Writing on the Web from Patsi Krakoff, The Blog Squad

Online Marketing: What's Your Biggest Challenge?

We have a new poll posted on Biz Tips Blog. We want to know the biggest challenge you face with marketing your business online.

Please take a minute to vote.

Biz Tips Blog Featured by Typepad: Congratulations, Denise

Denise's Biz Tips Blog is featured by Typepad this week.

I have the best partner in the world, but to sing her praises almost seems a little incestuous... But Typepad, the big blogging platform provider, gave well-deserved recognition yesterday to Denise Wakeman and her blog Next Level Biz Tips.

According to Typepad, Denise is "A skilled and savvy Internet marketing strategist." If you haven't subscribed already, do so now. This is where Denise keep us informed on all the latest time and money-saving tips you need to run a small business.

Denise is always trying out new stuff and keeps us all on our toes for the latest trends. She's created her About page on a separate blog page to have a separate banner. Quite original, don't you think?

Gimme the Bad News First: Copywriting Tips

Sooner or later, as a small business professional, you’ll have to write copy that persuades. According to our poll, readers find persuasive writing the most challenging.

Here's a post by Copyblogger Brian Clark about 10 Timeless Persuasive Writing Techniques:

1. Repetition
2. Reasons Why
3. Consistency
4. Social Proof
5. Comparisons
6. Agitate and Solve
7. Prognosticate
8. Go Tribal
9. Address Objections
10. Storytelling

I don't believe this list is in any particular order. If it were, Brian would have started the list with Agitate and Solve. Nobody's going to read your copy unless you get their attention. And like newspapers, you've got to use bad news up front in your headlines.

It's hard wired in our brains to pay attention to pain. Yet many clients we work with struggle with finding the real pain of their market. Some write their blogs, newsletters, and copy with the same up-beat optimism that makes them successful and fun to be around.

When it comes to writing copy that persuades, however, take off those rosy glasses. Go for the pain. Agitate it and make it worse. Get readers to remember how bad it feels. Then you can talk about solutions to their problems.

The reason you do this, besides getting their attention, is to establish your credibility as someone who knows what they're experiencing. You're creating rapport through empathy.

Mobile Messaging: Writing & Reading on the go...

Mobile Messaging:  How  to get your message to millions

September 27, 2007, 3:00 p.m. PT (6 p.m. ET)

Blogging and Beyond with The Blog Squad, Patsi Krakoff, Psy. D., and Denise Wakeman With Guest Expert: Russell Morgan, Founder, ITSPA 

With the increased use of mobile devices such as the iPhone, how can you get your message out to a larger audience that consists of mobile, young and smart professionals? Mobile marketing is the wave of the future to reach millions anywhere, anytime. The Blog Squad™ interviews Russell Morgan, founder of the Information Technology Solution Providers Alliance.

Use this link to listen live on the air at 6:00 p.m. ET on September 27.

Mobile Messaging:  How  to get your message to millions

September 27, 2007, 3:00 p.m. PT (6 p.m. ET)

Blogging and Beyond with The Blog Squad, Patsi Krakoff, Psy. D., and Denise Wakeman With Guest Expert: Russell Morgan, Founder, ITSPA 

With the increased use of mobile devices such as the iPhone, how can you get your message out to a larger audience that consists of mobile, young and smart professionals? Mobile marketing is the wave of the future to reach millions anywhere, anytime. The Blog Squad™ interviews Russell Morgan, founder of the Information Technology Solution Providers Alliance.

Use this link to listen live on the air at 6:00 p.m. ET on September 27.

Flow for Your Landing Pages

Even if you're not writing a white paper for your business, you can use Stelzner's white paper writing tips for your sales pages, persuasive copy and advertorials. It makes your writing flow. (You'll need to read 'til the end to get a $10 coupon off Michael's white paper CD...)

I just got off the phone with a client in our mentor group. Karma Kitaj is a life coach with 30 years experience helping people achieve happiness and success as a psychotherapist. Like many solo professionals, she's bright, educated and experienced at what she does. But as a copywriter, well, let's just say she's in the early learning stages!

I reviewed her landing page for her life coaching business and used Michael Stelzner's white paper writing tips to improve the flow of the copy. Here's what I suggested:

1. Attention-grabbing headline (to be written after the copy is finished)
2. The Pain - what is the problem readers have? This needs to be written with strong emotions
3. The Generic Solution - how this was handled this in the past and why this isn't working anymore
4. The New Solution - What is life coaching and how do you know if you're ready for it?
5. What to look for in picking a life coach - 10 tips
6. The specific solution - Who she is and why she is qualified to coach life issues
7. An example of a life coaching client and the results obtained
8. Call to action - next steps on how to find out more about Karma and her services

White Paper Success with Michael Stelzner

Some experts just know how to deliver a quality seminar. Michael Stelzner gets a standing ovation for his live event in San Diego yesterday. He really knows white papers, and hardly stopped for air. He delivered non-stop, valuable information interspersed with exercises and still had plenty of time for audience questions.

