Dave Turner Creative Blog

Michael Libramento and Grace Potter

Mon, 23 Jul 2012 21:08:08 GMT

I was delighted a few weeks ago and then the other night to see (and hear) my friend and fellow musician Michael Libramento on national television performing with Grace Potter on Conan O'Brien and then again on Jimmy Kimmel's late night show.

He deserves his success - he's one of the most talent people I know. You can hear his bass work also on my album "Could Have Talked All Night," which we recorded live in May 2007. This album is one of my proudest achievements, due in no small part to Michael, as well as Joe Buzzelli (drums), Stephanie Morgan (backing vocals), Chuck Lichtenberger (creative guidance and mentoring), Jeff Knorr (engineer) and Seva (Soundcurrent Mastering).

Off to NYC Saturday, July 28.

Thanks for reading and listening!

Love,
Dave

Dave Turner Music
www.daveturnermusic.com
828-713-9206

Dave Turner Creative goes to work for Asheville's MountainX

Fri, 06 Jul 2012 00:40:08 GMT

Dave Turner Creative has just begun handling back-end website work for Mountain Xpress, an independent newspaper located in Asheville, NC.

The project involves work with Mountain Xpress web manager Don Makoviney on coding, images and content management for the newspaper's website and weekly e-newsletter, Xpress Sneak Peek.

The God Particle

Thu, 05 Jul 2012 20:23:07 GMT

I know this doesn't have much to do with web design, copywriting or editing—but it does have something to do with everything, so I'm reposting here:

THE GOD PARTICLE: I read with great interest the story about yesterday's possible discovery of Higgs boson, or "the God particle." http://www.nj.com/news/index.ssf/2012/07/god_particle_discovery_may_hel.html. However, in my reading I still can't grasp what the hell it means. I'm not smart enough. But I could relate to what Fabiola Gianotti, the Italian physicist who heads the team called ATLAS, wi...th 3,000 scientists, said: "She told reporters that the standard model of physics is still incomplete because 'the dream is to find an ultimate theory that explains everything. We are far from that.'" Indeed, and I don't think humans can do it. I wonder if all this intellectual might possessed by these physicists would be better applied if they just embraced and accepted the mystery and put their brainpower to work on curing disease, stopping nuclear proliferation, and promoting rational thought in our educational institutions to put an end to conflict based on religious beliefs.

What do you think?

All the best,
Dave

Set-your-own-price download sale ends today

Tue, 26 Jun 2012 21:30:00 GMT

The set-your-own-price download sale of Dave Turner's eBook and audio book Billy Ray's Chevrolet and all three of his music albums (CALICARO, 11-23-10, Could Have Talked All Night and Stories That Are True) ends at 11:59pm today, June 26, 2012. So act now if you'd like to purchase any or all of these downloads at any price you choose. After the sale ends, prices return to $14.99 for the eBook and audio book, $14.99 for the double album CALICARO, and $9.99 for the other three albums.

Go to market with more horsepower (and other news)

Sat, 23 Jun 2012 08:22:45 GMT

Dave Turner Creative eNews | June/July 2012 | www.daveturnercreative.com

New website launched: Go to market with more horsepower

Dave Turner Creative (formerly Copywriter Dave Turner) has launched a retooled, comprehensive website at www.daveturnercreative.com. See what's new about Dave and his clients, as well as additional new services including affordable website design.

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Pay-what-you-want campaign aims to sell music, eBook and audio book

Dave Turner Music is now selling all music and eBook/audio book downloads at whatever price the purchaser chooses (one penny and up). More information at www.daveturnermusic.com/musicstore.cfm

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Thanks for reading - More news soon!

Dave Turner Creative
www.daveturnercreative.com
828-713-9206

Ten Reasons To Hire a Freelance Copywriter

Thu, 14 Jun 2012 08:52:10 GMT

Hi, again, Folks -

Here's an article I wrote in 2009 that I believe bears republishing.

By Dave Turner

It is wise to ask yourself whether or not hiring a freelance copywriter, business writer or editor is worth the investment.

