Articles and Advertising

Advertising Hype vs Article Information
By Trina L.C. Schiller

Using the written word to promote your business is the most common way to advertise a business, either online, or off. Evidence of the truth of that statement is everywhere in the form of classified ad sites, classified listings in newsletters and ezines, the availability of solo ezine ad mailings, etc.. However, the most effective way to use words to promote your business opportunity is not in classified ad postings, not even solo ezine advertising, but in the form of informational, promotional articles.

When people come to the Internet to find something, that something they are looking for is information. They are not logging in so that they can go read the classifieds. They are not logging in so they can view surf exchanges, hoping that they'll find the information they want. They log in and go to the search engines to find what they're after.

People want to be able to make informed, educated decisions, and in order to do that, they must first find information. In fact, people want that information before they get to a sales page. And that is where the use of articles for the promotion of your business opportunity, widget, or anything else you may want to sell, comes into play.

By writing articles you accomplish two very important things.

First, you are providing the search engines with content to spider and rank, placing yourself in the results of searchers.

Second, you are providing someone with the information they are seeking, helping them to make an informed decision.

With the second benefit, your information, being provided to the searcher for free, allows them to not only learn something that they wanted to know, but to see you as the expert, someone who can help them in relation to the information.

Not only have you pre-qualified them as a targeted visitor to your site, but you have allowed them to pre-qualify you as their service provider, business associate, etc.. That is very important.

By allowing them a means by which to pre-qualify you, you have given them perceived control of the situation, the choice of whether or not to seek you out. You have not tried to sell them, you have simply given them the information they needed, putting them at ease.

No one feels at ease, or in control of the situation when another is attempting to sell. Advertisements are meant to sell. Articles provide information, and when a person feels you've given them what they wanted without cost, or obligation, they feel more in control because now they have the knowledge they, a minute ago, lacked.

You instill in them, the thought that you obviously must know what you are talking about. This is the major driving force that moves them to seek you out, learn more, ultimately spending money with you. You open the door to establishing a relationship with them.

When you create a positive relationship with someone, you are opening the door to the future. Not only do you set the scene for a repeat customer, but you also set yourself up for receiving referrals from them.

Think about the stereotypical used car salesman for a minute. His radar hones in on you, standing over one of the cars on the lot. He rushes over to you and says something like, "That one's a pretty nice car, but you look more the sort of person who would look great in this one over here." (The one with a bigger price tag.) "Look at this baby... You are going to turn heads in this machine. This car just screams, YOU! And we've got a great financing deal for you. Gas mileage? Who cares, with a car like this one!"

He is stroking your ego, ignoring what you were obviously interested in, and pushing something else on you. Does this salesman put you at ease, make you feel comfortable; is he thinking of your needs?

No. He's thinking about his commission.

Now you visit another car lot, and this person approaches you saying, "How may I help you? Are you finding what you are looking for? What sort of vehicle did you have in mind? What is your price range? Do you have any questions I can answer?"

How does this salesman make you feel?

He is asking you questions about you. He is offering assistance. He is capable and willing to provide you with information that will help you make an informed decision. Are you at ease? You betcha!

The first salesman was an advertisement. In your face hype, trying to get you to part with your cash, and nothing else.

The second salesman was an article. Providing you information based on your needs, wants and goals. This salesman will undoubtedly, not only close the sale, but will likely receive repeat sales and referrals, because he made you feel good about your purchase, not pressured into it.

If you're not writing articles to promote your business, you should start. But, be smart about it too. There is no doubt that writing articles is the best form of written advertising, but if you are not a practiced writer yourself, hire a professional to do the writing for you. You may know a great deal about your business, but if you don't write well, your knowledge and experience will not be conveyed, and the impression you make may not be a positive one.

Copyright © 2006
The Trii-Zine Ezine
www.ezines1.com

About the Author:
Trina L.C. Schiller
Publisher - The Trii-Zine Ezine - Internet marketing and home business resources and information. Serving online professionals since 2001.
http://www.ezines1.com/triizine
http://www.trinaschiller.ws

Keywords: article writing, promotional articles, article advertising, business opportunity, advertising, classifieds advertising