Put the "Or else" factor into your online writing

Are responsible for driving online marketing for an e-business? Then not only do you need to just understand the capabilities and limitations of the Web, you better know how to write. That¡¦s right, good, old-fashioned writing.

Never before in history has success in business come to be dependent on so overlooked a skill. What you say, and how you say it, can make or break your nascent company. Whether you're planning to write an article, put together a PowerPoint prez, prepare an online news release or craft a sales path on your web site, your content must make an impact. It must persuade. It must sell.

Or else.

The Web is unlike any other marketing medium. Underneath its apparently pristine look and feel, it is roiling with millions of online, back and forth conversations ¡V a few of which are going to affect you, too. In the ¡¥click-click-click-done¡¦ world of the Web browser, it is more important than ever for a business to get noticed, make a name for itself, find cost-effective methods for increasing sales, launching products and attracting clientele. Consequently, the marketing materials you choose to present must be of the highest caliber.

If you are planning on writing any type of marketing material your first and most important goal is making sure your material sizzles, so that your readers or reviewers are inspired by its content.

Where Do You Start?

In a start-up scenario, building a successful business and developing a strong client base is based entirely on your time and effort spent online (you don¡¦t have Microsoft¡¦s marketing budget ;-) -and, once you have something to sell, it all depends largely on your communication. it's important to consider the impression your words make before sharing them.

Most of us have had the frustrating experience of trying to create an important form of communication and found that the words didn't always flow or simply didn't create the impact desired. Somewhere floating around in your head, you know what you want to say yet no matter how hard you work at your presentation you can't seem to convey the message you're determined to share. To help you in formulating your thoughts and to create a document you are proud of, the following suggestions are good rules of thumb to consider.

1) Do it on a Saturday. Don't be in a hurry when putting your thoughts together; giving yourself plenty of time to let the words flow can be critical to the success of your documentation. This Saturday, unshackle yourself from the rote tasks that pre-occupy your business day, and focus on the important as opposed to the ¡¥urgent¡¦.

2) Watch your words, pal. Words are powerful tools that will definitely give you an edge when trying to attract and invite new clientele, therefore choose your words wisely by selecting inviting, compelling language.

3) Attitude is everything. Use statements and assertions that empower, uplift, support and provide.

4) Play it back, Sam. Edit, edit, edit. Read your words both aloud and silently; hearing the words in different forms will help to make them flow more perfectly.

5) Come back for seconds. After you have written your material, leave it for a day and go back to it when you're fresh; you'll have a different perspective when reviewing it a day later.

6) Give till it hurts. Share knowledge, facts and data that can help someone else. Anytime. All the time. Keep those memes in the mainstream.

7) Jot, on the dot. Keep notes on your subject matter; whenever you hear something that sparks an interest or relates to your material, write it down for future reference.

8) Find your voice. Pay attention to things that attract you; those are the things that help you formulate and develop your own writing style. But know when to shut up, too. Sometimes, an understated response can convey volumes.

Before writing, ask yourself why, then ask for whom, and only then how
As you begin to put your materials together, the best place to start is by focusing on a purpose or an objective. When attempting to construct any form of communication, whether written or verbal, to ensure the content is empowering and interesting, it is of vital importance that you form a specific purpose for your endeavor. The success of your presentation depends upon your own clarity of purpose, the knowledge behind your presentation and your overall objective. Before putting forth any idea or concept, be sure you have addressed the following questions:

What is the intention of my message? Am I trying to inform, to gain interest or to sell?
Is there a specific image I hope to portray? How do I wish to be viewed by the world?
What is my ultimate overall goal? What reaction do I hope to have in response to my material?

And after all this, the eternal debate: should you write what you really think and leave it at that, in the fond hope that your message will resonate with enough folks to make it commercially viable, or should you find what people¡¦s ¡¥hot buttons¡¦ are with respect to what you¡¦re selling and then ensure that you consistently hit those high notes in your writing, across your communications touch points?

Finding The Right Venue For Your Communication

Sure, you¡¦re in business to make money, but if you¡¦re like most folks, you¡¦re also there to do it right (and sleep at night). Shouldn¡¦t you write for an intended audience? Shouldn¡¦t you have a mental image of the buyer as you set forth on those literary trails? Finding and influencing your audience is the next step in guaranteeing the success of your marketing material. Perhaps you have already put together an important piece of marketing information and you're feeling a sense of confidence regarding your ideas. Now that you're ready to share your material with the world, how can you be sure of the right venue for your communication? Consider the following:

1) Spend some time researching the audience you'd like to attract.

2) Write letters of introduction to potential clients; when writing a letter of introduction, make sure it is exceptional.

3) If you're writing an article be sure it's positioned in a location that will attract appropriate visitors.

4) Always maintain a competitive edge by choosing professionalism; if someone inquires regarding your company be sure all your communications are of the highest caliber.

5) Be bold enough to present your information; remember if you have learned something of value, someone else will benefit from it.

Do a thorough Overview of Your Marketing Materials

People don¡¦t buy products, they buy solutions to problems. When constructing any form of marketing material, presentation is the key so it is wise to place attention on the format, the verbiage and the tone of your communication. I say this repeatedly primarily because it is often overlooked. If you want to be clear on what you are trying to communicate, it is vitally important that you are clear on your true purpose. Focus on the benefits your service offers to the customer.

1) Location is everything. Present your information in places that reach your target audience. Start a newsletter from your site to stay in touch with those who matter. Learn how to write focused web content for both customers and the search engines. There are folks out there who need the services you provide. They¡¦re there right now scratching their heads wondering how to wade thru that pile of search results to locate the one firm that can best meet their special needs. Try not to make it any more difficult than it already is by hyping up your descriptions and meta tags.

2) Reach out to the vast numbers of newsletters and e-zines that are well read, well received and published on a regular basis; take the time to research the appropriate e-zine and newsletter suitable for your needs. Learn from ¡V and participate enthusiastically yet respectfully ¡V in discussion forums and industry newsgroups. No, not just to network and hit on for future business, but also to gain a sense of perspective about the issues that re driving your niche.

3) Use the tried and true methods of marketing such as news releases, e-mail, e-zines and articles of interest; they work every time providing they are compelling and constructive.

4) Always be sure your materials are written perfectly; check for typos and grammatical errors.

5) When selecting your words, be sure they sound as enticing and professional as possible; words have the power to appeal or repel.

6) Never hesitate to share your experiences, knowledge and expertise; people are eager for what you have to offer.

Follow these simple guiding principles in all you say and do, stay true to the value that your company represents and ensure that it is competitively positioned, and take the 2 hours a day or so that it requires to stay current in the e-marketing world, and you will find a marked difference in response rates on your start-up¡¦s e-marketing campaigns.

Or else.

------------------------------------------------------------------------------------------------------------„2002 X-istech.com. The author is Marketing Director with X-istech, an Internet Solutions Development Company. To date, he has spent exactly $0 on business development - unless of course you pause to count the life blood that he gives for his company.