Julie Guest Direct Response Copywriter, Marketing Strategist, Best Selling Author

Copywriting

How To Make Selling To Your Prospects Effortless (Without Feeling Like An Icky Used Car Salesman)

Do you love owning your own business but when it comes time to actually getting people to buy from you – you feel about as comfortable as a Rich Arab Sheikh riding the subway? Maybe you have lots of people who “like” you.

You’ve got stacks of business cards from people you’ve met at networking events.

You’ve even got a pretty large number of people who’ve told you they’re interested in what you’ve got to offer.

But here’s where you come a bit unplugged.

You hate selling.

You don’t want to be seen as someone pushy.

You think to yourself…”well, I don’t need to sell to them because they’ll buy when they’re good and ready to…

Actually they won’t.

Most people won’t buy from you if you leave them to their own timeframes, no matter how much they like you.

Why?  Because we all procrastinate.

I agree that selling the traditional way is icky, sticky work.

In fact it’s revolting.

Who wants to feel like they’re pushing products on people, who likely are backing away just as fast as we’re moving towards them. If any part of my work involved this kind of selling I would likely be off living on a ranch somewhere shoveling horse poop for a living.

The good news is that with this new economy we’re in – the old way of selling is OUT, OUT, OUT (though many are still teaching it).

And the new way of selling?  It isn’t actually “selling” at all.  It’s SERVING and it’s got a whole different emphasis and a brand new set of rules to follow which are essential for survival in these unprecedented times.

Here are 3 easy steps to doing it:

1.    Start off by asking yourself?  Is the world a better place because of the work that you do?  If the answer is yes (as it must be or you need to do something else), then you’re making people’s lives better.  So it follows that if you don’t offer your products and services to people you’re actually doing them a disservice.  They NEED YOU.  Great businesses are hard to find.  People need to know about what you do and how you can help them solve their problem.  This isn’t selling, it’s serving.  Make the mindset shift on this one and you’ll never ever “sell” another day in your life. 2.    Always begin a new relationship by offering VALUE first.  Educate your prospects about your services.  Develop a rapport with them and give them such an incredible experience that the next logical step will be for them to ask YOU “what’s next?  How do I buy from you?” 3.    Listen first, then speak.  The old way of selling is about speaking first – pushing your products to prospects.  There’s no two way conversation.  There’s no listening to  what their needs are and then offering a solution.  Always start with their needs first – not yours.

Follow these 3 easy steps the next time you find yourself in a “sales” situation and you’ll be amazed at how effortless and easy the whole process becomes!

The Worst Marketing Mistake You Can Make In Your Business

When I made the switch from escaping my corporate job to becoming a freelance copywriter, one of the things I was most excited about was building my brand. I’d had come up with a snappy name for my business (Blazing Copy), created a cool tagline and I’d hired someone to create a logo.  Actually I agonized over the logo because I wanted it to be just perfect... it was after all going to be my brand which was what was going to attract clients to me.

Right?

Maybe you’ve thought the same thing in your business.  All you need to do to get more clients is to get your brand “out there” more.  Build a stronger, better brand than your competition so that way, anytime anyone thinks of needing what you sell – they think of you.

Sounds perfect in theory.  This is, after all, what big businesses all do to get big.  They advertise and build their brand.

Unfortunately as a marketing strategy for Solopreneurs, this brand-driven marketing strategy is fatally flawed, and is responsible for more business failures than any other one thing.

I’m about to shave about 10 years off your marketing learning curve and teach you something that I never learned getting a degree in marketing….

Using brand advertising or “position type” advertising is the single worst way for Solopreneurs to market their business.  It's ridiculously costly, inefficient and most importantly – IT DOESN’T WORK.

Why? Many reasons actually.  Here are the main ones:

1)    Building brand recognition is a marketing strategy used by big BIG companies who have hundreds of millions of dollars to spend on their advertising.  It's taken companies like Apple, Coca Cola, Louis Vuitton billions of dollars to build brand recognition and 30 - 100 years to get any kind of brand recognition.  You don’t have the luxury of having either millions of dollars or 30 years to start making real sales.

