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“Have nothing in your house that you do not know to be useful, or believe to be beautiful” ~William Morris, poet and designer

Imagine the household you would have if you got rid of every item that was neither useful or beautiful.

Gone would be the plastic doodad with no known purpose, the ugly frame your great-aunt gave you, the Special Free Offer™ you never opened, the collection of someday-useful peanut butter jars . . .

Every room would be so much more pleasant to be in, and every tool so much easier to find.

What if you applied the same rule to the content you wrote? Every email, sales letter, blog post, and comment you wrote would have to be useful or beautiful. Or both.

Does that sound a little . . . scary?

Most copywriters are fine with this, in principle. (Remember the first law of content marketing? Every piece of cookie content should reward the audience for reading: by solving a problem they have, or by entertaining them. Sounds pretty similar, doesn’t it?)

The main problem people have with this advice is they don’t trust their own judgment. They’re unsure if what they’re writing is useful or beautiful.

And of course, some people are certain their writing would make James Joyce weep and Dale Carnegie gnash his teeth, while their readers are wondering what this pretentious and useless fluff piece is all about.

Are you unsure? Never fear! Here are some guidelines to help.

How do I know if my content is useful?

1. Write content that suits your audience

Your content must match your audience’s level of understanding. Experts won’t consider entry-level content useful and beginners won’t get much use out of advanced discussions.

Your audience must have the required resources — time, energy, money, potato chips — to use the content. Telling new parents about a relaxation technique that requires eight hours a night of uninterrupted sleep? Not useful.

Your content must relate to something your audience cares about. I’ll never find content on how to dress in corporate style useful, because I don’t care about dressing in that way.

2. Write specific content

Generalisations aren’t useful.

Vague:

Scooters need oil on a regular basis.

Specific and useful:

Refill your scooter’s oil tank to the indicator line with two-stroke motorcycle oil every third time you refill the petrol tank.

3. Write actionable content

Useful content creates action.

If your readers don’t do something as a result of reading your content (change their mind, buy something, tear up their desk calendar, dance a boogaloo, write a better headline, pick a fight, talk to their children, set a goal, start a collaborative experience), then the content wasn’t useful.

Your content must encourage, advise, mentor, support, bully, or dare your audience into acting.

And you must, must, must include a call to action in every piece of content you write.

How do I know if my content is beautiful?

This is the point where people get uncomfortable. Don’t worry! You don’t have to produce sonnets to write beautifully.

Experiences that provide pleasure or meaning are beautiful.

Johnny B. Truant writes posts that are beautiful, although he’ll likely laugh in your face and pour jam down your pants if you say so. They’re beautiful because they’re funny and vigorous and meaningful.

If you’re not Johnny, here are some tips. (If you are Johnny, hi Johnny!)

1. Write meaningful content

If you write your content with emotion, it’s more meaningful.

Ever read a “Thank you for subscribing” email with sincere gratitude in it? (I read one that was so beautiful I saved it. Really.) If your feelings don’t match the anticipated emotion it’s even more effective: an angry product review, an excited tax letter, a sympathetic auto-responder . . .

Be vulnerable. Instead of writing about the mistakes some people have made, write about the mistakes you made. And what they meant to you.

Write about the bigger implications. Fixing a dripping tap is ordinary. Learning to perform house maintenance as a sign of your new independence is meaningful.

Real benefits are meaningful. Creating more wealth, more connection, more options, and more purpose are some of our most meaningful activities.

2. Write pleasurable content

Write to inspire emotion in your readers: make them smile. Make them cry. Make them wistful. And make sure they know they’re not alone in feeling that way.

If you know your audience well, you can write mass communication that feels personal, where every reader thinks you’re psychic because you’re writing Just For Them. Everyone enjoys the pleasure of feeling understood.

Use the tools in your linguistic toolbox to make the writing entertaining: play with alliteration, hyperbole, rhythm, flights of fancy, metaphor, perspective, storytelling . . . whatever feels natural and unforced to you.

It’s hard to beat the pleasure of seeing your name in print. Praise your readers in public, hold them up as an example, thank them, or mention them as an inspiration . . . and do it by name.

Do you want to take it even further?

Think of a piece of content that’s critical to your success, like your sales letter.

What if you applied the same rules to every paragraph of that content? What if you judged every word?

If you wrote your sales letter and removed every word that wasn’t useful or beautiful:

• You couldn’t use weasel words like “actually” or “amazingly” or “absolutely.”
• You’d have to use evocative, beautiful words and images.
• The writing would be muscular, short and punchy (Like Hemingway would write it).
• You’d become a thoughtful student of copywriting, so you knew how to make each word as useful as possible to create the result you want.
• It would kick ass!

