Every time my buddy asks (or tells) his 5 year-old son to do something, he always responds with a question – “Why?”

And if you have young kids, you know where I’m coming from.

What I didn’t realize until recently though, is how important the question “why?” is with regards to writing ad or sales copy.

Why, you ask? (no pun intended)

It’s quite simple really…

Because if your copy can answer that question, it will have a much better chance of getting your readers to respond.

Answering it will overcome the possible objections and obstacles they have, but only if you answer it to their satisfaction.

Plus it provides a “reason why” – just make sure it’s believable.

Basically, if you can write copy that the reader looks at, and they don’t have to ask “why?”, then you’ve done your job.

Let me know your thoughts on this…

And visit www.webcontentNH.com for help with Website design, writing SEO copy, e-mail marketing, or other online marketing strategies.

To your marketing success!

Merrill Clark
Website and Marketing Copywriter

My upcoming book titled: “How Your Local Small Business Can Get More Customers On The Internet” aims to fill the void between books that provide general marketing techniques for local businesses and ones that give online marketing tips for Internet Marketers.

It will be priced at only $24.95, so any business owner or sales professional will be able to afford it, and it includes 27 chapters chock-full of practical online marketing advice that any business owner can easily take advantage of. And it’s all right here in one book.

And as a savvy business owner, you really can’t afford not to pick up a copy of this book!

Plus, you’ll even understand it because it’s written in simple-to-grasp language, not for the technical crowd.

I’m working on a website for it as we speak…and will keep you posted on the progress.

To give you an idea of what kind of marketing ideas you’ll discover in this book, here are the first 8 chapter titles –

CHAPTER 1 Does your business really need a website?

CHAPTER 2 And your website’s primary purpose is

CHAPTER 3 Knowing your ideal online prospect

CHAPTER 4 If your site quickly answers these 4 important questions… they’ll stick around

CHAPTER 5 The importance of a website’s usability, design, and layout

CHAPTER 6 Why powerful web page headlines are vital to your success

CHAPTER 7 Web copy that sells

CHAPTER 8 Why you need a great offer and a powerful call-to-action

Okay…I promise to keep you up to date as the availability gets closer…

If you’re a small business professional or owner who wants to find out how to market your local business using the power and reach of the Internet,  make sure you get your own copy from the first print run before they run out.

To guarantee your personal copy, email me today so I can add you to my pre-order list.

And visit www.webcontentNH.com for help with Website design, writing SEO copy, e-mail marketing, or other online marketing strategies.

To your marketing success!

Merrill Clark
Website and Marketing Copywriter

If you do – give yourself a big pat on the back.

Unfortunately though, I think you’re in the minority.

For example, just this past week, I contacted 4 companies to get more infiormation about their services. One via their “Contact Us” page on their website, one directly with email, and the other two by leaving voice mails.

After waiting 7 days, let’s just say the results of their follow up were less than impressive… Out of the 4, one of them responded to me within 1 day (perfectly acceptable), another got back to me 4 days later…and the other 2 – I never heard from them at all. Jeesh!

Prompt follow-up to business inquiries is not only common sense, it’s absolutely crucial if you want to get new clients. And if my experience was any indicator, I guess many companies don’t want any new customers.

Not to mention the money being flushed down the toilet while generating new leads, and then not even following up.

So if you want to impress the heck out of a prospect who wants more information about your products or services, make sure you return their call or their email right away.

Chances are good that you may be the only one or the first one who responds, and you may get yourself a new client because you took the time to respond in a timely manner.

Let me know your thoughts on this…

And visit www.webcontentNH.com for help with Website design, writing SEO copy, e-mail marketing, or other online marketing strategies.

To your marketing success!

Merrill Clark
Website and Marketing Copywriter

It’s often called “lumpy’ mail. And it’s just what it says…lumpy.

I’m sure you’ve seen it before… Letters with pennies or nickels inside, or maybe free pens or envelope openers. Anything that makes it stand out from the rest of your mail.

Why does it work?

The biggest reason is because people are intrigued by mail that’s not flat, and generally can’t wait to tear it open to find out what’s inside. The curiosity factor just eats ‘em up until they open it.

There’s been numerous tests with the exact mail promotion, one with and one without the “lumpy” add-on, and usually the response rates from the lumpy mail win.

For example, if you are a financial planner could attach small a golf tee to a promotional letter titled “Finally…How to Retire And Play Golf Every Day Of The Week”.

People underestimate the power of human curiosity, but it does work.

At the very least, it’s worth a test. Just make sure the “lumpy” piece is relevant to your message, and send some out.

Granted, the expense will be a bit higher, but the response you get, assuming your message and target audience is good, should more than pay for the added cost.

What do you think? Have you ever tried this?

And visit www.webcontentNH.com for help with Website design, writing SEO copy, e-mail marketing, or other online marketing strategies.

To your marketing success!

Merrill Clark
Website and Marketing Copywriter

Because of that (and other reasons), it’s important for you to maintain “top of mind” awareness of your prospects and clients.

Then…when they do need you, they’ll think of calling you first.

So what can you do to stay on their minds?

The best way is to just keep in regular contact with everyone on your mailing lists. I recommend at least one “touch” per month.

What to send…

• Relevant articles you wrote
• Newspaper articles
• Thank you notes
• Personal notes
• Newsletters
• Invite them to a seminar or special event
• Quick email about a special offer (but don’t do this one each time)

Try it – it’s easy and an affordable way to stay on your prospect’s and customer’s mind.

