Data Delivers Credibility

Written by Robert F. Abbott

Continued from page 1

You'll find other professionals get credibility inrepparttar same way. For example, lawyers get it by citing precedents. Rather than talk to a judge in generalities, good lawyers cite previous case law and decisions by other judges.

You also knowrepparttar 108155 clergy gain credibility by citing passages of scripture, along withrepparttar 108156 chapter and verse numbers. And, how aboutrepparttar 108157 medical profession? For example, physicians and others don't speak of "heart attacks;" instead they speak of different kinds of heart disease and conditions. By being specific they gain credibility, credibility that sets them apart from lay people.

The concept works for just about anyone, in any profession or occupation. Suppose, for example, you're a sales manager attending a budget meeting, andrepparttar 108158 general manager wants you to increase your sales by 15% next year, far more than you're likely to achieve. To argue persuasively thatrepparttar 108159 target should be lowered, you might explain thatrepparttar 108160 economy of your city is only expected to grow 2% next year, that your main competitor recently cut prices by an average of 4.5%, and that your company's production will be just 5% greater next year. Now, you've got ammunition when you argue for a lower sales target.

In summary: Data, inrepparttar 108161 form of specific numbers or references, adds credibility to messages. It's a technique used by many professionals, includingrepparttar 108162 clergy, physicians, and sales people.

Robert F. Abbott, the author of A Manager's Guide to Newsletters: Communicating for Results, writes about communication issues in the free online ezine, Abbott's Communication Letter: .

Solving the "I Get Tons of Traffic But No Sales" Mystery

Written by Karon Thackston

Continued from page 1

2. Stop Selling and Start Solving

So many people are pushing to get that almighty dollar (or euro or pound) that they forget something. Customers don’t like to be sold to. What they really want is someone to solve their problems. Once you show that your product/service can, in fact, solverepparttar problems your customers face, sales will come on their own.

3. Appeal To Emotions

Most buying decisions are emotional so it makes sense that your copy should be, too. While your customer’s need may be logical,repparttar 108154 actual buying decision is anything but. Think about it. When you bought your last car, did you go forrepparttar 108155 “logical” choice? Did you pickrepparttar 108156 ugly, shapeless, “no personality” car that hadrepparttar 108157 best gas mileage andrepparttar 108158 highest safety rating? I doubt you did.

You most likely took a look at allrepparttar 108159 options and – taking some logic into account – boughtrepparttar 108160 car that suited you best within your price range. Emotion sells!

No, I’m not talking about getting mushy. What I AM talking about is touchingrepparttar 108161 emotional chord that draws customers to your product or service. Those problems you found out about when doing steps #1 and #2 above… use them to add emotion to your copy.

With these three vital elements in your forethoughts, you can sit down and write your copy – with your keyphrases in mind – for tremendous results. When you understandrepparttar 108162 entire process and takerepparttar 108163 time to learn to write emotional, sales-oriented, SEO copy, you will keep your traffic count high and your checkbook balance higher.

Copy not getting results? Let Karon write targeted, SEO copy for you. Visit her site at, or learn to write your own copy at Don’t forget to subscribe to Karon’s free ezine at

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