Imagine a steak without any sizzle. That is what a website is without articles.

Or, think of it another way, the website is a selling table that doesn’t have any legs. If we could sit alone in our offices and send out a picture of the product we offer and achieve effective sales and sales goals, we would all be doing that. However, that isn’t the way sales are achieved.

Think about what a top salesperson does during a sales call. Not only is the product enhanced with the benefits it can bring to the audience, but incidental information is also passed that adds to the credibility of the salesperson and the company he represents. This two-point process is to achieve top-of-mind awareness of the product – its beneficial attributes – and just as importantly, the enhanced credibility of the sales person representing the product and its maker.

Oddly, that is what we think we are asking a website to do when we build it and open it up to internet searches by customers looking for your sales presentation – or your competitor’s.

A website without articles is missing the element that makes the website an effective selling device. The product is there, but the benefits sit flatly on the screen without embellishment and without the credibility behind the message. The website, once built, needs to be honed into an effective selling presence. Adding articles, and specifically search engine optimized articles, help that in four ways:

1. Provide more information and the sizzle for the steak by enhancing the discussion for the truly interested buyer.
2. Give greater enticement to buy as the benefits are expanded into terms your target understands and uses himself.
3. Promote additional product line alternatives which can be presented for wider selection through up-selling opportunities for more purchases.
4. Present you and your company as a resource for good information in a “third party” kind of way.

Strengthen your website with SEO articles and get to be known as an information resource in your market while you enhance your selling message at the same time.

The adage “less is more” has been proven with a study by the Journal of Consumer Research.

The study demonstrated that ads containing lots of white space lead customers to perceive the brand as:

• More prestigious
• More sophisticated
• Trustworthy
• Higher in product quality and leadership
• Lower in risk than the same ad without white space

Researchers noted that these associations go back to the 1960’s minimalist movement when people were moving away from artwork they felt was deception or full of illusion. The removal of excessive imagery and language makes the information in the ad appear more truthful, and makes the advertiser appear more truthful.

A note about white space: If you want to create a sophisticated and trustworthy brand, say less – not more – in the ads you create. Also, “white space” doesn’t necessarily mean the absence of color.  It just “simplified” — remove the unnecessary and enjoy the simplicity of the message (see Apple’s ad).

Source: “How Nothing Became Something: White Space, Rhetoric, History, and Meaning“ John W. Pracejus, G. Douglas Olsen, and Thomas C. O’Guinn. Journal of Consumer Research, 2006. Click here for a PDF of the report.

An internet advertising consultant needs to provide enhancements

For a successful internet advertising consultant, the style of the copy has to be as important as the words it contains. Internet advertising consultants, contrary to popular belief, are just as much about making technical enhancements to a website, but must result in a click-through that results in sales.  Services need to include web design and layout and usability in addition to copy content that is a cut above the competition.  Good copy is a basic requirement.  If the quality of the copy is not good, then it does not matter what it says; it is not enticing to read.  In addition to good organization–in order to draw the customer/reader into the website–optimized website copy must be creative, informative, and technically helpful.

SEO Writing Tip # 1: Creativity is paramount

If you write in the style of Charles Dickens and get paid by the word as he did, then just about anything you write is going to be a winner.  Otherwise, an internet advertising consultant wanting to provide excellent copywriting services needs to be a lot more creative with his organization and content.  There is no question that content is the key but a copywriter who remains ahead of the pack has to devote more energy into the organization of the message.  The writer has to be in command of the language.

Internet advertising consultant services is about placing high quality search keywords; the writer still must organize the content that draws in the potential customer.

It is a given that some of the organization is going to be dictated by the placement and frequency of search keywords.  The ideal is to be able to read the copy and read through the placed search keywords seamlessly.  Much of the optimized copy on the internet stumbles on the keywords because they look and read out of place with the rest of the content.

Be a little bit creative in forming and placing the terms.  Anything that causes the reader to stumble gives him or her an excuse to quit reading your message.  In addition to boring material, too much of the copy in the internet (and everywhere else) includes poor sentence structure, lack of sentence variety, and poor grammar.  Good writing must remain faithful to the basic organizational rules.

Writing is not really about writing; writing is about getting your thoughts well-organized. It is also about given yourself permission to be a little creative, inserting humor, adopting a memorable metaphor or other symbol and chunking the knowledge in a way that the brain finds easy to digest.

