Avoiding the On-Line Version of Glazed Eyes Syndrome - Writing for the Web - Part II

It's a fact. There is nothing more appealing to us than to know that we matter to others.

When you meet a new person for the first time, do your eyes glaze over and your ears stop hearing them when all they can do is to go on and on about themselves? You want them to hear about you as well – a give and take of conversation. Well, it's exactly the same on-line. If your Home Page isn't focused totally on who your site visitor is, what their concerns and needs are, then they will do the on-line equivalent of the “glazed eyes” which is, to click-off your site and go elsewhere – where they are more appreciated and their concerns heard.

So first up, in order to provide your on-line visitor with an experience that makes them feel heard and appreciated, you need to clearly understand who your visitor is – the whole demographic package. Once you have this crucial piece of information you can use that as the foundation for your writing.

The content of your writing will be totally different if your primary audience is 20 years old, male and going to College verses 45 years old, female and working in a corporate job.

Next time we'll discuss some more about “walking a mile in their shoes” and how that can really make your writing sing.

Sue Elliott
Web Site Content Writer

Writing for Your Website Front Page - It's Not About You

One of the most important things you can do to improve the content of your Front Page is to ask yourself this question. “Does this page address the concerns and needs of my Site visitor?”

If the content of your Front Page is all about your qualifications, experience and education, the answer is “No”.

If the content is all about how great your company is – then the answer is “No”.

If the content is all about how great a consultant you are....well, you get the picture.

You have spent an incredible amount of time, money and energy getting your web site visitors to your site, please don't immediately turn them off with “how great we are” content. This will result in a quick click off. Your visitors have a particular need or problem that they feel your website may address, otherwise they wouldn't be there. There is, of course, a place for how great you and your company are on your website - it just isn't on the Front Page.

Give them what they crave – the answer to what they are seeking.

I'll be blogging on tips for better content writing a couple of times a month. So next time we'll talk some more about giving your site visitors what they crave.

Sample of Front Page Re-Fresh of Content for Massage Therapist

DO YOU NEED SANCTUARY FROM STRESS?

For most of us, the answer is a resounding – YES!

More and more research is proving what you already know – that uncontrolled stress is extremely damaging to your long term health.

Regular Therapeutic Massage Therapy IS a drug free, self- nurturing way of keeping stress and anxiety under control.

Get back to Yourself – this is NOT pampering (although it may feel like it)

Self Care IS Health Care – and Keeping Your Stress Under Control is Crucial

Therapeutic Massage = Preventative Care = Wellness
(click here to schedule massage with Aeriol)

Do you have any of the following symptoms?

*Your whole body feels “abuzz” with trapped energy vibes
*You are unable to relax
*Too much multi-tasking has you feeling really crazed
*You feel the need to just....HUG YOUR TEDDY!

These are serious signs that you need to take your self-care much more seriously.

Regular Therapeutic Massage Therapy should be part of your
long term health care plan

The following people should be ultra careful to keep their stress levels under control - with regular massage playing an important role in their self-care:

*Stressed, energetically sensitive people
*High Anxiety People
*Overwhelmed Caretakers of Elderly parents or who have loved ones with illness.
*Moms who don't take time out to recover themselves

Click here to check out our special offer of discounted massage when you sign up for regular sessions with Aeriol.


YOUR SANCTUARY OF RELAXATION, STRESS REDUCTION AND WELL BEING IS JUST A CLICK AWAY. (CLICK HERE)

Sometimes the Only Way Forward is to....Take The Leap

I just celebrated one of those big Life Moments with a cup of coffee at my home office desk. Decided I needed to write about it as it is worthy of marking this particular place in time. An examined moment of full consciousness and personal choice. The closing of one avenue of opportunity and the stepping into the next river of the unknown.

I'm now completely finished with a 22 year successful career as a mortgage broker. I have known for some years now that this time was approaching. Circumstances and the state of the financial industry have now brought this career to an end. It feels bittersweet to make the choice to stop doing what one has done so well for so long. But in the end, nothing is forever and the best choice is to stop and go and do something else that will be more meaningful and provide new challenges and enjoyment to my life.

