Website Writting Tips From a Copy Veteran

Better Profits Through Buyers Perceptions
Good Improvements News

When I joined my first London ad agency 40-something years ago, the copywriting department was presided over by a lapsed genius who beat into me a number of immutable copy principles. These precepts, which are as valid now as they were then and which have helped me shift truckloads of product worldwide, apply to all types of promotional writing. They apply even more so to selling on the Internet, where do-it-yourself copy is the norm rather than the exception. In the old days, very few serious advertisers wrote their own material. Today, they do so as a matter of course simply because the technology allows it.

Anyway, this little article is aimed at those who write their own web pages and also at those who hire a writer and may wish to check that he or she is working on the right lines. Below you'll find just a few principles of good promotional writing. If the editor wants more, I'll gladly provide them.

Keep it very simple

All copywriting should speak to its audience in everyday, uncomplicated language. People don't like to be talked down to. And they grow tired of clich's and buzzwords. Also, keep your sentences short and punchy, with the minimum of clauses. Long and involved sentence structure is death to readership. (The six sentences above are examples of what I'm talking about. They are easy to scan and understand.)

All web pages should carry a headline

But this must be a pertinent headline. A selling headline. This headline will be, or should be, powerful enough or intriguing enough to draw your target into the compass of the body copy. If it can do that, you are on a winner.

It may go without saying that the entire thrust of your webpage should revolve around an offer or a promise. This offer or promise will be unique to you - it's your unique sales proposition. It's the one thing that sets you apart from your competitors; and it can be price, performance or service related. Given this, the headline should be a snapshot of the sales message - a pr'cis of your offer or promise. In other words, a headline that says: Buy this product and get this benefit. I'm sure you already know that people don't buy products, they buy the benefits of owning those products.

And when I say that every page of your site should carry a headline, I mean every page. Experience shows that a person will read a headline before looking at any accompanying pic or body copy. They do so preparatory to scooting off to someone else's site. But if your on-going headlines tell them things of interest, they will almost certainly hang around to explore the site more fully.

Keep headlines relevant

Around 30% of all headlines on the Net are both useless and irrelevant. The worst of them are so convoluted, so desperate to say everything all at once, that they are unintelligible. The offending lines also employ tired buzzwords. The word leverage, for instance, in completely ungrammatical context; and words like solutions and focus are thrown around like generous confetti. The moral is this. State your sales proposition cleverly, wittily, stridently or emotively, but never, ever employ a clich device simply because it's the easy thing to do. If you can't be original, at least be positive. And if you honestly don't have very much to say, there are some really clever ways of saying nothing that will endear you to your audience.

Emphasise the benefit

Copy should be more than just a description of your product. All body copy should make some kind of selling proposition. If it doesn't, it isn't advertising - it's an announcement. So many writers these days fail to understand that copy is nothing more than salesmanship in print. They describe every conceivable facet of their product, what it does, how it does it and why it does it, without once producing a decent argument for buying the damned thing! They lose sight of the fact that they should be trying to sell something.

Thus, copy must use the psychology of the salesman; and it must say, right up front: Here's what's in it for you. Nobody ever went broke promoting the benefits of owning their product.

Raising value

All copywriting should be geared to fulfilling one very important task. And this is to raise the value of your product or service in the potential customer's mind. This has nothing to do with a policy of low pricing or, indeed, cut-price offers. But it has everything to do with making a sales pitch that immediately demonstrates the outstanding value of your goods and services - no matter how much you are charging for them.

Look at it this way, a gallon of petrol costs around 5, but if your car runs out of gas on a lonely, rain-swept moor in the middle of the night, with the prospect of a 30-mile walk to the nearest filling station, how much would you pay for a gallon of petrol from a passing stranger? 10? 20? 50? It all depends on how badly you need it and how the circumstances have raised its value to you.

Raising value isn't difficult to do when people are in the market for your product. They come to you with certain preconceived notions, they are excited about owning whatever it is you make, they can already picture themselves using it, they want it now. All you have to do is exploit their desire. Bear in mind that advertising doesn't create desire, desire creates advertising.

Say it, then say it again

It has been scientifically proven that most of us take in only around 40% of what we actually see. Our brains edit out the other 60% of visual information as unimportant. On these grounds, if you have a serious proposition to make in your website it would be wise to repeat it. And not just once, but several times.