2)    Brand advertising is an extremely inefficient way to market a business which doesn’t necessarily result in an increase in sales.  It doesn’t even work for a lot of the BIG companies who do it (Ford was spending more than 20 million advertising on American Idol, meantime it was hemorrhaging red ink; Circuit City had a recognizable brand, so did Borders and Linens n’ Things).

3)    Brand advertising is NOT trackable.  If you’re putting brand ads out there, you have NO idea if they’re actually driving people to your business.  If they are working you don’t know, so how can you replicate the ads and get more out there?  And if they’re not working, then you’ve no idea either.  You might as well be flushing your hard earned marketing dollars down the toilet.  (Side note: this is why ad agencies are such BIG fans of brand advertising – as it's not trackable they can’t be held accountable for results either!  They’ll take the credit if sales go up (even though this is may very well be caused by something else, and they’ll point the finger elsewhere when their brand campaigns bomb).

4)    Brand advertising puts you at the mercy of your target market.  THEY get to decide when they’ll buy from you, which might be a month from now.  It might be a year from now.  This doesn’t help you any – you’ve got bills to pay, a family to feed and a business to run now.  You need sales NOW.  Today.

So let’s recap why doing brand based marketing for your business is a really bad idea.

Using your brand to try and market you business is a bad idea because it takes millions of dollars to make any impact in your market, it’s an extremely slow way to build a business (brand building takes decades), it's like playing blind archery with your marketing money because you’ve no idea if those ads are even working, and it doesn’t necessarily result in an increase in sales.  It also gives all the power to your target market, they get to decide when they’ll buy from you, instead of you being able to call the shots and compel them to take action, immediately.

So how then should you market your business?

Simply with one objective: to market in a way that enables you to make sales TODAY.  Right now.  Use marketing that is trackable so you can immediately measure ROI and know if it's a smart use of your marketing budget, AND market in such a way that compels your prospects to take immediate action.

This is what’s known as Direct Response Marketing.  It’s the ugly sister of advertising because it’s ridiculously effective, 100% trackable and it's only measure of effectiveness is how much money it brings in. Not how pretty, cool or creative the ad was.

Imagine that.  Marketing that really works to attract new clients and gets them to take action when you want them to act (and not when they feel like it).

Next week I’ll share with you inside secrets as to how you can quickly and easily start transforming all your marketing into Direct Response marketing.

Stay tuned!

The One Little Word That Doubled the Income of a Major Company Overnight

As you know, I write a LOT of copy. From sales letters, to websites, to emails, to postcards; you name it, I've written it. This story demonstrates why you should NEVER underestimate the power words can make to someone’s business, why it’s essential that you carefully choose the words you use to advertise, and why the craft of copywriting, for those who know what they’re doing, pays so well. Here’s the story: A new ad exec had been hired to work on the account of a large company selling shampoo. Now, the marketing of shampoo isn’t a particularly exciting endeavor, but nevertheless, this young guy was excited to have been assigned such a large account. He brainstormed many different marketing ideas with the company to no avail. The company was conservative and family owned – management didn’t like to step outside the box much (in fact at all). Undeterred, the young man persisted. He was looking for the golden needle that he could convince them would explode sales. One day, while in the shower, washing his hair – it suddenly hit him. The one word that, added to a shampoo bottle, would double the company’s sales overnight. The one little word that would mean bottles of shampoo would now last only half as long. Can you guess what it was?

As Mark Twain famously said, “The difference between the right word and any word is like the difference between lightning and lightning bug.”

The one little word was added to the shampoo’s directions for use: lather, rinse, repeat.

Keep an eye out for my upcoming incredible CD of the Month Club and a very special offer – My Gurus, Geniuses and Giants Club (3G Club). Each month I’ll be interviewing a trailblazer of our time, behind closed doors – people that ordinarily you’d never ever have access to – multi-millionaires, billionaires, and trailblazers of our time. Extraordinary men and women who have made their mark on the world by stumbling, tripping, even free falling sometimes, but who’ve picked themselves up and triumphed. Hear their real stories, unvarnished, first hand. Pick up just one little idea from these business superstars that could transform your business overnight (just like one little word did for the shampoo business). My 3G Club is launching January 2012 – stay tuned for details or visit www.TheClientStampede.com.

To your extraordinary marketing success!

