Free Glide

I’ve seen this ongoing debate debate jump up again recently in several Blogs and message boards and I can’t help but laugh. It’s not a new debate… Ever since the long copy masters of the early 1900’s, people have been arguing for or against the practice.

As a copywriter and conversion specialist, convincing my clients to test longer copy on their websites is often a very difficult task. After all, online customers have microscopic attention spans and are always in a hurry to move on.

Different visitors have different goals, different personalities and different buying styles. Some visitors will want to read everything you can give them before buying and then they still need “more information” before they can decide. Others just want to know “what are you selling”, “what does it do for me” and “how much is it” and they want to know it NOW!

It may sound like an impossible task to write copy that sells both of them… After all if you cut your copy to bone to sell the second visitor, you won’t have enough information to persuade the first visitor. And, if you waste the second visitors time by forcing them to read a 20 page sales letter to “get to the meat”, they will leave.

(Fortunately, there is a way to satisfy BOTH of them on the same page… But more on that in a minute…)

There are two basic camps in this debate… The first group says “Long copy ALWAYS outsells short copy”, while the second group says stuff like “…as a consumer, I don’t have time to read all that copy. I’ll NEVER buy from long copy.”

The part that makes me laugh is that 90% of the people in BOTH camps have never scientifically tested copy of ANY length! They make these statements of absolute facts, with no test results to back up their claims.

The truth is, sometimes long copy out pulls short copy and sometimes short copy out pulls long copy. But you have to TEST it to know which is going to work for your site and your target demographic. (Actually there is one absolute when it comes to copy… Good copy always outsells Bad copy, regardless of length!)

Another thing to keep in mind is, just because you conduct a test and find that a shorter version out pulls a longer version, don’t automatically assume that “short copy is better than long copy”. If you are testing a clear, attention grabbing short message against a long, boring message, your test is not going to tell you much.

Its much like comments I get from time to time about using audio as a sales tool on websites. Occasionally a client will tell me “we tested using audio and it didn’t work”.
Well… Just testing audio vs. no audio, doesn’t mean your test result is valid. Perhaps your message was not effective, maybe they didn’t like your voice. You need to test multiple audio scripts and even multiple speakers, before you can draw a valid conclusion.

In the end the length of the copy is irrelevant, the response rate is what matters.

From my own testing I have found, as long as you keep your reader interested, keep your copy active and ensure a good flow, longer copy usually out performs short.

To often, people who have heard that “long copy is better”, write long copy for the sake of long copy. The result is usually long-boring copy. Adding more words, just to have longer copy is missing the point… The copy still needs to be tight, clean and laser focused.

The good news is, if your prospect is truly qualified and in real need (or want) of your product or service, they will read everything you give them, as long as you keep it interesting.

My friend (and long copy sales letter king) Michel Fortin recently posted an excellent article to his Blog about how to keep long copy interesting. You can read it here:
http://michelfortin.com/archives/2005/05/how_to_write_co.htm

At the beginning I told you that there is a way to write your copy to persuade and keep the interest of both long copy AND short copy fans.

You can cater to both visitor types by using “Dual Readership Paths”. You do this by using your headlines and sub-headlines within your copy to tell the “scan and buy” visitors everything they need to know to make their buying decision. By creatively using your sub-headlines and bullet points you can persuade those who do not have the time to read your entire message, without sacrificing needed benefits and copy for those who won’t buy without a “full” explanation of your product or service.

The bottom line is this…

The LENGTH of your copy is not what is important, it is the EFFECTIVENESS and response rate that matters.

Want to improve your conversion rates? Eric Graham is the CEO of several successful online companies. Internationally recognized as a top authority on eCommerce, Website Conversion & Internet Marketing, he’s an in-demand speaker & consultant.

Visit http://www.web-site-evaluations.com today for an in-depth evaluation to boost YOUR websites conversion rate!

