Hot Button Copy

Batteries Not Included, What Those Pesky Sales Letters Don't Tell You

How many "home-study" courses or information products do you have collecting dust on your bookshelves? How many promos for information products did you find in your inbox today or read in other people's tweets on the 10 social networking sites you're playing on?

These promos usually link to 20 page+ sales letters that outline every last benefit you'll get, any objections you may have, tons of social proof, compelling headlines, urgent offers and 15 or so other critical elements designed to make you ACT now.

Well, I write a lot of sales letters and I read even more and I have decided that most, if not all, are missing a really critical piece, that if corrected could lead to less returns, more people actually implementing the information and a better ROI for all involved.

I thought of this while reading the sales letter for Larina Kase's Platform Building Secrets Revealed Program. It's a good letter but I especially liked the part where she said...

"Look. While what I’m about to tell you will excite you, I have to offer a caveat: it only applies to those who are truly credible in their fields.

You don’t need to be the world’s greatest expert on your subject. But you must have studied it to the point that you do have some credentials, whether they include a degree, a track-record of helping clients, or the esteem of your colleagues.

Does that sound like you? Great—then keep reading. (If it doesn’t, and you haven’t built any credentials yet, then this product isn’t for you)."

It was refreshing to see someone be up front and honest that you have to have something substantial in your back pocket before this will make sense for you and it wasn't one of those generic lines like "this is not for everyone" where the whole goal is to create exclusivity for no other reason except to get people even more interested.

But, I think it should be taken even further. Have you ever spent any time reading the warning labels of some of the products you use every day? Here are a few of the most amusing. I’m sure you’ve seen many of these before.

Liquid Plummer 
Warning: Do not reuse the bottle to store beverages.

Toilet Plunger 
Caution: Do not use near power lines.

Dremel Electric Rotary Tool 
This product not intended for use as a dental drill. 

Arm & Hammer Scoopable Cat Litter 
Safe to use around pets.

Endust Duster 
This product is not defined as flammable by the Consumer Products Safety Commision Regulations. However, this product can be ignited under certain circumstances.

Wet-Nap 
Directions: Tear open packet and use.

Dial Soap 
Directions: Use like regular soap.

Stridex Foaming

Face

Wash

 
May contain foam.

Hairdryer: 
Do not use while taking a shower.

Sleeping Pills 
Warning: May cause Drowsiness

Christmas Lights 
Warning: For indoor or outdoor use only.

Komatsu Floodlight 
This floodlight is capable of illuminating large areas, even in the dark

Mattress 
Warning: Do not attempt to swallow

Matches 
Caution: Contents may catch fire.

Auto-Shade Windshield Visor 
Warning: Do not drive with sunshade in place. Remove from windshield before starting ignition.

Fix-a-Flat 
WARNING: Do not weld can to rim.

Rain Gauge 
Suitable for outdoor use.

RCA

Television

Remote

Control

 

Not

Dishwasher

Safe

Pine

Mountain

Fire Logs 
Caution: Risk of fire

Home Depot Treated Lumber 
Do not consume

Camera 
This camera will only work when film is inside.

Children's Superman Costume 
Wearing of this garment does not enable you to fly.

Air Conditioner 
Caution: Avoid dropping air conditioners out of windows.

Rowenta Iron 
Warning: Never iron clothes on the body.

American Airlines Peanuts 
Instructions: open packet, eat nuts.

Nabisco Easy Cheese 
For best results, remove cap.

Hershey's Almond Bar 
Warning: May contain traces of nuts

Heinz Ketchup 
Instructions: Put on food

Bag of Fritos
“You could be a winner! No purchase necessary. Details inside.
(The shoplifter special?)

Tesco’s Tiramisu Dessert (printed on bottom of box):
“Do not turn upside down.”
(A little late for that warning!)

