Fatal Negotiation Mistakes Copywriters Make, and How To Avoid Them

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Fatal Negotiation Mistakes Copywriters Make, and How To Avoid Them

In this article I’ll share two financially ruinous negotiating tactics often made by beginning copywriters. Both came from my coaching students just this week.

Financially ruinous negotiating tactic #1 comes from a successful book author who is adding copywriting to his writing skill set. Here, paraphrased, is a comment he made to me on Monday:

“My client seems unhappy with the work. I’m thinking of telling her she doesn’t have to pay the final 50 percent.”

My response:

Copywriting is part science and part “art.” And it’s the subjective aspect of assessing copy that leads writers to feel responsible when a client is not happy.

However, time (and expertise) is all the copywriter has to sell. A client contracts for that time and uses it, and must respect it with the agreed-upon pay.

Is the copywriter always right to demand payment when a
client’s satisfaction is unrewarded?

If the copy is indeed poor, then of course the client shouldn’t have to pay anything at all. But in the case of my student, a Creative Brief was used, and in fact, filled out by the client herself.

Thanks to the Creative Brief, the Web site copy was “on target,” and since I reviewed it as a “copy chief,” I know that first draft copy was very good.

However, the client’s email noted that the “voice” was not sufficiently hers, that she did not feel that her positioning as a “rural GP” came through strongly enough, that her bio seemed overly altruistic, and that it was clear that she would have to take the copy “in house” to finish.

When a copywriter gets this kind of feedback, his immediate response is often one of confusion, and sometimes deep insecurity. These emotions cause him to react defensively, instead of studying the response.

Rather than throw in the towel and lose half the copywriting fee, I advised my student to call the client and offer to add what she perceived to be missing from the copy.

Unless the copy is way off mark, and it shouldn’t be if the writer used a Creative Brief, the solution is to make changes and edit until the work is acceptable and meets expectations.

The take-away: DON’T offer refunds or partial payments. DON’T get defensive. Instead, study and analyze a client’s response. Get a clear picture of what the client is complaining about, then fix it.

If the client can’t specifically tell you what’s wrong, then it becomes obvious to both parties that it’s the client who is failing in the communication process. Revisions, refinements, and editing are a natural part of the copywriting process and their function is to “fix what’s wrong” and perfect the piece.

(In this case, the small two-person operation exhibited characteristics typical of small business…they were unsophisticated about marketing and its processes, and unclear about the value of copywriting. They confirm my timeworn advice to avoid small businesses and seek work from more marketing-savvy mid-size and large companies.)

Financially ruinous negotiating tactic #2 comes from one of my recently “graduated” coaching students.

She asks: “Do you always quote based on your time or do
you quote based on the value the project has to the client?”

The answer is to always quote based on the value to the client. If your work makes the client many thousands of dollars, or more, then you should be fairly compensated.

In cases where your work is directly linked to leads or sales, it helps to view yourself not so much as a “copywriter” but as a sales pro. Get the fact that you’re a writer out of your head and see yourself in a different light.

Who are the most important individuals in any for-profit entity? Those who bring in the business! Everyone else’s salary depends on them. That’s why they’re usually paid more than anyone else. YOU are in that category.

Two Common Negotiating Mistakes Copywriters Make, and How to Avoid Them

admin    Web Marketing     Avoid, Common, Copywriters, Mistakes, Negotiating, Them

Two Common Negotiating Mistakes Copywriters Make, and How to Avoid Them

This month I’ll share two financially ruinous negotiating tactics often made by beginning copywriters. Both recently came from my coaching students.

Financially ruinous negotiating tactic #1 comes from a successful book author who is adding copywriting to his writing skill set. Here, paraphrased, is a comment he made to me:

“My client seems unhappy with the work. I’m thinking of telling her she doesn’t have to pay the final 50 percent.”

My response:

Copywriting is part science and part art. And the subjective aspect of assessing copy often leads writers to feel responsible when a client is not happy.

However, time and expertise is all the copywriter has to sell. A client contracts for that time and uses it and must respect it with the agreed-upon pay.

Is the copywriter always right to demand payment when a client’s satisfaction is unrewarded?

If the copy is indeed poor, then of course the client shouldn’t have to pay anything at all. But in the case of my student, a Creative Brief was used, and in fact, filled out by the client herself.

