Nov 29

yousaidwhat.jpgThe Story: Have you ever read a website and it just seemed to “stiff” or “formal” to you?

Or you felt like they were talking over your head, using a lot of buzzwords and lingo you didn’t understand?

Me too.

That leads to this little tip that will really help your copy make more sales (or generate more leads, or whatever you need it to do)…

The Point: Copy should read like conversation; it should flow naturally and be easy to listen to (or read).

The Resource: Any tabloid. I like the Enquirer.

3 Ways To Keep It Simple:

1. Use strong, punchy language.
2. Write in short sentences and paragraphs.
3. Avoid jargon.

Click for the Podcast Audio:

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Nov 29

The Story: It’s one of the most common mistakes in all forms of selling - not asking for the sale.

Hard to believe? Maybe. But it’s true anyway; people just don’t want to ask for the order.

The Point: There comes a point where you’ve presented all the benefits of your offer; you’ve demonstrated its value; you’ve supplied lots of credible testimonials; you’ve shown your iron-clad guarantee… and you just need to ask for the sale.

On the Internet, this can be as easy as putting in a link that says “Order Now”.

The Resource: Gitomer

3 Ways To Un-Wimpify Your Copy:

1. Ask for the order plainly.
2. Ask for the order early.
3. Ask for the order more often.

Click for the Podcast Audio:

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Nov 29

hemingway.jpg

The Story: Follow Ernest Hemingway’s Four Simple Rules to improve your copywriting (or any writing, for that matter).

The Point: The more effusive and melodious your prose, the greater the certitude you will obfuscate the concept you are laboriously attempting to elucidate; eschew obfuscation.

The Resource: The Elements of Style

Hemingway’s Rules:

1. Use short sentences.
2. Use short first paragraphs.
3. Use vigorous language.
4. Be positive, not negative.

Note: I have written about Papa’s rules in the past. This time I decided to do a little research before doing the podcast, and found different versions. So who is right? I don’t know. My favorite version, though is at Brian Clark’s Copyblogger site.

Click for the Podcast Audio:

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Nov 29

ls3.jpgThe podcasts are on hiatus for a few days, as I’m getting ready for the live Immersion Workshop I’m doing at my office next week along with Kirt Christensen.

Meanwhile, I’ve gotten some great response to the email I sent out last night about “Chicken House Sangria” (even though that was a made-up phrase that means nothing, as far as I know). So I thought I’d share that with you. Here’s the story…

About a year and a half ago, I wrote some copy for a couple of guys named Dr. Mike and Howie.

They paid me a crapload of money for the copy.

I’m not kidding.

Honestly I didn’t want to even write their copy, and I quoted them an outrageously inflated price, assuming they would say “no”.

You could have knocked me over with a feather when Dr. Mike said, “Do you take checks or would your prefer a credit card?”

These guys obviously had way too much money.

I considered it my duty as an American to take as much of their money as possible.

So I wrote the sales copy for this workshop they were having.

It sounded kind of cool, because it was all about generating leads.

And after all, I wrote the copy… so I felt as though someone had “grabbed me by the eyeballs” and “sucked my wallet right out of my pocket”, giving me an uncontrollable urge to go to the seminar.

;-)

Once I got to the seminar, I understood.

I understood why they would be willing to pay me stupid amounts of cash to write their copy.

It was because these two jokers were making a fortune with their lead generation system.

I was blown away.

The Point of the Story

Well, it seems like Dr. Mike and Howie have even MORE money to throw away these days.

And they’re about to throw away $10,000 of it.

Maybe to you.

Here’s the story: Dr. Mike and Howie are having a huge competition where the winner takes home $10,000 cash.

And I thought maybe you’d like to win that $10k.

Get into the contest by going to: http://PimpMyLeads.com

Here’s their evil scheme…

They’re releasing the new, bigger, badder version of their lead-generation software (Lead Supreme). It’s version 3.0.

They’re so confident that any idiot who can press a button can use it to generate leads, they’re willing to back it up with a $10,000 prize.

Now, you’re no idiot — all my readers are smart, good looking, and the best of all possible people.

So I figure you have an even better chance of winning than the average guy or gal.

PLUS…

They Even Show You How To Win

To take this lunacy one step further, they’re actually going to show you how to win the dang contest.

The contest is: who can generate the most leads in 10 days!

Using their software.

And they show you how to do it.

Now there is a catch: it costs $20.

$20 bucks to get access to Lead Supreme Version 3.0 software, and use it to generate as many leads as you can.

HEL-LOOOOOOO-OOOOOO!

I’m sure there’s some rational reason for them to do this.

But knowing these guys, the whole idea was probably concocted somewhere during the second pitcher of Sangria on the back deck of a chicken house in Austin.

So I feel it’s your duty as an American to take full advantage of this delirium- induced drama, and take their offer.

Ahem.

Back to my point.

You’re Crazy If You Pass This Up

I rarely put things this strongly… but passing this up would be kinda dumb.

The worst thing that could happen is you pay $20 for big fat pile of new leads.

And the best thing that could happen is you win Dr Mike’s $10,000.

(If you do, you don’t have to share it with me, but if you felt inclined to, that would be okay with me).

Sign up for it now
.

They’re only letting 1,000 people into the contest, and the whole thing starts on October 13th.

Nov 29

nosignal.jpgThe Story: If your copy can’t cut through the clutter, you never be able to make the sale.

The Point: The reason the old formulae are less effective is: it’s harder to get people’s attention these days. Time to step up your game.

