Whether online or offline, when your marketing materials aren’t generating the results you’d hoped for, take a closer look at them. Sit down and read your copy carefully because it’s possible you’re making one (or several) of these 4 common copywriting mistakes.
 
Mistake #1. You’ve written copy that starts with the product instead of with the prospect. Customers don’t buy products, they buy what the products do for them (i.e. benefits).
 
DO: Begin with the concerns of your reader. Tell him/her “what’s in it for me?” As a writer, create a picture in your mind of your ideal customer – their lifestyle, their wants/needs, their pains or frustrations. Then, identify with your customer, put yourself in his or her shoes and write.
 
Mistake #2. Where’s the big idea? The mistake is the absence of a big idea also known as a unique selling proposition (USP). Direct marketing pro Bob Stone says that people respond to any given proposition for one of 2 reasons: to gain something they do not have or to avoid losing something they now possess.
 
DO: Write about something specific or inherent to your product (i.e its unique difference). Do your best to express the big idea in a single sentence. For instance, “Speak Spanish Like a Diplomat” (created by colleague Don Hauptman for a set of language tapes)
 
Mistake #3. The sin of superficiality or not digging deeply enough. You copy is lacking in details.
 
DO: Tempt your audience or tease them.. What are your prospect’s biggest fears (i.e. the desire to avoid loss) or opportunities he perceives he’ll gain (i.e. the desire to gain something)?
 
Mistake #4. The lack of social proof. You don’t establish a sense of trust so there’s no incentive to read further.
 
DO: Use tools that increase your credibility. Be sure copy is anchored in reality, human interest (i.e. testimonials, real life incidents), mention actual events, give results, etc.
 
5. Burying your strongest selling point.

DO: Start with your strongest selling point.
 
So go ahead and re-read your marketing copy. Are you making any of the aforementioned mistakes? If so, give your content “new life” by following one or all of the 4 tips suggested above. Then, let me know how it goes by entering your comments below. Or, if you’d like a 20 minute complimentary one-on-one consultation, submit the Contact Form on my Web site for The Write Direction (in addition to being a Realtor-Associate, I'm a professional copywriter) and we’ll schedule a call. I’d love to hear from you.

Thanks and have a great day.

Debra A. Jason, RA, ABR

When paradise is calling you, call me!

Na Pali Properties, Inc.

Conveniently located on the highway in the heart of Hanalei.

The terms “know, like and trust,” are on the tips of many marketers tongues. And rightly so. Customers want to know, like, and trust you before they do business with you.

Well, guess what? The search engines want to trust you too.

As digital strategist Don Schindler put it, “The search engine algorithms are based on “trust” and search engine language. They want to trust your web site, they want to trust that what you say you are is what you really are. They want to trust your relevance on the subject the searcher cares about. . . . When it comes to trust – the age of your site is important as well.”

When writing or speaking about the relevancy of Web sites, I’ve always advised business professionals that the longevity of their site is important. After all, if your site has been around a long time it’s an indication that yours is a viable, credible business, not a “fly-by-night” operation that is here today & gone tomorrow.

“If the URL is new to search engines, it is not trusted as much,” Schindler continues. “If it is older and has had content on it for a long time, then the search engines trust the site more than new. . . Old content does not help drive SEO unless it is very meaningful to the audience.”

Meaningful is important here. Meaningful equals relevancy.

Relevancy has always been a key for achieving better rankings in the search engines. Of course, with algorithms changing all the time, no one really knows how each of the search engines work. However, some of the basics regarding your content have remained the same and are worth repeating.

For your Web site to be considered relevant, incorporate these 4 basic tips on your Web site:

1. Remember, content is king. Be sure your copywriter incorporates keywords phrases into your page content. So, if your keyword phrase is “cowboy boots,” a photo of cowboy boots is not enough. The phrase should be in your actual page content (i.e. headlines, subheads, paragraphs, etc.). I still get queries from site owners who are puzzled as to why their site doesn’t rank well. They tell me a few of their keyword phrases and I visit their site only to find that those keywords are no where to be found within their actual page content. TIP: Don’t “stuff” your content with keywords. Write so it makes sense without overdoing it.

