Jerry Seinfeld once said that the longevity of content doesn’t matter as long as it’s good. Now, of course, he said this in his characteristic, Seinfeldic style and I vaguely remember an after-joke that had something to do with a couple of giraffes and George Carlin, but the gist was the same. However, with multitudes of web content clamouring for eyeballs, coupled with a stubbornly myopic attention span on part of the viewers, it seems that ‘I told you so’ probably isn’t on Seinfeld’s list of things-to-say-when-kicking-the-bucket.

It’s tragic really. Scores of great content, write-ups that deserve more than just a second glance are being sidelined along with other, inferior content, like a burra sahib being herded along with the rest of the flock in the general category of a Banaras local. Content writers everywhere are being hard-pressed to deliver crisp, edgy content that can keep the attention meter to a cent percent at all times. One could argue that it’s all for the better, as this would automatically translate to better standards of content. Debatable.

With the dynamic pop culture dishing out new watchwords of cool (read FTW, OMFG, ROFL, LOL and the asinine ‘muaah’) it seems the writing is etched firmly on the wall. If it’s terse, you get the cookie. Case in point: the blog is slowly but surely being replaced by the tweet (Microblogging? Oxymoron, if there ever was one!) The age of good ole’ content that would languidly sculpt a scenario before executing the much-awaited coup de grace is fighting a losing battle against its briefer, crisper progeny. Dostoyevsky and Tolstoy must be turning in their graves.

The tone of this blog will might decry suggest protest, rant et al, but for many, this has come as a good change. Conciseness is a godsend for those (read all) who don’t have the luxury of time on their hands. So, if you’re looking to wow readers with cut-the-bull content, you had best deliver in spades. Failing that, your readability can be measured in seconds, if at all.

“So when are you planning to purchase a modish pair of sunglasses?”….this is the line that I’ve recreated, reused and overused in the articles that I wrote for a wholesale sunglasses project over the last seven months. It won’t be wrong if I call it my baby project. With the end of November this project turns seven months old and it’s the right time to pass it on to the experts.

I can certainly recall that day when my superiors acknowledged my proficiency and handed over this hardcore SEO project to me. Being a budding SEO and general content developer I was fervently waiting for this opportunity and eventually I got it in the form of this wholesale sunglasses project.

As the name communicates, the project was regarding sunglasses and predominantly about their fabricators. The primary objective associated with this project is to create a buzz about this particular wholesale sunglasses distributors and importers on the internet ground. After the brain storming session, we eventually decided to execute Search Engine Optimization strategies in account to attain our goals and consequently, we commenced with the elementary SEO activities like:-

• Directory Submissions
• Article Submissions
• Press Release Submissions

Along with these submissions we also constructed two personalized blogs on which we planned to post a blog daily and for seven moths we did this religiously. Subsequently, we created another Yahoo blog for the predominant website with an intention to post a lengthy article on that newly created blog.

After meticulously doing the project for few months we raised its level by creating micro websites that are mainly meant to prop up the SEO activities being done for the parent website with the client’s agreement. For these micro websites as well, we channelized all our resources and means to implement the basic strategies to endorse these websites.

Currently, this project is being handled by the adept SEO experts and we all hope that it will be taken to heights unforeseen.

Two very commanding promotional tools for all kind of businesses are print media and the web. What you say in these tools is what makes the difference. Words have the power of conveying the precise idea behind a product or a service. The prospective client is already flooded with scores of advertisements of the same product, service or idea of your competitors. What can be the persuasive factor about your ad copy that he wants to spend his precious time reading it? To be able to grab the attention of a reader in a few seconds, you have to put the point across in as few words as you can manage and then stimulate enough the reader to act on your words. There are no set rules or guidelines for making a revolutionary ad copy just that it needs to catch the reader’s eye without letting it wander away. If you follow some fundamentals rules to start with, your campaign might just be a success.

To be able to write a convincing copy, you need to know what it really wants to achieve. Having clarity of thought before embarking onto the creative aspect, is what serves you in the long run. Once the purpose and objective of the job at hand is clear, you can proceed to putting it in words. Without grasping this information, your copy is going to be sloppy and talking about everything under the sun except for what it was actually written for.

Once you achieve the understanding of the campaign, the task thereafter is to catch the attention of the prospective buyer. For your message to reverberate, your Headlines need to be very attractive and crisp so as to force the audience to read on. Let’s say you are selling a pack of 4 Nursery Rhyme CDs online. There are so many out there to choose from. Will this attract you: “Buy a pack of 4 Nursery Rhymes VCDs at Rs.555/- only”. Chances are that it won’t!! What if we add a little spice: “Do you want to encourage your little one towards some fun based education!!” Sounds better, doesn’t it? Well begun is half battle won!!

Coming now to the body of the ad copy, you need to zero down [H1] the specific utilities and the advantages of what you are selling.

• The reader is here to be benefited someway or the other by the product, service or the idea you are selling. It’s a good plan to straight away come down to telling him the benefits he is going to get rather than beating about the bush!!
• The language you are going to use in the complete format should not be colloquial. We tend to use slang when we are talking but in written format they are a big no.
• Keep the text explicit with no spelling errors, as it can lead to a complete loss of interest on the reader’s part. A company which is not able to write correctly about its products might not be selling a correct product.

Emphasize on your ad’s appearance? Is it easy to read? Use capital letters or boldface type for prominence. If everything is caps or bold, then nothing stands out

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