followers 14 popularity
17
following 1

following  view all

Groups
hotrod52 is not in any groups

Interests

Internet Marketing
Peter Freemantle | hotrod52

The Truth about Article Writing

Aug 1st 2010 at 3:51 AM

Article Marketing Live Overview Call by Charlie Page
Page 1
Section 1 This is Charlie Page. Welcome to the Article Marketing Live Overview Call. I'm really glad you are here, and I appreciate very much the time you are taking to be with me and the fact that you responded to the email I sent you. I know that many of you are members of my Directory of Marketing or Directory of Ezines websites or read my own ezine Real World Tactics. I just want to take a moment before I begin to thank you for that, because I never forget that without the good men and women like you who respond to the marketing messages I send and benefit from the products that we create, we wouldn't have a business. So, thank you from the bottom of my heart. We really appreciate it. This is going to be an overview call. It's going to go for a couple of hours. We're going to take a break in the middle for about five minutes. I told you in my second message that this was not going to be a pitch-a-thon, and so it's not going to be a pitch-a-thon. I am going to mention a few times the e-course that I've created about Article Marketing. Tonight's call is an overview where we're going to look at article marketing from outer space, and we're going to come in closer and closer and closer, and look at some very specific things you can do. My main goal tonight is to give you a good feel of what article marketing can do and can't do in your business, and how to use it beginning right now. I don't want this to be just a general overview - I want you to come away with some meat so that you can apply it tomorrow.
Article Marketing Live Overview Call by Charlie Page
Page 2
I'm going to begin tonight with my own story. I don't want this call to be about me. I want it to be about you. I want you to know where I'm coming from when it comes to article marketing and understand that I'm not any kind of a guru or anything like that. I'm not a guy who was born with a silver spoon in my mouth. As a matter of fact when I started working from home on the Internet, I had to work from home on the Internet because I was taken ill, unfortunately. Thank the Lord I'm well today, but I was taken seriously ill and I had suddenly no choice but to work from home. The only thing I could do was to work on the Internet because I could only work a couple of hours a day. Like many people, I had the “field of dreams” idea that if I built a website, they would come, and when they came they would bring their Visa and their Discover card and they would buy the things I offered. I tried that for a while. I built a website. I bought an html editor, built a website. This was back in the stone ages of the Internet, back in 2000. So it was hard going to build a website, not like today. I built a website that I thought looked pretty good and thought the words on it were fairly convincing. We took our little dimes and rubbed them together and bought advertising. And we got no visitors. This is a story that I hear even today. People build a website, or get a replicated website and now they've got something to promote. They place an ad and nobody comes, or they do some search engine positioning and nobody comes. That's what I had. I had a site with no visitors. What I like to say is that I had a 3 foot tall billboard in the middle of the wilderness. I'm sure some moose somewhere saw my website, but no real people were seeing it. So we joined the Directory of Ezines, because I had heard that ezine marketing was a good thing, specifically that article marketing was a good thing. I had heard from a friend that you could write these articles and submit them to ezine publishers; that ezine publishers would use them, and that lots of people would read it and if they liked it they would go to your website. So we took a chance.
Article Marketing Live Overview Call by Charlie Page
Page 3
I've got to tell you, back when I joined the DOE it was a stretch for me to pay the membership, but we did. My wife looked at me and said, "Are you nuts?" I said, "No, I'm going to do this." And I did. I started sending articles. Five hundred, seven hundred word informational articles to the publishers that I found in the Directory of Ezines. I focused very much on quality not quantity. I wasn't trying to get my article into 500 people's hands at once, although that would have been nice. I tried to develop relationships and build relationships with these ezine publishers. I wrote and sent at least one article a week. It took a couple of months, but pretty soon, I was getting really good traffic to my website. When I say really good, what I mean is that the people who were coming to my website were interested in what I do, or what I was doing at the time. They knew something about me already. They were interested in what I was doing, and I found them to be informed and I found them to be qualified and I found a higher percentage than I thought possible ended up buying what I offered - which at the time was copywriting. So we began to get business. It was slow, but we started to get a little bit of business. As I look back on that, in fact I was talking with my wife about this today and she reminded me that we got business for two years off of that first set of articles that we ran. That's one of the points I want to make about article marketing. It takes effort and it‟s durable. I think that there's a balance there. It's not possible to spend five minutes and now a million people come to your site. Everybody listening to this call right now knows that that doesn't exist. It just doesn't exist out there that you can place one ad and get a million visitors. Lots of people will tell you they can do that, but they can't. So it took some effort but boy it paid off. We kept getting business and kept getting business and one thing leads to another, and I'm very happy to report that about 18 months later we actually bought the Directory of Ezines from Ruth Townsend. She was able to retire in Florida. She was very happy about that and we were very happy about that. So our situation really turned around.
Article Marketing Live Overview Call by Charlie Page
Page 4
This is why I'm such an advocate of article marketing. I've seen personally what it can do. Not going from doing well, to doing very well, but rather going from really being in a difficult set of circumstances to now moving into a better set of circumstances and beginning to get more freedom, both financially and in time. So it was a wonderful thing. Let's talk for just a minute about what article marketing is, who uses it, and then we'll get into some more specifics. Article marketing is the process of promoting any site, any service, any idea or business opportunity with short informative articles that you write or have written for you, and then you distribute them to various sources. We're going to talk in a few minutes about where to distribute them. We're going to talk about article directories. We're going to talk about ezine publishers. We're going to talk about RSS feeds and blogs, putting them on your own site. One of the things I want to really emphasize in the beginning is that you write an article one time, but you can use it many times and that you can use it many ways. I'm going to show you some of those ways here in just a few minutes. Another thing I want to emphasize, this is very important, is that anyone can do article marketing. If you hate to write, if you think you‟re not a great writer, if you think you‟re ok and would like to learn how to do better, if you think you're Hemingway … Those are all fine. It doesn't matter what you are promoting. If you are promoting a business or service, or a physical product that gets shipped, or you sell on eBay, or you're promoting what's called a continuity product where people get an auto-ship every month, or they join a membership site, or you're promoting an information product. I won't read you the whole list, because I don't want to bore you. The point is, any product, any service, any business opportunity: if you are list building, or doing lead generation, lead capture pages - these are all things that can be marketed effectively with article marketing.
