Give Me $1 And Ill Have A Powerful Marketing Weapon

One of my most powerful marketing weapons costs me less than $1. I buy it once and it lasts me a lifetime. I use it over and over again and it never leaves my side. What on earth could it be?

Well, it's my trusty notebook! It is where I store all of my ideas.

Let me give you some examples. If I come across an email, even if it's sp*am, and the headline made me open up that email then by golly I will write that headline down in my notebook for future reference.

If the headline made me open the email then you can be sure others will open it as well. So in my trusty notebook I record all the email headlines that have captured my attention.

This way the next time I am writing an email to my list or prospects etc. or if I am stuck for a headline, all I have to do is refer to my notebook which has plenty of headlines to choose from.

But don't stop there! If you visit a website or read a newspaper etc. and come across a great headline... write it down! Keep doing this and eventually you'll have pages of headlines to choose from and to test in your marketing campaign.

Don't copy the headline word for word but rather use it as a reference and change it around to suit your own business. You'll find that many great headlines are actually recycled.

But don't stop there! If you are reading ad copy and come across a great word or phrase... write it down!

Again, eventually you'll have pages of words and phrases to choose from when writing ad copy. It is also useful when you have writers block.

You can just open your trusty notebook and use a line or two and the next thing you know the next paragraph writes itself. These are just a few of the ideas that I store in my trusty little notebook(s).

So get yourself a notebook or two and start storing your ideas. You'll be surprised at how often you will refer to it.

And if you're like me, that notebook will never leave your side when you are marketing.

By Al Martinovic

Tomorrow's Clichés Today

I went to Google and entered a couple of different search terms.

The first was, to my mind, the cliché of all cliché's: "Tomorrow's Solutions Today".

And yes, there are a few companies out there that feel this is the most useful way to describe their services.

To broaden my search, I tried: "Tomorrow's * Today".

Here is a small sample of what I found.

Tomorrow's Technology Today

Tomorrow's Market Today

Tomorrow's Sounds Today

Tomorrow's News Today

Tomorrow's Computing today

Tomorrow's Superstars Today

Tomorrow's Consumer Today

Is there a problem here? Of course there is. Each of these sites, as well as being satisfied with using a truly awful cliché, is failing to serve the needs of its visitors.

When a person comes to your site for the very first time, they are looking for a fast and simple way to find out whether your site can give them what they're looking for.

Remember, in most cases the majority of new visitors arrive through search engines. They have a task in mind. There is something they are looking for.

Does a copy line on the first screen of your homepage help visitors quickly determine whether your site can help them?

Saying 'Tomorrow's Widgets Today' doesn't do it.

Here are three examples of copy lines that really do help the visitor conclude that he or she is in the right place:

Meetup.com - Meetup organizes local interest groups

WebEx.com - Web Conferencing, Video Conferencing and Online Meeting Services

GoToMyPC.com - Access and Control Your PC from Anywhere

In all these examples the site writers have chosen to write a very clear, simple message that tells the first-time visitor what he or she can expect from the site.

Nothing fancy. No award-winning copywriting. Just simple text that communicates clearly.

And yes, much more useful to the reader than some tired cliché that helps not one little bit, and makes your company look ridiculous at the same time.

Let people know what they can expect from your site. Keep the text simple. And avoid clichés. Always.

By Nick Usborne

10 Keys to Copy That Sells!

Whether you're selling a product or service, the 10 tips below are your keys to writing great copy that communicates and persuades ... to get results! These guidelines can apply to most any form of consumer marketing communications: sales letters, brochures, web copy, or direct mail. As long as your goal is to elicit a reaction from your reader, you've come to the right place.

Be reader-centered, not writer-centered.

Many ads, brochures, and Web sites we see talk endlessly on and on about how great their products and companies are. Hello? Customer, anyone? Think of your reader thinking, "What's in it for me?" If you can, talk with some of your current customers and ask them 1) why they chose you, and 2) what they get out of your product or service. TIP: To instantly make your copy more reader-focused, insert the word "you" often.



Focus on the benefits - not just the features.

The fact that your product or service offers a lot of neat features is great, but what do they DO for your customer? Do they save her time or money? Give her peace of mind? Raise her image to a certain status? Here's an example: If you go buy a pair of Gucci sunglasses, you're not just looking for good UV protection. You're buying the sleek, stylish Gucci look. So that's what Gucci sells. You don't see their ads talk about how well made their sunglasses are. Think end results. Now, what does an insurance broker sell? Policies? No - peace of mind. (See? You've got it.)



Draw them in with a killer headline.

The first thing your reader sees can mean the difference between success and failure. Today's ads are chock full of clever headlines that play on words. They're cute, but most of them aren't effective. There are many ways to get attention in a headline, but it's safest to appeal to your reader's interests and concerns. And again, remember to make it reader centered - no one gives a hoot about your company.
Bad: "SuccessCorp Creates Amazing New Financial Program"
Better: "Turn Your Finances Around in 30 Days!"



Use engaging subheads.

Like mini-headlines, subheads help readers quickly understand your main points by making the copy "skimmable." Because subheads catch readers" eyes, you should use them to your benefit! Read through your copy for your main promotional points, then summarize the ideas as subheads. To make your subheads engaging, it's important to include action or selling elements. Bad: "Our Department's Successes." Better: "Meet Five Clients Who Saved $10K With Us."



Be conversational.

Write to your customers like you'd talk to them. Don't be afraid of using conversational phrases such as "So what's next?" or "Here's how do we do this." Avoid formality and use short, easy words. Why? Even if you think it can't possibly be misunderstood, a few people still won't get it.



Nix the jargon.

Avoid industry jargon and buzzwords - stick to the facts and the benefits. An easy way to weed out jargon is to think of dear old Mom reading your copy. Would she get it? If not, clarify and simplify. (This rule, of course, varies, depending on who your target audience is. For a business audience, you should upscale your words to what they're used to. In these cases buzzwords are often crucial. Just make sure your points don't get muddled in them!)



Keep it brief and digestible.

No one has time to weed through lengthy prose these days. The faster you convey your product or service's benefits to the reader, the more likely you'll keep her reading. Fire your "biggest gun" first by beginning with your biggest benefit - if you put it toward the end of your copy, you risk losing the reader before she gets to it. Aim for sentence lengths of less than 20 words. When possible, break up copy with subheads (see no. 4), bullets, numbers, or em dashes (like the one following this phrase) - these make your points easy to digest.



Use testimonials when possible.

Let your prospects know they won't be the first to try you. Give results-oriented testimonials from customers who have benefited immensely from your product or service. Oh, and never give people's initials only - it reminds me of those ads in the back of magazines with headlines like "Lose 50 Pounds in Three Days!" Give people's full names with their titles and companies (or towns and states of residence) - and be sure to get their permission first.



Ask for the order!

Tell your reader what you want her to do - don't leave her hanging. Do you want her to call you or e-mail you for more information? Order now? Call to schedule a free consultation? Complete a brief survey? Think about what you'd most like her to do, and then ask her. It's amazing how many marketing materials I come across every day that don't make it clear what the reader should do. If you wrote interesting copy, your reader may forget you're trying to sell something. Tell her what to do, and she'll be more likely to do it.



Have your copy proofread!

Good. Now have it proofread again. Don't risk printing any typos, misspellings, or grammatical mistakes that will represent your company as amateurish. Hire a professional editor/proofreader to clean up your work and double-check your grammar. Remember, you only get one chance to make a first impession! Oops - *impression*.


By Alexandria K. Brown

How to Write Profitable Ads

Regardless of how you look at it, the most important aspect of
any successful business is its advertising. In fact,
the success of any business is largely dependent on good advertising.

First of all, you've got to have a dynamic, spectacular ad that
attracts the eye and grabs the interest of the people you're
trying to sell to. Thus, unless your ad really "jumps out" at the
reader, your sales won't live up to expectations, and your ad
money will be wasted.

The eye-catching appeal of your ad must start with the headline.
Use the headline to very quickly create a picture in the minds of
the reader--a vision of all their problems being solved, and
attainment of the kind of happiness they seek. If your headline
fails to catch the attention of your prospect, you cannot hope to
capture him with the remaining of the ad, because it will go
unread! So in writing your advertisement for just a little while,
so you must quickly interest him in your offer, show him how he
can get what he wants, and then cause him to send immediately for
your "solution" to his problems. Your copy must exude enthusiasm,
excitement, and a positive attitude. Don't be afraid to use a
hard-sell approach! Say what you feel and believe about your
offer. And use common, "everyday," but correct English.

Even so, you can and must remember to be honest. Don't exaggerate
or make claims you can't back up. Never make promises you cannot
or don't expect, to keep. To do so could get you in trouble with
the Federal Trade and Fair Practices people.