Julie

16 examples of irresistible offers to light your prospects pants on fire

The strength of a great sales letter really boils down to how irresistible your offer is.  Matching the right offer with your target market is often the one little hinge that can open BIG doors.  In my Client Stampede Ultimate Marketing Home Study Tool Kit I provide my exact magic formulas for how to craft an irresistible offer - here's 16  irresistible offers  out of my list of 47 in my Ultimate Marketing Toolkit you can easily "swipe and deploy" for use in your own business:

  1. Free information report, starter kit, demo, sample etc
  2. FREE with absolutely no strings attached
  3. Free trial converts to monthly billing or payment of product after X days – (Pay nothing now)
  4. Free Shipping
  5. Hold your check
  6. Time deadline
  7. Limited number of units available
  8. Bonus overload – stacked bonuses
  9. Early bird bonus tied to a specific response date
  10. Silly premium – mousepad, cartoon, t-shirt, coffee mug
  11. Mystery gift
  12. Basic/deluxe or good/better/best
  13. Accept payment on multiple credit cards
  14. Easy pay options (monthly payments)
  15. The more you buy the more you save – tiered discount based on amount purchased
  16. Different pricing based on customers promise of action (e.g. for testimonial or referral)

7 Easy Steps To Writing A Darn Good Sales Letter

You've gotta love the power of a great sales letter.  It's THE best leverage of your time and is like having your very own army-sized sales force, pounding the pavements for you, perfectly delivering your marketing message every time for less than a cup of coffee.  They never call in sick, never go on vacation, never ask for a pay raise and they'll work tirelessly around the clock for you 24/7, 365 days of the year. So here are 7 expert secrets to writing an extremely effective sales letter.

Secret #1  Create an attention driven headline that specifically speaks to your target market, arouses curiosity and answers the question in your prospects mind "what's in this for me?".  For example: "Using a Lawyer May Be Dangerous To Your Wealth" "For the Woman Who Looks Older Than She Is" "Former Hairdresser Earns $8000 a Month As A Real Estate Specialist" "How To Double Your Income in 60 Days Or Less"

Secret #2 Open your letter with a personalized salutation (the more PERSONAL you make your letter look and sound, the higher your response rate will be).  If you can't address it to the person directly (eg Dear John, or Dear Mrs McDonald), try using one of these salutations: Dear Friend Dear Neighbor Dear Fellow _______er <i.e. Golfer> Dear Colleague, Dear Reader Dear Frustrated Tax Payer Dear Valued Customer

Secret #3 Use a powerful "letter opener".  The first couple of sentences of your sales letter have to be really compelling to "hook" your prospects and get them to read the rest of the letter.  Consider these: Here’s you chance to... In looking over our records I noticed that you... Will do me a favor? Will you try this experiment? Here’s an amazing opportunity! I’m writing to.. Congratulations! Could you use an extra $500 a week? Frankly,I’m puzzled... I couldn’t wait to write to you.

Secret #4: Talk about Benefits, NOT just features in your sales copy.  Understanding the difference between benefits and features is critical for the success of your sales letter.  A feature is fact driven, a benefit is more of an emotional connection.  This difference is extremely important because people BUY ON EMOTION, THEN JUSTIFY WITH LOGIC!!!  For example a feature is this drill has 27 different drill speeds.  The benefit is that you can get your work done in half the time which means you get to spend more time relaxing on the couch, watching your favorite sport.

Secret #5 Use Subheadings, bold font, itallics, and underlining to create a "double readership path" Everyone reads sales letters differently.  Some people will read every word, others will skim read every paragraph, and still others will just read the headline, the opening paragraph and then maybe the PS at the end of the letter.  That's why you need to make sure the most persuasive and important messages in your sales letter are made to jump out at the reader and create a "double readership path"..

