SEO Fast Track Review

SEO Fast Track

I’ve downloaded the SEO Fast Start, 2009 Edition at http://is.gd/1ivZL.  It’s a free SEO report, which the author could easily sell for $100.  Yet to get the full benefit, it’s important to look at SEO, from different perspectives.  You can get some different free perspectives.

1. One was covered by Inbound Marketing University at http://tinyurl.com/p6ny2r, which had a couple of excellent SEO videos.
2. The other is from the 2009 edition of the thirty-day challenge.    You can sign up for the free, 30-day challenge at http://tinyurl.com/cotnjy.  A good summary is found at http://tinyurl.com/2h3mh9, under “Thirty Day Challenge Training”.

Let’s get started

A good way to get started is by a chapter listing, of this 100-page e-book:

1. Chapter 1 – Introduction – Getting Started
2. Chapter 2 – How Search Engines Work
3. Chapter 3 – Developing Keyword Strategy (Step 1)
4. Chapter 4 – Optimizing Site Structure (Step 2)
5. Chapter 5 – Optimizing Web Pages (Step 3)
6. Chapter 6 – Link Building and Promotion (Step 4)
7. Chapter 7 – Measuring Your Results (Step 5)
8. Chapter 8 – Refining Strategy and Tactics (Step 6)

If you read these chapters, you can then review the SEO inbound marketing university tutorials:

1. SEO Crash Course to Get Found
2. Advanced SEO Tactics: On Beyond Keyword Research

How Good Is The Book?

When I was taking the Inbound Marketing, SEO courses, there was an interesting observation regarding SEO.  One SEO expert mentioned it was hard to learn, while the second SEO expert said it’s easy to learn.  The seminar presenter then commented on the different professional opinions.  It depends on what aspect of SEO you’re talking about.  Basic SEO information is simple.  More advanced concepts are difficult.

So how should we rate this book, in regards to the SEO spectrum?

If I look at the writing style, it’s very simple – very easy to read.  Yet the author does cover deep concepts, which might seem difficult on first reading.  I read the first version in early 2008, which I thought SEO stood for “Seek Expert Opinions”.   There was some difficulty plowing through it.  Now after I had training from places like Inbound Marketing University, 30-Day Challenge, etc., the 2009 edition is refreshingly “uncomplicated.”

I remember when studying for Motorola’s Six-Sigma Black Belt, I used to read tons of academic tutorials on statistical concepts (I.E. – regression analysis, factorial analysis, etc.), in order to see various topic perspectives.  This way, I was able to approach the same subject, from various angles – in addition to the Motorola text presentations.  Now the same holds true of subjects like SEO.  This is a great book, but it’s like looking at a three-dimensional building – except that you see various two dimensional pictures.

Guess what?

Something as simple doing the SEO cartoon quiz at http://xrl.us/bezi8e, can teach you about SEO.

Final Grade?

So what is the final grade?  I have to give the author an A, for a few reasons.

1. First the e-book is easy to read and understand.
2. The author covers advanced topics in a very straightforward manner.
3. The author is doing a service by giving the book away.

If you’re live in the US and Canada, it’s a nice holiday weekend – don’t forget the SEO.

Randy Kemp

http://www.b2b-techcopy.com

Inbound Marketing University

According to Wiki at http://tinyurl.com/dycdyr, “Inbound marketing is marketing focused on getting found by customers. This sense is related to relationship marketing and Seth Godin’s idea of permission marketing. David Meerman Scott recommends that marketers ‘publish their way in’ (via blogs etc.) in contrast to outbound marketing where they used to have to ‘buy their way in’ (via paid advertisements).”

I received an ezine tip, from an acquaintance I know.  She mentioned there was a free, online training course for inbound marketing.  I visited the website and surveyed the courses, which were very intriguing:

1. How to Blog Effectively for Business
2. SEO Crash Course to Get Found
3. Social Media and Building Community
4. Successful Business Uses for FaceBook and LinkedIn
5. Viral Marketing and World Wide Raves
6. Advanced SEO Tactics: On Beyond Keyword Research
7. Calls to Action and Landing Page Best Practices
8. Inbound Lead Nurturing
9. Successful Email Marketing
10. Analyzing Inbound Marketing

A little more probing uncovered some very exceptional instructors, with very outstanding backgrounds.  The training was presented on video, with On 24 donating the video hosting and conferencing facilities.  Some new buzzwords were being introduced, like Viral Marketing.  But a visit to Wiki at http://tinyurl.com/6fclh, found this explanation:

“The buzzwords viral marketing and viral advertising refer to marketing techniques that use pre-existing social networks to produce increases in brand awareness or to achieve other marketing objectives (such as product sales) through self-replicating viral processes, analogous to the spread of pathological and computer viruses. It can be word-of-mouth delivered or enhanced by the network effects of the Internet. Viral promotions may take the form of video clips, interactive Flash games, advergames, ebooks, brandable software, images, or even text messages. The basic form of viral marketing is not infinitely sustainable.”

