In Search Of Heroes Spreads Good News About Everyday, Real-Life Heroes Who Deserve Recognition For Their Good Works

Michel Fortin and Sylvie Charrier found their soul-mate in each other and were recently married. Just before their marriage, Sylvie discovered she had a lump in her breast that was cancerous.

She is one of the internet heroes I have yet to interveiw because both my parents are near death and on hospice. It is a full time job keeping them alive.

Sylvie and Michel are sharing Sylvie's experiences with regaining her health in her blog at: BreastCancerVictory Michel's heroes interview was so inspiring, I felt moved to publish it in the In Search Of Heroes Blog.

Michel's response to his wife's health challenges is simply amazing. When you read his interview, you will realize why I chose him as one of my heroes. When you read about Sylvie's pathway back to health, you will understand why she is one of the most inspiring people I have ever met.
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Ralph Zuranski: Hi, this is Ralph Zuranski. I’m on the phone with Michel Fortin Fortin. He’s one of the leading copywriters in the world today. He is so successful in his writing that he’s helped a number of the Internet marketers achieve $1 million dollar days in sales. He has been at a number of the Internet conferences that I’ve taken photos at and run the computers, and I have to say that Michel Fortin knows more about copywriting and testing copy than anybody that I’ve ever met.

I think that’s one of the reasons why he’s such a great teacher and also such a great copywriter is he tests every aspect of copywriting to find out what works and what doesn’t. I know that most of the time on any of the copywriting pieces that he creates, he has like four or five tests all run simultaneously on the color, the fonts, the placement of images. I mean it is truly amazing. He is a scientist when it comes to developing copywriting that really works. How are you doing today, Michel Fortin?

Michel Fortin: I’m doing well, Ralph. Thank you very much for asking.

Ralph Zuranski: I really appreciate you taking your busy time. I know you get like a thousand emails a day and you’re in incredible demand. I hope that’s not all spam.

Michel Fortin: Oh, actually those are real emails. I probably get two or three thousand emails that include spam.

Ralph Zuranski: Well, I remember that you’re one of the first people to help volunteer with the “In Search of Heroes” program back at the big seminar when I put the wrong name on your photo.

Michel Fortin: Yes, that’s right.

Ralph Zuranski: I was so embarrassed. You contacted me and said you’ve got somebody else’s name on my photo. I think that endeared you to me immediately. I was so embarrassed.

Michel Fortin: Well, I didn’t mind it so much. The other guy looked – he was a little bit better looking than me.

Posted by ralph at 10:48 AM | Permalink

Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.
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Michel Fortin is a direct response copywriter, author, speaker and consultant. His specialty are long copy sales letters and websites. Watch him rewrite copy on video each month, and get tips and tested conversion strategies proven to boost response in his membership site at http://TheCopyDoctor.com/ today.
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Many have asked me, "Mike, why have so many dotcoms crashed when they were unique?" They explain, "You preach that being unique is a prerequisite for being successful -- but if these companies were unique, why did they fail?" Good question.

Of course, there are many variables, here. From poorly managed funds to untested and unproven business models, I also believe that many dotcoms have fallen because they *were* unique.

Let me backup a little.

I've mentioned many times in this editorial that you need to stand out like a sore thumb (e.g., niche marketing being one example). With so many competitors on the web, if you're not unique in some way, be it with the product, package, target market or delivery, you'll just appear like everyone else.

No one will see a benefit in buying from you any greater than your neighbor. (For many people, your website will thus look like one huge blur. Everything will seem repetitious.)

You need to be unique, true. And many dotcoms were. But many of them failed miserably since their business models, which may have been unique, were never tried. Pundits predicted that uniqueness would give firms a winning edge in today's new "e-conomy." But they failed for myriad reasons, including the fact that they were only unique in concept, not in practice.

In other words, you need to "do" something unique and not just "be" unique. Simply stated, you need to focus on your target market -- i.e., you must offer something unique or something in a unique way -- so that it benefits the people you sell to.

Being unique is one thing. Catering to the needs of a specific group of people or businesses is entirely different. I've seen many dotcoms that had unique product ideas -- ideas that had a lot of potential. But many of them failed to denominate their "uniqueness" in terms that benefited the clients they served.

In short, it's about value (or specifically, perceived value).

The cliché "unique selling proposition" (or USP) may surely be a worn-out platitude, these days. But take a closer look at this phrase. In fact, consider the last word, "proposition," for a moment. It means exactly what it says -- you need to propose (i.e., offer) something in a unique way. You need to bring value to the table ... And not just something unique.

Of course, I can have some newfangled, totally unique web widget, supported by an elaborate website that cost millions to erect and enough venture capital to back it up. Of course, I can also successfully pitch my new idea to only those people who will be interested, which are more venture capitalists.

And of course, I can also position my widget for mass-market appeal and deployment, knowing full well that trying to please everybody and make a profit, in a very short amount of time (which is considerably shorter online), is EXTREMELY risky.

But if my unique widget has never been tested in a commercial context, especially if I failed to find out and express not just how different my widget is but why it is different (and how that difference directly benefits my prospect), there will never be enough money in the world to make it successful.

So, forget words like "quality," "service," "number one" and especially "unique." Nobody cares about them. You must focus on what you bring to the table -- because that's what clients, be it people or businesses, are really seeking:

Benefits or results, not products or services. You need to denominate, as specifically and quantifiably as possible, the value your unique idea offers. Let me repeat this, since it is so important: Don't focus on how unique you are -- focus on how your uniqueness directly benefits others.

In the last year alone, I've seen many dotcoms that have spent their entire marketing budgets on branding and/or mass-market deployment, without any testing whatsoever or with all their funds set on just one, single revenue-generating activity. So once the economy slowed down (as it has), they went belly-up.

Look at those "unique" business models that have truly become successful ... Many began as mere tests: Many flopped and many skyrocketed. But in either case, there were no risks or huge VC funds involved. Those that worked, flourished. It's like the process of natural selection. (By the way, I urge you to read Evan Schwartz' book Digital Darwinism.)

Take Yahoo!, for example. It was a project put together by a bunch of university grads -- originally called "Yet Another Hierarchically Organized Oracle." Even Amazon's success was a fluke. Jeff Bezos admitted, in a recent speech to the Harvard Business Review, that Amazon was the result of one big test ... Of course, coupled with a lot of research and risk.

Nevertheless, here's something to think about.

How many visitors enter your website's home page and leave the moment they hit it? How many visitors apparently "love" your website, and even email or call you to tell you how much they do so, but never seem to buy? Converting browsers into buyers or one-time customers into repeat customers can be a struggle.

Having a unique selling proposition, on the other hand, will enable your visitors to know precisely, in an instant, your value -- such as how you are different and not necessarily better than all other choices. It will encourage far more visitors to explore your site, convert more browsers into customers and give your customers a reason to buy from you.

Your USP is that single, unique benefit, appeal or promise that you offer -- one that no other competitor offers. Most businesses cannot express the USP of their company, product or service, much less have one to talk about. It should be the one, unique advantage you deliver -- be it your marketing, benefit, delivery, price, service, choice or exclusivity.

How do you know if your USP will be successful? The surest way is to first identify a void or niche in the market that you can fill. If a niche exists, it's obviously because no one has filled it. If you have a product or service that can fill this void, you are half-way there. (If not, find a way to fill it. This is the single, greatest source for new product ideas.)

Second, determine if people want it filled. This is an extremely important step -- one that many of the "dotbombs" neglected. Everybody needs, say, pre-arranged funeral services. But not everybody wants them. Therefore, to determine if there is a need to fill such a void, do some research. (You can accomplish this through surveys, market research, newsgroup and discussion lists, etc.)

If there is, then you are in a "unique" position ...

Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.
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Michel Fortin is a direct response copywriter, author, speaker and consultant. His specialty are long copy sales letters and websites. Watch him rewrite copy on video each month, and get tips and tested conversion strategies proven to boost response in his membership site at http://TheCopyDoctor.com/ today.
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Posted by ralph at 02:58 PM | Permalink

Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.
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Michel Fortin is a direct response copywriter, author, speaker and consultant. His specialty are long copy sales letters and websites. Watch him rewrite copy on video each month, and get tips and tested conversion strategies proven to boost response in his membership site at http://TheCopyDoctor.com/ today.
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"What am I supposed to do?"

That's a question your visitors may be asking, and one you need to avoid at all costs. It's like a disease that will do nothing more than cost you sales and traffic. The solution is to "take them by the hand." Tell or show them, literally, what you want them to do -- even if it's simple or obvious.

Adding "hand-holding" components to your website is not just about Web usability, it's about directional marketing. In order to encourage longer stays, repeat visits and, of course, online sales, you need to direct your audience to take action. And you need to make it easy for them to do so, whether you're directing them to click, join, enter, type, download or buy.

If you don't, with today's leery and click-happy audience your site will be no more than a passive, electronic billboard -- a mere blur. Your website may be a beautiful work of art, and it may also drive traffic because of its educational or entertainment value. But if they ask, "what am I supposed to do," you may in turn be left asking, "why is my site not making any sales?"

Rick Olson, in his now defunct Internet Business Informer ezine, said it best: "While there is debate on whether the Web is all about direct marketing or branding, the fact remains that you probably want to elicit some kind of response from your visitor." I concur.

In fact, even big-brand sites like Coke.com and Nike.com, whose purpose is to increase brand awareness and build brand equity, use direct marketing.

On the other hand, while the Internet offers us the ability to gain the attention, consent and response of such a discerning audience, I also admit that succeeding in doing so is a whole different issue. I'm far from being a Web usability guru, like Dr. Jakob Neilsen. But what I do know, from experience and research, is that much of the Web still lacks a certain friendliness.

It lacks *direction*.

Specifically, when I conduct critique consultations I notice that about 85% of the sites I analyze fail to adequately lead visitors to take some kind of action, be it through the copy, design or navigation. When I visit some of these sites for the first time, I ask: "What am I supposed to do?" Obviously, if I feel that way, most visitors probably feel the same way, too.

Studies show that a large majority of sites are confusing to, or misunderstood by, their target audiences. According to UK Internet marketing consultant Joe Gregory, 97.7% of the sites that his company evaluated failed or are poorly marketed, and 82.2% of them lacked a clear objective.

For example, he found that it was difficult to find the phone number on sites that encouraged people to call, and that it was a challenge, if not impossible, to order online on sites that sell products.

(Joe Gregory found that some sites even omitted prices. In my experience, websites also frequently "hide" their order forms, making them inconspicuous at best.)

During the early days of the Web, when it was mostly populated by programmers, the Internet was filled with technical jargon. The need to design websites and have them communicate in a way that most people can understand was nonexistent. The pioneers and the first "colonizers" of the Web understood the dynamics of the Internet. They easily recognized links, markup, files, tags, network protocols, and so on. This is no longer the case.

Few people will buy from a website that confuses them in the slightest. In fact, according to Gregory's research mentioned earlier, 46.6% of the sites his company evaluated targeted a general audience or used a language that only experts would understand.

As more people enter the Web for the first time, the online population of "newbies" continues to grow. Of course, people don't remain newbies forever. But even users who are a little more technologically savvy can get easily confused by a poorly thought-out website. When visiting a site for the first time, they become newbies all over again as every site has its own style, focus, copy and message.

Therefore, it's extremely important to use words, layouts and navigational structures that help the visitor to navigate your site and find what they want while strategically directing their actions. By doing so, you will immunize your website against this lack of direction. Now, there are many ways to accomplish it. And to list the steps within the confines of this article is impossible -- our resident site reviewer, Ralph Hilliard of WordNetUniversity.com, has a site completely dedicated to the subject.

But here are some of the most obvious ones:

Above all, start a heading with a verb, which tells people exactly what to do or what they will be doing. For example, if a link leads to your guest book, use the words "sign (or view) our guest book," rather than just "guest book." If the link leads to a product description page, include the words (benefits, too), "Discover how life-altering widgets will give you up to 179.3% more of [whatever the benefit is]."

Without overdoing it, include the words "click here" (or something to that effect) within text links. If your site offers thumb nailed images for example, include "click to enlarge" somewhere near the image. In short, show visitors not only what they must do, but also what they *can* do. You would be amazed to know how many of your visitors fail to do something just because they don't know it is possible.

More importantly, keep your links underlined. Web designers often opt to remove them for esthetic reasons, such as with the use of style sheets or javascript. But underlined links are important visual guides; without them, the majority of people will not know the link exists and will inadvertently ignore it. Take a look at Engage.com. The links contain either underlines (even within graphical texts) or the words "click here."

Include navigation bars with links on the top, side(s) and bottom. In other words, make it easy for your visitors to know exactly where they are at any time, as they read or scroll down your webpage, and where they can go next. Of course, if your page is small and fits within a window at the smallest resolution, offer only one -- and use common sense. But if a visitor needs to scroll, in any way, make it easy for them to know at the very least how to return (such as with "back to top" links, evenly distributed throughout).

The reverse is also true. If you want your visitors to do one thing and one thing only, then don't distract them with too many links, particularly external ones that can easily take them away from your site. (This is particularly true with long copy or direct response websites.) For example, if you offer too many choices, users will find it hard to make a decision. Instead, offer more choices further in the site based on the specific path(s) a user follows.
Essentially, realize that directional marketing is important and will be more important as time goes on. If your site does not direct its visitors to take some kind of action, or fails to lead them to some sort of outcome, then you will need to seriously rethink your site's purpose and strategy.

The more qualified your visitors are and the more compelling your message is, the higher will be the percentage of visitors that will buy. Or that will refer others. Or that will return to the site. Or that will join your mailing list. Or ...

Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.
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Michel Fortin is a direct response copywriter, author, speaker and consultant. His specialty are long copy sales letters and websites. Watch him rewrite copy on video each month, and get tips and tested conversion strategies proven to boost response in his membership site at http://TheCopyDoctor.com/ today.
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Posted by ralph at 03:02 PM | Permalink

Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.
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Michel Fortin is a direct response copywriter, author, speaker and consultant. His specialty are long copy sales letters and websites. Watch him rewrite copy on video each month, and get tips and tested conversion strategies proven to boost response in his membership site at http://TheCopyDoctor.com/ today.
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Undeniably, there are innumerable advertising and publicity opportunities, especially free ones, online. And listing all of them, even a good number of them, within the confines of this simple editorial is impossible. But there is a handful of free publicity tactics I have personally used in the last five years that have worked very effectively in my practice.

I recommend you try them.

They say that, on the Internet, "content rules." Accordingly, contributing content to the media is an effective tactic. For example, writing an article relative to your area of expertise and submitting it to any publication, website, discussion list or email newsletter (including offline media), which deals in the dissemination of related information and at the same time targets an audience that logically fits into yours, is good.

Educational or entertaining content is always highly sought after, even offline. But online it is more so, as editors constantly crave good quality content. Any channel, be it publication or medium, that targets your market without directly competing with you (even competitors, in some cases) will likely be open to publishing your article, for free, in exchange for limited exposure to their readers or viewers.

But again, the trick is to find those publications that are read by qualified audiences. The more niche-oriented they are, and the closer such audiences fit into your target market, the higher the quality of the reader (and subsequently visitor or prospect) will be. For tips on how to find and target markets, particularly through third parties such as media, ezines and websites, I suggest reading my article "How to Target Your Perfect Customer."

In other words, the key is to become your own publicity and sales promotions writer. Since credibility is an important component of doing business on the Web, contributing articles for free carries many advantages. For example, it not only increases your business' visibility in front of qualified eyeballs, it also establishes your expertise in a given field.

Therefore, add a byline to everything you write. It's a short note at the end describing who you are and what you do along with your website address. One of the most effective bylines is one in which you offer something for free, such as a free subscription to your newsletter, a free software or service, or a link to additional content. For example, when I submit articles, I use as a byline the following short resource box:

Michel Fortin, the http://SuccessDoctor.com/, is an author, marketing consultant and college professor. If you like the ideas expressed in the article, then you'll love the entire book, "The 10 Commandments of Power Positioning." Download it for free by visiting http://SuccessDoctor.com/free/.

Offer something in return for their time -- the time they take to visit your site, read your content or buy your product. It is an effective tool and simply common sense. Since the goal is to establish yourself as an expert in your field, by not offering something for free as a gesture of appreciation it can harm you. Bylines that only "push" people to do something can often lessen the credibility you attempted to create with your article. You appear more promotional than educational.

Similarly, another effective free publicity technique is by being a guest on as many of the radio, Internet and television talk shows as possible -- even programs that consist mainly of guest or expert interviews. Like editors seeking fresh content, talk show producers are constantly seeking guests and topics. You can even offer your expertise as a way to regularly contribute to a show, column or event on a related subject.

A client of mine, a plastic surgeon, is always asked to join a panel of guest experts on a weekly talk radio show -- one that deals specifically with health and beauty issues. He is also a contributing columnist for a local newspaper, and his weekly columns appear in the paper's health and lifestyle section.

Any business owner can achieve similar notoriety.

In general, since the Internet is not subjected to the rules and regulations of conventional broadcast authorities, it is therefore filled with streaming radio stations, even numbering in the hundreds of thousands. (Often, they are only one-person operations, broadcast from small offices or homes.

Of course, due to their large number and small size, most of them are unknown. But there are some that are quite popular, with audiences as large as several hundreds of thousands of listeners. For example, two popular Internet talk shows that deal mostly with business and marketing issues -- and that I like -- are The Mike Litman Show and The Moneyroom Show.

Becoming a guest on such shows is much easier to achieve than most people realize. All you need to do is write a letter or email to the producer, and then follow up with a phone call (or visit, if the program is located in your area). This letter is similar to a query letter one sends to editors for a topic suggestion or article submission. Your chances of being accepted are greater if you emphasize that your topic, expertise or product is of interest to their audiences.

In conclusion, keep in mind that you are only limited by your imagination. Free publicity and advertising opportunities are everywhere when you think creatively. But if you're not at least contributing articles to publications and websites that cater to your target market, you are losing out on one of the most effective, free traffic generation opportunities on the Web. Simply find out where your market congregates, and find ways to put you, your business or your product in front of them.

... And consider adopting a new vocabulary -- like "viral glue," perhaps?

Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.
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Michel Fortin is a direct response copywriter, author, speaker and consultant. His specialty are long copy sales letters and websites. Watch him rewrite copy on video each month, and get tips and tested conversion strategies proven to boost response in his membership site at http://TheCopyDoctor.com/ today.
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Posted by ralph at 08:05 AM | Permalink

Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.
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Michel Fortin is a direct response copywriter, author, speaker and consultant. His specialty are long copy sales letters and websites. Watch him rewrite copy on video each month, and get tips and tested conversion strategies proven to boost response in his membership site at http://TheCopyDoctor.com/ today.
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When I hear marketers talk about new search engine strategies, optimization techniques, submission software and review fees, it befuddles me to see there are still some web marketers out there who rely heavily on them. Search engine strategies are important and an essential part of a marketer's portfolio, but they are not, and should never be, the ONLY source of traffic.

A well-balanced marketing portfolio consists of a combination of strategies that are executed synchronously, diligently and intelligently. While marketers must never discount the search engines, a savvy marketer's portfolio must go beyond them.

Look at it this way: many reputable entrepreneurs, like Robert Allen, Corey Rudl and Terry Dean, state that the surest way to achieve wealth is through multiple streams of income. Online a similar approach exists, for the surest way to achieve success on the Web is through multiple streams of visitors and sales.

Your traffic must originate from different sources. The adage "don't put all your eggs in one basket" applies, here. Whether you write articles, buy classified ads, exchange banners, bid on keywords, publish content, or submit to the search engines, your marketing efforts must never rely on a single source.

An individual traffic source may generate just a small stream of visitors, but when multiple traffic sources are added together, the total equals a high and consistent stream of visitors. Of course, a single source may be more rewarding and effective than others. But like prudent financial investing, the key is to diversify by investing your marketing efforts into multiple sources.

Sales are no different. If your business consists of only one website, or if it sells only one product, diversify your sales and develop additional streams of income. For example, join third-party affiliate programs to sell related, non-competing products. Sell back-end products to your current clients, or monetize your opt-in subscriber list with special offers. Sell ad space on your website, and develop a second, third and even fourth website to sell other types of products or services.

If one source of traffic or sales depletes, dries up or shuts down, the loss is minimal when compared to the whole picture.

However, visitors and sales are not enough. Credibility these days is an issue that the Web has brought to the forefront. With its vastness, privacy issues, security risks, and non- physical nature, the Internet adds a third dimension to the mix: the need to create multiple streams of "partners," through "affiliates", "joint ventures", "subscribers", "referral sources" and so on.

When compared to traditional offline businesses, partners are more important than ever before. From affiliate programs, free publicity opportunities, and joint venture deals, to exchanges of products, ads or prospects with others, developing partners is an area to which the Internet gives unprecedented leverage.

It is also the area on which the other two highly depend. Why? Because it is never enough to simply attract visitors. And it is never enough to simply sell visitors -- as strange as that may seem. If you don't believe me, ask the following:

Are your visitors highly qualified? Or are they merely curious? Are they impulsive and trusting? Or are they leery and skeptical? Are they only buying once? Or are they buying again and again? Are they silent? Or are they telling the world about you?

All three (visitors, partners, and sales) are essential in the development of a successful online business. So regardless of the marketing tactic, a successful marketing portfolio is a diversified one -- it consists of numerous strategies. And more importantly, it is focused on three core elements:

Building Traffic
Building Trust
Building Sales

Therefore, keep in mind that every single marketing activity you perform, including the use of search engines, must revert to, result in, or improve upon any, if not all, of those three. Look at the successful marketers out there. Many of them will tell you that their success is not based on a single source, but on many. They are focused on all of the above three areas.

Unfortunately, the Web is replete with marketers who rely on search engines alone for their traffic or on a mere handful of tactics that amount to meager results. If you work with only one traffic-building source, one income-building source and one credibility-building source, your business will do poorly.

Although far from being comprehensive, here's a brief list of tactics that aim at building streams of visitors, partners and sales. Look at adding different streams to your portfolio:

Write articles on your industry or area of expertise and submit them to email newsletters and other non-competing sites visited by your market. Buy classified ads in such publications. For example, use directories that list ezines and newsletter.

Bid on keywords in pay-per-click search engines to locate the engines you want. Use online keyword suggestion tools to find targeted keywords, or actual software that runs on your desktop. And the more targeted the keyword is, the more targeted your visitor will be.

Adding new businesses, new websites and new products to your portfolio can add substantially to your income. But your current situation can always be improved. Converting clicks into customers is one thing, but converting a one-time customer into a lifetime customer is another. Thus, look at improving your website's copy and add pop-ups to increase subscribers, sales and affiliates.
In any case, think like a savvy investor. Expand, balance and diversify your online marketing portfolio. If you do, you will certainly multiply your chances of online success.

Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.
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Michel Fortin is a direct response copywriter, author, speaker and consultant. His specialty are long copy sales letters and websites. Watch him rewrite copy on video each month, and get tips and tested conversion strategies proven to boost response in his membership site at http://TheCopyDoctor.com/ today.
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Posted by ralph at 03:06 PM | Permalink

Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.
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Michel Fortin is a direct response copywriter, author, speaker and consultant. His specialty are long copy sales letters and websites. Watch him rewrite copy on video each month, and get tips and tested conversion strategies proven to boost response in his membership site at http://TheCopyDoctor.com/ today.
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About twenty years ago in his book "Megatrends," John Naisbitt predicted that our society will become not only more high-tech but also more high-touch. This trend, which has increasingly pervaded our fast-paced, Internet-oriented culture in the last decade, was the focus of a spinoff book entirely dedicated to that single prediction.

While Naisbitt never mentioned it directly, my interpretation is this: the more technology-driven we become (i.e., the more automated and robotic we become, as is the case with the web), the more we will crave and seek out human interaction.

It's human nature, for we are social animals. And in spite of the Internet being touted as a tool of automation, efficiency and convenience, it will never replace the shopping mall. We need to communicate and interact with others. We need to socialize with (or at least be around) other people.

Online, Naisbitt's prediction-turned-reality takes the shape of actions marketers take to humanize their digital presence by giving their electronic facade, if you will, a human face.

From as simple as a message board, an ezine or a discussion list, to as complex as an online community, live person chat capability and customer relationship management, marketers do (and should do) what they can to humanize their websites.

People want to deal with people and not computer monitors. Call it the need for trust. Call it desire to interact. Call it the fear of making bad decisions. But whatever you call it, remember that it is only human. And you can't change that.

But one online tactic is growing in popularity. Although it's been around for a while, people are beginning to recognize its place in the world of Internet marketing. Moreover, it's an effective way for visitors to get acquainted with the people behind the website, and offers a way for people to connect.

For marketers, the benefits are many. It can help to not only humanize but also magnetize a website, and it can leverage a viral marketing campaign by creating a certain buzz about the business. In other words, it can become a marketing tool that can enhance a website's traffic, publicity and stickiness.

It's called web journaling or logging (or simply "blogging").

Most news-oriented sites (websites that have pages dynamically generated and updated for the purpose of adding news items on their web pages) started this trend way back in the early days of the web -- that's about five years for you and me, kids.

But today, blogging is taking over the web by storm. A person can use their blog to add personal (and professional) ideas, comments, news, opinions, links and so on. In short, it helps to add a certain voice and personality to the website, giving in to that social necessity Naisbitt described earlier.

According to Rebecca Blood, in a web essay on blogging:

"(A) weblog provides many advantages to its readers. It reveals glimpses of an unimagined web to those who have no time to surf. (...) There are topic-oriented weblogs, alternative viewpoints, astute examinations, short-form journals, links to the weird and notebooks of ideas."

According to an Inc.com article, while the vast majority of weblogs consist of "hobbyists who publish their own daily wanderings using the Internet's vanity press," marketers are using them as loyalty-building tools or forums in which they subtly promote their skills and expertise.

Blogs are relatively easy to install. Most of them use simple CGI scripts and some of them are free. For example, Open Journal is a downloadable snippet of CGI. There's also Grey Matter, MovableType, pMachine and WordPress.

However, a popular one (and it's free), where no knowledge of CGI is required, is Blogger.com or TypePad.com. All you need to do is register and paste a snippet of HTML code on your website. Thereafter, all that's required is logging into Blogger.com and adding your daily tidbits, comments and ideas.

You can use it to add news items about your website or online business, or to post thoughts and opinions about your field, product category or industry. For a complete guide to blogs, see a list of tools that enable blogging.

Two of my favorite blogs, which I visit and read on a frequent basis, are those by Chris Locke and Anne Holland.

Chris Locke (or "Rageboy") is the co-author of "The Cluetrain Manifesto" (for more, see Cluetrain.com), which is a book professing the concept that the Internet is not composed of computers, companies or even consumers for that matter but of conversations. His blog is always full of Locke's insights and intelligent scatterings.

Anne Holland's Marketing Sherpa is a great blog. I've been an avid reader of Clickz.com and particularly of Holland's own website. She even maintains a secondary blog dedicated to the information business, in which most of us marketers are, at contentbiz.blogspot.com.

Other blogging tools and directories can be found at:

http://www.free-conversant.com/
http://www.weblogs.com/
http://www.weblogger.com/
http://lukwam.com/
http://www.farook.org/
http://www.blogspot.com/
http://www.daypop.com/
http://www.blogfinder.com/
http://www.bloghop.com/
(And of course, there's mine at MichelFortin.com.)

Nevertheless, both Naisbitt and Locke are telling us something ominous to which marketers must heed. The opening statement of Cluetrain.com proclaims, "If you only have time for one clue this year, this is the one to get: We are not seats or eyeballs or end-users or consumers. We are human beings -- and our reach exceeds your grasp ... Deal with it."

Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.
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Michel Fortin is a direct response copywriter, author, speaker and consultant. His specialty are long copy sales letters and websites. Watch him rewrite copy on video each month, and get tips and tested conversion strategies proven to boost response in his membership site at http://TheCopyDoctor.com/ today.
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Posted by ralph at 04:01 PM | Permalink

Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.
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Michel Fortin is a direct response copywriter, author, speaker and consultant. His specialty are long copy sales letters and websites. Watch him rewrite copy on video each month, and get tips and tested conversion strategies proven to boost response in his membership site at http://TheCopyDoctor.com/ today.
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In a recently published article, entitled "What's Your Visitor's UPA?" may have confused some of you. One reader emailed me asking for more information.

Essentially, the article was based on the fact that we think in relative terms. And if your copy doesn't cater to this natural, human propensity, your readers will make assumptions that might not work in your favor.

I call this tendency "UPA," or "unconscious paralleled assumption." It means that people will unconsciously assume there's a parallel between one part and another (or its whole), even if the two are totally unrelated.

For example, you visit a department store and notice that the shelves are dirty, cheap and unprofessional-looking. You will naturally assume, at an unconscious level, that the business behind it or the products it sells are just the same... In other words, dirty, cheap and unprofessional.

In my article, I used an example one of my students pointed out one day in class. He asked: "What's the difference between a tennis ball and a soccer ball?" He continued, "It's not that one is small and the other is big, or that one is yellow and the other is black-and-white, which is what most people will say... The difference is SIZE or COLOR."

Marc, the confused reader, then emailed me with the following:

"I read your latest article with great interest. I understand most of it, except for the point you were trying to make with the chair and table, as well as the point with the tennis ball and a soccer ball. Quite frankly, I've read it over and over again, but I simply don't get it. You seem to be saying that the difference is not their size, it's their size? This makes no sense to me, and whatever the point is that you're trying to make to me is less than obvious. I'm feeling cheated, like I've missed the joke that everyone's howling over. It's leaving me so uncomfortable and baffled that I'm moved to write this inquiry for further explanation."

Here was my answer...

Marc, don't feel cheated because in reality you are proving my student's point. You are thinking in relative terms, which is how most people think. (As a matter of fact, you just did it, yourself, when you said, "I'm feeling cheated, like I've missed the joke that everyone's howling over.")

If I'm describing two different sizes (or colors or whatever), I'm not directly answering your question but merely implying the difference by simply describing two different characteristics. I'm only relating the difference by making a comparison between the two, in other words.

Essentially, by "difference," I want to know WHAT makes them different and not HOW they are different. If I use a comparison, at best responding in such a manner can only imply the difference.

Here's a really simple example. If I asked you what color is the sky, rather than telling me "blue" (which is the direct, logical answer), you'll probably answer with "it's the same color as my car," "it's not red," etc. In other words, you are relating it to something else.

You're thinking in relative terms.

Most of us do. And most of your prospects and visitors do, too. You were baffled, which is the point I tried to make. We think in relative terms. And your copy must work to appeal to this behavior. The last thing you want to do is confuse your prospects. If they are, they'll click away. Fast.

Many websites have copy that only the seller or webmaster understands — content that may be understood by only one segment of the population but is harder for others to understand. So, use comparisons, analogies or metaphors so that the mind can understand what it is being told.

Let's say you sell real estate. You want to convey to your audience the sheer size of a piece of land you're attempting to sell. But if your copy only says "140 acres of land," this is only a logical measurement — the mind may still not grasp the meaning (or the value) of "140 acres."

The reader may ask, "What's the size of 140 acres, anyway?" The mind thinks in pictures, not in numbers. And since it thinks in relative terms, it will try to compare 140 acres to a visual equivalent, which will be difficult.

It will be easier for your reader's mind to relate it to something it already knows and to which it can compare it. For example, if you added to your copy, "140 acres is like 200 football fields back-to-back," your mind will now understand because it can relate it to something it knows.

Here's another example. Instead of, "Skin-So-Soft has a complex, lubricating hydra-dermic formula to reduce the symptoms of skin disorders, like skin sensitivity, eczema and psoriasis," say...

"Skin-So-Soft makes your skin silky smooth and soothes nagging itchiness, lubricates unsightly scaling and relieves pain, which are caused by eczema, psoriasis and sensitive skin. Rub it on, and it's like wrapping your skin with a warm blanket that relieves, protects and replenishes your skin."

The long and short of it is this...

Is your website confusion-proof? Is your copy describing your product to your target market in relative terms? Do you describe your offer with something they can understand, appreciate and visualize?

Since your visitors will make unconscious paralleled assumptions (or "UPAs") with your site or product, you better make them good ones.

Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.
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Michel Fortin is a direct response copywriter, author, speaker and consultant. His specialty are long copy sales letters and websites. Watch him rewrite copy on video each month, and get tips and tested conversion strategies proven to boost response in his membership site at http://TheCopyDoctor.com/ today.
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Posted by ralph at 08:14 AM | Permalink

Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.
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Michel Fortin is a direct response copywriter, author, speaker and consultant. His specialty are long copy sales letters and websites. Watch him rewrite copy on video each month, and get tips and tested conversion strategies proven to boost response in his membership site at http://TheCopyDoctor.com/ today.
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In the competitive marketplace of the new millennium, the demand for specialized products or services will increase. If your site sells everything or to everyone, chances are that your audience will not perceive any greater value in shopping from you than anyone else. Keep in mind that price is *never* an issue -- what's important is the value behind the price.

Price is an arbitrary figure that merely represents the value of an offering. Here's an example: you walk to your local home furnishings store. You ask the sales clerk, "How much for that washer?" to which he responds, "$600." "Wow! That's a lot of money," you exclaim. "The price is way too high for me. I just cannot afford that." This is a typical knee-jerk response.

Moments later, you walk by a car dealership and notice that favorite new car you've been itching to buy for the last month and a half. You walk in. "It's $25,000," says the salesperson. "Wow! That's great!"

You drive it off the lot that same day.

If you could not afford the $600 washer, why could you afford the $25,000 car? So, price is never an issue. In the case of the car, the perceived value matched or surpassed the price, which wasn't the case with the washer -- i.e., the washer was too pricey based on its perceived value.

Therefore, if *your* value is perceived as equal to that of others, naturally the cheapest alternative will win. Price is only a metric -- a currency to which most people can relate. Take the weather, for example. When you meet someone for the first time, the weather will likely be a topic of discussion. In terms of degrees or temperature, the weather is the same for everyone. But "hot" and "cold," however, are different.

Similarly, price is only used when there's nothing to which one can compare your value. (Of course, price is not the only metric, but it is the most common one. Most people easily understand units of dollars rather than value. Value is more subjective and personal.) Therefore, if you're too similar to your competition, price will always be (or become) an issue.

The more unique you are, the less competition you will have. And the less competition you will have, the less substitutable you are (or your product is). And the less substitutable you are, the less elastic the demand for your product will be (i.e., the less important price becomes, in this case).

So, if you try to copy your competition, or trying to promote your offering as one that's better than your competition, like it or not you're only reminding people of that which you are better: your competition! So, don't duplicate. Differentiate! Or as Earl Nightingale once said, "Don't copy. Create!"

Being all things to all people will likely help you to stumble onto some people who will visit your site and respond to your offer -- it's the law of averages. Increase your hits and you will increase your sales. But that's not the problem. The problem, with such an approach, is the fact that you must generate a large quantity of hits in order to produce a certain result.

The more general or broad you are, the more you will need to paint your website or content with broad brushstrokes in order to appeal to everyone. In the end, the traffic you do generate will be just as general or broad.

Even if your product is a perfect fit for some visitors, it will only be a fit for a small percentage. Additionally, the "generalness" you project will likely convey that your value is equal to that of others and that there's no added value in buying from you than in buying from others. This is when price becomes the metric with which people will measure your value.

Additionally, out of the small handful of qualified prospects that hopefully hit your site, a large number of them -- if not all of them -- will likely leave due to your apparent lack of understanding of their specific needs, goals and concerns. In short, the more general you are, the less value you have.

However, the sales you generate will increase dramatically if your site is narrowly centered on a specific theme, product, audience or outcome. And niche marketing has an added benefit: the need to produce a sufficient quantity of visitors to produce similar results will lessen considerably.

Offline, being everything to everyone is understandable to a certain degree since, geographically, a niche will likely be small. Online, however, niche marketing can work since a market will expand, even if it is a small niche.

But it's a double-edged sword. Since the web increases your target market, it also increases the competition as a byproduct. Thus, niche marketing is even more important online since, by narrowing your focus, you both increase your niche AND decrease your competition!

Here's an illustration: let's say that your best client is the corporate executive earning $50,000 annually or more, and that your site receives approximately 200,000 hits per month.

If your site's message aims for the public at large, you have a problem. There will only be a small percentage of that ideal market (i.e., corporate execs earning $50,000) that will hit your site. (And an even smaller percentage will genuinely be qualified for, and interested in, your offering).

For the sake of example, let's say that this percentage is around 0.1%. That means that, out of 200,000 monthly visitors, only 200 will fit your perfect customer profile (and that's a very optimistic figure). And since your site is too general or too vague, an even smaller percentage of those 200 executives -- let's say about 0.5% -- will be truly interested in your offer and eventually buy. In this case, 0.5% (of 200 qualified visitors) would equal to a mere client for an entire month.

Looking at it in reverse it means that, if you want to achieve at least a single sale per month from this ideal market, your site will thus require at least 200,000 visitors on a monthly basis. So, based on the law of averages your marketing efforts will need to multiply exponentially in order to create a high enough quantity of traffic to yield acceptable results.

Now, take the example of another website dedicated exclusively to corporate executives earning over $50,000. However, this site receives a meager 5,000 visitors per month -- admittedly, it's not a lot, especially when compared to the other. But in this case, the percentage of those 5,000 that fall into that site's target market will be 100% -- a 10,000% improvement!

Furthermore, the percentage of interested leads that are in a much better position to buy will be far higher by virtue of the fact that the site centers on their specific needs, goals and concerns. The perceived value of the site, in other words, will be greater in the mind of those specific prospects.

To be conservative, let's say that this percentage is only 5%. It means that out of 5,000 visitors per month, one can achieve 250 sales -- that's 249 more sales than the other (and, on top of that, with only a quarter of the traffic). But let's be a little more conservative for a moment. Let's say that only 1% buys. It's still a remarkable 500% improvement over the other, as 1% of 5,000 visitors equals to 5 sales per month.

Of course, the above example is when all things considered are equal -- I agree that there are many variables, here. But the spirit of this illustration is clear: it took an equal if not lesser investment of time, effort and money to achieve 250 sales per month than it did to achieve a single one.

So, there is much truth to the statement that you will get more with less. And online, where there is so much more of nothing, less is indeed more. Therefore, the paradox is true on the Internet: by narrowing your focus, you will likely broaden your chances of online success.

Jim Banks started selling carpets online in 1998. He admits that, at the time, he knew nothing about it. Says Banks: "I thought that it would be a non-competitive market ('who would want to sell carpet online?' I asked myself) and it would allow me to learn about this whole new Internet thing."

But at first, Jim floundered.

"I showed carpet on the website, sent out samples, and used a wholesaler in Georgia to deliver the goods. I made some money, but it was a lot of hard work. In fact, a lot of hand-holding of customers was required, and my time was a limiting factor in how much money I could make."

But then, Jim had an idea. He adds: "I had read one or two of your articles at the time where you stressed the importance of niche marketing. And after thinking about that, and applying it to my industry, I came up with the idea of selling carpets and area rugs with children's designs (e.g., animals, letters, game boards, etc). Today, things are going very well!" (By the way, see Jim's site at KidCarpet.com.)

In conclusion, here's my advice: if you're looking at starting a business online, first find a niche and fill it. But if you already are doing business online, then narrow your focus to a specific outcome, audience or product. And finally, if you do sell everything to everyone already, I suggest breaking your business down by developing several sites, which sell the same things but targeted towards different segments of your market.

Don't be the best. Be the first. Be unique. Be different!

Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.
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Michel Fortin is a direct response copywriter, author, speaker and consultant. His specialty are long copy sales letters and websites. Watch him rewrite copy on video each month, and get tips and tested conversion strategies proven to boost response in his membership site at http://TheCopyDoctor.com/ today.
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Posted by ralph at 12:03 PM | Permalink

Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.
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Michel Fortin is a direct response copywriter, author, speaker and consultant. His specialty are long copy sales letters and websites. Watch him rewrite copy on video each month, and get tips and tested conversion strategies proven to boost response in his membership site at http://TheCopyDoctor.com/ today.
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Each time a new, fast-spreading virus makes its way online, like the recent "Nimda" virus, it's always an opportune time to talk about viral marketing. I like to analyze how we can apply the same dynamics to our Internet marketing efforts, for viral marketing is the most efficient and effective marketing tactic currently in existence. This tactic alone has helped a great number of online businesses to propagate very rapidly.

According to my friend, Dr. Ralph Wilson:

"[Viral marketing] describes any strategy that encourages individuals to pass on a marketing message to others, thus creating the potential for exponential growth in the message's exposure and influence."

Generally, the viral marketing concept is to proliferate the knowledge of your existence on the Web through other people's efforts -- be it through word-of-mouse, referrals, replicable files, link popularity, affiliate programs, joint ventures and so on. Of those, the affiliate program is the most popular and the one used by most ecommerce sites, like Amazon.com, etc.

But let's take a look at some of the other methods used -- namely networking systems, replicable files and leveraged links.

1) Networking Systems
Joint ventures and networking systems are processes through which you are constantly and systematically exchanging leads with your alliance. On the Web, this technique is one in which a systematized method of cross-promotion between you and your alliance through a joint marketing effort is developed. While it is considered unethical to share email addresses, there are many other ways to create systematized networking systems.

For example, the coupling of complementary coupons or special offers from two or more parties that are exclusively marketed to each other's audience is one method. While different, such offers are combined as a single campaign. However, each party member promotes the package to her respective base of clients or subscribers; no contact information is actually exchanged.

Here's an example. You could find a non-competing business -- 1) one that caters to a target market matching yours, and 2) one that offers a product or service that logically fits or can be bundled with yours.

Through a phone call or email, ask that business if it would be interested in creating a special offer, where products from both businesses could be combined into a single, special (even "exclusive") offer, and promoted to each party's respective market, for a split in profits.

While the preceding example discusses the coupling of offers, either for a limited time or with a limited quantity, another example is the process of amalgamating products, services or information that complement each other, indefinitely, into a new and completely separate product.

If your alliance sells a product that bundles well with yours, for example, she can add to her portfolio your products as bonuses, add-ons or even additional products, which may be customized or co-branded.

In other words, beyond a simple affiliate program where the other sells your product for a commission or licenses it for extra sales, both of you create a new and entirely distinct product that can be sold on both sites, simultaneously.

And as a result, you also share in each other's resources, including clients, experience, loyalty, exposure, sales potential, site traffic and affiliate networks (especially if you both have an established affiliate base that can be easily mobilized).

For example, you sell cookware online. You can easily team up with a publisher specializing in cookbooks and throw a book in the mix. While you raise the price and split the profits with the publisher, you instantly raise the perceived value of the cookware through a co-branded approach or a combined package of non-competing products or services.

And best of all, each of you market the "new" product separately while sharing in each other's networks -- thus doubling the marketing effort.

2) Replicable Files
With the advent of computers and the Web, copying and pasting is one of the easiest things to do. Granted, it is also one of the reasons why viruses can spread tremendously fast, as well as why programs such as Napster are such a point of contention for many copyright holders. But putting the legalities aside, one can certainly take advantage of this ease of replication in order to expand one's exposure -- quickly and effortlessly.

If you played video arcade games about a decade ago, you might remember one called "Zero Wing." It's an arcade game in which a inter-galactic battle takes place in the year 2101, where your job is to defend planet Earth from an alien invasion led by the dreaded warrior Cats.

While Zero Wing may have been a favorite among teenagers, the fad faded until video game manufacturer Sega Genesis released their version of the popular arcade game in 1998, giving it new breath.

But this time, an animated introduction was added. "In 2101, war was beginning," it quipped. A dialog between the ship's captain and Cats ensued, offering these priceless gems: "You have no chance to survive make your time." "All your base are belong to us." "Someone set up us the bomb!"

And many others.

Obviously, this poor Japanese-to-English translation has made a few people grin. But in the summer of 2000, a strange craze began. Graphically-altered files populated the Internet -- on message boards, newsgroups and emails. They included pictures of outdoor billboards, businesses and road signs donning "All Your Base Are Belong to Us" insignias.

"'All Your Base' spread from office to office like a benign virus," writes Chris Taylor in a recent Time Magazine issue. This benign virus to which Chris is referring is a rock video (developed in Shockwave Flash), which is, essentially, a mini-slide show consisting of "All Your Base" pictures.

According to PlanetSeige.com, the 'All your Base' craze, which started as a tiny inside joke, has now become "an explosively popular Internet phenomenon." National newspapers, such as the Ottawa Citizen, USA Today and San Francisco Chronicle, wrote articles about the "conspiracy." An online retailer sells even AYBABTU memorabilia.

Obviously, using viral marketing with replicable files can be tremendously effective, spreading a message very quickly. Thus, using the Internet as a way to automate, leverage and increase the spread of that message using these easy to copy files can help to multiply your marketing -- almost exponentially.

For example, files that can be easily downloaded, copied and spread around include ebooks, applications (John Audette, the owner and moderator of Adventive.com, calls these "ad-apps," short for "advertising-oriented applications") and web-based, traffic-generating scripts (like referral systems, discussion forums, free email accounts and greeting cards).

