Clear Path Copywriting – Ryan A. Harris

Are you considering hiring someone to help you with pay per click (PPC) marketing, also known as search engine, or Google marketing?  If so, you’ve probably heard about using “long-tail” keywords and how they can help lower your marketing costs.  First, let me explain what long-tail keywords are, and their potential benefits to you as a marketer.

Long-tail keywords are usually keyword phrases that very few people search for. Because few people search with them, there is very little competition from other pay per click marketers, so the cost per click of these long-tails is relatively low compared to their short-tail, more popular brethren.  When you build a list of many long-tail keywords, in the aggregate, you can drive a lot of traffic to your website.

So why would someone want to target hundreds or even thousands of keyword or keyword-phrases which don’t produce very much traffic? Less competition! With less competition, you can rank on the first page of Google far easier than the same ranking for short tail keywords.

This comes at a price of reduced searches and traffic, but by targeting many long tail keywords you can get traffic to your website affordably. It takes a lot of time and effort to get great Google ranking for highly competitive keywords but practically anyone can rank for long-tail keywords.

Another benefit is that the conversion rate for these keywords is usually higher, but only if the ad closely matches the keyword and the landing page closely matches the ad. Your website visitors who found your site by searching long-tail keywords know precisely what they want.  If you provide that product or service, your chances of making a sale are excellent.

But there are some challenges and other costs associated with long tail keywords that you should be aware of.

The first is the amount of time it takes to conduct keyword research.  The amount of research time goes up considerably, because as you exhaust the “low hanging fruit” long-tail keywords, you have to get more and more creative, and run more and more searches to find good, relevant keywords.  So it takes much more time to build a good list of long-tail keywords than short tail keywords, and time is money.

Another very important factor is that long-tail keyword searches are by definition very specific, as we’ve already discussed.  To create an effective pay per click ad, it must match the keyword or keyword phrase that you would like to use, known as “congruency”.  That means for maximum effectiveness PPC marketers or their providers may have to write one PPC ad per long tail keyword.  This is because most effective PPC marketers create an “Ad Group” for each focused grouping of keywords so they can fine tune their keyword bidding.

With long-tails, your ad groupings become smaller and smaller, requiring more and more ads and ad groups to make up a robust marketing campaign.  The time and energy involved with creating really good long tail keywords is considerably more than with short tail keywords.  The campaign requires more monitoring, more fine-tuning, and will get less traffic in general than a short tail keyword campaign.

So long tail keyword campaigns are not a “magic bullet” to solve your Internet marketing problems. You can definitely lower your cost per click (CPC) with long-tails, but this is offset by the additional time and energy it takes to create a campaign that delivers a large stream of traffic to your website.

If you outsource this work, expect to pay considerably more for your ad campaign and copywriting, because your provider has much more work to do.  This is not said to discourage you, only to provide you with the information you need to make an informed decision about your marketing campaigns and how you implement specific plans to reach your business goals.  PPC marketing can be extremely effective, but there are many providers out there who will tell you the upside to certain marketing strategies, but not the risks or downside.  Now you have all of the information you need about the pros and cons of marketing with long-tail keywords.

Don’t waste an opportunity to get new business inexpensively!

Do you have a business card?  Is the back side of it blank?  If so, you’re throwing away money!  Business cards aren’t just little pieces of paper with your contact information, they are a sales tool.  They should be part of your marketing strategy.  They can be a really inexpensive source of new leads, but only if used to their full potential.

The back side of a business card is a great place to offer your prospects something of value, and tell them how to get it.  Make them an irresistable offer on your card!

For example, on the back of my business cards I offer a free copy of the “7 Costly Mistakes” Special Report for visiting my website  People are always surprised and intrigued when they read the offer when I hand them my card, and most of the time they do visit my site and grab the report.  In exchange, by filling in the form, they give me permission to communicate with them in the future.  That is Lead Generation 101.

The space on the back of your business card is valuable “real estate” and it shouldn’t go to waste. I encourage you to develop a “freebie” of some sort, and offer it on the back of your business card.  Alternatively, it could be a coupon, or something else of value, but make sure you have a way of getting their contact information in exchange.

