Your Story Touched My Heart

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Filed under: Copywriting 

I’ve heard its horrific for women in social media.

I’m very sorry for what assholes online-galyou encounter. They will always be there, but more so, when they can hide themselves and act contrary to their open public persona’s.

The more attractive you are the more they appear. These bottom feeders are to be expected, not accepted, but expected.

I was recently called “online famous”, by a dear friend. While I was, of course, flattered, I thought I might give at least a part of my side. Read more

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One A Day Plus Sales Tips

They say when the pain is great enough you’ll do something about it.

Well… It’s 12AM over here so I’ll try to keep this short.
Pain is a great motivator. But its only the tip of the iceberg.

Today’s focus is on pain. (clarity)fear

Actually this is pretty interesting for any solution providers out there..

Lets take your pain, your market’s & your customers pain.

In selling the defacto for motivation is emotional, as in emotional pain.

Some time back I had a problem I couldn’t or wouldn’t face. I knew deep in my heart I needed to change something or I wasn’t long for this land of milk and honey. That was My pain.

The thing was, when I was offered the solution I was met with
the decision to either take the offer or suffer losses, huge losses.

I was already in some place I can’t even begin to touch
upon at this moment for lack of brevity. I’ve touched on that
in another post.

This (the pain) in and of itself is exactly what we need to plant
in our readers mind.

If my offer nails upon my customers pain enough, their
brain will inevitably multiply the experience and build the
desire for a solution. Stay with me here…

Not just any solution, although, if you craft the offer just
right and match the pain and surpass it with overwhelming
relief, (any solution will do) “Just fix me” Is what the reader
will be saying after we lay down the identifying nature of what
ails them.

The point is, the reader has to feel like they came to
the realization naturally. You with me?

Just because I identified something they already know,
naturally their BS detectors rise in defense of any influence
I may try to induce.

The solution has to include the reality of loss, should the reader
continue on their current path without my solution. And that loss
has to be relived in the readers mind like a movie that loops endlessly.

You ever worry on something and the scene seems to replay itself
in your head nonstop? That’s what I’m talkin about.anxiety

Back to my story…

So I was offered a better way of life, a life free of the pain I was living, and freedom from the problem I felt there was no solution, available to me.

Sound like a win, win to you, doesn’t it?

Mind you…

I was to shell out $12,000 for this solution. Yep, 12 big ones.

And, I had to leave friends and family and
go travel upstate to Rome, New York near Schenectady
(I can’t even pronounce Schenectady), during a blizzard at the end
of winter for a month.

Was I sold on it? You friggin bet your ass I was.

This happened way back in 1986, so all this is water under
the bridge now. I’m just replaying this for analogy.

The thing is, there was no talk of work, there was no talk of
change, there was no talk of daily this that or the other thing.

All that detailed feature stuff was purposefully left out.

I was hammered with benefits, one after the other. After all…
All I needed to know was that this stuff worked and it was available
to me right there and then.

I knew it promised freedom, I knew it promised change and it was
a solution to my most agonizing pain that’s been keeping me up at nights…

It’s getting late, so lets recap…finally

Does your offer reintroduce your targets pain?
Does it agitate that pain?
Does it put relief in your readers mind and you as the necessary source of that relief?
Does your offer outstandingly lay out the benefits
of whats available to your reader?
Does it induce fear? (I’m sorry, but its true.) get over it.
Does it include Fear of what will happen if they don’t act now?

I’ll have to continue this in my next post…
It’s 1AM and I promised myself I’d only write for an hour. Maybe I’ll include : How Crystal Meth increased my SEO?

I’m no copywriter, at least at this point, I was told years ago, it’s the one skill every would be success story should practice and apply to their marketing. If you want to know more about copywriting, you should look at: — Ray Edwards site —

Till the next post,
Be Focused…
Dan, the Un-Guru

PS: It takes years to be a true overnight success. At the least 2yrs. The ones I look up to, usually have at least ten years under their belt.

PPS: If you haven’t signed up for my newsletter now would be a great time to do so, no pressure. I gave hints yesterday about profiling your average reader.  I’m going to go deeper into the what and how to’s,  so you want to be sure not to miss out… Peace..

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How to Prepare for a Copywriting Assignment

affiliate marketing networksBusiness-to-business copy persuades readers by giving them useful information about the products being advertised. The more facts you include in your copy, the better.

When you have a file full of facts at your fingertips, writing good copy is easy. You simply select the most relevant facts and describe them in a clear, concise, direct fashion.

But when copywriters don’t bother to dig for facts, they fall back on fancy phrases and puffed-up expressions to fill the empty space on the page. The words sound nice, but they don’t sell because the copy doesn’t inform.

Here’s a four-step procedure I use to get the information I need to write persuasive, fact-filled copy for my clients. This technique should be helpful to copywriters, account executives, and ad managers alike.

Step #1: Get all previously published material on the product.

For an existing product, there’s a mountain of literature you can send to the copywriter as background information. This material includes:

  • Tear-sheets of previous ads
  • Brochures
  • Catalogs
  • Article reprints
  • Technical papers
  • Copies of speeches
  • Audio-visual scripts
  • Press kits
  • Swipe files of competitors’ ads and literature

Did I hear someone say they can’t send me printed material because their product is new? Nonsense. The birth of every new product is accompanied by mounds of paperwork you can give the copywriter. These papers include:

  • Internal memos
  • Letters of technical information
  • Product specifications
  • Engineering drawings
  • Business and marketing plans
  • Reports
  • Proposals

By studying this material, the copywriter should have 80 percent of the information he needs to write the copy. And he can get the other 20 percent by picking up the phone and asking questions. Steps #2-4 outline the questions he should ask about the product, the audience, and the objective of the copy.

Step #2: Ask questions about the product.

  • What are its features and benefits? (Make a complete list.)
  • Which benefit is the most important?
  • How is the product different from the competition’s? (Which features are exclusive? Which are better than the competition’s?)
  • If the product isn’t different, what attributes can be stressed that haven’t been stressed by the competition?
  • What technologies does the product compete against?
  • What are the applications of the product?
  • What industries can use the product?
  • What problems does the product solve in the marketplace?
  • How is the product positioned in the marketplace?
  • How does the product work?
  • How reliable is the product?
  • How efficient?
  • How economical?
  • Who has bought the product and what do they say about it?
  • What materials, sizes and models is it available in?
  • How quickly does the manufacturer deliver the product?
  • What service and support does the manufacturer offer?
  • Is the product guaranteed?

Step #3: Ask questions about your audience.

  • Who will buy the product? (What markets is it sold to?)
  • What is the customer’s main concern? (Price, delivery, performance, reliability, service maintenance, quality efficiency)
  • What is the character of the buyer?
  • What motivates the buyer?
  • How many different buying influences must the copy appeal to? Two tips on getting to know your audience:
    • If you are writing an ad, read issues of the magazine in which the ad will appear.
    • If you are writing direct mail, find out what mailing lists will be used and study the list descriptions.

Step #4: Determine the objective of your copy.

This objective may be one or more of the following:

  • To generate inquiries
  • To generate sales
  • To answer inquiries
  • To qualify prospects
  • To transmit product information
  • To build brand recognition and preference
  • To build company image

Before you write copy, study the product – its features, benefits, past performance, applications, and markets. Digging for the facts will pay off, because in business-to-business advertising, specifics sell.

Robert W. Bly
Guest Contributor

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