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<title>Latest Articles by sdaffron</title>
<link>http://www.populate.net/</link>
<description>Articles at Populate.NET</description>
<language>en-us</language>
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<title>Understanding the Relationship Between Domain Names and Hosting</title>
<link>http://www.populate.net/Internet/Domain_Names/understanding-the-relationship-between-domain-names-and-hosting.html</link>
<guid>http://www.populate.net/Internet/Domain_Names/understanding-the-relationship-between-domain-names-and-hosting.html</guid>
<pubDate>Thu, 15 Nov 2007 00:00:00 -0800</pubDate>
<description><![CDATA[ Selecting a domain name can be a bit overwhelming since domain registrars often offer far more services than just domain names. Many offer "hosting" as well, so it helps to understand the relationship between domain names and hosting. Domain names and hosting are two completely separate products, but in the effort to sell the products together, domain registrars often just confuse people.

When you purchase Web site hosting, you are basically renting a folder on a computer (called a Web server) that is connected to the Internet. You pay a company a monthly or yearly fee to keep your Web site files online and safe from hackers and other online "bad guys." Although technically, you might be able to host a site yourself, the $10 or $20 a month you spend on hosting is money well spent. Keeping a Web server alive and well is not a trivial exercise, so leave this task to the techies who like that kind of thing.

It is important to understand the relationship between Web site hosting and domain names. A domain name basically points to a specific folder on a specific Web server. You can buy a domain name without buying hosting. Many people buy domain names long before they get around to creating a Web site. As soon as you think of a good name, spend the $8 and just buy the domain, so someone else doesn't get it.

Until you put up a site, the domain name points to a "parked page." This page is created by the domain registrar as a sort of holding spot until you buy hosting and get your site online. The parked page lets other people know that the domain isn't available anymore. After you develop a site, get hosting, and put your Web site files in your folder on the Web server, you change your domain to point to the site.

Note that you also can point more than one domain to the same Web site. If you decide to do this, you do not need to buy more hosting. Here are some questions to ask before you buy additional hosting.

1. Do you want another Web site? (A completely different site with different files.) For example, two separate URLs have two different domains, are located in different folders, and are made up of completely different files.

2. Do you want another domain name to point to the site you already have? For example, you might have two URLs point to one place. In that case, it is one folder with one set of files on the server, yet two domains point to it.

If the answer to the question is 2, you do not need to purchase another hosting account. The files are already there in the folder. Generally, your hosting company should not charge you to point another domain to the same site. Hosting companies don't care how many domains you have pointing at a site. However, they do care if you have more than one Web site and will charge you accordingly. ]]></description>
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<title>Freelance Writers: Don't Waste Your Time with Query Letters</title>
<link>http://www.populate.net/Writing/Non-Fiction/freelance-writers-don-t-waste-your-time-with-query-letters.html</link>
<guid>http://www.populate.net/Writing/Non-Fiction/freelance-writers-don-t-waste-your-time-with-query-letters.html</guid>
<pubDate>Wed, 14 Nov 2007 00:00:00 -0800</pubDate>
<description><![CDATA[ Virtually everything ever written about freelance writing and getting published says that you need to write query letters. Yet in the Internet Age, the truth of the matter is that query letters are almost always a huge waste of time.

Certainly some people do get work by writing query letters. But the query process soon turns into a numbers game, almost like a direct mail campaign. You have to send out so many queries to get meaningful responses that you won't have much time left to do any actual work. A good query letter must be carefully crafted and painstakingly personalized. To compose one that doesn't sound cutesy or contrived is difficult and time-consuming.

The reality is that you must think of editors as your potential customers. They control the budget and whether or not to buy from you. It is NEVER a good idea to harass or inconvenience a customer. For many busy editors, query letters are annoying. Often they are just another form of junk mail.