Wow!  Exciting stuff!  But wait…

I have done some of this stuff already…like use FaceBook and Linkedin, created blogs, and used social media…I wonder what they say on this topics?  They say curiosity killed the cat…but they also say a cat has nine lives.  Which cat spectrum should I believe?  Perhaps I should explore Schrödinger’s cat, thought experiment – where the cat’s both live and dead, at the same time?    I signed up and went through the video presentations…researched topics I wanted more depth on (like SEO, for instance), and ended up immensely enjoying myself.

I see a Call to Action, and Best Landing Page practices.  As I watched the Webcast, my mind flashed back to prior copywriting presentations, on this topic.  Among my favorite copywriters and marketers, I absolutely adore the stuff from Ray Edwards, Michael Fortin, Ben Hart, and Clayton Makepeace.  All of the core presentations in this video were in accord with directives from these superstars.

They did a wonderful job of creating archive recordings, and making the slide presentations available for review.  In fact, I went over each video twice – even if it’s a topic I’m intimately familiar with.  Oh, yes!  I forgot to give a web address: http://tinyurl.com/p6ny2r.  Great program.  They mentioned having another launch around August 2009.

Randy Kemp
http://www.b2b-techcopy.com

Charlie Ali’s African Marketing Lessons

Have you ever met the perfect marketer?  Would you believe they might exist in Africa’s darkest jungles?

One of the best marketers I know came from the remote West African jungles.  It was situated in Pleebo, a village in Liberia, West Africa, right near the Ivory Coast.  His name was Charlie Ali, an Islamic trader in African artwork.  I met this fellow when I was a Peace Corps volunteer. He could sell ice cream at the North Pole.

I had two friends at college.  Let’s call them Dick and Jane.  As a teacher, I get the summer off, and went to Sierra Leone to see Jane.  But Jane took off – got jungle phobia – went back home.  So I hang out in this strange African village, with Jane’s strange roommate.  Then Dick stops by, looking for Jane.  He came to the US shortly after Jane goes back to the US.  It reminds me of the Door’s song “People are Strange.”

Charlie Comes Knocking

I invite Dick back to Liberia, to stay with me a spell.  He meets fellow Peace Corps volunteers, African students, Assembly of God missionaries, Roman Catholic priests and nuns, African merchants, and Bridgestone executives.  We have tea with the priests, southern food with the missionaries, go fishing with the executives, drink beer with the Peace Corps volunteers, and fight off students trying to hook Dick up.

Then along comes Charlie!

Charlie’s customers are the well to do, which in his eyes includes all the folks Dick hung out with.  He has his customers profiled – along with the proper merchandise – to appeal to their desires for exotic African artwork.  Charlie presents his merchandise, along with his sales pitch, while Dick sits in awe.  Dick turns to me and asks me about the price.

What side would you take?  Would it be with the marketer, or a former school classmate?  I took the middle road, and said something like this: “The items will be more valuable, when you return to the states.”

What makes Charlie a good marketer?

Charlie knew all the psychological hot buttons to push.  He knew his target audience.  He spent time learning what they desired. If he could write copy, his stories would be legendary.  Yet there’s one element we could learn from Charlie Ali – along with third would countries.  That’s the practice of bartering.  It’s reminds one of the current auto industry, where the sticker price is inflated.  Then the buyer needs to balance this equation:

The Best Money Value = Price paid for new car +
Price dealer offered on trade-in +
Percentage on auto loan, along with loan terms

Charlie was an expert at negotiation, and how to put “value added” to the offerings.  It goes something like this.

“These items are in high demand, and I can’t keep up with getting enough from local merchants.” – translation: scarcity.

“If you buy these items at this price, I’ll throw in this 2 extra figurines, absolutely free.” – translation: value added – infomercial rip-off.

Don’t try to outdo Charlie

The best lesson came from my friend Dick, who attempted to barter Charlie’s price down – with dismal results!  At the end, Charlie appeared to cry genuine tears, when he echoed these words: “You’re trying to cheat poor Charlie Ali.”

I returned to the states.  What happened to Charlie?  If he connected with international business in West Africa, I’m sure he would succeed in the sales and marketing ranks.

Charlie Ali, where are you?

Randy Kemp
http://www.b2b-techcopy.com

Copywriting Sangria and Rolling Stones Tidbit

According to Wiki, “Sangria is a wine punch typical of Spain and Portugal.”  Let’s celebrate with some copywriting Q & A Sangria – wine mixed with juices of various fruits.

What is the average daily rate for a freelance copywriter in New York?

Let me put on my statistical hat first. In order to obtain a statistical average, you need data. This can be obtained via surveys, market research, or other means. I know that general rates can be found in Writer’s Market on “How much should I charge” section. Rates depend on specialty (I.E. – white papers, SEO, industries like technology and health care, etc.). So an average would better be served by specialty. And if the data was collected, celebrity copywriters will skew the data via outliers (I.E. – from Wiki – outlier is an observation that is numerically distant from the rest of the data).

Yet it really breaks down to a simple equation:
Rate = what you charge per hour * how many hours to finish the project.

If you wish to check a rate database (warning: it will cost some money), check out http://www.brennerbooks.com. I think it’s broken down by state, and the person’s specialty is collecting this information. It was referenced in the Lucy V. Parker book “How to Start a Home-Based Writing Business.” Since I haven’t used the product yet, I can’t say anything positive or negative (other then Robert C. Brenner has an impressive resume work history, as given in Lucy’s book).