For instance, my website offers a free ebook entitled "The 10 Commandments of Power Positioning." It's a freely downloadable and distributable PDF file -- a format that's compatible with PC's and Mac's. As of today, I estimate the number of downloads to be over 120,000. Others simply link to my site, which increased my site's link popularity and search engine ranking. Others offer it directly on their sites, or co-branded the book with their business.

Mini-applications, slide shows and screen savers are some of the many tools you can use. Let me share with you an example. Just recently, I consulted with an online business and suggested as one approach the creation of a viral marketing tool. While the name shall remain confidential for obvious reasons, it was a personals site (i.e., a classified ad site for people looking for an encounter, friendship or the "love of their life").

My suggestion was the creation of small application, with the help of an economical programmer -- even a student of a local technology school. This small yet freely replicable file can be a survey of sorts, much like a "love meter" or "love test" application that questions recipients, analyzes responses and offers suggestions. Examples are personality profiles, levels of compatibility between mates, astrological signs and so on.

The application can display links back to the site, especially for retrieving the results. In other words, once the questions are answered by the recipient, the application does not offer the results in a direct sense but provides links back to the site for users to click and read about their specific "score." Consequently, users are then "pushed" to visit the site to retrieve their results, similar to online greeting cards. They will hopefully be interested in browsing further once there.

This is just one example. Freely distributable applications (or "ad-apps") like these can be made in many different ways for many different situations. Here's an example: a financial advisor sells a stock tips book on his website. Her ad-app is also a survey but used much like an initial free consultation instead. Once the application churns out the results, the text can include references back to the book or links back to the site. To illustrate, one answer can say something like:

"Thank you for using the investor quotient evaluator. Your 'IQ' is 120, with a [whatever] personality type. It means that you are a savvy yet careful risk-taker, and [... etc]. You have an affinity for [whatever] stocks. Chapter 12 of my book, 'What Big Bulls Don't Brag About,' offers a series of specific strategies for investors with your quotient. To order or learn more about the book, click here. [Etc.]"

3) Leveraged Links
Online, publicity is a required marketing component. With the help of viral marketing, however, your message can spread online with results that are faster and more far-reaching than any other form of word-of-mouth advertising. The ultimate goal is to populate as many emails, message forums, newsletters, newsgroups and websites as possible. Offering free content with a resource box at the end linking back to your site is one of the easiest ways to multiply your online exposure.

Some sites and even applications, like those mentioned above, can help to spread it for you. You can syndicate your content through third parties, or use applications that can stream content directly on one's desktop.

Similarly, the greatest leverage of all is that of other people's marketing efforts. You want to multiply your link all over the Internet through the help of other people without much effort on your part. Of course, this can be achieved in many ways.

Look at Hotmail's success, for example. A link to Hotmail.com and an invitation to register for their free service is added at the end of each message sent through their system. And the result: hundreds of thousands of users registered in less than a few months. You can certainly use a similar tactic by simply offering something for free and encouraging others to link to you, promote it for you, or pass it around freely to others.

If you don't have anything free to offer, another strategy is to create a message that incites curiosity -- an idea or a "buzz" about your business, including any buzz through which you are visible -- and encourages others to disseminate that message, especially online. Creating curiosity is the key, for people are instinctively curious. If you can somehow tap into that common human behavior, your message can spread very fast.

Here's a case in point. Nearly half a million people a day were calling a New Jersey investment firm's voice mail just to hear the sound of a duck quacking. Their automated reception, which began with those typical corporate prompts, such as "to request a new account kit, press two," included as its final option, "if you would like to hear a duck quack, press seven."

The brokerage firm, which has a mallard as its mascot, decided to throw in the sound of a duck quacking as an option on their toll-free line. Being the last in a series of several message prompts, the broker thought that nobody would even notice. But word spread so quickly that, with the phone number circulating throughout the Internet and particularly by email, more than 270,000 people called the line by the end of the first month. "We didn't do anything," said the firm's CEO. "We just left it on our voice mail and the Internet took care of the rest."

Nevertheless, the first step in viral marketing is to develop your unique selling proposition, or USP. Aside from all the other steps, if you master this one you will create word-of- mouth advertising as a natural byproduct, without effort. You can generate curiosity by adding a sense of mystery to your message, even an oddity or incomplete story -- one that only your product or site can complete. People will need to buy it (or visit it) in order to find out the "rest of the story."

Then leverage your marketing by using tools that can help the viral process. Write an ebook. Create a screen saver. Program an application. Offer a checklist. Record a sound bite. Give a free online consultation. Digitize a video. More importantly, if you can use a network of people that can help to distribute them freely for you, either by offering an incentive or adding an element of curiosity, you will propagate the knowledge of your existence on the Web very quickly, like a virus.

Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.
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Michel Fortin is a direct response copywriter, author, speaker and consultant. His specialty are long copy sales letters and websites. Watch him rewrite copy on video each month, and get tips and tested conversion strategies proven to boost response in his membership site at http://TheCopyDoctor.com/ today.
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Posted by ralph at 12:04 PM | Permalink

Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.
-----------------------------------------------------------------------------------------------------------------
Michel Fortin is a direct response copywriter, author, speaker and consultant. His specialty are long copy sales letters and websites. Watch him rewrite copy on video each month, and get tips and tested conversion strategies proven to boost response in his membership site at http://TheCopyDoctor.com/ today.
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An interesting debate is currently raging among copywriters, web designers and content developers about the differences, if any, between writing copy for the web versus writing content.

According to prolific copywriter Nick Usborne of ClickZ.com fame, a recent survey conducted among the readers of his email newsletter "Excess Voice," which is available at NickUsborne.com, offers some interesting results. They seem to be split almost three ways: one-third consists of copywriters, another content writers and the final third both.

This is an important debate, I believe, since all online copy is content but not all content is copy. And that's a real problem.

Most web designers, webmasters and content writers develop text for websites in a way to educate visitors. They also write it with the notion that "content is king," "content increases search engine rankings," "content makes a website sticky" and so on. That's all fine and good.

But I believe content fails when it strives only at informing the reader, and thus lacks important elements that take her "by the hand" and compels her to do something -- anything, including the simple act of reading.

In other words, while some websites may compel our attention, others fail to propel our actions, too. And their owners often end up screaming, "Why is my website not producing any sales," "why am I getting a lot of traffic but such a poor response" or "why are people leaving so quickly (or after they got what they came for)?" Well, if content is king, copy is the castle.

The Internet is not a traditional medium -- at least not in the broadcast sense. It is intimate, dynamic and interactive. People are more involved when reading the content of a website than reading a conventional print publication, watching a show on TV or listening to a program on the radio.

And with the Internet, people have a powerful weapon that they don't have with other types of media, and they usually never think twice about using it when the need confronts them: their mouse.

So, the idea is this: forget about writing content, at least in the traditional sense. Think copy. Think words and expressions that compel the reader to do something, even if it's just to continue reading.

According to web dictionary Atomica.com, "copy" is defined as "the words to be printed or spoken in an advertisement." ("Advertisement" is defined as "a notice or announcement designed to attract public patronage." It's calling for some kind of action. It's selling something, in other words.)

But the word "content," on the other hand, is defined as "the subject matter of a written work, such as a book or magazine." And keep in mind that there's no mention of the Internet, here.

Nevertheless, this is why I submit that, with its multitude of links, scripts and hypertexts, the Internet transforms the passive reader into an active, responsive participant. (Or make that "response-able.") And she must therefore be treated as such -- as a participant, not a reader.

Look at it this way: a book is limited by its front and back covers. When the book is done, it's done. The web, however, is not. If your content does not strive at getting the reader to do something, whether it's to buy, subscribe, join, download, call, email, fill out a form, click or whatever, then you need to seriously rethink your content and the words you use.

Here's my explanation of the difference between content and copy. Content informs. Copy invites. Even if content invites a reader to keep reading, it's still selling an idea. It's still calling for action. And it's still copy.

If your web page is only meant to inform people like some kind of book, then it's content. (And like closing a book once it's read, the only action left is to exit the website or close the browser.) But if it contains links or more content, then it's copy. And you need to write content with that mindset.

Ultimately, incorporate within your content a direct response formula that compels your readers to do something. Don't leave them hanging. Take them by the hand. Integrate a call for some kind of action, in other words. Ask your reader to "buy now," "join today," "get this," "download that, or ...

Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.
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Michel Fortin is a direct response copywriter, author, speaker and consultant. His specialty are long copy sales letters and websites. Watch him rewrite copy on video each month, and get tips and tested conversion strategies proven to boost response in his membership site at http://TheCopyDoctor.com/ today.
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Posted by ralph at 04:08 PM | Permalink

Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.
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Michel Fortin is a direct response copywriter, author, speaker and consultant. His specialty are long copy sales letters and websites. Watch him rewrite copy on video each month, and get tips and tested conversion strategies proven to boost response in his membership site at http://TheCopyDoctor.com/ today.
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When I critique, edit or rewrite sales copy, I discover that many clients commit common errors. Granted, not all of them are writers. But most of them fail to drive customer actions not because they lack writing skills but because they fail to look at their copy from their readers' perspective.

Although unintentional, they're so involved with their business or product that they tend to forget their prospects. They tend to explain things in ways that only they understand. They tend to forget the number one axiom in copywriting:

Different words mean different things to different people.

Let me share with you at least three simple steps you can take now to increase the readability of your copy, the excitement level of your offer and the responsiveness of your readers.

1) Lace Your Copy With Headers
On the Internet, people don't read. They scan. Unlike a book that's purchased for the purpose of being read from cover to cover, people seldom read entire web pages from top to bottom.

How often do you read entire newspapers, for example? More than likely, you scan them quickly and stop at any headline that captures your attention, piques your curiosity and pulls you into the article. On the Internet, that behavior is even more prevalent.

Moreover, reading web or sales copy, especially long copy salesletters, is a wearying task and hard on the eyes. So, don't write to be read. Instead, write to be scanned. Keep paragraphs brief, and incorporate headers throughout your copy in order to direct your readers' eyes.

Make your lines short, either within small tables of no more than 600 pixels wide or 70 characters in length. And refrain from writing your paragraphs deeper than four to five lines, too. If you have to, cut them up into smaller ones. Above all, add a header at every two to five paragraphs.

Make your headers prominent by using different sizes, colors or fonts. And avoid overused, stale and hackneyed expressions, such as the common "Welcome to [Whatever]." Lace your copy with powerful yet brief headers that are inviting, invoking and informative.

When your readers scan your copy, your headers must be strong enough to stop them in their tracks and to make them feel that the following text cannot be ignored. In fact, write your headers with the assumption that the preceding text was not read at all.

Here's an example. Let's say you promote business opportunities or show people how to find them. Instead of, "Home-Based Business Success," use, "Uncover Profitable Opportunities Hidden In Your Home!" Rather than, "Affordable Diamond Business Opportunities," say "Mine Your Own Business ... At Rock Bottom Prices, Too!"

2) Blend Your Copy With Bullets
Directing the eye is an important element of copywriting. In order to direct your readers' actions, you must first direct their attention. While an effective headline will capture it, captivating their attention is a whole different issue.

Maintain your readers' attention with bullets. Bulleted lists are effective because they are captivating, intriguing and pleasing to the eye. They can help to reinforce the offer, give readers a visual break and are clustered for greater impact. This is particularly true with long copy offers.

In fact, an effective way to use bullets is when they follow the words "you get" and "reasons why," such as "with this [product] you get" and "here are the reasons why [you must buy now]." They give the reader the ability to know, instantly, what they get out of reading further or responding.

Here's an example. Let's say you sell an exercising machine that helps to strengthen the abdominals. You can say, "With your new Abdominoflex Machine, here's what you get," and then you follow it with a bulleted list of the various benefits a customer receives from your machine, such as ...

A system that provides an easier yet intense workout that
will burn off unwanted calories more rapidly and enjoyably;

A scientifically designed exercise regimen laser-targeting
specific areas for a faster, firmer and shapelier figure;

A compact, lightweight and space-saving machine that can be
stored right under your bed and pulled out only when needed;
... And so on. Also, you can use bullets to list the various consequences of going ahead (or not) with your offer. For instance, you can use them to reinforce scarcity-enhancing elements (such as deadlines) and emphasize the negative consequences of not enjoying the benefits of your offer.

3) Paint Your Copy With Pictures
Another strategy is to use words and phrases that help to paint vivid pictures in the mind. When people can visualize the process of doing what you want them to do, including the enjoyment of the benefits of your offer, you drive their actions almost instinctually.

The brain, according to "Psycho-Cybernetics" by Dr. Maxwell Maltz, is a goal-seeking mechanism. If I told you not to think of a white flower, you would still think of one because I directed your mind by giving it a goal. But if I told you to think of a pink one, you would then not think of a white one.

In order to direct your readers' actions, you must also direct their minds. Use mental imagery and picture words that invite, entice and incite. Guide the mind and you guide the action.

We think in relative terms. And we are predominantly visual, too. Our brains have a tendency to translate messages into their visual equivalents in order to appreciate what they are being told. In plain English, the mind thinks in pictures, and not in words or numbers.

For example, if I told you to think of a garbage can, you're not going to think of "G," "A," "R," etc. You'll visualize a garbage can. The more I describe it to you as well as the more senses I engage in my description, the more realistic it becomes in your mind, including its color, smell and texture.

During a televised newscast, a reporter, flying over the scene of a forest fire in her station's helicopter, was asked, "How big is the fire?" In a voice partially drowned by the whizzing sounds of helicopter blades, she said, "It's over 140 acres of land, which is about 200 football fields back to back."

Similarly, compel your readers not only with vivid picture words and mental imagery but also with stories, examples, analogies and metaphors that they can intimately understand and appreciate. Help your readers to paint the kinds of pictures you want them to paint.

The more vivid the words paint, the easier it will be for the mind to decode the message you are conveying into something your readers can understand, appreciate, relate to and, above all, act upon.

In Conclusion, Remember This ...
I agree that copywriting may not be an easy task for many. But one of the most important steps you can take is this: look at your website through your readers' eyes. Imagine coming across your site for the first time. What would you read? Where would your eyes go? What would your mind think?

More importantly, what would you do?

If you hesitate at any point, realize that hesitation on your part is confusion on the part of your readers. And confusion often leads to procrastination. If your readers are confused, they will do nothing.

Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.
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Michel Fortin is a direct response copywriter, author, speaker and consultant. His specialty are long copy sales letters and websites. Watch him rewrite copy on video each month, and get tips and tested conversion strategies proven to boost response in his membership site at http://TheCopyDoctor.com/ today.
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Posted by ralph at 04:04 PM | Permalink

Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.
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Michel Fortin is a direct response copywriter, author, speaker and consultant. His specialty are long copy sales letters and websites. Watch him rewrite copy on video each month, and get tips and tested conversion strategies proven to boost response in his membership site at http://TheCopyDoctor.com/ today.
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When writing direct response copy, there are a few things that can maximize the responsiveness of your message. The first and most important element that can turn any website, salesletter or ad into an action-generating mechanism is the headline.

A headline is meant to do two vital things.

First, it needs to grab your reader's attention. Realize that people surfing the web are click-happy. They tend to scan web pages quickly, even many of them simultaneously. Your site is but a blur. So, your headline must be prominent and effective enough to stop them.

Second, your headline needs pull the reader into the copy and compel her into reading further. To do that, it must cater to a specific emotion or a relevant condition -- one to which the reader can easily associate. Here's a list of "triggers," coupled with actual examples I used in the past:

Curiosity ("Revealed! Closely Guarded Secrets For ...")

Mystery ("The Five Biggest Mistakes to Avoid By ...")

Fear ("Over 98.4% of People End up Broke When ...")

Pain ("Suffering From Needless Back Pain? Then ...")

Convenience ("How to Increase Your Chances With ...")

Envy ("How Fellow Marketer Pummels Competitors By ...")

Jealousy ("They All Laughed When ... Until I ...")

Sloth ("Slash Your Learning Curve By 57% When ...")

Love, Lust ("Make Her Fall in Love With You With ...")

Shock ("Finally Exposed! Get The Dirty Truth On ...")

Greed ("Boost Your Income By More Than 317% When ...")

Pride, Power, Ego ("Make Fellow Workers Squirm With ...")

Assurance ("... In Less Than 60 Days, Guaranteed!")

Immortality ("Reverse The Aging Process With ...")

Anger ("Banks Are Ripping You Off! Here's Why ...")

By the way, most of these headlines were enormously successful for my clients, not because they were tested and tweaked (and most of them were), but because they were actually stolen from other, equally successful ads or salesletters. All "great" copywriters do this. They steal. They recycle. They copy. They model. They swipe.

And they adapt.

Of course, they must not be copied literally. (There's a big difference between plagiarism and modelling.) But they can be easily adapted to fit the market, the offer and the message. I have a large swipe file that contains copies of ads, websites, direct mail pieces and salesletters I come across. I then turn them into templates or "fill-in-the-blanks" formulas.

Study and model successful copywriting as much as you can. Dan Kennedy, my mentor and a hugely successful copywriter, teaches his students this exercise: buy tabloids, such as The National Enquirer, on a regular basis. Of course, the publication may be questionable for some, and it may not necessarily fit with your style or cater to your market.

But here's the reason why.

Ad space in tabloids is excruciatingly expensive. If an ad is repeated in more than two issues, preferably copy-intense ads or full-page advertorials, common sense tells you that the ad is profitable. Rip out the ad and put it into your swipe file. (If you don't have one, a shortcut is to copy someone else's, or swipe from proven list of successful headlines.)

Then, copy the headlines into a document. They can be easily converted into "fill-in-the-blanks" formulas. And believe me, they work well with almost all markets. I've tried these types of headlines on both low-end and high-end clients, from simple $10 products to six-figure investment opportunities. And they worked quite effectively in both situations.

The cosmetics of a headline is equally important if not more so. The type must be bold, large and prominently placed, even written in a different font or typestyle. It must "scream" at your readers. Don't worry if it's too harsh or too long. (My experience tells me that the longer headlines pull the most, even for professional clients or in conservative situations.)

Specificity is also quite important. The more specific you are with your headline, the better the response will be. Use odd, non-rounded numbers because they are more believable and pull more than even, rounded numbers. (In its commercials, Ivory Soap used to say it's "99.44% pure." Of course, that number is more believable than "100%.")

Whenever possible, be quantifiable, measurable and time-bound. For example, you're promoting some "how-to" marketing program. Don't say, "increase your income" or "make money fast." Words like "income" and "fast" are vague. Be specific. Say, "How six simple sales strategies helped me stumble onto an unexpected $5,431.96 windfall -- in less than 27 hours!"

The bigger the numbers are, the greater the impact is. If you say "five times more," replace it with "500%" (or better yet, "517%" or "483%"). Don't say "one year," say "364 days." The brain thinks in pictures, not numbers or words. Both "terms may mean the same thing, but one looks bigger.

Using some of the triggers mentioned at the beginning, here are some examples of being specific with your headlines:

"Nine Jealously Guarded Techniques That ..."

"Here Are 17 of My Most Prized Recipes For ..."

"How I Made $42,791.36 in Only 11 Days With ..."

"Boost Your Golf Drives By 27 Yards When ..."

"A Whole New Way to Lose 45 Pounds in 7 Weeks With ..."

"Marketing Toolkit Contains 35 Powertools That ..."

"Follow These Eight Magical Steps to ..."

"Read This 22-Chapter, 376-Page Powerhouse ..."

"The 10 Commandments of Power Positioning ..."

"Chop Paperwork By as Much as 47% When ..."

"Slash Your Learning Curve By Four Weeks With ..."

"... And Start Using Within Only 33 Minutes!"

My favorite headline formula is the "gapper," which is based on the pain-pleasure principle. In sales, it's referred to as "gap analysis." (Dan Kennedy calls it "Problem-Agitate-Solve." That is, you start by presenting a problem, you agitate your audience by making the problem "bigger," more significant and more urgent, and then you present your solution in the offer.)

With the "gapper," there's a gap between a prospect's problem and its solution (or a gap between where one happens to be at the moment and where that person wants to be in the future). But many prospects either do not know there is in fact a gap or, because it is one, naturally have a tendency to ignore it. It's simply human nature.

So, a headline that communicates the presence of such a gap -- or one that widens it (which can also be accomplished through other components, such as a surheadline, subheadline, "lift" copy, sidenotes or opening statements) -- will likely appeal to those who can immediately relate to it (i.e., people within that specific site's target market).

By opening the gap or widening it helps to reinforce a sense of urgency in the mind. After the headline, visitors will want to know how, by browsing further, they can close that gap. And the wider the gap is, the greater the desire to close it will be. Why? Because it appeals to stronger motives.

Abraham Maslow, the famous psychologist who developed the hierarchy of human motives, stated that the foundation of all human needs is our need to survive. Once satisfied, the next one is our need for safety. Our need to be with other people is next, followed by our need to feel appreciated. Finally, our need to be challenged is at the top.

The "pain-pleasure principle" states that people either fear pain (and try to avoid it) or crave pleasure (and try to gain it). When given a choice between the two, however, pain is a superior motive. Our need to survive and feel safe, which are at the bottom of Maslow's pyramid, rule over all other needs.

So, a headline that instantly communicates a problem (i.e., a painful situation or a potentially painful one that may arise without the benefits of your offering) will have more impact. People who associate with the message will feel compelled to read more, which also helps to qualifiy your readers -- it isolates the "serious" from the "curious."

You heard it before: there's a difference between "needs" and "wants." When I work with plastic surgeons, I often tell them to use as a headline, "Suffering from wrinkles?" That way, it pulls only qualified prospects into the ad because it appeals not only to people with wrinkles but also to those who suffer from wrinkles (i.e., they want to do something about them).

A web salesletter I recently wrote for Michael Murray talks about the fact that he is a college student stricken with cerebral palsy who's "made it" online. The copy and most of the headers use some of the triggers I mentioned earlier.

Below is a brief list. Can you identify them?

"SPECIAL REPORT! Want to cash in on ..."

"... But don't have a product or a website?"

"How a 'Physically Disabled' Teenager ..."

"Earn a $2,000-to-17,000 Monthly Downpour of Dollars ..."

"... On a Shoestring Budget!"

"Jealously guarded 'secrets' are finally revealed ..."

"Get your hands on dirt-cheap products to sell ..."

"You'll never have to create your own products!"

"... Model after actual websites 'making it' BIG TIME!"

"PLUS, for a limited time only, the next 500 orders ..."

"And if I can do it, I'm sure most 'abled' people can!"

Michael is a 19-year old with cerebral palsy. (I was moved by his story.) With his headline specifically, I used strategies to increase the attention factor. My biggest concern was the fact that people have become desensitized with opportunities of this nature. So, while I catered to people's emotions, I used Michael's disability as a psychological "hook."

Ultimately, ask yourself: "Does my headline effectively stop people from scanning my web page, capture their attention and trigger their emotions in order to pull them into the copy?" More importantly, ask yourself, "Does my opening statement beg for attention, arouse curiosity and genuinely cater to the motives and emotions of my market?"

If not, change your headline and try different ones. Sure, the change may be small and insignificant. But often, the smallest changes can create the most dramatic changes in your results.

Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.
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Michel Fortin is a direct response copywriter, author, speaker and consultant. His specialty are long copy sales letters and websites. Watch him rewrite copy on video each month, and get tips and tested conversion strategies proven to boost response in his membership site at http://TheCopyDoctor.com/ today.
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Posted by ralph at 08:09 PM | Permalink

Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.
-----------------------------------------------------------------------------------------------------------------
Michel Fortin is a direct response copywriter, author, speaker and consultant. His specialty are long copy sales letters and websites. Watch him rewrite copy on video each month, and get tips and tested conversion strategies proven to boost response in his membership site at http://TheCopyDoctor.com/ today.
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One of my students made me realize something important.

In fact, his point was so well made because he drove it home using the very idea he was illustrating. While his comment was general in nature, I realized how beautifully it applied to copy ... Particularly web copy.

But before I explain it to you, let me put the story in context so you can understand. In my Personal Selling class, we were discussing the natural human inclination to illogically and unconsciously assume that there is a parallel between a part and its whole -- even when the two are totally unrelated or irrelevant to each other.

I dub this human propensity as a UPA (or an "unconscious paralleled assumption"). For example, if you visit a website whose design is poor or unprofessional, or one hosted on a cheap or free server, people will naturally assume that the business or products behind it are the same ...

... Poor ... Unprofessional ... Cheap ... And so on.

The psychology behind UPAs is simply this: it's based on the fear of making bad decisions. Why? Because human nature dictates: we have a tendency to seek out the negative in whatever it is we are considering so to ensure that the decisions we are making are good ones.

For instance, when we are contemplating an offer on the web, we'll likely skim the website and the copy entirely (or at least a good portion of them) in order to make sure that the offer is legitimate. Is it telling us the truth? Is it trustworthy? Is it devoid of any "fine print?"

Anything contradictory in the slightest will push us away.

If something appears to be out of place for any reason (even if it's just a little thing like a typo, and goodness knows I'm guilty of making errors, too), we'll tend to leave the site quickly or in the very least feel uneasy.

I call this the "Ketchup Principle." It's the fact that you will remember the ketchup stain on a salesperson's tie more than you will his impeccable sales presentation or appearance. For more on this principle, click here.)

But appearances aside, UPAs, and especially poor ones, can also be the result of people not fully understanding the meaning of what is being communicated to them on a website. We can certainly read the text, understand the message and learn about the products.

But the question is, do we truly understand the meaning behind the message? In other words, does the message mean anything to us specifically? Is there a bad "meta-message" (i.e., a subtle nuance or indirect message that contradicts the sales pitch)?

Too many websites describe the products they are selling or use a language that only the sellers understand. More than likely, buyers in these cases do understand the content but they do not fully grasp what these products can do for them specifically.

Why? It's because the mind thinks in relative terms. Specifically, the brain processes information by visualizing what it's being told and comparing the given information to things it can relate to or understand.

Keep in mind, words are not messages. They are symbols.

OK, now that I've cleared that up, let's go back to the student's point mentioned at the beginning. At the end of my lecture, he turns to me, and then pulls out a chair and places it beside a class table. He asks, "Mike, what's the difference between this chair and table?" I said, "One is to sit on and the other is to write on." "No!" he shouted. "Not at all."

I was puzzled. "You're thinking in relative terms," he adds. "You are describing each individual product and its respective function, not the difference. The difference IS their function. Get it?"

Noticing that I was still perplexed, he continues: "What's the difference between a tennis ball and a soccer ball? Not that one is small and the other is big, or that one is yellow and the other is black-and-white, which is what most people will say. The difference is SIZE or COLOR."

I got it, now. And he made an excellent point. In this example, we are not really specifying the difference, we are only relating (or at best implying) the difference by describing or comparing the two.

As he explained so well, the mind thinks in relative terms.

That's why it's important to use picture words, comparisons, metaphors and analogies with your copy so that the mind of your readers can easily interpret and fully appreciate what is being communicated to them.

I call these UPWORDS (which stands for "Universal Picture Words or Relatable, Descriptive Sentences"). With the use of UPWORDS, people will understand and retain more. And of course, UPWORDS will also persuade visitors more effectively.

So, use analogies to which your audience can relate. Say that you're selling a computer backup device. To explain the main benefit of using a computer backup device, you can say this:

"This backup system will save you a lot of frustration and time if your computer ever malfunctions, which may lead to the loss of critical data you worked so hard to create and compile. It's like watching your favorite movie you waited for days to rent at your local video store, when suddenly your VCR dies and destroys the videotape, especially when an important scene in the movie was about to unfold. Now you have to return to the video store and perhaps wait again for the next time the movie becomes available. It's frustrating!"

Above all, think of your visitors, readers or prospects. Does your copy truly communicate in THEIR language? Does it explain the product you offer -- and particularly its benefits -- in relative terms?

If not, then the UPA you will create for your prospects will likely be one that will lead to disinterest, misunderstanding or frustration. They will unconsciously assume that there is a parallel between the quality of your message and the quality of your product let alone customer service!

Remember that the Internet lacks touch and feel. People cannot inspect products. Therefore, your copy has a great responsibility -- to replace the feelings your offer lacks and visitors want.

Ultimately, make sure the UPAs your visitors or prospects make are good ones. If you want them to assume that your business has good customer service and has a great product that's easy to use, then make sure your sales copy indirectly communicates the same.

Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.
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Michel Fortin is a direct response copywriter, author, speaker and consultant. His specialty are long copy sales letters and websites. Watch him rewrite copy on video each month, and get tips and tested conversion strategies proven to boost response in his membership site at http://TheCopyDoctor.com/ today.
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Posted by ralph at 04:12 PM | Permalink

Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.
-----------------------------------------------------------------------------------------------------------------
Michel Fortin is a direct response copywriter, author, speaker and consultant. His specialty are long copy sales letters and websites. Watch him rewrite copy on video each month, and get tips and tested conversion strategies proven to boost response in his membership site at http://TheCopyDoctor.com/ today.
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One morning, you go into your mailbox and discover there's an envelope waiting for you. You bring the package into your living room, tear open the envelope, pull out what's inside, put on your reading glasses (if you wear any), unfold the letter and begin to read the contents.

Now, after completing all of these steps, you then quickly glance at the letter to decide if the sales letter is worth reading.

If not, you throw it in the garbage.

But if the envelope looks like a form letter, with a printed address label with "dear occupant" as the addressee, chances of getting the letter opened in the first place are obviously slim.

However, let's say the envelope works, curiosity takes over and the letter does get opened. Once unfolded, though, if it looks like some kind of sales pitch, not even a single word will likely be read. Into the garbage it goes.

So, the point is this: in offline direct mail marketing, the message is not the first element to be read. There are several extra steps one must go through in order to finally reach, react to and ultimately read the sales message.

That's why, in order to capture people's attention, one of the important elements of direct mail copy -- i.e., the headline -- albeit a crucial component of good sales copy, is the last in a series of attempts to captivate the reader's attention and "pull them into the pitch."

But the envelope, the label, the picture and any "grabbers" (such as any inserts, liftnotes, gifts, etc), even the overall appearance of the package, are all elements that often precede that all-important headline.

Online, however, it's different.

The headline is almost always the first element to be read. When people click on a link, enter a URL into their browser or receive an email in their inboxes, they immediately see the headline (or subject line with email).

Online, there are no mailboxes to go through, no envelopes to tear open and no unfolding to do before reading it. These steps are nonexistent. The sales message and especially the headline are right there, in their faces.

Look at websites as newspapers. You don't get a newspaper for free. Most often, you actually seek the newspaper out. You make the effort to buy it. You voluntarily acquire the "message," ready to read it.

The web is the exactly same.

Whether it's receiving an email you're subscribed to, or visiting a website you intentionally clicked on or entered into your browser, you are directly visiting the message with the full anticipation of reading it once you're there.

You're in a different state of mind when reading the newspaper than when reading, say, a direct mail piece, which is often unsolicited. (Even when the piece is solicited, the steps one must go through, from mailbox to sales pitch, is the same. In other words, there are many of them.)

A newspaper, on the other hand, is already open, with the front page message right in front of you. It's filled with photos and bold news headlines, ready to grab your attention and build your interest.

Like the newspaper's "above the fold" section, if the uppermost section of an email or website's front page don't pull you into the copy (and causing you to scroll further, in this case), you will simply click away. And you would do so faster than you would throw a direct mail piece into the garbage!

And like newspapers, you don't read websites. Instead, you scan.

If you're like most people, you skim through the newspaper to look for stories that interest you. And you do so by quickly checking the headlines, pictures and any column headers that the newspaper contains.

Plus, you can manipulate a print publication in order to fit your reading style. You can spread it out on a tabletop, where stories that interest you are easily and quickly accessible. That way, you can scan an entire piece or newspaper at a single glance.

On the web or with email, you can only do one thing: scroll. So, the desire to scan, jump and react to a message is greater and more immediate than a printed piece. Therefore, in order to capture the reader's attention, there are several things you can do to drastically boost readership.

Here are some ...

The first part of the famous AIDA formula, or "Attention," is probably more important on the Internet. Crafting a great headline that immediately captures the prospect's attention is critical to your message's success.

Again, for the reasons expressed earlier, our attention span on the Internet is enormously short. You only have a fraction of a second to capture a reader's attention. Unlike the different steps one must follow with a direct mail piece, your web page headline is the first thing they see.

If the prospect hits your front page and does not immediately feel a need to read any further, she'll leave at the single click of a mouse. No second thoughts. No wasting time. No hesitation.

The rest of the AIDA formula goes straight down the tubes.

Writing headlines (including sur- and sub-headlines, also called "subheads") requires an entire book of its own. So, for the sake of brevity, I suggest you read one of my previous articles, Secrets of Successful Headlines.

But for now, let's stick to the idea of top copy, openers and introductions. When it comes to web copy openers, there are three groups of "three's."

Called "goals," "desires" and "teasers," they are specific human qualities to which you can cater in order to increase the attention factor in your opening copy, be it with the headline, subheadlines, grabbers or introduction portion of the body copy. Use them, are your readership will increase.

a) The Three Greatest Human GOALS

From the headline to the opening copy of the letter, one very effective way to capture attention is to focus on three core goals almost all humans have, which are to either save or make 1) time, 2) money or 3) energy.

If your copy opens with something that can help your reader to make more money, save more time, work less and so on, for example, your chances of having your copy read will be greater.

b) The Three Greatest Human DESIRES

This should be the most important one of the three, but it's second since it may not appeal to everyone. However, this particular set of "three's" is very potent. And that's not an understatement at all. Here's an example.

If you buy some of the supermarket "rags," you'll notice their ads cater to any of these three. Admittedly, they're not considered respectable papers for most. But keep in mind that ad space in them is VERY pricey. If an ad appears in more than one issue, it tells you that the ad is indeed profitable.

Ads in these types of newspapers are often long copy advertorials, which, more often than not, cater to the three human desires. They are 1) greed, 2) lust and 3) comfort. If you incorporate any of the three (or a combination thereof), you will boost your attention-factor. Here are some examples:

Greed (such as "How to make $1,678 with my system!" or "How to save thousands usually wasted on utilities!").

Lust (like "How to shed unwanted pounds!" or "How to make him/her fall in love with you all over again!").

And comfort ("How to build a web business in only 14 days!" or "How to write breathtaking copy in minutes!").

By the way, you may ask, "Mike, isn't 'comfort' similar to 'less effort' you mentioned earlier under 'goals'?" In terms of desires or feelings, look at comfort as the opposite of fear. Avoidance of fear is a powerful desire.

Your aim is to instill fear in the minds of your readers in order to offer them a solution that will comfort them and allay those fears, such as the fear of loss, the fear of death and so on.

Granted, the above examples are somewhat categorical, too. But if your opening copy contains a hint or a slant of any of these, you're much better off. You can cater to any of these three in a number of different ways.

Nevertheless, the last three are ...

c) The Three Greatest Human TEASERS

In addition to the six elements above, try to cater to any of the three "provokers" or "arousers," if you will. The following three elements stir. They arouse. They mesmerize. They hypnotize. Why? Because they cater to fundamental human characteristics.

They are: 1) curiosity, 2) controversy and 3) scarcity. Try to add an element of any of these three and you will boost your chances that the reader will be sucked into your copy will increase substantially.

For example, in terms of curiosity don't mention everything to your readers at the beginning -- give them ample information to pique their curiosity but not too much so that it pulls them in.

Leave some interesting tidbit out or keep them on the edge of their seats, hanging onto every word, eager to read further.

For instance, say, "Learn nine of the Internet's most closely guarded secrets for tripling website sales in less than 26 days!" People will then wonder, "Gosh, what are these nine secrets? I want to know what they are!" And they'll read your sales letter, intently, in order to find them.

Second, controversy is something not often used but does work extremely well. If your copy addresses something that stirs people's emotions or causes certain "lights to go off" in their heads, you can pull them into the copy just as effectively as any of the other elements, above.

Here's an example. Howard Stern, a well-known "radio shock jock," was one of the first to break many of the rules while on the air. In his semi-autobiography, "Private Parts," the story goes that people who loved him had a tendency to listen to his show for about an hour.

But people who hated him listened up to two to three hours.

Maybe it's because they wanted to see what he'll say next. Maybe it's because they wanted more ammunition to bring the guy down. But whatever the reason is, Stern's highly controversial approach undoubtedly made him extraordinarily rich and famous. He got their attention!

While you may want to stay away from such a drastic position, you can use "lighter" forms of controversy -- such as using (or "piggy-backing" on) current events, a newsworthy issue, or an emerging or popular trend -- to build your case an create an almost instant desire to read your copy.

A shocking news item, an outrageous claim or an unbelievable statement are some examples. Even when they're not true. Let me explain.

Often, brilliant copywriters write copy that is somehow tied to a recent event or some controversial subject. Sometimes, the angle they choose have nothing to do with the overall topic discussed in the sales letter. But used in the opening of the copy, this approach can be very effective.

For example, not long after 9-11 many commercials have surfaced that capitalized on the event to sell security equipment, self-defense products, public transportation other than air travel, home alarms and the like.

(By the way, I agree that this may seem somewhat gutless and capitalistic to you. But look at all the charities who regularly profit from dramatic events like these. They use controversy all the time.)

Controversy can also be something significant, slight or even funny or different, such as with the use of a story, a unique angle or a new twist. For instance, I once opened my email newsletter with the following, dramatic statement: "I have a new 'baby'! And I love beating it from time to time!"

Of course, whether you knew that I was a drummer or not, I was referring to my new drumset purchased the week before. I call it my new "baby." But the point is, did it capture your attention?

Here's another. Think of the times you've seen a story about someone starting an online business. While that may sound a little trivial (and usually, it is), it isn't if that person is a politician, suffers from some kind of disability or is raising 10 children at home. Here's an example.

A client of mine was an amputee -- and an inventor. The product he was trying to promote was a backpack with special straps he created, These special straps made carrying it a little more comfortable.

I told him to use his lack of one leg as being the inspiration behind his creation. So, the copy opened with: "One-legged man makes a daring promise to lighten people's loads!" It worked extremely well.

Finally, adding an element of scarcity to your copy is to somehow limit the offer by making it time-sensitive or quantity-bound.

Adding a deadline or a cap on the number of new clients, or even making the offer something that's secretive, exclusive or otherwise unavailable to the general public, can arouse stronger motives in the psyche of your readers.

But in order to give your added sense of urgency some level of credibility, never just leave it as a plain limit. Always backup your deadline or limitation with some kind of logical, commonsensical and believable justification.

For example, "We were overshipped on these cassette tapes and only have 541 left in stock," or, "my schedule this week has only two openings left to be filled, so if you need copy done before the weekend, act now," or, "during our recent move we slightly damaged 178 pieces of our stock -- while the damage is hidden and insignificant, I can't sell them as new and must let them go at a discount ... But remember, we only have 178 of them left!"

Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.
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Michel Fortin is a direct response copywriter, author, speaker and consultant. His specialty are long copy sales letters and websites. Watch him rewrite copy on video each month, and get tips and tested conversion strategies proven to boost response in his membership site at http://TheCopyDoctor.com/ today.
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Posted by ralph at 04:11 PM | Permalink

Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.
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Michel Fortin is a direct response copywriter, author, speaker and consultant. His specialty are long copy sales letters and websites. Watch him rewrite copy on video each month, and get tips and tested conversion strategies proven to boost response in his membership site at http://TheCopyDoctor.com/ today.
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"Melissa" invaded our computers in late 1999, then "I Love You" in 2000. A year later, the "homepage.htm" attachment virus is wreaking havoc online. And now, in 2002, we have not been spared. A fury of Klez.Gen worms as they spread like wildfire has brought the web to a crawl at times.

Of course, we should never open any attachments from unknown sources. It's a warning we are told again and again. However, the devious (and perhaps even brilliant) way these viruses in particular work is that, after opening the email attachment, it sends more virus-infected emails to people in your address book without your knowledge.

(By the way, I must add that the attachment's file carries the extension "htm.vbs," which is a visual basic script file and not an HTML file -- which, at first glance, can be confusing. In addition, once opened it exploits a flaw in Outlook's email reader, thus only Microsoft Outlook users are susceptible.)

While most anti-virus warnings tell us to never open an email attachment from someone unknown to us, how can we desist doing so when the email apparently comes from someone we do know? In fact, that's the real flaw such viruses exploit: It's not the software per se, but the instant credibility such emails are given. They ostensively originate from people we know, making them unsuspectingly harmful and instantly trusted.

Because of that vulnerability, they spread like wildfire.

But this "human flaw" can also be used to a marketer's advantage. Often called "viral marketing," the object is to have the knowledge of one's business or website spread on the web -- like a virus -- through other people's efforts.

By freely propagating a file, a link, an email, an ebook or even an advertisement, the knowledge of your existence on the web literally proliferates through other people's efforts. Such forms of viral publicity can become quite effective --> and the news about you can spread quickly and effortlessly.

If your online business is unique, focuses on a niche or is the first in some category, the knowledge of your existence will spread almost naturally. But using the Internet as a way to automate, leverage and increase the spread of that message can help to multiply your marketing ... Exponentially.

For example, viral marketing, which is also called "word-of- mouse," often uses small files (such as freeware, ebooks and even videos, like the recent "All Your Base Are Belong to Us" craze) that can be easily downloaded and spread around. It can also be web-based (such as traffic generating scripts, like referral systems, affiliate programs and greeting cards).

But one question remains: Is viral marketing limited to the electronic realm? Does it need to be web-based? Not really.

Word can spread online with results that are faster and more far-reaching than any other form of word-of-mouth advertising. Add an element of curiosity, and your "message" will populate emails, message forums, newsgroups and websites -- as if on their own, like a virus. Thus, if you can create some kind of "buzz" about your business, site or product, or even any kind of buzz through which you are visible, you've got it made!

No need for files, web-based scripts or even a website.

Here's a case in point. Nearly half a million people a day were calling a New Jersey investment firm's voice mail just to hear the sound of a duck quacking. Their automated reception, which began with those typical corporate prompts, such as "To request a new account kit, press two," included as its last option: "If you would like to hear a duck quack, press seven."

The brokerage firm, which has a mallard as its mascot, decided to throw in the sound of a duck quacking as an option on their toll-free line -- it was a joke at first. Being the last in a series of seven message prompts, they had thought that nobody would notice or even care. But in a very short amount of time, people started calling the line to hear the sound of the duck, tying up the brokerage's phone system in the process.

With the phone number circulating throughout the Internet and by email, more than 270,000 people called the toll-free number by the end of the first month. "We didn't do anything," said the brokerage's CEO. "We just left it on our voice mail -- the Internet took care of the rest."

Nevertheless, the first step in viral marketing is to develop your unique selling proposition, or USP. Aside from all the other steps, if you master this one you will create word-of- mouth advertising as a natural byproduct, without effort.

But if you want some help, then in order to springboard your viral marketing you should add an element of curiosity to your efforts. (By the way, why do you think most "how to" types of information products are sold on the basis of "secrets" they contain? People are just plain curious -- it's human nature.)

Then leverage your marketing by using tools that can help the viral process -- and you will multiply your visibility quite rapidly. In addition to referral traffic generators, strategic alliances and affiliate programs, these specific tools can be
used to stimulate both curiosity and third party referrals.

Write an ebook. Program a mini-app. Offer a checklist. Record a sound byte. Digitize a video. And distribute them freely.

Speaking of affiliate programs, they are probably one of the easiest and most popular methods of viral marketing. Online, they have made companies, such as Amazon.com, synonymous with the word "ecommerce." Using other people's efforts to help expand your reach online, generate traffic and sales, and even recruit other affiliates, has never been easier.

It's risk-free, cost-free and hands-free.

The technology is available. So why not use it? Check out the following software programs, CGI scripts and others that can help manage your own affiliate program:

http://www.assoctrac.com/
http://www.palis.com/new/yoap2/
http://theaffiliateprogram.com/
http://www.affiliatezone.com/
http://www.affiliatetracking.net/
http://www.affiliatesoftware.net/
http://www.simpleaffiliate.com/
http://www.cgiscriptcenter.com/comcart/
http://www.worksnet.com/

With your own Affiliate Program, you can recruit affiliates who will help propagate the knowledge of your existence on the web and, like a virus, multiply your online marketing punch. If not, create a file that offers something of value to people within your target market and distribute it freely. At the very least, create a "buzz" about your business or website. It may "catch on!"

Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.
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Michel Fortin is a direct response copywriter, author, speaker and consultant. His specialty are long copy sales letters and websites. Watch him rewrite copy on video each month, and get tips and tested conversion strategies proven to boost response in his membership site at http://TheCopyDoctor.com/ today.
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Posted by ralph at 02:57 PM | Permalink

Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.
-----------------------------------------------------------------------------------------------------------------
Michel Fortin is a direct response copywriter, author, speaker and consultant. His specialty are long copy sales letters and websites. Watch him rewrite copy on video each month, and get tips and tested conversion strategies proven to boost response in his membership site at http://TheCopyDoctor.com/ today.
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Along with the increasing population of new online businesses, as well as the recent wave of "dotbombs" and online scams, the competitive nature of the Internet will simply make the need to establish credibility an even more important issue. And in order to establish it, one must *communicate* it.