Article Marketing Live Overview Call by Charlie Page
Page 5
I want to highlight one thing. When I say any idea, one of the people I've worked with is a person who is a fundraiser for cancer awareness. That is not a tangible product. That is not a product where you can say, “download this ebook and you're going to be happy about it,” or “I'm going to ship it to your house so you can try it for 15 days and if you don't like it send it back.” This is a “come to my website, get passionate about my cause, and give me money” approach, which is sometimes a hard sell. Although thankfully, people are philanthropic, people will share from their bounty and I'm thankful for that. However, it‟s still, as products go, as ideas go, a tough sell. Article marketing is hugely effective in that way. Make a note: Don't think you can't do article marketing just because you are new to the Internet, just because you don't have a product of your own, even just because you don't have a website of your own. Let‟s talk a little bit about the article itself and another important part of article marketing, of course that is the resource box. Obviously, you know that you have to have an article to do article marketing. Now you can get that article one of several ways. You can either write it yourself; have someone write it for you; you can use a private label article assuming that you are willing to make some changes and not be submitting the same article that everybody else is. Many affiliate programs offer articles. So there are a number of ways to get the article. The second part of the article, and a part that people miss, is what is called the resource box. The resource box is an area at the bottom of the article that talks about you. This is the area where you can really overtly sell what you are trying to sell. In the resource box I'll say something like “Charlie Page helps people succeed online. His latest book blop, blop, blop, is available at ... ” and give my website. I'll talk a little bit about the book. It‟s only six or seven lines long.
Article Marketing Live Overview Call by Charlie Page
Page 6
It‟s the area people naturally go to when they've seen the article and like it. They want to know who wrote that article. They want to know who distributed that article. Who took the time to get that article into a place where they can read it. They will reward the person who does that, be that person the author of the article or not, by visiting the website. That is a very important part of the article. The general rules of thumb for a resource box is keep it five to seven lines long. Mention your name and sell as much as you want to because that is the area where you are free to do as much selling as you want to. Unlike the content of the article itself, where you've got to be a little softer, a little bit more subtle, that resource box is where you can really go for the gusto. So article marketing in a nutshell is promoting any product, by any person, by creating or having created for them an article; placing it on websites that take articles; offering it to ezine publishers; distributing it in other ways; including a resource box at the end of the article that includes a link to a site that person wants to promote. People read the article. They like what you have to say and they click on the link in the resource box to find out more. Now, let‟s talk for a moment about why article marketing works so well, because it really does work well. It‟s a very strong form of marketing. Many of you have said to me in the emails we've shared prior to this call, “I keep hearing about how article marketing is so powerful. I keep hearing about how article marketing works so well.” It does work well. There are a number of reasons for that. I'm going to go through a few of the top reasons why article marketing works so well. The first reason I want to talk about is that people love articles. I'm willing to bet that you've read articles that you like maybe by me, or by someone else. You've read that article and you've come away from that article saying “man yeah, that makes sense to me. Now I understand this that I didn't understand before.”
When that happens, there is a sense of reciprocity that happens where you feel now more kindly, more favorably toward the person who provided you the information. It‟s the age old wisdom of give and you shall receive. People love articles and when you're the person who provides that
Article Marketing Live Overview Call by Charlie Page
Page 7
information, when you're the person who provides that article, they are going to love you too. And they are going to visit your website and they are going to seriously consider what you have to offer. I want to stop and accentuate that point a little bit. When people go to a search engine and type something into that search engine box and they get results, they know that the people are offering something. They have a particular level of interest when they visit that site. When a person sees an ad and they click on a link in that ad, they have a particular level of interest because they know that person is trying to sell something. But when a person clicks on an ad after they've read an article, they have a different type of interest in what that person offers. In my opinion it‟s a higher form of interest. It may be a bit more pure form of interest. The reason for that again, is that you've given them something. You've done something for them. It‟s just like if you are in an office building and you open the door for a person and the person walks through, the next door that comes up they are going to offer to open for you. That's what I like about article marketing. It opens doors. The people who come through that door, the people who come to your website are qualified. They are not generally tire kickers. They are not generally “Lookie Lous” who are saying “well, let me take a look, I don't know, maybe it‟s something good.” They've read an article by you or distributed by you. Now they have a sense of your credibility, they have a sense of your personality and if they are choosing to click, they're going to be more interested than the average bear. Here's another reason that article marketing works so well: Search engines love articles. If you think about the Internet for a moment from Google's perspective or Yahoo or MSN, or pick the search engine of your choice. Their job is to deliver relevant content to the people who search.
Article Marketing Live Overview Call by Charlie Page
Page 8
If someone is looking for information about dog grooming, they want to groom their dog and want to learn how to do it. They go to one of the search engines and type in dog grooming, but all they are presented with are a bunch of sales letters. All they are presented with is a bunch of information trying to sell them something - the greatest dog grooming clippers in the world, the greatest dog grooming shampoo in the world. They're not going to be too happy with the search engine who provided those results. But when the search engine provides a combination of sites that want to sell something and sites that are providing information, now the searcher is happy. The searcher is satisfied. The search engines go to extreme lengths to ensure that they are delivering good quality content. Content is the currency of the Internet. Information is the currency of the Internet. It‟s the lubricant, the oil that makes the engine go. Articles are content. When Google can deliver your content about dog grooming instead of some site trying to sell dog grooming supplies, they know that searcher is going to be happy. And that is going to make them happy and they are going to reward you by placing you higher and higher in their search engine. Of course, one of the benefits of article marketing is search engine positioning. It‟s a very, very important benefit of article marketing. It‟s something that happens naturally. You don't try to force it. You don't try to make it happen. This is not one of those “Be the Number One Person in Alexa in Two Weeks” type things. This is something that happens very naturally over a period of time. Actually, that‟s the better way. That means it‟s durable. That is a very important factor on the Internet. None of us want to be in business for six weeks. We want to be in business from here on. That business might change. The look of it, the scope of it, what we do might change. But we want to do business online. We want to be free both financially and with our time to do what we want. The Internet can do that for us. That's why we are here. We know that. So we're looking for a durable, long lasting business. Article Marketing provides that. It‟s a wonderful foundation to a long term business.
