This time we’ll look at 3 more steps anyone can do to improve conversions.

Step 2. The Swipe File: Legal Theft

Every successful copywriter has what is called a “swipe file”.

A swipe file is a personal collection of examples of sales material (copy sales letter, headlines, bullet points, etc.) that have proven successful. This collection can be from Web sites, magazines, newspapers, AdWords ads or where ever you get it from.

I don’t think anyone has done any research but I’d bet that there is a direct relationship between the quality of a person’s swipe file and the success of their sales copy.

So, if you haven’t, start collecting examples of SUCCESSFUL marketing pieces you find then before you start to create and sales material go through your swipe file and find something like what you need and use that as the basis for what you will be creating.

Before moving on to the next step I want to make 2 points.

First, a great swipe file comes from any media source and any niche or topic.

Good sales copy is good sales copy and if you find a good sales letter about horseshoes or a good ad about dung beetles SAVE THEM even if your niche is chronic fatigue syndrome.

Swipe from anyone, anywhere.

The second point is, DO NOT steal word for word. A swipe file is to meant to provide ideas and a foundation for your sales material to jumpstart your sales copy but you should not just take it and use it as your own; not only is it unethical but it is potentially illegal.

For example, a successful headline was “Lose Weight on a Full Stomach”, you could use that to create any number of headlines, a few off the top of my head are:

• “Save Your House without Emptying Your Wallet and Losing Your Family”
• “Fill Your Bank Account While Playing with Your Kids”
• “Stop Your Dog Barking Without Terrorizing Him”

Ugh, those aren’t very good, pretty bad actually, but they do illustrate the point.

With a swipe file you need to understand the essence of what makes it successful and base your sales copy on that.

In this case, the essence is how to get something highly desirable while not having to do something that you don’t want to do; not having to exchanging one bad thing for another, that is, not having to pick the “lesser of the evils.”

If you have no swipe file, start by going to http://www.HardToFindAds.com this should help you be always be on the lookout for sales copy that evokes emotion in your, then “swipe” it.

3. Split Test

Yes, yes, I am harping on this again.

But a simple step you need to do to get better converting sales copy is to continuously test.

Have 2 or 3 headlines, have different offer, use different testimonials, try different background colors, whatever – JUST TEST!

It’s simple just use Google’s Website Optimizer and start testing. Keep the winner of each test and test again.

4. Act

I don’t know how much time is wasted by sitting around and not acting.

If it is creating sales material then don’t wait, just start creating your sales copy.

Don’t edit, just create. You can always edit later but don’t stop your creative flow.

If it is split testing, don’t put it off. “Just Do It”

Create 2 headlines to test and test. Add or remove a bonus and test. Change the price, change the guarantee, change something and test.

If something is not going to work find out quickly and move on; fail fast.

Conclusion

To get the best sales copy your best bet is to hire a successful copywriter; there is not better option.

No question that you will sell/convert a lot more if you have a Dan Kennedy or Ray Edwards or Michel Fortin or Mike Morgan or any of the other successful copywriter creating your sales material.

This isn’t an option for most people and if you need to create or tweak sales copy then the steps we look at here are a way to improve your conversions quickly and easily without much cost.

So be sure to:

• Create a Killer Offer: Be focused, sell solutions, use value builders, have a knockout bonus package and an outrageous guarantee
• Have a Swipe File to Die For: Start all your sales copy with an existing (and proven) example and modify it to your needs; this alone will save you loads of time and improve conversions
• Split Test: Ruthlessly split test your sales copy, continuously improving it; you’ll be amazed at the difference it makes
• Act: Don’t spend your time waiting and thinking and planning. Those all have their place but it is so easy to get sucked into them. Don’t be perfect, fail fast and get better.

Following those steps won’t make you as successful as Dan Kennedy (at least at first but it will make you more successful than you currently are, probably much more successful, without a lot of time and effort and cost.

Do you have a swipe file? What are some of your best swipe?

Do you split test? What are some of your successes and what are some of your surprises?

Leave a comment and let me know; thanks.

Talk soon,

The Shameless (Ethical) Marketer
http://www.Twitter.com/DavidHusnian
http://www.8-8-8Sale.com
http://www.MusicForInternetMarketers.com
http://www.SecretsOfGoogleAdWords.com
http://www.MadMondaySale.com
http://www.2ForTuesdaySale.com

O.Y. Need a sales letter fast but have no knowledge or talent (or time!), try Armand Morin’s Sales Letter Generator

.

This post from: Street Guide to Copywriting. To read more post like this, head over to Street Guide to Copywriting

4 Steps To Fast and Easy Sales Letters, Part 2

Yes, good copywriting is difficult and arduous for most people, if they can even do it at all.

Now, if you want a million dollar sales letter your best bet is to hire a million dollar copywriter but if you want to craft a decent sales letter quickly and easily then I have 4 steps for you to take which will give you the most “bang for the buck.”

These speed copywriting “secrets” will help you get a converting sales page in a fraction of the time and it won’t empty your bank account while doing it.

Step 1. Create a Killer Offer

I heard Mike Filsaime say that Gary Halbert told him that the offer was the most important aspect of creating a sales letter that brings in the cash.

It’s true because with the right offer, everybody will buy what you are selling.

There are a few things that go into a killer offer, each of which is important in its own way.

Be Focused

It is important that the offer have a single focus and not try to be all things to all people. The focus should be on one of two things:

1. Solve a “Painful” Problem
2. Help the Customer Attain a Desired Goal

Find your focus in those things and then maintain that single-minded focus throughout the sales letter.

