Archive: October 1, 2021

Use The 5 W’s To Rock Your Marketplace

Meet the five W’s: Who, What, When, Where, Why.

Oh, them, you say. Inverted pyramid and all that journalism stuff. The five W?s are old-timers, old news.

Well, yes. But there?s a reason they?ve been around a long time.

Plus, I?ll let you in on a secret: They?re not just for reporters writing breaking news stories or publicists cranking out press releases. You can apply the 5 W’s to marketing pieces, even advertising. Let me show you how.

Beyond PR

The five W?s have long been the mainstay of PR professionals who must write newsworthy press releases to get media attention for their clients. By effectively using the five W?s, they?re speaking the language of journalists and the news business.

However, marketing, advertising and sales promotion are undisguised selling. How do the five W?s apply? Let?s run through them. Think about an ad, Web site, brochure, or sales letter.

Who ? Who is the audience, customer, or prospect? Who are you?
What ? What is the product, service, offer?
When ? What is the time element? Why is it important or urgent now?
Where ? Where is the market(s) or company (yours and/or theirs)?
Why ? Why should they respond or buy? What are the reasons or benefits? Why you instead of your competitor?

I?m not suggesting that the five W?s are a marketing cure-all.

You still need to stick to marketing basics: presenting products and services as solutions to problems; showcasing features and benefits; providing proof with testimonials, opinions and statistics; and having a strong call to action.

Simply use the five W?s to help flesh out all aspects of your message.

Stress-free Interviewing

With a firm grasp of the five W?s, I believe you can adequately steer your way through any interview. The five W?s give you the question-asking framework to approach any person, subject and project.

Ideally, you prepare for an interview, considering the focus of your piece, gathering background information and preparing questions in written form or in your head.

The five W?s are a good starting point, but you?ll find them absolutely indispensable in those instances when you have little or no time to prepare for an interview. The five W?s will help you ask some decent questions and come away with what you need to write the piece.

Don?t Forget ?How?

Not widely publicized because it doesn?t begin with a “W,” “how” is a frequent sidekick of the 5 W’s.

How important is “how”? It?s of prime importance in every rags-to-riches story. We all want to know how they did it. It?s critical to new technology, as in how it works. You can probably think of other examples. Lean heavily on “how,” for it can be just as important as the five W?s.

Copyright (c) 2006 Neil Sagebiel

Make Money As A Copywriter

Copywriters are some of the most highly paid writers. A copywriter prepares marketing and sales text to help bring people and potential buyers to a certain business, either online or off. Copywriters prepare items such as sales letters, website content, brochures, emails and fliers. These must be powerfully written to appeal to possible customers, and effective copy can make a tremendous amount of money, hence the high rates copywriters charge.

Learn the Craft

To make money as a copywriter, you must first understand copywriting. It is far more than writing a friendly sales pitch or coming up with cute slogans. Copywriting is marketing at is finest, and there are experts and resources that will help build a marketing foundation in writers anxious to learn this valuable skill.

Take classes or read all you can to learn the proper format of sales letters and other material. Read the work of others to see current trends and styles. Practice writing copy for your own projects and websites before attempting to do so for clients ? copywriting is easily tracked through product or service sales, so you must be knowledgeable and confident before taking on projects.

Set up Shop

Once you have the skills necessary to begin working as a copywriter, you must establish yourself in the market. Many copywriters work as freelancers either part-time or full-time. These individuals may create their own website or at the very least a profile on someone else?s site. Traditional copywriters also work on print materials, not just online, so business cards and fliers may also bring in clients.

Your rates will be tied to your productivity, so starting copywriters can not charge as much as successful, established professionals. The first few projects you take on might be heavily discounted or even free to help build a portfolio and obtain valuable references and actual experience.

Other copywriters first begin selling items or services of their own to show their skill. This is why a website or brochure makes a great deal of sense for a copywriter ? what better way to show your marketing ability than to effectively market yourself?

Build a Network

Copywriting is a skill in high demand and most copywriting business is brought in on referrals. This means that the better a copywriter?s client and professional network, the more business he is likely to have. Network with others in the industry and constantly read and research methods and philosophies.

Over time, you will most likely develop a specialty in a form of promotion or a particular industry. This is desirable as specialists know an industry inside and out and have the right contacts. If you are a specialist in a field, you will be well-known within that industry for your work and have earned a great deal of respect and profits.