2. Don’t forget your page title. Many Web developers/designers forget this step. They design a lovely site, but when you view the page title it may say “untitled” or just your company name. It’s also possible that every page title is the same. The page title (different than the headline) is a prime piece of keyword real estate. Be sure to incorporate keywords here. And, don’t use the same title on every page. Use descriptive titles for different pages. The keyword phrases used in your Web copy should match those used in your titles – that’s what makes them relevant.

3. Use keywords in the meta description. When your site shows up on the search engines, the description is what prospects see. It’s what encourages them to click on your link and visit your site. As with your page titles, each page can have a unique description as well.

4. Search engines don’t read images, they read content. When using images, don’t forget a descriptive, keyword enhanced alt tag (in the HTML code) that describes it.

There are many more tips to be covered for search engine optimization – from maximizing external links to incorporating social media. However, as a copywriter, for the purpose of this post, I’m sticking to what I know best and that’s writing keyword enhanced copy.

Take a quick review of your Web site and each of its pages. Are you covering the basics? Let me know in the comment section below. I’d love to hear from you.

For those seeking real estate on Kauai and those particularly interested in REO (real estate owned by the bank) foreclosure properties for sale, here's a sampling of what appears on Kauai's MLS (multiple listing service) for single-family homes on March 10, 2011:

MLS# 242607 Days on Market=35 $296,336 4738 Hokuloa Place Land area=6,502 sqft Living space=864SF 3bed/1bath

MLS# 242966 DOM=22 $344,900 33690 Puakenikeni St 10,019 sqff of land 2,408SF living space, 3bed/2.5bath

MLS# 241033 DOM=91 $784,600 Kekaha Sunset Fourteen #B 10,000 sqft land, 2,300SF living space, 3/2

MLS# 241413 DOM=80 $452,900 3580 Waha Rd. 8,050 sqft land, 1,520SF living space, 5/4.00

MLS# 243158 DOM=14 $445,000 4664 Kua Rd. 7,968 sqft land, 1,853SF living space, 3/2.00

MLS# 243535 DOM=2 $585,000 4006 Koloa Rd. 17,888 sqft land, 2,069SF living space, 3/3.00

MLS# 241826 DOM=54 $515,000 3391 Unahe St., #B 6,428 sqft land, 3,072SF living space, 4/4.00

MLS# 237572 DOM=122 FS $418,178 03-3516 Kuhio Hwy 31,630 sqft land, 1,425SF living space, 3/2.00

MLS# 241227 DOM=32 $279,000 4808 Pelehu Rd. 12,894 sqft land, 596SF living space, 1/1.00

MLS# 243518 DOM=3 $3,500,000 7 East Waiakalua #71 2.88 acres land, 8,620SF living space, 4/9

MLS# 242709 DOM=27 $338,500 6391 Puupilo Rd. #1 11,020 sqft land, 1,104SF living space, 3/2.5

MLS# 242315 DOM=45 $425,000 5587-A Kawaihau Rd. 7,593 sqft land, 2,467SF living space, 2/3

MLS# 242026 51 FS $1,200,000 6050 Halaulani Place. 2.05 acres land, 2,724SF living space, 3/3 full 2 half baths

This information has been supplied by third parties and has not been independently verified by Hawaii Information Service and is, therefore, not guaranteed.

If you'd like to search these properties on Kauai's MLS (Multiple Listing Service) click here and enter the MLS # into the search box at the top of the page.

Mahalo & have a great day

Debra A. Jason, RA, ABR
When paradise is calling you, call me!

(808) 826 1846 cell: (808) 635 8031

http://kauaihawaii-realestate.com

Na Pali Properties, Inc. - conveniently located on the highway in the heart of Hanalei,

Last month I wrote about e-mail “use” versus “abuse.” I referred mostly to those unsolicited e-mails we all get – the ones that we get several times a day, within 15-20 minutes of one another, that (thankfully) end up in our Spam folders.

However, after posting that blog I started noticing the now growing numbers of e-mails I’m receiving from those marketers whose e-mail lists I did opt-in to receive.

The original opt-in was to receive a free report – something I, like many online marketers, also offer on my marketing Web site (I'm also a professional copywriter). The first e-mail thanked me and told me how to download my complimentary report. Then, in a few cases, an e-mail follow up arrived that asked how I liked the report. A nice touch, I thought. It wasn’t long after, that things changed….

