Top 10 Ways For Copywriters To Overcome Writer's Block

We all know that words have the power to persuade, compel and most importantly, sell.

However, many have likened the process to getting the 'right words' to trying to get blood from a stone.

When I first started out, writing copy meant slitting my wrist and 'giving blood'.

Of course, I've greatly refined my copywriting process, and I'd like to share my methodology with you.

Here are my top 10 ways of getting greatly reduce the number of brain farts that can stand in your way of writing cash pulling copy.

Writer's Block Annihilator #1: National Enquirer

While you might be tempted to dismiss the Enquirer, the fact is people love tabloids! Sensationalism sells. Big time. This may just provide the much needed 'sensational angle' you need to position your product or engineer your offer.

Writer's Block Annihilator #2: Female Magazines

Headlines on these magazines are designed to tilltilate, tease and intrigue. You can and should model those headlines to add more sizzle into your copy and to give your writing that much needed 'oomph'!

Writer's Block Annihilator #3: Competitor Research

Check your competitors out. Observe what they're doing. What kind of strategy are they using? What kind of tactics are they using. How are they presenting their offer? The answers to these questions will provide you with the necessary brain juice to get the words 'flowing'.

Writer's Block Annihilator #4: Current Events

There may be happenings in the world that you can link your ad copy to. For instance, you could have headlines like "If Only Clinton Knew This...".

Get the idea?

Writer's Block Annihilator #5: Festive Occasions

Is Thanksgiving or Valentine's day around the corner? If you're an info-publisher, would Valentine's day be a good time to tell your subscribers how much you love them? Would Thanksgiving be a good time to tell your subscribers how grateful you are for their continuous support?

Writer's Block Annihilator #6: Be Still

How about trying to stop 'figuring' it out, and just observe a good 3 minutes of pure silence. To quote the Good Book, "Be still and know that I am god". You'll surprise yourself at just how many ideas will start popping into your head simply because you 'stopped thinking'.

Writer's Block Annihilator #7: Read Something else

Choose to read something completely different from what you are writing. The more 'different' it is, the better. This will allow your haphazard thoughts to regroup and refocus.

Writer's Block Annihilator #8: Chunk It

Break down whatever you're writing into achievable small chunks. Reward yourself at the end of every completed chunk.

Writer's Block Annihilator #9: Refer To Controls

Drop all that you're doing, and start reading winning 'controls'. Understand that these sales letters became 'controls' because they were winners. It's near to impossible to not get the next million dollar idea from winning sales letters. Remember, don't reinvent the wheel when you can change the tires.

Writer's Block Annihilator #10: Listen To Mozart And Baroque Music

Yes, it's been proven to boost productivity. Baroque music is an excellent example, especially the works of Vivaldi, Bach and Handel. Interestingly, the major portion of scientific research into whether listening to music increases productivity has centered on what is known as the "Mozart effect".

Studies have shown that college students had performed better on their math problems when listening to classical music. Interestingly the effect of listening to Mozart does not appear to be limited to humans either. Apparently cows will produce more milk if music Mozart is played. Imagine what the 'Mozart effect' would do for your copy?

So now not only do you have one, but ten ways to rid yourself of writer's woes.

Use them, nail those words, get those customers and rake those sales in.

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Jo Han Mok is a frequent guest and featured speaker at Internet Marketing bootcamps and conferences on subjects such as copywriting and Joint Venture Marketing. Visit his website to view a letter that had a 100% response rate and brought in over $30,000!

5 Little Known Ways To Double, Or Even Triple The Effectiveness Of Your Web Copy!

It's sad but true.

Most Internet Marketers are struggling with poor response, and have no idea how to go about increasing the effectiveness of their marketing beyond increasing the size of their advertising budget. This foolishness never ends.

The truth is, most Internet Marketers do not have a problem getting traffic. They have problems CONVERTING browsers into buyers, and more often than not, the problem lies with their web copy.

It's brutal, but bad copy is bad copy, long or short.

It costs nothing to tweak your web copy, and yet you can get measurable, marked improvements in response!

FACT: Changing a headline can boost response by up to 1700% as tested by John Caples.

Aside from tweaking the headline, I'd like to present 5 little known ways which cost nothing to implement, to radically improve your website conversion rates.

Response Booster #1: ** Add Drama **

FACT: It's hard to get any body's attention

FACT: It's hard to keep their attention

Read this:

“Bill was shocked. He had never seen so much blood in his life... it was almost nauseating. It wasn’t his fault. He buried his face in his hands and wept… she was such a lovely child……”

I bet you really want to know what happened right? Honestly.. I don’t know too cos I made that up. But I think this proves how powerful a device drama can be.

The key, is to keep your reader hooked!

If you reader doesn't read your copy, your copy has no chance of selling anything!

Here's one of my favorite quotes from the famous mystery writer Dashiell Hammet, who gave other budding writers this advice:

“When in doubt, have someone come crashing through the door with a gun.”

Response Booster #2: ** Controversy **

People love tabloids. Whether or not you love the National Enquirer, there are people who actually READ such stuff.

If you swipe enough headlines from the Enquirer, I guarantee you'll never have any problems getting your headlines to *sizzle*.

Let's face it...sensationalism sells!

Why do you think Women's magazines sell like crazy?

Check out one of the teaser bullets:

"The Kinkiest, Wildest Turn On Of All Time Is (would you believe it?) Mutual Trust. Read on..."

Get me a copy of Cosmo now!

Response Booster #3: ** Empathize **

Here's a direct quote from Robert Collier from his legendary out of print book, 'The Robert Collier Letter book':

"The reader of this letter wants certain things. The desire for them is, consciously or unconsciously, the dominant idea in his mind all the time. You want him to do a certain definite thing for you. How can you tie this up to the thing he wants, in such a way that the doing of it will bring him a step nearer to his goal?"

Bottomline: “KNOW THY PROSPECT”.

You need to get out of your own ego, and get into theirs!

When you truly know your prospect inside out, you’ll be able to display empathy in your sales copy, and be able to push their emotional buttons, and hit them in the “sweet spot” to make them say “Man.. I really need this thing…”

Response Booster #4: ** Give Them The Facts! **

Do you know what's the No #1 trend online?

Skepticism.

There are way too many scandals in the politcal, economic, educational, religious and financial arena.

People just don't know who to trust anymore, do you?

On the Web, almost every mother's son is THE GURU.

Who do you trust?

Does your sales letter answer the questions: Who are you, why should I pay attention to you and why should I buy from you?

You have to back up what you say with the cold, hard unadulterated FACTS.

"...the first step is to gather the facts. Every aspect of the product and its market is analyzed. The research is thorough. When it is completed, the report, called a FACT BOOK, is compiled in an organized manner."

- "The Law Of Primacy And Recency" - from 'Marketing, Advertising And Sales Promotion' (1965)

This "Fact-Book" appraoch will enable any marketer to find the "hidden benefit" to establish a new copywriting angle or structure a new offer.

This, sadly, does not happen by chance.

On the contrary, it's conceived by the marketing intelligence you have marshalled together about your customers, your competitors and your own product.

Response Booster #5: ** Dress Up **

It's really important that you know why your website looks the way it does.

While many will argue that it's not always true... people DO judge a book by it's cover, and for that matter, your website from how it looks.

You can radically increase the chance of your prospect doing business with you, by conveying credibility through your font and color selection. It's easy to tell an amateurish website from a professional.

If you don't convey credibility, you'll lose the sale as people are wary about credit card fraud, and there is no way they will gamble with fate.. and give their credit card number to a website that looks like.. @#$#.

Whatever the case, here's the golden rule about cosmetics and it's place in web copy.

The Golden Rule: Do the graphics enhance readership and credibility, or are they there, simply for the sake of being there?

This is the very best 'litmus test' for using graphics in your web copy.

In conclusion, these are 5 no cost, yet super effective ways to radically increase the effectiveness of your web copy. They are almost "instantly implementable", and cost you next to nothing.

Now there's only one thing that stands between your web copy and the results you should be getting from it.

You.

Go for it!

Jo Han Mok is a frequent guest and featured speaker at Internet Marketing bootcamps and conferences on subjects such as copywriting and Joint Venture Marketing. Visit his website to view a letter that had a 100% response rate and brought in over $30,000!

Copywriters Masterclass With Brian Keith Voiles And Alan Forrest Smith

I wish I could attend this breakthrough masterclass designed to help copywriters BUILD a business based on proven tested methods.

The masters *MASTER* copywriter, Brian Keith Voiles is heading a crack unit that is making some outrageous promises about cash, lifestyle and profits.

You can spend over 30 hours one-on-one, face-to-face with mega-copywriting and breakthrough experts Brian Keith Voiles & Alan Forrest Smith.

They're going to share their proven secrets for building a copywriting business that will literally burst your diary at the seams with cash-clients and more profits like you'd never believed possible!

