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Branding is a beautiful thing—any business, regardless of size, can connect with consumers to cement a relationship.

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In the literary world, "good writing" may be notoriously difficult to define. But on the Web, good copy has two clear, easily understood objectives: It elevates your search engine rankings, and it attracts qualified traffic and holds the attention of your prospects and customers. On the Web, your words carry a lot of weight. Fortunately, you can build verbal muscle, fast. Following are five tips you can apply right now (with a minimum of time or technical hassle) to dramatically improve the effectiveness of your Web site writing.

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This week, read your answers to a previous dilemma: What are the most effective ways to launch a Web site for teens who have little spending money? Also this week, add your two cents to the current dilemma: What makes for compelling Web copy?

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Just as understanding the requirements of your market is important in selling a product or service, understanding the needs of the relevant media is critical in a successful public relations effort.

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A misdirected e-mail sales pitch is as likely to turn customers off as it is to turn them on. Learn how the fundamentals of writing and marketing can work in your favor when composing a direct e-mail marketing campaign.

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Make no mistake: Online, your success in converting interest into acquisition depends on your ability to connect with prospects precisely where they are in the buying process. B2B and B2C buyers go through similar stages in that process as they consider their purchasing decision: needs assessment, requirements analysis, evaluation, purchasing. Using this model, there are four distinct methods you can use to successfully transition prospects from first click to conversion.

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CONTENT TYPE: Article | TOPIC: Writing

How do you start from scratch yet create a top-ranked marketing blog in less than a year? If the author had anything close to a foolproof formula, she'd be making an infomercial right now rather than writing this article. Nevertheless, here she shares some tips from her own experience to help you achieve success with your marketing blog.

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The way teleprospectors phrase their questions and emphasize key messaging can be the difference between a fully qualified lead or a dial tone. But don't fall into the common trap of writing a script and trying to get everyone to follow it verbatim.

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This article will help writers gain a better understanding of Google Authorship and Author/Agent rank, learn to set up their own Google Author accounts, and help protect their online work from piracy.

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If there's a bible for this new media world in which we do business, it's David Meerman Scott's The New Rules of Marketing and PR. A revised and updated edition (its fourth!) of the classic is out this month. David and I had a chance to sit down and talk about what's new in new marketing.

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When working with freelancers, "let the buyer beware" is a good rule of thumb. If you aren't careful in the due-diligence process, you may be in for more than you bargained for (literally). How can you make sure you don't get burned?

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Dealing with prospective clients, including the inconsiderate ones, is just part of the job for many of us. Fortunately, you can make the experience a little less frustrating and time-consuming. Here are a few tips I've picked up.

CONTENT TYPE: Article | TOPIC: Marketing Strategy

The corporate graveyard is full of onetime leading businesses that lost their competitive edge by failing to keep current on their competitors. Think of the classic story of Digital Equipment Corporation, with its once technical superiority turning into organizational chaos, or the various bloated airlines, with cost structures and business models that were vulnerable to competition long before 9/11. Here's a test of your own organization's competitive market strategy.