COPYWRITING SECRETS OF THE MASTERS - Brian Clark

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COPYWRITING SECRETS OF THE MASTERS - Brian Clark

  1. 1. Copywriting Articles by: Brian ClarkThis special report is brought to you free courtesy of www.ProCopyWritingTactics.com www.ProCopyWritingTactics.com
  2. 2. Brian Clark is the founder of the popular and highly respected blogwww.copyblogger.comOver the years, we’ve been fortunate that people say a lot of nice things aboutCopyblogger and Brian:  Advertising Age ranks Copyblogger as a top marketing blog in its Power150 list.  The Guardian named Copyblogger one of the world’s 50 most powerful blogs.  Brian Clark was ranked #3 of the 100 Most Influential Online Marketers of 2009.  Technorati says Copyblogger is one of the most popular blogs in the world.  The editors of Performancing named Brian Clark the most influential blogger of 2007.  BusinessWeek says entrepreneurs should follow Copyblogger on Twitter.  Dunn and Bradstreet says Brian Clark is one of the most influential people in small business on TwitterBrian has been featured in the following books:  Linchpin by Seth Godin  Meatball Sundae by Seth Godin  Trust Agents by Chris Brogan and Julien Smith  Internet Marketing From the Real Experts (Contributor)  The New Rules of Marketing and PR by David Meerman Scott  Free Agent Nation by Daniel Pink www.ProCopyWritingTactics.com
  3. 3.  Problogger by Darren Rowse and Chris Garrett  e-Riches 2.0 by Scott Fox  Gravitational Marketing by Jimmy Vee and Travis Miller  Career Renegade by Jonathan Fields  The Referral Engine by John Jantsch Brian will be sharing his expertise with participants at the AWAI Fast Track toSuccess Bootcamp and Job Fair which will be taking place on October 26 – 29th2011 in Delray Beach. At Bootcamp Brian will teach you proven contentmarketing strategies before showing you how to use them with your clients tofurther increase your value — and your fees! Click here to find out more. www.ProCopyWritingTactics.com
  4. 4. Storytelling for EntrepreneursThe key to truly connecting with anyone, online or off, is a good story. Stories are the foundation of good business, great romances, and inspirational living.The essence of a compelling story is an unwavering focus on the reader. Forgetwhat you want, whats in it for them?Its an entrepreneurs job to tell people a story they want to hear.Heres an interesting story, courtesy of Anecdotage.com:During eBays rapid rise, the company nurtured a quaint rumor about its origins,claiming that founder Pierre Omidyar had created the site in 1995 so that hisfiancee could trade Pez candy dispensers with other collectors.Alas, the Pez myth, it was later revealed, had been fabricated by eBays public-relations director in 1997 to generate buzz about the site.Its up to you whether your story is a complete fabrication. I tend to leanaggressively toward complete honesty, delivered in a creative fashion. Ethicsaside, these days people will call you out at the first opportunity.And it wont be pretty.No matter what, you must have a story that people want to hear, and then youvegot to live that story. In that regard, eBay CEO Meg Whitman was often www.ProCopyWritingTactics.com
  5. 5. photographed with Pez collections and had more than 100 dispensers displayed inthe lobby at eBay headquarters, despite the fact that the company origin was afairy tale.Are you ready to become a storyteller?------------------------------------------------------------------------------------------- Traffic Building With Blogs Takes PersistenceTheres no doubt that you can build big traffic with a blog.It just takes a wee bit more work than it used to.Not long ago, you could post a picture of your cat on a Friday and get attention.Bloggers still love to link, but as any environment becomes more crowded, peoplebecome more discriminating. After all, a link is a form of personalrecommendation, and it says something about both ends of the hypertext.You may work hard on an article or resource that youre just positive will spreadlike wildfire, and yet hear nothing but lonely crickets chirping upon release. Noteven a measly comment.Bummer . . . back to the drawing board.As she left the theater following the Forrest Gump premiere in 1994, SharonStone was dismayed to see that the paparazzi had failed to notice her. Shereturned to the theater and tried again.Again they failed to notice her...Finally, on her third attempt, she was noticed, and pestered, as planned.Source: AnecdotageJust keep at it. Put your audience first with everything you write, and success willcome.Creating blog posts that go viral is actually a process, not a single event. Yourebuilding relationships that result from showing up, day after day, giving yourreaders the best youve got. Sometimes it just takes a while to get noticed, butthe time invested is still likely a better value than advertising.So stick with it and it will pay off.------------------------------------------------------------------------------------------- www.ProCopyWritingTactics.com
