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World Cup Funny Facts

World Cup Funny Facts

How To Create Good Copywriting For Conversions: Part 2 - Creating The Copy by Roberto Bell

In Part 1 of our series on Creating Good Copywriting For Conversions, we covered using stats and analytics to research and guide your efforts. In Part 2 we break down steps you can follow to help you develop a personal procedure to create effective copywriting.

You have gone to a lot of trouble to get the right kind of people to your website. You now face the task of informing and persuading them well enough to turn them from a temporary visitor into a customer. Creating the content to do so may take a few minutes or it may take much longer, and you need to cast as wide a net as possible without overreaching. Your goal: Convey a message, primarily with words but not exclusively, that will turn both impulse buyers and discerning shoppers into new (and loyal) customers.

There are copy and conversion experts all over the virtual (and real) landscape, and plenty of good opinions and ideas. Still, the best lessons are from the real world, from approaches that have worked and are working today, rather than a PowerPoint slide or a white paper. You need to accomplish - without the benefit of body language, eye contact or other in-person persuasive techniques - the same thing that a good salesperson accomplishes in a store or any other person-to-person encounter: give the visitor the useful and helpful information they want to help turn them into a buyer.

Persuade and motivate

Think of yourself as a salesman writing copy, not a copywriter making sales. For your website content you have a very simple objective. You want to persuade and motivate. Persuade the readers that your product or service uniquely, distinctively fulfills their practical needs and emotional desires, and motivate them to take the action you want. Naturally there are various approaches, from informational to "hard sell," but the goal remains the same. Persuade and motivate.

Before you start to write, go through a thorough preparatory regimen. You need to get in the right frame of mind, first of all, and then you must "arm yourself" with the right tools. Besides setting yourself up for efficient copywriting - with your dictionary and thesaurus and perhaps a strong cup of coffee - you need to wrap your head around the project with some strategic thinking.

Before you write

You just can't sit down, cold, and dash off the first clever things that come to your mind. That can work for slogan writing or comedy sketches, but your task is a serious, targeted one. You have to do your research first, defining the product in straightforward terms and finding a way to communicate both features and benefits to potential buyers in a quick, clean fashion. If you don't know the product or service well, don't even think of writing yet. Talk to users if you need to. Evaluate the item as a consumer would. Put yourself in their shoes.

You also need to position the product, both broadly and narrowly, in relation to similar ones. Compare features and benefits and note what makes your product a better one than its competitors. This will help you to define your particular target market (or markets). The strategic thinking you do in your positioning and target market planning will help you tailor your copy to the real-world taste and style of the readers. Are they students, software engineers, or 60 year-old seniors? Stay-at-home moms, penny-pinching business owners, fashion-conscious young women? Think in terms of your demographics and their specific needs.

Preparing to write

Going through the preceding steps should have resulted in your developing a marketing strategy. Based on your knowledge of the target demographics, you should be able to determine whether to use an informational approach, try "assumptive close" methods, go the hard-sell route, or combine a few different techniques into a customized "hybrid." Of course, you can also use a sequence of different approaches, although that takes a little finesse.

It can be somewhat difficult to reach a decision on the precise length of the copy. Don't write more words than you need to add "heft" - people don't have time to waste and fluff makes you look bad - but if you need 500 words to sell the product or service, write 500. But less is more - use as few words as necessary to get your point across. Vigorous writing is concise. Conveying points efficiently displays intelligence and mastery of the subject or industry, increasing trust and faith that you are the best choice.

From the very start, remember that you have to reach people not just in their heads but their hearts, too, and even their souls if it makes sense to do so. Every action/purchase is emotional on some level. You need to connect with the readers and make it both safe and necessary for them to become buyers.

Writing the copy

Don't forget the overarching goal - persuade and motivate. You are not writing an op-ed for the paper or an essay for a class. Use your most natural, unaffected voice, and don't use "two-dollar" words just to impress rather than communicate. Do not write in the passive voice, either. Stay active, use action words, and maintain a good pace without bogging down in detail or detours.

Do not embellish, make false claims, or invent facts or figures. Always be truthful while emphasizing your strong selling points. Stay with demonstrable facts, and be specific with them, too. For instance, don't say your auto air filters work with "most American cars," tell the reader they work with " GM, Ford and Chrysler products."

Keep going forward

When you are organized and prepared to write, things should flow well, and only in one direction, forward. Every paragraph should proceed logically from the first sentence to the appropriate conclusion. Don't clumsily refer back to a preceding paragraph when repeating a point, just simply repeat the statement if it's important enough to bring up again. Go forward, and take the reader with you.

