Promotion Profile Summary Use this worksheet to produce a keyword-saavy "word bank" for perpetual copying, pasting, refinement, and resubmission. Further, by focusing on the interests of both you and your customer, proper maintenance and your ability to generate traffic is assured. The answers to the following questions will form the heart and soul of your promotion plan. Promotion Strategy Worksheet Your answers to Part 1 will define your promotion goals, target market and subsequently, your metatags and future planning. Your answers in Part 2 will allow you to efficiently copy "perfectly-worded," keyword-saavy descriptions into submission forms. In Part 3, all answers coalesce with (and against) the competition to produce a superior title and metatags. In Part 4, you'll learn how to better target and attract your market with promotional maintenance. *Part 1: Promotion Goals 1. What is your reason for having a site? What do you hope will happen? (Be honest. If you're here to make money or get leads, say so.) 2. If you were your customer, why would you visit your site? (For example, a realtor might answer, "To view and potentially purchase local listings.") 3. What do you have that your competition doesn't have? (For example, a legal firm might answer, "Ability to provide indepth answers to legal questions for $20 in 24 hours via online charge form.") 4. Relative to what you offer, what other interests do your customers have? (For example, a mortgage broker might answer "home-buying tips, owner-builder construction tips, credit repair, lender assistance, and so on.) 5. If you were your customer, what words would you use to find you? (For example, a training company might answer "teamwork training, management training, executive coaching, communications training," and so forth. To be sure, ask 3-15 Net-savvy customers which words they would look under in the Yellow Pages or in search engines. 6. In priority order, type the 10 most important keywords or keyword phrases from your answer above. (For example, the same training company might answer "training, speakers, teamwork training, management training, executive coaching, communications training.") Part 2: Promotion Profile Sheet To make the listing process more efficient and error-free, you can create a Promotion Profile Sheet filled with ready-to-use information. (Avoid typing everything in all caps as it sometimes offends people and is difficult to read.) As you describe your site, use as many keywords as possible without sounding "strange." 1. Your Web site title. 2. Your exact URL. 3. Your email address. 4. Your phone number. 5. Your fax number. 6. Describe your site in one concise sentence. 7. Describe your site in two concise sentences. 8. Describe your site in 25 words or less. 9. Describe your site in 50 words or less. 10. Describe your site in 100 words or less. Part 3: Promotional Tags With your competition's metatags (from the research you did earlier) next to you, combine their keywords with your client-researched keywords to create a superior set of tags as described below. Site Title 1. Review the 10 most important keywords from your Promotion Goals (Part 1, question 6). Based on what you learned in Step 3, define your most important key words and build a page around each. Choose the most important word (the most-searched on keyword or keyword phrase), and edit your main page for maximum keyword relevancy to that word(s). Edit the title on your Promotion Profile to read the same. As well, insert the title in place of the asterisk below, and copy and paste into your main page. Repeat this process for other keywords. See an example.