Thanks to the Creative Brief, the Web site copy was on target, and since I reviewed it as a copy chief, I know that first draft copy was very good.

However, the client’s email noted that the “voice” was not sufficiently hers, that she did not feel that her positioning as a “rural GP” came through strongly enough, that her bio seemed overly altruistic, and that it was clear that she would have to take the copy in house to finish.

When a copywriter gets this kind of feedback, his immediate response is often one of confusion, and sometimes deep insecurity. These emotions cause him to react defensively,instead of studying the response.

Rather than throw in the towel and lose half the copywriting fee, I advised my student to call the client and offer to add what she perceived to be missing from the copy.

Unless the copy is way off mark,and it shouldn’t be if the writer used a Creative Brief,the solution is to make changes and edit until the work is acceptable and meets expectations.

The take-away: DON’T offer refunds or partial payments. DON’T get defensive. Instead, study and analyze a client’s response. Get a clear picture of what the client is complaining about, then fix it.

If the client can’t specifically tell you what’s wrong, then it becomes obvious to both parties that it’s the client who is failing in the communication process. Revisions, refinements, and editing are a natural part of the copywriting process. In this case, the small two-person operation exhibited characteristics typical of small business. They were unsophisticated about marketing and its processes and unclear about the value of copywriting. They confirm my timeworn advice to avoid small businesses and seek work from more marketing-savvy mid-size and large companies.

Financially ruinous negotiating tactic #2 comes from one of my recently “graduated” coaching students.

She asks: “Do you always quote based on your time or do you quote based on the value the project has to the client?”

The answer is to always quote based on the value to the client. If your work makes the client many thousands of dollars, or more, then you should be fairly compensated.

In cases where your work is directly linked to leads or sales, it helps to view yourself not so much as a copywriter but as a sales pro. Get the fact that you’re a writer out of your head and see yourself in a different light.

Who are the most important individuals in any for-profit entity? Those who bring in the business! Everyone else’s salary depends on them. That’s why they’re usually paid more than anyone else. YOU are in that category.

What to avoid in your social media marketing

admin    Social Media Marketing     Avoid, marketing, Media, Social

What to avoid in your social media marketing

Social Media like Facebook, Twitter, Myspace and Linkiden are only some of the many social media networks that can be found and used in the web for your real estate marketing. Having an account and using it in the proper way will give you an advantage over your competitors. But, sometimes agents committed mistakes in using these social media that leads in losing their potential clients without even knowing it.

To avoid losing your potential clients and to maximize the return coming from these social networks sites. You must avoid the mistakes that are commonly doing by most of the real estate agents. Below you can see the list of some of the mistakes that agents are commonly doing.

Remember that Facebook profile page is for your friends not for business. As I have observed that more and more real estate agents have had their profile pages, probably containing their personal information together with business information. It isn’t right to post your personal information publicly if you are an agent, especially if you are posting your wife, children, grandchildren or relative’s pictures. The solution to this problem is by creating a password code group for your personal information, doing that will make your profile page not searchable in Google. Facebook does have a fan page and marketplace area where you can post your home listings, open house or any real estate marketing information. Having posted in there it will appear publicly and searchable in Google in this way you will have a chance to improve your search engine ranking.

Users not want to read real estate materials every day. Social media members are interested to meet and have a conversation people of their same interest. Print and web advertising are different, but most of the real estate agents are committing this kind of mistake. They are using social media same as of what they do in print media feeding people with a bunch of real estate marketing materials that they are really not interested and want to have. Each and every advertisement have its own purpose, social media is based upon engagement, while print media is designed to create awareness to people.

A huge mistake in inviting others to be your fan. I think this is the biggest mistake that the agent must avoid, to create fan page to his/herself and invite others to be their fan. Do not self-promote yourself, when you send someone that telling them that you became a fan of yourself, it is just like you are relaying a message that telling them “hey watch out and read the testimonials I made for myself”. The brilliant idea to do is using your facebook fan page in posting information about the particular market that you are serving, why they should see that area and how good is life living in that area. In that way you can get more real estate clients.

There are plenty of ways when it comes to social media marketing, ways to get it right and wrong. These little tips of mine hopefully will help you to think through your social media tactics. Generally, these social media mistakes will serve as your guide in your recent and future social media marketing.

