Digital Marketing

SEO: How to Improve Your Ranking in Google Search Engine Results

Google ranks first among all search engines, as a large volume of internet users are using it to search for relevant websites that Google returns for a particular keyword or keyphrase being used. So if you really have to make your website very popular, attract a large volume of potential customers, then it is important that you follow certain established SEO techniques.

Keywords are the key to your website’s success

You need to find the keywords that are relevant to the type of topic or theme that you choose to promote products and services on your website. You have to find keywords that find a good number of queries through the Google search box, but there are not many websites that actually deal with that keyword.

Now if you examine the websites that show up on the first page of a Google search for that keyword, you may find that there is not enough content to shed light on the keyword or phrase used. Here you can explode, making inroads.

Highly informative content rich websites

Get started writing rich content that is highly informative and helpful to the type of visitors who click through to your website. Also, keep your website updated by writing more content, twice a week. Google loves fresh, spicy, and crunchy content. Not outdated, they contain articles that most websites have already tried over and over again, and regular visitors have memorized them and no longer need them.

In fact, Google is concerned that many quality visitors will deviate from Google and instead prefer other search engines over Google, such as Bing, to search for websites that have rich content and very different from the beaten path. Naturally, the loss of quality visitors will mean less revenue for Google. That is why Google is hungry for new content from relevant websites, catering to a particular market segment or group.

Satisfy Google’s hunger for new content

This is why it is important that it is not enough to satisfy the requirements of a particular market segment or target group. You should also look from Google’s point of view. Therefore, write or outsource new articles, which are rich in relevant information and also in the context of the keyword, based on which you want to establish yourself as an established website to be reckoned with.

The importance of backlinks for your website for a high Google ranking

Now you also need backlinks for your website. According to the PageRank algorithm (Page stands for the name of Google’s co-founder, Larry Page), backlinks are very important if a website wants to climb the greasy post to the Google search results page. The more backlinks a website has, the better it will be. However, quality backlinks count too. In other words, if a highly established website has a link on one of its pages that points to your website, then the website, according to Google, has the merit of occupying the first few spaces of the first page for a keyword. / specific search phrase. .

Writing articles

Article writing is one way to make your website popular as writing to established article directories helps you get more links pointing to your website. The other places are, of course, specialized forum sites, where you can regularly contribute your useful ideas in discussion threads related to your field of expertise and niche. That way you can send more links to your website and therefore send more quality targeted traffic from the forum as well.

Blogs

To get more backlinks, you can maintain blogs that are also rich in content and have a backlink to your websites. In this way, you can increase the number of backlinks. Of course, this is all hard work, as you need to make sure the blog is regularly updated with relevant keyword-based content.

Stop using Flash and graphics on your website

Don’t waste your precious time and money sprucing up your website with flash and graphics as Google Spiders doesn’t track codes. So there is no point in adding those codes that Google hardly pays attention to.

Avoid making your website slow and sluggish

Google doesn’t like websites that are slow and irritating to open fast. So, don’t use too many videos and graphics that weigh down your website and make it open quickly.

The importance of HTML / XML sitemap before submitting it to Google and other search engines

Another thing I want to draw your attention to is the importance of a sitemap, preferably an XML sitemap. However, it is preferable to have HTML and XML in the root folder of the website. The reason is obvious as different search engines have their own preferences. Therefore, it is very important that you have a sitemap for each website before submitting it to Google.

You can create a sitemap for free, such as http://www.auditmypc.com/free-sitemap-generator.asp. Once you’ve created your sitemap, you can submit it to Google. You’ll have a good idea if you visit the EzineArticles sitemap, which is ezinearticles.com/sitemap.html

Stop plagiarism by duplicating content from other websites

Plagiarism is illegal and constitutes a crime for violation of copyright and intellectual property laws. Google also hates websites that thrive on duplicate content. Therefore, make sure that your website has content written in original and that no other website has the same content word for word and sentence after sentence.