Hire A Website Content Writer When You Want Content That Sizzles!

Does your website attract traffic – and keep it there? A good website content writer has the ability to create content that attracts not only the search engines, but targeted visitors as well. The main crux of your business is your site; if the content on it is lacking, so is your business.

Unfortunately, many online business owners pay more attention to the looks of their site than the information they provide. They create dazzling graphics, add all kinds of bells and whistles, then wonder why visitors leave after only 3 to 5 seconds. You can bet it’s because they didn’t find the information they were hoping to find! A website content writer will create words that attract your visitors like flies to honey. They will realize from the first few seconds that YOU have the information they have been searching for. Can you imagine how this will benefit your business?

You can find many writers on the world wide web, but not all have the skills to create content that sells, and that is optimized to benefit page rank. An exceptional website content writer knows how to do both; you need words that offer value to your visitor, but that also tell the search engines what your site is about. You need hypnotic content that has your audience so engaged that they simply cannot leave until they finish absorbing the great information you offer.

If your online business doesn’t attract the traffic you would like, or does but doesn’t seem to keep it there, you need a change. Consider hiring a website content writer that knows how to create pages that mesmerize your visitors and attract the search engines attention. Great content is what makes the world wide web go round, and if you don’t have it you may fall off into oblivion!

Creative Writing 101: Five Tips for Collecting Your Thoughts

Creative writing is all about turning ideas into words. First, of course, you must have an idea; something to write about. But unless you know how to put those ideas down into words you can sit there staring at your computer all day and will have nothing to show for it but a blank screen and a headache So how do you bridge the gap? How do you get your ideas out of your head and down on paper in such a way that they will actually make sense to someone else? It begins by learning how to collect your thoughts.
Five Tips for Bridging the Gap between the Idea and the Word
The bridge between the ideas that you have and the words that you write is actually quite simple. It consists of learning how to collect your thoughts. Many people believe that their thoughts and ideas are coherent; that they make sense. And in their minds those ideas may make perfect sense. Unfortunately, there usually comes a time between the having the idea and getting it out on paper that something important gets lost. Somewhere you misplaced the nuances that made your topic so appealing when you first thought about it. The following five tips can help you in collecting your own thoughts and putting them down on paper.
Keep a Writing Journal. Not only should you keep a writing journal, it should stay with you. It doesn’t matter what size. Even a small, pocket-sized notebook will work. And yes, it is an annoyance to always carry a journal around with you. However, being able to record your thoughts as they occur is a lifesaver, especially if you are in the middle of something else; like a meeting or a family activity.

Write Down Everything. It isn’t enough to just have a writing journal; you have to get into the habit of writing everything down. I don’t care if it is just a fleeting thought; you need to write it down. You need to write everything down. Get used to putting your ideas into words and make sure that when you re-read what you have written that it makes sense to you as well. If you look back through your journal and find that you can’t understand what you were talking about, then you need to refine your note taking style.

Re-Write Every Day. At the end of every day you need to go through your journal and take those ideas that you have written and copy them into a working notebook or even type them into your computer. This will not only help to keep your ideas fresh in your head, it will also help you to begin a working copy of your idea; one which you can adjust and adapt as need be.

Be Your Own Worst Critic. It is not enough to simply write your ideas down, nor even enough to re-write your ideas so that they flow smoothly. Sometimes you have to pull the entire structure apart and re-build it from the ground up. Even though the idea may have sounded good the first time you wrote it down, it can always be better! Write and re-write your ideas out until they say exactly what you want them to; until you can see the picture that they paint in your mind.

Use a Sounding Board. It helps to have a sounding board; someone who is willing to read your work and give you their unbiased opinion. It is not this person’s job to edit your work. You simply want their reaction to how the words sound; what sort of picture that it paints in their head. If you do not have a friend or acquaintance who is willing to serve as a sounding board for you, there are many websites out there that allow you to post your work and have readers critique it for you. This is invaluable in learning how to fine tune your writing.
The Benefits of Learning How to Collect Your Thoughts
Learning how to collect your thoughts and being able to bridge the gap between the idea and actually expressing the idea is a daunting task. But by using five tips listed above you can go from simply having an idea to being able to share that idea with others in a way that they will be able to understand.