The tone of the e-mail messages, while still friendly, are now very sales-oriented. I’m receiving e-mails from these marketers 3-4 times a week and, in some cases, daily.

Now, perhaps if their messages provided new tips and pointers, I’d be okay with it, but they’re not. Most of them are a multitude of sales pitches. Some of these pitches even claim how they’re not pitching me – they want to teach me how to sell myself without the “hard sell” – “to be genuine,” they say. I chuckle when I read them. “Debra, there’s still time to sign up for the seminar…” “I have a new model that will make me and you more money than what you were doing before . . .” “Purchase the replay …” (the replay was supposed to be free!).

Have you seen these in your inbox too? You know what I’m talking about. How many of you have signed up for a report, received it and then, watched your inbox fill up with more messages from that same marketer several times a week? Are you still on that e-mail list?

Look, I understand, business isn’t just about helping others, it’s about making a profit. We all have bills to pay. However, when a prospect opts-in to your e-mail list, please don’t start bombarding them with your sales pitch 3-4 times a week. It won’t be long before they opt-out.

Do you agree? What’s been your experience? I look forward to hearing from you.

Debra A. Jason, RA, ABR
When paradise is calling you, call me!

(808) 826 1846, cell: (808) 635 8031

Na Pali Properties, Inc. - Conveniently located on the highway in the heart of Hanalei

http://kauaihawaii-realestate.com

Last week, I decided to do a little experiment. I started watching my inbox more closely. Actually, I should say I started watching my "spam" folder. It started when I opened my inbox first thing in the morning and noticed that messages were pouring in repeatedly from the same company.

I randomly picked three of the senders and tracked how often they contacted me. Keep in mind, these were e-mail lists I have never opted in to. So, right off the bat these marketers were contacting me blindly and hoping that I'd "bite at their bait." Needless to say, they weren't successful.

Too many too often.

The first company I watched, starting sending messages at 2:10am. Then, they sent a message every 25 - 40 minutes for the next two hours. After that, a few more arrived about an hour apart until 8:25am. For approximately six hours, I received messages asking me to sign up for their credit card and that was just on Monday. On Tuesday, they started up again. This time they started a little later, 3:25am. Again every 25 minutes another message came through until approximately 5:30am.

Remember, this was a credit card I never inquired or cared about. Every day that followed throughout the week, there were inevitably more messages from them. While they were fewer in number, they were still coming. Didn't they get the idea that I wasn't interested?

Basically the same scenario happened with the other 2 companies I targeted. One insisted my "candidacy had been approved" for their prestigious business directory. However, I never applied for their directory, never filled out a form, never asked to hear from them. Each day, they sent me 1/2 dozen messages between 4:30 and 11:00am. A few more would make their way into my spam folder throughout the day and the process repeated daily.

Messages Targeted to the Wrong Audience at the Wrong Time

Finally, the third company started out with a bang like the others. But get this, they sent me messages 1) about coffee (and I don't drink coffee) and 2) they talked about "turning up the holiday cheer this holiday season." Excuse me, but last I checked, the holidays were over or didn't anyone tell them that?

Not included among the three companies I watched, were the ongoing messages about gym memberships, LASIK, Viagara, auto insurance, home warranties, electronic cigarettes, credit checks and an endless list of others. I'm sure, much to your chagrin, you've seen them in your inbox as well.

What's the best practice for sending e-mail? During a recent Facebook event, branding specialist Annemarie Cross asked me a similar question. My reply was that it depends on not only who you're e-mailing, but what you're sending them. I send out my real estate marketing newsletter every quarter. That's right - every quarter, not every week or even every month. I have discovered that these days everyone is feeling barraged with e-mails - even the ones they've asked for. Therefore, they're not only more selective about which lists they opt in to, but just how often they receive messages. The guideline I use is to send messages when you have something of value to share - value being the keyword here.

You definitely don't want to abuse e-mail like the culprits I outlined above. I mean really, is there any reason to send an e-mail out every 25 minutes to the same person - especially when they didn't opt in? Even when they have opted in, you risk a high opt out rate when your messages show up ad nauseum.