Don’t veer off, don’t add additional things to try to broaden your market and don’t ramble on about this feature and that.

Decide on the focus and stick with it.

Be sure to point out the painful problem in painful ways or bring their consciousness into imagining what it would be like if they attain the goal.

So find focus AND explicitly tell them about it, don’t rely on the prospect to figure it out on their own.

Sell Solutions

You’ve heard me harp on this before but people look for solutions so your offer must be solution based.

The typical example so many use of this is that don’t sell the features of a drill bit sell the benefits of the holes it can create because that is what people want.

Personally I find the example flawed but the point is good, that is, focus on what the ultimate end goal is.

Don’t make the mistake though that the typical example makes.

Most people aren’t looking for holes; that is still just a means to an end.

What they want is to hang a picture or attach something or whatever – identify and focus on the prospect’s end goal.

So while “makes nice, clean holes” is better than “carbon steel is used…” it is still not as good as “have that family portrait up in its honored place in seconds.”

Use Value Builders

Throughout the sales letter be sure to show the prospect the value of your offer. Some ways of doing this are:

• Compare it to something of known value.
• Show how the solution made big differences in the lives of your customers
• Show pictures, graphs and other visuals (even video) that will set their imagination free
• Show the cost of not having the product or service

Just keep stacking value upon value until they feel like they must purchase or they will be worse off for not having done so.

Have a Knockout Bonus Package

You want to add additional relevant bonuses that are so complementary and so valuable that the cost of the product seems small in comparison.

The classic example of a great bonus is giving away a razor as a “bonus” to selling razor blades.

Aim for a bonus package that is a real value 10 times the cost of the product that is the figure that really makes an offer compelling.

Also try to have 3-5 separate bonuses for products under $100, more for products that cost more.

Have a Strong Outrageous Guarantee

Make a guarantee so good that it removes all risk and then some.

My favorite guarantee, one that became almost a bonus , was Frank Kern’s guarantee for Mass Control.

Here is his exact guarantee:

My “Put My Money Where My Mouth Is”

Double Guarantee Ensures That Either YOU

Succeed Or You Don’t Pay…

Here’s how it works…

Guarantee #1: 45-Day “Free Look”

You have a full 45 days (more than enough time to go through the entire course) to see if my “30 Days To Mass Control Millions” is right for you. If you determine that it isn’t, just let us know and we’ll gladly refund your money. No hassles. No hard feelings.

But even if you go beyond the 45-day unconditional guarantee period you’re still protected by Guarantee #2…

Guarantee #2: Put My Money Where My Mouth Is…

This is crucial stuff so pay attention: Go through the training and complete all the Action Steps according to my instruction in the course. If by the end of 90 days you haven’t met your goal, let me know and I’ll personally work with you for an additional 90 days. (I’ll not only give you access to my private email adress, I’ll also allow you to schedule 30-minute calls with me if necessary). If after that time you aren’t where you want to be, let me know and I’ll not only issue you a refund, I’ll also cut you a check for $500 just for wasting your time.

How’s that for putting my money where my mouth is?

That’s how serious I am about wanting you to succeed, and that’s also how confident I am that my system really works! You see, if I don’t hold up to my end of the bargain, I’m not only $500 in the hole, I’m also out all the time that I spent working with you one-on-one (which frankly costs me a lot more than $500!)

Now that is a great guarantee. It makes you hope it doesn’t work in the first 45 days just so you can work directly with Frank! Plus even then, he’ll give you $500 MORE than you paid for the course.

Conclusion

To create good copy in the shortest time possible there are 4 steps you should take.

The first is the offer. To get the best offer in the shortest time do these 5 things:

1. Be Focused: find one thing (problem, goal, etc.) and stay focused on it with everything tying back to it
2. Sell Solutions: find the prospects end goal and sell a solution that gets them there
3. Use Value Builders: continually point out the value of the offer in different ways, each building upon the other
4. Have a Knockout Bonus Package: create a bonus package that is so strong it “knocks them out” and they feel that they can’t miss the opportunity
5. Have a Outrageous Guarantee: Make your guarantee so strong and standout so much that is “outrageous”

We will continue looking at the steps in the next blog post.

Please leave a comment, thanks.

Talk soon,

David
The Shameless (Ethical) Marketer
http://www.Twitter.com/DavidHusnian
http://www.8-8-8Sale.com
http://www.MusicForInternetMarketers.com
http://www.SecretsOfGoogleAdWords.com
http://www.MadMondaySale.com
http://www.2ForTuesdaySale.com

O.Y. Need a sales letter fast but have no knowledge or talent (or time!), try Armand Morin’s Sales Letter Generator

This post from: Street Guide to Copywriting. To read more post like this, head over to Street Guide to Copywriting

4 Steps To Fast and Easy Sales Letters, Part 1

A sales letter exists for one and only one reason… to sell.

You may sell a product, sell a service, sell a prospect on the value of being on your mailing list or you may even sell an idea but, every time, the sales letter’s purpose is to “sell” the prospect.

Whatever you are selling, you will be writing a sales letter to sell.

Unfortunately, so many sales letters forget this one simple fact, usually by making at least one of these 5 mistakes:

1. Focusing on the Seller Not the Buyer

So many sales letters focus on the seller, who they are, what they want, what they do, what they have and the like.

BIG MISTAKE!