Now you're probably thinking, "If editors don't read query letters, how does anyone ever get published?" What the writing books don't tell you is that article topics are often defined far in advance. At many magazines, editors figure out a monthly or yearly plan. Barring some earth-shattering catastrophe, the editors stick to that plan. The standard query letter is usually a waste of time because with the calendar of topics decided well in advance, off-topic queries are ignored. In other words, your carefully crafted query letter gets round-filed, not because it's bad, but because it had no hope of being used.

The fact that query letters are often thrown away doesn't mean editors don't use freelance writers; they do. But the reality is that editors tend to rely on a stable of writers who have proven themselves experts on the magazine's chosen topics. So if you want to be published, your task is to discover those topics and become one of those experts.

From an editor's point of view, few decent writers actually exist out there in the big world. Editors have simple needs: they want articles that are original, easy to read, accurate, and on time.

Flakey writers that don't meet deadlines are the bane of every editor and publisher in the industry. If you meet your deadlines, every time with no excuses, you will stand out from the pack. If you consistently send articles that are:

* precisely focused on a topic the magazine wants to run;
* written in the magazine's chosen style and tone;
* 100% accurate and error free;
* formatted the way the magazine wants them;
* and arrive BEFORE the deadline

an editor will notice you!

Okay, so what if you've never written for that magazine before? Instead of querying, do some research on the magazine. After you have read the magazine and any available writer's guidelines, write a polite letter to the editor to ask for an editorial calendar and explain your expertise.

This method is far preferable to any query letter, no matter how clever or well-written. Why? With some concise information about you, often an editor can tell whether or not your writing will be a good fit for my publication.

For example, if you say that you have written articles for managers about "enterprise computing" and the editor works for a "how to use Microsoft Word step by step" magazine, it's likely that you won't be the right writer for that magazine.

However, if you explain that you spent two years teaching "introduction to word processing" classes at your local YMCA, and that you wrote handouts for your students about how to get started using Microsoft Word, that same editor might just encourage you to submit a few articles! At the very least, the editor might send you the editorial calendar.

Don't forget the basics! Simple little things often make you stand out from the crowd and help your chances of getting published. For example, when writing an e-mail or letter to an editor, always remember that you are writing to someone who spends a lot of time with words and probably has a degree in English or Journalism. Double-check your spelling, grammar, and punctuation. Format properly. If you don't compose your e-mail competently and professionally, editors won't believe that you can write a good article.

And finally, be truthful. Don't inflate your credentials. Don't fib about how much you know about a topic. Don't gush, and don't sell. Just state your credentials concisely, clearly, and correctly. Editors don't need to be sold and they have no tolerance for hype. They're just too busy to put up with it. ]]></description>
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<title>Attention Struggling Freelance Writers: To Get Published, Do Your Homework</title>
<link>http://www.populate.net/Writing/Article_Writing/attention-struggling-freelance-writers-to-get-published-do-your-homework.html</link>
<guid>http://www.populate.net/Writing/Article_Writing/attention-struggling-freelance-writers-to-get-published-do-your-homework.html</guid>
<pubDate>Wed, 14 Nov 2007 00:00:00 -0800</pubDate>
<description><![CDATA[ Writing is a product. A basic marketing truism is that you can't sell a product if no one wants to buy it. Whether or not your writing is wonderful doesn't matter if you are writing about a subject no one wants to publish. The moral of the story? Never create your writing in a vacuum.

It's extremely easy to find out what topics are in demand by doing a little Internet surfing. In fact, the Internet is actually the best place to research hot topics. It's far better than the library, chain bookstores, print media, or television. Today's publishing trends will appear online first, long before they hit the bookstores.

Before you write anything, try to think like a publisher. Ask yourself, what do they want to buy?

Above all else, publishers want to print what is going to sell. For example, if you want to submit a book proposal to a publisher, go to the Web and find out what the hot topics are in your chosen field. As a writer, you are, by nature, a researcher. The Internet is a researcher's dream come true.

For example, if you are a computer nerd and want to write about technology topics, what is the latest "buzz" on the propeller-head discussion boards? What are people complaining about? What new techie toy is your average 14 year old dying to get his hands on?

