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Article Title:
Your  Most Expensive Web Site Marketing Mistake

Article Description:
"Can you give me some feedback on my brand new website?" a life 
coach named "Kevin" asked his e-zine subscribers. "I just revised 
my site --- finally!"

Additional Article Information:
608 Words; formatted to 65 Characters per Line
Distribution Date and Time: Wed Apr 19 04:18:08 EDT 2006

Written By:     Cathy Goodwin, Ph.D.
Copyright:      2006
Contact Email:  mailto:[EMAIL PROTECTED]

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Cathy Goodwin, Ph.D.'s Picture URL:

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Your  Most Expensive Web Site Marketing Mistake
Copyright © 2006 Cathy Goodwin, Ph.D.
Copy Cat Copywriting

"Can you give me some feedback on my brand new website?" a life 
coach named "Kevin" asked his e-zine subscribers. "I just revised 
my site --- finally!"

Naturally, I couldn't resist clicking over to see what Kevin had 
done. I knew Kevin was a thoughtful life coach with a reputation 
for high integrity.

Kevin's new site cried out for a makeover. He had paid a designer 
to get drop-down menus and a bit of flash.  As a result, Kevin 
admitted, "I have no budget to pay a copywriter."


After skimming a few pages of the site, I emailed Kevin. "Who is 
your target market? What do you offer? How are you unique?"

Kevin replied, "I don't have time to answer a lot of questions. 
And everyone tells me the site looks professional."

One question Kevin needs to answer is, "Are you attracting 
clients and sales - or just compliments?"

Of course your web site needs to look professional. That's why 
you hire a web designer.

But some websites attract clients, subscribers and sales from 
the very beginning. Others just attract compliments.

The websites attract compliments (like Kevin's)  made one 
expensive mistake. They didn't call the copywriter first.

(1) Copywriters can save you money.

Often I (and other experienced copywriters) can save clients 
money on web design. Kevin didn't need all those bells and 
whistles. In fact, some Internet marketing gurus claim they 
do more harm than good.

And Kevin didn't understand HTML, let alone CSS. A copywriter 
might serve as go-between, translating Kevin's requirements 
into web design language. Your web designer saves time - which 
translates into saving money.

(2) Copywriters help you earn money with dynamic web site 

Reading between the lines, I discovered Kevin could be a stand-
out. He has developed an innovative 5-step process to help 
clients overcome obstacles and take charge of their lives.

But Kevin doesn't realize why he's unique, so his website reads 
like five thousand other life coaching sites: vague promises of 
"take your life to the next level," "discover what's important 
to you" and "enjoy the work you love."

Naturally I'm disguising the details of "Kevin's" story, but I 
really don't have to. Hundreds (maybe thousands) of sites sound 
just like Kevin's.

(3) A copywriting expert can jumpstart your strategy.

Like Kevin, my clients often think they can show me a few pages 
of a website and say, "Make it sell!" Copywriting requires energy 
and planning, whether you're a do-it-yourselfer or a firm 
believer in outsourcing to a specialist.

My clients often invest many hours answering my questionnaire. As 
they write, they often realize there's a hole in their business 
strategy. Or they're sitting on buried treasure.

Until I know what Kevin wants to do with his website and his 
business, I can't make realistic recommendations - even as a 
casual ezine reader. I need to evaluate Kevin's copy in the 
context of Kevin's own goals, target market and unique selling 

Kevin could do this himself. But, like most busy business owners, 
he didn't want to invest the time. And he wasn't sure what 
questions to ask.

When clients hire me, we have the luxury (and fun!) of creating 
a marketing message that hits the target market squarely in the 
center of the bull's-eye.

Bottom Line: Websites deliver messages. Without a message, a 
website is a calling card - nice when you have more business than 
you can handle.

Most of the time, revising copy brings traffic and sales. 
Websites typically earn back the copy investment with just a few 
new clients, not to mention saving energy and funds by avoiding 
a makeover from the makeover.

Cathy Goodwin, Ph.D., helps solo-preneurs, professionals 
and small businesses build Internet revenues -- without 
turning themselves into techies or high-powered pushy 
sales people. Download her fr^e Report: 7 best-kept 
secrets of client-attracting websites...
Jump-start your own website:



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