The Red Pen Review

This Blog Has Moved

2008-10-23T21:29:00.000-07:00

The Red Pen Review has moved to http://www.writewaysolutions.com/blog. Just click on the link and you'll be taken there immediately.

Do-It-Yourself Secrets for Creating a Profitable Website or Blog

2008-10-06T14:43:00.000-07:00

My interview with Andy Renk is now available for f r e e download.

Andy is the co-founder of Click for Clients, a training company focused on teaching entrepreneurs how to build web-based marketing systems at minimal cost.

He began playing with the Internet in 1993 while working as a corporate graphic designer. In 1995, Andy saw the potential for doing business online, so he built an e-commerce site -- ProjectorSuperStore.com -- selling audio/visual hardware.

Not long after the site was up and running, and a few crude search engine optimization techniques later, requests started coming in from all over the world. In only three years, and with just three employees, the company grew from $0 to $15 million in sales.

Since then, Andy has started several other Internet businesses, including Max Podcasting, a site for real estate video podcasts. He has also consulted with scores of small business owners across the country.

During this 44-minute interview, you'll discover do-it-yourself secrets for creating a profitable website or blog, as well as ...

· A simple way to convert "ugly" URLs into web addresses with keywords or phrases that search engines love.

· 3 ways you can stay on top of the latest trends in website design and functionality without spending hours scouring the Internet.

· How to automate the blog writing process and receive content targeted toward your key phrases.

· A f r e e tool that rewrites text so you eliminate the risk of duplicate content on your website or blog.

· 2 online tools that help you identify lucrative keywords with low competition, making it easy for you to optimize your website for the top position in the search engines.

· A quick and easy technique for generating back links that will help push your website up the search engines.

· 4 resources you can start using today to instantly generate traffic and build back links to your website -- at absolutely no cost.

· How you can quickly get started using social media to network, distribute your own content and receive cutting-edge information about your industry before anyone else.

· And much more.

Get this exclusive interview by clicking or downloading thefollowing MP3 link:
http://www.writewaysolutions.com/mp3/andyweb.mp3 (Part 1)
http://www.writewaysolutions.com/mp3/andyweb2.mp3 (Part 2)

You can also read the transcript here: http://www.writewaysolutions.com/pdf/andytranscript.pdf

Enjoy!

Also, Andy's social media website, Social Orange, allows you to connect and learn from small business owners worldwide -- and it's absolutely f r e e. Check it out at http://www.socialorange.com.

One other thing ... If you haven't already, be sure to listen to my interview with brandologist Lisa Barnard. She explains how you can use branding to capture prospects and create customers at http://tomtrush.blogspot.com/2008/09/how-to-use-branding-to-capture.html.

A Little Inspiration for You …

2008-10-02T15:09:00.000-07:00

The negativity drives me nuts!

A quick glance at CNN.com shows the usual doom and gloom “highlighting” the latest headlines.

Gators, dead cows may hide Ike victims ... Which jobs will get cut first? ... Cop commits suicide after stun gun death ... America’s chilling future ... X-ray shows knife stuck in teen’s skull ... Mets pitcher sought after fatal hit-and-run ...

Sure, I understand negativity drives the news, but these days it’s gone to an entirely new -- and ridiculous -- level.

All this negativity is the reason why I’m telling you about one of my favorite inspirational resources. My twin brother introduced it to me last year.

http://www.212movie.com

When you click on the above link, be prepared to set aside about 2 minutes. That’s how long it will take you to view the video.

What you’ll experience is one of the quickest ways I’ve found to transform your mindset, boost your energy and renew your focus. In fact, I believe the inspirational message in this video is so powerful that I used it last year to lead off one of my seminars.

While watching the video, I encourage you to think about how you can apply the inspirational message to your marketing efforts.

Don’t worry. You don’t have to sign up for anything or spend a single cent.

The video will start playing immediately after you click the link.

http://www.212movie.com

How to Write ‘Easy Reading’ Ads Your Prospects Will Remember

2008-09-16T17:19:00.000-07:00

Look inside just about any advertising book, and you’re almost certain to find a section stressing the importance of easy-to-read copy.

After all, using words your prospects understand is a basic rule when crafting an effective message.

I admit, though, writing "easy reading" copy is a battle I fight every day.

One reason why is because, until recently, I couldn’t find an explanation of how readability is measured.

Sure, I understood the importance of using short sentences and simple words.

I also realized you could spell check your document in Microsoft Word and learn its Flesch-Kincaide Grade Level -- a number that corresponds with the years of education generally required to understand the text.

But I still wasn’t clear about the exact factors that determine readability. I wanted specific guidelines I could follow to virtually guarantee anything I wrote was easy to read and understand.

A couple of weeks ago, I finally found what I was looking for ...

In July, I began studying Clyde Bedell’s advertising course, "How to Convert White Space into Advertising That Sells."

An advertising copywriter and consultant, Clyde wrote for notable companies such as Butler Brothers, Ford and Mercedes-Benz from the 1930s to 1960s. He was also the first person inducted into the National Retail Advertising Hall of Fame.

In his course, written in 1963, Clyde uses the following four factors to explain the analysis behind an "index of readability":

1. Sentence length (i.e., number of words)

2. Word simplicity (i.e., absence of affixes or the number of syllables per 100 words)

3. Personal words (i.e., pronouns and words with masculine or feminine gender, such as man, uncle, actress, fisherman)

4. Personal sentences (i.e., direct quotes or sentences that carry direct commands, suggestions or questions for the reader)

By itself, this is valuable information. However, what he mentioned next is the key that could unlock your treasure chest of advertising gold.

"Your sentences to the public in advertising should average not over 14 words. Fewer would be better. Syllables should be kept to 140 per 100 words -- or less. 'Personal words' should make up about 10% of your ad writing."

Of course, these recommendations assume you run ads with more than just a few words and a price splashed across a product picture.

If you use copy-starved ads because you think people won’t read a lot of text, I encourage you to re-think this belief.

True, most people will not read ads filled with text ... but your prospects will! Why pursue the general public when you can target prospects who crave information about your product?

If you need proof of how well long copy works, search online for early Campbell’s Soup magazine ads. The company became one of the nation’s most successful advertisers by running ads averaging well over 200 words -- and they were selling 10-cent cans of soup!

According to Nielsen Monitor-Plus, last year Campbell’s Soup spent $525 million advertising its family of brands.

They must be doing something right.

How to Use Branding to Capture Prospects and Create Customers

2008-09-04T09:33:00.000-07:00

My interview with Brandologist Lisa Barnard is now available for free download.

Lisa is the founder and owner of Brain Lab, a business branding consultancy specializing in helping entrepreneur-led businesses define and implement a clear, concise brand -- both internally and externally. Lisa's ability to execute creative that is "out of the box" and produces results for clients has garnered awards in both print and broadcast mediums.

As a creative lead, she's worked on several high-profile accounts, including Gemstone Hotels & Resorts, Cielo Phoenix, San Luis Obispo Visitors & Conference Bureau, Shamrock Foods, the Girl Scouts, Kentucky Fried Chicken, Public Service Company of New Mexico, Salt River Project and New Mexico State Tourism.

During this 40-minute interview, you'll discover how to use branding to capture prospects and create customers, as well as ...

- 3 questions you must answer without any doubt before you begin branding yourself or your company.

- A common mistake that can cause you to retract and restart your branding strategy -- regardless of how long you've been in business.

- Why improper use of creativity can damage your brand beyond repair.

- 3 essential items that will instantly legitimize your company's brand with your prospects and customers.

- What a German SUV has to do with helping you develop an effective branding strategy.

- A low-cost online resource that could put you on a fast-track to building a brand people recognize and remember.

- 9 simple questions to help you determine if you can begin including sustainability as part of your brand ID.

- And much more.

Get this exclusive interview by clicking or downloading the following MP3 link: http://www.writewaysolutions.com/mp3/brandinterviewweb.mp3

You can also read the transcript here: http://www.writewaysolutions.com/pdf/branding_ebook.pdf

Still Not Getting Any Love from the Search Engines?

2008-08-30T06:55:00.000-07:00

About two weeks ago, I sent out an article that offered ideas for helping boost your website in the search engines.

Without a doubt, it was one of the most popular pieces I've ever written.

I think one of the reasons why is because it showed you don't have to be an expert webmaster (I'm certainly not) or empty your wallet to experience search engine success. After all, you can make a huge impact on your search engine ranking by just tweaking your text.

Now, I'm certain there are still plenty of people who are hesitant to make adjustments to their websites -- and that's okay.

For those of you who may need a little more encouragement, here's an excellent resource that will help you take action: http://www.clickforclients.com/blog/2008/08/brief-04-make-search-engines-love-your-web-pages/

Now, before you click on the above link, please be prepared to set aside about 20 minutes. That's how long it will take you to view this video from Andy Renk, co-founder of Click for Clients.

The ideas Andy reveals -- at absolutely no cost -- are designed to make search engines LOVE your web pages. Best of all, his suggestions are easy to incorporate.

I encourage you to pay special attention to Andy's tip about how to create "search engine optimization juice" using internal links.This simple adjustment can have a dramatic effect on your search engine ranking and the length of time people stay on your site.

Here's the link again: http://www.clickforclients.com/blog/2008/08/brief-04-make-search-engines-love-your-web-pages/

There's no opt-in. Simply click the link and you can start watching immediately.

5 Common Mistakes That Bury Your Website in the Search Engines

2008-08-11T19:07:00.000-07:00

(Click here to listen to an audio recording of this article.)

How can I increase my website’s search engine rankings so I get more traffic?

If you have a website, there’s a good chance you’ve asked this question (or a variation of it) many times.

You may have even searched online for a solution. After all, there’s no lack of companies claiming they can place your website atop the search engines.

If fact, you don’t have to look any further than your e-mail inbox to see these promises. Search engine ranking is a common spam topic.

When providing advice on improving search engine ranking, I focus on five components that revolve around your content. But before I tell you how to use them, let’s eliminate one myth before going any further.

Spending tons of money on your website has little -- if any -- effect on your search engine ranking. Any attempt to buy your way to the top of the search engines will only leave you frustrated ... and holding an empty wallet.

If you truly want your website in the top positions on search engines, prepare to put in some effort. What I’m about to tell you is not a "lazy man’s way" to search engine success.

Instead, you’ll find solutions to the 5 biggest mistakes I see on websites as they relate to search engine rankings.

Website Mistake #1: Your content is outdated.

Search engines such as Google crave fresh content. So treat your text as if it was your wardrobe -- and keep it updated. Better yet, commit to regularly adding new content to your website.

