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Dear Subscriber,

Here is your new issue of the Direct Sales & Website Copywriting
Newsletter!

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In this issue:

1.) Writing for High Search Engine Ranking - Part II

2.) Writing Fundraising Letters - Part II

3.) Advertising Information

4.) Subscribe/Unsubscribe Information

Published by: "A Website Copywriting Company"

http://www.website-copywriting.com/

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1.) Writing for High Search Engine Ranking - Part II

In the last issue we covered the first 2 Steps in writing for high
search engine ranking:

Step #1) Planning your keywords and keyword phrases for high search
engine ranking

Step #2) Making sure you are optimizing for the most profitable
keywords and keyword phrases

If you are a new subscriber, or would like to review those first 2
Steps, please click on the link below before reading the rest of
this article:

http://www.website-copywriting.com/issue-1.htm

Step #3) How to use-- and where to place the keywords and keyword
phrases in your sales copy for high search engine ranking:

Once you have picked out your keywords-- it is now time to
strategically place them in your sales copy.

Search engines like to see a certain percentage of keywords to the
total amount of words on a given page. That percentage is open to
conjecture-- and it is further complicated by the fact that you are
going to have to write for all the search engines out there.

But, if you just follow a few simple rules, your sales copy will
rank well on the 2 major search engine databases, Inktomi and
Google. (Remember that optimizing for both of these search engine
databases will cover the majority of search engines.)

In writing your web page you want to try and stay in the 200-300
words range-- which is roughly a one-page letter. Search engines
seem to heavily favor shorter pages over longer pages for high
search engine ranking. So, you want to keep the page at 300 words
max on the first draft…

(OK-I am going to rant a little here. Why in the world do search
engines give a higher ranking to short pages verses long pages? They
claim they are looking for content-- but a 1,000-word page with the
same percentage of keywords ranks WAY lower than a 200-word page. I
just find this an oxymoron in high search engine ranking. But, hey,
whatever.. We have to play by their rules!)

… Now what about those percentages? Well-- you want to keep your
keyword percentage to 3-5% of the total words on the page. So, for a
250-word web page the keyword or keyword phrase should be mentioned
between 5 and 12 times.

Personally, to achieve high search engine ranking, I would mention
the keyword or keyword phrase a maximum of 7-8 times for a 250 word
web page.

Now, it is also important where you place those keywords and keyword
phrases. You want to place the keywords in the Headline of the web
page, and then 3-4 times in the first 100 or so words. Good places
for these are in your Sub-Headlines-- those tend to get read by the
majority of net readers who are skimmers.

(And I have found, myself included, that the majority of web users
are "skimmers"-- they read the Headline, Sub-heads, and the PS. That
is why it is vitally important to use all 3 of these tried and
tested direct marketing techniques. … But, more on the construction
of a web page in one our next newsletter issues. Let's get back to
writing for high search engine ranking….)

Then you will want to sprinkle your keywords into your sales copy as
you write the rest of the page.

Finally-- and this is important-- try to fit them in the last line
of your sales copy. A perfect place for this is in the "PS". (And
yes-- contrary to some "experts" out there-- the vast majority of
internet users read the "PS". It is extremely effective in writing
sales copy for the net!)

Step #4.) Using Headline Tags to get high search engine ranking:

Now, once you have your web pages (sales copy) written it is vital
that you have the web guy or gal put the Headline in a Headline Tag
(H1). And to put your Sub-Headlines in Sub-Headlines tags (H2). This
is vitally important to high search engine ranking!

But, make sure that the web guy or gal uses some programming to make
those Headline Tags (H1) one point larger than your page text. And
the Sub-Headlines Tags (H2) the same size as your text tags.

I am not going to go into the design aspects any further. Suffice it
to say that in writing sales copy for the internet-- especially
sales copy that you would like to be optimized for high search
engine ranking.... You have to be able to work with the web
designer(s).

In the next issue, you will receive the final installment of Writing
for High Search Engine Ranking:

Step # 5) THE single most important element in achieving high search
engine ranking

Step # 6) Using internal links for high search engine ranking.

Step # 7) Seeing all of this in action!


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2.) Writing Fundraising Letters - Part II

For part I, please click below:

http://www.website-copywriting.com/issue-1.htm

... Writing from the Heart ...

Yes, good fundraising copy comes from the heart. But this business
of writing from the heart can be tricky. It can be awkward if the
writer is not comfortable with the techniques involved. And, it can
be dangerous if it's overdone. Here are a few suggestions for making
this approach work for you.

Research, Research, Research …

I can't emphasize how important the research process is in writing
good fundraising letters. For two reasons. Firstly, it gives you a
depth of knowledge about the issues you're writing about. This will
allow you to select the most effective story … to use the most
"emotive" words … and to skillfully weave emotions around technical
information while maintaining accuracy.

Secondly, the process forces you to travel through the problems and
issues yourself. This way, you'll establish feelings and empathy on
the subject you're writing about. It is only when you have such
strong feelings and conviction that you can write to convince your
readers to feel the same. This is perhaps your most powerful tool
in creating a successful fundraising piece.

How should you go about doing your research?

A large part of your success in writing fundraising letters will be
dependent on your relationship with your organization. As Jerry
Huntsinger (top-notch fundraising consultant) points out "success is
often the result of partnership between the client and the
consultant and that the role of the consultant is to extrapolate the
ideas that already exist within the organization." So, you need to
work closely with your organization. You need to convince them that
good fundraising letters are 75% research and 25% writing. Ask them
for:

* Anything they have about themselves: their history, finances,
activities, services, campaigns, past promotions...

* Information on the issues they're fighting for or against. This
could include research conducted outside of the organization.

* Testimonials and personal stories about the people they've helped.
(This is absolutely crucial - because without these human interests
stories, your fundraising copies are apt to be weak.)

If you want your copy to excel … to beat out the competition …to
become the control, you need to go one step further. You need to go
beyond what your organization is giving you by doing your own
independent research. If it's a disease letter you're writing, do
extra research into its cause, its symptoms and its prognosis. And,
read up on patients' accounts as to what they're going through.
What are their physical sufferings? What's their emotional journey?
How about their family or the caregivers? By doing this, your
understanding and your emotional involvement with your subject
matter will take on a new depth. Believe me, this will come through
in your copy.

Now, soak in all of the information until you can feel the sadness,
the anger, the guilt, the love … until you want immediate action to
solve the problems … and until you want to donate to the cause
yourself. This is the only way that you'll be able to write in a
powerful and convincing way.

Tune in for more secrets to writing high response copy in the next
issue of our newsletter.


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