Stacy - I can't believe how many missed your point on branding. Some people need to read more carefully.

I write for and offer marketing training for real estate people - and constantly harp that "I'm here, hire me" ads just don't cut it. People need to have a reason why they should use one agent over another.

I do agree that in today's economy you need to maintain visibility. Otherwise many will assume you're no longer in business.

Meanwhile, the subject of "what is branding?" could be an entire article - a long one. Maybe you should tackle that one next, so the folks arguing with you can see that branding is not just about having a logo.

My opinion - anyone new to marketing themselves should take your article to heart. It's filled with good advice.

Great article Stacy. Far too many marketers forget all about "reason why" and the call to action.

Something else they do is forget that marketing isn't about THEM at all - it's about their prospective customers and what THEY want and need.

Great advice! Nobody wants to eat in an empty restaurant or do business with someone with no other clients.

I remember reading a Tony Robbins book a long time ago. He said that even when things are awful, if someone asks you how business is, you should enthusiastically say "Unbelievable!"

It wasn't lying - things might be unbelievably slow, but you mustn't let on.

Great article - I love your use of examples.

Many people have trouble with bios - out of a false sense of modesty or from early training. After all, most kids are taught not to brag!

Your advice about the "you" focus is so important. Today I reviewed a dozen or so real estate sites with a copywriting client, and on more than half of those pages, the first word was "I." A huge mistake!

Changing the focus may take a few minutes, but they're well spent minutes.

Thanks again for a fine article, Marte Cliff www.marte-cliff.com

Thanks for explaining this in plain English. I am SO non-techie that when I even try to find answers on the Wordpress help pages I get lost. It's as if I'm trying to learn a foreign language with no one to ask the meaning of any word.

Now I'm still wondering about back-ups - what they are and why I need them.

Another sin, which falls into the category of good manners, is to talk about yourself and never ask a question about the other person.

My memory leaves a little to be desired, so I try to make a note on the back of a person's card to help me remember something about them to mention in a follow-up note.

I laughed about the handshake... I've met several women who did the cold, clammy, limp thing and of course was not impressed. But in my lifetime I've met only two men like that.

One was an attorney and I remember being shocked by his handshake. He was disbarred not long after that. The other turned out to be just "not a nice guy."

Sandra's comment about the sales pitch really hit home with me.

My in-box is now being hit with messages from some well known marketers who offer intriguing headlines (sometimes with numbers) but when you scan through the message to connect with the headline, there's nothing there. The bottom line is that they'll only tell you what was promised in the headline if you send money.

These same marketers USED to offer a tidbit of value before the sales pitch, but they've abandoned that practice.

My response is to delete their messages without bothering to read. Even if I wanted to buy what they offer, the "trick" in the headline prevents me from giving them my money.

I don't want to deal with people who use those tactics, and I feel a little sad about it. A couple of them are people I once respected - and once purchased from.

Hi Ken, I agree - all these lists are overwhelming and often serve to confuse. But I do have to disagree with one point.

The value of the information depends upon the audience, and we have thousands of folks out there who want to make money either on line or in a small off-line business who don't know even the basics of marketing.

For them, the "duh" information is useful.

For instance, many new (and some not so new) marketers and fundraisers focus on "I" rather than "you" in their letters. I see this even with people who read my ezines and see me harp about it with regularity.

These people need the basic information that experienced writers and marketers take for granted.

So - it depends upon your audience. And since all good marketers seek more information, sometimes a person with experience will run across an article written to help those with none.

Thanks for the timely reminder! It is easy to forget to follow-up, or to put it off because you fear rejection.

I think worse than your insurance salesman are the folks who are marketing on line - who don't return e-mail inquiries.

Why put up a website at all if you aren't going to respond when someone asks about your product or service?

John - I heartily agree. And that website needs to show potential customers the benefits of working with you rather than someone else.

Too many websites just say "I'm here" and give no reason why the customer should care.

Thanks for the good advice! This strategy does take time, but it's really a kick when it starts working.

I get really excited when I see my articles picked up or "pingbacks" on my blog posts. Of course, I'm so non-techie that the first time it happened I had to call my son and ask him what it meant!

Great post - I love the questions that make people think beyond "It was great" and get to WHY it was "great."

As for editing, I agree with Judy, but think you can pull out parts without altering the "voice" of the person who wrote it. You aren't changing anything, just not using every word.

I've done a lot of testimonial editing for a client I call "My herb lady" because many of the testimonials she gets run a page or more, and include a lot of extra information.

Great article - so many people don't pay attention to those details and they definitely do make a difference in the impression you make.

One big problem I see is with people who think that since they know all about their business, they have the ability to write their own promotional materials. Sadly, the fact that they don't know the difference between "there" and "their" and even "are" and "our" projects an image of incompetence.

Proofreading won't help these folks unless they can enlist the help of a second set of eyes - a set belonging to someone who does know the difference.

There's an old saying "If you know not and know not that you know not..."

Great article - so many people don't pay attention to those details and they definitely do make a difference in the impression you make.

One big problem I see is with people who think that since they know all about their business, they have the ability to write their own promotional materials. Sadly, the fact that they don't know the difference between "there" and "their" and even "are" and "our" projects an image of incompetence.

Proofreading won't help these folks unless they can enlist the help of a second set of eyes - a set belonging to someone who does know the difference.

There's an old saying "If you know not and know not that you know not..."

Mark, you make a very good point. If we're going to create anchors with our words, it's best to create anchors to solutions, rather than problems.

If everyone would stop to consider how the human mind works we'd have a lot better marketing materials floating around out there.

Isn't it funny? We all have a mind and we all react in much the same ways, but often expect our readers to react in a completely different way than we ourselves do.

We'd all be wise to stop and think "How would I feel if I read this?" Then hit the delete button on words and phrases that create the wrong reaction.

Great article, Mark! I write for Realtors, among others, and they have a hard time with asking for referrals - because it feels to them like they're begging for business.

If everyone would be proud of their work and focus on the offer of help I think they'd be more comfortable asking.

I also agree that our websites should demonstrate the value we each offer to clients and offer opportunities to become acquainted without fear.

What you're saying here is that business people need to do one of two things: 1. Hire a good copywriter 2. Take the time to take courses, read books, and learn to write copy.

Far too many think "Anyone can write" and so opt to do it themselves without benefit of education. But as you point out so clearly, if they don't know how to craft their message, they are not reaching their audience.

These folks fit neatly into that ancient saying: "He who knows not and knows not that he knows not."

The only ones you and I can help are those who "Know not, and know that they know not."

Those are the clients who need us, and the ones who are most fun to work with.