I did an “I hate __” search in Google for 10 different commonly hated items to see where each ranked on a social ‘hate-o-meter.” Here are the results in order of most hated.

1. Snakes

2. George Bush

3. Hitler

4. Lawyers

5. Their ex-husband

6. Osama Bin Laden

7. Their ex-wife

8. Black Jelly Beans

9. Real Estate Agents

10. SEO’s

Right away, I noticed that there was a big problem with blogging for other people’s businesses.

That problem is that most business blogs simply don’t have a focus or a personality. Without these things, a blog is virtually just more internet noise. I don’t know about you, but I can’t stand writing just to create more noise that no one will ever read.

Businesses are blogging because they hear that it’s good for search engines and will drive traffic to their website, but they on’t really know why or how. If you’re a writer or SEO, this is where you must at least try to consult businesses on how to make their blog effective.

How to help your clients make their blogs more effective:

Create a mission statement

A blog is a lot like a magazine. It must have a specialization or else it will appeal to no one. Throughout this post, I’ve included some questions that I send out to my clients to help them to nail down a focus for their blog:

• Who is the target audience for your blog?

• What common element will each blog post contain that will provide value to your target audience? In other words, what is their ‘reward’ for reading your blog?

Establish a Blog personality

One of the biggest problems when writing for someone else’s blog when you’re not asked to be yourself is developing a writing style. Who are you supposed to be? A blog is a lot like the op-ed section of the newspaper, not written in the stuffy way that most articles are written.

In talking with other freelance blog writers, I’ve found that this is their biggest source of frustration also. The writing really should come from “someone” not some elusive voice. Help company’s understand the value of allow personality to shine through.

If you’re not an expert on the subject, that’s ok. You can do interviews with others who are, get feedback on the staff’s opinions on various topics in the news, or come at the topic from a consumer angle. You can also seek out guest bloggers to occasionally write posts as well.

Question to ask your client:

• What do you envision as being the overall tone of your blog – Light-hearted? Humorous? Scholarly? Ultra-professional? Sarcastic? Straight to the point? Something else? What type of communication do you feel your audience responds to best and tends to trust most?

Explain the value of social networking with blogs

Many people have an “if you build it, they will come” attitude about blogging and that’s just not the case. Businesses need to know that creating a successful blog requires a lot more work than just writing posts. For all of the things required to create a successful blog, check out this post at Pro Blogger.

In order to create buzz, some of your focus should be on getting other, influential blogs to first become aware of the blog, and then perhaps giving a mention to the blog in a post. This can be done though:

• Outbound links to other blogs
• Promoting posts to relevant bloggers

Questions to ask your clients:

• Which influential blogs would you like to link to your blog?

• What type of content would it take to get the top 3 blogs you listed above to find so much value in your blog, that they mention your blog and add you to their blogroll?

Instead of charging per post, consider putting together a blog-building “package” that includes:

• Writing
• Research
• Post promotion
• Finding guest bloggers
• Driving subscriptions
• Reporting

Since one of the main goals for many blogs is to gain a solid readership, set goals for number of subscribers and even build in a monetary bonus system for achieving certain subscriber goals.

Happy blogging!

It appears that the press release titled SEO Copywriting Expert Reveals Secrets to First Page Results hit too close to the truth and didn’t sit well with many PR distributors.

Some made it to the news, but nearly as many as usual.

SEO’s are a group that people love to hate. PR distributors are just another group that can’t stand us – with good reason though.

When advertisers flood the submissions with keyword-spammy ads disguised as press releases, it devalues the integrity of news.

Further, these press release distributors have the privilege of their content appearing on Google News because they have been approved as newsworthy content providers. Start letting lots of advertising through, and they could lose that privilege.

This press release wasn’t spammy or full of advertising lingo. Instead, it was a little too true. In the hands of advertisers that care more about optimizing for search engines as opposed to optimizing for humans, this type of information could cause a nightmare for PR distributors.