The Resource: Attention Age Doctrine

3 Keys To Grabbing Their Attention:

1. Change Their State.
2. Stop Their Inner Chatter.
3. Appeal To Their Greed, Lust, Or Moving-Away Values.

Click for the Podcast Audio:

Click Here

Nov 26

magic.jpgThe Story: Let’s assume you’re writing your own copy (maybe you can’t afford to hire a professional, or you just love writing copy for your own products).

One of your first tasks as a copywriter is to break down the skepticism that your prospects (readers, site visitors, subscribers) are feeling, and get them to believe you - even just a little bit.

The Point: How do you break through that skepticism? Testimonials and proof elements.

The Resource: Any late-night infomercial

3 Ways To Use Testimonials or Proof:

1. Add more testimonials.
2. Show photographs (before and after).
3. Show evidence (pictures or screen grabs).

Click for the Podcast Audio:

Click Here

Nov 26

ls3.jpgThe podcasts are on hiatus for a few days, as I’m getting ready for the live Immersion Workshop I’m doing at my office next week along with Kirt Christensen.

Meanwhile, I’ve gotten some great response to the email I sent out last night about “Chicken House Sangria” (even though that was a made-up phrase that means nothing, as far as I know). So I thought I’d share that with you. Here’s the story…

About a year and a half ago, I wrote some copy for a couple of guys named Dr. Mike and Howie.

They paid me a crapload of money for the copy.

I’m not kidding.

Honestly I didn’t want to even write their copy, and I quoted them an outrageously inflated price, assuming they would say “no”.

You could have knocked me over with a feather when Dr. Mike said, “Do you take checks or would your prefer a credit card?”

These guys obviously had way too much money.

I considered it my duty as an American to take as much of their money as possible.

So I wrote the sales copy for this workshop they were having.

It sounded kind of cool, because it was all about generating leads.

And after all, I wrote the copy… so I felt as though someone had “grabbed me by the eyeballs” and “sucked my wallet right out of my pocket”, giving me an uncontrollable urge to go to the seminar.

;-)

Once I got to the seminar, I understood.

I understood why they would be willing to pay me stupid amounts of cash to write their copy.

It was because these two jokers were making a fortune with their lead generation system.

I was blown away.

The Point of the Story

Well, it seems like Dr. Mike and Howie have even MORE money to throw away these days.

And they’re about to throw away $10,000 of it.

Maybe to you.

Here’s the story: Dr. Mike and Howie are having a huge competition where the winner takes home $10,000 cash.

And I thought maybe you’d like to win that $10k.

Get into the contest by going to: http://PimpMyLeads.com

Here’s their evil scheme…

They’re releasing the new, bigger, badder version of their lead-generation software (Lead Supreme). It’s version 3.0.

They’re so confident that any idiot who can press a button can use it to generate leads, they’re willing to back it up with a $10,000 prize.

Now, you’re no idiot — all my readers are smart, good looking, and the best of all possible people.

So I figure you have an even better chance of winning than the average guy or gal.

PLUS…

They Even Show You How To Win

To take this lunacy one step further, they’re actually going to show you how to win the dang contest.

The contest is: who can generate the most leads in 10 days!

Using their software.

And they show you how to do it.

Now there is a catch: it costs $20.

$20 bucks to get access to Lead Supreme Version 3.0 software, and use it to generate as many leads as you can.

HEL-LOOOOOOO-OOOOOO!

I’m sure there’s some rational reason for them to do this.

But knowing these guys, the whole idea was probably concocted somewhere during the second pitcher of Sangria on the back deck of a chicken house in Austin.

So I feel it’s your duty as an American to take full advantage of this delirium- induced drama, and take their offer.

Ahem.

Back to my point.

You’re Crazy If You Pass This Up

I rarely put things this strongly… but passing this up would be kinda dumb.

The worst thing that could happen is you pay $20 for big fat pile of new leads.

And the best thing that could happen is you win Dr Mike’s $10,000.

(If you do, you don’t have to share it with me, but if you felt inclined to, that would be okay with me).

Sign up for it now
.

They’re only letting 1,000 people into the contest, and the whole thing starts on October 13th.

Nov 26

bullet.jpgThe Story: Almost without fail, copy that doesn’t get good results suffers from a lack of powerful, persuasive, and pithy bullet points.

The Point: Internet readers don’t read; they skim, scan, and scroll.To suck them into your copy, use bullet points that are attention-arresting, super-scanable, scroll-stopping statements.

The Resource: My own Bullet Point Copy Explained

3 Simple Bullet Point Blueprints:

1. “How To [INSERT YOUR BENEFIT HERE]”. (”How to lose weight three times faster without ever feeling hungry or deprived”

2. “The Secret To [SOLUTION] They Don’t Want You To Know”. (”The secret to getting 60 mpg that big oil companies don’t want you to know”)

3. “The Single Most…That Even…”. (”The single most effective method of reversing heart disease that even Harvard-trained physicians have never heard about”)

Click for the Podcast Audio:

Click Here

Nov 26

My friend Stu McLaren is getting married today. He made this kooky video to explain his “fat lip” dilemna… and to explain why he’s having this sale.

He really is offering some discounts on his products that are just… well… crazy. But hey, don’t let that stop you from taking advantage of him.

Nov 26

longcopy.jpgThe Story: There’s a raging debate about whether long copy still works on the web, but the answer is surprisingly no different than it was 100 years ago.

The Point: Long copy sucks (the money right off the table!). The reason long copy works is the same as ever. You must answer every possible objection in order to make the sale.

The Resource: The Death of the Salesletter

3 Ways To Use Long Copy To Rake In More Sales:

1. Tell more (and better) stories.
2. Pile up a Preponderance of Proof
3. Explain your key points and propositions in a simple, step-by-step manner.

Click for the Podcast Audio:

Click Here