If you are looking to make the most out of your article marketing efforts you need to understand the science behind article creation and the psychology of the prospects you are marketing to. What so many article marketers fail to realize is that the BODY of your article is where you "GIVE" the answers to whatever it is that ails them and the RESOURCE BOX or AUTHOR SIG (short for SIGnature) is
where you get to "RECEIVE" for your gift of information. The resource box is the "payment" you receive for giving away your article fir free. If you really want to ensure that your article "SELLs" then you have to create the perfect Resource Box; the "author bio" that appears below your article body.
This report is going to be short and to the point. In a few moments, you will learn exactly how to increase your article click-through rate dramatically by crafting the perfect article resource box. The resource box is the most important part of your article. The whole article should be set up around getting the maximum number of clicks from it.
Many people see an average CTR (Click-Through-Rate) of about 6%-7% for articles that they write and submit to the various article directories. Right now I am averaging closer to 25%-30% across all my pen names for articles written over the last eight to nine months.
So what's the secret to wringing every possible click from your readers?
Believe it or not, it's actually quite easy to get your Resource Box CTR up that high or even higher. If you set your article's resource box up correctly, your articles will provide you with tons of natural search engine traffic twenty-four hours per day, seven days per week.
The goal in setting up a proper Resource Box is to ensure that it seems like a natural part of the body of your article. Many articles writing professionals will tell you that the Resource box is where you build your brand. Start off by telling the reader who you are. Then explain to the reader how accomplished and knowledgeable you are in your field in order to gain trust. Finally provide your call to action trying to convince them to do whatever it is that you would have them do (go to your site, download a .mp3 file or ebook, sign up for a newsletter, etc.) The problem with this methodology is that we, by nature, are inherently selfish and impatient people with a limited attention span; as soon as most readers get to the point in the article where it says "John Smith is accomplished..." they feel they have gotten all the pertinent information they are going to get out of your article and off they go to do more research or apply what they have learned.
Here is an example of what I would call a less than optimal use of an author's Resource Box:
John Smith is a professional writer. He graduated with a Master of Arts Degree in Journalism from the Missouri School of Journalism. He has written pieces for such publications as the New York Times, the LA Times, and USA Today. To learn more about how to write effective articles or to hire a professional article writer visit JohnSmith.com.
Now this sounds like a very professional, well thought out, brand building author's bio or Resource Box and IF the prospect takes the time to read about how great and accomplished John Doe is they might even follow the link to his site. However, rather than do it that way, I recommend placing your call to action first. In fact, in most cases, I would recommend that you NOT put anything EXCEPT your call to action in the Resource Box. Unless you think that your site will not be enough to build your brand for you, your name doesn't matter, your accomplishments don't matter; all that matters is the click-through.
If you ONLY care about increasing your CTR you could use something like:
Click Here to learn how to write effective articles that will knock your competition off the pages of Google
In the above example, you would apply your href tags to "Click Here".
Now I am sure that many of you are wondering "Well why are we only mentioning the "how-to" page and NOT the sales page as well" right? The answer is simple. The type of person who will typically be drawn to an article about writing articles is more than likely looking to write their own articles not hire an article writer. A pitch about hiring an article writer might not register well for that prospect. In this case, it would be better left for the prospect to follow the link to the "how-to" page and let your site sell your services once they get there.
Also, in the resource example above, we reworded the call to action. The reason for doing this is that you want to make it seem as if what you are offering is the one magic bullet they are looking for...in this case information on how to write an effective article. No more researching how to write good copy, no more guessing if the strategies they are using are effective...just straight to the point tips, tricks, and strategies for writing good content that will dominate the search engines!
If however you are interested in increasing your CTR but would also like to gain some inherent SEO benefit out of your article marketing efforts you could use:
Learn how to write effective articles that will blow your competition off the pages of Google by visiting JohnSmith.com.
In this case, your href tag would be applied to "write effective articles" (linking to the "how-to" page of your site or an eBook download or a newsletter subscription page). If you chose to you could also link "JohnSmith.com" to your homepage. My recommendation would be that you NOT do so because the more choices you present to the reader the less likely they will be to choose the option you want them to. For instance, if your "how-to" page is where you get them to take action (download an ebook, subscribe to your list) or attempts to convert them to a paying customer and your homepage attempts to send them to your "how-to" page then you are putting up an additional barrier to your sale by directing them to your homepage as opposed to your "how-to" page.
Finally, if you absolutely feel you must ALSO build your brand you can create a Resource Box that looks something like:
Click Here to learn how to write effective articles that will blow your competition off the pages of Google by visiting JohnSmith.com. John Doe is a professional writer. He graduated with a Masters's of Arts Degree in Journalism from the Missouri School of Journalism. He has written pieces for such publications as the New York Times, the LA Times, and the USA Today.
The Resource Box above places your call to action seamlessly at the end of the body of your article but before the author's actual bio information. This allows the author to increase their CTR while at the same time building their brand amongst readers who actually make it to the true end of the article. Obviously, you can swap out the first line above for the more SEO-friendly line depending on what your goals are.
By following these guidelines when setting up your resource box you will take your article marketing to a whole new level. Not only does this make for a much stronger call to action, but also, placing the anchor text right at the start of the box allows the blue coloring of it to stand out better and attract the reader's eye before they ever realize they are coming to the end of the article which is exactly what we are trying to accomplish.
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