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I’m sure most everyone has heard the saying, “No guts, no glory,” right? 

Well, just to be clear about my interpretation, so I can talk about it … it means this to me:

If you don’t risk, you don’t achieve.

In marketing, as in life, most business owners choose to ‘play it safe.’  The idea behind this notion, of course, is to walk the same path that’s already been forged.  It’s easier.

If something’s been done again and again (proven to work or not), most people most of the time are too timid or downright afraid of making a mistake to launch out on their own and …

Do Something Different & Daring!

As marketers, when we put on our ‘consumer hat,’ I think it’s easy to see how smart it is to be different, don’t you?

Think about it, when a technique is so overused as to become lifeless and dull, no one really listens anymore — they become desensitized or anesthetized (numb).

How many times have you heard or read the same ole, same ole copycat version of direct response techniques that they don’t even register on your mental screen anymore?  Despite what it says, here’s what you see, “blah, blah, blah, blah.”    

Dan Kennedy talks about business owners who defy conventional wisdom and DO things outside the norm, with amazing results.  In his examples, a restaurant and supermarket gave away thousands of dollars in merchandise, with a very high ROI.

And they didn’t even have to spend money on advertising.  Ooops, scratch that — you’ll think you don’t need a copywriter to write VERY different ads, letters and cards, oh my!

If you’re not a restaurant or supermarket, with food to give away (who doesn’t eat?) … or whether you do something else totally outlandish or at least unexpected — you gotta capture your prospect or customer’s attention.

Wake up!  Be different.  Do something that’ll counteract the numb. 

In order to get noticed, you MUST have guts.  Otherwise, you just lull your customers and prospects to sleep.

Here’s to guts & glory!

Carolyn

http://www.kickasscopywriter.com

I recently read a post at Ryan Healy’s blog, which was talking about ‘hype’ in copy.

Oh, just in case anyone reads this, who is unfamiliar with the use of the word, copy, I am referring to words … language that’s used to elicit a specific response from readers … namely to buy something!

The upshot of the blog was that, as copywriters, we should all be careful to only use phrases that run the risk of being construed as ‘hype,’ when we have sufficient proof to back up any over-the-top claim or promise we’re spouting.

As marketing professionals, we know (or should know) how vital the sales messages are that we write for our clients — our words can make or break the sale.

And, even when there are outrageous-sounding claims or promises that can be made because they are actually true, I think the ‘oh yeah, right’ factor is a big one to overcome.  And this is especially true on the Internet.

What I mean by that is this:  People are bombarded with SO much exaggeration and promises of more beauty, more sex, more hair, more wealth SOO much that the mere claim of more, better, different is often discounted at best and ruinous at worst.

OK, you say, how do I get my sales message heard, amidst all the loud noises out there?  Good question.

I’ll try to answer it.  Are you, personally, turned off when you hear a lot of ‘over-the-top’ kinds of headlines or body copy, promising you the moon if you only use this or that product?  Do you feel a bit like your intelligence is being insulted?

I do.

That’s why I try to keep it down and to genuinely instill trust, by telling the truth.  I try to shy away from stupid in its many forms –  from falsehoods or products I wouldn’t sell to my worst enemy.  (If I had one.)

Emotional copy, of course, we all know is the best kind to ‘connect’ with our audience and to offer them benefits they really want for themselves.   But so much of it is pandering, placating and downright insulting.

Maybe there’s a place to talk to the poor, the gullible or the less-educated of the world and play on their ignorance … but I don’t want to write it.

I say effective copywriting doesn’t have to use hype.  And hard-to-believe truths can be tempered with a wise dose of sincerity to make them sound more believable.

And, when appropriate, always offer 3rd party proof.  That’s just smart, don’t you think?

Till next time, here’s to genuinely-effective copywriting!

Carolyn

http://www.kickasscopywriter.com

Oh my, where does the time go?