To a potential customer visiting your website for the first time, your company may have little or no believability because you may be totally unknown to your prospect. Therefore, you only have but a fleeting moment to build credibility -- or, at least, to give ample reason for them to allow you to do so.

The search for credibility is part of human nature. Not only do we need to feel safe and secure, but we are also social animals. We need to be with other people in order to thrive and survive. All of these are fundamental, human needs. Anything new, or faceless, is risky at best.

Renowned psychologist Abraham Maslow illustrates these core desires with his famous hierarchy of human motives, which he developed in the 1960s. Maslow states that the foundation of all human needs consists of survival needs, followed by safety needs. More importantly, next in that hierarchy is the need for social interaction (e.g., love, affection and belonging).

Like it or not, the web can never change that.

The fact that we are advancing technologically and the business process is fast becoming almost entirely automated will parallel the need for a more human approach. Today, we see that need being increasingly filled through things such as specialization (niche marketing), personalization (including customization) and interaction (live customer service).

Due to the lack of human interaction on the Internet and the uncertainty of our economic times, people are demanding greater credibility from online businesses -- and that demand will only increase over time. Therefore, communicating this credibility and building relationships with your prospects will become pivotal elements in your online success.

For example, research conducted in January, 2001 by NDP Group, a firm specializing in consumer purchasing and behavior, found that search engine listings overwhelmingly outperformed banner and tile ads (i.e., button or box ads) almost 2 to 1 in terms of clickthroughs. But one interesting result indicated that 55% of all purchases originate from search engine traffic -- as opposed to only 9% from banners and 7% from tiles.

According to Brent Winters of MarketPosition.com, "We (could interpret the statistic in) that search listings, untainted by advertising dollars in the mind of the consuming public, kick the stuffing out of traditional commercial paid-for ads such as banners." I agree.

There are many other ways to build credibility, namely:

Consistency throughout the website;
Testimonials from satisfied customers;
Strong guarantees, or some kind of risk reversal;
Professional looks, content and color scheme;
A company identity, logo and product pictures;
Superior customer service;
Third party endorsements;

For example, an inconsistent site (such as one that changes from page to page in color, theme or tone, even structure), or one that carries a myriad of banner ads and affiliate links, will seldom be credible at face value. (Our resident website reviewer, Ralph Hilliard, calls them "affiliate junkies." The "less is more" paradigm applies, here. The more focused you are, the more hits and affiliate sales you will generate.)

Moreover, testimonials from unsatisfied customers wouldn't hurt -- although, they must be presented strategically and professionally.

In addition, using testimonials and endorsements from people whose judgment others value is also an effective approach. For example, if a well-known celebrity, opinion leader or "center-of-influence" not only says something positive about your product but also gives you the ability to reprint it, by all means, use it. Having someone who's respected by others refer or praise your site grants almost instant credibility.

People think in pictures, not in words or numbers. So as far as pictures go, use them. Product shots, staff photos and even pictures of customers, all optimize for quick downloading, can add a great deal of credibility to your site.

If your site offers a service, even if it's free, add a logo representing the benefits of your offering. If possible, add a picture of you or your staff in the process of providing the service. Look at how direct marketer Dan Kennedy does it.

If it's software, add screenshots. If it's an ebook, add a three-dimensional shot of the book cover. If it's information, add a picture that represents the gist of the content. Take a look at how I do it on my private members site.

Nevertheless, these may be the final steps in getting many stubborn prospects to commit to your product. But the first step, however, is building a relationship with your prospects. Although your goal may be to put your business on autopilot, you must always remember that you are dealing with people.

There are many new websites, fly-by-night businesses and get- rich-quick schemes on the web, so anything "new" or faceless will likely be questionable in the very least. Therefore, it goes without saying that your Internet marketing strategy must also include the use of relationship-building tools -- such as ezines, online communities, message boards and so on.

For instance, ezines are multiplying on the Internet because they are formidable tools in developing relationships with people. They help to establish your expertise and reputation, or at least that your website is credible and solid.

Ultimately, credibility is an vital component of growing an online business. Be credible with Internet visitors and you'll be incredible with Internet sales.

Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.
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Michel Fortin is a direct response copywriter, author, speaker and consultant. His specialty are long copy sales letters and websites. Watch him rewrite copy on video each month, and get tips and tested conversion strategies proven to boost response in his membership site at http://TheCopyDoctor.com/ today.
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Posted by ralph at 02:54 PM | Permalink

Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.
-----------------------------------------------------------------------------------------------------------------
Michel Fortin is a direct response copywriter, author, speaker and consultant. His specialty are long copy sales letters and websites. Watch him rewrite copy on video each month, and get tips and tested conversion strategies proven to boost response in his membership site at http://TheCopyDoctor.com/ today.
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When it comes to promoting an ebusiness, there are many other components of the online world that can also help to effectively bring traffic to one's site -- and some that are often ignored by most marketers. Aside from the Internet, newsgroups are discussion-centered bulletin boards and part of what is called the Usenet, the predecessor of today's Internet.

According to the Internet FAQ, the Usenet is a "worldwide distributed discussion system." It consists of a set of groups with names that are classified hierarchically by subject. They are similar to discussion groups in that they deal with a wide variety of topics, from the specific to the obscure -- each group being dedicated to a particular theme.

Newsgroups are also wonderful places to get your message out effectively since you can easily participate in those that relate to your expertise, your locale, or your industry. More important, you should participate especially in those in which your target market congregates.

But here's a caveat. Many of these newsgroups are moderated (i.e., your post is filtered by a moderator), and others do not allow promotional messages of any kind. Always check the group's charter, FAQ, or guidelines before posting. In other words, if you wish to participate in any one of them, always ensure that your post is acceptable -- if not, it will be considered as spam and will entail the consequences that spam normally incurs.

Maintain a Consistent Presence
Some groups completely disallow commercial messages of any kind -- including long-winded signature files (the information attached at the end of each message) -- while others are strictly commercial. When participating in moderated discussions, your posts must be on-topic and your signature file may often be restricted to your email address and web site URL.

The flip-side to the conservative nature of such forums is the fact that non-commercial groups can become tremendously effective for developing pre-qualified traffic -- the more focused and specialized the group, the more qualified the participants. If you actively participate by posting at least once a day, you will become known as a credible expert in your field.

"Out of sight is out of mind" is certainly true here too. Since you are not overtly marketing your company or product, you must therefore maintain a consistent presence in order to spark interest. Non-commercial, moderated newsgroups are wonderful platforms through which you can build credibility let alone good, long-term prospect relationships.

On the other hand, commercial newsgroups exist for the sole purpose of advertising. And since your ad will be among a multitude of other ads, a great way to attract the attention of newsgroup readers is to post articles or "advertorials" instead of blatant advertisements.

If you produce your ad to read like an educational tool instead of a hyped-up promotional message, chances are that it will be read by more people more often. Posting some of the articles you've written, sample issues of your ezine(s), long copy special offers, news releases, media kits, and FAQs about your company or product are also potentially effective.

Here's a list of newsgroups to which you can post ads. At the time of writing, most of these groups are identified as commercial or non-moderated, and open to posts of that nature. But please keep this in mind: Some only appear as non-moderated or open to commercial posts, and many change their charters (posting guidelines) from time to time.

(However, please note: Some of these newsgroups may not or may no longer allow such posts. Always -- and I do mean ALWAYS -- check first before posting, either by reading the group's charter or FAQ, or by lurking for a while to get a flavor of what's being posted. Post at your own risk.)

news:alt.free.money,
news:alt.make.money,
news:alt.make.money.fast,
news:alt.makemoney,
news:alt.make.fast.cash,
news:alt.make.money.fast,
news:alt.make.your.own.spam,
news:alt.biz,
news:alt.ads,
news:alt.commerce.misc-ads,
news:alt.business.ads,
news:alt.market.misc,
news:alt.marketing,
news:alt.www.marketing,
news:alt.www.marketing.adverts,
news:alt.business,
news:alt.business.consulting,
news:alt.business.home,
news:alt.business.home.pc,
news:alt.business.misc,
news:alt.business.misc.entrepreneurs,
news:alt.business.multi-level.com,
news:alt.business.multi-level.exceltel,
news:alt.business.multi-level.finl,
news:alt.business.multi-level,
news:alt.business.multilevel,
news:alt.business.seminars,
news:alt.business.services,
news:alt.education.business,
news:alt.mlm,
news:alt.entrepreneurs,
news:alt.internet.commerce,
news:market.internet.free,
news:misc.business.marketing,
news:misc.business,
news:misc.entrepreneurs,
news:misc.entrepeneurs,
news:alt.biz.misc,
news:alt.business.home.pcalt,
news:alt.business.home.pcmisc,
news:alt.business.home.pcmisc.entrepreneurs,
news:alt.business.marketplace,
news:biz.comp.misc,
news:biz.general.biz.newgroup,
news:biz.newgroup,
And news:biz.next.newprod.
Many groups also carry information that may be useful for your business. You could easily find helpful advice on starting a business, selling, marketing, promoting your product, the industry in which you operate, writing, publishing, public speaking, specific software and so on. You can even post topic-oriented questions to which others reply publicly.

Since the Usenet is actually the predecessor of the Internet, there are many participants who do not surf the web at all but remain fairly active in newsgroups. Therefore, by including the Usenet in your online marketing efforts you can reach a potentially larger target market.

Make The Most of Your Post
There are a wide variety of newsgroup topics on the Usenet, which include specific interests, industries, geographic locations, tastes, activities, themes, and so on. Your goal, therefore, is to pick those that are especially frequented by your target market. In other words, you want your post to be read by those that fit within your demographics as much as possible.

If you cater to car manufacturers for example, there are groups dedicated specifically to that very industry. Other groups also include car aficionados, auto mechanics, cities in which car manufacturers operate (e.g., Detroit), car parts suppliers, race cars, and so on. Basically, select appropriate groups for posting your messages so that they are targeted as well.

When posting to commercial (or non-moderated) newsgroups, your signature file should not be limited to your identification. It should also include descriptive information about your product, its special benefits, special offers, free offers (like a free catalog, a free report, or a free newsletter subscription), your physical address, any cross-promotion offers, and so on.

Moderated newsgroups, however, are a little more conservative. Avoid posting messages that appear self-serving or promotional, and use a signature file of no more than 5-7 lines. If these rules are not followed, your post may likely be considered as spam and you'll be banned from the group along with the possibility of losing your Internet connection altogether.

Nevertheless, one of the greatest ways to use targeted newsgroups is to conduct marketing research. Among others, you can obtain ideas for potential new products or services, or suggestions on how to improve your current ones. Ultimately, never underestimate the Usenet for gathering market intelligence let alone for marketing itself. Keep in mind that many potential clients (both Internet and non-Internet users alike) congregate there.

Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.
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Michel Fortin is a direct response copywriter, author, speaker and consultant. His specialty are long copy sales letters and websites. Watch him rewrite copy on video each month, and get tips and tested conversion strategies proven to boost response in his membership site at http://TheCopyDoctor.com/ today.
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Posted by ralph at 02:46 PM | Permalink

Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.
-----------------------------------------------------------------------------------------------------------------
Michel Fortin is a direct response copywriter, author, speaker and consultant. His specialty are long copy sales letters and websites. Watch him rewrite copy on video each month, and get tips and tested conversion strategies proven to boost response in his membership site at http://TheCopyDoctor.com/ today.
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Viral marketing is quite a popular term, these days. If you're not in the know, which I seriously doubt, viral marketing is, in its simplest definition, the process of implementing means through which the knowledge of your existence self-propagates.

Like a virus, your visibility spreads quickly among a network of people who refer you to each other. And that network, with each and every person, grows and grows. It multiplies itself.

Like an epidemic, your marketing message can spread fast and geometrically since the people who refer you to others know each other. People who get to know you or about you through third party referrals instantly grant you a higher level of trust, confidence and loyalty. You gain instant credibility.

Also called "word-of-mouse," viral marketing, which used to be an additional tool that a mere handful of websites utilized to help leverage their visibility on the web, has now become, in this era of "dotbombs," crucial to a site's online survival. It is no longer a tool but a *necessity*.

For example, as a marketing teacher, it is often said that the key to business success in the offline, brick-and-mortar world is "location, location, location." Online, it's no different.

In other words, your marketing success depends highly on the number of locations you appear -- places on which your site, link, company or product exist. The more locations you can infest online, the more successful you will become. You need to be in as many places as possible, talked about by as many people as possible and seen by as many eyeballs as possible.

My friend and widely respected ecommerce guru Dr. Ralph Wilson, in his keynote speech "Demystifying Viral Marketing," explains that viral marketing is, and I am paraphrasing, "Any strategy that replicates rapidly by piggy-backing on other hosts and using their resources to reproduce itself." His speech is included below (in fact, he uses my site at the end as an example):

http://wilsonweb.com/ra/demystifying-viral-marketing.ram

Consequently, if your website is unique, is the first in some category or incites curiosity, the knowledge of your existence will spread almost naturally. But you can leverage your viral marketing, literally going from "geometric" to "exponential."

In other words, rather than multiplying at a progressive rate, you can leverage your viral campaign to help multiply not only the marketing but also the rate itself -- like wildfire, your "epidemic," so to speak, can become an virtual pandemic. There are many ways to achieve that, but here are two.

First, creating specific systems and using specific tools that will leverage the spreading of that message helps to multiply your marketing punch. They do so not only because such tools help to stimulate word-of-mouth advertising but also because:

They're free and often easy to use,
And they're more credible than ads.
For example, they include strategic marketing alliances, joint ventures and affiliate programs. Online, they are often called "referral traffic generators." Unlike more traditional traffic generators like banners and search engines, these tools are much more effective since they are used by third parties. The simplest tools are "tell-a-friend" scripts. Here's a list:

http://www.letemknow.com/
http://www.recommend-it.com/
http://referme.deadlock.com/
http://www.pass-iton.com/
http://www.thetellafriendnetwork.com/
http://www.cgibiz.com/tell.html
http://www.cosmicperl.com/tellafriendmulti.shtml
http://www.bluesparks.com/bluesend/
http://www.bravenet.com/samples/announcer.php
http://free-cgi.com/freecgi/recomend/index.asp
But there is also a second way, and it's probably the most important. In fact, when used in conjunction with the first, you can help turn a geometric virus into a exponential one.

Regardless of the above referral tools (or any tool used in your viral campaign, such as a downloadable file, replicable content and so on), you can fan the viral flames by offering something extra in return, in addition to the viral tool. In other words, offer an incentive for spreading the "virus."

It could be a free gift, a bonus, a contest, a special offer, a giveaway, a sweepstake, a sample, a trial, a free service, an initial consultation, access to a private section of your website, a software or mini-application, etc. Any benefit that caters to a person's self-interest and motivates her to spread your "virus" will make your campaign much more successful.

For example, the reason an affiliate program is an often very successful form of viral marketing is the fact that there is a benefit in making the endorsement -- which, in this case, is comprised of commissions. By integrating both methods, you can springboard your marketing, virtually without any effort, and spread your message on the Internet -- almost like wildfire.

Therefore, while using any of the above tools, whether it's a referral script, ezine, duplicable file or affiliate program, add some kind of incentive. If your site is centered on a niche or target market, which it should, then focus on an incentive that caters as specifically as possible to it.

If you do, you can turn an Internet epidemic into a pandemic.

Of all the above tools, the simplest -- and often the most effective -- is the contest. There are several reasons. First, while there is an expense, which consists of the costs of your gifts, it is far less when compared to the overall costs of mass-advertising. And second, you can use other tools to help propel your campaign (i.e., third party referral processes).

For example, you can submit your viral tool and especially contest to websites that exist for the express purpose of offering free stuff or making free contest announcements:

http://www.download.com/
http://www.jumbo.com/
http://www.contestlinks.com/
http://www.freecontests.com/
http://www.freestuffcenter.com/
http://www.totallyfreestuff.com/
http://www.passtheshareware.com/
http://www.thefreesite.com/
http://www.freebiedirectory.com/
http://www.freemania.com/
http://www.justfreestuff.com/
http://www.sharewarejunkies.com/
http://www.freestuffpage.com/
http://www.free-n-cool.com/
http://www.cheapfree.com/
http://www.free-stuff.com/
http://www.free2try.com/
http://www.volition.com/
http://www.freehound.com/
http://www.free-sweepstakes.com/
http://www.freechannel.net/
http://www.freecontests.com/
Nevertheless, keep in mind that viral marketing is no longer regarded as an extra marketing tool. Today, it has become an intrinsic component of Internet marketing. If you don't tell the world you exist, you don't. And often, all you need is a tool or an incentive. After all, you never know -- a little nudge may be all you need to turn your viral marketing...

... Into a virtual plague.

Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.
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Michel Fortin is a direct response copywriter, author, speaker and consultant. His specialty are long copy sales letters and websites. Watch him rewrite copy on video each month, and get tips and tested conversion strategies proven to boost response in his membership site at http://TheCopyDoctor.com/ today.
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Posted by ralph at 02:59 PM | Permalink

Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.
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Michel Fortin is a direct response copywriter, author, speaker and consultant. His specialty are long copy sales letters and websites. Watch him rewrite copy on video each month, and get tips and tested conversion strategies proven to boost response in his membership site at http://TheCopyDoctor.com/ today.
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There are a lot of misconceptions regarding website traffic. Tracking visitors is often done with many different yardsticks, which vary tremendously from person to person and site to site, not to mention from marketing effort to marketing effort. However, these differences can often be quite misleading, especially for the would-be advertiser and aspiring Internet marketer. And today there is far more involved in the process than that to which most would tend to give credence. So how does one make sense of it all?

The web is evolving at breakneck speeds along with the way we measure it. First, it is not enough to know how many hits, clickthroughs, or unique visitors a site receives. For instance, banner ads that draw a lot of clicks are no longer considered important -- at least not as important as those from which these clicks are translatable into sales. What's important is the quality of those clicks -- or the number of qualified "interactive visitors" a site receives.

A case in point is an interesting article published in a recent issue of Business 2.0. Titled "Web Metrics," Steven Vonder Haar provides some fascinating insights into the erroneous perceptions of Internet traffic. He points out that the most common one is the fact that hits were and still are considered as the measurement of choice. However, with the Internet population exploding along with the dramatic increase of online business competition, added to the fact that netizens are now drowning in an impetuous sea of promotional messages, traffic measurement has significantly evolved.

According to Vonder Haar, "Some banners that draw downright horrible click numbers can actually wind up with more sales than vague online ad messages that get users to click but not buy." Rosa Aguilar, a news anchor at C|Net Radio, concurs. As she explained in a recent piece on "Banner Blindness," "While statistics have shown that click-rates overall are decreasing, clickthroughs are however becoming higher in quality."

In essence, visitors are no longer measured by quantity but by their quality. Although traffic has been long touted to be the key to Internet marketing success, today that's no longer true. What's more important is the conversion rate. In other words, today's Internet marketer must focus more on the percentage of curious browsers that turn into serious, long-term buyers.

Consequently, basing one's website traffic upon mere hits is really a "hit and miss" approach -- and definitely no longer enough. According to Vonder Haar, "Once users click, you want to know where they go." And that's what needs to be measured. Less than five years ago for instance, hits, pageviews, and clickthroughs were the popular measure of website activity. But today the tracking process has shifted to include audience activity and behavior.

In other words, webmasters are slowly realizing the importance of isolating the more important interested prospect who is looking at developing a relationship from the typical surfer. And subsequently, they are realizing the necessity in tracking their visitors' level of interest, loyalty, and activity. Simply put, all pageviews and clickthroughs are not created equal.

For example, if one website is geared toward financial investments and has 1,000 visitors, that number can be made up of teenagers looking for the latest gimmick versus prospective investors requesting stock quotes for a $10,000 trade. Thus, the goal is not to simply advertise but "to reach those would-be investors," illustrates Vonder Haar in his eye-opening article.

It is no longer important to advertise anywhere and everywhere but to advertise in specific places where targeted, prospective, long-term customers are -- that's the key. The successful Internet marketer's bottom-line is to get the biggest bang for every marketing dollar -- let alone every effort -- invested. If you're only counting the number of hits your site receives as well as the number of eyeballs in front of which your site or ad appears, and not the quality of the people behind them, you're wasting both money and energy.

Niche marketing is the latest buzzword -- and with reason. People are now drowning in information. And their resources, including this rare commodity called "time," have been cut extremely short. Therefore, finding a site that caters to specific needs or to a specific group is vastly more efficient than having to search the entire Internet. And consequently, focusing, targeting, qualifying, converting website visitors into customers and developing relationships are now essential to the traffic measurement process.

Here's a mini-lexicon of website traffic terms, including a quick look at the evolution and new methods of website metrics:

1) Hits
Hits are pieces of data (or files) requested from a web host's server. However, this primitive measurement includes not only the web page but also every other file that makes it possible (such as graphics, plug-ins, scripts, text files, style sheets, and so on). In other words, a single web page can easily translate into multiple hits. When one says that one has received over 1,000 hits, that could very well mean that the site received only 100 actual visitors.

2) Pageviews
Similar to hits, pageviews are files requested from the server but are limited to the web pages themselves (i.e., HTM or HTML files, or Hyper Text Markup Language files). While a little more concrete than hits, pageviews do not give specific information about surfers or their behavior -- as, for example, the length of time that they remained on a specific page.

3) Clickthroughs
Clickthroughs are the number of clicks (or responses) to an online advertisement -- often the measurement of choice for online advertisers. Again, while it's definitely a better measurement than the previous two, clicks do not provide in and of themselves enough information regarding the quality, the subsequent activity, as well as the level of interest of the people responding.

4) Unique Visitors
Unique visitors are tracked not according to the files they have requested but by their unique IP (or "Internet Protocol") addresses, which are much like online fingerprints (e.g., 24.112.98.21). However, not only does this process fail to include specific data about the visitors but it can also be very misleading. For example, many Internet service providers use DHCP (or "Dynamic Host Configuration Protocol") -- like AOL, WebTV, and cable modem providers. DHCP uses a different IP address for every file requested, thus making one visitor look like many. In other words, a single IP address may not necessarily reflect a single and truly "unique" visitor.

5) Reach
A site is said to have a certain reach, which is the percentage of visitors randomly surveyed that have visited a specific page in a given month. Similar to the TV's Neilsen ratings, this measurement is very broad and nonspecific. It is purely a estimate and not a measurement. If 50% of randomly sampled netizens have visited a specific page for example, the site is then said to have a 50% reach. It is much like a poll where the numbers are extrapolated and speculative. This vague measurement, however, is often used as a tool for selling advertising space, particularly with the larger portal sites.

6) Interactive Visitors -- The New Breed
This is the type of website traffic in which surfers are measured multifariously to determine their quality and not just their quantity, which at the same time helps to measure the quality of one's marketing efforts. Elements such as length of stay, conversation rates, registrations, subscribers, repeat visits, referrals made, and so on are now part of the tracking process.

Interactive visitors give better clues to their demographic data as well as a site's return on investment. Items tracked include visitor loyalty, site behavior, and online registrations (such as with ezines and contests). While defining specific tactics on how to increase the number of interactive site visitors is far too complex, there are however two important key areas.

First, niche marketing is definitely at the top rung. As Ludwig Van Der Rohe once said, "Less is more." The more competitive the Internet becomes, the narrower your focus should be. And the more specialized your online business becomes, the more visitors let alone the more pre-qualified, loyal, long-term prospective customers your site will receive.

Second, you must enter into a relationship with your visitors. If you plan to increase your sales, you must provide your visitors a way to subscribe themselves to your mailing list -- be it an online community, an announcement list, a discussion board, a contest, or the commonest method, an ezine (newsletter). In essence, you have to start thinking in terms of being interactive with your visitors instead of merely being a silent billboard in cyberspace.

Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.
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Michel Fortin is a direct response copywriter, author, speaker and consultant. His specialty are long copy sales letters and websites. Watch him rewrite copy on video each month, and get tips and tested conversion strategies proven to boost response in his membership site at http://TheCopyDoctor.com/ today.
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Posted by ralph at 02:45 PM | Permalink

Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.
-----------------------------------------------------------------------------------------------------------------
Michel Fortin is a direct response copywriter, author, speaker and consultant. His specialty are long copy sales letters and websites. Watch him rewrite copy on video each month, and get tips and tested conversion strategies proven to boost response in his membership site at http://TheCopyDoctor.com/ today.
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Copy is about using words to describe the benefits of your offer. About using words to paint vivid mental imagery. About using words to stir the senses, press all the "hot buttons" and push the reader to take some kind of action.

But is it really ALL about words? I mean, just words? No.

Some copywriters claim that graphics, formatting and photographs should NOT be added to a salesletter because they distract. They can take the reader's focus away from the message. I agree. But not entirely.

You see, it is definitely true that words are extremely important. And the words you choose can make or break the sale. You must describe your offer in a way that gives it sex appeal, a sense of urgency and dose of emotion.

But the cosmetics are just as important, too.

They help to direct the reader's eyes. They also help to drive important points home. But above all, they help to replace the cues, nuances and nonverbal subtleties that occur in traditional, face-to-face sales encounters.

They are Proxemics, Haptics and, most importantly for us writers, Kinesics.

Proxemics is the science of personal space. The distance between individuals during, for example, a conversation, a meeting or a shared activity.

This is not some metaphysical "Feng Shui-ish" thing. I'm talking about our psychological (and often subconscious) reaction to the distance we maintain with other people -- such as, for example, during a sales encounter.

For instance, sitting across from someone at a desk may unconsciously convey that the other person is being confrontational. That's why some sales training programs tell you to sit side by side with your prospect.

Haptics, on the other hand, is the science of touching. Some psychologists have studied the effects of touching during conversations. For example, they tested how people would react when they were told a certain statement.

Here's what they did.

In some cases, the speaker would simply tell the listener a story.

In other cases, they were told the same story. But at times, the speaker would lightly touch the listener on the forearm for no more than a few seconds, particularly when he was saying something important.

According to the study, subjects in the second test felt that the speaker was more believable. They had higher recall scores. Physiologically, they felt more relaxed and comfortable with the speaker. They felt a certain "connection."

Of course, there's more to proxemics and haptics than that. And you can't really use those in copywriting. But the one type of nonverbal communication you can use (and the one I want you to focus on) is Kinesics.

Kinesics is the science of body language. Nonverbal gestures, postures and facial expressions by which a person manifests various physical, mental or emotional states, and communicates nonverbally with others.

These messages delivered through nonverbal cues, which can be either verbal or physical, can support, emphasize or contradict what is being conveyed.

In face-to-face selling, Kinesics are often used to emphasize key benefits. But they are particularly important because they can drive important points home -- such as by adding emotion to a sales pitch, which go beyond words.

Uncrossing of the arms or legs. Raising of the brows. Rubbing of the chin. Leaning forward. All of these can indicate that you're interested in your client -- or if the client does it, it can tell you she's interested in your offer.

But verbal cues are usually those conveyed through the qualities of the voice, such as tone, volume, rhythm, pitch, pausing and inflection.

All of these can be interpreted as many things and used in different ways.

For instance, inflection is the musical quality of the voice -- the verbal ups or downs of a part of a word, a whole word or a series of words. In selling, vocal inflection is probably the most often used Kinesic form of communication.

Why? Because it can virtually change the entire meaning of a message, even when a single word is inflected. Take, for example, the following sentence:

"I didn't say I love you."

It's pretty straightforward, right? But instead, if I said:

"I didn't say I LOVE you" (where verbal emphasis is placed on the word "love," as in "loooovvvve"), then I might be implying that I simply "like" you.

On the other hand, if the word "you" was emphasized (such as "I didn't say I love YOU"), then it could imply that I love someone else altogether.

If I inflected the word "didn't," as in "I DIDN'T say I love you," then it could imply that I wrote it, or I said or meant something else instead.

In essence, it's not what you say but how you say it.

In copy, we're limited, not by what we want to say but how we want to say it. That's where cosmetics, formatting and certain "visual triggers" come in.

Sure, you shouldn't add graphics willy-nilly. But you should add graphics and photos that support (and perhaps even emphasize) the sales process, and not graphics that could distract the reader from the sales message.

Auction giant eBay reports that listings with pictures outsell those without pictures. While anecdotal, I've heard of boosts in bids as high as 400%.

Therefore, if you can add a photograph of your product (or if you sell a service, a picture of you in action with a client), you will likely achieve greater results.

But graphics and pictures aside, the look of the copy is just as important as the the words themselves. That's why, when I write copy, I usually pay close attention to the cosmetics. I even call it "copy designing."

How do YOU do that?

Incorporate visual triggers, cosmetic "commands" and response devices into your copy, usually with formatting, in order to boost readership and response.

Now, I'm not talking about going crazy with different fonts and colors.

I'm talking about strategically placed bolds, italics, typestyles, font sizes, boxes, bullets, colors, white spaces, borders and so on. (Take, for instance, the way I emphasized certain words in the inflection example earlier.)

As copywriter Martin Hayman noted: "Michael Fortin is right. The way the copy is set out on the page makes a massive difference to the way the reader responds. Typographic practitioners have known this for, oh, centuries."

Here's just one example.

Over 60 years ago, Frank H. Johnson, a direct mail copywriter, decided to start a new technique to boost the readership and impact of his salesletters.

He would highlight the offer in a centered, rectangular box placed at the very top of the letter above the salutation. Why? Because he wanted to summarize his offer upfront in a way that saved his readers' time and hassle.

Instead of forcing readers to wade through a mass of copy before making the offer, he gave them the essentials, right upfront. The results were astonishing.

Direct mail copywriter Ivan Levinson reports he has seen claims that adding a "Johnson Box" to a plain letter can shoot response rates up by 40%.

This technique can also be applied to boxes placed within the heart of the copy in strategic locations, such as right before any call-to-action or when highlighting some of the most important points of your copy.

So in your copy, put your bonuses, premiums, guarantees, testimonials, factoids, key points, stories and sidenotes in Johnson Boxes.

Take a look at my membership website at TheCopyDoctor.com. You'll notice Johnson Boxes interspersed throughout the copy, often in different colored or shaded tables.

My theory of why they are so effective is this: These boxes tend to direct the readers' eyes and force them to read their contents. They help to inculcate into the readers' minds those key points you want to drive home.

There's little your prospects will retain from your copy. But if you use Johnson Boxes, the likelihood they will remember their contents more -- and over any other point stated in the rest of the copy -- will be stronger.

Nevertheless, the moral is this...

Copy is not all about what you say. It's also about what you mean.

Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.
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Michel Fortin is a direct response copywriter, author, speaker and consultant. His specialty are long copy sales letters and websites. Watch him rewrite copy on video each month, and get tips and tested conversion strategies proven to boost response in his membership site at http://TheCopyDoctor.com/ today.
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Posted by ralph at 04:17 PM | Permalink

Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.
-----------------------------------------------------------------------------------------------------------------
Michel Fortin is a direct response copywriter, author, speaker and consultant. His specialty are long copy sales letters and websites. Watch him rewrite copy on video each month, and get tips and tested conversion strategies proven to boost response in his membership site at http://TheCopyDoctor.com/ today.
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So,

The Internet is not a broadcast medium. It's much more than that. Of course, the Internet is a medium. But it's not a broadcast medium in the same sense as TV or radio. It is a direct response medium. It is interactive and dynamic.

It is user-driven. That's a big difference.

I'm not alone as even the government thinks the same way I do. For example, my country's telecommunications watchdog -- the Canadian Radio and Telecommunications Commission (or the CRTC, which is comparable to the American FCC) -- officially declared so in 1999.

In the wake of rumored proposals to regulate the Internet, the CRTC ruled out the possibility by declaring that the Internet is not a broadcasting medium.

It based its decision on the fact that the web is interactive with its audience -- unlike the television, radio and other media one-way media. As a result, regulators concluded that the Internet could therefore police itself.

However, my point here is not a political one but a marketing-related one.

It is based on the premise that many webmasters and online business owners look at online marketing as a mere communications process. And often, they do so by turning their web sites into billboard-littered graveyards. They tend to forget that their electronic "brochures" are sales tools as well.

The greatest limitation of ecommerce is the lack of touch and feel online -- for example, people cannot physically inspect the products they are buying.

Moreover, the Internet is cold, faceless and impersonal. The lack of human interaction takes away the emotional element in the sales transaction, as well as the ability to persuade visitors individually and overcome their objections.

Understandably, a salesperson's enthusiasm for, and belief in, his or her product are easy to convey in person. That person's unique set of sales skills, product knowledge, personality and expertise is equally advantageous in offline selling. Most of all, her ability to slant presentations in order to meet specific client needs, goals and desires are also easier in the physical realm.

But online, these abilities are virtually nonexistent.

That's why copy has a much greater job online than offline.

Like a salesperson, a website must communicate emotions that empower people to buy. But then it must also direct visitors to take some kind of action. And in both cases, the responsibility boils down to the words.

Radio or TV may or may not use direct response. But online, there's no choice.

Online, you must use words that drive your readers' actions and compel some kind of response. Even if it's to simply keep reading. However, dealing with this issue in greater depth requires an entire article on its own.

So for now, let's stick with the biggest challenge we face with online copy, even before we elicit some kind of response from our readers. And that is: benefits.

Why? Because before we compel some kind of response, words should appeal to specific buyer motives and make offers truly irresistible. Common wisdom dictates that the first rule in doing so is to stress benefits over features.

Sounds simple, right?

Not really, for if it were the Internet would be literally filled with successful websites. So in an attempt to provide you with some guidance, here's a tool to help you in developing compelling benefits.

The Product Analysis Worksheet
In "Personal Selling: An Interactive Approach," Ronald Marks, Ph.D., a professor of marketing at the University of Missouri, discusses the ability to convey benefits over features using a tool he calls Product Analysis Worksheet.

Product benefits usually consist of four principal levels. They are features, advantages, benefits and motives. Each layer has its own set of attributes and characteristics, which varies depending on the product type and the market to which the product caters.

To illustrate, here's a brief description of each layer:

Features -- what products have
For example, "This accounting software has a reporting feature."

Advantages -- what features do
For example, "This reporting feature provides real-time, on-demand, updated mission-critical information to key business managers."

Motives -- what motives do features satisfy
For example, "Cost-savings, greater control, increased production, etc"

Benefits -- what those features mean
For example, "Managers are able to keep their finger on your company's financial pulse at all times, thereby reducing costs by as much as 50%, maintaining greater control over expenditures, and increasing their output by 10-20 times at any given time -- in just a few clicks."
Obviously, benefits are essential to successful online selling. But describing them in a way that's appropriate for, and directly related and targeted to, specific audiences is a difficult process.

For example, a common problem among webmasters is to develop content using a language their users will understand, when often they end up using words that only they can understand -- or "technolese."

This is quite normal as we write in the way we think or talk.

However, the goal in writing good, compelling copy is to think and talk like our readers. And this is where much of the copy I see fails, in my estimation.

We're too married to our product, or we're too disconnected from how and what our readers think, feel and communicate. We often can't see the forest for the trees. If this is you, then use the "product analysis worksheet."

First, list all of the features of your product or service, including standard, technical, supportive or abstract features. Then, with each feature, develop a subsequent list of relative advantages.

This is where most business owners and copywriters fail.

They assume an advantage is a benefit, when it's not. The "benefit" is much too broad or one-sided. For instance, you were probably taught that a feature is what a product has and a benefit is what that feature does. Right? But...

... A benefit is what that feature means.

A benefit is what a person intimately gains from a specific feature. When you describe a feature, say this: "What this means to you, Mr. Prospect, is this (...)," followed by a more personal gain your reader gets from the feature.

Therefore, turn it around. don't focus on a certain feature's benefit. Rather, focus on how those features specifically benefit the individual.

Here's an example using my private membership website, where members get access to videos of me tearing sales copy apart, and revealing copywriting tips, tricks and actual, tested conversion strategies in the process.

Feature: Watch a top copywriter in action as he writes killer copy, all recorded on video, using real salesletters and websites from real clients.

Advantage: You get to learn how to write copy faster by understanding the logic behind successful copy (not just how to write it), and also learn copywriting tips, mistakes, shortcuts and proven results in the process.

Motive: Reduces the learning curve, the risks, the effort and the costs involved in trying to do it all yourself.

Benefit #1: This means you get real-world examples and actually see the process done before you, instead of plain textbook theory or swipe files that leave you scratching your head.

Benefit #2: Using real-world examples means you can appreciate and understand what goes into world-class copy, so you can easily repeat the process on your own, in the future.

Benefit #3: Repeating the process on your own also means you don't have to pay an expensive copywriter to do a rewrite.

Benefit #4: Not having to pay for a copywriter means you save money and get it done faster by learning proven, tested strategies you can apply immediately -- without having to wait for someone to do it for you or explain it to you in some "how-to" course.

Benefit #5: And learning proven, tested strategies means you eliminate the need to search for, find, test and learn everything yourself, and avoid making costly mistakes -- without having to figure out what works (and what doesn't) on your own.
... And on and on.

Can you see the difference?

Now, once achieved, look at your worksheet and then ask:

"Did I cover all the benefits that a specific feature has? Did I go deep and specific enough?" (To help you, just keep asking, "what this means to you, is," and work it until you run out of reasons. Once you're done, you then move onto the next feature.)

"Did I use benefits that truly reflect and cater to the situations, problems, needs and desires of my target market? Was the language chosen easy for them to understand?" (To help you, think of expressing benefits in terms that relate directly to each individual in that market.)
Nevertheless, remember that "features tell but benefits sell."

And contrary to popular knowledge, benefits are not vehicles for creating hype or puffery. As illustrated above, they are effective tools you can use to get your readers to fully understand and appreciate your product's true purpose.

Remember, different words mean different things to different people.

In other words, forget features and what they do, which is what most people think are benefits. Think of what a feature means to the customer and the words that communicate this meaning at an individual, personal and emotional level.

Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.
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Michel Fortin is a direct response copywriter, author, speaker and consultant. His specialty are long copy sales letters and websites. Watch him rewrite copy on video each month, and get tips and tested conversion strategies proven to boost response in his membership site at http://TheCopyDoctor.com/ today.
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Posted by ralph at 02:53 PM | Permalink

Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.
-----------------------------------------------------------------------------------------------------------------
Michel Fortin is a direct response copywriter, author, speaker and consultant. His specialty are long copy sales letters and websites. Watch him rewrite copy on video each month, and get tips and tested conversion strategies proven to boost response in his membership site at http://TheCopyDoctor.com/ today.
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While publicity is the most powerful promotional tool there is (since it is more impacting, more far-reaching, and far more credible than advertising), it is the one that is the least effectively used. Too often, for example, business owners view a news release as a form of advertising.

It's definitely not. The media are not in the business to provide free advertising. And if you are guilty of this, they will also likely tell you (if they actually tell you anything at all) that you should have called the advertising department instead. However, don't get me wrong. Their goal is to report on stories that affect or are of interest to their readers or viewers. So, news releases are the media's best friends -- but only if they follow a few important guidelines.

Newsworthiness is the Foundation
Reporters are always looking for newsworthy items on which to report -- that's what reporters do. But they specifically like human interest stories, stories that are related to current events or important issues, or those that have some emotional appeal. Larger media also like stories that appeal to a wide audience. Targeted or specialized media, on the other hand, love to report on stories that appeal to their specific market and thus help capture more of it.

Of course, the foundational component of the news release is the news aspect. A good story must be newsworthy for it to be considered. But the news release should not tell the entire story. If you do have a good story to tell, your news release should provide enough information to generate interest and it must say just enough to incite the media to want to know more.

While there are thousands of ways to present a news release, there is no one "correct" way of doing it. There are as many different ways to present a news release as there are publications out there. However, all of them should at least possess some key elements, which are:

A strong, compelling headline
An appealing, informative story
A professional, tasteful appearance
A number of quotes and reactions
And the sender's contact information
An excellent news release can also be a powerful business tool for gaining free media coverage for your company, product, or service -- and keep in mind that media coverage tends to be a more effective form of promotion than advertising since it is coming from an objective third party. It can be used for announcing important company changes, new appointments or recruits within your organization, or the launch of your company's new product or service.

Capitalize on Leadership or Uniqueness, not Superiority
Being the first in some category is an effective tool that can also help spark more interest in your news release. For example, if you can support the fact that your product is the first in its category, that your service is the first to be delivered in a certain way, or that your event is the first or largest of its kind, you can and should use that information in your news release.

Obviously, a company claiming to be the best is never a news item. But a company claiming to be the first at something always is. Capitalize on it when approaching the media. Look for ways to market your story differently by presenting it with a different angle or a unique twist.

For example, think of the times you've seen a story about someone starting a business. While it may sound trivial, it isn't if that person is a local politician, suffers from a disability or has 10 children. In other words, bring your own unique angle or experience into your news release. A person I knew was an amputee -- and an entrepreneur. His product was a backpack with special straps that made carrying it a little more comfortable. I told him to use his lack of one leg in his release as being the inspiration behind the creation of his backpack. "One-legged man lightens people's loads!" was the headline.

In fact, human interest aspects are wonderful tools to spark interest. In most cases, adding a special human element or some emotional appeal -- even blending it with an important social issue -- will up your chances. The key is to be able to capture the interest of reporters who are bombarded with literally thousands of news releases each and every business day.

A news release is like a résumé, which is not meant to land a job but to land an interview. In the same way, a news release is not meant to get instant media coverage but should be used as a tool for sparking interest and curiosity among a very busy and exceedingly leery staff of reporters and editors -- and it must do so quickly and efficiently. Therefore, the headline as well as the first few lines should instantly communicate something worthy of their attention.

Blend a Human Feel With Your Story
For a great sample of an effective news release, see one developed by Leslie Spencer. She operates an online business called "Home-Based Working Moms," which offers resources for home-based businesses run by mothers. Her goal was ultimately to get exposure to, and to increase memberships of, a specific target market. (By the way, Leslie follows another important rule of online marketing -- niche marketing, which is also a great way for gaining attention from the media.)

She wrote an excellent news release that successfully tied-in the benefits of her business with the current challenges faced by most stay-at-home moms -- women who want to be more involved with their children while at the same time contributing to the family's income. Her news release, entitled "The New Entrepreneur: Shorts, Shirt and... a Stroller? Moms Find Ways to Combine Career with Children," provides the media with a great story to tell.

That said, you may feel that you're not a skilled writer. And if you're anything like me, you probably don't have the time. The following are great sources for help in writing, targeting, and distributing news releases, particularly electronically or for Internet-related information. Many provide the full service while others only provide guidelines as well as lists of media contacts.

Press Release Workshop
Dr. Kevin Nunley
Gebbie Press, Inc.
News Bureau
Medialink
Profnet, Inc.
Direct Contact Publishing
Imediafax
Gap Enterprises
PR Web
Email:Media
How to Get the Press on Your Side
Finally, Target Your Market... And Your Media
A news release sent to the general media often gets lost in a sea of others. Most often, it will end up on some editor's desk where your story will be screened and, if judged newsworthy, passed along to a particular reporter in the organization. However, special features writers, columnists, radio show hosts, news anchors, specialized media representatives, special interest publishers, trade publication editors, specialty channel producers, radio show (or segment) hosts and so on are particularly beneficial.

First, a news release sent to a specific person (and not the general newsroom or media entity) has definitely better chances of being noticed and reported -- it doesn't have to go through so many hands. While it may require a little research, remember that the media are made up of people too. They like the personalized approach just as much as your clients do.

Second, targeting your news release is far more effective, for the results that you want your release to achieve will be substantially higher when reported in a medium that targets your specific market. Ask the following: "Where does my niche or target market hang out? What do they read? What shows do they watch? What programs do they prefer? To which ezines are they subscribed? What web sites do they surf? On what discussion boards or forums do they participate? With what associations or trade organizations are they affiliated?"

The media's greatest concern is their audience and especially their ratings -- not the stories on which they report. Therefore, targeting your news release is just as important as market targeting. Not only will you attract qualified prospects but your chances of being reported will also increase since the media love stories that inform or affect their specific audience.

Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.
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Michel Fortin is a direct response copywriter, author, speaker and consultant. His specialty are long copy sales letters and websites. Watch him rewrite copy on video each month, and get tips and tested conversion strategies proven to boost response in his membership site at http://TheCopyDoctor.com/ today.
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Posted by ralph at 02:49 PM | Permalink

Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.
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Michel Fortin is a direct response copywriter, author, speaker and consultant. His specialty are long copy sales letters and websites. Watch him rewrite copy on video each month, and get tips and tested conversion strategies proven to boost response in his membership site at http://TheCopyDoctor.com/ today.
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An area that can become profitable for many businesses in building the offer within sales copy is selling (or "upselling" customers with) extended services, products or packages, also often called the "extended warranty."

Extended warranties are subtle forms of insurance policies that guarantee a product or service's performance, especially after an initial period of time.

