The Online Entrepreneur Magazine
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Table of Contents for this issue.....
Q & A, Suggestions
Make Your Words Sell –
The Copywriting Bible
Living Above the Fold
Using Excel as a
I had a life changing experience this
I should qualify that to say that it changed my Internet life.
told you in the last issue that I was reading “Make Your Words Sell” (MYWS)
by Ken Evoy and Joe Robson. Well,
I finished it and sat there and asked myself “Why
didn’t I read MYWS two years ago”?
You will see a change in Boomer eZine
because of it. We
will employ the copywriting techniques we learned from MYWS in all that
we are not going to rewrite all the past issues of Boomer eZine, but I
plan to rewrite most of the Retirement Jobs Online site using MYWS as my
We are also considering changing the
email newsletter so it
gives summary information on each article and then links to the full
article on the website. The
copywriting techniques are best employed in HTML on the webpage and not
in a text email document.
We will conduct a survey
of your reaction to the new
format and also determine the number of readers who prefer the text
did a test on the last four newsletters and the average load time for the Boomer eZine at dial up speed of 28.8KB is
33 seconds. As long as
we leave pictures and graphics out of the body of the page, the load time is not too long.
Boomer eZine is Published Late this
Boomer eZine is late the week. Sorry!
We had guests in for a hunting weekend and that absorbed my time.
Also, I was not originally satisfied with the video that is
posted with this issue and I edited it several times.
Q & A,
Suggestions and Comments
asks the best questions, and I can post our email conversations and help
write the eZine.
Very good issue this week! I'm getting mighty crowded
with all your issues I have to store in various files,
depending on their topics. I'll just have to go through them again and
delete at least some! ;-)
though I am flattered that you are keeping information from the eZine, I
would suggest that you not worry about keeping the various issues or
articles. Rather, just set
up an Excel sheet with the topic and volume/issue.
option is the search function on the Boomer eZine website.
It works very well and you can go back and find old articles by
keyword. I use it quite
often since I can't remember when I wrote on a specific topic.
End of Reply
asked me to expand on the idea of the Excel spreadsheet and I do so in
an article below. I have
also produced a video for a quick lesson on Excel and how to use it for
Another Email from Last Week
received a follow up email from Mike telling me that I had his website
was cool seeing my questions to you and your answers on your latest
newsletter. I also appreciate you putting a good word in about my
website along with the address. One thing though about the newsletter on
your site; my web address has a typo, it's written as http://www,everything2dvd.com
so it can’t link to my site.
went my 15 minutes of fame.
My Reply (
first publish the eZine on the blog at http://boomer-ezine.blogspot.com/.
I check the links in it before I publish the website or the email
newsletter. I caught the comma in the URL and fixed it. I
then went back to my source Word document and corrected it (so I
thought). I specifically checked your URL in the email newsletter
so I knew it was correct.
am up early this morning to take my dogs out and train them. I
read your email and I have already changed the webpage with your URL on
it. People read the eZine over a period of time so your corrected
URL will still be seen by the majority of our readers. I apologize
for the error, but I expect that you now have 14 minutes of fame coming.
with this extra exposure, I expect that you got 20 minutes of fame
because of the wrong URL.
Thanks for being
you have anything for this section or you have a suggestion for a topic
for an article, please go to http://www.boomer-ezine.com/Suggestion_Form1.htm
and give us your input. With
your input, we can improve the Boomer Video eZine.
Make Your Words Sell – The Copywriting Bible
Well, I thought I was pretty good at sitting down at the keyboard and pounding out content that would entertain and sell. Then I read “Make Your Words Sell” (“MYWS”) by Ken Evoy and Joe Robson. I now realize that I have been a “babe in the woods” publisher on the Internet.
All writers must start their
writing project knowing what they want their reader to do at the end of
The first thing before you put a
pen to paper,
establish your most wanted response (MWR)
that you want from your reader. Then
create and write to get that MWR. Keep
focused and write only to accomplish that goal.
MWR may be a click of the
mouse on the Buy button. It
may be the click on the Subscribe Now button for your ezine.
Bottom line – the MWR is
the action that you want your reader to take.
Sell Benefits versus Features
so many writers, I tend to focus on features
in my writing. Not on the
most important thing that an Internet reader wants.
And what, pray tell, is that?
Benefits, that’s what!
Readers are looking to
solve a problem. They
are looking for benefits that
will solve a problem.
to Sell Benefits!
is a great trick taught in
this book that is so obvious, so
simple, that solves the feature versus benefit issue.
When you want to list a feature ask yourself “So
what?” about the feature. Answer
that question and if the answer leaves room for another “So What?”, answer that question.
Keep doing this until you cannot ask the “So What?” question again. (“So
What?” = SWAT).
you reach the point where you can not SWAT it again, you will have the
true benefit that you need to use in your copy.
hope you think that this is as brilliantly simple and effective as I do.
Unique Selling Proposition (USP)
major point that the book stresses is to
establish your unique selling
proposition (USP). Your
site must be unique. You must establish this very quickly with your
reader. If you do not, your
reader will click right on past you since
you are just another site floating along on the sea of the Internet.
your USP is sometimes a difficult task.
The book helps you drill
down to the basics and establish your USP.
You cannot sell your site well without knowing your USP.
Write for a Scanner
not for a computer input scanner. For
a reader who scans your copy instead of reading it.
book has two chapters, Copywriting
101 and 102. These cover
the basics of writing on the Net. This is an absolute must for anyone who writes for Net publication.