Here are 10 reasons to bring in a professional:

1. Content is king.
The Internet has outmoded the old models of advertising, marketing and public relations. Websites, blogs, email and social media are central to marketing communication strategy today. Print has become less of a message carrier and more of a driver to online media. Content must be written and presented so that your customers will seek out your messaging through search engines and pathways based on their preferences, permissions and information they share online. Rather than passively watching a TV spot, listening to a radio commercial, or noticing an ad, your customers interact with you directly via the Internet on their terms and schedules. Businesses today need specialized writers and editors who can optimize content for search engines while creating messaging that is also compelling to human readers.

2. Time is money.
You could write and edit copy yourself, or have one of your employees do it. But chances are, your time is better spent running your business. Your employees will likely make a far greater contribution to the bottom line if they're not trying to do copywriting and editing on top of their other job responsibilities.

3. The message builds the brand.
Every word that goes out into the marketplace about your organization impacts its identity and brand. This includes everything from the organization's name, slogan, business letters, business cards and press releases to websites, blogs, e-mails, newsletters, print advertising, and content in all other forms of electronic and print media. It is critical to craft all of your messaging carefully.

4. A fresh perspective makes a big difference.
Often an organization's management team and employees are too close to daily operations to see the marketing communications picture from every angle. A freelance copywriter brings in a fresh perspective that can lead to previously untapped opportunities, as well as new and better ways to tell your story.

5. You get a higher return on your total marketing investment.
It's a given that you need websites and other media for marketing communications. Even without a copywriter, these media require investments in graphic design, hosting, printing, broadcasting and other areas. Professionally written and edited copy ensures that from a messaging standpoint, you get a higher return on your total investment in marketing communications.

6. There's more clutter than ever.
Anybody can publish their own content on the Internet instantly. Although this represents unprecedented ease of publishing and one-on-one access to readers and customers, it creates massive amounts of clutter. Bringing in a copywriter to create the most distinctive messaging possible—combined with the right search engine optimization strategies—will help you break through, get noticed and achieve your desired results.

7. Good copywriters have great connections.
Copywriters collaborate with other creative professionals in completing their work. If you hire a good copywriter, you can also tap into his or her trusted network of graphic designers, web developers, SEO experts, art directors, and agencies for full service marketing communications.

8. It's cheaper than hiring an in-house writer.
Establishing a relationship with a freelance copywriter gives you most of what you get from an in-house staff writer or editor, but without the cost of paying a salary and benefits. To handle regular copywriting or editing needs, many freelancers will set aside a certain number of hours per month for a client in exchange for a monthly retainer.

9. The work is done better, faster.
You or your staff members may be world-class writers and editors. But when you have other job responsibilities, hiring a freelance copywriter who does this kind of work daily makes sense. It will get you top quality finished work faster than you could produce it in-house.

10. It's about more than words.
In addition to mastering the writing process, copywriters have to be market researchers and strategists to do the job effectively. A good copywriter will make new discoveries about your marketing scenario, and then map out sound marketing communications strategy.

Happy marketing,

-Dave
www.daveturnercreative.com
828-713-9206

3-D animated gaming simulations - the next wave in training for contact centers

Thu, 14 Jun 2012 07:50:00 GMT

My client Bob Davis, president of Robert C. Davis and Associates (RCDA), is on to something that I think is going to be big. Three-dimensional animated gaming simulations for training agents in customer contact centers. I worked with Bob today to get the word out about an article he wrote about the subject entitled How web-based 3-D animated gaming simulations lead to better performance, higher revenues in call centers. The article was published June 8 on the Contact Center Association's CCA Insider e-newsletter. RCDA's subsidiary, Quality Conversation Simulations, LLC, is in the business of creating these gaming simulations for training, and what sets them apart from other gaming developers is that their work is tied to RCDA's deep experience and robust curriculum based on their exclusive Quality Conversation approach that has generated millions of dollars for clients throughout North America. These clients include USA TODAY, AOL, Cox Communications, the San Francisco Chronicle, The Washington Post, the Atlanta Journal-Constitution, the McCatchy Company, Morris Communications and many others. Learn more here. All the best, -Dave www.daveturnercreative.com 828-713-9206 P.S. - Contact me at dave@daveturnercreative.com or 828-713-9206 for information on how I can help you with website design, copywriting, editing, advertising, marketing and public relations for your business.