Just because you are deeply immersed in your offer or promise, it doesn't follow that your market will be likewise informed after only one reading. Websites are the most negligently read materials on the planet. Aside from you, nobody has any real or abiding interest in them. Always remember that you are preaching to the indifferent.

Resist the urge to talk about yourself

A lot of website writers seem compelled to talk about themselves. They talk about their business, when it was founded, why it was founded and by whom. Not content with this, they tell us all about their employees one by one; about the size and location of their offices or plant; and about the lengths they go to in order to satisfy their customers.

A little of this sort of thing goes a long way, but a lot of it goes right over people's heads. And they lose more customers than they gain with such naval-gazing.

The simple truth is that nobody gives a damn about other people's achievements. All most of us are interested in are our own achievements. Good enough reason, then, when writing your next website is to talk more about your potential customers and what you can do for them, than about yourself. Six-to-four, you?ll get a bigger response.

If this has been helpful, maybe you'll let me know.

---

About the Author: Pat Quinn is an award-winning UK copywriter who also operates a search engine optimisation service. Because it's all in the writing! Here: http://www.search-engine-mechanics.co.uk.

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When I joined my first London ad agency 40-something years ago, the copywriting department was presided over by a lapsed genius who beat into me a number of immutable copy principles. These precepts, which are as valid now as they were then and which have helped me shift truckloads of product worldwide, apply to all types of promotional writing. They apply even more so to selling on the Internet, where do-it-yourself copy is the norm rather than the exception. In the old days, very few serious advertisers wrote their own material. Today, they do so as a matter of course simply because the technology allows it.

Anyway, this little article is aimed at those who write their own web pages and also at those who hire a writer and may wish to check that he or she is working on the right lines. Below you'll find just a few principles of good promotional writing. If the editor wants more, I'll gladly provide them.

Keep it very simple

All copywriting should speak to its audience in everyday, uncomplicated language. People don't like to be talked down to. And they grow tired of clich's and buzzwords. Also, keep your sentences short and punchy, with the minimum of clauses. Long and involved sentence structure is death to readership. (The six sentences above are examples of what I'm talking about. They are easy to scan and understand.)

All web pages should carry a headline

But this must be a pertinent headline. A selling headline. This headline will be, or should be, powerful enough or intriguing enough to draw your target into the compass of the body copy. If it can do that, you are on a winner.

It may go without saying that the entire thrust of your webpage should revolve around an offer or a promise. This offer or promise will be unique to you - it's your unique sales proposition. It's the one thing that sets you apart from your competitors; and it can be price, performance or service related. Given this, the headline should be a snapshot of the sales message - a pr'cis of your offer or promise. In other words, a headline that says: Buy this product and get this benefit. I'm sure you already know that people don't buy products, they buy the benefits of owning those products.

And when I say that every page of your site should carry a headline, I mean every page. Experience shows that a person will read a headline before looking at any accompanying pic or body copy. They do so preparatory to scooting off to someone else's site. But if your on-going headlines tell them things of interest, they will almost certainly hang around to explore the site more fully.

Keep headlines relevant

Around 30% of all headlines on the Net are both useless and irrelevant. The worst of them are so convoluted, so desperate to say everything all at once, that they are unintelligible. The offending lines also employ tired buzzwords. The word leverage, for instance, in completely ungrammatical context; and words like solutions and focus are thrown around like generous confetti. The moral is this. State your sales proposition cleverly, wittily, stridently or emotively, but never, ever employ a clich device simply because it's the easy thing to do. If you can't be original, at least be positive. And if you honestly don't have very much to say, there are some really clever ways of saying nothing that will endear you to your audience.

Emphasise the benefit

Copy should be more than just a description of your product. All body copy should make some kind of selling proposition. If it doesn't, it isn't advertising - it's an announcement. So many writers these days fail to understand that copy is nothing more than salesmanship in print. They describe every conceivable facet of their product, what it does, how it does it and why it does it, without once producing a decent argument for buying the damned thing! They lose sight of the fact that they should be trying to sell something.

Thus, copy must use the psychology of the salesman; and it must say, right up front: Here's what's in it for you. Nobody ever went broke promoting the benefits of owning their product.

