Who Are You Writing for — Your Prospects or Google?

The problem with SEO copywriting is that the mandate to use keywords according to various rules set forth by SEO experts can result in awkward, ineffective, suboptimal copy. “It is essential to attempt to optimize online copy for relevant keywords to achieve a better search engine placement,” writes Don Libey, a multi-channel marketing expert. “However,”

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Stupid Recession-Fighting Business Tricks

During a recession, many businesses experience a decrease in revenues. Amazingly, a number are implementing what has to be the stupidest recession-fighting business strategy ever devised: charging customers MORE to make up for the lost revenue. An article in the Daily News (4/27/09, p. 4) reports that Bobo, a Manhattan restaurant, now charges patrons a

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Becoming a Freelance Copywriter After 50

CH, a downsized banker, asked me about the feasibility of changing careers and becoming a freelance copywriter. He is 52. Starting as a freelance copywriter after 50 is something I can’t advise him on with personal authority, since I started as a full-time freelance copywriter when I was 22. “Is it harder or easier to

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Don’t ASSume

In an episode of the Odd Couple TV show, Felix Unger once said: “When you ASSUME, you make an ASS of U and ME!” I agree wrong assumptions can make you look like an ass … not sure it does that to the other guy. Example: cowardly RT left a voice mail message (but not

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Where Will They See Your Commercial — TV or YouTube?

The Internet is where it’s at in marketing today, and online video is exploding. But a study from the Council for Research Excellence concludes that “TV is still by far the most popular medium for all consumers, both young and old.” The study found that the average consumer spends only 2 minutes a day watching

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B2B Prospects Prefer Print to Online

A survey of 741 small and mid-size businesses (SMBs) by Breeding Business Information (BBI) revealed that SMBs prefer print over the Internet as a source of product information. Of the B2B prospects surveyed, 43% said they rely most on magazine articles and direct mail to learn about products. Only 27.8% prefer social networking as a

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Stop Bloggers from Trashing Your Product

As I see it, the potential of blogging as a negative force hurting your product sales is actually greater than its potential as a positive force spurring sales. A case in point: In 2006, Dell determined that 48% of the comments posted about the company online were negative. To combat this bad blogosphere PR, Dell

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Are Your Customers Tightening Their Belts?

Yes, according to a March 2009 survey of 2,005 U.S. adults (DM News, 3/30/09, p. 7). Of those surveyed, 84% said they are concerned abou the economic recession and have cut back their spending. Only 14% of consumers said they are not concerned about the economy (and 1% said they didn’t know). In my little

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