Five Copywriting Mistakes to Avoid

Never underestimate the importance of good copywriting – if you’re initiating a content marketing strategy, you’ll need to make a success of it to achieve the desired results.

If your content does not get the point across, you may lose potential sales and damage your company’s reputation, which is why it’s necessary to place your copywriting campaign in reliable hands.

Below are five common copywriting mistakes that must be avoided:1. Boring headlines’The Father of Advertising’ David Ogilvy best sums up the importance of the humble headline:

“On average, five times as many people read the headline as the body copy. When you have written your headline, you have spent eighty cents out of your dollar.”

If your headline is unable to draw the reader in, that opportunity for a sale is almost certainly gone.

A headline should be catchy, enticing and hard-hitting, and capable of drawing the reader in at a glance.

2. Features without the benefitA feature tells the consumer the product’s function, while the benefit explains why they need it.

Good copywriters present the features before using them to convince a potential buyer of the product’s usefulness. A consumer will ignore things that do not directly benefit them.

3. Using the same meta title for each web pageDescriptive, informative copy is important per se – but it also needs to get noticed, which is where search engine optimization (SEO) comes in.

A meta title reveals the name of a webpage and are read by search engine robots and visitors to the site. To appear higher up the rankings, they need to appeal to the former first and the latter second.

If the same meta title is used for each page, your site won’t be properly optimised. This may implicate its search rankings, and its ability to inform potential customers of your business’s products and services.

4. Saying too much… or too littleA copywriter must understand the reader and the product. Some copy might involve multiple pages of information, but others may only require a single tweet to get the point across and achieve the desired results.

The important point to remember is to be concise. Word economy is paramount – very rarely can a 3,000-word article not be reduced to 2,500 or 2,000 words. Conciseness prevents unnecessary information from cluttering your copy.

5. Missing the call to actionOnce you have a ‘a hook’, your reader and potential customer requires a gentle push in the right direction. Ask them to sign up for a newsletter, like your page on Facebook or follow you on Twitter. If you ask for a specific action, the reader will often oblige.

If your article writing disregards the call to action, how do you expect to turn a visitor of your website into a client or buyer?

Pharmaceutical Copywriter? Maybe?

So you are just getting out of college. You want to earn your living as a writer, and you decide on a career as an advertising copywriter. Naturally everyone wants to write the next great sneaker ad, or be the brainchild of the newest 20-year Vodka campaign, right? Not so fast.

While a career in ?consumer? advertising has always been the benchmark of the industry, more and more young copywriters are finding their way in the growing world of pharmaceutical advertising. So why would someone want to write about a depression drug rather than a soft drink?

Here are three major reasons for this trend:


With Job security as low as it has been since the crash of 1929, young creatives in general consumer advertising on Madison Avenue are finding themselves out of work an alarming rate. Pharmaceutical advertising is generally a bit more stable, as the market is simply smaller.


Initially, the salaries earned by consumer and healthcare copywriters is roughly about the same. That is to say, not very much. However, successful healthcare writers see larger salary increases and title promotions sooner than their consumer counterparts.

Sense of Importance:

At first glance the content, regulations and demographic would imply that pharmaceutical advertising wouldn?t allow for as much creativity as a general consumer advertising. And while your ?creative box? may be a bit smaller in pharmaceutical advertising, the work does allow and lend itself to a more dramatic and strategic end result. Furthermore, many creatives in pharmaceutical advertising love the fact that the message matters, and feel that their work truly is important.

So while writing the dream sequence spot for that new video game is fun, at the end of the day you?re simply marketing a video game.

Pharmaceutical writers are asked to really devour the product; it?s chemistry and most importantly how the condition for which the pharmaceutical product is indicated affects patients. In many cases, writers are asked to interview and meet patients to talk about their condition(s). It has been debated ad nauseam if medication is truly the best therapy. And while I?m smart enough to not opine on that topic, there is no arguing that awareness and education for both patients and healthcare professionals are necessary.

In any case, we can be certain that medicine has historically done more for society than any sneaker, soft drink or video game ever has.

