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The Copyblogger Guide to Zombie-Free Product Launches

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These days, a lot of online product launches are like zombie attacks. One day, everything is fine. The next day, there’s a legion of crazy people banging on your virtual doors and windows, wanting to feed on you. Who the hell are these zombies and how did they get my address? Time to break out the shotgun, or in this case, the Delete All button. And it gets worse. That group of friends you hang out with from time to time? Yeah . . . they’re zombies too. “Wait dude, I thought we were cool . . . why are you . . . Gaaaaaaaaaaaaaah!” You can always tell when the first wave approaches, because your inbox will suddenly fill up with variants of the same message. And the guy who hasn’t talked to you since his last launch is suddenly your best friend again. Now, don’t get me wrong. I’m the last person to hate on someone for trying to make a buck. But let’s face it, some of these guys are doing their reputations an injustice by treating their customers this way. Product quality aside, in some markets we’ve become so immune to these tactics that zombie leaders are forced to gather new stream of recruits each and every time they launch an invasion. So what’s my point? Instead of forcing yourself to do the hard work of constantly capturing fresh flesh to lunch on launch to, why not implement a strategy that takes the best parts of the product launch model and combines them with high-quality content marketing ? That way, you not only build trust and authority with your readers, but you also keep them ready and eager to listen to you. (In other words, you make yourself zombie-proof.) That’s what they do here at Copyblogger, and it’s why so many other bloggers have been able to form six-figure businesses without having giant lists and hundreds of superaffiliates. It works like this: You let your content do the talking and you build your lists the old-fashioned way. That means building an effective blog , providing value, and following up to help your readers be successful in their own right. You take your time to show off some of your best stuff before you ask for any cash. When it’s time to launch your product, you will have already built trust and authority with your readers, so they won’t be wondering why you are emailing them out of the blue. And although you might use a big tribe of affiliates, a long-form sales letter , and variety of techniques to build excitement about the launch, your audience isn’t turned off by what you have to offer. In fact, they can’t wait to come along for the ride. What makes the difference? Well for starters, your audience knows you already, because they’ve been reading your blog for months before the launch. They probably got your name from another satisfied reader, a retweet, or a link from a blogger they trust. So you start out with a good shot of social proof . Second, unlike certain clumsy marketers, you don’t abuse that trust. You treat people as friends, not food. And finally, when you’ve closed the sale and converted your readers into buyers, you follow through on your promises by (over)delivering what you promised. Not only that, but you stay in touch. You aren’t the hit and run marketer that we’re used to The funny thing is, the original Product Launch Formula created by Jeff Walker is totally in sync with this approach. That’s probably why Brian Clark found PLF so useful several years ago when he used Jeff’s ideas to start building Copyblogger into a powerhouse business , not just a powerhouse blog. In fact, lots of Third Tribe -style marketers use the strategies outlined in PLF. Because they work. But we’re using them to build businesses, not just one-shot brain buffets launches. Need some examples? Teaching Sells quickly sells out, launch after launch. (Its most recent launch sold out within a day.) Naomi Dunford creates five-figure paydays without damaging her relationship with her list of fanatically loyal fans. Dave Navarro sold 500 copies of his remarkable product without resembling anyone from the film Shaun of the Dead. As a marketer, consider building an army of fans rather than traveling from town to town in search of fresh victims. The difference might be small, but over time, the benefits are tremendous. Alternately, you can build your own legion of zombies and consume everyone on your list. I don’t know about you, but to me, that sounds like a lot of work . Besides, something tells me that brains don’t actually taste very good. About the Author : Nathan Hangen teaches people how to build digital empires , helps them rock through their workday , and works with small businesses to implement digital marketing campaigns .

