Rock Solid Writing

Seth Godin – Stop Interrupting and Stand Out

David Denis — Mon, 08 Mar 2010 19:05:47 +0000

In this compelling presentation at a TED conference a few years ago, Seth Godin notes that the marketing ground seems to be shifting beneath our feet. For decades, marketing and advertising has been primarily based on interrupting people through mass media messages. MM is still out there, and still gets results, but it’s effectiveness ain’t what it used to be. If marketing models were tectonic plates, then MM is being subducted as the Internet plate is pushing against it.

People are tired of being interrupted, and the web give them the means of pursuing what they want, instead of what’s being pushed upon them.

In this new era of business geology, even small businesses can find themselves lifted up out of the valley and onto the high ground where your prospects can find you. You don’t necessarily need to spend mountains of money on oceans of print, tv or radio advertising. Instead, leverage your unique landscape — find the odd rock formation (or create one a la Mt Rushmore) and people will flock from all over just to see a great wonder of the world.

Note that people who don’ t like rock formations won’t be impressed — but the folks who are looking for strange mineral deposits will crowd the path to get to you.

Take time to listen to what Seth Godin says here, and consider how Rock Solid Writing can help you tell your story in a way that truly stands out.

Copywriting for Semiconductorsupport.com Website

David Denis — Wed, 17 Feb 2010 16:01:36 +0000

As a freelance copy writer I write compelling copy for business websites. Recently I wrote some powerful content for a promotional website for Taylor Tech.

Taylor Tech services machines that process semiconductor chips after they have been imprinted with circuitry. He first attempted to create a website on the cheap using a popular hosting service. After realizing that his website wasn’t doing anything for his business, he decided to get professional help, so he asked Neil Burtt at You Promote to help him create a website that will both improve his brand image and generate warm leads by creating organic search traffic. You Promote specializes in creating low cost websites for small and medium sized businesses; sites that are engineered to effectively and actively promote your business online.

As part of the You Promote freelance contract team, I was privileged to write the copy for the new website. My focus was threefold:

Clearly explain to visitors what Taylor Tech does – make it easy for visitors to grab the main ideas.
Optimize the content for search engines – contribute to high search ranking results.
Sell Taylor Tech — encourage the visitor to contact Taylor Tech to engage their services.

Go to www.semiconductorsupport.com to see how professionally written copy can make your website light up.

If you want powerful professional copy for your website, blog or newsletter, go to the Request a Quote page on this website to request a consultation on your copywriting needs for your web content.

The Copywriter connects SEO elements

David Denis — Fri, 29 Jan 2010 04:11:51 +0000

Ask Kalena – A Search Advice Column is a pretty darn good blog about Search Engine Optimization (SEO) and Search Engine Marketing (SEM). Kalena offers a course in SEO/SEM that attempts to provide something close to certification in the field — a comprehensive course in best practices and how to.

Back in 2008 Sarah Parker quoted from a presentation conducted by Ciarran Norris about Copy Writing for Search. It outlines the importance of clear and concise headlines, first lines, keyword analysis, link placement, and track backs. It’s all about simple mechanics. Make sure your website uses all the arrows your SEO quiver.

BUT…this works best when the copywriter weaves it into the warp and weft of the text so that it isn’t even noticed. The only people who will really see it are the search engine spiders and the experience SEO engineer. The spiders will respond by giving your site high rankings. The SEO folks will nod appreciatively at a job well and artfully done.

And most important of all, your site visitors will get the information they need, and keep coming back for more because the quality and content were simply that good.

Copywriting stitches it all together.

If you want to know more about how I can stitch together all the best aspects of your websites, go to my contact page and request a quote.

Using Technology Effectively in your Business

David Denis — Thu, 07 Jan 2010 15:00:36 +0000

Is technology a blessing or a curse for your business?

Neither. It’s a tool. Like a screwdriver. Try driving a nail with a screwdriver. Not much good is it? But it sure is good for putting in screws. Using technology in your business is about using the right tool for the right job.

Technology has only 2 functions in your business.

Increased efficiency.
Increased effectiveness.

Using technology properly increases your efficiency by making a wide range of repetitive and complicated tasks simpler and faster and cheaper. If you haven’t realized this yet, you will soon when your faster more profitable competitor eats your lunch. But efficiency is NOT where the real value of technology lies. Increased efficiency only SAVES you money, which is good, but it can only get you just so far. It cannot MAKE money.

3 Ways Technology Makes you more Effective

Effectiveness in business means making a profit. Before profits come sales and sales come from customers. So using technology to make your business more effective means creating customers and making good decisions about your revenues and expenses.