How do you create a digital portfolio?

Let me put on my “techie” hat here, and add some information regarding digital portfolio.

You can store a digital portfolio up to 5 gig free at http://www.4shared.com/.  The only  catch is you need to log in once a month, to keep the free account active. Another good backup facility (not good for sharing, with the free version) is http://www.adrive.com/ , with a nice 50 gig storage.

I would recommend producing everything as a PDF. My favorite (the one I use) is http://www.primopdf.com/. Yet another alternative is http://www.cutepdf.com/Products/CutePDF/writer.asp. These act as print drivers, and you just print your word document, Open Office (if you like a good, free alternative to Microsoft at http://www.openoffice.org/ ), etc..

To produce a shorten URL reference for 4 shared, look at http://tinyurl.com/.

If clients complaint about the PDF reader overhead, than send them to http://www.foxitsoftware.com/pdf/reader/.

It’s actually easy to legally obtain a student copy of Microsoft Word or Office Suite, as a fraction of the business model price. For all practical purposes, it functions just as well. Microsoft has some document sharing capacities at http://workspace.officelive.com/en-us/LearnMore , while Google Docs has their own offering at http://docs.google.com. I know that Open Office (http://www.openoffice.org/) can directly create a PDF file, and you can convert between Open Office and Microsoft Word. I don’t know why third party tools (like CutePDF) would take up more resources than a direct PDF output from Microsoft Word.

I noticed you’re a former Peace Corps volunteer.  What type of projects did you work on?

I was stationed in Pleebo, a small town in Liberia, West Africa.  The school I was stationed at was a Roman Catholic Franciscan mission school.  There was a substation nearby for Firestone (now Bridgestone) workers from American and Europe.  Another contact point was an Assembly of God mission.

What I did was teach high school math, science, and literature.  But I did more than that.  For the bight students, I had special sessions in the home, and taught them to play chess.  For the slower students, I did one-on-one sessions.  Everybody was happy with the results.

Interesting setup.  Reading the history of western philosophy from Roman Catholic priests, learning about Islam from Muslim Ivory traders, getting beat at chess by the bright students, being saturated with short wave radio, and trying to explain snow from the Christmas Carol, to students from the tropics.

I read two New York Times articles on freelancing – one positive and one negative.  What do you think?

I’m happy to see you read (or at least skim) the New York Times. Freelancing is a business – regardless of what one says. That means that sound business, and marketing principles (hopefully direct response) still guide the business ship.

Freelance writers put different emphasize on sound business plans. Author Peter Bowerman doesn’t like a formal one (just “Keep on Calling” is his song – like the Grateful Dead “Keep on Trucking”). What is it that Peter says, in one of his books? A former sales mentor says, “if you tie an order book to a dog’s tail, and send it loose in a big city, it’s bound to come back with an order.” On the other hand, author Lucy V. Parker strongly emphasizes a formal and sound business plan, which Core Four (http://www.corefouronline.com/) and the US small business development center (http://www.asbdc-us.org/), would aid in the construction. Just image being a pirate in days gone by, and sailing a ship without navigation maps, compass, or navigators to assist.

There’s also a faith based or spiritual perspective vs. the perspective of the politicians, academics, and economists. I like to listen to positive spiritual spins, regardless of the faith orientation, or background – or whether I fully agree with them. You might find me watching on TV each week, Protestant minister Joel Osteen (http://www.joelosteen.com/Pages/Index.aspx), turning on PBS (public broadcast station) 30 good minutes (http://www.csec.org/), listening to the pod casts of the Christian Science website (http://www.spirituality.com/), or listening to Wayne Dryer on PBS (http://www.drwaynedyer.com/ ) during their pledge drive. Motivation is a key factor. “Whether you think you can or whether you think you can’t, you’re right.” – Henry Ford.

Can One Make Money on Information Products?

It takes work.  The best, free training on Internet Marketing (no strings attached) is the 30-day challenge at  http://www.thirtydaychallenge.com .  I have been through the 2008 training and I’m now starting the 2009.   A good summary is found at http://tinyurl.com/2h3mh9 , under “Thirty Day Challenge Training”.  It does require some work, but it will give you an excellent, solid foundation.  I think the book on Freelance Writing by Bob Bly has a chapter devoted to information products.

How should one view themselves and other writers?

From all the books I read, part of success is being easy to get along with, and achieving deadlines. It’s funny that in direct marketing you “dumb down the writing”, “break the rules of grammar”, and “instead of going to an opera, you’re going to a W.W.F. wrestling match”, when it comes to literary awards, and literary quality.

Never underestimate your own potential, and don’t look down at others. Remember David Mackenzie Ogilvy? How many mediocre careers did he have, before breaking into advertising? And don’t put people down because of what they are. A few years back, I met a chef at a spiritual function. Now I could have put this person down, because they were only a cook. After I got to know this person, I found out a few interesting things. It turns out they went to school with Mick Jaggar, and was the chief cook for many rock band tours – including (you guessed it) – The Rolling Stones. And speaking of a six-figure income. This person accomplished that yearly objective, with just one Rolling Stones tour.