It is a rare buyer who cares more about the seller than their own needs, desires and pain.

When sellers speak too much about themselves and their products then the focus of the copy is not on convincing the buyer that they’ve found exactly what they were searching for.

Which of these little blurbs makes you more likely to buy?

or

Most people will be sold by the second one because the first focuses on the seller and on the product, the second focuses on the buyers and their needs.

Time after time, sales copy like the second will bring in many times more sales than the first.

This single mistake is responsible for a huge number of lost sales.

2. Forgetting to Sell

While it is a good idea to provide lots of good information in a sales letter and not just “sell, sell, sell” don’t forget the purpose of the sales letter and neglect to (or be afraid to) sell.

Think about it, why have a sales letter if you aren’t actually doing any selling in it? It sounds like wasted time and effort to me.

That doesn’t mean the selling should be blatant and aggressive, in today’s world that will more often than not be bad.

It does mean though that you need to include subtle selling techniques and invoke emotional reactions in the reader that will have them wanting to buy what you are selling.

Of course, you make sure they know about that one way or the other (unless you are doing a sequence then sometimes, only sometimes, you can leave this out at the beginning of the sequence).

3. Boring Copy

People always say they don’t like those long sales letters but the truth is that what they don’t like is boring sales copy.

If something is boring then people won’t read it whether is short or long and it doesn’t matter if they are reading a story, a book, an article or a sales page.

Write interesting, exciting and compelling sales copy and people will read it just as they do anything else they find stimulating.

Start with a “killer” headline and each section should make the reader want to read the next section all the while becoming more convinced that they want to do what you want them to do.

Follow the AIDA principle I talked about in “The Most Important Marketing Principle”

4. Too Sales-y or Hype-y

Don’t make you sales copy sound like a used car salesman!

Too much sales hype will turn off your buyers and, on the Internet, they will be gone in a second.

Too much hype also jeopardizes credibility and people have learned to just skip sales copy that has too much.

Balance the hype with other important factors every sales letter should have. Have enough “hype” to attract but not enough to drive your prospects away.

5. Plain Old Bad Writing

Some sales letters are just so poorly written that people feel distrustful and turned off by them.

Not everyone can write well but everyone can follow the basic writing fundamentals.

This doesn’t mean you need to write so your English teacher would have given you an A; in fact, you generally don’t want to write like that.

A few grammar and spelling mistakes won’t detract, and may help, but lots of awkward language, misspelled words and incoherent phrases will make the reader uncomfortable and an uncomfortable prospect does not buy.

Another type of “bad writing” is to make sure you write to the audience.

By that I mean to write like your audience talks.

Use words and phrases like they would if they were talking to you.

Use the appropriate level of formality (or informality) so they feel comfortable.

Talk to them like you’re their good friend and you were having a conversation.

6. No Call to Action

Your “bonus mistake” is something you can see frequently in sales copy.

The copy is interesting, compelling, good sales copy but when they get to the end the prospect doesn’t know what to do next; they’re just left hanging.

After you’ve convinced a person to do what you want them to, then explicitly tell them what to do. Be direct.

If you want them to sign up then have a big button that essentially says “Click Here to Sign Up”.

If you want them to buy then tell them to “Buy Now!” (except don’t ever say “buy” except in extraordinary circumstances).

Whatever it is you want them to do, make sure that you tell them explicitly what action to take.

Conclusion

The above mistakes should be avoided at all costs because they will directly affect the goal of your sales letter, which is, of course, to sell.

A great start would be to avoid making these mistakes:

1. Focusing on the Seller Not the Buyer
2. Forgetting to Sell
3. Boring Copy
4. Too Sales-y or Hype-y
5. Plain Old Bad Writing
6. No Call to Action

You should see an immediate improvement in your conversion rates and the amount of sales you make.

Are you making any of the mistakes? Post a comment and tell me what mistakes you make or see other people make.

Talk soon,

The Shameless (Ethical) Marketer

http://www.8-8-8Sale.com

http://www.MusicForInternetMarketers.com

http://www.SecretsOfGoogleAdwords.com

http://www.MadMondaySale.com

http://www.2ForTuesdaySale.com

O.Y. If you want some software that will help you create great sales letters check out Interactive Sales Letter Pro

This post from: Street Guide to Copywriting. To read more post like this, head over to Street Guide to Copywriting

5 Key Copywriting Mistakes You Should Avoid

But, and it is a big but,  just because a sales letter is an ad doesn’t mean it should look and sound like one.

Why this bad?

Well there are several reasons, the first is that people LIKE to buy, but they DO NOT LIKE to be sold to.

There are many reasons for that including, among other things: a loss of control and mistrust that the seller isn’t going to necessarily have the buyer’s best interests in mind.

The second reason is that people have developed a sort of “blindness” to ads.

That is, when something looks like an advertisement people subconsciously tune out, sort of like fast forwarding through the commercials of some TV show you’ve recorded.

People will just skip right over something that seems to be trying to sell them.

This is, obviously, not good for copywriters, but can you avoid or overcome it?

One simple answer is that you do not make your copy look like an ad; duh.

But, since a sales letter is an ad, how do you hide your ad without requiring the skills and mastery of a Dan Kennedy.

One very effective way is to…

start your copy with valuable information led into by an editorial-style headline.

I can hear you are asking, “what are editorial-style headlines?”

Instead of a long explanation just let me just show you some.

