The truth about web content is that you have unfathomable potential to create, destroy, and recreate whatever and whenever you want.

I can always tell when my new clients hail from the corporate world. Their approach toward the marketing is limited and stifling - because they haven’t yet grasped that this is the web… which means you have unlimited space/opportunities to communicate.

If you were creating a brochure, it would be a different story. Printing and design are expensive. You’d have limited space to say what you wanted to say, and you’d have limited chances to bop your potential customers over the head and say, “Look what we’ve got going on over here!”

The web is not like that at all! I mean, basically you’re looking at a blank sheet of paper that is infinite in all directions. You can write whatever you want on that “paper.” You can erase what you wrote and write something else. You can keep what you wrote, but then say something different that has virtually nothing to do with what you said before. It’s almost like… talking!

So, when clients come to me wanting to Go Really Slow… write endless drafts until they get the “perfect” message on the homepage… etc….

I want so badly to be able to show them the FREEDOM that they have here. It’s really so much different than the creative process, the way that marketing professionals from in-house operations and ad agencies typically know it.

I mean, you can do a couple drafts if you want, sure… that can only improve your copy, I think. But the truth is that if you tossed up half-written copy on your homepage tonight, you could change it “live” six times this week and it really wouldn’t affect your audience in the long run.

You could get a blog and start “branding” or “talking to” your future customers right now. You don’t need a team of people with made-up titles critiquing your every move. Or if someone does come by and point out a flaw in your blog content… you can change it… ON THE FLY!

Thus, web copy is much more of a free and unfettered means of communicating. Sure, you want to get the “audience” right and you want to be able to polish your sales pitch.

But it’s really such a different animal that I can’t even begin to know how to explain this to new customers wanting to hold tons of meetings, ponder the brand from every angle, find the “perfect” way to say it.

There will never be a “perfect” way - it’s all in your head, totally fabricated. Once you let go of the perfectionist mentality and the limited mindset, you’ll see that the web can really get you so much farther than print marketing could ever pretend to.

I think the key is to not be afraid. Instead, be flexible… be open to new ideas and ways of doing things. Be observant… look at what other people are doing, see how it works for them. Do that, but put your own spin on it. Make it work for what YOU do, within YOUR context.

On the web, your goal is to create a LOT of content in a short amount of time, and just keep steadily communicating to your audience. That’s really it. If your web person know what the heck he or she is doing, they’ll be open to working with you in any one of a number of ways.

If you want to start an internet business but don’t know where to begin, I encourage you to take a first step and just get a blog. A basic blog will help you loosen up and find your “voice” online. From there, the possibilities are pretty much endless. An experienced website professional will know this, and can help get you there.

Popularity: 30% [?]

Let me guess. You’ve got that nagging feeling that it’s time to update your resume again. You’re thinking that you owe Monster and Hot Jobs and at least a few other people an appearance if you want to keep your head in the employment game.

Well, I want to point out something to you about resumes. This is important stuff for you to consider as the job market changes and the world as we know it turns on its head!

Resumes are OUT, websites are IN. Which is NOT to say that you shouldn’t have a resume… you want to keep all your bases covered. But you should also begin creating your Living Portfolio - even if you’ve never once thought of yourself as a consultant.

If you have a career, that means you’re formally trained in SOMETHING - so start acting like the expert you are, and this WILL be a testament to your qualifications for any job, be it temporary or full time.

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Popularity: 65% [?]

1. Work virtually. Copywriters, graphic artists and web designers are easily accessible via the internet. We communicate by phone and email, and pass files electronically. That means no overhead expenses for you to cover - no utility bills, computer upgrades, and NO medical plan!

2. Streamline your communication. Work out designated check-points in the project where you can review drafts, ask questions and supply missing information. Avoid sending email “blips” that confuse instead of clarify - this is a huge time sucker!

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Popularity: 94% [?]

First off, let me just obliterate the notion that I might be an Obama supporter. I’m not. Frankly, I don’t have great faith in either of the candidates, and am seriously considering “throwing away” my vote on Bob Barr. But that’s beside the point, really.

Last night, like many Americans, I tuned in to the debate. And, all personal opinions and bias aside, one thing I could NOT help noticing was that Obama clearly has a really, really good speech writer and/or communication coach.

Not to mention his totally smooth and unruffled communication style… from his open body language to his “sympathetic” facial expressions to his even vocal tone to his effective use of pauses and emphasis in all the right places.