While the guarantee promises benefits, the warranty promises that the enjoyment of those benefits will continue. In other words, an extended warranty is like a "guarantee's guarantee," if you will.

A warranty promises that a product will perform the way it is supposed to for a very specific period of time. If your product comes with a guarantee, then consider selling an extended warranty that ensures its continuation.

But if your product is can not be guaranteed for whatever reason, consider a warranty that may take the form of future upgrades, additional benefits, membership programs, points clubs or support service packages.

For example, if you sell computers, you can also offer a buy-back plan. For an additional fee, customers "buy" the privilege and ability to choose to trade in their systems for a better model within a year following their purchase.

The plan, which may appear in the form of an official certificate, coupon or letter, promises them a complete refund of the purchase price that's applied towards their upgrade. If they choose to exercise their option, they only pay the difference when they upgrade to a later model.

The Silent Profit Center
As for services, the extended warranty is a little different since services are intangible, do not break down, need repair or depreciate in value.

But they are just as profitable.

Warranties can take the shape of memberships, points clubs, preferred customer programs, priority service packages, extended service packages, prepayment plans, premium services, future discounts or upgrades plans, etc.

In short, warranties are much like service agreements. For example, if you're a consultant you can offer prepaid retainer packages that include several hours of consulting or on-call priority privileges, all at a discounted rate.

On the other hand, if you offer repetitive services such as a hairstylist or a chiropractor, you can offer a number of prepaid visits at a discount. If your cashflow is particular low during a specific month or season, you can arrange your packages so that they renew at that point in time.

The summer is a slow time for snowplowing services. But with prepaid packages, which are sold in the summer and renewing in the summer, it creates an income stream when things slow down.

These programs are often more advantageous to the client for a variety of reasons. And many marketers and businesses shy away from them. But they really don't see it from their client's perspective.

Beyond the obvious price incentive, the benefits of extended warranties include less billing, more convenience, preferred service, faster delivery, extra privileges and many others. Another is the sheer feeling of "belonging" to a special, elite group of people to which higher attention or priority is given.

Join the Club
That's why premium programs, or "preferred client clubs," are very popular. They have a mystique and a sense of extra value about them, which is being part of that elite group. As Amex says, "membership has its privileges."

For example, club members might enjoy a members-only 1-800 service number, extra premiums, discounts on joint-ventured partners, express checkout services, special members-only contests and so on.

Online, clients can become members of a private site, access premiums, receive additional web-based services (such as reminder services, automated shipping, real-time support, even special software, like eBay's Toolbar, etc).

But keep in mind that the savings factor in such programs is the greatest motivator. Consumable products translate into repeat sales. Therefore, an extended warranty in this case would be a repeat customer program.

(Also called "rewards programs.")

This could involve a flat discount rate on all purchases made at a particular store during a certain timeframe. What this program also does is to preemptively reduce the possible loss of a client to a competitor.

Bookstores sell avid reader membership programs. For an annual fee, they offer members a fixed discount rate on all subsequent books purchased during the time that the program is in force.

These programs can range from one month to a full year. Costco Price Club is another great example where an annual membership fee is charged but members enjoy wholesale or bulk prices.

Nevertheless, while extended benefits are in and of themselves profit centers, they're also powerful positioning tools since they help to increase your core business at the same time.

People love options and the feeling that they are being taken care of. They also want to reduce the element of risk in the buying process. People want to avoid pain, and that includes the pain that comes with the potential or future loss of a benefit. So, help them feel more secure with the knowledge that they will continue to enjoy your product or service.

Sell them an extended warranty!

Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.
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Michel Fortin is a direct response copywriter, author, speaker and consultant. His specialty are long copy sales letters and websites. Watch him rewrite copy on video each month, and get tips and tested conversion strategies proven to boost response in his membership site at http://TheCopyDoctor.com/ today.
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Posted by ralph at 04:15 PM | Permalink

Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.
-----------------------------------------------------------------------------------------------------------------
Michel Fortin is a direct response copywriter, author, speaker and consultant. His specialty are long copy sales letters and websites. Watch him rewrite copy on video each month, and get tips and tested conversion strategies proven to boost response in his membership site at http://TheCopyDoctor.com/ today.
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Online, I believe business success is certainly easier to achieve than its brick-and-mortar version. It's not a free ride and it definitely requires some time let alone work. But on the web, I also believe that one can easily -- as that famous cliché goes -- work smarter instead of harder.

Yet the challenge that most Internet marketers encounter is the fact that they feel their success is not coming as fast as it should. As Wayne Dyer once said, "They keep striving but never seem to be arriving." Most people jump into business with the hope (and often the erroneous or naive assumption) that their marketing efforts will lead to virtually instant results.

I can certainly appreciate how entrepreneurs, business owners and Internet marketers feel since, in my life, it took me years (and many of them) to finally learn the so-called "secrets" -- and enjoy the fruits -- of success. With two bankruptcies under my belt and numerous sleepless nights, it certainly was not an instantaneous, overnight process.

In fact, I was once interviewed and asked: "Mike, you seem to be an overnight success; how did you do it?" My wife loves that question. With a huge grin on her face, she answers my critics with a simple comment:

"Indeed, it took him many 'overnights' alright."

Experience as Priceless Education
I've lost everything a few different times in my life. I've had my cars repossessed and lost two of my homes. I was once forced to seek shelter at a local YMCA. I was reviled by my peers and persecuted by my own family. I was even forced to -- yes, believe it or not -- find a job. I even once had to work in three of them simultaneously in order to make ends meet.

But I learned from my mistakes. After falling flat on my face, I quickly picked myself back up, dusted myself off, rolled up my sleeves, shifted gears and kept on keeping on. In short, I didn't look at it as failing, but as educating myself and gathering priceless feedback along the way.

The truth of it all is this: Failure is feedback. And failure is probably the most common denominator among the successful. One of my favorite marketing gurus is without a doubt Dan Kennedy. In one of his books, "No B.S. Business Success," Dan explains: "Failure is part of the daily entrepreneurial experience." Therefore, failure is to be expected.

All this is to say that, while success is indeed possible, it is not an instant result like that of winning the lottery. And I'm not saying that you have to fail a lot in order to succeed. Moreover, I certainly am not trying to inculcate some positive, rose-colored glass, pollyannish kind of thinking in you. But as Jim Rohn once wrote: "If the man is going down the wrong road, he doesn't need motivation to speed him up -- what he needs is education to turn him around."

You Need Tools in Order to Build
In other words, there is no such thing as "get rich quick." But with the right tools, the right education and the right attitude, one can definitely get rich quicker. There are many resources and websites that can certainly help. I encourage you to investigate them.

As Bill Gates once said, the Internet will definitely create more millionaires than any other medium in history. Since the Internet is founded on both information and speed, the web's plethora of information and tools grant the entrepreneur the ability to achieve success faster than ever.

It took me years to achieve success in the offline world but only a small fraction of that time to achieve it online. And I believe that it's because, with the Internet, one has the ability to (quickly and efficiently) access knowledge, ideas and resources that were once unavailable to brick-and-mortar business owners. It's all available at the simple click of a mouse.

In essence, and I've said this many times: Learned experience is far better than learning from experience. And you have the ability to learn from other people's failures, setbacks, bouncebacks and successes -- these are, in my opinion, the most powerful weapons you can ever include in your arsenal.

Be a Sponge
The moral of it all? Learn. Keep learning. Use the Internet to learn as much as you can. If you can join the many resources available on the web (especially if they're guaranteed, like my own private website), do so. Attend seminars. Take courses. Listen to audio cassettes while you're surfing the web. Turn your car into a university on wheels by listening to tapes as you drive.

Remember that you can chalk it up to research and education for tax purposes. Personally, I have a library literally filled with thousands of books, videotapes and audiocassette programs, from the motivational to Internet marketing. The most popular ones (ones I often shop myself) are located at:

http://www.audible.com/,
http://www.amazon.com/,
http://www.success.com/ and
http://www.peoplesuccess.com/.
And more important, don't expect an instantly gratifying, panacean solution. It's takes work. Hard work. Like building a house, your Internet success still needs to be built somehow -- it can't be built by itself. But it doesn't always have to be hard work. You can certainly work smarter: With the right tools, your "house" can be built much faster, stronger and straighter.

Don't kid yourself. There is no magic wand out there that will do it for you. And trust me, there are a lot of "smoke and mirrors" out there (get rich quick schemes), especially on the web -- I've been a victim too many times. But also, don't despair after the first setback. Turn your setback into feedback and you will simply add more tools to your toolbox.

Above All, Learn From People
In my life, I was lucky to have several mentors assist me in my beginnings. One in particular will remain in my heart for a long time -- a man, Pierre A., who literally built a multinational empire out of a small, basement apartment business. Online, potential mentors (let alone partners, associates, colleagues, strategic alliances and friends) exist by the thousands.

In my free book, The 10 Commandments of Power Positioning, one should vigorously seek out alliances -- there are as many different forms of strategic alliances out there as there are online businesses. I also firmly believe that the web is an incredibly fertile ground for such arrangements.

Why? It's because the only thing that separates us all are computer screens. Cyberspace is indeed a cold world. And not only customers but also business owners are constantly looking for ways of humanizing their online activities. It makes perfect sense to finally add a voice if not a face to those plain text messages we receive in our email inboxes on a daily basis.

Second, if the online world doesn't know you exist, you don't. Period. But through such alliances you have the ability to leverage your visibility, your sales and eventually your success -- and quite effectively too, I might add. I guess you can say that it all boils down to the famous "Mastermind Group Principle" originally taught by Napoleon Hill. Let me explain.

The Driving Force Behind the Web
Mr. Hill, the grandfather of success principles, wrote in his book "Think and Grow Rich" that successful people are those who develop relationships with like-minded people. While the book was written almost a century ago (long before the Internet or computer), those principles still ring true today.

Strategic alliances thrive on the web. I believe it's part of John Nesbitt's prediction that we're moving towards the high-tech/high-touch, made in his book "Megatrends." Even psychologist Wayne Dyer once said, "We are human BEINGS, not human DOINGS." To paraphrase, we are real people and not just a bunch of commands, scripts and email links.

Lester B. Thurow, in his great book "Building Wealth," mentioned that most of today's billionaires -- including Bill Gates, now the richest man in the world -- do not really own anything. Unlike the rich people of yesteryear, these billionaires do not own oil refineries, gold, manufacturing plants or real estate. They own soft goods: Information. Not only that, what they only exists with the help of some unseen force (i.e., electricity). In short, they own nothing.

With today's knowledge-based economy, more people will become rich than ever before. Whether your business sells a tangible or an intangible product, selling on the web is still a process that's really based on nothing. So the key is to create alliances with the entities behind those nothings: Real people, because they can help turn those nothings into somethings.

It's a Small World After All
This certainly applies to customers and customer service. But it also includes developing solid relationships with other webmasters, Internet marketers and business owners to help build one's business. Of course, email is free for most and therefore an economical means of communication. But surprisingly, online discussions or chats, phone calls and even face-to-face meetings with some of the people behind those electronic veils we call web sites -- key people from whom you can learn -- can become quite positive and richly rewarding.

Being alone in a world of nothingness is indeed a cold prospect. You don't have to be. In fact, if you take a look at the most successful Internet marketers out there you will always find that there are some kind of partnerships, alliances or joint ventures somewhere in the mix. For instance, take the biggest launch in the history of the Internet, John Reese's Traffic Secrets, pulling in over a million dollars in one day... All because of the power of creating alliances.

Another example, my copywriters discussion board is maintained not by one but by a panel of Internet marketers who share their wisdom, successes and mistakes -- people with whom members can easily develop a certain kinship and receive priceless advice. More important, such forums can often become the springboards for many successful and enduring online partnerships -- they have been for me.

In essence, look at ways of building relationships online not only with your customers but also with others who can help you. Networking is not a concept strictly limited to multi-level marketing, affiliate programs and resellers. They also include suppliers, associates, webmasters, non-competing business owners, brick-and-mortar businesses, publication editors and so on.

In the end, realize that success is not an instant process. Most important, it doesn't have to be a lonely one. The most powerful tool that you can ever use to build your "house" is OPE (which stands for two things, namely "Other People's Experiences" and "Other People's Efforts"). But keep in mind that today, OPE also stands for "Online, People Exist."

In closing, here's my favorite quote of all time. It's from Jim Rohn and it's been hanging on my wall, in front of me, for over seven years. It goes something like this: "There are some things in life that you don't have to know how it works. The main thing is that it works. While some are studying the roots, others are picking the fruits. Success just depends on which end you want to be."

Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.
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Michel Fortin is a direct response copywriter, author, speaker and consultant. His specialty are long copy sales letters and websites. Watch him rewrite copy on video each month, and get tips and tested conversion strategies proven to boost response in his membership site at http://TheCopyDoctor.com/ today.
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Posted by ralph at 02:42 PM | Permalink

Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.
-----------------------------------------------------------------------------------------------------------------
Michel Fortin is a direct response copywriter, author, speaker and consultant. His specialty are long copy sales letters and websites. Watch him rewrite copy on video each month, and get tips and tested conversion strategies proven to boost response in his membership site at http://TheCopyDoctor.com/ today.
-----------------------------------------------------------------------------------------------------------------
Search engines change all the time, and many of them now charge for the privilege of including your website. So, people often ask me how to gain traffic, beyond search engines and with little to no cost. There are two methods that I've used consistently to attract thousands of hits to my site at virtually no cost.

Granted, everyone's different. And these techniques may not be appropriate or appreciated by all people. But let me share with you what works for me and what I do. My two favorite methods are:

posting on message boards, forums and discussion lists, and
writing, syndicating and submitting articles to ezine publishers.
Posts As Conversation (And Conversion) Pieces
Discussion groups are either threaded web-based forums or email discussion lists in which you participate in conversation. One technique I use is to publish (or better said, post) full-length articles on discussion boards or in discussion lists. It is an effective technique...

... But it is also a tricky one.

You have to monitor the board to see what kind of posts there are to ensure that your article is acceptable. Better yet, review the guidelines before you submit. Usually, there is a charter or a set of rules that the board will have published somewhere on the website (or even in the forum itself). Read them first before you do anything. (Or email the moderator just to be sure.)

Often, discussion boards are conversational in tone and, as such, are not good places for posting whole articles. But it is safe to say that, while many of them do accept articles, a better way is to use them as a means of supporting your ideas and arguments.

You can do this by adding links back to your articles within your posts. If you maintain an online archive of articles that you've written, your posts can certainly include links to specific ones as a way to back up some of your posts. In fact, most moderators I know prefer this since you keep posts brief and to the point.

The obvious benefit is the fact that you don't appear as overtly promotional, and you also get people to visit your website in the same breath. (At times, I've had more traffic from links within my posts than with signature files.) It is also important to note that signature files (the brief byline at the end of your posts) is also a great way to get board participants to visit your site.

Here's what I wrote as an answer to a question about signature files in the I-Copywriting Discussion List, posted in Issue 45, entitled "Nobody Reads My Signature File" (by the way, I-Copywriting is part of a larger family of discussion lists published by Adventive.com):

"As far as signature files go, I have to agree that a lot of these taglines are a bunch of platitudes or 'bigger than thou' statements. Who cares if you're 'better than,' 'expert in' or 'known for.' It's just a bunch B.S., if you ask me.

"A tagline that really hits home is one that doesn't just 'brand' the poster but one that also supports her USP (or unique selling proposition) -- i.e., not just *how* she is better, different, of quality or whatever, but also *why*). Another is one that offers something of value -- one that the reader can really take advantage of and get something from.

"What I mean is, the bestselling word in the English language is the word 'FREE.' If you offer something for free in your signature file or tagline, your chances of increasing traffic are significantly higher. For example, in my case I offer a freely downloadable ebook on my website. Without question, it's one of the best viral marketing tools I've used.

"When I incorporate this freebie into my tagline, or even an invitation to subscribe to my free newsletter or to obtain a free quote for my copywriting services, my traffic goes up. Sure, a 'tire-kicking' freebie-seeker is not going to give me immediate business. But many of them have bought my services after reading my book or being subscribed to my ezine for a while. It's all about building trust, right?

"Essentially, the tagline is not meant to get people to visit but meant to get people to do something: subscribe, download, join, read, reprint, you name it. I call this 'directional marketing,' since it directs people to do something, and not just 'here's my link, read it.' (I mean, if that's all there is, then why should I click it? Who cares, in other words?)"

A caveat, though: keep in mind that most discussion boards and list moderators will not accept blatant advertisements -- your post should therefore avoid being too engrossed in your company or product, or being copiously filled with links to your site.

This goes for your signature file, too -- it should be no more than seven lines long (three to five are the norm). The bottom- line is this: Check the board's guidelines or, better yet, lurk for a while to get a flavor of what's being posted before you dive in. You want to build your credibility, not destroy it.

Caving In To The Content Craze
Electronic newsletters, and specifically ezine publishers and editors, are similar to discussion boards and board moderators -- in other words, the same rules apply when submitting an article for publication to them. You must check with the publisher or the site on which the ezine appears for submission guidelines -- they will tell you what is acceptable or for what they are looking. Follow them as specifically as possible.

Most often, it is best to actually subscribe to the newsletter directly, one in which you have an interest, in order to get a flavor of what articles are being published before you do submit one of your own. This is also important especially to find out if the ezine and your topic both target your specific market as well (you want to appear in front of qualified eyeballs).

By subscribing, you will also get the email address of the editor or publisher, in many cases. Most of them are constantly seeking fresh content, and as a result will publish an email address in the ezine issue -- an address to which you can send article topic ideas or actual submissions.

Above all, an effective and safe method is to hire a publicist to distribute your articles for you. That person may not only have a large number of contacts (and some of them in the thousands), but also they have developed relationships and credibility with editors. One I strongly recommend, and the one I use for all of my article submissions, is Anne Marie Baugh of Write-Promotion.com.

An important guideline: never send your article as an attachment. Beyond the fact that it's annoying, most editors file their article submissions in a specific folder in their email programs. And when they conduct a search to retrieve articles of a certain topic or theme for their next publication, attached articles will simply be overlooked.

Most editors and publishers prefer wrapped articles, particularly at 65 to 70 characters wide. I highly recommend TextPad. Textpad is like notepad but on steroids. It's loaded with functions, such as an integrated character map, a multi-document table and more. It's also effective for hard-breaking word wraps at 65 characters (called "split-wrapping").

As far as actual ezines go, one I recommend for writers and ezine builders alike is Ezine-Tips.com. It's part of a family of ezines for ezine publishers, editors and writers at List-Universe.com.

Another one is Article Announce, which comprises of several announcement lists providing free content to thousands of ezines, newsletters, magazines and websites. And finally, there's also IdeaMarketers.com website and list.

One technique I found to be very successful is the solo mailing, where your article is delivered alone to a targeted, opt-in list of subscribers. (They're also called "advertorials," which means articles, tutorials or editorials that are sponsored or advertising-oriented.)

Of course, these types of solo mailings are not cheap. But keep in mind that the attention level is much greater than a typical article embedded within an ezine. Also, an advertorial appears more as an educational piece than an overtly commercial message.

If you choose this route, advertise only in ezines whose readers logically fit into your target market -- whether or not they are the same is not important. For example, if people who like, say, New Age music also like topics related to spirituality, then try to get into ezines whose topics revolve around spirituality, too. Read my article, entitled How to Target Your Perfect Market.

There are tons of ezines focusing on pretty much every subject imaginable. Finding a topic-specific ezine is good, but also find one whose subscribership consists of people who enjoy, say, New Age Music -- while not targeting that specific niche directly. In other words, fish where the fish swim. Hang out where they do.

In addition, some ezine publishers outright offer solo, exclusive mailings to their newsletter subscribers for a fee. In this case, your articles are distributed by themselves to the readers of an existing ezine, which offers several advantages. For example, you are able to join the ezine, get a flavor of the topics discussed and define the quality of the readership, in advance.

A Final Note
In the final analysis, realize that getting "out and about" by submitting content, whether it's to ezines, discussion lists, message boards, content-driven websites and even newsgroups, is an effective and often overlooked strategy. If you're tired of relying on (and paying) search engines for your traffic, and you also want targeted, qualified traffic, too, try this tactic.

Don't just create content ... Spread it around!

Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.
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Michel Fortin is a direct response copywriter, author, speaker and consultant. His specialty are long copy sales letters and websites. Watch him rewrite copy on video each month, and get tips and tested conversion strategies proven to boost response in his membership site at http://TheCopyDoctor.com/ today.
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Posted by ralph at 04:06 PM | Permalink

Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.
-----------------------------------------------------------------------------------------------------------------
Michel Fortin is a direct response copywriter, author, speaker and consultant. His specialty are long copy sales letters and websites. Watch him rewrite copy on video each month, and get tips and tested conversion strategies proven to boost response in his membership site at http://TheCopyDoctor.com/ today.
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If there is something about which I am pretty adamant, it's the concept of attracting clients that are pre-qualified and willing to do business. And this involves many different things, but most of it comes down to three core practices: 1) Focus, 2) targeting, and 3) multiplication (such as focusing on a niche, market targeting, and multiplying one's marketing efforts).

However, this fundamental magnetism is not only based on pure marketing practices or strategies. It also involves something at a much deeper level that is far more effective than any other marketing tool or process. This "thing" to which I am referring is, I believe, the most important marketing secret that I can ever teach you -- and it's far from being a secret at all.

It is considered as one to a certain degree simply because it is often neglected or ignored by many businesspeople. What is this secret that's so elusive? Before I divulge it to you, I must first admit that it upsets me terribly to see when people tend to scoff their most valuable marketing assets. No, I'm not referring to salespeople or promotional activities. I'm not referring to prospects or clients either. I'm referring to dreams and passions.

"Marketing is not a battle of products, but of perceptions," marketing expert Jack Trout once wrote. If people perceive that doing business with you has an implicit added value, especially when compared to your competitors that are fiercely fighting for your market's attention, you will often end up with their confidence (and their repeat and referral business) as a result.

Of course, there are numerous ways that value can be added to your business -- e.g. by specializing, by branding your products and services, by presenting benefits rather than features, by delivering personalized services, by presenting a professional image, by offering something for free and so on. But the most effective way to communicate this added value is through the genuine, sincere, and passionate zest you have for what you do.

People have a tendency to gravitate toward other people who love what they do -- their enthusiasm, charisma, and authentic desire to serve others are instantly communicated through their actions and particularly their marketing efforts. Sadly, however, the marketplace is filled with so many people who jump into business for one sole purpose: Money.

They work for a pension instead of a passion. They are so profit-minded that they fail to enjoy the process. The great anthropologist, Joseph Campbell, said it best when he said that old cliché: "Follow your bliss" a few decades ago. Actually, that saying is older than you think. Chinese sage Confucius, in 500 B.C., said: "Do what you love and you'll never have to work a day in your life." Author Marsha Sinetar wrote a book, entitled: "Do what you love and the money will follow." Peter McWilliams, author of "Life 101," claimed: "Do what you love and the necessary resources will follow."

Now, it's my turn. I say...

"Do what you love and the business will follow."
Well folks, there you have it. That's the greatest marketing secret of all time. It's to do what you love or to love what you do. And if you don't love what you do, then find it. Make *that* your bliss. As Jim Rohn once said, "If you don't like where you are, then change it! You're not a tree."

Doing what one loves is a fundamental marketing process. For example, when you deal with two people competing for your business, and if one of them has the "fire burning in their belly" (a genuine passion for what that person does), then how much more willing will you be to do business with that person than the other? How much more believable and credible will that person be compared to the other? And most important, how much more value will that person bring to the table than the other? The answer is pretty obvious.

Enough said.

People who love what they do generate far more word-of-mouth advertising. In subtle ways, they communicate that they are experts, that they are interested more in your needs than your money, and that they will go out of their way to please you. And they certainly develop far more enriching and superior customer relationships -- let alone referral-sources.

Entrepreneurialism has increased in fervor these days, and that's good. But as a result, the hypercompetitive nature of the marketplace will in turn increase the demand for more uniqueness, more competitive value, and greater customer service. However, if you love what you do, your passion will intrinsically communicate all of those things combined.

Just as people choose to work in jobs they hate, many will choose a business or an endeavor that gives them absolutely no sense of purpose. They attempt to earn a living and do so with retirement in mind (or the thought of financial independence), anxiously awaiting those golden years when they will finally start to enjoy their lives. (The funny part is that the future is guaranteed to no one. So, the key is to enjoy it now -- later may never come.)

Needless to say, if you do what you love (or focus on a business you enjoy instead of the money you want to earn from it), you will not only make money as a natural byproduct but also enjoy much happiness, satisfaction, joy, inner peace, and of all things, security.

How many millionaires out there have reached phenomenal levels of success but failed in other areas? According to Bob Proctor in his book "Born to be Rich," the list is endless. To make it short, he mentions numerous wealthy and famous Wall Street magnates in the past century alone that have ended up going insane, getting divorced (multiple times), going broke, suffering from heart attacks, committing murder, or even killing themselves.

Ultimately, if you do what you love or love what you do, you will naturally attract more business by the sheer fact that your passion is also communicating to others that you are offering the best solution to their problems. Why? You are offering them the best... YOU.

Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.
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Michel Fortin is a direct response copywriter, author, speaker and consultant. His specialty are long copy sales letters and websites. Watch him rewrite copy on video each month, and get tips and tested conversion strategies proven to boost response in his membership site at http://TheCopyDoctor.com/ today.
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Posted by ralph at 02:40 PM | Permalink

Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.
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Michel Fortin is a direct response copywriter, author, speaker and consultant. His specialty are long copy sales letters and websites. Watch him rewrite copy on video each month, and get tips and tested conversion strategies proven to boost response in his membership site at http://TheCopyDoctor.com/ today.
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I was recently interviewed by a print magazine about niche marketing. In it, I offered several tips and ideas on how to carve a niche in the marketplace. Here are a few of them:

1) Michel, what do you do? How do you do it?
If you know my personal story, you know how niche marketing played an important role in my career. (See another interview in which I discuss this, along with the strategies I used to propel my career.)

Long story short, I feared rejection immensely, which led to a reclusive childhood. I wanted to overcome my fears and decided to dive into the world of sales in order to fight them. Years passed and many failures ensued until I finally became the top producing salesperson in Canada for a Fortune 500 company.

How did I accomplish that? Since I hated prospecting, I found and developed more effective marketing strategies that caused high quality prospects to come to me instead of the other way around. I no longer had to prospect. I no longer had to be rejected. In short, I went from prospecting to positioning.

In other words, I decided to specialize in a specific niche -- even though my employer did not require it of me. I positioned myself as an expert in a specific area (for a specific target market). Essentially, even though I could sell everything to everyone from this employer, I decided to specialize in only one product line for one particular category of prospect.

As a result, I attracted pre-qualified prospects to my door.

People today are bombarded with information, commercials and competition. Prospecting online is not only difficult but also impossible, nowadays. Thus, you have to market in such a way that causes those kinds of people to come to your business or website, and not the other way around -- like a magnet.

Therefore, rather than prospect for clients you must position your business as unique in a particular category or industry, or for a specific audience or market. And by being unique, you will naturally become the leader. With all the competition out there, it is no longer possible to be better than the others. The goal, therefore, is to be different -- and not better.

2) What is niche marketing? Why is it important?
Today's world has become overcommunicated and hypercompetitive -- one huge blur of sameness, in my estimation. If you attempt to be too general or too wide in your approach, you will only dissipate among the blur. And people will not see any greater value in buying from you than in buying from the competition.

One of the greatest errors committed by most new businesses is that they fall into a trap: they try to be "all things to all people." And they do so because they are mislead by the notion that, by offering more (or by serving more people), they will generate more sales. That's understandable for the survival of any new business depends on the number of sales it makes.

Based on the law of averages, you will have to advertise quite heavily to be in front of as many eyeballs as possible, with the hope of attracting an adequate amount of prospects that will in turn translate into a certain number of sales.

Undeniably, this requires a gigantic advertising budget.

For most new and especially smaller businesses, this is quite a challenge if not impossible. Admittedly, it is true that, the greater your reach is, the greater the potential quantity of responses will be. But what about quality? Would it matter if your business or website generates a large quantity of uninterested visitors that will simply never buy from you?

Let's look at the Internet. If your online business targets everyone, then your marketing message (and that includes your website) must therefore be painted with broad brushstrokes as to appeal to everyone. And the challenge with such an approach is the fact that you will lose a large percentage of visitors.

They may fall into your target market, but visitors that leave your website do so because they likely feel left out or become uninterested fast. Others simply choose competitors that might provide them with greater perceived value. In other words, the broader you are in your appeal, the less relevant you will be to any and every individual visiting your site.

If your site sells everything, chances are that your audience will not perceive any greater value in shopping from you any greater than from anyone else. In fact, the only common denominator, with which they have to work, is price. If there are no other points of comparison, naturally the cheapest alternative wins.

Sales will increase dramatically if your site is centered on a specific theme, product, industry, people or outcome. A niche, in other words. Put in a different way, the more focused you are, the less you will need to produce a sufficient quantity of website visitors to produce similar results.

3) How can someone find a good niche?
A good niche is one that:

exists
is easily identifiable
is easily targetable.
The most commonly asked question I receive from aspiring entrepreneurs is this: "What product should I sell?" (Or "what sells well on the Internet?") Quite frankly, everything sells (and can sell well) -- from pet food to travel packages -- in some way, especially online.

In fact, everything is being or can be sold, somehow, in some form or another. But that's not the problem. It's not what you sell -- it's to whom. In other words, don't look first for a product to sell. Look for an easily targetable market with an easily identifiable need -- a need for a specific product, be it a good or service -- and provide them with that product.

In order to achieve this, you need to be observant and listen to the needs of the marketplace. If people seem to be asking for a specific solution to a problem, obviously it is because a niche exists that has yet to be filled. Once you have found a niche, everything will flow from that point. In fact, if you follow this tactic you will constantly find products to sell.

Simply put, don't carve a niche. Rather, find one and fill it.

4) What are ways to become an expert in a particular niche?
If you offer a customary service or if your competition offers the same thing you do, catering to a niche helps to project an aura of uniqueness and superiority instantaneously by virtue of the fact that it doesn't appear as customary. Rather than copying your competition, you isolate yourself from them.

For instance, if you required brain surgery, would you choose a dentist? Would you choose a general, medical practitioner, even a general surgeon? Not really. You would probably choose a neurosurgeon. It's the same thing for other products. If you owned an imported car that needed new brakes, would you choose any general mechanic? Or would you choose one that not only specializes in brakes but also specializes in imported cars?

Expertise is in the eyes of the niche. Specialization is in itself a marketing process that, as a byproduct, generates the perception of expertise. It's amazingly effective in creating "top-of-mind" awareness among a specific target market.

For instance, an accountant specializing in car dealerships will acquire more clients than a general accountant will. An advertising salesperson specializing in home furnishing stores will sell more advertisements than a typical advertising agent will. A photographer specializing in weddings will get more bookings than a regular photographer will. Ad infinitum.

As more businesses get started, and the more inundated with marketing messages our society becomes, the less time, energy and money people will have to spend in choosing the companies with which they will do business. Thus, specialization helps to solve that problem by projecting an aura of expertise.

Take the mechanic, mentioned earlier. Rarely would you call a general mechanic an "expert mechanic," unless she has invested a considerable amount of resources in branding herself that way, or in educating herself deeply in the world of mechanics, backed by many, many years of experience. On the other hand, it would be easy to dub a mechanic -- even a new one -- that specializes in imported car brakes as an "expert mechanic."

Similarly, by finding and dominating a niche, you can become an expert by design -- not by default.

Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.
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Michel Fortin is a direct response copywriter, author, speaker and consultant. His specialty are long copy sales letters and websites. Watch him rewrite copy on video each month, and get tips and tested conversion strategies proven to boost response in his membership site at http://TheCopyDoctor.com/ today.
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Posted by ralph at 03:03 PM | Permalink

Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.
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Michel Fortin is a direct response copywriter, author, speaker and consultant. His specialty are long copy sales letters and websites. Watch him rewrite copy on video each month, and get tips and tested conversion strategies proven to boost response in his membership site at http://TheCopyDoctor.com/ today.
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In today's fast-paced world, ecommerce is growing at an explosive rate and most ebusinesses know that offering visitors the ability to buy online is becoming essential. The Internet is a direct marketer's paradise -- no, make that an impulsive shopper's paradise. And when customers can buy on impulse and do so in the privacy and convenience of their own homes or offices, the likelihood that more sales will be generated will definitely be higher.

Since most impulse orders are processed by credit cards, then having a merchant account is one of the key ingredients to a thriving online business if not an necessity. But if your site is e-commerce-enabled and you do accept credit card orders, your marketing communications should therefore include that availability, especially if you accept most major brands.

There are many reasons for this. Aside from informing clients that they are able to conveniently shop from your web site and process their orders expeditiously, the perception of added value will also increase. Your company and products gain instant credibility by merely "piggy-backing" on brand name credit cards -- even though the two are completely unrelated.

Give Your Customers Credit
When people are offered the benefit of both convenience and immediacy, the quality of your service will perceptually increase. Research has shown that options and value were the top two key factors in the decision to buy from one company over another -- price and quality were at the bottom of the list. (Price is never an issue -- it's the value behind the price that is.) If you offer the same product that a competitor does for instance, but only you provide different payment options, you will undoubtedly be in a much stronger position.

However, obtaining a merchant account and administering an ecommerce-enabled web site require a great investment of both time and money. Many businesses would love to skip the hassle and expense of offering online credit card payments, and others do so for those very reasons -- even when they are fully capable of accepting credit cards.

Moreover, many banks turn down online merchant applications since the Internet is regarded as an increased risk (i.e., the lack of signatures heightens the risk of chargebacks and fraud). In addition, the greatest portion of online commerce is made up of small businesses -- many of which are incapable of obtaining merchant accounts. Fortunately, there are solutions.

You Can Leave Home Without 'Em
Some companies now offer alternate ecommerce solutions where even the single-person business can profit from the web. They act as resellers or third party billing companies that, for an additional fee, will process orders for non-merchant client businesses. Some of these companies also offer a variety of online tools, such as administrative functions, shopping carts, scheduled payouts, and seamless, secure transactions -- often at no extra cost.

Their transaction fees may be substantially higher than those of standard merchant accounts (anywhere between 8 and 15%), but keep in mind that most of them do not require any setup fees, expensive software, equipment leasing, or security deposit. Such companies include:

http://www.ibill.com,
http://www.internetsecure.com,
http://www.ccnow.com,
http://www.2checkout.com,
http://www.stormpay.com,
http://www.payaah.com,
http://www.verza.com,
http://www.clickbank.com,
And http://www.paypal.com.

However, while many people own credit cards there are many others that do not (for one reason or another) or others that will simply refuse to buy online because of security concerns. These potential customers, while a minority, are often ignored as a result. It therefore makes perfect sense to offer clients several payment options -- the more the better.

For instance, some companies offer the ability to accept online checks (or what banks call "demand drafts"). Similar to credit card orders, online checking allows visitors to supply their checking information online (or even by fax or email). Once entered into a specific program, checks are then printed out and then deposited like standard ones. They include:

http://www.paybycheck.com,
http://www.icheck.com,
http://www.validcheck.com,
http://www.ibill.com.
And http://www.checker.net.
Did You Make Your 1-900-PAYMENT?

In addition, some companies grant businesses the ability to process payments by phone where charges for products or services are applied to a client's phone bill, such as with those infamous 1-900 pay-per-call lines (like Verotel.com and eCharge.com). Customers simply dial a specific number assigned to a specific product and the amount of the purchase is charged by their telephone company, which is then responsible for collecting the money.

While these alternate payment processing services may seem particularly appealing to those having problems obtaining or setting up merchant accounts, they shouldn't be discounted by those already accepting credit cards online. With the skepticism around online security, offering more payment options will likely increase potential sales let alone credibility.

Nevertheless, the underlying benefit of the Internet is the speed at which people can obtain information let alone products or services. Therefore, don't let the lack of it hinder your sales. The way to profit more quickly from the Internet is to be able to process orders more quickly.

Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.
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Michel Fortin is a direct response copywriter, author, speaker and consultant. His specialty are long copy sales letters and websites. Watch him rewrite copy on video each month, and get tips and tested conversion strategies proven to boost response in his membership site at http://TheCopyDoctor.com/ today.
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Posted by ralph at 02:47 PM | Permalink

Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.
-----------------------------------------------------------------------------------------------------------------
Michel Fortin is a direct response copywriter, author, speaker and consultant. His specialty are long copy sales letters and websites. Watch him rewrite copy on video each month, and get tips and tested conversion strategies proven to boost response in his membership site at http://TheCopyDoctor.com/ today.
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The smart Internet marketer knows that she must go beyond the search engine to produce good quality traffic. Granted, search engines do help. But they are not a panacea. (And most people they are.) They're simply a lazy way to do so with results that can often be mediocre at best.

Unquestionably, obtaining a favorable position on the search engines is both an art and a science. Unfortunately, the web is replete with marketers who rely quite heavily on search engines alone for building their traffic or, worse yet, on search engine tactics that amount to meager results.

I'm far from being a search engine expert.

But, I'd like to give you some of my own tips and tricks that have helped me, and which could benefit your overall strategy or at the very least enlighten you and hopefully dispel some common myths.

First, successful Internet marketing is not a single process -- or a simple one, for that matter. It is a combination of multiple principles, strategies and tactics that are, directly or indirectly, focused on three essential elements:

Building traffic,
building trust and
building sales.
Every single marketing activity you perform must revert to, result in or improve upon any if not all of the above three guiding principles. The less you adhere to any one of these three rules, the more attention, time and energy that rule will demand of you. A vicious cycle.

Here's an example.

Will top positioning on the search engines bring you a lot of traffic? Ostensibly, the answer is "sure." But the more important question to ask is: will that traffic be qualified for, and interested in, what I have to offer?

And therein lies the key: should your website be ranked higher based on a broad, general keyword? No. Of course, being visible on search engines based on generic words may generate a lot of traffic. But keep in mind that the more generic the keyword is, the more generic the visitor will be.

The quality of your traffic hinges greatly on the quality of the manner in which your site was discovered. Similarly, the quality of your traffic hinges greatly on the quality of the keywords under which your site was ranked.

I agree that the above may appear simplistic. But you would be amazed to learn how many people try to rank higher using single, generic keywords in order to produce an abundant quantity of traffic, which in the end will never be qualified for, or genuinely interested in, what is offered.

Some proponents argue that search engines drive up to 75% of the Internet's traffic. While true, it is somewhat misleading. When you distribute that traffic among 30 million websites, it amounts to little per site, while keeping in mind that only a handful of websites is relevant to any given search and that an even smaller number enjoys the majority of this traffic.

About 85% of people using search engines leave after the first two search result pages given. Unless a site is located in the top 10 or 20 listings, search engines will never be helpful. So, how do you become visible (i.e., in the top 20) in a way that it generates targeted, qualified traffic to your site?

The key to obtaining optimal ranking is through more audience- targeted keywords. And note that I used the word "optimal" and not "top," here. Achieving top rankings requires hard work and persistence. Since search engines change sporadically, there is no rock-solid way of doing it.

As my friend Jim Daniels once rightfully noted, his best rankings occurred when he abandoned his search engine efforts altogether (mostly by happenstance, if you will). It's a perfect example of the adage "a watched pot never boils."

Should you abandon your search engine efforts completely? Not at all. Far from it. In fact, if you read Jim's article, he attributes his success with the search engines to continually adding fresh, keyword-rich content to his website, and to focusing more on his customers rather than on search engines.

Simply stated, Jim followed the Pareto Principle.

The Pareto Principle (a.k.a., "80:20 Rule") applies to search engines, too. Vilfredo Pareto, an Italian economist and sociologist (1848-1923), studied the distribution of wealth in a variety of countries in which he discovered a common thread: about 80% of the wealth in most countries was controlled by a predictable and consistent minority (about 20% of the people).

Since then, his rule has been applied to other areas, such as 80% of the results are produced by 20% of the people (or the activities). With search engines, it means only 20% of your efforts will yield 80% of your results. It also means that 80% of your traffic will stem from 20% of search engines.

Therefore, forget broad, generic keywords or expressions. Look at it another way: the more targeted the keyword is, the more targeted the visitor will be. To help you, read my article, "The Targeting Model." In the same way, attract quality traffic by choosing keywords that are:

audience-specific,
audience-related or
audience-oriented.
The same goes for checking your visibility.

If you use web-based services or software that analyze your position in the search engines based on specific search words or terms, you could be easily misled if you use generic or untargeted keywords.

But using market- or product-oriented keywords can make a big difference, which offers another reason why niche marketing is vitally important on the competitive Internet. The more niche-specific you are, the less competition you will have -- including competition on the engines fighting for top spots.

You sell cars. Let's also say you sell a specific kind of car (i.e., sports cars). Let's also say your car (let's use the Porsche as an illustration) is intended for an audience in which you specialize (let's say yuppies, like recent graduates of medical and law schools, and now high tech schools).

However, unlike the generic word "car" your chances of being in the top 10 position will be greater with words like:

"Sports cars, Porsche, red cars, racing, GT, Boxter, car parts and accessories, engineering, classics, 911, Coupe, Carrera, Cabriolet, fast engine, horsepower, racetracks, motor, motorsports, driver, spoiler, travel, automobiles, autos, vehicles, recent graduates, University, doctors, lawyers, affluence, prestige, speed, toys, gears, money, ego, new, German, Mission Impossible 2, Tom Cruise, etc."

Before we go any further, let me explain why some words were included in the above example. Remember: I mentioned earlier that your keywords or phrases should be 1) audience-specific, 2) audience-related or 3) audience-oriented (when you follow the targeting model mentioned earlier).

Each concentric circle defines, in order, a specific target level: 1) the center being one's core market, 2) the middle layer being the industry itself or other related fields, and 3) the outer perimeter being extended, augmented or unrelated fields, such as unrelated websites frequented by your market.

Naturally, you may place center and middle level keywords into your meta tags, including your title, alternate text, description and keywords tags. Validate your meta tags by using free services like Meta Scanner or Meta Analyzer.

(If you want to generate meta tags, even search engine robot tags, see this site that lists, explains and provides an online tool for creating meta-tags.)

The third level is also important. In fact, some third level words appear in the preceding Porsche example, and a few are totally unrelated to the website, product or business (e.g., "Tom Cruise" or "Mission Impossible 2"). These words are far from generic but they can attract a large number of visitors.

However, if these trademarks were included within your meta tags, it could put you in legal hot water. Therefore, the question is: "How does one circumvent these restrictions?" The answer is simple: add more content!

Possibly because of the proliferation of automated, irrelevant doorway pages, search engines are relying less and less on the keyword meta tag. In a recent issue of Web Marketing Now ezine, Jerry West mentions trials he conducted in order to test search engines' recognition of the tag.

Says West citing the results of his research:

"AltaVista and Infoseek read the keyword meta tag [but] all other major search engines ignore it. In fact, our testing has determined that by using the keyword tag, it could be preventing your page from being indexed by AltaVista."

West suggests to focus on keywords within the body text rather than the keyword meta tag. In fact, some engines (if not most of them) recognize words in the first lines of the body text and even each paragraph. Moreover, West continues: "AltaVista is known to ignore any phrase in your keyword tag that isn't also used in your body text."

By constantly adding fresh content to your site, you not only increase its value and "stickiness," but also, as a natural byproduct, increase the number, frequency and relevancy of keywords and phrases. But there is an added benefit: unlike redirected, keyword-stuffed doorway pages, additional content will actually become doorway pages for you.

New content naturally increases your keywords.

So, to boost your content, write articles about your industry or area of expertise. Post news about your firm or product. Publish articles from other industry experts. Add press releases about anything new. Include a directory of favorite (and related) links or topics. And I can go on.

You may ask: "So, what about the Porsche example?" You might be wondering why I mentioned "Tom Cruise." A year ago, Porsche issued a press release regarding their new association with Paramount Pictures. If you have seen "Mission Impossible 2," you may have recognized the 911 Carrera driven by Cruise. Of course, the press release was posted online.

Here's the kicker: without the need for adding these popular keywords directly in Porsche.com's meta tags, search engines will likely recognize the words "Tom Cruise" and "Mission Impossible 2" as keywords within Porsche.com's press releases and body documents.

I'm neither a legal expert nor do I pretend to be one. And I'm not a search engine expert, too. But what I do know comes from personal experience: like my friend Jim Daniels, as my article archive grew traffic grew proportionately (without any additional marketing, too).

(Incidentally, if you would like to know more about meta tags and how they work specifically, I highly suggest you read this informative tutorial. And for the latest tips, updates, changes, news and tricks on most of the search engines, visit SearchEngineWorld.com. They also have a free ezine.)

While keywords should be focused and targeted, remember that keywords alone do not promise higher rankings. Keyword density and relevancy, along with link popularity, are also important, especially with human-reviewed or human-compiled directories, like Yahoo! and DMOZ.

But human-compiled directories are not alone. Just as software programs are regularly updated with newer and better versions, search engines are becoming more and more sophisticated, too.