Article Marketing Live Overview Call by Charlie Page
Page 9
I touched on this before, but I'm going to touch on it again. That is the idea of reciprocity. Articles give before asking to receive. It‟s the actual flow of the article as a matter of fact. A person goes to an article directory, or receives an ezine in their email inbox, or they receive an updated RSS feed: there is your article. The article title, which is like a headline, captures their attention. They say “yeah I'd like to know five ways to get better quality traffic,” or “I'd like to know three ways to turn more visitors into buyers,” or “I'd like to be able to save time by using an autoresponder” or whatever the topic may be. These are the ones I'm familiar with and I've written about. They see that headline, they see that title and they say “yeah I want to read that.” So they take a few minutes to read it, because you've learned now that your article needs to be between 500 - 1200 words long. You don't want to write War and Peace, because people won't read it and publishers won't publish it. You don't want to write a 200 word excerpt and tease them into going to your website, because again publishers won't use it and article directories don't like it either. Your article is properly formatted, it‟s about 500-700 words long, it has actionable points. You're doing all of the things right. This person says “Wow, now here's somebody who gave me something. I want to see what they've got,” and they click. That sense of reciprocity kicks in and when they go to your site they feel better about you. It‟s a small point that I'm probably making into a big point, but I've seen it time and time again. I can't tell you how many customers I've had say to me personally on the phone or via email, “hey I've been reading your articles for two years, really like them and decided to buy your book” or “decided to join your site.” That's great with me. That is why I wrote the article. I wanted to give something of value to them. And I'm happy to receive something of value from them.
Here's another reason article marketing works so well. Articles create credibility and build trust. This is an important point. I don't want to gloss over it. A lot of people will say that and then they'll
Article Marketing Live Overview Call by Charlie Page
Page
10
move onto something else. The fact is that articles do create credibility because you are speaking from the position of an authority, you‟re speaking from the position of being an expert, whether you are an expert or not. If the information that you give in that article is good, solid, actionable information, if it‟s accurate information, if its information that helps a person do more in their life, and do more in their business, then you build a sense of credibility that you can't build any other way. That engenders trust. One of the things I learned about selling probably 30 years ago, is when they trust you they buy from you. That's a hard needle to thread on the Internet, because it‟s an impersonal medium. People don't normally speak to us on the phone. I do answer my phone as often as I can, but many people don't. They don't even list a phone number. Some people don't even answer email. Lord knows I'm not perfect about that either. I'm sure there are some I miss. But I try to communicate with my customers as much as I can. There are a lot of people who don't want to do that for one reason or another. So the Internet in a general sense is an impersonal medium. It‟s a medium where you can't make human contact and that makes it tough to build trust. We can hire copywriters or be copywriters and know how to say the right thing at the right time and all of that is fine, but sometimes it takes more than just a great sales letter to have a great website. It takes a track record of being trustworthy. It takes a track record of giving information. It takes a track record of being a person who cares enough to go out there and dig up some useful information, put it into a format that people can understand, take time to distribute it and never ask anything in return. You don't get paid for distributing articles. You don't get paid for writing articles. It‟s a wonderful way to build trust.
The other thing is, and we touched on this a moment ago, is that you are creating content for the web. I won't touch on this very long, because we already touched on it a little bit, but basically your article or articles become the content of the web. You feed the search engine spiders as they say.
Article Marketing Live Overview Call by Charlie Page
Page
11
And you allow Google and Yahoo and MSN and the others to be in business and deliver that content. It‟s a wonderful win/win situation. You give and you receive. Section 2 I want to talk for a few minutes about the benefits of using article marketing compared to other methods. I get this question a lot, and the question is, “Is it better to write and distribute an article than to buy a solo ad? Is it better for me to write articles than to do ezine advertising, or to buy pay-per-click advertising, or to do some other form of advertising?” Now, there is no pat answer to that; there just isn‟t. And what I tell people, and sometimes I think they‟re disappointed, but it‟s always truthful, is that I don‟t know enough about your situation to give you a pat answer. If you‟ve got a half a million dollars in the bank and you need to make sales today, is buying a solo ad smarter than distributing an article? You bet, sure; because you need an immediate return and you have the resources to go out and buy that advertising. But the question remains: how does article marketing compare to other methods? I‟ve made up a little list of ways that I think that article marketing is different from, and perhaps superior to, other forms of advertising and promotion.
