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Before you actually write the e-book we are going to write the sales letter first. Now I suggest you write it in Microsoft Word and save it. Then we can transfer it to the main "Sales site Page" when we are designing our basic site in step 5
The main reason we are writing our sales copy before we ever write a word in our e-Book is because it hasn't actually being created yet, which means there is absolutely no limit what you can write in your sales letter. The sales letter doesn't fit the e-Book; it's the other way around.
Now you can describe exactly what your e-Book will show to the potential customer. There are no restrictions on what you can write in the sales letter. When the sales letter is completed you can then incorporate all the ideas you have come up with into your e-Book
Your sales copy must do the following three things
o Get the attention of the prospects
o Communicate the benefits of the product
o Persuade the prospects into the desired action
Remember the most important part of your page design is your actual sales copy. A fancy website and graphics help but the key is in the words used
Sales letter Structure
o Info product
This is the structure that you should use for your sales copy. If you check out the best sales letter they will all follow this formula?
The main function of the header/title is to grab the reader's attention. The header should be displayed in a large, bold font. This demands your potential customer's attention and intrigues them to read further on. Include your logo or e-Book cover (discussed later on) close to the header. If you header is not well designed you run the risk of losing the potential customer straight away. Spend time creating your header.
This section promises the potential customer a huge benefit which is almost too good to be true. It's OK if it's a bit too unbelievable the testimonials will take care of that. Here is an example of such a headline
Discover how my 5 step affiliate programme can increase your income by 10,000 a month
In this section you include testimonials that old/new customers have sent you about your product or service. You probably don't have any customers yet so email some potential ones your e-book for free in exchange for a testimonial. When you do start selling you can always ask a new customer for one.
Now the testimonials page has assured the potential customer that you can fulfil the promises you made in your header also you have gained a bit of trust from your potential customers so anything else you say that follows the testimonials page will be taken as true. This is the reason why the testimonial is placed at the top to gain trust right away where if it was placed at the bottom after presenting some good sales copy it may be already too late.
Info and product
In this section you will give info on what your product or service is about. You should show your customers a list of problems in this area. Agree with the customers, on how frustrating these problems can be and how you, yourself dealt with these problems. The key is to show the person that you have a deep understanding in this area and you are an expert on the subject. That is very important.
Next you must introduce your product as the solution to the problem. Then you must have a proper e-Book cover design. This is crucial. Many people have never purchased an e-book so you must give them some idea what exactly they will be purchasing
Benefit This section is basically telling your potential customer of the benefits they will receive from purchasing your product. Show your potential customers the enjoyment they will get from using the product. Give them as much information on your product as you can. Use bullet points to emphasize the benefits. Put in another testimonial just to remind the person that it's all true. Keeping their trust is highly important.
This is a powerful tactic used to increase sales. Including free bonuses with the purchase of your e-Book will increase the perceived value of the e-Book. Also a deadline on bonuses is also a good way to speed up consumer purchases. Bonuses also reduce the risk of money back returns
Offering a guarantee to your potential customers takes the risk off their shoulders. A good guarantee is the final bit in the jigsaw that will make the person finally purchase the product. The agreement is such that if the customer is not happy with their purchases then can get a full refund. You must remember that lots of your potential customers will be "first timers" therefore a guarantee puts their minds at ease. Guarantees can be 30 day, 60 day, or lifetime; however such guarantees must be backed up with an exceptional product.
This is one of the most important steps in the sales letter; this is where you close the sale. In this section you must include your most appealing benefit and finally ask for the order, because if you don't they wont. Finally make it easier for them to order like an "order now" button shown below.
At this stage you should start to write your sales letter in Microsoft word we will concentrate on the html design and implementing the sales letter in it in section six but for now just concern yourself with writing your sales letter. To help you here are some of the web's top e-book publishers sales sites. You can check out my own sales page at http://www.ebookprofitmaker.com
Sales Letter generator
OK ill now offer you an alternative to writing the sales page yourself. Only use this if you are willing to spend some money. You may want to check out this piece of software that actually writes the sales letter for you. All you do is answer the questions it asks and you will receive your sales letter. You can find this software at sales generator here
Credit card Transactions
Finally you will need to find a credit card processor later on so your e-Books can be ordered. The one I seriously recommend is Clickbank. Ill go into them in more detail in section 6 but for now I want you to know that all these company's, including Clickbank, have a set of rules that you must abide by to use their software. Don't panic ill go through these rules now. Basically it involves putting a certain amount of details in your sales letter and product delivery page so you can be accepted by your credit transaction company. So here they are:
You must provide on your sales page:
o Detailed description of your product
o Buy now link
o Explain how the product will be delivered
o Mention how long the delivery will take
*remember theses are rules not suggestions
So that is everything you need to know on how to write your sales letter, before we move on to step 3 lets summarize what we need to do to write the perfect sales letter
We need to: o Write the sales letter before the e-Book
o Sales letter structure must have , header, promise, Testimonial, info and product, benefit, bonuses, guarantee and summary
o You can have your sales letter made by Sales letter generator
o Certain set of rules should be included in the sales letter for the purpose of the credit card transaction company
How do you define your niche? Is your niche a collection of individual prospects with individual needs? Or, is your niche a group of business people with similar needs? It would take a great deal of effort to write custom articles tailored to each individual in your niche. To multiply your effort, identify the special characteristics that define your ideal customer. Then, tailor your articles to grab the attention of your ideal customer.
Writing articles for Internet publication sometimes seems like a tedious task. Sharing your expertise through niche-specific content in many articles confirms that you're here to serve your market. Rather than rewriting articles, write a list of activities that are done by all successful businesses. Write articles from the activities list. In this article, read about boldly doing things differently to interest your ideal customers. Announcing 3 nifty methods to accelerate your good Internet article writing.
1. Manage your writing time by routinely writing articles according to a specific outline.
2. Stay in touch with your customers. Share helpful information that helps them achieve their goals. As you stay in touch with your customers you are working your list. Avoid making a mistake of building a list and then forgetting to interact with the people interested in what you offer. Write an article about the importance of staying in contact and developing relationships with your list.
3. Study what your competitors do. Look for what's missing and causing inconvenience to your niche. Offer the convenience in your business and capture your competitor's customers. Write an article about this.
I was once part of a brilliant plan for a farmstead business. Grow seed potatoes for sale as an extension of our garden program - organic seed potatoes. So we made our first mistake; we planted acres of potatoes. Now that they were growing, those acres (not customers) became the driving force behind our business development. We needed a way to process all those potatoes and keep them through the winter. We also had to prepare for that great surge of orders we knew would come in.
So we spent money. We built a large storage facility with state of the art temperature control. We built handling equipment and bought harvesting equipment. Then the harvest came in, not quite as many tons as we had supposed.
Marketing? Our marketing efforts boiled down to one question and one answer. Do we have buyers out there? Sure, lots of them!
What if we had looked for small business advice? What would they have told us? Write a business plan. We did that. Get all your legal and accounting requirements worked out. We did that. Develop a marketing plan. We did that.
This is the typical approach to business; this is why most businesses fail. Do not fall into this pit.
The window for selling seed potatoes is two months long, from mid-March to mid-May. Then it's over. We sorted, we packed, we shipped, and at the end of April, hardly a dent had been made in our great store of seed potatoes. In the end our sales covered the cost of sales. There was no money for next year's crop, or labor, or investment.
And in all that we did, we thought little about our customers, who they were, where they were, what they wanted, how we were going to connect with them. Yes, there was some thought about "marketing" as a general concept, but thought only. No actual interaction with people.
Thinking about your customers, writing marketing plans, developing strategies, all these are simply exercises in self-fantasy.
What should we have done? Half an acre, maximum. A variety of kinds and sizes. A ton, maybe, which would have fit easily into our old storage facility, an amount slightly more than our normal potato harvest.
And then we should have taken those seed potatoes and spent our money in March through May, travelling our market area, talking to gardeners and farmers, selling, giving away, asking questions, weaving together an understanding of who they were and what they wanted.
