Update: I've been invited to speak at a Toastmasters club in Encinitas, CA this Thursday. I'll be talking about breaking out of self-limiting patterns in a message titled, "No Fear." I get to bring everything I've worked on to the table when giving this talk. Which helps me get better.

Are you getting better?

Are you challenging yourself? Have you been making progress? Are you seeing the results you want? You won't truly know unless its tested in the real world. They have the final word. So get out there and do it like you mean it. Own it.

Feature Article: Compromising Keywords...

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Come On...

There seems to be a pattern among a host of Internet Marketers. It stems from laziness. Hopefully you won't follow this pattern because it could mark you as less believable.

Here's what they do...

They send you an e-zine that begins with, "My friend So-and-So has a new book." Then two weeks later, they introduce another new friend with another new product. And this "My friend" cycle repeats, I guess, until they run out of friends.

After some time, this "My friend" tactic loses its impact. People will notice a pattern. And they may question the marketer's sincerity.

Subscribers may also have a sneaky suspicion that maybe these friends may not be real friends after all. That maybe they've just recently met. That maybe this is just a business strategy used by marketing affiliates to push product.

In order to avoid this appearance—just be honest. Be truthful. Become creative. Use your mind. Instead of using "My friend" each time—you can use variations such as "I just met So-and-So, the mother of three autistic children." You will appear more believable to your readers.

Compromising Keywords...

Dear Associate,

"I send out an e-mail newsletter from time to time. May I add you to my list?" Barbara asked me.

I'm already cringing. Not another electronic newsletter. I've already subscribed to over two dozen and have begun to unsubscribe from others. I don't need another blah, blah, blah e-zine.

But this one is different. Barbara is a financial advisor. And very personable. Out of curiosity, I decided to go beyond her good looks to get a feel for what's rattling inside her noggin.

"Put me on your list," I replied.

This was done manually. The financial company she represents doesn't have a landing page for subscriptions. Their website isn't even active yet. Which is a surprise since Barbara has been working there for at least the six months I've known her. Then again, companies aren't known for their swiftness when it comes to change.

I'm only guessing but I believe they're trying to build a database of prospects. Then they can send their promos and announce upcoming events. That's a brilliant strategy.

The first e-zine she sent me was titled, "What is a Recession?" It was only four paragraphs long (with a small chart comparing stock price fluctuations during recessionary times) as she attempted to defang that dreaded "R" word.

In terms of vocabulary, the no-no that stuck out like a sore thumb was she used the word "recession" in thirteen out of the sixteen sentences. An average of three per paragraph. It was overkill. It's as if some Search Engine Optimization consultant advised her to stuff one keyword into her newsletter in order to improve her Search Engine rankings.

While stuffing keywords may, or may not help—this type of mechanical repetition weakens the power of her copy. It is compromised. It screams Rank Amateur to sophisticated audiences. It gives them a reason to leave her page.

It also screams that she could be dragging her feet. She didn't spend quality time to do her homework. She didn't think enough about her readers to be engaging, compelling or thought provoking. In short, she's not firing all their cylinders—which is a disservice because in the final analysis, she is really writing for them.

Just another theory...

Using a repetitive keyword could signal she's using a subtle form of manipulation. All of a sudden: if the media, newspapers and talk radio all report there is a recession, then people are going to believe in a recession. Whether it's true or not. This is the power of repetition through social proof.

It's widely known that if you repeat a word, a slogan or a jingle—it gets absorbed inside a person's memory. Then they begin repeating it throughout the day. Sometimes out of the clear blue.

If I say, "It's the real thing." You will think Coca Cola.

If I say, "Go ahead. Make my day." You will think Dirty Harry.

And if I say, "Read my lips. No new taxes." You will think political wordsmith.

Okay, scratch the last one. But I'm sure you know what I mean. The repetition seeps into our subconscious and takes residence. That being said, can you also place positive messages in there also? Of course.

But back to keyword repetition...

You'd want to avoid it as much as possible. The English language permits you to use other words or phrases that make great substitutes. You can say or write something a dozen different ways to make the same point. Searching dictionaries and online resources will give you more ideas.

This consideration keeps readers glued to your page. It showcases your caliber and the company you represent. And it raises your professional image.

Will I mention this to Barbara? Only if she asks. One of the secrets to longevity is knowing when, and when not to make suggestions.

Warm regards,