Album Review: Valorie Miller's 'Turtle Shell'

Mon, 11 Jun 2012 05:25:22 GMT

By Dave Turner
www.daveturnermusic.com
828-713-9206

Critically acclaimed North Carolina singer-songwriter and guitarist Valorie Miller recorded her new CD, Turtle Shell, in just 10 hours of studio time at Asheville’s Echo Mountain during sessions for her project as well as for fellow singer-songwriter Rupert Wates, who traveled from New York City to record his new album, At the Losers’ Motel, there with vocal support from Miller. Along with her vocal and guitar work, Turtle Shell features Mike Holstein on upright bass, Will Straughan on dobro and backing vocals, Justin Ray on trumpet (track 4) and Rupert Wates on piano (track 9). It is self-produced and was engineered at Echo Mountain by Chris Medrano.

Buy it at CDBaby

The record is one of Miller’s strongest efforts, every track featuring her distinctive and expressive voice, expert guitar work and originality—always with a flavor that has branded her as a reviewer at No Depression Magazine put it, “pure Carolina from whisper to wail.” But she’s known far outside of the state, having gained national recognition and sharing the stage with such artists as Merle Haggard and Leon Russell. Lucinda Williams and Tony Arata (writer of multiple hits for Garth Brooks, among others) have praised her songwriting. Some say her sound is reminiscent of artists such as Patsy Cline and Billie Holiday, but these are influences. Miller’s work is strikingly original, and Turtle Shell is a case in point.

The album opens with My Acre, a song with stunning acoustic bass and engaging motion. It exudes hopefulness, curiosity and sweetness as it contrasts fear with joy, comfort with discomfort in the life and place one makes for one’s self. The song conveys great meaning in life, in dreaming about escaping one’s boundaries but feeling self-doubt and the fear of not finding forgiveness for the past. And any artist can relate to the lyric’s conveyance of digging in deep to live the life of an artist—by unwavering choice.

The title track, Turtle Shell, features excellent dobro work and vocal harmonies. One sees a turtle crossing the road not knowing the dangers of being there. The lyric explores the challenges of change, aging, and seeking redemption and forgiveness exposed out in the world versus the desire to retreat to a place of safety, like a turtle shell, although the safety may be an illusion: “Should I pray for heaven instead of hell, or just a big turtle shell?”

With great guitar picking, Peaches Ahead is an upbeat tune conveying the Southern country experience of passing roadside signs advertising produce stands in the summer and looking forward to the peaches ahead. It seems to be a metaphor for a belief that good things are ahead, but the optimism is tempered with realism and the understanding that summers—and life—are fleeting. It brings to mind the lyric of Billie Holiday’s recording of Speak Low by Ogden Nash and Kurt Weill in which Holiday sings “Speak low when you speak love. Our summer day withers away too soon, too soon.”

Alcohol and Elephants delivers the pleasant surprise of Justin Ray’s trumpet, and it contains visionary lyrics that take the listener to the experience of ghosts in a glasses of alcohol (perhaps memories of loves past that return with drink and solitude) and elephants in rooms. It reflects on human relationships and avoidance or even self-deception in the interest of keeping a love alive. “A blind eye is turned and an ether flower blooms, alcohol and elephants in the room. The heart of a good man is tested when it's in the hands of a woman who's a bigger bite than he can chew.”

Also very visual, Haunted Hand to speaks to desire for lasting love, a lasting touch and a fleeting opportunity to connect with an unexpected stranger who blows into a town that beforehand seemed empty. The opening line: “Met you in a ghost town tumbling like a weed, I don’t know if you want me, but you surely haunt me.” It also creatively compares the two characters of the song and a passing chance. “I am Carolina, you are Tennessee. You are a spider, and I’m a bumblebee... You better hurry up and get me, for I’m sure you’ll agree—time ain’t nothing but a miser and endings come for free.”