To learn more about a career as a pharmaceutical copywriter please feel free to email me at anthony@

Anthony Hemsey is a Sr. Trainer/ VP Placement Specialist at Dola Group Professsional Development. Dola Group is a consulting and executive search firm dedicated soley to the medical pharmaceutical advertising and marketing arena. To learn more about Dola Group?s current program and job openings please visit

To begin a dialogue with one of Dola Group?s professional consultants please send an email to resumes@-? and mention this article!

Keyword Article Companies

When it comes to making the most of your website or blog, you will need to have top notch content. The bottom line is that content brings visitors to your site, and visitors bring profits.

In order to increase traffic to your site, you will want to use a good mix of keyword articles. These will go a long way in increasing your traffic from search engines. Not to mention the fact that keyword articles can also be very educational.

When looking to choose a keyword article company to help you out, there are three important things that you should keep in mind. These details are as follows.

1. A good keyword article company should be devoted to helping you succeed through quality content. This means that you will want to find a service that offers quality content, not just fluff. After all, people are going to be reading what you put on your site. If your writers do not do a good job you will not be making your visitors happy.

2. Even though price is not everything, you will want to take it into consideration. Think of it this way. If you need 10 articles a week, and one service offers them for $6 an article and another $8, you will be saving $20 total every week. Over the course of a month this is $80; and during the year $960. Surely you could find something to do with an extra $960. Remember, costs can add up; shop for the best price without compromising quality.

3. Search for personal service. When you order any type of copywriting project chances are that you will need to be in touch with the writers you are working with. This means that you should do your best to choose a service that will walk you through the process, not one that simply completes the work and sends it back without communication.

Overall, there are several top quality keyword article companies that are available to work for you. As long as you do your research and follow the tips above you should be able to find the one that best suits your needs.

Web Content Writing Could Be Great For Your Website

Web content is the text, visuals or audio that a viewer encounter while visiting you website. It can even be videos and it is what makes your website. Without content, you would just have plain white blank pages on your website.

The idea to keep people coming back to your website is to keep fresh, attractive, informative and interesting content. No matter what business your website is in, there is a need for attractive words. No one is interested in spending time looking at content that is drab and isn’t telling or showing them anything new. You could have a great web design, but if the interesting content isn’t there people will return.

So now we see why this stuff is so important. If you have no desire or just plain don’t know where to start on creating your web content, there are services available to you. There are organizations online that can create excellent quality material for any website.

Generate More Traffic to Your Website

These services will write content that is appropriate for your business and incorporate phrases that are eye-catching and that can be easily remembered. They will also add keyword rich material into your content that will show up in search engines. Having optimal search ability is important for your website as it will create more traffic. The more keywords that are used the more your website appears in searches and that is how the traffic is generated. The web content the writers create will be of high quality and can be written to fit your specific needs and requirements.

What to Expect

If you are in need of marketing to create brand recognition then professional and attractive content is an essential requirement. Quality is important to promote your website or products and services. These services offer a staff of quality writers to create good material for your website, and some may provide different languages if needed. These writers are usually called ghost writers, which means that the rights are transferred so that the material cannot be reused or resold. It will specifically be for a single website.

Quality is important factor and you must make sure that if you are taking the services of any company, you should know that your work is in capable hands. Your satisfaction is important as this will attract people to your website.

If you just aren’t sure how to make your web content effective or would like to have a service do your ‘ content writing, than look for the best company to give you the utmost worth. Quality web content is affordable and a smart investment for any online business to generate more traffic.

Copywriting Tips For You – Is It Time For A Copywriting Course

There just never seems to be enough time in the day for all of the things we must accomplish. Unfortunately education sometimes takes a back seat to the every day challenges of living. A copywriting course you can do in the privacy of your own home may be just what you need to help your writing skills. There is a growing job market for copywriters and with a little instruction and practice you can write professionally.

A copywriting course can be found in many different places and in many different instructional formats. Some courses can be found online whereas others may be taught from videos and personal one-on-one interactions.

If you decide to enroll in a copywriting course, consider what you want to write. Web copywriting aims more towards online advertising whereas SEO articles are designed for companies that rely on internet search engines such as Google or Yahoo. SEO stands for Search Engine Optimization or Optimized. They are articles that have keywords or phrases written into the article. If you were to search for the terms “red dog leash collars” it would turn up specific ads or articles that contained those exact words.

