This was a fun project because we really turned up the juice on the original concept.

The [...]]]> Marijane Shufro over at Fletcher and Wilder Communications just posted a very nice recommendation of my recent work on a website they are creating for Pinnacle Rock Mechanical Services. You can see it on my LinkedIn profile.

This was a fun project because we really turned up the juice on the original concept.

The first thought was a simple 6 page site describing the services Pinnacle Rock offers.  Not that there is anything WRONG with that kind of approach, but…*snore*

Upon reflection, we decided to scrap the whole idea of having one page on ventilation, another on air conditioning, and so on. Instead, let’s tell visitors to the site (owners and managers in charge of facilities management) what they really want to know.

Will Pinnacle Rock reduce my expenses and make managing my business easier?

Writing to Create Buyers

So I wrote a mini-white paper on how your business could save tens of thousands of dollars through regular maintenance. It seems that equipment and repair expenses typically increase by a factor of 15 or more if regular service is delayed. That’s a huge number that most budget planners don’t account for when they look to reduce budgets by deferring maintenance.

Then we connected with some clients and wrote three absolute killer mini-case studies to DEMONSTRATE how Pinnacle Rock solves real problems for real clients.  It makes Pinnacle Rock look like rock stars of the HVAC universe. Of course, it helps that they play like rock stars, and their fans adore them.

That’s what I mean by copy that sells – creating a message that is so clear and so compelling that readers can’t wait to pick up the phone and do business with you. I can’t wait to see how this new site helps Pinnacle Rock grow the business in the coming months and years.

Marijane and the team over at F&W were great to work with. I haven’t seen the design but I expect the finished website should be up soon. I’ll post the link as soon as I get it.

You owe it to your prospects, your customers and your employees to make sure that every single word and phrase on your website is working — doing the job it is supposed to do.

That includes that ubiquitous website cliche called “About Us.”

This is where people go to [...]]]> Every word on your website matters.

You owe it to your prospects, your customers and your employees to make sure that every single word and phrase on your website is working — doing the job it is supposed to do.

That includes that ubiquitous website cliche called “About Us.”

This is where people go to learn the basics about who you are and what you do. Who. What. Where. When.

It all seems so basic that it’s easy to just mail it in. Before you do that, stop and think about how you can use your about page to get people excited about your business. It’s not just about what you say — it’s about how you say it.

Inc. Magazine offers a really sharp little item on how to jazz up your “About Us” page so that the valuable web real estate you give to it will be generating the results you want, including social media buzz, lead generation and better connections with your customers and prospects.

A couple of my favorite quotes:

Bragging and Testimonials

I see a lot of well-established companies that have decades of business history, but for whatever reason they’re not sharing it,” says Harpointner, who has appeared CNBC and CNN Radio as an interactive marketing and e-commerce expert. “They tend to be shy about tooting their own horn. They think it’s not graceful to brag about themselves, but your About Us page is the one place where you should be tooting your own horn. For small or new companies, this is especially important, because consumers are just becoming familiar with their business. And if the About page comes up short, then the company looks like it doesn’t have much to say about itself. It’s really a missed opportunity.

Making Connections

The About Us page needs to reflect the organization,” says Thomas, CEO of Santa Barbara, California-based Web Marketing Therapy. “It’s the story of how a company started, but it should also be the story of who’s behind it. Is the CEO an avid skier? Or a yoga guru? We’re no longer in the world of B to B, or business to business; we’re in a world of what I call P to P, people to people. Relationships are the name of the game. Your clients want to know you, like you, and trust you.

Hiring a Writer

If you find yourself in need of professional help, think about hiring an expert. A good writer can make your About Us page pop with witty copy, catchy headlines, and SEO keywords.  It will be money well spent, says Harpointner. “If a company spends money on direct-mail ads, billboard ads, and radio ads, then investing in an About Us page will probably the least amount of money it shells out. It’s up 24 hours a day, so in the big picture, it’s really worth it.

That’s about as good a definition of copywriting as you will find anywhere. We will come back to it in future posts.