What do you think?

And visit www.webcontentNH.com for help with Website design, writing SEO copy, e-mail marketing, or other online marketing strategies.

To your marketing success!

Merrill Clark
Website and Marketing Copywriter

Of course, there are lots of effective ways to promote yourself.

Marketing techniques such as websites, email, social media, direct mail, branding, and networking.

Some are relatively inexpensive and some…well, let’s just say they can be pretty pricey.

But there’s one technique being used that I’m recommending to certain clients that won’t drain your bank account – as a matter of fact, sometimes it won’t cost you a cent – and can work like a charm to generate new prospects that are highly qualified and interested in what you have to offer.

I’m talking about holding free seminars.

It works like this:

You rent a small conference room for 5-8 prospects and start inviting by placing small ads or by networking.

In Portsmouth, for example, I can rent a small room from IOS at Pease Tradeport for about $20/hr.

The key is to offer a topic your prospects are interested in and that will get them thinking about how you can solve their problems.

All you have to do is create an outline explaining the problem they face, then talk about it and how you can solve it for 60-90 minutes.

At the end, make an offer to the attendees they can’t refuse, such as a free consultation or more information, and use that to promote your expertise without being “salesy”.

As a matter of fact, depending on the topic, you might even charge them a small fee to attend.

The bottom line is to use these seminars to attract qualified prospects to you, and show them how you can help them solve their specific problems.

It sure beats the heck out of cold calling potential prospects, don’t you agree?

What do you think?

And visit www.webcontentNH.com for help with Website design, writing SEO copy, e-mail marketing, or other online marketing strategies.

To your marketing success!

Merrill Clark
Website and Marketing Copywriter

For example:

“We’re the leading parts distributor in Southern New Hampshire”  or “Rockingham County’s #1 Auto Dealer”

They’re just empty fluff words written to fill up space…

And because you see them so often, you may even be immune to them.

It seems like every business inflates their claims of being the best – but should they?

I don’t think so. Who cares or believes claims that just aren’t true. Heck – they don’t even sound real.

What you, as a business professional, need in your marketing materials is tp provide proof that differentiates you from your competition’s claims. In other words, actual, valid proof about the claims you make.

4 ways to make your advertising claims more credible

     • Third party endorsements
     • Valid statistics
     • Success stories
     • Before & after comparisons

Start using these in your sales copy today and deliver the proof your prospects want to see.

Let me know your comments!

And visit www.webcontentNH.com for help with Website design, writing SEO copy, e-mail marketing, or other online marketing strategies.

To your marketing success!

Merrill Clark
Website and Marketing Copywriter

You see, when you delivering a sales message that sounds like sales pitch – or if you sound or act like a salesperson — your message is doomed.

Think about it…do you know anyone who wants to listen to a sales pitch?

Deliver a compelling message

Fortunately, you can easily fix this. All you have to do is change your message so you’re delivering an educational message instead of a salesy one.

Just educate your prospect about his problems and the solutions you can provide.

 Offering free, relevant information that helps your prospect’s ability to solve their problem or how to get more help goes a long ways in establishing trust and credibility.

Let me know your comments!

And visit www.webcontentNH.com for help with Website design, writing SEO copy, e-mail marketing, or other online marketing strategies.

To your marketing success!

Merrill Clark
Website and Marketing Copywriter

But sadly, it doesn’t get used near enough. And the result – weak, wimpy copy that gets poor response.

And nobody wants lousy results…

So what can you do to get more successful ads and sales copy?

You use emotion as the key to unlock the door to advertising success.

It’s been shown over and over that people make purchases based on emotional reasoning…then look for logic to support their buying decision.

For that reason – make sure your sales materials such as ads, sales copy, and web copy appeal directly to the emotions of your reader. Get into their head (I’m not saying to be dishonest) by getting their emotions riled up. Make them feel something…angry, excited, scared, whatever – but trigger some sort of feelings.

Then, back it up with some logical reasons they should buy. Then they’ll be able to justify their purchase to their spouses, friends, or bosses.

Of course, in order to do this effectively, there are a couple of other tips you should keep in mind.

1. Think of your marketing copy as a personal conversation with only 1 person
2. Write in a simple language your readers understand
3. Write your copy using the same words you use when you speak
4. Get straight to the point
5. Be yourself

Let me know your comments!

To your marketing success!

Merrill Clark
Website and Marketing Copywriter

Space ads, postcards, sales letters, websites, and on and on.

But have you tried networking groups that give you the opportunity to give and receive qualified referrals on a more consistent basis?

There a many referral groups around, but one that’s provided me a good source of prospects is BNI.

BNI is an international organization with chapters in about every area of the country.

They have weekly meetings and are structured in a way that’s been proven to be effective at maximizing the member’s time and number of referrals given.

The investment is affordable, and you do have to make a time commitment to be at each meeting and to meet and learn about the other members.

“Givers Gain” is the motto, and the group is built on relationships, trust, and giving.

Basically – the more you give – the more you get.

So if you’re looking for a way to network that seems to be head and shoulders above any local Chamber of Commerce meetings, consider visiting a local BNI group. You can find local chapters and more about it at www.bni.com.

Let me know your comments!

And visit www.webcontentNH.com for help with Website design, writing SEO copy, e-mail marketing, or other online marketing strategies.

To your marketing success!

Merrill Clark
Website and Marketing Copywriter