Related Social Media Marketing Articles

10 Steps To Avoid The Goldilocks Resume Writing Syndrome, Part II

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10 Steps To Avoid The Goldilocks Resume Writing Syndrome, Part II

The following illustrates how to approach the resume writing process:

A job seeker has a 25-year sketchy background that includes several career transitions. Career choices range from her early beginnings as a music education teacher to her business partnership in video production which is ongoing and sporadic to her more recent experience in retail sales. In between, she raised her children and obtained a bachelor’s degree in media production. Additional experience includes office managerial positions and part-time evening work as a dispatcher for an alarm company that she is not sure about listing it on her resume.

She is now looking to leverage her career in a position with a TV video production company so she can explore a position where her eclectic background in managing a similar business will be utilized and developed. So how should she do her resume? She has decided to target a position as a senior technician and work her way up the ranks. She is very confident and knows that this foot-in-the-door position will launch her new career. The emphasis will be placed on her work producing independent films, her technical expertise, (retail) business management and music education experience.

First section: OBJECTIVE STATEMENT (Title Objective)

Unlike an objective statement, a title objective consists of a few words that serve as a headliner to brands the job seeker and express their objective.

This is done best if the job seeker is experienced in that occupational discipline. Using a title objective rather than a sentence-style objective statement is much more direct and very powerful.

If a job seeker is transitioning to a new career, the use of a title objective can be initially misleading. It is helpful to preface the title objective with a statement such as “Target Position” or “Position of Interest”. This is how this section should look:

TARGET POSITION: SENIOR TECHNICIAN, TV PRODUCTION

Second Section: PROFILE

Unlike the Summary of Qualifications section, a profile is a paragraph that is more of a bio rather than a few simple sentences. It tells a story and is much stronger in language. The goal is the same, in that it still conveys the scope of experience, skills, credentials and attributes relevant to the position of interest. You do not need to use the actual word Profile as you would use Summary of Qualifications in our first example. This is how the first two sections should look when combined:

TARGET POSITION: SENIOR TECHNICIAN, TV PRODUCTION

Multi-talented business management professional with a strong career path that combines music education, business ownership in media and video production, and business management. Strong team leader and client consultant known for ability to develop scalable solutions that dramatically improve efficiency and productivity through management of project specifications, timelines, resources, and budget requirements from point of planning through production.

Third section: PROFESSIONAL EXPERIENCE

Sometimes a chronological resume will not work because the most recent experience is not the most relevant experience. So, a combination resume is the strategy that should be used. The combination format combines the elements of a functional (skills based) and chronological format. Professional Experience will be the main category, followed by sub-categories that are appropriately named according to the function or job title. These will be Video Production, Music Education, and Business Management (Retail).

Notice how the category is not called Retail Sales Management. Rather, “retail” is given a backseat because it is not the focus as much as the business management end of what this job seeker does. But, before we even get to that point, a chronology of employment will be listed first. This is how the section should look:

PROFESSIONAL EXPERIENCE

Managing Partner, Video Production Studios, Town, X/XX – Present

Video Production Operations

VIDEO PRODUCTION

* Direct the hiring, training, supervision, and evaluation of a production staff and volunteers.

* Fully coordinate the logistical operations of program productions.

* Conceptualized, developed, and produced 30-minute interview and music shows.

* Supervised and approved show format, host, theme song, and casting.

* Plan and organize the scheduling of program channels and the casting of community events.

* Oversee the implementation of all technical requirements and conduct group-training sessions.

* Manage projects and technical teams and program schedules.

* Direct stage productions, conduct orchestras, create, edit, and produce videos.

* Build and administer system networks and handle all aspects of creative technical writing.

BUSINESS MANAGEMENT

* Served as a team member responsible for developing and implementing business plans.

* Executed the distribution and promotion of all new product lines.

* Led the market push of six new products from conception to completion.

* Coordinated the design of graphics to created product branding.

* Directed product production, achieving a year-over-year cost savings of 25 percent.

* Produced voice-overs, audio calls, and on-camera product introductions.

* Trained video editors and operations staff in the delivery of scripts.

* Managed weekly status meetings to instill uniform vision of product development.

* Reduced defect reductions from 15 percent per unit to less than 4 percent per unit.

