| Introduction
Page 9
Writers
Can be Powerful
How many
writers bask daily in the dull light of florescent bulbs never feeling
they have the power to contribute to a company’s bottom line?
Technical writers, spec writers and press writers push out more
material that may never actually be read by anyone. What a waste
of time, energy and money. These documents can be optimized or summaries
can be generated that allow not only humans to find and read them,
but will allow them to actually be found via Yahoo, Google, MSN,
AOL, Netscape --- the most popular search engines and directories.
All we
hear business people talk about today is return on investment, bottom
line results and cost efficiencies. Well, now you have a chance
as a writer to actually generate revenue and produce profit and
even help negate layoffs. You can worry less too, about the cost
of print production because there is no print cost or expensive
advertising rates.
Using the
Web and the search engines, you can lead customers to the site and
even “convert” them. This is the only proselytizing
the new generation of online shoppers and Web site visitors will
know about.
This book
is a collection of techniques to make your copywriting as accessible
to interested readers and customer prospects as possible. Search
engine writing is about getting your work read.
However,
a promotional writer’s job is to help create sales and extend
the brand’s presence in the marketplace. Good search engine
optimized writing should also generate interest, inform and move
the customer to action. There is some good material here on interactive
writing, writing that gets readers involved and makes them feel
yours is a company is in tune with their personality and needs.
That is good branding.
The
Internet era is an incredible time when writers are not just entertainers
and informers, but facilitators of business. The Internet continues
to be a text driven medium and the power of language has never had
such a powerful voice. It’s a wild, ever-changing medium however,
with millions of documents disappearing and new ones appearing to
take their place every day. With billions of documents available,
it is a select few which get all the eyeballs. That’s because
all the rest are just too hard to find. Enter search engines.
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