Secret #6 Make sure your sales letter contains an irresistible offer and a deadline to respond by (remember this offer should be bold, it should be different to anything your competition offers, and compelling enough to light your prospects' pants on fire).  Here are some examples of irresistible offers:

  1. FREE with absolutely no strings attached
  2. Free trial converts to monthly billing or payment of product after X days – (Pay nothing now)
  3. Free Shipping
  4. Hold your check
  5. Bonus overload – stacked bonuses
  6. Early bird bonus tied to a specific response date
  7. Silly premium – mousepad, cartoon, t-shirt, coffee mug
  8. Mystery gift
  9. Easy pay options (monthly payments)
  10. The more you buy the more you save – tiered discount based on amount purchased

Secret # 6 Include a bold reverse risk guarantee.  This is a very powerful copywriting technique to make it easier for your prospects to say YES than no.  Here's an example:

"You’re fully protected by our iron-clad money-back guarantee: If you decide that your <name> membership and <publication> aren’t for you, just let us know at any time during your membership period. We’ll send you a prompt 100% refund – every penny you paid. That’s a full refund, not partial or pro-rated. All the issues and the bonuses are yours to keep – even if you cancel. Could any offer be fairer than that?"

Secret #7  Use a powerful close to make your prospects whip out their credit cards

The way you close your sales letter is very important - it will determine whether your prospect puts your sales letter down to "think about it" or is moved to tale immediate action.  Here are some great examples:

"The next move is up to you. I’ve shown you that the <name of your product> is as risk-free as an offer can come. You and I both know that if you’ve read this far in the letter, you’re seriously interested in improving your business and personal income. All that’s left to do now is take action and call the number below to place your order".

"You really can’t afford not to invest in this course! Don’t you think you owe it to yourself to move on this incredible opportunity?  So what are you waiting for? Drop the enclosed card in the mail today."

That's it!  Follow these 7 simple steps and your sales letter will be MILES ahead of anything your competition is using!!!!

 

Ode to David Ogilvy

One of the Most Brilliant Advertisers of All Time – This cantankerous and controversial old Scotsman would have turned 100 this year.

Best Ogilvy Quotes:

“Good copy can't be written with tongue in cheek, written just for a living. You've got to believe in the product."

 “If it doesn't sell, it isn't creative.”

“On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.”

“In the modern world of business, it is useless to be a creative, original thinker unless you can also sell what you create.”

“Hire people who are better than you are, then leave them to get on with it. Look for people who will aim for the remarkable, who will not settle for the routine."

“Never stop testing, and your advertising will never stop improving.”

“Our business is infested with idiots who try to impress by using pretentious jargon.”

“I don't know the rules of grammar... If you're trying to persuade people to do something, or buy something, it seems to me you should use their language, the language they use every day, the language in which they think.”

“If each of us hires people who are smaller than we are, we shall become a company of dwarfs. But if each of us hires people who are bigger than we are, we shall become a company of giants.”

Recommended Reading: “Ogilvy On Advertising” by David Ogilvy – he’s funny, insightful and a brilliant writer and copywriter.

7 Tips To Writing Emails That Won’t Get Deleted

Most people scan their inbox with their finger hovering over the delete button.  Here are 7 easy tips to ensure your email actually gets read.

  1. Start with a compelling, curiosity arousing Subject Line Your subject line is THE most important part of your whole email.  Keep it short – I always recommend about 7-10 words max, try and include a benefit or arouse curiosity: e.g.  The One Simple Sales Mistake That’s Costing You Thousands Double your income? Use this marketing secret 3 Secret Tips To Recession Proof Your Business
  2. Personalize the email Most people write mass emails like, well mass emails – not personal communications written to an individual.  One of the biggest turn offs when opening an email is getting a broadcast message.  When writing your email – even if it is being sent to thousands, make sure it sounds like a friendly conversation you’d have with them over a cup of coffee.
  3. Avoid delete worthy words like “passion”, “thrilling”, “state of the art”, “leading edge”.  These words have been used to death and have become completely meaningless
  4. Make your email a compelling read.  I often get asked how long an email should be.  Simply it should be as long as it needs to tell your story or get your message out.  Anyone who tells you the shorter the better clearly doesn’t understand the power of good copy.   If someone is reading a good email, just like a good book they’ll be devouring every word and won’t be able to put it down.  The old sales adage “the more you tell the more you sell” is so true – but it’s gotta be interesting to read.
  5. Keep it simple.  Forget slick email templates and fancy headers.  Hands down the emails that pull the best response are the ones that look just like they’re composed as a personal email – from you to me.  Plain black font (no multi colors).  And don’t add more than one attachment.
  6. Talk about benefits not features.  A feature is our lamp contains 6 different dim settings.  The benefit is this: you won’t strain your eyes from harsh light enabling you to read for longer periods of time.
  7. Always include clear instructions for a call to action.  The simpler the better e.g. just click here to have our widget rush mailed to you, or call my personal cellphone directly and … etc.

