Keywords: Speak Your Audience's Language

Choose the keywords that will lead to your site's success in the marketing competition. We have shown methods in our clinic for researching and ientifying the right keywords. Here is another article from a leading SEO expert making the same point.

As he puts it in his article, "Marketers think of solutions in their own terms, not in their audience's terms." This is a classic mistake in choosing the keywords to build your site around.

He provides a great example in the article: "A major bank's executives recently asked me to ensure their site could be found on every search for "lending" because they're one of the world's largest "lending" institutions. I pointed out what I thought would be obvious: Their audience wants to "borrow." Smiles slowly formed on their faces. They got it."

Use the tools we have shown in the clinic after you have thought about your business to discover how your prospects are thinking. Then you can become a successful Internet marketer!

Targeting Likely Advocates With Web Ads

An article in the Washington Post points out some interesting information about attracting clicks on the web. The subject here is political, issue oriented advertising, but the message is the same for web site developers: Content and context work best!

"It turns out that ugly is better than pretty when it comes to lobbying commercials. Elaborate and beautifully colored ads tend to fall flat, said B.R. McConnon III, chief executive of DDC. Straightforward, text-heavy displays work much better."

Bear this in mind when creating your pages where you are trying to get your visitors to respond to your proposals, "tell them what it is about", and "talk to them about what their interests are."

Don't waste your time and budget on beautiful images and marketing copy. Put your efforts into telling your story clearly and concisely.