I’m so embarrassed to say it’s been … what, about three weeks, since I blogged.  Oy vey, what will the ‘blog police’ have to say about my derelict behavior!   

Aaahh, it’s OK because I really don’t have a following anyway.  In fact, it’s rare that I get comments on this thing.    

Sometimes, I must admit, I wonder why I’m doing this at all!  If no one’s listening and no one’s commenting — what’s the use? 

It’s not like I don’t have better things to do … like write for clients, who are paying me, for instance.

I am pinging at pingoat.com and going to livewire.com to make sure the social media hear about me.  I’m sure there’s much more I could/should be doing, time permitting. 

Maybe my heart’s just not in it.  Admittedly, I don’t seem to have a lot to say about copywriting that’s not already being said over and over, adnauseam.

To me, each situation calls for a unique approach, instead of simply copying from what many copywriters use — their ’swipe file’ — samples of various work from other writers that worked (supposedly) for a given type of product or service.

I’ve been writing copy, along with the ’smart thinking’ that goes with it, for a long time.  And to me, these are:

7 Traits of a Good Copywriter:

1.  Understand the human condition.

2.  Know how to tap into human emotions.

3.  Know how to communicate in a heart-felt way.

4.  Really care.

5.  Study the product and know how it will genuinely benefit customers.

6.  Prove the product and the company are real and that the company cares about their customers, by offering high quality — backed by a real guarantee.

7.  Know how to sell.  Know how to close. 

 What more is there to say about copywriting?  It’s ‘thinking on paper,’ like Jay Abraham says.  Or, it’s ’salesmanship in print,’ a phrase, I think, Dan Kennedy coined.

So, what else am I thinking today?

Have you seen the T. Boone Pickens’ web site? 

http://www.pickensplan.com

You must go see it.  Here’s one of the biggest oil moguls on the planet, advocating alternative energy!  Now, that sounds pretty genuine to me.  I’ll look into it closer and see what I can see.  (Hope it’s real.)

I have more than a passing interest in alternative energy, as I think everyone who’s breathing should have.  Otherwise, the breaths we take may not be worth it before too long.

I think finding alternative energy sources and using them is a planetary imperative.  Yeah, it’s that serious. 

OK, two thoughts for today … that’s enough, methinks.  For copywriting services, find someone who knows the 7 points above.

And for alternative energy ideas, check out T. Boone Pickens.

Salut,

Carolyn

http://www.kickasscopywriter.com

Q:  Who are the best customers? 

A:  Referrals.

Q:  What’s the best form of marketing? 

A:  Word of Mouth.  (WOM)

So, if everybody knows referrals make the best customers and the way to get referrals is thru WOM marketing — what are you doing to generate more WOM?

Have you considered what you can do for your existing customers that would absolutely compel them to tell all their friends and family to buy from you?  Something that’s so unique and memorable they’d just have to talk about it?

Consider Disneyland and Disney World.  When first time visitors are asked what sticks in their minds most, they say it’s the parks’ cleanliness and the authentic environments.

As Dan Kennedy points out, the marketers know that ‘clean’ is not just about maintenance crews — it’s also about good marketing!

Your customers want to feel really GOOD about doing business with you, right?  So, come up with something quirky or unusual to do for them … surprise them in some way  they won’t expect.

Going the extra mile works for personal relationships and also for business ones. 

If you can’t think of something that feels right for your business, maybe you could hire a very creative marketing mind to help you? 

Maybe that person would also be a copywriter and could not only come up with the great ideas, but also know how to promote them!

 Here’s to creating more WOM!

http://www.kickasscopywriter.com

Have you ever read a marketing message, attempting to sell something …

but it used stiff, proper language that only an English professor would appreciate?

Most good copywriters know to use simple words and to talk to a prospect like we’d talk to a friend or to use ‘barstool conversation’ — the way you’d talk to the guy next to you at the bar.

Another smart rule of thumb?  Use short sentences.

Long, seemingly endless sentences/paragraphs make the brain say, “This is too much to read.”  (Click.)