The content must be at least 250 words

Make sure your article is at least 250 words on each web page on your site. Also, your keywords should be included in the first 250 words, as the Google crawler scans only the first 250 words and, on that basis, checks the relevance of the web page to the search result.

Keyword density: limit this to 2% – 3% of total content. Use only 2-3 keywords

Don’t use too many of the same keywords over and over. Most search engines would find it offensive. It is best to limit it to 3% of the total content. However, it is wise to limit yourself to just 2-3 different keywords.

Niche websites that have very little competition but have a good demand for genuine visitors

Don’t turn your website into some kind of super mall, selling everything from mice to elephants all under one roof. Find your niche that suits a fine segment of the market, say Domain Shift. Make sure your niche is not cluttered with too many players in the market. Try those that do not have too many players and you can be one of them, to fight to get to the top of the Google search engine rankings, serving only a selected clientele.

I hope that the information provided to you here in this article will help you to start a successful career in internet marketing and the success of websites that makes them profitable using SEO techniques. This is how you can improve your website’s ranking in Google search engines.

Digital Marketing

How to write a white paper that stands out

Continuing education. In this competitive world, that’s one way to stay ahead of the competition. But continuing education doesn’t have to be in a classroom, and you certainly don’t need to receive a grade or take final exams (although putting your new knowledge to the test might indirectly do that for you anyway). Chances are, if you’re trying to stay ahead, you’re looking for new and innovative ways of doing things, looking for the latest trends to capitalize on, and you just want to be better than the competition. Thanks to the World Wide Web, we now have a lot of bottomless ideas waiting to be read, thought about, and put into practice. These ideas come from opinion leaders and business executives in various aspects of the industry. But they can also come from you!

Today, white papers are one of the critical ways you can position yourself as a thought leader. The benefits are twofold. White papers, which are informational reports, are increasingly used to “sell” information, products. and services providing more detailed information on a topic or problem. Also, including white papers on your website helps optimize your site; Today’s search engines are crawling white papers just like they do your blogs and other “live” information.

White papers are a great way to dig into a topic of interest to a market segment. You explain the importance of this information and how the reader can use it within your business model or marketing mix. Where does your experience lie? What topics can you provide information to your customers about? Do they need to better understand a new technology and how it can benefit them? If you were a potential customer, what kind of information would you need to know to do business with a particular VAR? By presenting well thought out and written content, you will develop your brand, but more importantly, you will position yourself as a thought leader among your peers and your customers. People will hope that you have the answer (or at least the ideas), becoming the ultimate solution provider.

Sometimes white papers can be difficult to write, so don’t be afraid to have someone help you collect your thoughts and put them on paper. Here are some tips to help you get started:

– Choose your topic. Are you going to write an in-depth story about the latest piece of software, still in the prototype phase, that you just tested? Do you have a marketing promotion that has worked well for you and are you willing to share that success with others? Whatever the topic, do your research and gather as much information as you can. Find facts to support your statements, and use the knowledge and research of other opinion leaders to support your position on the issue (just remember to attribute your ideas in your whitepaper). Of course, with the Web, there is an endless supply of information.

– Deliver relevant information. Doing a Google search for your topic could give you hundreds, if not thousands, of results with information to use as part of your white paper research model. However, the facts and statistics you use should be relevant to the topic at hand. Don’t just include a bunch of information to “fatten up” the white paper. Doing so will confuse your reader and miss the point. Instead, focus on two or three areas of information that specifically relate to the point you are trying to make. To determine what belongs and what doesn’t, start by defining the objective of the white paper. Make sure all your information relates to that goal.

– Include helpful tips and tricks. Everyone loves ideas, especially when they are free. By sharing the tips and tricks that worked for you, you are offering an inside look at how you solve problems and providing some free tips at the same time. This aggravates your ability to be a thought leader. Clients and prospects will come back to you for more if you implement your tips, and they work!