American Women is a witty take on a serious subject—the big-dollar ad campaigns and pop culture that make women fail to recognize their natural beauty and spend fortunes on trying to change their looks, supposedly for the better. But by whose definition? This is a protest song. “The bodies of American women are a country that’s been occupied. From bushes to eyelashes, everything gets modified,” Miller sings, concluding later in the tune that there’s nothing that needs modification. “And love is our final rebellion, intelligence our best tool. American women come home to yourselves in a mirror that’s always half-full.”

The next track, Snowflakes, moves to a jazzy feel with Mike Holstein’s fabulous bass playing and Miller’s expressive vocals and versatile performance skills. It’s another takes-you-there song about the spirit and movement of snow, how it falls on the evergreens as one sits by a warm fire inside and watches through the window.

Drunken Tattoo is country by definition—real country in the same sense that Hank Williams was. It’s about regretting a past relationship, but being hopeful about one day forgetting. It features a great guitar solo enhanced by dobro and contains a line that sums up the how long it can take to forget: “Time flies on a busted wing.”

A perfect conclusion to the album is the final track, Some Other Sky, a contemplative piece (with an unusual and imaginative piano part performed by Rupert Wates) that asks “Did the day live up to the dream? Did the sun promise to rise, then hand you some dark alibi and light up some other sky?”

Well, maybe it lit up another sky in the song’s story, but not on the album. This one lives up to the dreams of anyone seeking a sophisticated, original and distinctively Southern album—but not by the garden-variety definition of the region. Valorie Miller is an example of what listeners can find in the real South if they look carefully off the beaten path and listen.

For more information and to listen to sample tracks from the album, (available for purchase now on CDBaby) visit www.valoriemiller.com.

Official CD Release Event July 12 at BoBo Gallery in downtown Asheville, NC

Miller will officially release Turtle Shell at a 9pm live performance July 12 at BoBo Gallery at 22 Lexington Avenue in downtown Asheville. Guest musicians at the event will include Will Straughan, Mike Holstein, Justin Ray and Moses Atwood.

Turner releases new Audio Book and eBook inspired by the Southern Appalachian experience

Mon, 11 Jun 2012 05:20:00 GMT

Press Release

For immediate release
June 10, 2012

Contact
Dave Turner – 828-713-9206 – david.dwight.turner@gmail.com

Local author and musician Dave Turner releases new Audio Book and eBook with photographs and writing—and even music—focused on culture and experiences in a Southern Appalachian Valley just east of Asheville

ASHEVILLE, N.C. - June 10, 2012 – Growing up at the end of Bull Creek Road in east Asheville, author, pianist-singer-songwriter and amateur photographer Dave Turner drove by an old Chevrolet flat bed truck for years before deciding to stop one February day and ask the owner, Bill Ray, if he could takes some photographs of it. The experience, which took place in February 2005, ultimately led Turner to write a book with photographs entitled Billy Ray’s Chevrolet And Other Writings And Photographs From A Southern Appalachian Valley, inspired by his conversation with Ray and Turner’s observation of a diverse mountain culture, a great deal of which is disappearing. And he has released it in Audio Book and eBook form at http://www.daveturnermusic.com/audioebook.cfm.

There’s even a song he wrote that goes with the Audio Book entitled Billy Ray’s Chevrolet, inspired by the title chapter.

“I wanted to preserve the elements of the mountain culture I experienced growing up here in the 1970s, and have provided not an exhaustive account, but a personal one with my perspective to add to what so many others have shared about their mountain experiences,” said Turner. “I accomplished this in 15 parts. This all started from a writing exercise recommended in a writer’s book I can’t remember that suggested writing 15 pieces on the same subject. It evolved from there,” he said.

The first, Billy Ray’s Chevrolet, tells a story about how an old truck is a symbol of mountain nobility and one man’s life in the valley and his perspective on life.

Leafless Trees contemplates the winters of childhood.

Friends tells about friendships from a 12 year-old’s perspective set in a small cabin, involving a Vietnam vet, an old VW and a German shepherd named Rommel.

Snapper recalls a boy’s experience swimming in pond knowing that snapping turtles where at the bottom.

