Author Archives: Merrill

How To Write Compelling Optimized Web Copy – Part 6

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Optimized web copy is the key that gets readers to act now – plus attract the search engines and more visitors to your website:

But writing effective SEO web copy is a process, not a single event.

Today in Part 6 of How to Write Optimized Web Content…

You’re gonna’ see what else you need in your copy – copy that follows your headline.

The copy on each page must expand on the headline you’ve written, and be engaging and valuable enough for your visitors to spend some more of their precious time checking out your site.

It should be clear, concise, and compelling. While at the same time include your primary keywords for each specific page.

Make sure your web copy is believable, interesting, and easy to understand.

Different components you should include in the copy of every web page are:

  • Emotional benefits the reader will get with your product or service
  • Why they should do business with you, instead of your competition
  • Statistics and specifics to back up any claims you make about yourself
  • Testimonials from happy clients to show “social proof” that you’re as good as you say. (People are skeptical, and more often believe what others say about you)
  • A great offer that’s so good, they’d have to be brain dead to pass it up
  • A powerful guarantee that makes it risk-free for them
  • And a call-to-action that tells your readers exactly what you want them to do next. (call, visit, click, etc.)

After you write your copy, sleep on it, or set it aside for a few days. You’ll find words that don’t sound right, or are confusing or unnecessary. Change ‘em, or delete them.

Repeat that step at least on more time.

Then have a spouse or a friend read it to make sure your message is clear and compelling.

Hope these tips help … and if you want to get the best results that you can, consider hiring a professional web copywriter. That would be me. : – )

In case you missed the first parts of this series, here are the links.

Till next week then…

What are your thoughts?

If you want help with your marketing strategy, writing effective sales copy, have any comments, or have a marketing project you’d like help with, e-mail me or call me at 603-686-5140

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

How To Write Compelling Optimized Web Copy – Part 5

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“Headlines matter now more than
they ever did”

Let’s recap what you’ve learned about what’s involved in writing optimized web copy that gets readers to act:

  • You know why it’s important to know your target market like the back of your hand.
  • You’ve learned why you must research and using the right keywords and phrases, so you can include them in the right places on your web pages.
  • And last week, I discussed the different types of research that will make the difference between a useless website, (is as useful as a paperweight), or one that attracts visitors and converts them to paying clients.

But I bet you’re thinking … you haven’t written a single word of web copy yet.

Well, today in Part 5 of How to Write Optimized Web Content…

You’re going to start by learning how writing powerful headlines will give your web visitors a reason to keep reading.

From Seth Godin’s blog…

“Headlines provoke and introduce. They cajole and they position.”

“No headline = no communication.”

Just in case you don’t know Seth Godin – he’s a highly respected marketing guru and a best-selling author, so he knows his stuff.

The purpose of a headline on a web page (and every page needs a headline) is to immediately tell the reader they’re in the right place to get the help they want, so they’ll stay on your site.

There are many proven “formulas” to write engaging headlines such as:

  • “How to…”
  • Showing a big benefit
  • Ask a provoking question
  • Make a promise
  • “Secrets of…”
  • (There are a ton more, but I’m not getting into it today)

And no matter which one you end up using, your headline needs to get the reader’s attention in about 3 seconds or less.

Also try to write headlines that are clear, concise, unique, and include specifics if possible.

Since Google looks at the copy in your main headlines to tell them what the page is about, each page headline should also include the primary keyword phrase you came up with in your keyword research.

Personally, I write 15-20 possible headlines.  Some will be good – some will be bad, and everything in between.

Then I’ll send them to people that fit the target market, and ask them to tell me which ones get their attention the fastest. (That’s my own marketing survey).

After deciding on the best one for the main headline, I’ll use the others as subheadings later, when I write the actual copy.

Coming up with a great headline for your web pages that will attract search engine visitors, and compel them to continue reading isn’t an option …

Great headlines are crucial! (That is, if you want more leads and customers).

And just like the other basics I’ve shared, it takes time and work. It’s not too often a great headline just jumps out of the blue, without any thought.

Just like any other profession or trade, practice and preparation is the key to success.

If you’ve been reading my previous posts about writing compelling and optimized web copy, by now you should start to realize how much time and effort truly goes into it.

So, unless you’re willing to spend your valuable time learning the ropes so you can write web that works, you may want to consider hiring a professional copywriter to get the job done right.

By the way…That would be me. : – )

Any comments or questions?

To get more information about finding good keywords, SEO, the benefits of powerful copy, about this post, web/online advice, or about my direct response web copywriting services, e-mail me or call me at 603-686-5140.