So, if these companies for reasons either humor or legal, need to print these warning labels and warning labels are in fact required for most products under the FDA Guidelines, isn’t it our duty to provide warning labels to those who buy our products and services. (And, more than a simple, “you can return this for a full refund within 6 months with no questions asked.)

When we buy toys for our kids we always look on the box to see what else is needed to make the darn thing work. Usually it’s batteries but sometimes it’s a wrench or hammer. And, if we get home and we forgot to check the box for what’s required, then what we can usually count on is one unhappy and frustrated kid sitting next to a toy that doesn’t work.

Not unlike many of the people I talk to who lament about how the product or program they bought didn’t work. About how they have spent a king’s ransom on teleclasses, coaching programs and events but then didn’t have the time or resources to implement everything they learned.

So, here’s my idea - warning labels on the bottom of every sales letter. Here are a few examples:

VA and copywriter not included. If you want to get the most out of this program, you have to take action on all of the pieces and you will only be able to do that if you have help of at least 15 hours a week by a kick butt VA and pro copywriter.

Web designer and social media maverick not included. The information in this branding program is great, but unless you have the infrastructure in place, plan on spending a minimum or $2000 to get things going and in maintenance fees.

Inherent coaching ability not included. If you have no idea how to communicate, listen and motivate people, none of this information matters.

VA, bookkeeper, copywriter, web designer, website hosting, newsletter service, transcription and audio service, video production, podcast set up, and ticket, travel and accommodations to 4 big networking events not included.

You get my point. The products and services are not faulty, it’s just that the promotions are incomplete. When we sell, we are taught to hold the prospect’s hand. Make it perfectly clear what they should do next. Put the order button in reasonably spaced intervals, lest they forget why they are on the page, and ask them for the sale. Why should we stop there?

Give people all of the information they need to be successful. As much as we would like to think, most of the programs are not “ALL you will ever need”. Let’s set people up for success, be real about what it will take to actually implement all of the information, how much time and money they should have set aside to make it work and let people know we really do have their best interest in mind.:)

Copywriting Books - Top 9 Books/Course All Copywriters Should Have

Excellent copywriters read a lot. Sometimes people ask me how I learned to be a copywriter and I usually offer them a couple of books to check out. Most expect books on the techniques of writing and are surprised when they end up with books written decades ago about some guy selling vacuums door to door. But, that's pretty much how I learned. And of course working closely with my amazing mentor, Lorrie Morgan Ferrero.

Anyone who went to school can learn how to write like a copywriter. I have 2 graduate degrees and spent nearly 10 years of my life researching and writing so I had that down. But what really gave me the edge was that all of my education has been about understanding people. Trained as a sociologist, historian, teacher and counselor, I have spent my adult life trying to understand people - what make them tick, what makes them act and maybe even more importantly, what makes them do absolutely nothing.

So, while writing copy is very different than writing a thesis, it can be learned. And as most of these books will explain, the best way to do it is figure out what it is you are selling, whether a widget or a service, and then invite your prospect over for coffee. Write as though you were talking to him or her right here, right now. If you can do that - writing copy is easy.

So, here are the books that are sitting on my shelves, desk, and nightstand and that made a difference to my ability to write compelling copy.

1. Scientific Advertising - Claude Hopkins
2. Persuasive Online Copywriting: How to Take Your Words to the Bank - Bryan Eisenberg

3. The Robert Collier Letter Book - Robert Collier
4. Words that Sell - Richard Bayan
5. Putting Personality into Your Copy - Dan Kennedy
6. How to Write a Good Advertisement - Victor Schwab
7. Tested Advertising Methods - John Caples
8. Sure Fire Direct Response Marketing - Russell Kern
9. Ogilvy on Advertising - David Ogilvy
10. Advertising Secrets of the Written Word: The Ultimate Resource on How to Write Powerful Advertising Copy from One of

