The Dirty Secret Most SEO Services Wont Tell You

You put hours into keyword research, filled your copy with the most effective keywords and strengthened your metatags. Now youve got the effective organic SEO results you want, and more people than ever are coming to your website. But theyre not buying your product or service.

Why? Because you forgot who your web site was written for. At the same time the copy on your site was optimized for your first audience – the search engines, you made it less effective (and probably a lot less interesting) to your most important audience – the human beings who buy your product or service.

Heres the secret: Even the best keywords dont sell anything. They get people to your site, but if the web copy theyre in is irrelevant, badly written or just plain confusing your customers will take one glance and move on. Studies show you have between 5 to 8 seconds to prevent that. Good web copy will help you make the most of that.

Putting good keywords in bad web copy is just another way of making the worst mistake in marketing: over promising and under delivering. Remember, behind every click is a real live human looking for something they need. Truly powerful web copywriting, writing that generates clicks and sales, has to speak to your clients needs in a way they understand. Time and time again people forget this simple fact.

If you want to write powerful web copy that generates a high level of organic SEO, the first step is to look at your web copywriting through the eyes of your clients. Theyll be reading it for the first time, so try and look at it that way. Is it clear and simple, or filled with jargon? Does it read like a real person talks? Do you make too many assumptions about what your reader knows? Does your copy have a voice that sets your business above your competition? And most importantly, does the writing on your site clearly address the needs of your customers AND show them how you can meet them better than anyone else out there? If it doesnt, its time to do some rewriting to make sure your keyword traffic doesnt go to waste.

Another thing to keep in mind: Writing natural compelling web copy using keywords can be tough for anyone. So if you dont feel youre up to the task, hire a professional SEO copywriting service. Unlike article mills, a professional SEO copywriter will take the time to learn the strengths (and weaknesses) of your business. The best SEO copywriting services will put a human face on your company by writing effective web copy that showcases your strengths.

Great SEO writing often has unexpected benefits far beyond your site. You could optimize your site with powerful web copy, and end up redefining your whole company. Thats what effective SEO copy writing does. There is cost involved in this approach, but the money youll spend is far less than the profits youll make when you multiply the impact of your keyword traffic with natural SEO.

Dont waste another day of keyword traffic with badly written, or even worse, boring web writing. Write something you would like to read. Or look into a professional SEO copywriting services who will. When your site is filled with effective keywords and SEO copy writing that is interesting to your clients — thats when your website is truly optimized.

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Enjoy The Rewards of Quality Website Content

Website content is more than just words on an html page. Content is comprised of all the elements users see and interact with when visiting your website. This includes more than simply words on a web page. Quality content includes words on a page as well as pictures, images, audio, and video. Content may also include RSS feeds, tag clouds and other elements like social media and forums.

The development of rich, engaging content is paramount to attracting and keeping website visitors. Whether you are using professionally written content or are simply allowing your website visitor to comment or provide reviews on a given topic, engaging content is important.

When website content is created to be engaging and optimized for search engines, your site will receive high organic rankings. In addition, other sites will reference yours providing valuable inbound links that result in better search engine performance.

Make sure that your content not only allows for search engines to easily index your site but that it also engages website visitors. Optimized content is worthless if it does not provide a good user experience. Once you attract users to your website, make sure that your content provides value. As website browsers engage your content, consider how they might move through the purchase decision process. Is you content directing them to where you want them to go or providing adequate opportunity to convert them in a variety of ways? Good content encourages your website audience to navigate beyond your home page and through your website.

As you build relationships through quality content, the likelihood of website visitors becoming customers increases significantly. In addition, these customers will be interested in referring others to your site to share something they value. These referrals are essential for building website traffic and growing your customer base. Think about your website as a viral marketing tool that can make or break your business.

When you have quality content, you are building links to your website naturally. As others find valuable information, they will link to your content and make references to share their findings with others. This inbound linking is incredibly valuable when it comes to search engine rankings. The more links to your site, the higher your search results placement will be. Keep delivering quality content and watch your rankings improve.

As your quality content delivers more links from third party websites and results in higher search engine rankings, you will receive a nice increase in website traffic. With the right amount of traffic, your opportunity for increased sales and conversions grow exponentially. Good content is worth the investment because you can engage your visitors an determine what elements provide the highest ROI.

No online business can be successful without quality content. Not only does quality content engage your browsers, but it provides viral marketing, improved search engine results and much more.

The next time you add content to your website in the form of an update, article, or image, do not underestimate the need for true quality. The difference between quality content and bad content is recognizable and can have a very negative impact on your brand, website traffic, and sales.