Stress the benefits of your product or service. Explain to your
reader how owning a copy of your book (for instance), or
receiving your services will make his life richer, happier, and
more abundant. Don't get involved in detailing all the money
you've spent developing the product or researching the
information you're selling, or you're selling, or your
credentials for offering it. Stress the "sizzle" and the value of
ownership.

It is important to involve th reader as often as possible through
the use of the word "you." Write your copy just as if you were
speaking to and attempting to sell just ONE person. Don't let
your ad sound as a speaker at a podium addressing a huge stadium
filled with people, but as if there were just one individual
"listening."

And don't try to be overly clever, brilliant or humerus in your
advertising. Keep your copy simple, to the point, and on target
toward selling your prospect the product or service because of
its benefits. In other words, keep it simple, but clear; at all
costs, you don't want to confuse the reader. Just tell him
exactly what he'll get for his money; the benefits he'll receive;
how to go about ordering it. You don't have to get too friendly.
In fact, becoming "folksy," and don't use slang expressions.

In writing an ad, think of yourself as a door-to-door
salesperson. You have to get the attention of the prospect
quickly, interest him in the product you're selling, create a
desire to enjoy its benefits, and you can then close the sale.

Copywriting, whether for a display ad, classified ad, sales
letter or brochure, is a learned skill. It is one anyone can
master with a bit of study, practice, and perhaps some
professional guidance.

Your first move, then, is to study your competition, recognize
how they are selling their wares. Practice rewriting their ads
from a different point of view or from a different sales angle.
Keep a file of ads you've clipped from different publications in
a file of ad writing ideas. But don't copy anyone else's work;
just use the ad material of others to stimulate your own
creativeness.

Some of the "unknown facts" about advertising--and ad writing in
particular--tell us that you cannot ask for more than $3 in a
short classified type ad. Generally speaking, a $5 item will take
at least a one-inch display ad. If you're trying to sell a $10
item, you'll need at least a quarter page--perhaps even a half
page of copy--and $15 to $20 items require a full page. If you
are selling a really big ticket item (costing $50 or more) you'll
need a four-page sales letter, a brochure, separate order coupon,
and return reply envelope.

If you're making offers via direct mail, best to get into the
postal system with it on Sunday, Monday or Tuesday, to be sure it
does not arrive on Monday, the first and busiest day of the week.
And again, unless you're promoting a big ticket item, the quality
or color of your paper won't have any great effect on the
response you'll get, but the quality of your PRINTING definitely
will, so bear this in mind when you place your printing order.

One final point to remember: The summer months when people are
most apt to be away on vacation are usually not good months for
direct mail. But they ARE good for opportunity and advertisements
in publications often found in vacation areas, and in motels and
hotels.

Again, it cannot be stresses too much or often: Success in business does, indeed, depend upon advertising,
and as with anything else, quality pays off in the long run. Read this report again;
study it; let it sink in. Then apply the principles outlined in
it. They have worked for others, and THEY CAN WORK FOR YOU!

by DeAnna Spencer

Fill Your Readers with Confidence

Site visitors generally stay with you for as long as they feel confident that they will succeed in achieving their goal.

It's a simple truth, but important. For me, it helps explain some sites I know that perform extremely well, but appear quite amateur in their design and architecture. Some shortcomings in appearance and structure are amply compensated for by the high level of confidence they inspire.

If the confidence of the visitor is so central to the success of your site, that puts a lot of responsibility on the shoulders of the writer.

The writer needs to make sure that visitors feel they are in the right place, that your site is the place where they can achieve their goals. The home page needs to shout out, "Yes! You've come to the right place!"

And on each page, the visitor needs to find a link that says, "Yes! This is the best way forward. Click here to find what you're looking for!"

And the page the link takes them to has to say, "Yes! This is the next stage, the next step in completing your task!"

The process needs to be fluid, clear, obvious - as simple as turning a page in a book, the text from one page flowing naturally into the message of the next.

Easier said than done, for sure.

But while the copy on a site may not be the only way to build confidence, it is certainly a key element in making visitors feel they are in the right place, and on the way to achieving their goals.

By Nick Usborne

Help, Help, Help, Sell

Here's a fundamental difference between copywriting offline and copywriting for the web...

- Give or take, my job as a copywriter offline was to sell, sell, sell, sell.

- Online, I think, my job is best described as help, help, help, sell.

How come?

Because web sites are a pain for buyers and searchers. Much harder to 'use' than a physical store or library, a brochure or a catalog. The biggest problem being -- no two sites work exactly the same. There are always differences in appearance, architecture, navigation.

The result: Every first-time visitor to your site has to pause, look around and figure out how your site actually 'works'. Where is stuff? How do I get there? Can I figure out how you have organized everything?

We don't have problems like that with a catalog. Every catalog starts with the front cover, then you turn the page to see what comes next, and so on. Web sites aren't like that. They 'unfold' in different ways.

And that's where the 'help' comes in.

Before you can think about selling, you first need to help each visitor find what they are looking for, whether that be a product, a service or simply information.

Every headline, subhead, block of short text and link text needs to be helping the visitor. You need to guide them, inform them, direct them. And, of course, at the same time, pre-sell them. Make them feel confident as they click their way through the pages. Make them feel good as you direct and help them forward.

Help them with clear headings, descriptions and links. Keep them feeling confident that they are just a click or two away from finding what they really want.

Once you have done that, once you have been truly helpful...you will have achieved a number of things.

First, you will have taken them to where they want to be with the minimum of fuss, confusion and wasted clicks. And that means higher conversion rates.

Second, you will have taken them to that final page in a very positive state of mind. They will be feeling good about your site. Feeling positive about the experience. Feeling delighted that they have found what they wanted so quickly and easily.

And then, and only then....Sell.

Yes, at the end of the day, it's all about selling. But the emphasis, the state of mind you bring to the process, can make a big difference.

By Nick Usborne

The Power of Saying You Can

If you have children, you will doubtless remember saying to them, "You can do it."

It's what we say when our toddlers first struggle to their feet.

It's what we say when they face their first day at school, when they first ride a bicycle, or first swim a full length of a pool.

Children face the challenges of early life with greater confidence when they are supported by the belief and support of their parents.

And it doesn't stop at childhood. We continue to say, "You can do it" when our teens take their driving test, apply for college or dress up for that first job interview.

I recently finished reading John Le Carre's book, The Constant Gardener. He frequently touches on the thought that adults are simply the children they once were, with all their childhood strengths and weaknesses, masquerading in grown-up bodies.

I think he's right. As adults, at home and at work, we still crave the support and belief of those around us - our partner, our colleagues, our bosses.

When faced with a tough career challenge, it's still reassuring to have someone put a hand on our shoulder and say, "You can do it."

With this in mind, consider some of the copy you write on your Web site, and in your emails and newsletter.

Where you now say something like:

At Acme Trust we support local arts through our funding program.

Consider saying this:

Through Acme Trust you can successfully apply for a grant to support local arts.

Where you say:

Acme Business Intelligence software aggregates data from across the enterprise and makes it available to your managers...

Think about this:

With Acme Business Intelligence Software you can provide senior management with reports that are complete and on time.

Or instead of saying:

Acme Newsletter Builder provides dozens of ready-to-use design templates...

Say:

With Acme Newsletter Builder you can create professionally-designed newsletters in just a few minutes.

Each of these examples simply shifts the focus from the company to the customer and says, "You can do it".

That's stage one.

When we encourage our young children, we are also there to help and support them. Try the same with the inner children of your customers and prospects.

So stage two is to provide not only your product or service, but also the support to help your customers succeed.

Try adding a line or two like these:

Speak to one of the Acme Trust advisors and find out how to write a successful grant application.

As an Acme Business Intelligence customer, you will be allocated Acme Support Representative.

Not sure how to get started with Acme Newsletter Builder? Ask for help at any time through our Live Chat support service.

If you subscribe to that original premise that we each of us retain many of the fears and insecurities of our childhood, you now have a couple of very simple ways in which to reassure and support your customers and prospects.

Let them know that they CAN do it with your product or service. And remind them that you are right there, with all the support they need, in order to help them succeed.

By Nick Usborne

Some Copy Tips From An Old Hand

I have been in the ad game for a long, long time. I have trained hundreds of writers, and I've been responsible for moving of millions £ & $ in product worldwide. Here are just a few tips that I hope will help you do a better job, and make a bigger name for yourself.

One.

Whatever copy job you are working on - brochure, mailer, sales letter, press ad, website - always include a headline. A pertinent headline. A selling headline.

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

To put it simply, your headline should be a snapshot of your sales message - a précis of your offer or promise. In other words, a headline that says: Buy this product and get this benefit.

Two.