Only 24 seats up for grabs. The class won't be happening again. Location is awesome!

Go check it out right now.

The Copywriters Masterclass

How To Grab Attention With Your Headlines

You've got just a few seconds to grab your prospects' attention, spark their interest and motivate them to keep reading whether they're looking at your web site, your letter or your brochure. Headlines are the first thing your prospects read. Four out of five people determine whether they keep reading to learn about your products and services on the basis of your headline.

Do your headlines capture your prospects' attention or do they confuse them and send them away?

Are your headlines prompting prospects to learn about your products and services or click to another web site or throw away your letter?

Avoid the three following headline mistakes.

Don't Emphasize Obscure Company Names

Most small businesses and many not so small businesses names aren't household words. Unless your name is among the top ten most recognized brands such as, Craftsman, Waterford, Rolls Royce, the Discovery Channel, WD-40 or Crayola there is a very good chance people won't associate your company name with anything.

Have you ever visited a web site or read a print ad where the company's name covered the top part of the page and it was something like, "Pharos Partners"? Unless the name of your company describes what you do, it is not going to grab prospects' attention. Move it to the side and make room for a creative headline.

Avoid Welcome Statements

On many web sites the first line you read is, "Welcome to our Site". There is a reason you don't see these in print ads. Welcome statements are a waste of time in marketing materials; they do little to help prospects understand what you do.

Delete Vague Descriptions and Statements

Statements like, "Our purpose is to connect you with information and resources to achieve your maximum potential", could apply to a number of different professions. It could refer to a cooking school, a management consultant or an eldercare program.

- Are you wasting valuable space where your headline goes to feature a company name that doesn't describe what you do?

- Does your headline include "business speak" terms your children or mother-in-law can't explain?

- Is your description of product and services specific or is it so generic that it could apply to other types of businesses?

- Does your headline focus on the selling points that distinguish your products and services from the competitions?

Writing Headlines that Get Your Prospects' Attention

People look at web sites the same way they look at magazine ads. They scan the page quickly to see if the product or service is something they want. On the web or in a marketing brochure, if you capture their interest, they'll keep reading.

The best way to do this is to give them a clear idea of the problems your products or services can solve and/or the benefits you provide. Use a few carefully selected words such as:

- Leverage your expertise to attract a steady stream of clients - Reliable Office Supplies, free next day delivery. - In-home sports training for exercise enthusiasts - Web and print design that helps your business grow - Costa Rica Travel, Unique off-the-beaten track tours to jungles and beaches

Your page headline should communicate clearly what you offer clients, which problems you solve and the benefits you provide. Do your headlines:

- Clarify what you do? - Describe the problems you solve? - Define whom you do it for? - Explain the benefits? - Emphasis a key selling point? - Compel your prospects to keep reading?

Imagine that you worked at an exercise facility and wanted to attract clients for your massage business. Here are some possible headlines you might use for your flyer and associated critiques.

- George Jenkins Massage (It's your name but so what)

- Are You Bothered By Back Pain (Better, it defines the problem)

- 7 Ways to Get Instant Back Pain Relief (Defines the problem and a solution)

- How Computer Users Can Banish Back Pain in One Hour (Defines who your target market is, the problem and the benefit)

Grab your prospects attention in the first few seconds with your headline. Then follow with compelling copy that clarifies the value of your products and services and you'll generate many more sales. - 2004 © In Mind Communications, LLC. All rights reserved. - The author, Charlie Cook, helps service professionals and small business owners attract more clients and be more successful. Sign up to receive the Free Marketing Guide, '7 Steps to Grow Your Business' and the 'More Business' newsletter, full of practical tips you can use at http://www.charliecook.net

Seducing a Buyer to Desire

The Formula for Creating Desire

If I could show you one single marketing formula that has been used 11,477 times over 45 years (1), to generate millions of dollars and millions of customers, without ANY variation whatsoever...

... would you believe it?

Another product has been marketed 13,585 times since 1952, also generating millions of dollars and millions of customers, using that SAME formula with NO variation whatsoever. And it's still being used today "as is" with no changes. (see: Resources II)

It is the hook, line, and sinker that compels your audience's emotional desire to "must have" your content, not later when time permits, but right this very moment NOW. And yet, this method is one of the first exploits you learned about in Bible School.

The Strip Tease of Selling

The formula DOES have a preferred delivery mechanism. In fact, the delivery mechanism itself is among the most potent tools through which to advertise anything!

The delivery mechanism is "the promise of a good story". And the promise itself can often be virtually irresistible.

It was used by the late Robert Collier (2), to earn millions of dollars, and proven again by John Caples; Copywriters Hall of Fame in 1973, and Advertising Hall of Fame in 1977 (3).

Why Influence by Desire

The discipline of advertising and marketing is the craft of influence. The influence that says, "Chose ME!" However that influence is gained, except deceit, is generally fair game.

And one of the strongest methods for gaining influence is to arouse outright "desire" for the choice you are presenting.

Stripped of its dressing, "marketing" is not much more.

The techniques for creating desire in another person, however, have been the closely held secrets of the master marketers. You will seldom see them in PRINT -- until now.

I'll show you a whole slew of them in a moment. They answer the question, "How do I get another person to 'emotionally' desire what I have to offer, when I advertise?" They're called...

"Insatiable Hot Buttons for Creating Desire". But for now, redirect your attention to this most important question...

Is it EASY To Influence the Behavior of "Desire" in Others?

It wasn't until the merging of the crafts of psychology, social psychology, hypnosis, and clinical hypnosis -- with "marketing", that these techniques began to publicly emerge.

In an example of social psychology, influence and desire can be as simple as showing people an action -- and watching the rest follow that SAME action, without rhyme or reason.

Some call it the herd effect, but it goes deeper. Take a quick look at the example from this link:

http://www.as.wvu.edu/~sbb/comm221/chapters/model.htm

Easy to anticipate, wasn't it?

These 5 year olds beat the living crap out of Mr. Bobo with a baseball bat, clearly with an unquenchable thirst. Yet, it was completely unnecessary to direct them to do so. They "desired" to do so, all on their own.

But don't focus on the "technique" of influence; that's the easy part. Pay attention to the zeal, the desire, the passion, with which they carried out the act! As the author says, "..it wasn't a pretty sight".

And What About In a Pure Sales Environment?

Kauffman and Wood (April 19, 2003) sought to answer, "What factors make individual bidders pay more or less for the same item in online auctions?"

http://misrc.umn.edu/workingpapers/fullpapers/2002/0204_041903.pdf

"We find that the same individual will tend to pay more for items sold on a weekend, for items with a picture, and for items sold by experienced sellers. We also find that the same individual is willing to pay more for the same item if others express an interest in that item, exhibiting a type of herd effect."

Yes, The Herd Effect.

Come one, come all; young, old, sophisticated or 5 year olds. We are ALL subject to the same influences that cause DESIRE, until we recognize what they are and how to avoid falling victim to them. You'll discover several of them, soon. And how to use them to your marketing advantage.

An Insatiable Desire ... to do What?

Let me ask you something about advertising. Have you succeeded in gaining their ATTENTION? That's the power of a great headline. Have you succeeded in gaining and keeping their INTEREST? That's the power of a great story.

Are you bold enough to leave your prospects with only one click left to satisfaction? That's the power of the "Buy Me" button -- the ACTION.

But, the "Buy Me" button has no power without DESIRE. It is the least often talked about element in advertising basics (AIDA); yet, it is just as crucial as the other three -- turning up the DESIRE.

Why?

When you take advantage of turning on, and turning up, another persons desire for something, you virtually guarantee they will ACT, in order to get it.

TAOM.

--- Resources:

I. "Insatiable Hot Buttons for Creating Desire"

Written in HTML; compiled with Ebook Edit Pro.; MS Internet Explorer(tm) 4.0+ required. Contains NO ad-ware, spy-ware, or file residue.

II. The most potent formula for creating desire. (auto-response) Subject Header: Seducing a Buyer (Part 2 of 2)

--- References: [1] Verification of product, method, and success: http://www.soapcentral.com/atwt/news/2001/0402-45th.php

[2] About: Robert Collier Publications, Inc. http://website.lineone.net/~cornerstone/collier.htm

[3] About: John Caples http://www.mrfire.com/0011.html ---

Copyright 2004 Dorian Greer Top Articles on Marketing(sm)

How To Write A Riveting Sales Letter That Closes Sales

By Mike Jezek, the Sales Letter Psychologist

How do you get people's attention and build their interest to take the time to read your sales letter? Let's face it. If you can't get the attention of prospects and keep their interest your sales letter will just fall flat on it's face and thus not make you much money.

