Knowing your targeted business prospect makes writing content and copy much easier. While that’s well known, many copywriters and their clients don’t dig deep enough into their prospects’ overall image. Visualizing the reader makes the finished product even more effective.  A worksheet that I use helps build a 3-D business prospect image. Starting with a blank slate, I fill in the blanks until the reader appears as a living, breathing person.

This process takes time, but it’s worth it.

Building a 3-D model

I’m a big fan of science fiction TV shows, even the so-called reality style. In this type of program, the team was always in search of something, often in the field of crypto-zoology or monster hunting. Two that spring to mind are Destination Truth and Monster Quest.

So what does monster hunting have to do with visualizing a business prospect?

A lot more than you might think. In these programs, the team of experts would assemble all the information about reported sightings and compile it. They would compare all of this data, noting the similarities and differences. The step that followed is quite interesting.

They would develop an actual three-dimensional model of the beast, usually a computer-generated image or CGI. They would take this CGI model and rotate it, make it walk and even add sound effects. The result was a monster that you could actually see. They now had a great image of their quest’s target.

I don’t know if they’ll ever find one of these creatures, but they definitely know what they’re after.

They can “see” it in their mind.

Build an image of your business prospect

It’s time to apply that concept to your business writing, content and copy. Gather up all the information you can about the prospect from “reported sightings” and compile them into a composite model. I do this, with help from my clients and with research, when writing any marketing material. While there is other information I collect, business prospect data is important for writing effectively.

There are three areas to explore:

• Demographics: Lifestyle information
• Psychographics: Interests and hobbies
• Emotions: The feelings that make them tick.

Let’s look briefly at these areas.

Demographics

In demographics, you design a picture of the prospects everyday life. Some of the things to describe are:

• Gender (pick one to start with)
• Where they live
• The type of house and whether they rent or own
• What they drive
• Education

There are other characteristics to include, but I think these give you some idea of what’s included. The more completely you describe your prospect, the easier it will be to write copy for them.

Psychographics

When you list the psychographic information, you’re looking into your prospect’s mind. You might want to contact some people to see how they answer questions about:

• Hobbies
• Interests
• Favorite books or magazines
• Past purchases and why they bought them

Emotions

Many business to business writers tend to shy away from emotions. After all, emotions are the realm of consumer marketing, not B2B, right?

Wrong . . . dead wrong.

While facts and figures, and charts and graphs are important when presenting your product or service, it’s still emotions that drive the sale, even in B2B. This idea holds true for both ad copy and other content. When you realize that content – blogs, articles, instructional materials, etc. – are all forms of content marketing, you’ll begin to understand the importance of appealing to emotions in all business writing.

Build a profile of your ideal prospects hopes and aspirations. What are their deepest fears? What makes them happy, or what frustrates or angers them? How do they feel about where they are in their company, and do they want to move up the ladder? What business problems keep them up at night?

You’ll need to think hard on this, but the reward is worth it.

Finally, give your prospect a name

A lot of writers build a profile, but they stop too soon. They often fail to give the business prospect, their reader, a name.

And yes, I mean a real name like Bill or Sue or John or Stephanie. If you’ve understood the ideas above, you should have at least two profiles built, one for each gender. When you attach a name to your prospect, you find that the person becomes real to you. And that makes writing an easier process because the “prospect” transforms into a real person.

Here’s an interesting exercise: Ask yourself why you chose that name. The answer may tell you a lot about yourself. But more importantly, you may find that you’ve been building a profile of your ideal business prospect based on someone you already know would be interested, perhaps a friend or business acquaintance.

With this 3-D image, the writing takes on a completely different tone. Instead of reciting facts to a stranger, you’re chatting with a friend.

And talking to your business prospect, not speaking at them, is the key to effective copywriting.

Author: Steve Maurer
Article: Give Your Business Prospect a Name

Maurer Copywriting
Email: steve@maurer-copywriting.com
Phone: 479-304-1086

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Promoting the Total Cost of Ownership

Buying a product or service involves several steps. In fact, it’s more of a process than an action. Similarities exist between consumer marketing and business-to-business marketing. However, there are some important differences when marketing B2B. An effective marketing strategy includes explaining the total cost of ownership.

What is a Total Cost of Ownership Marketing Strategy?

The TCO is easy to define, but hard to figure at times. Simply put, the total cost of ownership includes the net cost incurred over the product’s lifetime. Adding the TCO enhances your marketing strategy, but it’s sometimes left out. Why?