• “7 Fatal Mistakes That Most Online Business People Make And How Not to…”
• “Can Using Video Increase Your Sales Conversion Rate 100-1,000%? A Startling New Survey, Conducted By a Leading Research Group, Reveals The Truth!”
• “10 Essential Facts You MUST Know Before Purchasing a Flat Screen TV”

Editorial headlines give the reader the impression that what follows, your sales letter, will give them valuable information that will bring them pleasure, alleviate pain or protect them in some way.

This will immediately attract them and will get them to read your sales letter; or at least start reading it.

But, if you are sharing valuable information how do you keep the essence of a sales letter – that is, to sell?

The trick lies in being subtle about the sale.

Weave your sales pitch in with the valuable information you are sharing in a way that makes it seem that your product or service is perfect for the situation — or be nearly perfect; it isn’t usually good to be perfect because then that sounds too good to be true).

For example, when talking about the 7 fatal mistakes that online business people make, weave into your copy how your product or service has helped online businesses succeed.

Another example is when going through the 10 essential facts they need to know about flat screen TVs make sure that your product is on the plus side of most of them and weave that into the sales copy but be sure to also include something that your product doesn’t do; this makes things more believable and trusted.

The key take away from this is to present the reader with factual, highly informative content that will excite, attract and educate.

They will then have the desire you’re looking for and, at that point, you integrate your offer in a “matter-of-fact” manner which makes them want to buy without you actually selling!

Do you have informational sales copy? Post a comment as I’d love to see what you’ve done.

Talk soon,

The Shameless (Ethical) Marketer
http://www.8-8-8Sale.com
http://www.MusicForInternetMarketers.com
http://www.MadMondaySale.com
http://www.2ForTuesdaySale.com
http://www.SecretsOfGoogleAdwords.com

This post from: Street Guide to Copywriting. To read more post like this, head over to Street Guide to Copywriting

Just Say No to Ad Sales Copy!

You may wonder what is wrong with that; it is called copyWRITING after all.

The fact is that doing that can be disastrous because, don’t forget, the end purpose is to sell.

Yet, how is it possible to sell something you don’t know?

Before beginning the writing process, there are 5 important steps that you should be take to be sure that the sales copy will best represent the product or service. They are:
1. Know Your Target Prospect
The first thing to do is understand your target audience.

You will be writing to them so the more you understand them, the more you can “be” them, the more success you will have.

You will be writing to their interests using words that are familiar to them.

Words have power, they can move people so you must choose the right words (those that will excite and comfort the prospect) and say them in the right way (the way they want to hear them).

This can be a powerful marketing ally.

2. Learn About the Product and Offer
Actually read, use, listen to, watch the product.

Analyze its strengths but make sure you understand the benefits to the prospects; find those benefits that prospects will actually want.

Always approach this from the point of view of the prospect.

What benefits will prospects desire?

Understand those or more properly feel them.

3. Find the Differentiators
Compare the product or service against other, similar, offers in the market.

What makes the product or service stand out and be unique?

Remember, be the prospect and ask yourself “why would I buy this product or service instead of another one?”

4. Plan, Plan and Plan
Every sales letter requires it’s own plan.

Most will require long sales copy, while others can do the job with less; the key is to make sure you have every word you need and do not have one word more than necessary – each word should “earn” it’s place and this is driven from the plan.

Most sales letters need a lot of “proof” and others shouldn’t have it because it could actually hurt credibility.

Most sales letters need to address many possible objections and others won’t need to.

Create the plan from your knowledge of the prospective audience and the product or service.

5. Don’t Try to Sell it if You Don’t Believe it
It is very hard for most people to try to sell something they aren’t convinced will truly help the prospect.

This lack of belief will subtly enter the sales copy and while you may not see it the prospect will feel it

Conclusion
After you’ve understood the target audience and the product or service then look for the differentiators (the Unique Selling Proposition).

Then create a plan and, if you’ve convinced yourself that it can help the prospects, you are ready to write your sales letter.

Talk soon,

The Shameless (Ethical) Marketer
http://www.8-8-8Sale.com
http://www.MusicForInternetMarketers.com

http://www.SecretsOfGoogleAdWords.com

O.Y. The person who was, and continues to be, the most instrumental person in teaching me copywriting, including how to best use Power Words for maximum effect, is Dan Kennedy. You can get 2 free months of his Inner Circle newsletter by going to http://www.StreetGuideToCopywriting.com/HighlyRecommends/GKIC

This post from: Street Guide to Copywriting. To read more post like this, head over to Street Guide to Copywriting

The 5 Most Important Steps to Do BEFORE You Write Your Copy

Time and time again I find the same things missing and one of the most important missing elements are “Power Words”.

Power Words are a great way to improve your conversions and to grab the prospects emotions and should be used, judiciously, in all your sales copy.

They are so important that I have a list of the most powerful ones pasted to my wall just next to the computer screen I am writing this on.

The best words make the reader “feel” and “imagine” an object, scene or situation; note imagine can be a great power word!

How they work is they tap into some of the more “primal” emotions and desires and trigger off more intense reactions than other words. Of course, not all words will trigger absolutely everyone but true power words will draw out stronger emotions is almost everyone.

The most common example, and the one some people call “the most powerful word in the English language”, is the word free.

The reason is people love to get something for nothing. This probably goes back to “cave man” days when it could be the difference between surviving and not surviving.

Another, non-marketing example that has power is the proverbial screaming “fire”, it usually trigger a strong emotional (and physical!) response.