Today, I'm going to show you how to take that limp sales letter and inject more money making power into it. How? You make your sales letter more riveting. And you do that by creating a thread of curiosity and or surprising information that keeps your prospects on the edge of their seats. There are various ways to do this, but today I'm going to show you three simple things you can do right away to make your sales letter more riveting.

1) The 25% Rule: Simply stated, if the first quarter of your sales letter isn't absolutely compelling and interesting enough your sales letter will bomb. So here's what you do. You craft an irresistible benefit laden headline and subhead that pull people into the first sentence of your body copy. You write the copy in such a way that to complete the thought forces your audience into the next sentence.

Next, your first paragraph will naturally flow into the second paragraph and then into the third and so on. The trick again, is to write the copy in such a way that you're using stories, case histories, testimonials news or even descriptions that take several paragraphs to write. Then you break this huge block of copy up into multiple paragraphs. As a result, the first 25% of your sales letter should become riveting.

2) Sentence Enders: At the end of key paragraphs you can add a special sentence that beckons your prospects to read into the next paragraph. Here are several examples: "Stay with me." "Let me explain." There's more." "What happened next will surprise you." "I was blown away by what happened next." "Now here comes the good part."

3) Preview: Have you ever noticed on talk radio or on various news programs that the announcer or radio host will give you a preview of what's to come in their show in order to whet your appetite to know more? You can do the same thing throughout your sales letter. Note this technique is closely related to Sentence Enders.

Here are a few examples.

"As you read on, you're about to discover how XXX can boost your sales by 30% to 400% in just 7 short days."

"I'm going to reveal my magic metabolism secrets that can peel off 20 lbs within 30 days time. But before I do ... "

"In the next 5 minutes as you read every word of this letter, you will know the 7 secrets to exploding your online profits without paying a single dime in advertising costs."

"By the time you finish reading this eye-opening letter you will know how to take these three fighting techniques and stop any attacker foolish enough to get in your face."

Here's the bottom line. You must keep your prospects focused on your sales message. If your sales letter is like most people's sale letters - boring - no prospect will take the time to read it and as a result you won't get sales.

Use these three techniques and try inventing some of your own to keep your reader focused and riveted on what you've written. Build suspense in your sales letter. As if you're constantly dangling a carrot before them. Do this and you should see your sales boost.

Mike Jezek is the creator of Mega-Persuasion Psychology the science behind "Irresistible Copywriting" which employs a powerful combination of results-producing influence techniques and psychologically persuasive sales devices -- proven to increase Web SALES by 30% to 400% or more. Sign up for Mike Jezek's acclaimed "Confidential Psychological Selling Tactics" mini-course today at irresistiblecopy@worldresponders.com or enjoy more of his articles at www.irresistiblecopywriting.com

How To Create Effective Sales Letters In Less Than 72 Hours

You don't realize it yet, but in the NEXT 6 minutes you're going to learn how to create your own Sales Letter that brings the results you urgently want.

I hear you saying already ... "yes, I want Sales, more Sales and I want them NOW!"

STOP! Your Web Site must have one purpose: to capture e-mail addresses from your visitors to follow up and convert them into loyal customers.

If your Web Site focuses on getting the 'Sale' and nothing else (e.g. getting the e-mail address) you wasted a GREAT amount of income and opportunities.

Let's say that 100 people visit your Web Site ... how many of them purchase from you for the first time?

2% is a reasonable conversion rate (CR) - 2 visitors of 100 TURN into customers for the first time!

Where the other 98 have gone?

Out in the cyber space; unless your Web Site (or domain name) has a SOLID brand, your visitors won't come back again!

But, if you capture their name & e-mail address you'll be surprised that they'll visit your Web Site more often (and maybe other Web Sites you recommend?) as long as you follow-up regularly with them via your autoresponder and provide useful CONTENT (info related to the one they requested when JOINED your Mailing List)

Why should someone give you their e-mail address?

Because you offer something original that they are desperately looking for and want to have it.

And what's that?

Information, SOLID information (e.g. Articles, Tips, Reports, eCourses, etc.) that is related to your Web Site TOPIC and your visitors are truly interested to receive it.

If you want to generate more *Sales* you must create an Effective Sales Letter that focuses on getting your visitors e-mail address and their name as well.

All you have to do is follow the 4 STEPS below:

#1. Sign-up for an autoresponder service if your Web Host provider haven't provided you one yet.

#2. Create 5 TIPS (150-300 words for each TIP) related to your Web Site TOPIC and put them on your autoresponder. Each TIP will be automatically delivered by your autoresponder at pre-set time intervals (e.g. 1 TIP every week!) as you decide.

#3. Add a STRONG Headline at the TOP of your Web Site that features the TITLE of your offer (e.g. 5 Weekly TIPS for Golf Players).

Introduce yourself and expand on your offer.

Describe each TIP briefly on your Web Site to entice your visitors Sign-Up for your Autoresponder Follow-Ups.

#4. Log into your autoresponder account, cut the html code and paste it into your Web Site. This way your Sign-Up form will appear on your Web Site and your visitors will be able to Sign-Up with their name & e-mail address.

Make sure you state at the bottom of your Sign-Up form that you don't sell or rent their e-mail address and you respect their privacy. A FULL privacy policy should be available on a separate Web Page on your Site.

Your Sales Letter must 'pre-sell' your Offer, your visitors must be convinced to Sign-Up for your TIPS, otherwise they won't do it simply because they're interesed in your Web Site TOPIC.

Remember: people want original, useful information and they are desperately looking to ACCESS it if the SUBJECT interests them.

Your Sales Letter must fulfil this want and need.

In the end, I suggest you make your Sales Letter not very long (1500 - 2000 words would be enough!) and try to use more effective, powerful words like: "You", "FREE", "NOW".

Also, don't forget to use one or more P.S. at the end of your Sales Letter to urge the visitor Sign-Up. Make sure you use lots of active verbs (e.g. "Act", Discover", "Try") throughout your Sales Letter to motivate your visitors ACT and Sign-Up for your mailings.

Codrut Turcanu ghost writes Internet Marketing related articles and Web Site Sales Letters for serious people who want to generate more income on the Internet. Check out Codrut's Sales Letter Editing & Re-writing service at: http://www.BizMarketingSecrets.com/sales_letters.htm

Ten Tips For Writing Good Sales Copy

Writing an ad? The tips below -- and the important warning that follows -- will help you to get the very best response.

1. Start by choosing a single benefit of your product or service that you wish to highlight above everything else. This is your "principal selling position". To choose this, ask yourself what specific benefit makes your product or service different, better, or special. Is it the price?, the convenience? the reliability? How are you different from your competitors?

2. Write attention-grabbing headlines. This is very important. People are overloaded with information, so they skim read -- particularly on the Internet. If your headline doesn't get their attention everything else may go unread. Your headline will often highlight your principal selling position.

3. Write a list of all the features of your product or service then translate each of these into a benefit for the customer. One way to do this is to look at each feature in turn then ask yourself "So what?" Imagine you're a customer; why should you care about this feature? Ask yourself, "What will it do for me?"

 For example, don't just say that you product is fast (a feature) tell the customer that it will give them more free time (a benefit). Better still, paint a picture of them using their free time to go to the beach, read a book, or relax.

4. Write copy that emphasises the benefits in a way that makes an emotional connection. For example, let's say you're selling toothpaste. A feature might be that it contains fluoride. Sure, but that's boring. Rather, say it "Lessens Tooth Decay!" or even better: "Brush with Boffo and Avoid the Dentist's Drill!" See? You've turned a dull feature into a strong emotional benefit linked to people's fear of dental procedures. Isn't that more effective than "Contains fluoride"?

5. Start with your strongest selling points. The first few paragraphs are particularly important. Use them to create a desire for your product or service by briefly touching on the major benefits it will bring the customer. You don't have to go into too much detail up front as you can expand on these benefits later. Do try to get your big guns in early, though.

6. Testimonials sell. Good, believable testimonials from real people will help sales, particularly on the web where establishing credibility is a tough job. For even better credibility, ask your testimonial writers if you can include their contact details along with their testimonial.

7. Write with a natural style. Don't try to be pretentious or over friendly. Just write it the way you'd say it.

8. Decide who you're writing for and why. What tone are you trying to convey: light hearted or serious? What level of jargon are you going to employ? Suit your language to your intended audience.

9. The final sales pitch can be strengthened with some or all of the following techniques: * A good deal; e.g. "20% off". * Urgency; e.g. "This week only". * Risk free; e.g. "Comes with a money-back guarantee!"

10. End by telling the reader what to do; e.g. "Ring now" or "Click here to order now for immediate delivery". Needless to say, ordering details must be clearly visible and simple to follow.

Looking at these tips, it may seem that good advertising involves manipulating the emotions of your customers. Yes, it does. Selling is a blatant form of emotional manipulation that involves convincing your customer that they want to buy your product or service, and they want to do it now.