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10 Tricks For Getting Inspired to Write

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There comes a time in every blogger’s life when the thought of writing another blog post makes you want to . . . well . . . gag. You know you should write, you know your readers are expecting to hear from you. But sitting down to crank out another post is like throwing your bucket down the creative well and coming up with nothing but mud. The well is dry, baby. Nothing more to give. And yet somehow you have to find something to say. The question is, “How?” Some grizzled veterans like to say you have to write whether you feel like it or not. They tell you to suck it up, stop being a wimp, and do your freakin’ job. In my experience though, that’s largely crap. Because when you’re a beginning blogger, you don’t have an editor or publisher giving you the evil eye that says, “You’d better write or else .” No, the only one pushing you is you, and it’s all too easy to let up and go watch TV or play video games or catch up on some sleep. For us, inspiration isn’t optional; it’s the force that drags us to the computer and tells us it’s time to say something that changes the world . Somehow, you have to find it, and you have to keep finding it for as long as you have a blog. No, it’s not easy, but it is possible. Here are 10 tricks that have worked for me: 1. Look at magazine covers The writers who think up the headlines for magazines like Cosmopolitan and National Enquirer are some of the highest paid, most creative people in the world. So why not piggyback on their work? Whenever I’m feeling stuck, I’ll go to the bookstore and read all of the covers until an idea for a great headline of my own strikes me. Or, if I’m feeling especially lazy, I’ll go to Amazon or magazines.com and browse the images of the covers there. Either way, I usually end up with at least 5-10 ideas for new posts. (Hint: this often works best when you pick magazines that have absolutely nothing to do with your own topic.) 2. Browse openings Sometimes, writing a whole post is as simple as finding a crackerjack opening sentence. Whenever you have a general idea for a post but can’t find an exciting way to open it, try flipping through the first page of novels on your bookshelf (thrillers are often best) and read the first sentence. If you don’t find one there, browse through the archives here at Copyblogger and read the opening sentence of every post. Often times one will jump out, and it’ll give you the momentum to write a post. 3. Read your favorite author There’s an old saying that to write a lot, you need to read a lot. And it’s true. Not only does reading teach you what works and what doesn’t, but it can also get you in the mood to write. Whenever I’m feeling lethargic, I take 15 minutes to read Seth Godin or Stephen King. The way they write is full of so much energy that some of it usually rubs off. For you, the author may be someone else; what’s important is to find writers who inspire you and keep their work handy for when you need it. 4. Retype passages from those favorite authors In some direct response advertising agencies, I’ve heard they ask new writers to rewrite famous sales letters over and over again. Many good copywriting courses do the same. On the surface, this might sound like mindless labor, but it’s not. Something about retyping the words of another writer teaches your mind how they do it. I know because I’ve done it. After retyping a paragraph or two of Godin or King, I usually have an idea for a new angle or post. It sounds weird, but try it for yourself sometime. 5. Browse quotations People pass around quotations for a reason; they’re witty, insightful, memorable, everything good writing is supposed to be. So why not let them inspire you? Go to a website like quotationspage.com and browse through the millions of great quotes. Let one of them spark an exciting new post idea. 6. Listen to music Everyone knows about this one, but I’ll give it a slight twist. Some people find that listening to music while they write helps them, and if that works for you, go for it. Personally though, I’ve found it’s better to close my eyes and listen to the music before I write, keeping my mind is blank as possible while I do it. Within 30 minutes, an idea usually pops into my head, and then I turn off the music to start writing. It might seem like a small difference, but if you’ve had trouble writing while listening to music before, give this one a try. 7. Listen to smart dialogue Have you ever noticed that a good blog post reads a lot like a snappy monologue? You can almost hear the voice of the blogger. In that vein, one of the best ways to get yourself going is to find a TV show, movie, or radio broadcast with smart dialogue and listen to it for a few minutes. It trains your brain to think conversationally, and sometimes it’ll give you an idea that’s perfect for a post. You might want to be on the lookout for screenwriters whose dialogue you think is particularly good ( Quentin Tarantino and Charlie Kaufman are two good places to start), and listen to their work purely with an ear for how they use dialogue. 