Usually, on the homestead, we want to make a little extra money from something we are doing. If you want to start a business, don't start with a business plan, that comes later. Don't start with market surveys; they come later. Don't break any laws, of course, but the first thing you do is take a few candles, or eggs, or whatever you produce, and sell it. Talk to those buying your products. What do they want, how do they want it, how much do they want, how do they want it packaged, how do they want to buy it? Only people who have actually bought from you already can give you the information that you need.
So often, start-up businesses are rooted in selfishness. It's all about how does this fit into what I am doing? How does this serve me? Get yourself out of that way of thinking. Put your customers first. What do they want? How can you serve them?
Do you want your business to make way more money while you work less? Do you want your customers to be so loyal that they wouldn't dream of calling anyone else?
If you just answered yes, (and I know you did) read on...
Before I share my secrets for bidding on in-home service jobs and building customer relationships, do you mind if I tell you a little bit about myself?
At the time of this writing I have over 32 years experience creating, building and eventually selling service companies.
Currently, I own and run a nationwide carpet repair company with locations in nearly every major city across America. In addition to building and running my own companies, I've been trained by several well known sales trainers.
When providing personal training to outside sales people their revenue increases by an average of around 25% - 50%.
Here are the 25 keys I promised you.
First of all stop being a salesperson. Stop it right now and never go back to selling your service. Take the word sales out of your vocabulary and replace it with enrollment. Aspire towards greatness in the art of enrolling prospects into choosing your service. Nobody wants to be sold anything. People want you to understand their problem and be the solution to their problem. When you solve a persons problem you won't have to sell anything. Help someone out and they'll never forget you... when they need help.
2) You don't have a service company.
In actuality you have a marketing company that enrolls people into what you have to offer. Everything you say, write and do for the prospect or customer should be all about enrollment.
3) You aren't "a" contractor, you're "their" contractor.
When you become an enrollment expert, you cease to be just another face in the crowd. You're not just another contractor that wants your prospects money. Instead, you're promoted into their inner circle. You become "their" good friend, "their" expert and "their" advocate in your field.
In the prospects mind you're no longer a carpet cleaner or a plumber or a contractor. You're now part of their lives as "their" contractor or "their" carpet cleaner or "their" plumber. If you really care about your prospect, they'll know it and will always call you first and wait for you when you're busy.
4) The two most important questions.
With every statement you make to your prospect, answer one or both of these questions that your prospect is always thinking:
A) What's in it for me? B) What's so great about that?
For every service or product you want your prospect to want to buy give him several benefits. For example: "We offer Scotchgard to protect your carpet. When you use genuine Scotchgard instead of what most guys are selling, your carpet will release dirt and sand easier when you vacuum it. This in turn will make your carpet last longer because sand cuts through the fibers of the carpet. removing sand from your carpet on a regular basis will save you a lot of money in the long run as well as keep your home looking and feeling cleaner."
When you answer the two questions that your prospect is thinking to his satisfaction, you will have turned him into a customer.
5) Be a fishermen, not a hunter.
A hunter stalks his prey, a fisherman makes himself attractive. I'm not saying that you shouldn't be proactive. Quite the contrary, you do need to advertise and promote yourself but when you get the prospects' attention, stop hunting and become the fisherman.
Here's a great homework assignment for you. Make an avatar of your best customer and then put yourself in his shoes. Write down what that customer is attracted to. Write a long list of everything that customer is looking for. Then become the type of company that your best customer is seeking. Bait the hook, set the lure and attract them to you.
Note: Women have been doing this to attract men for thousands of years, now men, you can do it to attract your customers.
What people crave from you is your authenticity. Your potential customer is a real person. As a real person he wants to be heard, acknowledged and treated with respect. Before they care about your service, they want to see your genuine self and know that they can trust you. The potential customer wants to know that you are honestly a caring person and that as a caring person you have their best interest at heart. A very old expression is, "I don't care what you know until I know that you care."
7) Promises, promises. Keep them!
Promise to be at their home on time. Give your prospect a window of arrival and tell them that you'll call them first to let them know that you're on your way.
Always be on time and always call first. It is okay to call two or three times during the day to let them know what to expect from your schedule. People understand that you're a busy person but nobody likes to be left waiting. Most people are sick and tired of contractors being late.
I can't tell you how often people greet me and thank me (the first time we meet) for calling them and letting them know I was running late. Isn't it great to be thanked for being late? It is all about being in integrity with your word.
Don't lie to your prospect. Don't even embellish the facts. It is not good for sales and not good for your spirit. You may think you're getting away with it but in the long run you won't. Deep inside of all of us we have a B.S. meter. Most people make emotional decisions and if you are a dishonest person, that internal B.S. meter will register. The prospect may not realize consciously that you're a liar but he will know in his gut that something doesn't feel right.
Once a prospect realizes that you're a good person and that you care about him, he'll want you to solve his problem. To think that you need to sell something by stretching the truth is the wrong approach.
When people trust you because of your honesty, integrity and authenticity they can see that you are genuine and will trust you to become the solution to their problem.
9) Earn the right by being their expert.
Before anyone believes that you're the solution to their problem they need to respect that you know what you're talking about. You don't get their respect without earning it. Listen carefully, repeat what you've heard and then explain in detail how you will solve their problem. Take whatever time is needed to teach the prospect a few things that they don't already know or understand. This will set you up as the expert.
10) Build the relationship on a solid foundation starting with the first phone call.
From the moment the phone rings the relationship is building. If it's done right, the customer starts to have a good feeling about you and the business from the moment that the very first phone conversation starts.
To build a relationship, it's a good idea to speak at the same speed as the customer, don't interrupt, repeat what you hear, be a sympathetic listener and friendly. Use the same words as they do. If they call a run in a Berber carpet a pull in a Berber carpet, they you call it a pull in a Berber carpet too. If they call a carpet ripple a bunched up carpet, then you refer to it as a bunched up carpet. Be sure to speak the same language as the customer by using the same words.
11) Meet and greet
Most people are a little or a lot suspicious when they answer the door. They don't know you. You're a stranger and you want to come in their home. When your prospect answers the door he should see a clean cut, properly dressed professional, smiling a gentle, authentic smile.
Tip: Don't arrive with a phony smile. When they see you for the first time. Have a faint hint of a smile, then allow your smile to grow naturally after you have eye contact. Be real about it. Be happy to meet them. Let the smile be real. Let the smile start at your heart and work it's way up. There are not many things more disturbing, than a big phony smile.
Don't be a stranger. By being easy to identify (and identify with) your prospect feels comfortable with you. Why do you think Doctors wear lab coats? Why do policemen and firemen wear uniforms? All to help you instantly identify them as the authority in their field. So wear a company shirt with the logo and your name on it and hand the prospect your business card right after you say hello.
Note: Don't hand your business card over while saying hello. It takes away the chance you have to make eye contact and disarm your prospect with that winning smile of yours.
When you call before you arrive your prospect has at least heard your voice once. If you've called two times plus you've scheduled the initial appointment, then the prospect has talked to you three times before he's ever laid eyes on you. This way you don't seem to be a stranger.
Getting to know the prospect is a lot like a man getting to know a woman. A wise man will take his time. When the prospect answers the door, make yourself comfortable being outside for another moment. Introduce yourself and wait for the prospect to open the door to let you in. Before you actually step inside say, "May I come in?" Don't assume that you can walk in the house. Don't make any forward motion towards entering their home until they've given you the okay. Little by little you can become more familiar with the prospect. Take it slow.
14) Tribe mates.
Become part of the same tribe as your prospective customer by discovering what you have in common with your prospect. Pay attention to the details of his home. As you walk up to the house and as you enter their home, notice what they're interested in. Break the ice with some small-talk for a minute or two about what you have in common.
If they have a Ford Mustang and you like Ford Mustangs, talk about that. If they have a koi pond and your grandmother loved koi, talk about that. If they have little ceramic figurines, talk about how you or your mother or your best friend loves those things. Talk about their dog or cat and make friends with the pet.
I'm not saying to be phony or make up something that's not true. It only takes a few seconds to find some things that you honestly do have in common with them. The more you have in common with your prospect, the more they'll feel like you come from the same tribe and the more comfortable with you they'll become.
15) Build value
Explain how your are the solution to their problem in detail. Educate your prospect about your product and how great it is. Remember the two most important questions and continue to answer them. Let your customer know how difficult your task will be by talking about the special tools you'll be using or the amount of effort required.
