Tag Archives: prospect

Why Getting Attention Won’t Make You Rich

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Be remarkable. Be the purple cow. Get yourself noticed. Just be your own beautiful and unique snowflake self, and your allotment of raving fans will come find you and buy everything you make. Ever heard that advice? It’s a social media truism that as long as you’re authentic , you can’t go wrong. Fame, fortune, and the latest Apple products will all be yours. Let’s face it — authenticity can be a great way to draw a crowd. Especially if you have an over-the-top personality. And because we live in the age of attention scarcity, many people think that getting attention is the hard part. If only I could get noticed. If only I could get someone to read my stuff. But attention isn’t actually the rarest commodity in the 21st century. Trust is. It’s true that the first letter in every sales formula is “A” All marketing has to start with attention. If you can’t attract attention in the first place, nothing else you do has a chance to work. This is why headlines matter more than anything else you do. And that’s been the case as long as selling has existed. If you’ve ever been to a Renaissance Faire, think about the way the food vendors let you know what they’ve got to offer. When the pretty girl in the tight bodice shouts Hot Turkey Legs! and Cold Beer Here! , those are headlines. They attract your attention and let you know the most important details of the offer. But you need to remember that the work of the headline is not only to attract attention. The true job of the headline is to get the first line of your copy (whether it’s a blog post, email message, sales letter, video, or podcast) read, watched, or listened to. In other words, if you gaze happily at the pretty girl but you never approach her for a beer, the headline (and the bodice) have failed. Copywriting formulas have more than one letter (If the whole idea of copywriting formulas is new to you, you can find 15 of them here .) Conversion is the copywriting term for all the stuff that happens between that initial “A” and the sale. You craft an offer that people will actually want to buy . You build trust. You answer questions and counter objections. You describe appealing benefits to spark interest and fan it into desire. You make it easy for the prospect to see herself as a customer. You increase desire with appealing bonuses. You deliver a clear, compelling call to action . You build in urgency elements to get the prospect to act today. You state your call to action again. Being a jerk is bad for business Lots of us will reward a jerk with attention. But not many will reward a jerk with business . Jerks can’t be depended on. They play head games. They don’t respect their audience. They amuse themselves at the expense of other people. Prospects are already fearful enough . If your prospects don’t trust you, they’re not likely to spend any money with you. You don’t have to be a wimp You’ll notice that some very successful businesspeople have strong, tough personas. They may well make themselves unlikeable to most of the population. That’s ok – they’re filtering out the customers who aren’t right for their business. The message they send to their right customers, though, is always that they can be trusted. That they’ll tell the truth, even when it’s not pretty. That they’re consistent, whether you like them or not. The dad from Sh*t My Dad Says would make a good marketer. Let’s face it, if you bought a car from that guy, you know that you’d have a completely accurate picture of what was good and bad about the car. He may be offensive at times, but he’s trustworthy. (At least, the real dad and not the one who will be played by William Shatner.) The dad from “Family Guy” would make a lousy marketer. He’s capricious, he goes for the cheap laugh every time, and he has no integrity. There are no customers gullible enough to buy a car from that guy. You may find him hilarious, but no sane person would find him trustworthy. It takes more than being remarkable Hey, I’m a big fan of remarkable. I built a blog and a lovely business around it. But “remarkable” doesn’t mean “remarkably annoying,” “remarkably mean,” or “ remarkably useless .” You have my permission to swear on your blog , to fearlessly embrace controversy , or just to make yourself a likeable jackass . But never, ever do it at the expense of the trust of your readers. There is no effective copywriting formula that leads directly from getting Attention to creating a Scandal to making a Sale. That’s just a formula for making an A-S-S of yourself. About the Author : Sonia Simone is CMO of Copyblogger Media and founder of Remarkable Communication . Follow her on twitter . Flickr Creative Commons image by Alaskan Dude

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How to Build Credibility with Your Sales Copy