There's a delicate balance between using and abusing e-mail as a marketing tool. Don't be like the marketers I highlighted above (i.e. sending not only unsolicited e-mails, but far too many of them). Instead, show integrity in your marketing. Provide your readers with information that's beneficial to them. When you or your copywriter are writing your messages, include content that piques readers' interest and makes them feel your message was worth receiving.

Not only will you build credibility, you'll gain a reputation as an expert they admire and trust. And, they'll continue to welcome your e-mail messages when they arrive in their inbox.

Several oceanfront homes have been on the market along Kauai’s popular north shore anywhere from 1 to 1039 days. Between Hanalei and Haena, about 10 homes are now on the market.

The north shore is favored by many for its lush hillsides and beautiful beaches. However, there’s only so much oceanfront and now is a good time to take a look at what’s around. Here’s some info on the latest listings currently on the Kauai Multiple Listing Service:

MLS # 207311: 7 beds/5 baths, 3,102 SF of living space on approx. 9,100 SF of land. Asking price $2,900,000 DOM (days on market) = 1039

MLS #236161: 2 beds/1 bath, approx. 2016 SF of living space on approx. 6251 SF of land. Asking price $1,285,000 DOM = 180

MLS #219555: 4 beds/4 baths, approx. 2106 SF of living space on approx. 11,950 SF of land. Asking price $2,499,000 DOM = 717

MLS #218590: 2 beds/2 baths, approx. 2784 SF of living space on approx. 13,731 SF of land. Asking price $3,625,000 DOM = 747

MLS #233008: 3 beds/3.5 baths, approx. 2500 SF of living space on approx. 17,048 SF of land. Asking price $5,225,000 DOM = 280

MLS #237782: 3 beds/2 baths, approx. 1134 SF of living space on approx. 19,221 SF of land. Asking price $2,995,000 DOM = 130

MLS #240992: 3 beds/2baths, approx. 2328 SF of living space on approx. 27,205 SF of land. Asking price $6,250,000 DOM = 12

MLS #230220: 4 beds/4.5 baths, approx. 2512 SF of living space on approx. 1.91 acres of land. Asking price $8,750,000 DOM = 1

MLS #223871: 5 beds/5 baths, approx. 3620 SF of living space on approx. 1.55 acres of land. Asking price $9,700,000 DOM = 554

[This information has been supplied by third parties and has not been independently verified by Hawaii Information Service and is, therefore, not guaranteed]

If you'd like to search these properties on Kauai's MLS (Multiple Listing Service) click here and enter the MLS # into the search box at the top of the page.

When paradise is calling you, call me!

Mahalo & have a beautiful holiday season.

Debra

Debra A. Jason, RA, ABR

(808) 826 1846 cell: (808) 635 8031

Located on the highway in the heart of Hanalei - Na Pali Properties, Inc.

http://kauaihawaii-realestate.com

http://twitter.com/kauaihirealtor

Despite many a heavy heart, it was a beautiful day on the Garden Island as an estimated 6,500 people gathered along the beach at Hanalei Bay.

Everyone was there to pay tribute to their hometown hero, Andy Irons. The Kauai-born 3x world champion surfer passed on Nov. 2, 2010 on his way home to Kauai.

One amazing thing I've discovered about the people on Kauai is that they rally in times of need. When someone experiences a tragedy here, the community comes to their aid, helping in any way they can. It was evident in the weeks that followed Andy's passing.

Local residents showed their love by painting surfboards with messages of support. The road was lined with them along with signs and flowers. A huge collage of photos (see below) displayed childhood images, surf competitions, wedding pics and more. It was awesome and emotional to gaze upon.

On Sunday after an opening prayer by Kelvin Ho, numerous waves of surfers paddled out on the crystal blue ocean to the boat that held Andy's brother Bruce, wife Lindie and parents Danielle & Phil. A helicopter dropped hundreds of flowers toward the water below as his ashes were poured into the Pacific - his home away from home.

While I didn't know Andy personally, I do know that he touched many lives around the world. Many of his surf buddies came to Kauai for the memorial and each shed tears as they spoke of their respect and admiration for him. Kauai's keiki looked up to him as a role model and he was always available to those who approached him. "His spirit will live on . . . He's done so much in such a short period of time, lived life to the fullest," said Myles Padaca, 2001 Triple Crown of Surfing champion.