Always remember, people don't buy products, they buy the benefits of owning those products. A man doesn't buy a sportscar because it is precision engineered or aesthetically designed. He buys it because of the ego-boost it gives him. It shows the world that he has made it.

Likewise, a woman doesn't by a cocktail dress by Camille of Paris simply because of the cut or the exquisite stitching. She buys it for the cachet that is attached to the label. She would probably look as good in a dress from a High Street department store, but she wouldn't feel as good. And that's the benefit.

Three.

Around 30% of all copy headlines are both useless and irrelevant. The worst of them often take the form of puns or are re-workings of current film titles or song titles. Puns are fine if they are appropriate, which they seldom are. And the writer who tries to demonstrate how cool he is by working his product message into a film or song title is usually doing a lot for the sales of movie tickets and CDs, but very little for his client.

The moral is this. State your sales proposition cleverly, wittily, stridently or emotively, but never ever employ a device simply because it's the easy thing to do. If you can't be original, at least be positive.

Four.

If it doesn't quack, it ain't a duck. And if your copy doesn't make some kind of selling proposition, it isn't advertising - it's an announcement. So many writers these days fail to understand that copy is nothing more than salesmanship in print. They play with words for the sake of playing with words. They lose sight of the fact that they should be trying to sell something. Thus, copy must use the psychology of the salesman; and it must say, right up front: Here's what's in it for you.

Five.

Always be a little circumspect about experts who try to tell you how to write better copy. And that includes me.

By Patrick Quinn

Writing Online In Two Syllables or Less

About once a month I fly off somewhere to give a one-day workshop on writing for the web.

For part of the day, I invite the group to take part in a series of short tasks. In one of these I ask people to write or rewrite a web page headline, using words of two syllables or less.

What's the point? Well, the idea is to make people think. It's often tempting to write with long, complex words. Perhaps it has to do with how we were taught at school. And sometimes we use long words simply to sound clever.

Before you know it, you end up with something like this, which I found on a CRM site:

"Our Internet support infrastructure automatically collects information from the user's system, facilitates effective communication between support personnel and users, and enables self-healing and automated problem resolution."

Do you know what they are trying to say? I don't.

Two things happen here. First, the use of long words makes it harder for the reader to process the meaning of what you are saying. This is an issue with all writing, but even more so online, because we have to read on a screen.

Beyond that, I think the use of long words is a symptom. It's a symptom of a writer being lazy. It's a symptom of someone in a rush, someone who won't take the time to sit back and think through what it is they are really trying to say.

Once you are clear in your own mind, and really know what you want to say, it becomes a great deal simpler to express yourself in short, simple words. And when you do that, you'll write in a way that people can grasp very quickly.

Should you always write with short words? Of course not. But try it from time to time. Above all, try it when you find yourself writing in a way that goes on and one, with one long word tripping over the next.

And yes, in case you haven't noticed, except for the word 'syllables', I wrote this entire piece in words of two syllables or less.

(The purpose was not show that it's a simple thing to do, or that I'm so very clever. The idea is to show how easy it is to read a block of text when the words are short and simple.)

By Nick Usborne

Grammatical Mistakes DONT Sell

When you receive a sales letter with typos or grammar mistakes in it, do you take it seriously? Probably not. As soon as I see a few eighth-grade English blunders in any marketing effort, I quickly decide the author's product or service is not deserving of my time.

E-mail is so quick and easy to write and send, that we don't give it the same attention as we would a printed letter. It's VERY important to make sure any communication you send to clients, customers, and prospects represents you only in the best light.

Now, if good grammar isn't your strength, no worries! I write and edit for a living, so this stuff is my bag. My point is that you should *check and double-check* all communications you send out, or you risk blowing your credibility.

Here are the five most common (and embarrassing) grammar mistakes I see in sales letters every day. And they're all for words that sound alike, as you'll see.

IT'S and ITS.

it's - contraction for "it is."
"It's really beautiful outside today."

its - possessive, something belongs to "it."
"Our company credits its new CEO for this year's successes."

TIP: One of my grade school teachers taught me to remember that an "it" can't own anything, so it doesn't deserve an apostrophe as the possessive.



AFFECT and EFFECT.

affect - to influence (always a VERB)
"Your tardiness has affected the whole team!"

effect - to bring about or execute (VERB), result (NOUN)
"We'd like to effect this policy immediately." (verb)
"Those legwarmers definitely lend your outfit an '80s effect." (noun)

TIP: I relate the "a" in "affect" to the "a" in "action."



WHO'S and WHOSE.

who's - contraction for "who is"
"Jeff's the guy who's giving us a ride."

whose - the possessive of "who." Something belongs to someone.
" Whose notes are these?"

TIP: Again, you're only using the apostrophe with the *contraction* (like in "it's").



YOU'RE and YOUR.

you're - contraction for "you are"
'You're really asking for a raise?'

your - the possessive of "you." Something belongs to someone.
"Mrs. Henley, your dog is digging in our yard again."

TIP: And yet again, you're only using the apostrophe with the *contraction* (like in "it's").



THERE, THEIR and THEY'RE.

there - use this spelling when you're talking about a place (literal or figurative).
" Sit over there." "Stop right there." "I absolutely agree with you there."

their - the possessive of "they." Something belongs to them.
"She thinks the Joneses are so cool because of their new BMW."

they're - contraction for "they are"
"They're ready to quit their corporate jobs and go retire in Maine."

TIP: And, once more folks, you're only using the apostrophe with the *contraction.* (See the pattern here?)

Okay, Got All That? : )

Now, if you can't memorize all these right away, don't worry! The idea is to realize what you DON'T know well, and have the sense to look it up when you're not sure.

In fact, why not print this e-mail and keep it handy?


By Alexandria K. Brown

Ten Eye Popping, Jaw Dropping Ad Copy Secrets

In order to make more sales and get more profits for your business, fist of all, you should have a good ad copy. Once you master the knowlege for how to get traffic, you will get a lot of visitors to your site. If your ad copy does not sell, your advertising and traffic are wasted. Here are a few tips for your reference.

1. Use positive words, not negative words. Positive words arose positive thinking and let visitors have good mood to read your offers, and give you their credit card number.

2. Publish a list of famous and respected customers who have bought from you on your a copy. People will think that if these people bought from you, they should also trust your business and purchase your products. Make sure to get their permission first.

3. Show before and after photos for your products on your web page copy. Show the problem picture and then beside it, show the picture of the resolution to the problem when they use your product.

4. Include an article or review that has been written about you or your business with your ad copy. This will show people that your business is respected and will increase your credibility.

5. When you offer free bonuses in your ad copy, also list the dollar value beside each bonus. People will feel they're getting a good deal and it will increase the value of your product.

6. Hire a famous person to endorse your product or service. Make sure the person is well known to your target audience. Include their picture and statements on your ad copy.

7. Include your own picture on your ad copy. This will show people that you're not hiding behind your ad copy and will increase their trust. Also, include your contact information below the picture and a brief statement or quote.

8. Tell your potential customers on your ad copy that you will donate a percentage of their purchase price to specific charity. This will show them you really care about the people. They may just buy your product to donate to the charity.

9. Ask your potential customers plenty of yes and no questions in your ad copy. The questions should remind them of their problem and make them think about what will happen if they don't purchase your product.

10. Tell your potential customers they will receive a free prize if they find the five words in your ad copy that are misspelled or spelled backwards. The longer you can keep someone reading your copy the greater chance of them purchasing.

After finish your ad copy, you should run a test. Test at least two versions of ad copies. Track them. You will find which one pull more sales. Even minor modifications can cause a big difference.

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By Julia Tang

Its the Headline, Stupid! - Writing Powerful Headlines

"It's the headline, stupid," is the sign that hangs over my computer screen. It reminds me that to write effective articles, press releases, sales letters--whatever I want people to read--I need a powerful, grabber headline or title.

You are competing with a lot of others to get the attention of potential readers and customers, and you have only a few seconds to grab them. By using the tips and techniques here, you can stand out from the crowd with dynamite headlines.

Use alliteration. That means using words that begin with the same sound, such as "Peter's Perfect Plan."

Take a familiar saying and turn it around. Take a cliche and put a new spin on it. What does the early bird get (instead of the worm) in your headline?

Be timely. Reference something in the news, a holiday, or other happening that is on readers' minds.

Use numbers. "7 Things You Need to Know Before You (Go to the Hospital, Buy a House, Use Your Credit Card, Get Married, whatever)" will get attention, because anyone contemplating the action will want the information.

Use "hot" words. Some words are powerful, and can be used effectively in headlines and titles. "Free," "Secrets," "Insider," "New," etc. are grabbers.

Be controversial. Make a statement that goes against the prevailing wisdom.

