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    Free Essay
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    Making it easy for customers to choose you

     

    © 2006, All Rights Reserved Isn't it frustrating? All you need is a new computer desk (or whatever you may be currently shopping for), but you can't make a decision you're comfortable with. It shouldn't be this hard, should it? What's holding you back? Probably lack of information. Here's something every web site owner should know. When visitors come to your site, they are looking for a reason to buy from you. Think that's stating the obvious? You'd be surprised! I come across countless sites every day that do everything but give the visitor a reason to buy, subscribe, click, call or otherwise take action. It's a fatal mistake in any business, but it's especially damaging for web-based companies. Let's continue with our example of buying a computer desk. You start with the big three office-supply stores. You click the "office furniture" link, and you're faced with a barrage of links to pages about lamps, printer stands, bookshelves and more. Then you get to the desksputer desks, desk collections, metal desks, workstations… geez! There are lots of links, but no information. Finally, after drudging through pages of links, you find some actual copy that describes a desk you think you might want. You look over the features. You write down the price. You gather the shipping or delivery information. Great! Now, on to the next site. When you arrive, everything looks almost the same except the logo. Same navigation, same links, same inventory, same prices. The shipping amount is the same, and the delivery policy is identical to the site you just came from. As you click from site to site, it's like dйjа vu. How are you supposed to make a decision to buy when all your options are equal? What will be the determining factor between site A and site B? If you're feeling frustrated just reading this scenario, imagine how your site visitors feel. When they come to your site, they are looking for a clear reason to buy from you instead of all the other sites. Do you give them a reason? Do you give them several reasons? If all factors are equal - even if all factors are similar - your visitors will find it difficult to make a decision. When they start guessing at which site would be best to buy from, you start losing business. Maybe they'll choose you, maybe they won't. There is a way to ensure you are chosen over your competition. You have to clearly point out how you are different or better than every other option available. MarketingExperiments recently published their findings in regards to differentiating your company from others. They reported that most companies - when asked what their most unique aspect was - answered, "Our great customer service." I have bad news for you. That won't cut it. Why? Because, in most cases, when customers are visiting sites to gather information and make purchasing decisions, they won't come in contact with your customer service department. It would be a nonissue until something went wrong. Also, since most businesses are claiming excellent customer service, it's an overused promise that has begun to carry less and less weight. You need something solid. You need something that is persuasive. If I were standing in front of you and told you that I was considering buying my desk from you or from Vendor Z, what would you say to convince me to buy from you? Here are some things to consider when trying to discover ways to differentiate yourself from other businesses. · Offer free shipping (on all orders or on orders over a certain amount) · Increase your inventory · Decrease your inventory and only carry specialty items · Lower your prices · Raise your prices (works well for premium goods & services) · Increase your area of expertise (for service-based businesses) · Specialize or narrow your niche · Achieve ratings or rankings from well-known associations or organizations · Apply for a patent · Win awards · Offer a customer loyalty program Conduct an online survey of your visitors to ask what they want. (SurveyMonkey is great for this.) Look back over your complaints and other feedback for ideas about how to set yourself apart. Email existing customers (if you have their permission to do so) and ask them why they chose you. Whatever you do, don't stay in a position where you are exactly the same as (or highly similar to) your competition. The chances are far too great you'll get lost in the crowd.

         
    Million dollar copywriting

     

    Million Dollar Copywriting Copywriting can be a very lucrative field and is for many writers out there today. Within this article today, we'll focus on how you can make copywriting a strong field for you so that you have million-dollar copywriting. The first key and developing million-dollar copywriting is to make sure that you have the right skills for the job. Many people will focus on copywriting as a potentially lucrative field but do not have the necessary experience or expertise for this area. When you are looking to make a great deal of money in copywriting, make sure that you have a solid base of copywriting experience before you start to sell your services. If you have a solid base of copywriting experience along with testimonials and references from past work, you will have a better chance at being able to set your own rate. To ensure that you are doing a great deal of copywriting, you will want to make sure that you are consistently prospecting for new business. As you are working on your current business and making your high rates, you'll always want to make sure that you have worked in the pipeline. This will ensure that you are able to consistently bring in high revenues while not having to have as much slow time at some other freelancers have. To effectively develop and prospect for new business, you must make sure to have your own website and have proven marketing techniques so that you can develop your million-dollar copywriting skills. You may be the best copywriter in the world but without a demand, you will not have a chance to prove your skills or bring in the paychecks that you want and deserve. There are many copywriters today who still do not have a website but this is just another way for you to set yourself apart from the competition. Another way you can set yourself apart from the competition is to develop a niche. This could mean that you do a great deal of copywriting within the healthcare industry because you worked with in it for several years. Hopefully this article on million-dollar copywriting will have a strong effect on you. Demand on copywriting comes down to the same fundamentals that all new businesses have: an ability to prospect and sell your company to others while building and maintaining a strong client base. You will develop a strong client base by providing great work so that clients will come back to you for repeat business. This will limit the amount of time that you potentially have to prospect for business because you will have clients who will have consistent demand for it. For a company to survive, they must market and marketing requires copywriting. Marketing and copywriting are as essential to a company as oxygen is to human beings. By developing a particular niche within a field, you will set yourself apart from others who are trying to do it all.