In case you missed the first two parts of this series, here are the links.

Till next week then…

What are your thoughts?

If you want help with your marketing strategy, writing effective sales copy, have any comments, or have a marketing project you’d like help with, e-mail me or call me at 603-686-5140

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

How To Write Compelling Optimized Web Copy – Part 4

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Last week, we talked about the backbone of successful, optimized web copy: Researching for the right keywords.

Today’s in Part 4 of How to Write Optimized Web Content…

I’m going to explain why I spend the time to research and learn about your product or service – before I write a single line of web copy.
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How does your product or service
benefit your prospects and customers?
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It’s ironic how often most people can’t answer that simple question.

Or… maybe it’s not really that simple?

Regardless – this question must be answered before you or I can write web copy that attracts prospects to your website, and then compels them to contact you instead of your competition.

And this is where hiring a professional web copywriter can make the difference between night and day…

I’m sure you already know this, but to be most effective, each of your web pages should be optimized for only one primary product, using the keywords that you’ve already researched.

So here’s what I do next.

Once the product or service is determined, I spend my time to research the specific product. I’ll learn all about it including:

  • Product details
  • Why people use it
  • How people use it
  • The benefits they will get from using it
  • The industry jargon (words) your prospects may use to search for it
  • Who else provides your product
  • • How your product is different from your competitor’s
  • • And more…

To get this crucial information, I often look at websites, magazines, books, and sometimes even do my own surveys.

As I research, I take notes…

It usually involves several hours of research – but this is part of what takes to write a compelling and effective web page.

Or… your web page will sit there like a bump on a log – in the middle of nowhere.

Only then can you even think about starting to write web copy that rocks.

A friendly reminder – Write the copy for your readers first, and for search engines second.

In summary…Even if you think you know your product – research it anyway – and think about all the different things I look for.

I’ll betcha’ learn something new!

To get more information about finding good keywords, SEO, the benefits of powerful copy, about this post, web/online advice, or about my direct response web copywriting services, e-mail me or call me at 603-686-5140.

In case you missed the first two parts of this series, here are the links.

Till next week then…

What are your thoughts?

If you want help with your marketing strategy, writing effective sales copy, have any comments, or have a marketing project you’d like help with, e-mail me or call me at 603-686-5140

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

How To Write Compelling Optimized Web Copy – Part 3 of 7

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Last week, you learned why it’s so important to know who your target market is and what they’re looking for.

Now we’re gonna talk about…

Keywords: The backbone of your web strategy

You can help propel your site to the top of the search engine rankings … if you include the right keywords and keyword phrases … in the right places on your website.

But … If you don’t know what keywords to use, use the wrong keywords, use your keywords over and over in your copy, or just neglect to use them at all… then you might as well kiss any chance of a successful website goodbye.

Simply put – keywords and keyword phrases are the words Internet users type into the search engines to find your web site.

The search engine results pages (SERP) that Google, Bing, Yahoo, and even YouTube display are based on those keywords.

And they’re the ones that decide which sites to display (or not), and the order they are displayed, based on the the keywords in your:

  • Headlines
  • Subheads
  • The body copy
  • Page Title Tag
  • Description meta tag text
  • And hyperlink or anchor text

Granted, keywords are only one part of the complex formulas search engines use to figure which sites to display, but they are vital to your website getting found.

If you do like many people, and just whip up a website without any regard to how your prospects will find it using keywords, you might as well give your money to charity.

You must spend the time or pay a professional to research keywords and keyword phrases that will attract the search engines and the people searching for your product or service.

You can find the best keyword phrases for each of your web pages using free keyword research tools such as:

And as I mentioned earlier, make sure you use them the title bar, page headlines, link copy, and sprinkled throughout the body copy.

IMPORTANT — Write the copy for your readers first, and for search engines second. (Remember last week’s post about knowing your specific market?)

No doubt about it… Writing compelling copy for people and search engines is a delicate balance (not to mention much harder, and takes more time) but it’s worth the expense.

In summary…search engine optimization (SEO) and keywords is a specialized (and crucial) niche within then website industry, and many so-called SEO experts often providing inaccurate information.

So be careful. Most times, clear, concise and consistent application of SEO and keyword basics end up working better than “expert” advice.

To get more information about finding good keywords, SEO, the benefits of powerful copy, about this post, web/online advice, or about my direct response web copywriting services, e-mail me or call me at 603-686-5140.

In case you missed the first two parts of this series, here are the links.

Till next week then…

What are your thoughts?

