I have noticed that a lot of business owners have gained a good understanding of the value of content.

Content is free information provided to allow a prospect to get to know you better. It can be text such as articles, reports or ebooks. It can be pictures, videos or audios.

The media isn’t all that important. The important thing is that prospects are more likely to purchase from someone they know, like and trust.

So, we get into giving away content for free. You might be reading this as a free subscriber to this newsletter. If so, then this newsletter is providing me the benefit of being a way that you can get to know me… and therefore trust me more… and therefore be more comfortable purchasing from me.

One mistake I have found that many business owners make though is to play only one side of the game. They are either content providers or they are content publishers.

The content provider camp decides that it is very important to get their content published on as many web-sites, in as many ezines, and in as many offline publications as possible.

That’s great. That’s very valuable. People get to know you from reading your content on other sites. They also associate you with someone they may already know, like and trust. A link at the end of your article, video, audio, guest blog entry or whatever possibly leads them to your site where you can expose them to your products.

The other camp thinks that publishing content is best. They know that every single high traffic site is made up of other people’s content (or OPC). Google is the #1 site on the ‘net right now. What is on Google.com? Just a search box that if you enter anything into it gives you a list of snippets of OPC… snippets of text from other sites on the ‘net.

The #2 and #3 sites are usually the same. Ebay is just a list of other people’s auctions. Craigslist is a list of other people’s classified ads. Wikipedia is a compilation of other people’s content. All of them are.

You need people visiting your site to expose them to your sales message to make sales. Publishing other people’s content is a great way to do that. It is the #1 proven way used by every single top 10 site on the entire Internet.

What I don’t often notice is the use of both tactics. People often fall into one camp or the other. They see the value of publishing their own content on other people’s sites or they see the value of publishing other people’s content on their own site.

Rare is the individual that uses both tactics. That is the individual that will win against every competitor in any market.

Think about it!

Diego Norte is the creator of MuVar, the world’s most effective multivariate testing solution. MuVar completely automates the task of optimizing your sales letters for more sales. Check it out here:

http://www.MuVar.com

520 C North Main Street, Heber City, Utah 84032

It doesn’t matter if you can reach 1,000,000 people if your copywriting can only convince 1 out of a million to take your desired action.  That’s only one sale.  It is ten times better to have a message that reaches 1 out of 10 people and give that message to only 100 people.  That means 10 will take your desired action.

Both are important.  The formula shows a plus sign between them, but that isn’t accurate.  It is actually a multiplication sign that should be there.  Each time you increase your traffic or your copywriting conversion ratio, you multiply your profits.

If you have 100 people visiting your web-site every day and a 1% conversion ratio on your traffic, you will be making 1 sale per day.  Let’s say that sale is worth $1.  You will be making $1 per day.

Let’s say you increase your traffic by doubling it.  Now you have 200 people a day reading the same message and 1% purchase so you have 2 sales per day.  Each sale is worth $1, so you are now making $2 per day.

Instead of increasing traffic, let’s say you improve your message so that 2% purchase.  You still have 100 people visiting the web-site, but 2 of them purchase every day.  You make $2.