Your written words are the most important aspect of your website. When you provide current content that matches your prospects’ needs, you encourage repeat visitors and give yourself more opportunities to be found in the search engines.

When writing your new content, keep in mind the following two questions posed by legendary copywriter Robert Collier:

What is the bait that will tempt your reader?

How can you tie up the thing you have to offer with that bait?

Website Mistake #2: You have a low number of incoming links.

The number of other websites linking to your website is an important factor in your search engine ranking. As you build incoming links, your credibility with the search engines grows.

One way I like to boost incoming links is by distributing articles to directories such as EzineArticles, Articlesbase, GoArticles and iSnare.

When you use these free services, you give online publishers the opportunity to post your articles on their sites, blogs or newsletters. So, in addition to increasing your incoming links, your work is introduced to a new audience of prospects.

You can also build links back to your website by writing comments on blogs and forums related to your industry.

Website Mistake #3: Your content doesn’t include terms your prospects search.

You can learn what prospects desire by figuring out what terms they search when finding sites similar to yours. This task is easier than you might think.

A great device for finding keywords and phrases to include in your content is the Free Keyword Suggestion Tool from Wordtracker. Simply type in a word or phrase in the search box and, in a matter of seconds, you’ll get an estimate of that term’s daily search volume.

Once you know your words or phrases, place them where people -- and the search engines -- will see them, such as in headers, title tags (see Mistake #4) and the beginning paragraphs of your copy.

Using a keyword tool is also helpful in coming up with article topics (review Mistake #2).

Website Mistake #4: Your title tags don’t match your content.

Title tags are the descriptive text displayed in the blue bar at the top of your browser. Not only are they important for telling visitors what’s on each of your website pages, they’re essential to high search engine placement.

Many times I see only a company name listed in the title tag area. You might get a little traffic using this tactic -- but only if you’re a well-known brand that prospects search. I recommend using terms that describe your product or service.

For example, here’s the current title tag from my home page: Phoenix copywriting and marketing consultant, sales letters, seo website content. (Note: I’ve read conflicting reports on title tag length. This example is probably a little long. However, I’m still testing what length works best.)

Wordtracker’s Free Keyword Suggestion Tool can also help you come up with title tags.

Website Mistake #5: You’re not using your website statistics to your advantage.

If you have a website, you must monitor your visitor statistics. These reports are a treasure chest of traffic gold that can help you determine where your visitors come from and what terms they search to find your website.

If you see visitors using certain terms over and over to land on your website, write more copy that incorporates these words. This technique is one way to build what’s called your "long tail," a term that refers to using 3-, 4- or 5-word phrases that are specific to what you sell.

For example, here are some phrases from the statistics for a debt consolidation site I worked on: "negotiate lower payments with creditors," "contact creditor to lower payment," "secret debt payment plans" and "free debt settlement secrets."

It’s easy to see how quickly you can turn any of these phrases into an article. Once you start monitoring your statistics, you’ll rarely have trouble coming up with topics for new website content.

Need an easy way to keep track of your website traffic? Try Google Analytics. It’s free and only takes a couple of minutes to set up.

What is Social Media?

2008-08-08T14:46:00.000-07:00

I stumbled across this slideshow while scanning the Social Media Club Phoenix blog. The statistics are amazing -- real eye-openers for any business owner.

View Upload your own

Here’s One of the Easiest Ways to Learn Marketing

2008-07-19T17:58:00.000-07:00

I don’t claim to have an ability to read minds, but I guarantee I know at least one thing about the way you run your business.

I have to admit, though, this detail is so obvious that anyone with a hint of awareness can’t miss it.

So what is this fact?

Today’s economic climate has caused you to change -- even if it’s only slightly -- the way you attract prospects.

Now, this is not a bad thing. In fact, I commend you for fine-tuning your methods for creating customers -- I adjusted my approach as well.

Successful businesses are always adapting.

In addition to a recent surge in copywriting inquiries, I’ve received an increase in requests from prospects (and clients) who want marketing advice.

I believe this is because the economy is forcing more business owners to test new promotional methods.

Besides being someone they can use to bounce off ideas, I discovered the people contacting me also want tools to help expand their marketing knowledge.

That’s why I’m revealing one of my best marketing resources. This online tool offers 117 hours of interviews (audios and transcripts) with some of the biggest names in marketing. You’ll find information on just about any marketing-related topic you can think of ... and you can have it all for FREE.

But before I give you the website, I want you to keep two things in mind. First, the Internet is flooded with websites by online marketing "gurus" who promise to teach you the latest tips, tricks and techniques for getting new customers and making millions.

This is not one of those websites.

Also, the URL I’m providing is not an affiliate link. I don’t make a single cent by referring you. I simply believe if there’s any opportunity to get an education in marketing without spending thousands of dollars, then you should know about it.

Okay, so now that we’ve taken care of those concerns, here is the website: http://www.hardtofindseminars.com/.

When you go to Michael Senoff’s "Hard to Find Seminars" website, you’ll see just the first page of interviews is enough to keep you busy for at least the next six months.

Before I wrap this up, I want to go back to the topic of people contacting me for advice.

Keep in mind, I enjoy providing insight into the worlds of copywriting and marketing. If you have a question, please don’t hesitate to send me an e-mail.

What aspects of marketing are unclear for you?

What pressing marketing issues are affecting your business?

What are the burning topics that keep you up at night?

Send your questions to tom (at) writewaysolutions (dot) com. So everyone can learn from your questions, I may even include my responses in an upcoming article or audio recording.

How Long Can You Ignore Social Media?

2008-07-03T21:36:00.000-07:00

I finally did it.

After resisting for far too long, I plunged into the social media pool ... and I’m not getting out anytime soon.

The tools I discovered since I began “stumbling” sites, “digging” articles and posting my “tweets” have blown me away. I only wish I hadn’t waited so long.

Sure, I’m a rookie in the social media game, but I’m quickly gaining ground.

Only a few weeks ago, I was hesitant to get involved for fear I was already too far behind.

You may feel the same way now. If so, you’re not alone. Many business contacts I talk to are still resisting what has been referred to as a fad or, worse yet, an online movement for younger generations.

The truth is any business can benefit from having a social media presence. Once you get started, I promise you’ll discover profits in places you never thought possible.

So for those of you who are still hesitant to test the social media waters, here’s my entry-level introduction. These five easy-to-use tools will almost instantly help you increase your visibility and, best of all, they’re absolutely free.

Facebook – Setting up a Facebook page only takes minutes. Sure, the site is great for connecting with long-lost pals from high school, but it’s even better for finding prospects and networking within your industry. Just be sure to focus on developing relationships before you start promoting your products or services. (Click here to follow me on Facebook.)

Twitter – I’m the first to admit a site that allows you to post what’s going on at this second in your life – while also receiving updates about others’ activities – seems like a waste of time. But I encourage you to give Twitter a chance. You’ll get valuable insight into other people’s businesses and, quite often, links to helpful online tools. (Click here to follow me on Twitter.)

StumbleUpon – This plugin for your Web browser allows you to rate sites you visit and discover similar pages based on your interests and other users’ ratings. Opinions vary as to whether you should “stumble” your own sites. But if you provide valuable content, I see no problem with submitting your own work.

Docstoc – Use this site to post your articles, documents and legal forms. Thanks to docstoc, I recently secured the #1 position on Google for a keyphrase requested by a client ... in just 90 minutes. Yes, 90 minutes to the top spot on the world’s largest search engine probably goes against everything you’ve heard about search engine optimization, but I promise you it can be done.

Marketing Interviews by Copywriter Ben Settle – Okay, so this isn’t a social media site, but I did discover Ben Settle on Facebook. I just finished cramming my iPod with audio interviews from his site. I’ve heard of charitable contributions, but Ben has taken generosity to another level. After listening to just a few minutes of his first interview, I knew I found a treasure chest of marketing gold.

Have a favorite social media tool that’s not mentioned here? Please feel free to post your suggestion below.

Public Relations or Advertising: Which is Best for Your Business?

2008-06-12T20:25:00.000-07:00

On Tuesday night, I caught a couple minutes of my favorite television show -- The Big Idea. Hosted by Donny Deutsch, a long-time advertising executive, The Big Idea is an excellent source for getting daily advice from a wide range of entrepreneurs.

Tuesday’s topic was how to make your company a household name. Included on the panel were professionals from the public relations and advertising industries.

Donny is always eager to create a little controversy (one reason why the show is so entertaining), so I wasn’t surprised when he presented the following question to his guests:

If you’re a business owner on a limited budget and you could pick only one area to concentrate on, would you focus on advertising or public relations?

Without hesitation, I blurted out my response.

Ask this question to a random set of business owners and it’s likely many will tell you there’s little difference between the two. But the truth is these industries are completely different, especially when it comes to print.

While advertising requires payment for space in a publication, effective public relations results in free exposure (assuming you don’t hire an agency) for your product or service.

What’s more, readers realize you’re trying to sell them something when your information is presented in an advertisement. As a result, they’re naturally cautious. With public relations, you get a third-party endorsement from the media -- a factor that boosts your credibility.

An issue some people have with public relations is that you have limited control over the way the media portrays your company, but I think that’s a risk worth taking.

If you’ve read to this point, my answer to Donny’s question is pretty obvious. But there’s one big reason why I believe in public relations ... and it has the potential to impact your business on a grand scale.

You can multiply your message with public relations.

Here’s what I mean: When you’re featured or your product/service is mentioned in some type of print media, there’s a strong possibility your news will be seen by more than just that publication’s audience.

Most media these days have an online presence. Thanks to social bookmarking sites such as Digg, StumbleUpon and reddit, information -- including news articles -- is shared more than any other time in history. Regardless of your industry, social media makes it possible for you to reach a global audience without spending big bucks.

Also, the popularity of blogging has turned anyone with Internet access and an opinion into a reporter. Underestimating the blogging community’s publicity power is a huge mistake.

And, remember, writers and editors don’t just read their own publications. Fresh news comes from many sources, including competing publications. This is one reason why you sometimes see similar features in multiple publications.

So now that you know public relations is a cost-effective tool for your business, how do you use it?

As a regular contributor to several publications, here are my suggestions:

Learn which writers cover your industry. This task is as simple as studying the publications you want coverage in and watching to see who writes about topics related to your industry.

Volunteer yourself as a source. As a writer, it’s not easy finding qualified sources for articles. Once you learn the writers covering your industry, contact them and offer to answer questions for future articles.

Request editorial calendars. Most trade journals determine themes for future issues months in advance. Editorial calendars are a great way to find out planned topics so you can offer your knowledge or, in some cases, submit your own article.

