Data Delivers Credibility

Written by Robert F. Abbott

Data Delivers Credibility

By: Robert F. Abbott

Overrepparttar past couple of days I've been setting up visitor counters, so people in another organization can accurately countrepparttar 108155 number of people who visit their event.

They gotrepparttar 108156 idea (andrepparttar 108157 counters) from an association I belong to, and they, too, are learning how data delivers credibility.

I'm always impressed by how much respect I get when speaking or writing with specific, solid numbers. For example, when I talk aboutrepparttar 108158 number of visitors who came throughrepparttar 108159 gates of my association's event on a specific night, I don't talk about "a lot" or "a few" or "more thanrepparttar 108160 night before."

Instead, I can say something like, "2,348 visitors came through last night, compared to 1,852repparttar 108161 evening before." That specificity makes a difference when it comes to credibility, and if I propose a certain course of action based on those numbers, I'm likely to getrepparttar 108162 support I need from other members ofrepparttar 108163 board.

Data, you see, represents very specific information, and often,repparttar 108164 more specific you can be,repparttar 108165 more credibility you have.

Similarly, direct marketing gurus encourage their clients to use specific numbers in headlines, rather than generalizations. That's why effective direct mail, and now online advertising, uses claims like "Learn how one sales rep earned $2,216.78 last week..." rather than "Learn how one sales rep earned more than $2,000 last week..."

By being specific,repparttar 108166 headline writer converts a boast ("more than $2,000") into a conceivably credible claim. What's implied is that it must be true orrepparttar 108167 writer wouldn't use that specific figure.

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

Written by Karon Thackston

by Karon Thackston © 2003

I can’t even begin to tell you how many times I’ve heardrepparttar statement, “I get tons of traffic, but no sales.” It’s normally followed by comments like: “My site is highly optimized forrepparttar 108154 engines and my rankings are great. I don’t understand why no one is buying.” Let me shed some light on this mystery.

Most often, when site owners (or professional copywriters for that matter) write “search engine optimized” copy, they develop tunnel vision. They are so focused onrepparttar 108155 placement of keyphrases throughoutrepparttar 108156 copy that they neglect something very important…repparttar 108157 customer!

Becauserepparttar 108158 immediate task at hand “seems” to be gettingrepparttar 108159 site ranked high,repparttar 108160 writer neglects to take out his or her crystal ball and gaze intorepparttar 108161 future. What should you be askingrepparttar 108162 crystal ball? “What happens whenrepparttar 108163 customer gets to my site?”

Oops! Didn’t think of that? Don’t feel embarrassed. Many people don’t. Developing SEO (search engine optimized) copy is like creating a complete circle. You have to have good keyword saturation in order to get ranked in those prime spots. You have to have keyword-rich title and description tags (mostlyrepparttar 108164 title tag) to land inrepparttar 108165 top 10. Once you achieve that your site starts drawing in surfers. Now that they’ve clicked to your site, what happens? The copy has to give them what they want/need. That’srepparttar 108166 missing piece torepparttar 108167 puzzle andrepparttar 108168 factor that causes so many people to scratch their heads in disbelief.

When writing SEO copy, you have to think ofrepparttar 108169 beginning ANDrepparttar 108170 end ofrepparttar 108171 process. You have to create copy that satisfies bothrepparttar 108172 engine andrepparttar 108173 customer. Once you do, you’ll not only have boatloads of traffic, but you’ll haverepparttar 108174 sales that go along with it. So, there… mystery solved! Or at least part of it.

We’ve coveredrepparttar 108175 “why,” now let’s look atrepparttar 108176 “how.”

1. Know Your Target Audience

In order to give someone what he/she wants, you have to know what that want is. Takerepparttar 108177 time to research your target audience (also called target customer, perfect customer, or ideal customer). Find out as much as you can about them including who they are, what they do, how they use your product/service, how old they are, what problems they have, and how they prefer to receive information.

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