Or let's say you want to break into a magazine. Every single magazine editor on the planet, without exception, will tell you to "read the magazine first" before you get in touch. Many, many magazines put their writer's guidelines online. If they don't, you can usually read a few issues online to get a feel for the magazine's tone. You no longer have to waste postage begging for a copy of the magazine before you contact the editor or publisher. All you need to do is get online, go to your favorite search engine, and start digging.

If you're interested in a particular magazine or trade journal, simply to go your favorite search engine such as Google. Then type:

[the magazine name] +guidelines OR

[the magazine name] +"writer information"

For more general searches, try these phrases:

"editorial calendar"

"writer's guidelines"

"author's guidelines"

"contributor's guidelines"

"write for us"

"freelance writing markets"

"freelance markets"

"writing markets"

Yes, the quotation marks are important. They tell the search engine to find the entire phrase, as opposed to the individual words. You also might try derivatives of these searches, such as "writer guidelines" and "writers guidelines". Sometimes web sites or search engines aren't good at handling punctuation, such as apostrophes.

Armed with a little information, you can give publishers what they want. And in turn, they'll give you what you want: a byline! ]]></description>
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<title>Get Them Talking: Become the Freelance Writer Editors Love</title>
<link>http://www.populate.net/Writing/Article_Writing/get-them-talking-become-the-freelance-writer-editors-love.html</link>
<guid>http://www.populate.net/Writing/Article_Writing/get-them-talking-become-the-freelance-writer-editors-love.html</guid>
<pubDate>Tue, 13 Nov 2007 00:00:00 -0800</pubDate>
<description><![CDATA[ Many writers would prefer to hole up in their little garrets and write and write and write. They'd be happy to never talk to anyone again and live quietly alone with their writing.

Unfortunately in this picture, the writer starves to death.

The reality is that if you're smart, you will develop good relationships with editors. You will behave professionally, and never burn bridges. Writing assignments can build on one another. If you make editors happy with your clean, error-free prose that comes in on time, you will be unusual. In a world full of flakey freelancers, being competent makes you memorable.

Editors talk to other editors. If your work is good, other people in the publishing industry may notice or hear about your writing. The publishing business is often chaotic. Magazines and publishing companies get bought and sold all the time. It may seem like you're dealing with a big intimidating corporate behemoth, but even in the largest company, remember that writing assignments always come from people. Editors who like you may suddenly move to new publishing company. Odds are, they will tell their new colleagues about the "great writer" they worked with at their last place.

You want to be that "great writer!"

Remember that magazine editors are like everyone else. While waiting in line at the deli or espresso hut, they talk shop. It's really not unusual to get a referral because one editor talks to another editor at a different publication that happens to work in the same building or the same industry. Good news travels, and the result can be money in your pocket.

So get in the habit of keeping an up-to-date, organized contact list of every editor you write to or talk with. Check in periodically. Always take notes about when you called and what you discussed. It sounds elementary, and if you're shy (as many writers are), you'll need to overcome your discomfort enough to talk with the people who pay you.

While you are thinking about who you know, think about all those other writers you know as well. Good writers are often busy writers. Let all your writing buddies know that you'll take overflow work. Also tell them your specialties. Find out if you have skills they don't.

For example, the world of technical writing can involve many different software and writing skills. By working together everyone wins. For example, suppose you have experience using Quark XPress, which is somewhat unusual in the tech-writing world. If you work with another company that specializes in doing documentation in FrameMaker, they can outsource any projects that require Quark skills to you. They get to keep their client happy and you get some work. Best of all, after you become rich and famous, you can return the favor.