Send out press releases. I don’t think enough companies send out press releases. Newsworthy events happen all the time. You just might not realize it because you’re too close to daily operations. Start asking yourself the following question: Would what we’re doing today interest someone outside of our company?

Pitch article ideas to writers/editors. This is a challenging task for many people, but it’s worth the effort. When you pitch an idea, grab the writer/editor’s attention by describing why your topic is unique. Also, explain why it will benefit the publication’s readers.

Have an opinion about this topic? Please click on the “Post a Comment” link below and leave your feedback. Also, if you found the information in this post beneficial, please “Digg” it by clicking on the yellow box in the upper-right corner of this page.

A Simple Shortcut for Writing Irresistible Benefits

2008-03-03T12:33:00.000-08:00

Do you know whether you’re promoting features or benefits in your marketing materials?

The answer to this question plays a significant role in the effectiveness of your marketing message.

While features are facts, benefits explain why facts are important. It’s these benefits that target your prospects’ emotions – a key factor in selling situations.

People buy for emotional reasons first. Then they look for facts to validate the purchase.

When you only use features in your marketing materials, you ignore the real reasons why your prospects need your product or service.

An easy way to write response-boosting benefits is to follow your features with the words “so that.” You can physically write these words or just say them mentally.

Here’s a basic example: Let’s say you’re promoting a computer monitor with a 19-inch screen.

Your primary feature (or fact) is the 19-inch screen. With a little research, you can quickly create benefits, especially when you understand your prospects’ needs.

Maybe studies show a 19-inch screen is the optimal size for reducing eye strain. One benefit might be …

The computer monitor screen is 19 inches … so that … you can reduce eye strain by up to 57%.

But why stop with just one benefit? You’ll discover even more powerful benefits when you use “so that” multiple times.

… you can reduce eye strain by up to 57% … so that … you can diminish the times you experience blurred vision, neck pain and fatigue… so that … you can work more comfortably … so that … you can complete more projects in the same amount of time …

A description only touting a computer monitor’s screen size does little to target a prospect’s emotions. However, once benefits are added to the copy, prospects learn why they are better off purchasing the product.

Below is an example of a benefit-oriented sentence pulled from a Sleep Number advertisement I recently saw online.

The feature is the “Outlast® Adaptive Comfort® material.” The material’s benefit (or the “so that”) is that it warms and cools “to keep you comfortable through the night.”

Here are more examples from an advertisement for Amazon’s new Kindle wireless reading device:

• Revolutionary electronic-paper display (feature) provides a sharp, high-resolution screen that looks and reads like real paper (benefit).

• Wireless connectivity (feature) enables you to shop the Kindle Store directly from your Kindle – whether you’re in the back of a taxi, at the airport, or in bed (benefit).

• Unlike WiFi, Kindle utilizes the same high-speed data network (EVDO) as advanced cell phones (feature) – so you never have to locate a hotspot (benefit).

• Email your Word documents and pictures (.JPG, .GIF, .BMP, .PNG) to Kindle (feature) for easy, on-the-go viewing (benefit).

• No monthly wireless bills, service plans, or commitments – we take care of the wireless delivery (feature) so you can simply click, buy, and read (benefit).

Give the “so that” technique a try the next time you need to transform your facts from features to response-boosting benefits. This simple shortcut is certain to increase your prospects’ interest while generating more sales.

Are You Making Your Marketing Efforts This 'Fresh & Easy'?

2008-02-03T09:55:00.000-08:00

At long last! A grocery store finally did something different to set itself apart from the wave of food advertisements that engulf my mailbox every week.

While sorting through Wednesday’s mail, a circular from Fresh & Easy -- a chain of neighborhood markets that recently opened here in Phoenix -- grabbed my attention. (You can view the complete advertisement here.)

Adorning the cover were three slices of filet mignon nestled on a bed of fresh greens and cheese risotto, topped with a perfectly placed sprig of rosemary. This tummy-tempting image was a welcome change from the boring food items and oversized prices usually displayed in supermarket mailers.

Teaser text such as “Inside: Burger Time!” and “No-fuss entertaining” on the Fresh & Easy cover created a little curiosity. In the upper-right corner, a headline promised a “Romantic dinner made easy” (an excellent idea with Valentine’s Day approaching). Unless you’re an absolute rookie in the kitchen, you can quickly figure out that the four items under the headline come together to form the pictured steak dinner.

From a promotional perspective, I appreciate how Fresh & Easy uses their mailers to market an end-result. Instead of simply displaying a random assortment of food items for sale, you’re shown a simple, four-ingredient “recipe” that -- when combined -- creates a complete meal.

Many companies market without giving prospects any direction. Fresh & Easy, however, shows you exactly what they want you to do. The message is simple: If you buy the four items (not just one) displayed on the cover, you’ll be rewarded with an appetizing meal. The proof is in the picture!

What’s more, the idea that this process is simple is reinforced multiple times. Not only does the headline use the word “easy,” the term is also a part of the grocer’s name.

We are a culture that craves things quick and with minimal effort. Fresh & Easy targets prospects’ desire for instant gratification -- and so should you.

One other cover item worth noting is how Fresh & Easy displays a unique characteristic that sets it apart from competitors:

No need for loyalty cards or product coupons. These are our everyday low prices.

Consumers are selfish; they want to know why it’s beneficial for them to use your product or service. Fresh & Easy gives you two reasons why in bold type right on its advertisement.

Inside the eight-page mailer are headlines to attract your attention. Also, descriptive text explains serving suggestions and, more importantly, reasons why you should buy their products. Several images offer visual clarification of the serving suggestions.

Sure, this is just one advertisement. But I think Fresh & Easy is well on its way to being a powerful presence in Phoenix’s crowded supermarket landscape. The company is a bit different ... and that’s a good thing.

NOTE: As you’ve probably determined by now, I study my mail. In fact, I don’t mind receiving what some people might consider junk mail. These valuable pieces of marketing magic give me an opportunity to study the promotional efforts of companies from around the globe. Best of all, I never have to leave my house or spend a single cent.

Did you ever think a free education in marketing was inside your mailbox?

The Easiest Ways to Create Eyeball-Grabbing Headlines for Your Marketing Materials

2008-01-14T12:21:00.000-08:00

Join Tom Trush, content specialist for Write Way Solutions, and special guest Joey Borane, director of marketing at Design44, on Thursday, January 31, as they present ...

The Easiest Ways to Create Eyeball-Grabbing Headlines

for Your Marketing Materials

During this seminar, you’ll discover …

• How to use your choice of 5 words in any headline to tap the most powerful force in direct marketing and seize your prospects’ attention

• Why an advertisement from the early 1900s was so profitable it ran for a record-setting 40 years without a single change … and how you can achieve similar results

• How a $3.29 purchase found in your grocery store’s checkout lane can instantly improve your headline writing skills and ignite your sales

• A 2-word question that transforms your product or service’s features into the benefits your prospects desire

• 8 marketing pieces you can use for any type of business and how to use each one with the most success

• What eating on an airplane has to do with writing headlines that seduce your prospects into reading your marketing materials

• How to use the magic 4 P’s of marketing to create unmatched demand for whatever you offer your prospects

• Why getting a “yes” response in a headline question can spell doom for your marketing message

• How to use a skill you started learning in first grade to create headlines that “test” your prospects’ needs, while building desire for your product or service

• The single most important quality you must have in every headline … and how you can include 3 additional attributes to make it even more powerful

• 5 things you must know about the human mind to maximize your marketing and, ultimately, create more sales

• 11 secret formulas for writing response-boosting headlines that will pump up any promotion

• And much more!

Seminar Schedule:
7:30 – 8 a.m.: Networking
8 – 9:15 a.m.: Presentation
9:15 – 9:30 a.m.: Q & A session and free raffle

Location:
RE/MAX New Heights Resource Center, 6437 S. Central Ave., in Phoenix

RSVP:
Please RSVP to Tom Trush at info@tomtrush.com by Jan. 29 to secure your seat.

Comments from previous seminar attendees:

“You are awesome! Thanks for the tip about ‘Onlywire,’ it works very well. Now when I Google “SoMo Vacations,” I’m #1, #3 and #6 in the top 10! Not to mention the other tips you shared that got SoMo Network to the top of Google. I just want you to know I appreciate all your ideas, insight and expertise. If you ever need anything, please do not hesitate to ask.”

Isreal Young
Owner, SoMoVacations.com

“Your seminar was amazing – one of the few marketing seminars I've been to that has real take-away value. I started using the secrets and tips the next day and, best of all, they fit into my non-existent marketing budget!”

Shaun Breese
Co-owner, Urban Cookies

“By simply using your tips in a press release to announce a groundbreaking event, we received news coverage from a local business publication, an interview with an industry journal in England, a potential consulting opportunity, and three requests from people interested in leasing space at one of our developments ... and that was just within the first 6 hours of sending out the announcement!”

Jeffrey Garza Walker
Director of New Business Development, P.C. & Development

An Introduction to the Five Wheelerpoints

2008-01-05T10:27:00.000-08:00

I came across this clip of sales legend Elmer Wheeler today. Although the sales video was produced in 1947, many of the same principles still hold true today. Wheeler was brilliant at organizing words in ways that make prospects take action -- or creating "sentences that sell." (You may need to click the "Play" button twice to view the video.)

Can Your Marketing Materials Pass This Grade-School Challenge?

2007-12-31T11:58:00.000-08:00

As the son of two teachers (my mom taught 7th and 8th grade English, while my dad was a sociology and anthropology professor at a local community college), I lived in an educational environment for the first 19 years of my life.

In fact, I was literally born in a school setting.

On May 19, 1975, my parents were at Greenfield Village in Dearborn, Michigan -- on a field trip with my mom’s 8th grade class -- when my twin brother and I entered the world two months early.

With all this seemingly insider knowledge about teaching, you’d think I might have had an advantage in school, especially when it came to taking tests.

But, like most people, tests made me nervous. I could study for days, but it still wouldn’t eliminate the sweaty palms and stomach aches I felt prior to putting my pencil to paper.

Today, however, tests take on a new meaning. Because of my curiosity, I am actually drawn to certain types of tests.

And here’s a fact: Many of your prospects also enjoy taking tests.

Presenting prospects with tests in the headlines of your marketing materials is a proven way to generate more responses.

By reading this far, you’ve confirmed how well a test works on you. Go ahead and re-read the subject line of this post to see what I mean.

In a previous article, I mentioned a legendary advertisement headline created in the early 1900s by Maxwell Sackheim that read, “Do You Make These Mistakes in English?”

This advertisement, which ran for 40 years without any changes, uses a headline that appeals to your curiosity. A perceived test that you can take yourself makes the advertisement difficult to ignore.