Is this unethical? Well, it can be. It depends where you draw the line. In point 9 I said that your sales message could include a sense of urgency. A common ploy on the web is to include a claim like "Offer closes this Saturday". If you go back to the site the following week, though, the offer is still available. If you were tricked by such a claim, would you order from that company again?

So, by all means, use the tips above to write as persuasively as you can, but remember that if you attract sales by deceiving your customers you risk legal action, poor word of mouth, no repeat business and refund requests.

So, be as persuasive as you can possibly be, but avoid the temptation to be "too" persuasive.

You'll find many more helpful tips like these in Tim North's much applauded range of e-books. FREE SAMPLE CHAPTERS are available, and all books come with a money-back guarantee.  http://www.BetterWritingSkills.com

10 Tips for Aspiring Freelance Copywriters

By Glenn Murray | Advertising Copywriter & Website Copywriter *

Every week I receive a couple of emails from people seeking advice on how to get into freelance copywriting. While there's no simple answer, and no answer which applies to everyone, there are a few tips which I believe will help most people make the move into freelance copywriting, and survive the first few months at least.

1) Invest in a website

The best place for any freelance advertising copywriter or website copywriter to start is to fork out for a website. A website is invaluable because when you cold call and email prospects, you'll need to direct them somewhere that gives them more information.

Keep your website simple, include a portfolio page, add any samples of any sort of copywriting you've done, talk about the places you've worked, the clients you've written for, and include any testimonials you've received.

Make sure you include your address and contact details as well, so people don't think you're a fly-by-night operation. Of course, it doesn't hurt to include a photo either. If you can't say much about your experience, don't say much. It doesn't even really matter if you don't say anything.

Remember, just like any other form of advertising copywriting, writing about yourself requires the art of subtlety. If you lack experience, but you're confident you can do the job, you can be very clever in what you don't say, and most people will read it the way you intended.

2) Don't target agencies

If you've never worked as an advertising copywriter or website copywriter before, don't target advertising agencies and web design agencies. They know exactly what they're after, so if you don't have a portfolio, you won't stand a chance.

Managing an inexperienced copywriter and controlling quality takes a lot of time and introduces risk. Most agencies are too busy to give unproven copywriters a break, even if you're prepared to do the work on spec. Target end-clients directly.

3) Cold call, cold call, cold call

One of the best ways of generating business in the early days is to cold call potential end-clients. It's hard work and very time consuming, but you can generate some very qualified leads. For more information on cold calling, take a look at http://www.divinewrite.com/coldcallingcopywriter.htm.

4) Use a contacts & jobs database

No matter where you're at in your freelance copywriting career, you NEED a database of contacts and jobs. Kind of a scaled down CRM (Customer Relationship Management) tool. Use it to record everything! Particularly names, phone numbers, and the details of any correspondence (especially phone calls).

I created my own database using Microsoft Access. Visit http://www.divinewrite.com/downloads/contacts and jobs.mdb to download a 208KB working copy for FREE. You'll need Microsoft Access 2000 to run it. I'm no database expert, so it's not a work of art. It'll certainly get you started though. (TIP: When using the database, press Ctrl + ; to enter today's date.)

5) Write a few samples

If you're targeting specific clients or industries, don't be afraid to write a few samples and send them through. You can offer the pieces free of charge (everyone likes something for nothing) or at a discount, or you can use it as an incentive to sign them up for future work.

 It all depends on the type of work and the type of client. The important thing to remember is that samples are virtually as good as a portfolio to most prospective clients.

6) Invest in an accounts package

Don't be fooled into thinking you can handle your accounts manually (or with Microsoft Excel). Even if you only have a few clients, you NEED a proper accounts package like MYOB or Quicken (they both offer small business versions). You'll understand why the first time you do your GST reports or annual taxes. In fact, you'll understand why whenever you need to chase down outstanding invoices

7) Give great service

This may seem like an obvious one, but it's important to remember that "great service" means different things to different clients. Most of the time you'll be working with direct clients (quite often startup businesses) and agencies. Both appreciate great service, but define it entirely differently.

Agencies rely on their freelance copywriters to meet strict requirements (get the work done well, get it done on time, don't exceed the budget). They have end-clients breathing down their necks, so reliability is as important as writing quality. End-clients, on the other hand, need an advertising copywriter or website copywriter who sees their business the way they do, and can convey that vision.

They'll probably need a lot of guidance as well, particularly if they're just starting out themselves. If you can, help them understand that copywriting isn't just about telling people what products and services the business offers; it's about conveying the benefits of those products and services. A good advertising copywriter or website copywriter will be able to help their client think in terms of benefits instead of products and services.

8) Expect hard times

The first year or two as a freelance advertising copywriter or website copywriter will be difficult. It takes a while to generate momentum and during that time, you'll probably find yourself wondering if you've made the right career choice. While it's possible to earn six-figures each year, you have to be patient (so it's not ideal for new or intending parents or anyone with huge mortgage commitments).

9) Don't spend too much on training

In my humble opinion, no money spent learning is wasted. However, you have to weigh up the return on investment. I don't know much about what copywriting courses are available, but if they're expensive, I'd think twice. In my experience, most clients (be they agencies or end-clients) value copywriting ability over training.

10) Know you can do it

Confidence in your copywriting abilities is a must. If you're not adamant you can produce the results the client is after, you'll never be able to convince the client. Remember that everyone feels daunted at the start of a new copywriting job.

There's always a steep learning curve in copywriting, and generally quite a bit of time-consuming labour. Don't fall into the trap of focussing on what you don't know and what you haven't done.

Good luck, and happy writing!

* Glenn Murray is an advertising copywriter and website copywriter and heads copywriting studio Divine Write. He can be contacted on Sydney +612 4334 6222 or at glenn@divinewrite.com. Visit http://www.divinewrite.com for further details or more FREE articles.

Ad Copy Inspection - Cover These 12 Points

Copyright 2005 Daniel Levis

You're ready to launch that new product or promotion, & you're really counting on a piece of advertising copy to come through for you.

You're looking for stellar results! And, you're determined to do everything in your power to get them. Which means surveys, thorough testing, and ongoing refinement of your ad copy.

Hold the phone!

When you've got your draft, run it through this 12-point inspection. Cover off these basics, and you can be sure you're off to a running start.

1 - Do You Have A Compelling Headline?

Does it generate curiosity or envy? Does it promise a benefit that will compel someone with an interest in what you're selling to keep reading. Remember, your headline is the ad for the ad.

When I am being paid to write direct response ad copy, or a sales letter, or have a very important sales objective of my own, I normally write 25 headlines before I begin the body of the piece.

Then I'll pick half a dozen that I think will work & test them. The best of the rest, I use as sub headings throughout the piece to propel readership, and draw skimmers & skippers back into the copy as they move down the page.

2 - Are Your Headlines Pleasing To The Eye?

I most often find that headlines work best when they are centered on the page, & present a balanced appearance in terms of the shape they create. Encasing them in quotation marks also serves to grab more attention.

Long top headlines tend to reduce readership, but if they help qualify more effectively they can improve sales! Try them, but look for ways to modularize the text using punctuation & spacing so your readers don't suffocate trying to read them. Sometimes a long top headline is better presented as two or even three separate headlines.

3 - Is Your Opening Provocative & Arresting?

Does it trip the reader, interrupting the internal turbulence of the day? Each line of your ad copy must serve to "sell" the reader on continued reading, especially at the beginning.

You are looking to build enough momentum & interest to convey the points necessary to generate a greater desire for the product than it's price. Generally speaking, the higher the cost of the product, the more words required.

4 - Are You FAB Balanced?

You must focus on painting a picture of your prospects future life, as a result of their purchase. Does your copy promise emotional benefits? Does it pledge the realization of positive feelings, or the relief of negative ones?

Does it show how these outcomes are achieved with concise descriptions of the features & advantages that will deliver them? Your ad copy must strike a balance between emotion & logic if it is to be effect.

5 - Are You Creating Excitement & Enthusiasm?

Demonstrate your personal belief in what you are selling. Will your message quicken the readers pulse? Is it upbeat, positive, & full of inspired energy? Is there a sense of WOW?

6 - Is Your Body Copy Highly Readable?

Remember simple is best. Keep sentences short. Use a plain 10-point to 12-point font. Paragraphs no more than a few lines. Words that are comfortable & specific to the audience you are targeting. Inject subheads to break up text. Highlight important points.

7 - Do You Have High YOU density?

Remember to you use the words YOU & YOUR to the hilt. Your reader is auto translating to ME & MINE.

8 - Are you speaking intimately?

Can you get a strong sense of personality when you review your letter after being away from it for a while? Visualize yourself, or the character you are personifying, writing a personal letter to your perfect prospect. Never write to a crowd.

9 - Are you inspiring the readers imagination?