If you want help with your marketing strategy, writing effective sales copy, have any comments, or have a marketing project you’d like help with, e-mail me or call me at 603-686-5140

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

How To Write Compelling SEO Web Copy – Part 2 of 7

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If you want  search engines like Google and Bing to send more visitors to your website, there are only two primary ways to get them to pay any attention to you.

You either need to pay for Pay-Per-Click ads, or you must optimize your website’s copy and content specifically for them. (Or both)

I’m going to talk about writing optimized web copy.

Last week, you learned why a great web copywriter is crucial to your success – because it attracts people who are searching for your product or service.

Step 1 – “Behind-the-scenes” look into writing effective optimized web copy

And it’s not what you probably think…

The first thing you need to do – even before you write a single word – is to know who your target market is.

For example:

  • Who will be searching for your product?
  • Why they are searching for it?
  • What will they use it for?
  • Are they looking for information, or are they ready to buy now?

Knowing the answers to these questions will make it easier to write copy that’s focused on them, using the terminology they use. Basically creating a “personna”, a virtual visitor, if you will.

(Of course, this particular information is the key to the success of all your marketing communications and techniques.)

But it involves spending time researching and thinking about them, and how your product or service relates to solving their problems.

Knowledge is power, especially when you have it and your competitors are just guessing.

Personally, I spend an hour or two, maybe three researching, and giving thought to who will be searching, so I can figure out how to best give web visitors exactly what they’re looking for.

Next week, I’ll provide you Step 2 in this mini-series from a professional web copywriter.

Till next week then…

What are your thoughts?

If you want help with your marketing strategy, writing effective sales copy, have any comments, or have a marketing project you’d like help with, e-mail me or call me at 603-686-5140

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

7 steps to search engine optimized web copy that sells

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Are you one of the thousands of New Hampshire business owners disappointed by the dismal number of qualified leads and sales your website generates?

If you are,  I got news for you… You’re not alone!

Let’s see if we can figure out why.

From my experience, one big (ahem – huge) reason that most websites don’t perform is because there’s no good, compelling web copy to persuade readers to read more and take the whatever action you want them to.

And if you think about it, it makes perfect sense. When most businesses hire someone to develop and design a website, they don’t put a priority on search engine optimized copy that’s also laser-focused on the reader.

Instead, web designers usually use a company brochure for the copy they put on your site. But on the Internet, knowing what to say and how to present your sales message is important to your site’s success.

Why is this? There are several common reasons, but it usually boils down to keeping the price as low as possible by not hiring a good web copywriter, the designer being lazy, or just not understanding how important compelling web copy really is to get good results.

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Why do you need a good web copywriter?

If you want your website to attract and persuade prospects, then optimized and compelling web copy is not only important, but it’s crucial! (Assuming you want your website to produce results)

Good web copy that sucks prospects in like a vacuum cleaner is going to cost you up-front, but they’re worth every penny. And because it’s a lot of work and takes a lot more time than you think, not many people can write good web copy.

The irony here is that lousy or no web copy could can cost you a small fortune. (and you’ll know if your copy sucks, because nobody ever calls you after looking at your website)  Namely from lost opportunities and sales, which you’ll never ever realize.
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Great web copy doesn’t grow on trees

You see, in a nutshell, the purpose of compelling web copy is:

  • • To help get your website found by search engines (Google, Bing, Yahoo)
  • • Then to get your prospects attention once they’re on your web site, so they’ll keep reading
  • • Show them they are in the right place, and how your company can help them
  • • Build trust, and give them a reason to do business with you
  • • And finally… tell them what to do next

Quite frankly, most people think they can write for the web well (and a few can), but the truth is – most can’t.

That’s why some people write persuasive web copy for a living, and most others don’t. because they’re better at writing great web copy than everyone else.

So starting next week, I’m going to tell you about Step 1 from a “behind-the-scenes” look into the world of web and SEO copywriting from an insider’s perspective. And I’ll show you all the work that’s necessary to write effective web copy that will accomplish all the things in the list above.

What do you think?

If you want help with your marketing strategy, writing effective sales copy, have any comments, or have a marketing project you’d like help with, e-mail me or call me at 603-686-5140

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

When is the wrong time to redesign your small business website?

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You’ve finally gone and hired a web designer to redesign your small business website.

But what’s the real reason why?

Is it because you are bored with your current site?

Because your web site is old and hasn’t been touched or added to since it was new?

Or maybe you just want to re-brand yourself, the look, and change the colors?

Oh… I see… you also want to get more traffic to your website.