Using Technology Find Customers

Use technology to find your customers. E-bay is such a powerful business model because it makes it super easy for buyer and sellers of just about anything to find one another just about anywhere. I know of a commercial lender who is using the internet to create a network of people who funnel him business. This is high touch because he is now able to reach out and touch a hundred, a thousand percent more prospects than without technology. What would a similar system do for your business?

Using Technology to Communicate with Customers

Second, use technology to communicate with your customers, more often, more quickly and with better information. Do you think voice mail stinks? I recently read about real estate agents out there who have set up systems to respond to a request for information within 15 minutes of receiving a message? That’s high touch because studies show that the first agent to respond is usually the one who gets the listing.

Using Technology to Manage Information

Third, use technology to manage information for better decision-making. Business isn’t only about numbers (see point number two), but if you aren’t paying the right kind of attention to the right numbers, the numbers will trip you up. So learn to use technology to gather information and look at it in ways that will help you decide how to invest your three most important assets as an entrepreneur: time, money and energy.

Stop thinking its high tech vs. high touch. It is true that it’s never been about gadgets. It has always been about people. But the smart businesspeople understand that using high-tech properly makes you MORE high touch. Be aggressive about figuring out how, and YOU will be the one eating lunch.

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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/

Google Likes Websites with Quality Content

David Denis — Thu, 07 Jan 2010 01:40:05 +0000

I talked yesterday with Neil Burtt, CEO of You Promote in Concord NH. Neil observed that the Google search algorithm seems to be shifting, so that quality content is more important than ever for creating high search engine rank results. It’s not all about the header, the title bar, and the meta tags. Google likes websites that give web users what they need, and it rewards those sites with higher search ranking that make them easy to find.

This is especially critical for small businesses that want their websites to pull in qualified prospects and create selling opportunities.

When your website contains strong compelling content that answers the searchers questions, everyone wins. In its Webmaster Guidelines, Google explains how it views content as part of the whole Search Engine Optimization recipe:

Create a useful, information-rich site, and write pages that clearly and accurately describe your content.

Make pages primarily for users, not for search engines. Don’t deceive your users or present different content to search engines than you display to users, which is commonly referred to as “cloaking.”

If you have plentiful, high-quality content that accurately describes what your business does, Google is more likely to place your business higher in the rankings. That means your prospects will find you more easily.

Once they find you, quality content becomes even more critical. It is a standard principle of selling that people buy BENEFITS, not features. If your website describes your product, but does not help people to quickly see the benefit of your product, you won’t get the return you seek from your web marketing investment. Good content should move your prospect to act, and that action should be contacting you.

If writing copy and content isn’t your thing, then get some help to get it done right. Don’t underestimate the power of well-crafted paragraphs for your business website. It need not be fancy, but it should drive customers to your door. What happens then is up to you.

Rock Solid Writing can provide your website with compelling, high quality content that will create more opportunities for your business. Go to the Request a Quote page to contact me about how I can help you get the most from your web investment.

Quality SEO content gets search engine results

David Denis — Fri, 11 Dec 2009 18:56:38 +0000

The good folks at Danconia Media services note some recent changes in they way Google handles local listings. This may have some powerful effects on the internet landscape, especially for smaller businesses that depend on trade from their immediate area. This may or may not be a bad thing, but as the Danconia blogger observes, “Obtaining organic search engine results will now be more important than ever.”

In the big picture, these changes mean that the results your business gets from organic search are going to become more and more important. When your prospects search for your business, what are you doing to show up high on the search results listings? Of course you must pay attention to your keyword research, meta tags, alt text, headings and all that. But none of that really works properly if you don’t have compelling content that is fresh, valuable to your prospects, and well written for web searching.

Writing is the key

Basically, its all about the content. Make sure your website contains useful, well-written information that will be a resource for your prospects and draw them back to your site repeatedly. What’s more, don’t just set it and forget it. Regularly post new content to keep your site fresh. Sure it takes time and effort, but better organic search results don’t happen by accident. They must be cultivated.

Note these comments from A Beginners Guide to SEO Best Practices:

Having good content is one of the most important things you can do for your page. Like I said earlier, content is the foundation for SEO, you need to have great content. Not only is it better for users if you have really good content, but search engines’ algorithms try to reward pages that have great content. If you have good content people will be more likely to link to you, causing search engines to see more value and authority in your page.

You must offer web copy that has appeal to both the human reader and the search engines. It’s not an either/or proposition. It’s really both/and. When you offer content that hits the sweet spot for both kinds of readers, you can really start to hit it out of the park in terms of search results.

Make it easy for your clients to find you. It’s a beautiful thing.