– Offer problems; then solve them using your approach. White papers should be designed to give real life examples and situations that could happen. As the solution provider writing the whitepaper, you need to tailor your answers to resolve the situations, giving several examples of what works, but directing the reader in the direction of how you would resolve the situation.

– Insert keywords. Here’s the SEO part of why white papers work today. By using keywords that will appear in a search engine search, you can attract readers from outside of your existing customer base to visit your website. Technical reports help optimize your site. Think of keywords and keyword phrases that potential customers could use to find the information they need. Then incorporate them into your whitepaper (as long as they stay on topic), which will direct them to your website.

When writing white papers, it’s easy to get out of breath or sometimes fall short. Keep your works at approximately 3,000 to 4,000 words. Each sentence should focus on the topic at hand and be relevant to the overall topic. Articles of 2000 words or less may not have the substance someone is looking for, while an article of more than 5000 words is simply too cumbersome and may be more suitable as a detailed e-book. But as long as the text supports your original goal of writing the article in the first place, then you should be well on your way to becoming the next most important thought leader.

Digital Marketing

How to write a treatment for a reality show

If you are pitching a reality show concept, knowing how to write a reality TV treatment is very important and understanding how to correctly write a reality TV treatment is more than just being able to put your concept into words. . It is an art that must be mastered. A great reality show concept needs a well-written treatment for the production company or networks to want to invest money.

Make a lasting impact

You need to convince them that your idea is doable, unique, and entertaining. This is more important if you are not a well known writer or do not have a good project under your belt. The question now is how to write a treatment for a reality TV show that can have a lasting impact on the minds of your readers. This is what it could do.

Points on How to Write a Treatment for a Reality TV Show

1. Represent your logline. An example would be: 11 people in a house competing to emerge as the final survivor. Your logline should be very short and agile, attractive and captivating. In short, in the end, your reader should be asking for more. This is the first thing you need to know about writing a treatment for a reality show.

2. Describe your characters. What kind of participants would you like to have in the program? Families? Men or women? People of a specific profession? People with certain things in common? If a host is needed, then decide who might be the right fit for him.

3. Present your concept. In just a few paragraphs, visualize what you think the first episode of the show should look like. Get creative, share details, and engage your reader. As you do this, remember that it is a treatment and not a script, so too much information is unnecessary; Keep it short and to the point. In your first paragraph, give an idea of ​​what to expect in the following paragraphs. Write it as your first episode, featuring the entire show, characters, drama, twists, climax, and an introduction to the second episode. Now he’s closer to being successful writing a treatment for a reality show.

4. Write an outline of the episodes, at least the first ones. Make sure it is no longer than a paragraph, but has a clear introduction, body, and conclusion. This is very important, because it conveys to the production company that you have thought about how your idea will develop and survive beyond the first few episodes, giving your concept the additional credibility it needs to become a show.

Finishing touches

Now here’s one thing you don’t want to do: don’t discuss the technical details in the treatment like the sets, the camera angle, etc. You just have to focus on getting your story across. Finally, please read it several times to rule out any typographical errors and register it with WGA to protect your concept.

This is the recipe for success when writing a treatment for a reality show. Carefully considering these points as you write your treatment for the reality show will ensure that you are ready to present your reality show idea effectively in the right way.

Digital Marketing

What is an RSS feed?

If you’re not sure what an RSS feed is, how you can use it, and what are the benefits of RSS feeds, this article is for you!

When I spoke to the Monterey Bay Consultants Group in April about blogging, I remember one of the questions from the group was, “Who has time to review and read all these blogs?” It was a great question. I answered the question with my method of deciding which blog posts to read and that is by looking at my RSS feed. Some of the group members had no idea what he was talking about. Then I took the opportunity to explain what it is and how I use it.