  6. 6. Link Building With Publicity StuntsLink baiting with web content can really just come down to the good old fashionedpublicity stunt.When properly planned, targeted, and executed, publicity sought for publicityssake can be an incredible force. It can turn an idea into a business and give afading star a fresh chance to brave the media glare.From Howards Sterns Union Square give-away of 500 free satellite radios tocommemorate his switch to Sirius, to the Britney and Madonna kiss at the MTVMusic Awards, to the Janet Jackson "wardrobe malfunction," publicity stuntscreate attention.But stunts are hard to control, and sometimes the after-effects can be mixed ordownright nasty. Heres an example of an engineered maneuver that had theexact opposite effect from what was intended.Elvis Presley laid the groundwork for the modern celebrity publicity stunt byjoining the U.S. Army on March 24, 1958. It wasnt his stunt, though. Despite thelack of a war, he was drafted for a two year tour of duty in Germany until he washonorably discharged in 1960.Presleys peacetime draft was a conservative political move to protect the countryfrom the corrupting influence of his music, and it had exactly the opposite effect.Heres how Alan Levys book Operation Elvis describes the move:By pretending he was just like anybody else, the Army had demonstrated to theworld The Importance of Being Elvis.Thanks to a political miscalculation, Elvis became more famous than ever, andpublicists ever since have worked this angle to amplify the importance of being[insert celebrity client name here]. The irony is, before leaving for Germany, Elvishad already agreed to make nearly ten years of really bad movies, which wouldhelp send his career -- all decked out in bejeweled white jumpsuits -- on a one-way trip to Vegas. www.ProCopyWritingTactics.com
  7. 7. What can Elvis teach you about link building?------------------------------------------------------------------------------------------- Building Traffic With Free ResourcesSeems like everyone is coming up with outrageous stuff that acts as "link bait"these days. Building traffic depends on attracting links, but sometimes going toofar can backfire.A slow and steady (but much less risky) way to catch peoples attention online isto provide good value at no charge, without necessarily trying to make it into amedia circus.When Howard Stern gave away 500 free satellite radios to commemorate hisswitch to Sirius, he did (naturally) create a lot of media attention. But he alsogave away something of value (a satellite radio) that was extremely relevant tohis ultimate goal (recipients could now hear Howards new show, provided theysubscribed to Sirius).Online, graphic designers give away templates, programmers give away plug-ins,and writers give away compelling words. All in exchange for traffic and attention.Youd think "free" would be an automatic lock. But online, nearly everything isfree.Were drowning in free.In the early days of the web, a free e-book or other gratis resource would almostautomatically garner you plenty of viral propagation via email forwards.Now days, free still works, but it must be something very good, and veryrelevant. Youll also find you need to "sell" your free giveaway almost as if youwere charging money! www.ProCopyWritingTactics.com
  8. 8. Remember, links are the gold of the web, but getting someone to pay attentioncarries a cost to both parties as well. Make your resource worthy of attention, butalso make your case for why its worthy.Copywriting techniques can help you sell your "free" resource in a crowded onlineworld of free stuff.------------------------------------------------------------------------------------------- Link Building With BlogsIts been said time and time again that links are the currency of the web. Withoutlinks, your odds of achieving significant online traffic (either from other websitesor search engines) without big ad bucks are slim to none.Without links, no one knows you exist online. The Technorati search engine ranksthe popularity of blogs by the number of incoming links. And Googles searchengine algorithm thinks youre more important when you have links aimed at youfrom important people.Its not enough anymore to just get people talking... they need to be linking. Itsmore important these days that they spell your URL right, rather than your name.It can be awfully lonely on the web when no one stops by.If youre trying to do business online, lonely equals poor. Whether youre sellingproducts, services or advertising, you need visitors who not only stop by, butreturn again and again.First of all, youd better be blogging. Youve got to join the conversation and havesomething valuable to say before anyone will bother acknowledging you.In the excellent business blogging book Naked Conversations, authors RobertScoble and Shel Israel envision a day when a business that doesnt blog will beviewed with suspicion by the public. Blog marketing has been dismissed as fad www.ProCopyWritingTactics.com