"We look at half a dozen factors in ranking," said Don Dodge, AltaVista's Director of Engineering in an interview with search engine guru Danny Sullivan. "The words on the page, their frequency and their position on the page are still among the most important factors."

Keyword density is the ratio of keywords to the total number of words on a web page. In other words, it is the number of a particular word appearing in all the different locations (such as the various tags -- meta, comment, alt and header tags -- and the body text) divided by the total number of words.

However, the overly repetitious use of keywords is also known as keyword or index spamming, or "spamdexing." This practice might cause some search engines to reject your site, ban your IP or penalize it by giving it a much lower ranking than what it would have otherwise deserved.

Keep the keyword frequency to 3-8% of total words. Spamdexing also consists of tricking search engine spiders by hiding repetitious, misleading or irrelevant keywords often in nefarious ways (such as using the same background color for the font). Nevertheless, avoid spamdexing altogether.

Moreover, one factor that's becoming increasingly important is link popularity. Because of the growth of irrelevant, keyword-dense, software generated doorway pages, and in an effort to "clean house," more and more engines use link popularity. Reason? Websites generally do not link to doorway pages. If a page has poor link popularity, it's may be a doorway.

Above all, focus on your audience and use keywords that cater to them specifically. You might ask, "What if I am outranked, even with targeted keywords?" If so, use tools to suggest the best keywords, check your popularity and analyze competitors.

For example, use keyword suggestion tools -- software that can help you find good, targeted keywords, or online services that provide the same thing. Then, open an account with The Informant, now Tracerlock.com.

It's a free service that will save search engine queries, monitor them periodically and send you email whenever there are new or updated pages. It will also compare your site with others. The key is not to use URLs of assumed competitors but to use actual URLs that outrank you.

Another keyword tool is KeywordCount.com. It's a free service that will analyze the density of your top keywords. Also, it will compare your results against those of a second URL -- preferably one that outranks you on the search engines, particularly under targeted keywords. This will reveal a lot.

You can even use Tracerlock and Keyword Count together, where you compare the density of a specific word and then enter the two URLs (yours and the URL of your competitor) on Tracerlock for monitoring. It will email you the top results it found and the specific ranking of sites monitored.

Finally, you can also repeat the entire process for other search engines and for specific pages on your site. If a new competitor appears, add their URL and keywords retrieved from Keyword Count in your Tracerlock settings. (Or open a new account for other URLs -- after all, it's free.)

As you improve your optimization, whether it's through better meta tags or simply adding more content, over time you should also see some improvement in your rankings. Regardless, you will at least have a list of keywords from which to work.

Now, what happens if your rankings do not improve? Remember that keywords are not alone. Therefore, the next step is to visit a link popularity checking tool. It's a free service that will query the search engines on how many sites are linking to yours. Try it will all URLs (yours and those of your competitors). Then, compare the results.

This will provide you with some insight as to how the search engine prioritizes link popularity in its algorithm. And if it's high, then you know you have some work to do. But once you've boosted your link popularity, and if your rankings do not improve, the next step is to see how much traffic those outranking URLs actually get, and to compare them with yours.

Download the Alexa browser add-on. It's a free tool that allows you to retrieve information about a site you visit (e.g., freshness, speed, contact information, link popularity and, most importantly, traffic).

Incidentally, Alexa's traffic indicator is not an empirical metric. It's based on visits by Alexa users only. But it is nonetheless quite insightful as you can easily extrapolate the numbers to estimate a site's actual traffic.

Alexa, Tracerlock, Link Popularity, Keyword Wizard and Keyword Count are great tools that will give you some clues as to how your competitors are doing and why they are outranking you. And they will also give you ammunition in your efforts to achieve higher rankings.

But remember the rule mentioned at the beginning of this article, which is to focus on building traffic, building trust and building sales. If your efforts do not in some way result in or improve upon these areas, forget them. They will waste more of your time than working with search engines will.

Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.
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Michel Fortin is a direct response copywriter, author, speaker and consultant. His specialty are long copy sales letters and websites. Watch him rewrite copy on video each month, and get tips and tested conversion strategies proven to boost response in his membership site at http://TheCopyDoctor.com/ today.
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Posted by ralph at 04:02 PM | Permalink

Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.
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Michel Fortin is a direct response copywriter, author, speaker and consultant. His specialty are long copy sales letters and websites. Watch him rewrite copy on video each month, and get tips and tested conversion strategies proven to boost response in his membership site at http://TheCopyDoctor.com/ today.
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Surprisingly, the most important part of good website design has really nothing to do with what most people think. It is true that they all play a big part:

Minimal yet tasteful graphics,
Plain, readable font,
A solid contrast between text and background and
A nice blend of colors based on a uniform color scheme.
Together, they do make a website look professional and credible.

But why are professional looks so important on the web? First, just like its opportunities and benefits the limitations of ecommerce are just as many. For example, one of them is surely the Internet's lack of tangibility. An Internet shopper can not touch, feel, smell or taste a potential online purchase. The second is the lack of familiarity. An online business may be totally unknown and therefore untrustworthy to the new online consumer.

Since scams and snake oils are common these days and particularly on the web, it has become difficult for anyone to accept anything at face value -- at least, to a degree. People have a natural tendency to make what I call UPAs -- or "unconscious paralleled assumptions." In other words, when they see only one part of the whole they unconsciously assume that a parallel exists between it and the whole. It's just human nature.

For example, you enter a store that offers quality products -- such as one focused on kitchenware. But as you enter the store you notice that the shelves are unorganized and dusty, and that posters are placed all over its walls (such as one promoting the latest blockbuster movie, one announcing the latest car widget to hit the market and one marketing the latest political party to run for office). Now, what will be your initial perception?

Even if the store purportedly offers great products and provides good customer service you will have a natural inclination to assume that their products (let alone their customer service) will be just as disorganized, unprofessional and lackluster -- and more than likely you will do this simply based on your initial, unsubstantiated perception. Therefore, if you wouldn't buy from such a store then why would you buy from a website that is totally disorganized, plastered with banners and affiliate programs, and terribly inconsistent from page to page? Consistency breeds consistency.

Stated differently, consistent looks lead to consistent sales. I am however astounded to still see so many online businesses -- even reputable businesses that sell quality products and offer good customer service -- on websites that smack of being put together horrendously quick. In these cases, inconsistency will preclude any sign of professionalism.

A question was posed in one of my favorite marketing discussion groups, Nicholas Schmidt's Profit Talk, which asked: "Would you buy from a site hosted on a free server?" It sparked an interesting discussion to say the least. In here the poster meant those free websites like freeyellow.com or hotyellow98.com -- or, as Schmidt put it, "The ones with those annoying advertising frames popping up left and right, making it completely obvious that the [company] behind the site is a one-man operation."

While only one answer was positive -- provided that the free site was a referral from a trusted source -- the majority ruled otherwise. I agree with the majority. Professionalism is not limited to the looks of a website.

For example, if an online business' domain name is long and cumbersome, as is the case of http://www.geocities.com/eureka/concourse/7990/, the natural presumption will be that the business is not making any money. In turn, this will consequently cause people to conclude that the business is not successful (or genuine, for that matter). Not good. (By the way, I'm not saying this lightly as I speak from personal experience. In fact, if you click on the Geocities link above you will understand what I mean.)

Nevertheless, in addition being consistent includes your marketing activities. As Monique Harris of SellYourBrainFood.com once noted, "Try to become a regular." If you frequent discussion forums in which your target market congregates, try to post on a regular basis -- over time you'll be recognized as an expert in your field. For example, time permitting I actively participate in Internet marketing discussion groups. Some of my favorite ones include the following (I also strongly encourage you to visit them):

http://www.bizweb2000.com/wwwboard/,
http://forum.marketingsecrets.com/,
http://www.williecrawford.com/cgi-bin/index.cgi,
http://www.wilsonweb.com/forum/,
http://www.ablake.net/forum/,
http://www.profitinfo.com/discuss/marketing/,
http://www.warriorforum.com/forum/,
http://rwm.net/internetmarketing/index.htm,
http://webwizards.net/AssociatePrograms/discus/.
And of course, my own at http://copywritersboard.com/.

Nevertheless, consistency breeds consistency. Keep that in mind in all your marketing efforts. It is the most important element of web design -- or of online marketing in general, for that matter. Consistently project an aura of expertise and professionalism, and you will see a big improvement in results.

Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.
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Michel Fortin is a direct response copywriter, author, speaker and consultant. His specialty are long copy sales letters and websites. Watch him rewrite copy on video each month, and get tips and tested conversion strategies proven to boost response in his membership site at http://TheCopyDoctor.com/ today.
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Posted by ralph at 02:51 PM | Permalink

Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.
-----------------------------------------------------------------------------------------------------------------
Michel Fortin is a direct response copywriter, author, speaker and consultant. His specialty are long copy sales letters and websites. Watch him rewrite copy on video each month, and get tips and tested conversion strategies proven to boost response in his membership site at http://TheCopyDoctor.com/ today.
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As of June 2001, over 22.7 million ".com" top level domains (or "TLDs") have been registered. In other words, the Internet consists of close to 23,000,000 dot-coms,which,in turn, are 76% of all TLDs. It means that you're more likely to win the lottery than find a good domain name.

Due to their increasing scarcity, domain names that are short, memorable and suggestive have become "hot" commodities. As an example, domain names acquired at exorbitant prices include:

business.com -- sold for $7.5 million
asseenontv.com -- sold for $5 million
altavista.com -- sold for $3.3 million
loans.com --- sold for $3 million
autos.com -- sold for $2.2 million
wallstreet.com -- sold for $1.03 million
forsalebyowner.com -- sold for $835,000
drugs.com -- sold for $825,000
cinema.com -- sold for $700,000
art.com -- sold for $450,000
engineering.org -- sold for $199,000
fruits.com -- sold for $160,000
perfect.com -- sold for $94,000
But large, corporate buyers are not alone. Even small business owners and speculators alike are making a comfortable living in buying and selling domain names. For instance, eBay.com recently had actual bids for as little as $400 for netmotors.com to as much as $25,000 for drpepper.net -- and everywhere in between.

While it is true that scarcity is a contributing factor to the commoditization (and sometimes overvaluation) of domain names, the fact remains that a short, memorable and suggestive domain name carries instant brand value, credibility and traffic.

For example, today I taught my marketing class about branding, which led to an interesting discussion about domain names. One of my students, Mike Rouleau, is the competitive convenor for a girls' hockey team in my home town of Ottawa, Canada.

When I said that, "The shorter and more suggestive a domain name is, the more instant traffic and credibility that name will generate," he concurred using his team as an example.

"When we registered the name girlshockey.org for our team's website," Mike said, "our traffic multiplied, almost instantly." He added, "A lot of people were simply 'stumbling' onto our website ... Some of them out of nowhere, it seems."

There is a significant reason for this.

Added to the fact that our lives are getting even busier, the growing overload of information on the web forces people to make their best website "guesstimate" when they no longer have the time for searching the Internet. More and more people would love to skip search engines and their plethora of irrelevant, misleading links to find exactly what they want.

As a result, many will attempt to reach a website directly by typing a plausible URL into their browser. Therefore, a good, magnetic domain name is crucial since it has the ability to stick in the mind more effectively. In fact, the simpler your domain name is, the more visible your website becomes.

Domain names that are part of a free host, unattractive, easy to misspell, obscure or too long can be easily forgotten or ignored. More importantly, it can also kill your credibility - - and online, since nobody knows you, credibility is crucial.

For example, let's say you own a toy store on the Internet. On which of the following URLs would you click (and note that the names below are fictitious and used only for illustration):

1. http://www.somefreehost.com/yourname/~childrens_toys,
2. http://www.your-toy-store-for-children-online.com,
3. http://www.YourChildrensToyStoreCompanyName.com
4. Or simply http://KidsToys.com?

Nevertheless, while the availability of domain names let alone good ones is shrinking, here are five important guidelines you should follow when registering one. I call them the "Five S's of Magnetic Domain Names." If you follow them, your chances of creating instant traffic and credibility will be multiplied.

a) Suggestion
First, choose a name that suggests the nature of your product, business or website. If the domain name communicates your main purpose or benefit, you will realize a multitude of advantages beyond ease-of-recall, including higher recognition, greater perceived value and instant credibility -- like, for example, investright.com versus nafep.com.

b) Spelling
Make it intuitive, easy to pronounce and, above all, hard to misspell. If you have to spell it, scrap it. Make it easy for people to find you by avoiding anything that impedes a name's pronunciation or spelling. Avoid hyphens, numbers, acronyms and hard-to-pronounce words, such as "made4you.com" or "art-u-frame.com" (the firm that bought "art.com" mentioned earlier).

c) Size
The shorter the name is, the better it will be. Although you must avoid initials, if an acronym helps to shorten a name and make it easier to pronounce, then use it. For example, which one would you remember the most and have the least amount of trouble (or potential for error) in typing into your browser: "YetAnotherHierarchicallyOrganizedOracle.com"? or "Yahoo.com"?

d) Suffix
"Dot-com" is the most popular suffix and will remain so. It is a mnemonic (a device or a "mental anchor" aiding recall). For example, even though it initially stood for "commercial" many people interpret it as "company" or "communications." Also, it uses a plosive, making it easier for the brain to retain the word (like "K," "T," "B" or "P" sounds). Names beginning with plosives have higher recall scores than non-plosive names.

e) Singsong
Finally, use repetition. Repetitious sounds are pleasing to the ear and add a singsong quality to the word. As the adage goes, "Repetition is the parent of learning." By making the pronunciation simpler, repetition, such as with rhymes and alliteration, helps to turn names into "mental hooks."

Nevertheless, with good domain names becoming increasingly scarce, new services and websites offer web developers ideas. "Domain Name Generators," as they are called, usually combine a list of suggestions based on given keywords, coupled with a WHOIS tool to check the availability of the domain names.

While some offer synonyms, variations and add-on words, others offer access to lists of expired (and advance notice of soon- to-expire) domain names that are available for registration. Here's a brief list of popular domain name generators:

http://successdoctor.com/partners/implix/mint.htm
http://www.nameboy.com
http://www.domainfellow.com
http://www.e-gineer.com/domainator
http://www.whoix.com/wizard.html
http://www.domainnames.com/advanced.asp
http://www.unclaimeddomains.com
http://www.domainguru.com
http://www.homepagenames.com
http://www.snapnames.com
http://www.snapitnow.com
http://icdomainnames.com/domain-name-generator.shtml
http://www.eyeondomain.com/domainname.html
http://www.redhotdomainnames.com
In the final analysis, remember that your domain is the thing upon which you will build your online business. And like real estate, the location is just as important -- being accessible, in this case. Follow the five rules mentioned earlier and use all of the domain name generators in your search, and your chances of winning that lottery will be far greater.

Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.
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Michel Fortin is a direct response copywriter, author, speaker and consultant. His specialty are long copy sales letters and websites. Watch him rewrite copy on video each month, and get tips and tested conversion strategies proven to boost response in his membership site at http://TheCopyDoctor.com/ today.
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Posted by ralph at 04:00 PM | Permalink

Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.
-----------------------------------------------------------------------------------------------------------------
Michel Fortin is a direct response copywriter, author, speaker and consultant. His specialty are long copy sales letters and websites. Watch him rewrite copy on video each month, and get tips and tested conversion strategies proven to boost response in his membership site at http://TheCopyDoctor.com/ today.
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Yesterday, as I was watching television (which is a very rare occurrence), a public service announcement for National Parks Canada was aired. The 30-second "commercial" centered on how to protect oneself from dangerous animals often found in Canada's wilderness -- namely bears and wolves. The commercial particularly targeted youngsters, such as summer-camp kids.

What was interesting in this public service announcement was not so much what the narrator said, as how he said it. Specifically, he used a copywriting technique I refer to as "upwords." "Upwords" is an acronym I devised that stands for "Universal picture words or relatable, descriptive sentences."

Essentially, upwords are words, phrases, and expressions that help messages to be easily interpreted by their target audiences. Upwords include the use of examples, symbols, analogies, metaphors, picture words, and so on. Even jargon and colloquialisms are appropriate upwords if they are acceptable to, and used frequently by, a specific target audience.

With regard to the commercial mentioned above, the sentence that caught my attention was, "Be safe by staying away from animals and standing back at least three bus lengths." Note that the narrator didn't say "105 feet" (assuming that a bus is about 35 feet long). Instead, he used a visual equivalent -- an object easily recognized by children watching the announcement: a school bus.

A challenge for many webmasters, designers, and marketers is to ensure a site communicates effectively to its audience. Studies have proven that most websites are misunderstood, or partially understood, by their audiences.

When the Web was first created, the need to communicate in a language that the vast majority of people could understand was not important. In those days, using technical terminology, or "technolese," was commonplace since the Internet was mostly populated by programmers.

Today, however, things have changed.

A while ago, I was at a local IBM Home Computing store buying a computer. Beside me happened to be someone shopping for her first system. I overheard the customer's questions and the sales clerk's explanations, and what struck me was that the shopper knew little, if anything, about computers. Apparently, she never touched a keyboard in her life. What's more, she really only wanted her new system for one thing: email.

For better or worse, this is the reality of today's Internet population. With computers becoming more affordable and the Internet more accessible, the growing online population now consists of market segments that would have never used computers otherwise. Many users are novices, and some are even computer- or Internet-illiterate.

Of course, even users who are technologically savvy can get confused by a poorly thought-out website. And few people will buy from a website that confuses them in the slightest. If you don't want to lose sales, you must think like your audience.

To be successful online, you must mold your message in a way that makes it easy for your audience to understand. Speak their language, in other words. For example, if you are trying to sell software to clients who have recently connected to the Internet, and your copy is laced with complex, technical jargon that only veteran surfers can understand, you will obviously do very poorly.

In order to use upwords effectively on your site, you must first develop a "perfect customer profile." As much as possible, discover and list the demographics, psychographics, geographics, and technographics of your market.

Demographics are the basic characteristics of your market (or the largest segment of your market). Information such as age, gender, culture, industry, income level, marital status, and so on are all part of the mix.

Psychographics include your market's behavioral qualities, such as purchase histories, buying patterns, trends, psychology, thought processes, interests and hobbies, associations to which your customers belong, etc.

Geographics should include not only the locations in which your customers reside, but also the areas where they work, shop, etc.

The term "technographics" is fairly new. Originally coined by Forrester Research, the term consists of your market's attitudes toward technology. In other words, technographics measure the inclination to adopt (or avoid) new technology such as computers and the Internet.
Researching these four categories will give you an excellent idea of who your target audience is. Once you've developed your perfect customer profile, it will then be easy for you to craft compelling copy by molding your message into one that your audience will quickly and fully understand.

Look at it this way. Words mean different things to different people. Consequently, your challenge is to choose those words that will help get your message across as effectively and succinctly as possible.

Remember: words are not the message -- they only communicate it. So, the manner in which you encode (i.e., or word) your message is absolutely critical. To explain, here's an illustration:

Sender >>> Encoding >>> Message >>> Decoding >>> Receiver

Your objective, therefore, is to encode the message in a way that will enable it to be decoded without losing meaning.

To that end, you must first know your "receiver" -- and if you've done your research, you do. Then, you must use the words that will help paint vivid pictures in his or her mind.

Why? Because people think in pictures -- not in words and certainly not in numbers. The mind hates confusion. It will naturally translate words into their visual equivalent.

For instance, if I told you to think of a garbage can, you're not going to think "G," "A," "R," "B," etc. Instead, your mind will automatically visualize some sort of garbage can. Similarly, a youngster understands the length of a school bus far more than he or she understands "105 feet."

So, regardless of what type of widget you sell, it must be explained in a way that is understood by the people you hope will buy it. If your market consists of artists, use art examples. If your market consists of managers, use business analogies. If your market consists of florists, use metaphors that florists can understand.

Let's expand on the latter with an example. Say, your site sells an email management software specifically geared toward florists. The copy might read as follows: "Email messages from your clients are like fresh-cut roses. They need to be handled promptly and efficiently. If not, clients can prick you and hurt your business -- or they can wither away, never to return."

Using metaphors is just one of many ways to apply upwords to your website copy. There are many more.

Granted, using upwords can be a challenge for the less confident writer. But by clearly defining your audience, you simplify the task of encoding your message by knowing, beforehand, how your audience will decode it.

Knowing how to reach your target audience begins with knowing who they are. The more you know, the more writing compelling copy that sells will be like "A walk in the park." "A piece of cake." Or "easy as pie ..."

... Get the picture?

Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.
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Michel Fortin is a direct response copywriter, author, speaker and consultant. His specialty are long copy sales letters and websites. Watch him rewrite copy on video each month, and get tips and tested conversion strategies proven to boost response in his membership site at http://TheCopyDoctor.com/ today.
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Posted by ralph at 03:00 PM | Permalink

Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.
-----------------------------------------------------------------------------------------------------------------
Michel Fortin is a direct response copywriter, author, speaker and consultant. His specialty are long copy sales letters and websites. Watch him rewrite copy on video each month, and get tips and tested conversion strategies proven to boost response in his membership site at http://TheCopyDoctor.com/ today.
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Most of the sales pieces people ask me to rewrite seem to offer great products and services. In fact, some of their offers are so good, prospects would be crazy to turn them down. But they do. And these sales pieces end up falling in my lap because they're desperately unproductive.

One of the biggest problems I see in these pieces is the fact that the copy is stale, limp and anemic.

Copywriting is "Salesmanship in Print"
This is nothing new. It comes from the ageless teachings of the masters, like Hopkins, Barton, Collier, et al, which still ring true today.

Writing copy is like face-to-face selling. And when writing copy, the lack of human interaction takes away the emotional element in the selling process. A sales message must therefore communicate that emotion that so empowers people to buy.

Often, the challenge is not with the offer itself but with the language, the tone and the "voice" of the copy.

You may have a great product, but your copy must be effective enough to make its case and present its offer in an irresistibly compelling way.

Problem is, some sales messages get so engrossed in describing the companies, the products and the features of their products that they fail to appeal to the reader specifically.

It's understandable. Businesspeople are often so tied to their businesses or products that they get tunnel vision and fail to look at their copy from their readers' perspective.

Understandable, yes. But not excusable.

My advice? Be benefit-rich, of course. But more important, be ego-driven when describing those benefits.

Appeal to Their Ego
People buy on emotion. Even when selling to other businesses, people are still the ones okaying the deal, whipping out their credit cards or signing the checks. And people always buy for personal, selfish reasons.

Copy using convoluted, complex, highfalutin language doesn't sell product. I'm talking about third person, impersonal, high horse, "holier than thou," ego-stroking corporate-speak. (In here, I'm referring to the seller's ego, not the buyer's.)

The fact remains that companies and websites and committees and C-Level titles are NOT the ones that fork out the money, issue the purchase orders or sign the checks.

People do.

Don't be shy or afraid in being personal, conversational and emotional with your copy. Of course, I'm not talking about being so lackadaisical with your grammar and your spelling to the point that English majors want to burn you at the stake for heresy.

(Although, your copy might infuriate some purist grammarians. Unless you target scribes and grammarians specifically, these people are not, and never will be, your clients. Clients are the ones that matter.)

And I'm not talking about being crude, uttering profanities or using a style that's so laid back, you appear as if you are on anti-depressants.

I mean copy that goes "for the jugular," is down to earth and is straight to the point. Copy that relates to your audience at an intimate level -- not an educational or socio-economic level, but a level people can easily understand, appreciate and identify themselves with.

A level that appears as if you were a concerned, genuinely interested and empathetic salesperson making a face-to-face pitch with your prospect.

So, here are some tips.

Follow the "3 C's" Rule
Express your offer as Clearly, as Convincingly and as Compellingly as possible.

Be enthusiastic. Be energetic. Be excited about your offering, because your job is to transfer that excitement into the minds of your readers.

Use words, phrases and imagery that help paint vivid mental pictures. When people can visualize the process of doing what you want them to do, including the enjoyment of the benefits of your offer, you drive their actions almost instinctively.

You need to denominate, as specifically as possible, the value you bring to the table. And how what you bring to the table will meet and serve the needs of your prospect specifically.

In other words, you need to make them feel important. Write as if you were speaking WITH your prospect, right in front of them, in a comfortable, conversational manner.

When you do, your copy will imply that you understand them, you feel for them and their "suffering" (for which you have a solution), and you're ready to nurture and take care of them.

Forget things like "best," "fastest," "cheapest" and other, broad claims. Because the worst thing you can do, second to making broad claims, is to express those claims broadly.

Be specific. But also...

Be Emotional!
If you want to tell people how better or different or superior or unique your offering is, make sure you express those claims in your sales message in a way that directly benefits your buyer and appeals to her ego.

Being different is important. But don't focus on how better or unique you are. Focus on how that uniqueness directly benefits others, even to the point they can almost taste it.

Again, people buy on emotion. They always have and always will. They only justify their decision with logic, and rationalize their feelings about your offering with logic.

Once you accept and internalize that fact, you'll clearly have the first rule of copywriting (or selling, for that matter) down pat. (Plus, you'll also gain an edge over 98% of all other businesses and copywriters out there.)

Even when selling to multinational, Fortune 500 corporations, the buyers are people, not companies. Purchasing agents are people. Decision-making committees are made up of people. Even C-level executives with 6- or 7-figure incomes are people.

They are Human Beings
And people always buy for personal desires, selfish reasons and self-interested motives. Why? Because people are people. Period. It's been that way for millions of years.

And nothing's changed.

So don't try to sell to some inanimate object called a "business" or even a "prospect." A business is just brick and mortar -- or a bunch of computer chips, in the case of online businesses. And a prospect is not some name and address on a mailing list, or a "hit" on your website.

Remember that it's not businesses or prospects that fork out the money or sign the checks. It's people.

Your job is to express your offer in terms that trigger their emotions, press their hot buttons, jerk their tears, tug at their heartstrings and nudge them into taking action.

If not, you're only telling. Not selling.

Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.
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Michel Fortin is a direct response copywriter, author, speaker and consultant. His specialty are long copy sales letters and websites. Watch him rewrite copy on video each month, and get tips and tested conversion strategies proven to boost response in his membership site at http://TheCopyDoctor.com/ today.
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Posted by ralph at 04:16 PM | Permalink

Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.
-----------------------------------------------------------------------------------------------------------------
Michel Fortin is a direct response copywriter, author, speaker and consultant. His specialty are long copy sales letters and websites. Watch him rewrite copy on video each month, and get tips and tested conversion strategies proven to boost response in his membership site at http://TheCopyDoctor.com/ today.
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A lot of people ask me how I write copy. Of course, there's way too much information to squeeze into one article. But I can offer you a basic look at my methodology by giving you a short list of the eight steps that I take.

Here they are.

1. First, with all projects I ask that my clients take time to answer an initial, 25-point questionnaire. Their answers will provide some background information. Admittedly, there's a lot of research to do. But they provide me with a place to start and, more importantly, a basic understanding of their business, the purpose of the message and its goals.

Yes, that's "goals" in the plural.

Of course, there is the main goal, which may be to generate leads or sales. But other, secondary goals may include: to dispel rumors, answer questions, build credibility, eliminate misconceptions, differentiate from the competition, etc.

2. Then, I read and study the answers carefully, and I also add to the questionnaire by conducting a lot of "exploratory" research. That is: I try to gather as much information as I can — anything about the business, the product, the offer and, above all, the target audience.

Throughout the process, I copy everything into a plain text editor (I use TextPad.com), where I can easily rearrange the content, include any corresponding URLs (links are active in TextPad), make important notes and add small story blocks. (I'll return to this later.)

3. When I conduct my research, it also helps me to go through the information and pull out the important stuff. The idea at first is to have as much information as possible at my fingertips: including facts, features, factors, etc. I undiscerningly add whatever information I find out there.

Of course, there's a lot of good information out there. But a lot of it is also irrelevant to the story or the platform (I'll return to this). At the beginning, however, I gather as much as I can, put it all into one document, highlight the most important information and later discard the rest.

4. After that, I dig deeper. I spend a lot of time studying the information. I ask questions about the product or the offer, and perhaps try to get some clarification from the client. And I try to put what my client tells me into words that specifically meet my client's audience at their level.

You see, what the client feels is appropriate (or positive, or beneficial, or interesting) may not be a shared feeling among her clients. Too many businesspeople are "married" to their products or businesses that they tend to forget (or at least become removed from) their clients' perspective.

5. Next comes the creative part. I first try to find what top copywriter Bob Bly calls "a copy platform." A platform is a storyline, an angle or a slant that I will take to describe the offer. It may be the fear of loss, a news story, a "hot button pusher," a success story, a claim, the pleasure of gain, a takeaway offer, a "lie dispelled," a secret, etc.

From the platform, I write the copy but start with bullet points only. (The platform will give me a good indication of what I can write about and how to write it, as well as the options I have.) For example, I:

Write the headline (the most important part);

Add qualifiers (e.g., surheadlines and subheadlines);

Create the opening or introductory paragraph;

List the features, advantages and benefits;

Expand on key items for the main body;

Integrate headers at every two or three paragraphs;

Incoporate story blocks (i.e., highlighted stories, remarks or sidenotes, which all aim to give the reader a break and at the same time reinforce key benefits, reasons, urgencies, etc);

Create the offer and boost its value (such as by adding bonuses, premiums, discounts, options, packaging, comparisons, etc);

Build credibility and believability (such as by adding background information, testimonials, proofs, factoids, guarantees, etc);

Close with a call-to-action statement;

And plug some "PS's" at the end to restate the benefits of the offer, emphasize the sense of urgency or add a bonus not yet offered.

6. I then rearrange the content for flow. One of the benefits of working with TextPad is that I can work with multiple, tiled windows opened at once, each showing a different part of a same document. That way, I can easily scroll through each window and rearrange the content from one window to another (i.e., from one section of the copy to another).

Why? Because it helps me to ensure that the ideas in the copy flow properly and that they follow the AIDA formula (i.e., that the copy grabs their attention, creates interest, builds desire and calls for action). From this, I can sense if I need to also add certain elements, whether cosmetic (such as a grabber) or tactical (such as a liftnote or pop-up).

7. Once re-arranged, then I write. I expand, cut out, tighten and add more. I then place it all into an HTML or rich text document in order to add emphasis, such as with formatting, typestyles, tables, colors, graphics and so on. (Cosmetics of direct response copy are important, since certain visual "triggers" help to increase both readership and response.)

I re-read the copy. Out loud, too. Why? If I ever struggle with a part of the copy, or if I verbally trip, then I know I need to edit or rewrite that section of the story. After I'm done, I have my assistant proofread it, and then upload it to my website for my client to read and offer feedback.

8. I revise the copy until the client is satisfied.

There is no way to predict how well my copy will do. For some, my work multiplies their response rates like gangbusters. But for others, my copy is a downright dud. It happens, maybe because the platform is wrong, the audience is not targeted or the offer is not appropriate and will never sell, no matter how good the product is. The only way to know is to test.

I appreciate it when my clients keep me posted on the results. While there's not much I can do, it gives me an idea of what can be improved. In fact, some clients prefer to keep me on a retainer after the initial project, so they can have me rewrite parts of the copy or offer any suggestions on how to improve it, without contaminating the initial control.

Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.
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Michel Fortin is a direct response copywriter, author, speaker and consultant. His specialty are long copy sales letters and websites. Watch him rewrite copy on video each month, and get tips and tested conversion strategies proven to boost response in his membership site at http://TheCopyDoctor.com/ today.
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Posted by ralph at 04:10 PM | Permalink

Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.
-----------------------------------------------------------------------------------------------------------------
Michel Fortin is a direct response copywriter, author, speaker and consultant. His specialty are long copy sales letters and websites. Watch him rewrite copy on video each month, and get tips and tested conversion strategies proven to boost response in his membership site at http://TheCopyDoctor.com/ today.
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Chris Locke, co-author of the book "The Cluetrain Manifesto," claimed that the Web is not comprised of computers, companies, or even consumers for that matter, but of conversations. One of the best books I've read on Internet culture, Cluetrain is a "must-read" for all Internet marketers.

Whether we know it or not, and whether we like it or not, we are edging towards a more human approach online -- unerringly following one of John Naisbitt's "Megatrends," from the book of the same name and a prediction initially expounded 20 years ago, called "High Tech, High Touch."

Cluetrain not only supports such a trend, but also discusses how the human paradigm affects and will shape the Internet. On the ClueTrain.com website, a simple, single phrase sums up the manifesto's 95 theses:

"If you only have time for one clue this year, this is the one to get: we are not seats, eyeballs, end-users or consumers. We are human beings. And our reach exceeds your grasp...

... Deal with it."

Visit Cluetrain's website and glance over their endorsements page, which basically is a open, online guestbook. You will notice that more and more companies, including large, multinational firms such as IBM and PricewaterhouseCoopers, are starting to "clue in."

I am neither a sociologist nor a futurist by any stretch. But as an observer and Internet marketer, as well as a conversationalist, all I need to do is take a look at the most successful sites online, nowadays. When I do so, two glaringly obvious commonalities shout: content and community.

The former is self-explanatory.

Content not only makes a site "sticky," it boosts search engine rankings, enhances the potential of attracting advertising dollars, and opens the door to creating sponsor-supported or membership-based models (like Classmates.com and iVillage.com).

But the latter of the two is important and the focus of this week's editorial: community. In addition to publishing email newsletters, moderating discussion lists or maintaining opt-in mailing lists, do you administer forums, message boards or web communities?

Consider the advantages. You gain the ability to:

Directly access your target market;
Advertise in front of qualified people;
Share prospect and customer bases (without any need to
physically exchange private, personal information);
Maintain constant contact with your target market;
Impel and observe comments, trends, and conversations;
Increase credibility and top-of-mind brand awareness;
Survey your market on new site or product features, new
product ideas, affiliate programs, pricing models, etc;
Generate non-competing, third party sales revenue;
Handle, manage, and diffuse (potential) complaints;
And correct errors early (or from their onset).
There are many more advantages. Admittedly, there are disadvantages, too. Maintaining a message forum or online community requires time, labor, and money. That said, the marketer's motto is to always test -- so you can never be sure unless you try it before making a decision. Thus, if you want to test the communal waters before making the dive, I suggest a small, one-page message board, preferably a free CGI script.

Here's an example. Probably one of the most popular (and the easiest to install) message boards on the Web is Matt Wright's WWWBoard. It's a free CGI script, which is also very customizable.

To see the board in action, visit the website of my friend Jim Daniels. Also, if you decide that the script is too plain for you and you want to enhance it, there are many additions, features, and upgrades available -- usually as third party modifications (or "mods"). Most are available here.

Here are some other free message board scripts:

TalkShop at http://www.spiceisle.com/talkshop/faq.htm
Discusware at http://www.discusware.com/discus/index.php
MyBoard at http://myboard.dk3.com/
InvisionBoard at http://InvisionBoard.com/
SimpleBoard at http://michaelmoser.org/board/simpleboard.htm
Once you decide that maintaining an web community or a more extensive forum (including boards categorized by topic, for example) is right for you, you can move up to the more feature-rich (and perhaps database-driven) forums now available on the Web. Here are a few (some of them are free):

UltimateBB (Ultimate Bulletin Board)

Probably the most popular of all the commercial bulletin board programs around, the Ultimate Bulletin Board is also the web's most pricey. Depending on the features you want, like emailing board members, translating posts, posting private messages to other members, adding graphics and "smilies" (or emoticons) to the posts and so on, it can cost anywhere from $250 to $1,500. See the UltimateBB script in action by visiting Dr. Ralph Wilson's site.

phpBB.com (PHP Bulletin Board)

This is the one that I like the most. In fact, after testing a few of them on the Success Doctor site, it is the one that I recommend the most. It's surprising since PHPBB is comparable to UBB but completely open source and free. In other words, it is extensive, entirely customizable, packed with features and offers an inordinate amount of mods, which are all available at the site. You have the ability to fully customize the board, which only requires a basic knowledge of HTML and CGI. To see it in action, visit my Copywriters Board.

IkonBoard

If you like the style, look and layout of both UltimateBB and YaBB, then you should visit IkonBoard, which is another free but commercial-like board. Personally, I have never tried it but I have tried their demo. The website boasts of its extensive administration and moderation options, but as a user I can tell you that the features are comparable to those of UBB and YaBB. (In fact, YaBB offers an IkonBoard converter, if you ever wanted to switch your board from one to the other.)

vBulletin

vBulletin is similar to UltimateBB in that it is intended for larger sites. As the site states: "vBulletin is a powerful, scalable and fully customizable forums package (...) ideal for all medium-to-large sites." vBulletin costs between $85 and $160, but unlike UltimateBB the fee is renewable each year. To see vBulletin in action, check out Matt Mickiewicz' popular SitePoint.com.

In closing, note that hosting an online community is not the be-all, end-all of Internet marketing. (Keep in mind that I also mentioned "content" as being a significant factor in the success of many online businesses.)

Remember that, when all online transactions have come and gone, and after the rise and fall of many a dotcom, what remains are people -- and people connecting in ways that were never possible before is the heart of the Web.

Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.
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Michel Fortin is a direct response copywriter, author, speaker and consultant. His specialty are long copy sales letters and websites. Watch him rewrite copy on video each month, and get tips and tested conversion strategies proven to boost response in his membership site at http://TheCopyDoctor.com/ today.
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Posted by ralph at 03:01 PM | Permalink

Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.
-----------------------------------------------------------------------------------------------------------------
Michel Fortin is a direct response copywriter, author, speaker and consultant. His specialty are long copy sales letters and websites. Watch him rewrite copy on video each month, and get tips and tested conversion strategies proven to boost response in his membership site at http://TheCopyDoctor.com/ today.
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A recent, growing trend on the Internet is the private minisite -- it's a small, password-protected website that offers "insider information" on a topic that might be of interest to a specific audience. Similar to an ebook, it offers information that's geared for a specific group, niche or vertical industry.

A private "minisite" is like a small, niche-oriented community whose access is restricted and granted for a fee. Of course, web communities are all the rage, right now, for various reasons -- one is certainly that these places help to humanize the digital experience as well as offer "insider information" that's current and more palpable, particularly for that group of people.

However, the success of a private site, whether large or small, is largely predicated on the idea that it is dynamic and offers many extras that plain, static information products (like ebooks, for example) don't or can't. One of its greatest benefits is that it is constantly updated with the latest data.

As an example, private sites offer many resources, which help to make the site vibrant, vital and valuable (I call it the "Three V's"): checklists, surveys, applications, downloads, resources, chatrooms, scripts, services, links, file sharing, "hot" topics-of-the-day, discussion forums, event calendars, instant messaging, reviews, consultations, etc.

Membership-based minisites, however, are not large or bulky. And they don't necessarily need all of the above bells and whistles. They are called "mini" because, typically, the private section consists of content and the public one consists of just one long copy sales letter. (Being a copywriter, the bulk of my work consist of sales letters for private sites, these days.)

The driving force behind the private site is the idea that their members feel part of an elite group who have access to exclusive knowledge, and the fact that they are constantly being updated on the subject matter. It's an important part of their membership.

If you're an expert on a specific topic, or if you know how to do something better (or different) than anybody else, then you have a basis for a private minisite. But unlike information products, your income will not be based on one-time sales but on recurring, billed memberships, including renewals, upsales of non-competing products and affiliate programs to your members.

An additional yet enormously compelling benefit of private sites is the idea that the owner offers personalized consulting on the topic area. Members receive not only information but also receive top-notch support. (A way to accomplish this is by erecting a private discussion forum. It also reduces redundancy, since questions can be answered only once in many cases.)

The more niche-oriented or unique the product is, the greater the chances of success for the private site will be. Just offering content that's exclusive to private members is a start, for the feeling of exclusivity is the catalyst behind any private site. This is where niche marketing can really profit.

As a long copy, web sales letter copywriter, there are several things that help make private minisites compelling to aspiring members. Let me give you a few examples to give you a headstart.

1. Drive Customer Actions

Drive customer actions by telling them, specifically, what you want them to do. Use expressions like "click here," "subscribe today," "visit this," "join now," "go there," "discover how" and "learn these" are commands in which you compel people to take action. Take them "by the hand," in other words.

Private sites (or any sales-oriented, single-product site, for that matter) must have the least amount of links on or around the sales letter. The more links there are (to other resources or pages, for example), the more you distract users and take their focus away from your letter (and away from the purpose of your public site, which is to sell private memberships).

I know I'm going against the grain, here. But offering extra pages, like FAQs, links, testimonials and so on, are great for information-based sites (or those selling multiple products). They help to make the site "sticky" and drive search engine rankings. But for private minisites, they're dead weight.

If you're selling a single product, keep visitors focused and steer them in only one direction. Too many messages, choices or "things to do" only confuse people. If you offer an opt-in email newsletter, for example, turn the subscription form into a pop-up (or add it to the body of your sales letter).

If you offer people too many choices, they will not make one.

(You're unknown, so a newsletter, opt-in mailing list or even a multipart course delivered via autoresponder is an important tactic, since you build trust and credibility, and develop a certain relationship with your prospects who might not be inclined to join right now.)

Look at how I incorporated the opt-in form within the copy I wrote for Kirt Christensen. There are only three links: order, affiliate signup and login. But the form is added on the sales letter and in a pop-up window. Bottom-line, the sales letter won't drive people away and keeps them focused, interested and excited.

2. Create a Sense of Urgency

Jim Rohn said that, "Without a sense of urgency, desire loses its value." People fear making bad decisions. With scams and snake oils rampant on the web, the fear is even greater when shopping online. So, most of them tend to procrastinate, even when they're interested in your offer. Therefore, communicate a certain sense of urgency that compels visitors to act now.

Use "takeaway selling" to stop people from procrastinating. In other words, shape your offer -- not just your product -- so that it is limited, time-sensitive or quantity-bound. Make your offer scarce. As an example, put a deadline on your offer or some kind of limit on the number of people you accept.

(Takeaway selling is based on the fact that "people don't know how much they want something until it's about to be taken away from them." It's the supply-and-demand mentality: the less available something is, the more people want it. It's also a reason behind the success of private sites.)

Add a deadline to your offer, or limit the number of products you sell (or the number of new members you allow to join). But there is a caveat: to make sure that people believe your need to limit the offer, give a reasonable and logical explanation to justify your time-sensitivity, or else your tactic will be instantly discredited. (How many "time-limited" offers have you seen on the Internet that are totally false or misleading?)

If you add a deadline or limit the number of members you accept, you must explain why you're doing so. Here's an example of what I put on some sales letters I've written -- they sell memberships to private sites and offer personal consulting to their members:

Example #1:

"To be candid with you, I don't know how long I'm going to keep the doors open to new members since this information is extremely sensitive and limited. I don't want to dilute the value of this information for my paid members. If you were a member, wouldn't you want the same, too? So, I must restrict the number of users for quality control purposes."

(In this case, it is very true. The author sells access to a limited number of "hot" real estate opportunities that he finds through his unique system, which he also teaches his members. If too many people join and get their hands on the opportunities or the system, it will surely lower the value of the information to the member-base, and contradict the purpose of the site. Otherwise, why would one join?)

Example #2:

"We're only human, and there are only so many hours in a day and so many people we can physically attend to! So, in order to limit the number of hours we do provide, we must put a cap on the number of new members for obvious reasons. We can only guarantee that people who sign up through [date] will qualify for membership, completely custom-tailored support and this incredible set of free bonuses worth over $[amount]! 'You snooze, you lose'. So, don't wait. Join NOW!"

(This example demonstrates the importance of the support they offer private members and, at the same time, drives home the idea that such a service is limited. I'm sure the owners can hire part-time help, if the need ever arose. But nothing can replace expertise that comes from straight the experts -- the more people join, the less time they have.)

3. Pique Their Curiosity

People are instinctively curious. And nothing piques curiosity more than something that's secret, rare, private, unavailable, exclusive, limited, scarce, uncommon, prohibited, hidden, etc. People fear the unknown and as a result constantly seek to "know" the unknown. They also love having dibs on something that's not readily available (especially if it gives them an edge over the competition before they know about it).

So, use words like "private site," "exclusive members area," "insider access" or "restricted vault." Moreover, people love not only hidden information but also the idea that it's all put together into a single place that's easy to access, learn and digest. It all comes down to a matter of convenience — you did all the research and gruntwork for them.

Using expressions like "secret formula," "specialized system," "custom-tailored checklist," "unique process" and so on drives people's interest because they all imply less time, money and effort in finding that same information. When I write copy for private sites I use expressions like: "Proficiency Program," "Secret Formula," "Inner Circle," "Mentoring System," "Hidden Vault," "Treasure Trove," "Coveted Toolkit" and so on.

Even though such phrases are truly qualifying the product as a whole (i.e., the entire private minisite) and not one specific item, formula or system, it still helps to make the product a little more tangible and convenient in the visitor's mind. It also adds a certain mystique to it. Use it to your advantage!