Raising value

All copywriting should be geared to fulfilling one very important task. And this is to raise the value of your product or service in the potential customer's mind. This has nothing to do with a policy of low pricing or, indeed, cut-price offers. But it has everything to do with making a sales pitch that immediately demonstrates the outstanding value of your goods and services - no matter how much you are charging for them.

Look at it this way, a gallon of petrol costs around 5, but if your car runs out of gas on a lonely, rain-swept moor in the middle of the night, with the prospect of a 30-mile walk to the nearest filling station, how much would you pay for a gallon of petrol from a passing stranger? 10? 20? 50? It all depends on how badly you need it and how the circumstances have raised its value to you.

Raising value isn't difficult to do when people are in the market for your product. They come to you with certain preconceived notions, they are excited about owning whatever it is you make, they can already picture themselves using it, they want it now. All you have to do is exploit their desire. Bear in mind that advertising doesn't create desire, desire creates advertising.

Say it, then say it again

It has been scientifically proven that most of us take in only around 40% of what we actually see. Our brains edit out the other 60% of visual information as unimportant. On these grounds, if you have a serious proposition to make in your website it would be wise to repeat it. And not just once, but several times.

Just because you are deeply immersed in your offer or promise, it doesn't follow that your market will be likewise informed after only one reading. Websites are the most negligently read materials on the planet. Aside from you, nobody has any real or abiding interest in them. Always remember that you are preaching to the indifferent.

Resist the urge to talk about yourself

A lot of website writers seem compelled to talk about themselves. They talk about their business, when it was founded, why it was founded and by whom. Not content with this, they tell us all about their employees one by one; about the size and location of their offices or plant; and about the lengths they go to in order to satisfy their customers.

A little of this sort of thing goes a long way, but a lot of it goes right over people's heads. And they lose more customers than they gain with such naval-gazing.

The simple truth is that nobody gives a damn about other people's achievements. All most of us are interested in are our own achievements. Good enough reason, then, when writing your next website is to talk more about your potential customers and what you can do for them, than about yourself. Six-to-four, you?ll get a bigger response.

If this has been helpful, maybe you'll let me know.

---

About the Author: Pat Quinn is an award-winning UK copywriter who also operates a search engine optimisation service. Because it's all in the writing! Here: http://www.search-engine-mechanics.co.uk.

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When I joined my first London ad agency 40-something years ago, the copywriting department was presided over by a lapsed genius who beat into me a number of immutable copy principles. These precepts, which are as valid now as they were then and which have helped me shift truckloads of product worldwide, apply to all types of promotional writing. They apply even more so to selling on the Internet, where do-it-yourself copy is the norm rather than the exception. In the old days, very few serious advertisers wrote their own material. Today, they do so as a matter of course simply because the technology allows it.

Anyway, this little article is aimed at those who write their own web pages and also at those who hire a writer and may wish to check that he or she is working on the right lines. Below you'll find just a few principles of good promotional writing. If the editor wants more, I'll gladly provide them.

Keep it very simple

All copywriting should speak to its audience in everyday, uncomplicated language. People don't like to be talked down to. And they grow tired of clich's and buzzwords. Also, keep your sentences short and punchy, with the minimum of clauses. Long and involved sentence structure is death to readership. (The six sentences above are examples of what I'm talking about. They are easy to scan and understand.)

All web pages should carry a headline

But this must be a pertinent headline. A selling headline. This headline will be, or should be, powerful enough or intriguing enough to draw your target into the compass of the body copy. If it can do that, you are on a winner.

It may go without saying that the entire thrust of your webpage should revolve around an offer or a promise. This offer or promise will be unique to you - it's your unique sales proposition. It's the one thing that sets you apart from your competitors; and it can be price, performance or service related. Given this, the headline should be a snapshot of the sales message - a pr'cis of your offer or promise. In other words, a headline that says: Buy this product and get this benefit. I'm sure you already know that people don't buy products, they buy the benefits of owning those products.

And when I say that every page of your site should carry a headline, I mean every page. Experience shows that a person will read a headline before looking at any accompanying pic or body copy. They do so preparatory to scooting off to someone else's site. But if your on-going headlines tell them things of interest, they will almost certainly hang around to explore the site more fully.