One thing about articles is that they reach more people than any ad can reach. I remember when I first started writing articles years ago, I became in contact with a publisher who, at that time, had 400,000 readers and the day that she decided to publish my first article, I rejoiced because I thought, "well, okay, here‟s 400,000 people who could read my article. I‟m not saying they‟re all going to read it, but they could." And then, it wasn‟t very much longer after that, because fortunately, and I‟m thankful for this, she got good feedback on the article. I asked her to ask her subscribers if they liked it – she routinely did surveys, so that was a natural thing for her to do. I found out that a bunch of people were reading it. And she came to me and she said, “I like you articles and our subscribers are liking them; would you be interested in writing articles for me privately?” And I said,
Article Marketing Live Overview Call by Charlie Page
Page
12
“Sure, I‟d be happy to.” My articles started appearing in her ezine probably every other week for 18 months or so, and it was just a wonderful thing. Her subscriber base, no thanks to me, happened to grow from about 400 to 600,000; so more and more people were reading my articles, which was a great blessing for me. She was being provided with content she could count on, which was a wonderful thing. And here‟s my point; I was reaching people that I would never have reached otherwise. To buy a solo ad in her publication at that time was $1,000; rightfully so, she had 600,000 double opt in – these people had opted in and verified – readers. I mean, this is a deal. I thought it was a bargain for $1,000. But did I have $1,000 to spend every week, or every other week? No way, not even close. And even if I had, the fact of the matter remains, and I‟ve said this consistently throughout my online career, not everyone reads ads. Some people do, and they respond to them, and it‟s wonderful and that‟s the basis of online advertising, and that‟s a good thing. But the fact is, some people will read an article and completely ignore the ad. When you are writing and distributing articles, you reach an entirely different market than you would otherwise. No amount of money, not even Donald Trump money, can reach these people because it‟s not a function of money. It‟s a function of their particular persuasion; they‟re going to read the article, they‟re going to disallow the ads, they‟re just not going to look at them. So when you do article marketing, one of the big benefits, to me, is that you reach people that you won‟t reach in any way, shape, or form by buying advertising. In addition to that, you‟re reaching a huge audience.
Now, I‟m not going to pretend that when she sent out her ezine all 600,000 people opened it up and said, “Ooh, another article by Charlie Page, I can‟t wait,” because that‟s silly. I mean, we all know that‟s not true. There were a percentage of people who opened the email; of those, there were a percentage of people who read the article; of those, there were a percentage of people who read the entire article; and of those, there were a percentage of people who clicked on the link in the bottom of the article. But I can tell you this: producing articles for her and providing her with good quality
Article Marketing Live Overview Call by Charlie Page
Page
13
articles cost me nothing, not a dime. Yes, it did cost me some time; and frankly, back then my time wasn‟t worth a dime. It really wasn‟t worth much back then, because I was just not making any money. But it cost me nothing, no hard cost at all to produce this. And if only 20 percent of her 600,000, and frankly I can‟t remember the number, but if only 20 percent of them opened it up, if my math is right that‟s 120,000 people. If only 10 percent of them read the article, and again, I think my math‟s right, that‟s like 12,000 people, right? That‟s 12,000 people, let‟s say, that‟s kind of a worst case scenario, let‟s say 12,000; that‟s 12,000 people reading something I wrote and having the opportunity to click on the link at the bottom, and it cost me nothing. Now, to my way of thinking, that‟s a pretty good bargain. So I like the fact that article marketing reaches people who don‟t read or respond to advertising. Here‟s another benefit. Article marketing creates links back to your website that advertising doesn‟t. Now, when you place a pay-per-click ad, you know it runs as long as you pay, and once you stop paying, what happens? That ad no longer appears. That‟s the nature of advertising; nothing wrong with that, that‟s the bargain you agreed to. But the fact of the matter is, when you market with articles, those articles create links to your website for a very long time to come. Now, I tested this recently, and forgive me if I rattle a few pieces of paper because I just did this about 45 minutes ago now, and what I did was I took an article that was distributed six weeks ago. We distributed this article to five article directories. We haven‟t even offered it yet to ezine publishing; we simply did the top five article directories. We did it about six weeks ago, we put it in place and we let it run, and what we discovered was that one half of the people who viewed the article used the article. Then, what we discovered was there were 48 sites that were providing a link through the article back to this customer‟s website. Now, this isn‟t my article, this is an article I wrote for a client. But 48 sites linking in, in six weeks, with the one time effort in my book‟s not a bad bargain. And those sites are going to continue to provide that link to his site, and those people are going to continue to click the link going to his site, and I know for a fact that he‟s seen an increase.
So, it‟s, to me, very relevant, very timely, because one of the questions I got, and one of the
Article Marketing Live Overview Call by Charlie Page
Page
14
questions we received – and I hope you feel free to post your questions during this call and come back to the page after this call and post your questions; because I‟m keeping the page up there on purpose. I want to hear from you. I want to hear what your questions are. If you've got challenges, I want to help you overcome them. Don‟t feel shy; ask any question you want. Do try to keep it on the topic of article marketing if possible. But one of the questions I got is, “Is article marketing still relevant, I heard it was over. I heard that was a good method a couple years ago.” Well, I won‟t mention the name of the person who wrote, but here‟s my answer. Six weeks ago we submitted this article, we've got 48 sites who link right now, the person‟s seen an increase in business, and yes, they did pay me a fee to write the article; but had they written the article themselves, there would have been no cost; there was no additionally cost to distribute it, and that‟s only five article directories. And there‟s a bunch of these article directories out there, we only use the top five, and this is; again, not to be repetitive, before we offered to any ezine publishers which were in the process of doing now. So, I think it‟s relevant. Another benefit of using article marketing as opposed to article marketing is credibility. Now we‟ve talked a lot tonight about credibility, and I don‟t want to burn you out on the idea, but I do want to say this. When you place an ad, no matter how well written you can get the best ad writer in the business to write that ad, it‟s an ad. And people know it‟s an ad when they read it. You know they‟re ads when you read them, don‟t you? But when you read an article, there‟s a whole different feel, there‟s a whole different sense that you‟re a person who knows what they‟re talking about, you‟re authoritative, you‟re helping them. So your credibility quotient goes way, way up. There‟s just no way to lay an article and an ad next to each other, no matter how well written the ad is – and I used to write these ads for a living, so I know how to get response from them. It doesn‟t matter how well written they are, they just don‟t build credibility or position you as an authority or an expert like an article does.