4. Be Specific With Your Benefits

Finally, put a numerical value on any benefit you promise, be it in dollars or hours. And make it an odd number, for they are more believable than even or rounded numbers. (That's why, for example, Ivory said it's "99 and 44/100% pure." If Ivory had said "100%," it wouldn't have been as believable.) In fact, here's a rule of thumb. A true benefit is one that's:

1) Quantifiable, 2) Measurable and 3) Time-bound.

One private site I critiqued offers golf training to its members. Originally, one benefit promised, "You will hit stronger drives." I told the owner to replace it with, "My mentoring program will show you how to boost your drives by as much as 27 yards in less than 30 days."

Take a look at this a little closer: the word "yards" makes the benefit measurable, the word "27" makes it quantifiable and the words "30 days" make it time- bound. Now, that's a clear, cogent and compelling benefit!

Nevertheless, if you're an Internet marketer or entrepreneur, the private minisite may be the product for you. But realize that the number of memberships you successfully sell will hinge greatly on the words and expressions used in your sales copy. If you ignite your site with killer copy, you will detonate your response rate.

Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.
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Michel Fortin is a direct response copywriter, author, speaker and consultant. His specialty are long copy sales letters and websites. Watch him rewrite copy on video each month, and get tips and tested conversion strategies proven to boost response in his membership site at http://TheCopyDoctor.com/ today.
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Posted by ralph at 04:07 PM | Permalink

Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.
-----------------------------------------------------------------------------------------------------------------
Michel Fortin is a direct response copywriter, author, speaker and consultant. His specialty are long copy sales letters and websites. Watch him rewrite copy on video each month, and get tips and tested conversion strategies proven to boost response in his membership site at http://TheCopyDoctor.com/ today.
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Today, it is an understatement to say that we are constantly bombarded with information of nuclear proportions. The roles of both the consumer and the entrepreneur have become so immensely challenging that choosing a business from which to buy -- let alone being and remaining in business -- has become a dizzying process. Therefore, how does one survive let alone thrive in today's explosive hypercompetitive, overcommunicated marketplace?

Unfortunately, many businesses still market themselves with institutional approaches (the kind that only says "I'm open for business"). These methods no longer work -- at least not as effectively as before. For instance, while some companies successfully generate a good response from their marketing efforts, it is one from which little or no business is produced.

The key, nowadays, is not to advertise that one is "in" business but that one is "the" business of choice. Where people used to ask "why should I buy this product?" today, that question has changed to "why should I buy this product FROM YOU?" Simply put, today's consumer will choose one company over another because the perceived value in their choice is greater.

The world is so full of raw, unstructured data that people no longer have the time to sift through all the information that is thrown at them let alone to make sense of it all. They no longer have the time or energy to shop around for the best product from the best company at the best price. They usually make a buying decision based on the kind of information that instantly communicates a specific benefit -- one in which there is an implicit added value.

Generating interest from one's marketing is one thing, but getting respondents to actually buy is another. So, how can a company communicate that it is the business of choice? What kind of information will get people to buy what it has to offer and do so instantly, especially in a hypercompetitive, highly marketed world? The answer is through positioning.

Top-of-Mind Awareness
In today's world, top-of-mind awareness is the most effectively provocative form of marketing available. The idea is to create, within the subconscious minds of prospects, a psychological anchor that causes people to choose when a need presents itself a company over another instantaneously.

In reality, the goal is to market one's business in specific ways so that the name, product or service stays at the top of their minds at all times. In other words, since people no longer have the time to shop around, when they do have a certain need they will go to or look for the one company (or product) that happens to be at the top of their minds at that very moment.

Ries and Trout, the fathers of the positioning concept and authors of the bestsellers "Positioning: The Battle for Your Mind" and "The 22 Immutable Laws of Marketing," state what I believe to be the most powerful notion in business, in that marketing is a battle of perceptions, not products. In fact, marketing is all about perception. You don't need to be the best company offering the best product at the best price in order to be known as the best. As long as people perceive you're the best there is, you have the upper hand.

However, there is a caveat: People want the best and that has never changed. But if you outright state that you are you then place yourself in a very fragile position, for people will think that you're either exaggerating at best. As an old mentor of mine once said, "Implication is more powerful than specification." If your marketing implies that you are the best without utterly claiming it, people will then perceive that you're the best and you will thus gain a winning edge over your competition. Top-of-mind awareness marketing is to be the best in the consumer's mind -- to win the battle for your clients' thoughts, not dollars.

Now, there are many steps that one can follow in order to effectively achieve top-of-mind awareness, but this deserves a book entirely on its own. So, let me share one of them with you, which is the first and most important step in top-of-mind awareness marketing: Names.

Names
Does the name of your business, product or service intrinsically reflect the nature or benefit of that which you provide? Is it suggestive? I am astounded to see many businesses today that are still called by ordinary or blatantly unappealing names, or names that mean absolutely nothing, such as with acronyms like "MGF Technologies, Inc." I agree that some businesses may have notable or even catchy names. But if they don't create top-of-mind awareness they won't create more business.

Consider this example. Which investment company would come immediately to mind if you were in the market for one: "John Smith Investments" or "Wealth Wise, Inc."? What about "John Smith, Accountant" or "A Knack with Knumbers"? Would you choose "JSI Brokers, Ltd." or "Money Mastery"? You see, your name is extremely important in order to anchor your firm and position it above the competition in the minds of your prospects.

If your name does not tell people who you are and what advantage people have in choosing you (i.e., the added value you bring to the table), consider changing your name, especially to a brand name that reflects the benefits of choosing your firm. Choose a name that communicates your unique competitive edge and does so clearly, effectively, and efficiently.

Today, with their very limited time people would love to skip the inconvenience of searching for that one company that offers exactly what they want. If they've heard of your business and want to know more, however, many will attempt a to go directly to you even before thinking about searching for the appropriate solution. But if they did not hear of you, their search will be vastly more simplified if your name conveys a specific, unique, and direct benefit.

Taglines
Another tip is to add taglines to your business, product, and service names. A tagline is a small sentence, preferably five words or less, that says all that you are in one single swoop. I'm sure you've heard of "The Midas Touch," "Kills Bugs Dead", "Just Do It," or "You deserve a break today." More than likely you know from which company these taglines derive.

Taglines are extremely effective, particularly in casting an aura of superiority or exclusivity without stating it outright. They usually complement business or product names and help to anchor them in the mind more effectively. Taglines are particularly beneficial when one is self-employed, running a home-based business, or limited in making claims due to the type of industry in which one operates. Through a tagline, one can create the perception of superiority and anchor one's firm or product effectively in the minds of prospective clients.

Here are some examples. Rather than saying "John Smith, Business Etiquette Consultant," say "John Smith, Where Protocol Meets Profits." Instead of saying "Jane Smith, Graphic Designer," say "Jane Smith, Great Graphics Guaranteed." Other than saying "John Doe, Fashion Consultant," say "John Doe, Flat-Out Fabulous Fashions." Remember that the more top-of-mind awareness it creates, the simpler the search for your business becomes.

For instance, if you were to put two products from two separate companies side by side, two products that are of the same kind, quality, and price, which one would you buy? Naturally, you would have a tendency to gravitate towards the one whose package is such that it makes the product appear as if there is more value added to its purchase.

This added value may be in the form of guarantees, lower prices, better quality, additional features, faster results, etc. Essentially, put a special name and possibly a tagline on your product or service that communicates this added value. If your product seems ordinary or is similar to that of your competitor's, make it appear extraordinary through its name.

A typical or even nameless product or service may be easier to sell when face-to-face with a consumer. But in the impersonal world of highly competitive marketing, however, the lack of human interaction takes away the emotional element as well as the ability to persuade or overcome objections. Therefore, a name must communicate that emotion. By doing so, it positions the product or service in the prospect's mind and empowers them to buy.

The object of names and taglines is not to claim superiority or to make one "look good." It is simply to turn the assumed into the assured in the minds of people (i.e., to make their choice a simpler and more confident one). If they don't have to assume that your firm or product offers a specific process, result, or benefit, they will likely choose you first.

For instance, most mechanics and garages offer free estimates these days. Not only do people assume that most of them do, they also expect it. This once extraordinary service has now become but a cliché. However, let's say you've heard of a garage offering "Free Fee Finders" or "No Guesstimate Estimates," or one whose tagline says "Where Estimates and Smiles are Free." And let's say you had to choose a mechanic and you specifically wanted one that offers free estimates. Let me ask you: Would you go to one you think that offers them or to the one you know that does?

Everybody Can Do It!
This process is amazingly simple yet so remarkably effective. If people don't have to assume that your company, product, or service offers a certain benefit, or in other words if you take the guess work out your prospects' mind, you instantly place it head above your competition. You might think this process is a little silly or even meaningless, but people have made fortunes by simply packaging ordinary companies or products -- even those that are identical to that of their competition -- a little differently. Remember the "pet rock"?

In the beginning, my consulting practice was dedicated to doctors. And during my work I often heard this silliness objection time and time again. But I still say that the above techniques can be applied even in these situations. For example, a dentist offers traditional general anesthesia and nitrous oxide sedation in order to make the process of dental work a pleasant and more comfortable experience. Many if not all dentists in his area offer the very same thing. However, he markets it with two simple words: "Dream Dentistry."

In essence, in today's hypercompetitive, overcommunicated world, top-of-mind-awareness is probably the best marketing tool now available. Through packaging, an ordinary company, product, or service can become irresistibly compelling. This is what I call "Glue for the Mind." So, make the ordinary extraordinary. Make yourself outstanding by making yourself stand out!

Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.
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Michel Fortin is a direct response copywriter, author, speaker and consultant. His specialty are long copy sales letters and websites. Watch him rewrite copy on video each month, and get tips and tested conversion strategies proven to boost response in his membership site at http://TheCopyDoctor.com/ today.
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Posted by ralph at 08:38 AM | Permalink

Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.
-----------------------------------------------------------------------------------------------------------------
Michel Fortin is a direct response copywriter, author, speaker and consultant. His specialty are long copy sales letters and websites. Watch him rewrite copy on video each month, and get tips and tested conversion strategies proven to boost response in his membership site at http://TheCopyDoctor.com/ today.
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Due to the growing overload of information on the web, people no longer have the time to search the Internet let alone search engine results in order to find exactly what they want. More and more people would love to skip search engines and their plethora of irrelevant, or misleading, links. And many attempt to reach websites directly by typing plausible URLs into their browsers.

Beyond generic names, domain names that are short, easy to pronounce and easy to remember have considerable mnemonic value. A mnemonic is a device (such as a word, symbol or sound) intended to assist in recall. If a domain name carries some mnemonic value, it will increase traffic on its own. The more generic or mnemonic a name is, the more valuable it is.

Several interesting case studies include the acquisition of the domain name "art.com" by an online lithograph seller, originally named "art-u-frame-it.com," for a whopping $450,000 USD. Rumor has it that traffic and sales have soared almost immediately. But another case is the domain name "business.com," which recently sold for an incredible $7.5 million. And that's not a rumor!

Nevertheless, while the availability of domain names let alone good ones is shrinking, here are five basic guidelines to follow when registering yours. Try to follow these as much as you can and your chances of creating instant traffic will be multiplied -- I call them the "5 S's:"

Suggestive
Spelling
Suffix
Size
Singsong
First, choose a suggestive name, one that communicates the main benefit if not at least the nature of the website. Benefit-based domain names have a multitude of advantages beyond ease-of-recall, including credibility. For example, if you sought a financial planner and were given a bunch of URLs, would you choose http://www.nafep.com? Or http://www.investright.com?

Second, make it easy to pronounce and hard to misspell. Don't forget this number one rule in choosing names: "If you have to spell, say farewell!" Think of the people trying to find the website. Make it easy for them to do so and avoid anything that impedes the proper spelling of the domain name.

For instance, avoid hyphens (like http://lets-make-a-deal.com), numbers (like http://www.4you.com), hard-to-pronounce words (like http://www.akamai.com or http://www.heitml.com) or acronyms (like http://dfps.com). Unless you are IBM, AOL, CNN, BMW or some other, already well-known brand, avoid acronyms or initials at all costs -- they are probably the worst of the bunch.

In short, make the name intuitive. Words that are easily or commonly misspelled will impede traffic. For example, take these simple spelling tests: One is available here. Now, how many words did you misspell? Chances are at least one. If a name contains any such words then the chances of losing potential traffic are significant.

On the other hand, if an acronym makes a name easy to pronounce, easy to remember and shorter, then go for it. In fact, this is the third guideline: The shorter it is the better. For example, which one would you remember the most and have the least amount of trouble (or potential for error) in typing into your browser: YetAnotherHierarchicallyOrganizedOracle.com? Or Yahoo.com?

Next, "dot-com" it. Being the most popular suffix, its mnemonic value is as great as that of short domain names. Actually, more and more companies are dropping the "http://" and "www" from their URLs, particularly in advertising. And it will be soon, "As society embraces the Internet," says Martin Lindstrom in a ClickZ.com article, "Brandbuilding on the Internet," that the "dot com will disappear too."

Finally, the fifth guideline is to use repetition. Repetitious sounds are pleasing to the ear and add a singsong quality. As the adage goes, "Repetition is the parent of learning." By making the pronunciation simpler, repetition, such as with rhymes and alliteration, helps to turn names into "hooks."

For example, NoBrainerBlinds.com, CocaCola.com and SiteSell.com have that pleasing, singsong quality. Also, strong-sounding or "choppy" consonants (like the sound of "P," "D," "T" and "K"), used particularly at the beginning, help recall by adding emphasis. They are called plosives. And according to naming guru Steve Rivkin, "It makes linguistic sense to start a brand name with a strong-sounding consonant or a plosive."

Ultimately, if you already possess a domain name that breaks any of the above rules, register a second one and point it to the your website's IP address, which is your site's Internet location. Many websites have two, three or even more names pointing to the same IP for increased visibility.

It is unclear if this is true but hyphens can be used in this case to maximize search results. A good strategy is to register both versions (such as one with the hyphen and one without it), and point both of them to the same IP address. The added advantage is that keyword-based domains names often rank higher on most search engines. With a name such as "stock-tips.com," the keywords "stock" and "tips" may cause the site to be ranked higher.

In essence, make it easy for people to find the site, for the easier it is to find it the easier it will be to draw traffic to it -- and to do so without any form of advertising. And think like your visitors and the keywords under which they will likely find your site. The more you do the more traffic you will generate.

Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.
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Michel Fortin is a direct response copywriter, author, speaker and consultant. His specialty are long copy sales letters and websites. Watch him rewrite copy on video each month, and get tips and tested conversion strategies proven to boost response in his membership site at http://TheCopyDoctor.com/ today.
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Posted by ralph at 02:52 PM | Permalink

Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.
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Michel Fortin is a direct response copywriter, author, speaker and consultant. His specialty are long copy sales letters and websites. Watch him rewrite copy on video each month, and get tips and tested conversion strategies proven to boost response in his membership site at http://TheCopyDoctor.com/ today.
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A passionate debate is currently raging in the Copywriters Forum about long versus short copy. (If you haven't joined, do so. Click the "register" link the top. It's free. There are tons of tips from other very successful copywriters.)

The debate was originally sparked by a comment a very well-known Fortune 500 "guru" made about Armand Morin's AudioGenerator.com.

I love it, because debate ignites passion, provides insights and shows some very interesting clues in the way people think — and feel. Which is the very point I'm bringing up with the issue of "long copy."

Before we begin, let me remind you of a truth we must keep in mind...

Copywriting is "salesmanship in print."

And that hasn't changed since former Canadian policeman John E. Kennedy changed the face of advertising forever with those three words in 1905. (Selling has been around since the beginning of time. As sales trainer Zig Ziglar once noted, selling is the oldest profession in the world. Not that "other" job.)

Because long copy is exactly that: a printed form of a sales pitch. Every question, every handled objection, every attempt the close, all the way to asking for the order, are elements that are applied in long copy salesletters.

Copywriter Paul Myers made a wonderful point: "Your copy needs to be as long as is needed to make the sale, and not one paragraph more."

Gary Halbert once remarked: "There's no such thing as 'too long' but 'too boring'." In other words, if the copy seems too long, it's probably not because of the length, but rather, because at some point it started to bore you.

But the best advice on this comes from Dan Kennedy...

The person who says 'I would never read all that copy' makes the mistake of thinking they are the customer. And they're not. We are never our own customers. There's a thing in copywriting I teach called 'message-to-market match'. It is this: when your message is matched to a target market that has a high level of interest in it, not only does responsiveness go up but readership goes up, too. The whole issue of interest goes up.

The truth about long copy is that, first of all, there’s abundant, legitimate, statistical research, that's split-testing research, to indicate that virtually without exception, long copy outperforms short copy. There’s some significant research has been done that indicate that readership falls off dramatically at 300 words but does not again drop off until 3,000 words.

The conclusion you can draw from that is this: If they're NOT targeted from the "get-go," they won't read 50 words much less 5,000. (I urge you to read the entire interview available on Kennedy's website.)

If they are targeted and genuinely interested in what you have to offer, then they're going to want more information about it, not less. And that is the key — because the debate really boils down to three important issues:

Market.
Objective.
Results.
Respectively, in that order.

1. The Market

The approach you take (long or short, institutional or direct response, and hypey or toned-down) depends on the product and the offer (such as the price), because both depend on something more important: the audience.

Long copy does outperform short copy in almost every case. But I do say "almost." Different audiences warrant different types of approaches. In a handful of cases, shorter copy is best. It's all about targeting your market.

Target marketing will tell you everything you need to know about how to write your copy. A common obstacle I see is when business owners are "married" to their products and write copy for their products instead of their audiences.

Second, if your message is not targeted to the right audience, no matter how long or short the copy is, no matter how emotionally charged or not it is, and no matter how innovative or poor the product is...

... The copy won't sell. Period.

Find out who your market is. If you have more than one, I also submit that you should have a different salesletter directed at each different market — it's market segmentation, pure and simple. Even if it's the same product.

As the saying goes, "Different strokes for different folks."

2. The Objective

The approach itself will be based on the objective of the copy. Personally, I love direct response marketing (whether it's a long copy salesletter, a direct mail piece or an infomercial) specifically because it's measurable, quantifiable and immediate. It's one in which you ask for the order outright.

Or one in which you directly ask the reader to do something. Anything.

It's different if you wanted to use institutional advertising in order to build the brand of your product, penetrate a new market or create top-of-mind awareness — and not attempting to sell and generate orders on the spot.

Some people choose institutional advertising over direct response advertising. That is, short, pithy, clever copy, with a lot of whitespace, corporate logo and highbrow, highfalutin language. No phone number. No address. No selling.

And no urgency.

That's fine, but this will require a massive advertising budget, a lot of repetition and a ton of patience before knowing if the approach works. But if it does (and once it does), orders will start pouring in. Still, it's very risky at best.

Nevertheless, the question is, what is the copy's goal? Think about this. Is it to educate and inform? To build a brand and penetrate a new market?

Or to make an offer and SELL?

3. The Results

You will approach each market differently. And the language, and particularly the offer, must fit THAT specific market. Again, it depends on #1 and #2.

For example, do you use hyperbole, emotions and even "used-car" vernacular to make your pitch? Maybe. Maybe not. But consider this: while the language may or may not be hypey, "go to the court of last resort," as Claude Hopkins said. That's "the buyers of your product." And that's the key: testing.

If the language is indeed turning them off and causing them NOT to buy, that's what's important. Again, your audience will ultimately dictate your approach.

Is it too hypey? Too cheesy? Too "scammy?" If so, how do you know? Aside from your market and objective, the language you choose depends on your offer. But more important, it all depends on the results your offer creates.

Whether the reader likes the language or not is not the issue: if the language makes the sale, that's the true test. In the end, your prospects will cast their votes on your copy not with their opinions or feedback but with their wallets.

Projecting a professional, poised and credible image doesn't mean you can't be emotional in your pitch. People buy on emotion first and justify their decision with logic. Even engineers, C-level executives and politicians.

You can still fire up hormones and press hot buttons and stir emotions — without appearing cheesy, overbearing or downright crude.

Some final words.
Don't go on long-winded tangents, and don't add copy just for the sake of making it long. Keep your eyes on the prize. Stick with the sale. Be relevant. Make your case, tell your story and provide as much information as is needed to make the sale... And not one word more.

Because the bottom line is this: the length and tone of your copy are dictated not by what you think, and not by what a copywriter or advertising agency thinks, but by your audience, your objective and, above all, your results.

Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.
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Michel Fortin is a direct response copywriter, author, speaker and consultant. His specialty are long copy sales letters and websites. Watch him rewrite copy on video each month, and get tips and tested conversion strategies proven to boost response in his membership site at http://TheCopyDoctor.com/ today.
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Posted by ralph at 04:19 PM | Permalink

Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.
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Michel Fortin is a direct response copywriter, author, speaker and consultant. His specialty are long copy sales letters and websites. Watch him rewrite copy on video each month, and get tips and tested conversion strategies proven to boost response in his membership site at http://TheCopyDoctor.com/ today.
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The shift that marketers are making from institutional marketing to what I call "directional" marketing is a rather interesting one. While the most notable reason is the fact that the Internet expands one's target market and increases the sales potential, more often than not it is also the fact that it is arguably more cost-efficient than any other medium.

The web is an extraordinary tool that can help most ebusinesses to accomplish various things. One in particular is the reduction of costs that one would have normally incurred when doing business offline. In other words, what better way would there be to advertise, sell and serve the customer as efficiently, errorlessly, timely and economically than through the web?

People assuming that Internet marketers are not making money online (at least not yet, anyway) should think again. Profits are being realized right now in explosive amounts and in multiple ways, and online companies are laughing all the way to the bank as a result. For example, analysts are purporting that the upcoming holiday season will potentially become one of the busiest, most lucrative times in the history of the worldwide network.

But more important, the savings resulting from more efficient marketing intelligence gathering, quicker product roll-outs, expanded market reach, more expedient order fulfillment and greater public relations potential have made ecommerce the most profitable business activity ever. Due to the fact that the Internet is completely user-driven, direct marketing has become not just a tool for brand-builders but also a necessity to their online survival.

A recent article in CyberAtlas, entitled "Internet Advertising Focused on E-Commerce, Not Brands," revealed online advertising statistics amassed through a Strategis Group study. Surprisingly, the study claims that the top 50, most visited web sites on the 'Net as a result of online advertising is not the larger, more branding-oriented companies but the direct marketers -- such as Amazon.com and eToy.com, as opposed to, for example, Procter and Gamble, Ford Motor Company and Coca-Cola.

However, while some of the larger companies are spending huge amounts of advertising dollars to brand their online presence (with institutional marketing), which will devour a significant portion of their profit margins, the cost-savings factor of the web balances it all out in the end -- thus making ecommerce exceptionally attractive, particularly to direct marketers.

Institutional marketing is not a bad concept -- building one's unique identity if crucial. But alone it's very risky and requires a large investment of capital -- something most small to medium-sized businesses can not afford. Therefore, should branding be left out completely of one's marketing strategy? Not really. In fact, it can (and should) become a natural byproduct.

Brand loyalty can come as a result of implementing directional marketing, which is not only a more cost-effective approach but also a natural extension of the web due to its more intimate environment. Click-happy netizens have very short attention spans. Therefore, direct marketing is necessary to take users by the hand and lead them to favorable outcomes.

But the proper use of various elements of online marketing, such as a more professional looking site, benefit-based product and domain names, positive client testimonials and strong guarantees can help to leverage a direct marketer's efforts while creating strong brand preference. For instance, how many sites have lost customers -- sites with great sales copy, reputable products and outstanding offers -- due to sloppy looking design?

Such elements may seem a part of the branding process but in fact they also support the direct marketing process. Take Hotmail for instance, which is now a well-recognized brand on the Internet. Did it arrive at its position through pure branding efforts? Not at all. Through viral marketing, they managed to plaster their brand name at the end of each email they helped to deliver -- which are now numbering in the millions daily -- while gently directing users to their web site and getting them to take action by signing up for their free service.

Nevertheless, cost-efficiency is certainly an important aspect of online marketing, and the goal here is not to negate branding entirely. However, directional marketing can include an array of practices, from response-oriented promotional activities to upselling offers -- all at the same time building brand equity.

Branding should be a byproduct, not a goal in itself.
Take Yahoo!, for instance. In the beginning, this little, unknown Internet directory was not a strong brand but had the capability of attracting hoards of netizens to its site. Today, Yahoo! is almost synonymous with the web. It maintains the recognition as being the leading search engine on the web -- even though it is not an engine at all, which underscores the whole point.

Beyond creating recognition and loyalty, branding also communicates a certain degree of credibility. Often, direct marketers are placed in the same category as sleazy, pushy snake oil peddlers. A century ago, peddlers would travel from town to town selling their wares with the sole goal of selling as much and as fast as possible in order to leave town quickly, thus avoiding the inevitable wrath of their dissatisfied customers. That stigma still exists today.

However, that fear is easily justified. There is no doubt that scamsters exist online. Markets are more accessible, which makes easy prey easier to find. People are still leery of buying on the Internet to a certain degree (and rightfully so) as a result. But a good dose of credibility-building can make a direct marketer shine. This is where branding comes in.

Directional marketing should include various branding elements that are often used in the offline world. (Conversely, institutional marketers are also slowly recognizing the need to implement directional marketing online.) Direct marketers with poorly designed, inconsistent looking sites will have a tough time in building repeat and referral sales. Thus, they may need to spend more dollars and energy upfront on creating new customer relationships.

When visiting Hotmail's website, one can instantly recognize their unique brand: Their logo, their corporate colors and their professional appearance. But at the same time, one is offered a variety of options and links: From reading Hotmail's privacy policy, reasons for signing up, frequently asked questions, to new product offers.

In fact, the latter includes their MSN instant messaging tool, to compete with the Internet's current leader: ICQ owned by AOL. Users are gently directed to sign up for this additional free service. Of course, all of which are aimed at building MSN's (and Microsoft's) brand. But it's direct marketing nonetheless.

In the end, while direct marketing has a firm place on the worldwide web, it does not replace the branding process completely. In fact, strong brands communicate greater perceived value, can defend their offers against price competition, make the direct marketer's job much easier (with repeat and referral sales) and help to curb costs overall. But branding should be an extension of direct marketing -- a byproduct.

Therefore, a direct marketer must be aware of branding, such as a consistent, professionally designed site (i.e., graphics, message, color scheme, etc) as well as benefit-based product and domain names. These are just a few of the elements that, while building strong online brands, can surely help to increase sales -- and save a lot of money down the road. Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith. ----------------------------------------------------------------------------------------------------------------- Michel Fortin is a direct response copywriter, author, speaker and consultant. His specialty are long copy sales letters and websites. Watch him rewrite copy on video each month, and get tips and tested conversion strategies proven to boost response in his membership site at http://TheCopyDoctor.com/ today. -----------------------------------------------------------------------------------------------------------------

Posted by ralph at 02:37 PM | Permalink

Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.
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Michel Fortin is a direct response copywriter, author, speaker and consultant. His specialty are long copy sales letters and websites. Watch him rewrite copy on video each month, and get tips and tested conversion strategies proven to boost response in his membership site at http://TheCopyDoctor.com/ today.
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An Article Inspired By The "Law Of Leadership" From My Two Favorite Marketing Mentors, Jack Trout and Al Ries.

Often, many businesses build their entire marketing strategy around a particular brand and its "better" qualities. Claiming superiority smacks of being untrue and is often a very risky endeavor. In other words, if you claim that you're the best, your statement will be suspect.

Years ago, a mentor once said to me that "Implication is more powerful than specification." It is much more effective to imply superiority -- to be perceived as being a superior company or one with a superior product -- than to simply being (or outright stating that one is) superior. But how do you get others to perceive that you're the best? How does one imply superiority without stating it outright? The following are a few pointers to guide you in that direction.

The First Always Lead
If you're the first in some category, you are also considered as the best. People have the natural tendency to attribute superiority to a product that's first in its category. But if you're not the first, you can usually invent your own position. If there's no category in which you can be first, then create one. By being the first in your very own unique category makes it tremendously difficult for competitors to copy you. But even when your competitors do copy you, their marketing efforts will only help to remind people of you.

Being the first in the marketplace is not as important as being the first in the mind of the marketplace. Working with cosmetic surgeons, I've personally experienced this undeniable truth. A particular hair transplant doctor is one of the first surgeons of this type. While superiority in this field is a matter of artistic ability and not seniority, he is still widely recognized as the best surgeon there is -- even if he still uses outdated techniques.

Jack Trout and Al Ries, the fathers of positioning, developed the category concept into a science. The first law in their book "The 22 Immutable Laws of Marketing," which is the law of leadership, is based entirely on the concept of being the first. In essence, the law states that no two bodies can occupy the same space. If you get to a position first, nobody else can ever take your place. Hence, being the first virtually guarantees your position.

You don't have to be the first with a product or service. You only have to be the first in the consumer's mind. By owning the leading position in the mind people will automatically assume that you're the best. Why? It's because uniqueness separates you from the rest rather than compares you to them. It's immensely more effective than actually being the best.

Create Your Own Category
For instance, Ries and Trout prove this point with a very simple question. They ask: "Who was the third person to fly over the Atlantic in a solo flight?" Now, if you're not a history buff like me, you will more than likely be stumped. Almost everyone remembers that Lindbergh was the first because, being the first, he comes to mind immediately. But if you were asked the same question but rephrased in a different way (e.g., "Who was the first 'woman' to fly over the Atlantic in a solo flight?"), your answer will likely be "Amelia Earhart."

Look at your own life. What are the things you remember the most? More than likely, you will remember your first kiss, your first dance, your first love, your first car, your first day of school, your first job, and your first heartbreak. Can you remember your second kiss let alone your fifth one? In all likelihood, you don't. When it comes to marketing the same holds true.

Many people try to compete by comparison and may even generate some recognition as a result of their efforts. But where they often fail is in creating lasting top-of-mind awareness by drowning their image in a currently known category -- or ladder, if you will. Everybody knows who is the first in some category or another, but rarely do people remember who's second let alone third. If you market your company as a better firm with a better product or service at a better price, all you are really doing is reminding others of that which you are better than, which is your competition.

Again, if there's no category in which you can be the first, create one. Having your very own category is powerful because it is impossible for competitors to beat you. Being the first, your place is therefore guaranteed and you will thus be perceived as the best by default -- there's no competition!

Go the Other Way
Coke, which was touted as being "The Real Thing," is an old company with a hundred-year old recipe locked in some secret safe. So, Pepsi decided to go the other way and proclaimed that it was for the "New Generation." On the other hand, 7UP floundered until it became the "Uncola." As a result, the more Coke and Pepsi advertised, the more it helped 7UP.

For a long time, Avis was an unknown car rental agency. One day, it finally conceded that it was number two -- second only after Hertz. Their "we try harder" campaign, which focused on their underdog position, turned the size of their bigger competitor into a negative. Domino's Pizza was surely not the first pizzeria. But by being the first to deliver its pizza "in 30 minutes or it's free," it went from a small restaurant to a multimillion dollar franchise operation. And there are countless other examples.

You can be the first to cater to a specific market, the first to offer an alternative to an existing product or service, or the first to cater to a market in a unique way -- such as by offering an ordinary product or service but with a unique twist. You can also customize a general product or service for a specific market. For example, you might be a travel agency. You could decide on being the first to sell business trips catering exclusively to financial institutions.

However, if you're not the first you might then market yourself as "the first to serve the financially inclined," "the leader in business trips for bankers" or "the first travel agent for the smart financier." In other words, don't be the best in some existing category. Be the first in one -- one you create. Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith. ----------------------------------------------------------------------------------------------------------------- Michel Fortin is a direct response copywriter, author, speaker and consultant. His specialty are long copy sales letters and websites. Watch him rewrite copy on video each month, and get tips and tested conversion strategies proven to boost response in his membership site at http://TheCopyDoctor.com/ today. -----------------------------------------------------------------------------------------------------------------

Posted by ralph at 07:36 PM | Permalink

Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.
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Michel Fortin is a direct response copywriter, author, speaker and consultant. His specialty are long copy sales letters and websites. Watch him rewrite copy on video each month, and get tips and tested conversion strategies proven to boost response in his membership site at http://TheCopyDoctor.com/ today.
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In our overcommunicated society, we are constantly bombarded with messages that seem to be just one big blur of sameness. Limited by society's very short attention span, your marketing message has to be effective to the degree that it must communicate its essence and create top-of-mind awareness within an extremely short amount of time. Names are often the best tools -- and sometimes the only ones -- for accomplishing this efficiently.

When positioning your company or product, your name has to stick firmly in the mind of the marketplace and must do so instantly. While uniqueness is an important factor, there are many other elements that can help the anchoring process -- elements that help a name memorable as well as chosen when a customer experiences a specific need or desire. So, here are some simple rules to follow when choosing a name for your company or product.

What Does it Do?
To make a company or product name truly memorable, it should convey its main feature or benefit. If I give you the word "Die Hard" for instance, you will think of a battery that dies hard. If I tell you "Jiffy Lube," you will naturally assume that it's a garage offering oil changes in a jiffy. If I tell you "Band-Aid," you will picture an adhesive bandage that comes to your aid.

Names that do not convey at least the basic nature of a company will be easily forgotten. This includes hard-to-pronounce words, abbreviations, and acronyms such as "MGF Holdings Limited." It also includes self-titled companies such as "Michel Fortin International" (which was, believe it or not, the name of my original company -- one that nonetheless failed).

Benefits are particularly effective because such a name would make a company or product appear as if it had some added value. When placed alongside a competitor offering an identical product, a benefit-based name positions itself above the competition in the mind. As a result, the name will thus be quickly remembered when people make their decision to buy.

Rhymes Move Minds
Since the invention of the printing press, the written word has made it easy for us to forget names. Consequently, the process of rhyming has in the same way gradually fallen out of favor. But strangely, what we remember the most are, for example, the nursery rhymes that we were told as children. In today's memory management courses, people are told to use rhymes and word association in order to improve their memory. Rhyming is therefore effective because it is pleasing to the ear and helps to hook words easily in the mind.

Beyond ease-of-recall, rhyming also tends to add credibility. Psychology professor Dr. Matthew McGlone has found that rhymes not only make a phrase more memorable, they also make it more believable.

According to his research, people preferred "woes unite foes" over "misfortune unite foes" or "woes unite enemies." As he points out, "People often attribute the aesthetic quality of a rhyme to the statement's validity, which suggests that people may unknowingly equate beauty (a rhyme's singsong quality) with truth." In other words, rhymes confer a greater sense of credibility.

While some names can easily rhyme since they use multiple words (e.g., "Blinds of All Kinds" or "Ronald McDonald"), most names are made up of only one word. If they can not rhyme at least within themselves (e.g., "Rodeo" or "Coca-Cola"), then the job would be conferred unto their taglines -- those small sentences that follow and complement names.

For example, if I said "It takes a licking but keeps on ticking," you will probably remember this phrase if not instantly recognize the product with which this tagline is associated. And if the tagline rhymes with the name (such as "Uh, Oh! Better get Maaco!" or "When you need an edge, use Pledge"), the name will stick even more effectively as a result.

Repetition Resonates
What do "Saran-Wrap," "Coca-Cola," "Willy Wonka," "GI Joe," "Barbie," "Hamburger Helper," "Crispy Crunch," and "Blockbuster" all have in common? Similar to rhymes, the repetition of consonants give a name that pleasant and obviously effective singsong quality. Repetition makes a name memorable by making the pronunciation more simple. In other words, it is definitely easier to remember a string of similar sounds than it is to remember a combination of totally different sounding words. Did you "see the softer side of Sear's" lately?

Rhymes and repetitious consonants used in order to make a name more memorable are called mnemonics. Mnemonics are not only useful but also effective, particularly in the branding process. From the simplest product to the most abstract or complex technical service, a memorable name helps to make the company or product memorable as well. Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith. ----------------------------------------------------------------------------------------------------------------- Michel Fortin is a direct response copywriter, author, speaker and consultant. His specialty are long copy sales letters and websites. Watch him rewrite copy on video each month, and get tips and tested conversion strategies proven to boost response in his membership site at http://TheCopyDoctor.com/ today. -----------------------------------------------------------------------------------------------------------------

Posted by ralph at 02:35 PM | Permalink

Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.
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Michel Fortin is a direct response copywriter, author, speaker and consultant. His specialty are long copy sales letters and websites. Watch him rewrite copy on video each month, and get tips and tested conversion strategies proven to boost response in his membership site at http://TheCopyDoctor.com/ today.
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Some people like hypey copy, while others prefer cold copy. Some people like short copy, while others prefer long. Some people drama, stories and testimonials. Others data, statistics and facts.

Does it all matter? Absolutely.

What makes one style of copy more favorable than another? Why does one person buy from one type of copy and not from another?

The style you choose will not appeal to everyone. It never will. Even some of the best ads miss the mark with at least half of their target audience.

You may have heard me say this before. Trying to be all things to all people is a death knell for most businesses. By trying to be all things to all people, you must paint your copy with broad brushstrokes in order to appeal to everyone.

Similarly, ads crafted so as not to offend anyone will be counterproductive. It may even backfire. Why? Because the more you try not to offend anyone, the more generic you become with your copy. And the more generic you are, the the more your copy will be disconnected from your audience.

In other words, to your prospect, you appear as if you DON'T understand them, and that your copy DOESN'T cater to their specific, individual needs, goals, concerns, budget and unique set of circumstances.

Thus, you alienate most of your market that way.

Sure, you may avoid offending a minority. But now you inadvertently offend the majority -- perhaps in a subtle, indirect or unconscious way -- because you appear as if you simply don't care.

You see, ads are distinctive. They're alive. They like pieces of art.

Each one has a certain personality. And no matter what you do, that personality may attract some people and repulse others at the same time.

Instead, appeal to the majority, even to the detriment of the minority. It's not just because they're conducive to the greatest results but also because they offer more than just information. They also present that information in a way that is favored by the majority of your target audience.

Instead, it's best to cater to one predominant market, i.e., one predominant buyer personality. That way, your information is presented in a way that the market feels the copy is centered on them. And them alone.

Different People Prefer Different Things.
Over the years, many psychologists and behavioral scientists have categorized personality styles. They may have labeled them differently, but the methodology is essentially the same.

A personality style is defined by a person's assertiveness and responsiveness level. One of the more popular models -- and perhaps the best one for copywriting purposes -- lists 4 such styles:

High assertive, low responsive
High assertive, high responsive
Low assertive, low responsive
Low assertive, high responsive
Is this some kind of new science? Not at all.

Around 400 BC, Hippocrates, in his book "Air, Water And Places," dubbed these 4 personality types Sanguine, Phlegmatic, Choleric and Melancholic. In more recent years, behavioral scientist and sales psychologist Dr. Tony Alessandra labels them Directors, Socializers, Relaters and Thinkers.

But the most common labels given to them are: Driver, Expressive, Analytical and Amiable. Here's a chart of how this looks like in the form of a quadrant:

(Screenshot from a DVD video at http://CopyOnFire.com/.)

Your Market Will Predominantly Fall Into 1 Or 2 Personality Styles.
Of course, with all things being equal.

Your audience may not necessarily and precisely fit into a single, neat personality category, and your entire market may not fit one specific style. Keep in mind that the keyword here is "predominant."

But depending on your product, your industry, and both demographics and psychographics of your target audience, it is safe to say that the majority of them will likely demonstrate one particular style more than any other.

To give you an idea, here's a brief look at them:

Drivers are concerned with RESULTS.

They are practical, impatient and time-sensitive. A Driver is a person who usually is more concerned with the bottom-line. For example, they want to know how long will it take to get your product, what kind of results they can expect and, of course, how much does it cost.

Bankers, sales managers, purchasing agents, businesspeople, corporate executives and so on are typically Drivers. They don't care how to get from point "A" to point "B." They just want to know if you can get to point "B."

Everything else is irrelevant. So give them the bottom line.

Analyticals are preoccupied with DETAILS.

They don't care much about results. They're far more interested in the facts of your product. They might want to know what is its exact size, where and of what is it made, what are the ingredients, what are the features, what kind of guarantees do you offer with it, and what, precisely, makes it work.

Scientists, developers, mathematicians, engineers, computer programmers, doctors and so on are mainly Analyticals. They want specifications. They want facts. They want statistics. They want data. The more, the merrier.

They prefer cold, hard information rather than hyperbole and stories.

Expressives care most about PERCEPTIONS.

Status and approval are important to Expressives. How they perceive things and how other people perceive them take precedence. They are mostly impulsive, colorful, ego-centric, undisciplined and spontaneous.

Actors, teachers, musicians, artists, art lovers, graphic designers, directors, comedians, etc fall in the Expressive category. As an example, they're the ones who buy mostly for the sake of prestige of ownership, or to boost their standing in their communities, their organizations or their peer groups.

(For instance, Expressives are the types who intentionally park their brand new luxury car on the street so that the neighbors can see them.)

Ultimately, tell them how your product will make them look good.

Amiables are interested in FEELINGS.

They are emotional, caring and humanistic. They are normally those who deal with the public and care deeply about the relationships they hold. How your product will help others and strengthen the relationships they maintain with them will be of utmost importance to Amiables.

It's not uncommon for Amiables to hold careers as salespeople, home-based business owners, entrepreneurs, social workers, human resource personnel and so on. If your product can solve a problem, that's good. But if it can help your prospect to solve a problem they have with others, that's even better.

With Amiables, use testimonials, stories and analogies. A lot.

How Do You Appeal to Your Buyer's Personality?
For instance, avoid lacing your copy with feelings and emotions when your audience, comprised mostly of Analyticals, wants specifics. Be objective and factual, and refrain from hyperbole or drama.

While an Analytical will never have enough information, don't drown your visitors with needless details when they consist of Drivers. Be quick, pithy and straight to the point when dealing with these practical buyers.

However, be sensitive and friendly when pitching to Amiables. Use stories, case studies and testimonials. Use hyperbole and focus on feelings. Take your time with them. Be warm and interactive.

For Expressives, talk about how the product will get others to compliment them. Or focus on how the product will make others around them cringe in horror, turn green with envy or even be humiliated.

Here's a real-life scenario.

A patient visits a dentist for an initial consultation.

During the meeting, the Analytical will be preoccupied mostly with the details of dental work. Knowing precisely how much freezing will be applied, which specific teeth (and parts thereof) will be repaired and what kind of filling will be used are of enormous interest to him.

On the other hand, a Driver will want to know how long the procedure takes, how fast can he return to work after the procedure and how much it costs.

But for the Amiable, they are mostly concerned with pain that such a procedure might incur, their happiness with their new look, and their ability to please their spouse, friends or boss with their improved appearance.

The Expressive, however, will be mostly interested with how good do their new teeth look, how their teeth changes their appearance, how natural are they going to be and how attractive the procedure is going to make them.

But What If My Market Consists Of More Than One?
Your market will fit into one predominant category, and one more than any other. And depending on your type of industry and product, the style of your message should chiefly appeal to that one specific style.

But what if your market consists of strong, identifiably different groups? In other words, what if you have more than one predominant personality type in your target audience? If so, I submit that you can have a different ad or salesletter directed at each different market.

It's market segmentation, pure and simple. Even if it’s the same product.

For instance, a clever entrepreneur can take a product, package it, price it and sell it in 2 different ways to 2 different audiences on 2 different websites — and thus maximize sales from all potential market segments. Oftentimes, even creating their own competition.

Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.
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Michel Fortin is a direct response copywriter, author, speaker and consultant. His specialty are long copy sales letters and websites. Watch him rewrite copy on video each month, and get tips and tested conversion strategies proven to boost response in his membership site at http://TheCopyDoctor.com/ today.
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Posted by ralph at 06:19 AM | Permalink

Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.
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Michel Fortin is a direct response copywriter, author, speaker and consultant. His specialty are long copy sales letters and websites. Watch him rewrite copy on video each month, and get tips and tested conversion strategies proven to boost response in his membership site at http://TheCopyDoctor.com/ today.
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The process to which is often referred as "institutional" marketing can be extremely seductive, particularly to the small businessperson since it is intoxicatingly flattering to the ego. Small businesses often attempt to copy their larger corporate nemeses in an effort to create strong brands through relatively smaller marketing budgets. Such a tactic unfortunately requires a long period of time and repetitive advertising in order for it to work.

On the other hand, when a business brags itself as being a better company with a better product at a better price, it usually winds up with very poor, long term results. If a statement is made wherein the author proclaims that his company or product is number one in the marketplace, such a statement will all but make that information more suspect. Even though there is evidence to substantiate that claim, there will no doubt be a clear lack of credibility.

In this day and age where consumers are more educated and more sophisticated than ever before, claims of any kind can never be made without them somehow being criticized or at least questioned. Therefore, a better approach is through positioning -- the concept of effectively anchoring a product or service, in the mind of prospects, above the competition.

Implication, Not Specification
Any claim, even if backed up with statistics or surveys, is seldom believable. An old mentor of mine once said, "Implication is remarkably more powerful than specification." In other words, if you specify that you're the best, you'll be questioned. But if your marketing implies that you are, without stating it outright, you will not only get the message across but you will also anchor that message (and position it) more effectively in the minds of your target market.