America

's Top Copywriters and Mail Order Entrepreneurs -  Joseph Sugarman
11. Web Copy That Sells: The Revolutionary Formula for Creating Killer Copy Every Time - Maria Veloso
12. Breakthrough Advertising - Gene Schwartz
13. Hypnotic Writing: How to Seduce and Persuade - Joe Vitale
14. Copywriting that Sells High Tech - Janice King
15. Red Hot Copy to Woo Your Target Market by Lorrie Morgan Ferrero

16. The Ultimate Sales Letter: Boost Your Sales With Powerful Sales Letters, Based on Madison Avenue Techniques - Dan Kennedy

17. Psychology of Influence - Robert Cialdini

6 Tips to Providing High Quality Service with Every Client

As service providers we understand the dance that happens between provider and client. We understand the negotiation phase all the way through to client payment. When things go smoothly, it's like a beautiful waltz at the end of a party.

However, when the road is bumpy and nothing goes as designed, it can be infuriating. No surprise here that I recently had that experience with a client. So, I decided to offer my fellow copywriters a few tips to making sure each client relationships feels like the perfect dance.

1. No matter what the job, how big or how small and whether it is your first or your 100th with a particular client, make sure you have a contract or fee agreement in place. Spell out all of the details such as revisions, change orders, timing, etc. And, make sure that you stick to whatever you have put in your contract.

For example, if your contract states that work will commence upon receipt of 50% payment, then do not begin work until the payment has been received. Your time and expertise are valuable and nobody deserves a slice of you until they have kept their end of the bargain. Make this a practice and you will spend very little time resenting your client for doing work that has yet to be recognized.

2. Keep detailed records of all meetings with people involved in the project, whether on the phone or in person. One way of doing this is recording the meeting (with their permission of course) and then having your assistant (you do have an assistant don't you?) transcribe it and you can send it to your client. This reduces many of the "he said, she said" problems and makes sure everyone is on the same page. This way when the client claims to have said something 3 weeks ago at a meeting, you can refer him back to the notes taken from it.  It takes some extra time but it's worth it.

3. Under promise and overdeliver. If you say you are going to have something completed by a certain date, move heaven and hell to make sure you do it. Never be late. There is really no other way to say it. Working on a deadline can be tough for writers because we are always waiting for our creative juices to kick in but such is life. If you said it would be done, make sure it is. If you can't commit to the time frame they want, don't take the project.

4. Make sure you have enough information about the project and what is expected before you commit to any work. For example, if a client comes to you and asks you to do a magalog but you have never done one before, make sure you are confident that you can complete the job without hand holding from the client. Going back to the client with a million questions about it and learning as you go can make you look very unprofessional and unqualified. Chances that this client will hire you again or sing your praises to others is very slim.

If you don't know how to do something, find someone who does and see if you can work on a project with them. Offer to help so you can learn how it works before you take on something beyond your area of skill. Then, once you are confident, you can take the next job that comes your way. I promise that you will be much better off saying no to something beyond your current realm of knowledge than you will be taking something on beyond your means that could have long term consequences. There are so many opportunities to learn. Don't do it on your clients time.

5. Never hand in incomplete drafts. Meaning, don't waste your client's time with less than excellence. Assume that everything you hand in will be used so don’t take any shortcuts, make sure you have an editor/assistant look it over and do not hand in work unless you are ready to stand by it 100%. Your client may not like the direction or have some ideas he or she wants to incorporate but your clients should not feel like they have "cleaning up to do". That is disrespectful of their time and minimizes your professionalism and expertise. Make a commitment to quality every single time.

6. Keep learning. Find a mentor, hire a coach (just make sure it is someone who understands what you need and can help you get to what you want – not what they think you should do), take classes, attend workshops. No matter how long we have been doing this, there is always more to learn. This is a great time of year to take stock of your strengths and what you want to work on. If you want to get into more print work and direct mail, find someone who does it and see what you may be able to learn from them …and how you can help them as well. Make a plan for how you are going to achieve your new experience and skills and review it every week or month to make sure you are on track.

