WordPress Training Expert

Blog

  • Web Copywriting: Essential or Not?

    One of the things that makes the Internet so appealing is the fact there is plenty of useful and entertaining information to be found. Of course, some website owners prefer to simply copy data from other sources as a way to flesh out the content of their sites.

    When this happens, they miss out on some great opportunities. Here are just a couple of reasons why original web copywriting is not only important, but essential to the success of a web site.

    Firstly, original copy helps to make the website stand out from the millions of other sites that are already up and running. Even if the subject matter is the same that is found around the Internet, orginal copy is the chance to put the data into word combinations that are a little different. When the content of the site is not a copycat of thousands of similar sites, the chances for ranking higher on searches is much better.

    Along with making the site stand out a litle more, creating original copy also makes it possible to use keywords to the best advantage. This can also help to push the ranking up a few more notches in search engines.

    Strategically placing keywords that are part of common searches online help to improve the chances of showing up in the top ten results. Higher rankings mean more visitors. If the purpose of the site is to market an idea or product, this is a very good thing.

    Lastly, copywriting provides a creative outlet. Drafting original content makes it possible to show the world what you have to offer in the way of ideas, style, concepts and opinions. You simply can’t do that if the content is borrowed from another source.

    While it is true that coming up with original content takes longer than simply cutting and pasting canned content onto the site, the benefits far outweigh the time spend in the endeavor. When given a choice between going with tired old copy that can be found all over the Internet and coming up with something new and different, always go for the fresh web copy.

  • WordPress and Google

    I am very passionate about WordPress. It is an open source web publishing tool that is completely free and flexible. Out of all WordPress’ benefits, the fact that Google seems to love it so much might be my favorite.

    What is up with Google’s love affair with WordPress anyways? Why do WordPress sites seem easier to get to the top of Google with? From my experience I think it comes down to a couple of factors:

    1. Power of Posts – Every time you create a post on WordPress you have the chance of getting another web page indexed in Google. The way WordPress works is that it creates a separate page with it’s own link (permalink) when you make a post. If you are posting regularly that means you are getting more pages indexed in Google.

    When people had old HTML sites they might have a handful of pages, with sub pages they might have a couple dozen. WordPress makes it easy to have hundreds and even thousands of pages indexed in Google. The more pages you have indexed in Google means more authority in Google’s algorithm.

    A real life example is a business directory my team and I created. At first when we added our businesses they weren’t showing up at top of Google for very low competition local terms. We ended up buying a database of local businesses and adding them as posts. After we added the hundreds of posts we noticed that any new company we added would now be on first page of Google for the local search terms..and quite quickly.

    2. Dynamic Content – WordPress makes it very simple to add content. This is another big factor for ranking well in Google. Google loves fresh content and WordPress makes that easier than any other web publishing platform. If you are constantly adding new contenet to your WordPress site – Google will notice this.

    In Google’s eyes fresh content is important for two reasons. First off it means a site isn’t stale and possibly outdated. Secondly, fresh content seems more relevant in Google’s eyes. This is especially true now that they update their index in almost real time. To Google a fresh new post will be weighted as more relevant because it is closer to what is happening right now.

    3. Plugins – WordPress has so many handy plugins that are deisgned for search engine optimization. Plugins like All-In-One SEO will cover most of your on page optimization. This plugin will cover all your meta tags at the very least. There are also other plugins that will make sure your internal linking structure is favorable to google. Google XML Sitemaps is a plugin that will create a sitemap of your site and submit it to Google. If you use Google Webmaster Tools you know that this is important, because Google says so! It is especially important for dynamic sites like the ones that can be built on WordPress.

    These three facts ensure that WordPress is and will probaly always be one of Googles favorite web publishing platforms. The google love is only one of the reasons why you should be using WordPRess but IMO there are few factors more important. The best traffic creation techniques you can do is to rank in Google for your keywords – and WordPress makes that task even easier. Why not give it a shot?

  • Who Uses Web Videos To Promote Business

    After reading a little about web videos for advertising, you may be asking yourself just what type of businesses are taking advantages of this media? The answers are just about everyone who understands the concept of entertainment in advertising.

    Just about every business that has a website on the internet is now adding some sort of video advertising to their sites. This ranges from car dealerships, travel agents, real estate agents and even manufacturers. They realize that they get the attention of a viewer right away if a video comes onto the screen instead of a simple advertisement.