Remember that what goes around comes around. In the good karma category, as a writer, you provide information, so you may end up helping people you don't even know. This good will may come back to you later in the form of paying work. ]]></description>
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<title>Freelance Writers: To Make More Money, Keep Your Clients Happy</title>
<link>http://www.populate.net/Writing/Article_Writing/freelance-writers-to-make-more-money-keep-your-clients-happy.html</link>
<guid>http://www.populate.net/Writing/Article_Writing/freelance-writers-to-make-more-money-keep-your-clients-happy.html</guid>
<pubDate>Tue, 13 Nov 2007 00:00:00 -0800</pubDate>
<description><![CDATA[ As a freelance writer, your job is to create a product that your customers absolutely love. Once you're in business, you probably want to stay in business, so you can continue paying the bills, eating, and so forth. So here's a little secret to freelance writing success: it is easier, less time consuming, and less expensive to sell an existing customer than it is to dredge up a new one.

For a freelance writer that means you need to be more than just a good writer, you need to be a conscientious one. You need to be easy to communicate with and easy to find. Yes, find. You wouldn't believe how many people complain that their service provider (writer, graphic artist, whatever) has apparently disappeared off the face of the planet. So keep a client list with physical addresses and phone numbers. Don't just squirrel away a bunch of email addresses -- they can and do change all too quickly.

Always treat your writing like a business. It's amazing how many business-people fail to return phone messages and e-mail. You won't get work if you don't return phone calls. Publishing of any type is by its very nature a deadline-oriented world. Editors have no tolerance for those who waste their time.

Although editors always say it, the point can't be emphasized enough: you get more work when you meet deadlines and make an editor's life easier. Every editor has experienced the writer who procrastinates and then turns in drek. Don't be one of them!

Do a good job on every single project, no matter how small. Be sure to spell check everything you write, and get a real live human being to read your writings before you hand them in. The result will be happy editors who will be thrilled to give you more work over the years.

Many writers who are in it for the long haul keep clients for years. Trust is easily lost and much can change in the world over the course of many years. Do what you say you're going to do when you say you are going to do it. It sounds simple, but meeting deadlines is hard. Don't commit to any project you can't really do. Telling people what you think they want to hear can backfire badly in the long run.

Many writers would like to curl up with their keyboards and just write, but the reality is, to eat, you must tell the world you're in business. A big part of marketing is keeping your clients happy. With just a little effort, you too can be one of those dependable writers that editors turn to again and again. ]]></description>
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<title>Become a Specialist: Why Writers Must Niche Themselves</title>
<link>http://www.populate.net/Writing/Article_Writing/become-a-specialist-why-writers-must-niche-themselves.html</link>
<guid>http://www.populate.net/Writing/Article_Writing/become-a-specialist-why-writers-must-niche-themselves.html</guid>
<pubDate>Tue, 13 Nov 2007 00:00:00 -0800</pubDate>
<description><![CDATA[ If you've been a freelance writer for a while, you are probably adept at two or three types of writing. If you are a good advertising copywriter, you can probably also write good catalog copy and good promotional copy. A good short story writer can often write good human-interest features. Some good technical writers can also write good how-to articles and instructional manuals.

However, like the old adage says, just because you can do something, doesn't mean you should. We've all seen writer Web sites where the person is attempting to be all things to all people. In nine cases out of ten, these writers over-promote their expertise. It's common to see the same person claim to be an expert at newsletters, autoresponder sequences, advertising copy, feature articles, technical reports, how-to books, sales letters, Web site copy, and motivational stories.

The reality is that too much information just confuses your potential customer. Claiming to be good at everything smacks of hype (or desperation). Both turn publishers off. Editors who control the most lucrative assignments want to hire experts. Do they want to hire a political columnist to write a manual about project management software? No.

Selling more than one skill set in the same portfolio, on the same Web site, with the same brochure and business cards only works if you have a strong, established client base and more work than you can handle. Otherwise, it's professional suicide.

Choosing one, two, or even three specialties can be an agonizing process for some writers. But remember that professional specialists always command higher fees than generalists. It's in your own best interest to sell only what you do best.

On the Internet it is remarkably easy to promote yourself to multiple markets. Just use multiple Web sites. For example, you might have a central company site that explains your business and lists your customers. Then you might set up a second site that just focuses on your newsletter writing services. There you can focus just on your newsletter experience. If you're saying, "but I don't have a Web site" that's a problem. At this point, every working writer today absolutely must have at least one Web site. It's not just nice to have -- it's expected.

