For the last decade I have been carefully applying a multi-pronged approach to building my own private investigation practice- which is not really all that different from working on any other type of service provider or consulting business. I have had incredible success following this simple strategy, which I massaged into in an easy to remember acronym- W.O.R.K.I.N.G.
Writing has always been the first part of my W.O.R.K.I.N.G. approach, though its importance has increased exponentially since the race to attract attention via the Internet began heating up. It used to be that writing was the main method by which I built my own subject matter credibility but, while writing continues to be an integral part of my overall branding effort, I have found that the overall symbiosis between writing and the Internet component of my W.O.R.K.I.N.G. approach to entrepreneurship has become more important.
Writing is now a vehicle by which I supercharge my Internet efforts.
Since you are reading this article, you have either come across it through one of the online article submission websites for which I originally wrote it or you are reading it through a website, e-zine or publication that derives its content from the article submission site that is hosting it; in this way, articles on the Internet provide viral exposure. Additionally, the effort that goes into writing and submitting just one article is negligible compared to the results it will achieve as it is picked up by those who need content for their own publications and then picked up again from the secondary publisher by another; in fact, the cycle may encompass publishers who are several “generations” removed from the original posting.
I have one article I produced under a unique pen-name (for tracking purposes) that was included in 314 publications (web and print) and eventually made its way across 8 “generations” of publishers; that is to say that the eighth-generation publisher reprinted the material which was reprinted, which was reprinted, which was reprinted, which was reprinted, which was reprinted, which was reprinted, which was originally printed!
Not only did I get great “press” through the exposure but this article has been indexed in search engines for 6 years now and still remains on at least 17 high-traffic websites. I can directly attribute client leads I continue to develop today to that one article.
How’s that for publicity?
In these days of increasingly cutthroat search engine optimization tricks, deceptions and methods, article submission is one of the few “white-hat” strategies left that consistently and reliably produce results. Case in point: I recently launched a new website promoting a book I wrote and was able to get it indexed in Google, MSN and Yahoo! in less than 4 days by simply converting a few chapters of the book into 10 different articles and then borrowing 2 hours out of my secretary’s day to submit them to a few article submission sites. I’ve made $1,038.70 in just a few weeks through the sale of that book as a result.
Writing for web logs, or blogs, can also have positive effects on your overall web exposure for similar but slightly different reasons as article submission. Blogs can have the same “speed to search engine” results as article submission services but I find that they take a great deal less time to maintain. I can sit down and write a few thoughts in the evening, instantly publish them to my blog and be done with it; these posts are often less than 100 words. Search engines go crazy over blogs that are updated regularly and they really don’t care if the blog posts have a finely focused message based around well-crafted meta tags and keyword density!
The down-side of putting all of your effort into just a blog though is that unless you treat each post like you would an article being written for submission and publishing you won’t typically generate the same subject-expert credibility which comes with being a bona fide word-slinger. That’s alright by me since I look at blogging as a facet of search engine optimization rather than a credibility building exercise. My overall search engine strategy has always been to use web logs to drive links back to my websites. I fashion every link with anchor text which is contextually important to the page that the link is pointing; this increases the relevance of each link.
In my experience, the real advantage of owning and REGULARLY posting to a blog has been the ease of climbing the Google Page Rank ladder. In a little less than 6 months with very little real effort my oldest blog (yes, I have more than one) attained a page rank of PR5. As a result, every outbound link from that blog carries real weight… consequently giving a huge boost to the lesser-ranked pages to which they point also.
Writing is the first part of my W.O.R.K.I.N.G. approach to success. The power in its ability to build credibility and the perception of subject matter expertise is unquestionable. However its ability to have an explosive impact on your Internet efforts as well may soon have you searching for your own inner-Hemingway in the ongoing pursuit of success.