8. Talk to your readers Last year, I invited Copyblogger readers to tell me their frustrations , and then I chose 20 of them for free blog consultations. The result? Nearly 300 people left comments, explaining in detail what was giving them trouble and why. I’ve learned more from those comments and consultations than any other form of market research I’ve done at Copyblogger, and they gave me dozens of ideas for new posts and products. It’s humbling, but sometimes you have to realize you’re not the only source of blockbuster ideas. Your readers are full of wonderful ideas too, and they’re eager to give them to you. 9. Close the door This is another tip I got from Stephen King. In his book, On Writing , he advises writing your rough draft with the door closed and then revising with the door open. He doesn’t mean you actually have to close the door (although it’s a good idea). What he means is you need to forget anyone’s opinion but yours when writing your first draft. The surest way to frustrate yourself is to imagine what everyone is going to say about your work before you finish it. Get the rough draft done, listening only to your own intuition. You can agonize over how people will react when you’re making revisions. 10. Find your joy If you let it, writing can make you miserable. You can force yourself to write about topics you hate, exhaust yourself by writing when you’re tired, and beat yourself up whenever your work doesn’t measure up. But that’s a mistake. Because the writers who make it aren’t the stereotypical mad geniuses whose careers are a flash of brilliance followed by an untimely death. Most terrific writers are normal people who take joy from their writing, and so they write as much as possible. It’s so easy to forget the importance of that joy, and in my opinion, that’s the real reason why we have a tough time inspiring ourselves to write. We’re trying to trick ourselves into doing something we hate. And we need to stop. Because here’s the thing . . . the sooner you allow yourself to have fun with your writing, the easier you’ll find it to sit down and write. It will give you life, and you’ll want to do it. My advice? The next time you’re stuck, find something to write about that makes you smile. Find something to write about that gives you a buzz. Find something to write about that touches you so deeply, tears of joy are running down your face while you type. That’s what writing is about. It’s a gift, not only to our readers, but also to us. Enjoy it. About the Author: Jon Morrow is Associate Editor of Copyblogger . Get more from Jon on twitter .

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The Houdini Guide to Getting Noticed Online

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Have you ever planned what you thought would be a brilliant, jaw-dropping week on your blog? You pour your heart and soul into an ingenious post (or series) then sit back and wait for the praises to come pouring in. But instead, you hear from just your usual readers, commenting politely and moving on. Where are the trumpets? The fireworks? The millions of raving reviews and incoming links? I know how you feel. And so did the legendary magician and “escapist” Harry Houdini. Houdini started his career working small sideshows and medicine shows. He would perform one airtight magic trick after another. And what was his audience’s reaction? They would clap politely then move on to the next performer. Sound familiar? (This may be the part where you start banging your head against the desk.) Houdini couldn’t understand it either, and considered retiring. Only after meeting showman Martin Beck did he learn the secret to captivating an audience. It is the big trick of showmanship. Are you ready for it? Houdini learned how to create a build. Once Houdini learned to build up his performances, he did it masterfully. No longer did he perform a long series of equally impressive tricks. Instead, he developed one spectacular centerpiece, which mainly revolved around . . . waiting. Houdini would have himself