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.”

And, are we not in business?

Therefore let us not be squeamish. Let us talk directly about selling, because the fact is that we want to sell and [...]]]> Selling is the root of all business. To paraphrase one of the first lessons of my first sales training experience – without selling there is no business.

And, are we not in business?

Therefore let us not be squeamish. Let us talk directly about selling, because the fact is that we want to sell and we want to sell lots and lots of whatever it is we have to sell. We want sales up to the eyeballs and sales coming out the wazoo.

Of course salespeople sell face to face and eyeball to eyeball. But what about all the other stuff that goes in the name of selling? Does your website sell? How about your printed material: brochures, postcards, sales letters, ad copy, product sheets and catalogs? Do you make your words work for you, or are you just spending money and wasting perfectly good paper and bandwidth?

Shouting is not Selling

Simply making loud noises does not by itself constitute selling activity. Flashy websites with clever animation do not create customers. Bright lights and dancing girls are not what lands the account. If the sounds you are making do not express benefits and value, your sounds are not selling. They are merely noise.

Advertising is not Selling

Advertising only helps if it makes selling its first priority. It’s not about hours of air time or acreage on the printed page. It’s about copy and images that communicate value and benefits. Good advertising starts your sale off right, but poor advertising, even in huge volumes, won’t move a stick of inventory off your shelves.

Promoting is not Selling

Printing your name on a pen or a coffee mug is not selling. It is good to remind your prospects that you exist. It is good to give them something useful and to make sure they have your phone number handy. But that is not selling. That is called giving stuff away and waiting quietly by the phone.

Communicating Benefits is Selling

Your prospect is only interested in what you can do for them. Can you save money? Save time? Increase profit? Reduce pain? Simplify their life? Increase enjoyment? Good selling is learning your prospects needs and then demonstrating with clarity and accuracy how your product or service will meet those needs.

Persuading is Selling

Your prospect is not convinced. When you convince them that your product is what they need and that it is worth way more than what they must pay, you have sold them.

Solving Problems is Selling

We all have problems. We will pay good money to make them go away. When you listen to your prospects and provide solutions to their problems, you have sold them.

Look at your written marketing materials. Do they communicate benefits? Are the persuasive? Do they present solutions with clarity and conviction?

If you are not getting sales results from your media they are investment you are probably missing one or more of these features. Do yourself a favor and save the company money by scrapping them and getting material that actually sells. Remember, nothing else happens in your business until you make that sale.

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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