And if you haven’t downloaded your copy of the report, what are you waiting for?  There are mistakes to be fixed, and quickly! 

To Your Prosperity,

-Ryan

You know you’re in the “copywriting ZONE” when you open your thesaurus to the exact page you need with your thumb touching the word you were looking up.  That happened to me today when I was brainstorming alternatives to the word “report”.  Right to it – bam!  Thank you, Universe.  Ironically I didn’t find a perfect replacement word, but the writing was going smoothly and I felt good about what I wrote.  Of course the client is the final authority, but when I feel good about my copywriting, 99% of the time, the client does too.

But what happens if the client wants revisions to your copywriting?  That seems to be the single biggest cncern most of my potential clients have, because of less than stellar prior experiences with other copywriters.  In fact, a client this week mentioned that she was recently “yelled at” by her previous copywriter.  I’ve not ever had it be an issue for me, and I assured her that even the biggest pain in the butt client would never get yelled at by me.  Fired maybe, but never yelled at. 

So when it comes to edits and revisions, I operate according to the Golden Rule, and things go smoothly.  I have had clients with extremely high standards really push me hard to revise to improve my writing, but really polishing and already strong marketing piece is a special challenge, and one that I do not shy away from.  Extending mutual professional respect is always delivered, and received, and it works wonders!

To Your Prosperity

-Ryan

Copywriters are no different than everyone else.  Even though we have an in-depth understanding of the writing techniques and tactics that are used to persuade people, we are not immune from those techniques.  I for one really appreciate it when I get pulled into a great piece of sales copy, and get quickly swept up in the story, the flow, the rhythm of the copy, and get led to “my” conclusion to purchase the product or take the action they request.

As I feel my self getting swept up in the piece, my emotions getting aroused, I know that it is the work of a great copywriter.  My appreciation for their mastery of the craft is present, and I am almost glad for them that they moved me to action. Glad as a consumer, and impressed as a copywriter.   The piece is written for ME!  The benefits of the piece are just what I am needing and wanting, now where’s my credit card?  That’s the goal of great copy – to have it feel like it was written specifically to speak to the desires, fears, needs, wants, and problems of each individual reader.

So to all the copywriters who wrote the ads that I bought into – “thank  you”!

To Your Prosperity

-Ryan

I’m glad you asked! Spirituality copywriting is all writing that helps to promote a product or service that helps a person improve their character or state of “self-awareness”.

Spirituality copywriting is simply copywriting and saleswriting in the areas of human interest ranging from “self-help”, to personal growth, to metaphysics, spirituality, and anything having to do with connecting to, working with, and appreciating our Source Energy.

This sometimes (but not often) includes writing that serves more traditional religious organizations and institutions. As more Westerners leave traditional religious institutions behind to look for more personal answers to our biggest questions (through other metaphysical teachings and teachers), a great opportunity has been created. Many entrepreneurs, including me, have entered this field to help people thrive, and enjoy a prosperous life in the process.

I love spirituality copywriting because it blends my passion for saleswriting with my passion for helping people grow into a fuller understanding of how truly “large and in charge” they are! I appreciate being able to contribute to the uplifting message that we are capable of further tapping into our fundamental wholeness and creative ability. Any product or offering that conveys this message is one that I would enjoy working on.

When marketing or communicating to your prospects, clients, or customers, you need to reach them “where they are at” – which means your message needs to resonate with them. Your offering should feel to them like the next logical step to take for further growth. You must cater to their ability to perceive and “hear”, so your message must not overestimate or underestimate their understanding of spiritual principles. Otherwise your message will not hit its mark, no matter how “perfect” your product or service may be, so it’s important to write material in a way that makes your product or service truly “accessible” to them reader. That is the skill I offer to you as a spirituality copywriter.

If you have a product or service that you believe is truly helpful and uplifting, then you should do everything in your power to bring your message to as many people as possible. Contact me today to discuss how we can make it happen!

In all honesty, marketing consulting is something that I perform for each and every client.  In some cases it takes just a few minutes and is built-in to my saleswriting fees, but in many cases it is a standalone investment that precedes any copywriting work that I do.