With Power Words so critical in a sales letter and so many people are neglecting them I’m going to look at how to use them to really improve your conversions and your profits.

Psychology professors at Yale did a study of the English language and found that some words have significantly more “power”, that is, trigger stronger emotions, than other words. Their top 10 list of the “most powerful words”, and how to use them, is:

1. You: It was the most powerful word in every study reviewed. Try to put it in very important spots in your copy like your headlines, opening paragraphs, benefit lists, etc.
2. Results: This makes people feel more confident and comfortable with the product or service and helps them get beyond their natural skepticism. Put results in several places, after making claims and a reminder near the purchase button.
3. Health: Not a general marketing word but it can be used to good effect when it is applicable
4. Guarantee: A huge part of risk reversal, it helps ease fears of “being taken advantage of” and “making a bad decision”. The stronger the guarantee, from the point of view of the prospect, the better your conversions with be
5. Discover: People like to know this others don’t know and discovering something new adds some additional excitement. This is used when you are initially talking about your product or service as well as several places elsewhere to reinforce the message.
6. Love: Like health not a general marketing word but powerful when it can be used. Love, after all, is something everybody strives for from birth
7. Proven: Like results and guarantee this overcomes fear and skepticism. It is particularly good used after an announcement or claim that may seem astonishing or remarkable and the proof should be more remarkable than the claim.
8. Safety: Not specifically general although it can be used effectively in risk reversal sections.
9. Save: People want to keep more of what they have while getting more of what they want. This can be used to good effect throughout your copy.
10. New: Similar to discovery people most like things new both for the novelty and also for the “I have it and you don’t and that gives me a advantage” factor.

While many, if not most, of those words are on the standard lists of power words but, in truth, copywriters use additional and “stronger” power words, ones that dig deep and bring out visceral feelings; that is, words that affect a person’s inner core and produces almost overwhelming emotions.

A selection of these strong words that are on the list on my wall are: Announcing, Astonishing, Easy, Exclusive, Fast, Hurry, Last Chance, Limited, Phenomenal, Powerful, Revealing, Secret, Startling and Urgent.

They are all picked because of the psychological triggering of emotions they invoke in most people.

In addition to individual words here are some phrases that are powerful “Power Phrases:

• “At last, …”
• “Best of all, …”
• “I’ve got good news for you …”
• “Listen closely, …”
• “Buy one, get one free”
• “Major Breakthrough in …”
• “Do you make these mistakes …”
• “The most powerful …”
• “How to get …”
• “Can you imagine …” and “Just imagine …”

Just remember, the copy (the words on your Web page) should lead the prospect down the path you wish them to go; this is similar to using the carrot to get the horse to go in the direction you want it to.

You do this by invoking a planned series of emotional triggers, one after the other, so that the prospect eventually “decides on their own” that they want what you provide.

And the way you invoke those emotions is through words and Power Words are a key aspect of that.

Comment and let me know some of your favorite Power Words and Phrases.

Talk soon,

The Shameless (Ethical) Marketer
http://www.8-8-8Sale.com
http://www.MusicForInternetMarketers.com
http://www.MadMondaySale.com
http://www.2ForTuesdaySale.com
http://www.SecretsOfGoogleAdwords.com

O.Y. The person who was, and continues to be, the most instrumental person in teaching me copywriting is Dan Kennedy. You can get 2 free months of his Inner Circle newsletter by going to http://www.StreetGuideToCopywriting.com/HighlyRecommends/GKIC

This post from: Street Guide to Copywriting. To read more post like this, head over to Street Guide to Copywriting

Some Words Are Mightier Than the Sword: Powerful Words to Trigger Emotions

Its job is to sell your products.

To do that, so you are highly successful, the sales “gods” have passed down to us through the decades and centuries some “can’t fail” methods.

These methods were put together in a classic marketing principle around 1925 and I am amazed how many copywriters still don’t know about it; those are the ones struggling

Anyway, like any salesman, a sales letter should follow this long time marketing principle called…
the AIDA principle.

Whenever you see an ad, be it in newspapers, magazines or on television, it follows (or should follow) the AIDA principle.

Basically, almost every really successful promotion follows the AIDA principle.

What, you might ask, is this AIDA principle?

Simply, AIDA is an easy way to remember the most basic process in advertising; a process that covers everything from initial attraction to final conversion.

It stands for:

A – Attention

The first thing you should do is capture the attention of your prospects.

A sales letter should immediately attract your prospects enough so they are compelled to read the copy.

This is done with a powerful headline, an intriguing sub-headline and an engrossing opening paragraph.

I – Interest

After you’ve attracted a prospect’s attention you need to capture their interest.

You’ve got them to actually read your copy so you need to get their interest and convince them that it is important to them to continue reading.

D – Desire

As your prospect continues reading you need be building their desire.

This desire should be strong enough to make them want to purchase your product.

While there are many methods to do that, basically, you will be getting the prospect to feel that they really need what you’re offering.

“Hook” them with your sales copy.

A – Action

At this point, after you’ve hooked the prospect and they are ready to do what you want them to, you need to have them take action.

If you’re selling a product or service, that action is to purchase.

If you’re inviting them to join your mailing list, that action is to sign up.

Good copywriters have multiple calls to action within their copy and use various techniques to get prospects take that action.

Conclusion

All good copywriters and all good sales copy should employ the AIDA principle.

Get your prospect’s Attention, keep them Interested, make them Desirous and then have them take Action and you will be successful.