Let me break it down as simple as possible for you here:

RSS is short for “Real Simple Syndication” and people use “RSS feeds” to distribute and collect information from the Internet. If you have content on your website or blog that you are continually updating, you can set up an RSS feed for the information. Subscribers to your RSS feed can receive your updates through your “RSS feed reader”. That still sounds confusing, doesn’t it? Let me dig deeper …

Let’s say you like celebrity gossip and you love to know what’s going on all the time (I know, it’s superficial, but the best example I can think of is that most readers can relate to it). Every day he visits PerezHilton.com, popsugar.com, tmz.com and many of the other celebrity gossip sites. You can spend all day going through the many posts and all the content to get the information that interests you personally. With an RSS feed reader, you could continuously update with posts from all sites in one place and click only the ones you would like to read.

I’m sure you’ve seen the standard orange “RSS” symbol. Usually where you see that symbol is where you need to click to “Subscribe” to a feed. When you subscribe to a feed, you can send it to your “Reader”.

“Readers” are also known as “feed aggregator”, “feed reader”, “news reader” or simply “aggregator”. These readers are web applications or software, which aggregate syndicated web content, including podcasts, blogs, and news headlines, all in one place for easy viewing.

I currently use Google Reader. It lets me know when the blogs I read have new posts and I can choose which ones to click on and read the stories that interest me. Since my work involves the internet, industry news is of particular importance to me and I keep up to date by reading various blogs on a daily basis, however I only read the stories that pertain to my niche.

Before RSS feeds were available, it took hours every day to keep up with industry news. Now I can get all my information much faster and skip the information that I don’t need.

As a site or blog owner, how can having an RSS feed help you? Well, if you’re trying to drive traffic to your website using content like new articles and posts, having an RSS feed available of your new items for your visitors to subscribe to will make their lives easier (as explained above).

You can also place RSS feeds from industry related sites directly on your website or blog to provide your visitors with even more information.

If you are using blog software, you can automatically place an RSS feed subscribe button on your site, they all come with them. If you want to create an RSS feed from your website content (maybe the articles section), you can easily create one and simply add a code snippet to your site to get started. Most of them have detailed instructions and tutorials for you.

Bottom line, if you’re not using RSS, it’s time you got on board – time is money!

Digital Marketing

How to Use Marketing Channels to Drive Book Sales

Introduction

Understanding how online and offline marketing channels can work together is essential to the financial success of your book. These channels, if used together consistently, can help you as the author achieve sustainable competitive advantage. It will also help your book generate a steady stream of income.

Here is a brief discussion and explanation on book marketing channels and how they can help you become a more successful author:

What is a “marketing channel”?

Here is the quick explanation: A marketing channel simply refers to the places where you can interact with your audience. Each of these venues or channels allows you to show your audience that you love and are experienced in your particular micro-niche. These channels also give you and your audience a direct way to hear each other and share information. This process of listening and sharing is how meaningful, lasting and profitable relationships are built between you and your audience.

How is a “marketing channel” different from a “sales channel”?

Here is the quick explanation: A sales channel simply refers to the way your books are kept and sold to book buyers or the end consumer. These channels include online bookstores, physical bookstores, book distributors, wholesalers, etc. These are often called indirect sales channels. But if you sell your book directly from your home or office, you are also part of the sales channel. This would be called a direct sales channel.

There are two main ways to analyze the different categories of marketing channels available to book marketers. These are 1. online marketing channels and 2. offline marketing channels.

1. Online marketing channels

1.a. The online marketing channels you control

What online methods or media are you going to use to speak to your audience? And show them that you have something to say? This could and should involve your blogging, article marketing, guest posting, podcasting, creating videos, using Facebook, Twitter, LinkedIn, etc. All of these channels would become part of your social media marketing efforts, also known as your author platform.

1 B. Online Marketing Channels You Don’t Control

Other online marketing channels include those that you don’t have direct control over. Like blogs and websites that share or republish your blog posts. This also includes reviews of your book that are written and posted on other blogs. Or other bloggers who quote you or your book in their own blog posts. Or share your infographics, slideshows, videos, etc.