This is because copywriting and saleswriting aren’t standalone events.  They are undertaken specifically to meet a business goal, which is usually to increase revenue by increasing prospective buyers’ response rates to specific offers or promotions.  No one pays a copywriter just for the fun of it―it’s an investment in improving the bottom-line of the business!

And, because most business owners have arrived at their current situation as a matter of both deliberate planning and in-the-moment reaction to the changing tides of business, there is always room for improvement in their marketing strategy.  Every business needs to step back at least once annually and re-evaluate their business goals and their marketing strategies and tactics that they will use to meet those goals.

I originally started learning copywriting (and ultimately sales writing), because, as a small real estate business owner, I couldn’t afford to hire a top notch copywriter.  The first copywriting quote I obtained for a single sales letter was for $10,000! I recognized how vitally important it was to learn how to compel people to respond to marketing campaigns and promotions.  And no sooner did I begin learning copywriting than I discovered that I needed to truly understand the fundamentals of effective, real-world marketing―not brand development corporate-type marketing that Fortune 500 companies use, but the real, in the trenches, gotta-make-it-work-or-we-go-under type marketing, so that’s what I did.  I learned marketing fundamentals over years of study, practice, application to my own businesses, and discovery of why things failed when they did fail.

It is this experience that I bring to the table as a marketing consultant.  Whether your business is primarily Internet-based, bricks-and-mortar, or a combination of the two, I can help you create and implement a comprehensive marketing strategy that will provide you with a strong foundation to accomplish one (or all) of the following objectives:

1. Define what your company is fundamentally about and how to use this to your advantage in the eyes of your prospective buyers

2. Generate well-qualified leads cost-effectively

3. Convert those leads into paying clients or customers

4. Get your existing active customers buying more products and services more often

5. Get previous but currently inactive clients or customers coming back and reengaging them in a strong way so that they remain great customers

6. Create specific cost-effective promotions and marketing campaigns that give you a high positive return on your investment.  High ROI promotions are the equivalent of buying cash at a discount!

7. Build a strong relationship with your prospects and customers by implementing continuous, high impact, relevant communications so that you are always the first business in their mind when they need services or products in your area of expertise

8. Create systems to continuously gather and implement customer testimonials and feedback that help you refine and position your products or services in a way that allows you to differentiate yourself from your competitors.  This creates the opportunity to raise your fees or prices.

I strongly encourage you to consider investing in your business in the form of marketing consulting.  It is an extremely high-ROI activity and can completely transform the prosperity of your business over the next few years.

To get started, download my free report by filling in the form in the upper left hand corner of the site.

As an Information product owner and marketer, I have a unique understanding of the challenges of creating information products and marketing them online in a cost effective way.  Are you ready to add value to society and make a rewarding income stream in the process?  Then you are probably feeling a combination of great excitement along with concern for the unknown steps to make your idea come to life.

If I were to list out the steps to go from the idea stage to the “being sold” stage, there would literally be hundreds, if not thousands, of steps; some more important than others, but all of them need to be performed properly to make your ideal a successful reality.
The creation of your information product does not have to be a burden. If you have a passion, a vision, and an ability to articulate your ideas, then together we can create and launch your information product very quickly and successfully.

I have experience helping information marketers in many niches to:

•    Help conceptualize and create the product
•    Determine optimal pricing including “continuity”
•    Website elements and design to really sell your product
•    Lead generation through the use of squeeze pages, pay per click campaigns and other cost effective methods
•    Cost effective Social Network marketing
•    Product Launch marketing
•    Conversion rate analysis and other critical analytics reports
•    Follow-up email and other online communication to build trust and drive current and future sales
•    Crafting winning joint venture partnerships and promoting to potential joint venture partners

If you have an idea for an information product, and are looking for advice to help craft your game-plan, then give me a call to see if we are a match and to discuss how I may be able to help point you in the right direction.  I am excited to hear your idea, so contact me today!

“Copy” is simply promotional text.  Anything that is written to promote any product or service is copy, and the people who write it well are professional copywriters.  I prefer the term “Saleswriter” because that is more in line with the goals of effective copywriting – sales and revenue enhancement in a direct and immediate  way.  Hiring the right copywriter / saleswriter can help draw in more prospects, more customers, and sell more to existing customers.  It can set you apart from your competitors in a way that makes you dominate your market or niche.