There are so many things we need to do right when it comes to business but keep these 6 in mind and you'll be ahead of the game. 

Copy Editing Can Be Painful - Don't Take It Personally

Copy edits are a bitch. I have been writing for a long time and no matter how many times I hand in copy to a client, whenever they edit it (sometimes beyond recognition - although these are the people that usually don't understand copy and change key elements that impact it's response) I still get a twinge of feeling inadequate.

Writers who have been in this business for a long time and who are considered masters say the same thing happens to them and that "you just have to deal with it and move on". Easier said than done.

However, H.G. Wells (the science fiction writer best known for The Time Machine and The War of the Worlds) absolutely nailed it when he said "There's no passion equal to the passion to alter someone's draft".

Isn't that true? When someone gives me their copy to edit, I can usually go to town deleting, adding, marking it up. It doesn't mean the copy is bad or that the writer is inadequate, I was just able to see something they couldn't. It doesn't change the fact that the end result is still their copy and their work. If they had not done all of the work up front and put all of the ideas and concepts down, there would have been nowhere to go.

I heard a great analogy about it the other day when I was getting too worked up about a client changing a sales letter I wrote. My friend said to think of a chef. He slaves in the kitchen to come up with the perfect cookie. He tries a handful of different recipes, working to get the chemistry just right. His end result is a moist and delicious moon shaped cookie.

He puts it on the shelf and tries to sell it but they just don't move very well. So, his assistant takes the cookie recipe and molds it into a few different shapes. She does a heart, a smiley face, etc. They put these cookies on the shelf and they fly off.

While it may look a bit different, the cookie is still the same and it's still the result of the chef's expertise and hard work.

So, the next time you are faced with an edit that makes you cringe or doubt your ability, remember what H.G. Wells said. In fact, I have that quote hanging on my wall to remind myself of this passion to edit every day.

Copywriting Blunders - Do Not Write Another Word of Copy Until You Do This

The ONLY way to write good copy is to get inside the head of your prospect. How do you do that?

There are 2 ways:

1. Talk to one (or many preferably)
2. Become one (if possible)

In order for your copy to be as compelling as possible, you must take the prospect exactly where they are. Think about what they are feeling, experiencing and then start the conversation there. Without sincerely getting in touch with this element of empathy, you will lose them.

Here are a couple of things I do to tap into the concept of empathy. You might want to try them out yourself.

1. Collect all of the notes you have taken about your prospect, including any observations you made talking to them or what it felt like to be one of them.

2. Read your notes aloud twice and slowly paying attention to every word and observation you made. See if you can create a mental picture in your head of that person, their facial expressions, the tension you see in their shoulders and neck when you discuss the issue/problem.

3. Sit back and close your eyes and be that person. Imagine yourself in the exact same position as them. If you are writing about a weight loss product, imagine that you are sitting there 50 pounds over weight. How does that feel? If you are writing content for an attorney who specializes in personal injury, imagine that you are lying in a hospital bed with multiple injuries and your 3 kids and wife are staring up at you looking really scared. You're wondering how you are going to pay the bills and take care of your family when you can't work...maybe for months or longer. What could this attorney say that would make you pick up the phone and call?

4. Open your eyes and begin writing for at least a solid 20 minutes without censoring yourself. Get that emotion out on the page. You can edit later.

Once I started taking those 4 steps, my copy improved dramatically. You will never touch the part of your prospect that is willing to take action unless they feel like you are talking directly to them and can solve the exact problem they need to fix.

And, the only way to really get there is through getting a deep understanding of your prospect and demonstrating empathy.

Happy writing!

Choose Copywriting Projects that Motivate You From Start to Finish

So, you're marketing your copywriting business and looking for jobs in as many creative ways as you can find. But, you're not getting the types of jobs that motivate you. What do you do?

I once had a "coach" who spent a lot of time talking about the lucrative niches and very little time on what I was passionate about. Sure, I was passionate about writing, but not for just anyone or anything. But, since she was supposed to be the one with all of the knowledge, I followed her direction - which incidentally landed me lots of money in the whole and focused on a topic that held no romance for me.