Do you think you could improve the usefulness and beauty of your content? Tell us how you plan to do it in the comments!

About the Author: Catherine is wicked passionate about helping people to start and grow an awesome website: she’s even published a manifesto about it. When she’s not adding five-minute missions to BeAwesomeOnline.com, she can invariably be found on Twitter.

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A while ago I got this amazing gift from a buddy named Phil Moulds. I’ve been wanting to share this with you for some time, but it was buried in a box while I was on my road trip. This…

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Affiliate opportunities and Internet marketing programs have enabled millions of marketers to become entrepreneurs. Some have made millions and some have spent millions funding our friends who sell keyword advertising. There are consistent traits among Internet marketing and super affiliate millionaires. Great empathy for the consumer, desire for communication, passion and hard work all drive success in super affiliates and Internt marketing millionaires.

We all see and hear about them daily, the millionaire Internet marketers who claim to have a unique system to guarantee Internet traffic and sales. The super affiliates have secrets, which they will sell to you for the “low price of the day.” The following are similar traits of the Internet marketing and super affiliate masters. These traits are no secret and today they are free. Use them and you will prosper.

Successful Internet marketers and super affiliates have great empathy for the Internet consumer. They have knowledge about the products they are marketing and who they are marketing to. They read and do research. They experience the products themselves. The top Internet marketers research e commerce consumer behavior patterns through keyword analysis and competitive websites. They read product reviews in articles and blogs, view ecommerce transaction patterns, and perform split testing of Internet advertising campaigns. They cross reference Internet marketing competitive trends. Successful Internet marketing and affiliate professionals understand what the e commerce consumers will buy, when and where they will buy it.

These millionaires have mastered the art of communicating with the e commerce consumer. They listen to the consumer and provide products and services that the consumer wants and needs. Internet consumers are looking to find and buy specific information. Successful Internet marketers and super affiliates are masters at effectively and efficiently communicating with the Internet consumer. These Internet marketing pros bring consumers to e commerce websites and promotional pages, who are qualified buyers. They write articles for prospective ecommerce buyers to read, speak with these consumers in forums, communicate with them in blogs and other social marketing applications, and reach them through specifically targeted Internet advertising campaigns.

Internet marketing and super affiliate millionaires bring qualified buyers to places they understand the ecommerce consumer wants to go. They work hard to provide relevant products, which the consumer wants to buy, and they do not mislead the consumer. The best Internet marketers and top affiliates make it easy and efficient for the Internet consumer to make a purchase. The most successful Internet marketers realize that individual promotional pages are powerful sponges for qualified website traffic. Promotional pages are created to bring the consumer immediate access to requested information, enabling that Internet consumer to make a quick and qualified purchase decision. Internet marketing pros build affiliate relationships to develop communities around specific vertical markets. These distinct communities provide ecommerce buyers with various products, relevant to qualified interests. Successful Internet marketers and super affiliates do not stop at the first sale, they work hard to acquire repeat consumer buying patterns and increased consumer interest.

The last trait, and probably most important, is passion. Millionaire Internet marketers and super affiliates enjoy what they do. Their passion shows through in everything they touch, and qualified buyers of ecommerce gravitate to that. Happy, qualified visitors are active buyers and make quick purchase decisions. It is no wonder these marketing professionals are successful.

Knowledge powers nimble marketing at Footsmart.com
To make the most of their online marketing efforts, retailers need to be nimble and remain keenly aware of constantly changing technology, says Eric Heller , director of Internet marketing for FootSmart.com, which is owned and operated by Benchmark Brands Inc.

Read more on InternetRetailer.com

Every once in awhile, someone asks me why I have pink hair.

(You ever notice that no one asks why anyone has blonde hair, or red hair? But pink, it seems, requires a good reason).

There are a lot of ways I could answer that question, but the simplest is probably that I don’t really buy into the standard set of rules about what “success” or “professionalism” look like.

As it turns out, there are a lot of things I don’t buy into.

I don’t buy into the idea that the best way for me to make a living is to work in a box from nine to five every day. Even a really nice box.

I notice that Brian didn’t buy the notion that being a lawyer (which he had put a lot of years and dollars into) was a wiser career choice than starting some blog about copywriting and social media.

And come to think of it, from hearing Darren Rowse’s story, I understand that his wife didn’t think that his notion to do that problogging stuff, whatever that was, would be anywhere near as logical as getting a nice steady job at a gas station.

If you spend enough time around entrepreneurs, you’ll quickly begin to realize that the vast majority are . . . (hm, searching for the polite word, here) eccentric in some way.

