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!)

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

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

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

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?

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

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

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

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!

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

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

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

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.

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

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

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

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 tweaked to keep up with the Search Engine's changes and your competitor's moves. Because you can bet that you have a few who are jockeying for that first page placement for the perfect keyword phrase. When it comes to optimizing your web site copy, here is what you need to look for:

o Above all else, keep this in mind: Copywriting for the web is a balancing act. You want to ensure you have used your keyword phrases enough times without compromising the readability of the page. If you're looking for a quick rule regarding keyword density, think 5%. More often than not, staying close to this number will get you where you need to be.

o Do your Keyword Research! Whether you use Overture (now Yahoo) or Word Tracker, be sure you take a look at the keywords people are using or the keywords you think they should be using to find you. Then jump over to the competitors web sites and view their "Source Code". (Go to their home page, right click, and select View Source) When you do this, you'll see their Meta Tags with the keywords they are using. These may or may not be the right ones to use. But, you should definitely take a look to see what they are using. The next step is to see where they are ranking for those keywords. Try to find them on Google or Yahoo. That will give you a good benchmark.

o Focus your Keyword Phrases. Don't use more than three keyword phrases per page. Actually, it would be better if you used one or two. And don't include every keyword phrase on every page. Break it up, and use your Services page to get specific.

o Do your Linking Research! The next step is to compare your links with what your competitors have. Here's a site to bookmark immediately: http://www.linkpopularity.com . Along with Word Tracker or Overture, it will become your new best friend. Remember, that inbound links are a very important component of the overall SEO effort. With Google, it's extremely important. One thing to know is that optimizing the copy alone won't get you the rankings you want. You have to approach the SEO copy effort holistically. And if a copywriter says they can get you higher rankings by just working on the copy alone, you may want to take your business elsewhere. It's rarely that easy. With linkpopularity.com, you simply type in your url into the link analyzer, and take a look at the results. Then do it for your competitors. Presto! You have just unlocked a great resource.

o Use Keyword Phrases in Links, Headings, and Sub headings. These are all places that you must use keyword phrases in to get higher rankings. What's that you say? No Headings and Subheadings on your web page? That's a good place to start if you're doing a copy re-write (or even starting from scratch) Also, be sure you definitely link your pages together with text links. This helps the search engines know your pages are related.

o Use Go Rank's Keyword Density Analyzer. Jump on to http://www.gorank.com/ as soon as you get the chance. They have a number of different SEO tools you can utilize for your SEO copy project. Along with Overture and Link Popularity, I use it on every client I work with. The best tool is the Keyword Density Analyzer. Use it and be amazed at what it tells you.

So there you have it! Your Website Copy makeover lesson is concluded. Hopefully, there were a few tricks or tips that you may not have known about. You'll find that if you follow the advice in this article, you will have a better looking, and an easier read site. And eventually, you'll get higher rankings for your selected keyword phrases.

Good Luck!

C2005 Jon Wuebben. Do you need Search Engine Optimized (SEO) Web site copy that moves customers to buy? Are you looking to create an effective newsletter/e-zine article or ad for your business? We provide world class copy that helps you to be found on the web. 10 years experience providing superior copy to businesses nationwide. Contact us for a complimentary Website Copy analysis. Subscribe to our Better Business Writing (BBW) Newsletter and receive 2 free reports. http://www.customcopywriting.com/

Two Ways to Really Connect With Your Customer in Your Copywriting

Copyright © 2005 by Bruce Carlson

One of the least talked-about areas in copywriting education is voice. This is probably because it’s tough to set general rules for something that’s so personal to each of us. After all, the same things go into building your copywriting voice that go into making you who you are!

Personality, upbringing, environment, education, audience, purpose…all these and more go into forming your voice, no matter what kind of writing you’re doing.

In this article, I’d like to try to tackle the subject of voice in copywriting. I’ve identified a couple of areas that I believe are the most important when it comes to making your voice more credible when writing copy -- style and tone. By improving these two areas, you'll connect with your customer in a much more genuine way.