You must trigger mental images with your writing. The mind has difficulty distinguishing between vividly painted word pictures, & reality. Daydreams enchant, & emotions flow in their wake.

When you have emotion, you have desire. When you have desire, you have suggestibility. When you have suggestibility, you can direct action. Your levers are allegory (storytelling), metaphor, similes, verbs, adjectives, & specificity.

10 - Do you offer proof?

Specific testimonials & convincing guarantees worked into your ad copy are essential.

11 - Is your offer irresistible?

People are greedy, & they don't part with their money easily. Are you piling bonuses on top of your reasons why they should part with their hard earned money, in exchange for immediate action?

12 - And finally, do you have a killer P.S.?

For some reason, the P.S. at the bottom of a sales letter gets read a lot. Make it stop your reader in their tracks, like a deer in the headlights! Associate a positive outcome with taking the desired action, or a negative one with delay or inaction.

So there you have it. Exercise this 12-step ad copy checklist before your sales rubber hits the road.

About the Author:

Daniel Levis is a top marketing consultant & direct response copywriter based in Toronto Canada. Recently, Daniel & world-renowned publicist & copywriter Joe Vitale teamed up to co author "Million Dollar Online Advertising Strategies - From The Greatest Letter Writer Of The 20th Century!", a tribute to the late, great Robert Collier. Let the legendary Robert Collier show you how to write words that sell...Visit the below site & get 3 FREE Chapters! http://www.Advertising-Online-Strategies.com/ad-strategies.h tml

Top 3 Reasons Why Your Headlines Fail

Many professional copywriters estimate that the headline contributes to 80% or more of the success of any ad, article, or sales letter.

One direct marketing expert goes so far as to credit the headline with 100% of the success or failure of any ad or sales letter, because if the headline fails to pull the reader into the main body of the ad or sales copy, then there is no chance of success!

And they are both right! If your headline fails to perform its' function of getting the reader to read further into your copy, then the headline is fully responsible for the failure of the ad or sales letter.

However, if the headline is successful, then other sales copy factors come into play, such as the benefits presented, the guarantee, the offer, the close, etc. Now they all share in the effectiveness of the sales copy as well. But if the headline fails, they then play no part.

Think about how you read a newspaper or magazine. Do you start with the first article and then read every word from front to back of the publication?

Of course not!

Instead, you quickly scan the headlines, looking for something that interests you, either because of curiosity or because there might be something in it for you. You skip over all the rest!

Well, guess what. That's the same way your readers view your ad, article, sales letter, or sales page.

So, here are the three main reasons for headline failure.

1. You Fail To Grab Your Reader's Attention!

Your headline serves as the ad for your ad, article, or sales letter. Its' mission is to grab the reader's attention, stop them dead in their tracks and get them to want to read further down into the article. If your headline fails in its' purpose, then the whole ad, article, or sales letter will fail because they will never get read!

2. You Fail To Tell The Reader What Is In It For Them To Continue Reading!

Where possible, your headline should present your strongest benefit to the reader. If the reader can identify a want they have with finding a solution to that want in your ad, article, or sales letter, then they will continue reading. If they don't see any benefit to reading on, they won't. Remember, it is all about what is in it for them, the reader.

3. You Fail To Connect With The Reader!

If your headline is not addressed to the reader, they will not be interested in what you have to say in the rest of your ad, article, or sales letter. There must be a match between the message and the target audience, of which the reader is a member.

So, in summary, if your headline doesn't stop your reader dead in their tracks and get them to read further into your copy, then all is for naught!

The time it takes a reader to scan most headlines and decide whether or not to stop and read your copy or move on is less than 3 seconds!

As a result, many professional copywriters spend as much time creating their headlines as they do for the rest of their copy.

Creating 100 or so headlines before picking the headline which the writer feels is most likely to succeed is not uncommon.

Alternative headlines can often be used as subheadlines in long copy. These subheadlines help pull the reader further along into the copy and towards the ultimate goal of a sale.

Be sure to give your headlines the time and effort they deserve and they will reward you with sizable sales.

Copyright 2005.

George Dodge is webmaster of the www.Headline-Creator-Pro.com website that reduces the time and effort required to quickly create with push button ease up to one hundred winning headlines modeled on the greatest profit pulling headlines of all time. Check out <a href="http://www.Headline-Creator-Pro.com/np.html" >Headline Creator Pro</a> if you write headlines - you'll be glad you did.

Boost Your Sales Copy With One Simple Tweak

Do you want an amazingly simple trick to move far ahead of your competition and increase sales? With this free, no- software little tweak, you will be able to put customized information into a web page that is different for everyone you invite to visit.

It is incredibly simple; seriously, I promise! All that you need is a very basic understanding of HTML, like how to make hyperlinks, and I will teach you everything else. Sound fair?

What can you do with this, you may be wondering? Well, if you have a newsletter, you can create a link to your web site and the page displayed could have your subscribers first name where ever you want it.

It doesn't have to be their first name either; it could quite literally be any custom variable that your newsletter managing service/script/program has saved for each of your subscribers -- their last name, email address, snail mail address, gender, age, favorite color, etc.

But we don't have to stop there, not at all. You can go on and use as many variables as you want, not just one. We'll thoroughly cover this.

Why is this HTML tweak useful, you may now be asking? Just imagine this, you email your list of subscribers about a new product you have recently released. In your email, you write a few paragraphs about the product to generate interest and conveniently provide a link for them to click on to go back to your website and read your full sales copy.

Since you have such a trusting reputation with your subscribers, they give your product the benefit of the doubt and click on the link to read more. When they get to your sales copy, lo and behold their name is used throughout the page!

We all learned in Marketing 101 that your sales copy needs to be personal; that when you write it, you need to speak to one person and in everyday language. With this cool HTML tweak, you will be able to reach new levels of personalization.

Yes, the subscriber will be impressed that their name is used in the middle of your sales copy, and yes, they will have more personal interest in what you are saying. It is a whole new experience at that point, because you are talking to them individually. Heck, you just used their name! It won't just be, "You will get big results!" but, "Fred, you will get big results!"

Now, let's get on to the code! For this example, we are going to be using an HTML file named "choppers.htm".

Open up "choppers.htm" in your favorite editor. Now, where ever you want the subscribers first name to appear, put this code: "<?php echo "$a"; ?>" (minus the quotes), and wherever you want their last name to appear, put: "<?php echo "$b"; ?>" (again, minus the quotes).

Do you see the "$a" in the first bit of code and the "$b" in the second? For every custom variable you want to appear on your web page, just put that little bit of code with a different letter.

To explain it a little more, for every place the subscribers first name should appear, put "<?php echo "$a"; ?>". For every place the subscribers last name should appear, put "<?php echo "$b"; ?>". For every place the subscribers email address should appear, put "<?php echo "$c"; ?>". And so on and so forth. Yes, you can use each bit of code as often as you want. No, it doesn't really matter that the first name is using the code with "$a" -- it could be "$h", "$p" or even "$z", just as long as each custom variable uses a different letter.

Now you will need to rename "choppers.htm" to "choppers.php". Some HTML editors do not open up .php files, so I suggest only doing a "save as" to a .php file. That way, you will still have "choppers.htm" to edit whenever you need to, then just do another "save as". Upload the .php file to your web host.

Now we need to create the link the subscribers will click on to get to the newly created "choppers.php" file. For this part, you need to know what codes your newsletter managing service/script/program uses to customize your emails. Just for this example, let's say two of them are {First-Name} and {Last-Name}.

When you write your email, the address of your sales page in the link you will create to go to it, will look like this: "yourdomain.com/choppers.php?a={First-Name}&b={Last-Name}". But when you send out your email to your subscribers, your newsletter managing service/script/program will fill in those codes with the subscribers first and last name. So when the subscriber clicks on the link, the address to your sales page will actually look like this: "yourdomain.com/choppers.php?a=Fred&b=Jones".

If you only cared to use the subscribers first name, you would only need to use "<?php echo "$a"; ?>" in "choppers.php", and the address to that page in the link in your email would look like: "yourdomain.com/choppers.php?a={First-Name}", and for your subscriber Fred, his link address would end up looking like: "yourdomain.com/choppers.php?a=Fred".

You have just now taken many steps in front of your competition. You are now able to market much more personally than most people think is even possible.

Copyright © by Palyn Peterson

Palyn Peterson publishes the acclaimed Advanced Internet Marketing News. A professional newsletter with a refreshing perspective and a strong focus on no-cost techniques. http://www.FutureInternetMarketing.com FREE Tips, Tricks, Tools, Resources, eBooks, and More!

How to create sizzling sales content

"Don't sell the Steak, Sell the Sizzle."

Have you heard of this phrase before?  It has been widely regarded as "principle number one of salesmanship" as far back as 1936.