A more pedestrian, but quite workable attempt might say [...]]]> “Copywriting is a job.
A skilled craft.
Verbal carpentry.
Words on paper.
Scripts to time.
And one more thing.
Salesmanship.”*

That’s about as good a definition of copywriting as you will find anywhere. We will come back to it in future posts.

A more pedestrian, but quite workable attempt might say that

Copywriting is the skillful and creative use of written language to promote a product, service, organization or concept.

Now, put the question, “What is copywriting?” to a typical business middle manager – probably an MBA – trained in B-school methods and thought patters. Here’s what you might get:

Copywriting is the synergistic utilization of impactful linguistic structures, leveraging outside of the box thinking to communicate maximum value solutions for customers in a relationship based business model.

I call this Zombie Copy. Ugly, isn’t it?

This is what happens when the writer mistakes writing for a pile of buzzwords. Left to run amok, buzzwords will rip the heart out of your copy. What could have been a vibrant piece of selling will turn into a pile of zombie words. It will look a lot like copy writing, but it will be unable to inject any life into your marketing. In the end it just stumbles around like a zombie, smelling bad, grunting inarticulately, and gnawing the life out of your business.

Buzzwords begin as useful shorthand terms that provide quick simple ways to convey complex meanings. Precisely because they are so useful, they tend to quickly spread like a virus from person to person and office to office and pretty soon the whole culture is infected by them.**

At a certain point, however, their use is so prevalent, and so dense that they begin to lose their power. They become cliché. In spite of this, business writers like to use them for two reasons:

• They don’t require thinking.
• They imply that you are knowledgeable of the latest trends in business.

It is easier to string together buzzword clichés than to actually think about how to craft a message properly so that it speaks in clear useful language. Unfortunately, only the gullible and thoughtless are actually impressed by such language.

The biggest problem is that clots of buzzwords pass through the brain without making any real impression. Since you want your copy to stick in the minds of the readers, you must put a stake through the heart of zombie copy. Use actual thoughtful, home made sentences and see what breathing a little life into your words can do.

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* Bruce Bendinger in his book The Copy Workshop Workbook
** or if your prefer the cliché term – “go viral.”

Brenda Martel is refusing to participate in the recession. She is creating her own business selling high quality tea and tea related products, targeting people who are willing to invest a little more to enjoy a far superior experience. A [...]]]> Last week, one of my clients published a new website for her small business.

Brenda Martel is refusing to participate in the recession. She is creating her own business selling high quality tea and tea related products, targeting people who are willing to invest a little more to enjoy a far superior experience. A really good cup of tea is one of those pleasures that costs little, but offers great benefits in enjoyment, relaxation and health. I think Brenda may have timed things just right.

The design of the website (by You Promote llc) is intentionally simple — easy to navigate and read. The copy focuses on the lifestyle benefits of fine tea, with a touch of education to help readers view the site as a good place to go for information on tea. We hope to add more educational material as the business develops.

Keywords include many variations on the term “tea” so that search engines read the words in a relevant context. It will take a little time for the website to start reading high on search rankings, but if it’s like other You Promote websites, it should do just fine.

Word has it that the website is already generating some good business — and that’s the whole point of the exercise.

This article targets the keyword phrase “Financial Planner” so that anyone searching for that keyword [...]]]> This is an example of an SEO article for the keyword “Financial Planner.” This kind of article is perfect for web pages, blogs, newsletters, e zines or any other web page focusing on locating a fee only personal financial advisor.

This article targets the keyword phrase “Financial Planner” so that anyone searching for that keyword will be more likely to find your website with this article. If you would like quality SEO content generated for your online media click Request a Quote at the top of this page.

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Consider a Fee Only Financial Advisor

How do you find the right financial planner for you and your money? There are many people vying for your attention and your business. If you have money to invest, you have likely received phone calls and mail from a variety of stock brokers, insurance agents, and bankers. Many of these people are very experienced and skilled and can offer fine advice on your finances and investments.

Yet, you may find it useful to consider a fee only Financial Planner. Fee only financial planners have no stake in selling you any particular financial product. They are not paid commissions on sales or trades. They have access to the universe of financial products and are not limited to any one kind or brand. Their compensation does not increase or decrease if you buy certain products or not.