Fourth Section: EDUCATION

Often, highly experience or more senior-level professionals have graduated over ten years ago. They do not want to emphasize their age or to show that their education was so far back. So, the best thing to do is omit the date. Since their experience far outweighs their education, they do not need to list their GPA either. The best approach is to keep it as simple as possible. This is how the section should look:

EDUCATION

Music Conservatory, Town, XX

Bachelor of Arts in Music

Fifth Section: COMPUTER SKILLS

In some cases, there is specialized software in addition to the usual MS Word and Excel. It is a good idea either list them first or use subcategories so the technical software stands out.

If there is a series of applications that all start with Adobe, Microsoft or Apple, it is a good idea to list Adobe or Microsoft once, followed by the specific software from that company. When using this approach, keep the group together on their own line or separated by a semi-colon. This is how the section should look:

COMPUTER SKILLS

Adobe Photoshop, Illustrator, and Image Ready;

Apple Final Cut, Live Type, Motion, and Soundtrack; MS Word, Excel, and PowerPoint

More Adobe Apple Articles

to avoid shaking the place in the easy operation of the computer

admin    8615     Avoid, Computer, Easy, Operation, Place, shaking

to avoid shaking the place in the easy operation of the computer

Liquid crystal display screen (LCD Panel)
* A long time do not use the computer, can function keys Dell U1223 Batteryon the keyboard for the time being only the LCD screen turned off to extend screen life.
* Do not cover or hard cover LCD display of any foreign body placed between the keyboard and display, to avoid component damage caused by stress.
* Do not use sharp objects (matter) touch screen so as not to scratch the surface.
* LCD screen surface of dust because of static electricity, the proposed purchase of liquid crystal display screen special wipes to clean your screen.
* Do not touch the screen with your fingers to avoid leaving fingerprints; Do not use chemical cleaning agents wipe the screen.
Batteries (Battery)
* Room temperature (20-30 degrees) for the battery of the most suitable working temperature, the temperature is too high or too low, the operating environment will reduce battery life.
* Can provide a stable power supply in an environment using a laptop computer, remove the battery to extend battery life is not right.
Average of three months * to conduct a battery power correction action.
* Power Adapter (AC Adapter) International voltage reference instructions when using.
Keyboard (Keyboard)
* Accumulation of dust, the available small brush to clean the cracks, or use a handheld vacuum cleaner to remove dust and debris on the keyboard.
* Clean the surface, soft cloth dipped in a little cleaner,Sony VGP-BPS8 Battery in the case of off gently wipe the keyboard surface.
HDD (Hard Disk)
* Try to smooth the situation, to avoid shaking the place in the easy operation of the computer.
* Off the process is most vulnerable when the hard disk, hard disk rotating speed not stable at this time, if the shake, then easily lead to bad sectors. It is suggested to wait about 10 seconds after shutdown and then move the laptop around.
* Average monthly restructuring and the implementation of a disk scan in order to enhance the efficiency of disk access.
CD-ROM drive (CD-ROM)
* Use the CD cleaner tablets, regular cleaning of laser read head.
* Chip into the CD-ROM drive, boosting the CD tray with one hand, the other hand CD film really fixed, to avoid the CD tray deformation.
Touchpad (Touchpad)
* When using the touchpad Always keep your hands clean to avoid running around cursor phenomenon.
* Accidentally soiled surface, can be dry cloth gently wipe the damp corner of the touch panel surface can be, do not use rough cloth and other items clean surface.
* Touch-sensitive panel is precision electronic components, do not touch the board with sharp objects in writing, to avoid damage.
Cooling (Thermal Dissopation)
* To avoid noise, laptop fan not always functioning,hp dv9600 battery but the CPU reaches a certain temperature, the fan will start.
* A laptop placed in the soft goods, such as: bed, sofa may block ventilation openings and then affecting the cooling effect
Reduce operating efficiency, and even crash.

Laptop Batteries Could Help Better To Avoid Some Of The Large Battery-Related Fires

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Laptop Batteries Could Help Better To Avoid Some Of The Large Battery-Related Fires

Laptop batteries could also help better for computer makers to avoid some of the large battery-related fires and have the questions in recent months remember.

Jobs said the device battery which lasts 10 hours and can sit for a month stand-by, without fee.