         
    One product three customers three different ways to write

     

    : © 2006 My soapbox is just about worn out. I've been preaching the necessity of knowing your target audience for at least 10 years. "You can't write effectively to someone you don't know," is how my spiel would normally go. When one day someone asked me to show him what I was talking about. "I'm writing copy for computers," he said. "Everybody needs and can use a computer. How could a general product like that possibly have different target audiences?" I'll show you exactly how. Be Specific With Your Definition Don't ever begin an analysis of your target audience with the word "everybody." The people who fit into your target group are individuals. They certainly share common traits, needs and wants, but they are unique. When defining your customer base, and the segments within it, be as specific as possible. Senior Citizens If we go back to the computer example, we would surely find several segments within the target group who buy computers. One would be senior citizens. According to the Pew Internet & American Life Project Report, 54% of Americans ages 60-69 go online. In fact, 21% of those over the age of 70 also go online. In order to surf the Internet, these people need a computer. What concerns do seniors have when it comes to computers? Fear is a big emotion that comes into play with this crowd. While they love the idea of being able to keep in touch with family and friends, many in this age bracket have a hang-up with learning to use new technology. Ease of use and a low learning curve are some things that must be communicated clearly. High School and College Students Having grown up using computers in the classroom, and most likely at home, students are generally very comfortable and confident with this technology. If something breaks, they'll figure it out themselves or just get a new computer. Portability, the latest technology and speed are the biggest factors for students. With many younger users, gaming is a primary function, so the computer they want/need has to have large amounts of RAM, hard drive space and virtual memory. What about cost? Mom and dad are almost always the money source for a student's computer, so the student isn't interested in the price. If mom and dad can't afford it, there is always grandma and grandpa. Small Businesses While computers are a tax-deductible business expense, small businesses are still concerned with price. They are also leery of low price points and special offers because, most of the time, small businesses will need to add a good bit of additional equipment to a basic computer which ups the price. Small businesses also normally have no full-time IT staff, so support is an issue that comes into play. Is help available to answer questions or troubleshoot if and when networking doesn't go smoothly? What about repairs? If the computer requires any service, is it done on-site or does the computer have to be shipped to some nameless service center? Is there a guaranteed time for repairs to be completed? As you can see, each segment has its own concerns about buying a computer. While "everybody" may need one, every person does not have the same concerns or needs when making a computer purchase. Before assuming that every member of your target audience is alike, take some time to do a little research. Conduct an informal survey, ask questions and talk with customers one-on-one. Find out what their wants are, what concerns they have or what they'd most like to see you offer. Once you find out, write so that you communicate directly with them on their level. You'll find your conversion rates rise when you give your visitors the information they want.

         
    Perfect grammar is for sales sissies

     

    : If you’re like me, you’re not writing that banner ad, Web site, or landing page to make your English teacher proud. You’re writing to sell. If you get an “A” while you’re at it, great. But don’t count on it. To get prospects to click, call, or buy, you’ll need to take some liberties with the English language. As direct-response legend Herschell Gordon Lewis so aptly said, “Grammar is our weapon, not our god.” Although copywriting requires a different approach than Strunk and White would advocate, don’t burn your grammar books just yet. It’s important to know the rules before you break them. Following are some rules to keep and some rules to bend or break. But first an important principle. Clarity Next time you face a grammar grappler, ask yourself this question: Which word construction will be clearer to the prospect or customer? Clarity comes first because it’s the prescription for fast comprehension. Copywriting that blurs meaning (which sometimes includes grammatically perfect writing) slows reading and jeopardizes interest -- and sales. WARNING: This isn’t license to play havoc with the English language. Literacy must prevail. Following are some rules to keep. Rules to Keep Subject and verb agreement. Whether you’re writing an infomercial or War and Peace, singular subjects take singular verbs and plural subjects take plural verbs. Always. A simple rule, execution is sometimes problematic. The key is to clearly identify the subject of the sentence. The active voice. If you want your copywriting to have maximum punch, use the active voice at every opportunity. Active voice: I wrote the sentence.

    Passive voice: The sentence was written by me. Use of Modifiers. Modifiers can cause a variety of problems. There are the questions of which and how many modifiers to use. Again, let clarity be your guide. Also, poor placement of modifiers results in confusion, your enemy. To make comprehension easy, put modifiers near the words they’re modifying. Rules to Bend or Break The Adventures of Huckleberry Finn by Mark Twain ushered in a new era in American literature.

    One of the main reasons was Twain’s use of vernacular. He wrote the way people talked, a departure from the stiff, formal English common during the Victorian period. For copywriters, writing the way people talk is absolutely essential.

    Why? Because copy that is friendly, informal and conversational stands a better chance of getting prospects to click, call or buy. Which is exactly why sacrificing the following conventions can be in the copywriter’s best interest. Ending sentences with a preposition. To some a no-no, ending a sentence with a preposition can warm up your copywriting. Which sounds friendlier to you: “Here is the information you requested” or “Here is the information you asked for”? Beginning sentences with a conjunction. Beginning sentences with conjunctions (and, or, but, nor) is more common, even in journalism. Not only is it the way people talk, it can shorten sentence length, a plus in delivering sales messages. Other informal devices. Use contractions to warm up your message.

    Also, use sentence fragments. Not only do they shorten average sentence length, they add rhythm. And drama.

    Punctuation. Use punctuation to your selling advantage. I’m inclined to use more dashes and an occasional exclamation point and ellipsis to add drama and excitement to the sales messagemas can be pretty subjective, so I have a tendency to use the minimum amount to keep readers moving through the copy as quickly as possible. Parting Reminder Keep that grammar book, stylebook, dictionary and other writer’s references nearby. You’re still going to need them. But also don’t let grammar be your god, or your next online promotion could be a giant sales flop. (c) 2005 Neil Sagebiel

         
    Pharmaceutical copywriter maybe

     