In my business, people often call me to patch a carpet. In the customers' mind there's only one thing that they need me to do, just patch the carpet. I build value by explaining how I patch their carpet. It's not a one-step process, it's more like ten different processes that need to be accomplished before their carpet will be patched to their satisfaction. Ten steps has more value than one step. By the time I've explained all of the different steps required to patch their carpet, the customer really believes that I know what I'm talking about. By taking this time with the customer, he also has a chance to see that I genuinely care about him and his home. In addition, he also sees that it's not as easy as he thought and that it's going to take work and skill. By realizing that it will take more effort than he thought, he becomes willing to pay more for the job. Most people are willing to pay extra for a job when they understand how much work is required.
The easiest way to have a satisfied customer is to give him reasonable expectations from the beginning. When you explain how you'll solve his problem, make sure to explain the downside. In my case, with carpet repair, I'll say something like, "We can do this... but you'll probably see the patch. I think it'll look a lot better than what you have now, but again, you may be able to see the patch when it's done." Then write what you said on the agreement so that there's no misunderstanding.
17) "Raise your money thermostat." Phrase taken from Secrets of the Millionaire Mind by T. Harv Eker.
Remember that your money issues aren't necessarily your customers' money issues. For example, you may believe that $125.00 is a lot of money, so you're not comfortable charging that much. In reality, your prospective customer may be more than happy paying double that amount.
My suggestion is to raise your rates by 10% - 25% and test the results. You will probably notice that your prospects are more than willing to pay the higher price.
Wait a couple of months, then raise your rates again. Your money thermostat will raise as your prices increase. You'll know you've gone too far when you start losing bids.
18) Giving the bid
The first thing that comes out of my mouth when it's time to talk about the price is "I want to give you a discount but first let me figure out the total cost of the repair."
I estimate the highest amount that anyone would normally charge and then write "Full Price" and put that figure on the agreement, circle it and then draw an X through it.
Under the full price I write, "Discount." Have it be substantial. Write the discount amount in a dollar figure not a percent.
Under the discount I write "Total Discounted Price" and write the total.
19) The discount
When I approach the potential customer with the written agreement, (notice that I don't call it a contract) I repeat that I want to give him a discount. Then I explain to him why I'm giving him the discount. Make the reason honest.
20) Getting the okay
I show the potential customer the written agreement and say something like this.
"Okay, so I have this all figured out now. I do want to give you a discount because I don't want to walk away empty-handed. It seems to me that the full price for something like this would be around $450, but because I want to make sure to get this job I'm taking $75 right off the top so that I can do it right now."
Never ask for a signature. Simply put an X at the bottom where you want the customer to sign and say, "All I need is your okay right here and I can get started." People want to say okay when they trust you. Remember, he called you to solve his problem. Don't make a big deal about getting him to sign a contract. Simply giving you the okay with his John Hancock is a lot easier to swallow than entering into a legal and binding contract.
Give a 100% unlimited lifetime labor guarantee. Put it in writing and be sure to explain to the customer that the materials will wear out before your workmanship fails.
22) Mark your territory.
If you can't do the job right then and there, at least do something to start the job. In our case, we may pull up the edge of the carpet and flip it over to check the condition of the padding or the condition of the tack strip. The thing is... once you've started the job, it's unlikely the customer will cancel. The downside of doing it this way is that if the customer does cancel the job, you'll need to return to put things back.
When you are the best at what you do, your confidence shines through. People are attracted to that confidence. Not only will prospects be attracted to you and your service, but you'll feel good about yourself and your work.
24) Follow up
When the job is finished, call your customer back to follow up. I call and say, "Hi, this is Steve from Creative Carpet Repair. I'm just calling back to ask a couple of quality control questions." I then ask if they're happy with the job. If yes, would they refer us if they get the chance. The customer normally says, "Yes," and I then ask if I can send them a few business cards. Send the business cards along with a thank-you letter the very same day if possible.
25) Repeat business
I normally wait a year before I call them back to see if they need my services again although in your case it may by wise to send them a note every six months. Repeat customers have most of the relationship work already built in from the last time. When you talk to them on the phone, they'll be happy to hear from you and when you go to their home, it'll be like you're old friends. Everything goes much smoother with repeat customers.
Some of the most flexible giveaways a business can use are logo pens. These custom writing instruments fit any occasion, whether it is a trade show, a product launch, a job fair, or a conference. They're popular giveaways not only with recipients who will always find a use for them but also for companies looking for gifts that will help them build visibility without costing too much.
Logo pens are especially handy when one is targeting college students, who will always have a need for them. If you need to do some initial promotions for a job fair, giving out custom writing instruments will help spread the word about your event. Aside from including the time, venue, and date of your job fair, remember to indicate your company's Website or e-mail address where applicants can send off their resumes. Adding a hotline for inquiries or for phone interviews are great ways to speed up the selection process.
Pens are practical items to have in trade shows and conferences, when everyone needs logo pens to write something down. It helps to order them in bulk. You can send these custom writing instruments by mail to clients or prospects whom you expect to see at the show. Remember to have your booth number imprinted and the name of the show plus the venue and date so they know where to find you.
Promotional pens make good business cards as well. Instead of giving the usual card, which many people tend to lose, why not give out logo pens and custom writing instruments with your name and contact number. That way, people who need your services will most likely have your contact information within reach.
Pens are also a good way to announce a shop opening. You can give out these promotional writing instruments with a coupon and an invite for people to visit your story. Offer a discount to the first 100 who come by so people are motivated to go. If your store offers 24-7 deliveries, it's a good idea to add your hotline to the pen so people who need you any time of the day will know how to get hold of you.
Today, online business owners are seeking the best article writing services to meet their needs. Competition in writing is strong and so article writing services must meet the expected needs of their customers with powerful and unique content. When quality content is enjoyed, clients are assured they get their money's worth and are more likely to become returning customers.
For a company or individual to succeed in the industry, they must possess strong writing and marketing skills. No one will buy articles from a company that does not market itself properly. As the saying goes, "first impressions are lasting." With strong writing and marketing skills offered by content writing services, customers will be able to attract new business to their organization.
Good grammar must always be used when in the process of executing customer assignments. Experienced professionals have a reputation for proof reading their work thoroughly before passing the content on to their customers, hence the client benefits from well-written content.
For the success of those who provide content to clients, keyword density must be included for search engine purposes. People search the web regularly for information that they need and they do so with the help of keywords or keyword phrases. Content writing services use special software known as "keyword density" tools to check the keyword density of content. Content writing services will result in an increase of traffic on the web to boost the customer's sales because of the effective use of keywords.
Related keywords used to search the web are another means of writing quality and powerful content by article writing services. Customers that are searching for particular information may type a keyword closely related to another one to locate what they are looking for.
While some customers may submit assignments along with keywords to be used in article text, others do not assign keywords and keyword phrases by the content writing service that they employ. Articles written using keywords and keyword phrases are found by search engines as well as customers.
Writers as a whole love to grab the reader's attention and so content writing services must accomplish their job with this in mind. Customers using their services should feel pleased after a writing assignment is completed.
Customers benefit by buying unique content from providers of this service and so professionals employed by these companies are required to avoid plagiarism. Most use the "copyscape software test" to ensure that articles sent to them by their writers is not stolen to protect their customers from any embarrassments related to plagiarism.
Some companies offer other things such as "spin article versions," "SEO off page," "outsourcing services" and "SEO coaching sessions." Customers can decide on what service they require and submit their assignment/s with full description on how they want their content written.
Employing a company or individual to write unique content to boost your business is necessary for you if want to take the hassle out of doing your own writing. Because of the experience that content writing services have, you will not need to worry about a decrease in traffic or potential customers.
Let's be honest - It's not easy to write an ad that grabs people's attention and inspires them to buy.
Before you even think about writing an ad, you need to have a clear idea which customers need your products and why. This takes some thought, and it may mean changing your customer niche to attract different customers, or changing your products and services to accommodate the customers you attract. Either way, you have to match your products with the real needs of your clients.