****************

In my conversations with successful copywriters and marketers, I find that practically every one of them has an uncanny ability to communicate on a gut level with their customer or prospect. And that is one of the main keys to their success.

How do they do this?

By removing internal editors, and writing as if they were speaking to a friend.

When you sit down to write, you need to make a psychological leap and forget everything you ever learned about writing in school.

Yes, I know that you’ve got those “ghosts of English teachers past” sitting on your shoulder and whispering in your ear about how you should write. But those internal editors need to be tossed out.

Instead, you need to write like you talk. This is much easier said than done, and requires some practice and work. If you have a hard time doing this, one possibility is to record yourself speaking your sales message first, and then to transcribe it afterwards. That way you’ll get the spoken spirit of the language.

You’ll still need to edit it though, to get rid of “hesitation markers” like ummmm, uhhhhh, etc. You don’t want those sounds in your copy…

But more than anything, writing like you talk means being informal. One thing I see with novice copywriters is that, even though they might start to get the idea of writing like they talk, they’ll still “speak” formally, as if they were giving a (dull) public speech.

It’s true that ad copy from 50 years ago, especially direct mail sales letters, may have been a bit stiff and formal. And there may still be times when a certain level of formality is needed, depending upon your target market. But with Web sales copy, and especially with email copy, informal is the right way to go.

Informal style means breaking a ton of grammar rules. Which is what you do when you talk, anyway, at least in conversational speech. Use contractions (like can’t and won’t and I’ll…). And fragment sentences. And you can start sentences with “and”. Or with “or”.

And you can tail off sentences with ellipsis markers (those three dots)… Which is also a good way to show hesitation when writing, by the way, since you can’t use the hesitation sounds you normally use in speech.

And you can have sentences that have only one or two words. Like this!

And you can use really short paragraphs to express a quick thought. Or a bit longer paragraphs to express a longer thought.

There are also things you can do with language. Like using special terms or jargon used exclusively within a specific marketing niche.Customers know immediately if you're "one of them." Jargon and specialized knowledge help give them the clue for that.

There’s an awful lot you can do. And you’re really only limited by that internal editor/critic. So the sooner you throw that critic out the door, the better.

Also, when writing like you talk, you need to be able to keep a warm tone. One way it’s put by sales professionals is to imagine that you’re making “a referral to a friend” rather than making “a sales pitch to a customer.” The examples you’ll usually hear copywriting educators use for this are the kitchen table conversation or the barstool conversation.

The best way to develop this warm tone is through identification.

Getting to really know your target market (or “tarket”, as Lorrie Morgen-Ferrero calls it) allows you to identify first-hand with their hopes, dreams, wants, and needs. This comes from study and research, although a certain amount of intuition comes in handy too.

You really do need to be able to put yourself into your customer’s shoes in order to be a good salesperson, whether in print or face-to-face. As the old saying goes, “Become your customer.” They need to become real in your mind -- as real as that person sitting across the kitchen table.

There are plenty of ways to identify with your customer or prospect. Reading the trade journals or magazines they read is a good place to start.

But what this skill really amounts to is empathy. Identification and empathy are two peas in the pod.

In business, you develop empathy simply by putting your customer first. By actually caring about your customer and making it your avowed goal to help them. By going the extra mile to find out what it is that keeps them awake at night. By becoming obsessed (in a good way) with bringing them a product that will solve a problem and make their life easier.

And by listening.

How do you listen to your customer when they're not there? The same way you would if they were there. By asking a question. And then listening for the answer. From inside you.

Whenever you write sales copy, you need to continually ask "So what?" after every single sentence you write. The person sitting across the kitchen table or next to you at the bar is a skeptic. Which is normal and healthy!

By keeping your customer's possible objections in mind every single minute you write, you establish a kind of dialogue. And that's when your customer will really get pulled into your copy. That's when they'll say, "Hey, she's talking to me!"

You'll be getting that empathy. And with it will come that warm, familiar tone.

So practice writing like you talk, keeping in mind that you want to be informal and familiar. Get to know your customer better so you can identify better with them and build empathy.