It’s that “net” part that trips many people up.

Net costs are the actual expenses minus the overall savings. Unfortunately, some buyers don’t calculate those savings into the equation. Often, the only cost considered is the purchase price, especially in today’s economy. They believe that the only way to cut costs is by buying cheaper products.

Many decision makers consider a lower purchase price as the bottom line. It’s not; the total cost of ownership is. That’s why explaining the TCO is an important marketing strategy; even more so when your product or service is expensive or complex.

Even so, you need to know what your product’s TCO is before you can explain it effectively.

Your sales and marketing materials must explain the total cost of ownership. Don’t make the mistake of thinking your prospects have a full understanding. Make sure that message is crystal clear to them.

What determines the total cost of ownership?

The total cost of ownership involves several factors. Many are easy to determine, but often overlooked. However, the list can be extensive, particularly with complex or highly technical products and service.

Here are just a few for industrial products:

• Of course, the purchase price is important, but it doesn’t necessarily compare apples to apples.
• Knowing the product’s life expectancy or the mean time before failure is necessary. For example, how long does your bearing last? And how long does it last compared to your competitor’s product? Remember that cheaper products cost more when replaced more often.
• Product durability can be important. While this sounds like the life expectancy, there’s a difference. For example, I’ve seen many bearings changed before their time because of rust or corrosion. The bearing was still good, but sanitary requirements cut their life short.
• Ease of use or deployment contributes to the total cost of ownership. How much time is needed to train users? And what is the cost of training? Will the users find it easy to use, and if not, what are the consequences to the purchasing business? A product or service that’s purchased but not used is a liability, not an asset.
• A better warranty, one that you’re willing to honor, is extremely important and may make a difference in a purchasing decision.

These are just five factors in determining your product’s total cost of ownership. Depending on the product itself, there could be several more. For example, how much increased productivity will the business gain by using your product over the competition’s offer?

Features, Benefits and “What’s that mean?”

Most good marketers and copywriters know the difference between features and benefits. Briefly, features are what a product does or has, and benefits are what it does for the customer or client.

Features and benefits are on fairly equal footing in B2B copywriting, more so than copy for normal consumers. Even so, it’s the benefits that will finally seal the deal. Understanding and explaining your TCO effectively tilts the scale in your favor.

List all of your product’s features when beginning a sales campaign. You will be identifying the benefits under each one. Take one feature and ask yourself, “What’s that mean?” Even better, put yourself in your prospect’s shoes and ask, “What’s that mean for me?” Or you can also ask, “So what?”

If you can’t find a significant benefit, the feature is meaningless. Not that it’s a bad feature; just one that’s unnecessary for your current marketing strategy.

Don’t stop at the first benefit. Ask the same question for the next benefit. Keep doing that until you’ve reached the core benefit for that feature. Then, start on the next feature. And the next.

Then look at all your work and determine the one big idea that’s the most important one, not for you, but for your prospect. Remember what you think is a cool feature/benefit might not be what’s important to them.

It’s either time or money . . . or both!

Finally, remember that you have two categories of benefits to offer a business: time or money. It may be a different story with the purchasing agent. We’ll cover that in a different article. But for the business itself, it’s either time or money.

Ideally, you can offer them both.

You will either make or save them money, affecting their financial health. Or, you will be saving them time. You can’t make time; but, you can save it for them.

And since time is money, well . . . You get the picture.

Make sure your marketing strategy includes a clear explanation of your product’s total cost of ownership.

After all . . . that’s the REAL bottom line.

Author: Steve Maurer

Article copyright 2013 – Maurer Copywriting

Steve Maurer, Maurer Copywriting
Email – steve@maurer-copywriting.com
Click here to go to my contact page.

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Sell More by Getting It “Write” the First Time

Many companies, like yours, have built a profitable business – offline. However, they sometimes fall short when trying to duplicate or enhance their efforts online. It’s the same customer-oriented business. They offer the same quality products or services. The information provided online is the same provided in the brick-and-mortar world.

So, why aren’t they as successful online?

Why aren’t their online marketing strategies working?

The Difference is the Audience

The way that an online prospect views and absorbs information is very different from his offline counterpart. The way that you must present information online is quite different from your successful, highly effective print communications.