If you haven't identified your target market and narrowed it down to the customers who really need what you sell, you might as well stand in football stadium during half time and hope someone will hear you. Without a focused target for your ad, you have nothing to aim at, and you'll miss the mark. Just like someone in a football stadium at half time -- lots of people will see you, but no one will bother to listen to what you have to say.
A targeted customer will, by definition, see how your products can help them.Your ad copy will not only engage their interest, it will make them think, "That's what I've been looking for!" And that kind of response makes selling a snap. Here are some important ideas to help you to define your message-to-market so it grabs the attention of the right customers.
Define your "message-to-market" so you can name exactly what you sell, what it does, and who you're selling it to. Are they men or women, old or young, active or sedentary, married or single, etc? What does your product promise to do for them?
Figure out who wants what you sell, why they need it and what specific things make your product attractive to them so you can write ads that are specific.
Position your business so that it stands out from others in your field. What's unique about your product or business services? How can you convey that to your customers?
When you've written out your answers to the questions above, you are now ready to write ad copy that's designed to attract customers who are ready to buy what you sell.
When you write an ad, the key to grabbing your customer's attention is to offer a genuine solution for their problem. Think of it as "What" you do and "Who" you do it for. This is the idea behind a "target market." Your Who is already clear in your mind so that writing ads about the "What" that attracts your customers will be a whole lot easier.
A targeted customer will understand that your products are relevant to them, but you still need to let them know just how much you understand their needs. (This is the "Grab" part.)
Taking the time to find out exactly who your customers are and what they really need is all part of defining your niche market. Always keep your ears open and find new ways to connect with specific needs, beliefs or problems. Do they want more variety, better quality, safer products, cheaper prices, faster delivery?
A convincing ad always highlights a specific need and offers a solution that's a "no brainer." It greases the hinges in your customer's imagination so that they're ready to buy before they even contact you or walk through the door. A targeted customer recognizes that your solution is valuable to them, and that makes closing the sale very easy to do.
So get clear on those first 3 steps and in my next article, I'll outline the exact ingredients you need to write great ads that inspire your customers to buy. We'll look at how to make specific offers that solve their personal problems and cause them to have the "I need that" response that makes closing the sale easy.
Complaint letters aren't always fun, but sometimes they need to be written. In many cases, if people don't complain, the problem agency at fault (i.e. company or government) won't even know that the problem that you and others may have experienced even exists.
Ultimately, legitimate complaints, by even a few people, can (and often do) result in better service for everybody. Not only that, writing complaint letters can be personally beneficial too!
That's right. Writing complaint letters can be an empowering and therapeutic experience! It allows one to take action instead of playing the role of a victim and "nursing" an ongoing resentment towards a company about poor service or treatment received. Once the complaint letter is written and in the mail one can "let it go" knowing that one has done something tangible and constructive about the situation.
Not only that, but properly written and handled complaint letters get action!
After I started writing complaint letters, I began receiving gracious letters of apology and contrition from senior executives including bank vice-presidents and VPs of marketing for giant corporations.
Getting those in the mail, felt one heck of a lot better than "polishing" an ongoing resentment and getting even angrier the next time something bad happened. Sometimes I even get discount coupons and free merchandise!
THE 10 SECRETS
Here are some strategies I have learned for writing complaint letters guaranteed to get attention and action.
1. Write To The Senior Person Responsible
It is important that you get the name and detailed mailing address of a very senior person responsible for the product or service that you are complaining about. I generally try to write to the V.-P. level. Never go below Director level if you want a serious response. Name and address information can be obtained from the organization's Web site or by calling the company and asking for the name and title of the senior person who you should write to.
2. Don't Send An E-Mail
When it comes to sending a serious complaint letter to a company or the government, don't send an e-mail, regardless of what it may say on their Web site. E-mails are usually handled dismissively by low level "customer service" people. If you want serious attention and action, the formal written complaint letter is the only way to go. When it arrives in the VP's office (yes, by snail mail!), it triggers a bureaucratic process that ensures that the right people will see your letter, and will act on it.
3. Keep It As Short As Possible
Preferably no longer than one page, two at the most. When drafting a complaint letter there can be a tendency to go on and on just to make sure the recipient gets the point. Keep it as short as possible, but without diluting the facts of your message too much.
4. Give It A Heading For Identification
Place a heading at the top of the letter with information that the company or agency will relate to, such as your account number or customer number. Make it easy for them to find you on their computer filing system.
5. Clearly Explain The Situation
Make sure that you give all of the specific details needed so that the company or agency can verify your claim without you having to get into an endless game of telephone tag with them. Include specific dates, times and places, as well as the names of people you dealt with. If you're not sure of these details when composing the letter, call them back and ask for the specifics. (You don't have to say it's for a complaint letter).
6. Use A Positive And Respectful Tone
I have found that the best approach is to use a positive upbeat tone. Remember, you are writing to a senior person who probably sympathizes with what happened to you. Your tone should convey the message that you are the innocent victim and you understand that the company wouldn't have done such a thing deliberately.
7. Send Copies If Appropriate
There can be cases where it is wise to send a copy of the letter to other parties just to make sure that you will get some serious action. For example, in a case where you have been told to write to the Regional Manager of a program, it is often a good idea to make sure that someone in head office also gets a copy. I sometimes send a copy to customer service or customer relations offices at the national level.
8. "Shame" Them As Much As Possible
Companies that claim and advertise high levels of customer focus and service do not like to be criticized in those areas. If you have a strong case that makes them vulnerable in one of these areas, use as much ammunition as you can to embarrass them in these sensitive areas. Modern marketing terms such as: customer relationship management (CRM), one-to-one marketing, most valuable customer (MVC), and customer-centric focus, all tend to get their attention. Also, using such terms makes you sound like an authority.
9. Imply You Might Take Your Business Elsewhere
I always do this near the closing. Companies don't like to lose customers, especially long-time customers. Senior marketing people are well aware that study after study has shown that it costs five to seven times as much to recruit a new customer as it does to hold on to an existing one.
10. Ask For An Early Reply
In the closing paragraph of your complaint letter, state specifically that you are expecting an early reply. Make sure that you follow-up by phone or e-mail if you have heard nothing in three weeks. Some companies will send you an acknowledgement letter stating that they are working on your case and will get back to you within a week or two.
Use the above strategies and you are sure to get action from your complaint letters. And, don't forget the old truism "the squeaky wheel gets the grease"!
To see a fully-formatted "real-life template" of a letter of complaint, go to the following link:
Think quick. In 10 seconds, can you list the 5 key benefits you offer your customers?
I bet you said "Yes". But are you sure you listed benefits? If you'll bear with me for another 10 seconds, I'd like to test out a theory on you.
Recap your answers - maybe even write them down. Now list the 5 main things your business does. In other words, what are your 5 core services? What are the 5 core features of your product?
If your first list looks anything like your second, chances are you're mistaking features for benefits. As a result, it's likely that your marketing materials aren't engaging your customer. Customers don't want to know what you can do. They want to know what you can do FOR THEM.
Don't talk features - talk benefits.
Don't be alarmed. You're not alone. Most business owners and marketing managers are so close to their product or service that they have a lot of trouble distinguishing benefits from the features of their offering. Ask a web host "what are the benefits of your service?", and you'll likely hear something along the lines of, "we offer load-balanced server clusters." But that's not a benefit... that's what they do. The benefit is superior uptime and performance.
In fact, so many people think features instead of benefits that it can work in your favour - to dramatic effect. If you can accurately identify your benefits, and convey those benefits to your market, you'll be light-years ahead of most of your competition. You'll be converting leads into sales while they're still bogged down trying to promote features.
So if you've ever sat down to write a sales letter and wondered how you're going to grab your reader's attention, or you've ever gone 'round in circles writing draft after draft of web copy without ever hitting the mark, now you know where you were going wrong.
The only question remaining is, how do you do it right? Advertising copywriters and website copywriters do it all the time - and most of the time, they do it with benefits. Benefits are the copywriter's holy grail. But if you're not a seasoned copywriter, how do you identify the benefits you offer your customers?
There are any number of ways to identify the benefits you offer. This article discusses just three:
1) Customer Research
2) Speak to Your Sales Team
3) Make it Easy for Your Customer to Get Buy-In
The method you choose depends on your time constraints, budget, and level of customer interaction.
