Before you throw out everything and start over, try your copy with another set of keyword phrases. Your copy could be great and just hooked up to the wrong keywords and thus not resonating with the audience searching for that particular phrase.

The Internet Marketing Tip above originally appeared in Larry Chase's Web Digest For Marketers which you can subscribe to at no charge at www.wdfm.com.[Terms and Conditions]

This old dictum goes on to map out the basic flow of your message:

1. Tell them what you’re going to tell them.
2. Tell them crisply what your value proposition is.
3. Reiterate what you just told them so as to reinforce the primary message.

This is true for TV, radio, email marketing, websites, direct mail, billboards, F2F… you name it.

The Internet Marketing Tip above originally appeared in Larry Chase's Web Digest For Marketers which you can subscribe to at no charge at www.wdfm.com.[Terms and Conditions]

If you think you have created one of these anomalies, I suggest you first informally test it in an unaided environment (don’t help the subject in any way). If it passes muster in this informal context, then do a limited test online before rolling it out to your entire audience.

The Internet Marketing Tip above originally appeared in Larry Chase's Web Digest For Marketers which you can subscribe to at no charge at www.wdfm.com.[Terms and Conditions]

These logs tell you what is working and what isn’t. I’m often pleasantly surprised by what I find in there.

When I visit the pages linking into my site, I get a real-world idea of why other sites point to me. Sometimes they point to an article I wrote. Other times, sites point to my CPM calculator at www.wdfm.com/advertising.html. Still other sites point to our review of their site which originally appeared in Web Digest For Marketers.

Inbound links tell you what the rest of the world likes about your site. It’s invaluable information.

The Internet Marketing Tip above originally appeared in Larry Chase's Web Digest For Marketers which you can subscribe to at no charge at www.wdfm.com.[Terms and Conditions]

But some of the most effective copy is understated. In today’s “pull marketing” environment, muscular copy is often a turn off. It’s perceived as too controlling.

But when intrigue reader by asking a question or bringing up a hot button issue in a poignant way, the reader is apt to be drawn in further.

In the 1920s, direct response guru John Kennedy defined advertising as “sales in print”.

A good salesperson is apt to ask leading questions rather than hitting you over the head about the safety of an automobile he’s selling.

The very same is true in print and online.

The Internet Marketing Tip above originally appeared in Larry Chase's Web Digest For Marketers which you can subscribe to at no charge at www.wdfm.com.[Terms and Conditions]

The search engines look at link labels as an indication of what your site is about. So when other sites point to you, be sure to ask them to put very specific copy in those link tags.

You can’t always control how other sites refer to you, but a reach-out program is certainly worth the effort. After all, if all these sites point to you in the first place, they would probably like to hear a thank you, on the heels of which you might pitch a request.

The Internet Marketing Tip above originally appeared in Larry Chase's Web Digest For Marketers which you can subscribe to at no charge at www.wdfm.com.[Terms and Conditions]

So people click often and nothing happens because there aren’t enough hot spots on your home page, landing page, solo emails, wherever. When a person who clicks goes nowhere, it’s a lost opportunity.

So, by all means, give people what they want. Give them more links that go somewhere that directly pays off what they’re clicking on.

The Internet Marketing Tip above originally appeared in Larry Chase's Web Digest For Marketers which you can subscribe to at no charge at www.wdfm.com.[Terms and Conditions]

If you have video stills, explain exactly what the video is about and how long it runs. I hate it when I have to guess whether something I’m watching is one minute or maybe one hour long.

If it’s a product shot, give me highly detailed info on that product, even if the same information is in the product description, because I’m more apt to read the caption than the product description. If I see the same info again, should I read the product descriptor, it only serves to reinforce.

The Internet Marketing Tip above originally appeared in Larry Chase's Web Digest For Marketers which you can subscribe to at no charge at www.wdfm.com.[Terms and Conditions]

Instead of saying “Subscribe” in a button, you could say “Sign me up for Daily Internet Marketing Tips Now.” Instead of saying “Download”, you could say “Download My Copy of ‘How to Increase Response Rates.’”

In other words, test different button copy that actually gives a reason to take action. It’s one of the simplest and most direct ways to increase response rates.

The Internet Marketing Tip above originally appeared in Larry Chase's Web Digest For Marketers which you can subscribe to at no charge at www.wdfm.com.[Terms and Conditions]

The Internet Marketing Tip above originally appeared in Larry Chase's Web Digest For Marketers which you can subscribe to at no charge at www.wdfm.com.[Terms and Conditions]