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Four Essential Elements in (Almost) Any Sales Copy

Much has been written on the structure of a sales letter, and copywriters everywhere all have their own opinions about what must be included in a sales letter or promotion.

What follows is a listing and explanation of the four parts which I see as the absolute most important for your sales communications. Surely there are other required building blocks too; however, these particular pieces are the most crucial.

1. The headline.

The sales letter’s headline is hands-down the most critical element. Here are a few reasons why this is the case.

Let’s think about this for a minute. Your headline “sets the boundaries” of the subject and intended reader of the letter. It has to give the reader a good idea of what to expect and “what’s in it for them” if they are to keep reading. If it fails to do this, the reader will most likely turn the page or click to the next website.

It should be obvious why most veteran copywriters will invest more time on the headline than on any other element of the sales letter.

2. Your offer.

What is being offered to prospects? If that in itself is not attractive to the prospect, or even if it’s not positioned in such a way that makes them see why they would want it, you will be disappointed in your sales. Quite simply, the offer has got to be done right.

3. Testimonials.

Although there are exceptions, generally testimonials are going to be a very important piece of the building we call sales letters. There’s an ancient saying that goes like this: “let another praise you and not your own lips”. People today, just like people of times gone by, tend to be distrustful when others praise themselves. Testimonials break though much of the natural aversion and allow our satisfied customers to speak on our behalf.

4. Dealing with objections.

This part of the sales letter might not even be a separate section but rather, is sometimes woven into the letter. Regardless, here is why it exists. People naturally have buying resistance. Just think about the last time you went shopping for a major item. If you’re like most people, prior to laying your money down you have several misgivings pop into your head. A good sales person knows how to answer these objections.

Selling in print works similarly, with this difference: copywriters do not have the chance to actually hear our prospect’s objections out loud and see their facial expressions. This is why we have to learn what the primary objections will be and craft our best responses to them ahead of time.

Summary.

I am fully aware that these four elements alone do not a sales letter make. However, the copywriter would do well to spend the majority of time on these particular elements. They will “make or break” the sales letter. The business owner can make the process much easier by collecting good testimonials and by creating excellent products that his or her target market is actively seeking.

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New Hypnotic Services Available

Due to inquiries, I’ve decided to offer more services for people who want more or less than the do-it-yourself Hypnotic Writer Home Study Course.

If you’d like more than the course alone, now you can get hypnotic writing coaching and hypnotic writing critiques.

The coaching will include the course, a review of all assignments, email contact and a critique at the end. At this point I think it would be fair to have a one time payment for six weeks of email consultation (one email per day) and no deadline to get the critique in… all for $500 (includes the course).

Critiques will be unique in that I’ll especially pay attention to hypnotic writing uses and opportunities. I’ll also look at copywriting basics as well as anything else in particular requested. While this won’t include rewrites, I will make suggestions for improvement or places to use hypnotic techniques. I will review the same letter twice for the price. Critiques not already included in coaching start at $250 for a sales letter less than 10 pages. Any other critiques can be priced relative to that.

If you’d like to get your feet wet before you get anything else and want more than the content on this blog, I’ll answer individual questions related to hypnotic marketing for a nominal $10 fee.

Here are those services for quick reference:

If you’re interested, the order page is here or in the sidebar:

Hypnotic Writing Services

How “Copywriting” Got Its Name

Some may be rather confused by the word “copywriting”. After all, what does copying have to do with writing?

Here’s the simplest way to answer that question. All writers borrow from other writers; we never start completely from scratch. We always borrow certain phrases or stylistic elements from other writers. Advertising writers are merely more self-conscious and upfront about the process.

This should make perfect sense if you consider the purpose of advertising: to trigger certain emotional responses in the prospect and move them to take a specific action. If the advertising moves the prospect to take the desired action, the writing has fulfilled its purpose.

Copywriters recognize that human beings are complex. Exactly what motivates us to take action is often unclear.

So, copywriters will often start with an advertising piece that they know is effective, and will then borrow elements from it. Every aspect of a sales letter is modeled after other, earlier, successful pieces, starting with the headline.

A great headline from the last century went like this: “They Laughed When I Sat Down At The Piano, But When I Began To Play…” This headline is the basis of hundreds of later headlines. It is effective because there are at least two emotionally charged ideas, and probably more. The good writer knows what tool is required to cause a specific effect, and knows how to use it.

There are certain elements often present in successful headlines.