    So you are just getting out of college. You want to earn your living as a writer, and you decide on a career as an advertising copywriter. Naturally everyone wants to write the next great sneaker ad, or be the brainchild of the newest 20-year Vodka campaign, right? Not so fast. While a career in “consumer” advertising has always been the benchmark of the industry, more and more young copywriters are finding their way in the growing world of pharmaceutical advertising. So why would someone want to write about a depression drug rather than a soft drink? Here are three major reasons for this trend: Stability: With Job security as low as it has been since the crash of 1929, young creatives in general consumer advertising on Madison Avenue are finding themselves out of work an alarming rate. Pharmaceutical advertising is generally a bit more stable, as the market is simply smaller. Money: Initially, the salaries earned by consumer and healthcare copywriters is roughly about the same. That is to say, not very much. However, successful healthcare writers see larger salary increases and title promotions sooner than their consumer counterparts. Sense of Importance: At first glance the content, regulations and demographic would imply that pharmaceutical advertising wouldn’t allow for as much creativity as a general consumer advertising. And while your “creative box” may be a bit smaller in pharmaceutical advertising, the work does allow and lend itself to a more dramatic and strategic end result. Furthermore, many creatives in pharmaceutical advertising love the fact that the message matters, and feel that their work truly is important. So while writing the dream sequence spot for that new video game is fun, at the end of the day you’re simply marketing a video game. Pharmaceutical writers are asked to really devour the product; it’s chemistry and most importantly how the condition for which the pharmaceutical product is indicated affects patients. In many cases, writers are asked to interview and meet patients to talk about their condition(s). It has been debated ad nauseam if medication is truly the best therapy. And while I’m smart enough to not opine on that topic, there is no arguing that awareness and education for both patients and healthcare professionals are necessary. In any case, we can be certain that medicine has historically done more for society than any sneaker, soft drink or video game ever has. To learn more about a career as a pharmaceutical copywriter please feel free to email me at anthony@dolagroup Anthony Hemsey is a Sr. Trainer/ VP Placement Specialist at Dola Group Professsional Development. Dola Group is a consulting and executive search firm dedicated soley to the medical pharmaceutical advertising and marketing arena. To learn more about Dola Group’s current program and job openings please visit dolagroup To begin a dialogue with one of Dola Group’s professional consultants please send an email to chat@dolagroup-– and mention this article!

         
    Professional advertising copywriting experts london uk

     

    Back from a nice week in Devon, doing nothing except walk on the moors and lazing about. Couple of calls to the office – “Anything good happening?” “Well, it’s good you aren’t here” – and that’s about it. Didn’t even bother to travel 30 miles to take up the offer of a free lunch at Cornwall’s most famous seafood restaurant though, as this was compensation for a lunch I had there last year that pole axed me for three days with food poisoning, my non-attendance wasn’t 100% sloth related. Arrived to find an article - “How to Write a Job Ad” – left open on my desk (rather pointedly, I thought) which was vaguely thought provoking, though things like “most are full of corporate puff and management-speak…fail to give detailed information…generally don’t get the people you want” were a bit too sweeping for me (and I hate all sweeping statements). Copy can be quite emotive, not least because it’s the one area of advertising that anyone can do – we don’t all know the media, we can’t all design, but we can all write – so we all bring our own opinions/pet hates to it. For example, there’s lots of things I don’t like; from “previous” experience (isn’t all experience in the past or previous?), “staff” as opposed to “employees” (I use a staff to round up sheep. Well, I would if I had sheep. And if I had a staff), “meticulous” attention to detail (you either have attention to detail or you don’t). None of these are likely to alter the response to an ad (which probably should be the test of whether any copy change is necessary in an ideal world) but I will still try and amend any of these, every chance I get, so the ad is done “my way”. To be honest, I can get a bit precious about my personal copy conventions (aka “he’s off on one again”), so much so that we actually have a little list of them that we refer to – hey, at least it ensures consistency. Though I like to think some of them achieve more than that – isn’t “attractive” salary a better sell than the rather dull “competitive”, isn’t “you” rather more personal than “the successful candidate”, isn’t “we thank all candidates in advance for their interest and would appreciate all replies by xxx” warmer than “closing date xxx”? Anyway, back to the article where, after the ritual slaughter of almost the entire industry’s copy (“banal” was another description used), the authors laid out their modestly titled “Seven Golden Rules”, based on psychological research, to get to the people you want – “who are so busy being successful in their current job that they don’t have the time or inclination to read the recruitment section”. Ignoring the fatal flaw in this argument (if these successful people are too busy to read the recruitment section you could write an ad that could outsell the entire “Harry Potter” phenomenon and it still wouldn’t work, would it?), their rules were: 1. Be bold about job title, salary and location 2. Spell out what you want 3. Describe the job in detail 4. Use questions 5. Tell a story about why you are advertising the job but keep it real 6. Make applying easy 7. Fly your flag - put your logo in the ad. On the face of it nothing much new there, although it was a shame that their own example of good copy for a sales position “you’ll be called in to clients when the door of opportunity has been opened, to provide the technical detail to close the deal” seemed to include the type of management-type speak they abhor and was too wordy - the one thing all clients dislike – because, for example, “you’ll use your technical knowledge to turn qualified leads into sales” says pretty much the same. In over 50% less words. The idea of using questions (4) and telling stories, while keeping it real (5) are well known advertising techniques which, research shows, do boost response (questions involve the reader and make the process two way, while people do read stories). But I can’t think of many examples where questions can be, or are, used meaningfully in recruitment (interestingly, the authors don’t provide any examples) apart from the ubiquitous “interested?” just before the response details. Which, incidentally, is another of my pet hates – because if they aren’t interested, I’d like to know what they are doing reading the ad through to the end. Perhaps ploughing through ads of no interest is their sad hobby or something? As for telling stories about why you are advertising the job, I have two issues. One, I’m not entirely sure that, if candidates see jobs advertised that they really want, they give a fig why it’s become available. And two, as a Golden Rule, it has the severe limitation that jobs only become available for a very limited number of publishable reasons – mainly growth or replacement (and, with the latter, you can’t, for example, advertise that you need a new FD because the last one was a total twonk), so I’m not sure how ad after ad repeating one version or another of these reasons enhances response to any of them. Their other point about telling stories is that “recruitment sections read as if failure never happens so you should stand out of the crowd by talking about your failures as well as your success”. Hmmm. I can’t recall the world’s number one brand – Coca Cola – advertising much about the effects of all that sugar on your teeth (If any, of course – Legal Editor). I’m all for truth (or tooth. Ho! Ho!) in advertising but, in recruitment, think this should be limited to facts – which I’d have as a Golden Rule – and a description of the challenges or opportunities. Talking about your problems because “chances are, you want people who can handle problems. And good people want a job they can get their teeth (what’s this new dental fixation?) into, not one where the problems are all solved” isn’t particularly logical or realistic; I’d be interested to see if the authors could sell this “warts ‘n all” approach to any client, anywhere. From my point of view, a recruitment ad is a little bit like riding down a few floors in an a elevator with your candidate – you only have a few seconds to make a favourable impression - so tone (friendly, personable), facts (turnover details, number of employees rather than “one of the largest”) and having a real selling point for the job are far more important than whittering on about the issues you face, asking questions and telling stories. I’m not that keen on their rule about describing the job in great detail either - a Marketing Manager knows what a Marketing Manager does most of the time without having every single detail spelled out as if for the hard-of-thinking. Basically I’m still a big fan of the Price Waterhouse 1990’s research into recruitment advertising, just about the only objective work of this kind of which I’m aware. This found that candidates want straightforward adverts, giving facts, cutting out excessive jargon and glossy adjectives. That candidates get irritated by the over-use of words like “dynamic, pro-active, forward thinking, visionary etc”. That they get tired of “motherhood statements that tell us nothing”. That many simply find the text of advertisements hard to believe. And that popular stocking fillers like “growing, challenges, exciting opportunities” are not the winners any cursory glance at any recruitment section would have you believe. Quite the opposite. They’re in fact seen as evidence of “mass corporate delusion”. Whoops.