Get expert tips, advice, news and commentary on improving conversion rates, split testing, web usability, copywriting, internet marketing and more. Just visit Eric’s popular Blog:
http://conversiondoctor.com/conversion-blog/

GUARANTEE. This is particularly important on the web. It promises security and no risk, and the chances are that few people will actually take you up on your offer. The mail order industry never really took off until they started offering a money-back guarantee.

IMMEDIATELY. Creates a sense of urgency and maybe a niggling feeling that if you don’t act now, you might miss something. And no-one wants to miss out.

LIMITED. Scarcity is a big motivator and setting a limit of some kind (e.g. limited time, limited number available) can make the cash register go “ching- ching.” We often want something when we think we might not be able to get it later.

SECRET. Makes the reader curious and gets them wondering what you know that they don’t.

NEW. Appeals to our desire to be in the forefront and to be part of an exclusive club. There are people who like the joy of being the first to own or use something new.

The most common objection I hear to using words like these is: “But everyone does that. I want to be different.” Well, guess why everyone does it? Because it works! We don’t have to reinvent the wheel when we can ride on the experience of those who’ve tried and tested it. It’s much easier to do what has proven to be successful.

Maggie Dennison is a Marketing Consultant and Writer. She is the author of “11 Steps To Marketing Materials That Get You Clients NOW!” Maggie holds a Master’s Degree in Applied Psychology, and is fascinated with what triggers people to do the things they do. And that’s exactly what marketing materials are all about. Pick up a free report “11 Hot Keys to Website Content That Works” at her website http://MyMarketingMessage.com/

Defining Your Happiness For Home Business Success

You might be saying now “Steve why are you writing an article on happiness? This is a Home Business Site!” The reason is that I estimate that at least 70%+ of you are making the switch to Home business due to lack of feelings of happiness and fulfillment in your life.

For this reason, it is important for you to understand what you really want to achieve from your home business.

Personally, I have been trying to define in my life what really makes me happy and how I can make money at it. What I am looking for is much more than money. I am looking for calm and a sense of peace in my life.
To find out if you are really ready to work for yourself from home? Ask yourself the following questions:

1. Do you have a hobby that you would do daily for free?

This is one of the keys to success and happiness in a home business. You must have drive and passion in order to succeed. Doing something you really enjoy will help smooth out the bumps in the road. Also, doing something you really enjoy will help you to tolerate the remaining time at your ‘other’ job. Please do not choose a home business based only on your perceived earning potential. If you do, the chances are you won’t have the long-term persistence needed to succeed.

2. Is it money that you really want or is it the freedom of choice you really want?

This is a critical question because, again, if it is solely money you are looking for you will not have the enthusiasm and passion needed for long-term success. Focus on doing what you love and the money will follow. People will see your enthusiasm and it will spread to your clients.

3. Are people you work with dragging you down emotionally and spiritually?

One thing I know for sure is that I no longer want to be around negative people. Mark Twain has a great saying “Keep away from people who try to belittle your ambitions. Small people always do that, but the really great make you feel that you, too, can become great.

Everyone knows a person like the character on Saturday Night Live “Debbie Downer.” Lets face it, some people are only happy if they are complaining about something or are raining on someone else’s parade. Avoid these people at all costs, remember it is better to be alone and focused and passionate about what you are doing.

4. Do you want to start off fresh where you are in control?

Starting your own home business is like having a clean tapestry for painting. You control your destiny. You control what “colors” to use. Think big, never small, and you can do it.

Jeff and I have created our site to help you with home business questions from A-Z, please use it and sign up for our newsletter. We will be updating the site weekly with info to include:
Interviews with some of the top Internet marketers and some of the top self-improvement people on the net.

5. Do you enjoy helping others when you can?

Owning your own business provides you with an opportunity to give back to your community. This also provides an excellent Barter and Networking opportunity. Help as much as you can afford to and these good deeds will come back to help you in the future.

Have faith in the overall good in people but, at the same time, realize that some people might try to take advantage of your generosity. Use bartering in some of the situations to help lower your overall costs.

