One problem with a lot of webmasters is that they pay good money for SEO copywriting services, yet aren't able to use the new articles to their fullest.

1. Direct Response Copywriting Gets the Business
In the world of direct response copywriting, there is a well known rule of thumb. The rule states that you
cannot educate small business owners...they just don't get it. While I agree that it is very hard to get
small business owners to sit up and pay attention-I believe it is possible to educate them-once they
understand their profits can double or triple. Many small business owners like dentists, chiropractors
and acupuncturists-see themselves as doctors only.
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Many business owners utilize phonebook advertising but have no idea how many calls they receive or
how many clients are converted from the call. This is a waste of marketing money. Eventually the
business owner will come to the realization that they are getting a small number of calls per month-that
once converted-do not equal the money they are paying the phone company.Let's look at why the ads
are not getting calls. When you pick up a phonebook and turn to chiropractors-it's not unusal to see two
or more ads that look the same. One tactic the phone company uses when creating ads for
chiropractors...is to put a graphic of a spine in the ad.
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The phone company does not use any direct response tactics when creating an ad. That is why most ads
look the same, kind of like a business card. Very factual-leaving the business owner open to receiving
many calls from what are called, "tire kickers". These people are time wasters, bargain hunters-who are
responding to the nice colors or graphics in the ad. What the business owner really needs-is targeted
traffic that is responding to a keyword or two in the copy of the ad. it may be a headline or bullet points-
that build rapport with the potential client.
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This brings them to pick up the phone and make an appointment.Once the business owner gets this
targeted traffic into the office or store, it's time to close them. It's not over yet though. The business
owner need to retain the client and keep bringing them back as happy customers. Happy customers tell
friends and co-workers-which in turn adds to the client base. The use of direct response copy in any
business will have a viral effect. It brings the client in and keeps them coming in year after year- for as
long as they need the service. That's a waste of space and then when you consider that two
chiropractors on the same page-have graphics of spines in their ads.
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They are not in the mindset of being a business owner and therefore do not concentrate on their
marketing efforts. In order for any small business to grow and prosper, there are a number of factors to
take in.All marketing efforts need to be tracked. A tracking sheet is very easy to develop with Excel. The

2. person responsible for receiving phone calls to the business-records exactly how the caller found the
business. Was it phonebook advertising, flyers, word of mouth. Well you come to the conclusion that
the two chiropractors are of equal talent when treating patients.