 

The BIGGEST Pulling Sales Letter Of All Time

This sales letter, written by one of the greatest yet least known copywriters of all time (Martin Conroy), was first launched for the Wall Street Journal in 1974. It's known in insider expert copywriter circles as the "Two Young Men" letter and still today is the single largest pulling sales letter of all time (it's raked in more than 1 billion in subscription revenues for the WSJ).

This sales letter has been successfully used as WSJ's control piece for the last 18 years, combining a compelling offer, a reverse risk guarantee,  and very well crafted sales copy that tells a story.  This sales letter can be mailed just about anytime to a qualified list and it's a sure winner to pull in response profitably year after year.

Your DIRECT RESPONSE “MUST HAVE” Laundry Checklist For ALL Your Marketing

In the last post I discussed the vital importance of scrapping traditional/brand based advertising for your business.  Instead, I talked about the importance of shifting all your marketing and advertising to direct response marketing. What’s direct response marketing again?

In its simplest form, direct response marketing is advertising that ALWAYS contains a special offer with a deadline.  It’s advertising that has the objective of motivating prospects to take action immediately.  Direct response marketing directly sells a product or service by containing an irresistible offer – it doesn’t just talk about what you sell with no reason to take action now.

Using direct response marketing, you can tell within a day or a week of running an ad exactly how effective it was. You can tweak successful ads to try and make them more successful, and scrap the dud ads that aren’t pulling a response. No more guesswork. This way, every one of your marketing dollars can be ruthlessly tracked and held accountable.

For examples of direct response marketing think of home shopping channels like QVC, or catalog marketers like J Peterman, and Cabela’s.  It doesn’t matter what kind of business you’re in – whether you offer legal services or sell tires for a living – direct response marketing WILL work for your business.  In fact it’s the missing ingredient required for a major marketing break through.

As promised in the last post, here are the essential ingredients you must include in your marketing to ensure it’s a direct response advert, not a brand/traditional advert:

An irresistible offer or offers

  1. A deadline for response
  2. Clear instructions on what they need to do to respond (e.g. To place your order call our customer service department at xxx-xxx-xxxx or fax your order to...etc.)
  3. A bold guarantee that reverses the risk for your prospects
  4. Strong sales copy that talks about benefits, not features (e.g. Feature: This drill has 21 different speeds.  Benefit: You can get your work done in half the time)
  5. Testimonials from customers that overcome your prospect’s main objections
  6. Follow up.  Don’t just mail one piece or send out one letter – use ideally a three-step follow up process

I go into more detail about each of these steps in the Client Stampede Ultimate Home Study Kit and show you exactly how to apply these to your business, including done-for-you templates that you can “swipe and deploy” to use in your own business.

The information contained in this blog post is pure gold!  Many, many fortunes have been made based on applying just these 7 principals! These principals will work for you too!

Print out this blog post and pin it to the wall so you can refer to this information often!

Three Smart Questions to Find Out About Your Target Market

No matter what kind of marketing you’re doing – whether it’s a blog, a billboard, or a brochure…there are 3 CRITICAL areas that must be in alignment: there must be a market to message to media match. This is also referred to as a marketing triangle. If any one of these areas is out of alignment, it’s certain death for your marketing. The most critical is WHO is your target market. This must be the starting point for ALL your marketing, because if you get this wrong, then your marketing message will be seen by the wrong people no matter what media you select.

Here are 3 very smart questions to ask yourself about your target market. The objective of asking these questions is really to “get inside their head” in order to help you write powerful copy that’ll resonate with them.

Robert Collier says you need to write copy so that you are “continuing the conversation your prospect already has going on in their head.”

Here are 3 starter questions to ask yourself about your target market that’ll do just that:

1. What keeps them awake at night? – What has them sleepless, what’s really bugging them so bad they can’t sleep?

2. What are they scared of? – Everyone is afraid of something!

3. What are their top 3 daily frustrations? If you don’t know – get the list, talk to enough of them so you get consensus.