Short & simple paragraphs, with lots of white space, are much easier to read, aren’t they?

Another KISS principle, often overlooked even by the best of writers is to first appeal to human emotion … then back it up with logic.  It’s really not just all about price!

Your prospects aren’t going to be patient with a badly written sales message.  And, since an enormous amount of shopping is being done online, your entire web site must be:

clear, concise, easy to understand/navigate.  And easy to order.

How to Employ the KISS Principle on Your Web Site & Online Marketing … 

*  Use simple words.

*  Use short sentences/paragraphs.

*  Use lots of white space.

*  Capture their emotions quickly.

*  Show ample proof/credibility.

*  Make everything quick, easy to navigate.

*  Make ordering easy.

Starting with your web site and continuing with sales letters, email campaigns, PPC campaigns and their linked landing pages — keep it simple.

Happy Selling!

http://www.kickasscopywriter.com

In the June, 2008 issue of Direct Magazine, I read something pretty interesting about the way business is coping in the current recession. 

It’s no secret to anyone, except the Feds, that the U.S. is in a recession. The economy is slowing, consumers are spending less and (as the article points out) firms are deliberating more over purchasing decisions.

What we’d expect to see happening in times like these is for direct marketers to focus on their existing customers, right?  But they are, in fact, spending more on prospecting … according to Direct’s annual forecast survey.

They say consumer firms allocated 72% of 2008 direct mail (DM) budgets to acquisition.  That, compared to 63% in 2007.  The article said B2B marketers were holding steady at 58% of their budget being spent on acquiring new customers.

The survey showed that marketing dollars are allocated to search engine optimization and other online marketing … trying to build their in-house lists.

The article said that financial services are doing more with house files than in years past … meaning, they’re not renting new lists, but just mining the ones they have.

It seems that a lot less testing is going on, for print media anyway, with 1Q08 showing a 25% drop in catalog tests, 12% drop in testing for publishers and 10% drop for nonprofits.

More companies are using email marketing to both existing customers and to prospects in 2008 than last year.  And SEO and SEM are also being used more than in 2007.

No matter what marketing method is employed, copywriting will always be vitally important.  Whether a company markets offline or online, the message still has to be right on target. 

One degree off in any direction — and missfire!

 So, whether you need an online sales letter, email campaigns, PPC ads, landing pages, squeeze pages or even postcards … it needs to sizzle. 

 The copy sells the product.  So, in these recessionary times, cut back on whatever you have to.  But whatever you put out there, make sure the copy scorches!

http://www.kickasscopywriter.com

Copywriting has often been defined as “salesmanship in print.” 

 This is easy to comprehend in the direct response world — crafting a sales message designed to persuade the reader to whip out his/her credit card, right now.

But, as anyone knows, a good copywriter has to know how to think really well.  Even if the writer isn’t trying to sell something immediately, they still have to think critically and analyze a lot of information.

It’s been said that the writer should have 7 times more intel than she’ll ever need.  So, a good writer collects a ton of information about the company, product and the audience she’ll be writing to … waay before a single word is written.

Gary Bencivenga says, “Every situation is unique, especially when the product or market place is different from what’s gone before.”

I, personally, abhor the notion of using the same angle or style for one client that I used for another  — just because it’d be easier.  If I thought it was the best approach, perhaps I would, but only if it were in disparate industries.

I like to forge a new path, though, and create something totally unique for each and every client.  As they say in fashion, you don’t want to meet yourself coming and going. 

Who’d want to go to a party and see ‘their’ dress on someone else?  Not I.

So, again, it’s critical to find a copywriter who can think on paper.  One with sufficient grey matter to examine all the data and come up with a new idea, a BIG idea … something unique and fresh for your business.

 There’s so much ’me too’ stuff going around … oy vey, don’t get me started! 

Whether it’s good or not, successful or not, something gets out on the Internet (especially) — and before you know it, you see the same style or tactics being used everywhere!