handcuffed, tied with ropes, locked in a box, and submerged in water. He invited his audiences to hold their breaths along with him and . . . wait. And wait. And wait. When he finally made his great escape and emerged panting for breath, people couldn’t stop talking about it. Houdini became one of the most successful and famous performers of his or any other time. That’s a build. Can you do what Houdini did? Of course you can. (Not the handcuff thing, the captivating-your-audience thing.) And the best part is, it will probably take less sweat and sinew than what you’re doing now. Here are the five essential strategies for pulling it off. 1. Talk it up Let me give you an example. Let’s say I have two people I want to introduce you to. One is my old roommate from college. The other is my tall, beautiful friend who makes the best Danish pastries and tells the funniest stories about going to public spas in Finland. Now. Who are you most interested in meeting? My roommate Libbie or my roommate Libbie? Yup. They’re the same person. But with the second intro I talked her up, which got you ready to admire her best qualities. In copywriting terms, “talking it up” is about using specific detail, focusing on benefits to the reader, and articulating a big idea. 2. Get the rhythm Have you ever watched the ocean? The way it sucks the tide back before a big wave bursts in? Remember that rhythm and pull back a little before your next big post. Right before you launch your big event, let things go a little quieter and a little simpler. A never-ending sequence of hype and fanfare will burn out your audience’s attention. (Think of some of the marketing gurus who never seem to let their “limited-time launch” actually end). Creating a build for that big post or series means you don’t post every day at the same volume. You set off your bigger posts with some smaller (but still great) ones. 3. Revel in the anticipation I blog about gifts. Last Father’s Day I decided to nearly kill myself crafting, cooking, and photographing every gift I could humanly manage. Just like throwing a surprise party, I didn’t say a word until the big day. And everyone cared — a little. I got a nice link or two, but that was it. Once I recovered from the exhaustion, I committed to change. No longer would I dream up a good idea, then keep it a secret from my readers until the day I shared the whole project on my blog. For example, when I came up with my next big idea, the idea of testing the post office to see what they would mail in first class, I handled things differently. I introduced the seedlings of the idea in a post. I brainstormed in another post. Only then did I start actually mailing things and blogging about it. If you have a really big project (say, the launch of an extraordinary new online community ), you might start the anticipation sequence weeks or even months in advance. People like anticipation. Why do we watch thrillers? Why do we like planning for a vacation? Why do we wait expectantly while Paula Dean’s casserole bakes in the oven? It’s because people like the build. The build is fun. Don’t leave out the build and spoil all the pleasure. 4. Have a signature thing Take another lesson from Houdini and focus narrowly on what you do best. Houdini wasn’t escaping a watery death chamber one week and cliff diving the next. No, he developed his unlock-himself-while-nearly-drowning thing and he stuck with it. Find out what people enjoy that you do, and do that. Be distinctive . Great artists do it, accomplished actors do it, and so should you. Soon you’ll find other blogs know what to expect from you and give you credit for doing your thing better than anyone else. Readers will know you for it and happily point you to new ideas that you just might like. 5. Give your signature thing a name Names are important. If people want to talk about your idea, they need it to have a handle. Houdini billed himself as “The Handcuff King.” I named my series about mail “13 Ounces or Less.” Clear, descriptive, repeatable, and easy to Google. The simple act of giving an idea a name solidifies it in your readers’ brains and in search engine results . Sound easy enough? Trust me, once you try it, you’ll get happy readers and bigger reactions, all with less work on your part. Don’t be afraid to build. We all like being told we’re part of something big and exciting. It’s a nice break from the less big and exciting parts of our lives. Happy building! About the Author Amber Fawson blogs about things like mailing a Frisbee with no envelope, doodling on a cake, printing on post it notes, and making hot chocolate on a stick.