Keep headlines relevant

Around 30% of all headlines on the Net are both useless and irrelevant. The worst of them are so convoluted, so desperate to say everything all at once, that they are unintelligible. The offending lines also employ tired buzzwords. The word leverage, for instance, in completely ungrammatical context; and words like solutions and focus are thrown around like generous confetti. The moral is this. State your sales proposition cleverly, wittily, stridently or emotively, but never, ever employ a clich device simply because it's the easy thing to do. If you can't be original, at least be positive. And if you honestly don't have very much to say, there are some really clever ways of saying nothing that will endear you to your audience.

Emphasise the benefit

Copy should be more than just a description of your product. All body copy should make some kind of selling proposition. If it doesn't, it isn't advertising - it's an announcement. So many writers these days fail to understand that copy is nothing more than salesmanship in print. They describe every conceivable facet of their product, what it does, how it does it and why it does it, without once producing a decent argument for buying the damned thing! They lose sight of the fact that they should be trying to sell something.

Thus, copy must use the psychology of the salesman; and it must say, right up front: Here's what's in it for you. Nobody ever went broke promoting the benefits of owning their product.

Raising value

All copywriting should be geared to fulfilling one very important task. And this is to raise the value of your product or service in the potential customer's mind. This has nothing to do with a policy of low pricing or, indeed, cut-price offers. But it has everything to do with making a sales pitch that immediately demonstrates the outstanding value of your goods and services - no matter how much you are charging for them.

Look at it this way, a gallon of petrol costs around 5, but if your car runs out of gas on a lonely, rain-swept moor in the middle of the night, with the prospect of a 30-mile walk to the nearest filling station, how much would you pay for a gallon of petrol from a passing stranger? 10? 20? 50? It all depends on how badly you need it and how the circumstances have raised its value to you.

Raising value isn't difficult to do when people are in the market for your product. They come to you with certain preconceived notions, they are excited about owning whatever it is you make, they can already picture themselves using it, they want it now. All you have to do is exploit their desire. Bear in mind that advertising doesn't create desire, desire creates advertising.

Say it, then say it again

It has been scientifically proven that most of us take in only around 40% of what we actually see. Our brains edit out the other 60% of visual information as unimportant. On these grounds, if you have a serious proposition to make in your website it would be wise to repeat it. And not just once, but several times.

Just because you are deeply immersed in your offer or promise, it doesn't follow that your market will be likewise informed after only one reading. Websites are the most negligently read materials on the planet. Aside from you, nobody has any real or abiding interest in them. Always remember that you are preaching to the indifferent.

Resist the urge to talk about yourself

A lot of website writers seem compelled to talk about themselves. They talk about their business, when it was founded, why it was founded and by whom. Not content with this, they tell us all about their employees one by one; about the size and location of their offices or plant; and about the lengths they go to in order to satisfy their customers.

A little of this sort of thing goes a long way, but a lot of it goes right over people's heads. And they lose more customers than they gain with such naval-gazing.

The simple truth is that nobody gives a damn about other people's achievements. All most of us are interested in are our own achievements. Good enough reason, then, when writing your next website is to talk more about your potential customers and what you can do for them, than about yourself. Six-to-four, you?ll get a bigger response.

If this has been helpful, maybe you'll let me know.

---

About the Author: Pat Quinn is an award-winning UK copywriter who also operates a search engine optimisation service. Because it's all in the writing! Here: http://www.search-engine-mechanics.co.uk.

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When I joined my first London ad agency 40-something years ago, the copywriting department was presided over by a lapsed genius who beat into me a number of immutable copy principles. These precepts, which are as valid now as they were then and which have helped me shift truckloads of product worldwide, apply to all types of promotional writing. They apply even more so to selling on the Internet, where do-it-yourself copy is the norm rather than the exception. In the old days, very few serious advertisers wrote their own material. Today, they do so as a matter of course simply because the technology allows it.

Anyway, this little article is aimed at those who write their own web pages and also at those who hire a writer and may wish to check that he or she is working on the right lines. Below you'll find just a few principles of good promotional writing. If the editor wants more, I'll gladly provide them.

Keep it very simple

All copywriting should speak to its audience in everyday, uncomplicated language. People don't like to be talked down to. And they grow tired of clich's and buzzwords. Also, keep your sentences short and punchy, with the minimum of clauses. Long and involved sentence structure is death to readership. (The six sentences above are examples of what I'm talking about. They are easy to scan and understand.)

