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Vol. 3 issue #335 June 1, 2011



Now Available in the Adlandpro Community Classifieds!

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PPC stands for "Pay Per Click". Just as the name says, you only get charged when someone clicks your ad, so you only pay for results and never for just having your ad displayed.

What's the catch?
You might be thinking that setting your own price is too good to be true, and that there must be a catch. Well, there is no catch. You just have to remember that you might not be the only person interested in advertising in a given city. There will often be competition. This is why we call it a bid. The more you decide to pay per click, the more often your advertisement will be displayed. It's as simple as that.

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Marketing Writing - Eight Ways You Can Focus Your Business Writing

By Suzi Elton


Consider focusing your marketing writing tightly on a specific niche and target market. Many business owners make the mistake of attempting to sell a "grab bag" of services that are not apparently unified around any central concept. There is no focus to the marketing writing. They seem to have a target market of "everybody", and fear being more specific. Their marketing writing has no power behind the words and attracts no one. Here are eight ways you can sharpen your business writing by using focus.

1. Focus your target market.

The key is to carve out a market that is large enough to be lucrative and narrow enough to be recognizable. Aim for those problems that your clients have that you're able to solve. Don't try to attract everybody. Get clear on your ideal clients, and make sure your marketing writing does a good job of describing them.

What do they feel, think, say? Where are they? How do you access them? What attracts them? What are they looking for? What do they need?

2. Focus on a clear marketing message.

Within a few sentences, prospects must be able to understand who you work with, the problems you solve, and the solutions you provide. Your marketing writing must deliver this message in compelling language that arouses interest and desire. You need both a verbal form like an elevator speech, and written pieces such as a one page description of your service, website writing, and in-depth "white papers" (about specific topics).


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3. Focus on the solution you provide.

If you want prospects to become clients, they need to understand the solution they would get if they make that choice. What benefits can they expect to get? How are your benefits different, better, smarter than what prospects can get elsewhere? Why should they choose your solution? Ideally, you focus your solutions where you're especially gifted and "play to" your strengths.

4. Focus on why you're especially qualified to deliver your solution.

What is it about your background that makes prospects say, "WOW! This person's got what it takes to solve my problem." What is that "sweet spot" in your background - where when they are ready to say yes to working with you - this information can push them "over the edge".



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5. Focus on doing the activities you most enjoy.

Don't put yourself into situations where you must regularly perform in ways that you dread or avoid. There are no activities so important that you have to be the one to do them. If the direction you are going demands that you do things you can't stand doing, reconsider them.

6. Focus on knowing your target market.

Knowing your target market is different from knowing who they are. This is about figuring out where your target market show up, building relationships with them, and understanding how to access the market most efficiently. You must build relationships of trust to become a trusted provider.


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7. Focus on flawless delivery of services.

Aim to have ecstatically pleased clients. Keep all promises and agreements. Under-promise and over-deliver. Give them more than they're expecting. Be sure that your marketing writing talks about your guiding principles undergirding your services.

8. Focus on services based on your strengths.

Don't set up situations where you lack knowledge, discipline, training, or competence. Look instead to work from those skills where you have depth of experience and expertise. Don't set yourself up to play to your weaknesses. It won't end well for you or your clients. Be sure your marketing writing emphasizes your strengths.

When you are working on your marketing writing, consider these eight ways to focus your business writing. It's one of the most powerful ways to strengthen the client-attraction capability of your marketing writing.


ABOUT THE AUTHOR: Suzi Elton provides business writing that attracts targeted prospects to your service business and converts them into clients for you. She is a Robert Middleton Certified Action Plan Marketing Coach, as well as a professional writer. Her website offers a free series of 8 assessments you can use to analyze your own site.

To learn about her Robert Middleton style Web Site Tool Kit Writing Package, go to http://www.wowfactorwriting.com/services/web-site-tool-kit-package/

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