When you are trying to decide on a writing specialty, always be sure to play to your strengths and interests. For example, a writer on technical subjects needs to be good at using computers. You have to be the type of person who is willing to read all those user guides. If you can't install (much less use) the software you are supposed to review, or if it bores you, you can't write about it. No editor wants to hear complaints about how your computer "won't work today and I don't know why." You need to be good at figuring out software and learning how it "thinks" reasonably quickly.

Similarly, if your specialty is writing about gardening, you had better have a garden. If you can't sell anything, don't become a marketing copywriter. If you think shopping is boring, don't write catalog copy. That old saw about writing what you know is true.

Your enthusiasm, or lack of it, shows through in your writing. Always. People can tell if you are faking it, and you won't get any assignments if your writing isn't authentic.

The bottom line reality is, if you want to get published, accept the fact that there's just too much competition out there. Then stop competing in a dozen markets and choose a few. Instead of trying to get every assignment, you can focus on winning the ones you can write absolutely brilliantly. ]]></description>
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<title>Don't Leave Your Web Site Visitors Wondering Who You Are</title>
<link>http://www.populate.net/Internet_Marketing/Site_Promotion/don-t-leave-your-web-site-visitors-wondering-who-you-are.html</link>
<guid>http://www.populate.net/Internet_Marketing/Site_Promotion/don-t-leave-your-web-site-visitors-wondering-who-you-are.html</guid>
<pubDate>Tue, 13 Nov 2007 00:00:00 -0800</pubDate>
<description><![CDATA[ When you create goals for your business Web site, one of them needs to be to "tell people how to get in touch with us." It never ceases to amaze me how many Web sites omit this basic information. When you fail to include contact information on your Web site, not only are you leaving prospective customers in the dark, you're also probably missing out on a tremendous number of public relations and marketing opportunities.

For example, most companies send out media releases when something notable happens. They release a new product, host an event, or offer a new service, so they want the media to tell the world. The hope is that a reporter will write a glowing article and send customers to their doorstep.

For many years, I've been writing newsletters and product reviews that rely on press releases for information. Almost invariably, the first thing I do after reading a press release is visit the Web site. The information in the press release is incomplete, so I am forced to surf for answers. When that doesn't work, I email or call. Sometimes nothing works. So if you want to get mentioned in the press here are a few "inside" tips:

1. Return your phone calls and e-mails. If you want to reach the press, you have to let them reach you. (In my experience, giant companies with the largest PR staffs are the least responsive.)

2. Put your Web site address, contact information, and prices in the press release. Most magazines that do product reviews put the company name, address, phone, web site and pricing info at the end of the article. Don't make a writer spend ages trying to figure out how much your widget costs.

3. In your press release, use real words, not vague generalities or industry buzzwords. If you sell software, actually SAY it is software somewhere. A "solution" could be a lot of things. Maybe hardware, maybe software, maybe a garage door opener. You need to be as clear as possible about the basics.

4. Use a spell checker. A grammar checker would be nice too. Unintelligible press releases aren't picked up, no matter how wonderful the product.

A bad situation is made worse when a company Web site is also incomplete. Every business Web site should include phone, mailing address, and an email address or contact form. This contact information should be linked from the Home page or available on every page, such as in a footer. Don't make your contact information impossible to find.

Putting all your press releases online also makes it easy for writers to see what you've done in the past so they can get a better perspective on your company. If your product is interesting, bloggers and others might link to your press releases as well.