Here are a few similar headlines you can adapt to fit your own industry:

Can You Spot the Design Flaws in This Kitchen Remodel?

Does Your Mortgage Broker Ask You These Questions?

Do You Know These 5 Indicators That Signal the Start of a Recession?

When writing tests for use in your marketing materials, the key is to create “answers” that reinforce why it’s necessary to use your product or service.

For example, a publisher might use the headline in the third bullet above to demonstrate how you receive exclusive information as a subscriber to their magazine. Or, a mortgage professional might use the second headline to highlight characteristics that set his services apart from the competition.

Coming up with test ideas for marketing materials is often easier after reading samples. Here is a rare copy of Sackheim’s advertisement to help with your brainstorming. (If you can’t read the text, click on the image for a larger view.)

Write Way Solutions TV is Now Live!

2007-12-19T20:03:00.001-08:00

3 FREE Newsletters You Don’t Want to Miss

2007-12-03T18:47:00.000-08:00

Sure, I would love for you visit my blog regularly and read every one of my posts. However, I understand there are a lot of copywriting/marketing blogs, online newsletters and websites competing for your attention. In fact, I believe some are so valuable that I’d like to point you to a few.

Get ready. The free information you’re about to discover will help send your sales soaring ... guaranteed.

1. Clayton Makepeace’s The Total Package. The archives for this daily newsletter contain the most comprehensive collection of copywriting and direct marketing articles I have ever seen. Many times while reading The Total Package, I find myself wondering how Clayton can provide such valuable information for free.

2. Trey Ryder’s Lawyer Marketing Alert. If you’re in the legal industry, you’ve likely heard of Trey -- and used his techniques to boost your business. Even if you’re not a lawyer, I encourage you to sign up for his weekly newsletter so you can learn all about The Ryder Method of Education-Based Marketing. Trey is among the best in the business.

3. AWAI’s The Golden Thread. In addition to the great tips in this weekly newsletter, I enjoy studying the sales e-mails that comes from American Writers & Artists Inc. The copywriting is first-rate. One of the most valuable features of The Golden Thread is the in-depth interviews with copywriting legends.

Headline Help from Jay Abraham

2007-11-12T16:12:00.000-08:00

A couple of weeks ago, I came across Jay Abraham's list of The 100 Greatest Headlines Ever Written. It's already been a great tool for helping me come up with new headline ideas for a couple of recent projects. If you're in a jam and don't know what to write, nothing works better than studying effective examples from the past. Happy writing!

How 5 Words Can Instantly Create Curiosity in Your Headlines

2007-11-01T07:48:00.000-07:00

I make no secret in my belief that curiosity is the strongest force in direct marketing. Since people have a natural desire to find out more than what they know, tapping into this trait is one way to increase the effectiveness of your marketing materials.

Whether you're writing a sales letter, website content or just an e-mail, your headline (or subject line in the case of an e-mail) is arguably the most important factor in determining your prospects' interest level. After all, as your prospects' interest grows, so does their desire to satisfy curiosity.

Copywriting legend Joe Sugarman is famous for saying, "The sole purpose of the first sentence in an advertisement is to get you to read the second sentence." Of course, your prospect needs a reason to get to the first sentence -- and that's why your headline is so important.

The success of supermarket tabloids relies on curiosity-driven headlines. After all, who wouldn't give at least a glimpse to the following statements?

Woman Delivers Own Baby While Skydiving!

Taco Vendor Turns Tiny Visitors' Abandoned Spacecraft into an ... ALIEN SOMBRERO!

Doctors Successfully Remove Banjo from Alabama Man's Knee!

Obviously, you don't want to make claims that are this outrageous, but that doesn't mean you can't brainstorm some surprising statements to trigger curiosity. Below are five words -- and five time-tested examples -- for helping create curiosity in your next headline.

1. How

I recently read an interview with John Caples, who mentioned using the headline How a Bald Barber Saved My Hair to promote a hair tonic. Although the market was saturated with products when he launched the advertisement, he generated a significant amount of sales. One reason why, he said, was because the word "how" tells prospects a story is involved. A compelling story is one way to keep your prospects reading and, ultimately, buying.

2. These

In the early 1900s, Maxwell Sackheim wrote the famous headline Do You Make These Mistakes in English? to promote an English mail-order course. The advertisement was so successful it ran for 40 years without any changes. Notice how the headline poses a question you can't answer with a simple "yes" or "no." Because of the word "these," you must continue reading to find out the mistakes.

3. Why

Read the headline Why Some People Almost Always Make Money in the Stock Market, and you feel like you're missing out on confidential information successful stock traders already know. What makes this statement credible are the words "some" and "almost." By demonstrating there's still risk and not everyone will make money, the headline portrays less hype and more believability.

4. Which

The headline Which of These $2.50 to $5 Best Sellers Do You Want -- for Only $1 Each? leaves you wondering what books are for sale and why they are priced at only $1. Unfortunately, I couldn't find who wrote this headline, but the pricing leads me to believe the offer is from many years ago. In addition to curiosity, this headline targets your prospects' desire for bargains.

5. What

When the copywriters at Bottom Line/Personal created a headline to help attract magazine subscribers, they used a subject that anyone who travels knows well: airline food. What Never ... Ever to Eat on an Airplane! will keep you curious for a long time -- unless you become a subscriber and find out the answer. Also, with this headline, you feel like you're getting access to rare information as a subscriber, which is perceived as being more valuable.

An additional benefit ...

When you write headlines similar to the samples above, prospects are more likely to view you as someone who provides information that solves their problems. As a result, they'll feel less pressure and your credibility increases -- two factors that go along way in generating more sales.

A "Juicy" Headline Hint from Google

2007-10-17T21:39:00.000-07:00

Want to quench your thirst for Google juice? Here's a headline tip for press releases that I received yesterday via an annoucement from Business Wire:

Shorter Headlines Can Lead to Google Juice

Lock up your long-winded headlines.

This week, Google alerted Business Wire that press release headlines should not exceed 22 words. That's eight words shorter than what we were told months ago. "An ideal headline should be between two and 22 words," advises the search engine giant.

Click here to view a lengthier explanation at BusinessWired (Business Wire's blog).

Stealing Pat O’Bryan’s Sales Letter Secrets in Ash Fork, Arizona

2007-10-14T23:13:00.000-07:00

I just returned from spending a couple of relaxing days with Michelle (my wife) and Mary (my daughter) at my aunt’s cabin outside of Ash Fork, Arizona.

Right before we hit the road on Thursday morning, I was lucky enough to receive the latest book from Internet marketing expert Pat O’Bryan. The mailman’s delivery of “Your Portable Empire: How to Make Money Anywhere While Doing What You Love” made me even more excited to get moving because I knew there would soon be plenty of time to soak in O’Bryan’s teachings.

The environment at the solar-powered cabin where we stayed proved perfect for relaxation – calm breezes, zero traffic, beautiful scenery, wildlife sightings and, most importantly, no ringing phones, e-mail or even a computer in sight. As a result, I spent a good portion of Thursday and Friday outside, reading O’Bryan’s book from a bench on the front porch.

Maybe it was the serene setting (the photo below shows the view from the bench) …

It could have been the feeling of total relaxation that encased my body …

But getting an opportunity to read O’Bryan’s book without any interruption (minus the occasional request from my 2-year-old daughter to play in the rocks off the front edge of the porch) made it seem like he was spilling his secrets while sitting right next to me. I could almost hear him speak word for word.

Yes, I understand this confession sounds a little crazy, but I guess that’s what happens when you get a rare opportunity to dive into a good book without any distractions.

One chapter that was especially energizing was O’Bryan’s Introduction to Copywriting. As a copywriter, I’m always anxious to read tips and tricks from other people who have experienced success creating content that generates sales.

In O’Bryan’s case, his writing has helped sell hundreds of thousands of dollars worth of his own informational products. What makes his story so unique is he admits to being a relative newcomer to copywriting and Internet marketing in general.

Below are some of O’Bryan’s tips for writing an effective sales page.

A well-written sales page includes the “big seven”: headline, bullet points, subheads, the body, the guarantee, the close and the P.S.

Ninety percent of your effort should go into writing your headline, because 90 percent of the effectiveness of your copy depends on it.

Writing sales copy has nothing to do with intellect. People buy with their emotions and justify it with their intellect.

Anything with quotation marks around it will stand out.

If you notice an ad that runs for several months with the same headline, write that headline down! It’s working.

Bullet points are only slightly less important that headlines. Almost all of your readers will read them.

Don’t be afraid of long copy … A person who is contemplating a purchase, especially the purchase of an expensive item, wants to know all there is to know about the item.

The two best kinds of testimonials are from experts and people just like your customer.

The longer the guarantee, the lower the return rate.

Bonuses make sales.

Everybody reads the P.S. … Use the P.S. to convince the reader who has passed right by the “buy now” button to retrace his steps and buy.

As a bonus, O’Bryan followed up the copywriting chapter by interviewing Joe Vitale (my all-time favorite copywriter), who revealed one of his favorite headline techniques.

Vitale said he likes to ask a question in a headline because it engages a reader’s mind. The trick, he added, is creating a question that can’t be answered with a yes or no without reading the rest of your sales letter.

His example: “Which of These Seven Secrets Will Help You Save the Most Money on Your Taxes?”

I’m especially fond of this tip because it builds on what I previously described in this blog as “The Most Powerful Force in Direct Marketing” – curiosity.

Of course, there are plenty of additional tips and tricks for you to discover in “Your Portable Empire.” If you’re interested in making money online, this is one resource you’ll want in your reference library.

Happy writing and reading!

Did You Smell That?

2007-10-08T21:41:00.000-07:00

Today I was introduced -- thanks to an interview that's part of Joe Vitale's Hypnotic Gold program -- to the work of David Ledoux, an author, speaker and world-famous trainer. After retiring in 2005 at the age of 37, David became a full-time blogger. Four months ago, he created a new "lifestyle blog" at www.didyousmellthat.com that already receives up to 1,000 visitors a day.

During today's interview, David revealed many tips for generating traffic, including how you can get Google to index your blog every day. The information he revealed was some of the best I've ever heard. If you're curious to know what it takes to rapidly boost your blog traffic, I encourage you to check out his Oct. 7 post, "How Do I Get Indexed in Google Quickly."

In case you're wondering, David said his record for getting new information picked up by Google is a mere 43 minutes!