Where’s the differentiator?  How do you set yourself apart, when you look like everyone else?  You don’t.  You look like a carbon copy; not the genuine article.  UG!

Thinking on paper …

Critical thinking is the key.  It’s a lot like the attorney’s discovery, I think.  Then, one must draw the right conclusions from the vast body of evidence and, hopefully, be able to make a viable case for whatever product or service we’re writing about.

The ability to think clearly and confidently is also key.  I can’t think, with a lot of noise, for instance, so I have to have quiet.  I also have to be comfortable and in pleasant surroundings, with lots of natural light.

Expect the BIG idea and the BEST way to present it to emerge from an all-knowing sub-conscious … and it does.  Sleeping on it, after gathering so much information and immersing myself in it, is something I always do, as do so many other copywriters I know.

Often, I have so much information swirling around in my head, I feel I’ll never be able to rummage around and find just the right bits to use.  But, when I trust my inner knowing … it never fails me.

Think.  Think on paper.  Hire a kickass copywriter, who knows how to do this.  There are some exceptional ones out there.

http://www.kickasscopywriter.com

I’ve just listened to and read something amazing … and I want to share it with you!

You’ll see a great video, with the ‘bad ass’ guy, from the movie, “The Matrix.”  He’ll be talking about some scarry stuff, like the next Influenza Pandemic that most experts agree will happen.

We’re unprepared.  There is no vaccine and no antibiotic to counteract the virus.  Bad news for one and all. 

The worst outbreak the world has seen was in 1918, when 40 million people died, globally.

Then, the report goes on to discuss ‘mental viruses’ and how they infect entrepreneurs.  This is really good stuff!  (Not the best written, but the content is so insightful.)

You can travel deeper down the rabbit hole, by taking the red pill.  I suggest you absolutely take the pill. 

Charge forward and take off your rose colored glasses, as you have the chance to really SEE what’s preventing us from becoming and achieving all we can be.

It’s a 14 page, NO B.S. report called: PANDEMIC - Bird Flu of the Mind: How Underground Mind Viruses are Relegating Millions to “Living Death” and What You Can Do to Protect Yourself and Your Family

If that title sounds serious, that’s because it is serious.

The fact is, Mind Viruses are destroying the lives and business dreams of thousands of entrepreneurs just like you.

You’ll find an amazing phrase used.  Instead of ‘entrepreneur,’ they use the word ‘transfopreneur.’  Why?  Because most entrepreneurs want to transform their world in some way …

* for themselves

* for their families

* for their communities

* for the world

Go ahead, be brave and check out the red pill.  Your entrepreneural success may depend on it.

Go to:  http://www.givemetheredpill.com/letter.htm

Here’s to a higher octave marketing!

Carolyn

http://www.kickasscopywriter.com

As a copywriter (translate marketer), one of the things I do is to present my clients and their products or services in the best light possible.

Sometimes, I must confess, I have to look pretty hard to find anything genuinely distinguishing about them.  It’s sometimes a challenge to isolate one or two things that can provide something special — if not truly unique.

Many times, though, it’s only a matter of talking about an aspect of a product or service that’s not so unique, really.  But, instead, we focus on something common among all the competition … but they’re not talking about it.

The copywriter and advertising pioneer, Claude Hopkins, told this great story about how to build preeminence in his book “My Life In Advertising”…

He said:  Schlitz Beer was another advertising campaign which I handled for J.L.Stack. Schlitz was then in fifth place.

All brewers at that time were crying “Pure.” They put the word “Pure” in larger letters.

Their claim made about as much impression on people as water makes on a duck.

I went to brewing school to learn the science of brewing, but that helped not at all. Then I went to the brewery.

I saw plate-glass rooms where beer was dripping over pipes, and I asked the reason for them. They told me those rooms were filled with filtered air, so the beer could be cooled in purity.

I saw great filters filled with wood pulp. They explained how that filtered the beer.