Sometimes numbers are used as an effective means to draw the reader in, like in headlines like, “The Five Steps You Must Take…” and “Seven Tricks…”. The human mind sometimes loves specific numbers.

Another widely used technique is the word “secrets” or some variation. This idea is used in at least two senses. First, people in general love the idea of gaining secret knowledge that will give them an advantage over others. Second, on the flip side of the coin, people don’t like the idea of others having this same secret knowledge and keeping an advantage over themselves. Kevin Trudeau has largely built his publishing career on just this notion (big companies and the government are deliberately keeping information from you).

The final widely-copied element I’ll mention today is the use of a story in a headline. Yes, you can tell a “story”, or hint at one, with just a few words. One of the most famous (and effective) is the “One Legged Golfer” headline. It’s an absolutely true story, and I’ll point out that the best stories are often stories from real life.

With these elements together, we could come up with a headline like this:

“Blind Welfare Mother of Three Discovers the 5 Hidden Secrets To Opening a Checking Account, Even If You’re On ChexSystems ‘Black List’ “.

I hope this article has been helpful, and that you see that when copywriters “copy”, they are borrowing ideas, not actual words of other writers.

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The Copywriter’s Job

Business owners often wonder: what exactly does a copywriter do? There’s no secret to it. The copywriter’s job is to persuade your readers to take a desired action.

The copywriter we speak of here might be you (the business owner), a staff copywriter, or a freelancer that you have hired.

The desired action may be to buy your product or invest in your service offering; however, it may also be to download a free report or software application and provide their name and email address in exchange. Whatever the offer, the copywriter gives the the prospect or prior customer two or more options and asks them to choose.

What exactly is this process? You could say it’s simply persuasion; and it is. But you should know that any good copywriter is careful to ‘persuade’ people in a manner fitting of his claim: that the choice he urges his readers to make is in their best interests, and that if they knew all the facts they would make it anyway.

What sorts of choices do we generally want our readers to make?

Well, the simplest action of a copywriter, the one that takes the least amount of effort, is to persuade a reader to make a choice indicative of their interests. An example may be reading an articles, or downloading a program.

Next in terms of difficulty would be persuading the same person to provide their email address in order to get a freebie. Nowadays web surfers are hesitant to give strangers their email address online. The good news, however, is that if you can get people to do this, it tells you three different things. First, it shows you did a good job in targeting the right audience for your freebie. Second, it tells you that you are speaking in their language. Third, it finally indicates that you are offering an item that they deem valuable.

You might assume that to persuade that same person to spend money is another level of difficulty completely. You assumed correctly. Ultimately, though, we are in business to make sales. When crafting a sales letter the copywriter is only presenting a type of sales presentation.

The basic process is this: describe the offered product and the benefits of said service or product, give answers to the common objections prospective buyers have, and tell how to buy. Through the entirety of this, the writer should always use terminology familiar to the prospect and also remove any obstacles (unnecessary or poor-worded phrases which will cause the reader to disbelieve what you are saying or even stop reading).

If you are a smart marketer, you realize that persuasion does not come to an end once the customer has bought your product. That customer is now a prospect that must be convinced to type in their credit card number and confirm their order. Once they have made the order, they will typically experience what is called “buyer’s remorse”, and so once again it’s the job of the copywriter to assure the buyer that his purchase will benefit him.

The copywriter’s job is one that is essential today. As a business owner, you may decide to write the copy yourself, or you may choose to hire a writer who specializes in writing copy for clients.

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What Is Hypnotic Writing Good For?

Hypnotic writing… you’ve heard of it, right? You’ve heard how it can magically steal money right out of peoples’ wallets? I intend to demolish some myths surrounding hypnotic writing and share with you what it CAN do.

For any given marketing campaign there are 3 components seasoned marketers know determine the outcome: the list, the offer and the copy.

Of course, the list is the group of people to which you’re marketing. Your best list is the one you created yourself through opt-in offers. Ideally, you have an ongoing relationship with these folks. You may even have more than one list for more than one market. That’s smart market segmenting. That’s also where the next part comes in…

The offer is what you’re selling. It make a difference if you offer golf supplies to home school parents (wrong list). If you offer a golf product to a golf list that no one wants at a price no one would dream of paying, then that’s going to ruin your promotion as well. So you need the right offer made to the right list AND…

Great copywriting. Even hypnotic copywriting. If you have a great offer for the right people but they can’t understand why they should buy it… they probably won’t. That’s where hypnotic writing comes in.