Unfortunately, many company copywriters, graphic designers and publicists aren’t well-educated in online communication. It’s not their fault; it’s just foreign territory for them. Old ideas changed and new concepts, like home pages and site navigation, appeared.

A professional freelance writer, however, understands that marketing strategies are always in a state of flux . He constantly monitors both the online and offline marketplace, keeping an eye on current trends, making adjustments when necessary.

The freelance copywriter realizes that the offline reader and the online viewer require different approaches, even when it’s the same person!

Here are just some of the differences between the two . Let’s call them Bill and Sue:

• When you send a sales letter or brochure to Bill, he has time to digest the contents at his leisure. If he’s busy, he can lay it down and come back to it later.
• Sue, however, is probably in a hurry. She needs concise, useful information now, not later. In fact, if she “lays down your letter,” that means she’s left your site and probably won’t be back.
• Bill may not have expected your letter. But if the information or offer looks interesting, he might either read the communication then and there, or save it to read later, perhaps at lunch.
  Go to any coffee shop or restaurant and you’ll see sales letters, magazine articles and advertisements being perused over coffee and sandwiches.
• Sue, your online prospect, is much different. She’s on a mission and knows exactly what she’s looking for. The type of product or service you offer is very much on her mind.
  In fact, she did a search on Google or Bing specifically for what you have to offer and found your site, along with dozens of others.

You have one shot to impress her before she moves on to the next. If you don’t present her with what she needs, in the way she needs it, you’re toast!

The Presentation Overcomes the Difference

I’ve been trained in copywriting for both printed publications and web copy. I’ve written for the web – my preference – for over a decade, long enough to watch and study its evolution.

In the early days, the presentation was quite similar for both print and web. In the beginning, the Internet was primarily text-based, and copy was very similar to many sales letters and other printed content.

However, graphics changed the landscape dramatically.

The ability to add pictures and graphics to a website seemed fantastic, and site designers armed themselves with this valuable tool.

Conversely, written copy stayed the same, often taking a back seat to the glamour of graphics. Online marketing was still an infant in many respects.

However, the online audience grew up, matured, changed. They want the same information; they just need it presented differently. Instead of a long sales letter, your online prospect wants:

• Complete, yet concise information
• That information needs to be presented with a casual, but expert voice – like a trusted, knowledgeable friend
• Links to more resources for personal investigation and research if needed
• Bullet points, for cryin’ out loud!

And she wants them NOW!

How I Can Help You

As I’ve already said, I’ve studied both print and online communication intensively for years. While watching online marketing evolve, I’ve kept my finger on the pulse of the online prospect, adjusting my techniques as necessary, re-educating myself when needed.

And while I continue to hone my writing skills for offline and online markets, my area of focus is the Web. That said, my training in both venues allows me the unique ability to create print and digital works that complement, not work against, each other.

I do have industries in which I specialize. I’ve worked in industrial and machine maintenance/repair, industrial electricity and plumbing, and workplace safety for over 25 years.

Additionally, I write for its close cousin, the home improvement/home repair industry.

Personal computing and software are areas of personal interest and study since the early ‘80s and I’ve written many tutorials on these subjects. This includes home networks, data backup and recovery, and office suites.

For more information on my experience in these areas, browse this page.

Call or email me so we can get started on your success today!

That said, if your business is outside my specialties, but you feel that my services will benefit your particular business, please contact me and we’ll determine if we should work together. No promises; but it doesn’t hurt to ask.

Author: Steve Maurer

Article copyright 2012 – Maurer Copywriting

Steve Maurer, Maurer Copywriting Email – steve@maurer-copywriting.com Questions? – info@maurer-copywriting.com

Click here to go to my contact page.

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When you’re planning a trip, you will probably use some sort of map to chart your course. You might break out the old paper map or atlas, a rather old school approach. In this digital age, online maps show a clear route from point A to point B, photos included.

Of course, built-in or stand-alone Global Positioning Systems make traveling even easier by talking to you, telling you when and where to turn on the fly.

The point is that when you need to go somewhere, you must find out how to get there. The easier it is to map a course, the more likely you are to make the trip.

Your Home Page Needs to Be a GPS

When people arrive on your online store’s front door, your home page, they are there for a reason. They have a purpose, perhaps to buy or research a product, and they want to do it quickly. Most of these online shoppers are quite different from their offline counterparts.

Department store shoppers usually like to browse around, checking everything out. They spent time getting to the store; they are going to make the most of their visit.