Don’t do that and, well, you should keep your day job.

Talk soon,

The Shameless (Ethical) Marketer
http://www.StreetGuideToResellRights.com
http://www.StreetGuideToWebTraffic.com
http://www.FromTheDeskOfDavid.com
http://www.8-8-8Sale.com
http://www.MusicForInternetMarketers.com

O.Y. The person who was, and continues to be, the most instrumental person in teaching me copywriting is Dan Kennedy. You can get 2 free months of his Inner Circle newsletter by going to http://www.StreetGuideToCopywriting.com/HighlyRecommends/GKIC

This post from: Street Guide to Copywriting. To read more post like this, head over to Street Guide to Copywriting

The Most Important Marketing Principle

But how to sell them? And how do you convince people to buy from you?

That, of course, is the key question.

While there are many techniques and tactics to selling your products to the global market that is the Internet, there is one thing all these methods have in common, …
…the sales page.

You can learn, and use, traffic generating strategies that generate thousands visitors each day, but what will those visitors do when they get there?

Will they do what you want them to do?

You direct them to a sales (or squeeze) page for the products and services you’re offering. This page has but one purpose, to persuade your visitors to do what you want them to do; whether that is to buy from you, to give you their e-mail address, to call you on the telephone or whatever else you want them to do.

On the Internet, discounting the use of video and audio, you only have what is on the screen to convince someone to do what you want them to do.

In “real life” you can personally answer questions and objections and you can establish a rapport with your prospects and customer, but online you are restricted to the screen and primarily the written word, to convince your prospect.

Most experts agree that Internet Marketing is a sales-page driven industry. The success of a product depends on the quality of the sales page

A bad, or even average, sales page can mean the death of a good product, but a great sales page can make even an average product a big success.

Therefore, successful online marketing is basically excellent persuasion skills using sales copy; the art of writing persuasive marketing materials is called copywriting and the people who do it are called copywriters.

Copywriting, particularly persuasive copywriting, is one of the primary skills that an entrepreneur should master if they want to be successful in their online business.

Alternately, many successful Internet Marketers leave this in the hands of professionals. There are thousands of copywriters who are providing their services on the Internet.

They have studied and trained and honed their craft and many of these online copywriters can produce high quality copywriting for you; just make sure they are marketing copywriters and that you get samples of their work and documented results of their successes.

The downside to using a professional is that the really good ones charge thousands of dollars for their services.

While that is a reasonable amount given the complexities of great copywriting and the value it can provide, it still may lie beyond the reach of the average entrepreneur’s budget.

Most online entrepreneurs will have to create many sales pages during for their online business lives.

Every product will need a sales page.

Every affiliate offer promoted should have a special sales page.

Every mailing list will need a squeeze (or e-mail address capture) page to convince people to leave their contact details.

Every joint venture (JV) promotion will need a sales page.

As I said, Internet Marketing is a sales page-driven industry.

Because of this, every Internet Marketer should learn the basics of effective copywriting.

Talk soon,

The Shameless (Ethical) Marketer
http://www.StreetGuideToCopywriting.com
http://www.StreetGuideToResellRights.com
http://www.StreetGuideToWebTraffic.com
http://www.FromTheDeskOfDavid.com
http://www.8-8-8Sale.com
http://www.MusicForInternetMarketers.com

O.Y. As a special gift I have an unrestricted Master Resell Rights product for you, one that I believe complements what you’ve learned. Get it at http://www.StreetGuideToCopywriting.com/FreeStuff/ProfitingAfterTheSale-MRR.zip

This post from: Street Guide to Copywriting. To read more post like this, head over to Street Guide to Copywriting

What Drives the Internet Marketing Industry?

Below I have listed each question again along with the correct answer and a reason for that answer, if one was given.

I have also given my answer and my analysis of the answer.

Answers

Here are the answers and the winners…

1. A) Push Button shave cream
B) Moisturized Shave Cream

Answer: A.
Reason: It converted better than 2 to 1 because it focused on instant gratification.

My answer: A.
My analysis: It is almost always better to focus on quick benefits than more ambiguous ones that many won’t really care about. Who doesn’t want a quick solution but “moisturizing” means different things to different and some won’t even want it at all so it is weaker.

Answer: A.
Reason: It gave a specific promise of benefit.

My answer: A.
My analysis: Always go for the emotional response in the prospect not the intellectual one.

Answer: B.
Reason: The word that attracted people is “you”.

My answer: B.
My analysis: I was just stupid looking for the “it’s okay many people suffer like you do” but that doesn’t usually trump “solution for YOU”; should have read and thought better.

Answer: A.
Reason: Specificity and clarity attract better than not; this shows the exact price and, by default, savings.

My answer: A.
My analysis: Notice that being specific is used where advantageous and isn’t where it is not. I wouldn’t be surprised if this converted better than saying “Would you buy a $29.99 shirt on sale for $14,99″ – although testing it would be in order. In fact, I’d be interested in seeing how either of those did against a less specific amount that was actually a better deal.

Answer: A.
Reason: None given.

My answer: A.
My analysis: There is implied scarcity as well as the suggestion of it being a designer jacket, even if you don’t know Manana. Being “handmade” implies quality to some but too many, particularly those interested in designer labels it is a negative. Also, in the U.S. the “made in Mexico” is, rightly or wrongly, thought of as being of cheap or poor quality.

Answer: B.
Reason: It converted 20% better because it spoke to a specific audience.

