are several ways to ensure that your adverts are
responsive let me outline my top ten response boosting
techniques:
1. An attention grabbing headline is crucial. Yes,
headlines are one of the most important elements within
your web pages. The majority of professional copywriters
have been known to spend as much time on headlines as they
do on all other elements of an advert or web page combined.
The purpose of a headline is to grab your targeted
prospect's attention and pull them into your advert or web
page copy.
2. Get inside the mind of your target audience. Don't write
for everyone, write for a real person. When you are writing
your advert address it to one specific individual who is
representative of your target audience.
3. Get your prospect to think in the here and now, build
some urgency into your copy. Where appropriate you can
improve responses by making special limited-time offers
that encourage them to act right now. However, you should
always impose a real deadline; you can really undermine
your credibility with false deadlines.
4. Again, keep your prospect in the here and now and
encourage your them to take action immediately. Yes, make
it unmistakably clear exactly what they should do with
language like "click here right now".
5. It goes without saying that for maximum response you
should constantly test and refine your copy to determine
which alternatives are most successful. Once you have a
proven "control" advert or web page, you should continue
testing in order to increase your responses even more.
6. Collect examples of successful copy. I have a folder on
my computer where I save copies of adverts, headlines and
even complete web pages. When I am writing a new advert or
web page I skim through my file and it helps to get me
thinking about writing my own copy.
7. Include testimonials in your copy, they can be very
effective in overcome your prospects natural resistance.
Always ask permission before using a testimonial and
include as much concrete detail as possible to add weight
to the testimonial
8. Informative, editorial style copy can be significantly
more effective than copy that looks like an advertisement.
Be creative and find ways of formatting your copy in a more
editorial style.
9. KISS - Keep It Short & Simple. Don't use long paragraphs
and sentences; break your copy into smaller paragraphs and
sentences and include only one main thought per sentence.
Don't ramble and don't try to pad out your copy with
unnecessary words.
10. This may seem like a contradiction to number nine.
Always describe your product or service completely. People
are prepared to read long sales letters, as long as they
find them relevant and interesting. But nobody will want to
read boring copy!
----------------------------------------------------
John Taylor is the author of "Learn over Twenty ways To
Improve Your Conversion Rate and Multiply Your Profits" - A
Special Report that contains a wealth of information on
professional testing and tracking techniques that can boost
your conversion rate and generate increased profits. To
learn how testing and tracking can boost your profits click
this link now: http://www.test-and-track.com
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{ARTICLE 2.}
Google AdWords and AdSense - A dynamic small business marketing duo
Copyright 2004 John Jantsch
Unless you have been living under a rock for the last year
or so, you probably know that Google has become the king of
the search engine hill. There are many reasons for this but
number one in my opinion is that above all else they put
value on content. Today I want to introduce you to two very
powerful small business advertising options created by
Google.
These two ingenious programs have all but revolutionized
the way advertising is done on the web. Warning: If you are
thinking..."web advertising isn't for me, I just need a few
more clients around the block"...you better read this or be
prepared to have your competitors eat your lunch.
Goolge AdSense - Again content is king at Google. This
program allows web site "publishers" to add some code from
Google and receive "content relevant" ads on their site
from other site owners. Here is an example - those ads in
the box on the right of the page are delivered by Google
and are matched to the content on the page. When someone
surfs to the page and decides to check out one of those
ads, the web site owner earns a portion of the advertising
revenue that Google collects.
The key here is that if you go to a site about quilting,
you will see ads about quilting and not about dog grooming.
I know this sounds so obvious but Google was the first to
really figure this out.
This program has worked so well that some website owners
are actually building content specific sites and paying for
them solely through AdSense revenue. Small business owners
should consider adding this feature to pages on their site
for several reasons.
I've already mentioned the fact that there is money to be
made, but what many site owners are finding is that
because Google is so respected and because the ads are
highly targeted...they are no longer looked at by surfers
as ads, they are looked at as content.
Some will even go as far as to say that by putting the
Google ads on your site you actually better your chances of
higher rankings with Google. Google flatly denies this
claim and I don't think it is true but I do know that
Google AdSense ads should be on every small business
owner's site. (Google AdSense)
~ ~ ~ ~ ~ ~ ~ ~ ~ ~
Another Warning: This is somewhat complex stuff. This
article is only meant to introduce you to the power of
these programs. Check out Google Cash by Chris Carpenter
for a deeper understanding of ways to make this work for
you.
~ ~ ~ ~ ~ ~ ~ ~ ~ ~
Google AdWords - I've already talked about those ads you
see on websites, well those ads need to come from somewhere
don't they. AdWords is Google's program for advertisers.
Any site that wishes to participate bids for "keywords"
that are relevant to their product, service, or site and
then creates ads to attract hits. These ads show up on
private websites, like this example, and on the right side
of Google search results like this search for "Free sales
letters and tools" As you can see from this Google search
you received the content related sites that you searched
for but you also get some related ads that are sponsored.
Now here is where Google is genius. Instead of simply
subjecting surfers to any ads that anyone is willing to pay
for, they actually police the ads that are running. On some
pay per click programs, whoever is willing to pay to most
wins. Google uses a performance model. In other words an ad
that is the most relevant and therefore receives the most
clicks will move ahead of an ad that may pay more but isn't
as effective. This simple philosophy is why Google has
quickly dominated the PPC world.
Okay...and now the really big innovation
Regional targeting. Google recently introduced a system
that allows advertisers to target certain metropolitan
markets only. In other words, a remodeling contractor who
only wants to do kitchen remodels in say, Denver, can bid
on the keyword phrase "kitchen remodel" and only have his
ads show up for people who live in and around Denver.
The implication this has for local small business owners is
staggering. In the example above, our Remodeler can now tap
into highly targeted web traffic for pennies per lead. In
my opinion, small business owner who learn the ins and outs
of this medium will dominate their markets. (Google AdWords)
Look for more on this topic in the future.
----------------------------------------------------
John Jantsch is a marketing consultant based in Kansas
City, Mo. He writes frequently on real world small business
marketing tactics and is the creator of “Duct Tape
Marketing” a turn-key small business marketing system.
Check out his blog at
http://www.DuctTapeMarketing.com/weblog.php
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