Compensation for Fee Only Financial Planners

A fee only financial planner receives compensation from you, the client, and you only. This automatically means that their professional interests are aligned with yours as they represent you in a chaotic and often confusing marketplace of options, rules, prices and values. You hire a fee only financial planner to give you the best advice, and as your agent (not someone else’s), they are free to do that. This arrangement avoids all possibilities of conflict of interest, or even its appearance.

Getting Started with a Fee Only Financial Planner

Most fee-only planners will meet with you a few times to get a clear view of your financial situation. Once this process is completed, you will receive a comprehensive financial plan that will cover much more than just where to invest your money. The plan will be tailored to your specific life and financial situation.

How to find a Fee Only Personal Financial Planner

Go to the website for the National Association of Personal Financial Advisors to learn more. You can also search for a fee only financial planner in your area.

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This article is available for reprint only if the following bio is included intact.

This article is written by David Denis owner of http://www.rocksolidwriting.com

David is a freelance writer for hire offering article writing, sales letters, training manuals, speech writing, seo content, sales writing, blog articles, copywriting service, sales scripts and business name ideas.

To learn more, or request a quote visit http://www.rocksolidwriting.com/freelance-writer-quote/

This article targets the keyword phrase “homeowner’s insurance” so that anyone [...]]]> This is an example of an SEO article for the keyword “Homeowner’s Insurance“. This kind of article is perfect for web pages, blogs, newsletters, e zines or any other web pages for independent insurance agents, insurance companies, or associations related to the insurance industry.

This article targets the keyword phrase “homeowner’s insurance” so that anyone searching for that keyword will find your website with this article.

If you would like quality SEO content generated for your online media click Request a Quote at the top of this page.
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What does your Homeowner’s Insurance Cover?

All insurance policies are not made alike. This is just as true of your homeowner’s insurance as for any other kind. The time to take a look at your insurance policy is now, not after your house has burned down.

There are eight basic kinds of homeowners insurance. Most people will only be concerned with the first three, but we will outline each type of homeowner’s insurance here so that you can understand.

Be aware that your state may use slightly different terminology on their forms. (such as HO-A, HO-B, etc.) but the types of coverage in each type of policy are fairly standard.

Homeowners Insurance – HO 1

This is just very basic coverage that only insures your home against fire. Coverage of this kind is very limited, and few homeowners find enough value to justify the cost savings.

Homeowner’s Insurance – HO 2

HO-2 is often referred to as “broad coverage,” because it covers losses for a broad variety of property losses including:

• windstorm or hail
• theft
• explosion
• smoke
• damage from vehicles and aircraft
• glass breakage
• removal of property endangered by covered peril such as fire
• vandalism
• malicious mischief
• and riot or civil commotion
• building collapse
• freezing of or accidental discharge of water or steam from within plumbing
• heating or air-conditioning
• falling objects
• weight of snow, ice, or sleet
• rupture or bursting of steam or hot water heating systems

Broad coverage is useful, but again, may not be worth the money you save on premiums, depending on your specific situation. Be sure to talk to your agent about your insurance needs.

Homeowner’s Insurance – HO 3

This type of homeowners insurance covers both your home and any detached structures (sheds, detached garages, barns, etc) against any kinds of losses, except for those specifically excluded in the policy. Be sure to read the policy carefully and discuss any and all exclusions with your agent. If you wish to have coverage for any of those excluded items, it is typically available by purchasing what is called “special endorsements” for an additional charge.

This is called the “special” form of homeowner’s insurance. HO-3 is the most popular type of homeowners insurance policy, used by the majority of homeowners.

Homeowner’s Insurance – HO 4

This type of homeowner’s insurance is commonly referred to as “renter’s insurance.” It covers the tenant of a rental property and insures household contents and personal belongings for all the losses outlined for HO-2 insurance policy. It does not cover the property itself, just the tenant’s belongings. In addition, HO-4 will cover:

• Liability protection.
• Additional living expenses if needed
• Medical payments

Homeowner’s Insurance – HO 6

Purchase this policy if you live in a condominium unit and wish to homeowner’s insurance coverage for:

• belongings that are not insured by the association policy
• personal property inside the unit
• personal liability protection.