Use a question. Get readers' interest by asking a question in your headline, then satisfy their curiosity by answering it within the text.

Keep it short. Long Headlines can work, but short ones are better. Don't make readers work that hard.

Pique their curiosity. For a press release on mystery shopping, I used the headline, "Local Woman Spies on Businesses for Fun and Profit." Why does she spy on businesses? What is she looking for? Who hires her to do this?

Promise a benefit. Everyone wants to know WIIFM.(What's In It For Me?) Tell them right up front with a headline that promises a great benefit, then be sure you deliver the benefit.

Follow these tips and you'll write better press releases, articles, and sales letters. They'll be read by more people, and that means more success for you!

By Cathy Stucker

3 Steps to Great Copy

Nothing irritates me more than being told that there are '3 Secrets' to great copy. Worst still are those marketing promises that say something like, "3 Secrets that the copy gurus don't want you to know".

Here's an example I received just the other day...

"Just imagine... a report with the *exact* words to use to maximize your influence and communication effectiveness..."

For me to believe that I could write good copy simply by having access to these *exact* words, I would also have to believe that if I had access to the *exact* set of brushes and paints used by Picasso, I could become a great painter.

It's all nonsense.

However, there are some simple steps you can take which, when taken in the right sequence, can improve your copy.

Step 1: Figure out WHAT to say

A great deal of copy, for site pages, emails and newsletters, fails simply because the writers didn't pause long enough to figure out what they should be saying.

When you miss the 'what to say' stage and jump straight to the 'how to say it' stage, you usually end up with very vendor-centric text. You end up re-wording the brief, highlighting the great features and benefits of your client's products and services, and telling your audience that they really should buy everything right now.

Adding rouge and powder to the brief doesn't result in great copy.

When you make yourself spend time on 'what to say', you'll find yourself thinking more about the people to whom you are writing. Your copy becomes more reader-centric. What do they bring with them when they open that page or email? What are their expectations? What do they want from you? What are they hoping for? What can you say that will make them think, "Yes, I'm in the right place. These guys might be able to help me."?

Achieve that, and everything else becomes a great deal easier.

For myself, I try to spend as much time figuring out what to say as I do on the actual writing of the copy. I have a scrap of paper on the wall in front of me, on which I have written, "What is it that I am really trying to say?"

Step 2: Write well

Again, don't get all bent out of shape over 'how' to write great copy, or which 'power words' to use. Simply focus on taking 'what to say', and saying it well.

Here's a simple tip that you might find useful.

When you are writing the first drafts of your copy, write it in a program like Notepad, which has no formatting features - no bold, no underline, no color.

All too often, we format our copy to make up for poor writing.

For instance, if you write a sentence and then immediately feel that you need an exclamation point at the end and a couple of words emphasized in bold... what does that tell you? Very often, what it should be telling you is that you didn't write that sentence very well in the first place.

Good writing, through its own structure and rhythm, already places emphasis in the right places. If you feel the need to format a sentence for emphasis, take that as a warning that you should, instead, be rewriting that sentence until it works a little better.

Good writing can stand alone, without the crutch of formatting to make up for the deficiencies in the writer's craft.

Step 3: Now you can add the final touches

I'm not a rabid purist when it comes to writing copy online. And because of the nature of the online experience, you will need to take note of the formatting of your copy.

Online, readers are becoming more and more impatient. So you really do have to say, "Look! Here's the copy that answers your questions."

Work with your designer to make sure that the layout of the page throws emphasis on the key messages. Check out the column widths, and make sure none of your paragraphs look too long. Add those bold headings, and maybe some bold words within the body, here and there.

And yes, even pay attention to those 'power' words and phrases - like Free, Buy Now, Click Here.

In conclusion...

I'm not preaching that you never use formatting and particular words to help your readers get the information they need.

I'm simply saying that these finishing touches should be just that, the final, finishing touches to a great message that is written well.

Good copywriters say the right thing well, and then add final touches to make the copy work online.

Mediocre copywriters skip the part about the right message and writing well. They simply jump to the part about 'power' words and formatting.

Like any other from of writing, online copywriting is about connecting with your audience and expressing your message clearly.

No short cuts. No secrets. Just lots of hard work and a love for your craft.

By Nick Usborne

13 Steps to a Slippery Slope Online Sales Letter

Many of the solo professionals whom I coach are people who offer services. They're coaches, consultants, creatives. And many of them are also beginning to sell information products on their Web sites. They're smart to offer a lower-priced alternative to hiring them, and to sell a product that can gain them passive income.

But here's the problem: I see many of them trying to sell their e-book, tutorial, etc. on a regular Web page. They list a paragraph about the info-product and give the price, and they expect a slew of sales.

Wrong.

You need a special sales page that has a "slippery slope" sales letter.

Remember that game Chutes & Ladders? If you landed on a space that had a chute on it, you just went down, Baby. No turning back. That's how your sales letter should be - a "slippery slope" that pulls in the reader because it's so compelling and interesting.

Here's a basic outline of the 13 elements you want to include. To see an example of them all in action, visit MY own sales page at www.BoostBizEzine.com.

1. Limit your navigation.

The visitor should not be distracted by links that take her to your bio, other products, etc. The idea is to keep her on this page, reading your copy and leading her to order. So on this page, only have navigation that relates to the product (e.g. FAQs, 0rder n0w).

2. Give a powerful headline.

Your headline can make or break your sales. If it's not compelling, your visitor will click away. Here's an easy headline formula: "How to _________ So You Can ____________." Make sure the 2nd part gives a big benefit, for example, "double your business" or "gain peace of mind."

3. Discuss the problem the prospect has, or incorporate your own story.

Marketers call this "pushing the 'ouch' button." First discuss the problem or pain that the reader has, and then lead in to how your product will solve it. Or share your own failure-to-success story that the reader can empathize with.

4. Tell us who you are.

If I'm going to buy your stuff, I'd like to know why you're qualified to write about this topic. Give me the feeling that you've learned a lot about this topic and want to share it with me.

Even add a picture of yourself and an audio greeting, like I did. These help the reader instantly feel like she knows you better, increasing the "trust factor." And people buy from those they feel they know, like, and trust!

5. Use bullets like mini headlines.

Lay out everything I'll get from your product. Don't just list your table of contents verbatim! Turn each point into an exciting secret. For example, suppose your e-book features 5 tips on how to save money on groceries. That bullet could read, "Revealed: 5 ways you can save hundreds of dollars on your monthly grocery bill."

6. List plenty of testimonials.

Show your prospects they won't be the first to buy. It's more effective to weave-in testimonials throughout your sales letter than to have a separate section for them. Give each person's full name and Web address, and for extra power, post their photo and an audio testimonial as well.

7. Tell us why your product is such a great value.

How does the price of your product compare if I hired you one-on-one? For example, your manual is a great value at $49 if an hour consultation with you would run me $250.

8. Throw in a few great bonuses.

Offer special bonuses (preferably created by you) that are so good you could sell them alone if you wanted to. It could be a list of resources, a collection of articles, extra tips on a certain subject, or a free consu1tation.

9. Give an unconditional guarantee.

This puts your prospect at ease, giving her no reason to NOT buy. A few turkeys will take advantage of your generosity, but the amount of sales you GAIN from this strategy dramatically outweighs the risk.

10. Request immediate action by having a limited time offer.

Some sales pages use trick scripts to make it seem like the offer always ends on that day at midnight, but I find these insulting. If you really will be raising your price soon (and you always should be), list the exact date and stick to it. Otherwise just say it's an introductory, limited-time offer.

11. Make it ABSURDLY CLEAR what to do next.

Nothing bothers me more than when I'm at a Web site, I have my credit card ready, and I can't find the $%#@& order link! Make your order process idiot-proof. Example: "Cl1ck below to 0rder n0w on our secure server." Also sprinkle in order links throughout your page -- some people will be ready to buy before they get to the bottom.

12. Make one last plea.

In your P.S., right after your signature, emphasize that I should act now. For example, "Don't miss out on this great 0pportunity. Remember, you can buy n0w and change your mind at anytime."

13. Don't forget your contact information!

Readers WILL have questions, so provide an e-mail address on your site that you or someone else will check at least daily. Also, don't you feel better buying from a Web site that lists a real address and phone number?

By Alexandria K. Brown

How To Write An Effective Ad

A letter or postcard allows you to "talk" one-on-one to your prospect. That means you should use "I" and "me" and "you" in your sales letter. Don't use the corporate sounding "we".

Remember just one person is reading your letter or postcard at once. So don't write in the plural, even if your mailing is going out to thousands of individuals. Just write the same way you'd talk to a friend explaining the advantages and benefits of the product or service you're offering.