Some people mistakenly believe hypnosis is about tricking people while they’re tranced out… or something like that. Hypnosis is only a state of heightened awareness. The awareness is focused inward which is why people “trance out.” Fortunately though, you can’t make anyone do anything they’re normally against. Stage hypnosis works because most people don’t have anything against clucking like a chicken or becoming as stiff as a board.

Hypnosis and hypnotic writing work because they gently make suggestions that allow the inner mind to do what the person thought they wanted to do but couldn’t. Will hypnotic writing make buying decisions easier for people? Most definitely… as long as the person was open to buying in the first place but maybe just on the fence. If you do manage to trick people into buying, you’ll have plenty of returns to show for it. Obviously that’s not a good long term business strategy.

Using hypnotic writing ethically will ensure you boost your bottom line. It’s the icing on the cake of a good offer made to the right list.

Creating Time Travel With Hypnotic Writing

Were you aware that you can bend the illusion of time by altering how you reference time?

If you weren’t, you are now and you’ll be aware of opportunities to take advantage of this strategy from now on.

As with anything sold, there are pros and cons. If you want to highlight the pros, describe them in the present tense. If you want to deemphasize the cons, talk about them in the past tense.

Living in the present and talking about anything now gives it the most life and immediacy. This is where you want to talk about all the great things your buyer gets.

Conversely, you ought to address the drawbacks unless you want extra returns. You don’t have to make mountain of a molehill or unnecessarily scare anyone. Place it gently in the past when they’ve already successfully dealt with the issue.

Deep down, people buy things because they’re looking to feel better. Maybe it’s a dinner at a nicer restaurant or a new car. Help them feel good now by buying now. Talk about the good feelings they will have in the future right now. Help them imagine the pride of ownership or the better experience buying will eventually give them.

Perhaps you noticed how I used the technique in the second paragraph.

Here it is again now that you understand it:

You may have been listing benefits and drawbacks randomly before reading this article. Even so, you now know the best way to maximize those things. From now on, you’ll begin to see higher conversion rates and stretch your copywriting buck.

Let’s recap… put the drawbacks as far away in the past as you can. Highlight the immediacy of your benefits in the present. And talk about the future great results now too. Time is your friend as long as you recognize how it can help you.

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Using the Right Words to Apply Covert Hypnosis

[NOTE: I saw this article and felt it was worth sharing. I’ll probably look for other guest posts in the future as well – Louis]

by Rob Andrews

What are the correct kinds of words to use covert hypnosis?

Using words that cause someone to see things in a different way is one way to influence how they feel and think. This is called reframing.

A famous example of reframing is glass half empty, half full metaphor. This reframing from viewing the glass not as half empty, but rather as half full, helps people see the positive side of something.

You can use reframing for more complex things by changing some very simple words in a sentence. For example, think about the difference between these three sentences:

It’s very pretty outside today, but tomorrow it’s going to rain.

It’s very pretty outside today, and tomorrow it’s going to rain.

It’s very pretty outside today, even though tomorrow it’s going to rain.

These sentences describe the same things, but the small change of only a word or two makes you think about the weather differently. Go over these sentences again and be sensitive to how each one makes you feel about the weather today and the weather tomorrow. Can you feel the different attitudes they bring out?

There can be many ways to reframe things.

Choosing words that expand the frame cause the person listening to see the bigger picture.

Like, when a person is at a store and is worried about buying a pair of shoes because she knows that a store across town has the same pair for a few dollars less, you may say something like, Wow, I know that the other store has the same pair for a couple dollars less, but that’s an hour away. How much gas do you think you would use up driving over there?

You can also reframe the context of a situation.

Friend: Man! I really wanted to go to the beach today but its so windy outside it wouldnt be any fun.

You: Ya, it wouldn’t be much fun sitting on the beach in the wind, but look at the wave! It would be a great day for surfing!

And there is also the content reframe.

Friend: What a jerk! That man blew by us doing 100 mph. Can you believe some people!

You: He sure was going fast. Did you see he had his emergency lights on? I wonder if he was going to the hospital.

So you can see how changing the language you use can actually change someones attitude about things.

One powerful type of conversational hypnosis is reframing.

Reframing let’s you distract the listener’s conscious mind and causes her to listen to her subconscious brain.

There is no obvious hypnotic trance here like you would see in overt hypnosis, but nevertheless, this use of words in conversational hypnosis causes the listener to respond to things using her subconscious mind.

Learn more about conversational hypnosis and reframing, and try it out.

Author: Robert Andrews publishes articles to teach the power of conversational hypnosis. Learn more about this amazing form of covert hypnosis

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