Transcript of Episode 4 - The Susanna Hutcheson Power Marketing Show

Podcast script for: Episode [ 4]

 

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Opening monologue:Welcome to The Susanna Hutcheson Power Marketing Show, brought to you by Power Communications, the #1 online copywriting service. I am Susanna Hutcheson and I’ll bring you tips, pearls of wisdom and techniques to increase your income by using unique methods of advertising and marketing. Join me each week to discover tricks of the trade that will help you develop your business and your brand. It’s never been easier to get a real education in professional marketing. This is truly a learning experience you won’t find anywhere else!

 

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Program Script: This week I want to discuss a way for you to become an expert in your field in the eyes of prospects. If you sell a product or offer a service, you are --- or should be --- an expert in at least that one area. When you show that expertise and gain a loyal following, you begin to get your name around. You get mentioned in forums. You get lots of links to your Web site. That, in turn, gives you a higher Google ranking --- and, of course, a higher ranking in all the search engines. There’s one sure-fire way to do this. And I’ll tell you all about it after you listen to this.

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OK. As promised, I want to talk with you about a sure-fire method to be the go-to person in your field and to get your share of new business. To tell you about this method, let me tell you how I started out on the Internet and how I grew my business into a very profitable venture using the method I’m talking about.

 

I started developing my online business in 1992. At that time, there was no Internet as we know it today. There was no browser. There were no domain names because there were no Web sites. We had bulletin boards and a choice of AOL or CompuServe. I chose CompuServe because the more professional people used it at the time. The novices used AOL.

 

I hung out in a couple different forums. One was the journalism forum. I met a ton of wonderful people in that forum. Many are quite famous and delightful people. One man I met turned out to be my mentor and dear friend, Cecil Hoge, Sr. Cecil was a big man in advertising in New York back in an earlier day. He was older than me and very experienced and very successful.

One day, out of the blue, Cecil phoned me. He introduced himself and said he just had a book published by McMillon. The book was called The Electronic Marketing Manual. Cecil was interested in me. Why? He had read a number of articles that I wrote and put in the library of several forums, including the Journalism forum.

 

He liked my writing and asked if I was making any money from the articles. I told him that I wasn’t.

 

He suggested that I keep writing articles and putting a block of advertising at the end of each one. That information would provide my name and briefly describe my service. Of course, it would also include my phone number. As

 

I said, we didn’t have Web sites then so that wasn’t even an option.

I started doing as Cecil suggested. After all, who better to advise me than this multi-millionaire ad guy.

 

Long story short – I started getting email and phone calls and getting projects. My business evolved from there. I became well-known all over the Internet. People began to know that I could be trusted and that I provided a great service that they could depend on.

 

Well, you have it easier than I did. You have a full-featured online environment in which to build your business and grow and prosper. But one thing has not changed --- writing articles is the major way to be the go-to guy or gal. It’s the hottest and quickest way to get new business.

 

The articles I wrote those many years ago are still all over the Web. I also try and write others and distribute them and make them available on my Web site for others to use on their own sites.

 

If you will start now to research and write just two articles each month, you will find yourself becoming the go-to person in your niche. Is it easy? No. It really does take work. Writing is hard work. Research is even tougher. What you write and how you write it must be good and it must be as professional as you can make it. Why? Because there are lots of really good writers online and they have articles all over the place. You’re competiting with many of them. But, here’s the good thing --- you’re only competiting with those in your niche. So that narrows it down considerably.

 

What sort of article should you write and how long should it be? The answer is simple. You should write an article that will be of value to the readers. You should target the article to the same people who would be good prospects for your service or product. But don’t give away any trade secrets. Just write enough to give value but not enough to take business away from yourself.

 

As to the length, keep it to around 700 words or so if you can. People will read a lot if it’s something that interests them. But, people don’t like to read.

 

And they absorb their information in bites. Unfortunately, because they do that, they often don’t understand what you’ve said. So write on a sixth grade level. Use short sentences balanced with a few longer ones. It’s not that people are not smart or educated. It’s just that many had poor educations and others have trouble reading. Still others are rushed. Their minds are hard to penetrate. We in advertising find this to be a major obstacle to getting our messages read and understood.

 

Let me summarize. If you have a product or service that you want to promote in a unique and effective way, write articles on a regular basis. Put them on your site. Submit them to syndicates.

 

If you sell flower arrangements, write articles about different flowers and their meaning. Write an article about when to send what type of flower or arrangement. Write an article about the etiquette of sending flowers. That sort of thing. Prove that you know and understand your business. Inform the reader. Give him valuable information that he can use immediately. Give him an ah=hu moment. She’ll begin to look to you for more information on the subject of interest and will contact you when he or she has a need for the type of service or product you provide.

 

Try it. I think you’ll find it will work well. It will get your name out there and bring you lots of business going forward.

 

Closing:

Thank you for listening to today’s podcast. Don’t forget to visit my main web site powerwriting dot com. My blog is susanna hutches on dot com. You can email me at powerwriter at powerwriting.com. And stop by my site and take the short survey. Tell me what you think of the podcast. Go to powerwriting dot com/podcast.html. You can also listen to any episode of the show right on my site.

 

In the next show, I’ll cover another exciting way for you to increase your income. And remember, always push yourself to the next level. If you don't, you'll never know how far you can go. See you next time!

 

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