Randy Kemp

http://www.b2b-techcopy.com

Microsoft Infomercial Web Auction

Suppose you used auctions to bid on websites. Just suppose that Microsoft hired a combination of an auctioneer and infomercial specialist, to pitch its websites. What would you have? Have you ever been to an auction? There’s some fast-talking dude, speaking like Flash or Superman, while chewing some spitting tobacco. The object is to obtain the best deal, at the best price. Perhaps the auctioneer blabbers something to this effect:

“I have this website here. My grandmother used it for updating the church bulletin. The minister’s son build and maintained the website, after finishing Sunday school. It’s so easy anyone can use it. Do I hear an opening bid of 2,” asks the auctioneer?

“Excuse me!” yells the minister’s grandmother, Mrs. Pickleseed. “Can anyone build and maintain a website.”

“Young lady,” retorted the auctioneer. “You can slice, dice, and peel HTML code automatically, with the super duper design tools, thrown in free. If you go to the website XXXX in the next 30 minutes, you get free support, from the Microsoft support staff. And that’s NOT all. If you sign up in the next 15 minutes, the domain name for the first year is FREE.”

“I’m from Missouri,” shouted Mrs. Pickleseed. “Show me!”

“Allow me to introduce my son Willard,” responded the auctioneer. “Willard will show you some of the extras included, which you won’t find in the Microsoft website. But hurry…they’re only available for the next 15 minutes.”

Willard took the podium, which had a wireless PC, and overhead projector.

“Not only do you receive the free basic package at http://smallbusiness.officelive.com/en-us/, but I’ll show you how to install the bells and whistles at http://www.solutionsforofficelive.com/. Pay close attention folks. I’ll show you how to rip out the Uncle Bill traffic reports, and replace them with Google Analytics. It’s so easy, even a child can do it. Hey! That’s me. Now watch closely. All you do is cut and paste, set up a Google Analytics account, and you have a new turbo charged, under the hood analytical web engine. My father will now time it. Set the stopwatch and go…. I tell you folks. Watch as I as I twitter my magic fingers at superman style, warp speed.”

STOP THE FILM

Remember the good old days, when they aired Warner Brothers cartoons, staring Bugs Bunny, Elmer Fudd, Daffy Duck, Yosemite Sam, etc.? There was one cartoon where the cartoon characters were inside a cartoon – then they stopped the reel. I’m doing it here. I hope Microsoft doesn’t approach an ad agency, whose brainstorm idea is combining an auction and infomercial. Otherwise I hope that some guardian angels stop the reel and destroy the film.

Honestly folks! I think the basic product for Microsoft Office Live small business is a good website deal. But it gets even better if you visit Solutions for Office Live, and implement some of the suggestions. Even adding the Google Analytics is far superior to the basic Microsoft web statistics.

Let’s end with a great auction item

Country singer John Michael Montgomery once attended an auction. Guess what he’s bidding on? Nope! He wasn’t buying a computer, software package, antique furniture, golden eggs laid by geese, a partridge in a pear tree, fifteen men on a dead man’s chest, a white bird in a golden cage, 99 red balloons, or a Japanese transistor radio.

Here’s something copywriters and salespeople learn quickly: Consumers first are swayed by emotion, and then look to logic to justify their decisions. Now John didn’t consult an engineering book, an ancient Greek oracle, an ivory league professor, an authority in ancient antiques, an art historian, a philosopher, theologian, or financial advisor. He bid everything on one item – one item only – but for him, it was extremely important. Let’s take a peak at what caught his eye.

John Michael Montgomery Sold at the Grundy County Auction

Randy Kemp

http://www.b2b-techcopy.com

To Agency Or Not To Agency – That Is The Question

Wouldn’t you prefer to hire an agency copywriter – with a large portfolio, with big name clients – if you were a business?  Wouldn’t that person have a better chance to succeed as an independent?

Well, it’s not so simple as just coming from an agency – with a large portfolio, along with big name businesses – then showing them to clients. I remember coming across this copywriter website, a few months back. This copywriter had a business catering to small businesses, and used to work for agencies. In fact, she had tons of clips to prove what she can do – big names to boot. Yet she shared a story on her website. When she went into business for herself, as a copywriter, she failed miserably. She didn’t understand the nature of business, which she attributes to her failure. I think her new endeavor helping entrepreneurs succeed is apparently quite successful.

The person is Jennifer McCay. A little bit of digging found this at http://www.avenueeast.com/aboutus.htm: “…while she owned and operated Avenue East Communications, a small business marketing firm. Jennifer shut down Avenue East in 2008 (all info products, including The High-Concept Brand Bible, will be supported for 1 full year after purchase) and is opening a nutrition and life balance coaching business, Body Soul Balance Coaching, in early 2009.” Maybe that’s not a bad choice, given folks like Richard Simmons.  Now if she still operated the Avenue East Communications website, I would show you her story – in her own words. But if you doubt her ability to write copy, look at her own book copy at http://www.avenueeast.com/brand/.

Didn’t Bob Bly work for an ad agency?