1) Customer Research
The most obvious way to identify benefits is to ask your existing customers. They're spending a lot of money on your offering, so you can be sure they know what benefit they're getting from it. (In many cases, it can be handy to ask them what benefits they'd like to be getting from you too!) Unfortunately, like everyone else, your customers are busy people. In most cases, you won't get useful feedback by simply sending an email enquiry. You have to make it easy for them to respond, and you have to make it worth their while. Think about questionnaires and surveys for quantitative data, and interviews and focus groups for qualitative data.
These are the simplest techniques, but you still have to make sure you interpret the results appropriately. And always remember that they're self-report methods. People will sometimes tell you what they think you want to hear. (That's also why you have to word your questions very carefully - try not to ask leading questions.) Of course, there are plenty of other research techniques around. Do a bit of homework and find the methods which best suit your business requirements. But don't get carried away by the possibilities. All the research data in the world is pointless if you're not talking the language of your customer.
2) Speak to Your Sales Team
Sadly, not every business can afford to invest in market research. If your budget doesn't stretch far enough, try talking to your sales people. They're out in the field every day, talking to customers. And because their livelihood depends on their success in engaging customers, chances are they'll be able to tell you what your customers want to know. (A word of warning, though... Be careful not to make lofty promises. Unlike your sales team, written collateral doesn't generate a rapport with your customers. Customers won't make as many allowances, so you can only stretch the truth so far in writing before your credibility suffers. What's more, if you do push the boundaries, you're more likely to be held to your word!)
3) Make it Easy for Your Customer to Get Buy-In
If you don't have the budget for in-depth customer research, and you don't have a sales team, a good tip is to imagine how your customer gets buy-in from their boss. Quite often, the decision maker is someone higher up the food chain than your direct audience. Your audience will probably be the key stakeholder - they'll be the user of your product, or the recipient of your service. But when they find an offering they like, there's a good chance they'll have to sell it to someone further up the line. If you can make this sale easier, you'll have a foot in the door. Don't just appeal to the sensibilities of the direct audience.
You also need to ask yourself what they need to know to convince the decision maker. If the decision maker is a CFO, think Return on Investment (ROI) and Total Cost of Ownership (TCO). If the decision maker is a CIO or MIS, think performance, technological sustainability, availability, manageability, and ease of integration. If the decision maker is a CEO, think liability, risk management, and ROI. And only use jargon to prove you know your stuff. Remember... jargon will probably have the ultimate decision maker scratching their head, not reaching for their cheque book.
There are many many more ways to identify benefits. This is just a very superficial snapshot of some techniques you might like to try. At the very least they'll get you thinking benefits.
In the end, the message is simple. Forget all the fancy talk about complicated revolutionary marketing principles. Forget new-age hard-sell advertising quick-fixes. Forget looking to so-called "experts" for solutions. Just think benefits. And if you can accurately do that, the rest is just mechanics. Once you know what you want to write about, you just need to put pen to paper. And that's a whole 'nother story!
"Ever wondered why written documents still exist during these modern times?"
"What is in writing that is lacking in verbal communication?"
These are some of the questions often thought by people who seek assistance from an agency or any organization, especially from federal government.
Anyone got an idea?
Here's the answer
Let's go straight to the point. The very reason why written communication is required by various agencies and institutions is that this serves as a proof of transaction. With it, a deal becomes formal. The files or documents submitted by someone will then be filed for records purposes, so that by the next time someone goes to an agency, his files would be accessed easily. Additionally, it is not just a symbolism but a proof of transparency in both private sector and the government.
In today's wireless, paperless, and digital age, writing still plays a significant purpose. As a basic foundation of education, it should always be present and everyone should learn its specifics. There are still exciting reasons why we all need to document or put something in paper. The saying "If it's not written down, it doesn't exist" holds true in almost all situations despite the existence of high-end recording equipment and other valuable products of technology.
Grant writingis not something that everyone learns to do. As expected, since this is another type, it also has different sets of rules and it applies a varied, unusual approach.
More on this
Even without looking for its specific definition, anyone can have a better grasp of what this grant writing is all about-by knowing that this is the key to win the "prize" from foundations and other funding institutions.
There are more reasons why a person or an organization writes a proposal. These can be because someone is seeking financial assistance for a scholarship, for hospitalization or medical expenses, or for home renovation or improvement. Also, an organization, usually a nonprofit group, sends a proposal to a funding agency because it intends to launch or continue the programs and services it provides to targeted participants or beneficiaries. In the US, the most common beneficiaries of charitable institutions are those belonging to "most vulnerable" members of the community, including the elderly, youth, children, women, and people with disabilities.
The decisions of a funding source whether to award the money or not depend on how the proposal is drafted. For sure, the funders' board members consider a lot of things before they come up with the results. A significant factor being considered is the content written on the document.
Is it really convincing? Does it contain factual information? Does it present the problems clearly and the proposed solutions?
Well, these are just few of the important questions to think about when you are going to write a request. There are still more to ponder.
Some pieces of advice...
When preparing a proposal, please remember these tips:
- Always take note of and follow/submit the requirements and specifications set by the funding agency.
- Know the particulars of grant writing -the rules, the grammar, sections to include-and apply them all.
- State the purpose clearly. Cite the goals and objectives. Support the narration of problems by including most recent related research and studies.
- Make the document customized.
- Write a cover letter and a letter of intent.
- Do not forget to attach all relevant documents and proofs.
Bad Customer Service does not happen overnight. It is a combination of several controllable and predictable circumstances involving policies, procedures, training, management and personnel.
Bad Customer Service is not from bad customers, poorly made product, high prices, poor location, voodoo or moon phases. (I have personally blamed angry customers on the phases of the moon, have you?)
Let's take a moment and examine the items that influence Customer Service.
Policies have a major influence in how you are allowed to treat your organizations Customers. I have worked in and consulted with organizations that have written policies regarding everything from starting time to break time to quitting time and everything thing in between, including greeting techniques, phone manners, dress code, computer use and what time to turn the outdoor lights on. When complying with every policy, you must consider the Customer Factor. You might start by asking this question.
Does the policy in place allow the employee to perform a duty, act on behalf of, and act in the name of The Company for the Benefit of the Customer? (We are not addressing safety policies, or other policies that deal with Company ordering policies or employee benefits, etc...this is strictly in regards to Customer Service)
If the policy does not benefit the Customer, why do you have it in place? And if you are trying to meet Company policy and it obviously is affecting your ability to provide the best service experience to your Customers, write a letter! Document in detail what is wrong, why you would like it changed and offer a solution! If you are really concerned with how you perform your duties and treat your Customers you owe it to them to correct deficiencies in your organization, if you can.
At the very least, bring it to the attention of someone that can make a change. If you are the person in charge of policy change, and there is something brought to your attention, fix it!
If you need legal to look at it, let 'em look. If you need the CEO to sign off, get 'em to sign off. Whatever it takes to put a policy in place that works best for your Customers is what you need to focus on.
Procedures have normally been written to help guide a person through the act of helping a Customer, perform a task in relation to helping a Customer, or describe a course of action to take in response to a Customer request, action or behavior.
If you are employed at an organization that passes all the knowledge down from one "old guy" to the "new guy", without it being in writing, please ask someone in the company to check the calendar and make sure that it reads "Information Age," not "The Dark Ages."
Maybe you feel you really don't need a written procedure. Let me ask you this. If you go into a court of law and the judge asks you for your written procedure or policy, could you hand it over to them? In a document? Or would you tap the shoulder of the "old guy" and tell him to stand up and recite the procedure to the judge? If this is your company, stop reading and start writing your job description, duties, operational techniques, tips and anything else that pertains to what you do on a daily basis. And then present it to your direct manager for review. He/She will Thank You. If they don't, write a resume and start looking for a company that has moved into the 21st Century.
Written documents remove confusion and uncertainty from procedures and policies. (Well written documents I might add)
And they provide a base from which to design training and select personnel.
Without proper training, how can you expect good results? And without ongoing training how can you predict those results?
One of the requirements for all manufacturers is the installment, maintenance and support of fully trained personnel especially if you are involved in the servicing of a product. Asking someone who is not properly trained to perform a task is like asking a two year old to bake a cake.
