"Even if you are on the Right Track, You're Probably Going to Get Run Over If You Just Stand There".

Written by Kerrie Mercel


Continued from page 1

Winning, sales generating copy follows a time-tested and proven formula:

l) Getrepparttar person’s attention in an attention grabbing way.

2) Tell them in what’s in it for them. Your copy must be irresistible; your reader has to want to read it allrepparttar 105197 way through.

3) Make them drool with desire. The benefits of your product have to look, smell and feel so good they can taste it.

4) Demand action NOW! Join this newsletter NOW! Add a time limit, or close by date. Any procrastination my cause them to miss out.

5) Break uprepparttar 105198 "work" of reading by using short, punchy sentences, under lining important points you're trying to make, withrepparttar 105199 use of sub-headlines, indentations and colour.

Regardless ofrepparttar 105200 length of your copy, it should do one thing, and that is tell, and tell enthusiastically allrepparttar 105201 problems that you will solve. Pushrepparttar 105202 benefits that they will gain. Make it very clear what’s in it for them.

The "inside secrets" are to make your copy so interesting, so propped up by massive benefits that your soon to be client, just can’t say NO!

Until next time, Kerrie Mercel info@justaddcoolwater.com

Secret Weapons for Small Business that are guaranteed to generate floods of new order! More profits = Business Success!

Just ADD Cool Water copyright © This article can be copied, printed, redistributed and emailed providing it is unchanged and used in its entirety.



About the Author:

Kerrie Mercel is the author of "The Small Business Secret Weapon " since 1996 she has helped main stream business to meld with the Internet . Visit her site to find out how you can get a heap of free goodies http://www.justaddcoolwater.com/cgi-bin/adtrack/adtracker.cgi?104 mailto:info@justaddcoolwater.com


It's Just Common Sense!

Written by Robert A. Kelly


Continued from page 1

When you monitor individual perceptions this way,repparttar responses you receive allow you to establish your public relations goal. For example, neutralize that rumor, or clear up that misconception, or correct that inaccuracy.

But what good is that public relations goal all by itself? No good, of course, until you know how you’re going to achieve it. And that means you need a strategy. Since there are really just three ways to affect perceptions or opinion, you must decide whether repparttar 105194 public relations goal can be achieved by creating opinion/ perceptions where there isn’t any, or by changing existing opinion, or by reinforcing it.

And so, with goal and strategy all set,repparttar 105195 real work begins. What are you going to say to those individuals whose perceptions of your organization you wish to alter? In other words, you need a message that, in addition to being crystal-clear as to intent, will be persuasive, credible and really compelling. And you must be specific as to whether you seek to correct a misconception, an inaccuracy, a rumor or a mistaken belief aboutrepparttar 105196 organization.

Every bullet needs a gun to fire it atrepparttar 105197 target. Andrepparttar 105198 same goes for your message. The “beasts of burden” that will carry your message torepparttar 105199 right eyes and ears among your target audience will be communications tactics. They include news releases, letters-to-the-editor, speeches, newsletters, brochures, face-to-face meetings, broadcast interviews and dozens of others.

In due course, you will wonder if you’re making any progress. Best way to tell is to monitor members of your target audience all over again. Ask questions similar to those you used earlier, and listen carefully for indications that their perceptions now reflectrepparttar 105200 corrective elements of your message.

Not enough movement in their perceptions? You’ll want to think about increasingrepparttar 105201 number of different communications tactics you’re bringing to bear as well as an increase in their frequencies. And don’t forget to re-evaluaterepparttar 105202 factual basis and impact of your message itself.

Your ongoing monitoring of perceptions among your key target audience will begin to reveal changes in that opinion as time passes. And that spells success in public relations.

end



Bob Kelly counsels, writes and speaks about the fundamental premise of public relations. He has been DPR, Pepsi-Cola Co.; AGM-PR, Texaco Inc.; VP-PR, Olin Corp.; VP-PR, Newport News Shipbuilding & Drydock Co.; director of communications, U.S. Department of the Interior, and deputy assistant press secretary, The White House. mailto:bobkelly@TNI.net Visit: http://www.prcommentary.com




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