When you find the specific copywriting course that suits your needs, check the course work. It should include instructions on how to write persuasive copy. Copywriting is exactly that: writing meant to draw the reader or watcher’s attention to whatever the business or company is promoting. Copywriting courses can also teach the fine art of dissuading articles. An example of these would be the anti-smoking ads that we read about in magazines, watch on television and even receive mailers on in our mailbox.

A good copywriting course offers the student the ability to interact with the instructors. This is very important. If you purchased an eBook or program, there should be a way to email or otherwise contact the author of the course. Often there are questions that cannot be answered just by reading the material. The point is not memorization, but gaining knowledge from the coursework so that it benefits you in practical application.

Advertising copywriting or SEO copywriting are always looking for fresh talent and an influx of new writers. A copywriting course can help you on your way to a new career path or simply help you refine your skills in your old career. The possibilities are endless for good copywriters. Companies need writers that can bring in new customers as well as maintain existing customers.

How To Develop Web Content That Sells

Having a website that sells isn’t just about having a “snappy” design, although that’s a part of it. And it’s not just about marketing your site effectively, although that’s very important too.

It’s also about ensuring that once people reach your page they want to stay for awhile. To do that, you need a combination of the following:

? a logical, informative, easy-to-navigate structure
? an attractive, professional design
? web copy that sells
? marketing strategies and elements in place to attract the right audience

In this article we’ll go back to basics and discuss the fundamentals of developing an effective structure for your website. In future articles we’ll go into detail on each point and walk you step-by-step through each of the points outlined here.

Many people fall into the trap of making their website simply an on-line brochure that includes selling information. In most situations, visitors to your site DON’T want to be sold.

Instead, they want information on your type of product or service. So …

1. Add value. Add value. Add value.

The more value-added information you can include on your site, the warmer the relationship you will build with your prospect and the much greater the chances they’ll visit your site again and again, refer their friends/colleagues to your site, and of course, buy from you. Make sense?

Here are just some of the types of information you can include on your website:

? Selection tips – how to select the right “widget” for your needs
? How to get the best performance from your product – operating instructions
? Different uses for your products including real life case studies which help your prospective customers get a “horse’s mouth” feel for the benefits of owning your product.
? In-depth instructions on how to build something using a range of your products. For instance, if you owned a hardware chain you could include plans and instructions on how to build a pergola or a retaining wall. You could then list all the tools and other items a handyman needs to build it in a checklist type format. From there, the customer could go directly to a full description of each item and then a shopping cart.
? Frequently Asked Questions which help overcome the most common objections.
? Success stories and case studies which flag some of the tremendous successes clients have achieved. See “Imagine Getting Results Like These”.
? Directory of useful links that relate to a prospect’s needs. For instance, an accountant could include links to the ATO site, ASIC, ASX, BRW etc. etc.

For instance, on this site we include dozens of articles to help business professionals improve the effectiveness of their promotional material.

We do that because we love to give advice that helps people but also we’re hoping to build a relationship with potential clients so they’ll want to invest in our services down the track.

This philosophy of adding value stems back to the age-old, much coined saying “give generously and you will receive”. For more information on this strategy see our article on the law of reciprocation.

Writing articles can be a tedious exercise but it’s one that pays off handsomely in the end. Having said that, if you don’t have the time to write your own articles you can source other people’s articles to publish on your site without spending any money.

Many businesses write articles for their own site but also grant reprint rights so other sites can publish them in return for an acknowledgement and a link back to the author’s site. If your organisation operates business-to-business (b-2-b) and you’d like to feature any of our articles on your site, just send me an email letting me know which articles you’d like to feature, and I’ll be happy to discuss this opportunity with you.

2. Make it interactive

Naturally it makes sense to know who is visiting your site because you can then contact them to further build the relationship with them and to secure a sale. To do that you can offer:

? a free subscription to a weekly or monthly e-zine
? a “membership” that entitles them to certain privileges
? a FREE consultation
? Guest book – in theory this sounds like an effective way to capture emails. In reality you could find that it’s very open to abuse by people wanting to post pointless messages. Also, there’s no real benefit in signing a guest book.
? A discussion forum on the other hand provides people with the opportunity to interact with other members and also either post ideas or get advice. If you venture down this track, make sure you moderate the page before items are posted as again, this is open to abuse by your competitors and others who want to “play games”.