Unexpected Freeze conveys what can happen by a creek side in the space between winter and spring.

Fire Pit shows how building a fire in the valley surrounded by mountains can be a profound experience.

Nineteen and Twenty-Seven is a fictional piece about a couple living in the real-life 1860s cabin that would become the author’s childhood home.

Mr. Gaddy tells the story of a man without much education, missing fingers and a modest cinderblock house built beautiful fiddles and had a simple, positive outlook on life.

Wildflowers and a Daydream explores how hard times can be put on hold by walking in a meadow and gathering wildflowers.

Snakes addresses the subject of rattlesnakes and copperheads.

Hell recalls the experience of a young boy observing the paradoxes of fundamentalism, fear and bigotry.

Pavement moves from memories of a changed valley accessible via Riceville Road.

Peggy is a piece about a neighbor in a hand-built cabin and a conversation with her about getting back to nature and the wonders of Southern food.

As Rain Approaches recalls the sounds of a storm approaching deep in Bull Creek Valley.

Finally, Seeing Forever is a memory piece of playing the piano, looking through wavy 150 year-old window panes, thinking of Billie Holiday and experiencing timelessness in a room with a crackling fire.

About the author
Dave Turner is a performing singer-songwriter, pianist, freelance writer, editor, website designer and amateur photographer. He grew up in Asheville, North Carolina, and lives all over—wherever his music tours and other adventures take him. When he’s in Asheville, you’ll find him working often at his favorite virtual office, Izzy’s Coffee Den on North Lexington Avenue http://www.izzyscoffeeden.com. He spent most of his childhood in the valley that provides the backdrop for this book, his first. In 2007, Dave recorded and released his album Could Have Talked All Night. This record includes the song Billy Ray’s Chevrolet, based on the subject of the first piece in this book. More information on the album and Dave’s music is available at http://www.daveturnermusic.com. Additional information about Dave’s writing, editing and website design work is available at http://www.daveturnercreative.com.

CopywriterDaveTurner.com is now DaveTurnerCreative.com

Mon, 11 Jun 2012 05:16:35 GMT

I've revamped and renamed my website to convey how my business has evolved - you'll now find me at www.daveturnercreative.com. I'm doing much more website design work these days, but I remain very active as a copywriter and editor helping organizations and independent businesses (including musicians and other creative people) put their best foot forward in their marketing communications efforts. I am also deeply engaged in my work as a pianist and singer-songwriter, and I have redesigned that website as well. Recent website launches: www.bevkeysmusic.com www.herbhaslam.com www.readmylovelines.com Contact me at 828-713-9206 or email me at david.dwight.turner@gmail.com and let's talk about my affordable website development, copywriting and editing rates and how I can help you be more successful with your marketing communications efforts. All the best, -Dave www.daveturnercreative.com

Recent website launches by CopywriterDaveTurner.com

Wed, 19 Oct 2011 00:45:00 GMT

Copywriter, editor and business writer Dave Turner (www.copywriterdaveturner.com) has launched several new website for clients recently. These launches include websites for IT services provider Epsilon, Inc., recording studio CollapseAble Studios, call center consultantcy Robert C. Davis and Associates, drug testing and background screening provider Wolfe, Inc., and singer-songwriter Rupert Wates (site one | site two).

If you have a need to create a new website or update your existing site, click here to arrange a free consult, email dave@copywriterdaveturner.com, or call Dave Turner at 828-713-9206.

In San Francisco Bay Area and Monterey - seeking new business opportunities

Thu, 13 Oct 2011 06:57:42 GMT

I am in the San Francisco Bay Area and Monterey, and I am seeking new business opportunities around my expertise as a copywriter and editor and in marketing communications and web services. More info at http://www.copywriterdaveturner.com/. One of my areas of expansion is serving independent entertainment professionals. Recent work for: Rupert Wates http://www.rupertwatesmusic.com/, Nancy Jones http://www.njomusic.com/ and CollapseAble Studios http://www.collapseablestudios.com/ For more information, contact Dave Turner at dave@copywriterdaveturner.com or call 828-713-9206. Click here for a free consultation.