6. Do you believe in expanding your mind through research and networking?

If you enjoy research you will be well served by starting your own business. You will have to learn some Accounting basics and Marketing skills as well as some Tax basics. Network with people who can help you in these areas. Suggest bartering your services with them. This is a great grass roots way to get advertising for your home business. If you come across a dishonest person, break the relationship as quickly and tactfully as possible - they will only cause you harm and heartache.

7. Are you dedicated and disciplined?

Setting up a schedule and ‘things to do’ list will greatly help with your organizational and time management problems. You must be disciplined and stick to your schedule. Complete one task at a time and move to the next. MANY business have failed because of having to many’irons in the fire.’ This leads to lack of focus, which is one of the number one reasons that businesses fail.

8. Are you prepared to ignore the negative ‘nay sayers’?

Be prepared to have to ‘cull’ some of your friends, There will always be people who are jealous of your drive, passion and determination. Accept that fact and don’t let them take up any of your time. If the Nay Sayer is your spouse or another family member, sit them down and tell them how much your new business means to you and your future together. If they cannot be positive, ask them not to comment at all. Usually after family members see how hard you are working they will come around and begin to support you. Try getting them involved with smaller tasks that they can take off your plate.

9. Are you prepared to work at your other job until your Home Business takes off?

This is something that people don’t think enough about. You should be prepared to stay at your ‘other’ job for at least six months while building your home business. Many people have quit only to find the HB doesn’t provide enough immediate income so they have to crawl back to the old job, or worse find another lower-paying job. I personally made this mistake

10. Are you prepared to take an open and honest look at your behaviors?
This is something that I really had to be honest with myself about. For years I had grown a negative attitude, almost to the point that I had a chip on my shoulder. I sat down with an old friend and discussed my situation and he said “Steve your attitude stinks.” I was in shock. Upon really looking at my behavior I saw that I had created negative ‘anchors’ that were standing in the way of my success. When I looked at a job, all the negative feelings from my previous jobs flooded into me. Be conscious of what you are feeling, and be prepared to eliminate the negative and accentuate the positive. Remember, Bill Gates started in a dorm room, Michael Dell started in a garage. Do not be afraid. You CAN do it - it takes a plan, discipline, hard work and follow through.

In closing, let me say once again that you can do it. You deserve success and the happiness it brings. Franklin D. Roosevelt said “The only thing we have to fear is fear itself.” Don’t be afraid - you deserve this success. We all do. Nelson Mandela put our ideas about self doubt and fear far better then I ever could:

“And as we let our own light shine, we unconsciously give other people permission to do the same. As we are liberated from our own fear, our presence automatically liberates others.” Nelson Mandella

Now get out there and kick butt. If you would like to contact me please see below.

We are always looking for positive, persistent people to partner with. If we can help you in your success we will be glad to do so.

Stephen Mistretta is partner in http://www.Home-Business-Success.biz a Home Business Guide and Portal. Steve can be reached at Steve@Home-Business-Success.biz

Has someone ever talked to you about a problem they were having? And as you heard what they were saying, you knew that you could fix their problem! You knew that you had the perfect product, the perfect solution for them!

But…they didn’t buy what you were selling.

Or maybe you’ve had this experience online. You knew you had a product that was in demand, you had the offer on your web site, and you were asking a reasonable price for it. But no one was buying.

How could that be?

Having the perfect solution is not enough. Knowing your product inside out is not enough. And sometimes, even being excited about your product is not enough.

So, how do you sell effectively?

First of all, you have to believe without any doubt in your mind that what you’re selling is in fact going to help the customer, that it is going to improve and enrich the customer’s life, that it’s going to make the customer’s life easier, richer or more enjoyable in some way, that it’s going to have a positive impact on the customer.

You have to believe in your product so much that you can shamelessly plug it - to anyone! Without any guilt. Because what you’ll be doing is not “selling.” You will be genuinely trying to help the other person by offering him/her a solution that you really believed would make his/her life better in some way.