Raven Zachary, analyst to assist on the institution of mobile search called the 451 Group, an examination of the iPad laptop replacement, especially since they also sell Dell dock with built-in Dell Vostro 1400 Laptop Keyboard.

Alienware has a reputation for making great hardware that realizes there is no risk that sell something similar, but it really all that? From the outset, it is clear that you can not do anything with the M3200: Intel integrated graphics, this is not a machine for games. But the recording in real time 3-D performance, this machine is still small as a competitor.

There have been numerous recent news reports about Dell laptops bursting into flames, and pictures of some of the charred machines have circulated on the Internet.

The opening show on the cover of the same appear on the TX2XP 11.1in screen, but not that bad. Since the small amount that still significant native screen resolution, 1366 x 768, as most of you can still get a laptop with 15.4in screens run at lower resolutions. Like the previous TX models, using the display on led backlight, which brings two important advantages. First would be, you get a palette is much wider than you are using a traditional light source, but the second and more importantly, your squ-715 battery life will get much better.

As in, should accept that Apple engineers to effectively deal with peaks of the media plan. Completely. (Remember we are not idiots.) However, it is wrong to bring them forward to my second point and could not say that the day is expected to launch heavy burden.

In the name of saving weight, cost and battery life, ultra stick with many integrated graphics chips that drive the need to run modern games or video decoding. However, it is not too hard to find laptop with dedicated GPU from nVidia or ATI, normally these laptops are powerful enough to run 3D games and modest, and they do a great job on the video acceleration.

Air travel if you are lucky enough to travel first class on a regular basis – and I am not – to use a laptop on an airplane stinks. If your MacBook 13-inch netbook or small, and it can be put on the person before you forget the seats recline, able to open your laptop completely, and perhaps even rate for a while. But if you are more laptop, or tired person in front of you, the days that not even worth taking the notebook from the hand luggage.

Keyword Density is Key to Avoid SEO Spam

admin    Web Marketing     Avoid, Density, Keyword, SPAM

Keyword Density is Key to Avoid SEO Spam

Keywords are without a doubt the most important aspect of website content. Making sure keywords are used properly and in the amount is crucial for the ranking of your website. Texas web designers can help you to develop and implement the right keywords on your website, but you should still now how keywords selection and density works and why it is so important.

The keywords on your website are used to send visitors to your site through search engines. Users type keywords into the search box of a search engine and the search engine displays a list of websites that contain these keywords. The keywords on your website are an important part of where you are ranked in search results, and the keywords you use and the number of times you use them can mean the difference between being ranked first or 1000th. It is important to make sure the right keywords are used on each page of your site. Texas web designers can help you choose the right keywords, use them the right number of times, and help you understand the role they play in how internet users find your website.

Keywords are the cornerstone of how search engines find and index websites. Texas web designers can produce content that is written specifically for your website and that contains the right keyword density. The right keyword density is when each keyword is not overused or used in a way that makes the content hard to read, but attracts the attention of search engines. Keyword density is important to both search engines and readers because search engines look for logical content when ranking sites readers want to clearly understand the content on your website. These two considerations make keyword density very important to the success of your website.

The most important keywords are the keywords that visitors use to find your website, so keywords should be chosen very carefully. Texas web designers will write quality content for your website and will advise you on proper keyword density. The keywords you choose should be as relevant to your businesses’ content, products, or services as possible and should be used in the content in the same way as they would appear in a search preformed by a user looking for the information, products, or services you have.

Keyword placement is an important factor in search engine rank. The importance does vary with different search engines but keywords play a role in how your site appears in search engine listings in every search engine.

The keyword density on your website makes a big difference in how search engines rank your website. Because many search engines use algorithms for ranking websites, keyword density helps determine how your website is ranked in the search results. Texas web designers will write your content with the keywords you choose or with the keywords they help you develop in the right density.

The choice of which keywords to target on each webpage is also an important consideration, especially if you are using highly competitive keywords. If your site is is for a business that is similar to many other website, you may be using keywords that appear on many other websites. Texas web designers can help you ensure that your content is unique and properly optimized to compete in a large market.