New websites launched

Thu, 17 Mar 2011 19:35:00 GMT

I'm pleased to announce that CopywriterDaveTurner.com has launched three new websites recently. www.RobertCDavis.net "Robert C. Davis and Associates (RCDA) is not just another training, coaching and consulting company. We are a change agent that helps customer contact centers achieve their goals and sustain their success with an exclusive process we call The Quality Conversation." Web programming and design by Jason Davis. www.WolfeRealityCheck.com "WOLFE, Inc., has been in the business of drug detection and workplace protection for nearly 30 years. We provide a comprehensive array of instant drug testing products and accessories, lab services, background screening, program management and training services for organizations of every size and type. In all we do, our number-one objective is to help all of our customers achieve a safe, drug-free workplace—and to do so better and more cost-effectively than anyone else." This project also included a complete rebranding of the company under the WOLFE name and tagline: Drug Detection. Workplace Protection. My partners on this effort were MGM Communications, Evolv and Creative Original. www.RupertWatesMusic.com Rupert Wates was born in London. He signed an exclusive publishing deal with Eaton Music in 1994 and has been a full-time songwriter ever since. He moved to the USA in fall 2006. Between 2007 and 2011, he has won over 25 songwriting awards.

Think your website goals are limited by your budget? Think again.

Tue, 27 Jul 2010 20:09:42 GMT

Even with the various templates that are out there allowing small businesses to build their own websites, many are frustrated with the results and wish they could have a functional site that doesn't look DIY. At the same time, in these tight financial times, the possibilities are limited by budget. Or are they? In my other life as a performing singer-songwriter, I have discovered a musician-tailored website service that is so flexible and bundled with so many capabilities that it can work wonders for all kinds of businesses. For example, in addition to BiteMusicLimited.com and DaveTurnerMusic.com, I used it to build CopywriterDaveTurner.com. And its content management system (CMS) is a breeze. For $20 a month, users have hosting plus access to a custom design system with a full range of capabilities: audio and video, e-commerce, blog, email campaigns, social media integration, search engine optimization, email, photo gallery with light boxes, events calendar, custom online forms and polls, guest book and forum. This system—along with my own expertise and resources in copywriting, editing, HTML and design—can be very cost-effective and perform exceptionally well for small businesses. Right now I'm using it to write and build sites for a non-profit in New York City and a recording studio in North Carolina, and I'm offering this service to other small businesses. If you're not satisfied with your website and wish you could have a better Internet presence, but feel constrained by your budget, contact me at 828-713-9206 or email me today at dave@copywriterdaveturner.com for details on this new service. I'm sure I can help you achieve better results online—quickly and inexpensively.

Do you have a 'living dead' website?

Tue, 22 Jun 2010 22:03:59 GMT

By Dave Turner

Many individuals and organizations spend considerable time and resources to launch a website, only to check that item off of the to-do list and get on with business. The problem is that a website has to change frequently with a supply of new content, or it becomes a site of the living dead. By that I mean the static content by design, on some pages at least, never or rarely changes because there's really nothing else to say. It's been drafted and finessed and approved. There's no need, as folks say, to reinvent the wheel. But you have to add to what your website carries so that your prospects and customers return to your site often for fresh new information—and repeated buying opportunities.

Most organizations are aware of this, and today many sites have dynamic content such as blogs and events calendars, and integration with social media. It has become common knowledge that writing and posting keyword-rich articles on your site and in blogs can improve seach engine optimization dramatically. But the question remains about content, the time to create it, and its quality. This has become increasingly important as Google and other search engines are developing their algorithms and systems around relevance and quality, and ways to beat keyword gaming so users can more easily find what they're seeking.

To learn more about how to drive better bottom-line results by keeping quality content and traffic flowing into your website regularly, click here. Or call me any time at 828-713-9206.