All web pages should carry a headline

But this must be a pertinent headline. A selling headline. This headline will be, or should be, powerful enough or intriguing enough to draw your target into the compass of the body copy. If it can do that, you are on a winner.

It may go without saying that the entire thrust of your webpage should revolve around an offer or a promise. This offer or promise will be unique to you - it's your unique sales proposition. It's the one thing that sets you apart from your competitors; and it can be price, performance or service related. Given this, the headline should be a snapshot of the sales message - a pr'cis of your offer or promise. In other words, a headline that says: Buy this product and get this benefit. I'm sure you already know that people don't buy products, they buy the benefits of owning those products.

And when I say that every page of your site should carry a headline, I mean every page. Experience shows that a person will read a headline before looking at any accompanying pic or body copy. They do so preparatory to scooting off to someone else's site. But if your on-going headlines tell them things of interest, they will almost certainly hang around to explore the site more fully.

Keep headlines relevant

Around 30% of all headlines on the Net are both useless and irrelevant. The worst of them are so convoluted, so desperate to say everything all at once, that they are unintelligible. The offending lines also employ tired buzzwords. The word leverage, for instance, in completely ungrammatical context; and words like solutions and focus are thrown around like generous confetti. The moral is this. State your sales proposition cleverly, wittily, stridently or emotively, but never, ever employ a clich device simply because it's the easy thing to do. If you can't be original, at least be positive. And if you honestly don't have very much to say, there are some really clever ways of saying nothing that will endear you to your audience.

Emphasise the benefit

Copy should be more than just a description of your product. All body copy should make some kind of selling proposition. If it doesn't, it isn't advertising - it's an announcement. So many writers these days fail to understand that copy is nothing more than salesmanship in print. They describe every conceivable facet of their product, what it does, how it does it and why it does it, without once producing a decent argument for buying the damned thing! They lose sight of the fact that they should be trying to sell something.

Thus, copy must use the psychology of the salesman; and it must say, right up front: Here's what's in it for you. Nobody ever went broke promoting the benefits of owning their product.

Raising value

All copywriting should be geared to fulfilling one very important task. And this is to raise the value of your product or service in the potential customer's mind. This has nothing to do with a policy of low pricing or, indeed, cut-price offers. But it has everything to do with making a sales pitch that immediately demonstrates the outstanding value of your goods and services - no matter how much you are charging for them.

Look at it this way, a gallon of petrol costs around 5, but if your car runs out of gas on a lonely, rain-swept moor in the middle of the night, with the prospect of a 30-mile walk to the nearest filling station, how much would you pay for a gallon of petrol from a passing stranger? 10? 20? 50? It all depends on how badly you need it and how the circumstances have raised its value to you.

Raising value isn't difficult to do when people are in the market for your product. They come to you with certain preconceived notions, they are excited about owning whatever it is you make, they can already picture themselves using it, they want it now. All you have to do is exploit their desire. Bear in mind that advertising doesn't create desire, desire creates advertising.

Say it, then say it again

It has been scientifically proven that most of us take in only around 40% of what we actually see. Our brains edit out the other 60% of visual information as unimportant. On these grounds, if you have a serious proposition to make in your website it would be wise to repeat it. And not just once, but several times.

Just because you are deeply immersed in your offer or promise, it doesn't follow that your market will be likewise informed after only one reading. Websites are the most negligently read materials on the planet. Aside from you, nobody has any real or abiding interest in them. Always remember that you are preaching to the indifferent.

Resist the urge to talk about yourself

A lot of website writers seem compelled to talk about themselves. They talk about their business, when it was founded, why it was founded and by whom. Not content with this, they tell us all about their employees one by one; about the size and location of their offices or plant; and about the lengths they go to in order to satisfy their customers.

A little of this sort of thing goes a long way, but a lot of it goes right over people's heads. And they lose more customers than they gain with such naval-gazing.

The simple truth is that nobody gives a damn about other people's achievements. All most of us are interested in are our own achievements. Good enough reason, then, when writing your next website is to talk more about your potential customers and what you can do for them, than about yourself. Six-to-four, you?ll get a bigger response.

If this has been helpful, maybe you'll let me know.

---

About the Author: Pat Quinn is an award-winning UK copywriter who also operates a search engine optimisation service. Because it's all in the writing! Here: http://www.search-engine-mechanics.co.uk.