Sure, there are some niches that are bigger, more lucrative, and easier to break into than others. But, does that mean you should choose them? No way. Write about topics, products, etc. that you love and are passionate about. Not only will you enjoy what you are doing more (that's why you're writing in the first place right?) but you'll also write better as well.

When you are passionate about an industry or product you can connect more easily to the reader/prospect and really get into their heads. That's a critical piece to writing effective and control busting copy.  If you are writing about a product you will never use, would never have the desire to use and is completely uninteresting to you, your learning curve is going to be huge, long, and excruciatingly painful. Why torture yourself?

There are lots of products and people who need great copywriters in your area of passion. Even if the niche is tiny, all it takes is one home run and you've cracked into it. Having a hard time getting into it? Use your network. Let people know that you want to write in a certain industry and that you'd love to hear if anything comes up. Or, maybe you know someone who writes in that industry who will take you on as a copy cub or give you a few assignments that she does not have time to do. This way, she gets money for the gig (you get a cut of course) and you get to write what you love. Land a few of those with help and pretty soon you might be able to land some on your own.

Don't settle for writing jobs in fields you hate - you have a gift for writing and if there is a certain type of audience you connect with - get in front of them and start the ball rolling. Sometimes it only takes once.

Networking with Alex Mandossian

Networking - you either love it or you hate it. I hate it, well at least I did hate it until I attended an event hosted by Alex Mandossian a few months ago in

Beverly Hills

. (I'll tell you how I met him in a minute).

The event was a  seminar on how to network. The house was packed, literally shoulder to shoulder, with some big names in the marketing and entrepreneurial world. But, instead of just leaving us to our own devices, Alex gave us a very specific to do list. If you've ever been to one of Alex's gigs, you know he is the premier task master.

His first challenge to us was to meet and talk to 5 new people in 5 minutes. Initially it was not something I was looking forward to. However, he gave us these 5 questions to ask.

1. What is your name?
2. Where are you from?
3. What do you do?
4. Why are you here?
5. Who would you like to get access to?

Once I was armed with this "method", I was ready to go. And, I actually found 1 minute to be painfully short. I had a purpose which made it all seem far less shady, which is how I usually feel about networking events.

So, if you are one of those that hates networking I strongly encourage you to keep these 5 questions in mind whenever you are in a situation where you have the opportunity to meet new people. See, now I am saying "opportunity to meet them" rather than "I have to meet them". It's amazing what a slight mind shift can do.

So, you want to know how I met Alex the Great?

Well, I was talking to one of my new friends and he asked me who I wanted access to. I said quite emphatically "ALEX!" He asked me if I had met him yet and I said no. Just then, we both looked over at Alex and he was alone. Unbelievable. So, I locked eyes with him immediately and mouthed "I'm coming over there to meet you". Then came the real grace. Between me and Alex were very large and very puffy white couches. But, decorum be damned. In my best bib and tucker I climbed over each section of the couch in a race to get to him before someone else blocked my efforts. (If anyone has a video of that, I'll pay you a large sum to destroy it.) But, I made it. He helped me over the last couch and said '"that was the best greeting I've had in my life". 

So, not only did I get some great tips on networking, but I also got "access" to the person I wanted most and perhaps gave myself a good lead-in for the next time we cross paths.  Networking  may no longer be the thing I hate most about business.

Is Dark Chocolate the New Cure for Infertility...Film at Eleven

TV reporters are masters of the Cliffhanger Principle and if you aren't using it in your copy, you could be losing your readers too soon. Not knowing the whole real story drives us crazy and demands our attention. We'll wait, sometimes for hours, just to get the scoop.

So, imagine how powerful using a good cliffhanger in your copy can be. If the whole point of the first line of copy is to get them to read the second, wouldn't it make sense to infuse those cliffhangers whenever they make sense?