As someone who values information more than advertising, I understand this. When writing press releases for SEO, follow the advice in my rejected PR:

“For a press release to truly be successful, it’s critical that it be focused around providing useful information for human readers. Distributing press releases that don’t offer a real value to your target audience is a waste money and effort.”

Press Releases

When optimized for search engines (and of course for humans as is my motto) press releases have a bold presence in the search results. Not only that, but they are a great way to build valuable backlinks.

I’ve spent the last 6 months analyzing scores of press release distribution points to find those with the most value. There are quite a few free press release distribution points that may not give you the wide exposure of a resource like PR Web with its extensive contact list, but that do offer live links, anchor text, images, first page visibility on Google News and sometimes first page exposure on the organic results.

One of my favorite free press release resources is Open PR. The use of images really makes the release stand out in the SERPs.

Here’s a press release that I wrote that took 5 of the top 10 slots on Google’s main search page.

So if you’ve been procrastinating on sending out press releases – stop! Most of the companies I work with publish anywhere from 1-4 press releases a month like clockwork and love the effect.

But this morning, in the early a.m. hours as I was sifting through my email, one headline stood out so much that I couldn’t help but leave my email box behind and click on it.  The headline and summary read: 

“Copywriter Makes Major Marketing Mistake”

Just posted at the Copywriters Blog about a fundamental marketing mistake made by a prominent copywriter that could cost you hundreds of thousands of dollars.

Never underestimate the value of good old fashion gossip when creating a headline. We love to hear about someone else’s flaws because we all have them and it’s comforting, if not darn right compelling to read stories about the misfortunes of others. 

For some good reading about titles, check out CopyBlogger’s 10 Sure-Fire Headline Formulas that Work and Five Common Headline Mistakes and How to Avoid Them.

This group represents 44 percent of the women’s market, but accounts for 55 percent of spending on consumer electronics; 51 percent of spending on food; 49 percent of spending on health & beauty aids; 48 percent of spending on home furnishings, and 47 percent of spending on clothing.

Further, the article points out that only 20% of moms feel like advertisers connect with them. Wow!

I spent the weekend talking with other mom and women that I know, asking them what kind of things they buy online. When I called one of my friends, she was actually at the Macys.com site at that moment, looking at some “cute tops” that she had just recommended to a friend who shops online on a regular basis.

Some things these moms bought online were:

• Clothes (for kids and for themselves)
• Books (for kids and for themselves)
• Kid’s educational software
• Kid’s party supplies (matching plates, cups, decorations)
• Halloween costumes
• Toys
• Groceries
• Holiday and birthday gifts

It makes sense. Women are responsible for a majority of the household shopping and buying online is the ideal way to get the most selection and the best value and best value. When I lived in an area that supported it, I spent $200 at Albertson’s grocery store every 2 weeks like clockwork.

Another thing I always buy online, are gifts. This year, I’ve purchased a bonsai tree, a Build-a-Bear, a Nintendo DS, microwavable slippers, a CD player, magazines, and lots of books online for gifts because it’s so much easier for the company to gift wrap them and send them out than for me to have to do this.

Most people who aren’t responsible for the household shopping and gift-giving don’t realize just how time consuming this process is. If you’re thinking “waaa-get over it,” then you’re one of those marketers/retailers that DON’T GET IT.

The article also states that “most moms–67%–would rather get information from a peer than a celebrity mom.”

The more I thought about it, the more I realized how important this was.

I think everyone is more likely to make purchases based on a recommendation verses and ad; it’s just that women tend to talk on the phone and in person about things that they purchased more often.

The effect of this word of mouth is staggering. I recommended the Leap Frog Phonics videos to a friend I hadn’t spoken with in months within 10 minutes of our conversation. The next time I talked to her, she told me that she had purchased the videos. The reason I knew about and own the 3 phonic videos is because another friend recommended to me. There is also a math video in that series that I don’t have because my friend said that it wasn’t as good as the others were and that her daughter was bored.