My answer: B.
My analysis: Whenever you can throw in a phrase that is more specific to a targeted person it will, somewhat subconsciously, attract them. Think of how many times you’ve found that a new thing you learned or liked seemed to be all around you AFTER it became important to you. That isn’t coincidence, it was probably there all the time but was filtered out by your brain because it wasn’t important enough to you.

Answer: B.
Reason: It caused a 27% increase in requests because of added promise of benefit

My answer: B.
My analysis: Always go for a solution, never forget the importance of the emotional connection.

Answer: A.
Reason: None given but this pulled 3 times better.

My answer: A.
My analysis: Potential scarcity and social proof win out over the “leather” and the specific price. Even though the second one added the “sold out in 48 hours”, it wasn’t greater than the implied faster sell out by using the word “cancel”

A) If the headline is above the picture?
B) If the headline is below the picture?

Answer: B.
Reason: Pictures are usually better eye-catchers than words

My answer: B.
My analysis: There is a good possibility of losing the headline if it is above a dominant picture. This wouldn’t be true with a small picture, like of yourself.

Answer: B.
Reason: None given

My answer: B.
My analysis: The second one again hit deep into the emotional subconscious by invoking thoughts of a big, fancy, expensive hotel in Paris, further utilizing additional triggers; it wouldn’t have done so well if it has said “We first saw these in the Carillon Hotel on the Place de la Concorde in Cleveland.”

Answer: B.
Reason: It has both curiosity (“would you”) and benefit (big savings”in one headline.

My answer: B.
My analysis: The words “below wholesale” has some positive impact but it loses completely to the specific savings by having the exact prices, since the price difference is great (it would have had the impact of “Would you buy a woman’s $25 sweater for $19.99″, there the “below wholesale” probably would have won). Also, having a question in a headline makes people stop and read and, if only subconsciously, answer the question.

Answer: B.
Reason: None given

My answer: B.
My analysis: B seems Boring (with a capital B). But don’t lose sight of the little triggers like implied lots of sales and invoking questions like “how many did you sell?” and “who is Milton Gordon?” A has few triggers, the best they can hope for is the implication that they go all out for their customers.

Answer: A.
Reason: This converted 2 times better, because message B has been repeated so often the audience was bored and few read it.

My answer: B.
My analysis: This one just fooled me completely. If it wasn’t from someone like Gary Halbert I’d doubt it and even then I’d like to test it (hmm, maybe I still need to work on my humble

Answer: B.
Reason: The reason the headline made sense because it tied with the fact that most volvos are driven for 11 years in Sweden and by then it’s paid for.

My answer: B.
My analysis: My thought was that people looking for a Volvo are concerned with quality and, particularly, safety so they added the words “we didn’t forget you’d be sitting in it for 11 years”. I would have tested “we didn’t forget who’d be sitting in it for 11 years” also because they are very popular with families and the “protect my child” impulse is usually stronger than the “protect myself” one.

Answer: A.
Reason: A converted twice as well.

My answer: A.
My analysis: This one is simple. A has benefits, B has features. Always go for benefits the more to the customers emotional core the better.

Answer: A.
Reason: This converted 50% better because of the offer of free information.

My answer: B.
My analysis: This one surprised me completely. I would have thought the benefits of relieving pain would have beat the question and the implied free info.

Answer: A.
Reason: None given

My answer: A.
My analysis: Answer A is really a fear question with the implication of removing that fear while B is just and intellectual question. Fear pretty much smashes curiosity every time.

Answer: B.
Reason: This headline was the result of asking buyers of the product WHY they bought the product, and they replied, “it feels good when my eyes are tired.”

My answer: B.
My analysis: How-to’s are always good, plus there is a “quick” solution to a problem.

1. How to talk to a horse
2. Free way to start horsing around
3. How to adopt a horse
4. Free gift if you love horses
5. Free lessons in horse training

Answer: 5-4-3-2-1.
Reason: Research revealed the word “free” used its customary magic as well as the words “how to”

My answer: 4-5-3-1-2.
My analysis: Expected to free to be better than how-to. Thought 4 was better than 5 but that was because I didn’t completely read the question and look at who the target audience is. Still don’t understand why #2 wasn’t the worst one though

Answer: Sort of a trick question since the both converted the same, at least you couldn’t get it wrong!
Reason: None given

My answer: B.
My analysis: I am surprised, I would have thought the pull of being “like a champions” would have helped.

How Did You Score?

In summary, the answers were: 1 – A; 2 – A; 3 – B; 4 – A; 5 – A; 6 – B; 7 – B; 8 – A; 9 – B; 10 – B; 11 – B; 12 – B; 13 – A; 14 – B; 15 – A; 16 – A; 17 – A; 18 – B; 19 – 5,4,3,2,1; 20 – Both

I, not Gary Halbert, have come up with a rating system so you can see how well you did; note this is slightly playful tongue-in-cheek.

20 Correct, A+. You are a Copywriting god and should quick your day job and start charging $50,000 to write a sales letter.

18-19 Correct, A. You definitely know what you are doing and should “turn pro” if you aren’t already.

16-17 Correct, B. Not bad at all, you have some talent, keep it up and who knows some day you might make it out of the minor league s and make it to the “Show”

14-15 Correct, C. Some skill and knowledge, keep working on it but consider hiring out your copywriting work!

12-13 Correct, D. Don’t give up your day job.

10-11 Correct, F. Definitely don’t give up your day job.