Another benefit is cost. If you write the article and distribute the article like I used to, there‟s no
Article Marketing Live Overview Call by Charlie Page
Page
15
cost. If you have the article written for you, the cost can be very low. Now, there are some people out there who‟ll charge you an arm and a leg to write an article, and that‟s fine if they have the reason behind. You always look for the reason why when you buy things. Why should I buy this from this person? If it‟s a person who really knows articles and really knows how to write them and you feel like you‟re going to get your money‟s worth and you can afford them, that‟s great. But you know, you can get a very well written article now for $25 or $30. There‟s just absolutely no end of people who are native speakers, and by that I mean that the article‟s going to sound like you. They can write it pretty much in your voice. They can write it in such a way that it‟s not going to sound like an ad, and they can write you a 700 word article that‟s an informative article that‟s about $25 or $30. I‟ve seen them for less, I‟ve seen them for much more. But that, to me, is a bargain. We‟ve talked about reciprocity enough, I think, that you understand my viewpoint on that. Articles are also a softer way to sell. Nobody wants to go in and get the hard sell, hard handshake, "yeah, good boy, go get your checkbook" feeling. People don‟t like to buy that way. People like to buy by being informed about things and learning things. That‟s why there‟s so many searches done on the internet before a purchase is made. I read somewhere people search five separate times before they make a purchase. Not sure where that number came from, nor can I assign a huge amount of credibility to it, but it does follow my own pattern, so it resonates with me a little bit. Well written articles can also create a need in a person.
This is a subtle point, but I think it shouldn‟t be missed. A well written article will be actionable; it will show people how to do something. That„s good, because you want them walking away with a feeling, "I‟m empowered." You want them walking away from that article with a feeling of, "now I know how to do something I didn‟t know how to do before." Or, you want them walking away with a piece of information they didn‟t have before. "So that‟s what an auto responder is," or "that‟s
Article Marketing Live Overview Call by Charlie Page
Page
16
how I use an ad tracker." Or, "that‟s what split testing is, never knew what that meant." So you want some information that helps them or you want some actionable points; but article marketing is in fact marketing. And because of that, you‟re not telling the whole story in your article. You can‟t, you‟ve only got 700 or so words to use. The fact is, long sales letters work. So you‟re trying to create both a sense of satisfaction and a hunger to know more. That‟s a very important part of article marketing. Here‟s a little hot tip, this is something that‟s from the full e-course, I didn‟t intend to share it tonight, but I‟m going to go ahead and share it, and that‟s this: One of the greatest ways to write an article is to write three out of five tips about, "insert your topic here." Let‟s say auto response. "Five ways to use an auto responder that you never thought of before," and you include three ways in the article. And now, in the resource box, you‟re saying, “Want to know the other two ways? Click here.” It‟s amazing how that technique will increase click-thrus on an article. Because the person‟s already committed to reading the article, they‟re looking forward to those five ways, and now they‟ve made that a commitment and you‟re satisfying them, you‟re not doing anything wrong, you‟re satisfying them and helping them by giving three ways, of the five, and you‟re just asking for them to click to your site to learn the other two. You‟re not saying, “I‟m going to charge you a hundred bucks,” you‟re not saying, “I need to come over to your house and have supper,” you‟re just saying, “Click here if you want to learn the other two.” The sense of curiosity is powerful, and a very strong technique to use with article marketing. So there‟s a little taste of what we‟re putting in the full e-course, I really honestly did not intend to say that tonight; but I‟m glad to share it with you because it‟s a very strong technique. Give it a try. Take a look at the articles you have now, and if they have five action points, see if you can pare it down to three, keep the article making sense, submit somewhere else, and see what you get.
Remember to always put an ad tracker in your resource box. We go into that in great depth in the full e-course, talking about how to track, how to track at different article directories, how to track
Article Marketing Live Overview Call by Charlie Page
Page
17
different sources. Without tracking, you‟re just throwing a dart at a board, you‟re just guessing. So that‟s very important. Back now to the benefits of using article marketing. I want to talk just a little bit about getting somebody into your marketing funnel. You know, the marketing funnel is the big thing now; everybody‟s talking about marketing pipelines, and marketing funnels, and that‟s fine; because that‟s a very legitimate aspect of marketing. You get a person to take a small action, and often that precipitates them taking a larger action, and that precipitates them taking a larger action still. And there‟s nothing wrong with that, it‟s a perfectly valid form of marketing, as long as you‟re providing value all the way through. I think when you‟re teasing people, and then teasing people, and then teasing people, there‟s a point at which I say, “Hey, buddy, it‟s time to deliver the goods.” That‟s one reason I wanted to make this call tonight two hours long instead of 45 minutes, and I wanted to also deliver some very good content. I hope you‟re finding it good; I‟d love to hear your feedback, and also answer questions. Because I know you paid $20 for this, and you didn‟t just find that on the sidewalk, you worked for it, and I respect that. So the marketing funnel though, I‟m digressing, I apologize, the marketing funnel; very important concept. Article marketing is a wonderful way to get somebody into your funnel, because the concept of a marketing funnel is again, to get somebody to take a small action, sign up for a mailing list, fill in a form on a squeeze page – as they call it – or a lead capture page, request more information, sometimes it‟s talk to live person type of operator, or call an 800 number. And once you get them to take that small action, now there‟s a chain of events or a funnel or a pipeline is the imagery that some people like. Articles are a wonderful way to do that, because they create curiosity. The great articles answer people‟s questions to an extent. And I don‟t want to go back over that completely, but I do want to say that one of the best ways to get people into a marketing funnel or a marketing pipeline is to do it with article marketing, because in your article, you can both satisfy their curiosity and create more curiosity.