2. Offline marketing channels

Offline channels can also directly affect your online marketing and sales. This includes all of your marketing efforts that are not done online. Some of the most obvious examples are the use of postcards and direct mail newsletters to keep your customers informed of new information that you think they would benefit from. Another is to send your clients reminders and notices or birthday cards, for example. And also call them on the phone or send them a text message.

For example, if you are an accountant, you can ask your clients to share one of your articles online with your online audience. Or send your past clients a reminder notice of the next tax season’s deadlines. If you are a chef in a gourmet food market, for example, you can chat with your customers face-to-face about the food; give cooking lessons in your kitchen; give out free recipes, etc.

There are countless ways to market offline to your audience. It doesn’t matter what profession you are in. It just takes a little creative thinking and a desire to share information to find fun new ways to build and connect with your audience.

conclusion

Now you must realize that the joint use of online and offline channels can create an extremely powerful and profitable way to market your books. By combining each one, you will create a marketing program that will build strength and momentum that will continue to help you consistently sell books in the long run.

Digital Marketing

Brief Information on Vegetable Soup Recipes

A great vegetarian soup recipe not only helps you feel good, but it also increases your appetite for the main meal.

It’s not really difficult to make vegetarian soups, you just need to follow a few basic steps to make them. To start you just have to use garlic, onion, other vegetables like spinach, beans, peas, cabbage. Now add vegetable broth or soup broth and other spices that can help you add your desired flavors. If you want to make a cold soup, add fruits like watermelon or tomatoes.

Sometimes if green onions are also added, celery along with onions, it will make a big difference in taste. If you add a little more herbs and spices like bell peppers, with oregano and rosemary blends, you get such a flavorful flavor that everyone in your home will enjoy. It is recommended to add an adequate amount of spices, as too many are not good for health.

The secret behind making a tasty vegetarian soup recipe includes one with good texture. However, the texture of a soup can be improved simply by thickening the soup. Oriental cooks generally use a secret item in their soup recipes which is flour or cornstarch which thickens the recipe without using milk.

The addition of cornstarch adds more texture or thickness to your soup. You just need to mix the cornstarch with some warm water and then pour the mixture while constantly stirring it into the soup, this process helps to thicken it.

The great thing about soups is that they can be made very well ahead of time and stored in the freezer and served the other day. One thing to keep in mind is that the soup should be allowed to cool properly first and then it should only be stored in the freezer. It should also be chilled so that excess oil from the soup is properly removed before freezing. Note that the container in which you will keep the soup has enough space so that the liquid inside the soup can easily expand.

However, non-vegetarian soups are made differently, meat is added here to make them more flavorful. Apart from using spices, soy sauce with pepper and onion is also added to give it an extra touch of flavor.

The much needed protein content in vegetarian soups are beans, chickpeas, green peas which help add flavor to your vegetarian soup recipe and are also a good substitute for meat.

Digital Marketing

Benefits of content syndication in SEO content writing domain

Online content syndication is a business structure that increases the visibility of your business in the online marketplace. In the internet marketing services industry, content syndication allows users to add content on multiple websites. Online content syndication is the process that SEO content writing service experts use frequently.

Content syndication entities: Syndication contains three main entities that become part of every activity during syndication. SEO content writing service providers are the biggest beneficiaries who get the best advantage from sharing content. Publishers also gain access to this valuable topic many times over. Advertisers ensure the reach of this content to a wider and more targeted audience. End users enjoy the privilege of accessing high-quality standard content whenever they want.

Syndication business structure: The highly innovative path of content syndication can be classified based on several factors. These factors include business structure, content types, and methods for selecting distribution partners. Additionally, the business structure is divided into three categories called Licensed Content, Advertiser-Supported Content, and Free Distribution. All of these categories are self explanatory.

Types of syndicated content: Experts suggest two main categories of syndicated content, namely RSS feeds and full writings. The RSS feed handles the headlines, abstracts and excerpts in the source format, while the original content is published on the website. The entire module is distributed to distribution partner sites without relying on feeds and bookmarks. Users go ahead with their own choice by choosing one from the type of syndicated content.

