I am not a web designer or search engine
optimizer, nor do I play one on TV. However,
I do know that the driving force in bringing
qualified traffic to your web site is
dynamic high value content. That means
compelling, interesting, approachable, and
immediately useful information, especially
when you also directly sell products or
services at your site. Increasing and
maintaining traffic also demands both
offline and online mechanisms to attract
One of the easiest and
most versatile forms of the content
described above is a 'how-to' tips booklet.
With the right writing style, not only can
you use the booklet in its entirety as a
downloadable bonus file on your site, it can
also be sliced, diced, and reformatted to
get the most mileage possible from the
Imagine a booklet called
"110 Ways to Get the Most Out of Your Health
Club Membership." Your site features health
and wellness products. Look at some of the
ways to use one tips booklet:
Downloadable bonus -
full booklet download for visiting the
site, a new title bi-monthly
advertising campaign - "This fitness
moment brought to you by (your company's
for 109 more great tips like this one."
campaign - a few tips, directing people
to your site for more tips.
- send a tip a day or week, inviting
people to your site for more.
Trade show coupon -
offering free downloadable booklet at
your web site.
Product packaging or
printed catalog - single tips, directing
people to your site.
Email - a tip within
any email from your Customer Service
Department or in any electronic invoice,
encouraging people to receive more tips
when visiting your site.
Doing this with a
different booklet every other month easily
broadens your campaign to an entire year,
keeping the content fresh, interesting,
flowing, and attractive to more traffic.
Your next booklets could be:
You Can Do It - Walk
77 Ways to Prevent
and Improve Back Problems
117 Tips for
Relieving Arthritis & Muscular Pain
Keep Smiling! 75 Tips
for Great Dental Health
108 Ideas for Getting
Your Family to Eat Better
Picture what happens when
you translate the same booklet into a
different language to reach a non-English
speaking population. You can do the same
things mentioned here to bring traffic to
Simplify your life and
the life of your customers by giving them
useful information that will keep them
wanting more from you - more information and
more of your products.
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