When I think about it, I don’t believe that Bob Bly ever worked for an agency – not mentioned in any Bly book I read.  In fact, if I go to his website at http://www.bly.com/newsite/Pages/about.php, I don’t see him mention the word “agency” in his biography. But I do see him mention the word “direct marketing”. It seems it’s the common thread there. Yet if we look at independents like Steve Slaunwhite, he never worked “directly” for an agency. But he did work as an independent for both agencies and clients – something many people here probably do.  What’s the difference between an agency employee and a freelancer, hired by an agency?  As we heard from a senior agency copywriter – not much.

There are other factors besides writing. Understanding why people do what they do (I.E. – what motivates them, how to hit their hot buttons, etc.). Disciplines like psychology, social psychology, etc., can aid one in understanding it. In fact, just making observations can go a long way. Dan Kennedy mentioned recently he never had an original idea. He just observes other successes and transposes them. Recently he noticed a pattern in collection agencies, which send out three notices (the last one is the final one). So he adapted the same principles to real estate or dentistry, with great success.

If he were alive today, I would bet Socrates of ancient Greece, would make a terrific copywriter (there’s a great article at http://tinyurl.com/n7u6b7). He could ask the right questions, was a brilliant student of human nature, was able to turn around the questions and bring the subject to agree with his conclusions, etc. I wouldn’t be surprised if Socrates would join the million plus royalty group early.

But the true answer would come from hard, statistical data – either by accurate survey methodologies – or reliable and accurate market research. Yet this question lacks “a bottom line motivator”, so I’m not sure if the data exists or not.

Many copywriter and marketers get their money by writing books

I don’t think people write books to make money. Actually, the reality is this: many writers struggle to make a living. I know, because I have talked to many writers at writer’s conventions. Most don’t become Stephen King or J.K. Rowling. If copywriters/marketers write books, it could be to increase name recognition. People might think something like this: “That Bob Bly…Peter Bowerman…Dan Kennedy…Ben Hart…must be pretty good, from what they say in their books…I might hire them to work for me…or better yet, speak at my convention for XXX thousand speaker’s fee.”

The other thing to note is that folks like Dan Kennedy, Clayton Makepeace, and Ben Hart talk exclusively about direct marketing principles, and studying the great direct marketing masters of antiquity. Whether we make the big time – or just end up making a good living – studying direct marketing and the masters of antiquity, makes sense to me. Ben Hart recommends spending 2 hours a day, just to enhance your marketing education.

Recently I started following the blog of copywriter Michael Fortin. He told a story recently about copywriter John Carlton, which I found interesting. John worked as a graphic designer for an agency, and needed to obtain something from a copywriter, that worked there. The copywriter gave the item to John, yet make a snide remark to this effect: “John should stick to graphic design, as he will never be a copywriter.” This affected John profoundly, and he was determined to become a pro-writer – which he did.

I think we need to just keep perfecting the craft – study direct marketing principles and the masters of antiquity – but throw in some serendipity and spirituality into the mix (I.E. – if you believe in it: for some it’s prayer – for others it’s “the Secret” – still others it’s folks like Joel Osteen, Norman Vincent Peale, Dale Carnegie, Napoleon Hill, Mary Baker Eddy, etc.). It’s something that Peter Bowerman indirectly – yet briefly – hints at in his books.

So how do you succeed in the freelancing world?

Let’s go back to the Jennifer McCay story. Actually, if we examine her copy, we can all agree she has talent. She did work at an agency for big accounts like Adobe. Personally I have utilized her free stuff a while back, when she ran the business for entrepreneurs. So if a person has the talent of Jennifer (or hooks up with Taproot, for the long hall), what could she have done to learn the business side of freelancing?

1. As I mentioned before, books by Steve Slaunwhite, Lucy V. Parker, Kelly James-Enger, and Peter Bowerman are indispensable. Get a yellow highlighter and start marking them up.

2. If you can, take the half-day small business start-up course from the Latter Day Saints. I took mine at the L.D.S. Employment Resources (I.E. – Naperville, Illinois). More locations are found at http://tinyurl.com/dyjg6t.

3. One of the best training programs for small business is Core Four at http://www.corefouronline.com/. I took mine at the Jewish Vocational Services in Chicago (http://www.jvschicago.org/), and it only cost $50 for the workbook.

4. My Own Business has an excellent, free online course at http://www.myownbusiness.org/. The audio and video presentations are great.

5. I can’t say enough about the small business Development Center Network at http://www.asbdc-us.org/. You just plug in your zip code and it gives you many resources. After filling out a request for counseling, you can visit in person, or by phone. I utilize four different ones, in a 20-mile radius.

6. S.C.O.R.E. at http://www.score.org/index.html is a “mixed bag”. I have talked to others who have gone through SCORE. They have good training programs at low cost, but counseling depends upon the luck of the draw. Yet they are a resource to look into.

I do think Jennifer will find her calling in her new business entitled Body Soul Balance Counseling, and can utilize her copywriting and marketing skills there.

Randy Kemp

http://www.b2b-techcopy.com

Surviving the Copywriting Grill – Part 2

This time I’m sharing some copywriting questions and answers,  extracted from my linked group “Copywriters International”, where I answered some questions.