Under 10 Correct, what is below F. Give it up (or buy all my copywriting products

Seriously though, remember that no matter how experienced or good you are you can always learn more and you should always remember, no feel, the emotions of your target audience and then test, Test and TEST again.

So Who Won?

Unfortunately, and disappointingly, only two people took the quiz.

I thank you for that and will be giving you both gifts.

I decided to take the best score from each person, here is the scoring:

Gladys Choo – Gut: 13/20, Copywriter: 14/20
WY – Gut: 10/20, Copywriter: 14/20

So here are the winners:

Gladys and WY tied. If I would have thought about it I would have had a tiebreaker using the second score but, since I didn’t, I declare you both winners.

Congratulations.

Now the Prizes

You will each get a 1 free year membership to my new membership site coming soon (I can’t divulge the value of that but I think you’ll be happy, I can say you’re saving more than $100).

You will also each get a coupon for a free copy of the Copywriting e-book I will releasing soon (this way you’ll get all the bonuses also).

Finally, you each will get a coupon for the free 8-8-8 Sale product of your choice.

I hope you found this as fun and instructive as I did!

Talk soon,

David

O.Y. If you want to really increase your conversions and sales, and want to learn more about being a great copywriter then check out the soon to be released book, Be a Copywriting Pro.

O.O.Y. By the way, I got this quiz from Jason Fladien’s blog, it has some good copywriting info also.

This post from: Street Guide to Copywriting. To read more post like this, head over to Street Guide to Copywriting

Grades are in, did you pass?

I did okay, I got 16 out of 20 — a B back in my school days, but not as well as I had hoped (or, truthfully, expected). It was an interesting and humbling experience (made me remember that I don’t know as much as I thought and I really wanted to share the quiz with you so you could benefit from it also.

One thing I suggest is taking the test twice, once without thought and analysis, just your immediate gut reaction, and the second time use the rules of copywriting you know.

Compare the differences in results and find out where you are strong and where you are weak. Also, it will help you understand how well you can trust your instincts.

Some people are good representatives of their prospects and some aren’t and you need to know which you are, this is very important; you’ll be losing sales if you use the wrong viewpoint, that is, use instinct when you should use analysis and vice versa.

For example, my partner took the test both ways and got 40% more right when she analyzed. This suggests that she is atypical of the general public and things that attract them probably don’t attract her.

Post your answers to the blog and, who knows, there may be something nice for the person who scores the highest.

Beware, make sure you actually read each headline/question, I missed a few by thinking I knew it without properly reading it.

Here’s the quiz…

Which Headline Pulled the Best?

Headline 1

A) Push Button shave cream
B) Moisturized Shave Cream

Headline 2

A) How to get rid of an “inferiority complex”
B) The writings in these immortal books are as strong as the mightiest deeds of history

Headline 3

A) Thousands suffer from sick nerves and don’t know it
B) Have you these symptoms of nervous exhaustion?

Headline 4

A) Would you buy a $30 shirt on sale for $14.99
B) Half price sale on shirts!

Headline 5

A) The name of this jacket is Manana. But at $30 you better buy it today
B) It’s from Mexico. It’s handmade. And it’s only $30.

Headline 6

A)Save one gallon of gas in every ten
B) Car owners! Save one gallon of gas in every ten

Headline 7

A) Hay fever!
B) Dry up hay fever!

Headline 8

A) This is the ad we had to cancel three months ago because we sold them so fast
B) All leather handbags for only $28 (The last time we ran this ad we sold out in 48 hours!)

Headline 9

Which ad will be better read?

A) If the headline is above the picture?
B) If the headline is below the picture?

Headline 10

A) men’s thick terry robes, $65
B) We first saw these in the Carillon Hotel on the Place de la Concorde in Paris

Headline 11

A) Women’s sweater sale at below wholesale price $19.99
B) Would you buy a woman’s $65 sweater for $19.99

Headline 12

A) we go to Helsinki and back for our customers
B) “In our 38 years in business, we never sold so much of one item in so short a time – Milton Gordon

Headline 13

A)“My insurance company? New England life of course. Why?
B) The far sighted man from new England life can show you how you could get 30 years of life insurance – and then get back all the money you put in.

Headline 14

A) If you really want to impress someone with your car, tell him it’s paid for
B) “When we built the Volvo to last 11 years, we didn’t forget you’d be sitting in it for 11 years”

Headline 15

A) Here are two easy ways to build your sales of cooling system parts
B) New Gates charge announces tune-ups: $12 flat rte on cooling system

Headline 16

A) What is buffered aspirin?
B) how to stop a headache without upsetting your stomach

Headline 17

A) I never bought stocks before – how do I go about it?
B) What do I own when I own a share of stock?

Headline 18

A) use these eyedrops for bloodshot eyes
B) How to give quick rest to tired eyes

Headline 19

Rate these headlines in order of which converted the best and which was the worst for these advertisements in a trade magazine.

A) How to talk to a horse
B) Free way to start horsing around
C) How to adopt a horse
D) Free gift if you love horses
E) Free lessons in horse training

Headline 20

A) Now try this vitamin.
B) Now try the vitamin of champions.

Take the quiz and post your answers in a reply to this blog and we’ll see how well you tomorrow!

David
The “Shameless” (but “Ethical”) Marketer

This post from: Street Guide to Copywriting. To read more post like this, head over to Street Guide to Copywriting

How Good Are You Really? Take Gary Halbert’s Quiz to Find Out…