Now, here are a couple of more reasons, and then we‟re going to take a break in about ten minutes;
Article Marketing Live Overview Call by Charlie Page
Page
18
I‟m telling you know that there‟s going to be a break that comes up in ten minutes, it‟s 7:55 if I have my timing right, we‟re going to take a break for about five minutes, everybody can stretch their legs, walk around, get the blood pumping, then come back at the top of the hour, then we‟re going to resume with the rest of the call. I‟m also going to open the phone up a little bit to say hello and make sure you all are still awake. So let‟s talk for just a minute about one of most important benefits of article marketing, and that is the durability of it. I alluded to this earlier, recently I went back and googled, -- I think it‟s so funny that Google is now a verb -- I went back and googled the titles of some of my articles. And I went back all the way to 2000 and came forward, and sure enough, they‟re still out there. Now that‟s amazing, think about this. You‟ve heard of “Internet time” - everything happens twice as fast on the Internet, everything lasts half as long on the Internet? The businesses come and go in fifteen minutes on the Internet; we‟re all in such a rush online. But the truth is, things move very quickly online, but this is a level of durability that I never imagined would exist. Seven years I‟ve got information out there. Seven years that stuff‟s been bringing me visitors and building credibility and creating trust and things like that. I‟m going to talk about my own business for just one second; I‟m not one of those guys who likes to show you my Paypal account or any of that silly stuff, because I think that‟s crazy. But I will say this: When we run a promotion to our mailing list, it‟s not unusual for us that 13, 17, 22 percent of people who visit the promotional website make a purchase. We‟ve actually had a 34 percent conversion rate before. I‟ve often been asked by people who are friends online, “How do you accomplish that?” I don‟t know, that‟s an honest answer. But I‟ll tell you, I think a big piece of that has got to be the fact that I‟ve been marketing with articles for so long. I‟ve written well over a thousand articles, I don‟t know how many are out there under my name right now, I‟m in the process of having somebody compile them all, and so we‟ll find out soon enough and I‟ll keep you posted.
But the durability of that just blows me away. You know, you place an ad and it‟s gone. You buy pay-per-click advertising and it‟s gone. Even ezine advertising, which you know I love, even that, you place it and it‟s gone. Although I will say on behalf of ezine advertising that a lot of publishers
Article Marketing Live Overview Call by Charlie Page
Page
19
will archive their ezine and do archive them with the ads in there. So that‟s a good thing. But even that isn‟t durable like article marketing is. Regular articles stay around for a long, long time, and it‟s just almost impossible to get that somewhere else. Articles create links back to your site; that‟s another very valid point. You know, these one way incoming links are really important. I‟m not a big linking guy and I‟m not an expert on linking, don‟t pretend to be, but I can tell that when another website links back to your site, that‟s a pretty good thing. And when 48 link back to your site, that‟s a pretty good thing. And when 300 link back to your site, that‟s a really good thing. So these links that come into your site one way are very good, hard to get, and article marketing is a very strong way to get them. Granted, some article directories are a little finicky about what links they take. One of the questions I got was about one of the largest article directories out there; I‟m not going to mention the name, because the owner‟s a friend of mine and I think it‟s bad to mention it. But it‟s one of the biggest ones out there, and their policy is they don‟t allow articles with affiliate links. So what do you do if you‟re an affiliate marketer? That‟s one of the questions that we got on the call tonight. We received probably more questions about that than I think - the first most popular question is, “How do I get started?” Hopefully, I‟m sharing some of that. One of the next questions was, “What do I do if I‟m an affiliate? These guys won‟t take my affiliate links." Well, there‟s a very easy way to do that. That is, you create a blog, or you create a one page website; there are services that you can hire to this for pennies, in fact, if you have a hosting company the odds are that you‟ve got blog software already in your C panel of your hosting account.
Now, if all of that is Greek to you, all of that doesn‟t make sense, there are other places that will create websites for you, I know Wayne Van Dyke has one, I know some others that will do a great job, Stone Evans will create a website for you. There are some people out there that do a great job of creating websites and you simply make the link in your article go in your website. And then, here‟s lagniappe (lan-yap), I‟m from Louisiana so I‟ll use a few Louisiana terms, here‟s the extra. You
Article Marketing Live Overview Call by Charlie Page
Page
20
don‟t just say, if you wanted to learn about this product click here; you write a hundred word review of the product. "The reason I love the directory of ezines is that it makes it so easy to find ezines, and Charlie‟s a nice guy," whatever. Then you provide the link. So now, you‟ve got an article that‟s your own, you can place it on this largest of article directories, because you‟re linking to your website. And now the person comes, they read a little personal review and they click through to the affiliate website. Here‟s a question that I get when I explain that concept to other people, and that‟s this. “Yeah, but doesn‟t that make fewer clicks? Isn‟t it true that fewer people will click twice?” Yes, it is. Absolutely. But here‟s the thing. First, it deals with reality, because this particular article directory‟s just not going to change their position, no matter how much we complain. Second, I believe – I can‟t say that I‟ve tested this 100 percent, but I can say I‟ve tested it – I believe that people who come through to the affiliate site ultimately buy more because they‟re more highly motivated. Also, they‟ve heard from you a little bit about why you liked or didn‟t like, or what you weren‟t so crazy about, and when you write these reviews – I know I‟m digressing from article marketing, and I apologize – but when you write reviews, feel free to be candid about, you know, it‟s not a perfect product but it really did the job. Nobody‟s perfect, people don't believe these, "oh, it‟s the best things since sliced bread" testimonials. Seems like it‟s just a cloaked affiliate link. So let‟s talk for just a minute about how to use article marketing in your business, then we‟ll take a break, and when we come back we‟ll talk about how to write an article, what to do if you don‟t want articles, and I mean don‟t want to write them at all, and where to distribute your articles for maximum impact. And then we‟re going to touch a little bit on some advanced techniques and also answer some questions. So, how to use article marketing in your business.