Oh sure, give them all the ingredients, and you might end up with a pan full of flour and eggs, but it is not really a cake, is it? And although giving a two year old free reign of your kitchen might be fun to watch, you are not going to want to clean up the mess that is left behind, are you?
When you put someone who is not trained in charge of your most valuable asset, you are going to end up without a cake to eat, a mess to clean up and a someone who now feels like a two year old baking a cake. No clue.
This is where management must be active in a role that encourages, supports, guides and observes. Without strong management, your organization can function, but it cannot proceed. The reason you have management is not to make sure that everyone shows up on time, clocks in when they are supposed to and wear the proper attire.
"Supervisors who think their job is to baby-sit will be eliminated sooner or later." This is a quote from a wonderful book by Richard Moran called "Fear No Yellow Stickies" and one of my favorites.
If you are in management and are "baby-sitting", you should look down at your shirt right now, as there is a bull's- eye on it. Think I'm kidding. Look out your office door; you can see everyone in your department right now who knows you are just "phoning it in." And don't think that upper management does not know.
They have already received a complaint, a recommendation and a solicitation for your job.
You must be active in your position and your vision and not in your past. Yesterday is done and gone, today is here and now.
Hire Friendly, Hire Trainability and Hire Competence. The number one requirement for excellent Customer Service personnel has got to be a friendly, open personality. It is the basis for every action that employee will ever take. If they are friendly, they are going to treat your Customers in a friendly manner. Hey, you can't make a silk purse from a sows ear, and you can't make a friendly rep from a sour attitude.
In addition to being friendly, they must be trainable. You can look at their past and see what they have accomplished in their educational career and use that as a guide. However, I must say that many people including myself, have not the greatest pedigree when it comes to education. We make up for it by constantly reading, attending seminars, training and practicing self development to stay ahead of the curve. There is a lot to be said for the person who takes the time to become self educated and well read vs. someone who has a background but does not update it.
Competence is a demonstrated skill set. You can gauge that by role playing or scenario questions on a pre-hire exam. I prefer role play with a set script to see how a person reacts to different situations presented to them. If they can demonstrate a real sincere friendly attitude during role play, chances are they will carry that into the position. Once there, through ongoing training and support, they become even more competent. However, if they do not demonstrate even the barest minimum of competency, you will have to invest more time and energy into them and then you have to ask yourself, will this be worth it in the long run?
Let's face it; some people are not cut out to be in Customer Service. I know that sounds shocking, but it is the Truth!
Nearly everyone can relate to a time when they were in a position they did not like and did not perform well in that position. You knew you were not doing well and everyone around you knew it as well. So, why would you allow someone like that to stay in a position that they were not suited for?
You cannot train away a bad attitude.
Bad Customer Service does not happen overnight. It can be identified and corrected by examining the policies, procedures, training, management and personnel you have in your company.
Articles written in the SEO format contribute to a high search engine rating. A high rating leads to more visitors to your site. One of the ways this can be done is when you buy articles that have been custom written. SEO article writing is a skill that takes time to develop. Professional article writers are needed to accomplish the task. You need someone who can turn your keywords to articles that do not compromise on originality and the flow of ideas.
Here are reasons as to why you should buy articles from custom writing firms:
Custom writing firms employ the best writers. These are selected after through screening and testing. Some are proofreaders, journalists and other talented writers with a track record of consistent quality work. Their capability is determined through a series of tests and practical writing. When you buy articles from such a firm you are sure they are well researched and optimized.
The system used is affordable. You, the client provides details on the kind of articles you need. The writing team works day and night to complete the project in time as stipulated by you. During the process, the firm keeps in touch and inform you of the progress. Such firms do not tolerate plagiarism. This is a guarantee that ensures you buy articles whose quality control is high.
Ownership of the articles: Once you buy articles from custom writing firms, they become your property. Copyright shifts to you. You can use them as you wish. There are no charges for revisions. Should you feel dissatisfied, you only need to say so and the work is revised or done afresh as per your specifications. Within a short time your site gets a high ranking and you start recouping the money spent on article writing.
Human resources: Custom writing firms do have sufficient resources and manpower. Since it is their business to serve clients who need articles, they go out of their way to recruit experienced writers and editors. Their writers are classified according to subjects one is able to handle. There are writers who deal with law, business, finance, health and other areas. When you buy articles from them, you already have an assurance that they were written by the right people.
Efficient delivery: Individual writers may lack in efficiency. A writer can promise to deliver work only to renege on this. Custom writing firms will always deliver as per the agreed timelines.
Looking for something to hand out at an event, trade show or just at the front office desk? No need to look any further. There is an item that will suit your needs for any of these things. It has all the qualities you want in a promotional item, it's a custom pen. They meet just about all promotional item needs and they range in cost and style so that everyone can be happy.
Wondering how a custom writing instrument can do all this? Let's look a bit closer at some factors.
Flexibility-Custom pens have many uses. Just about everyone knows how to write and has to write. This is pretty simple, a pen is used by most people and usually very often. Even though everyone uses pens, custom pens vary from cheap pens to high end pens.
Custom Possibilities-Pens can be customized in so many ways. You can get personalized pens to suit your needs or the needs of the people you're giving them away to. The possibilities are endless.
Useful and lightweight-Pens are something people carry with them. They take them in their pockets, purses, backpacks and cars. Pens are easy to carry around and certain to be used. This a huge benefit in getting a personalized pen for people to remember your info.
Affordable-Custom writing instruments can be cheap. You can always find a custom writing instrument in your price range. Of course there are very expensive pens, such as the sterling silver pens, that are usually used as more of a gift than a giveaway. Even for a gift, the executive pens are well worth the cost. They are a cherished gift, that a person is sure to use for years to come.
There a endless options available for custom pens. Look around and do your research and find the right promotional pen to market your event or business.
Custom essay is not just a conglomeration of an introduction, body and conclusion, but the symbiosis of these three with clearly brought out thoughts and embodiment of spirit. You can go on and on writing essays on any subject, but custom writing is not just written work, but it makes you stand out in the crowd.
There are no leading rules and regulations as far as custom writing is concerned. You can put things in any way, but the accepted norm is that they should sound different from the work of others. This is very difficult in this age of plagiarism. Custom writing helps you grow intellectually too as it helps you understand more deeply into every matter you write on.
But no custom writer can survive in this tangled web if he lacks courage and conviction. He should be able to put things forcefully and should be able to see different aspects of the same topic simultaneously. No research paper can be graded well if the writer is unable to bring out his or her viewpoints courageously. For achieving this level of confidence, you need to be well versed in the subject on which you are writing. Language skills are also paramount here.
Any custom writer should be able to complete his job in a reasonable timeframe and take responsibility to what he has written. Artistic language adds to the readability of the written piece. Some writers own the innate capability to analyze different things at the same time and find a resonance between them. Such superior works are not possible for most of us. However, there is no harm in involving professional writers in the field to create superior essays. These writers can help acquire superior grades for students and better results for other writing professionals.
Imagine going to your e-mail box and discovering 15 orders for your various e-books. Wouldn't that be thrilling? The only way that you can get e-mails like that is if you actually write your e-books. Announcing 5 rewarding steps to grow your e-book writing.
1. Intentionally do what your competitors refuse to do when it comes to writing your ebooks. Some competitors only provide shoddy, worn out information that's been circulating on the Internet since 1999. That does nothing to help your clients advance. So, make sure you provide only quality information for your niche. Persevere through the tediousness of completing your ebooks. Do the proper research and your niche will reward you handsomely for it.
2. Intentionally do things so you personally connect with your customers. Write ebooks and give them away. That is how you effectively sell. You make connections first through your quality content. Do things successful businesspeople do. Get out there and let your niche know you have quality information for sale through your ebooks.
3. Visit message boards and forums. Listen to your niche for common complaints. Once you know what's so upsetting to the masses in your niche, write ebooks to solve those upsetting problems.
4. Successfully close an eBook sale by clearly showing how your eBook solution applies to their specific situation. Keep showing your prospects how reaching goals benefits them and that you are here to help them achieve those goals.