More Keyword Density Articles

Pay Per Click Success Secrets – 15 Reasons you Must Avoid for your Success in PPC Online Advertising

admin    Web Marketing     Advertising, Avoid, Click, Must, Online, Reasons, Secrets, Success

Pay Per Click Success Secrets – 15 Reasons you Must Avoid for your Success in PPC Online Advertising

Within this article, you will discover common reasons why advertisers are failed in pay per click (PPC) advertising game, particularly Adwords game. With those reasons, it will help you find out how to success in this game in the future. Those reasons are significant elements for you to leverage and learn from other’s mistakes and experiences in order to success and win this Adwords game in the future.

1. Give up too quickly. Many studies reveal that most Adwords advertisers are failure because they give up too quickly. They expect to earn money quickly and easily by setting up a campaign and wait for money rolling into their bank, without any further action, in short term. They are wrong. It is not easy like that!

2. Lack of the strategy planning. It is obviously that planning is a key success factor for all kinds of business. It will help you to minimize redo and undo tasks. Also, it will help you to settle your own direction. Most Adwords advertisers should plan their strategies, budget, and their action in the PPC online advertising game, but they do not.

3. Lack of creativity. The internet marketing and PPC online advertising is an art, not pure science. All Adwords advertisers should come up with their ideas, creative and new strategies for testing their PPC advertising campaigns all the time. Otherwise, they will fail and can not win this game.

4. Lack of systematically testing system. In the internet marketing, particularly in PPC online advertising world, you must test everything in the systematic way, which you can test. In the Adwords advertising, you should test: (1) keywords (2) ad-copy (3) landing page (4) campaign management and organization and (5) other things, of which you can think. Most failed advertisers do not test in the systematic way and some of them do not test anything.

5. Lack of well-understand in the market and people. There is no doubt that the more you understand your market and people, the more opportunities to earn money on the internet you have. You have to put yourself into the customer’s shoes. You have to think like customers. Most Adwords advertisers fail to do this. They are rush to set up their PPC advertising campaigns with their mind and hope that they will generate a lot of money for them without any additional actions. They are wrong!

6. Lack of well monitor, tracking and evaluation system. In the PPC, other keys to your success are: (1) monitoring your campaigns, keywords, ad-copy and landing page (2) tracking the sales, keywords, conversion rate and cost, and (3) evaluate the high performance campaign, ad-group, keywords and landing page. Most of advertisers can not do these systematically. They wait and guess for their monitoring, tracking and evaluation!

7. Lack of consistency. This is a really important factor to your success in any kinds of business in the world. Many researches reveal that most successful entrepreneurs love what they do and they do their works consistency and continuously. On the other hand, other entrepreneurs can not achieve this. They give up and do not do their work consistency when they do not see big money and big results in short term, like weeks, months. That is another reason why they fail.

8. Lack of keyword bidding strategy. This strategy is one of the most significant strategies in the PPC online advertising. The golden rule of winning this game is to avoid the bidding war! Most new and failed advertisers have not the keyword bidding strategy. Without the bidding strategy, there is no any effectiveness at all!

9. Lack of well-organize campaign. Well, many researches reveal that managing and organizing are two of the best behaviours for advertisers to do for building their highly relevancy and successful PPC advertising campaign, particularly Adwords. With the well-organize, it is easier for advertiser to run and grow their relevancy PPC advertising campaigns.

10. Lack of niche profitable and negative keywords. The PPC online advertising is similar to the keyword auction game. With this sense, keywords will become the first critical factor for success and winning the PPC advertising game. Without niche profitable and negative keywords, you are losing your own money. This reveals that keyword research is one of the most important processes to success in PPC online advertising. Most people fail with their effective keyword research.

11. Write the poor and unattractive ad-copy. Without the attractive and eye-catching ad-copy, you can drive visitors to your landing page through PPC online advertising. Your click through rate (CTR) will be definitely low. Most advertisers are failed to write the powerful and attractive ad-copy. There are a few basic rules for writing the ad-copy in PPC online Advertising, which are to: (1) include the keywords in your title of ad-copy (2) address the benefits of your products to your ad-copy and (3) test various strategies for writing your ad-copy.