For instance, when Pepsi doing their famous taste tests in the 80's, Coke thought that a newer, better-tasting Coke would beat Pepsi -- hence, the introduction of the "New Coke." But where is the New Coke today? Not only did Coke reintroduce the older version under the banner "Classic Coke," but the New Coke has also disappeared from the grocery store isles.

Specify Benefits to Imply Superiority
Coke wasn't the only culprit. Pepsi made a similar mistake with its clear brand in the early 90's. Of course, during the last decade there was a fad with clear consumables. Clear soaps, clear deodorants, clear dishwashing liquids, clear sodas, and of course clear foods were stocking up shelves. At first, they were selling quite well. "But what Pepsi didn't count on was the 'curiosity factor' in its research," says Jack Trout in his book "The New Positioning."

In essence, there is no clear benefit in a clear product over its darker version. People are astonishingly attracted to benefits, whether consciously or subconsciously. And clear colas were hip because the initial perception was that "clearer" meant "better," "safer," or "healthier." It was this perception of more benefits that drove their initial success.

However, once the market realized that this was not true in that clear sodas have just as many calories as their darker counterparts, they were dropped. The only clear consumable that stood the test of time was the clear deodorant. Why? The clear deodorant prospered because people can't stand white, powdery residue on their clothes (and it is terribly inconvenient to wait for the deodorant to dry). Thus, clear deodorant has a clear benefit.

Position with Benefits
Having an impressive portfolio, including a slick ad campaign, a superior product or a number one company, will not work for you in the long run -- unless you have a million dollar ad budget with money to invest in repetitious commercials. If you run a business or sell a product or service, make sure that when you position it in the marketplace you do so by marketing its main, core benefit or benefits -- not its features, superiority, or image.

A benefit that is clear, practical, and direct will, in your promotional efforts, naturally convey a sense of superiority -- without having to state it outright. In short, make your benefits clear. Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith. ----------------------------------------------------------------------------------------------------------------- Michel Fortin is a direct response copywriter, author, speaker and consultant. His specialty are long copy sales letters and websites. Watch him rewrite copy on video each month, and get tips and tested conversion strategies proven to boost response in his membership site at http://TheCopyDoctor.com/ today. -----------------------------------------------------------------------------------------------------------------

Posted by ralph at 07:28 AM | Permalink

Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.
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Michel Fortin is a direct response copywriter, author, speaker and consultant. His specialty are long copy sales letters and websites. Watch him rewrite copy on video each month, and get tips and tested conversion strategies proven to boost response in his membership site at http://TheCopyDoctor.com/ today.
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Have you ever picked up a book off the shelf at a local bookstore, read the cover, opened it up and, after reading a few pages... Couldn't put it down?

Do you remember how you flipped each page with an almost excruciating curiosity because the story was so tantalizing, you became increasingly riveted to the book with each subsequent chapter?

Copy is, or should be, the same.

Good copy makes a good case. But great copy tells a good story. A great copywriter is also a great salesperson. But all great copywriters AND all great salespeople also have one thing in common...

... They are also great storytellers.

The closer your copy reads like a compelling story — keeping the reader interested and engaged, hanging on to every word — the greater your chances she will read your copy until the end and, of course, buy.

Your "story" should tickle the reader's curiosity and pull her into the copy. Each new idea introduced should build on the other, pulling the reader further and deeper into the salesletter. The copy should almost mesmerize the reader to the point she's in a trance-like state.

Each header, each paragraph and each word crescendos and prepares you, step-by-step, for the climactic "twist" in the story's plot.

The climax, of course, is the offer.

And the plot, in copywriting, is called the "platform."
Your platform is the major concept or "storyline." It's possibly a core benefit, result or key topic that creates the foundation upon which your entire "story" is built. It's one powerful idea with which your entire copy will hinge.

The platform you choose to present your offer is critical to the offer's success — hopefully the offer is good, but getting there is the job of the platform.

The concept of the "greased chute" is one in which you keep the reader hanging on to every word you write — up until they buy. They simply can't leave. They're glued to your copy. They're compelled to keep reading.

Copy is telling a good story that involves the reader so they can see in their mind's eye the benefits of your offer, as if they owned your product already. The platform is the "pivot," if you will, you choose to build your story on.

It could (and often should be) be your USP. It could be what copywriter John Carlton calls your "hook." It could be some major advantage or benefit.

Ray McNally, a programmer and friend, offers a neat software program that complements an affiliate marketer's efforts by helping them capture the names and email addresses of traffic they generate to an affiliate link.

This program sets up a doorway page (not the search engine kind) that, before the affiliate's generated traffic is sent to the site being promoted, it capture's their name and email addresses for future follow-up.

Why? Because once they click on an affiliate link, they're gone. But that affiliate has worked hard or spent money on generating that traffic. They own that traffic. So why not capture it in the process?

If they DIDN'T end up buying that affiliate product, no problem. That list can now be followed-up with, or even monetized in other ways!

What has that got to do with copy? Here's my point.

Originally, Ray had one of those hackneyed headlines: "Discover how to explode your income... Blah, blah, blah." Bland. Hypey. Boring.

After talking with Ray, I said, "Ray, this is your USP! Your hook. Why not capitalize on it?" So the platform I told him to use was this ability affiliates will gain with this software to make far more money with the traffic they generate.

The result is here: http://AffiliatePageCreator.com/. Check the headline out and you'll understand what I mean. Also, you'll notice another strategy I used.

Before I explain it to you, let me backup a little to "set the story."
A great way to learn how to write mouth-watering copy is to read fiction. Take a popular book and read it through once. Then go back, read it again and take notes. List the nuances, twists and storylines that grabbed you. And why.

In other words, try to look beyond the story.

Pinpoint where certain characters, ideas and phrases were introduced in specific locations of the book — and see how they relate to the whole plot.

Look at the flow of ideas. Is there a crescendo? Are there small "valleys" along the way (until you reach the "summit," i.e., the climax)?

What do I mean by "small valleys?" Copy should build on the reader's intrinsic curiosity. But it needs to do so multiple times throughout. In fact, incorporate what copywriter David Garfinkel once told me are called "nested loops."

A nested loop is when you begin on an idea but, before you complete it, you introduce another idea. And guess what? People will read every single word more intently and intensely, and remember more what is being said in the process, until you close the loop and finish the idea.

In between the nested loop is therefore a great place to insert a key idea or critical point you want to drive home.

Why are "nested loops" so powerful?
In 1927, Bluma Zeigarnik, one of the early contributors to Gestalt Psychology, found that people have an intrinsic need for closure. Often called the "Zeigarnik Effect," he discovered that we remember interrupted tasks best.

We either passionately attempt to complete something that's incomplete, or feel a certain discomfort, uneasiness or disconcertedness, until it is. The tension created by such an unfinished task helps us to concentrate more.

For example, have you ever watched the news on TV or one of those tabloid shows, where they begin with the following introduction:

"Tonight, Hollywood superstar escapes blazing fire while filming her new mega-budget movie. More on that later. But first..."

That story aroused your curiosity. So you remain glued to your TV set until... They air that particular story at the end of the show! Now, do you think they did this intentionally? Of course. They did so to force you to watch the entire show. (And of course, all of the commercials in between.)

Look at all the TV shows that keep you hanging with each show to the next. (Look at the hit show "24" as a perfect example.) Even commercials use this strategy brilliantly. (Remember the "Taster's Choice" soap-opera-like series?)

Once you close the loop, their concentration level goes down somewhat, which is why you want to use multiple nested loops, or "valleys," throughout the copy. Once they finally "climax," there's no more "Zeigarnik Effect." And you stand a great chance to lose your reader.

(Take, for instance, the show "Dallas" in the 80's with the famous "Who Shot J.R.?" plot. After the show's culmination when they finally revealed who did it, ratings dropped dramatically.)

In copy, include nested loops to not only keep the reader reading but also to build on the reader's level of concentration until the very end. And use them to introduce new or critical ideas in between them.

Look at soap operas and cliffhangers as an example. As an aside, even a few Internet marketers are doing exactly that. For example, check out the "Joe And Mable Show" at http://www.joeandmable.com/.

Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.
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Michel Fortin is a direct response copywriter, author, speaker and consultant. His specialty are long copy sales letters and websites. Watch him rewrite copy on video each month, and get tips and tested conversion strategies proven to boost response in his membership site at http://TheCopyDoctor.com/ today.
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Posted by ralph at 11:47 AM | Permalink

Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.
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Michel Fortin is a direct response copywriter, author, speaker and consultant. His specialty are long copy sales letters and websites. Watch him rewrite copy on video each month, and get tips and tested conversion strategies proven to boost response in his membership site at http://TheCopyDoctor.com/ today.
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I have some absolutely fantastic news.

One tip I use to increase my clickthroughs from Google AdWords is to use dynamic headlines in my ads so that the keyword searched for by a user appears in the title of my ad.

It's proven that, when the keyword searched for appears in your ad, it increases your CTRs (e.g., clickthrough rates).

Thus, here's how you do it. Type ...

{KeyWord:Default Title}

... Exactly as shown. "Default Title" is the default title that appears if the keyword isn't an exact match to your list of keywords, is a variation or if the keyword/keyphrase makes the title longer than Google's limit of 25 characters.

Plus, type it exactly as shown -- KeyWord, not keyword, or Keyword, or KEYWORD -- because "KeyWord" will capitalize each word in your title ("Keyword" will only capitalize the first letter), since first capitalized letters increase CTRs, too.

Now, that may be good news to some of you, but it's NOT the news I wanted to convey. As a test fanatic myself, I wanted to try to see if {KeyWord} works in the ad itself -- either in the ad content or, more important, in the display URL.

Why the display URL?

Because the display URL can be whatever you want (and the real URL is the one people are sent to when they click) ... As long as the display and real URLs are in the same domain, it meets Google's editorial guidelines.

Since I was in the middle of writing copy, I didn't have time to check this out. So I made a request -- and The Copy Doctor member, Eric Graham, was gracious enough to try it out.

The result? You won't believe this! (And you certainly won't believe the tremendous boost in conversion it did, too! Hint: It tripled ... a 328.1% increase! ... the CTRs!)

See http://copywritersboard.com/viewtopic.php?p=2258#2258
for the whole story.

Enjoy,
Michel
Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.
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Michel Fortin is a direct response copywriter, author, speaker and consultant. His specialty are long copy sales letters and websites. Watch him rewrite copy on video each month, and get tips and tested conversion strategies proven to boost response in his membership site at http://TheCopyDoctor.com/ today.
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Posted by ralph at 11:43 AM | Permalink

Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.
-----------------------------------------------------------------------------------------------------------------
Michel Fortin is a direct response copywriter, author, speaker and consultant. His specialty are long copy sales letters and websites. Watch him rewrite copy on video each month, and get tips and tested conversion strategies proven to boost response in his membership site at http://TheCopyDoctor.com/ today.
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What's the single, most important element in copywriting?

Let me say it another way.

You've done your research. You found a starving market. Your product fills their needs. And your sales copy shines with benefits. If so, then why is your product still NOT selling? Is it the price? The offer? The competition?

Maybe. But not necessarily. The fact is, these things are not always to blame for being unable to sell an in-demand product, even with great copy.

It has more to do with one thing: FOCUS. (Or the lack thereof.)

In fact, the greatest word in copywriting is NOT "free." It's "focus."

And what you focus on in your copy is often the single, greatest determinant of your copy's success. Similarly, the most common blunders I see being committed in copy is the lack of focus in a sales message on:

The individual reading the copy; and,
The value you specifically bring to them.
In my experience as a copywriter, I find that some people put too much emphasis on the product, the provider and even the market, and not enough on the most important element in a sales situation: the customer.

The individual reading the copy at that very moment.

Don't focus your copy on your product and the features of your product — and on how good, superior or innovative they are. And don't even focus on the benefits. Instead, focus on increasing perceived value.

Why? Because perception is personal. It's intimate. It's ego-centric.

Let me explain.

When you talk about your product, you're making a broad claim. Everyone makes claims, especially online. "We're number one," "we offer the highest quality," "it's our best version yet," etc. (Often, my reaction is, "So what?")

And describing benefits is just as bad.

Benefits are too broad, in my opinion. You were probably taught that a feature is what a product has and a benefit is what that feature does. Right? But even describing benefits is, in my estimation, making a broad claim, too.

A claim always looks self-serving. It also puts you in a precarious position, as it lessens your perceived value and makes your offer suspect — the opposite of what you're trying to accomplish by making claims in the first place.

Therefore, don't focus on the benefits of a certain feature. Rather, focus on how those features specifically benefit the individual.

There is a difference. A big difference.

The more you explain what those claims specifically mean to the prospect, the more you will sell. It's not the features that counts and it's not even benefits. It's the perceived value. So how do you build perceived value?

The most common problem I see when people attempt to describe benefits is when what they are really describing are advantages — or glorified features, so to speak. Real benefits are far more personal and intimate.

That's why I prefer to use this continuum:

Features Advantages Benefits

Of course, a feature is what a product has. And an advantage (or what most people think is a benefit) is what that feature does. But...

... A benefit is what that feature means.

A benefit is what a person intimately gains from a specific feature. When you describe a feature, say this: "What this means to you, Mr. Prospect, is this (...)," followed by a more personal gain your reader gets from the feature.

Let me give you a real-word example.

A client once came to me for a critique of her copy. She sold an anti-wrinkle facial cream. It's often referred to as "microdermabrasion." Her copy had features and some advantages, but no benefits. In fact, here's what she had:

Features:

It reduces wrinkles.
It comes in a home kit.
And it's pH balanced.
Advantages:

It reduces wrinkles, so it makes you look younger.
It comes in a home kit, so it's easy to use at home.
And it's pH balanced, so it's gentle on your skin.
This is what people will think a benefit is, such as "younger," "easy to use" and "gentle." But they are general. Vague. They're not specific and intimate enough. So I told her to add these benefits to her copy...

Benefits:

It makes you look younger, which means you will be more attractive, you will get that promotion or recognition you always wanted, you will make them fall in love with you all over again, they will never guess your age, etc.

It's easy-to-use at home, which means you don't have to be embarrassed — or waste time and money — with repeated visits to the doctor’s office... It’s like a facelift in a jar done in the privacy of your own home!

It's gentle on your skin, which means there are no risks, pain or long healing periods often associated with harsh chemical peels, surgeries and injections.
Now, those are benefits!

Remember, copywriting is "salesmanship in print." You have the ability to put into words what you normally say in a person-to-person situation. If you were to explain what a feature means during an encounter, why not do so in copy?

The more benefit-driven you are, the more you will sell. In other words, the greater the perceived value you present, the greater the desire for your product will be. And if they really want your product, you'll make a lot of money.

It's that simple.

In fact, like a face-to-face, one-on-one sales situation (or as we say in sales training, being "belly to belly" with your prospect), you need to denominate as specifically as possible the value of your offer to your readers.

In other words, express the benefits of your offer in terms that relate directly not only to your market, but also and more importantly:

To each individual in that market
And to each individual's situation.
Don't focus on your product. Focus on your readers. Better yet, relate the benefits of your offer to the person that's reading it. And express how your offer benefits your prospect in terms they can intimately relate to.

Look at it this way:

Use terms the prospect is used to, appreciates and fully understands. (The mind thinks in relative terms. That's why the use of analogies, stories, examples, metaphors and testimonials is so important! Look at "facelift in a jar" I mentioned earlier, as an example.)

Address your reader directly and forget third-person language. Don't be afraid to use "you," "your" and "yours," as well as "I," "me," "my" and "mine." Speak to your reader as if in a personal conversation with her.

Use terms that trigger their hormones, stroke their egos, tug at their heartstrings and press their hot buttons. You don't need to be hypey. Just speak to your reader at an intimate level. An emotional level.
Because the worst thing you can do, second to making broad claims, is to express those claims broadly. Instead, appeal to their ego. Why? Because...

... We are all human beings.

Eugene Schwartz, author of Breakthrough Advertising (one of the best books on copywriting), once noted we are not far evolved from chimpanzees. "Just far enough to be dangerous to ourselves," copywriter Peter Stone once noted.

He's not alone. My friend and copywriter Paul Myers was once asked during an interview, "Why do people buy from long, hypey copy?" His short answer was, "Human beings are only 2 feet away from the cave."

(Speaking of Eugene Schwartz, listen to his speech. It's the best keynote speech on copywriting. EVER. You can also get a copy of his book, too, at http://www.hardtofindseminars.com/AudioclipsE.htm — just scroll about halfway down to the clip entitled "Hear legendary copywriter Eugene Schwartz teach his proprietary system for writing breakthrough advertising copy").

People buy for personal wants and desires, and for selfish reasons above all. Whether you sell to consumers or businesses, people are people are people. It's been that way for millions of years. And nothing's changed.

Your message is just a bunch of words. But words are symbols. Different words mean different things to different people. Look at this way: while a picture is worth a thousand words, a word is worth a thousand pictures.

And the words you choose can be worth a thousand sales.
Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.
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Michel Fortin is a direct response copywriter, author, speaker and consultant. His specialty are long copy sales letters and websites. Watch him rewrite copy on video each month, and get tips and tested conversion strategies proven to boost response in his membership site at http://TheCopyDoctor.com/ today.
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Posted by ralph at 11:45 AM | Permalink

Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.
-----------------------------------------------------------------------------------------------------------------
Michel Fortin is a direct response copywriter, author, speaker and consultant. His specialty are long copy sales letters and websites. Watch him rewrite copy on video each month, and get tips and tested conversion strategies proven to boost response in his membership site at http://TheCopyDoctor.com/ today.
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Whether you love them or hate them, pop-ups are powerful and produce extraordinary results. But since some people overuse them, they have become an annoyance, which has led to the emergence of anti-popup software and pop-up blockers now pervading the web.

However, there are unblockable pop-ups. Some people sell software to create them. But there are also free scripts available on the Internet. Here are a few links to help you create "unblockable" pop-ups I use on my many websites.

Granted, they are not 100% foolproof, as pop-up blockers are becoming more and more sophisticated. However, not everyone has them, and therefore your chance to take advantage of these response boosters are immense -- at least for the time being.

There are 3 types...

1. Window Layers (Or "Pop-Overs")
The first is to create DHTML (dynamic HTML) windows, which uses layers (also called "pop-ins" or "pop-overs," and sometimes called "hover ads" or "drop-in windows").

These windows are not windows per se but in fact are actual HTML mini-pages created "on top" of regular HTML. When they close (such as by clicking the "X" in the upper righthand corner), they don't really close. They simply become invisible.

These scripts are free.
ScriptAsylum.com
DynamicDrive.com
CodeLifter.com
You can also use their cookie function to disallow pop-ups from showing up with returning visitors, thus reducing annoyance.

Let me show you some examples.
There's my client Chet Womach at BirdTricks.com (notice the "close window link" in the window, which I discovered by myself .) There's my own website at SuccessDoctor.com.

2. Modal Windows
The second one is the same as a standard pop-up window. But instead of lauching the window when the page loads or closes (traditionally using the body tag "onload" or "unonload" function), this script launches the window within the code itself -- rather than when page loads.

These scripts are also free.
forums.HotScripts.com
Here's the same one but in a downloadable zip file.
PageResource.com
WebReference.com
Let me show you a more specific example.
There's my own website at TheCopyDoctor.com (you may have seen the "exit" survey that pop-ups when you leave the website, asking for your feedback as to why you didn't order today).

3. Scrolling/Draggable Layers
The third is somewhat like #1. But instead of a window, you can create a linked image or a set of links (with no frames) that follow you around on a web page.

This one is becoming more and more popular. It was once used for providing feedback, but with the advent of pop-up blockers, this technique is fast becoming the "pop-up" of choice.

These scripts are also free.
EchoEcho.com
Codelifter.com
Dyn-Web.com
(Click on gliding "layers always in view.")
Here are some examples.
For links, you can purchase a software that creates them for you, like Dave Brown's WebsiteResponseBooster.com (not an affiliate link). But when you visit the site, look in the corners of your browser window.

As for images, go to About.com and click on any one of their content pages, then scroll down -- and look at the top of your window. Here's a screenshot:

Click picture to enlarge.

One Final Resource
Many of the scripts I use comes from a freeware site, which offers a downloadable "javascript vault." It's a great reference tool. Goto:

http://davidpye.com/freeware/

... and scroll down to "Javascript Vault.

Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.
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Michel Fortin is a direct response copywriter, author, speaker and consultant. His specialty are long copy sales letters and websites. Watch him rewrite copy on video each month, and get tips and tested conversion strategies proven to boost response in his membership site at http://TheCopyDoctor.com/ today.
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Posted by ralph at 11:42 AM | Permalink

Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.
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Michel Fortin is a direct response copywriter, author, speaker and consultant. His specialty are long copy sales letters and websites. Watch him rewrite copy on video each month, and get tips and tested conversion strategies proven to boost response in his membership site at http://TheCopyDoctor.com/ today.
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This is pulled from my post on CopywritersBoard.com.
A script (like SIMA or Split Test Gold, etc) serves 2 versions of the same page. The 2nd version should be a carbon copy of the first page (your control), but with one variable changed -- perhaps a change in headline, price, graphic, copy, offer, guarantee, etc.

So page "a" may be your existing control while page "b" is exactly the same with one slight change. (Always test just one variable at a time.)

Scenario of "a" versus "b" split test.
The script serves one page, alternately, with each visitor. It measures the response rate per page. Say, page "a" gets 100 hits, 2 sales (2% response). Page "b" gets 100 hits, 3 sales (3% response). The difference between "a" and "b" gives me the change. It's a 1% difference. Based on the original 2%, that's a 50% increase.

Let me show you a more specific example.

First, you install the script. You then set your 2 pages. Page "a" is your current control. Page "b" is an exact carbon copy of page "a," but with a slight change. One variable, whatever it may be. Now...

Page "a" 213 hits, 2 sales, 0.9% conversion
Page "b" 188 hits, 3 sales, 1.1% conversion
Increase from "a" to "b:" 1.1 - 0.9 = 0.2% difference
To calculate the increase 0.2% represents:
Multiply it by 100, like 0.2 x 100 = 20
20 divided by 0.9% = 22% increase
Thus, page "b" with the slight change represents a 22% increase over page "a." Thus, 0.9% (page "a") x 1.22 (22% increase) = 1.1% (page "b"). In other words, add 22% of 0.9% to 0.9%, which equals 1.1%.

Now, is this empirical? No.

The amount of traffic above is very small. This example should not be considered as across-the-board numbers. But, it gives you a good indicator. (Don't forget that a modification to your control may decrease your response, too. That's fine, since it gives you the knowledge of what DOESN'T work -- and not repeat it.)

Here's a great site that teaches it to you is http://testandtrack.com/.

Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.
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Michel Fortin is a direct response copywriter, author, speaker and consultant. His specialty are long copy sales letters and websites. Watch him rewrite copy on video each month, and get tips and tested conversion strategies proven to boost response in his membership site at http://TheCopyDoctor.com/ today.
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Posted by ralph at 11:39 AM | Permalink

Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.
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Michel Fortin is a direct response copywriter, author, speaker and consultant. His specialty are long copy sales letters and websites. Watch him rewrite copy on video each month, and get tips and tested conversion strategies proven to boost response in his membership site at http://TheCopyDoctor.com/ today.
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Takeaway selling, for the uninitiated, is a way to limit the supply of a product or service in some way to increase scarcity of an offer. Because it's a proven fact that scarcity sells. It's the age ol' law of supply and demand. The less the supply, the greater the demand, as people don't know how much they want something until it's about to be taken away from them.
As Jim Rohn once said, "Without a sense of urgency, desire loses its value." Why? Because procrastination is the biggest killer of sales -- particularly online where the chances of a prospect staying on or returning to a website (in order to think about buying), in today's click-happy world, are scarce.

It's like the time you walk into a department store and check out a new shirt you're interested in. Since there's none in your size, you ask the sales representative if one is available. The clerk goes into the backroom, and emerges a few moments later, saying, "I found one in your size, but it's the only one we have left in stock."

Now, how much more desirous are you in that shirt?

I'm a firm believer, and I've grown even more convinced over time, that great copy is not meant to induce action, especially online -- it's really meant to prevent procrastination. Why? Because copy should not sell people and pressure them per se. It should help them buy what you sell and prevent them from making a wrong decision.

And procrastination is a decision in itself -- a bad decision at that.

Online, people find your site through research, searching for specific information. Or they were propelled to visit your site through some affiliate promotion, ad or offer made elsewhere. So to a large degree, and unlike the offline world, they're pre-qualified. They're interested. They're in the market. (Granted, not all the time. But again, they are to a great degree -- at least to a greater degree than a bunch of people on a direct mail list you have no knowledge of, other than some basic demographic data.)

Nevertheless, as the saying goes, "People don't like to be sold. But people love to buy." So scarcity, used properly, helps them buy -- and not pressure them to act.

Look at it this way: if you give a chance for your prospects to procrastinate, they will. Guaranteed.

So use takeaway selling in order to stop people from procrastinating rather than getting them to take action now. In other words, shape your offer -- and not just your product or service -- so that it is time-sensitive or quantity-bound. More important, give a reasonably logical explanation to justify your time-sensitivity or else your sales tactic will be instantly discredited as it appears disingenuous.

How do you do that?

I've always used one of three ways...

In my experience, there 3 types of takeaways you can use:

Limiting the time
Limiting the quantity
Limiting the offer
The first is done by adding a deadline on the offer. A realistic deadline, and not some script that changes everyday. For instance, how many times have you come across a salesletter where the offer had a deadline, which seemed to "magically" bump ahead each time you visited the website? That's what I mean. (People are not stupid!)

This is done very well when the product or the price is changing after the deadline, or simply no longer available or temporarily inaccessible. Take Thomas Pierce's BlogMasterSecrets.com, for example, which is no longer for sale. Well, for now at least.

(By the way, Thomas reported on an interesting take on the use of takeaway selling. There's a site that's holding a rabbit hostage, on its way to a slaughterhouse by a certain date -- unless you donate money or buy merchandise, the rabbit will die. Personally, I'm not too keen on the approach. It's crude. But creatively, and as an example of takeaway selling, it's brilliant. See Thomas' blog post here.)

The second is limiting the number of units (stock) or openings (clients) available. Again, back it up with a realistic reason. Something logical. Something justifiable and real. Perhaps it's "fire sale" (products discounted because of minimal cosmetic damage, for example), or perhaps it's a way to deplete old stock and to make way for the new.

Whatever the reason, as long as it's credible and logical, scarcity can become a powerful too. Remember, people buy on emotion first and then justify their decisions with logic. In fact, if you give them logical explanations in your copy further down, many will actually use your suggestions -- whether consciously or unconsciously -- as a way to back up their purchasing decisions.

You make the excuses for them. You make them feel as if they "own" your reasons for buying now, in other words.

In terms of services, this is done by limiting the number of people for a number of reasons -- such as a service provider who can only take on a certain number of clients because there are so many hours in the day, or because it would dilute the value of the service. Etc, etc, etc.

Also, even making the offer something that's secretive, exclusive or otherwise unavailable to the general public, can arouse stronger motives in the psyche of your readers. People are intrinsically curious. And people always love to get some kind of "insider's edge" over the rest of the world.

Take my friend Ryan Deiss' Nicheology.com private site, for example. They currently have an extensive waiting list and only open their "doors" every so often for a very specific number of new members. Once they've reached that number, the offer is "closed."

The third is the offer. And this is done through limiting other elements that are part of the offer, such as the guarantee, the bonuses/premiums, the price (not a discount, but perhaps an imminent increase in price, perhaps to cover the extra costs in dealing with more customers), the packaging (perhaps since the product is bundled with other products or components that won't be available after "X" amount sold), the extras (perhaps as in free support, free installation or free shipping, etc), and so on.

I like them all, especially when the product is truly limited, such as Frank Kern and Ed Dale's recent Underachiever Mastery course I wrote the copy for, which was strictly limited to 700 packages, and the site was taken down once they've reached the limit.

(The reason? The course helps people make money with tiny, ultra-targeted niches, where very little competition if any exists. But if too many people bought the course, then chances are that the competition in any given niche will grow and thus lessen the potential profitability of people buying and applying the techniques in the course.)

But for convenience and flexibility, I prefer the "fire sale" as well as the third (which is limiting the offer, especially with bonuses and extras). Because often, bonuses can be limited and changed, without limiting the sales of the core product or service.

This not only creates more believability (because it reduces the perception of the owner's "control" over the limitation, which may appear as self-serving or manipulative), but also reduces skepticism as the bonus may actually have been sold elsewhere or is currently being sold elsewhere, and therefore the 3rd party may put a limit on the quantity to distribute.

For example, I did this with Stephen Pierce's copy I wrote, where Stephen was giving away a software program that complemented his infoproduct he was selling -- one that was truly being sold by someone else on another website at a real price. Stephen managed to secure permission to distribute only a certain number of copies from the 3rd party as a free bonus to his infoproduct, making the offer truly scarce and valuable.

In negotiation skills training, they call this approach the "higher authority" or "third party" gambit, where the limitation is outside of the owner's control -- making the takeaway truly a takeaway, and not some manipulative ploy.

This is crucial, because too many people use takeaway these days as a tactic, not as a reason.

So add a deadline to your offer, limit the number of products you sell (or the number of new members you allow to join), or shape your entire offer so that one of more elements are limited.

Again, there is a caveat: to make sure that people believe your need to limit the offer, give a reasonable and logical explanation to justify your time-sensitivity, or else your tactic will be instantly discredited.

Here are some examples.

If you add a deadline or limit the number of members you accept, you must explain why you're doing so. But you can also be vague, too. (Although a real, tangible deadline is best.) Here's an example of what I put on some sales letters I've written -- they sell memberships to private sites and offer personal consulting to their members:

Example #1:

"To be candid with you, I don't know how long I'm going to keep the doors open to new members since this information is extremely sensitive and limited. I don't want to dilute the value of this information for my paid members. If you were a member, wouldn't you want the same, too? So, I must restrict the number of users for quality control purposes."

(In the above case, it is very true. The author sells access to a limited number of "hot" real estate opportunities that he finds through his unique system, which he also teaches his members. If too many people join and get their hands on the opportunities or the system, it will surely lower the value of the information to the member-base, and contradict the whole purpose of the site, which is to gain access to hot, insider's information. Otherwise, why would one join?)

Example #2:

"We're only human, and there are only so many hours in a day and so many people we can physically attend to! So, in order to limit the number of hours of coaching we do provide, we must put a cap on the number of new members for obvious reasons. We can only guarantee that people who sign up through [date] will qualify for membership, completely custom-tailored support and this incredible set of free bonuses worth over $[amount]! 'You snooze, you lose'. So, join today. I'd hate to put you on a milelong waiting list!"

(This example demonstrates the importance of the support they offer private members and, at the same time, drives home the idea that such a service is limited. I'm sure the owners can hire part-time help, if the need ever arose. But nothing can replace expertise that comes from straight the experts -- the more people join, the more individualized coaching they must provide, and the less time they have.)

Example #3:

"If you act by midnight, Friday on [date], you will get the 3 bonuses included with your special offer. But keep in mind, however, that these bonuses come from various third parties, including [3rd party name], over which we have no control, and can be removed at any time without notice. I've only secured permission to give away [amount] copies of this bonus bundle. So the time to act is now!"

(The above is an example of the 3rd approach, where the offer is limited through a bonus. You can also accomplish this by tailoring your offer, or even making a special backend or alternative offer to an accumulated list of non-buyers, after they've seen the original offer.)

So, add some kind of constraint, such as a time-limited or quantity-bound offer. Such limitations implore at some unconscious level, "You better read this and take action now!" But above all, always make sure to back up your limitation with a logical, genuine and easily justifiable reason in order not to appear misleading or disingenuous.

For the more you make them feel that procrastination is a bad decision, the more people will feel compelled to buy of their volition -- and not pressured into buying.

Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.
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Michel Fortin is a direct response copywriter, author, speaker and consultant. His specialty are long copy sales letters and websites. Watch him rewrite copy on video each month, and get tips and tested conversion strategies proven to boost response in his membership site at http://TheCopyDoctor.com/ today.
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Posted by ralph at 11:38 AM | Permalink

Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.
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Michel Fortin is a direct response copywriter, author, speaker and consultant. His specialty are long copy sales letters and websites. Watch him rewrite copy on video each month, and get tips and tested conversion strategies proven to boost response in his membership site at http://TheCopyDoctor.com/ today.
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One thing in copywriting that I often see as a problem is the fact that the audience is not targeted for the offer. An untargeted, unqualified prospect won't buy, no matter how good the copy is. (Or at the very least, they will ask for a refund once they smell the coffee.)
But that's not the topic I want to discuss.

It's the second biggest copywriting problem. And that is, the copy doesn't speak to the customer at the stage of awareness at which they happen to be. This is pivotal to ensure that the copy is long enough, or strong enough, to qualify, educate and sell the prospect.

What are these "stages of awareness?" There are four.

I've used these before I ever learned about their existence. (Mostly unconsciously through researching a target market while writing copy.) For example, I know that Eugene Schwartz talks about this at great length in his amazing book, "Breakthrough Advertising."

But I prefer to use my own version of these stages, and an acronym so it is easier to remember and follow.

I call it "OATH." As in, "Is your prospect ready to take an oath?"

Here's what I mean.

You see, depending one where your reader is at, the level of education, credentialization and agitation you need to do (and the length of copy you need to write, to a certain extent) depends very highly on how knowledgeable and aware your market is.

Maybe they're hurting right now. Or maybe they're not there yet. "Not there yet" means not only how much are they hurting but also how much do they KNOW they are hurting.

That's what their awareness level of the problem means. And it's also how educated they are about the solution -- let alone your solution.

Granted, this is answered to some degree by how targeted your audience is. The first problem I mentioned earlier. But the copy should flow from, and follow with, that stage of awareness in order to bring them to a successful outcome.

I like to look at it this way...

To me, if they're ready to take an oath, meaning they're ready to buy, is based on any one of those 4 stages. Here's what "OATH" means...

O - They're oblivious.

They're unaware about the problem let alone a need for a solution. They don't know they're hurting or could be hurting (i.e., that there's a potential problem they don't know about and should prevent with your solution).

So in this case, you need to educate them a lot -- educate them about the problem or potential problem. You need to bring it to the top of their minds. If you hit them too hard and too fast with the solution and particularly the benefits of the solution, without knowing they have a problem in the first place, you're going to confuse the heck out of them.

Often, this is what happens with copy that's too short or too presumptive. Do they really know they're hurting? Even if they simply have an unmet desire for something (and not really a problem), they're still hurting at some other level.

As my friend and copywriter Craig Perrine once said, "An unmet desire is also a problem to be solved."

A - They're apathetic.

They know they have a problem, but they're indifferent about the solution. Any solution. They simply don't care for whatever reason. Perhaps the problem is not important enough in their minds. Perhaps the problem is not urgent enough. Perhaps they're not hurting enough.

So you need to blow up the problem (or the risk of the potential problem, which is a problem in itself). You need to aggravate it. Make it more real, more present, more urgent, more vivid.

You need to make them feel the consequences of their inactions. Because, you see, good copy doesn't really induce action. Good copy, in reality, is meant to prevent procrastination -- the biggest killer of sales!

And this is even more true with the subsequent stages of awareness, since the more aware they are and the less they act, then the more it's about procrastination than it is about the lack of desire.

T - They're thinking.

They know they have a problem and that there is a solution, but they don't know about your solution. They're shopping around, they're considering other offers or they're just thinking about whether they should be doing something about their problem in the first place.

So at this stage, you don't need to sell them too much on the problem or the solution. But you need to sell them on YOUR solution.

What is it? Why is it a good solution? Why is it important to them? What makes it so unique, different, valuable? What makes your offer so compelling above over all other choices, including unrelated ones?

With the latter, I mean indirect competitors. For example, an indirect competitor maybe a totally different solution -- even a totally different product or service -- that soothes the same pain. So you need to build value in your solution, too.

H - They're hurting.

They're desparate! They know they have a problem and how bad it is, and they even know about your specific solution. But they haven't gone ahead for whatever reason.

Perhaps they don't know how to go ahead, why they should go ahead or why they should go ahead now. Perhaps they've used other solutions unsuccessfully in the past and are afraid. Their inaction, in this case, is because they've seen other offers or been burnt by other, substandard solutions.

Think of it this way: if they're desperate, then they're already 60-90% sold. So why haven't they bought yet? What do they need to get over the remaining "hump?" What's stopping them from going ahead? What objections do they have left or what questions remain to be answered?

So here, you need to increase proof, urgency and the value of your specific solution. No need for a lot of education here. Just sell them on reasons why and getting your solution now. Build perceived value, proof and scarcity.

At this stage, procrastination (more often than not, based on fear) is the culprit. You need to allay that fear. And to do so, you really need to look at your copy and your offer; to understand your customer at a deeper, more intimate level; and to learn why they haven't gone ahead yet or what they need to go ahead. (And finally, to give it to them.)

In a nutshell, that's my OATH formula.

So bottom line, your audience may be more in the oblivious stage, the apathetic stage, the thinking stage or the hurting stage.

This will tell you a lot about not only how much information you need to gather and provide, but what kind of information, and what kind of offer, that will stimulate them and transition them into buying your solution.

And remember, it all starts with knowing your audience and helping them to buy, more than it is about knowing your product and selling it.

Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.
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Michel Fortin is a direct response copywriter, author, speaker and consultant. His specialty are long copy sales letters and websites. Watch him rewrite copy on video each month, and get tips and tested conversion strategies proven to boost response in his membership site at http://TheCopyDoctor.com/ today.
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Posted by ralph at 06:37 AM | Permalink

Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.
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Michel Fortin is a direct response copywriter, author, speaker and consultant. His specialty are long copy sales letters and websites. Watch him rewrite copy on video each month, and get tips and tested conversion strategies proven to boost response in his membership site at http://TheCopyDoctor.com/ today.
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The difference between good copy and great copy is the number of actions it generates. The more actions the copy drives, the greater the copy is.

My friend John Reese, a master at simplifying what we often tend to unnecessarily complicate, says it best. He says the only metric you should ever really count on is this: "Yes" or "No."

That's it.

Now, what makes great copy nudge people into action requires a variety of different things -- things I often find missing with most of the copy I critique.

So let me share with you three powerful elements that can help you turn your not-so-good copy into good copy, and your good copy into outstanding copy.

1. Give Reasons Why.
Great copy proposes a series of benefits that the prospect will enjoy once they respond. But this is the area most people struggle with. What makes a good benefit? Heck, what makes a benefit in the first place?

A feature is what the product has. An advantage is what that features does. But a benefit is what that advantage means to the reader specifically. It's the specific motive to which that feature caters. In other words, a benefit is the reason why the feature exists and why it's important to the reader.

Look at it this way: a benefit is what a person intimately gains from a specific feature -- not what YOU think the customer will gain from it.

Granted, trying to figure this out can be a little challenging.

So here's a tip: whenever you describe a feature (or what you may think may be a benefit), say this: "What this means to you is this," followed by a more personal benefit your reader gets from the feature.

Keep asking until there are no further reasons to give. Here's an example (and keep in mind that I'm repeating myself, here, for the sake of illustration only):

"This stereo has a 14-band equalizer. What this means to you is, you can adjust the frequencies of the sound to your liking. What this means to you is, you can add depth and dimension to your music. What this means to you is, you can make your music sound as rich and lively as if you were at the concert listening to your favorite band. What this means to you is..."

Tell readers why they must read, why the product is important and why they must buy (and buy now). The more reasons you give, and the more specific and personal those reasons are, the more compelling your copy will be.

2. Tell a Good Story.
Good copy makes a good case. But great copy tells a good story. Keep this in mind: a great copywriter is also a great salesperson. However, all great copywriters AND all great salespeople also have one thing in common...

... They are also great storytellers.

I just returned from Ken McCarthy's System Seminar in San Francisco. And one of the surprise speakers was Gary Halbert. Now Gary, on a topic that at the time seemed totally unrelated to copy, sales or Internet marketing, began to talk about this newfangled anti-wrinkle cream he came across.

He went on to talk about how the product came about, how it was made and even how the product worked. While all these things seemed irrelevant, he did make a great point: he told a great story that captivated the audience.

He translated features into benefits, such as the fact that the cream contained special hydroxies formed during the crystallization process. The analogy was that these hydroxies were like millions of microscopic prisms that reflect light.

He went on to describe that it was those "prisms" that helped to make your wrinkles invisible. It was a terrific story -- and while some people missed it, Gary indirectly provided the greatest lesson of the entire seminar.

Because in his story, Gary provided several powerful lessons.

A key component of telling great stories is to relate them to the reader. Often, this can accomplished with the help of analogies, examples, metaphors and case studies. Why? Because the mind thinks in relative terms.

Here's an example (of both stories and analogies). When people object to long copy, I often argue that long copy is like a good Stephen King novel. If you were a diehard Stephen Kind fanatic, and if his latest book was, say, over 600 pages, would you stop reading it because it was too long? No.

In fact, most Stephen King lovers I know often read his books in one sitting. They tell me they simply can't seem to put the book down.

Dan Kennedy calls this "message-to-market match." Like a Stephen King fanatic, when your copy is targeted and your audience is interested in your offer, they will read it. All of it. No matter how long it may seem to you.

3. Think For The Reader.
Sales are largely based on faith. Faith in the company, faith in the product and faith in the delivery of the promised benefits. And sales trainers often tell you that, like a good fiction story, you must temporarily suspend all disbelief.

And belief requires the suspension of critical thinking.

It is important to understand that people first buy on emotion and then justify their decisions with logic. Even the most analytical types buy on emotion, whether they express (or are aware) of their emotions or not.

Conversely, critical thinking causes the suspension of feelings. If your reader starts to think too much, then fundamental fears, doubts and concerns take over, eventually leading to the greatest killer of sales: procrastination.

Why? Because if we focus on logic first, we tend to think about other needs, concerns and preoccupations at that time. And more important, we may think about other, more important things we can do with our money.

YOU must do the thinking for your prospect. Don't stop short of describing the benefits, offering reasons why and telling stories simply because you're afraid of insulting your audience's intelligence. You're not.

Clients often say, "My clients are not idiots," "the benefits are obvious," "they can think for themselves" or "they can figure it out on their own."

Technically, that's true. But leaving the copy to the reader's own devices will also open up a can of worms, since they will also think of all the other things that may be irrelevant, untrue or unnecessary, which will negate the sale.

And unlike a face-to-face sales presentation, you're not there to answer any questions or objections. So your copy must do that for them. In fact, my friend and copywriter David Garfinkel says it best:

"You must do the thinking for your reader and tell them why your offer is so valuable. Of course, they may 'get it' in the abstract. But going from the abstract to the reader's specific situation requires thinking on their part. A prospect considering your offer wouldn't dare do that thinking. You have to do it for them."

So here's a tip: use the "so-what" acid test. If at any point in your copy your reader asks "so what," then that part needs to be more personal. It needs to be more specific to the reader. And it needs to give more reasons why.

Otherwise, delete it because it's irrelevant.

If you don't, your copy will not speak to your reader. It will make your long copy seem long. And above all, it simply will not drive your reader to act.

Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.
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Michel Fortin is a direct response copywriter, author, speaker and consultant. His specialty are long copy sales letters and websites. Watch him rewrite copy on video each month, and get tips and tested conversion strategies proven to boost response in his membership site at http://TheCopyDoctor.com/ today.
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Posted by ralph at 04:21 PM | Permalink

Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.
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Michel Fortin is a direct response copywriter, author, speaker and consultant. His specialty are long copy sales letters and websites. Watch him rewrite copy on video each month, and get tips and tested conversion strategies proven to boost response in his membership site at http://TheCopyDoctor.com/ today.
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Have you ever picked up a book off the shelf at a local bookstore, read the cover, opened it up and, after reading a few pages... Couldn't put it down?

Do you remember how you flipped each page with an almost excruciating curiosity because the story was so tantalizing, you became increasingly riveted to the book with each subsequent chapter?

Copy is, or should be, the same.

Good copy makes a good case. But great copy tells a good story. A great copywriter is also a great salesperson. But all great copywriters AND all great salespeople also have one thing in common...

... They are also great storytellers.

The closer your copy reads like a compelling story — keeping the reader interested and engaged, hanging on to every word — the greater your chances she will read your copy until the end and, of course, buy.

Your "story" should tickle the reader's curiosity and pull her into the copy. Each new idea introduced should build on the other, pulling the reader further and deeper into the salesletter. The copy should almost mesmerize the reader to the point she's in a trance-like state.

Each header, each paragraph and each word crescendos and prepares you, step-by-step, for the climactic "twist" in the story's plot.

The climax, of course, is the offer.

And the plot, in copywriting, is called the "platform."
Your platform is the major concept or "storyline." It's possibly a core benefit, result or key topic that creates the foundation upon which your entire "story" is built. It's one powerful idea with which your entire copy will hinge.

The platform you choose to present your offer is critical to the offer's success — hopefully the offer is good, but getting there is the job of the platform.

