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	<title>words for you &#187; website copy</title>
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	<description>Direct response copywriting, SEO copywriting by Eileen Parr</description>
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		<itunes:summary>Direct response copywriting, SEO copywriting by Eileen Parr</itunes:summary>
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			<title>words for you</title>
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		<title>Keyword research</title>
		<link>http://words-for-you.co.uk/website-copy/keyword-research.html</link>
		<comments>http://words-for-you.co.uk/website-copy/keyword-research.html#comments</comments>
		<pubDate>Wed, 19 Mar 2008 13:48:57 +0000</pubDate>
		<dc:creator>eileen</dc:creator>
				<category><![CDATA[website copy]]></category>
		<category><![CDATA[keyword research]]></category>
		<category><![CDATA[market research]]></category>
		<category><![CDATA[targeting customers]]></category>

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		<description><![CDATA[I receive a newsletter from Perry Marshall one of the Internet Marketing experts. I&#8217;ve never bought any of his products because at the moment I don&#8217;t do any Adsense campaigns being quite busy as a writer. But I like to keep up to date with him because obviously that&#8217;s his niche business. So what&#8217;s his [...]]]></description>
			<content:encoded><![CDATA[I receive a newsletter from Perry Marshall one of the Internet Marketing experts. I&#8217;ve never bought any of his products because at the moment I don&#8217;t do any Adsense campaigns being quite busy as a writer. But I like to keep up to date with him because obviously that&#8217;s his niche business. So what&#8217;s his current advice?
Boring really&#8230; it&#8217;s the same as for the last few years. Which is target, target, target.
With the sophistication of the marketing on the internet and the information overload we all suffer from, then getting attention is the key.
In a recent email Marshall cites the case of a therapist who saw his ad campaign cost per enquiry plummet from $90 to$12 with tight keyword targetting.
If you&#8217;re new to keyword research there&#8217;s a lot of information out there. I usually read Perry Marshall, also the information that comes outof Wordtracker.
Before you spend any money I guess the bottom line isdo your research first.
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		<title>Online learning and writing sales copy</title>
		<link>http://words-for-you.co.uk/website-copy/online-learning-and-writing-sales-copy.html</link>
		<comments>http://words-for-you.co.uk/website-copy/online-learning-and-writing-sales-copy.html#comments</comments>
		<pubDate>Wed, 12 Mar 2008 11:52:58 +0000</pubDate>
		<dc:creator>eileen</dc:creator>
				<category><![CDATA[website copy]]></category>

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		<description><![CDATA[Because of cost and convenience a lot of learning now is directed online. This is great in many ways because you can learn in your own time and can re-run modules you need to re-visit.
When I studied for my Certificate in Education (another bit of my past), we paid great attention to learning styles and [...]]]></description>
			<content:encoded><![CDATA[Because of cost and convenience a lot of learning now is directed online. This is great in many ways because you can learn in your own time and can re-run modules you need to re-visit.
When I studied for my Certificate in Education (another bit of my past), we paid great attention to learning styles and of course there are many teaching strategies you can use to make sure everyone in a room is able to absorb what they need.
What happens when you&#8217;re trying to reach someone with whom you have no personal contact?

It&#8217;s very relevant to business because the more you try to do business using the internet the more you need to consider every aspect of how individuals take in and absorb information.Writing adirect sales letter is the most difficult task in sellingbecause you may have no previous contact with your reader. They need a high level of interest in your product to even read your letter&#8230; and they need an even higher level of reassurance before they buy.
Many internet marketers have gone the way of using audio and video, not only because it helps build the relationship but because it caters to different learning styles.
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		<title>Website jungles</title>
		<link>http://words-for-you.co.uk/website-copy/website-jungles.html</link>
		<comments>http://words-for-you.co.uk/website-copy/website-jungles.html#comments</comments>
		<pubDate>Mon, 10 Mar 2008 10:27:41 +0000</pubDate>
		<dc:creator>eileen</dc:creator>
				<category><![CDATA[website copy]]></category>
		<category><![CDATA[buying choices]]></category>
		<category><![CDATA[Website design]]></category>