Your message must get through to your prospects one at a time. The are individuals who read your offer, think about it, and react to it. They react to your message once they connect with you and feel an appropriate emotion based upon the content of your messages. So the real key to your advertising success is connecting with your prospects one-to-one. If you look at your own buying behavior you will realize that you buy from people that you connect with, people you trust. You feel good when you buy product that you could have purchased from hundreds of different individuals from someone you have gotten to know. Most individuals make their buying decisions the same way, except the rare exceptions who just shop for the cheapest price!

Start your killer copy with an emotion-packed opening statement that will get the attention of your prospects.

The Headline

The headline should be a benefit, a powerful promise. You my ask a provocative question. It should also solve a problem. Start your letter with a compelling, benefit-driven headline. Prospects will decide to continue reading by the headline. If your headline fails to capture their attention and keep them engaged, your letter will quickly end up in the trash like any other they receive everyday. Remember: The headline is the most important and must communicate a powerful benefit and makes a promise. The promise should be unique to what you are selling, and preferably should offer something that your competitors do not. Use "power words" in the headline.

Power Words

Absolutely.. Achieve.. Acquire.. Advice.. Amazing.. Announcing.. Appreciate.. Approved.. Aspire.. Astonishing.. Attain.. Attractive.. Authentic.. Bargain.. Beautiful.. Better.. Big.. Breakthrough.. Cheap.. Certain.. Colorful.. Colossal.. Complete.. Confidential.. Crammed.. Definite.. Delivered.. Direct.. Discount.. Discover.. Easily.. Effective.. Emerging.. Endorsed.. Enjoy.. Enormous.. Excellent.. Exciting.. Exclusive.. Expert.. Exploit.. Extensive.. Famous.. Fantastic.. Fascinating.. Fast.. Focus.. Fortune.. Free.. Full.. Fundamental.. Genuine.. Gift.. Gigantic.. Greatest.. Guaranteed.. Helpful.. Highest.. How to.. Huge.. Imagine.. Immediately.. Improved.. Informative.. Instructive.. Integrity.. Interesting.. Irresistible.. Just Arrived.. Largest.. Lasting.. Latest.. Lavishly.. Learn.. Liberal.. Lifetime.. Limited.. Lowest.. Magic.. Magnificent.. Mammoth.. Miracle.. Money.. Must.. Noted.. Notable.. Now.. Odd.. Outstanding.. Personalized.. Popular.. Powerful.. Practical.. Prestige.. Professional.. Profitable.. Profusely.. Prominent.. Promising.. Proven.. Quality.. Quickly.. Rare.. Recommended.. Reduced.. Refundable.. Remarkable.. Reliable.. Reputable.. Revealing.. Revolutionary.. Reward.. Satisfactory.. Scarce.. Secrets.. Security.. Selected.. Sensational.. Simple.. Simplified.. Sizable.. Special.. Stability.. Startling.. Strange.. Strong.. Sturdy.. Successful.. Sure.. Super.. Superior.. Surprise.. Technology.. Terrific.. Tested.. Tremendous.. Terrific.. Truth.. Unbelievable.. Unconditional.. Unique.. Unlimited.. Unparalleled.. Unsurpassed.. Unusual.. Useful.. Valuable.. Wealth.. Weird.. Wonderful. You. Introducing, and so forth.

If your headline is designed to arouse curiosity or grab attention then be sure to make nature of your proposition immediately clear in a subhead or within the first sentence. Otherwise you will lose the interest of the reader.

The Body

Here, using the same tone and stay with the spirit of the headline, and give details of your unique selling proposition. Address that reader as if it was personal and an offer just for him/her. You continue talking about the powerful benefits and offer proof of the claim you made on the headline. In the body of your ad copy you share the details of the benefits, and promise you made. Here you prove your case. Remember, by the end of the ad body, the goal is to create an emotional response that will cause the reader to do what you want him/her to do. In the body of the sales letter you will begin to offer proof. There are many possibilities for opening your sales letter, that could persuade the reader to buy.

*Tell a story that the reader can identify with

*Make an announcement of a new product or service, a one of a kind event, or important news

*Address the reader as your equal

*You could go with something provocative, perhaps a quote

*Address an obvious problem, one that your product/service will solve

*Ask a question, may be a provocative question

*Let the reader in on some secret or little known information

Another effective technique is to let the reader know you are offering something free ("Special Free Offer - Free Booklet - Fee Sample - Coupon Below").

Use plenty of short sentences, colors and graphic. White space makes the ad copy look shorter and more appealing. Even if your copy is long, it will look much more inviting to read than a solid block of long sentences. The reader will feel like they are flowing through your ad copy, compelling them to reader further.

Involve your audience! Use words such as: You, I, Me, We, Us. Your copy will seem more personal and more likely to appeal to your readers. Remember! Involve your audience! Tell them what's in it for them! keep the vocabulary of your ad copy simple and keep the sentences short. It makes it Fun! More Energetic! People don't like to be bored while reading, and especially while they are reading advertisements. Nowadays people are very busy and do not have time to go through all those ads. They are constantly bombarded with ads and offers for your competition. If your ad copy is too long they won't bother reading it . So do your audience a favor, make it interesting and appealing! If possible use humor.

Use power words all along your copy! Nothing catches more attention than the word FREE! NO CHARGE! Give away some sort of freebie in your ad copy, whether it's a free gift, advice, seminar, consultation, sample, information kit, coupon, or even a booklet.

Call To Action

VERY IMPORTANT. Call your audience to action! Ask them to do something. Tell them to JOIN NOW! or CLICK HERE! or ACT NOW! or BUY TODAY! or CALL TOLL-FREE XXX-XXX-XXXX! or OFFER EXPIRES .. You must state a deadline for your offer so that they act today if not they will procrastinate. That's human nature. Your audience is much more likely to do something if you tell them to do it. So start using those action words! People want things made easy; they want you to make up their minds for them. Tell them what to do.

Killer ad always asks the readers for action in the most powerful way possible. If you ask the reader to order, or to contact you for the specified reason you must make it easy for him/her to reply. You may support your postcard or letter with a postcard reply or prepaid envelope, and an order form. Supply a toll free number, or website URL. Always close with a thank you and use a signature at the end of the sales letter/postcard. Save one of the best points for last: Always use a P.S. For example, "If you order before September 1rst, we will include the following bonus . . ." Or "30-Day Money back guaranteed " Or "Discount is good until September 1rst"

Conclusion:

The best type of offer is something that is non threatening and irresistible. If you can offer something for free this works perfectly. Offer them a free report, booklet, brochure, seminar, consultation, service, sample product etc. Try to come up with such an irresistible offer that anyone would be foolish not to take advantage of it.

By Andre Plessis

7 Formulas for Articles That GET READ!

Many of us have been asked to write an article at one time or another. Maybe it's a contribution to the company newsletter. Or a promotional article to gain publicity for ourselves or our companies. Some of us write articles regularly for clients.

No matter why you're writing an article, it's your responsibility to make it be interesting - otherwise no one will read it. (Except you.)

So how can you make your article interesting and engage your reader? It's all about the ANGLE. First pick your topic. For example, let's say your topic is something boring ... "car wax." Now, here's where many people start writing.

Stop! You need an angle! What aspect of car wax do you want to write about? Is there anything new or sexy in the world of car wax that people are interested in? Some ideas: how the new generation of car waxes helps protect your paint job for twice as long, OR, an overview of the best five brands of car wax on the market, OR what the best type of wax is for your particular car. Get it? These are all angles. (By the way, I've never even waxed my car, so please take these ideas with a grain of salt!)

Ready to brainstorm your angles? Here are seven article "formulas" to get you started and get your juices flowing! Some elements of each may overlap with each other, but each formula is truly a distinct animal.

1. The How-To

People love how-to articles! They lead the reader step-by-step through how to reach an objective. They also sometimes offer resources the reader can contact for more information.

What expertise do *you* have to share? Turn that subject into an interesting how-to for readers. Examples: "How to Make Your Employees Stick Around Forever," "How to Find the Best Dress for Your Figure," and "How to Promote Your Business for Free."

2. The List

This is one of the most basic formulas and the easiest to write. Give a short one or two paragraph intro, then launch right into your list. Keep each item to a few sentences max. People love numbers, so number your list and give your total number in the title! Examples: "31 Ways to Organize Your Office," "15 Tips for Pain-Free Feet," "Five Reasons Management Won't Be the Same in 2001"

3. The "Straw Man"

Here you set up a premise and knock it down, showing the benefits of your alternative view or approach. This is ideal to use when you're discussing the drawbacks of a new practice or method that's controversial right now. Here's a great example we often see on the covers of health magazines: "Are High Protein Diets the Key to Fast Weight Loss?" You get all excited, thinking you've discovered an amazing dieting revelation. But the article reveals, point by point, that high protein diets are unsafe for the long term, and that of course the only reliable way to lose weight is through diet and exercise. Oh well! Back to the treadmill....