(OK, let’s tell the truth. A lot of us are basically nuts)

But even if you find one person who seems totally normal, you can bet that she made at least one giant, ridiculous decision in her past that seemed crazy at the time, but ended up getting her to the great place she is today.

I have pink hair because I like the way it looks, because it makes my kid smile, and because I happen to rather like tweaking ordinary expectations.

But here’s the important part: What I do with my hair doesn’t matter at all. But if I lived a mousy-brown life — where I did all the things we expect of a “normal” person — I wouldn’t be as successful or as happy as I am today.

Entrepreneurs question the rules

The nonconformist thing is on my mind because I’ve been trading email lately with one of our regular writers, Johnny B. Truant. You might have seen that Johnny has partnered with filmmaker and Huffington Post writer Lee Stranahan to create a course called Question the Rules.

Their tagline is: The nonconformist’s punk rock, DIY, nuts-and-bolts guide to creating the business and life you really want, starting with what you already have.

Basically, if you’re starting your own business, you’re breaking a rule. (That’s true whether or not you keep your day job.)

It’s a big rule, too — the one that says:

Other people should be in charge of how much money I make, how hard I work, and what I should work on.

When I went out on my own, everyone praised me for being such a risk-taker. Including all the people who were out of a job after an ugly round of layoffs, and who were answering those monster.com ads with an increasing sense of desperation.

I had a different rule:

No one will ever care as much about my financial security, or will work as hard to improve it, as I do.

To me, it was risky to stay with that day job. But to a lot of my more “normal” colleagues, my decision made me look like a downright daredevil.

All entrepreneurs are punk rock

That’s how Johnny puts it, anyway. I just use the word “nuts.”

Entrepreneurs are nonconformists, whether we’ve realized it and embraced it or not. We challenge a lot of rules and norms that are very deeply engrained in this culture.

The problem is that a lot of people who decide to start their own business just know that “normal” isn’t working for them.

They know what they’re not, but not really what they are. They don’t really own their punk rock nature (quite possibly because they have no interest at all in dyeing their hair pink).

So they end up feeling like fish out of water.

Which is not, of course, a nice feeling at all.

• They’re rule-questioners, but they live surrounded by rule-followers.
• They know what they don’t want, but can’t always translate it to what they do want.
• They don’t know who to ask for advice, because they don’t know any other people who are odd like this.
• They’re not “normal,” but they end up judging and measuring themselves by normal standards because those are the only standards available.

I took a sneak peek at Johnny and Lee’s course, and it really speaks to those punk rock entrepreneurs, including the ones who live in lovely four-bedroom houses in the suburbs.

They talk about the stuff to actually do, the tactics. They talk about how to get our heads in the right place – the mindset. (Which is, in my experience, the part you really do need to get right.)

And then just for giggles, they throw in fifteen or so meaty interviews with rock-and-roll entrepreneurs who owe their success to questioning rules. Folks like Chris Guillebeau, Naomi Dunford, and Jason Freid from 37 Signals. Our own Jon Morrow has an amazing interview where he talks about the power of working with a gun to your head.

Oh, and some pink-haired chick from Copyblogger is in there, too.

Here’s the link to check out the course.

(And yep, that’s our affiliate link. We think Johnny and Lee did a great job with this one, and we’re proud to recommend it.)

Johnny and Lee took a page from Brian’s playbook and they’re giving a really, really attractive price on this — but only for a really, really short time.

The punch line is that the price is going to quadruple on Saturday.

So if you want to check it out, don’t dawdle.

How about you?

Do you consider yourself a nonconformist? Do you think that it takes a certain measure of “punk rock” to get out on your own? And what does “punk” even mean for you?

Let us know in the comments.

About the Author: Sonia Simone is Senior Editor of Copyblogger and the founder of Remarkable Communication.

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Image taken on 2008-07-08 14:38:04 by jeffmcneill.

Copyright (c) 2008 Colin Meunier

Internet marketing is an efficient and economical way to market your product. The reach of the Internet is too vast for any business to ignore. Simply put, Internet Marketing is a very good option as regards traditional marketing.

However, to take full advantage of Internet marketing, one has to know the ins and outs of Internet marketing. It may take you a lot of time to research and take risks in the Internet market business, in fact, some people may never succeed in Internet marketing ever.

Therefore, an Internet marketing coach and mentor is the best bet for anyone who is new to Internet marketing. A good Internet marketing coach will have a lot of experience and expertise in the Internet market, and your business can make good use of a mentor’s qualities.