  9. 9. and reviled as fanciful, but the denial stage is over, and everyone is getting in onthe action.Want to build links? Get yourself a blog and join the conversation.-------------------------------------------------------------------------------------------Building Traffic the Smart Way: Why Not All Traffic is Created EquallyWe all need traffic. And because smart blogging tends to attract links, a whole lotmore people have started blogging and creating "link bait" content.But youve also got to think about how that traffic will perceive you when it stopsby, and whether those visitors will likely ever return.Are you a professional looking for new clients? Are you selling novelty items, orexpensive modern art? Do you cater to a sophisticated advertising demographic,or are you after more of a Blue Collar Comedy crowd?You should also be thinking about the type of traffic that you attract, rather thanjust the quantity. Posting the latest goofy video making the rounds on You Tubeon your law firm blog might bring in some traffic, but Im not sure it would havetranslated into a spike in retainer agreements.Heres another example: I recently posted an article that used the Spanishintroduction to an alternative rock song as an illustration of the point I wanted tomake. Making that point to my English-speaking audience required a translation.Within days I began getting search engine traffic from people who wanted toknow what that Spanish intro means in English, thanks to the fact that the articleleads off with both versions.Now, having one alternative rock fan find another--who also happens to blogabout copywriting--isnt a bad thing. But its likely theyll just leave after findingwhat they want, never to be seen again. www.ProCopyWritingTactics.com
  10. 10. Targeted traffic is more valuable than tons of traffic. Unless of course the tons oftraffic is targeted.Say that five times fast.------------------------------------------------------------------------------------------- Writing Blog Post Titles That WorkYour blog post title (or headline) is the first, and perhaps only, impression youmake on a prospective reader. Without a post title that turns a browser into areader, the rest of your blog may as well not even exist.At its essence, a compelling headline must promise some kind of benefit orreward for the reader, in trade for the valuable time it takes to read more. Yourheadline is the first critical step to getting a link to your post.Why? Because its got to be read before it can be linked!According to some of the best copywriters of all time, you should spend half ofthe entire time it takes to write a piece of persuasive content on the headline. Soif you have a blog post that is really important to you or your business, one thatyou really want people to read, you should downright obsess over your post title.Advertising legend David Ogilvy knew the power of headlines, and how theheadline literally determined whether the advertisement would get read. Herewrote this famous headline for an automobile advertisement 104 times:"At 60 miles an hour, the only thing you hear in the new Rolls Royce is the tickingof the dashboard clock ..."Master copywriter Gene Schwartz often spent an entire week on the first 50words of a sales piece -- the headline and the opening paragraph. Those 50words are the most important part of any persuasive writing, and writing themwell takes time.Even for the masters. www.ProCopyWritingTactics.com
  11. 11. So, if you want to be an effective blogger, spend a little extra time on your posttitle.------------------------------------------------------------------------------------------- 5 Simple Steps to Link Building With a BlogAdding a blog to your domain can be a great way to score inbound links. Youllwant to write things that truly connect with people, and that also result in adirect, specific and quantifiable action -- like a link, a Delicious social bookmark,or a vote at news aggregation site Digg.Each link, bookmark and vote you earn has a tendency to create others,depending on how well your copy offers something of real value to the reader.Check later for how well you did, and keep at it.So heres the 5 keys to writing blog posts that attract links:1. Post TitlesA really great headline hints at a reward for the reader so they are willing to readthe rest. Your post title is the first crucial step to getting a link to your post, butonly if you follow up with content that matches your headline promise.2. ListsIts a blogosphere favorite for good reason -- "list" content works, in large partdue to the attention-grabbing power of the headline. Any time you make a listthat gives a number of reasons, secrets, types, or ways to do something will workbecause people like quickly digestible content.3. "How To" ArticlesIts no secret that "how to" articles and blog posts are some of the most soughtafter, linked to, and bookmarked content online. People want useful information,and theyll reward you by promoting it to others when you provide it. www.ProCopyWritingTactics.com
  12. 12. 4. Link OutTo get link love, you gotta give link love. So link out to other bloggers as much aspossible. Dont worry about losing readers. The counter-intuitive rule of theInternet (to quote blogger Dave Winer) is the more you send them away themore they come back.5. PersistenceYou may work hard on an article or resource that youre just positive will spreadlike wildfire, and yet hear nothing but lonely crickets chirping upon release. Justkeep at it. Put your audience first with everything you write, and success willcome.------------------------------------------------------------------------------------------- Viral Marketing With BlogsBlogging is gaining huge traction with entrepreneurs and small businesses. Thesefolks have realized that the "blogosphere" presents a unique opportunity to reacha global audience with little to no cost.The key to selling with a blog is to give great value to your readers in the form offree information. Blogs build your authority as an expert in your industry andcreate a relationship with readers that creates a perfect buying environment. Butwith all the noise out there, you need to be strategic about ways to gain anaudience in the first place.The great thing about blogs is the links that you can get from other bloggers,which bring you traffic. Plus, these links help you rank better in search engineslike Google. To get links from other bloggers, you need to say or createsomething that is worthy of attention.In other words, youre looking for publicity, just like you might offline with themainstream media. But online, a little bit of attention from bloggers often leads toeven more attention from even more bloggers, which creates the possibility thatsomething you write could spread virally all over the Internet. www.ProCopyWritingTactics.com
