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