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Your Reader Is Important
By Sally Ormond of Briar Copywriting
It's true, your reader is the most important person in your life. When using the internet to market your business, never lose sight of that fact. Unfortuntaley there is a large number of people who have completely forgotten or never knew it in the first place. Because search engine optimisation is such a hot topic, many business owners are focusing the content of their websites on the search engine spiders. They cram every inch of their copy with their keywords until it resembles a foreign language no one has actually discovered yet. Even if they achieve good rankings, no one is ever going to buy from them because they won't have a clue about what they are trying to sell. "Oh well, rankings are far more important. Our contact details are on the website, they'll phone if there's anything they don't understand." Oh no they won't! Why should they? If you can't be bothered to write something that is useful to them why should they waste money by phoning you? At times I dispare at the web copy I see. There was one in particular from a company claiming to be SEO copywriters. Within a single paragraph of about 250 words, they'd managed to repeat 'search engine optimisation' 17 times! Argh!!! Let me spell something out to you - especially if you still have your head firmly in the ground over the SEO issue - search engine spiders don't have pockets. If they don't have pockets, they don't have wallets. If they don't have wallets, they aren't going to buy! Your reader is the person ready to buy so tell them what they want to hear. Tell them how your product will benefit them; talk to them directly. Make your copy engaging, interesting and relevant. If all that seems beyond you, invest in a copywriter who actually understands SEO and can create copy that is centred on your reader. Knowing where to put your keywords is the key to great copy, not the number of times they appear. Yes, it will cost you some money, but think of the long term benefits. Great rankings, happy customers and a healthy balance sheet.
Sally Ormond is an international copywriter. She has been writing commercially since 2007 with her company Briar Copywriting Ltd.
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Amen, Sally, Amen. The readers are everything.
The copyright for this content entitled "Your Reader Is Important" has been specified by the contributor as:
Creative Commons Attribution-Share Alike 3.0
Details 
This content may be copied, distributed, and modified, as long as a) the original author is acknowledged with a link back to the content page, and b) if the work is modified, the result is distributed with this same license.
If you use this content according to the license specified, you must link to the following URL:
http://sallyormond.qondio.com/
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