Once you have the answers, you need to relate them back to the product or service you sell (e.g. Is the government making you see red with yet another tax hike for small business owners? Come to my free seminar – The 7 secret strategies for small business owners to slash their tax bill legally …).

Three secret copywriting formulas to make price irrelevant

As price is usually the #1 objection to overcome when composing a sales letter, so it helps to have an arsenal of time tested tools at your disposal to get your prospects fixated on something other than price! Here are 3 very powerful copywriting formulas that will help you to achieve just that.  These formulas are easy to understand and they’re very adaptable to any business.

1.    The Problem-Agitate-Solve formula

This is one of my favorite copywriting formulas of all time because it focuses on our extreme need as humans to move away from pain.  It's also one of the copywriting formulas that I use most often and may be the most surefire one ever invented. The first step is to define your customer’s problem.  You may be writing about a problem they know they have, or one they don’t know they have.  Either way it doesn’t matter because a great sales letter avoids assuming knowledge on the part of their prospect.  So you set forth the problem in clear, straight forward terms.  E.g. if you were writing about a tax reduction course for small business owners you could write:

As a small business owner, you're already the government's #1 target.  Just when you feel you're starting to get ahead the government intervenes and slams you with a new form to fill out, a new regulation to follow. It's one thing after another. And now you're going to have to pay higher taxes with their new tax reform bill. Just what you needed - unless you discover a few secrets used by some of the “big players” to escape through little known loopholes that are 100% legal.

Once the problem is clearly established then it’s time to agitate.  We want to whip them into a frenzy and make the problem larger than life.

Here’s an example from a sales letter promoting a pair of shoes:

“ if you insist on wearing just any old pair of ordinary shoes, here’s what you can look forward to in your golden years…sunken arches…extraordinary backpain…terrible discomfort in golf shoes…pain lifting grandchildren…you’ll be asking your friends to slow down just so you can catch up!”

Then once your prospect has broken into a sweat, pacing the room thinking “this pain has got to stop”, you present them with the solution – your product or service!

2.    Telling The Future

Everyone is fascinated with predictions of the future.   Give your prospects your predictions for the future, and relate these to your product or service. It's a great distraction from price and makes your sales letter very memorable and "news worthy".

Faith Popcorn has built her entire business using this copywriting formula.

 3.    The Winners/Losers comparison

This basic sales pitch goes something like this (from Earl Nightingale's "the Strangest Secret"):

“take any 100 people in America today at the age of 25 and follow them until they’re 65.  Here’s what you’ll find – only 1 will be rich, 4 will be financially independent and the other 95 will be broke – dependent on the government, social security, friends and relative to provide them with life’s basic necessities.  That’s 5% successful, 95% unsuccessful”.

This same basic comparison has been used to sell everything from insurance to dental plans, to multi-level marketing. Whatever it is you’re selling – it’s the path that the 5% successful choose, not the 95% the unsuccessful choose!

These 3 copywriting formulas can be used or their own or combined, even in the same sales letter or presentation. They work great in print and sales copy and work equally as well in face-to-face-selling. One or all 3 of them will work great for your business - go ahead and try it!

How to use “Power Phrases” to effortlessly sell your prospects without sounding like a used car salesman.

Words are the most powerful weapons we have.  Your ability to write copy that connects, resonates and persuades your prospects to buy from you, will ultimately determine the size of your bank account. As Mark Twain says “The difference between the right word and almost the right word, is the difference between lightning and lightning bug”.

Now of course you can hire a copywriter to write your sales copy for you.  You may decide that’s the fastest path to get where you’re going.  Or you may decide to write it yourself. Either way I strongly urge you to study and learn how to write great copy.  It’s one of the 3 smartest investments you can make in your business.

In the meantime, here is a quick short cut or what I call “power phrases”.

Here are some examples of power phrases – these are ones to enhance your company’s image:

Who you buy from can be just as important as what you buy

We offer the most comprehensive _________ in the industry

We make life easier …

We offer practical, low cost solutions…

We’re familiar with every nuance of …..

Day after day we …..

Our total commitment to ….

We recognize the realities of ….