People like Jay Abraham and Allen Says are really phenomenal at this. I believe that the reason they’re so brilliant at marketing is because 1) They truly believe that the product (or service) will help the customer, and 2) They genuinely want to help the customer. Their main focus is on the customer and how they can give. Making money is secondary. It’s a bi-product of that process.

This is a very powerful way to look at your business, and product. Most people will dismiss it and never understand the true power behind it.

The most effective way to sell is to not sell at all. Instead, focus on how you can help and provide true value to others.

Your next step is to be able to communicate your passion/excitement about the product, and it’s benefits, to the customer.

You see, it’s not enough to want to help. And it’s not enough to be excited and passionate about your product or how it will help the customer.

You have to be able to get the customer to see it the way you see it - to see those benefits and reasons that get you so excited. They need to be able to feel those emotions the way you feel, about the product. They need to be able to easily imagine how much better the future would be by using this product, just as you’re able to visualize it. Show them the end result in perfect clarity and intensity, just as strongly as you’re able to see it.

You’re really putting a part of you into the sales letter.

Stop and ask yourself why you are so passionate and excited about your product? Many of us are able to see and feel those great benefits internally but are not able to put it to words or describe it to others with the same intensity and clarity.

One of the most powerful things you can do to really charge up your sales copy is to be able to transfer those mental pictures, emotions and excitement onto paper.

Each time you sit down to write your sales letters, start by getting in touch with those feelings and mental pictures that get you excited about the product. Feel how you would feel when you saw the customer reaping the benefits.

Then, put those thoughts and feelings onto paper. A great marketer is really a great story teller. A great marketer is a great communicator.

If your product doesn’t get you excited, you may want to get to know your product better and really learn about all the benefits it provides, or think about finding another product that does get you excited.

If you don’t believe in your product, you can’t convince others to believe in it. If you don’t feel that your product really provides a substantial benefit, you’ll have a hard time trying to illustrate the benefit to the customer. If you’re not excited about your product, it will be very difficult to get others excited about it.

Ask yourself why you’re selling the product you’re selling. Is it only because of the money?

Or is it a solution, a benefit, an end result that you want to share with your customers, to project your excitement about the product to them, and to add more value to their lives in some way?

Find out why you want to sell what you’re selling, and you’ll learn to sell it better.

Sincerely,

Av Kumar

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Copyright © 2003-2005 by BryanKumar. All Rights Reserved.

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Advertisers that are beginning to focus on the young Hispanic market have been given a gift in the form of Latino television programming. Now mind you it’s not your typical Latino television programming that you would find on Univsion, this programming is geared towards the large and most overlooked demographic, U.S. born Latinos.

Advertisers crave the buying power of the Hispanic market, the largest minority group in the United States today. But the problem is that they are limited in their knowledge of the Latino community. While they are looking for different types of media to use to hit this desirable market and have their agencies working overtime on the creative end, they are still missing the point.

They are not hitting their intended market, but that has been made much easier for them. They received a gift from the television world in the form of AIM Tell-A-Vision, a distributor of English language Latino television programming. Too often advertisers specially create an ad campaign in Spanish to hit the young U.S. Latino market and by doing that they are shortchanging their brand. As I have stated in various articles, the U.S. Latino market is not a mystery, but advertisers have to go beyond their ad agency and do their own homework.

AIM Tell-A-Vision has made it easier for an advertiser to hit this desirable market by developing various English language programs such as UrbanLatino Television, American Latino Television, Sonidos and Latination. This programming is developed especially to attract young U.S. born Latinos that speak English, which represents over two thirds of the Hispanic market here in the United States.

An advertiser can actually create an ad campaign in English and get their message in front of the intended audience and not the assumed audience. That’s not to say that an advertiser doesn’t have to gear the campaign towards the Latino market but this medium makes it easier for them to actually gauge their efforts.