The bottom line is that if you own a business and want to be noticed, your Web site absolutely must make it easy for people to get in touch with you. ]]></description>
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<title>The First Step to a Great Web Site: Research</title>
<link>http://www.populate.net/Internet/Web_Design/the-first-step-to-a-great-web-site-research.html</link>
<guid>http://www.populate.net/Internet/Web_Design/the-first-step-to-a-great-web-site-research.html</guid>
<pubDate>Tue, 13 Nov 2007 00:00:00 -0800</pubDate>
<description><![CDATA[ Once you decide your business needs a Web site, you should do a little research to determine your own preferences. Online research is a good idea whether you create a Web site yourself or hire a developer because design is subjective. Realistically, you will probably end up looking at your Web site a lot, so it's best to try and figure out what you like and don't like.

Not everyone who has a Web site necessarily spends a lot of time online. After all, many people work in businesses that don't require much time at a computer. But surfing around, doing searches, and looking at Web sites forces you to find out what else is out there. Unlike many other advertising mediums, with the Internet you can easily look at what your competitors are doing with their marketing.

As you wander around the Web, study Web sites with a critical eye. Write down the Web address (URL) of each site and take notes with your answers to these questions.

    * Is the overall layout pleasing? What works and doesn't work?

    * Do you like or dislike the photos? Why?

    * Do you like or dislike the colors used in the site?

    * Does the navigation make sense?

    * Can you find information easily on the site?

    * Is the written content clear? Does the site do a good job of explaining what it's about? Can you read the text easily (is it too small or too large)? Do you like the fonts that are used?

Once you have a page of notes on other sites, you'll probably have a good feel for how you want your Web site to look and behave. And how you don't want it to look. What you don't like (and why) can be as important for your developer to know as what you do like.

You may discover that many sites in your business niche look particularly amateurish. In that case, you may need to explore sites in other industries to find sites you actually like. Conversely, you may find that every site in your niche offers high-end (read: expensive) tools. Banks have ended up in this situation, for example. Almost all banks now offer some type of online bill-paying service. Similarly, to remain competitive, many real estate sites now almost always have large database back-end systems for their listings.

Because people use the Internet to find information, think about the information you want to provide. With a new site, you have an opportunity to offer information that your competitors don't. Look for obvious holes in their coverage of your industry. These lapses are opportunities. Many people find Web sites through searches, so if you can write articles on topics that aren't covered by your competitors, people will find your site instead of theirs.

The old saying, nothing happens without a plan is true online too. After doing all this research, you will be able to formulate a good plan of action for your site. ]]></description>
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<title>Don't Alienate Your Audience: How Web Site Design Can Affect Your Profitability</title>
<link>http://www.populate.net/Internet/Web_Design/don-t-alienate-your-audience-how-web-site-design-can-affect-your-profitability.html</link>
<guid>http://www.populate.net/Internet/Web_Design/don-t-alienate-your-audience-how-web-site-design-can-affect-your-profitability.html</guid>
<pubDate>Tue, 13 Nov 2007 00:00:00 -0800</pubDate>
<description><![CDATA[ Between 50% and 60% of the people using the Internet today do not have high-speed broadband access. Yet many Web sites cater only to the 40% that do. Then they wonder why their sales figures are so poor. Although it's tempting to add every whiz-bang feature into a Web site, if you do, you are undoubtedly sacrificing profitability for "techno-appeal."

As the Internet has become more popular, more and more software applications have moved onto the Web. To give users an experience that rivals what they get from their PC software, browser vendors have had to give developers a way to program and extend the browser interface. A programming language called JavaScript is one popular tool for client-side (browser) scripting.

Unfortunately, every vendor implements the JavaScript language differently and defines the rules for manipulating the browser differently. This situation makes it extremely difficult to develop a rich user experience that works across browsers. As a result, you should be careful about adding features to your site that rely on JavaScript. For example, you should never use a script-based menu system as the only way for visitors to navigate your site. Search engine spiders cannot follow program code, so JavaScript menus essentially slam the door on the search engines.

If you think back on your own browsing experiences, can you remember a time when you got some kind of scripting error while navigating to a Web page? How did you feel about that site after you got the error? Would you want your visitors to have that feeling about your site?

The fact is a lot of scripting is totally unnecessary. Also, some browsers don't support it, and many people intentionally turn it off for security reasons. If you do use scripting, use it sparingly and be sure to test it on all the browsers you can.