Don’t write like a brainiac, unless you want only brainiacs to read it

One of the mistakes many aspiring writers makes, especially when writing about technical subjects, is striving to sound too technical.  The reader can’t help thinking, “Can’t you just tell me about the product in plain English?”  Yes, please!  That’s all most readers want.  “Help me to understand why I need this product and why I should pick it up from you.” The reader finds your true creativity and quality in simplicity and clarity.

SEO Writing Tip #2: Be informative

When you search highly competitive keywords, the websites that appear first in the results list will almost always be ones that are known to carry good, solid, usable information.  Searchers want to learn something about what they are searching. That is the whole reason search engines were developed.  If you are not providing that in your message, then you are missing a great opportunity to persuade your prospective customer.  Choose the right words.  Use the words the searcher would use. There is no need to use complicated words if a simple one will work.  Nowhere is that more true than in copy intending to make sales.

Tip #3: Being technically helpful is like wrapping it up with a ribbon

If your website is also technically savvy about the products, you just became a resource for searchers.  Being a resource means you will become a choice and hopefully, a bookmarked website. That is going to make sales conversions a lot easier.  Furthermore, if you win the coveted bookmark competition you will also eliminate the competition that shows up in the search with your company.

Put yourself in the buyer’s position.  If you are already an avid golfer and an expert at golf and golf equipment, would you be likely to be searching it on the web anymore?  One of our clients who owns a fishing products website is rapidly growing in sales because he values being a technical resource to new shoppers.  In this way, he continues to sell more products in a wider spectrum through tips on combining products that produce results in catching fish.  That extra measure of value is what really makes his search engine optimized copy, and his website, excel.

Provide a solid backstop for search terms

In great internet advertising consultant services, the keyword terms are the tails– and the backstop copy in which they reside are the dogs.  Make sure that you know which one does the wagging.  It is not enough just to have the search terms.  Great website copy needs to be creative (in order to be eye-catching), informative (in order to bring the customer into the clickable leads), and technically helpful (to win the coveted, bookmark prize). In order to balance all these demands, find a consultant that really knows what he or she is doing with site optimization.

The memorability and usefulness of the copy is indeed what is important. The keywords have already brought the customer to your page.  Now you must do something with them.

For more information on how ThriveMarketing can help you with your Search Marketing:

• Request a proposal
• Call Toll-Free: 1 (866) 521-0827
• Call Locally:   1 (480) 704-4563

If you are having trouble getting people to say yes, you don’t need to change what you are proposing; you need to change how you present what you have to offer.

Robert Cialdini Ph.D., a professor of psychology at Arizona State University, summarizes the concept behind his “Principles of Persuasion.”

Principles that can change the way you think about marketing.

Influence is an art – the following six principles are the canvass to enhance your business, sales and marketing skills!

1. Principle of reciprocation. I’m obligated to give back to you what you first give to me.

This rule requires that one person try to repay what another person has provided. By obligating the recipient to an act of repayment in the future–the rule for reciprocation allows one individual to give something to another with the confidence that it is not being lost. This sense of future obligation according to the rule makes possible the development of various kinds of continuing relationships, transactions, and exchanges that are beneficial to society. Extended to marketing and sales, this is a very powerful principle that companies use all the time!

• Free product samples…
• Free test drives…
• Free workouts…

…are all implemented to get the customer to try the product or service, but also so that we become indebted at a psychological level. Another key example is business relationships…if someone refers a customer to us or utilizes our services, then we will remember that particular person when we need their product or service or we will refer someone over to them that does.

2. Principle of scarcity. People want more of what they can get less of.

You have to convince prospects that your offer is unique and rare, and that they will lose something if they don’t take advantage of your offer. How does this tie-in to your marketing? Consider your USP (Unique Selling Proposition) and how you can convince your prospects that they will be losing out if they choose not to purchase. This can include money, health, youth, looks, success etc. Or, next time you write a promotion, try placing a limit on your offer, “limited to the first 1,000 customers,” and watch your response skyrocket.

3. Principle of authority. People want to follow legitimate experts.

It is important to position yourself as an authority with the media, your clients and your target market. Getting media publicity on TV or in your newspaper, giving presentations or workshops and even distributing a monthly email newsletter with an article like this one are a few ways to show your expertise. Don’t be embarrassed because you think you sound boastful! As strange as it sounds, you could also mention a weakness in your position, which will establish you as both powerful and honest. Immediately after admitting a weakness is when you need to deliver your strongest argument.