  13. 13. Here are five strategies for creating content that gets attention:1. Hold a Contest. Come up with a competition relevant to your industry orbusiness niche. Promote it to other relevant bloggers and get them involved. Or,you could create a form of sweepstakes, but make sure to consult an attorney inthis case, as sweepstakes are highly regulated.2. Create a Tutorial or Free Ebook. The Internet is built on information. Createa useful guide based on your expertise and people will take notice. Youll gainpublicity, new prospects and hopefully sales from just one effort.3. Give an Award or Hold an Event. Create an award for the best blogger orwebsite in your niche, or try creating an industry awareness event that youorchestrate. The most valuable traffic you can get is from related, but perhapsnon-competitive businesses in your own industry, and any industry loves to buzzabout whos the best or whats going on.4. Give to Charity. Combine a fundraising or paid online event with a pledge todonate all proceeds to charity. Youll be doing a good deed and be perceived as agood citizen, and you might also get loads of free publicity as well.5. Be Controversial. A good controversy almost always gains attention. Do orsay something that goes against the grain of your industry or niche. Be carefulnot to go too far, but its much worse to simply play it safe and have no audienceat all.These are just a few ways to gain attention online with your blog. The key is tothink about what has value to your desired audience (as opposed to just you),and then find a creative way to present it.------------------------------------------------------------------------------------------- www.ProCopyWritingTactics.com
  14. 14. Viral CopywritingMany professional copywriters dont think much of blogs as sales vehicles. Why?Because blogs are not a "direct-response" sales environment, and some of thevery best copywriters are in the direct-response field.Direct-response copywriting is a form of marketing designed to elicit animmediate action that is specific and quantifiable. Meaning, youve essentially gotone shot at getting a certain percentage of readers to respond in the way youwant them too. The response rate dictates your level of success.Now, why any copywriter wouldnt want to sell in conjunction with the relationshipenvironment that blogs provide, where you dont have to beat people over thehead in an all-or-nothing gambit, is beyond me. If you want to use direct-response materials, just take your blog readers "off road" for more focusededucation and persuasion. Instead of one shot at the prize, youve got many(albeit softer-pitched) opportunities to turn a reading relationship into a customeror client relationship.But there is one way that a blog is a direct-response environment:Gaining traffic.Whether you call it viral blogging, creating link bait, or the old-fashioned gettingpress, the strategies that direct-response copywriters use are directly applicableto generating publicity in the blogosphere. Copywriting is an essential element toall great publicity efforts, but in the information-overload blogging realm, direct-response techniques will help you grab someones valuable attention, and keep it.One of the most effective direct-response techniques is storytelling, mixed in withvarious psychological triggers and all polished with basic copywriting techniques.But the real magic happens well before a word is written - in the formulation ofthe story itself. www.ProCopyWritingTactics.com
  15. 15. Now, apply the direct-response methodology to blogging, and your quest forlinks. You want to write things that truly connect with people, and that also resultin a direct, specific and quantifiable action -- a link.Each link, tag and vote you earn has a tendency to create others, depending onhow well your copy offers something of real value to the reader. CheckTechnorati.com for how well you did. Rinse, repeat.Youre now trading words for traffic.These days, traffic from blogs is essential for acquiring new readers andprospects. Add to that the importance that Google and other ranking systemsplace on links, and creative copywriting is the new search engine optimization.------------------------------------------------------------------------------------------- Building Web Traffic With WordsViral Blogging. Link Bait. Tagged. Dugg.If you dont know what those words mean, dont worry. Theyre simply new termsfor a timeless concept you likely already understand.Publicity.At their essence, these fancy digital terms are simply the new nomenclature forgaining attention. Getting press, as it was labeled in days now past, whenintermediaries known collectively as "the media" decided who the public becameaware of.Online, the public now decides who gets publicity. What a concept, huh?Its been said time and time again that links are the currency of the web. Withoutlinks, your odds of achieving significant online traffic (either from other websitesor search engines) without big ad bucks are slim to none. www.ProCopyWritingTactics.com
