| Better than offline promotion such as press
releases, talks, or networking? Better than search engine placement, banner ads, ezines
and news groups?
Yes! The number one way to promote your service and your
products is through informational how-to articles that you send to top Web sites and
dozens of no spam opt-in ezines.
Content is still King on the Internet. People want your
free information. That is why they go Online. When they see your useful, unique
information, they will be more inclined to click the link in your signature file that
leads them to your Web site where your coaching practice or products are sold.
Where to Start?
1. Find an existing article, excerpt from your book,
coaching sessions stories, or how-to information from your talks.
You already have a wealth of information to choose from, so
this step is the easiest one. Once you get going, you can write an article in less than
one hour.
2. Target your article to your Web site buyer or ezine
subscriber to attract more interest to your service. Think of each article as a mini sales
letter.
Without a specific audience such as entrepreneurs, personal
growth seekers, or small business people, your article may lose cohesiveness and
continuity. People lose interest if your article is too general. Your best audience is
your online business audience because they want and need many kinds of information and
services. The best part? No competition because the Net is still underused as a
promotional tool.
3. Write a new introduction for each article.
An introduction leads to what you are selling--the valuable
information you want to share. Your first line must hook your audience. Ask a question
about its concerns or problems. Think what questions need answers. Lead your audience into
the how-to's by writing a headline following the introduction, something like: Use These
Five Ways to Boost your Ezine Subscribers.
4. Write what the opt-in ezines and top web sites want.
Most opt-in ezines and Web sites publish articles from
500-1000 words because they need new, fresh content almost daily. They need you to submit
your articles in 65 characters per line. A good program for this is www.text.pad.com,
which automatically formats your articles to these specs. Make your articles useful,
original, and written in a conversational way with how-to steps.
Don't worry about giving away too much. These articles put
you in an advanced category of dedicated professionals that attracts new clients
regularly.
5. Write for your audience.
Your online audience will be primarily other business
people. They want and need your information. They will post it on their ezines and on
their sites. Some people like conversational articles. Others want short and sweet, so
they can get what they want fast! They like headings so they get the main points fast.
They like tips, how to's, interviews, and question and answer formats.
After you write with one focus, change it slightly.
Reinvent a new angle. Write for a different audience. I submit the same information about
writing and publishing eBooks to authors, speakers, coaches, and entrepreneurs who
subscribe to the multitude of ezines available.
6. Give the background of the problem.
You need to reach your audience where they are. Point out
their challenge. Perhaps it is procrastination. What are its consequences? Include those.
Write how many suffer from this malady too. Include your audience so that they will read
on. Next meet them where they want to be--their problems solved. That's where you give
your list or how to's. This is the formula put forth in the book, "How to Market your
Business Online."
7. Write the benefits of your information.
If you don't give your reader a "reason to buy"
in your article's title, headlines, or how to's, they won't go to your signature box and
link back to where your products or services are offered.
For instance, the one main benefit to writing online
articles is to quadruple sales within four months. Other benefits include raising your
credibility, gaining subscriber and audience trust, and becoming a household name, so your
unique, useful message can reach many more people.
8. Maximize the promotion power of each article you write.
In less than an hour, your can revise one article to meet
the needs of different audiences. Angle one topic like procrastination to business people,
at home women, students, or personal growth. Include specific benefits for each audience.
Put the benefit into a picture or feeling.
Like giving your book a specific angle these ideas can
attract many new potential clients to your site. You'll only need to write a new
introduction and conclusion to fulfill your endless creativity.
9. Give each article an introduction and conclusion.
Of course, create these in just a few sentences, because
Online readers want shorter sentences, say under 15 words; shorter paragraphs, say under
five sentences, and shorter length than articles for print media, say under 1000 words.
The best introduction can be a shocking, or benefit-driven
sentence such as, “Stop Throwing Promotion Time and Money Down the Drain."
Your introduction hooks; your conclusion can sum up main
points, or add another reason why your information will benefit your audience. You may
want to include a consequence of not acting on your suggestions, too.
10. Finish your article with a signature box at the end
that pulls people to your site for more information.
A weak signature file kills sales and contacts. Make sure
your email address reflects your business name. Forget selling here. Instead offer free
ezines, free reports and a link to where you want your visitor to go. Perhaps it would be
to coaching information or ebook links.
Did I say include benefits? Yes! Use a concept phrase like
20-year coach helps manifest your online promotion dream. Include a local and toll-free
phone number, email, and Web address.
Yes, it takes a little of your time, but these articles do
make a difference in attracting your target audience to know and want you. They made your
coach number one-three in Google with the sales to follow--and in a short time of eight
months.
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