    Department stores are also beginning to use video advertising on the internet not only on their websites, but also on internet advertising engines such as Google. It simple captures the attention of a potential buyer more than just a plain photo.

    Imagine that you have a website that sells T-shirts, for example. A person goes to your website and sees a variety of T-shirts that are for sale. These are often pictured in photos either by themselves or on models. The prices are included, along with an ordering form. Most websites have a search option so if someone is looking for a particular T-shirt, they can find it easier.

    The reason models are depicted in T-shirts is to make the product more attractive. More people are apt to purchase a garment featured on a striking model than an average person or on a mannequin. This is simply another way people are visual. They imagine themselves as the model in the T-shirt and feel that they will also look this way once the garment is acquired.

    Now imagine you have this same website but decide to implement video advertising as part of your campaign. Instead of clicking on to a website that just depicts a bunch of models in T-shirts, you have a video where a model is wearing the T-shirt and talking about how much she loves her T-shirts from your company.

    Or, you decide to go the humor route. A video depicts an unpopular, geeky kid wearing a white shirt with a pencil protector in the pocket and getting his books knocked out of his hands at school. He says something like “I’ve had enough of this, I’m getting myself over to XXX T-shirt company!”

    The next clip shows the same student wearing one of the T-shirts and surrounded by a bevy of women. He winks at the camera and says, “XXX T-shirt changed my life – they can change yours, too.”

    Corny? Yes. But entertaining and memorable. As a matter of fact, the more humor or unusual aspects you can add to your video, the more people will remember it. They may even like it so much that they post it on their blog or on “You Tube.” Then you get even more advertising for your business. For free.

    Travel agents are quickly discovering that video is the way to go when it comes to advertising on the internet. More and more travel agencies are not just depicting photos of exotic places, but videos of the attractions that can be seen when visiting these places. People feel as though they are taking a trip. They sometimes call this a “virtual tour” and it is really quite effective. A virtual tour takes the viewer on a mini vacation all from their home computer. They get to see highlights of the wonderful sights, the hotels, the beaches and a lot of people enjoying themselves. This sparks their imagination. They envision themselves on the tour and it makes them want to visit as well. The more someone knows about the positive aspects of a particular tour, country or vacation spot, the more apt they are to want to book a vacation to this destination.

    Speaking of virtual tours, we have already talked about real estate agents in the last chapter. Many real estate companies are now adding video advertising to their websites. Instead of just seeing photos of a home, they see the entire home, just as they were touring it.

    In addition to large businesses and professionals using video advertising on the internet, musicians are learning the value of this technology to promote their music and bands. Music videos came out in the 1980s and were frequently depicted on MTV. This was a very popular concept, but soon became very competitive. More and more money was being used to make a more ‘creative video” for the band. Bands who had creative videos depicting models or something unusual were selling more music than other bands who did not have the capital to create such videos.

    In the 1980s, video cameras cost over $1,000. And if you wanted the video to look professional, you had to hire a director and some actors. The music videos of the 1980s were actual commercials for a particular artist or a band. And they cost a lot of money to produce.

    Today, not only professional musicians advertise by video on the internet, but amateurs as well. Video cameras no longer cost over $1,000. They are easy to use and the content can easily be downloaded into a personal computer. It is just as easy to upload a video into your webpage as it is to upload a photograph or music. So amateur musicians began promoting their bands on the internet. On MySpace, for example, there are thousands of artists doing this. They do not even have to pay for their MySpace page. It is free. They simply have to have someone film their act with a camcorder, upload it to their site and they are advertising for free on the internet. It sure beats the old days of recording demos for thousands of dollars and trying to find someone on the radio to play them.

    Individuals who have something unique to sell are also using video advertising on the internet. They can do this with little or no expense if they choose a venue like You Tube. You Tube allows anyone who is a member to upload their videos for others to see. The more clever the video, the better chance of it being discovered. If you want to draw people to your website, mention it in your funny video and put it on YouTube. Millions of people use this website every day. The videos are often either e-mailed to friends or put on blogs and other spaces. Suppose you have invented a special item to sell. You have a patent but have no idea how to sell it. You have a website and are trying to promote it, but are not having much luck. You can advertise on television, but it costs a fortune; even on cable TV.

    Maybe you can come up with a funny video that will draw people to your website that involves your product. You can post this on your site and then wait for people to discover the ad. You can also place it on such video websites as YouTube.