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When visitors are making a decision about whether or not to buy, their “shields are up.” They’re watching carefully for any sign you might be a jerk, a crook, or just not able to deliver on your promises. They need you to soothe their unspoken anxieties and objections . This doesn’t have to be a daunting task. In fact, a powerful way to make this happen is something you’re probably already doing on your blog. The key is to show your prospect the person (or people) standing behind the offer. Put a human face and some credibility-based context on that sales message. Readers want to know who they’re dealing with — and why they should trust that person. It’s up to you to communicate it in an effective and engaging way. Let’s talk about three strategies for building sales-driving credibility into your copy. 1. The “about me” approach This is probably the most recognizable credibility-building tool, because you see it everywhere. Blogs have an “About” page, and many sales pages have some variation of the Who Am I And Why Should You Listen To Me? theme. But you can also use a little more subtlety when introducing yourself to your buyers. Using a “Why I created this product” approach, you can weave your own story into your sales material, by combining details about your experience and credentials with benefit-driven copy that reduces your readers’ resistance to buying. Explain what you’re doing for clients, how your approach addresses the results you deliver to those clients, and then segue into your sales message. For example, a copywriting course sales page could build credibility like this: After spending a decade building a reputation for writing high-conversion copy for clients like (name) and (name), I decided to start teaching my evergreen copywriting strategies to others so they could grow their own businesses … You’d then lead into a brief story about how you have effectively served your copywriting customers. You can see how the credibility factors (10 years of experience, name dropping of high-profile clients) merge with the desired outcomes (evergreen strategies, high conversion), and let you build trust without feeling like a hype machine. By involving the reader in a bit of history (or even what’s happening with present customers), you can satisfy the “about me” section by wrapping it in details that are really about them and the outcome they’re looking for. It seems like they’re getting a story about you. But what they’re really getting is confirmation that you can meet their needs. 2. The “reluctant hero” approach Another strategy is the story of the “unintentional product.” This works by setting up a backstory where the product producer starts gaining a reputation for creating results … and then other people begin clamoring to know how to make it happen for themselves. The reluctant hero is a storytelling archetype, and you may think that makes this approach formulaic or contrived. But assuming your story is both compelling and true (yes, it needs to be both), the reluctant hero story is an extremely effective credibility generator. Here’s an example from my own past: I started out as a personal development coach who began learning how to create and launch my own information products, Third-Tribe style before there was a name for that way of doing things. After a while, my blogging friends began asking me how I was making such strong sales with my products. As I showed them, they started telling people about it. Word got around, and I started getting more calls and emails about launching products than I did about personal development. I decided to create a training manual on how to write and sell ebooks … and the rest is history. The “reluctant hero” approach lets you humanize your accomplishments, weave a story that creates a connection with your audience, and gets readers to see you as a natural fit for what they need. 3. The customer-as-proof approach A third (and highly effective) strategy is to make successful customers the focus of your credibility-building story. After all, why talk about yourself when you can talk about the stunning results your customers have created … and generate credibility by association? You see this all the time when people say things like “using this system, my client generated $5 million in sales in a down economy.” By pointing to the successful results other people have experienced, the product (as well as the creator) gains instant credibility without having to overtly claim “I’m qualified.” When example is stacked upon example, the sense of credibility is continually heightened. Every time you receive a results-based testimonial, consider weaving it into your sales message as more than just a yellow box with a picture in it. Make it part of the story around what your product can truly do. The more examples you have for your reader to see your product’s results, the less “selling” you’ll have to do, because each story reinforces your credibility. And you take advantage of another copywriting cornerstone — making it easy for your prospect to visualize herself as a customer. What’s your favorite credibility builder? These aren’t the only ways to establish credibility in a sales page, but for the aspiring copywriter, they’re a great start. If you’ve got another strategy that’s a personal favorite, please share it in the comments below and let us get to know a little more about you and your story. About the Author : Dave Navarro is a product launch manager who can’t wait for you to join the 7,000+ people using his free workbooks in the Launch Coach Library (a crowd favorite in the Third Tribe forums).