  16. 16. Its not enough anymore to just get people talking... they need to be linking. Itsmore important these days that they spell your URL right, rather than your name.It can be awfully lonely on the web when no one stops by.If youre trying to do business online, lonely equals poor. Whether youre sellingproducts, services or advertising, you need visitors who not only stop by, butreturn again and again. So its not enough anymore to just get people talking...they need to be linking.Heres four crucial elements to gaining web traffic today:First of all, you need to be blogging. Search engines and other bloggers love theformat, and its the key to attracting traffic. Youve got to join the conversationand have something valuable to say before anyone will bother acknowledgingyou.Secondly, youll need to learn some good old-fashioned publicity strategies. Thetimeless things that have worked offline can also work great online.Third, youll need to examine how publicity strategies have been specificallyapplied online. Be careful about violating the often complex rules of "netiquette"that govern what is acceptable online.Finally, youve got to make sure your focus is on your readers, and not yourself.Publicity just for the sake of your own self-interest has a way of backfiring, andonline it can get really ugly.Click here to find out just how easy it is to create your own money makingwebsites.------------------------------------------------------------------------------------------- www.ProCopyWritingTactics.com
  17. 17. What the Heck is RSS?And why should I care?Good questions. First, heres why you should care.Unlike getting website updates or ezines by email, RSS feeds give you absolute,100% complete control over the situation.You dont have to reveal your email address. If you want to stop receivingcontent, you dont have to request to be "taken off the list."One click, and poof... the subscription is gone.Plus, since theres no email address involved, theres no way a publisher can sell,rent or give away the means to contact you.Thats right... no more spam, viruses, phishing, or identity theft. And best of all,no reason to put yourself at the mercy of the publishers intentions.You wont need to suffer through the legalese in the privacy policy (if there isone) looking for loopholes that will send you deeper into inbox hell. No moresetting up dummy Hotmail accounts "just in case."Again, if you dont like the content, you can make it disappear as fast as you canchange a TV channel. With just one click.Pretty cool, huh?That is cool! Umm... What the heck is RSS? www.ProCopyWritingTactics.com
  18. 18. Alright! Now were ready to get to that part.RSS is a simply an Internet technology standard that allows busy people toreceive updates to web-based content of interest.You might have figured that much out by now. But basically, thats the essence ofan RSS feed - you subscribe and then receive new content automatically in yourfeed reader.What the heck is a feed reader?You may already be using a form of feed reader, and not even realize it. If youuse personalized home page services like My Yahoo or My MSN, youve got RSScapabilities built in. Thats how syndicated content like news, weather and stockquotes appears on your personal page. You can also add content from any blog orother site that uses RSS to provide updates.Other web-based tools are primarily dedicated to feed reading only. One of themost popular web-based feed readers at this point is Bloglines, and its also freeand easy to get started with.If you use the Firefox browser, you can also receive RSS feeds from your tool barby using the Live Bookmarks function. The next version of Internet Explorer willadd this feature as well.Finally, there are desktop-based feed readers. These function somewhat like anemail program for feeds. Examples include Newsgator and Feed Demon.If it sounds complicated, its really not. And things will get even easier when thenext version of Outlook integrates feed-reading capabilities. So, youll have thesame convenience that email subscriptions offered in the old days, without any ofthe terrible consequences of giving out your email address to potentiallyunscrupulous characters.Sounds good. So how do I subscribe to a Feed?First of all, look for the subscription or feed options (some bloggers make thisdifficult for some odd reason). You might see a variety of buttons (amusinglycalled chicklets). www.ProCopyWritingTactics.com