    Have you ever dated on the internet? Guess what? You are advertising yourself. You are adverting yourself in the hopes of finding a perfect mate. Many people put false photos of themselves on these sites and many internet daters have grown leery of some of the ads. Yet internet dating is big business. In today’s busy world, few people have time to go out and meet a special someone. So many people are taking advantage of the internet dating world.

    Some internet dating sites offer their clients a way to communicate with another individual through video instead of just plain text. For a small fee, they can post a video of themselves on the site and talk about their likes, and dislikes. In addition to just seeing a photo, a person who is interested also gets to hear a voice and finds out a little bit more about the person he or she is thinking of contacting. It is very difficult to ascertain what a person is like from a photograph. They may have a voice that sounds like Mickey Mouse and really gets on your nerves. Or they may have such an engaging smile and a sexy voice that you really find attractive. This person may look similar to many others who have turned up as your “match,” but chances are, you will watch the video and, if you like what you see, you will be more inclined to contact the individual. They will seem like a real person to you, instead of a photograph and text profile.

    Car dealerships are another business that are using video technology to advertise on the internet. Car dealerships have always been known for their “over the top” approach to advertising. They sometimes run specials depicting happy customers getting great deals, or they show a video of a car being driven down the road and being able to make great turns. This cost them much less than advertising on television.

    No matter what business you are in, video advertising on the internet can help you attract more customers, gain more exposure for your company and generate new leads and sales. Best of all, it is easy and relatively inexpensive to use. We will discuss how you can do this in the next chapter.

  • Mailing And Subscriber Lists – What To Avoid

    In the last section we talked about some simple tools you can use to build your subscriber list. There are many possibilities and opportunities to expand your list if you are willing to put in the time and effort. Once you have a solid list, you are positioned to sell your product or service more efficiently on the Web or off the Web.

    In this chapter we’ll look at some more ways of building your subscriber lists. Many people decide to build their mailing list by buying a mailing lists or subscriber lists. There are many places you can rent or buy mailing lists. Generally however, these lists do not work as well as collecting leads on your own. Sometimes buying a list causes problems. For example, many subscribers on these lists are people that didn’t want their personal information sold, so they may end up resenting you for contacting them, and even report you for Spam.

    While you can use these lists and they might work, you have to consider whether the price is worth it as they are very expensive. If you are short on time and have some free capital to spare, you might start with a rented or bought list and then work on building your own subscriber list.

    Building Your Own Mailing List

    You can’t rely on others to build your mailing list for you. If you want to succeed you must do everything possible to create your own success.

    Building your own list is the best way to earn the trust and loyalty of subscribers and to ensure your personal success and satisfaction. While you are building your subscriber list using the tools we talked about in the first chapter, you can also use the information you gather to start building your own mailing list. Some new business owners are afraid to ask their customers for personal information to include on their list. But for many, a mailing list can make or break a business.

    A mailing list is a must have if you want to create large-scale sales and realize significant profits on the Web. Want to know why a mailing list is important? Here’s why. Typically the average customer will visit a website seven or more times before they buy something. As long as you give your customers a reason to revisit your site, they will. That is why you need a mailing list

    You can mail a newsletter to your list to encourage your customers to visit your site and look at recent additions or updates. There are many statistics confirming that customers repeatedly buy from email advertisements, so don’t think you don’t need a mailing list. You do. And you need a good one at that.

    How To Avoid Mistakes When Creating Your Subscriber List

    Before we talk more about the steps you should take to build your subscriber list, let’s make sure we are clear on what you should NOT do when building your subscriber list. Many newbies fall victim to scams or programs offering free traffic that will boost their sales. Unfortunately many of these programs are nothing more than scams and may end up costing you more money than they make.

    They can even prevent you from restarting your business and achieving the success you deserve. So let’s make sure you do not make these common mistakes.

    Let’s start by looking at some things you should avoid when trying to build your list.

    List Building No No’s

    There are certain things you should never do when trying to build your subscriber list. The #1 mistake list builders make is buying bulk emails. Here is a tip:

    NEVER BUY AND SEND BULK EMAIL TO PEOPLE

    You won’t make any money sending bulk emails to people. Why? Because they are garbage. They are worthless. By now you must have done some research on list building or you wouldn’t be reading this book. You may see ads that promise thousands of email addresses for less than $50. If you see ads like this, know you are working with a bulk mail company.