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		<description><![CDATA[During my time at the vet&#8217;s lately &#8211; see previous post about Humphrey &#8211; I&#8217;ve had time to look at what&#8217;s available for pets to eat these days.
Juniors, seniors, kidney problems, neutered cats, kittens, convalescents&#8230; the list goes on. One of the vet nurses was on the phone to a colleague who was ordering food [...]]]></description>
			<content:encoded><![CDATA[During my time at the vet&#8217;s lately &#8211; see previous post about Humphrey &#8211; I&#8217;ve had time to look at what&#8217;s available for pets to eat these days.
Juniors, seniors, kidney problems, neutered cats, kittens, convalescents&#8230; the list goes on. One of the vet nurses was on the phone to a colleague who was ordering food for her cats. &#8220;Well you&#8217;ve got one neutered, one not neutered, two kittens so&#8230;&#8221; The solution seemed to be extremely expensive. Now from a marketing point of view it sounded the ideal set up; lots of niches to divide their market into.
But from the consumer&#8217;s point of view?

I think it&#8217;s a nightmare. How long does it take you to decide anything these days. For example shampoo. When I was growing up there was shampoo for dry hair, greasy hair and medicated. That was it. Once you&#8217;d decided what kind of hair you had, no problem. Whichever brand you chose it was easy to walk in the shop and whip a bottle off the shelf. In and out in seconds.
Now I like choice, options and hate being stampeded into a decision. But there comes a point where even I have too many choices. When I reach that point I&#8217;m less likely to make a decision at all. And I find many websites confuse me unbelievably. Read this, subscribe to that, look at the other and on and on till my poor brain hurts.
I&#8217;ve started now avoiding sites that give me brain ache. I want someone to tell me simply what they can do for me and show me where to find it. We&#8217;re used to 1,2,3. 14, 15, 16 is too much for us to compute.
And what did the cats used to eat? Well my grandmother&#8217;s cats were fed on scraps of fish, meat, and indescribable things left over at the butchers called &#8216;lights&#8217;. Don&#8217;t ask.
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		<title>Website scanners and skimmers</title>
		<link>http://words-for-you.co.uk/website-copy/website-scanners-and-skimmers.html</link>
		<comments>http://words-for-you.co.uk/website-copy/website-scanners-and-skimmers.html#comments</comments>
		<pubDate>Tue, 26 Feb 2008 12:11:15 +0000</pubDate>
		<dc:creator>eileen</dc:creator>
				<category><![CDATA[website copy]]></category>
		<category><![CDATA[headlines]]></category>
		<category><![CDATA[highlighted text]]></category>
		<category><![CDATA[subheads]]></category>

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		<description><![CDATA[Like any writer it would be great to think that people reading the words I write, especially for websites would read every word. Would linger over every phrase that I&#8217;ve spent crafting and deciding if that word is better than this one.
Do I really think they do? Nah. Absolutely not! So how can I make [...]]]></description>
			<content:encoded><![CDATA[Like any writer it would be great to think that people reading the words I write, especially for websites would read every word. Would linger over every phrase that I&#8217;ve spent crafting and deciding if that word is better than this one.
Do I really think they do? Nah. Absolutely not! So how can I make sure that they&#8217;ll at least read some of it. Well I start off by&#8230;.

Headlines and subheads make easy reading
thinking of headlines and subheads that will tell the story about the service or product my client is selling. So for example if my client sells training I might emphasise the results they get. The percentage increase in sales or the reduction in time lost because of the training.
That way the reader can see quickly the benefits on offer without straining to work through a lot of text.
Splitting text into small chunks speeds up not just reading but understanding so:

bullets are great ways of emphasis
highlighted text can be useful
one idea per sentence makes it easy on the eye

And the last tip -
You should be able to read the whole story from the subheads
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