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Change is in the air. I see it everywhere and in every person I seem to be bumping into or meeting with these days. New year, new chapter, new beginnings, perhaps. Or maybe we're turning into a culture of innovation and reinvention by design or necessity. As Charles Darwin said, "It is not the strongest of the species that survives, nor the most intelligent, but the one most responsive to change.”

Every year, I've tried to add something new to the mix with my business to keep it fresh and exciting for me and interesting for my colleagues and clients. I’ve joined new organizations and boards; focused on writing some years, speaking engagements, others; traveled more; traveled less; read more; read less; added experts in new categories; cut back in other verticals. This year, despite having agreed to be the entrepreneur-in-residence with a leading academic institution, I'm going to try a less-is-more approach, which isn't that easy for me. I tend to be a more-is-more person in many respects.

It's not that I have trouble saying no; it's just that there are so many things I want to say yes to. And the older I get, the more things I find myself interested in. The problem is that I do my best thinking when I have down time and am not overscheduled. But unless I'm incredibly disciplined, it's hard for me to leave open spaces on my calendar. My tendency is to fill them, so I'll need some willpower to combat what comes most naturally to me.

It's said that your thoughts become words, your words become actions, your actions become habit, your habits become character, and your character is your destiny. Fearing that I'm becoming my calendar, I decided last weekend, when a friend called to play hooky, I was going to join her and enjoy the spontaneity of the moment even though I had a ton of work to do. It was the weekend after all, I work too much as it is, and spending time with her always energizes me and creates more capacity for ideas and inspiration.

I was scheduled to give two talks in the coming week and had other writing and speaking commitments planned for later in the month as well, none of which I felt fully prepared for. I was blocked on a few things I'd been thinking about and needed to get out of my rut. Was I overcommitted? Do I have unrealistic expectations for my time? What I realized after walking, talking and eating with my friend is that I should create more time for fun in my life when I cut out the people and things that drain me of my energy and enthusiasm. Easier said than done, I know, but here are some effective tips I've found that should help create positive change in your business and your life:

• Allow yourself to sleep enough. It's amazing how much you can accomplish when you're rested and feeling fresh.
  
• Exercise, and get the blood flowing to all parts of your body. We lead sedentary lives today, spending too much time in front of our computers or behind the wheels of our cars. Get up and move, walk more, and do something aerobic every day. (OK, in the spirit of full disclosure: Do as I say, not as I do here!)
  
• Eat well and regularly; food is the fuel for your mind and body. Sit down and have a civilized meal, ideally with an interesting person or something great to read. It'll open your mind, expand your capacity, and create energy for your day.
  
• Leave room for serendipity in your life. When you have white space on your calendar to think, write, call an old friend or colleague to catch up, or just breathe. Some days I find the most productive thing you can do is actually play hooky.
  
• Don’t be scared to hit the pause button sometimes. There's no rewind in life, but so much of our time seems to be living in fast forward these days that when you feel like you need a break, you should listen to your gut and reflect on what's going on around you. There are times to sprint, times to recover and days that are just a marathon. Each serves an important purpose.
  
• Expand your network. There are a lot of interesting people out there. Go to events or talks you typically don’t attend. Join and organization tangentially related to your area of specialty or linked to a long lost hobby you used to love. There are wine groups, film clubs, weekend ski trips, online organizations and groups for every interest you can imagine. Chances are, you'll meet some great people along the way.
  
• Try new things. Reach beyond your comfort zone so you continue to stretch and grow. You may just stumble into some activities you really enjoy and find out you have some hidden talents and skills you never realized. Keep those synapses firing--it may even help stave off Alzheimer’s, so break those routines and shake things up a bit. Cruise control is for cars, not entrepreneurs.
  
• Make this the year you deal with that issue that's been looming over your head--you know, the one you've avoided tackling. What do you have to lose? You may just solve it if you put it on the top of your to-do list and face it square on. Worst case, you’ll try a few things that won't work, but you may just have that breakthrough you were hoping for after all.

Even if you don't end up making major changes in your business, making some of the small changes I mentioned will help you be more rested, relaxed and healthier, which sounds like a recipe for success to me.

---

Paige Arnof-Fenn is the founder and CEO of Mavens & Moguls, a strategic-marketing consulting firm whose clients include Fortune 500 companies as well as early stage and emerging businesses.

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