4. The Mini Case Study

Raise a provocative question and then answer it with three or four real-life examples. Example: For an article titled, "Should You Quit Your Job and Go Freelance?" you could begin with a few stats on how today's workforce is leaving the corporate world in search of solo bliss. Then you could feature a few real cases, each with different outcomes to show all sides of the issue.

5. The Interview

Choose a credible expert to interview for your article. For example, if your topic is the latest trends in banking, you could interview a top banking industry analyst. Present it in either a traditional article format or do a Q&A format.

6. The Trend

Trends aren't just for fashion! Whenever a trend sweeps a certain profession, you'll suddenly see dozens of articles covering the topic. From the latest hairstyle to the latest tax shelter, people want to know all about these trends - their origins, benefits, and drawbacks.

7. The Study Finding

These articles report the results of a study or survey. If you do a bit of research, you can probably dig up a recent study on which you can base your article. Examples: "Blue Chip Companies Cutting Marketing Budgets Across the Board," "Armadillos Now Deemed America's Favorite Pet," and "More 20-Somethings Finding Love Online."


By Alexandria K. Brown

Copywriting Secrets Of Indias Mystics

Hi everyone,

Been ruminating on this one for a little while now but it's probably one of the most profound discoveries of my life. It all began with a little book about music and it's had such a deep influence on my copywriting and small business, indeed my whole outlook on life, I'd like to share it with you all now.

Here's what happened?

About 8 years ago I bought the book "Man and Music In India" by Roshmi Goswami and was introduced to a staggering thought from within it's pages? that every note sounded by a musician is actually a container for the spirit of the musician.

Now breaking that open further I began to see that (I'm a musician myself; drummer, guitar player) as the notes of a musician could be filled by the very soul or spirit of the musician himself or even God or demons (if you believe in them) so the notes were almost like little boats that each musician filled with their persona unique to them and by plucking, singing, striking the note they in essence 'launched' it out into the waves of the sea of sound where it eventually reaches the 'port' of it's destination - the audiences hearing ear, who gladly receive and enjoy it (or otherwise if a bad musician).

In my mind's eye I saw each musical piece therefore (stick with me here - it's worth it I promise) as composed of thousands of little boats (the notes) sent out to sail across the sea of sound by vibration (the waves) to the audiences listening intently on the other side of that 'sound sea'.

For many years I thought about this and then realised (sorry I'm a bit slow on the uptake sometimes!) that this didn't just apply to notes in music but more deeply and profoundly it actually applied to the very stuff of life itself - WORDS.

As such every single every single word you say or write is a container, a 'little boat' as it were? that actually contains YOU! The question is what fills your 'little boat' before you launch it out to sea?

If the light bulb has not gone on yet it will, just keep pondering the bigger picture above - perhaps of a lone master violinist or a sitar and tabla player deeply intwined in an intricate Indian raga and before long you'll understand exactly what I'm driving at? and it's deep, very profound.

When you apply the above metaphor to words you see the little boats not as notes just being "containers for the music and spirit of the musician" but rather words as little ships themselves that contain YOUR very essence, spirit, soul and persona.

Every time you speak or write a single line you release a little 'Armada' of these little boats out onto the sea of existence itself - if speaking, then out onto the splashing waves of the 'sea of sound' - if writing, then even more deeply into the sea of 'heart to heart direct communication' itself? without a sound, directly to the target.

What' s so profound about the written word is it's ability (when the writing is good) to bypass all the defences humans erect against other human's intrusion and drop directly into the emotional and decision making part of the heart to evoke powerful responses. That's also good if you want to sell something to someone.

Quick example?

My wife didn't even know I really had feelings for her in the first months of us knowing each other and she'd moved to another town 65 miles away - I wrote her a letter; it was pretty powerful (I was terrible at controlling my emotions then and splurged the clumsy letter full of poetry and undying declarations of love etc!) and she phoned me saying she was surprised at my feelings for her; within 8 weeks we were married and that was 17 years ago.

Prior to the letter I'd just been a fleeting aquaintance and if I'd tried face to face I'd probably have blown it being so nervous and all but; the words carrying my spirit, passion, persona bypassed all her natural resistance and? melted her heart!

So what's this all got to do with copywriting? Well a massive amount really; the point I'm trying to uncover here is that you reveal your very personality through every single word you write? even if there are some aspects you'd rather not show to others, especially prospects or clients.

Each little copywriting 'word boat' is saturated with an invisible (to you but not your readers), almost DNA like substance which betrays who you really are to everyone who reads what you write.

Eek! Kinda scarey?

So putting your best food forward for business doesn't mean covering up the nasty bits and hoping folks won't find them. Their 'sixth sense' tells them to avoid you or do business with you because the 'substance' leaks out from the little boats to alert them to who the real you is, whether you like it or not.

Rather, you fix what's wrong in your business, align who and what you are with an honest decent direction and let that saturate all your future messages as you roll out your campaigns to win the world. Then your transparency will win you friends and business? you become attractive.

Never forget when your words drop through someones letter box, email box or arrive through the ether on a telephone wire folks instantly know deep in their gut whether you're the 'real deal' or not.

You can't hide it - when you wrote your copy or launched into your sales pitch you filled your 'little boat' with who you really are, your own unique DNA ? probably without even knowing it.

Think about your copywriting this way; yes you've got to grab attention, give the other person what they want, see things from their perspective, give them the benefits up front etc but when it comes to your USP and what makes YOU special, make sure your entire message is drenched in your unique, niche tailored, custom fitted, perfectly targeted USP? but it must be done with absolute honesty or they will know, they just will.

I remember years ago working for a photocopying company - I was the best in the whole company at getting appointments yet useless at selling them if I went on an appointment; why? Because although I'd admitted it to no one including myself at the time - I hated photocopiers (they are so boring) and the people could instantly tell that when I spoke about them.

On the other hand I loved getting appointments for the company (I secretly hoped the boss would send the other 'good reps' on the calls) and that's why I did so well at setting them, people were instantly turned on by my words down the phone to them because I was passionate about lead generation.

My boats were full to to the top with unique 'Dave Alston-ness!' and people loved it so they set appointments with me.

You also need to be special, unique, different for someone to do business with you these days because folks can so easily go somewhere else at the click of a mouse - align your business with who you really should be.

Ensure every word you say, or write is filled to the brim with the right spirit and true integrity and allow the 'sea' to carry each 'little boat' directly into every single heart you target. You'll be amazed at what happens.

Make no mistake, in these increasingly impersonal and troubled times people value enriching business 'partnerships' they can rely on and will give them their business. But you'll only get them by targeting the heart? and they'll only let you in if they can instantly sense they can trust you.

People want to know you care - they'll sense it instantly; good or bad, when your 'word ship' arrives whether you want them to or not. So why not examine all your words verbal and written from how your small business answers the phone, your voice mails, your sales letters, autoresponder messages, right through to your web site content? Replace defective words with heart to heart communication instead.

Check if your communications really are brimming with the good stuff you want others to see in your business when they get word from you. Don't send them containers full of refuse with your good companies name on it without even realising it. The world's got too much of it already? spam. Send out a little fleet of 'word ships' filled with gold to make peoples lives better instead.

That's just one tiny copywriting secret I've gleaned so far from the Indian Mystics. Keep your eyes peeled for the next article it's 'The Indian Rope Trick'.

By Dave Alston

Sticky Homepage Copy in 30 Seconds

Yes indeed, that's all you've got, 30 seconds to make your website visitors decide to stick around...The internet has changed how we think about the customer, the product and the competition. I'm going to take you on a journey through these new ideas and show you what has changed and how you now can approach your marketing.

You have to put yourself in the customer's shoes and talk directly to her about how she benefits from your products. She wants product information and lots of it, but in due time. No more hard sell focused on the product. And the word competition is useful only to identify the people we need to observe and emulate, but no longer are we out to destroy them, we're out to partner with them. Confused? Good! That means there's learning on the way!

We're going to concentrate on your homepage, because you don't have long to capture your customer's interest. She has 3 main questions and you have thirty seconds at most to lure her to continue reading, clicking and finally clicking for the sale.

First you need to do your homework. You need to know who your customer is in terms of demographics, needs, desires, and dreams.

Now think about how she behaves on the internet. If she's like me, she has a huge list of things she has done and would like to do. Today she may be paying bills, looking for a new bank, planning a vacation, researching cold remedies, looking for recipes, researching books to take out of the library, reading the news and looking for a home business she can do in her spare time. All in one day. How much of her time is she willing to give you to convince her you're worth reading...worth bookmarking...that your opportunity or your product is The One for her? Not much...30 seconds...

