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Features
January, 2008


Free Writing Resources!

Part II: Are These Mistakes Costing You Money?
Article marketing
By  Paul Hooper-Kelly

With the right title and summary you can achieve high traffic flow globally.
I
n the first part of this article we looked at Mistakes Costing You Money. Now we'll look at how to get the reader to visit your website.

So, having got your reader into the article, it goes without saying the article should be of sufficient quality and content to get them to read it all the way to the bottom, where lurks your resource box. The core idea of the article is to be full of useful information, but sufficiently incomplete to compel the reader to seek more information from you.

You should aim to make your article into a greased chute, leading your reader gently down the article, maintaining their interest until they get to the final paragraph and your resource box. To do this you can use a further psychological technique, called a nested loop, based on the deep need humans have for closure. Here's how it works.

When the anchorperson reads out the headlines of the upcoming items, they are carefully designed to keep you watching the entire broadcast. They do this by making the final item the most intriguing. That way, although you originally intended to just catch the headlines and switch off, that last intriguing headline keeps you firmly glued to the program (including all the advertisements) for fear of missing it.

Did you notice what I did there? That's an example of the nested loop in action. I ended the penultimate paragraph above with the words "Here's how it works." So curiosity compelled you to go immediately to the following paragraph, where the technique is revealed.

Now we come to the words in your resource box. In copywriting, this is the second most critical part of the sales letter, after the headline – and so it should be for you. When I tell you that, in copywriting, this part is known as the call to action, you'll get the idea. And the idea is to get the reader, having been interested in what you have to say in your article, to take action and come to your website, where you can further enhance the relationship – the eventual aim of which is to turn them into long-term customers.

But, unless you get your reader through this next gateway, you have wasted your article. So these are the vital points of a resource box that works.

Your name must be included (to build your brand). You show this in your copyright notice, but you can also repeat it, if you wish, in your resource box. What you must do is give a compelling, but succinct, reason why your reader should now visit your website. This should have urgency about it and be built around the promise of a free report, newsletter, or other information, which must be closely related to what they have just been reading.

Then, when your reader comes to your site, they will be a qualified prospect. In short, they know a bit about you (from your article and resource box) and are interested enough to pursue the same theme further. So, be sure to capture their name and e-mail before you provide the freebie, and then follow this up, later, with a closely related offer.

Never make the mistake of making more than one offer in a single resource box. Confusion kills response. One of the cardinal rules of marketing is always make it easier to buy than not to buy. Therefore you must have a live link in your resource box that the reader only has to click to be on your site. Test and retest that before you send your article to the bank.

That live link is the focus of your entire article marketing, so make sure it is a keyword phrase that encapsulates your offer. Being a live link, it will be picked up by the search engines and may just pick you up some bonus website traffic. If you want proof of that, simply type the link I've used below (free traffic volcano) into Google and you'll probably find my website. The last time I checked four of the first ten entries were for my website. That's the power of properly executed article marketing!
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Paul Hooper-Kelly is CEO of Internet Marketing Magician. He uses his experience in marketing to help ordinary people achieve extraordinary online results. He also writes about personal development plus good health and longevity through healthy eating. He is currently co-authoring a book on relationships with his wife. Claim your FREE copy of his new report, showing you how to create compelling articles that attract high-quality, eager buyers.

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© Freelance Writing Organization - International 1999-2049

Features
IN This Issue
The Write Group
Answering Submissions Calls
Part III: Have Ideas, Will Travel
Part II: Have Ideas, Will Travel
Part I: Have Ideas, Will Travel
Part II: Early Elementary Picture Books
Part I: Early Elementary Picture Books
Part II: Are These Mistakes Costing You Money?
Part I: Are These Mistakes Costing You Money?
Journey Within Your Mind

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Whose Books Are Turning Into Movies?
Bald Ego
Mouse Over To Pause

Writer’s Block
The path to inspiration starts
Upon the trails we’ve known;
Each writer’s block is not a rock,
But just a stepping stone.

Poetry Is Not
Penned to the page
Waiting for us to admire.
It is only a lonely thought
Caught by tears on fire.

Silent Echoes
A quiet rhyme upon a page
Is what a poet gives;
Some gentle words whispered in trust
To see if memory lives.

Bard From Deadlines
What makes a poem finally work
Is not the time it takes;
It’s how the poet used the muse
To prophet from mistakes.

Be Mused
The art and craft of poetry
Are not so far apart;
The craft comes from the cunning,
The rest comes from the heart.

Fine Vintage
Don’t plant your poem on the page
As though you’re hanging drapes;
It’s shape and flow should come and grow
Like wild summer grapes.

Getting It Write
Writers write what they know best,
Their passions, fears, and dreams;
Writers rarely write about
What other call their “themes.”

Double Vision
A writer’s life is paradox,
It’s more than what it seems;
We write of our reality,
The one inside our dreams.

Poetry
The echo of a promise,
The thunder of a sigh,
The music of a memory,
A child asking why.

Letter Perfect
Twenty six symbols arranged on a page
Can send a soul to heaven or torment it with rage,
Can free a fragile world or hold it in its net--
The power and the magic of the mighty alphabet.

The Write of Passage
The jump from writing just for fun
To getting paid for it
Begins when you first realize
You know you’ll never quit.

Pegasus
It is not the magic of his wings
That sets us free from our bond.
It is the muse within ourselves
That lets our words lift us beyond.

Photo Poet
Consider your mind the darkroom,
Consider your life the lens,
Consider your eye the camera
On whose focus the poem depends.

Rising Moon
A poem is a rising moon
Shining on the sea,
An afterglow of all we know,
Of all we hope to be.

Star Light
Writing a poem,
Reaching a star,
In making good art
We find who we are.

Spider Web
A poem is a spider web
Spun with words of wonder,
Woven lace held in place
By whispers made of thunder.

Re-Verse
The final draft upon the screen,
At last my poem’s through;
A verse of only four short lines--
I rewrote twenty-two!

Read All Of Charles Ghigna's Poetry at FatherGoose.com


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