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September 2003 Top reviews: Michael Masterson's Accelerated Program for Six-Figure Copywriting Originally I had some reservations, based on a lot of hype I had read online. But having gone through a copy of the course in detail, I'm happy to say I think it is really excellent. Read my review of Michael Masterson's course. Make Your Content PRE Sell This e-book by Ken Evoy covers a lot of ground, but is essentially about writing great content that makes your web site visitors WANT to buy. Highly recommended. Read my review of MYCPS. Monthly Copywriting Genius One of the best ways to improve your copywriting skills is to study direct mail letters that have performed incredibly well. This is how you learn to write copy that drives action - offline or online. Read my review of Monthly Copywriting Genius In this issue: >> Intro: You
Use a LOT of Different Software ------------------------------------------------------ Check out my e-book... *** The One Thing I Know About Doing Business Online *** Succeed online with
core insights from 17 of the most "Nick has an
uncanny knack for cutting through the clutter. Debbie Weil, Publisher
WordBizReport.com |||||||||||||||||||||||||||||||||||||||||||||||||||||| Greetings, First -- a big thank you to everyone who responded to the last issue's survey about software tools for copywriters. I was really surprised. How come? Because usually, if I ask a simply yes or no question, or ask you to check a box to ask which country you live in, the response it pretty good. But if I ask an open-ended question, response rates generally drop like a stone. So it was great to see so many people writing in with the list of software they use. I was also surprised by the wide range of software used, and how multitalented online writers have become. (Or maybe that's just a reflection of my own poor software skills!) Anyway, if you're curious to see what other writers use, most of the software mention in the survey has now found its way to the Excess Voice resources page here: http://www.excessvoice.com/resources.htm Next, a couple of people have mentioned they felt I should include the writer's name at the end of each Readers Write Back contribution. And I agree. I don't want to get into lengthy correspondence each time I go through your emails - so keep in mind that if you 'Write Back' with some interesting comments...I may include all or part of what you say, and add your name. If you DON'T want your comments or your name published, please make that very clear to me in your email. Also, you'll see I have added a JOB BOARD section in this issue. I'll do this from time to time. Occasionally, companies ask for my help in finding copywriters -- so it only seems right that I make the opportunities available to Excess Voice subscribers first. Finally, I hope we can keep the high response rates coming with this issue's survey on writing search-engine-friendly copy. Until the next issue. Nick >> Feedback: mailto:nick@excessvoice.com ====================================================== ARTICLE: MAKING FRIENDS WITH SEO I don’t know about you, but I felt a lot of internal resistance when it was first suggested to me that I write ‘for’ the search engines. Years of training and habit, and a lot of pride, turned me against the idea of adjusting or changing my copy to suit ‘spiders’. It’s about the reader, not some computer. Right? The whole thing smelled of compromise to me. And as us ego-driven writers all know, compromise is not something we like. Well, I’m pleased to say that my pride finally shuffled off to one side a bit and allowed me a more objective look at the whole thing. And now, well, I’m something of a convert. I have been for quite a while now. Not because I have made that ‘compromise’. But because it became evident to me that both spiders and readers are looking for exactly the same thing... Relevance. Spiders are becoming more and more sophisticated in determining the relevance of a page when matched to a keyword or phrase that is typed in by the user. In short, pages that are most likely to satisfy the needs of the reader are being delivered first. The spider looks for relevance. And the reader hopes for it. And that’s where the writer comes in. Using Overture’s Search Suggestion tool, or something a little more sophisticated, like Wordtracker, you can research which words and phrases are being used most frequently by people in search for your kind of page. These are great resources for writers, allowing us to drill right down to the words that our prospects and customers use. And how better to make them feel they have come to the right place than to greet them with the exact words and phrases they are looking for? And once you start getting really serious about being relevant to the needs of your visitors, the implications begin to snowball. Not only do you start writing in a very relevant way, but it also makes you start thinking about more fundamental issues – like the structure and architecture of the site in general. But that’s a whole different story, and different article. But to see how far you can go in creating pages that match search criteria, check out this very interesting case history from MarketinSherpa.com. http://www.marketingsherpa.com/sample.cfm?contentID=2441 Other sources mentioned in this article: Overture: http://www.content.overture.com/d/USm/adcenter/tools/index.jhtml Wordtracker: http://our.affiliatetracking.net/wordtracker/af.cgi?8204
====================================================== JOB BOARD: DM WRITER AND DESIGNER WANTED ** DM Print Copywriter for contract work I have been asked if I can find print direct response writers who have experience with resort marketing. Best of all, experience with resorts that offer the seasonal golf / skiing combo. But if you're a DM writer, with solid, proven experience and have some kind of track record in resorts, vacation, outdoor lifestyle etc, please email me at nick@excessvoice.com ** Designer who can work with HTML or Designer/Integrator Team The same client is also looking for a designer or designer/integrator team to deliver finished HTML newsletters, ready to go. If you happen to be in the Vancouver, BC, Canada area, so much the better. But not essential. Know anyone? Please email me at nick@excessvoice.com
READERS WRITE BACK: THE DANGERS OF BEING PROFESSIONAL "I agree strongly with your item on "professoinal" copywriting. I discovered my writing voice while doing a newspaper column. The day I discovered my voice, I was writing TO an elderly woman, and i cared very much about what I was saying. And those two elements are the key to reaching your audience: first you have to write directly to your target audience and secondly, you have to care. Caring about my audience got me through 10 years of writing a weekly corporate newsletter that became very popular for one simple reason: some of the people I was writing to appreared in every edition and every item was written in a friendly voice and from a reader perspective. I believe the same is true of web writing. Wherever possible, the content and style should be directed to the people it serves. And reader input should appear on an ongoing basis." Thomas Moss >> Feedback: mailto:nick@excessvoice.com ====================================================== SURVEY: IS YOUR WRITING SEO FRIENDLY? How much attention do you give to using key words in phrases in your Web site copy and content? [ ] None ====================================================== Don't miss out on future issues of Excess Voice. Sign up now: (Your email address will be used only for the purpose of sending you this newsletter, and you'll be free to unsubscribe at any time.) |
Web Tools, Reports and Services I recommend. My reviews here... Site Build It!:
MarketingSherpa
Report: WordTracker: Robin Good: Brainbench: Become more productive with improved software skills.
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© 2003 Nick Usborne. All rights reserved. |