Now we’re on to something most business owners want – more visitors.
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But you said you wanted a shiny new web site

Unfortunately, many of you think making your website flashy and pretty, with cool new colors will get more people to visit the site.

But in my humble opinion, you’d be dead wrong.

What you’d end up with is a nice looking website that nobody sees – kinda like having a great looking billboard in the middle of the desert.

It’s beautiful, but nobody will ever see it.
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Relevant, keyword-rich content is still king

Instead of a redesign, what you should be doing is concentrating on the words people will be searching for, and developing new content, blog posts, and pages so search engines will find your site more often.

There’s no doubt that a good image is important, but Google doesn’t rank your website based on your image and good looks. The only thing it can tell what your site is about is by reading the content (words) on your web pages.

So… if your primary reason for redesigning your company’s website is to get more visitors and convert more of them to paying customers…

Then visually redesigning your site to make this happen usually won’t work.

You’ll get better search results with a decent looking site with lots of great content about your products and services, than a stunningly beautiful site with little content.

In other words, you’ll probably be better off hiring a copywriter to write quality content for your readers than blowing your wad on a graphic designer.

What do you think?

If you want help with your marketing strategy, writing effective sales copy, have any comments, or have a marketing project you’d like help with, e-mail me or call me at 603-686-5140

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

How to get more customers for your small business, without selling

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It’s true! If you own or manage a business, there is a way you can get more qualified leads and more paying business, and you can do it without using traditional selling and marketing tactics.

I know…because I’ve personally used this technique to grow my own business.

Before you start screaming at me, because you think it’s some sleazy link exchanges, or underhand method of buying leads, give me a second.

Because it’s not. It’s a proven way that many successful business people have used to grow their own businesses.

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Successful business professionals use this technique

For example, maybe you’ve heard of Jay Conrad Levinson, author of the best-selling Guerrilla Marketing series of books, now chief of the world-famous Guerrilla Marketing Association…

Or Richard Bolles, author of best-selling job-hunting book What Color is Your Parachute, now considered by many as America’s top career expert …

Or David Meerman Scott, best-selling author of Real Time Marketing & PR, and highly respected marketing expert…

These guys are well known as experts in their fields, and they also used this technique to bring in more profits than all the other marketing techniques they’d used.

So what did I do, that they also did?

I wrote a non-fiction business book titled How Your Small Local Business Can Get More Customers on the Internet. It’s not just any book, but a book that shares my professional knowledge, and how it can help my clients.

Now I’m a bona-fide published author!

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The easy path to instant credibility and expert status

And it gives me instant credibility, and readers perceive me to be the local “expert” on the subject of online marketing. Think about it…how many other local business owners have written and published a book?

Writing your own business book is certainly a great way to build your business, and with some commitment on your part, you can do it pretty quickly and inexpensively.

With help from professional book coach Roger C. Parker of www.publishedandprofitable.com, it took me less than six months from initial concept to holding the printed book in my hands.

Plus, because it is self-published, my total cash investment was less than a Yellow Pages ad was.

Now, as business professionals read it, and realize I know what I’m talking about, they’re hiring me for speaking engagements, and also to advise them on their own online marketing strategies.

The cost per copy is so low, I’ve even sent free copies of my book (instead of a brochure) to potential prospects and with my proposals.

No doubt about it… sending a printed book instead of a traditional brochure sure gets people’s attention and say “Wow, he knows his stuff, because he wrote a book!”

You’ll surely stand head and shoulders over your competition, since I’d almost guarantee… none of them have a book to offer.

So what are you waiting for?

Start writing today, and if you have any questions or comments, contact me or Roger Parker, and we’ll get you on the track to successfully and profitable writing your very own book!

What do you think?

If you want help with your marketing strategy, writing effective sales copy, have any comments, or have a marketing project you’d like help with, e-mail me or call me at 603-686-5140

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

A simple way your business can grab more customers than your competitors

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Dear Mr. or Ms. Business Owner:

Let me ask you a question…

Does your laundry list of services and features look just like your competitor’s lists?

If it does – don’t feel bad, because you’re in the majority.

But just so you know – this can be a big problem for your business – but one that can be solved by using a little brain power.

Let’s assume you’re in this group and see why it’s not a good thing…

Because you offer the same business products and services as everyone else – your prospects don’t have even one compelling reason to choose YOUR business over the others. In other words, you don’t offer them any advantage over your competition.

Then, the only way to differentiate yourself is with price. And I’m sure you’ll agree that price cutting just to get a sale doesn’t make good business sense in the long run.