In fact, you should not be hesitant to repeat yourself. This is one of the easiest, most direct ways to get the reader to remember what you want them to remember. Don't be afraid to do this when it seems the right thing to do. One good technique is to take the good, repeatable selling point and couch it in different ways to reach people in their minds as well as their emotions. In other words, repeat the point but approach the reader from different angles with it. The emotional connection is key. Never forget that.

Clarity and depth

Stylistically, you will want to avoid long sentences and complicated structures. You don't need semi-colons, double dashes and parenthetical phrases. Nice, direct, declaratory sentences punctuated with commas and periods will do nicely. Be yourself, too. If you are not funny, don't try using humor. Your goal is to persuade and motivate, not get people to laugh or like you. Plus, you may come off as disingenuous.

The "depth" of your message means many things, and not just editorial. The page design itself can be key in your copy challenge, so always be prepared to do a new design to accompany new writing. Don't let your design be a hurdle to getting your message across. The pages in your site are there to grab the reader and not let go, so use all the graphic and editorial techniques available to do that. You can draw in the reader with graphic shapes pointing them where you want them to go just as easily as you can use well-traveled attention-grabbing terms like "Free" or "Stop".

From interest to action

Whatever methods you use, you want to move your reader along. You have their attention, so deliver on the promise. Don't get ahead of yourself and dive in to YOUR product or YOUR business or YOUR autobiography. It's not you that most people are interested in. It's how you can help their own current interest, which usually revolves around themselves.

Now comes the next step, which means motivating the readers to take whatever action you desire. Give them the facts, describe the features and then concentrate on the personal benefits, both practical and emotional. The readers are actually looking for, and hoping to find, reasons to buy the product or service you offer. If the product is going to save them some money, say so, and be specific about how it will do so. If it will save them time, say that. Saving money and time are not just practical but also emotional needs. If your products will make people feel a certain way, appear a certain way or be appreciated by others, feed into that emotional desire and run down those particular benefits. And do it all in regular, person-to-person vocabulary, without sales-y terms like "mega" or "super" or "incredible."

The call to action

You are ideally leading a reader on a short, sweet, helpful journey. You have to tell them what you expect them to do when they reach the destination, whether it's a form or a link or a "Buy" button. Even if the goal is to have them sign up for your newsletter that still requires the same "persuade and motivate" copy that any other sale does. Whatever you do, make the call to action a prominent one (even use multiple calls to action so visitors can take action from several places). Never put obstacles in the way of visitors who want to become buyers. Don't distract them, and don't make them have to search for what to do.

When you think you're finished writing, you're not. You have simply finished that phase. You have revisions to make now and editing to do. Carve the message down to its basics and get rid of fluff. Then do it again. When you finish a few rounds of rewriting and refining, read the copy out loud and listen to how it flows. Make sure your voice and your tone are consistent throughout the copy, especially if you have a large site and/or you are writing copy over a period of days or weeks. Review your work one last time before you post it, and ensure that it is reaching both the readers' minds and emotions with the message you want them to own. The whole idea is to lead them along and have them think that they are, in fact, discovering you, not the other way around.

About The Author
Matt Tuens is a copywriter for Beanstalk Search Engine Optimization, Inc. Beanstalk offers expert search engine optimization services, consulting, link building and SEO copywriting services. Visit online for more information.

Article Source: http://www.earticlesonline.com/Article/How-To-Create-Good-Copywriting-For-Conversions--Part-2---Creating-The-Copy/556921

World Cup Funny Facts

2012 Major Prep Races for the Kentucky Derby by Lee Lane-Edgar

When the Breeders' Cup wraps each fall, the eyes of the racing world begin to focus on the lead-up to the next year's Kentucky Derby, a six-month odyssey better known as the Triple Crown Trail.

Horses with aspirations in reaching Churchill Downs that first Saturday in May must first prove their mettle in a series of prep races designed to expose the pretenders from the contenders. Some of these races have more significance than others. We'll look at the five that traditionally have the biggest impact on stamping a horse worthy of the Kentucky Derby.

Blue Grass Stakes (Keeneland Race Course; Kentucky)--The Blue Grass is held three weeks prior to the Derby, making it one of the last options for the Derby's major contenders. According to Kentuckyderby.com, 22 horses have won the Derby after prepping in the Blue Grass. That list includes the likes of Thunder Gulch, Spectacular Bid and Northern Dancer.

Unfortunately, this race has lost some of its impact since Keeneland changed its main track from dirt to synthetic following the 2006 Blue Grass.

Arkansas Derby (Oaklawn Park; Arkansas)--This became a key Triple Crown prep during the mid-2000's and has has continued to maintain its prominent status. Recent winners of this race are a notable bunch. They include 2004 Kentucky Derby and Preakness Stakes winner Smarty Jones; 2005 Preakness and Belmont Stakes winner Afleet Alex; 2007 Champion Older Horse Lawyer Ron; and two-time Horse of the Year Curlin.