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How to Build Credibility with Your Sales Copy

Landing Page Makeover Clinic #29: InShapeAtTheOffice.com

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This is another addition to our ongoing series of tutorials and case studies on landing pages that work. Baolin Liu wants to help fellow office workers stay strong and fit, both in and out of the office. He’s developed an exercise program designed to assist even the most sedentary office worker … or micropreneur who puts in too much tush-time in her comfy, almost-ergonomic desk lounge. But I digress … Baolin is using article marketing to drive prospects to his page. But his bounce rate is nearly 91%. And sales? Well, they’re not happening. The Goal : Reduce bounce rate, increase sales. The Problem: Very high bounce rates; non-existent conversion from the 9% who do stick around a little longer. The Current Landing Page (homepage): http://www.inshapeattheoffice.com . Value: $17.00 Click image for larger view The Maven’s 10-Point Critique #1 — Be clear about the product you’re selling. I think I know what you’re selling, but even after reading your long-form sales letter, I’m still not sure on the specifics. That’s why your bounce rate is high. Your visitors aren’t clear about what you’re selling because you’re trying to sell/promote too much, when what you need to do is paint a clearer picture of what you have to offer. Here’s what I mean: if your URL is “inshapeatheoffice,” it’s reasonable to think you’re offering an inexpensive, easy exercise and nutrition program that office workers can do while they’re at the office. That’s your hook. But your copy — and my guess is your product — tries to grow the topic “beyond the cubicle.” And when you do, you’re in competition with EVERYONE in the fitness space. #2 — Be clear about your prospect’s “pain point” in the headline. Here’s your current headline: Time for a reality check … Are your 2010 weight loss goals on track? Can you EVER return to your “fighting” weight doing the things you are doing now … sitting for long hours at a desk? How many of your fitness goals have you actually reached working your desk job? If any of those questions challenge you, GREAT! You have landed on the right page. Yikes. Maybe I don’t have any weight loss or fitness goals, or feel driven to return to my fighting weight. It’s not that I don’t care about these things, because I do. But … At the other side of that “but” for your prospect is his pain point: … But with long hours at a desk job it’s hard for me to find the time outside of the office to work out. It’s hard enough to even eat right. I’m too busy! Once you understand your prospect’s pain point, the rest of your copy begins to flow in the right direction. #3 — Be clear about your product’s big promise in your headline. Having identified the pain point: “I care about my health and appearance, but spend too many hours at my desk to eat right and get enough exercise” — now we have to identify and promote the product’s big promise . Again, your current copy doesn’t address the promise at all. Your prospects don’t care about challenging questions. They want relief from their pain point, and they want it in a big, palpable and dramatic way. Here’s your big promise: You CAN get stronger, leaner and healthier right at your desk during regular working hours — in just XX minutes a day — and your boss and co-workers will never know! All they’ll see is how good you look and wonder about your secret. #4 — Identify your primary target right off the bat. And that means your salutation. “Dear Fitness Enthusiast” is all wrong since someone who IS an enthusiast makes time for exercise. However, “Dear I Wish I Could Be Leaner, but Who Has the Freaking Time to Exercise” hits the mark square. Feel free to edit. Click image for larger view #5 – Tell your story in a way that is genuine and builds identification. Consider video to tell a portion of it. Here’s an excerpt from your story: After several years of working at the office, I noticed that I began to lack muscle tone. I was steadily gaining weight and I had lost the attractive youthful appearance that I had entered the workforce with. Does this sound like a real person? “I began to lack muscle tone?” Compare to: I was getting soft in the middle … I was beginning to loosen my belt a notch here, another notch there. Pants I had just bought were feeling tight — and not in a good way. Not at all. Here’s another example: “I had lost the attractive youthful appearance that I had entered the workforce with.” Compare to: I wasn’t looking like myself anymore . I would look in the mirror and wonder whose pudgy, bloated face was looking back at me … Someone guessed my age today — and they guessed 10 years older than I am! Your copy has to sound genuine, like two friends meeting and chatting over coffee — especially if you’re using a personal story to sell your message. Video could be very effective for you as an adjunct to your main letter copy. #6 — Show your story with before and after pictures. In the weight loss/fitness space, you’ve GOT to show before/after pictures — and lots of them — because they, even more than the copy, show the results that people are most interested in. And since you’re selling your plan with your personal story, your before/after shots are the most important, so get them in there and in the first screen. #7 — Tell enough of your story to inspire your prospects and get them to identify with you … then stop. Your personal story goes on and on. Baolin, your reader doesn’t care about your story except how it ultimately relates to him or her. So tell enough of it — and show enough of it with pictures — and then write to the interests/needs/wishes/desires of your reader as they relate to your product. Write in the ‘you’ and not the ‘I/me.’ #8 – Strengthen your subheads by having them tell their own story and keep the momentum going. Subheads are mini-headlines that help orient and pull your readers along as they scan through your message. Ideally, if your reader reads only your headline and your subheads, he/she should be able to get enough of the general story to understand what you’re selling and resonate with the emotions you’re hoping to elicit. #9 — Punch up and quantify the features of your product. After wading through your letter, I realized that there’s simply not enough about what your prospect will get, learn, discover, and benefit from. Go through your e-book and make lists. Count the number of tips per exercise, etc. Organize them and get them into your letter. If you have charts and illustrations, I’d include them, too. You’re looking to create a tidal wave of emotionally resonant “stuff” that’s so compelling that your prospect won’t be able to resist it. Click image for larger view #10 — Bolster your satisfaction guarantee. You can’t just throw a graphic on your letter and call it done. You’ve gotta say it, too. Stand behind your product with a strong, explicit guarantee and you’ve just removed a key obstacle to your fence-sitting prospect who’s ready to purchase, but paralyzed by, “What if I don’t like it?” Make your guarantee as strong as possible. Few will call you on it. BONUS TIP: Add credibility to your copy. Personal stories are a great jumping off point, but then you need to take it to the next level and build credibility and authority, as well — for your content as well as for you. So try to incorporate outside medical/science evidence for your product claims. To bolster your own credibility, share testimonials from not only e-book readers, but fitness trainers, nutritionists, etc. My thanks to Baolin Liu for his patience and support of Heifer International. Look for my next makeover in about 4 weeks. About the Author: Roberta Rosenberg is The Copywriting Maven at MGP Direct, Inc . Find her @CopywriterMaven on Twitter. If you’re interested in a private page makeover, site audit, or other services, please email Roberta directly . P.S. If you want more specific advice about what works and what doesn’t in online marketing, be sure you’re getting the Internet Marketing for Smart People newsletter from Copyblogger. It’s free, and kicks off with a 20-part course on the essentials of marketing in the online world.