Over the last 3 years I have been re-purposing myself for this next step. Working at studying and gaining experience in my new “next thing”. I am now well on my way in my new career. It feels so wonderful to be able to focus on this one thing instead of splitting myself into ever smaller splinters each day. Straddling the fence is OK for a while – then you just have to commit to one side or the other. Which is what I have done today.

I am one of a vast sea of people who are in this same place – forced there by the changing economy, life transition, loosing a long held job, or just plain feeling that the time is right to take the leap of faith. Remembering that at other similar stages in life, we have all done this at least several times before. We move forward. Believing in our inate optimism to prosper and enjoy the process of the work we chose to define ourselves by each day.

Life itself requires us to honor the need to change and evolve – this is what we are about. I feel new again.

The Easiest New Business to Find is Right in Front of You

As Business Owners we are always scouring our brains for ways to attract new business.  If it's something new and sexy it must be the answer - Twitter, Facebook, LinkedIn, Plaxo.  A  miriad  of other social or not so social media sites that magically provide us with  instant access to all those people in high places who make the decisions to hire your small business.  I'm not saying that you shouldn't try these tactics, of course you should.  In the end, however, people do business with people they already know and trust.  Where do we find these people?  Our previous satisfied clients data base.  They  are a goldmine of opportunity that often goes completely untapped for the very reason that they are so obvious. 

There is a fine line, in my opinion, between staying in touch with people on a regular basis - maybe once a month - and being downright annoying with too frequent contact that verges on Spam.  I'm sure you all have people who you know who email you constantly about everything.  After a while I get so annoyed that I just put them on my Spam List and thus solve the problem.  Unfortunately, if they did have some message or offer that could possibly interest me, it is now completely lost to me.    See my next post here in a day or two for the way around this problem.........

Copywriting Boot Camp in November

I'm excited to be attending the AWAI Copywriting BootCamp in Del Ray Beach, Florida in early November - 3 days of wall- to- wall learning of new skills, meeting other copywriters and schmoozing with other professionals like me. Finding out about the latest tips and techniques for writing for the web. It will be energizing, fun and profitable. What more could I wish for. Oh, and Florida won't be bad either - a little warmth, walking the beach in the early morning to greet the day - my hotel is right on the beach.

Financial Writing: Scam Proof your Internet Sales/Purchases

I recently had someone contact me to purchase some items from my art website. He said he wouldn't use PayPal or a credit card as he had had a previous bad experience because of giving an unknown person this information. His paranoia sounded reasonable enough to me. This problem got me thinking about how one could safely purchase things on-line without exposing all of your credit card information – even to a reputable conduit such as PayPal or other sites like it. You are still required by them to present your credit card or bank account numbers – which makes one feel a bit queasy, given the rapid increase in scams and fraud on the Internet.

Under no circumstances should you accept Cashiers Checks for the purchase of any item on-line. Fraudulent checks may initially be accepted and cleared by your bank. FDIC regulations in fact require it and the criminals know this. You go ahead and complete the transaction thinking all is well. Weeks later you are informed by your bank that the check was a forgery and that you are now liable for the entire amount originally credited to your account. You have then been defrauded of your merchandise and also of cash as you paid for the shipping of the items in question.

I've come up with a good solution for all concerned. Why not get a “Prepaid” credit card from your card company or bank – you pay upfront for the amount you want – say $500.00 – and use this card exclusively for all purchases done on-line. Keeping the pre-paid amount low is additional insurance. You thus compartmentalize the damage that could potentially be done if your card information is compromised. You can “refill” the card as needed. The more I think about it, the more I like this as a secure solution to on-line purchase or sales transactions.

In addition, this solution could also put a cap on how many of those on-line monthly automatic charges we forget that we signed up for. By using a regular open ended credit card, many of which have large credit lines, they have unlimited access for on-going charges each month, usually until your card expires – which in some cases can be as much as 4 years.
The pre-paid card will also work well for those with bad credit or no credit and allow them to rebuild their credit histories over time. The pre-paid credit card also has the added benefit of requiring us to pay, in cash, for things we need. Much better for budgeting and being aware of our spending habits.