However, the online customer is usually in a hurry. They searched, they clicked and they arrived. If their search took them to your home page, they need to find what they’re looking for in a hurry. They want to:

• Find it.
• Buy it.
• Get on with it!

Sure, it would be nice if they stayed around and browsed a bit. But look at it this way: the easier it is to find what they’re looking for, the more likely they are to come back again.

But, Is Your Home Page Just a Laundry List?

I’ve been to many home pages with poorly designed navigation. The front door was nothing more than a field of hyperlinks that I had to search and scroll through. More often than not, the item I needed was “below the fold.”

The idea of “below the fold” and “above the fold” comes from newspaper terminology.  Editors placed important items in the top half of the first page, above the fold. On a web page, items that are above the fold are located at the top of the page. Scrolling down takes you below the fold.

Laundry-list navigation shows everything a site offers, often in link “field” or “cloud.”

Even if they do break it down a bit, you still get lost in the maze of links. There often seems to be no rhyme or reason to the link list.

This is usually the result of too many people staking their claim on the home page. Everyone wants their stuff visible right away, even if it’s not what the prospect is looking for and needs at that time.

They don’t understand that this is actually counterproductive. If the prospect can’t find what they need from you quickly enough, they’ll find somewhere else to shop. After all, they don’t have to go back out to the parking lot, get in their car and drive across town.

They just point and click away from your site to the next one.

Upgrade to a GPS Page

Breaking your product line into smaller, specifically grouped selections turns your home page into a GPS.  Instead of talking to your prospect, it guides him through the process by telling him where to click next, not by making him guess.

To illustrate this idea, let’s say that you are an electrical supply house. You have parts available for the homeowner, the storefront business and for industrial applications. In fact, by identifying your three main customer groups, you’ve started to instinctively build your home page’s Global Positioning System.

Instead of a huge list of products, you can build text boxes with headlines for the three categories: Residential Products | Commercial Products | Industrial Applications

Under those category headings you include links to specific types of products. And you could word them for the customer’s normal expertise level. Here is a sample navigation box, separated into main categories for each type of consumer:

This is just an example, and a good copywriter will work with the page designer, department managers, sales staff and other “stakeholders” to further refine this link text and other navigation. These text boxes would be placed under your title, headlines and introductory text, of course. You’ll choose links to the products your customers are most likely to need.

These text boxes aren’t stunning, award-winning graphics masterpieces. They’re really kind of plain . . . and simple. Think about it, though. When you’re really searching for something, you don’t need “cool,” you need clarity.

Additionally, a well-designed page will show this navigation above the fold where your customer will find it easily.

Instead of a confusing laundry-list approach, your GPS navigation shows your customer the quickest route to their destination: your product. Getting there quickly helps them buy what they need immediately, and encourages them to return to your easy-to-use website for future needs.

Steve Maurer

Article copyright 2012 – Steve Maurer, Maurer Copywriting

Steve Maurer, Maurer Copywriting
Email – steve@maurer-copywriting.com

I can help you with your online copywriting needs. Click here to go to my contact page.

PS. You absolutely will not want to miss the next article, or any of them for that matter! If you are one of the few who haven’t signed up for automatic updates, just drop your email address in the “Get Important Article Updates!” box.

First, you’ll get a friendly email asking you to confirm your totally free subscription. After that, you will get an email notification whenever I post a new article. Don’t worry; should you decide that you don’t wish to receive any more notifications, there is an unsubscribe link with every email. But I guarantee you won’t want to miss a single one! Thanks for signing up!

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Communicate With Your Copy Writer

Effective communication is a key part of every aspect of any business venture. It’s very important if you are working with a writer in creating your content and copy. It becomes vitally important if you are working with a freelance writer. Freelancers are professionals who often write for a variety of client types, products and services. They may not be immediately familiar with you, your business or your needs.

Good writers will ask you a series of questions before quoting and writing an assignment so that they understand exactly what your needs are and how they can address them. Once you have supplied the proper information, they are able to write more quickly and more effectively.