    While having thousands of subscribers would be great, it isn’t great if you are getting your names from a bulk mailing list. Bulk companies get their email addresses by using automatic tools, including robots on the Web.

    If you buy the list, there is a very good chance you are buying a list of names of people that don’t want to be advertised to for the product you are offering. You risk being labeled a spammer. If no one asked to subscribe to your mailing list and you send them an email, what are you doing? You are spamming them.

    Spamming people is the number one way to fail at building your subscriber list. Bulk mailing ads are useless. Avoid them at all costs if you want to run a successful campaign.

    Bulk mailing lists also are not targeted. Targeted lists are lists that have the names and contact information of people that would have an active interest in buying what it is you have to offer. If you buy a bulk list, you run the risk of trying to sell a female hormonal cream to a man interested in sports gear. Not a good combination.

    Now let’s look at another popular scam used on the web to pull new business owners in and trick them into spending their hard earned money on traffic and list building programs that don’t work.

    Guaranteed Traffic Scam

    Many new business owners are tempted by offers of “guaranteed” traffic for a very low price. Now, these companies may send 100,000 or more visitors to your website, but you may not get a single subscriber or make a single sale.

    Why? Traffic is generated by pop up windows appearing on other websites. Your website is loaded into a pop up window. So, someone may be surfing the net and your website pops up below the site he is searching. This results in sending out your website to thousands of untargeted customers. The key to success in list building is creating a list of TARGETED customers.

    Targeted customers are customers that are most likely to be interested in buying your product. They have, in some way, offered their information and stated that they have an interest in a product. Let’s say you sell beauty products. You want a targeted list of consumers, mostly women, interested in buying beauty products on the Web. If you get a list of untargeted customers, your business will go nowhere. Most untargeted customers won’t buy anything, and they don’t want to be hassled by traffic generating pop ups.

  • What About Video Promotion?

    Perhaps, by now, you have already decided to join the 21st century and become part of the video advertising on the internet world. Just like many other smart business people and other individuals. We have gone what video advertising is, the types of businesses and individuals who use this media and the benefits of entertaining potential customers with this type of product.

    You have now realized that video advertising is not only more effective, but may end up costing you less money in advertising in the long run. We have also talked about different ways you can do your own marketing using video advertising for free.

    If you have decided to contact an advertising company about using video advertising on the internet, such as Google or Microsoft, which is now coming out with a new program, you will have many different options as to where your videos can be placed.

    Just like television advertising, you will want to reach your target audience. This means that a video advertising a rock band will not be promoted on a website that deals with travel. The wonderful thing about using a professional service is that they know exactly what websites are out there and where to promote your video.

    Costs for using a professional advertising agency will depend upon how often you want the video used, the sites you want it to be used on, and the length of the video. Naturally, if you want your video splashed across Yahoo’s front page, it is going to cost you a lot more than if you want it on a blog that accepts google ads.

    The choice will be up to you. Perhaps you own a travel business and are promoting a tour to Cancun. This is a tour that will be all inclusive and is a great deal. Where will it be promoted?

    The video can be promoted on websites that are upscale and perhaps designed for either families or couples. For example, if you are advertising a romantic getaway to Cancun, this can be placed on a variety of websites. Dating sites may be one. Websites for jewelry companies can be another. Any site that is designed for romance or married people or couples is a target. Certain travel magazines have websites, this may be an excellent place to advertise your romantic getaway.

    Perhaps you are offering a three day stay in Disney World. You will want your target audience to be people with children. There are many different family oriented websites on the internet, parenting advice websites and so forth. The advertiser will know where to find them and how much it will cost to advertise. This is what you are paying for – their expertise of knowing the best websites on which to advertise on the internet.

    If you do not want to spend a lot of money but have a quirky type of ad that can generate business and maybe has a little humor to it, it may be advertised on someone’s blog. Many people have discovered the joy of blogging and certain internet blogging websites offer google ads for bloggers. The ads are free and the person who blogs gets a little bit of money every time someone clicks on your ad. The advertisers know the blogs that get the most traffic and your quirky little ad might just start making the rounds all over the internet.

    If you want to place the video ad on your website or on free internet websites that allow videos, you will have to make sure that your contract stipulates that you have the right to do this. While some advertising companies will allow you to promote your own ad, others will not. Some want exclusive rights. If the advertising company actually developed the video ad for you, they will retain exclusive rights and you will not be able to use it anywhere without their written permission.