Internet marketing coaches are a good way to ensure your Internet marketing success. A capable Internet marketing coach can give you a quick analysis of what is wrong and what is right with your sales plan just by looking at it. And if the coach has done Internet marketing themselves, they will be able to tell you what exactly is right with your marketing and more importantly, what is wrong.

Of course, you need to have a clear idea about what is the coach’s turnaround time when you have a problem in your Internet marketing. One way of doing this is by interacting some of the Internet coach’s current clients. You can also gauge the turnaround time by finding out the exact number of his clients, and whether it is possible for one person to cater to so many, even if they work 24/7.

Apart from this, you have to know how much time you have to spend with the coach, what would be your turnaround time, what kind of contact would you have with him, would it only email, via the telephone or meet them personally.

Therefore, one of the first things you should look into before deciding on a Internet marketing coach is his/her own standing in the Internet marketing business is your Internet marketing coach’s way of making money on the Internet. There are a lot many people on the Internet who wish to make money, and the ‘how’ is not exactly important for them. If you are not comfortable with their strategies now, they will become simply intolerable in some time.

You also have to look at the kind of system they promote. Some Internet marketing coaches use all kinds of media to promote their product, like email, eBook and even CDs and DVDs.

One other thing to look into is whether the Internet marketing coach is a full time coach, or are they pursuing this only as a part time business.

These and other aspects will ensure that you get a good enough Internet marketing coach. There are a number of internet marketing coaches who are available on the Internet itself. Do a research on them and if possible, contact them. Before you start searching for a internet marketing coach, be sure to set up an amount that you are ready to pay for their coaching.

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You see it done all the time, and it’s just so wasteful.

People take a bunch of perfectly good trash, and they just toss it in the garbage can.

Unbelievable.

The thing is, any time you create something, you’re going to end up with a lot of odds and ends, scraps that end up on the metaphorical cutting room floor.

What if you could sell your product . . . but then find a way to repurpose and sell the by-products of your product too?

Welcome to waste management 2.0

For our new Question the Rules course, Lee interviewed Jason Fried, founder of the software company 37signals. (That’s the company that makes a bunch of amazing products including Basecamp and Highrise.)

We were fascinated by something Jason had to say — a topic that he and partner David Heinemeier Hansson devoted a section to in their great new book Rework:

Sell Your By-Products.

For instance, here’s an excerpt about Henry Ford:

Ford learned of a process for turning wood scraps from the production of Model Ts into charcoal briquets. He built a charcoal plant and Ford Charcoal was created (later renamed Kingsford Charcoal.)

Ford could have just tossed all of that extra stuff that was thrown off while his factories were creating their product. After all, it was garbage, and the production of the Model T was all that mattered.

But he didn’t, and created a revolutionary new product — one that became a substantial profit center.

Creative recycling for creative types

If your first thought is that the by-product concept doesn’t apply to creative work, just look at the movie industry.

Every time they make a film, they shoot a lot more footage than ends up in the actual flick. Most of the footage used to end up on the cutting room floor, or maybe in the outtakes that they’d run over the credits of Smokey and the Bandit.

But today? The by-products of filmmaking are everywhere. Cut scenes and alternative endings help sell DVDs, or end up on YouTube as a way to promote a theatrical release.

Adding this formerly wasted material even allows the movie studios to create an easy upsell. They create two tiers of pricing for a DVD:

1. Customers can get the basic version. They can buy just the movie.
2. Or, for just a few dollars more, customers can get their hands on a more in-depth version, chock full of by-products — which is the stuff that used to be called “trash.”

The “waste not, want not” attitude is a choice you can make about any business. And once you decide to start looking at the “waste” you’re producing, you’ll find useful by-products everywhere.

Where to look for by-products in your own business

• If you’re doing creative work like writing or graphic design, how about recycling rejected client pitches?
• Can you take the effort you put into your cool custom web design and turn it into a more generic template that you can sell over and over?
• Can you take the interviews you do on a writing project and post the raw versions on your blog?

Keep looking and you’ll start finding useful waste everywhere. Even your vacations can end up having useful by-products.

Think about it: You go someplace cool, interesting, or beautiful. You eat some great meals and talk to interesting people. You take photos or shoot video of the things you see, and the people you meet. You do this because you’re into it. Because it’s part of what you do on vacation.

But once you’re in the recycling mindset, it’s easy to think of a dozen ways to use that stuff — the “leftover media” from your experiences. You could write travel articles, sell video clips, create “microstock” photo services, publish an e-book guide, or post a YouTube video that pulls customers back into your business. You could write posts on Yelp! Or Foursquare.