Great! Now I can spend my money on kids educational CDs that my other friend recommended when I was picking up my daughter from a slumber party the other day. Thinking back other products/companies we recommended to each other during that pickup were Scholastic (we both had recently purchased books and I told her about their great-value encyclopedias) and Oriental Trading Company (kid’s crafts). Now I have the Oriental Trading Company catalog coming to my home and am getting ready to place an order.

Social media is the future of this kind of success online. Building communities around products can be a huge influence on sales.

The widely accepted purpose of a newsletter today is to build/nurture customer loyalty as well as convert subscribers to buyersBelow are some of the newsletter I receive along with reasons why I find them useful and effective.

In Bubble Wrap - This is my absolute favorite - and look how simple it is! I loved this one when it was just a text email. This one is delivered every week day and every day I open it and read it and click the link to the site. Why? For the same reason any newsletter works. There is something in it for me.

When I click on the link, I can enter to win the advertised business book of the day. Authors pay to have their book promoted to In Bubble Wrap’s newsletter subscribers. In Bubble Wrap Guy, InBubbleGuy a he calls himself, gives an synopsis of the book in a very conversational tone that I enjoy reading. If I don’t win the book, I may buy it.

The fact that I like InBubbleGuy’s conversational tone is big part of the reason why I look forward to receiving this email every day. The way he connects on a more personal, yet still professional level, makes me feel compelled to buy books from www.ceoread.com rather than from somewhere else. I think that in the past, small businesses made every effort possible to look like big businesses. The result was a sterile business landscape. From what I have observed, the majority of people like seeing the humanity behind a business.

On that note, this site also has a comments section under every post. Check it out and you’ll see how many people love InBubbleGuy and are excited about what he’s got going on. It’s nice for me, the reader, to connect with other readers who enjoy the same thing as I do. The readers themselves are a type of community brought together by the topic of this newsletter.

Site Pro News comes out once or twice a week. The thing I like about this one is that it offers useful information and it is scannable. Like everyone, I don’t have a lot of time. I need to get important information as fast as possible and move on. The fact that the article is always grouped into managable chunks helps to make this possible.

The other thing that makes quick reading possible is that the newsletter is always laid out the same way. Continuity is a similar element in all of these newsletters. I want to know exactly where to look every time to find what I need. The downside to this is that I never look at the advertisements on this site. Because my eye is conditioned to go straight to the content, I know where not to look to avoid the advertisements.

Jeffery Gitomer’s Sales Caffeine is another fav. Like the others, this one is always laid out the same way. Products to buy are usually down the right side and though they are advertisements, I do look at them and I do consider them. Perhaps this is because they are “Jeffrey’s” recommendations and I feel as if Jeffery and I are pals, although I’ve never met him.

This newsletter is a little long. Quite often I don’t read it right away because I feel like I will have to invest a lot of time into it. I end up saving it in my Gitomer Outlook file for later viewing, but you know how that goes… However, I usually scroll down to “Quote of the Week” and read it before filing. This particular week’s quote starts off “Kick your own ass. No one else will do it for you.”

One of the best parts of the newsletter worth pointing out is the “Shot in the Wallet” section where Jeffery answers real questions. Involving real people with real questions and real stories makes any copy more compelling. The people you are “speaking” to are real–treat them that way.

Start Up Nation: The approach with this newsletter is to give the titles and sometimes a brief intro paragraph and encourage readers to click back to the site. It’s not as effective for me as when the entire story is in the newsletter. I think this is because I don’t have enough vested interest in the story yet to click through.

To get someone to click is asking them to part with their valuable time. If I click and open up a new Firefox tab with one of those links, I’m making more of a commitment than reading something in my email. I scan the newsletter and if I see a headline that looks interesting, I click. Otherwise I delete. I’m sure there’s a lot of good info there, but if I can’t get involved with it, I just don’t have the time to take a chance.