         
    Profit boosters copywriting checklist

     

    You can use this copywriting checklist when you are copywriting - or to evaluate copywriting. It is based on what works best from over 1,200 copywriting projects we have done since 1978. It will lead to significantly more response from your copywriting. Before writing: 1. Study the company and the product/service being sold thoroughly so you have all the information you will need. 2. Research the prospects and the market to determine what benefits the prospect wants most, secondary benefits wanted, objections, and what would get him to buy now. Key: Don’t guess; research. 3. Develop the main emotions you can touch with your copywriting for this project, and how you will do it. The strongest emotions are love, fear, greed, acceptance, survival, anger, and health. 4. Think like your prospect; and not like the marketer. 5. Develop the best offer(s) you can make to the prospect. Your offer includes pricing, terms, bonuses and guarantee. At this point, you know the company and product, what the target prospect wants most, his objections, the main emotions you can touch, and you have developed a terrific offer. Headline and start of copy: 6. Write at least 20 different headlines before choosing the best one. Headline winners include a big, bold promise of the benefits the prospect wants most, specific figures, a guarantee, credibility enhancers, a special offer. Legendary marketers John Caples and Claude Hopkins proved that one headline can pull 10 times the response as another headline … with no other changes in the copywriting. 7. Start of copy should re-enforce the main benefit(s) of the headline, elaborate, and incorporate the secondary benefits the prospect wants most. Body of copy: 8. Develop the prospect problem and pain points. Reinforce how these problems will remain or even get worse unless he takes action, and how your product/service is the best solution. 9. Copywriting should be first person, one-to-one, conversational. 10. List the prospects likely objections to buying, and overcome those objections. 11. Sincerely flatter the prospect if you can. 12. Get the prospect to mentally “picture and enjoy” the end-result benefits of buying. 13. Use testimonials, specifics, tests, clients, studies, success stories and memberships to add credibility and believability. 14. Be sure it is easy to read and “scan”. Use sub headlines with prospect benefits, short sentences, short paragraphs. 15. If any copy is dull or boring, cut it or revise it. 16. If the flow gets slowed or stopped at any point in the copy, fix it. 17. Copywriting must be passionate, enthusiastic. 18. Create urgency to get a response now. 19. Tell the prospect what he will lose if he does not respond now. 20. Tell the prospect exactly what to do. 21. Close, Close, Close. Get action now.

         
    Radio ad copywriting

     

    Radio Ad Copywriting Within this article on radio ad copywriting, we will look at what makes up a successful radio ad. Copywriting is similar because you are always trying to sell a product but the way that you write and sell will be different depending upon the particular media vehicle that you choose to use. Whenever you start to do radio ad copywriting, you must make sure to first do your research. Research is one of the most important parts of the job and this is true no matter what type of copywriting you are doing. If you do not do your initial research, you will not know how to present your message to your target audience. When you are looking into doing radio ad copywriting, you should talk with the particular station that you are thinking about advertising with. They should give you an idea of the typical demographics of their listening audience. This will allow you to know which particular radio station you should work with in getting your message out. When you are looking at doing radio ad copywriting, you must make sure that you are much more direct with this particular form of advertising than you would if you were writing a sales letter. You have a much shorter period of time in which to make an impression upon your prospects so you must be completely focused with your message. One way to make sure that you are writing for a good radio ad copywriting is to listen to the ads that your competitors are running on particular radio stations. Each radio station focuses on a particular and very narrow demographic so if you continue to hear the same ads over and over again, you will have a good clue that they are probably very successful. Pattern your ideas in a similar vein to what you're hearing. Here are a couple of quick hitters to help make your radio ad copywriting successful. You must make sure to not just list a bunch of facts but rather try to tell a story. This will keep your audience interested. If you are trying to sell a technical product, make sure to use technical jargon early on so that you can get your target niche within your demographic tuned in to what you have to say. Radio ad copywriting must also use testimonials if you can because of the credibility towards a product that you are selling. Hopefully these quick hitting tips can give you some idea of what to do when writing your radio ad copywriting. Hopefully this article on radio ad copywriting has helped you out. Copywriting is a large field and if you choose to write on radio ad copywriting, listen to radio stations to see what works. You must continue to learn and be educated and this is a way to do it on your off time. You must make sure that you are very correct in your writing because you only have a short amount of time to impress a particular product or service upon your target audience.