    Video ads can go just about anywhere banner ads go. The beauty of the video ad, however, is that it is more closely paid attention to than a banner ad and you do not run the risk of someone accidentally clicking onto it.

    There are literally millions of websites on the internet. Web advertisers are familiar with the traffic that these sites generate. Your fee will be based upon the amount of traffic the website expects to see.

    In addition, the length of your video matters a great deal in video advertising. It is best to keep it short. Not only is it cheaper to run the video ad this way, but people generally have a short attention span and something that is too long generally bores them.

    Take a look at television commercials prior to embarking on your video ad venture. See which ones you pay attention to and which ones you can’t even remember. See which ones you get bored of and dread every time they come on. Your video advertising is similar to this. No one wants to constantly see a long, boring video all over the internet. A short, entertaining video that is used sporadically, however, will generate more interest and may even develop a cult following.

    People are crazy about internet videos. They use them on their personal internet community pages such as MySpace and Facebook and often e-mail them to their friends and relatives. This can happen to you. You may come up with an advertisement that is clever, entertaining and brings you instant internet notoriety.

    If you decide not to use a professional agency, you will be able to put the video anywhere that is free. You can also act as your own advertising agent and make deals with certain websites yourself. This can be difficult and you should have some knowledge about copyright laws and legal contracts before doing this. And unlike the professionals, you may not know much about the website. Unfortunately, on the internet, websites come and go. You would hate to make a deal and pay money to advertise on a site that closes within the next week.

    If you use a professional internet advertising agency, chances are that you will hit your target audience with your video ad and will find it more successful than a banner ad. Your video will be able to go just about any place on the internet that your banner ad can go, or your word ad. The difference will be that more people will pay attention to what you are trying to sell.

  • Advertising on Social Media

    Video: Brad talks about advertising using social media platforms like Facebook and Twitter.

  • Blogging for Home Business

    About a year ago a friend of mine started his own home based business. I can’t go into the details (upon his request), but he essentially took his favorite hobby and wanted to make some extra cash.

    He is not a very technical guy so he asked me about a website. I told him he should blog and he replied with laughter. I took the time to break down how easy it would be using a platform like WordPress. That intrigued him. When I broke down how WordPress would let him have a blog and a traditional site wrapped in one – he was almost sold. I eventually convinced him by offering to do the initial set up. The next day I easily set up his blog and it was up to him to provide content. Provide content, he did! He was a voracious blogger. He actually posted twice a day. He posted once in each of his categories: starting a home business and another category related to to his product.

    It didn’t take long for him to call me. Just about 2 weeks later he was excitedly telling me about a guy that contacted him wondering about a custom project. I would classify the blog as a success at that point. Over the next year we documented the advantages the home based business blog had meant for his business. Here is a list of some of the real life tangible benefits of the blog:

    -He sold the custom project mentioned above

    -A local newspaper got word of his blog on twitter and did a story on him

    -A related industry quarterly asked him to contribute – getting his name out to thousands of potential customers

    -He met 2 local (relatively speaking) tradesman who were in his field and offered him great advice and opportunities for collaboration

    -He ranked on Google for a number of long tail keywords that eventually meant he was getting substantial traffic to his site that even led to some sales

    -The home business category was great for motivation – it kept all of his triumphs and mistakes in a neatly ordered online diary that allowed him to reflect. It also helped him make sure he didn’t make a mistake twice.

    A home based business is the perfect match with a blog. As you can see above, it is a great networking tool that you can be used for personal motivation as well. If you want to give your home based business a jolt, harness the power of the internet and blogging.

  • Common Questions about Blogs

    I have been running a number of successful blogs for years. I have been pulled aside at many social gatherings and asked questions by people who are interested in what I do. These people are completely new to blogging and they always ask the same couple questions. Instead of repeating myself over and over again I will use this article to answer those beginner questions…

    Do I need a blog?

    Well really this is up to you. I think if you have a business or a business website then yes you definitely need a blog. It gives you the chance to communicate with potential customers, build brand recognition and get traffic to your website. It is the proverbial “no brainer”. If you aren’t self employed and just want to hobby blog there are benefits there as well. Blogging about your passions can be very therapeutic.

    Does it cost much?

