Create Content Fast Lesson 21 - Website Promotion

There's no reason you can't toot your own horn,
particularly if you are doing article directory marketing.
That's when you write articles to put up on other people's
directories to drive traffic to your site. Many of these
sites don't allow you promote your products or site within
the article text, but they do give you a resource box at
the end where you can typically promote yourself, your
website, and some other link. Just be careful not to send
people to a sales page, if the guidelines say that's not
allowed. Many of these article directory sites are getting
very stringent about allowing marketers to use their site
to promote their products, so you will have to add an
intermediary page from the resource box back to your sales
page, in some cases  like a link to a blog or website page
which isn't promotional but has links to your promotions.
To be sure, read the guidelines before you add information
to your resource box to see what is allowed.

When you promote yourself, don't just say: For more
information, go to my website... Most people reading that
know it's a plug to end up at some marketing page. So,
instead, you need to be a little crafty with your resource
box. You might try the following leads to get people to
click into the link in your resource box and capture
traffic from the article directories you post within:

Before you go, did you know [link here]...

To learn more about this topic, go to [link here]...

Psst! There's an additional secret you should know [link
here]...

Want a free report on how the top way to do [link here]?

Let me ask a quick question, do you know [insert title of
article linking back to webpage here]...

As you can see, this is not the typical way to grab
someone's attention and that's why it tends to work. 

Another way to promote your site, that you can see a little
of in the above example, is to give away promotional
incentives for clicking into your site or for registering
to your mail list. The free promotional incentive works
best if it is some info product like a free report that you
can deliver automatically to people who click into your
site where you have a download button. This gets them to
your site and delivers the product without you having to
engage them manually. So, anything that can be easily
downloaded from your website works. That can include
articles, videos, music downloads, and even software. Just
be clear in the resource box that they are going to get a
freebie for clicking on the link you provide and you will
see your response rate shoot upwards.

Care About Aesthetics

Finally, layout is very important. Your articles have to be
visually appealing for them to be intellectually or
socially appealing. You can write the best copy ever, but
if it is displayed in one large chunk of text with no
formatting or even paragraph spacing, there will be very
few people willing to even attempt to read it. The reason
for that is that the text on your computer can be a strain
to read, unlike the text on a page in a book. And, even in
books, you will see attempts to make the text visually
appealing with some sort of guidelines. Well, you have to
incorporate guidelines to make your web copy attractive
too, except in this case, what you don't write is more
important (in some cases) than what you do write. 

We're not talking about adding all kinds of colors or
unusual fonts to make your page pretty. In fact, one color
and one font is the best way to keep your readers from
feeling too strained as they read your text online. What we
are suggesting is that you make the article layout easy on
the eyes by adding white space and different formatting to
draw in the reader, and not overwhelm them.

When you think about the way people read online articles
these days, you know that people naturally skim text and
then decide whether to read the entire article or not. They
just don't have the time or patience to sit through a huge
article, otherwise, they'd just buy a book and sit down to
have a good read. Online, people are looking for instant
information and that means that the layout becomes highly
important. It should be visually appealing and easy enough
to read and highlight your main points so that when readers
skim the article, they know which sections to read, or
whether to they want to read the entire article or not. To
conform to those standards, you need to include white space
to isolate and highlight different headings and also you
need to use special formatting to keep the eyes dancing
through the page as it skims along the main points.

For that, you want the following:

Bold title  Bold the title so that it's easily picked up
within a listing of other articles. It draws the immediate
attention of someone who is looking at titles only to
decide whether to read or not.

Capitalize key words  If you really want to draw attention
to specific words in the title, just capitalize all of the
word. Just be careful not to overuse this formatting as it
can look like you are shouting to the reader.

Break up paragraphs  In real word writing, you don't
change paragraphs until the topic changes. This is not
appropriate to online writing where the eye tends to tire
from reading the screen much more easily. Instead, break up
paragraphs into short chunks. Some online marketers will
even go as far as to insert a new paragraph every three to
fine lines of text. 

Add subheadings  Even if you break up the paragraphs, that
doesn't make it easy enough for people skimming it to know
what each one is about. So, add subheadings that quickly
give the skimmer a synopsis of what's in those paragraphs,
that way they can choose to read it or not.

Add bullets and lists  Bullets and lists help to break up
text and provide a quick encapsulation of relevant points.
Always include subheadings in them so that the skimmer can
pick the bullets of interest to them.

As you can see, you can even combine these elements to give
them more emphasis, as in the list above. We not only
created a bulleted list, but we added subheadings, and
bolded the subheadings to give them special emphasis. What
comes out is a list that is easily skimmed and then
evaluated for the most important topics to the reader. 



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