What does this phrase mean?  Selling the sizzle means making it possible for the prospect to salivate for your product or "steak".  If you are really selling the sizzle to the steak, you will be connecting with your prospect with his/her sense of smell, sight and sound.  He or she will be catching the whiff of the steak cooking on the barbeque pit, see the steak oozing in juice and hear the sizzle on the pit! 

This concept makes perfect sense if you want to experience fantastic sales.  So if you are an internet marketer, how do you write your online ad copy or sales letter such that you can connect with your prospects' senses?   Here is a "buffet" of 10 tips on how you can sell the sizzle:

1. Let your enthusiasm show.
Be enthusiastic and positive in your sales copy.  People are attracted to a sales letter that is upbeat and captivating.

2. Show your expert status.
Spell out to your prospects about how their problems can be solved through your expert advice.  You should offer great value and make the customer feel that he is well taken care of, in your charge

3. Your attitude determines your altitude.
Have a good attitude by encouraging feedback and questions and answering your emails as quickly as you can.  People generally want to know how much you care before they start doing business with you.

4. Have A Killer Headline.
Use killer headlines to tease and to attract your prospect to read your entire sales copy.  An example of a great headline "How I made a $15,886 mistake" as it creates curiosity about the story that you are about to reveal.

5. Use the Power of Bullets.
Your sales copy should not just be a laundry list of features.  Use as many bulleted points as you can to show the long list of benefits that your prospect can derive by buying your product or service.

6. Use the "feel, felt, found" method. 
Handle objections with this method.  It works!  First, show empathy on how your prospect feels.  Then, say how you or your other customers felt the same way.  And then, how you or your customers found the answer to their problems by buying your product or service.

7. A picture speaks a thousand words.
Use images that help your prospect visualize about what you are selling.  Sell the sizzle!  A simple example to illustrate this point is to create stunning covers for your information product.  The cover of my newsletter "Mapping You to Success" viewed at http://www.e-BizMap.com certainly looks yummy and easy to digest!

8. Testimonials sell!
Get testimonials from credible sources.  Wouldn't a prospect feel more tempted if your product or service is also used by some top names or gurus?

9. Go big on bonuses.
Use bonuses that have high perceived value.  Value is created when the bonus is relevant to the needs of the prospect.  To create the impression of high perceived value, spend some time explaining and telling your prospects what each bonus is, its worth and the "succulent" benefits they can derive.

10. Give a lifetime guarantee.
Give a guarantee that lasts forever!  Make your offer as risk free as possible.

Now how do you beat the "buffet" of tips given above?    Perfect your recipe for writing great copy and see your sales sizzle to the top!

Article by Mapping You to Success

How To Crank Out Killer Web Copy That Sucks In Money Like Crazy! Part 2

Copyright © 2005 Dan Lok Quick Turn Marketing International, Ltd. http://www.websiteconversionexpert.com

KILLER CONCEPT #6 Tell 'em Before You Sell 'em ======================================

The essence of this concept is the promise of a reward just for reading the content. The lure that there's a payoff at the end that will justify the extra effort and time required to read further.

These headlines tell readers what they can accomplish and how they can do things better. Provide tips, helpful advice, or reveal some valuable, usable information and your reader will be hooked.

For example, you can use headlines such as:

* How To Remove Carpet Stains In Minutes!

* How to Make Your Stomach Flat And Hard In 30 Days!

* Do You Do Any Of These Embarrassing Things?

* 17 Stocks You Should Dump Right Away

* 12 Special Tax Strategies That Are Making Doctors Rich!

This strategy works great with service-type business. If you're a realtor, a plumber, a consultant, or whatever, I highly recommend you creating some sort of information product -- a free report, a free audiocassette or videotape -- that gives your prospects information.

Let's say you're a mortgage broker, you can try something like this...

Case Study #6

Warning! Do NOT Refinance or Get a Home Equity Loan Until You Have Read This Free Report That Reveals The Biggest Mistakes People Make With Their Finances and Their Mortgages!

The purpose of your FREE report is to provide enough helpful advice and establish you as a "leader" in your field. It will demonstrate to customers that they would benefit from working with you in the future when they need your products or services.

The reports deliver a non-threatening, non-salesy message that shows the prospect that you have empathy and compassion for their life and their concerns.

This empathy is the building block of trust. And once the trust is established from the first reports, then you can follow-up with phone calls or mailings to "seal the deal."

Put yourself in your prospects' shoes, when you're ready to buy... who you gonna call? (Ghostbusters?) The guy who just wants to "vacuum" your VISA or the guy who takes time to educate YOU?

======================================

KILLER CONCEPT # 7 An Ethical Bribe

======================================

There's a reason they put a "prize" in every box of Crackerjack. People are greedy. They love something extra, or something for nothing.

So make your offer as irresistible as possible! Not just compelling.irresistible. There's always something you can include in your offer that will turn a "no" into a "yes."

Unleash the mercenary from within! Pile on the bonuses till your prospects are crushed under the weight and simply give in! Do not stop until they say, "You win, take my money!"

Here's a perfect example...

Case Study #7 - Dan Kennedy's Inner Circle Newsletter

From Dan Kennedy I want to give you the tapes of my latest Marketing & Moneymaking Super Conference, which people paid ,487.00 each to attend, free.

FREE:

6 Audio Tapes, 8 Special Reports, 1 Book, 2 Critique Certificates, Telephone Consulting & Coaching, a veritable truckload of moneymaking information and assistance...ALL FREE...and all you have to do to get all of it is say "maybe."

Have I finally lost my mind?

Dan's newsletter only costs $ 149 a year, but look at all the FREE stuff he gives to people who subscribe.

If that's not a shameless bribe, I don't know what is. And this is an instance where you can really see why Dan Kennedy is considered the king of marketing: he makes the product (in this case the newsletter) secondary to the bribe.

This offer has worked for Dan Kennedy for many years and has brought in thousands and thousands of new subscribers.

Lesson learned: Everybody loves a good deal.

======================================

KILLER CONCEPT #8 Bill me later/free trial offers

======================================

This concept is similar to the ethical bribe concept. Again, you're taking the risk off the prospect's shoulders and putting in right into your pocket. How's that for trust-inspiring?

Magazines do this all the time. You simply send in a reply form saying you want to subscribe, and they bill you later.

Case Study #8 - Nightingale Conant

At last! For the first time, there is a complete self-training program on the most amazing achievement technique ever discovered...

Announcing The Power of Visualization by Lee Pulos, Ph.D. - we invite you to try it for 30 days FREE!

This concept is wonderfully powerful, but don't overuse it. It can cheapen the value of your products.

And one more thing: Make sure the prospect believes your product is a good deal or you will get a lot of returns. The three most important words in the "Bill me later" book are: Over-deliver. Over-deliver. Over-deliver.

======================================

KILLER CONCEPT #9 "Oops... I Screwed Up"

======================================

If you're offering an incredible deal that sounds almost too good to be true, you'd better explain why. If you don't, consumers will just assume your "too good to be true" deal is just that -- a fake. They won't walk away from your sale... they'll run.

And in a related story: if there's a flaw in what you're selling, admit it.

Here's an example. You bought too much inventory in the fall when business was hot, and now it's winter and it's the "off-season" for what you're selling. Don't try and hide the truth. Tell it to the world.

Case Study #9

MY MISTAKE IS YOUR WINDFALL

I'm practically giving my widgets away just to clear our Widget Warehouse

"You get these one of a kind widgets at 70% off for one simple reason: I over bought in the fall, and now I've got inventory just sitting here. If I don't sell it, I'll have to lay-off 2 of the guys in the warehouse. Rather than do that, I thought I'd generate a little revenue and give you (my loyal customers) a great deal at the same time."

Being open and honest like this can boost the credibility and believability of your offer. Makes perfect sense doesn't it?

When you admit to a flaw or take responsibility for a mistake, people perceive that you're being honest with them. People like that. And nine times out of ten, when you tell someone you've got a problem, they'll want to help (if they can.) YOU like that!

I encourage you to give it a try.

======================================

KILLER CONCEPT #10 No Wind-up.Just Pitch

======================================

Sometimes -- when you have a truly great product or service.when you know you've got an unbeatable price... when you know the audience reading your ad is hungry "like the wolf" for what you have to offer -- sometimes, less is more. Just make your pitch.

No gimmicks. No secrets. No stories. No excuses. No ums and ahs. No ifs, ands, or buts. Just make your case in a simple, straightforward way.

Case Study #10 - John Childers' Speaking Course

If you've been wondering how to make an obscene amount of money as a speaker, just as I've done for 20 years...

I'll reveal all my strategies, step-by-step in a powerful 4-day Speaker Training course.

I've assumed ALL the risk and taken ALL the excuses out of your way to success in what has been called "the world's highest paid profession!"