Think of it this way: everything that you would hand to a potential client, anything that you post on a website, and even your business card is used to promote you and is a tool to ultimately sell something! So shouldn’t it do that as effectively as possible?

The benefits of excellent “copy” is about as important as it get’s for business owners to understand and appreciate.

Excellent copy is one of the few investments that are completely under the business owner’s control which can directly impact the bottom line in a positive way.

A professional copywriter may charge just a few thousand dollars for a sales letter or webpage that can sell millions of dollars worth of product! What a return on investment!

Can you see how taking a fresh look at your sales and marketing materials is the smartest investment you could possibly make right now?

If you are looking for someone to help your business increase sales and revenue by applying “salesmanship in print” to do a better job of conveying the benefits of your products and services, then you are in the right place. I am a freelance copywriter and marketing consultant, but I prefer to think of myself as a saleswriter.  Saleswriting is the kind of copywriting that has a positive impact on your bottom line. Copywriting services should never be considered a cost. It is an investment in your company intended to generate revenue, and is therefore one of the most solid investments you can make in the future of your business.

Most businesses (large and small) evolve slowly over time, and put out marketing materials without much forethought and without a comprehensive strategy, because of an immediate pressing need.  These materials meet the immediate short-term need, but don’t do a good enough job really selling your offerings.  You re not alone in this, and there is a solution:  By making an investment in improving your sales materials so that they speak in a personal and direct way to your target audience, you can dramatically increase your sales, quickly.

Consider this: most sales and marketing processes have multiple steps – from lead generation, to selling, to closing a sale, then following up for repeat business or to sell additional products and services.  And in this process, your prospects and customers see numerous marketing messages from you.  Does each and every one of these marketing messages instill confidence, solidify your relationship with the reader, and powerfully move them closer to doing business with you?  If not, you need my saleswriting skills.

Now imagine that each and every one of your markting pieces has their message clarified, refined, and now convey in a genuine, thorough, and impactful manner, speaking directly to the though processes already taking place inside the minds of these prospects and customers.  Your sales would increase dramatically.  And in a multi-step sales process, a slight improvement in “conversion rate” of each step results in an exponential increase in sales.  That’s what I want to create for you – an exponential increase in sales.  That is what saleswriting is all about.

I invite you to contact me immediately for a no cost needs assessment, and to see if we are a match.  If I can help you, I will put together a proposal that works within your budget.  In some cases a portion of your investment can come from the increase in future sales, so let’s talk about that option if that feels right for you.  If we are not a match or I cannot help you best, I will not try to sell you services that you simply do not need.

Let’s get started increasing your bottom line… I can be reached by calling 800-619-9080, and I look forward to your call.

Sincerely,

Ryan A Harris

Marketing via the Internet is still marketing, and the fundamental rules of marketing still apply.  You need to understand them or work with someone who does.

Far too many website owners attract traffic to their site and try to sell the visitors right on the spot.  Most of the visitors quickly leave, never to be heard from again.  Does this sound familiar?  Is your conversion rate low, or is your website losing money despite having a solid product or service that people need?

The beauty of the Internet is that, compared to traditional media, you can rapidly implement new ideas, drive traffic affordably, and test your marketing messages quickly and cost-effectively.  The Internet offers smart marketers the opportunity to continually improve and test all functional elements and aspects of their site.  But most website owners fail to realize that their first course of action should be to perform lead generation, NOT to sell products.

A proven strategy for increasing marketing success is building a database of leads to which you can market over time. And there are proven methods to do this in a cost-effective way.  When you properly perform lead generation, you are building a strong foundation for your Internet business.

So if you own a website that just isn’t performing optimally, then contact me for a no-cost needs assessment.  I own and successfully operate several information marketing businesses and affiliate websites in a variety of niches where I apply my constantly expanding marketing knowledge and enjoy helping other website owners increase profitability.

If my skills and experience with Internet marketing is a match for you, then we can work together to create and implement a winning strategy for your website. Contact me today for a no-cost website analysis by calling 800.619.9080 or by using the Contact Us form.