Free Business-Building Seminar

2007-09-25T19:00:00.000-07:00

Join Tom Trush, owner of Write Way Solutions, as well as Grant Armendariz, manager of Business Wire’s Scottsdale office, and Malcolm Atherton, account executive and EON specialist, on Friday, Oct. 26, as they present:

How to Build Your Prospects’ Trust Without Saying a Word

and

The Importance of SEO and Social Media for Press Releases

The most effective way to instantly build trust, establish credibility and eliminate your prospects’ fears
A trouble-free adjustment you can make to traditional advertising/sales methods (i.e., billboards, newspaper ads, cold calling, etc.) that can significantly boost the return on your investment
5 simple steps that can skyrocket your website traffic in as little as 30 days … for FREE
Quick tips and techniques you can use immediately that can help improve the search engine visibility and interactivity of your press releases
The simplest way to solve your prospects’ most difficult dilemma, regardless of your industry
Proven techniques for writing and formatting that can help boost your search engine optimization
6 FREE tools for helping you research the keywords and phrases your customers really use to search for your company’s services or products on the Internet
The online resource you can use to build your own blog – and drive traffic to it – for FREE in less than 5 minutes
How to leverage your press releases into a direct-to-consumer online marketing tool for your company’s products and services
The value of adding multimedia to your press releases and how to choose an effective photo
And much more!

Seminar Schedule: 7:30 – 8 a.m.: Continental breakfast and networking
8 – 9 a.m.: Presentation
9 – 9:15 a.m.: Q & A session and free raffle

Location: RE/MAX New Heights Resource Center, 6437 S. Central Ave., in Phoenix

RSVP: Please RSVP to Tom Trush at info@tomtrush.com by Oct. 24 to secure your seat.

Mortgage Marketing: The Easiest Way to Solve Your Prospects’ Most Difficult Dilemma

2007-09-19T21:39:00.000-07:00

I'm sending the following article to my mortgage marketing list tomorrow morning. However, since the topic is relevant to just about any industry, I thought I would also post it here.

The Easiest Way to Solve Your Prospects’ Most Difficult Dilemma

I think you will agree …

Funding loans has become a challenge, especially now that the number of qualified prospects has seemingly dwindled. For this reason alone, brokers and loan officers are leaving the mortgage industry in record numbers.

For people like you still searching for leads during this well-publicized downturn, the outlook might seem bleak. However, for a copywriter like me who helps people promote their products and services, these troubling times mean only one thing: unlimited opportunity.

No, not for me … YOU!

After all, fewer people in the mortgage industry means less competition for those prospects who need loans, right?

A couple of weeks ago, during a meeting to discuss some new website material, a real estate client of mine declared, “Now is the perfect time to double my market share.” Here in Phoenix where foreclosures are soaring and real estate sales are far below the peak numbers of 2004 and 2005, her statement might seem absurd – but I couldn’t agree with her more!

The one constant throughout this mortgage crisis is confusion. Due to infrequent purchases of mortgage products, most prospects already consider securing funding for their homes a daunting task. Unfortunately for you, confusion often leads to indecision or, even worse, false assumptions.

A low interest rate or monthly payment in your promotional materials won’t look appealing if your prospect thinks he can’t qualify.

So what are you currently doing to educate your prospects? Are you presenting them with written solutions to common misconceptions related to securing a loan? Have you provided information that details frequent mistakes people make during the lending process?

Offering this type of information is a simple solution to your prospects’ most difficult dilemma. What’s more, when you provide information your prospects perceive as valuable, they view you as an expert. You build instant credibility!

We are a society that thrives on knowledge. Your prospects crave easy-to-find information to eliminate confusion and make their lives easier.

Need proof of how much people are seeking information to solve a problem? Look at the explosion of the online eBook industry. These valuable resources offer instant information on virtually any topic. What’s more, they’re offered in a compact form that is accessible at any time simply by opening a file on your computer.

Heck, I even have an eBook specifically focused on quick and easy tips for mortgage marketing. (You can find out more about Do-It-Yourself Mortgage Marketing Made Easy: How to Profitably Promote Your Mortgage Services Using Simple Writing … Even on a Limited Budget by visiting www.diymortgagemarketing.com.)

Once you gather your responses to your prospects’ most common mistakes and misconceptions, I encourage you to put them into an article or report format that is accessible for free on your website. You can also use them as a bonus incentive in your direct-mail pieces or newsletter.

Not only is providing your prospects with educational information an effective marketing technique, it’s guaranteed not to break your budget.

Monday Motivation: Free Tips for Achieving Your Dream

2007-09-16T19:38:00.000-07:00

As much as you might hate to admit it, Monday is just around the corner. For those of you who need some motivation for the upcoming week, I encourage you to check out the following recording from Lois Tiedemann. For a limited time, the global sales trainer, speaker and teacher is offering a 30-minute audio with tips for helping you achieve your dream, build a fortune or create a business you can sell. Listen to it now by clicking here.

5 Simple Steps to Skyrocket Your Website Traffic in as Little as 30 Days … for FREE!

2007-09-13T13:10:00.000-07:00

Getting visitors to your website and increasing your search engine ranking doesn't always have to be an expensive process. Here are five easy-to-implement suggestions you can start using today to boost your website traffic.

Step 1: Write and distribute articles. Publishing articles online using a free service such as EzineArticles or Articlesbase will help boost your search engine ranking, making you more accessible to prospects who search terms related to your industry. Search engines love content-rich websites that are updated often.

In addition, the more you have other websites linking back to your website, the better chances you have for higher search engine placement. Article distribution services help this cause by making it easy for publishers to upload your writing for use in their newsletters or websites, meaning any links to your website reach an even larger audience.

Step 2: Use the link building and link exchange approach. As stressed in Step 1, the more text links you have directed to your website, the better chance you have of receiving higher search engine placement. So make it your objective to get your website listed on as many relevant websites as possible.

What’s a relevant website, you ask? A website that includes a significant amount of content similar is subject (or theme) to what is written on your website. For an excellent article on how you can use Google News to find relevant links targeted to your business, click here.

Step 3: Write and distribute press releases. Not only is a properly written press release a cost-effective and efficient means for getting your news to a large audience, it can help drive traffic to your website, especially when circulated online. A distribution service can help deliver your press release to a wide online audience.

Companies such as PRLeap will even distribute your release for free. You’ll always want to include your website’s URL in any press release. That way whenever it’s posted online, you’ll have another one-way link back to your website.

Step 4: Make use of social media. If you haven’t done so already, create a blog for posting articles, press releases and news about your business. There are multiple ways for creating your first blog – one of the easiest options is Blogger. Best of all, it’s free. With Blogger, you can be online in less than five minutes. Once your blog is functional, be sure to visit Technorati to “claim” your blog. This will help with your search engine ranking and make it easier for online visitors to find your postings.

Also, why not create videos to help promote your company and demonstrate your knowledge? Today’s technology has made creating and sharing videos easy … and free. Check out YouTube or Google Video to post and help generate ideas for your next video. (While you’re making a video, you may want to consider creating a podcast as well.)

Step 5: Post comments in forums. Do you frequently have an opinion for just about any topic? Use this trait to your advantage by seeking out forums with information similar to the topics covered on your website. Post your comments and include a link back to your website in your signature.

The increasing popularity of social media makes it as easy as ever to find articles, blog postings, videos and podcasts. Again, check out Technorati as well as websites such as Digg and ContentPop for information you can comment on that is relevant to the topics on your website.

Know Someone Interested in a Copywriting Internship?

2007-08-06T20:34:00.000-07:00

I'm looking to hire an intern who is interested in learning how to run a copywriting business. Here's the ad that is currently posted on a couple of job sites:

As the owner of a small copywriting company, I am seeking an intern with an entrepreneurial mindset to help with various projects. This is a great opportunity for someone who is interested in pursuing a copywriting career. Some experience writing marketing materials such as articles, brochures, direct-mail letters, news releases or Web site content is a plus -- but it’s not necessary. You will receive compensation for any projects you write. Interested candidates should send a cover letter and resume to tom@writewaysolutions.com. Hours are flexible.

Experience isn't as important as a desire to succeed. If you know anyone interested in this kind of opportunity, please invite them to e-mail me their information.

How to Build Your Prospects' Trust Without Saying a Word

2007-06-06T20:49:00.000-07:00

One of the biggest obstacles for getting prospects to use your services or buy your product is trust. But how can you capture it, especially when there are so many forms of advertising and marketing competing for attention?

Take a minute and think about the number of methods companies use to attract your interest.

Billboards ... Mailers ... Classified ads ... Commercials ... E-mails ... Banner ads ... Newspaper ads ...

Advertising has gotten to the point to where many times we don't even notice the product, while other times it's too obvious to miss.

Take, for instance, product placement in television programs. You can’t watch five minutes of American Idol without seeing some reference to Coke or Ford. Countless brands – Burger King, Crest, Domino’s – have capitalized on the success of The Apprentice by having their products featured as part of the team challenges.

One of the reasons we're seeing so much product placement is that consumers now have the option of tuning out commercials, thanks to the invention of digital video recorders ... but that's a separate article for another time.

The above examples are just a small sampling of the sources companies are employing to attract prospects. Unfortunately, though, many advertising methods are used so much that people often put up a mental defense wall when they see them, especially when they're accompanied by a sales pitch. Once you've overwhelmed your prospect with a sales pitch, building trust is nearly impossible.

Think about car sales. Oftentimes, an advertisement will get a prospect into a dealership. Once there, if the prospect inquires about the ad, he is often met by a sales person who will sometimes spend hours trying to build trust with that prospect. But all the salesperson is really doing is overwhelming the customers. Is that really the best way to calm fears and increase credibility?

I'm sure you’ve heard a similar high-pressured, full-court-press sales pitch before. How did it make you feel? I'm guessing when you realized a sales pitch was coming you put up your defenses and tuned out.

Now I'm not saying traditional advertising or sales techniques don't work. They do.

The point I want to get across is that there is an easier solution requiring less effort, and it will establish your credibility with nearly every prospect you contact. In fact, this technique will nearly eliminate all fears prospects have about working with you. I'll even go as far as to say you will establish these two trust-building factors with prospects the instant you use this marketing technique.

What is it?

The most effective way I know for building trust, establishing your credibility, and eliminating prospects' fears is publishing and promoting free articles written by you.

So how can you do this?

Easy.

What are the most frequent questions prospects ask you? Start keeping track. Each answer is an opportunity for an article. By presenting to prospects the information they're looking for, you'll put them at ease.

Need proof this works?

How many times have you purchased a product simply because it was recommended in something you read?

It happens all the time, right?

Pick up a newspaper or your favorite magazine. Do you trust the information your read in the ads more than what's included in the articles? You already know the ads are selling you something, but the articles present information in an educational format. There's no sales pitch.

As a result, most people believe what they read in articles more than ads.