12. Drive visitors to the poor landing page with low conversion rate. The conversion rate is the best critical factor for all advertisers to concern and test heavily. Without high conversion rate, you can not turn your visitors into customers and earn big money on the internet; even you have a lot of traffic. There are many guidelines of how to build a high conversion rate landing page on the internet. However, one of the most critical factors for your landing page is “headline”. You have a several seconds to load your website and grab your visitors’ attention with your title.

13. Lack of secrets weapon software. With the appropriate software, it is easier for you to manage, monitor, track and evaluate your PPC advertising campaigns. There are many kind of secrets weapon software you must have for your own PPC online advertising if you do not want to fail: (1) keyword research tools (2) keyword bidding software (3) campaign management software (if you are running multiple campaigns in multiple search engines) (4) monitor and tracking software and (5) spy competitors software. Most advertisers do not invest on those tools. They believe that they can do everything by themselves and free tools. Many researches show that those paid tools can help advertisers a lot in term of effective researching, managing, monitoring, tracking and evalution.

14. Can not stay on top in the trend of PPC online advertising. There are many changes rapidly in the world of PPC online advertising. Most advertisers are tired of staying on top in the trend and do not want to keep updated the technology. Those are reasons why they are failed in the PPC online advertising world. Current technologies or solutions can not solve tomorrow problems in some situations!

15. Focus on only one PPC search engine. Many advertisers are only focus on one PPC search engine at a time. Obviously, if you want to drive more traffic to your website and earn huge of money on the internet and do not want to fail in PPC online advertising, it is a great idea to run multiple PPC search engines at a time. You can test keywords, ad-copy, landing page across those engines as well.

Final thoughts, if you do not want to fail in PPC online advertising, particularly in Adwords, you have to avoid those above mistakes. You have to be self-improvement, be patient, be consistency and be strategic to build, run and grow your success PPC online advertising campaigns. It requires a lot of effort and time to build super-profitable PPC advertising campaigns!

Learn more secrets of how to success in PPC online advertising and become a wealthy affiliate millionaire. You will learn great tips, inside secrets and workable techniques on PPC online advertising, particularly Adwords, every singly month. Also, you will discover and learn monthly up-to-date affiliate information, top profitable recommended online affiliate marketing programs, do effective research, improve continuously your home based affiliate business, learn how to make big money online from home over ,000 a day and participant with other successful affiliate marketing entrepreneurs. You will discover great tips on internet affiliate marketing for your highly successful. Also, you will save your time and money for your trial & error.

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9 Killer Mistakes To Avoid When You Hire a Copywriter

admin    Web Marketing     Avoid, Copywriter, Hire, Killer, Mistakes

9 Killer Mistakes To Avoid When You Hire a Copywriter

Copywriting is the single most important component of Internet marketing. You need copy that attracts clients and converts lookers to buyers. So when you hire a copywriter, you need to get the most benefit from your investment.

Many of my clients tell me, “I paid for copy and it is sitting in a drawer, not my website.” Or they used up their budget for websites that do not attract clients. So here are 9 killer mistakes most professional service businesses make when it comes time to develop your website.

1. Writing copy – not content strategy.

Copywriting is more than putting words on paper. Your copywriter should help you fine-tune your content strategy before writing a single word.

Who is in your target market? Where is your competition? How are you unique?

Your copywriter should ask a series of questions at the very beginning. Expect to complete a questionnaire or participate in a phone interview. Most likely your copywriter will uncover surprising benefits and selling points. You will also get ideas for giveaways and features to add value and promote your business.

2. Creating a website that drowns out the copy.

Ouch. Every so often I write great copy for a website — and the client gives me a tan font on a beige background. Or a well-meaning web designer creates sites that buzz, whir and chirp. Or the copy gets lost in a sea of images, buttons, icons and more.

Your copywriter should offer to work with the web designer to create a site that attracts clients.

Think of your website resources as a football team.

The copywriter is your quarterback. She (or he) will call plays and move the ball to the goal posts so you can score.

The web designer is your offensive line. He (or she) will protect the quarterback and make sure your message gets through.

3. Expecting miracles.

Every so often I get an email like this: “Can you revise our sales letter so we will start getting lots and lots of sales immediately?”

Well, if you have a compelling offer for a service your market really values, and you attract traffic to your website, you will see fast results.

Often your goal will involve getting visitors to sign up for your ezine, not buy immediately. For a “soft” service like coaching, you will need to build relationships over time. Measuring results will be harder.