Questions You Should be Ready to Answer

The following are some questions that you will probably be asked. Knowing them ahead of time will allow you to think clearly about your responses and supply your copy writer with good answers:

• What type of business or organization do you have or represent?
• What kind of product, service or idea are you promoting?
• What kind of copy are you requesting? Is it ad copy, an informative or promotional article, white paper or press release? Will it be used on a website or landing page, in a newsletter article or as a direct mail or email offer?
• Who is your intended or targeted audience? What are their likes, dislikes, educational or business background? What tone or voice should your article have to promote effectively to your targeted readers?
• What is the key feature of your product or service? What is its key benefit to your potential customers? What problem does it solve, what value does it add or what pleasure does it create? How does it accomplish this?
• What are some secondary features and benefits of your product, service or idea?
• Finally, what is the intended or desired outcome or result of the piece? Do you want them to make a purchase, contact you for more information or sign up for a newsletter?

There will be other questions and information to discuss with your writer such as deadlines and budgets; however, this should give you a good start on the process. Studying these questions, analyzing them and drilling down to reach the core answers will allow you to communicate your needs to your copy writer. He or she will then be able to create copy that is focused and effective.

Steve Maurer

Article copyright 2012 – Maurer Copywriting

Steve Maurer, Maurer Copywriting
Email – steve@maurer-copywriting.com
Questions? – info@maurer-copywriting.com

Click here to go to my contact page.

PS. You absolutely will not want to miss the next post, or any of them for that matter! If you are one of the few who haven’t signed up for automatic updates, just drop your email address in the “Get Important Article Updates!” box.

First, you’ll get a friendly email asking you to confirm your totally free subscription. After that, you will get an email notification whenever I post a new article. Don’t worry; should you decide that you don’t wish to receive any more notifications, there is an unsubscribe link with every email. But I guarantee you won’t want to miss a single one! Thanks for signing up!

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Will You Get the Results You Need?

The answer is: yes. And the answer is also: no. The correct answer will depend on what you need your content to do or to accomplish. Let me explain.

The answer is yes if:

• You have a personal or family site and don’t need professional writing. However, I don’t see why you wouldn’t write it yourself. You can do that, you know.
• You run a hobby blog or special-interest site, have cool ideas that you’d like to share, but have trouble expressing yourself. You’re not out to make money, just friends. For a couple of bucks, they can probably make you look really good.
• You have a product or service and really don’t care if you sell anything or not (see also: hobby blog).

The answer is NO if:

• You are serious about your business, your success and your profitability.
• Period.
• End of story.

What You Don’t or Rarely Get With a Discount Service

Please don’t get me wrong. There are discount article services that are legitimate, honest businesses. I know because I’ve written for one or two on occasion years ago. There are a few good writers on these sites that can write passable text, good text and even great, technically perfect text.

A few even care about the client. However, there are even more that can’t and don’t. Most write to fill an order, not fit the client. Getting the right one is a crapshoot.

Roll the dice, old buddy!

Remember this: Great sounding, technically perfect text does not automatically guarantee effective content and copy by any means. There is more to it than that.

Much more.

Actually, discount text services are better for the writers than they are for the clients. A writer can get his feet wet, test out his writing skills and get paid for it to boot! Many will figure out that it’s a good hobby for them, but not a vocation. Of course, many will just quit.

A few will discover that writing is like breathing to them, a necessity for survival. Catch them while you can because they will soon strike out on their own as real freelance writers.

There Are Other Limitations As Well

If you are thinking about entrusting the success of your business to this type of service, you need to know about some other important drawbacks as well. To begin with, the writers are usually separated into writing skill classifications, like 1 through 5, for example. The lower the classification, the cheaper the price per order. Often the writing quality goes down too.

But the real cost may end up being more than you bargained for. Go ahead, do the math: Poor writing = ineffective copy and lousy sales. Ineffective copy + lousy sales = lost revenue.

Can everybody say, “You get what you pay for”? I knew you could!

But wait! There’s more!

1.  You often can’t communicate directly with the writer. That’s bad because communication is vital for success. Many services discourage and even prohibit direct contact between the client and the writer. They only allow contact through their own in-house messaging systems.

Even then these messages are monitored and sometimes even censored, I mean, edited so that you can’t get too close to the author. According to them, this is done for the privacy and security of both you and their writers. Yeah, right!

2. You might actually get some dialog or discussion about your order with the writer on some of these sites. Usually, however, there is little or no real collaboration. It’s not the fault of the author; they just can’t afford it.

Remember that they are getting paid less than what you are actually paying for the work; the service also takes out a chunk. How much time could you afford to spend working with a client if you were getting paid minimum wage or less for your services? Tick, tock, tick, tock!