They showed me how they cleaned every pump and pipe, twice daily, to avoid contaminations. How every bottle was cleaned four times by machinery.

They showed me artesian wells, where they went 4,000 feet deep for pure water, though their brewery was on Lake Michigan.

They showed me the vats where beer was aged for six months before it went out to the user.

They took me to their laboratory and showed me the original mother yeast cell. It had been developed by 1,200 experiments to bring out the utmost in flavor.

All of the yeast used in making Schlitz Beer was developed from that original cell.

I came back to the office amazed. I said: “Why don’t you tell people those things? Why do you merely try to cry louder than others that your beer is pure?  Why don’t you tell the reasons?”

“Why,” they said, “the processes we use are just the same as others use. No one can make good beer without them.”

“But,” I replied, “others have never told the story. It amazes everyone who goes through your brewery. It will startle everyone in print.”

So I pictured in print those plate-glass rooms and every other factor in purity. I told a story common to all good brewers …

but a story which had never been told. I gave purity a meaning.

Schlitz jumped from fifth place to neck and neck with first place in a very few months.

That campaign remains to this day one of his greatest accomplishments.  And it’s given many copywriters a very good model.

So, if your business has a product or service that isn’t really so different from others just like it … maybe you could simply tell a story about, precisely, how your product is made? 

For service businesses, maybe telling your story about exactly how you do what you do would capture the essence of something or explains it in a slightly different way than your prospects will have thought about before.

By being the first to use this strategy in your industry — YOU will have done it.  So, anyone who follows as a ‘me too’ will never be the first.  You will!  

And that’s preeiminence.      :)

You can tell your story in print, on your site, or in your email campaigns.  And if you need a savvy copywriter and marketing strategist … I just might know someone.

Establish preeiminence in your market …

Then, everyone will listen and reward you, by giving you their business … because you took the time to educate your audience in a way that made sense, while your competitors ‘assumed’ they already understood — or wouldn’t care.

Till next time, 

Carolyn

http://www.kickasscopywriter.com

Are you still plunking down money on marketing that doesn’t, directly, put money in your pocket?

That won’t seem like a silly question to direct response copywriters and marketers, but it may feel a bit vague to some business owners.   

For those of us, who have discovered and highly believe in direct response — offline or online — we try to help our clients to always spend advertising and marketing dollars on the kinds of marketing you can truly measure.

If you just pay for a glitzy ad to be written and designed and then pay for the space in a spiffy publication, without making a direct offer to buy, you’re not doing direct response.

By its very name, it’s the kind of marketing/advertising that asks for the sale.  So, you can judge the success or failure of it by how many orders you get, right?

This, IMO, is the only kind of marketing that makes any sense to any business, unless perhaps you’re Coke or Microsoft.

Why does anyone care about ‘image’ or ‘branding,’ anyway?  Making profits is not about you, your business or your products.  It’s only about your customers!

No one really cares about all the techno-babble about how your widget is built.  All your prospective customers care about is, “What will this product do for me?”

So, in all of your marketing, tone down the features of your newest widget and focus on how it will alleviate the pain of your customers.  Or how it’ll make their lives easier, sexier, faster or more fun.

You’ve probably all heard it before, but it’s still true.  The only station a consumer is tuned to is:  WIIFM.

Always do these Things in your Marketing … 

1. Answer their question, “What’s in it for me?”  (WIIFM)

2. Tell them why they should believe you.

3. Tell them how much it costs.

4. Tell them how to order right now. 

5. Tell them they only have a limited time to order.

6. Tell them you only have a limited quantity.

7. Then, tell them you’ll refund their money, if they don’t like it.  

Tell them these things in everything you print or put online!

If it don’t bring in the bucks … don’t do it.

If you need a kickass copywriter and marketing strategist to help you out with these kinds of things that SELL … I know where you can find one.

Here’s to making the phone ring, the server crash and the cash register ka-ching!

Carolyn

http://www.kickasscopywriter.com