Selection of distribution partners: An expert in SEO content writing services suggests several methods for selecting partners. Voluntary selection is the primary method in which the destination site itself selects the content to be published on the site. Sometimes users also select what content should be seen and what should not be entertained. Targeted distribution is another type of methodology that allows content creators to select the content to distribute on various factors. These factors include the size of your audience and their behavioral attributes.

Key benefits for entities: The entities enjoy a set of benefits and advantages of their own. This distribution helps content creators earn more through licensing fees or by creating multiple publishing partners. Publishers get advantages in terms of quality content for their websites at an affordable price. Advertisers increase the value of their campaigns by targeting specific users who benefit from a variety of readable information distributed on the World Wide Web.

Digital Marketing

Why Strange Words Make Great Marks

When creating a truly great business name, the number one consideration should be the level of “engagement”.

“Commitment?” you ask incredulously.

Yes … commitment.

While there are all kinds of naming strategies … metaphors, acronyms, coined / invented, key attributes, positive connotations, etc., the only common denominator that separates the mediocre from the memorable is the degree to which the name engages the mind. . of the consumer. Most new business owners opt for company names that they report and describe, leaving nothing to the imagination. They often don’t realize that the context surrounding the name (the ad, store sign, proposal, brochure copy, etc.) will define what they do, so the name can be free to describe. how do they do that. In other words, no customer will hear or see the name in a vacuum of mind. However, this is the way we often judge names when “brainstorming.” And that’s why focus groups are so notoriously bad judges of good names. It is not the people who are flawed, it is the process itself. Most feedback takes the form of free associations, all in an effort to determine whether a name is “good” or “bad.” It goes something like this …

Interviewer: “What do you think of the name Monster?” Respondent: “Ew! They are scary and dangerous!”

Interviewer: “What about Amazon?” Defendant: “Jungle … drowning … snakes … piranhas …”

Interviewer: “Apple?” Defendant: “One bad apple spoils the whole group.”

Interviewer: “Caterpillar?” Defendant: “Squishy, ​​smooth, and twisted.”

Interviewer for a new business owner: “I think we can safely assume that these would be bad brands …”

So if it’s not about free associations, what makes a good name? Again, it is that all-important element known as “commitment.” Engagement is what makes you lean forward, ask twice, invite more information, and continue the conversation. A good name should invite a discussion, start a conversation, and “get” the other person’s interest and attention. That’s why Amazon, while not saying anything about what it does, performs better than Books-A-Million. Amazon is open and welcoming and Books-A-Million is literal and descriptive. Amazon talks about the process … fluid, easy, abundant. Books-A-Million talks about products … books. And while Amazon leaves room for the company to grow in either direction, Books-A-Million leaves the company in a bind. I once heard an ad for a company called Just Brakes. Since they had outgrown this narrow niche, they adopted a new tag line … “We are more than just brakes.”

Let’s take another example. Linens & Things is unnecessarily redundant, as most people, after seeing an ad in the newspaper or passing a store window, will know that the company sells bedding and other things. It would be better to use the name to capture some key strategic position or advantage, or to evoke a feeling or emotion. Is Linen & Things the best, the fastest, the biggest, the most service-oriented, the most modern? We just don’t know. They have described but not evoked. They have explained it but have not compromised.

The objection I usually hear is “But with names like these, no one will know what I’m doing!” And that’s when I explain that it takes trust … trust in the power of context to fill in the blanks. In this way, the name is released to paint an image, engage the senses and position the brand to reflect not what it does, but how it does it.

So will some weird word work?

No.

Stranger for stranger will only leave the customer scratching their head, baffled to carry on nonchalantly. Bold and attractive names will create the desire to know more, and that’s where you should be ready to tell the story. The name then becomes a transition to a larger story. It begins with the name and the motto and then continues with the elevator speech of 15 seconds and more.

