Free Internet Marketing Lessons

Here's a simple method for tapping into an outstanding
source of FREE publicity for your business.

by Dr. Kevin Nunley

Everyone likes to buy from an expert. Shopping for a computer?
A sales person who knows computers inside and out makes us
feel confident about her recommendations.

Planning to buy stocks? You likely look for a broker who has Wall
Street down pat.

Here is an effective way to make yourself one of the leading
experts in your industry. Write your own how-to articles.

Prospects and clients will read your articles, appreciate the good
information you have to share, and look to you as an exert who
can help them.

You don't have to be the next great novelist. Simply write a page
of instructions that tells someone else how to do something. It
can be information you learned on the job or advice you picked
up in books and conversations.

Customers buy because they have a problem they need solved.
When you appear as a helpful expert with lots of answers, you're
half-way to a sale.

Newspapers, magazines, e-zines, and industry newsletters all
need a steady stream of good informative articles. It is easier to
get your articles into smaller publications that closely target your
best customers. Often these smaller e-zines and newsletters
draw better response than some of the big glossy national
magazines.

START WITH THIS FORMULA

Articles are easy to write when you use this simple pattern. I have
given this formula to classes of college freshmen. Everyone in
the class is able to use it to write professional quality articles.

1. Start by pointing out a problem your reader has. I could
have started this article: "Spending lots of money on advertising
and still not getting the results you want?"

2. Then make your reader's problem seem worse. Point out
the ways this problem can impact their business, life, and
happiness. "Your ads bring in only temporary response. Without
an effective and affordable way to get the word out on your
business, you may be closing your doors before the year is
over."

3. Next suggest one to five ways the reader can solve the
problem or make the situation better. "One simple way to get
lots of new prospects and customers is to write articles for trade
publications in your industry." I could go on to explain how to write
an article (as I'm doing now).

4. End your article with a paragraph or two that reviews
your most important points. Wrap up with a positive spin that
paints a bright picture for your reader.

"Many entrepreneurs and professionals use their articles to
launch successful national careers earning healthy six figure
incomes. By following these easy steps, you can become a
widely-respected exert in your field and give your business a big
boost."

5. Finally, include your contact info in a final paragraph at
the end. Now that readers are impressed by your good ideas,
they will want to contact you to pay for more information,
services, or products.

Many publications will allow you to include four to six lines that
provide your contact information and even a plug your latest
product or service. Check the end of this article for my "resource
box."

Most e-zines like articles a page or two long (200 to 400 words).
Magazines increasingly want articles that fill just one of their
pages (900 words).

Keep your sentences and paragraphs short. Avoid sentences
that require lots of commas. The idea is to write in a style that is
clear and easy-to-understand for a reader that is in a hurry. I think
writing simply is also easier. How-to articles don't have to be
fancy.

"BUT I DON'T LIKE TO WRITE"

A friend often reminds me that I like to write, but most people,
including herself, hate to write. "Everything you type looks wrong
and an hour later you haven't gotten anywhere," she says.

Many of us don't have time to write or don't feel it is one of our
strengths. No problem. You can get a writer to do the work for
you or hire an editor to polish the words you have written.

A fellow writer who ghostwrites books for other people confided
many well-known business writers don't do their own writing. Bill
Gates has several good books, but all were written for him by
professional writers. He probably doesn't have time to sit down
to write 200 pages.

Check with your local library for a list of writing clubs in your area.
A quick look around my town turned up groups of non-fiction
writers, technical writers, even a group of successful romance
novelists. These are fertile sources of expert writers and editors,
many who work for low prices.

Also approach English teachers, journalists, do a search for
writers on the Internet, and ask people who write articles you like.
Give the writer the general idea for your article and some
information to draw from. Then let them use their creativity and
taste to write the article.

SUBMIT YOUR ARTICLE TO EDITORS

E-zines are in constant need of fresh articles. Submission
procedures are informal. Many welcome unsolicited articles.
Simply e-mail the editor an article with a short personal note. You
may find it best to first write the editor for permission to send
your article.

Gary Christensen has compiled a big list of editors looking for
articles at: http://www.site-city.com /members/e-zine-master. Kate
Schultz's EzineArticles.com will distribute your article to a big list
of editors.

Most magazines have specific submission rules they want you to
follow. Some want you to pitch your article idea in advance via a
query letter. Others invite writers to submit articles on certain
topics that will be included in future issues. Check magazine web
sites for submission guidelines.

Once an editor discovers you can supply them with good articles
month after month, you can parlay your articles into a regular
column.

Now here comes the enthusiastic wrap-up:

In a complicated world where every problem seems to require an
expert, lots of new customers will respond to the useful
information you provide. Write your own articles to make yourself
an expert in your field. Don't miss your chance to tap into this
powerful no-cost form of marketing.

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Kevin Nunley provides marketing advice and copy writing for
businesses and organizations. Read all his money-saving
marketing tips at http://DrNunley.com/. Reach him at
kevin@drnunley.com or (801)253-4536.
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