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How to Rescue Your Readers from Purchase Paralysis

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Ever been so scared you can’t move? It’s a common reaction to a really scary situation. We know we’re in trouble. We know we need to move. But we can’t seem to convince ourselves, so we do nothing. Some people make a living helping others out of tight spots like this one. Firefighters, for example, are trained in how to get in there and persuade the immobilized person that moving is a really good idea. The firefighter quickly establishes trust, speaks firmly with authority, and gives extremely clear and specific instructions. These persuasion strategies are the same as those used in persuasive copy. Making a decision about whether or not to buy a product is far less scary than being trapped in a burning building, but there are surprising similarities. Your ideal customer might do what you want him to do, but not without some waffling. He hesitates before clicking the Buy button … paralyzed by fear. So break out the tools of persuasion to help him out. Information is not persuasive Imagine you’re trapped in a burning building. Now imagine I come over and simply tell you a few logical reasons you should move. Fire is dangerous. The human body has not evolved to withstand the ambient temperatures inside a burning building. The fumes being produced are highly unhealthy. The building’s structure is likely to become unsound, which creates additional dangers. Those are all very good reasons to move. This is valuable information. But it doesn’t help you get out of that fear-based paralysis. Information alone isn’t enough. Persuasion isn’t about information or the facts. Very often, we already know the facts. Persuasion is about recognizing that the prospect’s fears are valid, and then allaying those fears. It’s about saying, Yeah, I know you’re in trouble and so damned scared you don’t know what to do, but if you listen to me, I can help. It’s about getting rid of the fear. Why is your reader afraid? Figuring out what scares your prospect is the copywriter’s first job. It’s (probably) not burning-building fear, but your readers do have fears. Maybe they’re afraid this product won’t solve their problem Maybe they’re afraid they’re going to throw money away (again) Maybe they’re afraid they won’t ever use your solution So speak to those fears. In a burning building, you’re scared of moving because being burned hurts like crazy, you can’t breathe too well, and you might die. Those are your current fears. They are big and valid, and factual data about fires won’t help you move. But if the firefighter starts talking to you in a calm, authoritative voice that convinces you he actually has a way out of this, you’re going to listen up. You’re ready to hear him say something that makes the whole situation less scary. He’ll probably give you some very specific instructions. You’re going to take just two steps forward, and I’m going to take your hand. Then I’m going to guide you out of here. Don’t focus on what’s going on around you. Just take my hand. You can tell he’s a professional, that he’s done this before, and that if you just stick with him and follow the clear instructions, you’re going to be all right. Sound familiar? Help prospects move beyond purchase paralysis It should. This is the core message of almost every piece of persuasive copy you’ve ever read. Hey, I know you’re afraid of buying this product because of (specific reasons). But you know what? It’s going to be okay. I’ve been where you are now, and I know the way out of here. So just take my hand, click on the button that says Add to Cart , and in just a moment you’ll have the solution that makes it all okay. Click the button and let’s get you out of this mess, okay? “Let’s get you out of this mess,” is the simple and satisfying underlying message. Here are the steps: Acknowledge and empathize with the prospect’s fear. Demonstrate that you’re trustworthy. Social proof helps; so does pre-selling with exceptional content . Convey your authority . Let the prospect know you can handle this kind of mess with ease. Let the prospect see what the way out looks like. Show the benefits of your solution. Give clear and specific instructions for what to do next. Persuasion is about saying: Stick with me, kid. We’ll get you to the solution, safe and sound. Most people are just waiting to be persuaded that they have nothing to fear. Good copywriting is about helping them make a move. About the Author: If you’re afraid of writing your own web copy, all you have to do is make one small step. Contact Men with Pens , and James will hold your hand all the way to web copy freedom.