5. Promote your ebooks like crazy. Do this by leaving posts on forums, discussion boards and of course through article marketing.
If you are launching a new site and want to do SEO for your site, you will initially need to work on preparing a plan regarding how to implement your SEO strategies.
Here are few steps you can implement while designing a SEO plan. I understand that every website is different but you can follow the below simple steps while launching any new site.
Identifying the market: Identify your market, where you find your targeted customers. Write a short description of people to whom you intend to sell your products.
Competitors: Understand your competitors. Identify your players. Look beyond the 10 results in search engines for your search queries. Divide your competitors into major competitors and minor competitors and try to understand how they are doing SEO for their site.
Resources: Make a list of websites you can leverage to promote your new site. Make a list of below resources.
a. Advertising resources. b. Networking resources. c. Event Handling. d. News e. Joint ventures.
List of goals: Make a list of goals and enter a brief description on how you utilize the above resources to promote your site. Later, write first 10 goals you will work towards your plan. If you are trying to promote your site using content marketing techniques, then your goal could be
Publishing specific number of articles, ebooks, pdfs, white papers etc...
Your goal could be
a. Building daily visitor count of 50. b. Obtaining daily links of 50. c. Networking with n number of people a day.
After that, make a brief description of how you intend to deliver the result. For example, "Building daily visit count of 50: I do this by buying an ad space in warrior forum." etc when you are about to finish achieving these 10 goals, sit down and write the next 10 goals.
Now that you have written what you intend to do, go back and refer the notes every week. You may sometimes need to modify your plan depending on the results occurring.
Custom writing services market is a sector of the e-commerce industry. Custom writing services are fee-based.
The precise size of custom writing services market is unknown, though some rough estimate could be made. The number of competitors in the market approaches nearly 200. It is also known that around 30 percent of organizations in the industry have annual turnover amounting to $120,000 approximately, whereas other 70 percent have almost twice as low annual turnover. Total market size is estimated at $10,800,000 annually. The size of the market in relation to the economy is yet unknown.
Segmentation is the process of allocation of particular homogeneous sub-markets within a heterogeneous market. A market is a multitude of sub-markets that have similar motivations.
In the case with the market concerned, segmentation is interpreted as follows. Companies that operate within the market could be divided in accordance to specialization differences into such categories: (a) generally-oriented companies; (b) particularly-oriented companies. Generally-oriented companies are those that produce custom-written papers on a wide variety of topics. As a rule, such organizations hire writers representing different specialties or simply those able to perform on appropriate level in one or several fields. Companies ascribed to another organizational category usually operate within a narrower framework. In the market there are companies that offer custom-written papers exclusively on math, physics, sociology, the African-Americans, William Shakespeare, Charlotte Bronte, etc.
Other products and services offered by the industry representatives include proofreading and editing services, and pre-written papers.
It is noteworthy that there are companies in the market that offer both custom-written and pre-written papers. This, however, may have nothing to do with violation of ethics, but what about privacy of those students who previously ordered a custom-written paper, which might have been later re-sold to another student?
Growth rates of the market are varying over the time. Thus, in 2000 there were nearly 25-30 companies offering custom-written/pre-written essays, term papers, cases studies, and other types of research papers. Over the 5-year period the number of companies in the market grew up to nearly two hundreds.
The leap in growth rates of the market is noticed to take place in 2003-2004 when sudden change in pricing occurred. The number of companies in the market increased almost 30 percent and now estimates around 80 companies. This leap was probably caused by the tendency towards ecommerce solutions being new to hoards of entrepreneurs in a number of developing countries like India, Ukraine, Poland and other countries. Companies headquartered in these countries began offering similar services but with lower fees as compared to those located in the U.S., Canada, or Australia. More on pricing policies see in Pricing.
Today, market's growth speed is rather low as the market is full-fledged due to a variety of services offered by market participants.
Geographical distribution of services
It is worth mentioning that the researched market is a subdivision of ecommerce industry. This gives ground to conclude that either products or services produced by industry's parties are of intangible character rather than of tangible. This especially concerns custom writing services market, which offers its customers intangible products delivered to them mostly via email.
It should be clear that no matter where a company holds its general/backup office, it operates worldwide.
The only principle that regulates geographical distribution of custom-written papers is linguistic attachment. Among major countries using the service are: the United States of America, Canada, Australia, Great Britain, and some European and Asian countries.
Seasonal character of the market
Another aspect of the market is its seasonality. Seasonal character of the examined market is sharply defined. As services offered by the market participants are oriented at student needs throughout the academic year only, the season of active sales almost coincides with the academic year. The first half of September - usually passive - is compensated with several weeks in June.
Such seasonality of the market explains its instability of prices. It was noticed that prices for services increase throughout the year with peaks in December - January and April - May; and drop dramatically during the summer season.
Customers of online services such as custom writing services are usually students of high schools, colleges, and Universities, of 16 to 25 years old. As pricing in the market is relatively low, target group of the market covers the so-called middle class and higher. A research shows that in 2005 from 14 percent to 23 percent of students (considering seasonality correction) have in due time applied to custom writing services (IAS, 2005). In other words, one-seventh to one-fourth of students has bought at least one paper during 2004-2005 academic years. The same research provides data that gives ground to conclude about the growth of the market. It is declared that in 2003 peak rate of students who applied to the service at least once was 25 percent, whereas in 2005 it is estimated to reach 36 percent (IAS, 2005).
Customer loyalty is obviously a behavior demonstrated by frequent or systematic purchases of a company's product or service. Customer loyalty could be achieved through customer-friendly pricing policies, various discount programs, incentive plans etc. Customer loyalty is also an aspect of a company's customer retention or loyalty programs.
Customer retention programs are usually complex systems that include two or more elements listed above. As regards the market of custom writing services, the following was noticed in the course of the research held by the author: (a) more than 80 percent of the market uses basic techniques in acquiring customer loyalty such as permanently variable prices that depend on demand for the product or service throughout the year, bonus plans (such as bonus key that allows up to 4 percent reduction), and other techniques; and (b) nearly 10 percent of companies within the market use complex customer loyalty programs such as flexible discounts (sometimes up to 30 percent!) in a combination with weekly feedback bonuses, personal selection of a writer, order status check, 24/7 customer care, and other modes of customer attraction.
Factors that influence buyer's choice
Among factors that have impact on customers' choice in the market of custom writing services are price, quality of products and services (including exclusiveness, professionalism, and compliance with the requirements), and delivery time.
As to price and quality of a specific service, these two factors are the most important. It is vital for companies to balance between price and quality values since optimum correlation between these two categories benefits both a service provider and a customer. It is worth mentioning that there are companies that offer papers written by Ph.D.s for "as low as $8.95 per page". Quality of a paper is directly related to its price and vice versa.
In respect of the delivery time, many companies offer urgent order accomplishment within 12 (and sometimes even 8) hours. Some of them limit the volume of an order to certain number of pages, though there are some companies that accept urgent orders without volume limitation.
Custom writing services market has been experiencing a decline in prices lately. As it was mentioned earlier in this research, there had been fall in prices in 2003-2004 caused by sudden increase in market's growth rates. By far, average fees are kept at the level of $15 per page for regular (5+ days) orders, $20 per page for urgent (24 to 48h) orders, and $30 a page for extremely urgent orders (within 24h).
There are companies offering custom-written papers half price as compared to average pricing. This fact may indicate that a company either hires instant workers from developing countries or is new to the market and provides such a low pricing policy in order to enter the full market and gain certain status.
Principles of operation
Principles of operation are the same throughout the industry. Intangible nature of products produced by competitors in the market implies single system of relationships between a company and a customer irrespective of an organization's capacities.
Companies that offer custom-written papers (essays, term papers, case studies, literature reviews, executive summaries, dissertations) operate through their websites. Websites are supplied with all necessary and optional features such as credit card processing system (necessary), online customer service (optional), and auto-responder to provide existing customers with automated thank yous and newsletters, and other features. A customer places an order, which is then forwarded to a writer. This step is omitted in small companies where two or three people wear several hats, e.g. one person could perform as an administrator, a writer, and a customer service representative. If there ARE a couple of writers working for a company, one of them accomplishes an order, which is then delivered to the customer via email.