Now you need to identify your competition. Where may your imaginary customer already be buying the products you offer? Where else may she be considering a home business opportunity? Why is she looking or buying there? What does she like about that site? What do you or your product have to offer that is missing there?

By now you're starting to identify your advantage, your edge, that relates to what this customer needs and wants. Staying focused on your customer, turn your edge into a sentence or sentences starting with "You", directed at how the customer will feel or be.

We've already dealt with the customer's first question, "So what? What's in it for me?" Now the second and third: "Why should I trust you or take a risk on your product?" and, "What do I do next?"

So, with your customer (not YOU, not the PRODUCT) in your mind's eye, you have 30 seconds to grab her interest or her curiosity enough to make her want to read more, click and get more info, or click and buy.

Remember that old song that went something like this?: "If you wanna be happy for the rest of your life, Better make a pretty woman your wife. Or for my personal point of view, Get an ugly girl to marry you."

Then if I remember correctly, the singer goes on to explain the circumstances that made him an expert ;) in this area.

What's in it for the listener? All the right buttons were pushed: happiness forever, marriage, advice from an expert, and curiosity about the rest of the song. Maybe he could have thrown in some financial security and a home, but pretty much all the bases were covered.

So hit your customer with what pretty much everyone wants: happiness, security, health, family, freedom...whatever fits. But don't just talk about happiness and security, talk about feeling happy and secure. It may seem like semantics, but it's really a huge difference.

You've nailed your customer's needs and emotions, so now just write copy that flows from needs and dreams to information to the click that will sell or sign her up. If you lead her to a product information page, lead her to the final click. If it's testimonials, or all about you, lead her to the click. When she's ready to leave, ask her to complete a survey, sign up for a newsletter, sign a guestbook, and offer her a free ebook as a way of thanks for stopping by.

And if this ebook was written by your competition, now you're starting to see how "drown the opponent" has been replaced by what some call "fusion marketing": in essence, partnerships for a win-win situation. His ebook gets out there, with his branded links inside; you benefit from his expertise and reputation and the ability to give your visitors a quality gift.

This relationship continues with reciprocal linking, contests with prizes, testimonials, co-authoring ebooks or co-writing a course or seminar, and any number of other collaborative possibilities, only limited by your imagination.

And, as you can see, you don't have to be a novelist; we're talking about writing for 30 seconds of reading for starters, then a bit more. Welcome to the New Paradigms of Marketing, compliments of the Internet.

By Glenn Beach

Ad Copy - Your 12 Point Inspection!

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? 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 you 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.

By Daniel Levis

Top 8 Techniques - Secrets - Create Ad Copy For Your Business To Sky Rocket

Perhaps the most important benefit in the material that follows is its ability to provide you with the necessary concepts and constructs which are critical for becomingsuccessful by utilizing many of the high-tech, high-touch capabilities offered by the use of online marketing. Building your home business "Internet-Style" is not only exciting and challenging, it can also be very beneficial in more ways than can be imagined. Promoting - By taking advantage of all the Free and Low Cost services available on the Internet, your business can enjoy a much larger footprint than ever before. Through the use of these services you can get your message out to a much larger audience at a cheaper price.

As you can see, the Internet has become the greatest business partner you could have. It can allow you to save time, gain efficiency, and make for a much more successful.

By promoting with internet, you can use many fasilities cheaper than manual. Through the use of email, banner, free website cts. As you can see, the advertising internet through banner more effective and make for a much more successfull, if all you know the techniques how to use and create banner.

That is why the following information has been presented and a good thorough study of the use banner will greatly enhance the success of your business marketing. We call 8 eye popping, jaw dropping Ad Copy Secrets.

1. Use a hand written letter on your ad copy instead of text. Write the ad on a piece of paper, scan it and publish the ad on your web page. Adding a personal touch will always increase your sales.

2. Include an article or review that has been written about you or your business with your ad copy. This will show people that your business is respected and will increase your credibility.

3. Include your own picture on your ad copy. This will show people that you're not hiding behind your ad copy and will increase their trust. Also, include your contact information below the picture and a brief statement or quote.

4. Hire a famous person to endorse your product or service. Make sure the person is well known to your target audience. Include their picture and statements on your ad copy.

5. When you offer free bonuses in your ad copy, also list the dollar value beside each bonus. People will feel they're getting a good deal and it will increase the value of your product.

6. Publish a list of famous and respected customers who have bought from you on your a copy. People will think that if these people bought from you, they should also trust your business and purchase your products. Make sure to get their permission first.

7. Ask your potential customers plenty of yes and no questions in your ad copy. The questions should remind them of their problem and make them think about what will happen if they don't purchase your product.

8. Tell your potential customers they will receive a free prize if they find the five words in your ad copy that are misspelled or spelled backwards. The longer you can keep someone reading your copy the greater chance of them purchasing.

By Erny Setyawati

Four Things Every Web Site Headline Must Do

As you know, I'm constantly making the point that the text on web sites is not given enough attention. Which is unfortunate, because the headlines on site pages make huge demands on the skills of any writer.

If you're writing a headline or heading for a site page, here are four things you need to keep in mind, four elements that demand your attention, four separate 'audiences' you need to satisfy.

1. Make the reader feel he or she is in the right place

Every time someone clicks on a link and a new page begins to open, the reader is thinking, in one way or another, "Is this page going to give me what I'm looking for?" This is particularly true of first-time visitors. It is also true of any visitor on any page in your site, even a repeat visitor who is accessing a page for the first.

Matching the headline to the reader's expectations is central to holding their attention and giving them a high level of confidence.

If the heading doesn't match the reader's hopes and expectations, their confidence in finding what they want will fall and your conversion rates will decline.

2. Make the reader feel good and want to continue

This is where a page heading takes on the characteristics of a print advertisement headline. The heading not only has to satisfy point number one, but also has to make a 'sale'. That is to say, it has to sell the reader on the benefits of reading the page. Just as an ad headline sells the reader on the benefits of reading the body text.

By way of illustration, if I were selling my search engine copywriting skills, I might write a heading that says:

"Yes, I write copy for search engines."

That might satisfy my point number one, but it doesn't cut the mustard with point number two.

I'd be better off saying something like:
"Ask me to make your Web copy irresistible to search engines."

Doubtless I could improve on that headline with a few rewrites, but as it is, it contains a benefit and a promise. It still covers point number one, but also goes further - it gives the reader more of an incentive to actually read the page.

3. Appeal to the search engines

To ignore the needs of the search engines on any page is foolishness. You need to work with your page title, meta tags and headline to ensure that you are covering the most relevant and profitable key words and phrases. If you don't, you are losing traffic and losing potential readers and customers.

While some writers find it frustrating to have to accommodate the needs of SEO, doing so will actually help you with point number one. The better you know and understand what people are entering into the search box, the easier it will be for you to write text that is relevant to their expectations and needs.

4. Satisfy the needs of the company or organization

This is the tough one. This is where your not-very-net-savvy manager or client pressures you to make the heading more company centric, about the company or organization, and not about the needs of the reader.

At this point you have to fight the best fight you can. Gather together the best evidence you can find and persuade the manager of the errors of his or her ways. If all else fails, you can always suggest a test...testing your heading against theirs...and then measure the search engine traffic, and the conversion rate of the page.

By Nick Usborne

Kick-Start Your Juices

Listen, consider this scenario.

You have a deadline to honour. Time is pressing, tighter and tighter. You are hoping to come up with some topic for your project.....

However, ideas on what to write about keep eluding you.

What are you going to do in situations like these?

Today there are various software and information to start you off when finding yourself in such a rut. They all can come handy, but one sure technique to provide quick results is Keyword Brainstorming.

Let's see what this is all about and how it works in practice.

- find a quiet place and set a time limit

- take a sheet of paper and write the subject keyword at the top

- now, any idea that this word brings to your mind, jot it down

- don't be judgmental, and keep focusing on the start keyword

- just write key words - enough to trigger your thoughts in future

- keep going as fast as you can

- jot down in a list form, without analysing for spelling, validity, etc

- derive as many ideas on paper while keeping the fast pace.

Here is an example of how a KEYWORD brainstorming page would be:

HAPPINESS

laughter

water

food

solitude

simple

sleep

relaxation

nature

family

meditation

friends

calm

prayer

heart

tranquility

sunshine

children

smile

jokes

quiet

holidays

health

therapeutic

alternative

This can be taken further by building another keyword from this very list to start a fresh list and getting you deeper into the subject.

You can even challenge yourself to stick to only a predetermined number of responses you are able to come up with.

As you see every word in the list can provide you with a particular angle in relation to the main keyword which in turn can lead you to a totally unique approach to your writing project.