Discuss the exact details of this policy with your agent so that you understand exactly what is covered and what is not.

Homeowner’s Insurance – HO 8

If you live in an “older home” you may not be able to buy a replacement policy for your home. Replacing older materials, and using previous construction techniques can be extremely expensive, and may not meet modern code requirement for new construction.

In this case you may have to purchase a modified replacement policy for your homeowner’s insurance. Instead of replacing such older home materials as plaster walls, the policy will only pay for standard building materials and practices in used today.

Your insurance agent will discuss your particular needs and help you to find and tailor the insurance policy that is right for you.

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This article is available for reprint only if the following bio is included intact.

This article is written by David Denis owner of http://www.rocksolidwriting.com

David is a freelance writer for hire offering article writing, sales letters, training manuals, speech writing, seo content, sales writing, blog articles, copywriting service, sales scripts and business name ideas.

To learn more, or request a quote visit http://www.rocksolidwriting.com/freelance-writer-quote/

If you would like quality SEO content generated for your online media click Request a Quote at [...]]]> This is an example of an SEO article for the keyword “find Realtor”. An article of this type is perfect for individual Realtors’ webpages, blogs, newsletters, ezines or any other web page that targets the keyword phrase “find Realtor”.

If you would like quality SEO content generated for your online media click Request a Quote at the top of this page.
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To find a realtor, remember you are hiring a realtor. This is a business relationship and you are the employer. When you hire a realtor, hold interviews just like any other job to find the Realtor who is right for you. I recommend interviewing at least three Realtors from different companies. Referrals are good way to narrow down the list, so talk to friends and neighbors to see how they chose their realtor.

3 Steps to Find a Realtor

• Find a realtor that you like.
• Find a realtor with a proven track record
• Find a realtor with the right terms.

Find a Realtor you like

Once you select a realtor, you will become a marketing team. You should be in regular contact. When preparing your house, dealing with buyers and negotiating a sale, you must have open and honest communication with your Realtor.

Choose an agent with whom you feel comfortable and friendly. Although this part the interview may range into the personal, I recommend keeping these questions to the business side of things.

Key questions to find a Realtor you like

• What is your business background?
• What do you like about being a Realtor?
• How long have you lived in this area?
• How has the business treated you?

Find a Realtor with a track record

There is nothing wrong with dealing with someone who is new in the business. Often they have more time to invest in your sale because they don’t have many other clients to split their energy. Nevertheless, an inexperienced Realtor lacks a concrete track record of results.

Ideally you will find a Realtor that has a proven ability to sell houses in your neighborhood recently. Ask questions such as:

Key questions to find a Realtor with a track record

• How long have you been a Realtor?
• Tell me about your mentor. (if your Realtor is new)
• Who are some References I can call?
• What separates you From Your Competition?
• What is Your Average List-Price-to-Sales-Price Ratio?
• What is your average Days on Market?
• How many listings do you have? Your office?
• How many closings have you had this year? Last year?
• How Will You Help Me Find Other Professionals?

Find a Realtor with the right terms

Selling real estate is a business. Every Realtor has set ways of doing business. Terms will vary, so find a realtor whose terms suit your needs. Terms can cover the length and exclusivity of the listing agreement, the way your house will be advertised, the sales commission, and more. Ask questions to clarify the terms.

Key questions to find a Realtor with the right terms

• How much do you charge?
• What is your best marketing plan or strategy for my needs?
• May I review all documents beforehand?
• What kind of guarantee do you offer?
• What haven’t I asked you that I need to know?

Interviewing does not guarantee success, but it will increase the chances of finding a Realtor that will make selling your house a positive experience.
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This article is available for reprint only if the following bio is included intact.

This article is written by David Denis owner of http://www.rocksolidwriting.com

David is a freelance writer for hire offering article writing, sales letters, training manuals, speech writing, seo content, sales writing, blog articles, copywriting service, sales scripts and business name ideas.

To learn more, or request a quote visit http://www.rocksolidwriting.com/freelance-writer-quote