Now, visit MyFamily.com. What does it say? "MyFamily.com - Your free, private family website. It's quick, easy and free."

Well spank my bottom and call me Sally! Finally, we've found someone who's not asleep at wheel. What does MyFamily title accomplish that others do not? It...

- piques curiosity. Words like "free", "private", "quick", and "easy" lure you in. - involves and appeals to reader by using word "Your..." - is a great "unique selling proposition" (USP) which sets them a part from everyone else. - talks in terms of anticipated benefits visitor can expect to receive. - improves their rankings in search engines due to important keywords in title. - is more likely to generate a click-through in a search engine where results are displayed by title. - increases likelihood of return visits from people who bookmark their page (by default, bookmark descriptions are usually created in your browser using a site's title).

Surf around and you'll see companies and sites so enamored with themselves and their big fat corporate egos that they fail to realize no one outside company knows what their company or site is about.

Therein lies problem. The little guy wants to be like big guy. How does he do it? By copying big guy. As a result, we have countless web sites that fail to understand and incorporate most fundamental rule of copy writing. Don't emulate big guys. They're out of touch.

If you need help developing your headline-writing skills, one of my favorite business books is Tested Advertising Methods by legendary ad man John Caples. In this classic, he dedicates five chapters and seventy pages to art of crafting perfect headline. His chapter "Thirty Five Proven Formulas for Writing Headlines" by itself, is worth price of book.

Look at your web site from perspective of a newcomer or first time visitor. Are you assuming they'll know what it's about? If so, make some changes and TELL them what it's about with a fantastic, attention-grabbing headline. You'll be pleased with results.

Wishing you much online success...

It's just as I've stated for years. Let your target market lead your decision to use long or short copy. Those seeking information on affiliate programs, MLM programs, high-investment products or services, etc. are going to be seeking more information than someone in search of a new bathrobe. For more detail in this area, visit http://www.ktamarketing.com/articles_longcopy.html. Here are some suggestions you can use to help build a successful information-type ad:

1.Include statistics - When you make a sales claim, back it up with information, including statistics. You might say, "Our saucepans have a non-stick coating that's guaranteed for life. In actual, in-home testing, food did not stick to our saucepans 98.3% of time."

2.Include targeted benefits - You must include targeted benefits to make your message hit its mark. Let's take saucepan example a bit further. "Our saucepans have a non-stick coating that's guaranteed for life. In actual, in-home testing, food did not stick to our saucepans 98.3% of time. You get omelets that come out of pan whole. You get sautéed chicken that makes a beautiful presentation on plate. You get less waste, less burnt food and more healthy cooking because you use no oil." Now those are benefits any chef would think are important.

3.Provide content on your site that backs up your claims - As you surf Web take note of information that supports your advertising claims. Surveys, research, reports, testimonials, etc. can all provide valuable information that could move a customer from point-of-decision to point- of-purchase.

4.Submit articles - Customers looking for information are much more likely to respond to a URL listed in an article than a bold-faced advertisement. Because articles provide information in a non-threatening way, they work along same level as endorsements and referrals. Write articles relating to your area of expertise and submit them to article archive sites and Ezine publishers.

5.Offer a free report - Give away information free with a purchase or subscription to your newsletter. Since information is what surfers are looking to receive, it will work as a big incentive.

Next in series will be a focus on ads that are avoided and shunned by online customers… and how to be sure yours isn't one of them!