Maybe that sounds ridiculous. But smart, creative entrepreneur Chris Guillebeau does something very similar. He takes remnants and artifacts of what he loves to do (travel) and uses them to strengthen his business.

Take an inventory of your own creative residue, and you may find you’re sitting on a little gold mine. As Jason Fried points out, the book Rework is actually a by-product of running the business of 37signals. And that bit of “runoff” made the New York Times bestseller list.

Not bad for yesterday’s trash.

About the Author: This article is a by-product of the interview Lee did with Rework author Jason Fried as part of Lee & Johnny’s brand-new Question The Rules course. Did we mention it was going to be 75% off until Saturday? Click here to check it out.

(Editor’s note: We were so excited about Johnny’s new course, and proud of the great work done by one of our own regular writers, that we snagged an affiliate link for it. We’ve taken a sneak peek at the course and we think it’s a great resource for entrepreneurs who want to play a sharper, smarter game. Sonia will share more of her thoughts on Questioning the Rules tomorrow.)

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These days, a lot of online product launches are like zombie attacks.

One day, everything is fine. The next day, there’s a legion of crazy people banging on your virtual doors and windows, wanting to feed on you.

Who the hell are these zombies and how did they get my address? Time to break out the shotgun, or in this case, the Delete All button.

And it gets worse. That group of friends you hang out with from time to time? Yeah . . . they’re zombies too.

“Wait dude, I thought we were cool . . . why are you . . . Gaaaaaaaaaaaaaah!”

You can always tell when the first wave approaches, because your inbox will suddenly fill up with variants of the same message. And the guy who hasn’t talked to you since his last launch is suddenly your best friend again.

Now, don’t get me wrong. I’m the last person to hate on someone for trying to make a buck. But let’s face it, some of these guys are doing their reputations an injustice by treating their customers this way. Product quality aside, in some markets we’ve become so immune to these tactics that zombie leaders are forced to gather new streams of recruits each and every time they launch an invasion.

So what’s my point?

Instead of forcing yourself to do the hard work of constantly capturing fresh flesh to lunch on launch to, why not implement a strategy that takes the best parts of the product launch model and combines them with high-quality content marketing?

That way, you not only build trust and authority with your readers, but you also keep them ready and eager to listen to you. (In other words, you make yourself zombie-proof.)

That’s what they do here at Copyblogger, and it’s why so many other bloggers have been able to form six-figure businesses without having giant lists and hundreds of superaffiliates.

It works like this:

You let your content do the talking and you build your lists the old-fashioned way.

That means building an effective blog, providing value, and following up to help your readers be successful in their own right. You take your time to show off some of your best stuff before you ask for any cash.

When it’s time to launch your product, you will have already built trust and authority with your readers, so they won’t be wondering why you are emailing them out of the blue. And although you might use a big tribe of affiliates, a long-form sales letter, and a variety of techniques to build excitement about the launch, your audience isn’t turned off by what you have to offer. In fact, they can’t wait to come along for the ride.

What makes the difference?

Well for starters, your audience knows you already, because they’ve been reading your blog for months before the launch. They probably got your name from another satisfied reader, a retweet, or a link from a blogger they trust. So you start out with a good shot of social proof.

Second, unlike certain clumsy marketers, you don’t abuse that trust. You treat people as friends, not food.

And finally, when you’ve closed the sale and converted your readers into buyers, you follow through on your promises by (over)delivering what you promised. Not only that, but you stay in touch.

You aren’t the hit and run marketer that we’re used to

The funny thing is, the original Product Launch Formula created by Jeff Walker is totally in sync with this approach.

That’s probably why Brian Clark found PLF so useful several years ago when he used Jeff’s ideas to start building Copyblogger into a powerhouse business, not just a powerhouse blog.

In fact, lots of Third Tribe-style marketers use the strategies outlined in PLF. Because they work. But we’re using them to build businesses, not just one-shot brain buffets launches.

Need some examples?

• Teaching Sells quickly sells out, launch after launch. (Its most recent launch sold out within a day.)
• Naomi Dunford creates five-figure paydays without damaging her relationship with her list of fanatically loyal fans.
• Dave Navarro sold 500 copies of his remarkable product without resembling anyone from the film Shaun of the Dead.

As a marketer, consider building an army of fans rather than traveling from town to town in search of fresh victims. The difference might be small, but over time, the benefits are tremendous.

Alternately, you can build your own legion of zombies and consume everyone on your list. I don’t know about you, but to me, that sounds like a lot of work.

Besides, something tells me that brains don’t actually taste very good.

About the Author: Nathan Hangen teaches people how to build digital empires, helps them rock through their workday, and works with small businesses to implement digital marketing campaigns.

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