We live in a knowledge-based society that craves valuable information. Your articles provide what people want. What's more, when prospects see you're offering free information that interests them, they will come back time and time again. In essence, you'll develop relationships without actually meeting anyone face to face.

Here’s an added bonus ...

Publishing articles online will boost your search engine ranking, making you more accessible to prospects who search terms related to your industry. Search engines love content-rich sites that are updated often. Furthermore, the more you have other sites linking back to your site, the better chances you have for higher search engine ranking.

So, in addition to posting your articles on your own website, find other sites where you can post and include a link back to your site.

Need some help finding some? Here are four search engine friendly sites that will allow you to post articles for free:

Article Hut: www.article-hut.com

EzineArticles.com: www.ezinearticles.com

Approved Articles: www.approvedarticles.com

Articlesbase: www.articlesbase.com

If you haven’t done so already, create a blog for posting your articles. There are multiple ways for creating your first blog -- one of the easiest options is Blogger. Best of all, it's free.

Here's a simple way to get your free blog online in about 5 minutes:

Visit www.blogger.com.

If you already have a Google account, sign in. If not, click on the orange arrow to set up your account.

Name your blog and create the URL (e.g., www.newblog.blogspot.com).

Choose your favorite template and click “Save Template.”

Click on “New Post” and paste in your article.

When the formatting is the way you like it, click “Publish Post.”

Congratulations! You officially have a blog.

Once your blog is online, be sure to visit www.technorati.com to “claim” your blog. This will help with your search engine ranking and make it easier for online visitors to find your postings.

The Most Powerful Force in Direct Marketing

2007-05-30T07:27:00.000-07:00

I recently finished reading Joe Sugarman’s latest book, The Adweek Copywriting Handbook: The Ultimate Guide to Writing Powerful Advertising and Marketing Copy from One of America’s Top Copywriters. The insight he offered into his most successful direct-marketing campaigns was priceless, as were the writing samples that will certainly find a home in my swipe file.

What I found especially fascinating was how the direct-marketing expert described his techniques for selling millions of pairs of BluBlocker sunglasses using what, at the time, was viewed as a risky medium – television.

Sure, with the success of QVC, the Home Shopping Network and countless infomercials, the idea of successfully marketing a product in a 30-minute commercial format doesn’t seem like a big deal these days. But Sugarman took a huge gamble in the 1980s the minute he stepped in front of the camera to demonstrate why viewers needed a new pair of sunglasses.

The technique Sugarman used to tout his product is one that I believe is the most powerful force in direct marketing.

Each infomercial was set up the same way. Sugarman would approach ordinary people off the streets and give them a pair of BluBlockers. Once they tried on the sunglasses, he recorded their reactions. Of course, the feedback presented to viewers was always positive and, more importantly, it caused his prospects to wonder why someone would have such a strong (and often wild) reaction to a pair of sunglasses.

The more interviews Sugarman showed, the more viewers’ curiosity grew. Of course, Sugarman could have easily placed a pair of BluBlockers in front of the camera to reveal what all the excitement was about, but he never did. The only way anyone could ever find out what it was like to wear a pair of BluBlockers was to buy them.

Using curiosity Sugarman sold almost 8 million pairs of BluBlockers during the six years his infomercials ran. This kind of success supports my suggestion that curiosity is the strongest force in direct marketing.

When your prospects are in a store, it’s easy for them to pick up your product, examine it and determine whether or not to make a purchase. However, this decision process is impossible when you’re marketing on the Internet, in a catalog or using a sales letter. But that doesn’t necessarily put you at a disadvantage.

If you use your writing to tease prospects with just enough facts that you leave them guessing, oftentimes they will buy your product simply to satisfy their curiosity.

I recently used this technique while creating a sales page for a new eBook, The Absolute Beginner’s Guide to Mastering Karate: Simple Techniques for Increasing Your Speed & Power in as Little as 30 Days. (Notice how the title even creates curiosity. A prospect’s desired outcome – increased speed and power – is promised in a timeframe that seems almost impossible.)

Below is sample of that sales page.

Here is just a small hint of what you’ll discover in The Absolute Beginner’s Guide to Mastering Karate …

How to properly use one of the most powerful muscles in your body to increase your kicking force by up to 40%.

A karate-specific training plan that will get you into peak condition with less effort, less time and maximum results … regardless of your age.

The natural reaction you must avoid during any altercation. When you respond with this action, you double your reaction rate every time.

Make this small (and very simple) adjustment in your ready stance and you’ll see huge rewards.

How to train your body so it instinctively incorporates the 3 keys to an explosive reaction time.

Is your writing revealing too much information about your product? I invite you to try building your prospects’ curiosity the next time you're writing sales-oriented copy. The results just might surprise you.

6 Techniques for Overcoming Writer’s Block

2007-05-14T12:42:00.000-07:00

For anyone with a job that requires some type of writing, staring at a blank computer screen while on deadline can be a frustrating predicament. As the white page waits for you to fill it with creative words and phrases, all you can do is stare back and think about how uninspired you feel. The more you think, the worse the situation gets.

But here’s the good news. With just a little work, writer’s block can become a problem of the past. I have for you six techniques for overcoming writer’s block. Try these out the next time your creativity makes an unexplained exit.

Writer’s block tip #1: Avoid the tendency to be perfect. No one has ever written a document worth reading without first doing revisions. Editing is part of the writing process. Save perfection for the flawless, computer-enhanced supermodels who dot the covers of women’s magazines.

Writer’s block tip #2: Give yourself a reasonable deadline. Generally, the more time you have to write, the less pressure you’ll feel. Allow yourself time for a break, if needed. Effective work is often completed in short, repeated segments.

Writer’s block tip #3: Brainstorm. Regardless of how ridiculous you think your ideas are, write them down. It’s much easier to revise a collection of statements than it is a blank page. Once you get a couple of phrases jotted down, you’ll be amazed at how quickly other ideas flow.

Writer’s block tip #4: Find other materials written on your topic. I’m definitely not advocating plagiarism; however, taking a look at other materials will spark your thought process. You may even notice a new concept that you would have otherwise overlooked.

Writer’s block tip #5: Create a comfortable environment. Relaxation is crucial. The reason you’re having trouble writing is because you’re stressed. A relaxed environment will calm your nerves. So clear your workspace of any distractions, take a few deep breaths and do whatever it takes to put your mind at ease.

Writer’s block tip #6: Turn on the lights and open the blinds. A well-lit environment has been shown in studies to enhance your mood and boost energy. In addition, bright light also increases blood flow to the brain, and that’s not a bad thing. That blood flow strengthens your memory and intensifies your ability to think.

Let me ask you a final question about writer’s block. Do you ever feel like your best ideas unexpectedly occur at the most inopportune times -- for example, lying in bed, taking a shower, or working out at the gym? Sometimes it seem like you are rarely ever at work when a stroke of brilliance hits. The reason it doesn’t is because you allow yourself to become more relaxed in situations that require less mental effort. Take advantage of these unanticipated opportunities by getting in the habit of keeping a small notebook and pen within reach at all times. If you try to remember that same idea later -- when you actually need it -- there’s a strong possibility it won’t be easy to recall.

6 Items That Will Boost Believability in Your Copy

2007-04-16T21:11:00.000-07:00

Your prospects buy from people they trust. Thanks to the Internet, today’s prospects are more informed than past potential customers.

There’s no doubt about it. Readers of your marketing literature have become a knowledgeable group.

Oftentimes, before they see your copy, prospects already know where to find the best deals, how many other companies offer a similar service, and why your product may not be better than your competition’s.

Simply put, your prospects are pessimistic. That’s why it’s important you strategically design your writing so that it falls somewhere closer to “I can’t live without out it!” rather than “This is too good to be true.”

To get you started, here are six items that will help boost the believability of your next marketing piece.

1. Statistics. Credibility is often based on figures used to demonstrate a product’s benefits. Although statistics are extremely beneficial, their effectiveness lessens when you use certain numbers. Making the outcome too perfect will leave your reader guessing the truthfulness of your claim.

For example, almost every Saturday morning I see an infomercial for a stock picking software that uses customers’ comments to demonstrate how well the program works. People usually begin by explaining the simplicity of the software and then end by stating how much money they’ve made.

“I made $4,338 in just six weeks.”
or
“The software told me which stock to buy at the right time,
so I made $367 in just 24 hours.”

Even amounts are noticeably missing from the infomercial. That’s because someone who claims to make $10,000 in 30 days is much less believable than another person who made $9,346 for the simple fact the first dollar figure seems too perfect.

2. Stories. People think in images -- not words. So what better way to get your prospects visualizing using your product than with a story? An added bonus is that a well-written story will also create curiosity.

Below is an example of classic story used in one of the most profitable direct-mail letters of all time. The famed Wall Street Journal letter is responsible for producing an estimated $1 billion in revenues.

Dear Reader:

On a beautiful late spring afternoon, twenty-five years ago, two young men graduated from the same college. They were very much alike, these two young men. Both had been better than average students, both were personable and both -- as young college graduates are -- were filled with ambitious dreams for the future.

Recently, these men returned to their college for their 25th reunion.

They were still very much alike. Both were happily married. Both had three children. And both, it turned out, had gone to work for the same Midwestern manufacturing company after graduation, and were still there.

But there was a difference. One of the men was manager of a small department of that company. The other was its president.

Not only does this story create curiosity, it appeals to a common reason why people buy anything -- a desire to be perceived as successful.

3. Testimonials. I frequently stress using testimonials in all types of marketing literature for one simple reason: they build your prospects’ trust. Your prospects seek out testimonials to determine if your product has worked well for someone who is similar to them. In fact, some will skip much of your copy just so they can read your testimonials.

One place you’ll often find people praising a product is on book covers. Here’s an example from a book I recently purchased:

“When I implemented Mark’s simpleology formula, I immediately tripled my production while simultaneously cutting my working hours. Amazing!”

-- Frank Rumbauskas, New York Times, bestselling author of Never Cold Call Again!

The best testimonials offer a specific result by telling a brief story, instead of simple statement such as “I liked your book.” In the case of the above testimonial, the result of reading the book was tripled production. What made the testimonial even more effective was the use of an actual person who could be verified with a little research. (Note: Replacing names with initials does not boost believability.)

One technique used by some copywriters is leading a marketing piece with a testimonial. In addition to prepping your prospect for a positive experience, the quotes around the testimonial will capture your readers’ interest. This is because people’s eyes are drawn to information surrounded by quotes.

4. Honesty. Plain and simple, honesty builds believability. People have a knack for finding false claims and deceitful practices. Unfortunately, you see these far too often with companies touting phony testimonials, unrealistic prices or “urgent” notices mailed in ridiculous envelopes. You can fool a prospect once ... maybe even twice ... but honesty will serve you best over the long run.