There are times, as everything else in life, when writing is a bit of a chore, but having the right tools at hand it can be turned into an enjoyable experience and even fun to do.

You can kick start your juices with the right tools!

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By Mary Attard

3 Reasons why Content is Still King

Back in the late nineties, the phrase 'Content is King' was repeated and repeated and repeated by site owners and marketers alike. The belief was that the more content you had, the greater the number of visitors you would attract. Of course, the content had to be well written, relevant and easy to find. Many sites built very successful businesses as a result.

And then something happened.

Big money from venture capitalists burst onto the scene. Suddenly nobody was talking about content. (Where's the big investment return on 'content'?) Instead the attention went to businesses that came up with some kind of unique 'technology solution'.

Then the dotcom bubble burst.

And here we are.

Is content still important? I think so. People don't talk about it as earnestly as they once did, but I think that original thinking was very sound.

Here are three reasons why you should be creating more content on your site:

1. Content increases conversion rates by keeping prospects on your site.

When prospective customers arrive at your site, they like to 'dig deep'. They look for all the information they can find before they feel confident enough to commit to that purchase. Whether you are selling banking, subscriptions, noodles or digitals cameras, people want to know what they are buying.

If you don't give them all the information they need, they'll find someone else who does. Perhaps they'll try epinions.com, consumerguide.com or mouthshut.com. Or maybe they'll just do a search on Google.

The point is, if they can't find the information they want on your site, they'll try somewhere else. And as soon as they leave your site, the chances of their returning is fairly slim.

And that's very bad news for your conversion rates.

2. Content differentiates you from your competitors

What differentiates your noodle site from every other noodle site? Most businesses have a number of direct competitors and all too often there is very little to truly differentiate your products or services from theirs. You may have some marginal distinctions, new offers or price deals. But at the end of the day, a noodle is a noodle.

So how do you differentiate your site? You do it with content. You make your site an absolute magnet for anyone who is serious about cooking pasta. You provide the best recipes, you deliver the best advice, you seek out the most interesting and useful facts about noodles.

When you do that, your products may not be that different from anyone else's, but your site is. It has become different because it becomes known for being the number one resource for cooking great pasta.

3. Content is great for search engines and inbound links

Here's something we already know. The search engines love content, especially when it is substantial, updated and relevant.

So do your homework and make sure your content pages have SEO-friendly titles, headlines and body text.

In addition to being attractive to search engines, great content also attracts inbound links. The better the information, the more the number of sites that will want to link to you.

In conclusion...

Creating great content for your site, and newsletters, is still a very smart thing to do. It's good for your customers, good for your conversion rates, perfect for search engines and does a great job of separating your site from your competition.

By Nick Usborne

The Write Way To Grow Your Business

Hone your writing skills to project a more professional business image.

The sales letter you can't put down?the advertising copy that makes you want the product?the resume that prompts you to call the job candidate this second?All these are examples of exceptional business writing. While you certainly know good writing when you see it, can you write with the same pizzazz the professionals use to hold your attention for pages on end?

In today's business world, writing skills have taken a backseat to other seemingly more important corporate development activities. Most business executives would rather attend a seminar on negotiation strategies or marketing tactics rather than learn the proper usage of "that" or "which" in a sentence. What they fail to realize, however, is that good writing skills are just as important to their future success as is their ability to locate prospects and close deals. Without good writing skills, your printed documents may very well undermine the professional image you work so hard to achieve.

The fact is that your prospects, your clients, and even the media judge you and your business based on the written documents you put out to the world. Sales letters riddled with errors, advertising copy that is boring, and media announcements that ramble on for pages send the message that you're careless, uncreative, and possibly incapable of delivering quality work. People want to do business only with those individuals they perceive as knowledgeable and competent. Your writing is the perfect opportunity to showcase your professionalism and win the deal.

Tricks of the Trade

You don't have to be a professional editor or journalist to write effectively. In fact, there are a number of self-editing techniques professional writers use to catch embarrassing errors that could cost them the job. Use these guidelines as a way to proofread your own writing so you can make all your printed materials reflect the professionalism you display in every other business activity.

Reread your work out loud.

After they write a document, most people reread it to themselves to scan for errors. While this is certainly a good start, it should not be your sole means of proofreading. After scanning the document silently, read it out loud and really listen to the words you're saying. Does your tongue stumble over a block of words? Do certain phrases sound funny or out of place? Is a sentence so long that you're gasping for breath by the time you reach the period? Do your own words put you to sleep? All these are signs that a section of your document needs some tweaking.

When you read a document to yourself, you're relying on only your eyes to catch writing errors. However, when you read a document out loud, you're activating your sense of hearing and forcing your brain to concentrate on each individual word rather than visual cluster. Now you not only see missing commas, incorrect words, or subject-verb disagreements, but you can also hear when something sounds out of place. When you hear as well as see what you're writing, you can catch more errors and produce a written document that holds the reader's attention.

Rely on yourself, not your spell check.

The spell check feature on your computer is both a blessing and a hindrance to writing success. While spell check can locate and correct blatantly misspelled words, it can't catch those words that are spelled correctly but used incorrectly. You know the words: right/write, meet/meat, you're/your, there/their/they're, no/know, plus a host of others. Such words, called homonyms, are often immune to computerized spell check features and can single-handedly undermine your writing skills.

As you reread your document, both silently and out loud, pay special attention to known homonyms and read out your contractions. So if your text reads, "Please know which word *you're* supposed to use," proofread it as "Please know which word *you are* supposed to use." This way you'll be able to catch those instances when you write, "You're writing skills are impeccable," but really mean "Your writing skills are impeccable."

Start from the end.

The more you read something, the more your brain begins to memorize it. If you reread a document over and over, you eventually get to the point where your brain knows what's coming next, so your eyes go into scan mode. While you think you're really reading the document closely, your brain is only picking up key words and drawing on memory to fill in the blanks. So even though your 50th read-through confirms that your document is error-free, your reader (who has never seen the document before) will quickly spot careless errors you scanned right over.

When you feel that you've read your document too many times and can't get past scan mode, mix things up for your brain. Read the last sentence of your document first just to check for things like sentence structure, grammar, spelling, etc. Then read the sentence above the last and do the same. Pull sentences out of the text at random and check for errors. By treating each sentence as a stand alone unit rather than as part of a flowing document, your brain will perk up and not be anticipating the next memorized line. You'll catch more errors when you look at the individual elements of your document instead of focusing on the overall content.

Go to the experts.

You may have a dictionary on your office bookshelf and perhaps even a thesaurus. But do you have a good grammar guide? Anyone who produces written documents can quickly improve his or her writing simply by referring to a grammar guide for writing tips.

Your local bookstore has many grammar guides available. Browse through a few to determine which one adequately addresses your particular writing challenges. Some guides focus specifically on grammar issues, while others pay particular attention to matters of writing tone and style. Some target fiction writers or journalists, while others angle their topics to business writing. Choose a guide you're comfortable with, refer to it often, and watch your writing improve.

Better Writing Now

Competition in business is fierce these days. Don't let a misspelled word or incorrect sentence kill the deal. Practice the tricks of self-editing so every written document you produce showcases your knowledge, competence, and professionalism. Before you know it, your prospects and clients will be unable to resist your written messages, and your company's profits will soar.

By Dawn Josephson

Welcome Informed Criticism of Your Work

When you come to 'know' something, there is a temptation to stop thinking about it. You put it in a box as 'known' and are happy to argue with anyone who disagrees.

This is both a good and a bad thing.

It is good to hold firm to your beliefs, to be true to yourself, to stand your ground over knowledge or a belief that is fundamental to your character and values.

That said, holding stubbornly to your point of view, allowing no space for doubt, can be limiting. Oliver Cromwell is reported to have said to Charles I, on the eve of the king's execution, "I beseech you, in the bowels of Christ, consider is possible that you may be wrong." Or words to that effect. Charles I was clearly in no mood to change his mind, and the outcome was not pleasant for him.

Holding true to what you 'know' in terms of copywriting is clearly small potatoes when compared to the decision Charles I faced.

However, we are still faced with the same questions. Should we always hold fast to what we know about our craft? Or should we allow for the possibility that there are better ways to write, different approaches to take, alternative words to consider?

No and yes. No, we shouldn't back down every time a client or colleague questions our work. Yes, we should consider the possibility that what we knew from last year may not be the best choice this year.

So at least, when you have written some copy, seek out a contrarian view. Find someone who's opinion you respect. Ask them to read your copy carefully and criticize it in any way they want. And then consider their views carefully.

Discard criticism that you truly feel is not on target. But also, leave yourself open to the opportunity to grow as a writer, expand your knowledge and skills, and find new, better ways to extend your craft.

By Nick Usborne