The Missing Link To Writing Effective Ad Copy
 by Stephen Mahaney

The secrets are uncovered only by the questions that most SEO's fail to ask...
The Missing Link To Writing Effective Ad Copy
— By Stephen Mahaney

Note: published the original version of this article back in January 2003. Regardless, the basic message is timeless. And, since the value of this information has been repeatedly noted by readers as an important key to their success, we figured it was time to update and republish it for the benefit of the many subscribers who have joined our readership since the time of the original publish date.

Search Engine Marketers generally know how to advantageously apply HTML tags, create focused content, and build link equity for positioning Web sites with an eye toward reaching their ranking objectives. But, in regards to online marketing in general, there's one little 'ole-school' piece of homework that most SEO's entirely overlook — they neglect to interview their target customers!

Why is this important? ...because you absolutely must,

find out what they want!
...never mind what you think they want.

It doesn't take a marketing genius to know that success depends on getting the most important details right. Leave any one of the essential ingredients out of the mix and your 'salesmanship in print' falls flat. Once that premise is understood, it's easy to see why the place to start is with interviewing customers. After all, how else could you possibly 'get into their heads?'

You simply must understand their motivations, desires, likes, dislikes, expectations, problems, perceptions, misunderstandings, and wants if ever yo...

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