His life was a blessing and his memory, a treasure. His spirit and enthusiasm for his sport & his ohana will live on forever, especially on the island of Kauai and along the north shore he called home. "Andy had the soul of gold. He's what you call a genuine person. . . He's just one of those people that you call a legend and will never be forgotten," said pro surfer Makua Rothman of Sunset Beach.

Andy, you will be missed in the hearts and souls of admirers around the world.

Rest in peace.

Debra

Debra A. Jason, RA

Na Pali Properties, Inc.

(808) 826 1846, cell: (808) 635 8031

Several oceanfront homes have been on the market along Kauai's popular north shore anywhere from 66 to 683 days. Between Hanalei and Haena, the north shore is favored by many for its lush hillsides and beautiful beaches.

However, there's only so much oceanfront and now is a good time to take a look at what's around. Here's some info on the latest listings currently on the Kauai Multiple Listing Service:

MLS #234514: 3 homes (9 beds/6 baths) on approx. 1.76 acres. Two of the homes are oceanfront and one is ocean view. Asking price was $8,950,000, reduced ro $8,490,000 in Haena. Days on market (DOM) = 161

MLS #236142: 3 beds/3.5 baths, 3800 SF of living space on approx. 29,596 SF of land in Hanalei. Asking price $9,500,000. DOM = 117

MLS #236161: 2 beds/1 bath, approx. 2016 SF of living space on approx. 6251 SF of land. Asking price $1,285,000 DOM = 116

MLS #219555: 4 beds/4 baths, approx. 2106 SF of living space on approx. 11,950 SF of land. Asking price $2,499,000 DOM = 653

MLS #218590: 2 beds/2 baths, approx. 2784 SF of living space on approx. 13,731 SF of land. Asking price $3,625,000 DOM = 683

MLS #233008: 3 beds/3.5 baths, approx. 2500 SF of living space on approx. 17048 SF of land. Asking price $5,225,000 DOM = 216

MLS #237782: 3 beds/2 baths, approx. 1,134 SF of living space on approx. 19,221 SF of land. Asking price $3,500,000 DOM = 66

MLS #223871: 5 beds/5 baths, approx. 3620 SF of living space on approx. 1.55 acres of land. Asking price $9,700,000 DOM = 490

[This information has been supplied by third parties and has not been independently verified by Hawaii Information Service and is, therefore, not guaranteed]

If you'd like to search these properties on Kauai's MLS (Multiple Listing Service) click here and enter the MLS # into the search box at the top of the page.

When paradise is calling you, call me!

Mahalo & have a great day.

Debra

Debra A. Jason, RA, ABR

(808) 826 1846, cell: (808) 635 8031

Located on the highway in the heart of Hanalei - Na Pali Properties, Inc.

http://kauaihawaii-realestate.com

http://twitter.com/kauaihirealtor

Several oceanfront homes have been on the market along Kauai’s popular north shore anywhere from 48 to 665 days. Between Hanalei and Haena, about a dozen homes are now on the market. The north shore is favored by many for its lush hillsides and beautiful beaches.

However, there’s only so much oceanfront and now is a good time to take a look at what’s around. Here’s some info on the latest listings currently on the Kauai Multiple Listing Service:

MLS #234514: 3 homes (9 beds/6 baths) on approx. 1.76 acres Asking price $8,950,000 in Haena. Days on market (DOM) = 143

MLS #236142: 3 beds/3.5 baths, 3800 SF of living space on approx. 29,596 SF of land in Hanalei. Asking price $9,500,000. DOM = 99

MLS #220831: 4 beds/4 baths, approx. 3807 SF of living space on approx. 1.11 acres in Hanalei. Asking price $9,900,000 DOM = 590

MLS #236161: 2 beds/1 bath, approx. 2016 SF of living space on approx. 6251 SF of land. Asking price $1,285,000 DOM = 98

MLS #219555: 4 beds/4 baths, approx. 2106 SF of living space on approx. 11,950 SF of land. Asking price $2,499,000 DOM = 635