Eventually you'll get "over the hump" and your "right" voice will start to come naturally.

And that's when you'll start to see a steep rise in your sales numbers!

Bruce Carlson is a veteran freelance writer and educator living in Finland. Visit his website at http://www.dynamic-copywriting.com and sign up for his fr.ee jam-packed newsletter The Dynamic Copywriter.

Extreme Persuasion Strategies That Will Make Your Prospects Feel Compelled To Act Now

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

Question: What's an easy way to deal with lingering doubts and questions about an offer with the best ways to create urgency and compel people to act now?

As any good copywriter or marketer will tell you, overcoming resistance is essential to closing a sale. And as any successful copywriter or marketer may keep secret, there are essentially 5 foolproof ways to create a sense of urgency.

1) Limited Time Time waits for no man, and neither should your offer. Set a time limit to send a clear message that says, 'You must act NOW.' Be sure to state a very specific deadline. Dont say 'This offer will expire soon.'

Do say, 'This offer will expire on July 20, 2004' or 'This offer will expire at midnight on June 12th' or 'This offer will expire in 10 days.' I think you know what I mean.

2) Limited Quantity What do diamonds, vintage wine, and a triple-play in baseball have in common? They're valuable because they exist in limited quantity. Give your 'Widget' the same value by advertising that only a limited number of these Widgets were produced. Or say that only a limited number of these Widgets will be sold.

Again, be very specific. The above example should really read: 'Only 341 of these Widgets will be sold at this special 38%-off discount price.'

For a double-whammy, add a little financial incentive to your limited quantity offer: 'Only a limited number of these Widgets will be sold at THIS special price' or 'Only a limited number of these FREE BONUES will be given out.'

3) Exclusivity People want to feel special and like they're getting something that other people aren't. Thats why the 'golf club members only' deal work so well...

4) Superiority I've got an ego, you've got an ego, and you can bet your sales message that your prospect has an ego. Appeal to it with offers that say, 'This deal is ONLY for action takers.' and 'This deal is ONLY for successful people.'

5) Popularity People like things that are popular and they trust what other people like... even if they don't know those people. It's the reason that restaurateurs always put customers in the front windows... you don't want a prospective diner looking in on a bunch of empty seats...

People like to be part of the 'popular crowd' and they also don't want to experience the pain of being on the outside looking in. So stir up the pain and remind your visitors what they will miss out or lose if they dont act now.

These two tactics are a one-two punch that will knock consumers right out of their lethargy and right into your offer.

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

3 Copywriting Tips - How To Edit For Mass Appeal

Copyright 2005 Daniel Levis

Web copy that's intended to sell or generate leads needs to quickly reach out and grab attention and build rapport with a target audience. You can connect with your audience more effectively if you understand something about how people process information, and how they think.

Every one of us is constantly sorting, distorting, and generalizing what we perceive, just to stay sane.

As a result, different people see the world differently. You probably want to appeal to as many of them within your target market as possible. Here are three simple tips you can use when it comes to editing your web copy.

1 - An idea can be made to appeal to more people if it is expressed in both a positive (moving toward), and a negative (moving away from) fashion.

Look how it's done in this famous lead..."TWO YEARS FROM NOW, your business could easily be worth 2.5 to 25 times what it's worth today...Or you could fall into the list of business also-rans... " Some people are motivated by the desire for gain, and others by the fear of loss. With a statement like this, it doesn't matter which, you're speaking their language either way.

Another great example of this is in the life insurance industry. Rather than try to force a square peg into a round whole, the insurance companies came up with the idea of "cash value". Now the sales pitch could be reframed to appeal to both types of people. Those that moved toward pleasure could be sold on the idea of early retirement, and those that moved away from pain could be sold on the more traditional idea of income protection.

2 - The second idea is internal versus external frame of reference.

Some people do things because they see others doing them. Some people want to relate things to their own experience. The former is impressed by testimonials and success stories, while the latter is moved by deductive reasoning, analogy, and metaphor. You can see this requires two very different kinds of selling.