One of our clients we named was TKO Surgical. When asked if he is a boxing reference, our client responds with a resounding “yes” and explains that they have a mission to defend and fight for the needs of their clients. They will defend your cause and stay in your corner until the last bell rings. Your catchphrase? “Technically superior”.

So whether a name is based on a metaphor, key attribute, acronym, or positive connotation, the overall goal is to create a name that appeals. Perhaps that is why Albert Einstein stated that “imagination is more important than knowledge.” If given the option to participate vs. informing, opt for a name that asks for more. It may seem strange, but the results can be wonderful.

Digital Marketing

Definition Define What is a Fat Strat – Stratocaster?

Do you have, or are you wondering what a Fat Strat is? If so, you are probably not alone and here I will try to give you a short guide on what exactly a Fat Strat is. I hope you find this helpful.

Yes, there is a Fat Strat, which is also called HSS, which means, it is an anagram of Humbucker, Single Coil, Single Coil stratocaster, as on the Fender Stratocaster guitar (as if you didn’t already know). The usual and more typical Strat has three single coil pickups. The Fat Strat has just two single coil pickups, one located at the neck and one at the middle position, and a humbucker pickup at the bridge position. Confused?

The humbuckers give what is called a fatter sound than a single coil. They have more windings which, as a direct result of this, are ‘hotter’, in other words they achieve higher or higher output. Generally speaking, the hotter the pickup, the more prominent the midrange frequencies will be, which is why they are said to have a thicker or warmer sound with less highs. Humbuckers are what you will find in guitars like the Gibson Les Paul among others.

The Fat Strat can give you more tonal options if that’s the kind of sound you’re looking for or appealing to. If, on the other hand, you’re looking for the true classic Stratocaster sound, you may want to stick with the standard assortment of three standard single coils. At the aftermarket, you can buy single coils that roll up hotter and will achieve a warmer sound for you as well. Many people will add a hotter single coil at the bridge position, which I suppose could give a somewhat similar sound, if you can call it that, an effect like humbucker.

There are also HH Strats that contain 2 humbucker pickups and no single coils. You may have heard that they are known as Double Fat Strats.

Digital Marketing

Won’t turn pink in the can

Once Upon a time

There is an apocryphal story about a tuna canning factory in the early 20th century. Canned salmon was the top-selling fish in most of the US A tuna cannery executive compared all the characteristics of his tuna to the characteristics of canned salmon. One of the biggest differences was color. The tuna was white and the salmon pink.

Rather than trying to convince prospects why they should buy tuna over salmon, he simply added a great headline to all of his tuna ads: “Won’t turn pink in the can.”

Tell the truth

The beauty of this phrase was that the advertising executive was making a factual statement. He left the reasoning as to why it was factual for would-be consumers. The salmon was pink when the can was opened, did that mean something was wrong with the fish? The can? The whole process of bringing salmon to consumers?

This story has been told in many different ways: tuna vs salmon, white salmon vs sockeye salmon, even albacore vs pink tuna. It doesn’t matter which version you have heard or which version you say. While the topicality of this story has been discredited several times, the truth of what remains. So much so that in the past two decades, actual marketing executives have used phrases like “A fat-free food” on packages loaded with sugar and carbohydrates (the human body stores them as fat), or “No added sugar” or ” No added salt “in foods naturally loaded with those ingredients.

These are simple examples, ones that are close at hand that I can extract and show you. However, not all examples have to have the negative potential that these phrases have.

Be assertive

I mention this because I have a potential customer who is looking for a way to differentiate their products from their competitors. You don’t have to make sentences that start with “We are different because …” or “We are better because …”

Find something positive to say about your product or service, something that sets you apart from your competition, and ask it out loud and proud. Choose something irrefutable, something that cannot be proven to be false. Use this as your positioning statement and make sure your truth sets you apart from the competition. After that, it’s up to you to tell prospects why that position is better or better than the competition.