Proven and Exceptional Click-Through Results

Testing has proven again and again that promotional articles 
generate more click-through traffic than standard ezine 
advertising. And it is much cheaper than standard ezine 
advertising, even if you are paying someone else to write 
and distribute your articles for you.

Promotional articles that are distributed with free-reprint 
rights get published regularly in ezines and on websites and 
the results are long-term. Both publication outlets generate 
results, although both outlets generate different patterns of 
traffic to your site.


Creating Content

Either you know that you are capable of writing your own 
articles or you feel that you might need to hire a ghostwriter 
to help you with your task. 

If you need a ghostwriter to help you create articles to 
promote your program, there are literally dozens of companies 
and hundreds of freelance writers out there that can help you 
complete your task.


Tips for Selecting Your Ghostwriter

One of my clients asked me the other day whether they should use 
their own in-house writer to develop their articles or whether 
they should hire a famous writer to write their articles for 
them. 

That is a good question. It depends on how many articles you 
will want to have created for you. 

If you plan on creating fewer than ten articles, it might make 
more sense to hire an already famous, professional writer. So 
long as your famous writer is known for the type of content you 
want to have created, then your famous writer will help you get a 
strong running start in that they already have a good reputation 
in the field you want your articles written.

If your famous writer is not known in your field, then it does 
not matter whether you use the famous writer, your in-house 
writer, or if you create a pen name for a fictional writer. 


Gambling on the Long Term

If your intent is to have more than ten articles created, then 
it is my suggestion that you should either use your in-house 
writer using his or her real name or create a pen name for your 
in-house writer.

Whether you use the writer's real name or a pen name, your 
decision should be made upon your confidence in your in-house 
writer. Sure, you can count on their skills or you would not 
be considering using their work. The real question you must 
ask yourself is how long you feel that the in-house writer 
will remain in your employment. 

There is always a chance that your business will be built on 
the name of someone who goes to another job, taking his or her 
name recognition with him or her to the other employer. Using 
your writer's real name or a pen name is always a gamble. Weigh 
all of the factors well before making your decision.


If It Were My Business

If I ran a brick-and-mortar business in a very competitive 
marketplace where personalities can shine brighter than the home 
office, then I would strongly consider using my in-house writer 
and providing him or her with a fictional pen name. There is no 
sense in building a name that will go on to promote your 
competition.


Manifesting the "Power of Seven"

If you have plans to develop more than ten articles for the 
promotion of your business, then it does not matter if your 
writer is already famous in your field. 

I am sure that you have heard about the "Power of Seven." 

Many research companies have studied the question of how many 
times a business must be seen before the customer has confidence 
enough to spend money with the business. 

The research has been conclusive. Seven is the magic number. 
Once a potential customer has heard of a business seven times, 
the business has rose above the first major hurdle in attracting 
the potential customer to their business. After a potential 
customer has heard of a business seven times, then the potential 
customer is much more likely to trust the business enough to 
spend their money with the business.


The "Power of Ten" in Publishing

A writer is very much like a business, and a publisher is very 
much like a customer. The "Power of Seven" plays an important 
role in getting the writer's work published. 

However, we cannot count on seven promotional articles to bridge 
the trust gap with the publisher. While publishers will see most 
of your articles, as they are made available for publication, 
usually they will not see seven articles in seven distributions. 

Publishers are busy people and they do not check for new 
articles daily. But, publishers do check for new articles 
regularly as they need to continuously find materials for 
publication.

The goal is to send out ten articles to get seven articles seen 
and read by publishers. Once the publisher reads the seventh 
article, if the quality of the articles had been good, then the 
publisher will trust the value of the articles created by the 
writer.


More Figures Concerning Promotional Article Success

Ironically, the fact that the publisher has seen articles by a 
particular writer seven times is often good enough to get the 
writer published. The publisher only needs to read one or two 
good quality articles by the writer to cement the trust they 
will have in the writer. 

Once the publisher has come to the decision that a writer is 
good and provides information important to their readers, the 
publisher will always notice the writer's name as they are 
browsing for the next article that they will publish. 

With my business, I have been distributing articles for my 
clients since early 2000. Any writer who has permitted me to 
submit articles for them for the length of six months remains 
to be one of my clients. Why do you think that is? 

I believe it is because six months worth of article submissions 
--- whether done weekly, bi-weekly or monthly --- has enabled my 
client's to bridge the "Power of Seven" with the publishers and 
webmasters who receive the articles that I distribute.

Some who distribute weekly cross the "Power of Seven" bridge 
well before the six months is up and they reaped fast rewards 
for their hyper-distribution schedule. 


Publishers & Webmasters Are the Gateways to Buyers

With my service, I am able to get your articles into the 
mailboxes of more than 12,000 publishers and webmasters looking 
for good quality content.

If only 25 publishers --- with an average of 5,000 readers each 
--- reprint an article, then 125,000 potential buyers could 
read the average article. Add to that fact that several of my 
client's get published in ezines that reach more than 700,000 
readers, and my clients can reach nearly one million buyers 
with a single article.


The "Power of Seven" Could Make YOU Famous!

I always suggest that if you are doing more than ten articles, 
you should use your in-house writer's name or a fictional pen 
name. The reason I say this is that after ten articles, you 
will be strongly on the road to becoming famous yourself. Once 
the name used to promote your business has become famous, and 
then your business will continue to reap the rewards for that 
famous name for years to come.