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The Best FREE Marketing Technique On The Web: An ExclusiveInterview With Michael SouthonCopyright © 2002 Joshua RoseAre you searching for a free dynamic traffic and salesbuilding technique? Well, the crucially important benefitsof writing articles make it a strategy that's difficult totop. And when you think of writing articles, it's likely thename, Michael Southon, pops into mind. Michael is simplyone of the web's most published and successful articlewriters. He's been reprinted literally tens of thousands oftimes and his articles can be found on over a staggering8000 web sites.Joshua: This is indeed a pleasure for me, Michael. Canyou tell us a little about your Internet background? Michael:I got started out in online business in January 1999 with anEzine directory called the Business Directory of Ezines,which I later renamed The Free Directory of Ezines. Backthen I was a total newbie and the idea of writing an articlethat would get published seemed outrageous. But in May ofthat year I wrote my first article "10 Tips For SuccessfulEzine Advertising" and it was published a week later inWebProNews (500,000 subscribers).Joshua: Wow, that's quite an entrance! I also seem to seeyour articles all over the net. Can you summarize thespecific benefits you're getting from writing articles? Michael:This technique works on so many levels - for example, I get'name branding' from people seeing my name over and overagain, I get free links to my sales page on hundreds ofwebsites, my 'link popularity' goes up because my articlesappear on hundreds of websites with an active link back tomy website, and that boosts my ranking in the search engines, I get huge exposure to readers of Ezines orNewsletters, and so on. It really is a multiplier effect.Joshua: So, you're killing a number of 'big' birds withone stone. While this is great, let me ask you this: Is itREALLY possible for the average person to be successfulwriting articles? How about for those who feel they're justnot good writers? Michael:Absolutely. There's a very well-known Ezine Writer whowrites very simple articles - they're just a list of tips.But they get published all over the Web and he's made hisname and his success with those articles. You don't needany literary skills to succeed with this technique.Joshua: I know what you mean. I've seen a lot of simplywritten articles that were excellent due to the content.But this raises an important question: How does someonecome up with content ideas? What do you do, for example?Michael:The key to coming up with topic ideas for your articles isto be very aware of what you yourself are learning. As youknow, ecommerce is a huge area and we're all learning newthings every day. Every time you learn something new, writea short article about it. Because there are almost certainlyother people who are going to have to learn what you justlearnt and your article is going to make it much easier forthem to get that information. The other thing to do is payclose attention to the questions people ask you. Forexample, I had a question last week from a man in the UK whowanted to know how to use articles to promote an affiliatelink. So I answered his question and then wrote an articletitled: "How To Boost Your Affiliate Sales With FreeArticles".Joshua: Okay, assuming I do that and then write my article,how receptive are newsletter editors towards acceptingarticles from other writers? Am I likely to get published? Michael:The vast majority of Newsletter publishers don't write theirown content and even those who do still need outside input,'guest articles'. The problem is getting noticed becausethere are a lot of people writing articles now. One of thekeys to getting loyal publishers who keep using yourarticles is to have a fairly constant output - at least onenew article every 2 weeks. Publishers like to use articlesfrom 'regulars' - writers who they have published beforeand who they can count on for more articles in the future.Joshua: Yeah, that's been my experience too. Each time Isubmit, I'm finding that new editors are using them. Youalso mentioned 'name branding' earlier. Is this a vitalingredient to one's eventual web success?Michael:Yes, I think it is important. You could also call it'Establishing an Audience' or 'Building Credibility'. Thereason it's important is that people have become very waryon the Internet (because of all the scams). If someone landsup at your website and they have never heard of you before,chances are they won't buy anything. But if they have seenyour name over and over again, as the author of helpfularticles - then you have a potential customer. Joshua: Related to this is another 'payoff' for the writer:the Resource Box -- your ad. What do you think is the mosteffective strategy here?Michael:Well, this really is an art in itself. It's as important asthe article itself. Here's a valuable tip: if you're usingyour Resource Box to promote your eBook, don't mention theeBook! Instead, create a free report (1 or 2 chapters ofyour eBook) and offer that from your Resource Box. When Istarted doing this, my sales tripled overnight.Joshua: Wow. So, we shouldn't try to sell anything here.We should promote a free information product that capturestheir email addresses. In your opinion, Michael, does thiswork best by sending them to your site to sign up, or goingwith a 'mailto' address, or both?Michael:Well, I have to say that I've had bad experiences withputting my email address in my Resource Box. The spammersgot hold of it (or rather the email harvesters). The emailaddress was ept-subscribe@ followed by my domain name andI still get dozens of emails every week that say 'Helloept-subscribe'. The best method here is sending them to asign-up form where they have to enter a valid email addressbecause they'll be receiving an email a few seconds laterwith the download details for your free report.Joshua: You've had tremendous success online. In your opinion,is there such a thing as an *Internet Secret*, some magicalformula for easy web success?Michael:Most of succeeding online is just sheer perseverance. But Iwould also recommend reading as much as possible. There'sreally masses of information on how to succeed on the web.Having a mentor is also a key to success (I've had a few).Joshua: Me too. This has been great, Michael. I reallyappreciate your input. Thank you.Michael:It was my pleasure.Joshua: Any last tips or comments?Michael:Do what you're passionate about, follow your bliss. Becausepeople will pick up on it and it will take you anywhere youwant to go. But one still needs to persevere. Successfulpeople are people who have learned to deal with failure.