    Blogging can be successfully done for free. There are hundreds of sites that will give you the software, a domain name and they will even host your blog for you. You could start a free blog tomorrow and never pay a cent. If you want to take it to the next level you can buy a domain name for about $10 per year and pay another $10 a month to host it. With a hosting package like that you could even run five or ten blogs. Blogging for free is very possible and even if you want your own set up it is still quite reasonable.

    Can I make money?

    Yes you can. If you have a blog that gets decent traffic there are numerous ways to monetize it. It would be another article to go deep into how to monetize your blog. On a high level you can sell advertising on your blog, offer affiliate products, sell your own product or even ask for donations. Not every blog will make money but every blog has the potential.

    Where do I get started?

    You can look for free blogs on Google or you can just jump in with the two most popular free blogging platforms; Blogger and WordPress. Simply visit their sites, sign up, follow the instructions and away you go. It is that simple to become a blogger.

    Is It Easy?

    Sure it is. There is no one to judge you so it is super easy. Setting up a free blog is simple, you just follow the instructions. As for the act of blogging, it is as simple as using Mac Pages or MS Word. There is a learning curve if you want to become a power blogger. The great thing is, anything you need to learn is easily found on the internet, and it is usually found on a blog! The only thing you really have to work on is being consistent and thinking of what to write.

    These were definitely the five top questions people interested in blogging asked me. If you are thinking about starting a blog, you now know the answers to your most pressing questions. I wish you good luck in your journey, and remember content is king!

  • Choosing Your First Niche

    Step One – Brainstorm: Brainstorm a list (big ass possible) of all of your passions and interests. Don’t even think about making money at this point, just focus on getting a list as big as possible.

    Step Two – Analyze: Look through your list and pick out 10-20 different interests or passions, that you feel you could promote on the internet. If you think you could make money online with all of them, then pick your favorites. It is easier to market something you enjoy.

    Step Three – Adwords Tool: Now that you have 10-20 niche terms, it is time to visit the Google Adwords Tool. Do a search for each of your terms, one at a time. Below the search box will be a table full of data. Take note of the Estimated Cost Per Click (CPC) and Searches Per Month columns. If they are not showing up then just click the little drop-down menu titled Columns and add them.

    For each of your terms multiply the CPC by the monthly searches. Write the number you get for each term beside that term. This will give you a very rough idea of the potential worth of your “niches”. This number isn’t to be taken literally by any means but it has some value when you are trying to sort through what niches you want to attack.

    Step Four – Competition: You could take your top result from last step and attack that, OR you could take it one step further and check out your competition. Just do a simple google search on each of your niche terms, one at a time. For niches with multiple words, make sue you wrap it in quotes. Take note of how many websites come up for each term. Write it down beside the numbers you came up earlier.

    Now divide the “potential worth” by the number of websites. You will have some fractional number. In general the higher the number, the better it is to choose that term.

    This is not an instant niche answer. It might not always work perfectly, but it is a great way to quickly discover a potential niche. Try it out and choose something to market today!

  • Introducing Your Offer and Instilling the Power Benefits

    In general, your sales copy has only a few seconds to grab the interest of a prospect and move them along to closing the sale. That means you have to provide a quality introduction to what you have to offer and follow it up with all the reasons why your product should be chosen above all others. Here are some simple ideas on how to introduce your offer and quickly instill a sense of urgency about those power benefits.

    First, don’t spend a lot of time on fancy words. Write the copy just as if you were speaking to the consumer in person. This will help you to avoid using too many words, and especially to stay away from using too many technical terms that could turn off your prospect before you ever grab their initial interest. Essentially, you are letting the consumer know they have a problem and you have a solution.

    Next, get into the meat of that solution. Point out the main benefits of the product in question. Relate those benefits to common situations that come along with the problem. Illustrate how those benefits quickly and easily remove obstacles and restore order to a chaotic set of circumstances. Driving home how problems get solved quickly and easily will help to sustain interest.

    Third, toss in some added power benefits. These can be anything from pointing out the time saved can be used for more enjoyable tasks to noting how the product helps to cut down on related expenses. These value add talking points will help to demonstrate that the product is truly indispensible, and make it even more attractive.

    Last, recap the benefits. You can use a summary format for this, perhaps even a bulleted list. This helps to reinforce the benefits in the mind of the reader and prepare him or her for the close of the sale.

    Using this technique will make a huge difference in the way your prospect responds to your product, and how quickly you can move on to closing the sale.