Internet Marketing ABC

Kevin Rogers just wrote about The greatest benefit of a freelance career.

While reading it, I first wanted to become a construction worker, and then a copywriter.

(I quickly came back to online marketing though…)

Be careful when visiting Kevin’s blog though, it’s addictive. But just reading what he writes will help you to get a feel for “good writing” again.  I have to admit, I’m more of a quantity man than a quality man when it comes to writing. (Niche marketing damage? Constantly pumping out content…).

But I really enjoy a good reading like that…

If you are prepared for some deep-thoughts on internet marketing (you should set aside at least 10 minutes of focused and concentrated reading time), then head over to Michael Fortin’s blog post titled “Want A Sticky Site? Forget Content!”

He makes some excellent points about why you should write copy, not content on your websites, even if the purpose of your website is “just” to inform the reader.

According to Answers.com, the word “content” is defined as “the subject matter of a written work, such as a book or magazine.” (There’s no mention of the Internet, here. But I’d definitely include “website” as an example of a written work.)

But “copy,” on the other hand, is defined as “words to be printed or spoken in an advertisement.” “Advertisement” is defined as “a notice or announcement designed to attract public patronage.” So copy is content that’s calling for some kind of action.

Again, this is no “light reading”, but it’s very deep and thorough reading. I highly recommend you set aside the time to read and reflect on it.

Since some time my blogs are being targeted by (very dumb) Russian spammers. They comment on my blogs in kyrillic and probably expect me to approve these comments that lead to porn sites and what not.

Now I know, spamming is spamming, it’s business, nothing personal… but I noticed I recently am getting a little racist. The more Russian spammers target me, the more often I catch myself thinking: these damn Russians!

Yeah, stupid. I should say: “these damn spammers”, but since the Russians stand out so clearly, this stupid notion forms in my head.

Why am I writing about this? Because it’s a lesson in human psychology, and if you are interested in marketing, you got to know about human psychology. That same mechanism that can make me feel negative towards the Russians (despite my logic brain knowing that it’s silly), is the same mechanism that can make you money. Specially when it comes to copywriting, you got to be hip on all this psycho-stuff.

I digest a whole lot of blog headlines each day. Whatever catches my attention, I open in a new window and see if it is interesting.

But even the greatest post – a post that could be the missing piece, the one piece of information I need to make a million bucks in 2009 – would slide under my radar and pass by my consciousness like a thief in the night, if it doesn’t have a headline that gets me to click on it and read the blog post.

And what is that thing that gets me to pay attention (and time, my most valuable skill?)

I’m talking about: A PROMISE.

And I don’t mean an outspoken promise. Those can also work. But oftentimes, implied promises are even better.

Today, one that got my attention was: Confessions of A Digg Spammer.

I immediately was hooked – will there be some cool, never before heard-of digg tactic revealed that will drive thousands of targeted visitors my way with the push of a button?

(Heck, even as a jaded marketer, I still secretly crave that golden pot at the end of the rainbow and occasionally fall for it).

So, I checked it out. Turns out: the headline was the best part of the blog post. There’s no content at all in it. Don’t read it, it’s a waste of time. But the headline is great. Think how you can use it for your own markets.

I suggest you check out magazine headlines regularly – those magazines that sell directly on the street, in the local kiosk stores. Because they HAVE to sell with headlines, and that’s why some of the worlds best headline copywriters write for magazines like Cosmopolitan and so on.

Study them, and try to tweak them for your own market. That’s the best copywriting education out there.

Oh, and before I forget this… read this piece by Clayton Makepeace on how to write headlines.

There’s a good interview between living copywriting legend John Carlton and NLP copywriter Harlan Kilstein over at the Tactic 7 blog. It’s not very on-topic, but if you can spare about 50 minutes to listen to the replay, you’ll take away a couple of valuable tips and resources.