Which Tagline or USP Do You Think is More Powerful?

"If you can't find it here, you can't find it anywhere."

or

"If you can't find it here, you don't need it."

There are a lot of companies, shops, etc. that use some derivative of the first one. However, I find the second to be far more compelling. I'm much more drawn to it. I mean, just because I can't find it at your hardware store or the one down the street, doesn't mean I don't need it anymore - so, that slogan sort of loses its meaning. But, I may just be convinced by the other that I really don't need it if they don't have it, rendering them the panacea for whatever they specialize in - at least in my mind, which is all that matters.

So, what is your USP? Can you articulate it and does it sound compelling to someone other than your best friend? Your USP is not only what makes you different but it's what will draw people to you and make them say "gimme some of that".

Blogging - I Built It, They're Not Coming

If you aren't getting the results you want from your blog, there may be some easy fixes you can do that will have a dramatic impact on your traffic and results.

Millions of blogs are started each day and nearly 50% are abandoned shortly thereafter because people don't know how to blog effectively and they don't know what elements they need to get noticed out there.

So, here are some suggestions to get you going.

1. Content is still king. Give people fresh and useful content. Ramblings about your life are best suited for personal blogs. If you're using your blog as a way to generate business, keep these things in mind:

1. Make sure your USP is clear. There are thousands of people writing on your topic, see how you can stand out.
2. Give your readers something they can use. Offer tips, steps, how-to's. You create value when you teach someone how to do something better. This will keep them coming back for more.
3. Be respectful of their time. Don't put an arbitrary word limit on your blog. If you need 500 words, use them. If you need 20, use those. Get to the point and they'll appreciate it at any length.

2. Who's your target? Don't make the mistake of trying to be all things to all people. Just as you would never create an information product that would be useful to all (and then expect to market it to everyone), you can't create a blog that fits for everyone. Define your target and then stay with it. Find those people and get laser focused. It will make a huge difference.

3. Link when it's relevant. Some posts are just link fests. They can get cumbersome to read. However, linking is a big part of helping to generate traffic so you should use it, just don't abuse it.

4. Revise your posts and make them look as polished as you can. I know you're busy and sometimes it is all you can do to get a post written. But, if you post with typos, poor grammar, and multiple misspelled words, you're going to turn people off. Take the time to revise and remember that your blog represents your business and your professionalism. How do you want to be perceived?

How Important is the List?

Is Anything More Important Than Copy?

The other day I was asked to write a sales letter for a new product by someone who had virtually no list. These are not the best assignments for copywriters because a lot of the time these projects will die on the vine if the person does not start an ongoing campaign to build their list.

He wanted me to write the type of sales letter that's really meant for people who already had some type of relationship with him. In other words, it was going to be the rare bird who landed on this page as a fluke and ordered his product. He also did not want to take my advice and create a landing page with a free offer that would entice people to opt-in to his list. Another big mistake.

So here's the deal. Is there something more important than the copy you write. Absolutely. The list. Without it, there's no way of getting this information out to people who want to hear it. Your list should be filled with people who are waiting to hear what you have to say and are ready to whip their wallets out for your valuable information. Like Claude Hopkins said in Scientific Advertising, trying to change someone's habits is very expensive. If random people from all over the web land on your page but they have never heard of you before, you'll be up against that every time.

People buy from people they know, like and trust. Your list is your most valuable asset.

Stop Them Dead in Their Tracks

The second most important thing is your offer. Once you have a highly targeted list of people who want to hear from you, you have to craft an offer that will stop them dead in their tracks.

Once you've got those nailed down, then comes the copy. Copy is what will allow you to deepen your relationship with your prospects, decrease their resistance, infuse psychological triggers that will get them to act, and increase your sales.

If you don't have a list but you have a target market and something to offer them for free, check out one of the greatest list building queens of all time. Ali Brown built an entire business around helping people build their list with their ezines.