3. If you ask for a revision, you may or may not get it. If the writers’ forum on one of these sites is any indicator, most of the revision requests get tossed back into the order pile for someone else to take a crack at. Even the highest paid discount authors will admit to that. I’ve seen it in writing.

That means you are stuck back at square one, hoping someone else will pick it up quickly and get it done right. Why won’t a writer work with you on a revision? See point #2. By the way, “The client can’t write worth a flip,” is a common objection given for not revising an order. Huh? Isn’t that why they hired you, writer?

Of course, not being able to communicate effectively only exacerbates the situation. Besides, how many times would you rewrite an article that only paid you ten bucks or even less? The pace is frantic: order in/order out. Lather, rinse, repeat! That’s why these services are often called content mills. Grind it out, Gus!

Your Business Deserves a Professional Writer

You need content and copy that delivers results. You need content and copy that fulfills your needs, your goals and your desires. You need someone who is willing and able to work one-on-one with you. You need a professional, plain and simple.

Whether they write full-time or part-time, professional freelance writers have one thing in common. They know that they won’t be successful if their clients are not successful. The discount-service author doesn’t know if he helped you succeed or not; he probably doesn’t even care. Next order, please!

Discount writers get paid to put words down “on paper” in the right order. Professional copywriters make their living by helping others to succeed  with effective content, by helping YOU succeed.

Which one do you really want to trust with the success of your business?

Steve Maurer

Article copyright 2012 -  Maurer Copywriting

Steve Maurer, Maurer Copywriting
Email – steve@maurer-copywriting.com
Questions? – info@maurer-copywriting.com

Click here to go to my contact page.

PS. You absolutely will not want to miss the next post, or any of them for that matter! If you are one of the few who haven’t signed up for automatic updates, just drop your email address in the “Get Important Article Updates!” box.

First, you’ll get a friendly email asking you to confirm your totally free subscription. After that, you will get an email notification when I post a new article. Don’t worry; should you decide that you don’t wish to receive any more notifications, there is an unsubscribe link with every email. But I guarantee you won’t want to miss a single one! Thanks for signing up!

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Do you need content or copy for your website? At first glance, they appear to be the same thing. They both are made up of words, sentences and paragraphs.They usually have an introduction, body and conclusion. Both inform or educate the reader and lead them to some kind of conclusion or action. Content and copy are both used to sell.

What they sell is the difference between them.

Copy Sells Products

Your site copy is what sells your product, service or idea. Web copy should:

• Briefly describe what the product, service or idea is.
• Explain some of the features and benefits.
• Ideally, it should let your reader know:
  • how it will solve a problem they have;
  • how it can make their live easier; or,
  • what are the benefits for them.
• Finally, it should give a call to action:
  • Buy the product or service
  • Request more information
  • Sign up for a newsletter

Content Sells You!

Your site content is there to sell You to the reader or potential customer. The content may not even mention the product or service you are offering. That’s not its job. Content is there to:

• Describe a situation that your reader will want to address (one your product can solve or help).
• Promote your credibility as an expert or authority on the subject.
• Cause your reader to want to read more that you have to say.
• Promote trust by:
  • providing credible, honest information;
  • answering questions your reader will undoubtedly have; and,
  • cite sources, provide personal experiences or give links to verify the information given.

Which Do You Really Need?

You need both content and copy for your website to be successful. You need content to establish a relationship with your potential client or customer. You need copy to promote the product, service or idea that you are offering.

If all you have is ad copy, you may not sell as much as you would with good content to enhance your image.

Placing ad copy on similar or complementary sites will work to some extent; however, if you aren’t using original content to promote yourself to your readers, your sales campaign will not be nearly as effective.

Steve Maurer

Article copyright 2012 – Maurer Copywriting

Steve Maurer, Maurer Copywriting
Email – steve@maurer-copywriting.com
Questions? – info@maurer-copywriting.com

PS. You absolutely will not want to miss the next post, or any of them for that matter! If you are one of the few who haven’t signed up for automatic updates, just drop your email address in the “Get Important Article Updates!” box.

First, you’ll get a friendly email asking you to confirm your totally free subscription. After that, you will get an email notification whenever I post a new article. Don’t worry; should you decide that you don’t wish to receive any more notifications, there is an unsubscribe link with every email. But I guarantee you won’t want to miss a single one! Thanks for signing up!

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