Before I begin my list of reasons why Obama is a master of persuasion, let me just clarify the meaning of persuasion as defined by Wikipedia.org:

Persuasion is a form of social influence. It is the process of guiding people toward the adoption of an idea, attitude, or action by rational and symbolic (though not always logical) means. It is strategy of problem-solving relying on “appeals” rather than strength.

Manipulation is taking persuasion to an extreme, where the one person or group benefits at the cost of the other.

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Popularity: 26% [?]

by Dina Giolitto

Your brand is an extension of your company’s mission and values. Your company exists for a specific purpose–whether it’s to provide environmentally friendly cleaning products or a healthy meal for families. Your brand is the visual concept and reinforcement of your mission and values. Now is the time to evaluate what your company mission and values are.

Company mission

Disney’s is to “make people happy.” Boeing’s is “to push the leading edge of aviation, taking huge challenges doing what others cannot do.” 3M’s is “to solve unsolved problems innovatively.” What is your company’s mission? First, it’s important to understand what a mission is and what it represents for your company. Then you’ll be able to better determine what your company mission is, or what it should be. Since the mission can act as a strong marketing and branding tool for clients, establishing an effective mission is imperative to your company’s success.

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Popularity: 64% [?]

by Dina Giolitto

It’s tempting, when the news headlines are screaming about government financial bailouts, to just sit there with your mouth hanging open as you ponder what might happen to your 401K.

However, in tough times, the LAST thing you should be doing is waiting for further instructions.

If you were a Boy Scout (and even if you weren’t), then you’re no doubt familiar with their catch phrase: “Be prepared.” That’s about the best advice anyone can give. And it’s especially relevant when managing a business.

When people start to clutch their purse strings more tightly, and supply and demand turns on its head, here’s what you need to do RIGHT NOW to ensure that your company stays afloat in trying times.

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Popularity: 95% [?]

I don’t know about you, but I resisted setting up a profile on Facebook for the longest time. I mean, who has time for such frivolous activities?

Not to mention, I had tried setting up a page for Wordfeeder.com on Myspace - but I found that something was decidedly missing. “Thanks for the add! Thanks for the add!” (Okay, now what?)

I finally caved in and started using Facebook about a month ago. And I must confess, the mere act of “getting back in touch” with people has resulted in a few copywriting gigs that may not have materialized otherwise.

Facebook IS different than Myspace. The best way for you to find out how different, is obviously to stop reading this and start using it. But in case you need more convincing, let me share with you some things you can do to promote interest in YOU and what you do.

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Popularity: 43% [?]

If you own your own business, then you know the value in receiving written testimonials from genuinely satisfied customers. Likewise, you may want to express your appreciation to someone who’s made a difference in your life by providing a great product or service.

The good news is, you don’t need to have been blessed with the gift for perfect prose to create a testimonial for someone. But you may want to kee your digital camera handy!

Yes… a picture is worth a thousand words. Think of how much cooler you can help to make someone else’s website, simply by snapping a photo of yourself enjoying using the product, with simple thank-you note attached.

Here is a testimonial that was sent in by “Rascal” to Nikki’s Barkery at http://nikkisniknaks.com - where you’ll find homemade, all-natural doggy treats available by mail order.

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Popularity: 62% [?]

Admit it: if you’re a freelancer or online business consultant, sometimes you let prospective clients fall through the cracks. Let’s say, for example, that a friend of a friend contacts you with a vague request for your services. You mean to reply and ask them to be clearer on their needs. But time slips away and before you know it their email is at the bottom of the heap along with that Cialis spam that you meant to delete two months ago.

Even if you always manage to snap up the hot prospects… forgetting, procrastinating or blatantly ignoring the less than stellar ones is bad policy. It lets others know that you’re not walking the talk you spout regularly on your blog… and it’s just an un-smart way to do business.

Let’s review some possible reasons why you’re not answering every query that comes your way:

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Popularity: 94% [?]

It doesn’t matter if you’re a Fortune 500 exec or a one-man freelancing show. There will be times when you look at companies whose services compete with yours, and your stomach will sink into your shoes.

How can you possibly live up to that, you wonder, gawking at what is clearly The Cleverest Ad Ever Written, or enviously scanning hundreds upon hundreds of comments on a blog that isn’t yours.

I’m here to tell you that just because your nemesis appears to be the best thing since sliced bread right now, it does NOT mean that you should throw up your hands and throw in the towel.

What it means is you’ve got to USE those jealous pangs to your creative advantage. Some tips and reminders from a copywriter who refuses to see success as a popularity contest.

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Popularity: 29% [?]