Product Focused Newsletters: It’s important to note that all of the above newsletters focused more on the sales of information transfer verses a product. Products don’t necessarily need tons of informational copy and word articles. In fact, someone who subscribes to a newsletter from a product site doesn’t necessarily want to read a bunch of text–especially text that has been formulated for the sole purpose of filling space. I subscribe to several product only newsletters.

Put together a few featured items every month. The copy here should be designed for the sole purpose of sparking buyer interest and then making them salivate to own the featured products.

Master Replicas does a great job of conversational style sales copy. The caption under this image begins: “Boba Fett is undoubtedly the baddest bounty hunter in the galaxy…but Master Replicas has got his number.” Every time I get one of these emails I find myself day dreaming by the end of the newsletter about building an entire room full of light sabers, swords, and Elvin battle helmets.

In order to be effective, the products showcased must be targeted and tagged with copy that creates an emotional need and then fills it. This may mean that your newsletter signup form asks questions about preferences and that you create 2-3 different versions of the newsletter intended for different subgroups.

Recap:

• Your audience wants to know what’s in it for them - tell them
• Don’t be afraid to have a personality
• Share the questions/opinions of other real readers
• Get to the point quickly
• Make information scannable
• Give people a good reason to click a link
• Use consistent formatting
• Choose TARGETED products to showcase

Radio Interviews
Hundreds of radio shows seek knowledgeable and interesting guests to satisfy their listening audiences. With the onset of satellite radio, internet radio and podcasting, the number of hosts seeking guests grows daily. You need not be a celebrity to secure a radio interview. Plenty of opportunities exist for individuals with knowledge in specialized areas.

Pitching yourself for radio is simple when you have a plan. Before you pick up the phone, make a list of all of examples that qualify you as an expert in your industry. Reference titles of articles and books that you’ve authored, names of awards that you have won, and testimonials from satisfied clients and reputable associations. Design a short pitch for yourself using some of the things you listed.

When you call the radio show, start by introducing yourself immediately. A fter your introduction, present a solid reason why the person at the other end of the phone should continue to listen by speaking in terms of how your knowledge can benefit their show.

Consider the goal of your first phone call to a radio station to introduce yourself and gain the producer’s contact information. You may not book a show with your first phone call, but you can now send your press kit to the show’s producer and place yourself on their radar for the next time they cover a topic in your arena.

Resources:
Podcasting News.com: A directory of Podcasts
Live 365.com: A directory of internet radio station
Radio-Locator.com: A directory of every radio station on the planet.

Press Releases
A press release is an informative document written to alert the media of a timely event about your company. Your event doesn’t need to be a showstopper – thousands of press releases are written every day on topics such as a company name change or the introduction of a new product.

A press release, however, does need to be written to appeal to a general audience. The more unique the topic, the more likely your release is to get noticed. Newspaper and magazine editors depend on content for the success of their publications and often simply repackage well-written press releases as articles or blurbs.

Try adding a unique spin to the topic and devising a way to involve the public. For example, if your restaurant has introduced a new sandwich, develop a contest for the community to name the sandwich. While you’ve managed to alert the public of the sandwich’s peppery corned beef, savory mushroom sauce, and plump focaccia bread, the public gets a chance to win a free meal, and have their name credited on the menu.

Build your own list of newspaper and television contact names and fax numbers or hire a professional public relations company to distribute your article to the a large number of media outlets. Don’t gloss over small local papers as a recipient for your press releases. These are often a great place to begin building your publication portfolio.

Resources:
PRWeb Free Press release distribution with lots of exposure
PR Zoom Another high quality, free PR distribution site

Distribute Free Content
Tens of thousands of website owners face the daunting challenge of stocking their websites with the fresh, informational content their visitors seek. To meet this growing need, numerous free content sites have emerged, offering publishing rights to thousands of articles on a variety of topics. In exchange for the article’s publishing rights, the author has a chance to promote themselves with a short bio and link to their website at the conclusion of the article.

Resources:
eZine Articles - Serving 110,229 Quality eZine Articles Written By 16,687 Expert Authors
Find Articles.com - Search millions of articles from leading academic, industry and general interest publications.