Obviously you can use article marketing to get leads. What you can do is you can cause people to go to a lead capture page or a lead generation page and ask them to sign up for your program, to learn
Article Marketing Live Overview Call by Charlie Page
Page
21
more information about your program. Articles are a wonderful way to get leads for your primary business, because you‟re providing information that makes them hungry for more. And when you do provide information and they do get hungry for more, all you‟re asking is that they provide you with their name and email address to get that further information. Nothing wrong with that, it‟s a wonderful way to market; and then they‟re in your marketing pipeline. You can educate buyers before they buy. Now this might seem like an odd concept to some people, and I can tell you that I was at a place in time where I said, “I want everybody who can visit my site to visit my site.” But it‟s also true that we want qualified visitors to visit our website. And there‟s a degree to which you can use article marketing to qualify people who come to your website. A good way to do that is to use articles and use the educational aspect of the article to tell them a little about what your business is about so that they can make a preliminary decision before they visit your site. Now, imagine this. If people who visited your site already knew what you did, they already knew something about it, they already knew it was going to cost a little bit of money, or it was going to require a little bit of effort or that they were going to need to talk to somebody on the phone; for some people, that‟s too bold. For some people, that‟s too bold an approach and they say, "no, no, I want all the visitors;" and that‟s fine if that‟s how you feel. But I can tell you from experience that when you get these highly qualified visitors to your site, some very powerful things start to happen as far as conversion rate is concerned. So, I believe the time has come for our break. We‟re going to continue with the finish, how to use article marketing; looks like we‟re pretty close to being on target for what I had hoped to be able to say, we may, at the end go over by a few minutes, and that‟ll be fine with me if it‟s okay with you.
Article Marketing Live Overview Call by Charlie Page
Page
22
Section 3 Okay, we‟re back and we‟re going to pick up where we left off to finish this up strong. We‟ll answer questions that were sent in from some of you in a few minutes. We were talking about how to use article marketing in your business. We talked about getting leads, and we talked a little bit about educating buyers before they buy. Those are both good methods. The next thing I want to talk about is how to use article marketing as a supplement to other advertising. The internet‟s an awfully big place; I don‟t know how many people are on the internet, nobody does. They say it‟s half a billion or so. I‟m not sure how many people there really are on the internet, but I know this -- that in a way that I don‟t quite understand, but know works, when your name appears in multiple places, your sales increase. By that, I mean when you are the person who puts the article out, and you‟re using article marketing, then somebody later sees an ad that you‟ve placed, and then later they see a forum posting that you‟ve made, and then later they hear somebody talk well about you; things start to improve for you. That can be very powerful for your business. It can be something that really changes how your business is conducted. There‟s a law of large numbers that begins to kick in. They‟ve seen you here, they‟ve seen you there, and all of a sudden, they think to themselves, “You know, this is a person I should listen to.” That becomes a very powerful thing. It takes awhile for it to happen, but when you‟re doing some advertising and you‟re in forums having discussions and you‟ve published articles that you can point people to, it happens. Here is a tip from the full e-course – I think you will like this. Absolutely put a URL to one of your articles in the signature line of your email.
Article Marketing Live Overview Call by Charlie Page
Page
23
Think about how many emails you sent today. If you‟re like me, you sent a bunch. Last time I counted, it was about a hundred. I don‟t know how many it really is now, but it‟s a lot; it feels like a lot. Every time you send an email out, you can send out a link to one of your articles. You‟d be surprised, over time, how many people will click that link. They will go read your article. It‟s a credibility builder. Now, your mom might get an email from you and say, “Why is she doing this, or why is he doing this?” and that‟s fine. But I‟m talking about your business correspondence. When you write business correspondence, absolutely put a link to your articles in it. It‟s less overt than putting a link to your website. How many emails do you get a day -- I‟d love to know the real answer to this – how many emails do you get a day that say, “Thanks for your email, I‟m on vacation,” or worse yet, “Thanks for your email, check all my websites below.” We all get these all day long. Some of these just go into the ether or auto responders that don‟t mean anything. But a lot of times you‟ll get a response from somebody and they‟ll include a little signature that says, “Check out my new website,” or “Check out this, that or the other.” People forget to say, “Check out my most recent article.” I think that‟s something that should be included. Article marketing is a powerful supplement to your other advertising methods. Now, it can be a sole method of marketing. I know that for me it was for awhile, because it was all I could afford; I could afford nothing, so that‟s what I did. Also, I have a friend who built a substantial copyrighting business by doing nothing but article marketing. I‟m not saying this is for everybody. That‟s kind of a hard core way to go about it, to do nothing but article marketing. But I do believe this: I do believe that anyone who markets online and isn‟t using article marketing as a part of their marketing mix, as a part of the way they promote, is really missing the boat. I can‟t say that about everything. I‟ve successfully promoted my businesses for seven years now, and I don‟t think I‟ve ever issued a press release. There‟s nothing wrong with press releases; I know people they‟ve worked well for. I‟ve written many of them, but I‟ve never issued one.
Article Marketing Live Overview Call by Charlie Page
Page
24
I think article marketing should be a part of every marketing mix. Now, let‟s talk about how to write the article. Those of you who do not want to write anything, feel free to get the beverage of your choice, because, we are going to talk for a few minutes about how to actually write this article, along with how to make an article you have now better. You want the best possible article going out there. This is a little salesman that will go out and make sales calls for you 24 hours a day, 7 days a week. Best of all, you will not have to tell this salesman where to go, what to do, or what to say. The internet search engines will do the work for you. You will take the article, which you make as strong as you possibly can, and post it to 5 or 7 or 10 websites that allow you post it free. You‟ll then submit it to some ezine publishers who have said “yes, I want articles about this subject.” The cost to you: zero. Then you will let time become your ally. That‟s such a powerful concept; time becomes your best friend. The more time goes by, the more people read your articles, and the snowball effect begins. It‟s just a wonderful thing when it happens. And it will happen; it will happen with article marketing. Now let‟s talk about a few very specific things about how to write an article. First: length. I‟ve touched on this before, but I will go into it just a little bit deeper. I think the right length is between 700 to 1,200 words. I know I said 500 words a little while ago. Five hundred words can be enough. But I‟ll tell you the truth; as a writer, one of the things I learned a long time ago is that it‟s harder to be concise than anything else. I have a hard time bringing an article down to 500 words while being thorough. I‟m not the best writer in the world, but I write a lot, and my writing is purchased by people, so I‟m doing something right. I find it hard to fully express what I want to say in an article in 500 words.