         
    Review words that sell

     

    by Karon Thackston © 2005 copywritingcourse/wordswork. html It's the Golden Rule of copywriting. "Know your target audience." It is impossible to persuade someone you know nothing about to take any type of action. But the question remains: How - exactly - do you get to know your prospective customers? For copywriters, this task is the most time-consuming. When you're faced with making a connection with someone you've never met, it can be frustrating. That's why I was excited when I found out about a series of reports entitled "Words That Sell" (see: copywritingcourse/wordswork. html.) How would you like it if someone else did the hard part for you? Then take heart! The people at The Brooks Group (publishers of these reports) interviewed hundreds of professionals in a wide range of occupations to get the specific information included in the ebooks. These reports target people in 38 different industries in detail including medical professionals, chief executives, entrepreneurs, human resources, dentists, doctors, hospital administrators, engineers, real estate managers and so many others. What do they deliver? Details. Exact details about what words work, what words don't and why. What's Good About These Reports A lot of research went into the making of these reports. It took years to interview countless professionals then compile and sort the data. Then the creators of the reports developed easy-to-read ebooks written in everyday language for each profession. Inside you get: · background and personality profile · psychological profile · exact wording to use · reasoning behind why some words work and some words don't · exact wording NOT to use · sample letters, headlines and copy to use · and more You get a lot of information in each report. These are not just 5- to 8-page lists of words to use. Each report is 20-25 pages long and has insightful, specific information that will make your job as a copywriter go much more smoothly and quickly. I also liked that I could buy each report individually or in "combo" packages for a discount. That way, if I need just one, I only have to pay a small price. These reports are quick to read, and for busy copywriters, that's a real blessing. I find myself going back to them over and over and - because of the simple layout - I can get the information I need quickly without having to reread the entire report again. What's Not So Good About These Reports They need more examples. Yes, you do get examples of how to use the information, but more would be nice. (Can we ever get enough examples?) The examples given are definitely suitable, but could be more "real world." They seem rather elementary to me. Also, it would have been my preference to include a table of contents with clickable navigation links. A minor point? Maybe, but when you use the reports, as much as I do, it would save a great deal of time over the long run. Overall, the Words That Sell reports ( copywritingcourse/wordswork. html) are a huge timesaving tool. They are interesting, accurate and very useful. The sales copy claims you'll double, triple or even quadruple your profits. I can't attest to the quadruple part, but I have seen the use of the information in these reports double and triple sales for some of my clients. Are they worth the $28 (each) price? Absolutely! They'll save you way more than $28 in research and brainstorming time, and you'll have a powerful new tool for converting lookers into buyers for 38 different industries.

         
    Sales letters that sell

     