Marketers have to disperse of the “Stereotype Marketing” that has engulfed the media dollars which are intended to build brand awareness within this demographic. They need to realize that the U.S. Latino market cannot be put in a cyclone, it is an evolving culture and of the over 65 million Latinos in the United States today, over 25 million are U.S. born.

So how does an advertiser looking to hit the young U.S. Latino market reach them?

Well they first need to bring in an advertising and marketing agency that understands this demographic, like New Age Media Concepts, then develop creative that is geared towards the English speaking U.S. Latino market and put together a comprehensive marketing plan that will get their message to the intended audience.

Of course this would encompass various types of media and not just television, but AIM Tell-A-Vision is an example of an overlooked medium that should be embraced if an advertiser wants to tap into the massive buying power of the U.S. born Latino market.

Louis Victor New Age Media Concepts www.namct.com

To write successful copy, you need to know as much as you can. It goes beyond reading background materials, reviewing old marketing pieces and doing some cursory research on the Web.

You need to get inside peoples’ heads.

Start with your clients. They know their business and their customers better than you do. (If they don’t, they should. You can help them learn more.)

How? Use a marketing/creative brief to get the information you need to ace the copywriting (and marketing) assignment. (A marketing/creative brief is a tool used by ad agencies and corporate marketing and creative departments.)

Following is a marketing/creative brief adapted from one I used during my stint at a Seattle ad agency. Even though I now work solo, I still use it today.

(Begin form)

Marketing/Creative Brief

(Note: Designed for B2B; much of this brief is also applicable to B2C.)

Good input is key to a successful project, campaign, or marketing program. This marketing/creative brief is designed to elicit good input. But it takes thorough and thoughtful answers on your part. Please answer the following questions carefully.

1. What is the description of the piece(s)? (Ad, Web site, brochure, radio script, direct mail, etc.)

2. What is the marketing focus? (What products or services are we telling about?)

3. What is the communications problem that the piece(s) must solve? (Awareness, positioning or repositioning, product introduction, category introduction, etc.)

4. Who is the audience? (Demographics, title, function, responsibility, etc.)

5. What is their point of view about the product, service, category?

6. Who is the secondary audience(s), if any?

7. What business problems or issues does the product(s)/service(s) solve for the audience(s)? (Efficiency issues, profitability issues, operations issues, technology issues, etc.)

8. What effect do we want the piece(s) to have on the target audience(s)? (Purchase, phone call, visit Web site, request more information, increase their awareness, etc.)

9. What can we offer to achieve the desired response? (Demos, situation evaluation, sales collateral, personal visit, white paper, etc.)

10. What is the single essential message we must tell the target audience(s) to achieve the desired effect? (Be as concise as possible.)

11. What evidence is there to support our claims? (Features and benefits, testimonials, case studies, etc.)

12. Can anyone else make a similar promise?

13. Are there any technology issues to address? (Compatibility, operating systems, hardware requirements, etc.)

14. What specific industry issues must be addressed? (Trends, etc.)

15. Are there any industry, product or competitive issues to be avoided?

16. What tone should the piece employ? (Hardhitting/serious, educational/informative, humorous, etc.)

17. What do you like about your current piece(s)? (Look and feel, tone, messaging, functionality, etc.)

18. What don’t you like about your current piece(s)? (Look and feel, tone, messaging, functionality, etc.)

19. What overall impressions (look and feel, etc.) would you like the piece(s) to make?

20. Will this piece(s) be used with any other pieces? (proposals, collateral, letters, etc.)

21. How will the piece(s) be used (online, leave behind, trade shows, mailed, etc.) and at what point in the sales cycle?

22. Any other comments?

(End form)

Admittedly, getting clients to answer these questions isn’t always easy.

That’s why it’s best to be flexible with the use of a marketing/creative brief. You can ask the client to fill it out. You can use it to interview the client. You can fill it out yourself for the client’s review. Any sort of collaborative approach works well.

In the end, stress to your clients that if they want more clicks, more leads and more sales, they need to actively participate in the input process.