Talk a bit more about alternative health issues

One problem comes from attempting to fit alternative medical studies into a double bind framework. If I put on my statistical and scientific caps, I agree with the methodology. If I put on my alternative medicine hat, I know that alternative medicine approaches are often individualistic, involve the expertise of individuals with years of experience, and doesn’t often translate into a “one size fits all.” This causes complications attempting to fit an alternative approach into conventional scientific test models.

My vision of an ideal world is where conventional and alternative health approaches join hands, and extend their hand joining to spiritual based health approaches.

I have talked about similar topics, in the past. Usually someone in the west comes to an alternative medical practitioner (or spiritual healer), after conventional medicine can’t find a “root cause”, or come up with a “solution”. And sometimes they are surprised, if the alternative medical practitioner/spiritual healer has a solution.

Unfortunately, there is a lot of “misinformation” in these areas. Someone who is a chiropractor might take a weekend course in acupuncture, which makes them an “expert”. Contrast this with the Chinese expert – who has worked in China for 25 years, and has 7 generates of family expertise, handed down through the generations.

Can you make a good, residual income via Internet Marketing?

I haven’t played with it yet. But I think you know already – you can learn all you need to accomplish this goal for free, by taking the “Thirty Day Challenge” (no links – as promised – do a Google look up). It’s the most comprehensive program of its kind, and I have been through it twice. They put a ton of money and time into the program – yet to fully benefit, you must do the work – no pain, no gain. I’m waiting for the 2009 launch sometime in June, before I go through it one more time. Then it’s time to put the principles into action (even though I have worked with Internet Marketing Teams).

Let’s expand on the success Chris experienced with information products, with another example. The Chicago suburbs have two well know names – Perry Marshal (original Google ad words champion) and Ben Hart (direct mail marketer turned Internet marketer). I had been a part of Ben Hart’s marketing program for several months, at $38 a crack. But let’s take a look at this, from Ben’s perspective. I think that a 3000 membership with 90% retention rate is a very good estimate.

Let’s do some math here (use the PC calculator):

$38 per month * 3000 = $114,000

$114,000 (a month) * 12 months = $1,368,000.

It’s a win-win situation. The participant gets tons of material for $38 a month on marketing, copywriting, Google ad words, Ben’s tricks over the years, etc. Ben gets over 1 million for providing the service (I.E. – information marketing products).

P.S. – Don’t think that folks like Ed Dale, of the 30-day challenge, don’t get around. Recently copywriter John Carlton wrote about his trip to Australia, with Frank Kern and Ed Dale. That’s not the limit whom Ed Dale pals around (or affiliates) with.

I can’t get any clients.  Should I work for free?

If you’re going to do something for free, do it for a non-profit or charity. One great organization that looks for services you offer is http://www.taprootfoundation.org/.  I did an annual report (sole copywriter) for local non-profit, and made friends with agency types, and non-profit executives. The report was well received (I.E. – agency types, non-profit executives, board members, and donors). I plan to continue to work pro-bono via Taproot sanctioned projects. Taproot also has a Linkedin group you can join, after you complete your first project.

Please also check out the books by Steve Slaunwhite, Peter Bowerman, Kelly James-Enger, and Lucy Parker, mentioned earlier (see http://www.amazon.com , for reviews and commentary). Each shares their own stories and tips for getting started.

Harriet Parker of the Waubonsee College, Small Business Development Center (Small Business Development Center Network –  http://www.asbdc-us.org/), helped a solo business starting up (as a graphic designer). About a year later, she mentioned in her monthly newsletter, where this person approached her again. The graphic designer had too much business, and didn’t know how to make the next growth steps.

So here is my question. Did you talk to a small business development advisor about getting started? Don’t forget to also talk to them, when you have too much business.

Can one utilize subject matter expertise as a copywriting selling point?

Thanks for sharing. I found it interesting that agencies usually have a medical professional on staff. It reminds me of the agency copywriter becoming a certified welder. From reading through this thread, there seems to be three approaches:

1. One can come to a profession (I.E. – Holistic health copywriting) from the outside and learn as you go along (I.E. – XXXX’s journey).

2. You can have some background in the subject, and talk the lingo and subject matter, with prospects (I.E. – YYYY’s journey).

3. You can have some credentials to lie on the table. An example would be a friend of mine, if she decided to be a copywriter. She worked for several years as a nurse, and then worked for several years as a pharmaceutical salesperson.

P.S. I’m thinking about the new Star Trek. What if they went back to TCM, Tibetan, Ayurveda, and Unani practitioners, and taught them “double blind” test methods. Think how their herbal discoveries would now be used?

Randy
http://www.b2b-techcopy.com

Surviving The Copywriting Grill

This time I’m sharing some copywriting questions and answers,  extracted from my linked group “Copywriters International”, where I answered some questions.

How Much Should I charge?

Most folks think that rates are “a closely guarded secret.” There’s many ways to obtain that data. The easiest way (at least in the U.S.) is to go to your local public reference librarian, and ask for Writer’s Digest. Look for the section “How Much Should I Charge,” where they break it down by “Per Project” and “Per Hour,” along with “Low”, “Average”, and “High”.

Yet it boils down to a simple equation.  How much do you make per hour * the number of hours it will take for completion = Total charge or cost.  Just make sure it’s reasonable, within statistical parameters.