We don’t play games with …..

Despite what you may have heard ….

What’s our formula for success?

It’s our job to …

We offer the added advantage of ….

Here are some power phrases to justify a high price:

The ____ you receive will be worth many times the price

Treat yourself to a ______

Why pay $ ____ for a _____ when for a few dollars more you could have a ______

Allow yourself a little indulgence

Not as expensive as you think

A practical luxury

The Rolls Royce of _____

The Harvard of _________

Flagrantly expensive and worth every penny, ______ identifies you as ________

Here are some power phrases that convey security and peace of mind:

You’ll never have to take chances with …

Rest easy.

Never again will you have to …..

You won’t lose any more sleep over …..

Protects your valuable ……

Avoid embarrassing mistakes….

Gives you the assurance of …...

Incorporate some of these power phrases into your marketing and see what a difference it makes!

How to get the WHO right

You might have heard me say this before.  The WHO of who you're marketing to is actually far more important than the WHAT or the HOW. By WHO I mean who exactly is your target market?

Great marketing hinges on the successful marriage of three things - your market (the Who). Your message (the What).  And your media (the How).

By far the most important of the 3 is WHO you choose to sell to. Why? Because the tighter you can define your target your market, the better you can tailor your message, and the more effective it will be.

For example the way that you sell to men and women is very different.  Men are fact and experience driven.  Women are story driven.

Equally a baby boomer age 50-60 is a very different market from a mature baby boomer-approaching senior age 60-70.  Very different markets, and therefore very different messages are needed to reach them in order to sell to them.

Let me use an example of a company you'll be familiar with to illustrate the .  Home Depot.  Many people would say their target market is anyone looking for home improvement products and services.

That's far too wide.  Here would be a much better definition:

"Do-It-Yourself Homeowners - typically married couples between the ages of 25-55 who live within a geographic radius of 10 miles of a Home Depot store, with a combined household income of between $50,000-$200,000/year."

By using this definition instead, the Home depot now exactly who they're going after, what messages to use and what forms of media will best reach them.  Eg their messages are going to be about creating the ultimate happy, harmonious family life  which having a beautiful home is part of.

If you're not sure who your target market is, then here are 2 strategies I can suggest:

1)    Review your existing customer list - look for patterns as to gender, age, geographic location, earnings, buying habits etc. to help you better understand WHO your market really is, or

2)    Build a profile of your IDEAL customer, and go after them.  This is where the REAL hidden gold is sitting in your business!

Tired of boring on-hold messages? Try this one...:)

Thank you for calling. All of our associates are currently busy assisting other customers. But your call is very important to us. So have no worries, we'll get to it shortly. In the mean time, unlike most companies who try to lull you with boring music or force you to endure endless sales messages, we'd like to occupy your time more effectively. So while you are waiting to speak to us, we hope you enjoy our version of being on-hold. If you're like most of us, this week you've spent around 7 hours of your time sitting in traffic.

Just so you know, we don't want to waste any more of your valuable time. We'll get to you call very soon. No need to honk. Thanks for calling us.

A real life in-person person will be with your shortly. Well I'm live, of course, but I'm not here right now. I recorded this earlier. And due to the fact that so many of people enjoy our excellent services, you may have to wait for a few. Sorry for that, but it's worth the wait.

For now, just sit back and I'll keep you company. It has been proven that the average person falls asleep in about seven minutes. Relax, we don't expect you to fall asleep on us. We'll answer your call much sooner than that. In the mean time, we hope you didn't think this message was a snore.

Did you know you have to wait two full months for your hair to grow half an inch? So if you were thinking your new 'do would grow out while on hold, you're mistaken, we'll get to your call much sooner than that, and by the way we love what you've done with your hair. Life goes by too fast. Don't you agree? So we thought you would appreciate if we slowed things down and put life on hold for a minute.... There, now isn't that much better? But don't worry. We won't slow things down too much. We'll be with you in just a moment.

7 secrets To Maximize The Key Words In Your Headlines (Kick-Butt for Web and Print Marketing)

Secret 1 Begin your headline with "How To"How to keep your husband home...and happy How to end your money worries once and for all How to do Central America on $11 a day

Secret 2 Begin your headline with "Who Else" Who else wants a whiter wash...without using nasty chemicals? Who else has thinning hair? Who else wants a radiant complexion in 27 days?