======================================

KILLER CONCEPT #11 "Don't believe a word I say, listen to THIS guy."

======================================

This is a relatively advanced technique. It's called 3rd party endorsement.

Basically, instead of doing your own selling, you have someone else pitch your stuff for you. Say how fantastic you stuff is. How it has changed their lives. How your stuff is the best thing since sliced bread or flush toilets.

The best way is illustrate this concept is by showing you a headline of a lead generating ad Joe Polish placed in various carpet-cleaning magazines. Joe didn't do the writing, himself; a carpet cleaner named Jim Wolverton wrote this free report.

Free report, nothing -- it's a great big, hairy advertorial (an advertisement in an editorial's clothing). Wait and see.

Case Study #11 - Joe Polish's Free Report

EXPOSED!

Small Town Carpet Cleaner Speaks Out And Reveals The Raw Truth About That Marketing Guy, Joe Polish, Who Advertises In This Magazine All The Time!

The whole story, or should we say "ad," centers on how Jimbo was skeptical about Joe's marketing course.

Jim didn't really believe that Joe's course could deliver, but he was desperate so he bought the package. Of course, it blew him away and he learned a ton of stuff. He's now making money hand over fist and is as happy as a pig in truffles. At the end, he closed by saying he wasn't paid or given anything to write this ad (letter) up about Joe Polish.

"Exposed!" is basically a LONG and DETAILED testimonial written like a feature article in a newspaper or magazine. This kind of ad theme is especially effective as a follow-up. If you're doing direct mail, this could be your 2nd or 3rd letter in your mailing sequence.

Wrapping Things Up

Can you see how these amazing concepts might work for your business?

There are probably another dozen ad themes that are commonly used. But these are the diamonds in amongst lesser gems. I've been using these concepts successfully for many years. Other marketers have been using them for decades.

If you only use these ad themes, you'll be so stinking rich you'll need a special "Moneybags Deoderant" and have to rent a Brinks truck to get your money to the bank.

Now go out there and apply this stuff!

Dan Lok is known as "The World's #1 Website Conversion Expert", with a proven track record of selling over $25.7 million dollars of merchandise and services. Dan has resuscitated copy that was previously in "critical condition" and helped his clients to double and triple their conversion rates. some as much as 417%!!! More than 200 websites have been "Lok-ed" and loaded for Internet action. Go to: http://www.WebsiteConversionExpert.com

How To Crank Out Killer Web Copy That Sucks In Money Like Crazy! Part 1

Copyright © 2005 Dan Lok Quick Turn Marketing International, Ltd. http://www.WebsiteConversionExpert.com

Do you have writer's block?

Do you have trouble staring at a blank piece of paper and don't know how to get started?

You're NOT alone.

Believe me, I know how tough it is to sit down and create killer copy from scratch, especially if you're green. There are times in my life when my mind is completely frozen and I can't write squat.

Therefore, I've dug around in my Bags of Tricks and come up with 11 battle-tested ad themes that will help you blast through your writer's block and crank out brilliant, cash-producing copy in no time flat!

Plus... I'll give you suggestions on how to adapt these concepts to your own business for maximum effectiveness!

====================================== KILLER CONCEPT #1 Problem, Magic Solve ======================================

This is one of the marketing profession's oldest and probably most widely used ad themes. It has three distinct sections: you state the problem (usually a pain your target market is experiencing), you stir up the problem, and then you offer your stuff as a solution for the problem.

Here's a great example...

Case Study #1 Craig Proctor's Real Estate Success System

"How You Can Make Well Over $ 100,000.00 Per Year As A Real Estate Agent Working Less Than 40 Hours A Week.... Have A Top Income AND A Life..... And NEVER Have To Make A Call You Dread Or Waste Your Time With Unrealistic Sellers Or Insincere Buyers, Ever Again."

The Problem: Most real estate agents are frustrated with the income they're taking home. They're working their butts off and they're totally burnt out. They hate cold calling. And they want to work less and make more.

The Solution: If you buy Craig's stuff, you'll never have to make a cold call again. You'll have dozens of highly qualified prospects calling you. You'll be able to take weekends off. You'll be able to get out from under the ridiculous workload. Most importantly, you'll finally be able to make a 6-figure income as a real estate agent.

The Lesson: Most people are looking for a quick fix. John Carlton put it this way: "Most guys would like to eat a MAGIC pill, go to bed, and wake-up in the morning with a beautiful spouse and a million bucks in their bank account."

Always keep that in mind when you write. The quicker and easier you can make it for 'em, the better. (And if you know where to find that magic pill, PLEASE give me a call!)

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KILLER CONCEPT #2 Tell Me A Good Story, and I'll Give You My Money.

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Remember when you were a little kid? What was your favorite thing? That's right. You asked your mom, "Read me a bedtime story."

Stories sell. People love to hear a story. A story paints a picture in the mind of the reader/consumer. A GOOD story can communicate your message subliminally, by stimulating thoughts and emotions. And the BEST stories remove the skepticism and barriers that can prevent sales.

Here's a fantastic "tell me a story" headline example:

Case Study #2 - Grandma Ruby's Magic Pain Relief Cream

How An 82-Year-Old Great Grandma From Iowa Accidentally Discovered An Amazing Secret That Will Almost Instantly Erase Your Back And Joint Pain!

The ad goes on talking about how a little gray-haired, 82-year-old great grandma named Ruby Zimmerman from remote farming town in Iowa was mixing up a batch of moisturizing cream from her kitchen table... and how she accidentally stumbled upon a formula that ends chronic joint and back pain. And so on.

Does your product or service have an interesting story?

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KILLER CONCEPT #3 "I've Got A Secret"

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Pssst. Hey, come here...closer. You wanna hear a really juicy secret?

Gotcha!

You're probably leaning in to this newsletter right now, ready to "get the secret." The desire to know is a powerful force. It's led to the word 'secrets' being WAY over used, but that is why it is used.

People are nosy as hell and they love to feel "in the know." Everyone gets a kick out feeling like an insider and getting special treatment because of their "secret" knowledge.

If you've got something, don't FLAUNT IT...TAUNT with it. Make it appealing, alluring, and most of all TOP SECRET.and you'll make the sale.

Check this out...

Case Study #3 - GuyGetsGirlT Guide

"Discover How To Pick-Up Beautiful Women So Easily, and So Fast, You'll Have THREE Dates By The End Of This Weekend... And a Girlfriend (if YOU want one) Soon After!"

Uncover Powerful Insider Secrets That Will Skyrocket Your Sex Life And Make Wonderful Women Beg You To Date Them - Even If You're Bald, Fat Or Ugly!

Pretty intriguing, huh? Every Mr. Wrong has dreamed of being Mr. Right and has probably wondered "What do THEY have that I don't?"

If you can identify an information pocket and then create the "desire to know," in your prospects, you won't have to overcome any objections they may have.they'll do that themselves!

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KILLER CONCEPT #4 Put Your BIG Money Where You BIG Mouth Is - Guarantees

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If you're selling stuff that delivers over-the-top, measurable results that your customers can see, touch, smell, feel, or count... then you're in a position to use this amazingly-effective concept.

Case Study #4 - Marlon Sanders' Amazing Formula

Your Products Sell Like Crazy Or Triple-Your-Money-Back! Discover the Amazing Formula that Sells Products Like Crazy!

"Oh no, Dan. I can't offer a guarantee. What if people rip me off?"

You chicken...or should I say "Chicken Little." The sky isn't falling!

Listen closely: People WILL rip you off no matter what you do. It's part of the business. It doesn't matter what the hell you do, some morons will use your product, return it, and ask for a refund. Period.

You can't protect yourself from the "bad guys," but you can let the "good guys" know that you're a "white hat," too. When you offer a guarantee that you will reach into your own pocket to "make things right"... you will flip a lot more customers who would never otherwise consider trying your stuff. That's because your guarantee has nudged them over the dividing line between "Trust" and "No Trust."

Think about it: do you seriously give a damn if making a handful of refunds will bring you an EXTRA one-hundred more sales? Do the math. Calculate your numbers and you'll know if this concept will work for you.

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KILLER CONCEPT #5 "What's New, Pussycat?"

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Most of us are interested in news of some kind. That's why we've got newspapers, magazines, and 24-hour news channels. And why do we buy "news" papers and watch television "news" everyday? Because new discoveries fascinate us...especially, news that is related to our individual preferences, biases, and personal interests.

Press releases are the most common application for the news headline, but they can also work in many other areas.

Case Study #5 - The Anti-Aging Super Serum

Amazing Anti-Wrinkle Breakthrough!

"Doctors Are Shocked By New 30 Second Face-Lift-In-A-Bottle That Turns Back The Clock 10 Years In Only 60 Days"

"Recent Discovery Reverses Aging Beats Wrinkle-Reducing Retinol By 150% It Surpasses Botox (While Being Safer)... And You'll Save A Small Fortune! Read The Astonishing Story Below"

You get the idea?