Here's another way to look at internal versus external orientation. The internally directed person values a sense of achievement while the externally directed person values recognition. Two sides to the same coin.

So you might say in your copy, "Picture the smiles of appreciation your family will reward you with when they begin to enjoy the new lifestyle this knowledge can afford you. Imagine the sense of achievement, and how confident you'll become!"

The first sentence appeals to an external bias, while the second one targets an internal bias.

3 - And the third tip is to use phrases that appeal to multiple modes of perception in your copy.

Like everyone else, you perceive the world with a bias toward seeing (visual), hearing (auditory), or feeling (kinesthetic). Naturally your copy will reflect this bias. By going back through it and editing it to include all three biases, you will connect with more readers.

I am a very visual person, so I might write something like, " You've got a clear view of it in your mind's eye now, don't you? Suddenly, it appears you'll make your decision." I might go back and edit this passage to include a mix of the modalities. Perhaps..."This is really resonating (auditory) with you now isn't it? You've grasped (kinesthetic) all of the important points and you can see (visual) your choice."

By understanding people's patterns of perception, and how they view the world, you can make more of them feel comfortable when they arrive at your website. Your sales message will click with more buyers, and you'll see more sales!

". . . anywhere is the center of the world." Black Elk, Sioux Medicine Man

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

How To Write Effective Safelists Headlines

Your headline is the gateway to your advertisement. it will either entice your reader to continue reading, or turn them of before they've read a single word about your product. A good headline translates into leads.

Headlines are the first thing the eye falls on. If it loses your reader's attention, you automatically lose a potential lead. This translates into a single fact: your headline is what sells your product.

An effective headline will be impossible to resist, and it will force the reader to learn more about your product or service. You only have a few seconds to seize your reader's attention.

That being said, it is imperative that you earn how to write good, if not brilliant headlines. Let's start by examining what the function of a headline is.

A headline should grab the reader's attention, communicate potential benefits to that reader, and set-up an expectation of what will follow in the body of the ad-and the headline must do this all at once, instantaneously!

Additionally, an effective headline is a filter that attracts your target audience. Your headline should be educational rather than overly commercial. The best headlines declare an issue or a problem faced by marketing professionals, and they contain the subtle promise of your product or service being able to solve that problem.

For example,"How to." headlines work well because they appeal to the need for information. Headlines written as a question appeal to the reader's emotions because they will automatically want that question answered and be moved to read on.

Headlines written as commands, such as "Double your traffic." focusing on the most vital benefit of your product or service literally demands your reader's attention. Another strategy is using a news item as headline copy, such as announcing your new breakthrough service.

Finally, consider using the best sentence, subtly rewritten, from a testimonial: My traffic has increased by 50% and sales are at an all time high! Testimonials, which must always be reliable and true to their source, inspire your potential customer's trust and peak their interest.

Obviously, learning how to write elective headlines is essential. But to do that, you must first understand what the qualities of effective headlines are.

An effective headline must be immediately credible. You have to make a claim, but it must not sound impossible or miraculous. If it sounds too amazing, the reader will not believe you, and you will lose them before you get the chance to explain your product or service.

Following this line of reasoning, effective headlines must also be short because the average reader's attention span is short. For the same reason that sound bites work, headlines must be brief and notable. They must be easy to remember, and even better, impossible to forget.

Quotation marks work well in headlines, for example, because they both grab the eye and the reader's attention. This is most likely due to the conditioning people receive from reading books. A reader tend to focus more on what's being said within the quotation marks.

Use no more than fifteen words at the most. The shorter the better, so eliminate all extraneous words, such as adjectives and adverbs. These words can make a headline sound unbelievable or like hype, so only use these modifiers in your ad copy.

Headlines should appeal to the reader's emotions rather than their intellect. Generally, strong emotions motivate people to take action, and the more powerful the emotion, the faster the action. So aim to write headlines that inspire awe, excitement, curiosity, even fear, and you will have solidly caught your reader's attention.