    The average consumer is inundated with sales pitches. So if you’re selling a product or service to today’s ad weary consumer, if you want your sales letters to get results, you’ll need a step-by-step plan that breaks down the barriers to buying. A plan that bypasses the head and goes right for the heart. If the heart’s in it, the brain will follow. Buying anything is largely emotional. Whether it’s paper clips or plain paper copiers, emotions lead the purchase. Facts, specs and the like are simply used to justify the decision, once made. Which means that everything about your sales letter, every sentence, every phrase must appeal to your customer’s emotions. What emotions? The simple truth is, there are only two emotions that really motivate people: The promise of gain or the fear of loss--with the fear of loss being the stronger. Example: Given the choice of headlines: “Save money in legal fees.” Or “How to keep from being sued.” The latter will probably get a better response. Supporting the promise of gain and the fear of loss are seven key emotional hooks or basic human needs. No matter what your product or service, to be effective, your sales letter must directly address as many of these basic needs as possible: • Safety/Security • Wealth • Good looks • Popularity • Self-satisfaction • Free time • Fun/Excitement So how do you get them to act? How do you go from head to heart? What’s the copy paradigm? Imagine you’re in a baseball stadium facing an audience in rows of bleachers. It’s the game of the century, ninth inning, bases loaded. And you’ve got a bag of peanuts you absolutely must sell or the boss will fire you on the spot. What would you do to get their attention? Yell “Peanuts?” Start with a verbal “2x4” You’ve got to hit them over the head with an emotional motivator. And that means you start with the envelope. Remember-- gain or loss--it has to be right there on the outside, in bold. (When was the last time you rushed to open a plain white envelope?) Two examples: Gain-- “We Put a Money-Making Miracle in this Envelope.” Loss-- “Throw This Away and Work Hard for the Rest of Your Life.” Okay. They’ve opened the letter and what do they see? A boring paragraph about your leadership in the industry? Stuffy sentences about commitment, innovation and dedication? Whoosh. In the round file it goes. Time to visit our key motivators--gain or loss. Again, it’s got to be there in a headline they can’t miss. And it must reinforce the headline that compelled them to rip open that envelope. Both headlines must dovetail in their message and emotional impact. Example: “Finish reading this letter and you’re halfway to becoming rich.” Next comes the all-important body copy. What to say to leave them begging for your product. For this we go right into the consumer’s emotions, mining for clues to the perfect selling pitch. What’s the problem? A while back, McDonalds was beating the pants off its competitors. So Burger King hired a big powerhouse ad agency to gain them market share. They tried everything--analyzing secret sauces, elaborate contests, toy tie-ins. Nothing worked. Finally, they sent out questionnaires, did focus groups, and literally stopped people on the street. And you know what they discovered? Not what consumers liked, but what they didn’t like about hamburgers. For on thing, the leading hamburger came practically “factory made” with everything on it. Some folks liked pickles, others hated onions or mayo. That was “the problem.” The solution was simple: hamburgers made to order, followed by the now all-too-familiar slogan “Have it Your Way.” The point is, you’ve got to find and exploit your consumer’s problem. And make your product the hero. Life without your product--miserable So, you’ve succeeded in getting your reader’s attention. You’ve discovered their “problem.” Now it’s time to remind them how many ways that problem affects their lives. If you’re selling a cordless electric lawnmower, you’ll want to remind them of all the headaches of their old gas powered mower. Like running out of gas, finding the gas can, taking it to the gas station, driving back with a can full of smelly gas in the car, maybe spilling gas on the carpet. Once at home, there’s the annoyance of yanking the starter until your arm feels like a wet noodle. And the fire danger of having a can of gas in the garage with kids playing near it. The point is, you want to paint a very troublesome picture of life without your product. Life with your product—absolute bliss Now that you’ve raised your reader’s interest by making them feel the pain of life without your product, it’s time to provide your solution. Here’s where you’ll briefly introduce yourself and your product or service. No more running out of gas, no more smelling gas cans in your new car, no more yanking that starter cord till your arm falls off. Just flick the switch and you’re ready to mow. Plug it into your electric outlet and it charges overnight. Your worries are over. You go on and on, hammering home the fact that your product or service is the perfect solution. At this point, your reader will probably ask, “Sounds interesting, but who the heck are you to think you can solve my problem? I never heard of you.” Credentials time Here’s where you build trust by detailing key facts that build confidence in you and your company. You could start by listing some testimonials from satisfied customers. If these come from people in the industry who your prospect is familiar with, so much the better. And if you can get photos, phone numbers and so forth, it will add even more to your credibility. This is also the time to mention how long you’ve been in business and any articles that about your company and/or its products that have appeared in the local or national media (these can be particularly valuable, since they come from an impartial source). Now that you’ve assuaged their fears about doing business with a complete unknown, they’ll want to be totally sold about your product or service. Here’s where you go into detail. And this is the perfect time to do so, because you’ve established trust. They won’t be thinking about who you are, but what you can do for them--how you’re going to solve their problem. Detail benefits, not features A key caveat here. Don’t get your reader quagmired in “Featurespeak.” It’s easy to do and it’s what most unskilled writers fall victim to. Featurespeak is for your sales team, not your potential customer. Avoid things like “Our new cordless electric mower features the X9T Autoflex handle, or the PT600 Zenon Battery. Better to say, “Our new electric mower’s handle easily adjusts to your height for maximum comfort.” Or “The easily rechargeable battery lasts up to 5 years without replacement.” If your product or service has more than three major benefits, list them in bullet point form to make them easier to read. Make them an offer they can’t refuse This is the crucial part of your sales letter. Your offer should be compelling, irrefutable and urgent. You want your reader to say, “This is a great offer, I’ve got nothing to lose but my problem.” Try to combine the big 3 in your offer--irresistible price, terms, and a free gift. For example, if you’re selling a cordless electric mower, your offer might be a discounted retail price, low interest rate, and a blade-sharpening tool. Try to raise the perceived value of your offer by adding on products or services--for electric mowers, it might be an extended warranty or safety goggles. Augment this with compelling benefits these additional products or services will provide. Assuage with a guarantee There’s a little voice in the back of every customer’s head that whispers, “Buy this and you’ll be sorry.” So make your offer bulletproof. Take the risk out of the purchase. Give the absolute strongest guarantee you can. It tells your reader you’re confident in your product or service. Enough so to back it up with a strong guarantee. Don’t be afraid to make this final commitment. Motivate the procrastinators So they’re reading your letter and are pretty convinced that your company and your product or service can solve their problem. They want to buy. The mind is willing but the flesh is weak. Time to bring in our key motivator—fear of loss. One way to tap into this fear is by convincing your reader that because this is such a good deal, only a scant few mowers remain. Or that the extended warranty is being offered only for the next few days, or for the next 50 customers. Our old motivator--gain--can be used here as well. Example: “Buy now and get a $20 gift card--FREE!” Call to action--KISS You and your staff know what readers need to do to buy your product or service, but your readers are inundated with offers every day. And each offer has a different procedure for buying. Give them a break and walk them through the order/purchase process. And KISS (keep it simple stupid). Use simple action words like “Pick Up the Phone and Call Now!” If your phone number spells out a catchy slogan or company name, always add numerical phone numbers. If they need to fill out a form and mail it, say so. And if possible, use large type on your form—especially if you’re selling to seniors. Be clear on what they’re ordering and for what price. ABC! Follow Alec Baldwin’s admonition in the movie Glengarry Glen Ross—“ABC…Always Be Closing.” Sprinkle your call to action throughout your letter. Ask for the order. Then when you give the call to action at the end of the letter, it won’t come as a surprise, but just another reminder. Better still, if they’re ready to order halfway through your letter, they’ll know what to do. Postscripts are magic Nobody reads postscripts, right? Wrong. The P. S. is the third most read element of a sales letter—after the headline and any picture captions. The top wordsmiths use several (P. P.S) in their letters. It’s one of the best places to remind readers of your irresistible offer. But you have to be brief and compelling, establishing urgency and value, and drawing on your key motivators of gain and loss. Drive it home on the order form The order form is where some of the greatest sales are won or lost. It’s where that little voice in the back of your customer’s head comes alive once again and says, “You’ll be sorry” or “You sure you want to buy this now?” It’s what I call Preemptive Buyer’s Remorse.” Time to bring in our top gun persuaders--gain and loss--one last time. Use the same persuasive arguments as before--only be brief, more compelling and urgent. Do you want the steak knives or the El Dorado? Okay, you’ve got the prized Glengarry leads. And the formula for writing a winning sales letter. Start by knowing your prospect’s problem, then drive home key benefits using the emotional motivators I’ve described. And don’t forget Alec Baldwin’s other maxim, AIDA--Attention. Interest. Decision. Action. Get their attention, build their interest, convince them it’s the right decision, and finally, urge them to act. Good luck. You’ve got 26 letters in the English alphabet. How you use them can make all the difference …between getting the steak knives or the Cadillac El Dorado.