Be sure to include mentions and links to all of your articles, radio interviews, and press releases on your website and in the literature you use to attract new clients. This type of credibility goes a long, long way in terms of building trust and customer confidence. Before long, you won’t just be establishing yourself as an industry expert, you’ll be the expert!

SEO Copywriting or Search Engine Optimized Copywriting incorporates words and phrases that your target audience is likely to enter as a search term for the purpose of boosting search engine raking. Search engines rank sites by evaluating the density of words and phrases repeated within the copy to determine relevance.

Keyword Repetition

Search engines look for the exact words entered in the search, preferably in the same order. While your English teacher taught you to use lots of different word variations, repetition is the key to boosting search engine ranking. By carefully selecting your word choices, you can build pages that rise to the top of the search rankings without paying for advertising. Opera offers an excellent free keyword selector tool that shows statistics on the keywords and phrases people are searching.

Keyword Density

In the past, creative people could attempt to beat the system by adding repeating keywords on pages in an attempt to boost search engine ranking. Now search engines are keen to this and become suspicious when the ratio of keyword to text is too high. In an attempt to truly relevant content, search engines discern the percentage that certain key words and phrases appear within the text, known as keyword density. A keyword density of around 2.5% is the optimal ratio for keywords and phrases. A helpful tool to quickly calculate keyword density is Live Keyword Analysis from EasySEO.

How to write reader and SEO friendly copy

When writing SEO copy, it’s important not to get so carried away with inserting keywords and phrases that it takes away from the reading. After all, if visitors can’t connect with your message because the writing seems contrived then you’ve wasted your efforts. To avoid this, write your text first, then go back and rearrange sentences hear and there to fit in keywords and phrases where possible. You can also add paragraph headings like the one above this paragraph that keep the search terms out of your text.

Questions to ask when writing for search engine optimization:

• Who is your target audience?
• What terms would someone enter if they he or she a problem that your product or service could solve?
• Identify buzzwords that appeal to your target audience

Chunk writing to encourage reading

When people read online, they tend to skim pages for new and relevant items. Studies from Eyetrack III also show that people are more likely to continue reading if the information is broken in to small, topical chunks. Give each topic a highly relevant title so that readers can skim the page and spend more time on relevant pieces.

There are so many ways to publish high quality books and documents today with no upfront costs. With the major advancements in print on demand publishing that have taken place over the years, you can really take your business presence to a level that was not possible just a few years ago.

Take a look at a few of these:

Lulu: wierd name, great service. Print professional hardcover books, softcover books, calenders, CD’s, DVD’s etc. Also offers a storefront through which to sell your products. (Note: Amazon recently began selling self published books through it’s storefront as well.)

PodioBooks: Once you get your book in print, why not turn it into an audio book and get it circulating around the bit-torrent sites and other venues for podcasts and audio books. Audio is a huge attraction right now for busy people and steadily growing more important in marketing.

Blurb: Keep your eye on this one. Blurb offers print on demand like Lulu, but with a different twist. The thing that really stands out to me is their Blog book publishing that is in Beta right now.

QOOP: Offers a new way to print photos. If your industry is very visual, this offers a fast and simple way to get your images into a professionally bound book quickly. If your business isn’t very visual by nature, maybe it could be–people are very visual and images sell. What kinds of images would your target audience be interested in? For example, if you sell data storage, why not have a slightly humorous photo journal that documents different server rooms and give it away to potential clients with your branding on every page. Think that’s boring? People that are interested in this kind of stuff think it’s pretty interesting.

Just because the web is a major driving factor in many businesses, doesn’t mean it should be the only factor. People still seem to lend more credibility to those who publish professional quality material that can actually be picked up and enjoyed.

There are just too many high quality, low cost publishing options to ignore the possibilities any longer. The possibilities for unique, out of the box thinking are virtually limitless and the playing field is wide open for new and interesting ways of marketing, building brand, and strengthening customer relationships.