Write in the active voice, using the first or second person. Keep all your verbs in the present tense, as it makes the headline more immediate. Aim to write a headline that is in the imperative tense in order to motivate your reader to take some kind of action. In this case, reading on to the rest of the ad.

Think of how you grab someone's attention verbally in your life. You use strong, direct, imperative language. You use strong action verbs and direct nouns and phrases.

The same method should be applied to your headline. You want to stop the reader in their tracks, but then be sure to hold onto their attention. After you have their focus, aim to entice them by hinting at what your product may do for them. You must accomplish this is in as little words as possible.

The best way to figure out how to entice your audience is to have a clear sense of exactly who your target audience is. Understand what motivates them, what their interests, passions, and priorities are, and what they are looking for. What is it that causes this target audience to take some kind of action?

Once you answer these questions, choose words that will arouse this audience's interest. However, make sure that your headlines are 100% truthful, accurate, and above all, credible-and your advertising copy must support the claim your headline makes.

It's a good idea to test market different headlines. Once you get the hang of writing them, try out a different headline as you update your ads, and keep track of what ads received the most responses. These are the two or three headlines that you should build your marketing campaign around.

The content of your message in a safelist ad should be educational. Include case studies, research results, testimonials, anecdotes, and the relevant benefits of your product or service. Focus on the most important benefits your customers will receive from your product.

Be specific and stick to facts, don't use hyperbole. Be as down-to-earth as possible or you will sound unbelievable. You want to keep the focus on your product,not on yourself, and you want to appeal to a wide range of different types of people.

It's a good idea to include a compelling story. Focus on what makes your product or service unique, and then find a story that illustrates how a customer was able to effectively make use of this uniqueness. This story should lead the reader to an offer that will compel some form of action.

Offer something up front, such as a free article, a discount, a free trial offer, or even a free ebook. Then immediately follow it with a link to that offer that declares: CLICK HERE FOR FREE OFFER. This will automatically bring the reader to your website where they can learn more about your product.

Keep your message within 3 screens of text. You want it to be long enough to contain all the relevant information and benefits, but not so long that it will become a chore to read.

Make sure your copy is fluent, flowing, and easy to read. Eliminate all spelling and grammatical mistakes.

If you're giving out a lot of information, break up the space using bulleted lists to give the reader's eye a rest. A list should summarize the key benefits in an immediately accessible form.

Make sure the text is easy to read, in a readable font, with enough space between the lines. Use color only to emphasize points, and don't use too much of it or it will become distracting. Avoid colored backgrounds, as they are hard on the eyes.

Use upper and lower case text. If you want to use caps, save it for your headlines. Use a blank line between paragraphs instead of an indent to increase the white space on the page.

Keep your ad copy as brief as a single page if possible. The more emphatic and condensed, the greater the possibility of maintaining reader attention. Using Free safelists is a great way to try out different ad headlines and copy.

Monitor the results carefully until you've honed in on the most defective emails. Then go on to subscribe to the Pro lists using your most effective ad copy.

About The Author: FREE Gift - Safelist Marketing Revealed http://www.Free-Safelist-Report.com/Download/Revealed FREE Download - SMASS Auto-Safelist Submitter http://SafelistSubmittingSoftware.com/Download/SMASS By Dennis Whittaker info@free-safelist-report.com

Hiring a great copywriter can be a challenge

There are a lot of good writers out there. There are even a lot of great writers out there. But a copywriter- a great copywriter, does more than just write. A great copywriter has the ability to write persuasively, research facts, and think in terms of the "total marketing piece"- because copy is only a part of the ad, brochure, website, or flyer.

Many times, they see a business or idea in a new light. They draw out the key benefits of your product or service. Ultimately, a great copywriter communicates those benefits with excitement and has the ability to create that feeling in the consumers mind.

We've all read an ad that was so incredibly compelling that it literally made us pick up the phone or jump online, and order the product. Advertising is the science and art of convincing consumers to give up their hard earned money for a particular product or service.

Copywriters really only write for one purpose. To persuade.

They increase your sales and generate sales leads when their ad and direct mail copy persuade prospects that your product is better than the competition. A great copywriter is a GREAT persuader.