More insights on Internet marketing

Tue, 02 Feb 2010 23:15:00 GMT

By Dave Turner Late last year I published an article based on an interview I did with Internet marketing expert Sarah Benoit of www.creative-original.com. Another Internet marketing expert, Lance Wig of www.central183.com, added a few of his own insights, which I thought you'd find valuable as well. "Many of the things Sarah goes over are points that I often preach such as, 'What is your target market?', 'What other mediums of marketing are you following?,' 'Write content that humans enjoy but machines can also index well,' and most of all, 'SEO is hard work and ONGOING.' The article is a nice quick taste of what to do, but there are some deeper things I often suggest that were not mentioned," said Lance. His recommendations: Testimonials on selling pages, perhaps on a side bar on all pages. "You need to reinforce your reputation of reliability and customer satisfaction and what better way than experiences from previous satisfied customers," he said. "This helps to get the conversion, basically a sale or an RFP." Targeted keyword landing pages. "I usually suggest targeting one key term and a town name, if running a local campaign. For instance, make a page for 'Lawn Mowing service in Cary, NC' even though the company covers a dozen towns in that area. Landing pages index quicker because they have a precise target." Keyword density. "Your target term should show up most often in the body text, without being obnoxious," Lance said. "Your target term and town should be in the web page title and also the paragraph title. I can't stress enough the use of town names when targeting locally." Blogging. "Finally, remember that blogging or writing relevant articles to your site can increase traffic and so-called 'stickiness' by over 50 percent," he said. "People find the article by Google search and then move on to other portions of your site to see other services. A twelve page site is fine, but having over 100 pages indexed in the Google database increases your visibility 10-fold."

How to get started on a winning Internet marketing strategy

Fri, 30 Oct 2009 23:20:00 GMT

By Dave Turner

(Updated 11/04/2009) - Today the Internet offers unprecedented marketing value, so now is the time to evaluate your website and any other Internet presence you may have to make sure you’re getting the highest return on your investment of time and money.

But given the cacophony in the business world about search engine optimization (SEO), keywords and key phrases, social media, microblogging and more, it’s hard to know where to start.

So I called Internet marketing expert Sarah Benoit and asked, what are some basic first steps an organization should take toward a successful online marketing strategy?

Determine the Internet’s role

The answers to a more basic question is key to getting an Internet marketing strategy off on the right foot: What role does your website play in your business? For example, some companies receive 20 percent of their sales via the Internet. For others, that figure is 80 percent. Some websites are portals for customer service or direct online sales, while others drive contact from prospective customers. “For each function, it’s a different strategy,” said Sarah. “When you understand the role, you design a website that does its job.”

Consider usability

“Usability should be your top priority, in terms of how the website converts traffic into the paying customer, or the call for an appointment, or the other action you want,” said Sarah. “Most of the time, nobody has this conversation. People tend to forget that users are people with emotions and energies that are not technical but are organic,” she said. “What are the steps you want the visitor to take? How do you prompt them to take those steps in a natural and simple way so they just follow the trail of crumbs right to your door and become a customer?”

Further, the website must be useable across the full range of personality types within your target market. Detail-oriented people are more likely to drill down into the website copy and read just about everything. Visitors with a shorter attention span will respond to scanable information. “You have to take a holistic view,” Sarah said.

Consider the way the human brain works in general.

“Don’t put more than three options on your home page,” she said. “The human brain is not a machine, and it doesn’t deal with lists very well. People with photographic or encyclopedic memories are not the norm, and besides, we’re already on information overload.”

Think ‘online presence’

If you have a limited budget for website development, it may be better to go without a website for now—but not without an online presence.

“Everybody does need a web presence that’s available to the public, and by that I mean people should be able to find you online so they can call or email you. But it’s better to spend a little money on a blog and on social media and go without a website for now than to spend $1,000 on a website with poor usability and searchability,” said Sarah. For example, a restaurant or a music venue can use profiles on Myspace and Facebook to reach customers and promote events. “And when you have the budget later to build a high quality website, the work on blogs and social media will complement the new website.”

Understand SEO

Finally, said Sarah, SEO is not a one-shot solution. “Search engine optimization is an ongoing process that you do in a variety of stages,” said Sarah. “And it has to be updated constantly.”