Can I make the money AWAI courses promise?

Not everyone achieves AWAI monetary promises. The financial marketing copywriter I know – who has been in the business for 7 years – never cracked the six-figure mark (but he came within $5K of doing so).

I think it’s a combination of Carnegie Hall philosophy (I.E. – practice, practice, practice), aggressive marketing (I.E. – Direct Response application), and applying sound business practices (I.E. – Stuff you can get aid from SCORE and the Small Business Development Center, in the U.S.).

1. Small Business Development Center Network – http://www.asbdc-us.org/

2. S.C.O.R.E. – http://www.score.org/index.html

Do some make the big money?

You can get $1 million plus per year letter club – if you’re good – and join the “Good Ole Boys” direct response, royalties network. Clayton Makepeace has done it (after years of work as a six-figure copywriter). Some of Clayton’s in-house Ex-trainees have done it. Ben Hart has done it – so have others. You can see an interesting discussion how Jeff Walker, an Internet Marketing (Product Launch Formula) person did it, in a Clayton Makepeace interview at http://tinyurl.com/cknbwt.

Will AWAI Teach Me How To Run My Business?

AWAI is probably the best know freelance copywriting program.  This is mostly due to Michael Masterson – given his diverse talents as marketer, entrepreneur, and copywriter – spreading the word.  They do paint a rosy picture, but neglect to emphasize that it’s a home-based business.

There are a few excellent books emphasizing that aspect, available on the market:
1.  How to Start a Home-Based Writing Business by Lucy V. Parker.
2. Start and Run a Copywriting Business by Steve Slaunwhite.
3. Six-Figure Freelancing and Ready, Aim, Specialize by Kelly James-Enger.
4.  The Well-Fed Writer and Well-Fed Writer (Back for Seconds) by Peter Bowerman.

While there are common core elements among the authors mentioned, each has their own unique perspective, along with their own journeys (and those of other individuals) to success. If nothing else, the personal success stories are inspiring (same is true with Napoleon Hill and Dale Carnegie). You can dig up the book descriptions, along with reader reviews, at  http://www.amazon.com.

Did You Take Any Copywriting Courses?

I did go though the Accelerated, Masters, and B2B course of AWAI.  I have no regrets.  While I do complain of Michael’s accelerated course – talking too much time building up a picture – I enjoyed it.  I enjoyed obtaining an old copy of “Advertising Magic” by Brian Keith Voiles, spending several months as a member of Ben Hart’s inner circle, and reading the daily E-zines of Clayton Makepeace Total Package.

The recommendation of Brian Keith Voiles, Michael Masterson, John Carlton, and Maria Veloso to copy great ads by hand, is ingenious.  I don’t know why it works – I have theories – but it works, nonetheless.  You can use the AWAI Hall of Fame book, and Ben Hart’s 100 Great Sales Letters, as starting points. I think that copywriting the great ads is akin to the Zen approach to enlightenment. At first we have the parrot function, where we just go through the motions. Next comes the insight function. Brian Keith Voiles mentions he understands why the copywriter is doing “what they are doing.” Finally we have “copywriting enlightenment,” where we watch the copy flow (akin to Satori).

I don’t regret anything I do, if I learn from it, as I believe we are all perpetual students, in the drama of life.  Yet education comes in many forms.  Brian Keith and Dan Kennedy are only high school graduates, Clayton Makepeace never graduated from High School, and Ben Hart feels that his college degree was a hindrance to learning direct marketing.

Is Psychology/Alternative Medicine a Good Copywriting Specialty?

There are some self-help (psych) books that stand the test of time. “Think and Grow Rich” by Napoleon Hill, along with “How to Win Friends and Influence People” by Dale Carnegie, come to mind.

Alternative health systems like Ayurveda, T.C.M., Unani, Tibetan, and homeopathic, have been around for centuries. They’re not going away anytime soon. And there are an equal number of healing systems, centered on a spiritual direction

The difference is that Western medicine takes a more mechanical (I.E – Newton) view of medicine, while other systems take a more “vitalism” viewpoint (http://tinyurl.com/jbxkq). Interesting stuff! Big market!

What qualifies you to speak on copywriting for alternative health and psychology?

I did major in Math, in conjunction with physics courses, as an undergraduate.

I have a masters degree in psychology, and spent 5 years in volunteer activities, under the oversight of the DuPage County Mental Health Department.

Both degrees are accredited by one of the six US regional accreditation bodies, which in turn is accredited by the United States Department of Education, and the Council for Higher Education Accreditation.

While I can’t legally practice it, I have a solid foundation in homeopathic medicine, after 2 decades of study.

Does training help? Does certifications help? Yes! There was a case where a person worked at an ad agency, and they had a major welding company account. The person then trained himself as a welder and became certified. Having both a background in copywriting and welding was a major asset for that account.

In the US, you can take courses cheaply at the local, in-district junior colleges.

Yet someone on this forum entered health care copywriting, without any background.  Explain!

The proper answer in marketing is “it depends”.  This person’s  an example of someone who did it, without any health care background.  The example of the ad agency copywriter, who utilized welding training and certification, is another.  It’s kind of like asking the question, “is agency experience necessary to be a copywriter?”  One can find a person like Peter Bowerman, who enters the field without any agency or writing experience, and becomes self-sufficient in 3 months or so.