MLS #218590: 2 beds/2 baths, approx. 2784 SF of living space on approx. 13,731 SF of land. Asking price $3,625,000 DOM = 665

MLS #233008: 3 beds/3.5 baths, approx. 2500 SF of living space on approx. 17048 SF of land. Asking price $5,225,000 DOM = 198

MLS #219016: 2 homes (5 beds/3 baths), approx. 4500 SF of living space on approx. 1.01 acres of land. Asking price $6,000,000 DOM = 414

MLS #237782: 3 beds/2 baths, approx. 1,134 SF of living space on approx. 19,221 SF of land. Asking price $3,500,000 DOM = 48

MLS #223871: 5 beds/5 baths, approx. 3620 SF of living space on approx. 1.55 acres of land. Asking price $9,700,000 DOM = 472

[This information has been supplied by third parties and has not been independently verified by Hawaii Information Service and is, therefore, not guaranteed]

If you'd like to search these properties on Kauai's MLS (Multiple Listing Service) click here and enter the MLS # into the search box at the top of the page.

When paradise is calling you, call me!

Mahalo & have a great day.

Debra

Debra A. Jason, RA, ABR

(808) 826 1846, cell: (808) 635 8031

Located on the highway in the heart of Hanalei - Na Pali Properties, Inc.

http://kauaihawaii-realestate.com

http://twitter.com/kauaihirealtor

Happy Labor Day! Hard to believe that the summer has flown by (well, technically summer isn't over yet - we have until Sept. 22nd).

There are still several oceanfront homes on the market along Kauai's fabulous north shore between Hanalei & Haena. They have been on the market anywhere from 24 to 933 days. The north shore is favored by many for its lush hillsides and beautiful beaches. However, there’s only so much oceanfront and now is a good time to take a look at what’s around.

Here is some info on the latest listings currently on the Kauai Multiple Listing Service as of 9/6/10:

MLS #234514: 3 homes (9 beds/6 baths) on approx. 1.76 acres Asking price $8,950,000 in Haena. Days on market (DOM) = 119.

MLS #236142: 3 beds/3.5 baths, 3800 SF of living space on approx. 29,596 SF of land in Hanalei. Asking price $9,500,000. DOM = 75

MLS #220831: 4 beds/4 baths, approx. 3807 SF of living space on approx. 1.11 acres in Hanalei. Asking price $9,900,000 DOM = 566

MLS #236161: 2 beds/1 bath, approx. 2016 SF of living space on approx. 6251 SF of land. Asking price $1,285,000 DOM = 74

MLS #219555: 4 beds/4 baths, approx. 2106 SF of living space on approx. 11,950 SF of land. Asking price $2,499,000 DOM = 611

MLS #207311: 7 beds/5 baths, approx. 3102 SF of living space on approx. 9,100 SF of land. Asking price $2,900,000 DOM = 933

MLS #218590: 2 beds/2 baths, approx. 2784 SF of living space on approx. 13,731 SF of land. Asking price $3,625,000 DOM = 641

MLS #233008: 3 beds/3.5 baths, approx. 2500 SF of living space on approx. 17048 SF of land. Asking price $5,225,000 DOM = 174

MLS #219016: 2 homes (5 beds/3 baths), approx. 4500 SF of living space on approx. 1.01 acres of land. Asking price $6,000,000 DOM = 390

MLS #237782: 3 beds/2 baths, approx. 1134 SF of living space on approx. 19,221 SF of land. Asking price $3,795,000 DOM = 24

MLS #223871: 5 beds/5 baths, approx. 3620 SF of living space on approx. 1.55 acres of land. Asking price $9,700,000 DOM = 448

[This information has been supplied by third parties and has not been independently verified by Hawaii Information Service and is, therefore, not guaranteed]

If you'd like to search these properties on Kauai's MLS (Multiple Listing Service) click here and enter the MLS # into the search box at the top of the page.

When paradise is calling you, call me!

Mahalo & have a great day.

Debra

Debra A. Jason, RA, ABR

(808) 826 1846, cell: (808) 635 8031

http://www.kauaihawaii-realestate.com

http://twitter.com/kauaihirealtor

Located on the highway in the heart of Hanalei - Na Pali Properties, Inc.