The concept of the "greased chute" is one in which you keep the reader hanging on to every word you write — up until they buy. They simply can't leave. They're glued to your copy. They're compelled to keep reading.

Copy is telling a good story that involves the reader so they can see in their mind's eye the benefits of your offer, as if they owned your product already. The platform is the "pivot," if you will, you choose to build your story on.

It could (and often should be) be your USP. It could be what copywriter John Carlton calls your "hook." It could be some major advantage or benefit.

Ray McNally, a programmer and friend, offers a neat software program that complements an affiliate marketer's efforts by helping them capture the names and email addresses of traffic they generate to an affiliate link.

This program sets up a doorway page (not the search engine kind) that, before the affiliate's generated traffic is sent to the site being promoted, it capture's their name and email addresses for future follow-up.

Why? Because once they click on an affiliate link, they're gone. But that affiliate has worked hard or spent money on generating that traffic. They own that traffic. So why not capture it in the process?

If they DIDN'T end up buying that affiliate product, no problem. That list can now be followed-up with, or even monetized in other ways!

What has that got to do with copy? Here's my point.

Originally, Ray had one of those hackneyed headlines: "Discover how to explode your income... Blah, blah, blah." Bland. Hypey. Boring.

After talking with Ray, I said, "Ray, this is your USP! Your hook. Why not capitalize on it?" So the platform I told him to use was this ability affiliates will gain with this software to make far more money with the traffic they generate.

The result is here. Check the headline out and you'll understand what I mean. Also, you'll notice another strategy I used.

Before I explain it to you, let me backup a little to "set the story."
A great way to learn how to write mouth-watering copy is to read fiction. Take a popular book and read it through once. Then go back, read it again and take notes. List the nuances, twists and storylines that grabbed you. And why.

In other words, try to look beyond the story.

Pinpoint where certain characters, ideas and phrases were introduced in specific locations of the book — and see how they relate to the whole plot.

Look at the flow of ideas. Is there a crescendo? Are there small "valleys" along the way (until you reach the "summit," i.e., the climax)?

What do I mean by "small valleys?" Copy should build on the reader's intrinsic curiosity. But it needs to do so multiple times throughout. In fact, incorporate what copywriter David Garfinkel once told me are called "nested loops."

A nested loop is when you begin on an idea but, before you complete it, you introduce another idea. And guess what? People will read every single word more intently and intensely, and remember more what is being said in the process, until you close the loop and finish the idea.

In between the nested loop is therefore a great place to insert a key idea or critical point you want to drive home.

Why are "nested loops" so powerful?
In 1927, Bluma Zeigarnik, one of the early contributors to Gestalt Psychology, found that people have an intrinsic need for closure. Often called the "Zeigarnik Effect," she discovered that we remember interrupted tasks best.

We either passionately attempt to complete something that's incomplete, or feel a certain discomfort, uneasiness or disconcertedness, until it is. The tension created by such an unfinished task helps us to concentrate more.

For example, have you ever watched the news on TV or one of those tabloid shows, where they begin with the following introduction:

"Tonight, Hollywood superstar escapes blazing fire while filming her new mega-budget movie. More on that later. But first..."

That story aroused your curiosity. So you remain glued to your TV set until... They air that particular story at the end of the show! Now, do you think they did this intentionally? Of course. They did so to force you to watch the entire show. (And of course, all of the commercials in between.)

Look at all the TV shows that keep you hanging with each show to the next. (Look at the hit show "24" as a perfect example.) Even commercials use this strategy brilliantly. (Remember the "Taster's Choice" soap-opera-like series?)

Once you close the loop, their concentration level goes down somewhat, which is why you want to use multiple nested loops, or "valleys," throughout the copy. Once they finally "climax," there's no more "Zeigarnik Effect." And you stand a great chance to lose your reader.

(Take, for instance, the show "Dallas" in the 80's with the famous "Who Shot J.R.?" plot. After the show's culmination when they finally revealed who did it, ratings dropped dramatically. Same thing with Twin Peaks.)

In copy, include nested loops to not only keep the reader reading but also to build on the reader's level of concentration until the very end. And use them to introduce new or critical ideas in between them.

Look at soap operas and cliffhangers as an example. As an aside, even a few Internet marketers are doing exactly that. For a great example of marketing with a "twist," check out the Joe And Mable Show.

Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.
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Michel Fortin is a direct response copywriter, author, speaker and consultant. His specialty are long copy sales letters and websites. Watch him rewrite copy on video each month, and get tips and tested conversion strategies proven to boost response in his membership site at http://TheCopyDoctor.com/ today.
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Posted by ralph at 07:22 AM | Permalink

Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.
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Michel Fortin is a direct response copywriter, author, speaker and consultant. His specialty are long copy sales letters and websites. Watch him rewrite copy on video each month, and get tips and tested conversion strategies proven to boost response in his membership site at http://TheCopyDoctor.com/ today.
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My wife and I recently bought a house.

It's currently being built and moving day is slated for December. So we decided to buy some furniture in order to fill some of the "extra space." (Our new home is double the size of our current one.)

Now, something really interesting happened.

The story is a little long, and almost unbelievable, but let me cut to the heart of the matter. (I'll tell you the whole story some other time. You'll cringe!)

After shopping around a few stores, we came across a big chain department store that carried what we were looking for — a bed, a couch, a dinner table and chairs, all at reasonable prices.

(In fact, they were all on special. Hey, call me stingy.)

We walked in, spoke to a salesperson and asked if they had a layaway plan that extended beyond their normal wait (i.e., since we were in August, we're talking several months). Not that we needed it, but a layaway plan could help us temporarily store the furniture until we move into our new home.

And once we asked him about the layaway plan, he used the "good cop, bad cop" routine on us, a common sales tactic I'm all too familiar with.

"Let me check with my manager," he said. He left, spoke with someone in the electronics department who obviously didn't look like a "manager." And five minutes later, he returned. "Sure," he added, "but only if you buy today."

I used to be a salesperson. (I still am.) And I use urgency tactics in my copy all the time. But I hate pressure tactics when they are glaringly obvious.

We didn't care so much for the layaway plan as we did the special. So, realizing the salesperson's tactics, I looked at my wife, gave her a nonverbal cue, she nodded and we decided to leave in order to "think about it."

The salesperson made a valiant effort to get our money that day. But knowing he was deceitful, the pressure he used only pushed us away even more.

Needless to say, we never asked to see "Gerry" again. And we made several trips to the store, where each visit had its own remarkable story. If you only knew what we went through, you'll understand what I mean by "remarkable."

However, we finally did get our furniture after we met "Jim."

Jim was truly the epitome of great customer service.

He truly empathized with us. He was apologetic, never once mentioned anything about him or his product (the conversation was entirely focused on us), and even even asked us to pull out our floor plans so we can correctly measure the space and appropriate layout for the furniture.

He then extended the layaway without any so-called manager's approval, gave us free furniture shampoo, free polish, free installation and free delivery — all as a gesture of appreciation, according to Jim.

"Mr. Fortin, look at it as our way of saying 'thank you' for giving us a second chance... Other people would have never returned like you did. I'll extend your layaway without question since you're kind enough to give us that chance."

Thank you indeed.

The lesson? This situation says a lot about how to write good copy. Being empathetic, being concerned and, above all, being interested in the prospect.

But the greatest lesson, that I want to pull from this, is this:

When writing copy, use scarcity and add a sense of urgency. As Jim Rohn once said, "Without a sense of urgency, desire loses it value." But NEVER use underhanded tactics, and NEVER make it so blatantly obvious.

(For instance, how many times have you come across a salesletter where the offer had a deadline, which seemed to "magically" bump ahead each time you visited the website? That's what I mean. People are not stupid!)

Here's the lesson: never pressure people to PUSH them into purchasing...

Instead, use pressure to PREVENT them from procrastinating.

There is a fundamental difference between the two.

Of course, you can and should use pressure tactics in your copy. But not to pressure the prospect into buying but to prevent her from procrastinating, which is a typical, "knee-jerk" reaction to any offer... Money means security to most people, and they don't want to part with their security.

When you use pressure and scarcity tactics, be truthful. Make your offer quantity-bound or time-limited. Not your product or service. The offer. And always — always! — back it up with a real, genuine and logical explanation.

People are becoming more and more educated. So using obvious and deceitful tactics, such as a script that modifies the date, or a quantity that seems to remain the same for ages, is going to work against you. Hard.

Each time you use pressure in your copy, always back it up with a logical explanation as to why you're doing so. Tell your reader why you are limiting the offer. And don't just be genuine and truthful, but also be unique. Place a limit on your offer using a tactic that's not duplicated all over the Internet.

For example, say you add a bonus from a third party. You can explain that the bonus comes from another source and you only secured permission for a certain quantity. Or put a deadline on your offer — a real date! — and explain why. Then change the offer once that date has arrived.

Procrastination is the biggest killer of sales — particularly online where the chances of a prospect staying or returning to a website (in order to think about buying), in today's click-happy world, are scarce.

Takeaway selling is in fact based on the concept of supply and demand.

As the saying goes, "People don't know how much they want something until it's about to be taken away from them." Look at it this way: if you give a chance for your prospects to procrastinate, they will. Guaranteed.

So, add a deadline or some kind of constraint, since such limitations implore at some unconscious level, "You better read this and take action now!"

But always make sure to back up your limitation with an logical reason in order not to appear misleading or disingenuous. That's the REAL key. (In fact, what will push them will not be the limitation in itself but its justification.)

Adding a deadline or a cap on the number of new clients, or even making the offer something that's secretive, exclusive or otherwise unavailable to the general public, can arouse stronger motives in the psyche of your readers.

But give your added sense of urgency some level of credibility. For example:

"We were overshipped on these cassette tapes and, in order to clear out inventory, we are discounting them by [X] dollars... However, we only have 541 left in stock, so please act soon."

"One of the bonuses includes [X] hours of individualized coaching worth $[X]. But there are only so many hours in the day... So I must limit the number of coaching students to 50. Therefore, I urge you to act now."

Or, "During our recent move we slightly damaged 178 pieces of our stock — while the damage is hidden and insignificant, I can't sell them as new and must let them go at a one-of-a-kind discount."
It's all about customer service. Because, if you use pressure to prevent prospects from procrastinating, they will thank you for it. You reduce buyer's remorse, get less refunds and returns, and increase repeat sales.

Plus, they will believe more in you and your product, they will feel happy with their purchase and they will even use the logical explanations you gave them to justify THEIR own decisions to buy.

As you know, customers like to buy. They don't like to be sold.

Remember, people buy on emotion first and then justify their decisions with logic. If you give them logical explanations, many will in fact use your suggestions as a way to back up their purchasing decisions.

As Brian Tracy once noted.

"A man convinced against his will
is of the same opinion still."

Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.
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Michel Fortin is a direct response copywriter, author, speaker and consultant. His specialty are long copy sales letters and websites. Watch him rewrite copy on video each month, and get tips and tested conversion strategies proven to boost response in his membership site at http://TheCopyDoctor.com/ today.
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Posted by ralph at 04:18 PM | Permalink

Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.
-----------------------------------------------------------------------------------------------------------------
Michel Fortin is a direct response copywriter, author, speaker and consultant. His specialty are long copy sales letters and websites. Watch him rewrite copy on video each month, and get tips and tested conversion strategies proven to boost response in his membership site at http://TheCopyDoctor.com/ today.
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Writing copy is usually the easiest part of my work. But figuring out what to say is often a whole lot harder than knowing how to say it. That requires a lot of research, creativity and, of course, "sales detective work," as copywriter John Carlton calls it.

But when I know what to write, then the question I'm often asked is...

"Mike, do you start with the headline, or do you work the headline last?"

When I write new copy, I tend to start with the copy itself, then create the headline and headers (some people call them "subheads").

With existing copy however, it's the other way around: I start with a better headline (after reading the copy and questionnaire replies from my clients), then the rest.

Why? Because sometimes (in fact, a lot of times), my client's copy is already pretty good. The culprit for a poor response, almost 9 times out of 10, is a poor headline. (And it's often the one element I test the most, too.)

So I tend to try to find a good hook for the headline.

After a little bit of detective work, this usually comes to me after tinkering with the headline a bit, sometimes writing several of them.

(Or I rewrite it several times until I come up with the one I think will pull best. You've probably seen me do this on my critique videos at TheCopyDoctor.com as an example. Or check out this brief 15-minute video sample where I reconstruct a headline.)

The headers are usually parts of the copy -- either pulled out from the copy where they make sense, create curiosity, and force the reader to stop scanning and start reading.

With new copy, I usually start with an outline, but I really don't write the actual headers. I often start with the concept or idea I want to introduce in specific sections of the letter, but then write copy and use headers at that point, all based on the flow of ideas.

Here's how I do it. Most of my salesletters focus on 5 core components. What I usually do when I write or rewrite copy is follow this format. It's my 5-step guide, if you will.

It's sort of my own take on the AIDA formula. (Well, it actually complements it, as I still follow AIDA.) I'm sure you've heard of AIDA (i.e., grab their Attention, arouse their Interest, build their Desire and ask for some kind of Action).

My formula is this: I call it going on a "QUEST."

Qualify
Understand
Educate
Stimulate
Transition
It's like traversing a mountain, so to speak, when you start climbing the mountain on one side, reach the summit, and start climbing back down on the other side. Almost all my salesletters take on this quality. Here's what "QUEST" means:

Q = ualify the reader and/or disqualify non-prospects, tire-kickers, etc. That's why it's good to ask questions at the beginning, or talk about how terrible things are with "this" or "that" problem, or how nice it would be to solve "this" or "that" problem.

You also try to denominate who usually has this problem (I often incorporate this into a story), who this solution is for and/or who it is not for. The aim is not only to create awareness, but also and more importantly to qualify the reader.

This is especially true where there's a bit of an education involved -- where the prospect doesn't really know (or is not fully aware) there is a problem. In fact, this is why the next part is crucial. Because, the next step is to...

U = nderstand the reader by reaching out to them. You empathize with them. You expand on the problem. You not only get the reader to identify themselves with you, but also magnify the problem by making it more real and vivid. You "add salt on the wounds," so to speak.

In other words, you share their pain, and tell them how more painful it is either because there is no solution, or because competing or previous solutions are not as good for whatever reasons.

You can also use this section to tickle their curiosity about a potential solution, and insert specific benefits other solutions don't have, but without fully introducing or disclosing "your" solution yet -- i.e., a unique selling point, superior "nice-to-have" benefits, something new or different that will be linked with the offer later on, the story behind the product, etc.

(In fact, if the creator of the product used to be in the same situation, I would include a story behind the product based on that fact. It's also a great place to build credibility and give the reader reasons why they should keep reading.)

When you introduce the solution later on, you can tie it in with all of these. It's like telling the reader: "Wouldn't it be great, if..." (And later on, "Well, there is a solution that...") And that leads to the next step, which is to...

E = ducate the reader on the fact that there is a solution. Your solution. And that your solution is unlike all the others, as well as the reasons why it is different. This is where you introduce the product or service (but not the offer). Usually it's in the middle of the copy. It's "the summit of the sales mountain," if you will.)

Also, it's a great place to add a lead-capture form. (We tested locations, and this seems to be the highest pulling one.) It's also a great place to build on and emphasize credibility introduced in the "U" portion of the formula. You should include a lot of proof, here, and build on the believability element.

(I tend not to add any testimonials until this section. Why? Because testimonials too early tend to scare off people. Of course, this depends at what stage of the buying process the market is in. But in tests, removing testimonials early in the copy actually increased response.) Once they know, the next step is to...

S = timulate the reader on the offer. This where the offer is made and the value buildup really starts. You list and expand on the benefits. (In "E," I start to talk about features and describe the product. But in here, I talk benefits, benefits, benefits... And I link them to the features described in "E.")

It's the place where the offer really starts taking shape. Also, it's a great location to add value to the offer, such as offering premiums, making guarantees and inserting value boosters, such as adding scarcity and making apples-to-oranges comparisons.

("Apples to oranges" means to compare the value of your offer not with the value of a similar or competing product but with the value of all possible alternatives, including potentials losses, value of unique benefits, "true" costs of not using the product, etc.)

And you use this section to link the offer to the rest of the formula. That is, you restate some of the problems mentioned in "Q," how the solution answers the greater problems talked about in "U," and how it links to all to the features and benefits described in "E." Once you build enough value, you then...

T = ransition the reader from prospect to customer. The famous "let's wrap this up" or "call to action" section. The close, in other words. This includes the order form, the price, a special offer, the P.S.'s, additional testimonials (especially results-based testimonials), making the reader feel as if they already own the product, etc.

It's a great place to summarize the offer, and perhaps introduce new points not discussed to this point to spur action, such as adding an as-of-yet undisclosed benefit or bonus -- also called "pot sweeteners."

(I also tend to add a liftnote in this section, usually a linked pop-up window, which says, "Click here if you decided NOT to order today," and so on. Take a look at how I did it with John Reese's TrafficSecrets.com, for example.)
Now, I don't follow this formula precisely as I just explained.

I usually start with QUEST as an outline first, and refer back to it later.

Once the outline is made, I expand on each point and "go with the flow" of what I think is best for the offer throughout the salesletter.

I also write header ideas in that outline, too. But first, I expand on the copy, and if needed, I re-arrange ideas around for better flow. And then, I write the headers as I see how they fit in the QUEST formula, all keeping the following in mind:

The header introduces a new piece of information. It's specific and descriptive. Best of all, it has a benefit inherent in it -- whether it's a benefit of the offer or a benefit in reading what follows. (Usually, it's the latter.)

It helps to introduce the following section in the copy. In fact, it should read as if the person never read the preceding copy. So, it somewhat explains it as to not confuse and push people away. (But it doesn't explain it entirely, as the next point reveals.)

More often then not, it also piques their curiosity in order to force them to stop scanning and go back to the beginning of the copy (as people usually scan and read the headers when they hit a salesletter for the first time).

The third one is the one I use the most.

The header introduces a portion of an idea (like a half-statement), or some kind of "newsy" statement that pulls them into the copy.

It's like using headers as "knots" or "hooks" in rock-climbing rope, so to speak. Why? Because it forces people to stop -- and ultimately pulls readers back into the copy (or keeps them reading and clinging throughout the copy).

For example, in the copy for Lou Vukas at RealEstateFortunes.com, I wrote a header that said, "(I tried everything. I felt...) Hopeless... Frustrated... Broke... I Said to Myself, 'There's Gotta Be Something Better Than This'!"

The copy that followed slowly introduces the "wouldn't it be great" concept, until the next header, which says, "I Found It!" "I Cracked The Code!" "It Hit Me Like A Ton Of Bricks!" And so on.

Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.
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Michel Fortin is a direct response copywriter, author, speaker and consultant. His specialty are long copy sales letters and websites. Watch him rewrite copy on video each month, and get tips and tested conversion strategies proven to boost response in his membership site at http://TheCopyDoctor.com/ today.
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Posted by ralph at 12:24 PM | Permalink

Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.
-----------------------------------------------------------------------------------------------------------------
Michel Fortin is a direct response copywriter, author, speaker and consultant. His specialty are long copy sales letters and websites. Watch him rewrite copy on video each month, and get tips and tested conversion strategies proven to boost response in his membership site at http://TheCopyDoctor.com/ today.
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What's the single, most important element in copywriting?

Let me say it another way.

You've done your research. You found a starving market. Your product fills their needs. And your sales copy shines with benefits. If so, then why is your product still NOT selling? Is it the price? The offer? The competition?

Maybe. But not necessarily. The fact is, these things are not always to blame for being unable to sell an in-demand product, even with great copy.

It has more to do with one thing: FOCUS. (Or the lack thereof.)

In fact, the greatest word in copywriting is NOT "free." It's "focus."

And what you focus on in your copy is often the single, greatest determinant of your copy's success. Similarly, the most common blunders I see being committed in copy is the lack of focus in a sales message on:

The individual reading the copy; and,
The value you specifically bring to them.
In my experience as a copywriter, I find that some people put too much emphasis on the product, the provider and even the market, and not enough on the most important element in a sales situation: the customer.

The individual reading the copy at that very moment.

Don't focus your copy on your product and the features of your product — and on how good, superior or innovative they are. And don't even focus on the benefits. Instead, focus on increasing perceived value.

Why? Because perception is personal. It's intimate. It's ego-centric.

Let me explain.

When you talk about your product, you're making a broad claim. Everyone makes claims, especially online. "We're number one," "we offer the highest quality," "it's our best version yet," etc. (Often, my reaction is, "So what?")

And describing benefits is just as bad.

Benefits are too broad, in my opinion. You were probably taught that a feature is what a product has and a benefit is what that feature does. Right? But even describing benefits is, in my estimation, making a broad claim, too.

A claim always looks self-serving. It also puts you in a precarious position, as it lessens your perceived value and makes your offer suspect — the opposite of what you're trying to accomplish by making claims in the first place.

Therefore, don't focus on the benefits of a certain feature. Rather, focus on how those features specifically benefit the individual.

There is a difference. A big difference.

The more you explain what those claims specifically mean to the prospect, the more you will sell. It's not the features that counts and it's not even benefits. It's the perceived value. So how do you build perceived value?

The most common problem I see when people attempt to describe benefits is when what they are really describing are advantages — or glorified features, so to speak. Real benefits are far more personal and intimate.

That's why I prefer to use this continuum:

Features Advantages Benefits

Of course, a feature is what a product has. And an advantage (or what most people think is a benefit) is what that feature does. But...

... A benefit is what that feature means.

A benefit is what a person intimately gains from a specific feature. When you describe a feature, say this: "What this means to you, Mr. Prospect, is this (...)," followed by a more personal gain your reader gets from the feature.

Let me give you a real-word example.

A client once came to me for a critique of her copy. She sold an anti-wrinkle facial cream. It's often referred to as "microdermabrasion." Her copy had features and some advantages, but no benefits. In fact, here's what she had:

Features:

It reduces wrinkles.
It comes in a home kit.
And it's pH balanced.
Advantages:

It reduces wrinkles, so it makes you look younger.
It comes in a home kit, so it's easy to use at home.
And it's pH balanced, so it's gentle on your skin.
This is what people will think a benefit is, such as "younger," "easy to use" and "gentle." But they are general. Vague. They're not specific and intimate enough. So I told her to add these benefits to her copy...

Benefits:

It makes you look younger, which means you will be more attractive, you will get that promotion or recognition you always wanted, you will make them fall in love with you all over again, they will never guess your age, etc.

It's easy-to-use at home, which means you don't have to be embarrassed — or waste time and money — with repeated visits to the doctor’s office... It’s like a facelift in a jar done in the privacy of your own home!

It's gentle on your skin, which means there are no risks, pain or long healing periods often associated with harsh chemical peels, surgeries and injections.
Now, those are benefits!

Remember, copywriting is "salesmanship in print." You have the ability to put into words what you normally say in a person-to-person situation. If you were to explain what a feature means during an encounter, why not do so in copy?

The more benefit-driven you are, the more you will sell. In other words, the greater the perceived value you present, the greater the desire for your product will be. And if they really want your product, you'll make a lot of money.

It's that simple.

In fact, like a face-to-face, one-on-one sales situation (or as we say in sales training, being "belly to belly" with your prospect), you need to denominate as specifically as possible the value of your offer to your readers.

In other words, express the benefits of your offer in terms that relate directly not only to your market, but also and more importantly:

To each individual in that market
And to each individual's situation.
Don't focus on your product. Focus on your readers. Better yet, relate the benefits of your offer to the person that's reading it. And express how your offer benefits your prospect in terms they can intimately relate to.

Look at it this way:

Use terms the prospect is used to, appreciates and fully understands. (The mind thinks in relative terms. That's why the use of analogies, stories, examples, metaphors and testimonials is so important! Look at "facelift in a jar" I mentioned earlier, as an example.)

Address your reader directly and forget third-person language. Don't be afraid to use "you," "your" and "yours," as well as "I," "me," "my" and "mine." Speak to your reader as if in a personal conversation with her.

Use terms that trigger their hormones, stroke their egos, tug at their heartstrings and press their hot buttons. You don't need to be hypey. Just speak to your reader at an intimate level. An emotional level.

Because the worst thing you can do, second to making broad claims, is to express those claims broadly. Instead, appeal to their ego. Why? Because...

... We are all human beings.

Eugene Schwartz, author of Breakthrough Advertising (one of the best books on copywriting), once noted we are not far evolved from chimpanzees. "Just far enough to be dangerous to ourselves," copywriter Peter Stone once noted.

He's not alone. My friend and copywriter Paul Myers was once asked during an interview, "Why do people buy from long, hypey copy?" His short answer was, "Human beings are only 2 feet away from the cave."

(Speaking of Eugene Schwartz, listen to his speech. It's the best keynote speech on copywriting. EVER. You can also get a copy of his book, too — just scroll about halfway down to the clip entitled "Hear legendary copywriter Eugene Schwartz teach his proprietary system for writing breakthrough advertising copy.")

People buy for personal wants and desires, and for selfish reasons above all. Whether you sell to consumers or businesses, people are people are people. It's been that way for millions of years. And nothing's changed.

Your message is just a bunch of words. But words are symbols. Different words mean different things to different people. Look at this way: while a picture is worth a thousand words, a word is worth a thousand pictures.

And the words you choose can be worth a thousand sales.

Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.
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Michel Fortin is a direct response copywriter, author, speaker and consultant. His specialty are long copy sales letters and websites. Watch him rewrite copy on video each month, and get tips and tested conversion strategies proven to boost response in his membership site at http://TheCopyDoctor.com/ today.
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Posted by ralph at 08:23 AM | Permalink

Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.
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Michel Fortin is a direct response copywriter, author, speaker and consultant. His specialty are long copy sales letters and websites. Watch him rewrite copy on video each month, and get tips and tested conversion strategies proven to boost response in his membership site at http://TheCopyDoctor.com/ today.
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Copy is all about words. Or is it?

Copy is about using words to describe the benefits of your offer. About using words to paint vivid mental imagery. About using words to stir the senses, press all the "hot buttons" and push the reader to take some kind of action.

But is it really ALL about words? I mean, just words? No.

Some copywriters claim that graphics, formatting and photographs should NOT be added to a salesletter because they distract. They can take the reader's focus away from the message.

I agree. But not entirely. Here's why...

You see, it is definitely true that words are extremely important. And the words you choose can make or break the sale. You must describe your offer in a way that gives it sex appeal, a sense of urgency and dose of emotion.
But the cosmetics are just as important, too.

They help to direct the reader's eyes. They also help to drive important points home. But above all, they help to replace the cues, nuances and nonverbal subtleties that occur in traditional, face-to-face sales encounters.

They are Proxemics, Haptics and, most importantly for us writers, Kinesics.

Proxemics is the science of personal space. The distance between individuals during, for example, a conversation, a meeting or a shared activity.

This is not some metaphysical "Feng Shui-ish" thing. I'm talking about our psychological (and often subconscious) reaction to the distance we maintain with other people -- such as, for example, during a sales encounter.

For instance, sitting across from someone at a desk may unconsciously convey that the other person is being confrontational. That's why some sales training programs tell you to sit side by side with your prospect.

Haptics, on the other hand, is the science of touching. Some psychologists have studied the effects of touching during conversations. For example, they tested how people would react when they were told a certain statement.

Here's what they did.

In some cases, the speaker would simply tell the listener a story.

In other cases, they were told the same story. But at times, the speaker would lightly touch the listener on the forearm for no more than a few seconds, particularly when he was saying something important.

According to the study, subjects in the second test felt that the speaker was more believable. They had higher recall scores. Physiologically, they felt more relaxed and comfortable with the speaker. They felt a certain "connection."

Of course, there's more to proxemics and haptics than that. And you can't really use those in copywriting. But the one type of nonverbal communication you can use (and the one I want you to focus on) is Kinesics.

Kinesics is the science of body language. Nonverbal gestures, postures and facial expressions by which a person manifests various physical, mental or emotional states, and communicates nonverbally with others.

These messages delivered through nonverbal cues, which can be either verbal or physical, can support, emphasize or contradict what is being conveyed.

In face-to-face selling, Kinesics are often used to emphasize key benefits. But they are particularly important because they can drive important points home -- such as by adding emotion to a sales pitch, which go beyond words.

Uncrossing of the arms or legs. Raising of the brows. Rubbing of the chin. Leaning forward. All of these can indicate that you're interested in your client -- or if the client does it, it can tell you she's interested in your offer.

But verbal cues are usually those conveyed through the qualities of the voice, such as tone, volume, rhythm, pitch, pausing and inflection.

All of these can be interpreted as many things and used in different ways.

For instance, inflection is the musical quality of the voice -- the verbal ups or downs of a part of a word, a whole word or a series of words. In selling, vocal inflection is probably the most often used Kinesic form of communication.

Why? Because it can virtually change the entire meaning of a message, even when a single word is inflected. Take, for example, the following sentence:

"I didn't say I love you."

It's pretty straightforward, right? But instead, if I said:

"I didn't say I LOVE you" (where verbal emphasis is placed on the word "love," as in " loooovvvve", then I might be implying that I simply "like" you.

On the other hand, if the word "you" was emphasized (such as " I didn't say I love YOU", then it could imply that I love someone else altogether.

If I inflected the word "didn't," as in "I DIDN'T say I love you," then it could imply that I wrote it, or I said or meant something else instead.

In essence, it's not what you say but how you say it.

In copy, we're limited, not by what we want to say but how we want to say it. That's where cosmetics, formatting and certain " visual triggers" come in.

Sure, you shouldn't add graphics willy-nilly. But you should add graphics and photos that support (and perhaps even emphasize) the sales process, and not graphics that could distract the reader from the sales message.

Auction giant eBay reports that listings with pictures outsell those without pictures. While anecdotal, I've heard of boosts in bids as high as 400%.

Therefore, if you can add a photograph of your product (or if you sell a service, a picture of you in action with a client), you will likely achieve greater results.

But graphics and pictures aside, the look of the copy is just as important as the the words themselves. That's why, when I write copy, I usually pay close attention to the cosmetics. I even call it "copy designing."

How do YOU do that?

Incorporate visual triggers, cosmetic "commands" and response devices into your copy, usually with formatting, in order to boost readership and response.

Now, I'm not talking about going crazy with different fonts and colors.

I'm talking about strategically placed bolds, italics, typestyles, font sizes, boxes, bullets, colors, white spaces, borders and so on. (Take, for instance, the way I emphasized certain words in the inflection example earlier.)

As copywriter Martin Hayman noted: "Michael Fortin is right. The way the copy is set out on the page makes a massive difference to the way the reader responds. Typographic practitioners have known this for, oh, centuries."

Here's just one example.

Over 60 years ago, Frank H. Johnson, a direct mail copywriter, decided to start a new technique to boost the readership and impact of his salesletters.

He would highlight the offer in a centered, rectangular box placed at the very top of the letter above the salutation. Why? Because he wanted to summarize his offer upfront in a way that saved his readers' time and hassle.

Instead of forcing readers to wade through a mass of copy before making the offer, he gave them the essentials, right upfront. The results were astonishing.

Direct mail copywriter Ivan Levinson reports he has seen claims that adding a "Johnson Box" to a plain letter can shoot response rates up by 40%.

This technique can also be applied to boxes placed within the heart of the copy in strategic locations, such as right before any call- to-action or when highlighting some of the most important points of your copy.

So in your copy, put your bonuses, premiums, guarantees, testimonials, factoids, key points, stories and sidenotes in Johnson Boxes.

Take a look at The Copy Doctor, or a recent salesletter I wrote at TrafficSecrets.com. You'll notice Johnson Boxes interspersed throughout the copy, often in different colored or shaded tables.

My theory of why they are so effective is this: These boxes tend to direct the readers' eyes and force them to read their contents. They help to inculcate into the readers' minds those key points you want to drive home.

There's little your prospects will retain from your copy. But if you use Johnson Boxes, the likelihood they will remember their contents more -- and over any other point stated in the rest of the copy -- will be stronger.

Nevertheless, the moral is this...

Copy is not all about what you say. It's also about what you mean.

Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.
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Michel Fortin is a direct response copywriter, author, speaker and consultant. His specialty are long copy sales letters and websites. Watch him rewrite copy on video each month, and get tips and tested conversion strategies proven to boost response in his membership site at http://TheCopyDoctor.com/ today.
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Posted by ralph at 05:33 AM | Permalink

Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.
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Michel Fortin is a direct response copywriter, author, speaker and consultant. His specialty are long copy sales letters and websites. Watch him rewrite copy on video each month, and get tips and tested conversion strategies proven to boost response in his membership site at http://TheCopyDoctor.com/ today.
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An interesting debate is raging among copy writers, web designers and content developers about the differences, if any, between writing copy for the web versus writing content.

According to prolific copywriter Nick Usborne of Excess Voice, a recent survey conducted among the readers of his newsletter of the same name offers some interesting results. They seem to be split almost three ways: one-third consists of copywriters, another content writers and the final third both.

But it's wrong.

This is an important debate, I believe, since all online copy is content but not all content is copy. And that's a real problem.

Most web designers, webmasters and content writers develop text for websites in a way to educate visitors. They also write it with the notion that "content is king," "content increases search engine rankings," "content makes a website sticky" and so on. That's all fine and good.

But I believe content fails when it strives only at informing the reader, and thus lacks important elements that take her "by the hand" and compels her to do something -- anything, including the simple act of reading.

In other words, while some websites may compel our attention, others fail to propel our actions, too. And their owners often end up screaming, "Why is my website not producing any sales," "why am I getting a lot of traffic but such a poor response" or "why are people leaving so quickly?" Well, if content is king, copy is the castle.

The Internet is not a traditional medium -- at least not in the broadcast sense. It is intimate, dynamic and interactive. People are more involved when reading the content of a website than reading a conventional print publication, watching a show on TV or listening to a program on the radio.

And with the Internet, people have a powerful weapon that they don't have with other types of media, and they usually never think twice about using it when the need confronts them: their mouse.

So, the idea is this: forget about writing content, at least in the traditional sense. Think copy. Think words and expressions that compel the reader to do something, even if it's just to continue reading.

According to online dictionary Atomica.com, "copy" is defined as "the words to be printed or spoken in an advertisement." (And "advertisement" is defined as "a notice or announcement designed to attract public patronage." It's calling for some kind of action. It's selling something, in other words.)

But the word "content," on the other hand, is defined as "the subject matter of a written work, such as a book or magazine." And keep in mind that there's no mention of the Internet, here.

Nevertheless, this is why I submit that, with its multitude of links, scripts and hypertexts, the Internet transforms the passive reader into an active, responsive participant. (Or make that "response-able." And she must therefore be treated as such -- as a participant, not a reader.

Look at it this way: a book is limited by its front and back covers. When the book is done, it's done. The web, however, is not. If your content does not strive at getting the reader to do something, whether it's to buy, subscribe, join, download, call, email, fill out a form, click or whatever, then you need to seriously rethink your content and the words you use.

Here's my explanation of the difference between content and copy. Content informs. Copy invites. Even if content invites a reader to keep reading, it's still selling an idea. It's still calling for action. And it's still copy.

If your web page is only meant to inform people like some kind of book, then it's content. (And like closing a book once it's read, the only action left is to exit the website or close the browser.) But if it contains links or more content, then it's copy. And you need to write content with that mindset.

Ultimately, incorporate within your content a direct response formula that compels your readers to do something. Don't leave them hanging. Take them by the hand. Integrate a call for some kind of action, in other words. Ask your reader to "buy now," "join today," "get this," "download that, or ...

Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.
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Michel Fortin is a direct response copywriter, author, speaker and consultant. His specialty are long copy sales letters and websites. Watch him rewrite copy on video each month, and get tips and tested conversion strategies proven to boost response in his membership site at http://TheCopyDoctor.com/ today.
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Posted by ralph at 05:31 AM | Permalink

Listen to the Interviews of the Leading Entrepreneurs in the World Who Are Heroes That Are Pursuing Their Dreams With Every Ounce of Strength and Faith.
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Michel Fortin is a direct response copywriter, author, speaker and consultant. His specialty are long copy sales letters and websites. Watch him rewrite copy on video each month, and get tips and tested conversion strategies proven to boost response in his membership site at http://TheCopyDoctor.com/ today.
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A significant reason behind websites that fail is the lack of an effective direct response sales message. A message that gets people to do something, even if it's to keep reading.

A direct response message is not just about response. It's comprised of three elements: it must be 1) captivating (it captures the reader's attention), 2) riveting (it pulls her into reading further) and 3) engaging (it calls her to act). (In fact, these are the "three simple steps" I talk about in my DVD video.)

How can you incorporate those three vital elements?

If I were to answer that question adequately it would likely take me an entire book the size of an encyclopedia! But for now, let me give you a succinct explanation...

First, write to be scanned.

On the Internet, people are fast-paced, click-happy (with an attention span the size of a DNA molecule) and easily bored. The burden of getting visitors to stop what they're doing and start reading rests entirely upon the headline, the headers and any grabbers -- things that help grab people's attention (e.g., boxes, borders, graphics, etc).

But once you captured your readers' attention, the next step is to keep them (and to keep them reading).

If you know the AIDA formula, you know this is where you need to generate interest. But I go a step further by saying that your job is even more important here, since you must not only generate interest but also maintain it. And that is a much harder task, especially online.

It's also the crux behind a long copy salesletter's success.

The debate about long versus short copy can be wearisome for most copywriters, since they must constantly explain to their clients the benefits of using long copy. Even though long copy is statistically proven to outperform short copy, many clients still tell me that longer copy will never be read, and that on the Internet things are short and fast. And then they ask me to trim my drafts down.

(I often fervently protest when this happens, and you'll soon find out why.)

Sure, I completely agree that things are short and fast online. But there is a difference between grabbing people's attention and holding on to it. Keeping readers riveted, hanging on to each and every word with an intense desire to know what's next, is the goal of any direct response copy.

Remember this:

There's a difference between long copy and long-winded copy.

(It sounds the same as reading a story, right? Well, it is. Like a book that's called a "page turner," copy that keeps people glued to each and every paragraph is one that is intensely interesting, curiously inviting and uncomfortably compelling.)

As an aside, why do you think we now include "stickiness" as a measuring stick in web analytics? Granted, some of it is entertainment value, like videos and graphics. But 9 times out of 10, it's copy. Period.

Here's a known fact:

Prospects who are qualified and genuinely interested in the product or service being offered always want more information about it, not less. If they are not qualified or interested from the outset, no matter how long or short the copy is, they will simply never buy. If they're not interested or qualified, they won't read 15 words, much less 1,500 words.

Shorter copy can lead to three potential outcomes:

1) a lower response due to the lack of information;
2) an incessant need for more data, leading to a barrage of information requests or questions;

3) or a higher number of cancellations, refunds and returns since the product or service turned out to be different than what was initially expected.

If long copy leads to poor results, it has nothing to do with the length. It has everything to do with the copy.

It's simply too boring.

It didn't elevate the reader's level of interest, and it failed to keep her reading. Admittedly, it's a challenge -- and the reason why most online business owners usually opt for short copy, since writing long copy that engages, entices and entertains is very difficult. (Yes, I did say "entertain." It really is all about storytelling.)

Good copy, on the other hand, is where the reader hangs onto every word, and becomes more and more excited the further she reads it. You see, long copy is like telling a good story -- and copywriters are indeed storytellers. If your copy tells a compelling story, people will read it ... All of it. When it is written well, long copy can lead to a much greater level of response.

Look at it this way:

You visit a bookstore and notice a book that seems to entice you. For instance, the cover, the title and the cover copy, such as editorial raves or the author's biography, pull you into the book. Even the opening chapter is delectable. So, you decide to buy the book.

The book seems to be inviting, exciting and entertaining, and the story compels you to read every single page, no matter how big the book is.

Take Stephen King, for example. If you're a Stephen King fanatic, that means: 1) you're in his target market, and 2) you're interested in everything King writes. Now, let's say King publishes a massive, 800-page tome. Are you not going to read it simply because "it's too long?" Of course not.

In fact, the book is so good that you either wish it was longer or, once done, are prepared to read it over once more. You just can't put the book down, even if time is limited, and you're busy or preoccupied with other things.

Here's a flipside.

Let's say, as you read it further, the story makes no more sense. You become confused, perhaps a little frustrated, and you slowly begin to lose interest. The plot no longer invites you to keep reading. You drift away and find it harder to continue. Ultimately, the storyline fails to keep you excited about the book. So, you stop, close the book and then shelve it. Now, it gathers dust in your library.

The excuse? It's TOO long!

Let me ask you, how many books in your library did you fail to finish reading (or to start reading, for that matter)? Perhaps some. Perhaps many. But the same thing holds true with direct response copy.

Long copy works better than short copy. But it only works if it's interesting, captivating and riveting. Call it "edutainment." Copy must be educational and entertaining.

However, in a handful of cases shorter copy is warranted. (There is such a thing as "overselling" in copy.) But the only real way to know for sure is to test, test and test. Claude Hopkins, author of "Scientific Advertising," wrote an important axiom:

"Almost any question can be answered cheaply, quickly and finally, by a test campaign. This is the only way to answer them, not by arguments around a table. Go to the court of last resort... The buyers of your product."
As my mentor, copywriting genius Dan Kennedy, once said in a recent interview:

"Now, the person who says 'But I would never read all that copy' makes the mistake of thinking they are their customer ... And they are not. We are never our own customers. (...) There is a thing in copywriting I teach called 'message-to-market match'. It is this: when your message is matched to a target market that has a high level of interest in it, not only does the level of responsiveness go up but readership goes up, too ...
"... The whole issue of interest goes up."

The next step is to engage the reader.

Again, you're like an author telling a good story, and your copy must read like one. But like all good stories, the reader must become intimately involved in the plot. They see themselves in the shoes of the characters living out the story.

And to do this, you need what I often call "UPWORDS." It's an acronym that means: "Universal picture words or relatable, descriptive sentences."

First, using "universal picture words" means to use words and mental imagery that help to paint vivid pictures in the mind. Lace your copy with words that engage as many of the senses as possible, and cause your prospects to easily visualize already enjoying the benefits of your offer.

As for "universal," it means to use words that appeal to, and can be easily interpreted by, the vast majority of readers. In other words, use words to "encode" your message so that, when they are read, can be decoded in the same way by most of your readers. Your job is to get the reader not only to read your copy but also to understand it, internalize it and appreciate it.

Remember this simple yet extremely important rule:

"Different words mean different things to different people."

Some words can be interpreted in one way by one reader and in a different way by another. Your job, therefore, is to choose words that cater and universally appeal to the bulk of your readers in order for them to fully appreciate what you're conveying.

For example, a challenge among cosmetic surgeons is the fact that prospective patients will call for an estimate over the phone when obviously the doctor needs to see her beforehand. (An initial, in-person assessment is always required, even by law, to see if that patient is a surgical candidate. Giving out an estimate implies that the patient is indeed a good candidate for the surgery when it may not be the case.)

Here's the crux of the problem:

Most patients don't understand the significance of seeing the doctor in person. Some may feel intimated by doctors or by surgery, while others may simply be in a rush and want to "shop around." While they may understand the reason, they may not necessarily appreciate the importance, because cosmetic surgery is an uncommon process. So, doctors will use analogies, referring to a more common approach, such as cosmetic dentistry.

Why? Unlike surgery, most people have had their teeth done at some point in their lives. They already know it. They already have a "reference point" in their minds they can relate to.

So, doctors will say: "Like a dentist, I can not give you an estimate over the phone without any x-rays of your teeth let alone the knowledge of how many cavities you actually have." People now understand not only the reason but also the importance of seeing the doctor in person in order to obtain an accurate estimate.

This applies to every business.

Business owners often become so intimately involved with their product or business that they tend to forget to look at them from their prospect's perspective. For example, they tend to use a language that only people in their industry or "on the other side of the fence," so to speak, can fully appreciate. But that approach can backfire... And often does.

Therefore, your job is to use analogies, metaphors and comparisons, and most importantly stories, all in a language to which the prospect can relate.

That's what "relatable, descriptive sentences" mean. Words are not messages in themselves. They are merely symbols. Your choice of words can actually alter the understanding, and particularly the emotional impact, of your message.

Finally, use action words (i.e., active verbs and not passive ones) that not only compel your readers but also "propel" them into action. Tell them what they must do and take them "by the hand," in other words. Don't stick with mere verbs. Use action words that paint vivid pictures in the mind, too. And the more vivid the picture is the more compelling the request will be.

For example, you're a financial consultant. Rather than saying something like, "Poor fiscal management may lead to financial woes," say, "Stop mediocre money management from sucking cash straight out of your wallet!" (People can visualize the action of "sucking" better than they can "leading." Instead of, "Let me help you maintain your balance sheet," say, "Borrow my eyes to help you keep a steady finger on your financial pulse."

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Michel Fortin is a direct response copywriter, author, speaker and consultant. His specialty are long copy sales letters and websites. Watch him rewrite copy on video each month, and get tips and tested conversion strategies proven to boost response in his membership site at http://TheCopyDoctor.com/ today.
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Posted by ralph at 11:27 AM | Permalink