The book “Think and Grow Rich” by Napoleon Hill is excellent.  Someone in the book was determined to work for Thomas Edison. They were also determined to sell the phonograph, even though it was a new invention, with no market. They really lacked the qualifications for both goals, yet succeeded, and became wealthy in the process. I wish I could remember the guy’s name.

I remember a reporter once asked Thomas about the 10,000 or so failures, in making the light bulb. He retorted that, “he didn’t fail 10,000 times. He discovered 10,000 ways NOT to make a light bulb.” Perspective wins every time!

Randy Kemp
http://www.b2b-techcopy.com

Alternative Health Copy Legality Question

Let me be a bit philosophical here and ask this question:‭

How do you know what you can legally say and not say,‭ ‬when composing copy for alternative health products‭?

I know the answer would be R‭ & ‬D,‭ ‬but is it that simple‭?

If you watch ABC news,‭ ‬there was an interesting story a couple of days ago.‭  ‬The story centered on some health claims,‭ ‬made by the cereal maker Cheerios.‭  ‬The newscasters picked on other food makers,‭ ‬with their health claims.‭  ‬The FDA was going to pull the plug on some products.‭  ‬Yet here is my dilemma.‭  ‬How did this get past their legal department‭?  ‬Each major food company has one.

When I worked at Motorola,‭ ‬working with software products for the cell phone division,‭ ‬I would wear many hats.‭  ‬In the hat of project manager,‭ ‬or six-sigma black belt‭ ‬-‭ ‬no project was considered complete‭ ‬-‭ ‬without the blessing of their legal department.‭

On the other hand,‭ ‬I have seen many wonders,‭ ‬with alternative medicine.‭  ‬Last week,‭ ‬I had a chance to experience Qi-Gong in action‭ (‬see‭ ‬http://www.tcmpage.com/‭)‬.‭  ‬A Qi-Gong expert visited a mutual friend.‭  ‬It was a chance to experience the wonders of Qi-Gong,‭ ‬with a couple complimentary treatments.‭  ‬Yet I know there are claims I can’t legally make.‭

So back to my dilemma‭ – ‬help me out here‭!  ‬If the food companies have everything scrutinized by their legal department‭ – ‬yet the FDA voices objections‭ (‬enough to pull the pug,‭ ‬and yank the product from the shelves‭)‬,‭ ‬then what about the alternative health copywriter‭?

How do you know what you can legally say and not say,‭ ‬when composing copy for alternative health products‭?

Randy Kemp

http://www.b2b-techcopy.com

P.S. – Join us this Sunday, for a comprehensive set of copywriting questions and answers, straight from the trenches.

Hey Joe? Going Down to Traders?

They say shopping is a woman’s thing!  How many men like grocery shopping?  Most don’t!  But there’s one place I really enjoy!  Before I reveal it, let me make one thing perfectly clear.  I don’t get a commission writing about them.

Ever hear of Charles Shaw?

How much for a good bottle of wine?   If I told you a good bottle of wine costs $3 – yet it’s an award winner – would you believe me? Now country singer Randy Travis, in the song “A Better Class of Losers,” indoctrinates us with pearls of wisdom.   “You think it’s disgraceful that they drink three-dollar wine.”  I hate to disagree with my namesake!  He never tasted this wine.

They Market Uniqueness

Trader Joe’s website is http://www.traderjoes.com/ and there’s many unique features they market.  Let’s survey a few:

1. Organic foods at prices most stores charge for chemical varieties.
2. Low cost wines and beers.
3. Store brands from around the world.
4. A very friendly and helpful staff.
5. Free drink and food samples.
6. Stuff I can’t get at other stores (I.E. – Greek dishes, Italian dishes, etc.).
7. A smaller store space compared to rivals (I.E. – Target, Myers, Wal-Mart, etc.).

The Real Test

You want to know the quality acid test?  If you see the store constantly filled with shoppers – especially in these down economic times – that would be a great “test for success.”

I have a similar test for judging ethnic food restaurants.  If ethnic nationals constantly visit a restaurant (I.E. – Mexicans visit a Mexican restaurant, Chinese visit a Chinese restaurant, etc.), it passes my “test for success.”  Almost!

The other test is that I must like the food.  It doesn’t matter if Pope Benedict, President Obama, the Queen of England, or some other dignity, loves the food.  If I don’t like it, it doesn’t pass!

Sailing the ship

The store reminds me of being inside a pirate ship – with some slight variations.  The crew wears Hawaiian ships and there’s a big bell to ring.  The bell is an interesting market ploy.  I’ll quote from their website in telling the story:

“It’s a kind of Trader Joe’s Morse code. Those blustery PA systems just didn’t feel right to us, so we came up with a simple system to communicate – island style. One bell lets our Crew know when to open another register. Two bells mean there are additional questions that need to be answered at the checkout. Three bells call over a manager-type person. Honestly, it’s much easier than the ole message in a bottle trick.”

Ahoy Matey

If you live in the nine states hosting theses stores, and have paid a visit, please comment on your experience.

Randy Kemp
http://www.b2b-techcopy.com