Sample Article – Your Business Disaster Survival Kit

David Denis — Mon, 07 Dec 2009 16:00:32 +0000

It’s only a matter of time. Eventually it happens to every businessperson, striking catastrophically like lightning, or creeping up imperceptibly until it swamps you. There may be warning signs, but you may not see them. You may even take precautions, but then you are disarmed by the ferocity of its arrival.

It’s the business disaster.

A business disaster is not fire, flood, or vandalism. It is the economic disaster that burns your bank account, submerges your spreadsheets, or pillages your paycheck. Your job is cut, or your sales evaporate. Your key employees leave — or maybe even worse…they stay and REALLY screw things ups. No matter what the cause is, survival is YOUR problem. FEMA ain’t coming to rescue you — ever. The only ones calling are creditors, and they aren’t bringing your bottled water.

If you, your business and your family are to survive, you need to hitch up your shorts. If you are to overcome adversity, you need to roll up your sleeves and get to work on your own disaster relief efforts.

Your personal disaster survival kit could contain all manner of tools and resources. To overcome these kinds of problems, there are a few basics tools that you cannot do without.

Business Disaster Survival Tool 1 – Your Reality Checklist

To overcome a business disaster, begin with a complete assessment of all your assets and liabilities. Include not just money, but skills, resources and personality traits. Make sure you know both the brutal facts and the signs of hope in your situation. The key is to see the whole truth about your life as it is now so that you are moving forward on solid factual ground. You will almost always find that your situation is not completely hopeless, and that you have more assets than you realized. Your reality checklist helps you find options that you didn’t see before.

Business Survival Tool 2 — Your Anti-Panic Pill

When balanced on the brink of financial disaster, it is natural, normal and understandable to feel panic. It’s just not helpful. The only way to prevent panic from taking over is to take action.

Several years ago, I lost my job. I had a family, a mortgage and no contingency plans. The panic quickly set in, bolting me awake in the middle of the night, taking my appetite and filling my gut with feelings of fear, dread and anger that I could not control. I found, however, that that I could take action. I threw myself into the work of finding work. This allowed me a sense of real progress, and my positive focus helped prevent me from being paralyzed by the panic I felt.

Business Survival Tool 3 – Your Emergency Beacon

Call for help. Besides the support of my friends and my family, the most valuable help I received was from a local outplacement counselor named Stacy. She helped me channel my fear and anger into a powerful, practical plan of action.

I might have figured it out eventually on my own, but it would have taken me much longer — probably too long. The plan she helped me develop involved literally calling everyone I could think of for ideas, advice and assistance. By not going it alone, I leveraged my own skills and maintained external accountability to make sure I was making progress with my plan.

Business Survival Tool 4 – Your Mental Meal Bars

It’s easy in the middle of failure to let your personal discipline fall apart. Again, it is natural and understandable. It’s just not helpful. In the midst of the mess, take time to practice the small disciplines that will feed your heart, your mind and your body.

Get up at the same time each morning.
Go to bed in time every night to get a good night’s sleep.
Set aside at least some time each day to read and/or listen to positive useful ideas.
Set aside time each day to exercise.
Make sure at least 2 meals each day are low fat, high fiber, and heavy on veggies.
Set aside 1-2 hours each week to plan out for the next 2 weeks.
Schedule other things that are important to you and keep your appointments.

These healthy positive rituals have a direct and profound effect on your ability to recover from disaster. Your mindset can make or break you. Your health affects your energy and your emotional state.

In addition, these simple disciplines are almost always things that you have control over. In a disaster situation, you have lost control of many things, but you can control what you eat, what you hear and see, and how much you move your body. If you can’t do anything else, start there.

Business Survival Tool 5 – Your Road Map

Know where you are, and know where you are going. Spell out your goals with brilliant clarity. Break down your journey into small sections. Keep your focus on the destination, even if it seems really far away. Keep checking your progress and make regular corrections to stay on course. If you are not clear on what it means to be recovered from your disaster, you will delay your recovery and increase your frustration with your progress.

You may have noticed that these principles are principles that we should all be engaged in every day, even when we are not in disaster recovery mode. In fact, if you find yourself dealing with a disaster, the cause may well be related to the fact that you failed to practice one or more of these principles in ordinary times.

Don’t let the smoothness of your current path lull you into carelessness. Start now to incrementally build these tools into your everyday life. You will reduce the likelihood of disaster overtaking you, and you will be better prepared when it does.

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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/

Blog Article – Create Buy-In for your CRM System

David Denis — Tue, 01 Dec 2009 03:59:27 +0000

This is a sample article for a blog on CRM (Customer Relations Managment), Sales Force Automation or Knowledge Management. This particular article is not technical, but deals with some of the human aspects of introducing a new CRM system to your sales team.

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Create Buy In for your CRM System

There are lots of reasons why your sales team will resist sales force automation. Mostly, they all boil down to one thing:

Change is hard.