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What Avatar Can Teach You About Repurposing Your Content

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The entertainment and CGI world has been fawning over the movie Avatar for months, and it seems you can’t watch any entertainment news program without hearing about James Cameron’s groundbreaking 3D epic. And even if Cameron went home last week without the armful of Oscars he expected, directing the highest-grossing movie of all time probably takes the sting out. But despite the movie’s brilliant effects and the unique world it creates, you’ll likely feel as if you’ve heard its underlying story before. In fact, you may very well predict the ending about an hour into the film. So what makes “Avatar” so special? Why did it create such a fanatic following, and what can it teach you about creating a following with your own blog and marketing content? What’s old is new again The basic premise of Avatar involves the protagonist learning the ways of the “enemy” but ultimately gaining a deeper understanding of what’s at stake and siding with them to destroy the hero’s original allies. Avatar’s storyline has been likened to science fiction stories from Edgar Rice Burroughs and dozens of popular movies, such as 1990s blockbuster Dances with Wolves . Avatar’s plot has been done before, clearly. But audiences still made it a box office leader. Instead of being bored to death by the same plot told over and over, we’re all suckers for a good story — even if we can guess what’s going to happen at the end. Just because you might be a little tired of your tried-and-true message doesn’t mean your audience is. Put their needs first. Put your old content back to work Take a look at your older content — even things you’ve written which haven’t been published online. And you don’t have to stop there. The public domain is practically bursting at the seams with sage advice and workable suggestions from well before the Internet, television, or even radio existed. Or, like I’ve done here with Avatar, you can take something people are thinking about and imagine a new slant on it. Ask yourself — Is there a way you could put a fresh new slant on any of these and make them relevant for today’s audience? Walt Disney made a fortune repurposing old fables and fairy tales into animated stories. He added a few tweaks to make them more memorable and interesting for a new generation of children, but the core plots remain unchanged, even hundreds of years later. Here are some great ways to rework your content: Rewrite your headline . You’ve come a long way with your writing (you’re reading Copyblogger, right?). It’s time to see if that great old post with a boring headline from the early days could use some magic. Create a bulleted list . Lists are easier for your readers to scan and get workable ideas from. Lists seem to talk to your readers, rather than at them, the way some paragraphs can. Turn it into a series . If you find that what you have to say about a particular older post becomes a little longer, why not rework it into a weeklong series? These can make for some of your most valuable cornerstone content. Making the connection In Avatar the native inhabitants of the planet can connect with other plants and animals so that connections can be shared at the speed of thought. When it comes to reworking your existing content, don’t hesitate to make your own connections by tapping into social media networks and getting ideas and feedback from your target audience. Create your own version of a social media digital campfire and start looking for exciting ways to stir up the enthusiasm in your readers. No matter how many ways they’ve heard the information before, you might just hit upon that “light bulb moment” that makes it all click! About the Author: Sherice Jacob is an author , copywriter, and designer who makes it her life’s mission to improve websites . For more writing insights, follow @sherice on Twitter.

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The Mr. Rogers Guide to Blogging from the Heart

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As bloggers, we put a lot of effort into telling our readers how to do things. We believe that if we can just give them enough informative content that they’ll subscribe to our blog and never leave. We try to become the best teacher we possibly can, instilling wisdom down into short, usable posts that our readers can put into action right away. But what if that’s not what they really want? What if they don’t want a teacher to tell them what to do? What if all they’re looking for is a warm and understanding person who understands what they’re going through and is willing to love them, no matter what? Someone like (you guessed it) Mr. Rogers. Do you care how they feel? Being a kid can be tough. Everyone is always telling you to be quiet. No one wants to listen to what you think. Your parents make you go to bed, just when all of the fun is starting. But not Mr. Rogers. Fred Rogers made you feel like it was just you and him hanging out. He respected what you thought. He loved you, not because he had to (like your parents), but because he genuinely believed you were special. After a while, you believed him. You felt special. You came back to the TV, day after day, just so you could feel that way again. The best bloggers do that too. I read Copyblogger everyday for years before submitting this guest post, and it wasn’t just the information that kept me coming back. It was because, when I was done reading, it made me feel smarter, like I was one of the few people on the web who was truly in the know. The more I think about it, the more I believe that’s a part of our job. Our job as bloggers isn’t just to inform our readers, but to make them