5. Enthusiasm. If you don’t believe in what you’re writing, how can you expect to convince your prospects? Your enthusiasm (or lack thereof) is contagious. When you’re truly excited about your product, your prospects won’t be able to ignore your writing because the passion will radiate from your words.

Someone whose work is characterized by enthusiasm is Josh Towbin, a master motivator better known as “Chop” from the reality program King of Cars on A&E television. By conveying his enthusiasm and a true love of cars, people go out of their way to buy from his Las Vegas dealership. This achievement is especially impressive given the fact that car sales is often perceived as a dishonest industry.

An added bonus of displaying enthusiasm in your copy is that it will help prospects feel happy about making a purchase. To get them excited, stress the benefits of your product as much as possible. However, don’t get these benefits confused with your product’s features. While features are facts, benefits explain why those facts are important to your prospects.

6. Originality. I recently met with someone to discuss copy for an advertisement designed to promote a company’s line of refurbished copiers. The client, who owned an advertising agency, encouraged me to brainstorm some creative headlines that would not only attract positive attention, but also stir some controversy.

I started generating ideas almost immediately, so I quickly sat down with a stack of images and started writing. The brainstorming was fun, and I truly believed my edgy headlines were perfect for the advertisement.

A few weeks later I received an e-mail with the final proof ... that didn’t include one of my headlines. Instead, above an image of a copier were the words “Got Copier?” -- a reference to the slogan made famous during the “Got Milk?” campaign of the early 1990s.

Even with “insider” knowledge, the lack of originality in the advertisement left me doubting the quality of the company and its products. I’m almost certain most prospects felt the same way when they saw the full-page spread that ran on the back of a local business publication.

Remember, people are eager to play a part in something new. Your marketing literature provides a great opportunity to get creative with your writing and offer an original item that will cause excitement.

7 Profit-Building Opportunities You’re Losing if You Don't Have a Newsletter

2007-04-10T20:26:00.000-07:00

If you’re like me, when it comes to increasing your sales, you’re continuously on the lookout for three items: ideas for growing your business, secret bargains and free publicity. In this report, I’m going to tell you about one easy-to-create, low-cost marketing tool that meets these three criteria -- a newsletter.

Not only is a newsletter the perfect forum for displaying your own writing, it can also help you build a targeted subscriber list for sending special offers. As for the content, you’ll want to cover topics of interest to your industry and distribute your news on a regular basis. Whether you send the newsletter through e-mail or snail mail is your choice. I prefer a text e-mail (instead of HTML) -- it’s easier to create, more convenient to read and less costly than a visit to the post office.

Newsletter Benefit #1: You can promote your business as much as you want … within reason. Why spend money on costly advertising when your target audience is as close and accessible as an e-mail? By sending a newsletter, you control what’s being said about your company (unlike when you appear in the media -- where you have limited control). Also, you’re not limited by space constraints and hefty advertising rates. However, when you’re writing your newsletter, avoid the urge to over-promote. You want to still offer your readers enough information so they see their subscription as valuable and not as a blatant selling forum for your company.

Newsletter Benefit #2: You now have a way to pitch your products and increase sales without the need for cold-calling. I understand cold-calling is an effective technique for some businesses. And that there are plenty of people who enjoy calling people at random, but I’m not one of them. I don’t know about you, but I hate being on the receiving end of telemarketers’ calls. I know they’re only doing their job, but rarely is there ever a convenient time to hear a sales pitch. So instead of wasting your breath talking on the phone, try sending that idea to a collection of people who have agreed to receive your pitch.

Newsletter Benefit #3: You can build loyalty with readers. When you have a subscriber list and use it frequently, you are -- in a way -- “educating” your current and prospective clients about your services every time you e-mail something out. Why is this important? Because, in studies, this type of instruction has been shown to increase purchase rates, while turning hesitant prospects into enthusiastic customers. Because of loyalty, your subscribers will be more likely to buy from you than someone offering a similar product or service -- even if your purchase price is higher.

Newsletter Benefit #4: You encourage repeat customers. Keeping people updated about your services or products is a great way to ensure repeat purchases. If people don’t know what you have to offer, they have no reason to buy. As a bonus, because repeat customers are satisfied customers, they’re likely to tell someone else about your company. This process can repeat itself a virtually unlimited number of times. Aren’t referrals great?

Newsletter Benefit #5: You can easily fill “down time.” It’s a fact: Every company goes through periods when business slows. During those times when the cash register isn’t ringing as much as you want it to, why not offer a special deal or discounted rate to your subscribers? If your readers view the bargain as valuable, you’re certain to fill your down time with billable hours. The larger your list, the more likely the chances for added profits.

Newsletter Benefit #6: You’ll create “personal” connections with people you may have never seen or talk to. Yes, eventually, people will feel like they know you when they receive information from you on a frequent basis. I know it seems crazy, but the more people who see your name and associate it with a specific subject, the more they feel like they have a personal connection with you. And that’s great! After all, people like to buy from people they know, right?

Newsletter Benefit #7: You can promote other businesses. The more people get to know you, the more they start trusting you. (As a side note, please do not take advantage of this privilege.) Use your newsletter as an opportunity to promote businesses that complement your services. After all, if people are looking for the product or service you provide, it’s likely they’ll also need corresponding offerings. The situation is a win-win-win for every party involved. Your current or prospective clients learn about another qualified company that can meet their needs; the other business has an opportunity to collect another client; and you now have at least two additional people who will remember you because of the connection you created. The more often you refer business, the more likely people are to return the favor.

So now that you know why you need a newsletter, how do you get people to sign up on your mailing list?

Well, you never know until you ask. If you don’t already have a mailing list, then every client you have represents a potential name on your subscriber list. Ask each person if you can add them to your mailing list so they can take advantage of exclusive offers, while receiving the latest industry news.

Furthermore, how many new people do you meet every week? Think about it … I’m willing to bet each of you meet one or two new people -- at a minimum -- each week through work, friends or family. Why not ask new acquaintances for their permission to add them to your list? It’s a great way to introduce yourself and your business.

Be prepared, though, as you may have to offer some kind of gift in return. Sometimes it can be difficult for someone to submit their e-mail to a stranger, so it might take a little coaxing. I recommend taking advantage of the one word that is guaranteed to attract interest and new clients, regardless of the type of sales literature you use it in -- FREE. You can create a sign-in page for your newsletter on your Web site. In return, offer a article similar to this one.

To conclude this piece, I want to give you one warning: If someone asks to be taken off your list, make sure it happens. You don’t want to jeopardize your credibility by not following through on a simple request from a subscriber.

$5,000 to Write a Press Release?

2007-04-06T09:17:00.000-07:00

Yesterday, I stumbled upon Business Wire’s blog, BusinessWired.

For nearly six years I worked as an editor/newsroom supervisor at the commercial news distributor’s Phoenix office. During that time, I had the opportunity to edit thousands of press releases. And, while the topics changed each day, I remember there was always one constant: poor writing.

For the most part, anyone who submitted a press release had at least a grasp of grammar and newsworthiness, but many times we received releases in the newsroom that more resembled a sixth-grader’s book report than something worthy of distribution on an international newswire.

This often led me to wonder who was writing these press releases and, more importantly, how much were they getting paid to push products using -- in some cases -- virtually unintelligible writing.

That’s why it was interesting to read Monika Maeckle’s recent post, which posed the question, “How Much to Write a Press Release?”

She revealed a client of hers spends about $5,000 to have a press release written.

Wow! What company is that and how can I get a piece of the action? Amazingly, that fee doesn’t include distribution, which can run “anywhere from $180 to $18,000” on Business Wire.

My guess is any press release with a $5,000 price tag is likely an extensive (and extremely well-written) earnings announcement, but even then that fee seems a little excessive. A valid point was brought up in the responses by someone who said the $5,000 could include legal advice.

Over the past couple of months, I’ve distributed a few press releases on Business Wire, and I’ve been very satisfied with the results. However, my investment was nowhere near what it seems some companies are paying to pick up publicity. What’s more, as a copywriter who provides press release writing services, I have yet to meet anyone willing to fork over $5,000 for a press release.

I must be searching the wrong places.

Why Your Prospects Make Purchases

2007-04-02T10:46:00.000-07:00

I frequently remind clients and groups I speak to that a consumer makes purchases based on emotional -- not rational -- reasons. Many times writers marketing a product have no problem explaining its technical details, but they have difficulty describing the psychological experience that makes their gadgets great.

By visualizing your prospects’ desired state of emotion, you can tailor your text to meet their needs. Then, once you’ve “sold” them on your product or service using emotional reasoning, you can support your claims with logical explanations that demonstrate why the purchase was necessary.

In his latest book, Buying Trances, Joe Vitale (a favorite copywriter of mine) lists the following 26 reasons why people buy anything. By appealing to one of more of the following motives in your marketing literature, your chances of seeing a sale will improve dramatically:

1. To make money.
2. To save money.
3. To save time.
4. To avoid effort.
5. To get more comfort.
6. To achieve greater cleanliness.
7. To attain better health.
8. To escape physical pain.
9. To gain praise.
10. To be popular.
11. To attract the opposite sex.
12. To conserve possessions.
13. To increase enjoyment.
14. To gratify curiosity.
15. To protect family.
16. To be in style.
17. To have or hold beautiful possessions.
18. To satisfy appetite.
19. To emulate others.
20. To avoid trouble.
21. To avoid criticism.
22. To be individual.
23. To protect reputation.
24. To take advantage of opportunities.
25. To have safety.
26. To make work easier.

Jelly Belly’s Secret

2007-03-29T17:30:00.000-07:00

Because I make a fair share of online purchases, I find myself on the receiving end of many companies’ e-mail blasts, and I’m always amazed at the writing techniques (or lack thereof) businesses use to get me to open their messages.

No, I’m not referring to the writing found in spam e-mails -- which obviously require no writing skills whatsoever -- I’m talking about the e-mails from reputable retailers offering various products and services. Rarely will I open these e-mails for one of two reasons: either the writing provided no incentive or it wasn't strong enough to appeal to my curiosity.

However, this morning was different. After going through the usual deleting process, I came across an e-mail that sparked my interest. It was sent by one of corporate America’s most highly respected executives, Mr. Jelly Belly.

The subject read “Shhh...Jelly Belly has a secret Belly Flops event!”

Immediately, my imagination went to work. I envisioned a large man dressed up as a Jelly Belly jelly bean, flopping himself into a crystal-clear pool surrounded by cheering fans.