If you have news to share -- a new product or a new use for an old product, for example -- be sure to "install" that news into your headline in a big way.

See you in Part 2.

Dan Lok

Dan Lok is known as "The World's #1 Website Conversion Expert", with a proven track record of selling over $25.7 million dollars of merchandise and services. Dan has resuscitated copy that was previously in "critical condition" and helped his clients to double and triple their conversion rates. some as much as 417%!!! More than 200 websites have been "Lok-ed" and loaded for Internet action. Go to: http://www.WebsiteConversionExpert.com

Boost Your B to B Marketing Copy

3 Major Copywriting Blunders and How to Correct Them

When you're writing or evaluating copy for a B to B marketing (or "business to business" marketing) campaign of any kind, you may think it's only appropriate to write formal copy in which you refer to yourself as "we" or "our organization" and let lots of other copywriting basics fly out the window.

Sadly, these sorts of mistakes are the result of the major misconception that you have to be cold and impersonal in your copy if you want to seem professional. If you're guilty of this copywriting crime, you probably learned this rule from a well-meaning, but misguided communicator who doesn't understand that business writing is designed to sell.

But fear not -- there's no reason for your B to B marketing to be bland and ineffective. You just need to know what to look out for. In this article, I've outlined the 3 copywriting blunders that happen the most and can be easily avoided in the future.

These B to B marketing mistakes include:

1. Avoiding use of the word "you" in your copy. Apparently many companies are under the impression that business people like their human sides to be ignored -- to which I say, Au contraire.

Last I checked, most of us in the business world still want to feel included in the copy we read. Wearing a suit or working for a large corporation doesn't magically turn that need to connect off. Speak to the person directly using the words "you" and "your," and your results will be stronger.

2. Using technospeak when user-friendly copy better suits the non- technical audience. Sure, some people in your industry know what the word "interoperability" means. But they're rare and probably aren't the ones making the marketing decisions.

To illustrate my point, I would invite you to consider this:

I am a professional copywriter and always aim to deliver accurate copy to my company's clients. However, given that this article is targeted to help a general business audience, it's fair to say it might not make sense for me to start waxing on here about unclear antecedents and the blight that is the dangling participle, even if I am something of a grammar fanatic in my own little microcosm of reality.

The lesson here is that it's probably best to leave the shop talk in the shop and write for your customers using the words in their vocabulary.

3. Forgetting to ask prospects to buy what you're offering! Isn't the point of B to B marketing to get business people to purchase what you're selling? There is no need to be over the top with your call-to- action, but it is important that you include one.

If you're hesitant to ask for the buy, keep in mind that most business people are aware they're being sold to the moment they read promotional materials and accept this as a part of doing business.

Selling to "timid" office workers? Find a way in your copy to speak to their hearts, then ask them politely to consider what you have to offer.

Is your audience a group of somewhat stuffy financial types? Show them the financial benefit of what you're offering, as well as what they'll save when they purchase from you. Then ask them to buy in a way that appeals to their analytical minds.

A word of caution: If your B to B marketing is targeted toward professional marketers, that's even more reason to urge readers to purchase; if you don't, they might not take action because of their over-exposure to marketing messages of all kinds. Just use the approach best-suited to the type of marketing that they handle every day.

The bottom line? Don't forget to ask people to take action, regardless of what that action is.

Of course, there are other ways to boost the results of your B to B marketing, but these copywriting tips will have you headed in the right direction in no time flat. Make sure to use them for all of your upcoming campaigns.

Copyright 2005 Jennifer McCay.

Brand copywriter/creative director Jennifer McCay develops persuasive copy and branding strategies for individuals, small businesses and large corporations through her company, Avenue East Communications, Inc., located in Los Angeles, California. Jennifer is the publisher of the Avenues to Marketing Success Newsletter, which delivers tips on copywriting, branding and other marketing topics every other week. To subscribe or find out more, head to http://AvenueEast.com

Fixing Bad Web Site Copy

Let's face it - a lot of web pages and web sites out there could use a little improvement in the copywriting department!

From boring prose to bad sentence structure, from poor logic to inadequate copy optimization, I've seen it all. And this is what your customers are reading as they jump on to your site! If they have to sludge through bad writing, they will get a negative feeling about your product or service. Is this the impression that you want them to have? Definitely not.

The bottom line is that bad copy means fewer sales. That's how important it is. Don't discount it. And one other point - an impressive site design can never rescue poor copy.

So what's the process that a copywriter goes through when they are re-writing a site? Good question. There are lots of different methods and approaches, but here's what I look at when I first set my eyes on those broken letters and words:

1. The Copy Itself - What's written?

2. The Copy and how it relates to the design - How does it look on the page?

3. Search Engine Friendly - Is the copy optimized?

The Copy Itself - What's Written?

The first thing that I look at when I'm analyzing a page of copy is the copy itself. In this day and age, there really are two fundamental things that most people do when they are reading copy on a web site: First, they "scan" read - they don't read every word. And second, it's better comprehended when the copy is written the way people speak. Here are the other things to look for when you're analyzing the copy:

o Are bullets and lists utilized? The copy can't be in standard block paragraphs like you see in books and magazines. Remember, you're competing for their time. If they don't get the info they need fast, they'll jump to the next web site.

o Is there too much copy on the page? If you have more than 450 words per page, you have too much. How many times have you seen the never-ending Home Page as you scroll forever to find where it ends? This technique only works for those cheesy direct sales letters you see on certain sites. And they only work sometimes.

o Does the copy grab you? Is it interesting and informative? Does it address your needs? And does the copy have a rhythm to it? It should.

o Is there variety in the writing? Are all the sentences long with multiple adjectives and adverbs? The goal is to combine short sentences with a few long ones. The trick is to make the copy flow. Using fragments is not a bad thing. Quite the contrary actually. The occasional fragment or sentence that starts with "But" or "And" can re-capture reader interest and keep it lively. Try it out. You'll like it. And your customers will too! (See how effective it is?)

o Are Headings and Sub headings utilized? If not, get them in there fast. You gotta have them there to break up the page into digestible parts. It also helps the eye focus. There are a ton of sites out there that have absolutely NO headings or sub headings. That's a bad thing.

o Are you using AIDA? Attention, Interest, Desire, Action. I'm sure you've heard it before: Grab the reader's attention, build interest, and create a desire so they will take action. Are you closing the deal with your customer? This is the ultimate goal of any copy. Make the reader do something. Fill out a survey, submit a request, sign up for a service, or buy the product. Whatever it is, you must have a call to action in the copy.

The Copy and How it Relates to the Design - How Does it look on the page?

What good would the copy be if it was placed on the page in long lines and block paragraphs?

Not too good.

Recently, I was working on a Home Page re-write for a financial services company who was having a conversion problem. They had no issue getting people to the site. They just couldn't make them buy once they got there.

After taking a look at his site, I was struck with one startling reaction - the copy was placed on the page like it was a college essay with no variation or eye catching design elements integrated. Clearly, it was a web site template and no customization was used at all.

Their competitors Home Pages were very different. They all employed easy to read charts, testimonials, and other design elements. And my client had none of these. Obviously, something had to change, or his conversion rate would continue to suffer. Here are some of the things you want to look for when you consider the copy and how it relates to the design:

o Is there contrast in the type of fonts, the size of fonts, and the colors that are used? Some of the most eye-catching web sites use lots of contrasting fonts, with various sizes, and complimentary colors. This can only help the copy, as it wraps it up in a great looking package and truly brings it to life.

Here are three examples of great copy wrapped up in brilliant design:
http://www.omniture.com/s2/index.html
http://www.6smarketing.com/
http://www.zephoria.com/

o Is the copy broken up into readable/scanable sections? ..or is it simply placed on the page haphazardly without regard for the needs of your customer? Like my example above, you need to ensure the web page can be scanned in 30 seconds or less. Remember, we're dealing with short attention spans.

o Are the areas that you want your customer's attention drawn to clearly visible? If you're using a "Learn More", "Buy Now" or other clickable button, is it obvious? Make sure it stands out on the page and can't be mistaken for something else.

o Is the design simple and easy to navigate or is it cluttered? Some of the very best web sites are really very simple in appearance, even if they do have lots of content. Don't "drown" your copy in a complex design structure or have a million different web pages on your menu. White space is important. Let the copy breathe!

Search Engine Friendly - Is the Copy Optimized?

Of course, the grand puba of them all - Is the copy optimized? Not the site itself (Although that is critically important), but the copy. And is it optimized the right way? We've all seen those web sites that use a keyword phrase 59 times on one page. Who exactly do they think is going to read that garbage? Exactly. No one.

And Search Engine Optimization is always a moving target. It's a complex process that must be constantly fine tuned and