That’s because people will buy from you just because of the deal, and we all know a successful business is built from long-term customer relationships.

Not to mention the fact that discounting severely cuts into your profits, especially when it’s a one-time customer.

Fortunately, it’s not too difficult to solve this, and start converting more of your prospects to paying customers.

All you gotta do is add some extra value to your services... something unique … or something your competitors don’t or can’t offer.

Many marketing types call the a Unique Selling Proposition, or USP for short.

Here’s a perfect example of adding value:

I was researching local auto body shops in the Portsmouth, N.H. area because I needed to get some body work done.

Now there’s a ton of body shops around here, (lots of really bad drivers, I guess), but I finally chose Jason Batistelli of Mirror Image Automotive in Greenland New Hampshire to do the work.

Why? Many of the prices were similar, which made it a tough choice, if I was making my decision based entirely on price. But Jason offered something the other shops didn’t (several things actually).

He was personable, was very detailed in his quote, and up front in his recommendations. You could say – he made me feel comfortable.

He provided a lifetime warranty on his auto body work.

He gave me rides back and forth to drop off and pick my vehicle up when it was done.

Plus… he completely cleaned and vacuumed the interior, and washed the vehicle when it was done, so the dust and dirt was gone!

These “extras” sealed the deal for me. Convenience for me and the fact he cared enough about the final results made me a customer for life. (though I hope to not get into any accidents soon).

None of the body shops I talked with even came close to the value Jason offered.

Once you add value, you give your prospects a “smoking gun” reason to choose your business instead of the “others”.

And the value you add doesn’t have to cost you a ton of money, maybe none at all, but your prospect needs to perceive it as different and valuable to them.

So start thinking what you can do to add value to your business, and see how it affects your profits.

Dare to be different! If you don’t know what you can do, look at marketing materials and ads from other industries. Find something and adapt it to your business.

Oh… if you already offer something different, make sure you promote the heck out if it any time you can!

What do you think?

If you want help with your marketing strategy, writing effective sales copy, have any comments, or have a marketing project you’d like help with, e-mail me or call me at 603-686-5140

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

Part 15 of 15… Marketing and advertising power tips for NH small business owners

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The final tip of the 15 Profitable Marketing Power Tips that should be used in every marketing or advertising technique you use to promote your business is finally here.

If you own or manage a business, and are responsible for generating new prospects and clients with advertising, then you can use this technique to increase response to any of your sales copy.

Today’s tip is about a technique often used by copywriters to be write more persuasive sales copy, and it will work in any media.

Think about this for a second…

Wouldn’t it be nice if you didn’t have to sell your products and services to your prospects?

What if somehow, your prospects could sell themselves on your services?

Well – if your copy is good, they can.

I’m sure you’ve seen ads and sales letters that are an obvious pitch to convince you to buy something (which isn’t a bad thing).

The problem though, is people are super skeptical these days, and they hate to be sold to, so they ignore most sales messages they see.

So what can you do to overcome this?

Through your copy, you deliver your sales message in a way that doesn’t look like a sales message.

Instead, use a short story showing how your service was a hero to the main character, and make the prospect feel like he was the main character.

Then use proof, testimonials, and studies to imply your service is exactly what they need, without coming right out and saying so.

And they’ll come to the obvious conclusion they need you, and they’d be stupid not to use your services.

Profitable Marketing Power Tip #14:

Use stories and other proof factors in your copy. Your prospects will see the implied benefits your services offer, and basically sell themselves on the fact they need you. And all without using a “hard sell”.

This doesn’t always work, but it works enough to test it in your copy.

Do you agree?

To check out the previous tips you may have missed, the links are below:

Part 1 marketing & advertising power tips for NH small business owners

Part 2 marketing & advertising power tips for NH small business owners

Part 3 marketing & advertising power tips for NH small business owners

Part 4 marketing & advertising power tips for NH small business owners

Part 5 marketing & advertising power tips for NH small business owners

Part 6 marketing & advertising power tips for NH small business owners

Part 7 marketing & advertising power tips for NH small business owners

Part 8 marketing & advertising power tips for NH small business owners

Part 9 marketing & advertising power tips for NH small business owners

Part 10 marketing & advertising power tips for NH small business owners

Part 11 marketing & advertising power tips for NH small business owners

Part 12 marketing & advertising power tips for NH small business owners

Part 13 marketing & advertising power tips for NH small business owners

Part 14 marketing & advertising power tips for NH small business owners

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If you want help with your marketing strategy, writing effective sales copy, have any comments, or have a marketing project you’d like help with, e-mail me or call me at 603-686-5140
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