Article Marketing Live Overview Call by Charlie Page
Page
25
Over the years, I‟ve been fortunate to get to know plenty of ezine publishers. Some of these publishers have two or three million subscribers. Some of them have 2,000 subscribers. I‟ve been very fortunate to personally know more than I can easily count; but it‟s a lot. I asked these publishers, because I‟m trying to be of service to them as the owner of the Directory of Ezines, what kind of articles do you like to get? What do you want to see? I think that is the place you go to find out, what does a good article look like? After all, the ezine publishers are going to put your article in the heart, in the belly of their ezine. This is how they make their money. They will publish material they didn‟t write, but their criteria, their guidelines, will be pretty tight. So here‟s what they said to me, and here‟s what I‟ve done, and here‟s what I know works. I believe 700 to 1,200 words works best. I personally like 1,000 words, that is what I go for.
I write my articles in a program called Notetab, which you can get free at a website called Fookes, http://www.fookes.com. Notetab has a free version, they have a paid version, but you can get it if you want, it‟s a great little text editor. I write my articles in Notetab, but then I use a little trick; and that is, I bring that article into Word, Microsoft Word, and I use the grammar and spell-checker, I don‟t only spell check it. I‟m looking for grammar. It will tell me how many passive sentences I have. It will tell me how many words I have per sentence. It will tell me how many sentences I have per paragraph and all these little interesting things that, to some people, might seem a little obsessive. The truth is, once you get the hang of it, it takes about two minutes or less; and it helps you determine if you have a good article or not.
Here‟s something that might surprise you. I don‟t know if anyone will be offended by this, but I will say it anyway. That is, when you use Word, and you do the grammar and spell checker, it will tell you what grade level you‟ve written to. You need to write to a fifth or sixth grade level. That is the fact of the matter. I don't know why it‟s that way. I don't know anything more than knowing that it
Article Marketing Live Overview Call by Charlie Page
Page
26
works. If you keep your article at a fifth or sixth grade level, everybody can read it. Everybody can read it quickly, and everybody can digest it fast and that‟s what you need. So try to use your spell and grammar checker in Word, if you have Word, if you don‟t, WordPerfect and other programs like that – I know there are great programs for the Mac that have these elements, too. Just use something that will tell you what grade level you‟re on. That‟s a helpful little tip. Now, here are a few other things about how to write an article. You don‟t want to write a sales letter. That was probably the biggest mistake I made when I first started. I wanted to tell people 12 reasons why this product was the best thing in the world. My life changed when I bought this product; you should buy it too and I‟ll make a commission. And, although my heart was in the right place, my head was in the wrong place. You don‟t want to write a sales letter because publishers won‟t publish them in their ezine, they will want to sell you an ad instead; it‟s how they make their living, and that‟s right, that‟s correct. Article directories won‟t take them, because Google will penalize them and because that‟s not what they‟re there for; they‟re not there to collect 3,000 sales letters, but to provide informational articles. Article directory owners almost all get paid based upon little ads that appear on their website. The longer people stay on their website and read article after article after article, the more ads they‟re exposed to, the more likely they are to click that ad. The article directory owner gets paid when you click the ad, so they will be pretty strict about the quality of the article. So, you don‟t want to make it a sales letter. But, you still want to make sales, so how do you resolve the dilemma? The way you resolve the dilemma is that you make the article actionable and informative, but not complete. And when I say not complete, I mean you don‟t tell the whole story. This is Paul Harvey marketing 101.
Article Marketing Live Overview Call by Charlie Page
Page
27
I‟m sure we‟ve all heard of Paul Harvey, if not, I encourage you to learn more about him. What a great broadcaster. He‟s got, and you can say it with me, the rest of the story. The guy is a genius at getting you interested in learning about this person who saved his sister from drowning by using a watermelon and calling people using a tin can, then commercial break, and now the rest of the story. Well, that‟s exactly the essence of article marketing. In article marketing, you use the article to get people interested, you give them some pieces of information, but then your website gives them, say it with me, the rest of the story. That‟s the essence of article marketing, and you want 700 to 1,200 words. You also want actionable items that aren‟t a sales letter; five points or less really work well. If you do have an article that has a certain number of points, you want to say that in the title of the article. “Three Ways to Make Your Auto Responder Help You Make Money” That‟s a very poor title, pardon me. “Three Ways to Use an Auto Responder Beginning Today” “Five Reasons That Ad Trackers are Necessary.” These types of article titles, five ways, three ways, four ways, are very effective because they hold a promise to the reader, and that is that you‟re going to be brief. How long winded can you be in three points? Now, some people can be, but generally you won‟t. That relaxes the reader, it causes them to say to him or herself, yeah, I‟ll take a look at this and dig into it. So I like five points or less. Now, the title is the thing, you want to make it grab the reader‟s attention. Here‟s a tip: it‟s a headline for your article. So when you write the title to the article, you want to think then like you‟re writing an ad. You don‟t want your article to actually be an ad, but when it comes to title creating time, you want to think of it as a headline, like something that must capture people‟s attention, and cause them to want to know more.
Article Marketing Live Overview Call by Charlie Page
Page
28
Here‟s a little secret: I use a program called Headline Creator Pro, written by a genius of a guy named Scott Ricker. I bought this program many, many years ago; I love it, and I use it to create headlines for my sales letters. But I also use it to create headlines for articles, and then I shrink those down and make it into a title. It‟s a great resource. If you ever get this program, it has a feature called the World‟s Greatest Headlines. It‟s a collection of headlines that have proven to be effective over the years, one of which is “Why some foods explode in your stomach;” it‟s very colorful language like that. I‟ll sometimes look at those in order to get inspiration for writing and titling articles. So the title is the thing. Make it grab attention because it‟s your headline. Another tip: short paragraphs work b

0 comments
Please to comment

sign in

Username
Password
Remember Me


New to IM faceplate? join free!

Lost Password? click here