One you have all the information you need, you’re ready to write a winner.

(c) 2005 Neil Sagebiel

Neil Sagebiel is a veteran copywriter who has served clients such as Microsoft, The Seattle Times, Lucent Technologies, March of Dimes, Airborne Express and Unisys. To sign up for his FREE expert tips to help you write better and sell more, visit www.neilsagebiel.com.

The vending machine sales that you might realize from your vending machine business are hard to predict. The sales depend on the machines that you use and where you place them. You do need to have a business licence or a seller’s permit in order to have sales through vending machines. However, it doesn’t matter how many machines you operate as part of your business - one permit will cover them all. However, there are exceptions to this law. If the items that you sell cost less than 15 cents then you don’t need a permit for your vending machine sales.

The start up costs for vending machine businesses vary according to the types of vending machines that you start with. For the most part, people usually start off with one or two smaller machines, such as candy or gumball vending machines. These are the least expensive but they do generate a lot of vending machine business sales. You do need to look at the cost of the machine and the cost of the candy as well as where you plan to place the machines to try to predict the amount of vending machine sales you might realize.

To help you understand the vending machine business sales that you could realize with just one candy machine, first write down the cost of the machine. If you go with a new machine, this will be about $300 and a bag of 850 jawbreakers costs $50. When you sell the jawbreakers for 25 cents each, your total vending machine sales will be $212.50. Deduct the 40% commission that you pay to the storeowner, which amounts to $85. The rest of the money is yours, so when you deduct the cost of the candy, you have a profit of $127.50, just from one candy vending machine. If you buy a used vending machine, it won’t take you as long before the sales turn into profits.

The more machines you have, the higher the vending machine sales you will realize. For the first few months after you get started in the vending machine business, you will be paying back the money you invested in the vending machines you bought to get started. However, it won’t take you long to do this and if you have all your machines in the same location, you only have to make one stop to take out the money from the vending machine business sales and restock the machines.

When the money you have from your vending machine sales is all profit, then you will probably start to think of expanding by buying more vending machines. Diversify your vending machine business and increase your sales by investing in different types of machines and find different locations to place them in. You can still use the same day of the week for the servicing and you don’t have to give up your regular job. However, as you so start to have more and more vending machine sales, this can become your only source of income and you will be your own boss.

To find out more about Vending visit Peter’s Website Vending Explained and find out about Vending Machine Sales and more, including Gumball Machines, Candy Machines and buying Vending Machines.

In my previous article I told you about ‘12 important questions to ask before you hire a copywriter’ But there’s a little more to it than that!

Looking to hire a copywriter, then these are the questions that the copywriter must ask you at the start of the project. Apart from really the obvious questions like ‘How much will I be paid’, ‘what is the time frame of project completion’.

Copywriting is a very serious business and includes many legal and financial implications as well. If a copywriter were to infringe on the body material of others, there could be a legal as well as financial hassle for you, as the hirer for the project.

The copywriter should ask questions and specifically these questions should be directed towards YOU. If these questions are not addressed, then be very careful. You could be in for a lot of trouble for the future.

The difference between the best and a wannabe apart from their level of skill and expertise is the questions they ask and what they deliver. The new copywriters and the wannabe copywriters ask the most basic questions like ‘What’s the payment of my services and when will I get paid’

If you want a truly world class product, then hire a world-class copywriter, who will deliver the goods as per your specifications. This starts with the right questions that they ask you. Here are the 10 questions that we have talked about

1. What product are you promoting and are there are legal issues involved in it

This should be the first question asked from a good copywriter. Many products can be tangled in legal issues and most copywriters don’t want to involve themselves in such deals. Even the most experienced one will fight shy of such deals.

2. The various mediums that will be used to promote the product

There are so many mediums available, which can be used to project the image of the product. These are printed ad matter, bus shelter banners, hoardings, movie theatre presentations, door-to-door campaigns, newspapers, T.V, Radio, and Internet. These mediums require different approaches and the copywriter writes keeping a specific medium in mind.