firefighters How to Rescue Your Readers from Purchase Paralysis

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How to Rescue Your Readers from Purchase Paralysis

14 Lessons Learned from One of the World’s Highest-Paid Copywriters

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This is part one of a three-part series on how to profitably translate advice from old-school marketing guru Dan Kennedy to a new online environment. Dan Kennedy is the Sovereign of Sales Letters. (Or maybe that’s the Duke of Direct Response.) He knows exactly how to deliver a marketing message with maximum clarity and zero confusion. As he’ll readily tell you, he’s one of the world’s highest-paid copywriters. His classic book The Ultimate Marketing Plan promises low-cost ideas and high-profit results. This book delivers on both counts, and it’s well worth the read. But it was written in 1991, and at first seems like it’s more relevant to a restaurant or dry cleaner than it is to a web-based entrepreneur. If you have a hard time translating bricks-and-mortar advice to your internet business, well, just be glad we’ve got Copyblogger. The Ultimate Marketing Plan walks you through the 14 steps Kennedy considers necessary to build a bulletproof marketing plan that can help you to explode your business. And this post will tell you how to translate those to what you’ve been up to. Dan Kennedy’s 14 Steps to the Ultimate Marketing Plan 1) Putting together the right message This is your business’s Unique Selling Proposition , boys and girls. The principles behind the USP have been talked to death. You can call it the Purple Cow, your market position, your winning difference, or just the answer to Why Should Anyone Read Your Blog? The reason the USP has been talked to death is that this core idea is essential to effective marketing. Even though defining your USP is one of the best places to start when you’re building a solid marketing plan, it also seems to be one of the easiest places for people to get lost. Kennedy defines the USP this way: When you set out to attract a new, prospective customer to your business for the first time, there is one, paramount question you must answer: “Why should I choose your business/product/service versus any/every other competitive option available to me?” Kennedy, in his characteristically cranky style, has also been known to call this “justifying your reason to exist.” You must know the facts, features, benefits, and promises that your business makes — inside-out, upside-down, backwards, forwards, and sideways. Because if you can’t clearly articulate what makes your business unique, how can you expect anyone else to care? You will need to crow about your business if you expect it to expand, but it’s pivotal that you are trumpeting the right things. The right USP coupled with the right offer , especially at the right time and place, is important for any business. For a business fighting for attention with millions of other blogs all over the world, it’s essential. 2) Presenting your message Regardless of where you choose to market your product or service, there is a right and a wrong way to deliver your message. According to Kennedy, the customer has five mental steps to take between first contact and completing the sale. Awareness of a need or desire Picking the thing that will satisfy that desire Picking the source for that thing Accepting the price/value argument Finding reasons to act immediately Let’s say your particular product is a vacation package that includes a seven-day cruise. Pictures of an island paradise might spark initial desire, while shots of a cruise ship will put a finer point on the new longing. Information about what makes your company’s cruises different will let the prospect know that you’re the right source to satisfy their craving. Copy that paints a picture of all the fun to be had as well as the tremendous value of the package, backed by proof (user testimonials and pictures both work great), will serve to convince your prospect that his money will be well spent. Finally, a special, a limited time offer, or perhaps a coupon or room upgrade, will help to get the deal done today rather than . . . never . Whether you’re online or off, it’s your job to lead the prospect through these five points. Without clear road signs, your prospect will get lost. 3) Choosing the right audience Who you don’t serve is