4. Asking “just a tweak, please! And hold the heavy stuff.”

Good copywriters can’t just tweak a few words in fifteen minutes. They want to learn more about your target market and your goals. Hire the copywriter for a diagnostic review (sometimes called “blueprint,” “critique” or “breakthrough”). Competent copywriters will include suggestions to improve your copy (even a tweak or two as needed).

5. Choosing one version of copy without testing.

For some projects (especially websites) you may be thrilled with copy and explore no further. I recommend asking the copywriter how to compare 2 versions (and if she can help you). You can compare anything. Which headline works best? Does your photo bring you more sign-ups (or cost you)? Does a blue or a red headline deliver more business?

You test one element at a time. And you must have something to be tested: sales or sign-ups for your complimentary product.

6. Insisting on industry experience.

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Some of my most effective work has been with services that were completely unfamiliar when I started. I was forced to ask lots of questions, so I didn’t assume what “everybody” knows about benefits and features. Often your copywriter will import out of the box thinking: what’s old-hat in one industry will be exciting and fresh in yours. When in doubt, test.

7. Choosing a copywriter based on a free diagnostic consultation.

Who’s got time these days? Good copywriters are always busy. I like to say I work for myself, selling my own information products. When times are slow, I become my own best client.

Anyway, a complimentary consultation is nothing more than a sales pitch. You won’t get a sense of what the copywriter can do for you or what he’s like to work with. And you rarely get ideas you can use to bring in revenue. Your whole dynamic will shift when money changes hands.

8. Hiring a friend or relative to write copy.

No one should have to choose between family and business. Enough said.

9. Choosing copywriters by their hourly rate.

Prospects often ask copywriters, “What’s your hourly rate?” Then they say, “Wow – that sounds too high” or “That sounds too low – is there a catch?”

Instead, begin with what you need. If you wrote the copy yourself, you would need at least 20 hours for a website (maybe more) and even more for a long-copy sales letter (10-30 pages). Now calculate your own hourly rate – not the copywriter’s. If you charge 0 an hour and you write your own copy, you give up 20 billable hours or 00.

Or consider how many new clients you might win from better copy. If you average 00 from each new client, and your new website gets you 2 more clients, you break even by paying 00. Hopefully you will get many more.

Related Copywriting Articles

Annoying Your Customers? Avoid These Brand Turn-Offs

admin    Web Marketing     Annoying, Avoid, Brand, Customers, These, TurnOffs

Branding is a sometimes-elusive concept in marketing. We all know we want to build consumers’ like, trust and respect for our brands, but there isn’t a set way to do that. It’s hard to quantify progress in branding (unless you’ve got the moolah to spend on large, brand-specific surveys). But a new Harris Poll may help us avoid negative branding tactics—to an extent. The bottom line: be careful who you choose as your spokesman.

Case in point: me and Local Company. I’m not sure what brand message LC is trying to portray in their commercials, screaming “WE LOVE YOU!!!” at the end of poorly made, increasingly obnoxious, obviously local spots. Probably that they may be clinically insane. (If you really loved me, you’d never make another commercial.) When I came across their ad on Facebook this week, I hit the little gray X in the corner of the ad, and gave FB the reason of “This company is so freakin’ annoying.” The Harris poll shows I’m not the only one who would do the same thing.

35% of Americans have chosen not to purchase a product because they found the company’s ads distasteful, and another 28% just because the spokesman was obnoxious (another 22% thought about each of those). 27% chose not to purchase because they didn’t like a brand-sponsored program or event.

The results held steady across most ages, although those over 55 were slightly more likely not to buy for those reasons. Men and women were roughly equal in not buying because of distasteful ads, but men were more likely to not buy for the other two reasons. Interestingly, distasteful ads were as much as turn off for 18-34 year olds as for 55+s.

Harris also found some correlation with income level and tendency not to buy because of annoying spokesman—a third of those making $75k+/yr chose not to buy for that reason, while a quarter of those making $35k or less a year gave the same reason. (The in-between range was in between: 28%.) Education level also showed some correlation: 29% of those with a HS diploma or less chose not to buy because they found the ads distasteful, while 43% of college grads gave the same reasoning.

What do you think? Have you decided not to purchase something because of its ads?

Photo by daves cupboard

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