  19. 19. If the site you want to subscribe to uses FeedBurner to aid in the subscriptionprocess (like many popular sites do), youll likely see the standard RSS icon,which takes you to a page that will give you an array of the most popular feedreaders so you can select yours, and youll go from there. Just look around for anorange button and click on it.Sometimes there will be a chicklet for your particular reader right on the blog thatwill take you to the appropriate subscription page. You may see buttons for MyYahoo, Google, Feedburner and Bloglines (among others).Finally, you may also see little orange buttons that say XML or RSS. Often thesechicklets will take you to a page that looks like code gibberish. In this case, yousimply cut and paste the page URL from your browser window and manuallypaste it into your feed reader subscription box.Hopefully this last method will soon disappear, never to be seen again.In summary: RSS solves BIG problems.So there you have it... RSS is being adopted at a phenomenal rate, because its agood thing for everyone.The benefit to readers is obvious. And its good for publishers too, because wewant to make sure that people feel comfortable subscribing, and that ourmessage is not nuked by an overzealous spam filter.Spend just a little bit of time getting familiar with feeds, and your onlineexperience will get a lot better.------------------------------------------------------------------------------------------- www.ProCopyWritingTactics.com
  20. 20. SEO Copywriting is a Waste of Time for BlogsGood copywriting skills can help you sell with your blog. But if you think by"copywriting" I mean "SEO copywriting," youd be wrong.In fact, youre probably wasting your time even worrying about traditional SEOtechniques when it comes to blogs. Heres why.Writing for Search EnginesSearch engine optimization ("SEO") copywriting means writing web page copythat is optimized to rank well in the search engines. This includes insertingtargeted key words in certain places (like titles), and in frequencies and densitiesdesigned to satisfy a particular search engine algorithm.Why isnt this as important anymore? Essentially, SEO experts think traditionalSEO for blogs is a big waste of time.Humans Matter MoreThe gist of the argument is that when it comes to search rankings, whatswrittenona web page isless importantthan whatother people sayabout that web page,and how many times.It all comes down to links.First of all, referral traffic (links from other bloggers) is of higher quality for thethings that matter most - subscriptions and sales.Its like the difference between a prospect who is sent your way from a happyformer client, measured against someone who finds you in the Yellow Pages.But this also impacts your search engine rankings. The algorithms favor sites andpages with incoming, non-reciprocal links from body text - in other words,express recommendations fromother people. And much more weight is placed onthe words used in those links (anchor text) than the words on the page linked to. www.ProCopyWritingTactics.com
  21. 21. Just ask George W. Bush.You wont find the words "miserable failure" anywhere on the biography page ofthe current U.S. President, and yet that page ranks number one for the searchterm in Google. Thats because a whole bunch of other people (mostly bloggers)decided to link to Ws bio with the anchor text "miserable failure," and obtainedtop ranking.The trend of search engines favoring what others say is intensifying. Just likeoffline, word of mouth matters most.As mentioned above, search engines like Google already incorporate userfeedback (links + anchor text) in their algorithms. When people link to and tagthe posts of other bloggers on social book marking sites, and tagging is more fullyintegrated into the current version of search, rankings will rely onrecommendations even more.The end result will be better search, and the end of traditional SEO techniques.Content Matters MostThis is why traditional (not SEO) copywriting skills that catch and hold readerattention are important for bloggers. I would argue that great copywriting is thenew SEO for bloggers, if it gets you positive links from others. And since bloggingis a new form of public relations, and PR depends on great copywriting...Well, you get my point.So, maybe you should quit worrying about SEO and start producing incrediblecontent and networking in your niche. Copywriting techniques will help you excelin both.Dont be Search Engine UglyNow, for that grain of salt. Theres no reason to completely ignore things likekeywords in your writing. For one thing, it can influence the anchor text that isused to link to you, which is a good thing.For example, take this article. Its got the keyword phrase "seo copywriting" rightup front in the post title, and yet the headline still manages to be provocative.Theres no reason why you shouldnt strive for human titillation and keywordrelevancy.But... if you have to choose between the two, go for the human factor first andforemost. www.ProCopyWritingTactics.com
  22. 22. So, optimize your post URLs and include your keywords, but beyond that, let itgo.Search engine algorithms come and go, but human nature remains the same.Tread the fine line between writing to please your human visitors and the searchengine spiders with AWAI’s SEO Copywriting Success Course.---- How to Make Something Happen With Your BlogSo... youre a blogger trying to gain new clients for your services, or newcustomers for your products. Im guessing you want:  more visitors to your blog.  more subscribers and repeat traffic.  links from other bloggers.  to sell something! What if I told you that youre already on the right track? That you can accomplishall of the above by doing something that youre already doing as a blogger?You guessed it - writing. You only need to write, as long as you do it in astrategic, persuasive way.Tell Your StoryCopywriting skills are essential for effective Internet marketing, public relations,and yes... blogging.You need to develop and tell the big story about you, your company, and yourproduct or service. You should also strive to make each post, every networkingemail, press release and direct marketing piece as compelling as possible alongthe way to the sale.Blogging may be new, but selling with words is not. To be a successful bloggersimply means applying time-tested copywriting techniques in a brand newmedium. www.ProCopyWritingTactics.com