         
    Search engine copywriting

     

    Search engine copywriting Search engine copywriting is a field that continues to develop each and every day. Copywriting as a field continues to grow but this particular niche is growing at a much faster rate than the overall field. As the Internet continues to grow, more and more companies are relying up on the Internet for a higher percentage of sales. This will ensure that search engine copywriting will continue to be in demand. To give a general background on search engine copywriting, we must first look at why this field is growing so rapidly. The number of searches that are done on the Internet is in the hundreds of billions annually. The way that most people are able to get to a website these days is through search engines. It is much harder for your website to be highly ranked without being optimized for search engines. The number of pages on the Internet has grown to over 4 billion so increasing importance has been placed upon the fact that your webpage is easy to search and is indexed by search engines. If this is not done, you will find that you will not have the sales results that you would like from the Internet. You are able to buy traffic to come to your website but you will find that you are missing out on an important piece of the sales pie by not focusing on organic traffic. This traffic can often be more highly concentrated and better leads for you then can traffic that you buy to send to your website. To get your website indexed within the search engines, you must have original content that is in high demand. Search engines index web pages by sending their search bots through these different web pages. The search bots are looking for many different factors but the key is that your writing on certain topics and at the information is valuable. The information must be valuable both to the search bots so that they index you as well as when people were searching for your information. Search engine copywriting companies play an important part in this role because they can help develop your website to be optimized for search engines as well as convert traffic into sales. While it is important for you to get traffic, the key is also to make sure that this traffic can turn into dollars in your pocket. Search engine copywriting is a growing field which demands that you must have knowledge of how the Internet works as well as great copywriting skills. If you are able to provide both of these skills, you will be able to write your own paycheck. If you want to learn more about search engine copywriting, search on the Internet under the terms "SEO tutorials." This can give you a great deal more information as far as what search engines look for and how different search engine copywriting firms operate. There is a great deal of competition in this field today so if you're interested, there is a great demand for your services.

         
    Seo copywriting service

     

    SEO Copywriting Service There are a great many companies that offer SEO copywriting service. This is a very competitive field but it is a growing field due to the demand and need for good web content. This article will focus on how you can sell SEO copywriting service. The first key when talking about SEO copywriting service is to make sure that you have a good understanding of copywriting and experience within the field. Copywriting is a subject that takes a great deal of time to learn so you want to make sure that you have some experience and education before you start to go the route of SEO copywriting service. SEO copywriting is a little different and more difficult than many other forms of copywriting due to the demands placed upon the writer. Often when you're writing copy you are writing for a particular audience and know what the audience wants. This is where SEO copywriting can be a little more difficult is because you are writing for a couple of different audiences at the same time. You must walk the tightrope in being sure that the web content that you develop fits with what the search engines search bots are looking for when indexing sites but your web content must also entice your target audience to buy your products or services. To become good at SEO copywriting service, you will want to focus on learning what the important keys to building a good website are. The first key is being sure that you have very good web content that the search bots are looking for and that your audience desires. The second key one is to make sure that you develop good back links. Back links are developed when other web sites link back to your web site. This helps the search bots find your website and index it potentially higher in the search engine rankings. There are many other factors that go into having a high page rank and being noticed by search engines but these are the two factors that stand out most in importance. There are many different companies that offer this service so you will want to develop a particular niche in which you can focus. By learning the common steps of SEO copywriting, you will have a general basis to focus on many different industries but if you focused on one particular niche, this could allow you to have specialized knowledge in a competitive advantage over many other competing firms. Hopefully this article on SEO copywriting service has been beneficial to you. This field can be difficult to learn about because you have to make sure that you know about copywriting but also how to put it in a format that fits for the Internet and allows your copy to excel. There's a great deal more competition potentially on the Internet due to the fact that there are over 4 billion web pages out there. It can take a great deal of work to get a website indexed and noticed and this is where good SEO copywriting service comes into play.

         
    Seo copywriting services

     

    SEO Copywriting Services Within this article today, we will look at SEO copywriting services from a couple of different perspectives. Within the first half of this article, we'll help you look at good SEO copywriting services and we will use the second half of this article to show you how to develop good SEO copywriting services. If you are looking for an SEO copywriting services company, there are many to choose from on the Internet today. When you are looking for an expert within this field, do not take the first company that you come across. You want to ask certain questions to make sure that his company knows what it is doing and that it has been successful at developing high ranking websites in the past. You want to ask the company how long it has been around and what particular niches it has focused on. You want to make sure that this SEO copywriting service company can understand your niche so that it can write effectively for both the search bots as well as the people searching for your product or service. You want to ask for testimonials from a couple of previous clients of the SEO copywriting services company. Take your time to search the Internet for a couple of different companies that you would like to work with and then compare prices and services of the companies you like. By doing a comparison as well as checking up on the company for its reputation and pass service, you will be putting yourself in a good position to work with a company that knows what it is doing. That part of the article focused on how to look for a SEO copywriting services company. Within the remainder of this article, we will look at ways that you can work to create your own SEO copywriting services company. This is a very crowded field with many players today so you must make sure that you do something to set yourself apart. You could be the best SEO copywriter out there but if you do nothing to set yourself apart no one will know the difference. It may help to focus upon a particular niche where you know that you can write very effectively and with a strong background. This can be a competitive advantage that you use to market your firm so that companies feel comfortable coming to you. If you have done little SEO work in the past and are interested in this field due to a passion for the Internet and experience in copywriting, take the time to build a couple websites for yourself. You can use these as training modules so that when you land a client, you will have some experience from which you can draw on. Whether you are looking for an SEO copywriting services company or looking to start your own, they key is to make sure that you know how to separate the good from the bad. Hopefully this article on SEO copywriting services has helped give you some ideas based upon which perspective you are looking into his article at. The key is to go out and do your research so that you can benefit from the SEO industry as a whole.