Santa Anita Derby (Santa Anita Park; California)--This has been the Golden State's major Derby prep since its inaugural running in 1935. Eight winners of the Santa Anita Derby has gone on to win the Kentucky Derby, the last being Sunday Silence in 1989. In 2005, Giacomo became the 14th horse to run in the Santa Anita Derby and win the Kentucky Derby. From 2008-2010, the race was contested on a synthetic surface. Bob Baffert has the most wins among trainers with six.

Santa Anita Derby (Santa Anita Park; California)--This has been the Golden State's major Derby prep since its inaugural running in 1935. Eight winners of the Santa Anita Derby has gone on to win the Kentucky Derby, the last being Sunday Silence in 1989. In 2005, Giacomo became the 14th horse to run in the Santa Anita Derby and win the Kentucky Derby. From 2008-2010, the race was contested on a synthetic surface. Bob Baffert has the most wins among trainers with six.

Wood Memorial Stakes (Aqueduct Racetrack; New York)--Inaugurated in 1925, the Wood Memorial Stakes has produced 20 Kentucky Derby winners in its history. They include Fusaichi Pegasus in 2000, Monarchos in 2001 and Funny Cide in 2003. Recent winners of the Wood haven't been so lucky. The last three to claim the Wood"Toby's Corner in 2011, Eskendereya in 2010 and I Want Revenge in 2009"all were injure prior to the Derby and failed to compete.

Florida Derby (Gulfstream Park; Florida)--The Sunshine State's major prep has been run annually since 1952. Nineteen horses have prepped in the Florida Derby and gone on to win the Kentucky Derby, including Big Brown in 2008 and Barbaro in 2006. It will be run on March 31 this year.

An ardent fan of horse racing for years, I am extremely passionate about writing articles on adventurous topics on the lines of new developments in sports, online games as well as other fields. You can find articles regarding Horse racing industries and interesting facts about the understanding of Wood Memorial Stakes . To know more about horse racing games online and related information log on to www.horseracegame.com.

Article Source: http://www.earticlesonline.com/Article/2012-Major-Prep-Races-for-the-Kentucky-Derby/1299307

World Cup Funny Facts

Facts about favourite drink Coffee by Neetha Madhan

The world's favorite drink has to be a cup of coffee. Many of us cannot wake without that cup in the morning. Even though there are new additions and varieties nothing stops this trend. It has been since the day of its discovery. The first place coffee was consumed was in Africa. It is said a goatherd saw his goats eating some berries and acting quite funny. He tried out some berries himself and found it quite refreshing.

The word spread quickly and soon this berry was being cultivated in the Arabian Peninsula. Today' largest producer of coffee, Brazil started growing coffee in the 1700's whereas it was introduced in Europe in 1600's. In 1901 instant coffee was invented, decaffeinated in 1903 and freeze dried in 1938. Today coffee is the largest commodity second only to petroleum.

It might sound surprising but statistics say an average person consumes over 10 pounds of coffee in a year and about half of the US population partakes the beverage - worldwide yearly consumption adds up to over 400 billion cups! Most of the consumption is during breakfast and 35% prefer to have black coffee. Tea used to the favorite beverage but coffee seems to have displaced it - especially after the Boston Tea Party and considered very patriotic to drink coffee instead of tea!

Columbia and Brazil accounts for the production of 's of the world coffee and it is mostly hand picked there. It is a seed of the berry and the unroasted coffee can last up to 2 years. Coffee is best when consumed directly after roasting as the flavor decreases once you roast it. Refrigeration does not help in keeping them fresh as most people believe and it might even taste strange as the roasted coffee will readily absorb the flavors from other foods.

The coffee beans have different varieties and flavors and the growing conditions affect the flavor of the coffee. To yield about 130 pounds of green coffee beans you need to cultivate 100 Arabica bushes. Coffee is of great use for us - It contains anti oxidants as well as minerals all which help in the prevention of some disease or the other. The risk of diabetes and Parkinson's disease is thought to have decreased by drinking coffee. . It has bacteria fighting elements that can help fight tooth decay. Some if its anti oxidants stimulate enzymes that may protect against colon cancer. All of us know that caffeine in coffee can help us keep alert and help in concentrating better. It also relieves symptoms of asthma by dilating bronchial tubes and gets rid of tension headaches.

Article Source: http://www.earticlesonline.com/Article/Facts-about-favourite-drink-Coffee/328948

10 Fun Facts About The World Cup 2010

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