  23. 23. The Art and Science of PersuasionCopywriting is the process of writing words that promote a person, business,opinion, or idea, with the ultimate intention of having the reader take some formof action.Or another way of saying it... copywriting is the art and science of getting peopleto do what you want.If you think that sounds a bit shady, relax. We all use persuasion techniques eachand every day, whether we are conscious of it or not. With our spouses, kids,parents, bosses, vendors, employees and customers, we try to do and say thingsthat move them in the direction we desire.When it comes to persuading in a business context, some are better at it thanothers. But its definitely more of a learned skill than a natural talent.Blogging and Copywriting: A Perfect MatchGood blogging and good copywriting share many of the same attributes - plainspoken words designed to focus on the needs of the reader, using completehonesty and a demonstration of excellent value.Its not about fancy writing and big words.Its also not about being contrived or cheesy.And its absolutely not about inappropriate high pressure sales techniques thatsimply dont work.People hate being sold, but they love to buy. Present a solution to a want or needin a context-appropriate manner, and youre well on your way.Good copywriting delivered via blogging, RSS feeds and email is all about creatingthe perfect buying environment. With a bit of knowledge and practice, you canachieve that environment with your marketing efforts.------------------------------------------------------------------------------------------- www.ProCopyWritingTactics.com
  24. 24. Viral Marketing With BlogsBlogging is gaining huge traction with entrepreneurs and small businesses. Thesefolks have realized that the "blogosphere" presents a unique opportunity to reacha global audience with little to no cost.The key to selling with a blog is to give great value to your readers in the form offree information. Blogs build your authority as an expert in your industry andcreate a relationship with readers that creates a perfect buying environment. Butwith all the noise out there, you need to be strategic about ways to gain anaudience in the first place.The great thing about blogs is the links that you can get from other bloggers,which bring you traffic. Plus, these links help you rank better in search engineslike Google. To get links from other bloggers, you need to say or createsomething that is worthy of attention.In other words, youre looking for publicity, just like you might offline with themainstream media. But online, a little bit of attention from bloggers often leads toeven more attention from even more bloggers, which creates the possibility thatsomething you write could spread virally all over the Internet.Here are five strategies for creating content that gets attention:1. Hold a Contest. Come up with a competition relevant to your industry orbusiness niche. Promote it to other relevant bloggers and get them involved. Or,you could create a form of sweepstakes, but make sure to consult an attorney inthis case, as sweepstakes are highly regulated.2. Create a Tutorial or Free Ebook. The Internet is built on information. Createa useful guide based on your expertise and people will take notice. Youll gainpublicity, new prospects and hopefully sales from just one effort.3. Give an Award or Hold an Event. Create an award for the best blogger orwebsite in your niche, or try creating an industry awareness event that youorchestrate. The most valuable traffic you can get is from related, but perhapsnon-competitive businesses in your own industry, and any industry loves to buzzabout whos the best or whats going on. www.ProCopyWritingTactics.com
  25. 25. 4. Give to Charity. Combine a fundraising or paid online event with a pledge todonate all proceeds to charity. Youll be doing a good deed and be perceived as agood citizen, and you might also get loads of free publicity as well.5. Be Controversial. A good controversy almost always gains attention. Do orsay something that goes against the grain of your industry or niche. Be carefulnot to go too far, but its much worse to simply play it safe and have no audienceat all.These are just a few ways to gain attention online with your blog. The key is tothink about what has value to your desired audience (as opposed to just you),and then find a creative way to present it.PS: Don’t forget that Brian will be sharing his expertise with participants at theAWAI Fast Track to Success Bootcamp and Job Fair which will be taking place onOctober 26 – 29th 2011 in Delray Beach. At Bootcamp Brian will teach you provencontent marketing strategies before showing you how to use them with yourclients to further increase your value — and your fees! Click here to find outmore.For more great free information on how to take your copywriting career to thenext level please visit www.ProCopyWritingTactics.comThis compilation of articles comes to you courtesy ofwww.ProCopyWritingTactics.com www.ProCopyWritingTactics.com

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