Plug-ins are just as bad. For one thing, they require your visitors to download a program that will run on their system, and some people find that idea just plain scary. Spyware and other nasties have made people skittish about downloads, and for good reason.

For example, Flash is a commonly employed plug-in that requires a sizable download. Realistically, Flash animations are cool the first time you see them, boring the second time, and annoying every other time beyond that. Never, ever use a Flash animation as the only way for people to enter your site. It is like locking the front door of your business and requiring customers to get a key from somewhere down the street.

Use animations only when they make sense as part of the content, like for demonstrating how something moves. Frivolous animations of any kind are annoying to most people. If you are trying to read the content of a page, the last thing you want is a distracting graphic flashing in the periphery.

Use sound as you would use an animation: only when it supports the content. For example, if you sell duck calls, you could include a sample of what each one sounds like. But that sample should only play when the customer clicks a link requesting it. Do not under any circumstances force people to listen to music while surfing your site. There's a strong possibility most of them will hit the Back key and never return.

The bottom line is that you should think about your audience. Simplicity is not a bad thing. Some of the most popular sites on the Internet like CraigsList.com and Yahoo.com are simple and straightforward. Plus, they are usable by people surfing with any type of connection, even dial up. So the next time you ponder adding some "cool" new feature to your site, first ask yourself if it is going to add anything to the bottom line. ]]></description>
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<title>How to Write Compelling Web Site Content That Gets Read</title>
<link>http://www.populate.net/Internet/New_to_the_Internet/how-to-write-compelling-web-site-content-that-gets-read.html</link>
<guid>http://www.populate.net/Internet/New_to_the_Internet/how-to-write-compelling-web-site-content-that-gets-read.html</guid>
<pubDate>Tue, 13 Nov 2007 00:00:00 -0800</pubDate>
<description><![CDATA[ Figuring out what to say on your Web site can be a challenge. For many business owners, talking about themselves is difficult. However, coming up with good Web content is easy if you keep your customer and the search engines in mind. Whether you write the text for the Web site yourself or hand off notes to a writer, you need to think about who will visit your site and how they get there.

As an exercise, write down the three types of people most likely to visit your site. Include their age, gender, occupation, and anything else you can think of relating to their needs, desires, likes, dislikes and so forth. For example, suppose you own a dental clinic. Maybe you offer relaxing music and specialize in trying to make the dental experience less traumatic for those who hate the dreaded drill. Visualize your best customer and then write the text as if you were talking to him in person.

If you write your text as if you are talking to one individual person (i.e. your ideal customer), the verbiage will naturally focus on the customer's needs and interests. Always use the second person (you) on your Web site. Your visitor doesn't care about your company; he cares about himself. Avoid talking about your company and the various features of your widget. Instead talk about what your products and services can do for the customer. For example, don't talk about the specifics of the high-end dental drill you just bought. Talk about how when a client visits your office, he can enjoy better health and look better without experiencing any fear or pain.

When people are searching for anything online, they are always asking "what's in it for me" (WIIFM), so your copy needs to focus on their needs. Links are another way you can engage people. For example, instead of standard link that says "Widget Installation Video," add some action with a verb, such as "Watch a 5-minute video that shows how easy it is to install your new Widget."

When writing your text, you also should consider how people might search for your company online. When someone goes to Google, what string of words might he or she type into the search box? For example, if you are a new resident of Tikaville, Idaho looking for a dentist, you might type in: Tikaville Idaho dentist. In your Web copy, you should include those search terms. Search engines also place special emphasis on headings and the title of the page, so you should include potential search phrases in those key areas.

In the end, however, you should not write your page for the search engines. Write your text for human beings, since they are the ones who will decide to use your products and services (or not). When you write clear, compelling text that explains what your business can do for customers, it's almost always good content for search engines as well. Keep your sentences short and break up text with lots of headlines, and you'll be rewarded with a Web site that nets you both compliments and more business. ]]></description>
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