Writing for the Net is very different than writing for printed
text – and why is that?
The answer is your reader is not
reading, but is scanning your wonderful copy that you have slaved to create.
(That frustrates me when I worked so hard to create this
brilliant work). Be that as
it may, that is a fact of the Net. Write
to appeal to the scanning reader.
Sidebar: You will notice a
difference in the style of this newsletter.
am applying some of what I learned in MYWS.
(Why pay $29.95 if I do
not use the information that I learned from the book?)
You can write for the scanner with
well placed headings that tell the outline of the content.
In fact, the author says that the headlines
should tell the basic story if the reader does no read anything in
Bold in sentences attracts the eye
to the key words
and thoughts in a paragraph. The
scanner will usually pick these up.
White Space and Paragraph Length
Vary paragraph length
and leave plenty of white space.
A full page of black text stops a reader cold from scanning any
further. A little
variability of paragraph length looks interesting.
Cut to the Chase
This is the best book I have read
about writing copy
for informing or selling on the
Internet. And it only costs $29.95. It
is easy to order, and it will pay for itself many times over in future
sales that you will realize by using the techniques that it teaches.
You know that Linda and I are very
careful about the recommendations that we make, but there is no
hesitation whatsoever on this one.
To get your copy and immediately
(after you have read the book) start to use these techniques, click on
the following link.
purchase is backed by Ken Evoy’s iron clad guarantee. If
it is not what you expected and does not improve your copywriting
skills, request your money back from SBI and you will get it.
you land on the MYWS sales page, you will see the usual sales
(Remember that the sales page was created by the same people who
wrote the book). Study
the copywriting techniques as you scan down the page.
See what you can learn as you move toward the link to buy the
A major reason for people failing
on the Net is procrastination.
Living Above the Fold
Above the fold is the term used for
the top part of a web page
that is visible when the page first loads.
Conversely, the part of the page that you have to scroll down to
see is “below the fold”.
Your really “grabbing” content
must be above the fold to
really be effective. Otherwise,
it is invisible unless you have some really strong content that entices
your reader to scroll down below the fold.
Where the fold falls on your page is
dependent on the screen resolution of the monitor that your viewer is
A resolution of 800X600 will make the fold higher up on the page
than a resolution of 1024X768 since more information will fit on the
monitor with the higher resolution.
you remember in V1 I42, we wrote an article “Interesting Statistics”
in which we gave stats on the screen resolutions for our viewers.
Only 22.45% used 800X600. The
rest used a higher resolution. The
largest group was 1024X768 at 49.94%.
With approximately half of your
viewers using 1024X768, use that as the target resolution for your
fold will move down the page for the other viewers with higher
Put the real meat of your content in
the first paragraph and
even the reader with the 800X600 resolution will see that above the
We can personally attest to the power
of position above the fold.
top two keywords for the Retirement Jobs Online site are “retirement jobs” with 82 searches per day and “jobs for retirees” with 32 searches per day (Wordtracker data).
Yet, in January 2007,
we received exactly the same
number of visitors on our site from each of these keywords.
Statistics say that the visitors to
our site should be in the same ratio as the Wordtracker search data.
Why was that?
Our position for the “retirement
jobs” keyword is seventh
on the Google search engine results page.
This puts it below the
Our position for the “jobs for
retirees” keyword is fourth.
This puts us just above
the fold of the Google results page.
When people are loading and reading a
web page, they are scanning and moving quickly.
They scan what the page holds and move on to the next page.
Unless they are really
taking time to study and examine below the fold, they will not see you.
Live above the fold -----
Die below the fold.
Excel as a Mini-Database (Video)
from the large market share that Micosoft has of the Internet, a large
majority of Internet users have Excel on their computers.
personally find Excel to be a
great, versatile tool.
I use it for any number of uses.
people consider Excel as a program for number crunching and formulas.
It is much more than that.
have an Excel workbook (contains more than one worksheet) that I use to
record interesting information or websites that I want to find later.
Nothing is more frustrating than to discover a great site with
super content and not be able to find your way back to it.
created an icon for the sheet and put it in my “Quick Launch” area
of the tool bar on the bottom of the page to the right of the Start
Button. If I am browsing and
find a “gem”, I can quickly
open the workbook and record the gem and its URL.
This workbook stays open a lot of the time that I am on the Net.
use Excel as a database, make each row be the entry in the database and
each column will be the field in the record contained in the rows.
enter the information for an item in each row.
You can then sort all the information, use the Find function to look up an entry by search term, delete a
row, insert a row, etc.
have created a video to show you how I use Excel to organize my topics
and website locations. (Video length 24:32).
effectively use the video, download the example Excel workbook
from Boomer eZine. To
download it, right click on the link below and select “Save Target
as”. Save the spreadsheet
on your hard drive where you keep your important files.
will use this workbook for our practice lessons in the video and you can
use it for your mini-database.
about the format of the video. I will
cover a short topic and then halt the video so you can practice the same
steps on the workbook.
you want to go back and review something in the lesson, you can use the slider
at the bottom of the video.
you are satisfied that you understand the content and you are ready to
proceed, click on the arrow in
the video to continue.
find this Excel workbook handy to organize my data.
You may have other ideas
and methods. If so, please
share them with us so we can all improve our business methods on the
use this form http://www.boomer-ezine.com/Suggestion_Form1.htm
for any suggestions --
That wraps up our
issue for this week. Until
next week, stay tuned.
John and Linda Howe
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