I wondered, is some kind of belly-flop event coming to Phoenix? The thought was too much to ignore, so I opened the e-mail and saw this …

To the right of the picture I noticed a large block of text that seemed too lengthy to read, especially at 6 a.m. However, since the text in the subject line created such a vivid image, I forced myself to scan Mr. Jelly Belly’s message. After all, I was curious.

As it turns out, Belly Flops are the “Jelly Belly jelly beans that are a little less perfect … or the ones that somehow escaped the Jelly Belly logo stamper.” Mr. Jelly Belly’s e-mail offered these beans at a discounted price. Although I didn’t buy any beans, his proposition grabbed my interest because it used five effective copywriting techniques that many companies overlook.

(I must stress that by no means was Mr. Jelly Belly’s e-mail a written work of art, but the content quality was well beyond what normally shows up in my inbox.)

1. Mr. Jelly Belly crafted words that helped create a visual image. Sure, the picture in my head was probably different than what Mr. Jelly Belly intended, but that’s not as important as the fact I opened the e-mail.

2. Mr. Jelly Belly used humor. Although it wasn’t fall-on-the-ground funny, the image of a jelly bean dressed in a swim cap and goggles was at least fun.

3. Mr. Jelly Belly set a deadline. The $8 price for two pounds of Belly Flops (which apparently have been sought after for many years) is only valid until Easter Sunday. Mr. Jelly Belly’s deadline encourages a fast response.

4. Mr. Jelly Belly stressed exclusivity. Only “friends” on the Jelly Belly mailing list have access to his offer and the “hidden” Belly Flops page for ordering.

5. Mr. Jelly Belly tied his offer into a holiday. Jelly Belly jelly beans and Easter are a well-known combination. The days prior to Easter are when the Easter Bunny is looking for items to fill baskets.

The next time you decide to offer your product or service through e-mail, try some of Mr. Jelly Belly’s techniques to increase your response rate. One warning, though, you may have to include some of your own techniques as well. After all, the pitch wasn't strong enough to generate the ultimate response from me -- the purchase.

By the way, if you want access to the “hidden” page for ordering Belly Flops, you can view it here.

Why Would I Want a Blog?

2007-03-26T17:39:00.000-07:00

Over and over I heard (and read) countless reasons why blogging was beneficial for me and my business.

Sure, I understood how it was another medium for showcasing my articles about copywriting and marketing. Yes, I knew it could help increase the search engine rankings on my websites. Heck, I even saw that executives at many of the world’s most recognized companies had started blogging.

But even after seeing these benefits, I rejected the idea of creating a blog. The primary reason was because I was still convinced that blogging was primarily seen a means for people (with too much time on their hands) to journal private thoughts to an online audience.

However, this perception started changing a few months ago. In fact, I even considered launching a blog earlier this year, but I still wasn’t totally convinced that blogging was for me.

Until …

Last month I received a project that involved writing an article about the benefits of blogging for the Greater Phoenix Chamber of Commerce’s IMPACT Magazine. Included in that assignment was a request to interview Jason Baer, founder and senior director of Mighty Interactive, an Internet marketing agency in Tempe, Arizona.

It was after completing this interview with Jason -- whose blog receives 5,000-7,000 visits each month -- that I finally decided to venture into the world of blogging.

If you would like to see the article that converted me into a blog backer, you can view it here (scroll down to page 13).

Truth be told, there are two other people who helped persuade me as well because I visit their blogs often -- Joe Vitale and Chris Tingom.

MortgageMarketingLetter.com is Now Live

2007-03-23T16:08:00.000-07:00

After receiving what seemed to be 2-3 letters in the mail daily from lending companies begging me to refinance my house, take out a home equity line of credit, or consolidate my non-existent debt, I finally decided to take a stand.

Well, actually, let me clarify that last statement -- I decided to take advantage of an entrepreneurial opportunity.

Because many of the letters I receive on a continual basis are so poorly written, I created a tool for helping lenders increase the response rates on their mortgage marketing letters. Yes, mortgage lenders now have access to the insider secrets for writing money-making letters that persuade prospects to take action … and they’re available online for free at http://www.mortgagemarketingletter.com/.

Tips a Toddler Can Teach You About Writing Effective Marketing Literature

2007-03-14T22:43:00.000-07:00

A few weeks ago, I was given an opportunity to work on a project that involved two of my all-time favorite activities: writing and basketball. For an avid hoops fan like me, there are few times I’ve been as excited about a new assignment as I was that Friday afternoon.

My enthusiasm continued growing as I drove home from the meeting. Not only could I not wait to start writing, I was eager to reveal the details of my latest project. Surely, there was someone who could share in my excitement -- and I knew that person was waiting for me at home.

As soon as I swung open the back door, I was greeted with the familiar pitter-patter of my 18-month-old daughter’s feet on the wood floor.

I leaned over, picked her up and enthusiastically blurted out, “Hey, Mary, you want to hear about Daddy’s new project?”

No sooner had the words left my lips when she replied with the one word her limited vocabulary allows.

“No!”

Thinking back, this incident reminds me how much we can learn just by interacting with a toddler, even when it comes to writing marketing literature.

When my daughter responded, there was no question she knew exactly what she wanted, just like the audience that reads your marketing literature. They want to know what your product or service can do for them. On top of that, your prospects are concerned with being happy.

That’s why most motives for making purchases are based on emotions. Think about why you bought your last car. How about that outfit you saw hanging in the window at the mall? What about your house?

Wouldn’t you agree that -- on some level -- the reason for these buys was the same as why children enjoy jumping around in mud puddles?

Your purchases make you happy.

Since you know your prospects want to make “happy” decisions, use your writing to explain the specific benefits of responding to your call to action (but don’t forget to remind readers what they will lose by not taking action). When you focus on good feelings, your response rates will increase.

Also, just as parents stress honesty with their children, do the same with your copy. False promotions and bait-and-switch schemes create more critics than customers.

Your prospects demand honest benefits, and the best way you can provide them is through testimonials they can relate to. The success of your marketing literature relies on the proof your customers provide. If there is a particular aspect of your business that is a well-known benefit for your target audience, a few positive comments written in your marketing literature will help turn your prospects from skeptics to supporters.

In some cases, you may need to persuade your readers with an incentive. With kids, this practice is often referred to as bribery. While children have been known to clean messy rooms in exchange for ice cream, adults must be convinced using something with perceived value. Strive to give your prospects more than what they’re expecting.

In these situations, write an irresistible offer (free offers work well) or -- even better -- back up your product or service with a guarantee. A guarantee in writing gives you instant credibility. If you’re willing to put the risk on yourself, prospects will feel like you truly believe in your product or service.

And, finally, like any toddler, your prospects have limited patience for anything that doesn’t concern them. It’s only natural. People often put their own interests before others, especially when it comes to buying decisions. That’s why you want to write early in your copy the specific reasons why doing business with you is advantageous.

After all, you are better than your competition, right?

8 Sure-Fire Tips for Enticing Readers in Your Marketing Materials

2007-03-14T22:38:00.000-07:00

Because I’m a copywriter, my opinion is likely a little biased, but I truly feel the power of the pen is mightier than the spoken word. When we listen to someone speak, the words we hear are rarely repeated -- unless requested -- and they don’t have the same “staying power” as a phrase permanently placed on a piece of paper. In addition, the written word has the potential of reaching a wide audience; whereas spoken words are limited by the number of people listening to what you’re saying.

For these reasons, companies putting a consistent effort toward their writing often see better results with their marketing strategies than others that treat content creation as just another trivial task. When it comes to putting together ideas for creating an effectively written document, there are numerous ways you can increase the likelihood of generating your desired response. Here are eight sure-fire tips you can use in your marketing literature to transform a reader from uninterested to enthusiastic.

Enticing Tip #1: Offer something for free -- No matter how many times you use it, “free” is the one word that will attract attention, regardless of the type of sales literature you use it in. So offer your readers something they view as valuable as an incentive for meeting your desired outcome. For example, write a report with information on a topic your target audience would find useful. Even better, provide some type of information that would solve a common problem your potential customers can relate to (see tip #4). You can even offer a discount on a future service or a complimentary giveaway that promotes your company.

Enticing Tip #2: Make the situation a win-win -- Stephen R. Covey summed it up in his best-selling book, “The 7 Habits of Highly Effective People,” when he stated, “With a Win/Win solution, all parties feel good about the decision and feel committed to the action plan.” Obviously, you benefit if a reader reacts to your call to action, but what incentives are you offering to encourage this response? Once the emotional basis for making a purchase wears off, your customer will seek rational reasons for the decision. So reward your reader with reasons that validate the purchase.

Enticing Tip #3: Stroke the reader’s ego -- Who doesn’t enjoy receiving unexpected compliments? This technique is especially effective when trying to attract high-end buyers. People feel good when they’re recognized for achieving a special milestone or status. What makes the sensation even greater is when someone unexpectedly recognizes the feat.

Enticing Tip #4: Offer a solution to a problem -- Applying this tip involves more focus on your customer and less attention on the product or service you’re selling. Any successful business item flourishes because it solves issues consumers view as important. Write your text so it focuses not on the magnitude of the problem as determined by society as a whole, but the importance of the issue as decided by an individual. Try visualizing a person’s mindset prior to using your product or service, then write your text so it satisfies the reader’s needs.

Enticing Tip #5: Demonstrate your credibility -- Not only do people prefer doing business with people they know, they also like to know the person they’re working with has capability of doing the job well. Validate your credibility through testimonials or your track record with similar projects – and be specific. If you’re selling a product, cite detailed examples of how it has benefited others. For best results, demonstrate success with something your target audience relates to. It should go without saying, but always be prepared to back up your statements.

Enticing Tip #6: Show the value in your product or service -- Just about everyone enjoys the feeling of finding a bargain. So show your reader how your product or service saves time or money when compared to the competition. Your goal is to provide enough information so that your readers believe they are getting more than originally anticipated.

Enticing Tip #7: Leave the reader guessing -- Great writers know the exact statements and questions to ask so that the reader feels he or she must make a purchase to get the answers. This is another area where you want to be specific with your writing. Which of the following statements would attract more interest?

Discover 7 Secrets for Creating $50,000 in Extra Income … in 30 Days
or
Learn How to Make More Money

Most people find the first option more appealing because it offers an exact result within a specific timeframe. Adding to a reader’s curiosity is the statement presents an opportunity that seems -- to most people -- nearly impossible.

Enticing Tip #8: Stress urgency -- The longer you let someone wait to take action, the less likely it’ll happen. Encourage immediate action throughout the marketing piece and, if you’re drafting a letter, reiterate to the reader the importance of acting quickly in the P.S. You may have to offer some kind of incentive (see tip #1).