every bit as important as who you do. It is always okay to trim the tribe. Let’s say you’re planning to open a steakhouse. What do you think is most important to a spectacular opening day? Elegant decor? A well-trained staff? Ample parking? A robust menu? Reasonable prices? Delicious food? The answer: None of the above. The best thing you could possibly have when cutting the ribbon at your new steakhouse is a starving, steak-hungry crowd with a growl in their collective belly. Which means you don’t want to send your marketing message to vegetarians or calorie counters. When it comes to reaching your audience online, you’ve got to find the equivalent of those hungry carnivores. A blog that tries to speak to everyone will find few, if any, readers. It’s always smart to choose a general topic that’s got wide appeal. But within that topic, the tighter your focus , the easier it will be to grow an enthusiastic base of readers, then customers. 4) Proving your case It seems every decade makes us more jaded. The Internet has only accelerated the process. Your marketing messages needs to survive a lot of cold, hard skepticism . Some people might argue that you should never put negative thoughts into your customer’s head. You won’t be. You’re simply addressing what’s already there. You cannot ignore this step. Proving your case will get you a lot farther along on your way to making the sale. Address objections. Your prospect may desperately want your fantastic online cooking course, but she’s got a list of objections holding her back. Fortunately, we’re no longer in Kennedy’s 1991, where you had to use a photocopied 16-page letter to tackle each objection. These days you can do it in blog posts, email autoresponder sequences, and with virtually any form of social media. Social proof is key. You’ll notice up there in the left-hand corner, that Copyblogger proudly advertises its 100,000-plus subscribers. That’s not bragging. It’s a decisive emotional trigger. Nothing attracts a crowd like a crowd. Gather testimonials. Happy, satisfied customers can be a magnet for more. What others say about you will always carry a much higher impact than what you say about yourself. While it’s a great idea to put customer testimonials on your own site, you also want to always be aware of what people are saying about you off your site. Pictures tell a story. Before-and-after, shots of the product in use, or bright smiles on the faces of satisfied customers. Seeing is believing. If you can prove your point with pictures, you’ll go a long way toward silencing the skeptic. Images can also set a powerful mood , which gives your copy an instant emotional charge. 5) Putting your best foot forward Like it or not, first impressions matter. If you run a brick-and-mortar business, make sure your store is squeaky clean. Freshly washed windows and a floor you could eat off of will help to create an environment that’s conducive to sales. Believe it or not, the same holds true online. If you’re using WordPress for your business, make sure you’ve got a great-looking theme that’s well optimized for SEO. (As you might guess, we’re rather partial to Thesis .) Even if you’re on a budget, you will still be able to do some basic customization. Make sure your layout is simple and clean. Emphasize your USP with a strong tagline. Be sure your page instantly conveys how you can benefit your reader and potential customer. When you can afford it, have someone customize your site in a way that’s unique to you and your business. Either way, if your website is your business, it should look its absolute best. Fortunately, for a tiny fraction of what bricks-and-mortar businesses pay in rent, you can have a “storefront” that shows you’re serious, professional, and worthy of your customers’ business. (In case you think I’m not too good at counting, the other 9 lessons gleaned from The Ultimate Marketing Plan will come in two future posts. The links to the book are Amazon affiliate links, which means if you buy it, I’ll be able to buy a pack of gum! Put any of this advice into action and you should get quite a lot more out of the deal.) About the Author: Sean Platt writes direct response copy , as well as helping authors write, publish and promote their book. Follow him on Twitter .

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14 Lessons Learned from One of the World’s Highest-Paid Copywriters