3. Target audience for the product

Every audience is different. The same messages can’t be conveyed to all people. The world is on the move and with it; the products are also on the move. There are innumerable ethnic backgrounds and diverse cultures not to mention the very opposites sexes and the age groups. They’re a market for the adults, the teenagers, the pre-school population as well as the baby boomers, which have now gone old.

The copywriter needs to know, the product as well as the age group and the population that is been targeted for the copywriter to give in his / her input and output.

4. What is the target market for the product and the benefits of the product

As we discussed, the target customer group is important. In addition to that it’s important that the target market also be ascertained. For example, if you are selling the product, are you looking at Latin America or the Middle East or maybe South East Asia.

The second aspect is what are the major benefits and compared to other products in the same category (if the same exist), what are its further benefits. This helps the copywriter to write a good copy, which will help the product to sell.

5. Is the product available and if so can a sample be available

It’s easy to write, when one has already seen, used and touched the product. The features, advantages and disadvantages of the product become more apparent when one utilizes the product. It’s very difficult to write about a concept and sometimes that may also lead to legal problems.

6. Product pricing

Pricing makes a big difference to the writing. Something that is worth say £2000 would be different than what is priced at say £55. Since the pricing, writing for the products would also entail a different style of writing. This is something that all good copywriters know about.

7. Are they any verifiable customer testimonials

True and verifiable testimonials add credibility to the image of the product. These testimonials can easily be weaved in as text matter by the experienced copywriters. This instils confidence into the products of the company and all good copywriters are aware of it.

8. Is there any existing literature or promotion material available for products that are similar

By scanning and analyzing similar material, which is available, experienced writers can add the touch of glamour to the product to make it stand out from the crowd.

9. What is the schedule for completion

The good copywriters will always have work and therefore like to organize their work schedules. This is to make sure that they can deliver on the designated deadline dates so that their schedules and that of their clients are on target and not thrown out of gear.

10. What are your payment rates and conditions

Remuneration for the work done is absolutely important. The good copywriters are expensive, because they are good and are paid accordingly. They will also lay out their conditions for payment and work schedules.

Payment is one of the first questions that a copywriter would ask; however the answers to the other nine questions will certainly help.

Other questions that might be asked

In addition to this copywriters may ask more specific questions, which are pertinent to the project that they may on hand. This will differ from project to project. The buyers should be able to answer these questions. Answering the pertinent questions will only make for a good copy. This is the requirement of every product that needs to be sold.

This article was written by Craig Dawber of smarket-associates.com
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There is no such thing as a “small” job. Each function within our society aids our detailed technical lifestyles and well being. From a store clerk to a business executive, each position is an intricate part of the matrix of our world. We rely on these functions without even realizing their value or contribution to our daily activity. Each person has there place and each person has their purpose. The key is discovering and taking the time to find out what exactly you are to contribute to the world.

What is even more challenging is that often we are presented with serving multiple roles in our lives besides just our “purpose.” We are parents, workers, spouses, and children. All of which demand time and effort from our daily lives. What is important though is that we balance our time and our roles to nurture our purpose and inner abilities. It takes time and effort to discover your goals and ambitions, but it is a quest that need not go unnoticed.

A common excuse for not nurturing our talents is that we are too busy with other activities. When in actuality perhaps we have over extended our time and resources. Take a moment to sit down and note what in your life takes up your time. And then after you make that list, make a column and mark what is a priority, what really “has” to be done. Be sure to note how much personal time you get outside from all your other responsibilities. Start out small and see if you can allocate at least a half hour or an hour of your time a day devoted to yourself without interruptions. Use this time to evaluate the path of your life. Are you doing what you want to be doing right now? If yes, what could you do to further your progress? If no, what do you want to do?

Use free thinking in your evaluation. Free thinking means there are no limits. You can dream to be anything you want to be. Think about what you would like to do whether you were paid or not. Think about what makes you feel good as a person. Maybe you like the arts or maybe you like to work outside. Compare your aspirations with your current life situation. Are you close to your goals or are you far away?