Secret 3 Begin your headline with "Which" Which of these batteries is the best value for your Chevy? Which of these 5 skin troubles would you like to end? Which stocks will outperform the S&P 500 over the next 12 months?

Secret 4 Begin your headline with "Wanted" Wanted: Safe Men For Dangerous Times (advert for security guards) Wanted. Autographs and historical documents Wanted. A Few Good Men. (Recruiting slogan of the US Marine Corps)

Secret 5 Begin your headline with the word "Because" Because you care about your pet. (dog food) Because fleas come back.

Secret 6 Use a testimonial style headline Why I cried after the ceremony I was going broke - so I started reading the Wall Street Journal After months in the Sahara desert, not only do we swear by this protection system, our camels love it too. (clothing) Do you have any idea how much fat is in this rich, creamy pudding? None.

Secret 7 Offer the Reader a test Can your kitchen pass the guest test? Can you pass this writing test? Can your scalp pass the fingernail test?

Happy headline writing! :)

It Takes 12 Miles of Cotton To Make This Lands' End Shirt ...

State just the facts but make it extraordinary by telling a story.  Begin with your headline (12 miles), continue with the weave and yarn (you can't quite recall what the short makers call it but you're impressed).  Tell about just a few of the steps (not all 69), about the "super durable buttons" (only 62 in the whole world - you're also creating scarcity), and the 120 lock stitched buttonholes.  Tell your story with about 12 steps in all, plus the promise of a great price, a better than money back guarantee, a free catalog.  Throw in multiple calls to action.  Put the headline under the picture...sit back and watch the sales flood in.

How risk reversal can transform your business & beat your competition every.single.time

A mother was looking to buy a pony for her little girl.  She had done her homework and knew exactly what she wanted.  After a bit of searching the mother found 2 ponies that were virtually identical in size, age, temperament and training. All that differed between them was the asking price.

The first farmer wanted $500 for his pony. He told the mother all she needed to do was to write him a check for $500 and the pony would be delivered to her.

The second farmer wanted $1000 for his pony.  He wanted the little girl to have the pony right away but he didn't want any payment for it.

Instead the second farmer offered to deliver the pony to the little girl for a full month.  He'd bring all the pony's feed and supplements for that month, so it wouldn't cost the mother anything to "try out" the pony.  And he'd send his barn manager over to the little girl's house once a week to teach her how to groom, feed and care for her pony.  He told the mother that the pony was kind and gentle, but that the little girl should ride the pony every day, just to make sure they got along.  He also offered two free lessons with his wife (who happened to be a certified horse riding instructor).  All at absolutely zero cost.

If at the end of the 4 weeks, if the mother decided she wanted the pony, then the $1000 would be payable then.  And if she decided that she didn't, then the farmer would send out his barn manager to clean out her stall and pick up the pony. No questions asked, no mess left behind, no payment needed.

Which pony do you think the mother bought for her little girl?

Obviously there was no contest. And it will be no contest for you if you incorporate strong risk reversal in your business operation.  By completely eliminating the risk from the buying decision - you make it easier for your client to say "yes" instead of "no" and you eliminate the major barrier to them buying.

How?

You need to totally and completely guarantee the purchase for your client.  Think about what your clients want most from purchasing your product or service.  Then guarantee them that outcome, or they can have their money back.  If it's not practical to fully guarantee the entire purchase then guarantee whatever portion of the purchase is practical.

Take my guarantee for example.  I back all my services with my 100% Grin-Ear-To-Ear Happiness Guarantee.  If for any reason my clients aren't happy with any of my work - then I'll do whatever it takes to make them grin ear to ear - whether that means: completely reworking a campaign at my cost, refunding their money, or both.  No hard feelings.  Whatever it takes to make my clients happy, I'll do it.

And everyone wins.

My clients win because they get a truly amazing service or they can get every penny they paid back.  I'm motivated to work even harder to ensure my client is happy because of my guarantee.  And I win because I get a happy client who'll keep using my services and will spread the word.

Reverse the risk in your business and place this message up front and center in all your marketing.  Watch what a difference it makes.