Prospecting: Teach an Old Trade New (and Not so New) Tricks

Working: Customizing copy for your Web site. Dropping existing catalog copy into your Web site is no longer good enough. Since copy length on your site isn’t constrained by square-inch costs, it’s easy to feed the search engines plenty of relevant keywords.

Think of all the different names for each product and sprinkle them into the copy. This effort can be a hyperefficient investment in prospecting since buyers who arrive via organic (free) search usually are new-to-file.