Once you have addressed your aspirations, make notes in a special notebook dedicated to just you. It is great to see your ideas take formation when they hit the paper and also it is a great way to look at your progress on days where you may feel there is none. Plus you will need a notebook for further steps as well. Feel free to personalize this notebook and make it attractive for yourself.

Don’t feel guilty for taking this special time for yourself. Understand that your commitment to yourself will reflect off onto others. By bettering yourself, you become better in all the roles and commitments you hold. It is when we stop to listen to our true selves and the nature of our lives that we are able to create abundance in our environment and those around us. What you are doing is investing in a personal foundation.

If you only have a half hour or an hour a day, make a list of what you want to accomplish with that time. So once the clock starts ticking you are ready to be productive and work on your goals. Time management is good practice right from the beginning. So when you do figure out what your purpose is, you will be ready to use every minute you get efficiently.

Once you figure out where you want to go or what direction you want to take in your life, then take the time to research… research…research. Research is a crucial element of developing your career strategy. Go to the library or do a search online for the topic you are interested in pursuing. Find out what tools you will need to start your purpose. Will you need additional education or training? Will you need a business loan? Or will you be using your own personal resources for the start up? Don’t let money issues stop your progress. Remember knowledge is the currency here. There are ways to accomplish your purpose on little to no funds.

Remember real life purposes take real life work. Sure some people get lucky, but often others have to really dedicate themselves to their success. Have an open mind during this self evaluation period and the rest will follow. Most importantly, be patient with yourself the same way you would be patient with another person. Secondly, perseverance is essential in the formula for success. You have to be willing to make a serious commitment from day one to yourself. Your ideas may change form along the way, but at least you are continuing to reach towards self fulfillment.

As a summary for this step’s exercise, write it down, take a pen and paper and make a personal inventory of your ambitions or the things that you are good at and enjoy. What do you feel passion about? What would you want to do even if you didn’t get paid for it? Second of all, be honest with yourself. Don’t feel ashamed or guilty to recognize your talents… after all that’s what they are there for, to be recognized. It’s up to you to release them and share them with others. Make your purpose, your business.

Inspirational Artist & Author Meilena Hauslendale’s work and articles are displayed internationally. She is the founder of Silence Speaks International Artist Association and the Editor of Intrigue Magazine. Published books include, Making Your Purpose Your Business and Recognizing Unhealthy Relationships. Email: articles@meilena.com http://www.meilena.com

Whatever you write, you stand a better chance of people reading it if you keep the writing tight and concise. This is particularly true of your marketing materials. Whether it’s a brochure, a sales letter, a postcard, or website content, a lasered message is more compelling than pages of wordiness that dance around the point.

Here are some tips on streamlining your words:

1. Write down all your ideas without censoring. Just let it flow onto the paper. Then go back and summarize each paragraph in one sentence. This one sentence may be enough to communicate the gist of the paragraph.

2. Imagine you have to get your point across in half the words. Then start editing until you reach that number.

3. Review your piece to make sure that words and ideas are not repeated unnecessarily. This sounds obvious but it’s surprising how often it happens. It’s not difficult to catch repeated words, but duplicated ideas can slip through easily.

4. If you were writing an advertisement where you’re paying for each word, which words would you eliminate?

5. Choose simple words over complex ones. It will make your writing easier to read e.g. “use” instead of “utilize”, “working” instead of “operational”. Use a long word only if it’s necessary for clarity or to convey a precise meaning.

Maggie Dennison is a Marketing Consultant and Writer. She is the author of “11 Steps To Marketing Materials That Get You Clients NOW!” Maggie holds a Master’s Degree in Applied Psychology, and has an intuitive understanding of with what triggers people to do the things they do. And that’s exactly what marketing materials are all about. Pick up a free report at her website http://www.MyMarketingMessage.com