feel special. And yes, I realize it’s a little hokey, but I think Mr. Rogers can show us how. Listen to some of these quotes: Lesson: For your audience to love you, first you have to love them. And they have to know it. You know, I think everybody longs to be loved, and longs to know that he or she is lovable. And, consequently, the greatest thing that we can do is to help somebody know that they’re loved and capable of loving. How much do you care about your readers? I mean, really care? Mr. Rogers didn’t just talk to children on television. He also visited them in person. On a regular basis, he would go out into public and ask kids about themselves. He would bend down and look little boys and girls straight in the eyes, so they knew he was fully focused on them. Then they poured their hearts out to him right on the spot. No, he wasn’t compensated for that time, and neither are we. Most popular bloggers spend inordinate amounts of time reading every comment, responding to every email, and watching what people say on Twitter. None of this has any direct effect on traffic, but what it does is build goodwill. One at a time, your subscribers find out that you really care, and it transforms them from readers into raving fans. Lesson: Before you can be a leader, first you have to be a neighbor. Our world hangs like a magnificent jewel in the vastness of space. Every one of us is a part of that jewel. A facet of that jewel. And in the perspective of infinity, our differences are infinitesimal. Mr. Rogers didn’t pretend to be better than the children who watched his show. He didn’t point out how young and ignorant they were. He didn’t appoint himself as an expert and command them to listen. Instead, he decided to be their neighbor: someone just like them, who knew what they were going through, and was ready to help in any way he could, not because they were defenseless children, but because that’s what good neighbors do. The same is true for bloggers. If you really want your audience to listen to you, you need to take the time to tell them your story , pointing out the ways you’re similar to them and inspiring them through your example. Lesson: Create an environment where it’s okay to be imperfect. I like you just the way you are. Most kids are terrified, not just of getting caught with their hand in the cookie jar or their parents finding a bad grade on their report card, but of the possibility that they’ll do something so bad that their family will stop loving them. They believe that love is only for “good” children, and they worry that they don’t deserve it. This quote was Mr. Rogers’ gentle way of correcting (and comforting) them. Over and over again, he would tell them that, “I like you just the way you are,” not just because it sounded good, but because it was what they needed to hear. They needed to know that love wasn’t conditional, and that they were safe enough around him to make mistakes and learn how to improve. I believe it’s important for us to create the same environment for our readers. You may not realize it, but lots of your readers are probably intimidated by you, believing that they can never be as good as you are, and they’re afraid to reach out to you for help. It’s important to remind them that you like them just the way they are. Maybe you don’t have to tell them as often as Mr. Rogers, but take a moment every few weeks to mention how impressed you are with the creative ways they’ve implemented your suggestions and how are honored you are to have them as readers. It’s a small thing, but it matters. Lesson: Keep what works, throw out what doesn’t, but always know what and why. Propel, propel, propel your craft softly down liquid solution. Ecstatically, ecstatically, ecstatically, ecstatically, existence is simply illusion. Every day, Mr. Rogers honed his craft, paying attention to even the smallest of details. One time, he asked a fellow actor to say “the dog is going back home” instead of “the dog is going back to his owner.” He didn’t like the word owner because it was too possessive for the children viewers. He also stuck with what worked. “Won’t you be my neighbor?” wasn’t just the theme song for the show; it was a way to set the tone at the beginning of every episode, getting children ready to listen. And so he repeated it, show after show for years. It’s our responsibility as bloggers to hone our craft in the same way. You should experiment, not just with headlines or post ideas, but with new openings, new closes, new pictures, and even new words. It’s how you improve. And at the same time, take a lesson from Fred Rogers and don’t be afraid to repeat what works . Lesson: Seize your opportunity When will your opportunity be? Every day that you communicate from the heart, you have a chance to change the world. Back in 1969, Nixon proposed cuts to PBS, leading the Senate to hold a hearing that would decide the future of the station. And who do you think appeared before them and melted their hearts with words? Mr. Rogers. He wasn’t the CEO. He wasn’t a Washington insider. He wasn’t even well-known to the committee. Yet he showed up, spoke from the heart, and transformed some of the toughest, most hardened politicians in the country into raving fans. It was the opportunity to create change that many of us dream of, and he seized it. But here’s the real question: When will your opportunity be? Watch this video , and think about it. Because when it comes, we’ll be counting on you. About the Author: Karl Staib writes about building stronger relationships and being happy at work: Work Happy Now! If you enjoyed this article, you may like to subscribe to his feed , follow him on Twitter , or read one of his most popular articles: How to Write a Career List .

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