Many SEO practitioners engage in keyword and key phrase tactics that attempt to trick the search engines, or game the system. "While this can generate higher traffic for a website, it can also knock the site out of indexing if the keyword and link building strategies are deemed 'black hat' by the search engines," said Sarah. "Plus, tricking the search engines is not a viable long-term strategy. The search engines are constantly finding better ways to identify and rank credible, relevant content, so your web site must be credible and relevant," she said. "The search engines are also always working to better detect keyword stuffing and other tricks."

The most effective way to approach SEO, she said, is to provide relevant content with keywords and key phrases on the front end, integrate keywords and key phrases in the coding on the back-end, and do quality link-building and updates on a continuing basis.

For more information

My source for this article is the founder of Creative Original, a company that provides Internet marketing, web design, and training and seminars. Sarah Benoit teaches classes on topics such as keyword research and analysis, audio and video podcasting, Internet marketing, referral marketing, web site analytics, writing for the web, social networking and more for both advanced and beginner students. For more information visit www.creative-original.com.

Ten reasons to hire a freelance copywriter

Tue, 27 Oct 2009 20:20:00 GMT

By Dave Turner

It is wise, particularly in these recessionary times, to ask yourself whether or not hiring a freelance copywriter, business writer or editor is worth the investment.

Here are 10 reasons to bring in a professional:

1. Content is king.
The Internet has outmoded the old models of advertising, marketing and public relations. Websites, blogs, email and social media are central to marketing communication strategy today. Print has become less of a message carrier and more of a driver to online media. Content must be written and presented so that your customers will seek out your messaging through search engines and pathways based on their preferences, permissions and information they share online. Rather than passively watching a TV spot, listening to a radio commercial, or noticing an ad, your customers interact with you directly via the Internet on their terms and schedules. Businesses today need specialized writers and editors who can optimize content for search engines while creating messaging that is also compelling to human readers.

2. Time is money.
You could write and edit copy yourself, or have one of your employees do it. But chances are, your time is better spent running your business. Your employees will likely make a far greater contribution to the bottom line if they're not trying to do copywriting and editing on top of their other job responsibilities.

3. The message builds the brand.
Every word that goes out into the marketplace about your organization impacts its identity and brand. This includes everything from the organization's name, slogan, business letters, business cards and press releases to websites, blogs, e-mails, newsletters, print advertising, and content in all other forms of electronic and print media. It is critical to craft all of your messaging carefully.

4. A fresh perspective makes a big difference.
Often an organization's management team and employees are too close to daily operations to see the marketing communications picture from every angle. A freelance copywriter brings in a fresh perspective that can lead to previously untapped opportunities, as well as new and better ways to tell your story.

5. You get a higher return on your total marketing investment.
It's a given that you need websites and other media for marketing communications. Even without a copywriter, these media require investments in graphic design, hosting, printing, broadcasting and other areas. Professionally written and edited copy ensures that from a messaging standpoint, you get a higher return on your total investment in marketing communications.

6. There's more clutter than ever.
Anybody can publish their own content on the Internet instantly. Although this represents unprecedented ease of publishing and one-on-one access to readers and customers, it creates massive amounts of clutter. Bringing in a copywriter to create the most distinctive messaging possible—combined with the right search engine optimization strategies—will help you break through, get noticed and achieve your desired results.

7. Good copywriters have great connections.
Copywriters collaborate with other creative professionals in completing their work. If you hire a good copywriter, you can also tap into his or her trusted network of graphic designers, web developers, SEO experts, art directors, and agencies for full service marketing communications.

8. It's cheaper than hiring an in-house writer.
Establishing a relationship with a freelance copywriter gives you most of what you get from an in-house staff writer or editor, but without the cost of paying a salary and benefits. To handle regular copywriting or editing needs, many freelancers will set aside a certain number of hours per month for a client in exchange for a monthly retainer.

9. The work is done better, faster.
You or your staff members may be world-class writers and editors. But when you have other job responsibilities, hiring a freelance copywriter who does this kind of work daily makes sense. It will get you top quality finished work faster than you could produce it in-house.

10. It's about more than words.
In addition to mastering the writing process, copywriters have to be market researchers and strategists to do the job effectively. A good copywriter will make new discoveries about your marketing scenario, and then map out sound marketing communications strategy.