It is worth noting that major attention is paid to a company's website. It is common for a company producing custom-written papers to have as many webmasters as writers. Hard to believe? In your opinion, what is the correlation between webmasters/programmers and book reviewers working for Amazon.com?
Competitors and leaders
As mentioned above, the number of competitors in the market estimates nearly 200. Leadership in the market where companies offer custom-written papers of any kind is defined exclusively due to a company's website's ranking in various search engines. The most powerful search engines are Google, MSN, Yahoo!, Altavista, and Alltheweb. Moreover, websites are ranked in accordance to their content oriented at different key words. Thus, different websites could be leaders in the same search engine, though for different keywords or phrases.
Being a subdivision of the ecommerce industry, custom writing services market is regulated by nothing but several codes like BBB Online that refer to web entrepreneurs. In general, ecommerce industry is poorly regulated.
Current trends within the industry and market success factors
Among current trends in the market particularly three aspects are worth mentioning: (a) constant fall in price; (b) constant increase in the number of competitors; and (c) diversification of services offered by companies. Constant increase in the number of competitors is obviously caused by simplicity of operations and growing number of freelance writers who once decided to start out their own business.
Permanent fall in price is caused by growing number of competitors and similarity of services offered by companies in the market. Finally, diversification of services is a logic consequence of the same increase in the number of competitors.
Among factors for success in the market the following issues could be mentioned: ...
There are two main reasons for generating articles. The most popular reason is to generate direct traffic to your website.
To create articles you need to come up with a compelling title, write some good content and include a hard-to-resist free offer. When your readers see this offer they click onto your website and there's your traffic.
If you want to develop a strong business over the internet you should seriously consider writing articles. If you can create quality traffic, you more than likely will succeed in selling your products and developing relationships with your customers. Writing articles is one of the most powerful and cost-effective methods of doing so.
There are four different methods you can use to generate traffic:
#1 - Submit your articles to multiple article directories where your article will be read by members of the directories and by surfers searching the net.
#2 - When other website owners download and publish your articles on their site because they are interested in your content. Your content will then be read by the website owners membership list.
#3 - When publishers who own e-zines download your articles for content within their newsletters.
#4 - And finally, when you have generated and created plenty of back links and the search engines notice your high volume of links to your website, they will increase your website ranking.
If you use all four methods to increase your traffic, you will experience the very highest forms of traffic in terms of quantity and quality.
You see, those are the four main reasons why anyone, any surfer will happen across your article. And when they read your article, they will either like or dislike your style of writing. If they like your style of writing, read to the end of the article and click on to your website, it is more than likely you would have generated a new subscriber. Don't get me wrong. There are other forms of creating traffic, but for me, the others come second.
Other methods such as pay-per-click advertising, classified ads advertising or if you purchase your traffic from expired domains or obtain your traffic from exit traffic, pop-ups, pop-unders or any form of traffic that you have to pay for in advance, these are far less superior to article marketing.
The other additional benefit is that if you learn the nuances of writing and submitting articles, you will be using one of the best forms of marketing over the Internet that will generate quality, loyal and sound traffic.
There is a lot being published lately about the importance of writing articles in relation to Search Engine Optimization.
The reason articles are so important are quite simple if you think about it.
First, you are writing new content on your website, this gives the "spiders" something to crawl and shows your site is an active site.
Second, if you are writing articles that are relevant to your websites purpose, such as; your services or products, then you are supplying the "crawlers" with relevant content, which holds key words and phrases necessary for indexing your site in the rankings of other sites.
Third, people who search the Internet are looking for information. If you articles are well written and informative they will consider your site a resource, thus coming back to it, digging deeper into your pages, gaining trust in your existence, refer you to others.
Forth, when you distribute your articles to the proper article directories, you are able to leave a link back to your site in the ~Author Signature~, this helps to drive traffic to your site, spread your name and build potential customers.
Writing articles is not really that hard to do. Simply take a service or product you have to offer. Write it's title down on a piece of paper. Now think of the major categories that that service or product can be broken into.
Your business is fixing watches - so your can start by writing your list like this;
1) Fixing Watches
a.) Wind up Watches b.) Battery operated Watches c.) Pocket Watches d.) Water Proof Watches e.) Antique Watches f.) Expensive Watches
and so on........
Once you have the major categories listed, break those up into smaller categories, such as other issues, types, brands, eras..... anything you know about them, and don't forget if you don't know something you can always educate yourself by reading other articles and post and then write about different topics that are relevant you your site.
Another demonstration about what I mean;
c.) Water Proof Watches
1.) Fresh water 2.) Salt Water 3.) Water in plastic face covering 4.) How do I know if my watch is water proof? 5.) Can you dry your watch out in a microwave?
and so on.......
You will want to break it up into as many categories as you can think of, it does not matter if there is no different procedure for fixing one category compared to another. The key is to have many different articles for as many separate categories as you can, when an individual searches for a specific item or phrase you want to come up in the relevant search results. Also when you write your articles, have a link to other articles in your content. Like this:
Wind up watches and pocket watches have a lot of the same issues when it comes to fixing internal problems.....
You can link the words Pocket Watches to another article that you have written about Pocket Watches. This isn't really hard to do. All you do is click on the add link button in your text editor and paste in the URL of the page that your "pocket watches" article is on.
Articles do not have to be long. Infact most people get bored and distracted if it is to long. So stick to the facts of each given subject, a page of valuable information is sufficient.
It takes a little work and time to write the articles and submit them, but it is well worth it in the long run. One of the most important things about having an online presence in relation to your business is using the resources that are available to you, how much effort you put in will be a direct reflection of what you get back
How often have you seen a customer buy from one agency and then a few years later, list with a different agency? I've seen it far too often! I always wonder if the agent did something wrong, or just didn't bother to turn that person into a lifetime customer.
I'll admit, real estate customers aren't known for their loyalty. In fact, if you list a house and it doesn't sell right away, they might take their listing elsewhere even if you've spent hundreds on advertising for them. But there are ways to improve your chances of keeping them. And there are ways to turn satisfied buyers and sellers into "Lifetime customers."
And remember, if your commission averages $10,000 per transaction and people move every 5 years, you stand to gain an extra $30,000 over the next 15 years. Then consider those buyers who like to do rehab. They sometimes buy more than one each year. Add in the friends and family each customer could bring you, and there's only one conclusion: Customers are worth keeping!
How to keep a listing: Stay in touch during the listing period. I can't count how many times I've gotten listings that used to belong to someone else, just because the sellers felt ignored.
So, rule #1 is "Stay in touch, even when it's difficult."
It is difficult to call and speak with the seller when there's been no action, but call anyway. You can tell him or her where you've advertised, how many flyers you've given out to office drop-ins, how many flyers you've mailed to long distance inquiries, etc. Perhaps you took new photos and posted them on your virtual tour. Whatever you've done, let the seller know you did it.
In my office we kept track of all activity and mailed a monthly report, along with copies of each ad we had placed in a newspaper or magazine. In addition, we called mid-month just to stay in touch. This practice was responsible for most listing renewals. The important point is, you must make sure that the seller knows you're doing something regularly to promote the house.
OK, you sold the house. Everyone passed go and collected their money. Now what?
Now you send a thank you letter with a brief questionnaire asking for feedback on your service. It will let you know what you did right - and occasionally you'll hear what you did wrong! Don't be afraid of that. Welcome that kind of feedback because it gives you the opportunity to make a friend out of an unhappy customer. Write back and thank them for letting you know and for helping your career by letting you improve your service.
Next, put those names and addresses in a data base and start staying in touch. Every 2 to 4 months is often enough, unless you know that they have friends or relatives who are about to make a move.
Send a magazine article about their hobby, birthday cards, a postcard with a funny joke, a pretty picture, or perhaps an article about getting the house ready for winter. Anything that will interest them and keep your name in front of them will do.
I wrote a monthly newsletter, and if I was late getting it out customers would call to see why it wasn't there. That was before email became so popular. Now you could do it electronically at zero cost if you write it yourself, and you could add a personal note to really special customers.
You're going for "Top of mind awareness," and you can only get that through regular contact. Your goal is for them to think of you first when anyone mentions needing a Realtor.