The best copywriters in the business are tireless researchers. Those who become the best have an insatiable interest about products, services, new ideas, consumers and advertising.

Copywriters are curious people. They study human nature and try and find the best angle. They like to uncover new ways to represent a product. They get a rush when they ultimately find the unique selling proposition for your product or service. A great copywriter is a GREAT researcher.

Copywriters are creators. They think up compelling ideas and have the innate ability to turn them into powerful prose. Copywriters think visually. Many people don't see them in these terms, but they are artists too-artists of the written word. They also think in terms of words.

When coming up with a headline, they're simultaneously thinking of an image that will complement the copy. Copywriters enjoy working with graphic designers, art directors and creative directors in creating great advertising and direct marketing. A great copywriter has a GREAT ability to think in terms of the total marketing piece.

Sometimes trying to find the right angle for a product or service can be frustrating. A great copywriter can come into a new situation, quickly assess the facts, and see what others cannot. A great copywriter brings a fresh perspective. They have the ability to see things in a new light.

That's why a headline that never worked suddenly starts working like a miracle after being changed. Sometimes it's simple. Other times, it can be a little more complex. Either way, a GREAT copywriter has the ability to cast a product or service in the right light.

Copywriters focus on benefits. Great copywriters find the right set of benefits and focus on them like a laser. When a consumer reads the copy, they find they are agreeing with what the copy is saying. They may have never even realized they needed the product or service. But, the copywriter knew it. And they knew how to get inside the consumers head. Great copywriters know people inside and out- and they know what motivates them.

Working with a GREAT Copywriter

The first thing to keep in mind is that a great copywriter is easy to work with. They are experienced in dealing with professionals. It helps to know what can make the difference in working with a great copywriter.

First, get your agreement in writing. A written contract is always a good idea, and can prevent difficult situations or misunderstandings from happening in the first place. A solid contract outlines the work to be performed, fees, due dates, terms and conditions.

Next, always know how much it's going to cost. Try to get your copywriter to commit to a flat fee before the project begins. This way, both parties are protected. Hourly writers should be avoided. There's no incentive for them to get the job done in a timely manner.

Quality copy isn't cheap. Be prepared to pay for that quality. Great copy is worth its weight in gold, because it can make the difference between a product that sells five units, and that same product selling five thousand units. Great copywriters are worth every dollar they make.

It's also a good idea to have one person- and one person only, appointed to deal with your copywriter. It can be very confusing to have a whole team of people interacting with a copywriter. Conflicting ideas can arise and confusion is usually the only outcome. Designate one person to handle all communications.

Great copywriters like to know exactly what they will be writing. Many times, assignments are vague. It's important to spell out in clear, simple terms, what the writer needs to know to do his best work. Sometimes the target audience is vague. Other times the features and benefits of the product are unclear. In addition, a great copywriter needs to know the reason for the assignment. Is the client introducing a new product or service? Are they trying to qualify prospects? This is a critically significant piece of the project.

Make sure you give the copywriter all the background material they need to write the copy. Types of things they need are previous ads, testimonials, product brochures, market research, and information on the competitors. Having these materials makes the project so much easier.

One issue that almost goes without saying, but is also sometimes overlooked is payment. If you're a professional, one of the most frustrating elements of business can be issues around payment, and late payment. If you want to work with a great copywriter, it's important to make this a non-issue.

Finally, give feedback. Copywriters know all about constructive criticism. It's a big part of making the marketing piece the best possible. A great copywriter will always be receptive to it. But more than that, a great copywriter wants to know your feedback. Good or bad. It's the only way to make it better.

C2005 Jon Wuebben. Do you need Search Engine Optimized (SEO) Web site copy that moves customers to buy? Are you looking to create an effective newsletter/e-zine article or ad for your business? We provide world class copy that helps you to be found on the web. 10 years experience providing superior copy to businesses nationwide. Contact us for a complimentary Website Copy analysis. Subscribe to our Better Business Writing (BBW) Newsletter and receive 2 free reports. http://www.customcopywriting.com/