I have to admit I don't always like going to live seminars, especially the ones with loud rock music and excessive group activities. I'm there to learn, not to chit-chat...and I love rock, just not in a seminar setting. Michael used classical music. And the food was delicious too.

Many of the participants were writers and eager to learn. And for good reason. Some are charged with writing their company's white papers. Others, freelancers, were eager to become proficient because white paper writers earn high fees.

A white paper can cost from $1000 to $6000, depending on the experience of the writer...(a good reason to gain experience, I'd say.) I'm working on our 2nd white paper now and can hardly wait to "bill" Denise $6000! (Well, since it's our 2nd one...)

During the event, we wrote an outline for a white paper of our own. I did one for Customized Newsletter Services, and just need to fill in the important parts. Here's Michael's suggested outline for

Patsi has a Fit, in a good way

So I finally took my 2002 Mitsubishi Diamante in for servicing, and of course they found reasons I needed to spend $2000 on repairs. I'm no fool. I went over to the Honda dealer around the corner and had a Fit!

I've never bought a car so quickly in my life. This little baby is zippy AND gets 37 miles to the gallon. I was thinking about downsizing for a Beetle or a Mini Cooper. Then I saw the Honda Fit Sport 5 speed automatic in Nighthawk Black Pearl sitting in prime position on the lot.

I couldn't resist. My little Fit is very popular in Japan and Europe. Plenty of room for my tennis gear in the hatch-back. How chic (and smartly ecological), don't cha think? I think it "Fits" me!

White Paper Seminar in San Diego

I'm attending Michael Stelzner's White Paper seminar on Mission Bay today. Wouldn't you know it, we're expecting rain. Here I had visions of lunch on the beach. San Diego only has a couple of days a year of rain, it's not fair!

I'll be working anyway. I'd like to write a new white paper to explain the benefits of Internet marketing, newsletters and blogs to executive coaches and business consultants. These professionals are our target audience for Customized Newsletter Services.

I used to do that kind of work in organizations myself, as a psychologist. I enjoy writing articles on leadership development and organizational issues, and every month I publish other people's newsletters and ezines using my content.

I need to explain how all that works, and the advantages to having someone else do all the researching and writing.  A good way to communicate that would be to offer a white paper that people can download off the website.

Denise and I already have a white paper called The Great Internet Challenge.  Since offering it, we've grown our database list of prospect by 600 names. It's a good read. Why don't you download it now?

Want to learn more about why white papers are effective for getting leads? Listen to the teleseminar we did with Stelzner a few months ago:

http://www.whitepaperleads.com/

Michael Katz: Words of wisdom on competition among solo professionals

I'm a big fan of Michael Katz. 

I read his "E-Newsletter on E-Newsletters", and love his funny writing style. He is a leading expert on electronic newsletters and is head Chief Penguin of Blue Penguin Development, Inc.

Michael recently joined the Blogosphere with his blog It Sure Beats Working,  Michael Katz's sure-fire advice and steadfast encouragement for the first-time, mid-life, solo professional.

Be sure to read his post on "No Competition Out There." While you're there, subscribe to get updates by email, you'll love his stuff.

Welcome to the blogosphere, Michael. For anyone interested in relationship marketing, and writing ezines, you'll like reading Michael Katz.

Simple Free Software Solutions for Biz

Open Source Software: Is It Right for Your Business?
Thursday, September 20, 2007, 3:00 p.m. PT (6 p.m. ET)

Blogging and Beyond with The Blog Squad, Patsi Krakoff, Psy. D., and Denise Wakeman
With Guest Expert: James Gaskin, Technology is Broken

Business in the 21st Century requires use and some knowledge of technology. But how do you know what's right for YOUR business and how can you avoid spending unnecessary money on the wrong software?

James Gaskin will reveal the secrets of open source software and how you can get the right software for your business at little or no cost.

Use this link to listen live on the air at 6:00 p.m. ET on September 20.

Open Source Software: Is It Right for Your Business?
Thursday, September 20, 2007, 3:00 p.m. PT (6 p.m. ET)

Blogging and Beyond with The Blog Squad, Patsi Krakoff, Psy. D., and Denise Wakeman
With Guest Expert: James Gaskin, Technology is Broken

Business in the 21st Century requires use and some knowledge of technology. But how do you know what's right for YOUR business and how can you avoid spending unnecessary money on the wrong software?

James Gaskin will reveal the secrets of open source software and how you can get the right software for your business at little or no cost.

Use this link to listen live on the air at 6:00 p.m. ET on September 20.