         
    Seo copywriting

     

    SEO Copywriting Within this article today on SEO copy writing, we will look at the specifics of a search engine optimization world and how copywriting pertains to that. A brief introduction toward search engine optimization is that its goal is to position your website well within the search engine page ranks so that you can gain a great deal of natural traffic to your website. One important part of the high page rank work is developing good web content. The importance of copywriting within this field is that you must be creative in developing web content so that it can meet the demands of both the consumer looking for information on the Internet as well as the demands placed on your website by search engine bots. There is a great deal of writing on the Internet today which is very boring and does not interest people. The key behind SEO copywriting is that you are looking to impress both the search bots as well as the people who are surfing the Internet and stumble upon your page. You do not get a great deal of time to impress your site upon these people so what you have to say and how you say it is going to be the difference between a sale and another lost lead. If you are interested in SEO copywriting, look into some of the following sources for more information. Here is the website of one particular company where you can learn more about SEO copywriting in a tutorial forum: seo-gold/seo-tutorial/. To find many more resources, search the Internet using the following term: "SEO tutorials." You will have great success in learning more about this particular field. Good SEO copywriting focuses on many different factors such as the good web content as well as keyword optimization. Keyword optimization is making sure that your website has full use of a particular set of keywords so that when people search the Internet for these phrases, your site will be on the first page of results. This is how you generate good organic search engine traffic. This deal does go beyond just keyword optimization when looking into making a website work. Take your time to learn more from the resources that were listed above. This can give you a good idea of what you will need to become an SEO copywriter or give you some criteria on when to hire one. Just as some general information, a good SEO copywriter should help you develop a high page rank within the different search engines as well as help build the sales at your website. It is important to get traffic to your website but is also important that you have a good lead conversion ratio. What this means is that you want more people to visit your sites and that gradually more of these visitors convert to quality sales for you. By providing good content that sells, you are setting yourself up as a person who excels at SEO copywriting. Hopefully this article on SEO copywriting has benefited you. This can be a very lucrative field if you learn to market on the Internet.

         
    Seo copywriting makeover finding the right trigger

     

    by Karon Thackston © 2005 copywritingcourse You've got a great product or service. Now, how do you make buyers sit up and take notice? How do you get them excited about what you're offering? You have to pull the trigger. There is at least one trigger for every product or service on the market today. Finding it is the hard part. Once you determine what will set your customers in motion, you've won half the battle. This was the case with ForecastWatch. With a new site, the owner of ForecastWatch (Jeff) was unsure of what to do with the copy in order to connect with his site visitors and cause them to take the action he wanted them to take. Not to mention, Jeff wanted to rank highly with the engines as well, so search engine optimization (SEO) had to be taken into consideration, along with the selling aspects of the copy. The Problem The only real problem was finding the right trigger. The original site had little to no usable copy. That's not an insult; it's the truth. You can see the original home page here: copywritingcourse/forecastwatch-original. pdf. Jeff knew he needed help from a professional copywriter, so he spent little time on the site content. The Solution To determine the most powerful trigger, I took a look at all the segments of ForecastWatch's audience. It was broken down into three distinct types of customers. They were all interested in the most reliable weather forecasts possible, but for three very different reasons. One group was made up of meteorologists. Their obvious interest was in being able to provide the most accurate forecasts to their viewers and listeners. A second group was compiled of weather risk managers. It is the job of these professionals to accurately assess weather for industries such as the stock exchange, construction, transportation, national defense and more. The last group needed weather forecast accuracy for personal reasons, usually as a hobby or for sports reasons (coaches, etc.). While the last group was primarily interested in the weather as amateurs, the first two segments (meteorologists and weather-risk managers) have a lot on the line when it comes to weather forecast accuracy. Their reputations and their jobs are on the line. And that's the trigger! I put it right up front in the headline, which read: ForecastWatch Because Your Reputation Depends on Being Right About the Weather The headline hit the nail on the head. It got the attention of weather professionals, was of great interest to hobbyists and included part of one of Jeff's keyphrases. The last word in the headline (weather) tied into the first sentence of the copy and, thus, created a keyphrase. Keep in mind that engines don't read spaces or line breaks or punctuation within the copy, so having one word of a keyphrase in the headline and the remainder of the keyphrase in the first sentence of the copy is an excellent way to make the copy flow and keep in line with SEO protocol. Now, the task would be to keep that same emotional twist and energy throughout the copy. With the old copy, Jeff had no rankings with the engines for his chosen keyphrases, so the optimization of the copy needed to give him a presence. The Rewrite In the opening paragraph, I touted the praises of weather professionals, letting them know their expertise was recognized and appreciated. I also used one keyphrase twice and the second keyphrase once. In addition, I used the individual word "weather" and substituted "specialist" for "risk manager" in some instances to add to the flow and give a well-rounded environment for the spiders and bots. Next, I provided a good overview of what ForecastWatch offered. Again, a keyphrase was used in the headline (because it worked for both the visitors and the engines, not strictly for SEO purposes), and a keyphrase was used in the paragraph. Finally, the copy was broken out into segments that targeted specific individuals. This gave them precise information on what benefits ForecastWatch offered them. Boxes for meteorologists, weather risk managers and weather enthusiasts were created. Within the copy for each block and again in the anchor text for links to internal pages, keyphrases were used where appropriate. These boxes lead each visitor to information that was most relevant to him/her. You can see the new copy here: copywritingcourse/forecastwatch-rewrite. pdf. The Results I always like to let the customer take over in this section. Here's what Jeff had to say about the rewrite of his home-page copy. "Traffic has steadily increased, and I've gotten a lot of leads and my largest non-weather-company business customer from Internet search. The rewrite helped me with more than just the website. It helped me to define my business goals and to articulate them in other marketing materials as well." In addition, rankings continue to rise with current positioning in the top five for one of his keyphrases. Take the time to do a little research. Put yourself in your customers’ place. Uncover what's most important to them, and you'll be rewarded with greater conversions in the long run.

         
     
         
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