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Public domain gives you a head start creating ebooks, ecourses, newsletters, teleconferences, web site content and email registration incentives you need to keep in constant touch with clients and prospects.
Public domain refers to information free from copyright protection. The two most important sources of public domain content are:
1.Books with expired copyrights. Copyright protection for many books written early during the previous century has expired. In addition, millions of other books, published later, have lost their protection because their publishers did not renew their copyrights in time.
2.The second source is Government created materials. In addition, hundreds of thousands of government-published books, pamphlets, reports, and 'how-to's' are available. Information published by the United States Government and other governments is typically not copyright protected.
Basing your marketing materials on public domain content boosts your profits by saving you time and energy. This time and energy can be invested in more profitable activities like networking, selling or direct customer service.
In many cases, proper use of public domain content can increase your billable hours five to ten per cent!
This is in addition to reducing the amount of time it takes to complete a marketing project. One client, for example, had been struggling for three years to write a web site incentive showing attorneys how to prepare an effective marketing plan.
Within a week of learning how to search for, and use, public domain content, he had completed his special report and it was already attracting new business to his consulting firm!
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Public domain content can be used 'as is,' or you can repurpose it into different forms. For example:
1.Newsletters. Adapt chapters of a book into issues of your newsletter that build on each other.
2.Teleconferences. Use a book as the basis of a series of teleconferences.
3.Website incentive. Create a special report or email registration incentive based on a government booklet.
4.Autoresponder series. You can offer a 'mini course' as a series of lessons delivered at weekly intervals.
5.Articles and speeches. Books can be repackages in shorter units, adapted to current conditions.
6.Checklists and worksheets are always welcome and can be easily assembled from copyright-free sources.
Often, the original, copyright-free work can be used 'as is.' The owner of a fly-fishing camp located a 'fly fishing coloring book', which he sends him clients to give to their children.
Putting public domain content to work basically involves four steps:
1.Goals. What do you want to accomplish? Simply keep in contact or motivate fence sitters to act right now? Your answer will influence the amount of information you need, as will your market's information needs.
2.Locate. The next step is to locate appropriate public domain content. This involves research that can be done at your computer, at any hour of the day or night.
3.Verify. You'll want to protect yourself by making sure that the materials you have selected are indeed copyright free.
4.Adapt. Unless you are going to reprint a book or government pamphlet, you will want to scan or transcribe it, and reformat it into the format that works best and suites your marketing needs.
No longer do you have to write every word of your marketing. Information in the public domain permits you to market more efficiently, so you have more time to provide your unique products and services.
Public domain material allows you to save time and money while creating an ongoing stream of credible customer communications.
About
the Writer of this Article
Roger C. Parker is the $32,000,000 author with over 1.6 million copies in print. Do you make these marketing and design mistakes? Find out at www.gmarketing-design.com
Boost Your Website With Expert Content
The word has gotten out on web site content.
It has never really been a big secret, really: the only effective way to promote a web site is by hosting unique, quality content. Search engine optimization and paid inclusions are a waste of time and money if there isn't a compelling reason for your visitors to come back once they have found you. Website sales only come from repeat visitors and user loyalty.
A business built on expertise must be represented by content - articles, columns, white papers, guides - that meets the most discriminating needs. With your reputation at stake, follow these guidelines for producing the web site content that will bring your web visitors back, time and again:
Make it expert. Your clients come to you because they value your expertise, skill and taste; your web site content is a reflection of your word, a continuation of the professional client relationship. Never host material from a source that you can't personally vouch for, or to whom you wouldn't refer clients. Assume personal responsibility for every byline on your web site.
Make it relevant and objective. Build content that people will trust - unbiased material that directly involves your clients and their needs. Don't roll sales pitches into your articles. Be an advocate for your clients and their interests, and use that awareness to inform the subject matter you include on your web site.
Make it timely and researched. Information seekers hit the Web to find the latest, most specific answers to their questions. Don't post outdated or generic content. Make your content rich in accurate information, timely in scope, and authentically useful to Web users.
Make it unique. Website content that can easily be found elsewhere is worse than useless, because it makes your business appear commoditized. Don't recite the same tired advice being given by all your competitors - host unique and specific material on subjects not being covered anywhere else on the Web. Use your background. Demonstrate that your practice is one of a kind, by hosting information that only you can provide.
Make it well written. Your expert credibility can quickly be damaged by poor writing. Be aware of professional writing and publishing standards (found in the Chicago Manual of Style, available in any bookstore), and follow them. Hire a ghostwriter or professional editor if necessary to help make sure that your copy is clean and elegant. Never host any material that calls into question your intelligence or literacy.
A web site can build or destroy an expert reputation; the deciding factor is content quality. With the sheer amount of useless, outdated, poorly written material on the Web today, the average Web user is almost desperate for information that can be relied upon.
Create an online resource that your clients value, and they will keep coming back - building your credibility, refining your market, and increasing your income.
Robert Warren ( www.rswarren.com) is a freelance copywriter in the Orlando, Florida area, specializing in providing for the marketing and communications needs of the independent professional private practice. Hey,
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