4. Principle of commitment and consistency. People have a tendency to live up to what they write down.

Simply stated – obtain anything in writing that might result in additional sales. For example, if you convince someone that overexposure to the sun is bad, then it’s easier for them to agree they need your products, whether it’s sunscreen, sunless tanner or a baseball cap. After making a commitment, taking a stand or position, people are more willing to agree to requests that are consistent with their prior commitment. This principle also applies to terms and payment for products or services rendered; though this doesn’t necessarily mean that you won’t get ripped-off, it does decrease the likelihood as it is physical proof you can take to court! To apply this principle to your marketing, add a money-back guarantee and/or warranty to show you stand behind your product/service.

5. Principle of consensus or social proof. People tend to follow others.

In the end, most people are followers. You might decide what you should do by looking at what others do in that situation. For example, you could decide to use a product or service that is strongly recommended by another business associate. This comes down to “Word of Mouth” and testimonials—provide those that are most similar to your prospects, and use clients who refer others to you as communicators for your services. Be sure to include testimonials on your company website, brochures, newsletters and any other marketing communication.

6. Principle of liking. People who like you will buy from you.

This last principle applied to business means that your prospects will buy from you if they admire and feel a bond with you. People want to do business with someone that they know likes them in return and that shows a genuine interest in helping them and their company. In one word, Relationships! Colleagues and associates will purchase products and services from those who go that extra mile to help their businesses. Those that are great at networking are often able to refer individuals to other business owners or influential individuals who can help grow their business. And like any great counselor, this involves listening more than talking!

Reciprocation, scarcity, authority, commitment, consensus and liking…all six are suggestions that will enhance your sales and marketing skills, build confidence and increase your chances for marketing success!

Located in Phoenix, AZ, Thrive Marketing is a full-service marketing and advertising firm specializing in website design, full-service search engine optimization and Pay-Per-Click (PPC) online advertising services. Thrive offers the expertise to assist with your marketing campaign so that you will see better results and a return on your investment. Every thing we do is done with the end result in mind: more clients for your business.

Why should your prospects purchase from you instead of your competitors? You may think you know the answer to this, but is your answer a “one-of-a-kind” solution that will convince your target market to sway your way?

Developed in the mid fifties by Rosser Reeves, the top account man at Ted Bates, NYC, a unique selling proposition or USP, is that distinct and appealing idea that sets you and your business favorably apart from every other generic competitor.

The possibilities for building a USP are limited only to your imagination. It’s best, however, to adopt a USP that dynamically addresses an obvious void in the marketplace that you can honestly fill.

Be careful that you don’t develop a USP that you can’t fulfill a promise for (such as unrealistic delivery times or guarantees).

The following are some unique propositions that were pioneers when they were introduced:

Domino’s Pizza: “Fresh, hot pizza delivered in 30 minutes or less — or it’s free.”

FedEx: “When your package absolutely, positively has to get there overnight”

M&M’s: “The milk chocolate melts in your mouth, not in your hand”

Wonder Bread: “It helps build strong bones 12 ways”

Though features including price and quality are important, these are not considered unique selling propositions as most businesses focus on these items. Consider how you can make your company special in the eyes of your potential customers…what is it that your competitors are doing well or not doing at all?

You can always survey your customers and prospects to find out what they would like to see your type of business doing that your competition isn’t. Brainstorming with your staff is also a great way to arrive at useful ideas for USP’s – silly or serious, they can be the basis of a real winner!

Can’t come up with a totally unique concept? Even if only three to six competitors offer that same USP, you are still in the top tier of your competition!

Your unique selling proposition needs to be in front of the customer at every possible opportunity for optimum brand positioning.

They need to know why you have chosen the USP and how it benefits them. For example, the USP should be included in: your website home page, brochures, print ads, press releases, direct mail letters, letterheads, invoices, fax-header sheets, catalogues, sales materials and pitches, on the walls in customer areas, and in as many other places as possible.

Thrive Marketing is committed to making every ingredient of your marketing campaign not only “attractive,” but sales- and results-driven so your business can thrive. Thrive Marketing is a full-service marketing and advertising firm specializing in Website design, full-service search engine optimization and Pay-Per-Click (PPC) online advertising services. We also offer traditional marketing, including brand identity, copywriting, print design, and print management services.