The good people on your sales team have been working hard using their current tool for years. They may kvetch, they may moan, they may carry on about the shortcomings of the system, but in the years that they have been using it, they have figured out how to make it work. They have worn grooves in all the right places, and created calluses where they need them. They may not like the old system, but they have grown comfortable with it.

Now you are asking them to change. Now they need to enter information differently, enter different information and enter it more often. This change messes with the mojo and gums up the gears of their finely tuned psychological machinery. They fear productivity dipping and they don’t like it. Frankly, neither do you, but you know that this new system is way better than the old system if they would just give it a chance.

To reduce their resistance you must get out in front of it. At the earliest stages of talking about converting to an enterprise management system, you need to start earning your team’s buy in. Here are a few things to keep in mind.

Your salespeople are your clients.
Your CRM system is your product
You are the salesperson.

The only reason people ever buy anything – ever – is that they see the benefit in it for themselves. To insure that your team buys your new CRM system, you need to build the sale from the ground up, just like you expect them to do with their prospects. Here are a few suggestions that might help you.

Communicate Aggressively
Involve Widely
Train Deeply

Communicate Aggressively

At the very earliest stages of considering changing systems, start communicating what is going on.

Ask for feedback.
Hold discussions.
Explain the reasons.
Disclose the data driving the decisions.

Communication is a two way street. Tell your team what is going on, but listen to their concerns and their ideas. Don’t fear their reactions. By starting early, you give them time to adjust to the coming new realities. If you give them the data, they will come to the right conclusions (or maybe even better ones).

Use all the available technology to communicate in ways that are subject appropriate, time-efficient, and budget conserving. You don’t need to fly everyone from all over the country when an hour-long conference call can get the job done. Use survey monkey to conduct surveys on key questions. Use email. Even Twitter and Facebook can contribute to the discussion.

Involve Widely

You will reduce resistance to your sales force automation project if you get your people involved in the process across the board and at every level.

Advocate for your team and get them a place at the table for the software selection process. Have other members take part in the process of designing the conversion. Have these team members communicate what they are learning to the rest of the team. Aggressive communication has to keep on through the entire process. Early information reduces the surprise factor, and therefore reduces resistance.

Part of involvement means beta testing. You would not roll out a new product without market testing. Don’t roll out a new CRM without letting real salespeople (the customers of your new system) test it first. The feedback they provide will be invaluable. Take that feedback and use it to tune up your customization and training processes.

Train exhaustively

Reading a manual is not training. Attending a class or webinar is not training. Your people have been trained only when they can actually perform the desired behavior consistently. Training is not about knowing. It is about doing.

Therefore, make sure that you invest in real, sophisticated, hard-edged training design. Create a clear and specific set of learning objectives, and a series of exercises and feedback points that will insure that your people can actually execute the objectives.

All of this is expensive in terms of time and money, but it is an investment in your investment. If you fail to set things up properly on the front end, you will experience all kinds of delays and obstacles on the back end. It’s a “you can pay me now, or you can pay me later” kind of proposition.

Funny how “pay me now” almost always works out cheaper in the long run.

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

Blog Writing Tip – Writing for “You”

David Denis — Fri, 27 Nov 2009 16:00:53 +0000

The blog over at Harbor Light Strategic Marketing has a good tip on how to write blog posts that will engage your readers.

It reminds me of advice I received from Mark Pfeiffer, a mentor of mine and one of the best salesmen I have ever met. He is a huge advocate of using the word “you” as much as possible. He thought of “you” as the ultimate benefit statement.

Use your blog to promote your benefits

When selling (or promoting, or persuading) you must focus every point you make on the benefit of your point to your customer. In other words, it’s not about the thing, it is about what the thing will do for your prospect. Solving a problem, creating value, improving profit, reducing expenses — those are benefits.

Use “You” and “Yours” as often as you can in your blog articles

Mark believed that when you frame every sentence as a “you statement” everything you say comes out as a benefit. I don’t really think it’s exactly a one-to-one relationship, but the principle is valuable regardless. When you make your blog posts oriented to “you” your clients and prospects will more easily see the value for themselves and their businesses. When people find value in your blog they will come back to your blog over and over again and build a relationship that will make selling to them easier when the time comes.

Keep this in mind when you write your blogs.

Or…if you would like to use blogs to market your business, but you find the idea of all the writing just impractical, contact me. We can discuss how I can help you make it easier to use blogs to attract high quality clients.

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For information on how I can help you write your blog, newsletter, or web content go to my request a quote page.

SEO Article – Keyword Financial Advisor

David Denis — Wed, 25 Nov 2009 16:00:16 +0000

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/